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From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

Global digital payment transactions increase continuously. Due to the inconsistencies that occurred across the research findings, past researchers have called for further investigation to verify and empirically test the mobile payment acceptance model. The purpose of this paper is to develop an integrative model that is derived from the multiple technology acceptance models (TAM)’s a theoretical framework and past literature to understand how consumers decided to adopt mobile payment. By simultaneously testing mechanisms, namely, ease of use, usefulness and risk, the current study will be able to advance scholarly knowledge of the underlying consumer’s attitude and behavior that link social influence to intention to use.

A total of 370 valid responses were collected using self-administered questionnaires distributed via online platforms, a representative for Thai consumers. An ordinary least square regression and bootstrap analyzes were conducted through PROCESS Macro to analyze the moderated serial-multiple mediation model in the consecutive inducing of social influence, perceived ease of use, perceived usefulness and perceived risk toward the consumer’s intention to use mobile payment.

Within the context of consumers evaluating a mobile payment, statistics significant were found for the hypothesized direct and indirect effects of perceived ease of use and perceived usefulness on an intention to use. The results showed that Thai consumers’ intention to use mobile payment was significantly affected by their attitudes in terms of usefulness and the less complication in using the applications. It is confirmed that social influence indirectly affects intention to use via the increase of perceived ease of use and perceived usefulness. The study also found a significant interaction between perceived risk and perceived usefulness toward intention to use.

It is recommended to service providers to continue improving the user-friendliness, navigation, integrity and furnish the system with more value-added activities within the mobile payment application. It is also essential for the company to deliver tutorials and clear and easy-to-follow instructions to customers. At the same time, the marketer should develop marketing strategies to promote the usefulness and simplicity of using the applications to the consumers. When consumers experienced the easiness and usefulness of the applications, these could overcome the resistance feeling to use due to the concern on any potential risk.

The study contributes to the existing body of knowledge on consumer usage behavior and TAM by integrating all important variables and developed a parsimony framework to explain consumers’ usage adoption on mobile payment. Moreover, the current study was the very first that proposed and tested a serial of multiple mediations of perceived ease of use and perceived usefulness, moderated by perceived risk, in the relationship between social influence and consumers’ intention to use mobile payment and discovered a moderating role of perceived risk toward the relationship between perceived usefulness and mobile payment usage intention.

The purpose of this paper is to investigate the mechanism by which uses and gratification (U&G) constructs predict continuance intention to play (ContInt) the augmented reality game Pokémon Go (PG), through multiple serial mediation technique, with enjoyment and flow as mediators. The model also integrates other motivational factors specific to PG, namely, network externality and nostalgia and investigates the process by which they influence ContInt through players’ inherent need-to-collect animated monsters and online community involvement, respectively.

The model was tested using 362 validated responses from an online survey of PG players in Malaysia. Partial least squares structural equation modeling was used to analyse the data. The predictive relevance of the model was tested via partial least squares-Predict.

ContInt is influenced through various mechanisms. Enjoyment is the most important mediator, mediating three U&G predictor constructs (achievement, escapism, challenge and social interaction) and the outcome ContInt. Flow did not have any influence on ContInt unless coupled with enjoyment as a serial mediator. Network externality and nostalgia were found to only influence ContInt through mediators, online community involvement and need-to-collect Pokémon Monsters, respectively. Overall, the results show evidence of four indirect-only mediation paths and one complementary partial mediation path.

Provides support for an integrated model incorporating psychological, social and gaming motivational factors. While most other studies focus on direct relationships, we focus on indirect relationships through multiple sequential mediation analysis, following the recent modern mediation analysis guidelines. Contrary to previous findings, flow was not an important factor in predicting ContInt for gaming and nostalgia does not link directly to ContInt.

Based on stimulus-organism-response (S-O-R) theory and a serial multiple mediation model, this study aims to examine the relationships between cultural values and energy-saving behaviors as well as the mediation mechanisms of attitudes towards energy-saving and energy-saving intentions underlying these links.

A sample of 1,514 urban residents collected in five big cities in Vietnam and Structural Equation Modeling were employed to test the hypothesized model.

The study yields that energy-saving behaviors can be directly influenced by long-term orientation, but not by collectivism, while both collectivism and long-term orientation work as stimulus which immediately inspire attitude towards energy-savings and energy-saving intentions. Interestingly, attitudes towards energy-saving and energy-saving intentions not only serve as the most crucial predictors of entrepreneurial behaviors but also cooperate a serial mediation role in the impacts of cultural values on energy-saving behaviors.

The findings of this research can be valuable for policymakers to inspire urban residents’ energy conservation behavior for sustainable development goals.

This study contributes to the pro-environment literature by adopting the S-O-R theory to investigate the impacts of cultural values on the energy-saving attitude-intention-behavior relationships, explain the underlying mediation mechanism of energy-saving attitudes and intentions in transferring the influences of cultural values on energy-saving behaviors, and bridge the attitude-intention-behavior gap in the energy-saving research.

This study aims to explore the relationships between career competencies and job search self-efficacy via the serial multiple mediation effect of career adaptability and self-perceived employability within multiple theoretical frameworks.

This study adopts a cross-sectional design to collect data at a specific point in time and employs self-report questionnaires to collect data from participants. In total, 302 students from the “management and organization department” in a vocational school of a public university completed the survey forms. To test the hypothesized model, a serial multiple mediation analysis was performed using structural equation modeling (SEM) via SPSS (Statistical Package for Social Sciences) AMOS (Analysis of Moment Structures).

The results indicated that career competencies, career adaptability, job search self-efficacy and self-perceived employability all had significant and positive relationships. Additionally, the relationship between career competencies and job search self-efficacy was serially mediated by career adaptability and self-perceived employability as anticipated.

Considering the growing importance of the subject of how universities might better prepare their graduates for the job market, the study's findings have important policy implications. University students should also be provided with career management resources, specifically adaptation resources, to help them navigate their individual characteristics and transfer more successfully into the existing job market. This is the cause of the need for constant planning, adaptation, assessment and evaluation of career competencies in current labor markets.

The study contributes to international career development and vocational education research by filling a gap in the literature by demonstrating that job search self-efficacy, which is a predictor of job search behavior, can be promoted by career competencies, career adaptability and self-perceived employability. These findings are particularly significant because they highlight the importance of career-related knowledge, skills and abilities in engaging university students seeking employment in a developing country with a highly competitive labor market.

This study investigated the effects of social capital on frontline bank employee's adaptive selling behavior via the psychological process. Frontline bank employees' positive social relationships enhance their perception of the work environment and encourage work engagement. With the multiple mediation model, both internal and external social capital have direct and indirect influence on the frontline bank employee's adaptive selling behavior.

Data for this study were collected from a cross-sectional sample of retail banking industry in Korea. Specifically, using two-step procedures, employees of financial service or insurance sales department in banks were selected and online survey questionnaires were distributed to them. Data from 330 employees were collected and analyzed.

The results of this study showed how social capital affects frontline bank employees' person–job fit as a cognitive psychological process, leading to work engagement as an emotional psychological process and, in turn, more adaptive selling behavior. Using multiple mediation analysis, the results showed that work engagement on its own exerts a mediating effect on social capital, whereas a person–job fit does not.

This study applied both aspects of the social capital concept by dividing it into internal and external social capital, and exploring each separately. This study examined the influence on psychological processes and behavioral response by distinguishing between the two forms of social capital. Second, this study expands the previous studies by introducing social capital as an antecedent factor of frontline bank employees' adaptive selling behavior. Finally, this study explains how frontline bank employees' relational resources (i.e. social capital) influence their emotional aspect (i.e. work engagement) and cognitive aspect (i.e. person–job fit), which ultimately influence performance-driven behavior (i.e. adaptive selling behavior).

This research showed the importance of hiring frontline bank employees with excellent social capital capabilities. Furthermore, this study underscored the fact that organizations require preparing and providing practical management methods that can improve the social capital of their current frontline employees. Last, organization need to design the job in a way that innately improves frontline employees' social capital. Therefore, these jobs provide many opportunities for frontline bank employees to use their ability to build relationships in their interactions with customers and make practical decisions to achieve job performance.

This study improved our understanding regarding the importance of employees' social capital by revealing the psychological process of how frontline bank employees' social capital affects adaptive selling behavior. Second, this study expands on the literature by introducing internal and external social capital as an antecedent factor affecting the adaptive selling behavior of frontline bank employees. Furthermore, this study advances understanding on the manner in which relational resources of frontline bank employees (i.e. social capital) influence the emotional (i.e. work engagement) as well as the cognitive aspects (i.e. person–job fit), which ultimately influence performance-driven behavior (i.e. adaptive selling behavior).

The purpose of this paper was to explore the underlying mechanism of the relationship between psychological safety and performance.

A serial multiple mediation model that explains the impact of psychological safety on performance via job crafting and thriving at work was proposed and tested using PROCESS macro (Model 6). Data were collected from 320 employees at three different large Korean organizations.

The results of this study found that job crafting and thriving at work sequentially mediate the relationship between psychological safety and performance. However, the direct effect of psychological safety on performance was found to be nonsignificant. Put differently, psychological safety is unrelated to performance independent of the effects of job crafting and thriving at work.

The present study theoretically contributes to psychological safety research by proposing and testing a serial mediation model that explores the underlying mechanism of the relationship between psychological safety and performance in detail. Practically, this study informs managers about the importance of ensuring a psychologically safe workplace environment and encouraging employees' proactive behaviors to enhance their performance and ability to thrive at work.

The purpose of this study is to assess the effect of perceived role clarity on innovative work behavior (IWB) through the mediation of intrinsic motivation and job involvement.

The data were gathered from 613 employees belonging to 196 organizations operating in India. Data were analyzed using statistical tools such as exploratory and confirmatory factor analysis, multiple regressions and bootstrapping via PROCESS.

Initially, the results of correlation and multiple regression analyses indicated that the perceived role clarity has positive relation with intrinsic motivation, job involvement and IWB. Further, bootstrap analysis revealed that intrinsic motivation and job involvement individually and serially mediate the effect of perceived role clarity on IWB.

The study highlights the importance of the perceived role clarity in developing positive work attitudes and innovative behavior among employees. Self-reported survey and cross-sectional design are the limitations of the current study.

The study suggests that organizations should strive constantly to enhance perceptions of role clarity among employees so that they remain motivated and involved in their jobs and exhibit innovative behavior at work.

To the best of the authors’ knowledge, this is the only study to test the impact of perceived role clarity on IWB with the serial mediation of intrinsic motivation and job involvement.

This study examines the relationship between green psychological benefits and green apparel purchase behavior using stimulus–organism–response (S-O-R) theory and a serial multiple mediation model.

Data were collected from 250 Lithuanians using a standardized questionnaire. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

The findings revealed utilitarian environmental benefits and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial as serial mediators between green psychological benefits and green apparel purchase behavior.

These findings provide valuable insights for policymakers in Lithuania and highlight the importance of emphasizing the psychological benefits to encourage the purchase of green apparel. Moreover, policymakers and marketers should design apparel products that appeal to Gen Z, promoting green apparel adoption. By leveraging the stimulus–organism–response (S-O-R) theory, this research contributes to understanding pro-environmental behavior. It bridges the gap between attitudes, intentions and actual behavior in sustainable fashion research.

This study aims to examine how career commitment (CC) affects hospitality employees perceived subjective career success (SCS) using a serial mediation system that uses career resilience (CR) behaviour and self-efficacy (SE) as serial mediators.

To examine the proposed relationships, a comprehensive theoretical serial mediation model was constructed. The proposed hypotheses were tested on a sample of 316 hospitality employees from India using regression analysis (Process Macro Model 6) with 5,000 bootstrapping at 95% confidence interval.

The regression analysis confirmed a strong, positive relationship between CC and SCS. It also highlighted a significant indirect effect, involving a serial mediation through CR and SE, demonstrating how CC influences SCS.

Drawing from three prominent theories – career self-determination theory (CSDT), career construction theory (CCT) and the contextual action theory of career development (CATCD), this research underscores the importance of fostering career-committed behaviour among employees and advocating for strategic career development initiatives. Understanding CC elements may help firms retain and encourage individuals, which can boost job satisfaction and performance. Importantly, the results advocate for the implementation of targeted career development strategies and the promotion of career-committed behaviour within hospitality organisations. This, in turn, fosters resilience and competence, ultimately contributing to individual career success and organisational excellence.

A serial mediation model with CR and SE introduces a fresh perspective that, to the best of the authors’ knowledge, has not been extensively explored in previous research examining the relationship between CC and SCS.