Product endorsement has become a common marketing method. Many companies hire a famous person to act as the spokesman for the product and brand. They want to use the celebrity’s fame and attractiveness to promote their products and brands. However, is every celebrity suitable to be the spokesman for a product? In addition, in the era of advanced technology, whether the comments on the Internet and the credibility of the spokesman affect consumers’ purchase intention through herd behavior. And whether the credibility of the spokesman and the degree of source fit (the degree of fit between the spokesman and the product and brand) affect consumers’ purchase intention through brand attitude and heard behavior. To our best knowledge, no studies in the research literature have explored the relationships between spokesman credibility, source fit, herd behavior, brand attitude, online word-of-mouth, and purchase intention, where herd behavior and brand attitude are mediating variables. The research questionnaire was designed and distributed using an online questionnaire format, and the distribution period was from 6 April 2022, to 12 April 2022. In this study, a total of 203 valid questionnaires were obtained. According to the results, both online word-of-mouth and spokesman credibility had a significantly positive impact on consumers’ herd behavior, which will significantly increase consumers’ purchase intention. The credibility of the spokesman also had a significantly positive impact on consumers’ brand attitudes and, therefore, will significantly increase consumers’ purchase intention. Theoretical and managerial implications are provided.

The spatial spillover effect of regional green innovation efficiency (GIE) is a heated issue of academic research; however, it has rarely been discussed from a network perspective. It is pretty meaningful to clarify its spatial association network’s evolutionary rules and driving factors. To fill the lack of research, this study measures the regional GIE in China from 2010 to 2019 using an epsilon-based metric (EBM) model that considers undesirable outputs. A modified gravity model and social network analysis (SNA) method are used to analyze the evolutionary rules and spatial spillover effects of the network structure of GIE, and a quadratic allocation process (QAP) was employed to identify its driving factors. The findings reveal that: 1) China’s regional GIE has a geographic correlation network structure with a low network density (peaking at 0.210 in 2018) and an annually increasing slow trend. 2) The network structure is relatively loose and has a certain hierarchical gradient, with “dense in the eastern” and “sparse in the western” characteristics. 3) The eastern provinces are at the relative center position and play a leading role in the network; the central, western, and northeastern regions are relatively inferior and play a fulcrum and conduction role. 4) Spatial adjacency, the differences in infrastructure, urbanization, and economic development level positively affect the spatially correlated regional GIE. In contrast, differences in environmental regulations and differences in science and technology innovation (STI) have negative effects. Finally, from the perspectives of national, regional, block, and driving factors, several recommendations are made to enhance the overall improvement and balanced development of regional GIE in China.

The sharing economy has allowed idle resources to be used again and is known as a model for the new economy. Advances in network technology have allowed the scale of the sharing economy to be expanded through digital platforms. To our best knowledge, no studies in the literature have explored a pet boarding platform for the sharing economy. This research selected the emerging pet care industry as its scope and took the Rover.com pet boarding digital platform, with the highest market share in the world, as the research object for an intensive case study. Three types of secondary data analysis were used: industry profile analysis, case information, and papers and journals. The business model and value proposition of the platform summarizes the key to the success of digital platforms, which is expected to be helpful to entrepreneurs who want to create a sharing economy marketplace. The research results showed that the sharing economy needs to use digital platforms as a matching intermediary between supply and demand to establish a personal-to-personal transaction pattern and it also needs digital platforms to establish a sense of trust and a guarantee mechanism for participants in the sharing economy. For the digital platform to be profitable, it must identify the platform’s unique value proposition and business model, and set up monitoring of transaction parties and evaluation functions, as well as insurance systems and digital platform IT support.

Understanding regional disparities in Chinese modernization is essential for achieving coordinated and sustainable development. This study develops a multi-dimensional evaluation framework, integrating grey relational analysis, entropy weighting, and TOPSIS to assess provincial modernization across China from 2018 to 2023. The framework operationalizes Chinese-style modernization through five dimensions: population quality, economic strength, social development, ecological sustainability, innovation and governance, capturing both material and institutional aspects of development. Using K-Means clustering, kernel density estimation, and convergence analysis, the study examines spatial and temporal patterns of modernization. Results reveal pronounced regional heterogeneity: eastern provinces lead in overall modernization but display internal volatility, central provinces exhibit gradual convergence, and western provinces face widening disparities. Intra-regional analysis highlights uneven development even within geographic clusters, reflecting differential access to resources, governance capacity, and innovation infrastructure. These findings are interpreted through modernization theory, linking observed patterns to governance models, regional development trajectories, and policy coordination. The proposed framework offers a rigorous, data-driven tool for monitoring modernization progress, diagnosing regional bottlenecks, and informing targeted policy interventions. This study demonstrates the methodological value of integrating grey system theory with multi-criteria decision-making and clustering analysis, providing both theoretical insights and practical guidance for advancing balanced and sustainable Chinese-style modernization.