Social media influencer marketing has emerged as an essential marketing strategy in the online interactive environment. This study investigates the impact of influencer-consumer fit (ICF) on behavioral intentions; intention to co-create brand value (ICC) and purchase intention (PI), with the serial mediation of influencer authenticity (IA) and attitude toward brand (ATB). A self-administered questionnaire was distributed to followers of social media influencers in Pakistan. The data were collected from 421 female followers of social media influencers through survey and partial least squares—structural equation modeling was used for data analysis. The findings reveal that ICF impacts IA, while the latter impacts ATB. ATB in turn impacts behavioral intentions. The direct effects suggest that ICF impacts consumers’ PI but not the ICC. However, with the serial mediation of IA and ATB, the relationship becomes significant. The findings of this study may assist managers in building brand strategies to achieve excellence in a highly dynamic and competitive market by leveraging the power of influencer marketing.

Colonialism has had a profoundly negative impact on national consciousness. Although the Republic of Kazakhstan has gained independence, it has not yet fully overcome the adverse effects of colonialism on its national consciousness. A portion of the Kazakh people has been Russified. Meanwhile, the younger generation, raised in their native language, either lacks a deep understanding of or is gradually forgetting the foundations of national identity that date back to ancient times. During the Soviet era, communist ideology prevented the population from truly knowing their history, traditions, and beliefs. In this context, literature plays a crucial role in reviving national memory. This article examines the concept of personality in literary works and the uniqueness of national identity based on the works of several contemporary authors. The introduction provides an overview of researchers’ conclusions related to the concept of personality. The ancient origins of national identity—sacred elements, rituals, shamanism, and the mystical connections between humans, nature, and animals—as depicted in literary works are analyzed within the dynamics of the present day, alongside the fates of the characters. The desecration of sacred elements is not merely ignorance but a sign of the erasure of national memory; rituals are not just words but embody sacred concepts accumulated from centuries of the people’s experience, which are reflected in the works. Accordingly, the research article analyzes and provides examples from several literary works. In compiling conclusions about the concept of personality, the study utilized descriptive, biographical, and socio-psychological methods to describe national identity in literary works and its ancient manifestations, as well as the depiction of sacred elements and rituals.

Research in the field of online advertising has focused on the effect of in-stream ads on viewers’ attitudes and intentions to purchase. However, little is known regarding the crucial role of viewer’s control in terms of the ‘skip ad option’ towards the attitude to purchase. This research aims to investigate the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control. Primary data was collected from respondents of Vehari district of Pakistan through a questionnaire based on 5 points Likert scale. 370 questionnaires were incorporated after excluding the questionnaires having missing values. Structural equation modelling was used through SmartPLS-3 software in testing the hypotheses. The findings reveal that, in-stream (emotional, informational, and entertaining) ads have positive impact on viewers’ attitudes, and viewers’ control moderates the relationship between in-stream ads and viewers’ attitudes towards the ads. Further, viewers’ attitude toward the ads has a significant positive impact on viewers’ intention to purchase. To the best of our knowledge this is one of the first studies that examines the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control in the context of a developing country, like Pakistan.

This study, based on the Theory of Planned Behavior (TPB), aims to explore the entrepreneurial intentions of university students in Shandong Province, China, and analyze the major factors influencing these intentions. Structural Equation Modeling was applied to data collected from 680 students across five universities in Shandong Province. The findings reveal that attitudes, subjective norms, and perceived behavioral control significantly influence the students’ entrepreneurial intentions. Specifically, a positive attitude towards the outcomes of entrepreneurship emerged as the strongest factor influencing their intentions, indicating that positive perceptions and expectations of entrepreneurship significantly enhance students’ entrepreneurial inclinations. Perceived behavioral control also showed a strong influence, suggesting that enhancing students’ self-efficacy and awareness of accessible resources is crucial for fostering entrepreneurial intentions. However, the influence of subjective norms was weaker, which may relate to specific cultural and social environmental factors. This study not only provides an empirical basis for entrepreneurship education and policy-making in Shandong Province and beyond but also offers new insights into the application of TPB in the field of entrepreneurship research.

Lack of knowledge, attitude, and behavior in managing leftover foods in households impacts the natural ecosystem and food chain, particularly in developing countries. This research aims to analyze appropriate methods for reducing and processing food waste produced in household areas. This research method uses qualitative research with operational research methods carried out for 6 months on 25 housewives in Pondok Labu Village in South Jakarta, Indonesia. The research was carried out in 3 stages, the first stage before the intervention, the second stage providing the intervention, and the third stage after the intervention. Results showed that before the intervention, on average each respondent produced 351 g of food waste each day. This amount decreased to 8.43 g/day after respondents participated in socialization to reduce food waste and training to manage food waste. The concluded that a combination of education and training improves knowledge, attitude, and behavior in household food waste management and helps moderate food waste generation.

With society’s continuous development and progress, artificial intelligence (AI) technology is increasingly utilized in higher education, garnering increased attention. The current application of AI in higher education impacts teachers’ instructional methods and students’ learning processes. While acknowledging that AI advancements offers numerous advantages and contribute significantly to societal progress, excessive reliance on AI within education may give rise to various issues, students’ over-dependence on AI can have particularly severe consequences. Although many scholars have recently conducted research on artificial intelligence, there is insufficient analysis of the positive and negative effects on higher education. In this paper, researchers examine the existing literature on AI’s impact on higher education to explore the opportunities and challenges presented by this super technology for teaching and learning in higher educational institutions. To address our research questions, we conducted literature searches using two major databases—Scopus and Web of Science—and we selected articles using the PRISMA method. Findings indicate that AI plays a significant role in enhancing student efficiency in academic tasks and homework; However, when considering this issue from an ethical standpoint, it becomes apparent that excessive use of AI hinders the development of learners’ knowledge systems while also impairing their cognitive abilities due to an over-reliance on artificial technology. Therefore, our research provides essential guidance for stakeholders on the wise use of artificial intelligence technology.