Product reviews on YouTube have become highly beneficial to consumers’ decision-making, as they can help consumers judge and experience products before making purchases. Consequently, scholars and managers must understand consumer behaviors regarding product reviews and identify factors influencing consumers’ purchasing decisions. A novel contribution of the study is the introduction of a model based on the stimulus-organism-response paradigm that explains how sensory marketing and information adoption affect parasocial interaction, trust (cognitive and affective), and information usefulness that are correlated with consumers’ responses to stickiness, adoption, and purchase intentions. To empirically evaluate the proposed research model, we conducted an online survey of 611 participants who had purchased products based on YouTube product reviews. We performed data analysis using structural equation modelling and Smart-PLS software, and the results indicated that all hypotheses were supported except for parasocial interaction and information usefulness, which were rejected. This study could provide insights into the antecedents and consequences of purchase intentions in light of YouTube product reviews, thus contributing knowledge of online consumer behaviors to help managers understand consumer behaviors regarding social media and formulate marketing strategies.
Corporate social responsibility (CSR) and work–family interface have attracted considerable scientific interest; however, their relationship has not been considered yet. Drawing on the conservation of resources (COR) theory, this study fills this gap by examining the relationship between internal CSR and work to family spillover. While most previous CSR studies widely examined the net effect of a single CSR dimension, this study discovers configurations of five different internal CSR dimensions (internal dissemination, compensation, occupational health and safety, training, and legal employment) in explaining positive and negative work to family spillover. Using fuzzy-set qualitative comparative analysis (fsQCA), this study examines a primary database of 136 flight attendants working for Asian airline companies; results reveal that the combination of internal dissemination and compensation creates the most driving power in leading to positive spillover. The absence of internal dissemination, occupational health and safety, and legal employment leads to high negative spillover regardless of the presence of compensation. This study broadens the literature by linking internal CSR to employees’ perceptions of work–family spillover. FsQCA findings also make a methodological contribution to prior CSR research by indicating three configurations that explain positive and negative work–family spillover. Findings provide airline companies with practical guidelines that are useful to enhance positive spillover and reduce negative spillover from work to family domains among their flight attendants.
Due to advances in information and communication technology, e-teaching has become increasingly popular and is in high demand by educational organizations. During the lockdown period of COVID-19 especially, e-teaching provided prior solutions to address the pressing need for monitoring students’ learning progress. However, in many developing countries, it is apparent that a wide variety of issues are related to e-teaching adoption. Although the implementation issues associated with e-teaching have been addressed in the existing research literature and in practice for many years, from the available research, the evaluation of e-teaching adoption criteria and ranking using fuzzy theory has been ignored. Therefore, the present research aims to evaluate and rank the criteria for e-teaching adoption through Fuzzy Delphi and Fuzzy TOPSIS. A total of four criteria and twelve sub-criteria for e-teaching adoption were determined based on a systematic literature review and professors’ opinions in India. In addition, the Fuzzy Delphi method was employed to finalize the criteria, and the Fuzzy TOPSIS method was employed for ranking the alternatives. The assessment results showed that among the identified alternatives, the “share the technology with other organizations” and “course integration with technology” were the top-ranked alternatives for improving e-teaching adoption. An understanding of these conceptual alternatives can encourage the adoption of e-teaching in educational organizations.
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