Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known about why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literatures. Empirical results reveal perceived usefulness and visibility as important factors that drive adoption intention, suggesting that smartwatches represent a type of 'fashnology' (i.e., fashion and technology). The magnitude of these antecedents is influenced by an individual's perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed.

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Research Highlights:The present study focuses on the knowledge acquired from social media channels leading to brand innovation.Brand innovation is affected by both knowledge acquisition from social media and market orientation (pro-and reactive).Social media strategic capability acts as a moderator between knowledge acquisition, market orientation, and brand innovation.On social media, a customer's needs can be identified more comprehensively than that of the traditional setting.The context of social media provides a different set of rules for competition and strategic behavior. 4 AbstractThe study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China's online technology industry.Analysis of 357 online technology ventures, created during the past 6 years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both types of market orientations in achieving brand innovation, suggesting that on social media, a customer's needs, both expressed and latent (or unexpressed), can be identified more comprehensively than that of the traditional setting.Hence, the context of social media provides a different set of rules for competition and strategic behavior, which online technology ventures should note. Implications are useful to improve the current understanding of social media brand innovation strategy, here in China's dynamic social media scene.

Exploring the corporate image formation processPurpose (mandatory) Diminishing trust in managers has created increasingly negative perceptions towards corporations. Stakeholders are constantly evaluating and scrutinizing corporations to determine their trustworthiness and authenticity. To develop their perceptions towards these corporations, stakeholders rely on the key role of corporate image.In the present study, we investigate the complex relationships between corporate image, corporate reputation, corporate communication, and corporate personality. These concepts form a corporation's image formation process. We demonstrate the need to explore this formation process further in order to develop a more holistic definition of corporate image.Design/methodology/approach (mandatory) Radley Yeldar (RY), the communications agency collaborating in this research, facilitated 15 interviews with their employees. Using a semi-structured interviewing method, discussions were guided towards the topic of corporate image among the respondents.

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Previous environmental sustainability studies have examined only limited type of pro-environmental behaviour (PEB; e.g., recycling), but have not explored relationships among various types or dimensions of PEBs. This paper explores six types of PEBs (i.e., activist, avoider, green consumer, green passenger, recycler and utility saver) and investigates their antecedents and interrelationships between two ethnic groups—Malays and Chinese in Malaysia. Survey data from 581 respondents, comprising 307 Malays and 274 Chinese, were used to assess the research model. To conduct multi-group analysis, the study used partial least squares structural equation modelling in SmartPLS 3. The study extends the Value-Belief-Norm (VBN) theory by using social norms to predict PEBs. The results suggest that social norms predict each type of PEB, in contrast to other constructs in VBN theory, except for utility-saving behaviours. The findings also reveal some similarities as well as differences between Malays and Chinese, indicating that the two ethnic groups are not homogeneous. The study is the first to simultaneously study six types of PEB and to examine the differences between Malays and Chinese on PEB constructs and offers a valuable contribution to the literature by extending VBN theory to social norms and PEB.

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