This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.

One of the main aspects of the Web 2.0 revolution has been social commerce that has resulted in many people across the world increasingly engaging with commercial activities over social media platforms. However, the academic and research interest in social commerce is still low, and more studies are required to accelerate awareness of the most important issues relating to social commerce, in particular, social trust and value cocreation. Thus, the present study aims to propose a conceptual model that is intended to enable greater understanding of the causal interactions between social commerce constructs, social trust, and customer value cocreation. We collected data using a sample of 300 followers and fans of online Facebook communities, and we analysed them by using a structural equation model. The results show that social commerce constructs positively impact on social trust. Furthermore, we found that social trust positively impacts on the three dimensions of customer value cocreation. We found that social trust mediates the relationship between the social commerce and customer value cocreation dimensions. The paper presents a considerable theoretical contribution for being the first study that links social commerce constructs with social trust. The linkage between social commerce constructs, social trust, and customer value cocreation dimensions will also be beneficial for social media marketing strategists and managers.

Purpose This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the three-way interaction effect of employee compliance, other-consumer compliance and perceived threat associated with COVID-19 on approach intentions. Design/methodology/approach This study uses an experimental approach with a 2 (employee safety compliance: low vs high) × 2 (other-consumer safety compliance: low vs high) × 2 (consumer perceived threat from COVID-19: low vs high) between-subjects design. Students were trained to recruit a convenience sample of 827 consumers in Qatar and data were analyzed using ordinary least squares (OLS) regression. Findings Employee safety compliance has a positive impact on the consumer’s approach intentions. Employee safety compliance has a bigger impact on approach intentions if other consumers in the service environment are also compliant with safety measures and even a greater effect when the perceived threat from COVID-19 is high. The effect of the interaction between employee and other-consumer safety compliance is significantly different under two levels of perceived threat. Practical implications To enhance approach intentions, managers should start by establishing and maintaining safety compliance among employees and then achieving compliance among consumers. Achieving compliance among employees and consumers has a positive impact on approach intentions despite the focal consumer’s perceived risk associated with COVID-19. Originality/value This is the first study to investigate how the safety compliance of employees and other consumers jointly affects consumers’ approach intentions during a global pandemic, and it is among very few attempts to manipulate dimensions of the social servicescape.

Informed by religion and psychology literature, this study reviews the literature on religiosity, spirituality, and psychology to support existing theory development in the current emergence of "Management, Spirituality, and Religion" field of study, encourage new contextual thinking and develop a framework to guide businesses on the integration of spirituality and religiosity at work given their documented benefits in relation to personal well-being and productivity. Using the Web of Science (WoS) database, the paper reviews and synthesizes recent research in a systematic, transparent, and reproducible manner. In addition, to verify and include the state-of-the-art of high-quality scientific articles, we refer to the Chartered Association of Business Schools list leading to the adoption of the following criteria: (a) journals listed in the ABS ranking as 3-and 4-star class, (b) indexed under the field of ethics (i.e., ETHICS-CSR-MAN), (c) articles published between 2000 and 2021, and (d) topical relevance. The review extends the existing literature by developing a framework for organizations that helps in identifying possible linkages between religiosity, spirituality, and employee well-being. This was done by (1) extending the six indicators of Ryff's well-being framework, (2) highlighting potential spiritual practices for individuals and organizations and their implications, and (3) presenting a framework that is contextualized to the extent possible and that can serve as a useful guide for organizations. Insights from our review yield in turn two key propositions: (1) workplace spirituality and individual spirituality are both important for employees' well-being, and (2) individual religiosity is an important factor for personal well-being. This offers in turn reinvigorated awareness and new insights into the topic under study. The study highlights in closing an array of future possible research directions.

Purpose This paper aims to understand the process of initiating ingredient/component (IC) branding from the supplier's perspective. It proposes modeling entrepreneurial orientation (EO) as an antecedent factor and differentiation abilities (functional and reputational) as mediators. Investigating IC branding from the supplier's perspective is critical given the cost and risk associated with implementing such a strategy. Design/methodology/approach A total of 5,254 manufacturing companies were screened to identify IC supplier firms that meet certain criteria. Survey data were collected from 77 top managers (Chief Executive Officers or Chief Marketing Officers) of IC supplier firms. The paper uses partial least squares structural equation modeling (PLS-SEM) and SPSS in analyzing data. Findings The results indicate that IC branding is a complex strategy – one involving a number of steps that need to be taken in a specific order. More specifically, results indicate that IC branding starts with EO exerting a positive influence on IC functional differentiation ability (FDA). FDA facilitates reputational differentiation ability (RDA), which in turn encourages the supplier to initiate IC branding. Originality/value This paper addresses an important gap by studying the process through, which suppliers initiate IC branding.