Jiang Yun

Although smart speakers are widely accepted by consumers today, especially in developed countries such as the United States (US), few marketing-focused empirical studies on smart speakers have been conducted. To address this gap in the literature, the current study aims to explore the effects of perceived coolness on consumers’ attitudes toward smart speakers through perceived values (i.e., functional, hedonic, economic, and social value). Data were collected from the current smart speaker users in the US using an online questionnaire. The study employed partial least squares structural equation modeling (PLS-SEM) approach on 307 validated responses. The SEM analysis showed that perceived coolness, which consisted of four dimensions: perceived functionality, attractiveness, subcultural appeal, and originality, had a positive effect on the functional, hedonic, economic, and social value. The findings further revealed that consumers’ attitude toward smart speakers was influenced by functional, hedonic, and economic value, but not by social value. Additionally, the attitude was found to be a strong predictor of continuance intention. This study is one of the early attempts to explore the current smart speaker users’ attitudes and their intentions to continue using AI-based voice assistants’ devices.

This study investigates the link between corporate social responsibility (CSR) and the performance of small and medium enterprises (SMEs) and the mediating role of firm reputation from a developing country perspective. Empirical research was carried out, and data were gathered using a questionnaire from 402 owners/managers of SMEs in Eritrea, a country in East Africa. Smart-Partial Least Squares structural equation modelling was employed. The results showed that CSR significantly influences the performance of SMEs, and this relationship is partially mediated by firm reputation. This research contributes to the knowledge of how CSR activities lead to SMEs’ financial performance. This strengthens prior evidence on the impact of CSR on business performance while also contributing significantly to the literature on the mediating role of reputation between social and financial performance. The application of the relationship to SMEs in developing nations reinforces the originality of this study. It makes substantial contributions to the literature in terms of theory, practice, and policy.