Advertising copies have been considered as a fundamental strategy for firms to continue sustainable marketing strategies. In order to provide the advancement of previous research and practical implication to marketers in the field for sustainable marketing strategy, this research tried to reveal the role of emotional and rational appeals as well as hidden heterogeneity of consumers in the appeal–value–trust–satisfaction–WOM framework. By applying the PLS-SEM and PLS-POS approach to 230 valid questionnaire samples, we could discover the role of appeals in the framework as well as three types of unobserved heterogeneity among the respondents. Both emotional and rational appeals had significant influences on the value–satisfaction–trust–WOM context. In addition, for hidden consumer traits in advertising copies, we revealed three types of consumer groups: Type 1, the consumer group with a rational orientation (n = 68); Type 2, the group with an emotional orientation (n = 74) and Type 3, the group with a utilitarian orientation. This research provided contributions by offering some insight into ways to establish sustainable marketing strategies in advertisements and to address unobserved heterogeneity consumers in advertising copy appeals.

Adolescent aggression manifests in problematic game use and ultimately undermines life quality. This study deals with the mechanisms behind adolescents’ perception of parenting, maladaptive game use, self-control, and life satisfaction within the context of integrated supportive-positive parenting and harsh-negative parenting. Using 778 valid panel data from the Korea Creative Content Agency (KOCCA), we reached the conclusions that both supportive-positive parenting and harsh-negative parenting, mediated by self-control and maladaptive game use, are major predictors of adolescents’ life satisfaction. PLS-SEM analysis was used for the hypothesized model test. This study helped bridge the gap in existing research by finding clues to recovering parent–child relationships from the side effects of youth game use.

This study deals with a competitive knowledge network (CKN) where participants desire to pass their personally important exams, and henceforth want to contribute and seek knowledge about exam-related issues they need to solve. Besides, CKN members are basically competing with each other since they all aim to pass the same exams. Therefore, from the contributor’s perspective, if the advisor fears that his/her advice can be detrimental to his or her own benefits, knowledge sharing (KS) intention within the CKN may be hindered by their expectation of competitive advantage. However, few studies were done about the effects of such fear and a sense of competition on KS continuance intention in the context of CKN. In this sense, our study aims to elucidate the effects of competition and fear on KS continuance intention in a mobile CKN. By using 296 valid questionnaires, we obtained very meaningful conclusions such that competition is a driving force rather than an obstacle to KS among CKN members, and fear also enhances members’ sustainable KS intention.