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As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.

The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from the commitment-trust perspective. Scenario-based experiments were conducted and 536 data were collected by simple random sampling.

Results shows that a stronger perception of brand engagement has a positive influence on the relationship (trust and commitment) between the community and its users, which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent.

This original study contributes to the commitment-trust theory by examining the impact of brand engagement on citizenship behavior via community commitment and trust in the online interest community context. In addition, this study compares the moderating effect of posters vs lurkers on the relationship between brand engagement and citizenship behavior in the online interest community.

Sustainability-oriented projects are prevalent on crowdfunding platforms nowadays. The relationship between crowdfunding and sustainability has attracted the attention of many scholars. This study aims to examine the effects of perceived sustainability orientation on value-co-creation behavior from the perspective of backers and explore the mediation effects of three psychological factors: perceived affective reaction, perceived self-effectiveness and perceived risk.

The study recruits 455 backers to evaluate 100 projects on a crowdfunding platform. Structural equation modeling based on partial least squares is used to analyze data and test the hypotheses.

The results show that perceived sustainability orientation influences value-co-creation behavior through perceived affective reaction and self-effectiveness. Furthermore, perceived sustainability orientation impacts participation behavior through perceived risk.

Our study mainly focuses on sustainability-oriented and reward-based crowdfunding projects. Future research can examine other types of projects and other crowdfunding platforms.

These findings can provide implications for project creators to improve the values co-created with backers in future sustainability-oriented projects. Furthermore, the findings can provide implications for backers and help them evaluate crowdfunding projects.

The existing studies are mostly concerned with project creators’ perspectives. This paper is one of the few to investigate how a project’s sustainability orientation influences backers’ psychological factors and value-co-creation behavior.

Crack damage detection for aluminum alloy materials using fiber Bragg Grating (FBG) sensor is a kind of structure health monitoring. In this paper, the damage index of full width at half maximum (FWHM) was extracted from the distorted reflection spectra caused by the crack-tip inhomogeneous strain field, so as to explain the crack propagation behaviors.

The FWHM variations were also investigated through combining the theoretical calculations with simulation and experimental analyses. The transfer matrix algorithm was developed to explore the mechanism by which FWHM changed with the linear and quadratic strain. Moreover, the crack-tip inhomogeneous strain field on the specimen surface was computed according to the digital image correlation measurement during the experiments.

The experimental results demonstrated that the saltation points in FWHM curve accorded with the moments of crack propagation to FBG sensors.

The interpretation of reflected spectrum deformation mechanism with crack propagation was analyzed based on both simulations and experiments, and then the performance of potential damage features – FWHM were proposed and evaluated. According to the correlation between the damage characteristic and the crack-tip location, the crack-tip of the specimen could be measured rapidly and accurately with this technique.

Model's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.

Construal level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.

Compared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.

The findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.

This study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).

This study's purpose is to examine benevolent leadership's effect on employee silence, as moderated by perceived employee agreement on leader behaviors and cultural value orientations.

Two-wave survey data were collected from 240 Chinese employees working in various industries. Hierarchical regression and simple slope analysis were used to test the hypotheses.

Benevolent leadership was negatively related to employee silence. When perceived employee agreement on leader behaviors was high, employees with high power-distance orientation or low vertical individualism were more sensitive to benevolent leadership and engaged in less silence.

Managers are advised to exhibit benevolent behaviors to mitigate employees' tendency to remain silence. Organizations and managers can also design interventions to encourage employees with low power distance or high vertical individualism to speak up.

This study advances the understanding of the relationship between benevolent leadership and employee silence. By highlighting the moderating role of employees' perception of leader behaviors and their cultural value orientations, this study helps explain the conditions that when employees choose to keep silence or not.

Technology addiction is an increasingly severe problem. TikTok has become increasingly popular recently, and its addiction is also a major concern. This study aims to examine the antecedents and outcomes of TikTok addiction.

The authors collect 579 data from Chinese users using an online survey. The authors use structural equation modeling with partial least squares (PLS-SEM) to analyze data and test hypotheses.

The results illustrate that perceived enjoyment, social relationship, utilitarian need and social influence positively affect TikTok addiction. Both social anxiety and loneliness have positive effects on TikTok addiction. Moreover, parasocial relationships positively moderate the association between the antecedents of self-determination theory (SDT) (perceived enjoyment, social relationship, utilitarian needs, social influence, social anxiety and loneliness) and TikTok addiction. Meanwhile, TikTok addiction intensifies conflicts, including technology-family conflict, technology-person conflict and technology-work conflict. These conflicts reduce life satisfaction.

It offers practical implications for preventing and avoiding TikTok addiction to create a healthy environment.

This study is one of the few to provide a complete process of TikTok addiction. It systematically investigates the antecedents and outcomes of TikTok addiction.

This study aims to examine the impact of online travel reviews (OTR) on tourists’ intention to travel based on the stimulus–organism–response (SOR) model. Further, it explored the mediating effects of tourist trust in OTR.

In this direction, this study proposes and empirically validates a conceptual model after collecting data from 299 Indian consumers. Proposed hypotheses were tested by applying the structural equation modelling technique. Bootstrapping method was used for mediation testing.

The findings revealed that various attributes of OTR exert differential impacts on travel intention. The study also confirmed the mediating role of tourist trust in OTR.

This study offers significant practical implications for travel marketers. To capitalize on OTR, travel marketers are recommended to develop an effective and efficient online reviews management system. This will improve the quality, valence, quantity and consistency of OTR, which in turn will enhance tourist trust in OTR, leading to improved travel intention.

No empirical evidence has been traced on how OTR enhances tourist trust in OTR and their travel intention. In support of this, the present study proposes and empirically validates an extensive model to comprehend the role of various drivers of OTR in improving tourist trust in OTR, leading to enhanced travel intention based on the SOR model.

This study aims to assess both internal and external factors that impact consumer attitudes and intentions with regard to the purchase of non-deceptive counterfeits. More specifically, this study examines the impact of integrity, brand consciousness, performance risk and social risk on the attitude and in turn on the purchase intention of consumers towards non-deceptive counterfeits.

A total of 679 valid responses from the university students in two different Gulf countries, namely, Oman (264) and Qatar (415) were gathered through a self-administered structured questionnaire and analysed through partial least square‐structural equation modeling.

All the predictors of consumer attitude appeared significant in both country samples except integrity. However, brand consciousness appeared insignificant in the sample of Oman. In addition, Purchase intention towards the non-deceptive counterfeits was significantly predicted by attitude and subjective norm in both samples.

In the domain of non-deceptive counterfeit literature, the findings of the study will substantially add value. Particularly, in the Gulf country context, the impact of internal psychological and external risk factors on the attitude and purchase intention of non-deceptive counterfeits will enhance the insights of existing literature and extend and proof the robustness of the theory of reasoned action.

This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.

A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.

The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions.

This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers.

The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.

This paper aims to theorize that millennials' counterfeit buying behavior is partly driven by perceived peer counterfeit consumption – the perception that counterfeit luxury consumption is a norm within members of their own generation.

The research is based on two survey-based studies: Study 1 investigates the phenomenon on young millennials (n = 438) and Gen X (n = 374) using moderation analyses in PROCESS Macro; and Study 2 is based on young millennials (n = 643) and runs a partial least squares structural equation modeling model.

The findings reveal that perceived counterfeit consumption within own (vs other) generation leads to greater counterfeit purchase intention and this effect is stronger for young millennials (vs Gen X). Counterfeiting values (materialism, counterconformity and morality) strengthen the impact of perceived peer counterfeit consumption on the counterfeit purchase intention of young millennials, thereby establishing counterfeit luxury consumption as a salient norm.

To modify perceptions about peer counterfeiting norms, normative messages must communicate counterfeit avoidance among millennials through social media influencers. Luxury brand managers must focus on the experiential value of luxury and pursue unconventional luxury inspired by a sense of rebelliousness and independence.

This work demonstrates that millennials engage in counterfeit luxury consumption when they perceive it as a salient consumption norm among members of their own generation. It adds a novel construct of perceived counterfeit consumption and demonstrates the role of generation as a normative referent. The article provides a values-based motivational account of conformity to peer counterfeiting norms.