Building value co-creation with social media marketing,brand trust,and brand loyalty

Value co-creation has emerged as a critical challenge for fashion brands in the age of social media. Despite its importance, scholars have not adequately explored the role of social media marketing (SMM) in enhancing value co-creation (VCC) intentions among fashion brand consumers in mainland China. SMM encompasses five hierarchical elements: entertainment, customization, interaction, electronic word-of-mouth (EWOM), and trendiness. This study developed a theoretical framework based on attribution theory and employed the partial least squares–structural equation modeling (PLS-SEM) method to analyze the value co-creation process. The results indicate that SMM positively impacts brand loyalty (BL), brand trust (BT), and VCC. Furthermore, BT positively affects BL and VCC, while also serving as a positive mediator between SMM and BL and VCC. Finally, BL positively enhances the VCC intentions of fashion brand consumers. Our study's unique insights, derived from the attribution theory's advantage point, enrich the marketing literature. These findings also offer practical guidelines and tips for marketing managers seeking to optimize their SMM mix for VCC.     

Pricing risky corporate bonds: An empirical study

This paper empirically studies a model for pricing risky corporate bonds proposed by Baaquie—based on the seminal Merton. The proposed model provides an exact solution for the price of a risky corporate bond with a finite maturity and explains the market price of corporate fixed coupon bonds as being the result of the market risk that is carried by the bond. Baaquie's model is empirically tested using 42 fixed coupon bonds issued by 23 US corporations, between 2011 and 2017. It is found that the proposed model estimates most bond prices quite accurately. Market time (similar to the concept of psychological time), which is distinct from calendar time, is quantified in the paper and is an exogenous behavioral parameter that plays a pivotal role in improving the accuracy of the pricing model for long-maturity risky bonds.     

Social isolation and social anxiety as drivers of generation Z's willingness to share personal information on social media

Generation Z's (gen z) sharing of personal information on social media is a growing phenomenon with significant ramifications. Existing research, however, focuses on examining the role of social and/or psychological factors and fails to consider how and when social, psychological, and organizational factors affect gen z's willingness to share personal information on social media. To fill this gap, we propose a conceptual model based on the tenets of sociometer theory, to understand the dynamics of gen z's willingness to share personal information while considering its process and boundary conditions. Using a sequential multi-study design, we conducted an experiment followed by a survey to test our hypotheses using data collected from gen z in India. Our findings show that when gen z feels socially isolated/anxious, they are more likely to share personal information on social media. The effect of social isolation on sharing of personal information increases when gen z fear that they are missing out on the rewarding experiences others are having, are engaged in repetitive negative thoughts and perceive their firm's privacy policy as transparent and ethical. Our findings provide a better understanding of why, how, and when gen z's are willing to share personal information on social media. We extend existing limited research on the psychological aspects of digital natives' interaction with modern technologies. Our results equip social media marketing and brand managers with the knowledge they need to increase gen z's willingness to share personal information.     

“Should I stay or should I go?”—Why the future of global work may be less binary: Lessons on approaches to global crises from the experiences of expatriates during the COVID-19 pandemic

COVID-19 has significantly impacted expatriates, affecting their ability to work effectively and their personal and family lives. This study explores their experiences in different phases of the pandemic, and their perspectives on the future of international living in light of such global disruption. Involving over 600 expatriates in 48 countries, the research shows shifts in motivation and priorities as a result of the crisis and reveals how family (extended and immediate) topped expatriates' concerns. The study examines if and how support systems worked and looks at coping mechanisms, skills, traits, previous experience, and attitudes which participants found useful. A common theme was “falling between two stools”—where expatriates were ineligible for support in either their home country or in their host country. Others described being “pulled in different directions” or “torn by a dilemma” with pros and cons in either choice. The study contributes to the questions about the future of global work with results of the survey revealing changing norms for expatriation and global mobility raising the possibility of more nuanced approaches to global projects and less binary options for global professionals and their families.     

Firm-level political risk and implied cost of equity capital

I find a strong positive association between firms' implied cost of equity capital and firm-level political risk. This effect is above and beyond the firm-level cost of equity implications of economywide political risk. Firm-level political risk contributes to elevating stock illiquidity, increases dispersion of analyst forecasts and dampens analyst coverage and these attributes, in turn, have positive cost of equity capital implications. Overall, the findings of this study suggest firm-level political risk has a non-trivial effect on increasing equity market illiquidity, increasing dispersion of earnings forecasts and decreasing analyst coverage thus increasing financing costs.     

Achieving value co-creation through cooperation in international joint ventures: A two-level perspective

How can international joint ventures (IJVs) enhance value co-creation? Using a resource-based view (RBV), this study examines whether partners’ cultural compatibility and parent companies’ asset complementarity foster top-level cooperation and/or operating-level cooperation in IJVs and investigates the underlying mechanisms (i.e., top-level goal alignment and operating-level goal alignment) in IJV relationships. This study also scrutinizes the differing impacts of top-level and operating-level cooperation on value co-creation in IJVs. The findings from a survey of 200 IJVs in China show that partners’ cultural compatibility positively affects top-level cooperation primarily through top-level goal alignment, while asset complementarity positively affects operating-level cooperation through operating-level goal alignment. Furthermore, operating-level cooperation has a stronger effect on value co-creation than top-level cooperation. This study offers fresh insights into IJV cooperation and value co-creation by introducing a two-level perspective and provides important managerial implications for the development of sustainable IJVs.     

The interplay between home and host institutions on CBA ownership decision

Cross-border acquisitions (CBAs) are one of the key strategies for internationalization. However, most of what is known about CBA strategies relies on the effects of the host country's environment or the home country's conditions. In this article, we analyze the interplay between these two important factors. We show that companies from less institutionally developed countries are more influenced by poor institutional conditions found in host countries. We analyzed a dataset of 1,390 cross-border acquisitions performed by Latin American firms. The literature on the subject points out that less developed host environments lead to fewer shares of ownership acquired in CBAs. However, we confirmed that the quality of the home country's institutional environment positively moderates the effects of the host environment over ownership choice in the acquisition. This effect is due to companies from less developed environments being able to use their embedded capabilities to better navigate faulty institutional environments abroad.     

Sense of belonging,international migrants’ spending,and implications for their subjective well-being

A lack of a sense of belonging in the host country has become one of the most common challenges facing international migrants in today's sociopolitical environment. Our two online experiments with 881 international migrant workers in the United States jointly demonstrate that, to cope with their lack of a sense of belonging in the host country, international migrants may spend money suboptimally: more on material purchases but less on experiential and prosocial purchases. More importantly, our studies suggest that prosocial purchases are more effective than experiential purchases in increasing international migrants’ subjective well-being. This is because prosocial purchases can lead to both relatedness need satisfaction and beneficence, with each independently contributing to international migrants’ subjective well-being. Our research suggests that public policymakers should address the social exclusion international migrants experience when moving to a new country because it can have a negative impact on their subjective well-being. Our research further suggests that one way to mitigate social exclusion is to encourage international migrants to spend money on others rather than themselves.     

Give your hunger a new option: Understanding consumers' continuous intention to use online food delivery apps using trust transfer theory

The recent growth of online food delivery apps (OFDAs) centralized the restaurant's business in electronic distribution platforms. Recently, a few researchers have attempted to understand consumer behaviour towards using OFDAs. However, various aspects related to the usage of OFDAs have not been explored. Drawing from trust transfer theory, the purpose of this study is to fill this gap by investigating the trust transfer from OFDAs to restaurants and to address the boundary condition of trust transfer by examining the moderating effect of perceived effectiveness of dispute resolution (PEDR) between trust in OFDAs and trust in a restaurant. The model was tested via structural equation modelling (SEM) using data obtained from 836 users of OFDAs through structured questionnaire. The results show that trust in OFDAs positively influence the trust in restaurant, which ultimately leads to the consumers' continuous purchase intention. Further, PEDR positively moderates the relationship between trust in OFDAs and trust in a restaurant. Additionally, disposition to trust and online reviews significantly develops consumer trust in OFDAs. The present research makes substantial theoretical and practical contributions as it develops a trust transfer mechanism by considering an emerging mobile-commerce field. The study provides a first theoretical outlook on consumers' continuous intention to use OFDAs, using trust transfer theory, which has not been considered so far. The findings provide information for food delivery platforms on how to manage conflict resolution to succeed in the market and help restaurants in selecting the most effective food delivery platforms with which to collaborate.     

Predicting the antecedents of consumers' intention toward purchase of mutual funds: A hybrid PLS-SEM-neural network approach

The current study intends to identify the behavioural antecedents of investors' attitude and investment intention toward mutual funds using a robust SEM-ANN approach. It focuses on novel factors in the purview of the COVID-19 pandemic, increasing digitalization and social media usage. The research outcome indicates that attitude (ATB), awareness (AW) and investment decision involvement (IDI) have a significant positive relation with investment intention (BI). In contrast, perceived barrier (PBR) negatively relates to investment intention. Herd behaviour (HB) and social media influence (SMI) do not influence investment intention toward mutual funds. Moreover, all the tested predictors share direct relation with the attitude toward mutual fund investment, barring perceived risk (PR), which has an inverse relationship. As per the outcome of ANN sensitivity analysis, attitude is the most crucial determinant of investment intention. It is followed by awareness (AW), perceived barriers (PBR) and investment decision involvement (IDI). Among the significant determinants of attitude, self-efficacy (SE) is the most important determinant, followed by perceived usefulness (PU), perceived emergency (PEMER), subjective norms (SN) and perceived risk (PR).