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Despite the increasing popularity of influencer marketing, there exists a lack of understanding of how content created by social media influencers stimulates the pre-purchase behaviour of followers. Based on the stimulus-organism-response framework, this paper aims to address this lacuna by examining how influencer-created content affects the willingness of followers to search for more information related to the posted product.

A cross-sectional research design uses a web-based questionnaire among Instagram users in Sri Lanka. Structural equation modelling with analysis of moment structures 27 and SPSS PROCESS macro are used for hypothesis testing.

Findings indicate that the commercial orientation of influencer-created content reduces follower trustworthiness towards them and the perceived credibility of the content. Mediation results demonstrate that the commercial orientation of influencer-created content negatively affects follower willingness to search for more information related to the posted product through trustworthiness and perceived credibility.

When adopting influencer marketing to stimulate information search behaviour, marketing practitioners should carefully examine the commercial orientation of the content of the messages posted by social media influencers to maintain high levels of follower trustworthiness towards the influencer and positive follower credibility perceptions of the message.

This paper adds to influencer marketing literature by demonstrating the underlying process through which the commercial orientation of influencer-created content impacts follower willingness to search for product-related information.

This paper investigates the effect of diversity management on employees' innovative work behavior (IWB) through human resource management (HRM) and affective commitment (AC).

Data were collected from 358 employees of small- and medium-sized enterprises in the Kurdistan Region of Iraq. The hypothesized model has been evaluated using structural equation modeling.

Findings suggest that workforce diversity management directly and significantly affected HRM and AC. Furthermore, findings revealed that HRM significantly influenced both employees' IWB and AC, while AC had a significant positive influence on IWB. Moreover, concerning the indirect effects, AC and HRM significantly mediated the relationship between DM and employees' IWB.

A cross-sectional single source dataset is used to evaluate the hypothesized model.

Grounded in the social exchange and institutional theories, this research fills the gap in the literature by addressing the “black box” of how workforce DM influences employees' IWB while examining the mediating role of employees' AC and firm HRM policies.

Digital disruption no longer ensures the security or longevity of established firm structures and business models. Instead, it necessitates that firms reinvent their business models, including business processes, people, and technologies that align with the organizational goals. Despite the exponential growth of digital disruption, prior literature indicates that the concept of business model innovation is poorly understood in developing economies. Furthermore, little is known about how low-tech firms in developing economies should adapt and reinvent their business models to cope with and shape digital disruption as it unfolds. Grounded in two overarching theoretical frameworks, namely the theory of disruptive innovation and the resources–processes–values (RPV) framework, this chapter addresses this void in prior literature. Based on multiple case study analyses of 10 low-tech firms in diverse industries in Sri Lanka, the findings indicate that successful disruptive business model innovation in low-tech firms in Sri Lanka is predicated on an effective technology management strategy, suitable organizational structure, compatible organizational culture, and devoted corporate governance. Moreover, external influences like changing market dynamics, competition, and shifts in consumer behavior also significantly influence disruptive business model innovation of selected firms. This chapter acts as a springboard for future researchers by extending the theory of disruptive innovation and RPV framework to low-tech industries in developing economies.