This study examined how social media marketing activities influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention (...) and engagement behaviour. This study adds to the literature on social media and discusses its practical implications. (shrink)

The economic stability of a country, such as Pakistan is dependent on the construction of mega-projects, such as the China-Pakistan Economic Corridor. However, certain external factors and project characteristics may delay the construction of infrastructure projects; scholars have not investigated the development of CPEC from this perspective. In addition, the COVID-19 outbreak has hindered CPEC initiatives. This analysis will examine the effect of external environment factors on CPEC, and benchmark the project’s effects on economic stability through CPEC’s development by incorporating (...) 523 samples obtained from employees of various CPEC projects. Structural equation modeling was used to analyze all hypotheses proposed here on AMOS 21.0 tools. According to the findings of this study, the CPEC external environment and project benchmark characteristics have a negative effect on the construction of CPEC development. Furthermore, the development of CPEC is found to have a significant effect on economic stability. However, fear of COVID-19 has weakened the relationship between CPEC development and economic stability. Finally, we also discuss the implications and limitations of the study. (shrink)

The domestic situation of the past few years shows the practices of employees’ unpaid leave and layoffs and the constant drain on capital, talent, and technologies in hospitality. Owners expect to reduce the losses to as low as possible by saving on human costs. Nevertheless, in face of such a changing environment, hospitality has to accumulate high-quality human capital through systematic investment, sensitive development, and continuous learning and growth to discover competitive advantages through the cultivation of human capital. The pre-service (...) education of new employees could accelerate their familiarity with the operations of the company and their understanding of their job role and duties. More importantly, with good planning, it could make employees feel emphasized with and respected with the result of largely changing their thoughts and working habits. Aiming at supervisors and employees in hospitality in Zhejiang as the research objects, a total of 420 copies of our questionnaire are distributed, and 357 valid copies were retrieved, with a retrieval rate of 85%. According to the results to propose discussions, it is expected to generate systematic and proper education methods for the pre-service education in hospitality, promote the education effectiveness, and promote employees’ capability and organizational performance. (shrink)

This research probes the influence of the construction of the China-Pakistan Economic Corridor on the tourism development behavior of local residents. By applying social exchange theory, this study examines the impact of the community dimension on tourism development behavior through overall attitude. In addition, this study also examines the use of social media as a moderator in the relationship between overall attitude and tourism development. A survey tool has been used to obtain data from the people of Gilgit-Baltistan. Hypotheses were (...) examined using the structural equation method on 417 survey responses. The findings indicated community satisfaction and an overall positive attitude to the effects of development, although a negative attitude regarding concerns about community resources. Overall, attitude has a significant impact on tourism development behavior. Additionally, the use of social media strengthens the relationship between overall attitude and behavior that favors tourism development. (shrink)