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In emergency departments, effective communication is of utmost importance to ensure the safety of patients. However, communicating can be quite challenging when dealing with high-stress situations. This study aims to assess the efficacy of coaching workshops, informed by a transtheoretical coaching model, in managing communication challenges perceived by emergency nurses and enhancing their communication skills.

The study involved seven emergency room nurses working at a public hospital in Morocco. The data were gathered through various instruments, including observation grids, interviews and pre- and post-test questionnaires.

The study identified prevalent challenges in communication among nurses, notably difficulties in accurately interpreting messages when faced with confrontational attitudes from colleagues or superiors. Additionally, some nurses exhibited asymmetrical communication patterns, prioritizing their own perspectives over others' during interactions. The findings revealed a statistically significant disparity between pre- and post-test scores (P = 0.017). The nurses’ mean score has improved by 5.14 after attending the four workshop coaching experience, passing from 5.71 in the pre-test to 10.85 in the post-test.

This is the first study in Morocco to evaluate the effectiveness of coaching workshops guided by a transtheoretical coaching model in improving communication skills and overcoming communication barriers among working emergency nurses.

Social media marketing (SMMT) is explored in the light of value creation (VC) and firms' sustainability performance. This research deals with the influence of both value co-creation (VCCR) and value co-destruction (VCDE) on SMMT and firm sustainability.

A quantitative approach is employed in this research. By means of structural equation modeling (SEM), specifically, PLS (partial least squares)-SEM, consumers' responses are analyzed.

The result confirms that SMMT influences firms' sustainability performance. Additionally, the study established a relationship between SMMT and VCCR and SMMT and VCDE. The study further showed that VCCR contributes to sustainability. Concerning the indirect relationships, the study indicates that VCDE influenced SMMT and sustainability performance.

A theoretical basis for studying both VCCR and VCDE is provided. The current study especially encourages further study into VCDE.

This work informs businesses about using SMMT to enhance sustainability performance. This work also warns about the reality of VCDE when using SMMT.

This research empirically explores SMMT and firm sustainability performance (SPFM) and also has a model that includes both VCCR and VCDE.

This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators.

This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis.

This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks).

This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.