Ovidiu-Ioan Moisescu

This study revisits the relationship between environmental and social sustainability and customer loyalty, integrating both sufficiency and necessity theoretical perspectives within a generational framework. It examines whether generational differences moderate these relationships and whether these sustainability dimensions act not only as sufficient but also necessary conditions for loyalty formation. A cross‐sectional survey was conducted among 1263 retail banking customers from Generations X and Y. Results reveal that environmental and social sustainability indirectly boost customer loyalty by increasing customer–company identification and satisfaction. However, environmental sustainability has a stronger impact on loyalty among Generation Y, while social sustainability is more influential for Generation X. Moreover, both sustainability dimensions are necessary for loyalty formation among Generation Y, whereas only social sustainability is necessary for Generation X. This research extends the sustainability–loyalty literature by applying a dual sufficiency–necessity framework and by introducing a generational lens to assess the influence of perceived corporate sustainability.

Brands are increasingly investing in fostering consumer engagement with their social media pages to strengthen consumer–brand relationships, ultimately aiming to generate positive electronic word‐of‐mouth (eWOM). Brands' social media marketing budgets could be used more effectively if they were to tailor their engagement strategies to their consumers' characteristics, including their relevant personality traits, such as their extraversion. However, the role of consumers' extraversion in driving eWOM through social media brand page engagement remains underexplored. Drawing on social identity theory, cultivation theory, and trait theory of personality, this paper integrates findings from two studies—a cross‐sectional survey and an experiment—conducted among users of the world's most popular social networking site (i.e., Facebook). The results show that passive and active social media brand page engagement have distinct impacts on eWOM, thereby highlighting the mediating role of self‐brand connection (i.e., the extent to which consumers incorporate a brand into their self‐concept), and extraversion's dual role as both an antecedent and a moderator. Our results provide social media managers with valuable guidance by highlighting the differing impact of engagement activities on introverts versus extraverts.

Picking one ‘winner’ model for researching a certain phenomenon while discarding the rest implies a confidence that may misrepresent the evidence. Multimodel inference allows researchers to more accurately represent their uncertainty about which model is ‘best’. But multimodel inference, with Akaike weights—weights reflecting the relative probability of each candidate model—and bootstrapping, can also be used to quantify model selection uncertainty, in the form of empirical variation in parameter estimates across models, while minimizing bias from dubious assumptions. This paper describes this approach. Results from a simulation example and an empirical study on the impact of perceived brand environmental responsibility on customer loyalty illustrate and provide support for our proposed approach.

The present study’s objective is to investigate the influence of active and passive social media brand page engagement on eWOM, via self-brand connection. To accomplish this objective, an online survey was conducted among a sample of Facebook users from Romania, Facebook being the most popular social network worldwide, and Romania being an adequate representation of a European developing country. To assess the proposed research model, we used partial least squares structural equation modeling (PLS-SEM). Our results show that social media brand page engagement, either passive or active, has a positive impact eWOM, both directly and indirectly, via self-brand connection. Additionally, our research reveals that the two types of social media brand page engagement generate eWOM distinctly: although passive engagement has a considerably stronger direct influence on self-brand connection, active engagement is equally influential for both self-brand connection and eWOM. However, due to the mediating role of self-brand connection, the total effect on eWOM is relatively equal for both passive and active engagement. The research provides practical implications for social media marketers, emphasizing the importance of increasing consumers’ engagement with social media brand pages for generating eWOM and, consequently, to attract new customers and to reinforce brand loyalty for existing ones.

Outdoor adventure parks are highly important for contemporary society, having positive social, economic, and environmental impacts. Nevertheless, to fulfill their positive role in society, and to be economically sustainable, such parks need to nurture visitor loyalty. Drawing on previous fundamental research results that ascertain that customer satisfaction has a positive influence on customer loyalty, the objective of the current research is to explore the specific elements of outdoor adventure park visitors’ satisfaction, within an applied research framework, in order to emphasize those attributes that have a significant impact on visitors’ loyalty. For that, an online survey was conducted among the visitors of Arsenal Park, Romania, one of the largest adventure parks in south-eastern Europe. Data were analyzed using partial least squares structural equation modeling (PLS-SEM). Our results show that visitors’ satisfaction with respect to the safety and equipment involved in amusement services, the ambience of the park’s food and beverage facilities, and the quality of the food are the most important satisfaction constituents for enhancing visitor loyalty in the context of outdoor adventure parks. By formatively specifying the exogeneous variables of our model (in contrast with the omnipresent reflective measurements used in previous studies), and by employing the importance–performance map analysis (IPMA), we clearly emphasize those particular aspects that are under the control of outdoor adventure parks’ managers, which significantly impact their visitors’ loyalty, as well as the way in which managers can clearly identify those attributes that need improvements.