The present study examines the mediating role of affective and cognitive trust, and the moderating role of continuous commitment on participative leadership and organizational citizenship behavior (OCB) relationships. Four hundred employees were recruited from the hotel industry in Pakistan. The bootstrapping method was used for an estimation of the mediation effect by the process macro. This study employs confirmatory factor analysis and structural equation modeling. Results revealed that affective trust significantly mediates the relationship between participative leadership and OCB. Moreover, continuous commitment significantly plays a moderating role in the relationship between participative leadership and OCB. This study provides unique insight into the OCB in the hotel industry. Affective and cognitive trust as a mediator and moderator of continuance commitment are examined, which is the novel characteristic of this study. Managerial implications, limitations, and future directions are discussed.

This research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention to purchase luxury products. Data were collected from 389 participants through an online survey. Structural equation modelling (SEM) was used to analyze the data. The results showed that eWOM, perceived value, and consumer attitudes significantly affected luxury purchase intention. Moreover, perceived enjoyment moderates the relationship between perceived value, consumer attitude, and purchase intention. This study is designed to help practitioners and researchers understand why young Chinese consumers are interested in purchasing luxury goods online. Luxury brand companies can improve their marketing strategies by developing strategies aligned with the mindset of digital native Generation Z.

The information communication technology (ICT) and networking are playing a significant role in supporting and empowering women entrepreneurs in Pakistan. We focused on four core factors that greatly influence women entrepreneurs and studied them through structural equation modeling (SEM) in AMOS 22 software. Our results show that family support positively affects the success of women entrepreneurs. Besides, the education level and knowledge of ICT and networking are empowering women entrepreneurs. We also conclude that networking relations through ICT tools positively aid women entrepreneurs in case where face to face meetings are not possible. The educated women can effectively use ICT and networking tools to become a successful entrepreneur. This work provides important understanding about the role of ICT and networking tools in empowering women entrepreneurs of Pakistan.

This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

Severe air pollution in China has caused significant tourism transformation for pursuing fresh air in microclimate tourism markets. Contemporary practices simply measure the air freshness of destinations and scenic spots using a single index, i.e., primarily negative oxygen ions (O₂⁻). This index cannot comprehensively reveal scenic spots’ air freshness degree and determine the dynamic interactions between air freshness and scenic spots’ tourism development, thus inducing an illusion of air freshness for the target scenic spots. Meanwhile, the current fresh air index primarily ignores connections with the microclimate index of scenic spots and cannot provide a multidimensional index for scenic spots to take advantage of both air and microclimate resources for diverse tourism products and service production. Therefore, this study proposes a multidimensional index, the fresh air–natural microclimate comfort index (FAI-NMCI), connecting the fresh air index with the natural microclimate comfort index of scenic spots together from transdisciplinary and multidisciplinary perspectives. This study utilizes FAI-NMCI to measure four scenic spots of Fujian Province, and reveals in-depth results of scenic spots’ air freshness and natural microclimate comfort degree together. The results demonstrate that the four scenic spots in Fujian province of China had different levels of air freshness degree and natural microclimate comfort degree in 2018. The natural scenic spots were mostly distributed in Healing Fresh, Very Fresh, and Super Fresh levels of FAI with the most comfortable and comfortable levels of NMCI. The cultural scenic spots were mostly distributed in Relatively Fresh and Healing Fresh levels of FAI with the most comfortable and comfortable levels of NMCI. Meanwhile, the FAI-NMCI of natural and cultural scenic spots also had significant differences within 24 Jieqi, which will promote dynamic and creative utilization of those resources in microclimate tourism development.