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Adopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.

We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.

The results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.

We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.

The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.

While the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

Organizations working in high-hazard environments contribute significantly to modern society and the economy, not only for the valuable resources they hold but also for the indispensable products and services they provide, such as power generation, transportation and defense weapons. Therefore, the main purpose of this study is to develop a framework that outlines future research on systems safety and provides a better understanding of how organizations can effectively manage hazard events.

In this research, we developed the high hazard theory (HHT) and a theoretical framework based on the grounded theory method (GTM) and the integration of three established theoretical perspectives: normal accident theory (NAT), high reliability theory (HRT) and resilience engineering (RE) theory.

We focused on the temporal aspect of accidents to create a timeline showing the progression of hazard events and the factors contributing to safety and hazards in organizations. Given the limitations of the previous theories in providing a coherent explanation of hazard event escalation in high-hazard organizations (HHOs), we argue that the highlighted theories can be more complementary than contradictory regarding their standpoints on disasters and accident prevention.

A proper appreciation of the hazard nature of organizations can help reduce their susceptibility to failure, prevent outages and breakdowns of systems, identify areas for improvement and develop strategies to enhance performance.

By developing HHT, we contribute to systems safety research by developing a new, refined theory and enrich the theoretical debate. We also expand the understanding of scholars and practitioners about the characteristics of organizations working in high-hazard environments.