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The present study investigates the antecedents of sharenting, underlying strategies to mitigate the privacy risks of sharing children's personally identifiable information (PII) and majorly explores the relationship between sharenting activities of the parents and their buying behaviour. The study corroborates the previous studies in an advanced manner and adds a new construct “sherub marketing” as an effective marketing tool to impact the buying decisions of the parents.

Following interpretative phenomenological analysis, semi-structured personal interviews were conducted towards actively engaged parents on social media. For inferential analysis, responses of 23 parents were analysed with the help of theoretical thematic analysis

The findings uncover the multifaceted reasons persisting behind sharenting activities of the parents and observe a strong relationship between sharenting and buying behaviour of parents. The study results into exploration of sherub marketing as an effective marketing tool to influence the actions of the sharenters.

The study will be of use to both the practitioners and the society as a whole as it indicates the ramification of parental sharing and the role of marketers in influencing the purchasing decisions of the sharenters.

The present study is a novice and untapped area in the literature of interactive marketing and sheds light on sherub marketing as an effective marketing strategy.

Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the secret consumption literature by identifying the antecedents of secret consumption along with the explaining mechanism and boundary condition.

An online study with experiment design was conducted to examine the impact of extroversion/introversion, self-presentation and product scarcity on secrete consumption.

The results show that consumer extraverted disposition and the self-presentation motive negatively influence secret consumption intention and suggest this relationship is explained by the self-presentation need. The findings also revealed that perceived product scarcity attenuated the negative impact of extraversion and self-presentation on secret consumption intention.

The findings provide interesting insights into advertising and retailing. In recognizing that secret consumption is a prevalent phenomenon in consumer behavior that may improve actual consumer product evaluation and preference, retailers or brand managers may encourage consumers to consume secretly.

This empirical study is a first attempt to explore the antecedents, mediating mechanism and boundary condition of consumer intention to engage in secrete consumption. The findings of the study provide important implication to theoretical development and managerial applications in advertising and retailing.

This research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms.

A thematic analysis was undertaken to meet the research objectives by analyzing qualitative data from in-depth interviews with a diverse sample (N = 48).

The findings indicate that altruism, impression management, matching ideologies, message appeal and perceived source power are the critical motivations for individuals to share misinformation. Misinformation leads to conflicts and avoidance among individuals and harms brand's reputation.

This study utilizes thematic analysis to extend and contribute to the literature on misinformation. The current research provides an overarching framework to decode the misinformation phenomenon for researchers and practitioners.

This study offers valuable insights to marketers to develop strategies to tackle the menace of false information to safeguard brand reputation.

This paper studies early stages of actor mobilization for institutional change within Swedish esports.

The authors employ interpretative phenomenological analysis.

The authors’ findings explain how actors become motivated to act in critical reflections linked to conflicting legitimacy judgments and emotionally charged personal struggles. Moreover, the findings show how, as actors get activated in collective action, they identify efficacy lines around valid domains and experience emotionally charged collective endeavors. Furthermore, the findings explain how particularities in early experiences project legitimacy aspirations that orient collective action toward validity ends and particular values and ideals shaping actors' grassroots movements.

This study adds to legitimacy and institutional change theory through individual actors' perspectives, providing key insights into how they are motivated, activated, and oriented. This study is the first to investigate grassroots activists' personal stories in esports.

The purpose of this paper is to appraise the influence and challenges of direct disinvestment or through foreign direct investment (FDI) in the Kingdom of Bhutan, particularly to identify the inflow of disinterment post pandemic and how it can be improved.

The authors investigated the influence of FDI on Bhutan’s economy by analyzing secondary published data by Asian Development Bank and government agencies of Bhutan. To find out the role FDI has played in the growth of the Bhutanese Economy.

The FDI is not playing a major role in the nation’s economy so far. However, its potential cannot be ignored as there is a need for foreign currency and expertise in the country. Furthermore, government policies are directly influencing the inflow of foreign exchange that affects the Bhutan’s economy. FDI has not increased considerably because of self-imposed restrictions blocking government policies.

This research is based on the data collected from secondary sources, which could be considered as the main limitation of this study. The Himalayan kingdom is not much open to the outside world in terms of the publication and availability of the data. Researchers put their best effort in retrieving secondary data from authentic sources.

This research has direct implications from an institutional perspective on the government policies and procedures. This study throws light on the elements that might help in improving Bhutan’s economy, employment and productivity for an overall development of economy.

Bhutan and similar countries need to understand the pros and cons of having FDIs. This study might help the government and the civil society to understand the trends FDI has triggered in the nation over last 30 years, and will help them to make appropriate policies and regulations dealing with foreign investments.

This paper underwrites the influence of disinvestment on Bhutan’s economy, which can revolutionize business, entrepreneurship and institutions. This research was conducted by analyzing secondary data released by authorized agencies, which indicated the lower inflow of foreign exchange and how to improve further.