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Recognition of the complexity of job embeddedness in the work environment has grown, highlighting the need for a deeper understanding of the factors that contribute to this phenomenon. This study analyzed how and when job crafting and leisure crafting are linked to job embeddedness by investigating employee resilience as a mediator and employee adaptivity as a moderator.

Data were gathered from 568 Taiwanese hotel employees. The PROCESS macro was used to verify all hypotheses.

Both job crafting and leisure crafting increased job embeddedness. Employee resilience mediated the impacts of job and leisure crafting on job embeddedness. The positive relationship between employee resilience and job embeddedness was stronger when employee adaptivity was high. Employee adaptivity moderated the indirect impacts of job and leisure crafting on job embeddedness through employee resilience.

Hotel managers should foster a workplace culture that encourages employees to engage in job crafting. Additionally, managers can offer employee assistance programs to proactively encourage workers to participate in leisure crafting. Providing training and wellness programs to strengthen employee resilience, along with allocating resources and designing learning programs to enhance employee adaptability, can further promote job embeddedness.

This research contributes to the literature through the construction of a moderated mediation model that explored how and when job and leisure crafting affect job embeddedness.

This study aims to examine how virtual influencers (VIs) affect purchase intentions in tourism and hospitality e-commerce live streaming (THCLS) by focusing on the roles of VIs’ source credibility, trust in products, trust in VIs, emotional engagement, parasocial relationships and influencer–product congruence.

Survey data from 416 active viewers of VIs in THCLS were analysed using partial least squares structural equation modelling.

This study highlights the importance of the VIs’ source credibility, which positively affects trust in the product, trust in VIs and emotional engagement. However, source credibility does not have a positive impact on parasocial relationships. Trust in products positively influences trust in VIs. Emotional engagement and trust in VIs significantly influence parasocial relationships, which, positively affects purchase intentions. Influencer–product congruence strengthens the link between parasocial relationships and purchase intentions but does not moderate the relationship between trust in VIs and purchase intentions. No significant gender differences were observed, although minor discrepancies were noted in the effect of trust in products on trust in VIs. The importance–performance map analysis revealed that parasocial relationships are the most important factor influencing purchase intentions, while influencer–product congruence has the highest performance, trust in products is the least important and VIs’ source credibility has the lowest performance.

This study provides actionable insights for marketers leveraging VIs in the THCLS sector, emphasizing strategies to enhance VI credibility, foster parasocial relationships, ensure influencer–product congruence and adopt gender-neutral marketing approaches to effectively influence purchase intentions.

This study offers theoretical and practical insights into the role of VIs in THCLS, illuminating their impact on consumer behaviour and purchase intentions.

Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current research complements the existing literature in the hospitality field by examining the association between restaurant innovativeness and customer advocacy while also investigating the mediating roles of self-image congruity and customer engagement.

The statistical software AMOS version 25 and bootstrapping were employed to test the hypotheses. Purposive sampling was employed for participant recruitment, and a self-administered questionnaire was used to collect data. Data were collected from Taiwanese customers who had dined at selected restaurants.

The results from 385 restaurant customers reported that self-image congruity had an indirect impact on customer advocacy through customer engagement. Customer advocacy was influenced by restaurant innovativeness through the mediation of customer engagement. The influence of restaurant innovativeness on customer advocacy was positively and sequentially mediated by self-image congruity and customer engagement.

Restaurant innovativeness is linked to customer advocacy through self-image congruity and customer engagement. Thus, restaurant managers should implement strategies focusing on innovativeness to improve self-image congruity and engagement among customers.

The current research may be the first to provide a research model that explores restaurant innovativeness, self-image congruity, customer engagement and customer advocacy in the hospitality context. This study also has practical implications for enhancing customer advocacy.

Customer engagement has key practical implications for hospitality management. However, little is known about how perceived coolness and wow affect customer engagement. The purpose of this research was to investigate the associations among perceived coolness, perceived wow and customer engagement and examine the mediator of self-image congruity (SIC).

Survey data were collected from 406 restaurant customers in Taiwan, and structural equation modeling was adopted to examine the hypotheses. Furthermore, a replica model was produced for another sample of 412 hotel customers.

The results indicate that perceived coolness positively affects customer engagement and SIC and that perceived wow positively affects SIC. SIC positively affects customer engagement. Moreover, SIC mediates the associations of perceived coolness and wow with customer engagement. The relationships between the variables did not significantly differ between restaurant customers and hotel customers.

Hospitality businesses can create environments in which customers interact with service providers through innovative technology, thereby encouraging engagement. Coolness and the wow factor must be prioritized in servicescapes, meal and room design, the service process and creative marketing.

The findings contribute knowledge on hospitality, factors affecting customer engagement and the mediating mechanism of SIC. Hospitality managers can use the results to formulate strategies for servicescape design, brand management and customer experience.

The purpose of this research is to explore the critical success factors of mobile animation games, by exploring the game itself, information systems, game motivation and promotional activities, as well as conducting research and analysis on mobile animation game players.

This research used the Analysis Hierarchy Process (AHP) method and the consistent fuzzy preference relationship for data analysis. In this study, collect 1,286 valid questionnaires through online questionnaire surveys. And comparing the two games “Legend Showdown” and “Tower of Gods and Demons”, players believe that the more successful mobile animation game is “Legend Showdown”.

Through experimental design, and the consistent fuzzy preference relationship for data analysis. The results found that the critical factors considered by the player in relation to the mobile animation game were firstly the information system, followed by promotional activities, game motivation and finally the game itself.

Because this research does not involve the concept of fuzzy theory at all, it is easy to produce subjective, uncertain and ambiguity issues when comparing pairwise. We recommended that follow-up researchers can use fuzzy semantic preference relations to solve this problem.

This study proposed a new approach that takes the critical factors for the mobile animation game. According to the research results, the critical success factor of mobile animation games is the information system, as it could provide a reference direction for game manufacturers when designing or formulating marketing strategies in the future.

The purpose of this paper is to investigate the effects of anthropomorphism and identify factors related to adopting voice shopping on smart speakers.

Progress in partial least squares structural equation modeling (PLS-SEM) approach is used to test the proposed research framework regarding anthropomorphism and user perceptions on voice shopping via smart speakers. Individuals' responses to questions about attitude and intention to use voice shopping via smart speakers were collected and analyzed.

The results showed that anthropomorphism had a positive influence on satisfaction, which, in turn, had a positive impact on intention to adopt voice shopping, and customers had positive opinions regarding smart speakers.

This study only reflects a younger perspective on smart speaker voice shopping. This study identified the characteristics of smart speakers that increase customers' intention to purchase, which can be used to formulate sales strategies and management guidelines.

This research provided a new perspective to enable practitioners to promote smart speakers for voice shopping. Smart speaker manufacturers can utilize the findings of this research to improve the system design of smart speakers to further facilitate voice shopping.

Unlike previous studies, which focused on product attributes of smart speakers or voice shopping experiences, this study provided a clear picture of how the anthropomorphic feature of smart speakers affects customers' intention to adopt voice shopping.

Memorable customer experience (MCE) is a key factor affecting customer loyalty and revisit intention. Hospitality managers must identify factors that create MCEs. This study aims to investigate relationships among perceived coolness, customer engagement and MCE and examine the mediation effect of customer engagement.

Two samples of 434 restaurant customers and 372 hotel customers in Taiwan returned questionnaires. Hypotheses were examined by structural equation modeling.

The results demonstrated that perceived coolness positively affected customer engagement and MCE and that customer engagement positively affected MCE. Furthermore, customer engagement mediated the relationship between perceived coolness and MCE.

This study is cross-sectional, which limits causal inference. Furthermore, this study only investigated customers of Taiwanese restaurants and hotels, and the findings may not be generalizable to other industries and countries.

This study contributes to the MCE knowledge in hospitality by elucidating the association among perceived coolness, customer engagement and MCE. The findings can aid hospitality managers in developing marketing strategies, fostering customer engagement and creating MCEs.

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Higher education has seen an unprecedented amount of change in recent decades, with technological advancements impacting on the very essence of teaching and learning. As there are an abundance of digital tools available to educators, it can be a challenge to select the most appropriate online platforms to incorporate into the classroom. This chapter discusses the topic of digital storyboarding by providing a case study of how the author adopted the online platform Storyboard That to enhance student engagement and co-creativity within a UK higher education institution. The chapter debates the benefits and challenges of technology-enhanced learning as part of a blended approach, and concludes with advice for educators wishing to adopt digital storyboarding within their own educational context.

Advanced fibre-reinforced polymer (FRP) composites have been increasingly used over the past two decades for strengthening, upgrading and restoring degraded civil engineering infrastructure. Substantial experimental investigations have been conducted in recent years to understand the compressive behaviour of FRP-confined concrete columns. A considerable number of confinement models to predict the compressive behaviour of FRP-strengthened concrete columns have been developed from the results of these experimental investigations. The purpose of this paper is to present a comprehensive review of experimental investigations and theoretical models of circular and non-circular concrete columns confined with FRP reinforcement.

The paper reviews previous experimental test results on circular and non-circular concrete columns confined with FRP reinforcement under concentric and eccentric loading conditions and highlights the behaviour and mechanics of FRP confinement in these columns. The paper also reviews existing confinement models for concrete columns confined with FRP composites in both circular and non-circular sections.

This paper demonstrates that the performance and effectiveness of FRP confinement in concrete columns have been extensively investigated and proven effective in enhancing the structural performance and ductility of strengthened columns. The strength and ductility enhancement depend on the number of FRP layers, concrete compressive strength, corner radius for non-circular columns and intensity of load eccentricity for eccentrically loaded columns. The impact of existing theoretical models and directions for future research are also presented.

Potential researchers will gain insight into existing experimental and theoretical studies and future research directions.