The twenty-first century has been full of fundamental changes in consumers’ behavior patterns, especially with the use of diverse social media knowledge-sharing platforms. Therefore, companies have highlighted the significance of knowledge sharing and the importance of social network use in purchasing processes. Accordingly, his paper tries to reveal how consumer purchase behavior (CPB) can be affected by consumer knowledge sharing behavior (CKSB) and the moderating role played by value co-creation dimensions, which are citizenship behavior (CB) and participation behavior (PB), within a sustainable e-commerce field. To test our hypotheses deducted from the literature review, we opted for the PLS-SEM method. We also employed other innovative approaches, such as the IPMA matrix, MAICOM test, FIMIX approach, and CTA analysis, to evaluate the outer and inner model. Our statistical population covered individuals living in Hungary with at least one online purchase involvement. We distributed the questionnaire via various online platforms and, finally, 433 completed questionnaires were prepared for analysis. The results showed that CPB, CB, and PB are positively influenced by the CKSB. However, the link between CPB and CB was not confirmed. As for the moderating role of gender, the permutation test was applied to compare male and female groups and see the difference between them. With a focus on CKSB, this study contributes to the success of international marketing strategies to attain higher competitive advantages.

This study evaluated the impact of startup technology innovations and customer relationship management (CRM) performance on customer participation, value co-creation, and consumer purchase behavior (CPB). This analytical study empirically tested the proposed hypotheses using structural equation modeling (SEM) and SmartPLS 3 techniques. Moreover, we used a support vector machine (SVM) algorithm to verify the model’s accuracy. SVM algorithm uses four different kernels to check the accuracy criterion, and we checked all of them. This research used the convenience sampling approach in gathering the data. We used the conventional bias test method. A total of 466 respondents were completed. Technological innovations of startups and CRM have a positive and significant effect on customer participation. Customer participation significantly affects the value of pleasure, economic value, and relationship value. Based on the importance-performance map analysis (IPMA) matrix results, “customer participation” with a score of 0.782 had the highest importance. If customers increase their participation performance by one unit during the COVID-19 epidemic, its overall CPB increases by 0.782. In addition, our results showed that the lowest performance is related to the technological innovations of startups, which indicates an excellent opportunity for development in this area. SVM results showed that polynomial kernel, to a high degree, is the best kernel that confirms the model’s accuracy.

One of the current major trends in the media industry is customer value co-creation. User participation can significantly affect news media organisations. This study examines the impact of value co-creation on the loyalty, satisfaction, and behavioural tendencies of media consumers, using a survey of users of My Fars news platform. The conceptual model of this study is developed and tested by using survey data from 283 users of the news campaign in Fars News and Structural Equation Modelling (SEM) is employed to simultaneously test the hypothesized relationships. The results show that user participation in value co-creation significantly affects their satisfaction, loyalty, and behavioural tendencies.

Small and medium-sized enterprises (SMEs) face mounting pressure to advance their digital transformation while integrating sustainability practices. However, the relationship between digital maturity and ESG (Environmental, Social, and Governance) integration in SMEs remains insufficiently comprehended, especially in regional contexts. This study examines how digital maturity shapes the scope and development of ESG practices in six Quebec SMEs using a qualitative multiple-case study design guided by Yin’s framework. Data were collected through a structured 54-item diagnostic protocol generating Digital Maturity Scores (DMSs), Sustainability Management Indices (SMIs), and Digital Literacy Indices (DLIs), complemented by thematic coding in NVivo. Cross-case analysis reveals that higher digital maturity is broadly associated with more diversified ESG practices, though this alignment is uneven and conditioned by governance mechanisms, firm size, and sectoral dynamics. An inductive typology distinguishes three profiles: compliance-oriented firms, ESG diversifiers, and strategic integrators. Findings further indicate that governance structures are necessary but not sufficient conditions for sustainability outcomes, as their effectiveness depends on alignment with operational routines and data practices. This study contributes to the literature by providing a combined digital maturity–ESG diagnostic framework adapted to the realities of SMEs. It also advances three theoretical propositions suitable for testing in larger and more diverse samples.

Purpose: The purpose of this paper is to investigate the role of Customer Participation (CP) in the effectiveness of New Service Development (NSD) by examining the moderating roles of Customer Empowerment (CE) and Customer Satisfaction (CS). The research reduces the risk of failure of the NSD process and/or improves the NSD processes used by companies through the consideration of the results in the practical dimension.Design/methodology/approach: This study investigates the effects of CP at different stages of NSD using a quantitative approach. Data were collected through an online survey questionnaire. Smart PLS was used to analyse the data collected from 509 newsreaders and users of the news agency’s application.Findings: The model confirmed that CE has an impact on the effectiveness of NSD in the idea generation and commercialization stages, but not in the development stage. Empowerment and customer satisfaction did not influence the three stages of NSD indirectly but directly. The results show that CP, CS and CE do not always have a direct or indirect effect on the development of new services. Therefore, in order to design new service development projects, media news companies need to determine the level of user cooperation.Research limitations/implications: The lack of objective data, especially on company performance, forces researchers to use questionnaires to analyse NSD effectiveness. Another limitation is that newspaper users answered the questionnaires, which creates “common method variance.”Practical implications: Researchers on NSD effectiveness must use questionnaires due to a lack of objective data, especially on company performance. Another limitation is “common method variance” from newspaper users answering questionnaires.Originality/value: This paper is a response to a perceived need for an examination of how new service development can be successful and effective.