Purpose: The present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approach: The study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.Findings: Research findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/value: This study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

Purpose: Human resource (HR) flexibility is a firm-level capability that consists of employee skill flexibility, employee behavior flexibility, and HR practice flexibility. HR flexibility allows organizations to adapt and be responsive to changes in their environments. Findings from this paper indicate that if the organization is highly innovative and has flexible HR policies, then that influences organizational culture, risk-taking and experimentation within a firm. This paper has also revealed that process innovation mediates between adaptability culture and product innovation. It also revealed that managers should emphasize processes to improve efficiency for resource exploitation. The lessons learned from process innovation activities indicated that having a strong knowledge base assists a firm in developing innovative technology such as automation for manufacturing, handling and testing or simply smart manufacturing.Design/methodology/approach: Questionnaires were sent to employees at 23 Taiwanese companies in high-tech industries, where innovation is the key to their survival, and 293 valid surveys were collected. Structural equation modeling, (SEM) using IBM SPSS Amos, was used to test the hypotheses.Findings: The results fully support the hypotheses that HR flexibility positively influences adaptability culture and contributes to organizational innovation. Furthermore, it was found that adaptability culture has a direct impact on process innovation and an indirect impact on product innovation through process innovation.Originality/value: The critical role of HR flexibility and adaptability culture on organizational innovation in the high-tech sector were highlighted. The importance of HR flexibility is emphasized to provide managerial hints to top managers.

Purpose: This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing.Design/methodology/approach: The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method.Findings: The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets.Originality/value: This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.

How Brand Trust is Influenced by Perceived Value and Service Quality: Mediated by Hotel Customer Satisfaction