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Based upon the broaden-and-build theory of positive emotions, this study aims to assess the role of perceived social responsibility (PSR) in mediating the relationship between gratitude and environmentally responsible behaviour (ERB) among teachers.

Data were collected, following a correlational design, from a total of 292 school teachers in Kerala state, India. In total, 256 data were taken for final analysis. Out of the total participants, 63.3% were female and the remaining 36.7% were male. Confirmatory factor analysis was carried out to verify the factor structure and discriminant as well as convergent validity of the study variables. The relationship between gratitude and ERB with mediating role of PSR was tested.

The mediation analysis output revealed that PSR fully mediates the effect of gratitude on ERB, and it is concluded from the findings of the study that ERB can be enhanced by humanizing the citizens to integrate social responsibility in their acts and promoting the significance of having positive emotions like gratitude to widen their thought–action repertoires.

In line with the broaden-and-build theory, a positive state of mental faculty can be a prime facilitator to increase concern for green environments as an outcome of an expanded thought–action repertoire. The findings imply the importance of inculcating enduring personal resources like the sense of gratefulness as it weighs the effect of producing altruistic acts like ERB along with many other benefits associated with having a positive emotion which is obviously considered to be a fair contribution to serve social resources in the community.

The study findings can be an inspiration for the formation of policies to encourage pro-environmental behaviour and to further expansion of policies like national education policy of India. As teachers being the facilitators of knowledge and wisdom, they are potential sources to inspire students to practice healthy behaviours, they can be better models by practicing ERB.

The authors have verified the application of broaden-and-build theory of positive emotion in the context of ERB along with identifying its relationship with gratitude and PSR.

This study aims to gain insights into the rise of virtual social media influencers and identify the significant theories governing virtual influencers’ (VIs) interaction with followers on social media platforms. Studies on VI being scarce in marketing literature, the authors attempt to propose a theoretical model to understand the acceptance of VIs by social media users (SMUs).

Using a structured literature review and a case study approach, a conceptual model is developed and propositions are offered.

Parasocial interaction (PSI) between the SMU and VIs builds up source credibility, thereby leading to the acceptance of VIs. Thus, the authors establish that PSI and source credibility theory combine to explain the acceptance of VIs by SMUs. Furthermore, similarity with the VI is another added dimension of source credibility, as suggested by this study. A comparative analysis of the growth of five major VIs elucidates that the fashion, electronic, tourism and health-care industries can use them for promotions and as influencers, especially for luxury products.

VIs are a potent tool to achieve improved brand awareness and to target young consumers (especially Gen Y and Gen Z – millennials).

The emergence of VIs being recent; little is comprehended about their interaction with SMUs. Hence, it becomes important to delineate the foundations of VI–SMU interaction. Thus, this study addresses the gap in identifying the theoretical background and proposes a conceptual model elucidating VI acceptance by SMUs.