The purpose of this study is to investigate the effect of customers' attitudes towards traditional and social media marketing on brand trust and purchase intention. Reviewing the extant literature unveiled that the subject of traditional versus social media marketing in the airline market is not sufficiently studied. Thus, we studied the mentioned subject in Turkey because the aviation sector has shown noteworthy improvements due to a significant increasing volume of e-commerce, not only on the passenger side but also on the cargo side as well. On the other hand, thanks to the passenger demand growth since starting the recent century, the Turkish airline industry leads a giant contribution to the enlargement of the global economy due to the increasing number of connections and falling air transport costs. Data was gathered in Istanbul airports from 341 passengers of the airlines of Turkey to compare the impact of traditional and social media marketing on brand trust and purchase intention of customers and analyzed by using structural equation modeling. The findings reveal that in recent years digital marketing and online advertising campaigns has been more effective than traditional marketing for augmenting brand trust and purchase intention of the passengers.

The main purpose of this study is to investigate the impact of green human resource management practices (GHRMP) on employees’ pro-environmental behavior (PEB) by utilizing social exchange and attitude theory. It will also examine the mediating role of green commitment (GCM), the moderating role of sustainable leadership (SL) and employees’ experience as a control variable. Convenience sampling was utilized for data collection (N = 347) of employees of private hospitals in Addis Ababa, Ethiopia, using structured questionnaires. The collected data is analyzed using Smart-PLS 4. The findings indicate that GHRMPs have a significant influence on PEB; moreover, GHRMP significantly influences GCM. The mediating variable, GCM, has a significant influence on PEB and partially mediates the association between GHRMPs and PEB. Likewise, SL moderates the relationship between GHRMP and PEB. However, SL failed to moderate the relationship between GCM and PEB. This research establishes a theoretical foundation for the private healthcare industry, highlighting the significance of GHRMPs on employees’ PEB. Also, the mediating role of GCM and the moderating role of SL make valuable contributions to the healthcare literature and Sustainable Development Goal (SDG 3).

The purpose of present research is to cluster 11 oil-richest MENA countries; Algeria, Egypt, Iran, Iraq, Kuwait, Libya, Oman, Qatar, Saudi Arabia, Sudan, and the United Arab Emirates regarding economic diversification and performance during 2010–2016 using K-means algorithm which is a versatile data mining technique. The major finding is that higher export diversity in addition to better economic performance can influence competitiveness of business environment of the countries positively and vice versa. The studied nations are partitioned into four clusters. Qatar and UAE with highest economic diversity and performance have the most favorable business environments in the region.

Purpose: This paper aims to investigate prosperity–international tourism expenditure nexus to discover the prosperity sub-indices which affect tourism expenditure.Design/methodology/approach: Using annual panel data for the sample period between 2009-2013 on 98 countries, this study implements a two-stage least squares estimation method with fixed effects specification in a panel regression analysis to find the relationships between international tourism expenditure and prosperity sub-indices.Findings: The estimation results reveal a statistically significant relationship between the tourism expenditures of the citizens and prosperity, when prosperity is measured using its sub-indices, including Entrepreneurship and Opportunities, Government Efficiency, Education, Health, Safety and Security, Personal Freedom, Social Capital and Economy of the country. Education, Safety and Security and Health are the most significant factors which affect tourism expenditures of the country of origin.Practical implications: To decrease the money outflow, policymakers may have plans to improve health infrastructure and, at the same time, increase quality of education and access to education in the country. Tourism policies which do not consider these prosperity sub-indices as explanatory variables may make mistakes in controlling actual tourism expenditures.Originality/value: The paper’s originality lies in using new independent variables (prosperity sub-indices) in estimating tourism expenditure by using an appropriate panel data approach that deals with endogeneity problems.

As the concern for climate change and ecological disasters grows globally, different elements that can encourage and increase green behaviors have become a point of attention for scholars and practitioners. The current research primarily focuses on the factors that can impact green purchasing intentions and steps toward achieving sustainable development goals in the Lebanese context and specifically Tripoli. This study examines the role of consumer spirituality in determining green purchasing intentions along with the moderating effect of subjective norms and environmental concerns and the mediating effect of perceived consumer effectiveness. By deploying a cross-sectional survey, 350 responses from food industry consumers were collected using a judgmental sampling technique. The data were analyzed using partial least square–structural equation modeling (PLS-SEM) under the premises of the theory of planned behavior and norm activation theory. The findings suggest that a direct linkage exists between consumer spirituality and green purchasing intentions among Lebanese food consumers. Moreover, the mediating role of perceived consumer effectiveness was partially supported along with the moderating impact of subjective norms. This is while the moderating effect of environmental concerns was not found statistically significant, which implies a distance between being environmentally aware and actions that support this concern. This finding highlights the importance of considering consumers’ spiritual orientation when analyzing the impact of spirituality in the realm of green marketing. The implications of the findings can be beneficial for strategic improvements among firms as well as directions for scholars to expand upon the current understanding.