Social Media (SM) is considered one of the most discussed topics in today’s business environment, mostly because of the recent developments and improvements in computer and ICT (Information and Communications Technology) technologies. However, very little is known about Social Media’s (SM) role in creating Small and Medium-sized Enterprises’ (SMEs’) financial sustainability. Drawing upon the Technology Organisational and Environmental (TOE) framework, the authors constructed a comprehensive model that examined the role of different factors in the adoption of SM by SMEs in developing countries (using Pakistan as an example). Using a questionnaire survey of 383 owners/managers of SMEs in Pakistan, the research findings determined the different factors (i.e., organisational, technological, and environmental), which can impact the adoption of SM by SMEs. In line with previous research studies, the results of structural equation modelling show that technological factors such as perceived benefits of SM, compatibility of SM, cost, and trust have a substantial effect on SMEs’ SM adoption. Similarly, both organisational factors: top management support and technological competence, are strong predictors of SM adoption in SMEs. Finally, environmental factors (i.e., competitor pressure, customer pressure, and information intensity) positively impacted SM adoption by SMEs. The effect of SM adoption on SMEs’ financial sustainability was also tested and found to be positive and significant. Several theoretical and practical implications for owners/managers and other stakeholders regarding SM’s successful implementation by SMEs are highlighted within the paper.

Purpose: The current study aimed to investigate how perceived human capital sustainability leadership (HCSL) affects work outcomes (i.e. work engagement and job satisfaction), specifically through the mediating role of knowledge sharing behaviour in the hospitality industry. Building on social exchange theory and conservation of resources theory, the authors propose that knowledge sharing behaviour is an attempt to share and expand an individual's resources, which in return motivates employees during work. Furthermore, through the mediating effect of knowledge sharing behaviour, the authors attempt to provide empirical evidence for organisational actions and employees’ reciprocating actions, therefore, triggering positive contribution.Design/methodology/approach: The authors methodologically employed structure equation modelling for the analysis which includes reflective–formative higher-order construct (HOC) (i.e. HCSL). The authors tested the hypotheses with partial least square structure equation modelling (PLS-SEM) from a sample of 382 hotel employees who were selected through purposive sampling.Findings: This study’s findings suggest that the employee engagement and job satisfaction regresses on HCSL and knowledge sharing behaviour. The study’s analysis also suggests that the relationships between the HCSL and work outcomes are mediated by knowledge sharing behaviour.Originality/value: This study contributes to the sustainability leadership literature by looking into the integrated model of sustainable leadership from its four dimensions (i.e. sustainability leadership, ethical leadership, mindful leadership and servant leadership) and its consequences for work outcomes. Furthermore, the authors examined how knowledge sharing behaviour, being an underlining mechanism, affects these relationships, thus having implications for academia and practitioners.

Tourism plays a pivotal role in Pakistan’s economic landscape. Understanding the drivers of tourist loyalty is paramount for sustainable growth. This study delves into the factors influencing tourist loyalty within Pakistan’s tourism sector, examining the destination image, service quality, electronic word of mouth, and tourist satisfaction. Data sourced from a tourist survey at popular Pakistani destinations unveil significant relationships and mediation effects. The results underscore that a positive destination image and superior services directly impact tourist loyalty. Furthermore, electronic word of mouth and tourist satisfaction mediate these relationships, highlighting how positive perceptions and satisfaction bolster loyalty. Social media also exerts a moderating influence on the destination image, service quality, and tourist loyalty dynamics. These findings offer crucial insights for tourism stakeholders and destination marketers to refine strategies. By enhancing its destination image, delivering exceptional services, and leveraging social media, Pakistan can both attract and retain tourists, bolstering its tourism sector’s growth and prosperity. This study contributes to the existing literature and offers practical guidance for promoting tourism in developing nations like Pakistan.

The present study investigates the decision-making process of investors on the Pakistan Stock Exchange with regard to portfolio construction, explicitly focusing on the incorporation of ESG concerns. A quantitative research approach has been implemented for this paper. The hypotheses have been developed and tested through the adapted questionnaires. The data were collected from individual Pakistani investors. The present study employed SmartPLS-SEM to quantitatively assess data received from a sample of 421 out of 500 respondents. Based on the available data, investors participating in the Pakistan Stock Exchange are notably impacted by ESG aspects. The findings of this study hold significance for emerging economy firms, regulators, and investors, in terms of both theoretical and practical ramifications. The study’s findings demonstrate a clear indication of investors’ significant emphasis on ESG matters. This research made a significant contribution to the field of behavioural finance with a focus on ESG-related issues. This work contributes to the literature on ESG elements by using the Theory of Planned Behaviour (TPB) to adapt the ESG components from the United Nations Global Compact (UNGC) and Thomson Reuters Corporate Responsibility Index (TRCRI). Furthermore, it provides valuable insights for stakeholders who are involved in the ever-evolving realm of sustainable finance within developing countries.

As the fashion industry faces increasing scrutiny over its environmental impact, collaborative consumption models such as online fashion renting offer potential solutions for fostering sustainability. This study examines the role of environmental, social, and governance (ESG) factors alongside behavioral drivers in shaping consumer intentions toward online fashion renting in China, a model of collaborative consumption that contributes to sustainability by reducing new product demand and promoting the reuse of fashion items. The data was gathered from 403 Chinese customers using a standardized questionnaire. Structural equation modeling (SEM) was used to examine the given study hypotheses. The current study empirically demonstrates that customers’ attitudes, past sustainable behavior, and subjective norms are significant indicators of consumers’ intentions toward online fashion renting. The results further indicate that relative advantage, compatibility, perceived ownership, psychological risk, green self-identity, and experience value are the key drivers of consumers’ attitudes toward online fashion renting. Additionally, the ESG factors were found to have a significant positive impact on consumer attitudes toward online fashion renting, underscoring their importance in driving sustainable consumption patterns. By integrating behavioral and ESG perspectives, the study contributes to the growing discourse on how sustainable consumption patterns can be encouraged within the fashion industry, offering theoretical and managerial implications for fostering sustainable behavior. Directions for future research are also suggested.