Purpose: This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approach: Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.Findings: The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/value: This study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

Scholars around the world have studied electronic word of mouth (eWOM) heavily in the past decade. However, despite extensive knowledge of the effect of eWOM on consumer behavior, there is still a lack of understanding of how the eWOM source shapes those behaviors. There are many sources of eWOM, the influence of which may have different outcomes when it comes to consumers’ purchase intentions. Moreover, most studies have measured social tie strengths (strong/weak) as one variable. Weak-tie eWOM (W-tie) and strong-tie eWOM (S-tie) are always studied in contrast to each other. The versus characteristics of these two constructs have been considered in almost all studies; however, they may work together via different mechanisms. This study split social ties into two separate constructs, W-tie and S-tie, while adding another source of eWOM (celebrities eWOM), and investigated how W-tie moderated the effect of S-tie and celebrity eWOM on purchase intention, as well as the mediation effect of perceived value/perceived enjoyment on purchase intention. A total of 726 valid responses were analyzed using SPSS and AMOS. The results showed that all direct relationships in the model were supported. Moreover, perceived value mediated only the effect of celebrity eWOM on purchase intentions and did not successfully convey the effect of S-tie on purchase intentions. On the other hand, perceived enjoyment mediated both relationships. W-tie did not moderate the relationship between S-tie and perceived value, perceived enjoyment, or purchase intention. In contrast, W-tie moderated the positive relationship of celebrity eWOM with perceived value, perceived enjoyment, and purchase intention, while it also moderated the positive relationship of perceived value and perceived enjoyment with purchase intention. This research illuminates how different eWOM sources and social ties on social media platforms affect purchase intentions.

This study is aimed at verifying the conception that a strong corporate culture supported with a positive ethical environment is central for directing and guiding the behavior of individuals toward achieving organizational objectives. The rationale for this study stems from the circumstance that formal controls systems suffer from consecutive failures, as the performance of organizations is still suffering from financial collapses. Reasons behind such failures might be related to the insufficient appreciation of the culture-based controls given that formal controls are influenced by the human nature of employees and the affixed moral side.Data subject to analysis are obtained from a judgmental sampling method using a self-completion questionnaire covering the listed companies at Jordan Securities Commission. A factor analysis and a standard multiple regression analysis have been conducted with the aim of proving the hypotheses of the research. The research results show that strong corporate culture supported with a positive ethical environment can direct the behavior of employees for the good of organizations. Results also support the importance of involvement of top management considering its role in filling the gap between the embraced and the workable values and beliefs of an entity.

In the highly demanding workplace environment of hotels, employees are burdened with psychological, physical and social labor which requires a holistic support system from their organizations. In this study, the role of perceived organizational support on behavioral outcomes (organizational citizenship behavior) as well as attitudinal outcomes (turnover intentions) is examined across 5-star hotels in Northern Cyprus. Furthermore, the mediating role of work-life satisfaction as well as the enhancing role of employee resilience are examined on both outcomes. Social Exchange theory, Organizational Support Theory, and Job Demand-Resources model are combined to establish a solid theoretical framework upon which the current research is conducted. Using a quantitative and deductive approach, 627 employees were surveyed, and the data were analyzed using partial least squares—structural equation modeling and Smart-PLS software. While the direct effect of perceived organizational support systems on the citizenship behavior of employees is supported by the results, WLS can improve behavioral outcomes while aiding the hotel to reduce withdrawal intentions. Furthermore, the provision of resilience to employees can significantly improve the likelihood of citizenship behaviors while diminishing turnover intentions. The results contribute to the literature through empirically supported hypotheses and theoretical support.

Purpose –This study is an attempt to understand the changes in consumer behavior in the tourism industry related to the pandemic affecting society. This study aimed to evaluate the direct and indirect effects of destination social responsibility (DSR) on the revisit intention of visitors who once visited Turkey before the Covid-19 pandemic breakthrough. Moreover, this research aimed to investigate fear arousal as a moderating effect between tourists' intention of repeat visits and its associated antecedents due to COVID-19.Design/methodology/approach –The research model was examined empirically by targeting 388 tourists from 10 different countries. Structural equation modeling (SEM) was used to analyze the gathered data.Findings –The outcomes of the study demonstrated that DSR is positively and remarkably affected by TS and PV. Also, the results showed that PV has a mediating impact on revisit intention. On the other hand, findings showed that TS has not a remarkable and positive effect on revisit intention. Moreover, the results revealed that FA has a moderation effect on the relationship between DSR-RI, TS-RI, and PV-RI.Discussion –A finding that emerged at the end of this study and contradicted previous studies was obtained. It is a generally accepted phenomenon in the literature that tourist satisfaction has a positive and significant effect on revisit intention. Results show that fear of COVID-19 affects perceived value, tourist satisfaction, and revisit intention differently. Tourist satisfaction and perceived value are undoubtedly two important mediating variables. This contributes to the tourism literature on tourist behaviors.