User marketing information sharing plays a significant role in boosting the effectiveness of short video marketing. Exploring the factors influencing the willingness to share has become a meaningful way to improve the dissemination of marketing information. This study examines how the characteristics of short video platforms affect users’ willingness to share marketing information and investigates the mediating role of users’ flow experience. We adopted qualitative and quantitative analyses to explore the issue. Twelve participants were recruited to conduct the online interviews and 306 valid data points on users’ willingness to share marketing information were obtained through a questionnaire. The study was conducted using structural equation modelling (SEM) and mediating effect tests. The interviews verified that the information quality, the service quality, and the system quality are essential characteristics of a well-established short video platform. The results of the empirical analysis showed that the information and the service and system quality of short video platforms have a positive impact on users’ willingness to share marketing information through perceived control and pleasure, respectively. The effect of information quality on users’ desire to share marketing information is the strongest. This study provides a reference for short video platforms to optimize and improve their marketing effectiveness.

Purpose: Innovations are imperative for organizational growth and sustainability. This study focuses on the employees' innovative behavior, a source of organizational innovations, which has received substantial attention from the researchers. Based on the psychological empowerment theory, the study exposes the effect of the various dimensions of public service motivation (PSM) on employees' innovative behavior (IB) in public sector institutions especially in the context of developing countries such as Pakistan. Moreover, the study also investigates the mediating role of psychological empowerment (PSE) between the dimensions of PSM and IB.Design/methodology/approach: This study used the cross-sectional research design. By using random sampling, the adapted survey questionnaires were used to collect data from 346 faculty members of public sector universities located in provincial capitals of Pakistan. A partial least square–structural equation modeling (PLS-SEM) tool was used to assess the proposed hypotheses through SMART-PLS software.Findings: Results revealed that attraction to policymaking (APM), compassion (COM), self-sacrifice (SS) have a significant impact on employees' PSE and their innovative behavior, while the relationship of commitment to the public interest (CPI) with PSE and IB was found insignificant. Moreover, PSE partially mediated the relationship between PSM dimensions and employees' IB.Originality/value: There was a scarcity of research on IB especially in public sector institutions such as academia. This study theoretically contributed to the literature by providing a refined picture in assessing the proposed relationship of the constructs. This is also one of the original studies that examine the relationship between the dimensions of PSM and IB.

Most mass incidents are created by economic or social concerns brought on by fast socioeconomic change and poor local government. The number of mass occurrences in China has significantly increased in recent years, putting the country’s steady growth and public behavior decision-making in harm. We examine the factors that influence public behavior decision-making in the following significant factors, contributing to the development of effective prevention and response strategies. The structural equation (SEM) approach is used to analyze the main determinants influencing public behavioral decisions in the aftermath of mass incidents using surveys of a large population. The finding shows that media plays a mediating role in the relationship between mass occurrences and influencing factors impacting public emotion. The direct and indirect effects of public behavior decision-making and its role increasingly social changes as things happen, government credibility, media plays mediating role in public emotional factors. All directly impact public behavior decision-making, while emotional factors have an indirect impact via media intermediaries. The escalation of public behavior decisions is seen as a result of structural transmission and the increase of dynamic as well as other factors.

1. The hospitality industry, while contributing significantly to economic growth, also exerts detrimental environmental impacts, underscoring the crucial need for sustainable strategies (Azila-Gbet...