Recent studies on customer participation in value co-creation have shed more light on the involvement of the customer in creating unique experiences. The main purpose of this paper is to examine the moderating effect of price fairness on satisfaction and loyalty in a value co-creation context in the automobile industry. Data were collected from 532 customers of automobile buyers in 30 dealer shops in Ghana through a self-administered questionnaire. The study was analysed using SmartPLS 3.0. The main point of our findings is that price fairness not only influences satisfaction and loyalty but also has a significant and positive moderation. As the purchase of automobile is a major decision for customers, price becomes a key determinant in influencing their satisfaction and loyalty. Companies must be fair in terms of the pricing of their products as this goes a long way to affect their satisfaction and future re-purchases.

This study provides valuable insights into the impact of social media influencers (SMIs) on consumer shopping behavior through the lens of social influence theory. It focuses on the mediating role of shopping intentions and the moderating effects of brand credibility and individual shopping values in Pakistan. Using online questionnaires, data were collected from 988 individuals with first-hand experience of social commerce. To investigate a moderated mediation model, we used Smart-PLS 4, which examines how SMIs affect shopping behavior through shopping intention in the case of social media buying. The moderating effects of brand credibility and individual shopping values, specifically hedonic and utilitarian, are also examined. The results show that brand credibility significantly moderates the relationship between SMIs and shopping intentions. Utilitarian shopping value significantly moderates the conversion of shopping intentions into actual shopping behavior, while hedonic shopping value is found to be insignificant. This study uses social influence theory to emphasize the importance of critical variables in digital consumer behavior. The findings suggest that marketers should emphasize brand credibility and practical values to boost social commerce and engagement, providing a practical guide for their strategies.

We investigated the relationship between consumer satisfaction, trust in firm, interaction, and perceived service quality on value co-creation intention among rural and community bank consumers in Ghana. Participants were a purposive sample of 315 (female = 49. 52%; mean age = 42. 94 years, SD = 14. 47 years). They completed consumer satisfaction, trust in firm, consumer-firm interaction, perceived service quality, and value co-creation intention measures. Structural equation modelling analysis of the data showed that consumer satisfaction strengthens trust in firm, interactions, and value co-creation intention. Further, perceived service quality moderated the relationship between interaction and value co-creation intention. Consumer satisfaction and trust in firm appear to be a resource for consumer-firm interaction and value co-creation intentions with perceived service quality.

We explored three resource capitals related to employability (human, personal-social, and organisational) to explain graduate work entry prospects in a developing country setting. Our study sample consisted of 743 final year university students in Ghana and Kenya. Less than half (n = 305) attended an international university in China (females = 37.05%; mean age = 28.89 years, SD = 3.06 years), while 443 attended local universities in Ghana and Kenya (females = 33.12%; mean age = 25.68 years, SD= 2.27 years). Following a serial mediation regression analysis based on 10 000 bootstrap samples at 95% CI, results indicate that organisational capital directly influences graduates’ employability. Human and personal-social capital partially mediates the relationship between organisational capital and graduate employability; increasing employability prospects. The findings suggest that organisational capital, including the prestige of degree- awarding institutions in addition to human capital and personal-social capital, explains graduate employability. We conclude that graduate qualification, institutional affiliation, and the social capital benefit from those affiliations is associated with employability.