The purpose of this research is to empirically examine relationships between a multi-dimensional set of corporate social responsibility (CSR) initiatives, numerous dimensions of customer trust, and corporate image in an emerging economy. It also analyzes the mediating effect of customer trust on the relationship between CSR and corporate image. This study focuses on two of the most well-known hotel chains situated in Pakistan. Close-ended, self-administered questionnaires were circulated amongst a total of 300 hotel customers. The research data was analyzed using a partial least square-structural equation modeling (PLS-SEM) model. The results revealed that economic, legal, and ethical CSR significantly impacted corporate image, while philanthropic CSR did not affect the corporate image. However, economic, legal, and philanthropic CSRs were found to be in a significant relationship with customer trust, while ethical CSR was not in a significant relationship with customer trust. Finally, customer trust fully mediated the relationship between economic and legal CSR with corporate image, whereas it partially mediated the relationship between ethical and philanthropic CSR. This study is unique from earlier CSR research based on an assessment of the connection between CSR dimensions and corporate image to examine customers’ trust in an emerging economy, especially in times of crisis.

In today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn’t working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education’s SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further.

This study is based on the traffic accident data of Taoyuan City from the government's open data. The study compiled the data set of traffic accidents in Taiwan from 2012 to 2017, and six classifiers were applied to evaluate the effectiveness of traffic accident prediction with the number of injuries as the prediction target. In order to verify the classifier's stability, cross-validation was used to evaluate the model during the training process, and the multilayer perceptron neural network (MLPNN) classifier performed best in testing the dataset's accuracy and evaluating the model's best performance. Then, a boosting ensemble learning approach and a combination of traffic accident factors improve the experiment's performance. According to this experiment, the results show that this study uses the Pearson Chi-square feature selection method to select important traffic factor combinations, and the boosting method indeed helps improve the effectiveness of the construction of the traffic accident model. Finally, the experimental results of the NN-MLP model have a correct rate of 77% and AUC is 78.7%. In constructing the model, it was found that the degree of injury, the part of the vehicle hit, the type of accident, the leading cause, the type of vehicle, and the period of the accident were the main factors causing dangerous traffic accidents. Doi: 10.28991/HIJ-2024-05-01-012 Full Text: PDF

Many companies are utilizing short-form video platforms to enhance the value co-creation between brands and consumers and ultimately create brand equity. However, there is a research gap in the present literature regarding the significance of consumers' participation in short-form video platforms affecting corporate brand equity. The present study aims to address this research gap by incorporating value co-creation theory to investigate the role and mechanism of value co-creation generated by consumer participation in short-form video platforms, i.e., corporate-initiated value co-creation and customer-initiated value co-creation, on corporate brand equity. The current study used a survey methodology to collect 481 samples from TikTok users using a convenience sampling method. The present study used structural equation modeling on the collected data. The findings show that corporate-initiated value co-creation can positively influence corporate brand equity, in which brand experience plays a partially mediating role. Customer-initiated value co-creation can also promote brand equity, whose role is also partially mediated by brand experience. This study theoretically contributes to the value co-creation concept and its theoretical association with brand equity and brand experience. This research also offers practical implications for practitioners regarding the utilization and enhancement of brand experience to improve clients' engagement in value co-creation activities. Doi: 10.28991/ESJ-2023-07-05-09 Full Text: PDF

In the short video application scenario, self-disclosure helps to establish and maintain relationships with others, and is important for the formation of mass trust. To this end, this study investigates the impact of self-disclosure on mass trust in the context of short video applications based on social exchange theory, and introduces perceived similarity to explain the specific impact mechanism while focusing on the boundary conditions of trust disposition in it. This study takes TikTok as the research object and analyzes the data obtained from the questionnaire survey. The empirical test results show that self-disclosure not only affects mass trust directly, but also indirectly through perceived similarity. In addition, a moderating effect of trust disposition on perceived similarity was found to affect mass trust. The findings of this paper contribute to an in-depth understanding of the potential intermediate mechanisms and boundary conditions of self-disclosure on mass trust, reveal the theoretical relationship between self-disclosure and mass trust, bridge the gap between previous mechanisms of mass trust influence from the perspective of empirical research, and effectively guide the management practice of short video applications.

This study explores whether team-organization fit (T-O fit) and team-job fit (T-J fit) play a mediating role between team personality, team job satisfaction, and team performance. Conscientiousness and openness to experience are common antecedents of team personality. Additionally, T-O fit and T-J fit are derived from person-environment fit theory, which is used to discuss the interaction between team members and the environment that affects behavior. The research purpose is to understand the factors that affect job satisfaction and performance from a team perspective. This is different from previous studies based on an individual perspective. The research object of this study has 365 respondents from 81 teams in different industries, and the structural equation modeling is applied to the empirical analysis. The research results show that T-J fit has a significant mediating effect on team personality and team job satisfaction. The team job satisfaction has also a significant mediating effect on team personality and team performance. Therefore, when team members recognize their work, they work harder to achieve team job satisfaction and performance. This study suggests that companies not only pay attention to the work abilities of employees, but also understand the fit between them and their jobs.