Iman Aghaei

Despite the increasing number of social media users and the advantages linked to agility in other areas, the implementation of agility within a social media framework remains unexamined. This study aims to examine how perceived social media agility influences customer-based brand equity through the mediating roles of customer engagement and customer motivation. A quantitative method was utilized. Data was collected from 420 Social Networking Site users in Turkey using a questionnaire. The study utilised convenience sampling method to gather the data. Structural equation modelling was used to analyse the data, employing SmartPLS 4. The results show that perceived social media agility has a positive impact on customer-based brand equity, customer engagement, and customer motivation. Customer engagement and customer motivation were found to impact customer-based brand equity significantly. Furthermore, customer motivation has no significant impact on customer engagement. Change-seeking has a positive influence on customer engagement and customer motivation. Customer engagement and customer motivation were found to significantly mediate the link between perceived social media agility and customer-based brand equity. The study contributes to the literature by integrating social media agility into established frameworks of brand equity and consumer behaviour. Practically, the results suggest that firms should develop agile and responsive social media strategies to enhance customer engagement and strengthen brand equity.

Despite the increasing number of social media users and the advantages linked to agility in other areas, the implementation of agility within a social media framework remains unexamined. A quantitative method was utilized. Data was collected from 420 Social Networking Site users in Turkey, utilizing the convenience sampling method. SmartPLS was used for data analysis. The results show that perceived social media agility has a positive impact on customer-based brand equity, customer engagement, and customer motivation. Customer engagement and customer motivation were found to impact customer-based brand equity significantly. Furthermore, customer motivation has no significant impact on customer engagement. Change-seeking has a positive influence on customer engagement and customer motivation. Customer engagement and customer motivation were found to significantly mediate the link between perceived social media agility and customer-based brand equity. The study provides an exhaustive framework that incorporates social media agility, customer motivation, and engagement, thereby enhancing theoretical models of brand equity and customer behaviour. Managers must prioritize the development of flexible social media strategies that can swiftly adapt to changes and trends, cultivating a dynamic and participatory online presence. This study advances digital marketing literature by integrating the investigated constructs into a unified conceptual framework.

This study aims to evaluate the impact of perceived physician communication skills on patients’ revisit intention, focusing on the mediating role of two dimensions of trust and the moderating role of gender. While several studies on revisit intention examine the effect of service quality as a whole, this is one of the few that not only focuses solely on physician-patient communication but also examines both dimensions of trust and revisit intention with the same physician. A cross-sectional survey was employed via questionnaire distribution. A total of 265 valid responses were used for data analysis. The findings revealed that perceived physician communication skills impact trust and revisit intention. Emotional trust was seen to have a full mediating effect on the relationship. Gender had no moderating effect on the proposed relationship, which suggests that irrespective of gender, patients’ expectations and preferences for effective communication are similar. By cultivating a supportive and empathetic attitude, physicians can create a positive emotional environment that enhances patient trust and positive behavioral intentions

This study aims to evaluate the impact of perceived physician communication skills on patients’ revisit intention, focusing on the mediating role of two dimensions of trust and the moderating role of gender. While several studies on revisit intention examine the effect of service quality as a whole, this is one of the few that not only focuses solely on physician-patient communication but also examines both dimensions of trust and revisit intention with the same physician. A cross-sectional survey was employed via questionnaire distribution. A total of 265 valid responses were used for data analysis. The findings revealed that perceived physician communication skills impact trust and revisit intention. Emotional trust was seen to have a full mediating effect on the relationship. Gender had no moderating effect on the proposed relationship, which suggests that irrespective of gender, patients’ expectations and preferences for effective communication are similar. By cultivating a supportive and empathetic attitude, physicians can create a positive emotional environment that enhances patient trust and positive behavioral intentions.

The main purpose of this study is to investigate the impact of green human resource management practices (GHRMP) on employees’ pro-environmental behavior (PEB) by utilizing social exchange and attitude theory. It will also examine the mediating role of green commitment (GCM), the moderating role of sustainable leadership (SL) and employees’ experience as a control variable. Convenience sampling was utilized for data collection (N = 347) of employees of private hospitals in Addis Ababa, Ethiopia, using structured questionnaires. The collected data is analyzed using Smart-PLS 4. The findings indicate that GHRMPs have a significant influence on PEB; moreover, GHRMP significantly influences GCM. The mediating variable, GCM, has a significant influence on PEB and partially mediates the association between GHRMPs and PEB. Likewise, SL moderates the relationship between GHRMP and PEB. However, SL failed to moderate the relationship between GCM and PEB. This research establishes a theoretical foundation for the private healthcare industry, highlighting the significance of GHRMPs on employees’ PEB. Also, the mediating role of GCM and the moderating role of SL make valuable contributions to the healthcare literature and Sustainable Development Goal (SDG 3).

As the concern for climate change and ecological disasters grows globally, different elements that can encourage and increase green behaviors have become a point of attention for scholars and practitioners. The current research primarily focuses on the factors that can impact green purchasing intentions and steps toward achieving sustainable development goals in the Lebanese context and specifically Tripoli. This study examines the role of consumer spirituality in determining green purchasing intentions along with the moderating effect of subjective norms and environmental concerns and the mediating effect of perceived consumer effectiveness. By deploying a cross-sectional survey, 350 responses from food industry consumers were collected using a judgmental sampling technique. The data were analyzed using partial least square–structural equation modeling (PLS-SEM) under the premises of the theory of planned behavior and norm activation theory. The findings suggest that a direct linkage exists between consumer spirituality and green purchasing intentions among Lebanese food consumers. Moreover, the mediating role of perceived consumer effectiveness was partially supported along with the moderating impact of subjective norms. This is while the moderating effect of environmental concerns was not found statistically significant, which implies a distance between being environmentally aware and actions that support this concern. This finding highlights the importance of considering consumers’ spiritual orientation when analyzing the impact of spirituality in the realm of green marketing. The implications of the findings can be beneficial for strategic improvements among firms as well as directions for scholars to expand upon the current understanding.

Purpose: This study investigates the intermediary role of organizational trust in the relationship between corporate social responsibility (CSR) and employee outcomes. Theoretical framework: Building on Carroll’s pyramid adapted to the unique context of Iraq, the study explores the dimensions of organizational trust, CSR initiatives, and tangible employee outcomes. Design/Methodology/Approach: Employing a quantitative approach, the research was conducted within four telecommunications firms in Iraq, involving 359 employees with at least one year of work experience. Data collection spanned from September 2021 to October 2022, achieving a commendable 97.55% response rate. Structural equation modeling, utilizing the partial least squares (PLS) method and a bootstrapping technique involving 5,000 resamples, assessed the statistical significance of hypotheses. Findings: The study reveals a subtle yet noteworthy positive influence of CSR on employee loyalty, job satisfaction, and turnover intention. Importantly, organizational trust emerges as a robust mediator, influencing employee outcomes positively. Research, Practical & Social implications: This research suggests extending the conceptual framework to diverse industry sectors and geographical settings. Additionally, the inclusion of alternative mediators, such as perceived organizational justice, warrants exploration in future studies.   Originality/Value: In contrast to studies using Western-centric metrics for CSR, this research adopts an alternative conceptual framework tailored to the unique context of Iraq, contributing to a deeper understanding of the interplay between organizational trust, CSR initiatives, and employee outcomes.

Considering the advancement of technology, companies need to update their knowledge regarding consumer behavior and try to adapt to these changes to stay profitable. Therefore, this study aims to investigate the relative importance of market segmentation categories when assessing consumers’ online buying behavior. The data were collected through a standard AHP questionnaire from 71 individuals who lived in North Cyprus and have online shopping experience. The results were analyzed using the Analytic Hierarchy Process (AHP) methodology by Expert Choice software. Findings demonstrated that age, gender, and marital status are the most critical factors in determining online consumer behavior. However, group influence, adaptability, and brand loyalty were found to be the least important factors that can stimulate consumers to shop online. Managers are encouraged to target their consumers based on the essential categories since running marketing campaigns and advertising costs money and time. They can also benefit from the results of this study and apply more target-oriented segmentation strategies to enhance their companies’ performance. This paper provides a pioneering instrument to assess the relative importance of market segmentation categories in online market.

Purpose –As electronic word of mouth or EWOM has turn out to be an overriding data source for customers who buy products digitally, therefore, understanding how EWOM affects customer buying behavior (CBB) becomes quite important. Despite its significance, there aren’t adequate studies that have investigated EWOM and its impact on consumers’ decisions to acquire good(s) orservice(s). As the earlier researchers divided EWOM to receiving and participating categories, this study set out to determine how participating EWOM affects customer behavior in the health sector. Additionally, this study looks at how doesaffective commitment mediates the relationship between the two formsof participatingEWOM (intensity and content) and consumer purchasing behavior.Design/methodology/approach –The data has been gathered via a self-administered questionnaire. There were two sections made for the questionnaire form. 164 hospitals’ consumerswere asked to rate their overall perceptual outlook on 27 questions to measurethe participating EWOM constructs, as well as their beliefsregarding affective commitment, and purchasing behavior; 141 responses (86%) were deemed acceptable. The study focuses on North Cyprus hospitals’ patients who searched and decided about the health services on digital media.Findings –Participating EWOM components demonstrated positive impacts on affective commitment, according to the PLS-SEM analysis. The findings alsodisclosed a positive influence of affective commitment on customer purchasing behavior.Discussion –The results of this study approved that when people welcome to participate EWOM, the benefits of EWOM become apparent. Based on this research, hospitals’ managers and health sector decision makers should try to design and implement the suitable strategies for achieving further EWOM if they desire to boost their brand competitiveness.