The rise of social networking sites (SNS) has changed our ways of communicating and conducting business all over the world. The present study explored the factors affecting the pervasive adoption of SNS by employing the use and gratification theory in considering their entertainment value, social influence, process of compliance, internalization, identification, and trust to investigate the sustainability of intentions to use SNS. This study also focused on the mediating effect of the relationship between trust and intentions to use SNS through users’ attitudes which were significantly correlated with positive responses towards intention. Responses were gathered through a questionnaire survey, and PLS-SEM was used for the analysis of data. Seven out of eight hypotheses were supported and meaningful information was obtained in this study, which operators and designers can use as a guide for the development of sustainable SNS.

Purpose: This article investigates the factors in customer engagement with electronic brand (e-brand) communities and the mechanism behind their effects. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty, and Recommendation.Design/methodology/approach: A survey questionnaire was administered to 320 Facebook users in Pakistan. The aim is to investigate the influence of various characteristics of e-brand communities on customer engagement, satisfaction through brand loyalty and recommendation. The data were analyzed using PLS-SEM to test a model developed under the stimulus–organism–response perspective.Findings: Each community attribute significantly affected customer engagement, which was further found to mediate the relationship from these attributes through to customer satisfaction and then to brand loyalty and recommendation.Originality/value: An original model hypothesized from the stimulus–organism–response framework was validated among an emerging market sample, highlighting the role of customer engagement with e-brand communities in mediating the effects of information and service quality on customer satisfaction.

Purpose: The purpose of this paper is to investigate the impact of the technology acceptance model, privacy concerns and demographic factors on intention to use (ITU) social networking sites (SNSs).Design/methodology/approach: A questionnaire survey was developed and administered to a convenience sample of 838 university students.Findings: The findings indicate that perceived privacy, demographic factors and perceived usefulness (PU) have a significant effect on the ITU SNSs, and that age does not moderate the relationship between perceived ease-of-use and PU.Originality/value: This study confirms the growing importance of SNSs. It also provides social networking service providers with insights into user intentions towards such networks.

Social networking sites (SNS) have emerged as a popular and convenient tool for connecting with different groups of people on a specific platform. This study examines the effect of social influence processes and psychological factors on the behavior of students’ pervasive adoption of SNS. Data were collected through a survey questionnaire. Partial least square was used for data analysis. Findings reveal that privacy, identification, and internalization ensure significant association with the intention to use SNS, ultimately has a positive effect on the pervasive adoption of SNS and so does gender. However, men were found to be less aware of privacy issues.

Festivals are the most viable source of tourism promotion and provide recognition to different cultures and communities. This paper proposed and examined a holistic model of festival word of mouth (WOM), which is influenced by authenticity, promotion, loyalty, quality, and satisfaction. Accordingly, the current paper investigated the effect of the proposed model with reference to Lok Virsa handicrafts, the most famous festival of the Islamabad region in Pakistan. The findings revealed that the festival quality has direct impact on WOM and promotion. Promotion has a positive influence on loyalty, satisfaction, and WOM. Festival authenticity strongly influences promotion, quality, satisfaction, and WOM. Festival satisfaction is positively related to WOM and loyalty. Whereas, festival loyalty and WOM are significantly associated. The results suggest that festival organizers should deliver the claims and promises in the festival that they have made with tourists. This technique will harvest positive WOM and increase tourist re-visitation to upcoming festivals.

Purpose: The focus of this research is to examine the effects of organisational culture and leadership behaviour on employee job satisfaction and organisational commitment in a firm. The first research question is to examine the correlation between the organizational culture and leadership style and the findings show that these aspects have a strong impact on the employees and lead to the deterioration of their commitment level and the feeling of dissatisfaction. Methodology: The study adopts a non-contrived setting with a cross-sectional time horizon. A total of 370 respondents, comprising 210 men and 160 women employed by Season Food in the study. Convenience sampling technique was used with minimal interference from the researcher. Findings: Findings indicated that cultivating an innovative and supportive culture fosters higher productivity and commitment among employees, while a participative leadership style empowers employees, enhancing satisfaction and commitment to their work, job, and the organization. Conclusion: The factors discussed will positively impact the employees and it will help the organization increasing its productivity. Employees are more productive and committed when innovative and supportive culture is adopted, furthermore, participative leadership will empowers them in increasing job satisfaction and commitment.