PurposeThe COVID-19 pandemic has badly affected the global economy. The use of social capital as a resource to diversify agribusiness to get more customers and improve the agricultural supply chain is a considerable issue to explore. This study aims to develop a comprehensive measurement of social capital and examine its effect on the intention to diversify agribusiness. From a supply chain perspective, it uses theory of planned behavior (TPB) and resource-based view (RBV).Design/methodology/approachThe study uses a mixed-methods approach. In-depth interviews, focus group discussions and surveys are used. Structural equation modeling on a sample of 465 respondents in Vietnam was employed to examine the hypothesized relationships.FindingsAn integrative measurement scale of social capital from an agricultural supply chain perspective is suggested. The study also shows significant causal relationships amongst social capital, motives, TPB's determinants and the intention to diversify agribusinesses in light of supply chain perspectives.Originality/valueThe study offers a significant contribution to the existing body of knowledge in the literature on social capital, motives, TPB, RBV and supply chain perspectives. The study was executed in Vietnam, where most farmers are smallholders, family business owners or micro-scale entrepreneurs in agriculture.

PurposeThe purpose of this paper is to provide a comprehensive review on electronic word-of-mouth (eWOM) credibility. Further, the authors propose a comprehensive and integrated model on eWOM credibility.Design/methodology/approachThe authors conducted a systematic review of the extant literature on marketing, sociology and psychology to identify the factors that affect eWOM credibility. Further, the authors developed themes and identified factors which lead to eWOM credibility.FindingsFour factors were identified, i.e. content, communicator, context and consumer, which affect eWOM credibility. Several variables associated with these four factors were identified, which result in eWOM credibility. Further, the authors developed 22 propositions to explain the causal relationship between these variables and eWOM credibility.Research limitations/implicationsThe conceptual model needs empirical validation across various eWOM platforms, i.e. social networking websites, e-commerce websites, etc.Practical implicationsManagers and e-commerce vendors can use these inputs to develop specific design elements and assessment tools which can help consumers to identify credible eWOM messages. Credible eWOM messages, in turn, will increase the “trust” and “loyalty” of the customers on e-commerce vendors.Originality/valueThis paper provides a conclusive takeaway of eWOM credibility literature by integrating multiple perspectives and arguments from the extant literature. This study also presents an integrated model, which provides a theoretical framework for researchers to further examine the interaction effect of various variables, which results in eWOM credibility.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0263

While social exclusion in the consumption context has gained significant interest recently, its literature remains fragmented and underexplored due to restricted categorization and limited conceptual lenses. This systematic review attempts to broaden social exclusion literature by including multiple possible aspects of social exclusion, and providing a nuanced approach to identifying changes in the consumption response of excluded individuals. Using the ‘Scientific Procedures and Rationales for Systematic Literature Review’ (SPAR‐4‐SLR) protocol to assemble, arrange and assess studies published between 2010 and 2021, we selected 83 studies as the basis of this review. With the objective of providing a synthesized view of the existing literature and presenting possible explanations for inconsistencies, this article (a) undertakes a systematic review of the existing research in the domain, (b) introduces a conceptual framework and (c) provides a taxonomy to categorize diverse strands of consumption responses. Identifying gaps, this study also provides directions for future research using the Theory, Characteristics, Context and Methodology (TCCM) framework. This study can thus enable marketers, advertisers and public policymakers to understand the needs of socially excluded individuals, and subsequently make more inclusive decisions.

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