Qualitative case study methodology enables researchers to conduct an in-depth exploration of intricate phenomena within some specific context. By keeping in mind research students, this article presents a systematic step-by-step guide to conduct a case study in the business discipline. Research students belonging to said discipline face issues in terms of clarity, selection, and operationalization of qualitative case study while doing their final dissertation. These issues often lead to confusion, wastage of valuable time, and wrong decisions that affect the overall outcome of the research. This article presents a checklist comprised of four phases, that is, foundation phase, prefield phase, field phase, and reporting phase. The objective of this article is to provide novice researchers with practical application of this checklist by linking all its four phases with the authors' experiences and learning from recently conducted in-depth multiple case studies in the organizations of New Zealand. Rather than discussing case study in general, a targeted step-by-step plan with real-time research examples to conduct a case study is given.

To pursuit sustainability in all business operations is a notable challenge for firms to survive in today's competitive environment. Customers are the important stakeholders who are becoming mindful regarding the environment-friendly actions of the organizations. This study investigates the impact of green manufacturing practices (GMP) within two streams-pollution prevention practices (PPP) and product stewardship practices (PSP)-on ecological conscious consumer behavior (ECCB) along with the mediation influence of green product innovation (GPI). Data were gathered from Chinese consumers from those who prefer environment-friendly products. The findings affirmed the positive nexus between GMP and ECCB. Second, a positive mediation influence of GPI was observed between GMP and ECCB. The multidimensional analysis revealed the positive relationships of PPP and PSP on ECCB, respectively. The findings furnish implications for green production on how organizations can accomplish stakeholder engagement incorporating green practices-GMP, PPP, PSP, and GPI-in their manufacturing operations. This study further suggests future avenues for academicians and practitioners.

This study develops a test model that can conceptually contribute to the formation of a green brand image for the hospitality market. A conceptual model highlighting the mediating role of green brand image based on two antecedent constructs (consumer’s perceived functional and emotional benefits of green hotels) and four outcome constructs (green brand preferences, trust, loyalty, and corporate image) was tested using 347 Malaysian lodging consumers. The findings indicate that the increase in consumer’s perceived functional and emotional benefits will initially increase their green brand image, and eventually increase their green brand preferences, trust, loyalty, and corporate image. Moreover, the role of green brand image as a mediator exists between consumers’ perceived benefits and their green brand preferences, trust, loyalty, and corporate image. Based on these findings, the managers can devise green branding strategies for their hotels, and show how green campaigns can highlight ecological concerns among green hotel consumers.

This paper investigates the impact of corporate social responsibility (CSR) on buying behavior tendencies (BBTs), adopting two sub-tendencies of BBTs-exploratory acquisition of buying tendencies (EAPTs) and exploratory information seeking tendencies (EISTs)-based on the stakeholder theory and practices. Data were collected and examined using confirmatory factor analysis and structural equation modeling.The study revealed a positive relationship between CSR practices and BBTs, and a significant correlation of CSR on both EISTs and EAPTs. Additionally, it verified a positive linkage between CSR and BBTs through the mediation of EAPTs and EISTs.These results provide insights for managements, especially those in CSR-oriented firms, on how incorporation of CSR activities may influence the BBTs of consumers.Finally, the paper discusses several implications for strategic management along with avenues for future research. K E Y W O R D Sbuying behavior tendencies, corporate social responsibility, information seeking tendencies, product acquisition tendencies, stakeholder theory, structural equation modeling

Purpose The purpose of this paper is to deliver a summary of the influential work regarding value co-creation in the context of social media. Although, research on the role of social media in co-creation and new product development is growing field; the extant literature is still in developing stage, which needs systematization and categorization to comprehend its current stage and previous research. Design/methodology/approach For this purpose, existing literature on social media and co-creation was studied. Initially, a citation analysis was conducted of influential papers correlated with the topic to identify three streams of research. Later, thematic analysis was carried out to explore specific themes within these categories. Findings Through citation analysis three research streams namely customer’s co-creation on new product development, firm specific capabilities for knowledge sharing, absorption and processing and new opportunities were identified. Later, total four categories were identified through thematic analysis which contains different sub-themes such as test of theories, proposed theoretical frameworks, lead users characteristics, customer’s motivation and experience regarding co-creation, online communities of customers and open innovation. Research limitations/implications This study also categorizes and systemizes the extant literature exploring role of social media in value co-creation. Such systematic review of the extant literature will help the academicians to understand the previous stream of work and pursue a particular line of enquiry in furthering the understanding of interaction between social media and co-innovation. Practical implications This work is particularly useful for practitioners as more firms are moving the business online. These firms are actively using social media and user-generated content to gain insight into customer’s preferences. By increasing the participation of customers and lead users through online communities, firms can also increase customer’s commitment. Originality/value The paper adds to the extant literature by identifying research streams and themes in the extant literature on the role of social media in value co-creation. Later, these themes are abductively linked to develop a theoretical framework.

This research investigates the complex relationships between fast-food addiction (FFA) and fast food-anti-consumption (FFAC). Specifically, we propose an intervening process through which FFA turns into FFAC. Using a randomised sample of 437 respondents from Sichuan Province, China, this study tests how concern about obesity and chronic disease arising from FFA can lead to FFAC. Consistent with published research, we find that consumers' situations (availability of fast-foods, attitudes towards food) coupled with food-based advertising practices are positively associated with FFA. Health concerns and food waste (FW) enhance negative feelings and motivate consumers to find ways to overcome FFA. As a result, consumers exhibit FFAC to overcome health concerns and undesirable mental states positively correlated with FFA. Our research offers new insights into the processes that drive FFAC and provides a robust guide for policymakers, applied psychologists, consumers, and food marketers who can use health-related marketing appeals to limit the binge eating of unhealthy foods. | INTRODUCTIONConsumption of fast-food has increased due to its convenience and availability, thus increasing obesity and health concerns (Goyal & Singh, 2007). Studies have found that consuming calorie-rich fatty foods leads to fast-food addiction (FFA) (Farah & Shahzad, 2020;Khalid et al., 2019). Overconsumption and FFA threaten consumer well-being in terms of health and cost (Pentina & Amos, 2011). Thus, marketing literature needs to increase its concern for consumer welfare (Tosun & Yanar Gürce, 2018). To promote consumer well-being, marketing research into food consumption has emphasised the topic of fast-food anti-consumption (FFAC)

Today ads are no more one-sided communication but a mixture of online and offline channels developed for the sake of direct interaction with the communities. YouTube in specific and other online video platforms in general have shifted paradigm of TV commercials altogether for many brands.Just like other product brands, smartphone brands have also their presence on social media including YouTube and have their channels at it. The smartphone online ads on YouTube gain millions of views, thousands of likes, and dislikes, comments and replies to these comments. However, these quantitative metrics cannot necessarily be seen as an indicator of effectiveness of online video ads. There is a need to have some qualitative and exploratory evaluations to know about viewer's attitude toward the online brands of smartphones. This netnographic (ethnographic) research study is examining viewers' attitude toward smartphone brands ads. 13 video ads of 4 popular smartphone brands (Samsung, Huawei, Oppo, and Q Mobile) in Pakistan have been taken with 2926 viewer's comments and their replies. The findings are helping in the assessment of viewers (consumers) comments on the basis of cognitive and emotive processing and supportive and antagonistic stance toward online smartphone ads as well as brands. The research outcomes have implications for marketing managers specifically of smartphone brands to use smartphone video ads as a part of their viral marketing campaign. The research paper is also discussing the limitations and future research directions.

The notion of value creation has now transformed into customer-centric approach. Its focus has been shifted towards the free will of customers and they are being engaged into value co-creation by means of different platforms. However, within this research, experiential innovation and human experiences have received little attention and very few studies have empirically investigated resource integration. This study explains the value of co-creation process within the travel industry by examining the impact of operand and operant resources on customers' experiences. Data was collected from 215 customers who had previously used the services of travel agents. The results indicate that both operand and operant resources are important in managing customers' experience. This study establishes the importance of human experience in creating value and guides modern firms to adopt service dominant logic instead of good dominant logic.