Purpose – Mobile shopping is the current trend for firms to conduct business, having great advantages over electronic shopping as well as traditional shopping. The purpose of this paper is to discuss not only the driving forces of mobile shopping behaviors from the theory of reasoned action (TRA) perspective, but also the additional promotion and barrier sides of the mobile business. Design/methodology/approach – A structural equation modeling approach with latent constructs is applied on a self-administered survey data of 208 Vietnamese consumers to test the hypotheses. Findings – The results of this study have proved the predictive power of TRA in exploring consumer behavior in the context of mobile shopping. Also, both promotion and barrier variables have significantly strong impacts on the intention to adopt mobile shopping. Research limitations/implications – Future studies would benefit from investigating other variables (e.g. specific aspects of trust and risk) and using actual behavior (e.g. online purchases). Practical implications – Business managers should pay attention to both promotion and barrier factors to understand how and why Vietnamese consumers adopt mobile shopping. Originality/value – This pioneering study adapts the TRA model with extended promotion and barrier variables to explain mobile shopping in the context of Vietnam

Purpose Mobile location-based service (m-LBS) seems like a new class of personalized service due to location positioning technologies. This work aims to investigate consumer readiness (RED) toward m-LBS based on integrating pull effect- and push effect-related factors into the technology acceptance model (TAM). Design/methodology/approach An online survey collected data from 423 participants, and the research framework was analyzed using structural equation modeling (SEM). Findings The results divulge that consumer RED is determined by TAM antecedents, including usefulness (USE) and ease of use (EOU). EOU motivates USE in m-LBS. Regarding pull effect-related factors, absorptive capacity (ABC) is the strongest positive factor influencing consumer RED to use m-LBS, followed by technology willingness (TWI) and innovativeness (INN). Moreover, INN, trust (TRU) and perceived risk (RIS) significantly influence USE and EOU. Originality/value This work endeavors to explicate customer RED toward m-LBS by incorporating some meaningful pull effect-related dimensions (i.e. ABC, TWI and INN) and pushing effect-related dimensions (i.e. RIS) into crucial antecedents rooted in TAM. Thus, the findings assist practitioners in developing marketing strategies by boosting pull effects and controlling push effects on customer engagement in m-LBS.

Purpose This study explores the effect of internal branding on organisational financial performance and brand loyalty with the mediating role of psychological empowerment. Design/methodology/approach The data gathered from 200 Pasargad insurance employees in Iran were analysed. Structural equation modelling and R were used to evaluate the model. Financial performance was measured by four concepts (ROI, ROE, Sales growth, ROA) based on available data from March 2010 to March 2020. Findings The results revealed that internal branding and psychological empowerment have no significant effect on financial performance, but both have a significant positive effect on brand loyalty. Likewise, the mediating role of psychological empowerment on the subject of the impact of internal branding on brand loyalty was confirmed. Furthermore, psychological empowerment did not play a mediating role in the impact of internal branding on financial performance. Research limitations/implications The findings of this study could be important for managers of organisations active in the insurance industry to highlight internal branding and enhance psychological empowerment and employee brand loyalty. Moreover, managers' perception of the effective role of psychological empowerment to enhance employee brand loyalty is another practical aspect of this research. Originality/value Considering the mediating role of psychological empowerment to the effect of internal branding on financial performance and brand loyalty is an innovative aspect of the present study. Meanwhile, the use of R software for VB-SEM was another point to surge the value of this paper.

Purpose Nature-based tourism (NBT) blossoming requires sound monitoring models to maximize its potential in the tourism industry. Cooperation of different segments from nature to economy will lead to a sustainable NBT. Therefore, the qualitative and quantitative relation between these subdivisions has to be investigated. Design/methodology/approach This paper proposes an advanced NBT model for the design of an optimum tourism system. To this end, Bayesian network (BN) has been implemented to characterize the impact of each subsector on NBT. Findings The outcomes of this study can help the tourism managers, policymakers and related organizations to find the optimum approach to achieve a continuous improvement in the system. To demonstrate the applicability of the methodology, two cases of observations are considered. Originality/value The originality of the work is well demonstrated in the literature review of the paper.

Purpose This paper examines whether guests contribute sWOM (social word of mouth) on different SNSs (social networking sites) regarding various personal motivations. SNSs have changed the way guests eat and experience their food and dishes. Marketing managers have effectively targeted SNSs as a marketing tool, yet have little research about drivers of guests' sWOM contribution on SNSs has been done. A model including the significant motives: (1) experiences, (2) opinion leadership, (3) reflection of self and (4) need for unique is tested to investigate their positive effects on contribution behavior of social media guests. Design/methodology/approach The data collected from 411 guests by using the snowball method was used for analysis. The structural equation modeling was applied to examine the relationships among the constructs and test the eight proposed hypotheses. Findings Results reveal that experiences, opinion leadership, reflection of self and need for unique were positively associated with contributing sWOM of restaurants. Furthermore, those who have positive experiences tend to be opinion leadership and reflection of self. And guests who show reflection of self, they are more likely to have opinion leaders and show need for uniqueness. Our study expands the existing frameworks of sWOM contribution by identifying various motivations and labeling sWOM. Findings provide restaurant managers with managerial implications for online marketing strategies on SNSs to attract sWOM contribution among guests. Research limitations/implications It has some limitations while discovering the motivations of positive sWOM contribution. First, we only focused on the motivation of contributing positive sWOM, while negative sWOM received many arguments in changing attitudes toward buying products or services. Second, we collected data in Vietnam only without comparing with different countries. Future research could explore further cross-cultural perspectives to fill the gap. Third, this study explored sWOM contribution in service environment, sWOM contribution from service context may be slightly different from those of product brands. Practical implications These findings highlight the motivations of sWOM contribution that restaurant managers must recognize and make use of it. SNSs have given power to consumers to post everything at anytime and anywhere they like, therefore restaurant managers need to deeply understand why their consumers contribute sWOM. In digital era, customers and guests have become the ultimate tools for promoting product or service brands. The marketing managers should create an online platform in order to facilitate their consumers to discuss their brand frequently (Charu et al., 2018). Restaurants should have policies to push positive eWOM maximally and also reduce advertising costs. Originality/value This is one of the first studies on sWOM contribution of what motivate guests to contribute their sWOM on SNSs. Theoretically, this study offers deep insights into the links between various motivations and sWOM in foodservice context. Managerially, understanding these motivations allow marketing managers create effective policies that motivate guests to contribute positive word of mouth.