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.

The aim of this study was to assess the challenges of rural landholding rights of women in Boloso sore Woreda. The population that used as source of data were sample womenfrom four kebeles,Kebele land administration committee members,Woreda women,youth and children office head,Woreda women’s association president,Woreda agriculture office head and Woreda agriculture office rural land administration desk experts.four kebeles from 28 rural kebeles selected by using systematic random sampling. Data gathered using questionnaire were analyzed using SPSS where descriptive and inferential were used for the purpose. Secondary data were collected from different relevant literatures such as reports, research results documents and publications. As to the findings,women landholding trend in the study area was highly contrasts legally ensured equal holding and using rights of women with men.The community including women themselves perceive women independent landholding as taboo and prohibits it.Even if they hold by different means,the plot of land they got or held was small in size and not conducive for agriculture and house construction. The awareness of women on rural land registration and certification benefit was also poor. Thus,rural women should be initiated to organize and struggle for their equal landholding and administering rights.

Consumers’ interest in green consumption has increased rapidly in recent years with heightening concerns for environmental, social, and health risks. However, increased concerns and interest of consumers may not translate to their behavioral outcome which may be attributed to socio-economic and consumers’ internal stimuli. Furthermore, contextual differences in the marketplace may influence how consumers form their green attitudes and behavior. The purpose of this study is to assess the role of consumers’ intrinsic traits such as consumers’ personal values, their self-motivation for sustainable consumption (i.e., perceived consumer effectiveness), green skepticism, and environmental involvement in their green attitude and behavior, and to see if the country-specific contextual condition may influence consumers’ behavior. In addition, price sensitivity and environmental protection emotions are considered moderating constructs to explain the gap between green attitude and green behavior. Findings from this study provide insights into understanding Chinese and Singaporean consumers’ green behavior which is driven by their intrinsic traits and by extrinsic conditions. This understanding can help companies to develop effective green marketing communication strategies and to enhance consumer engagement in sustainable activities and consumption.

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.

Using individual- and panel country-level data from 118 countries for the period 1981–2020, this study investigates the effects of national- and individual-level economic and environmental factors on subjective well-being (SWB). Two individual SWB indicators are selected: the feeling of happiness and life satisfaction. Additionally, two environmental factors are also considered: CO2 emissions by country level and personal perspective on environmental protection. The ordered probit estimation results show that CO2 emissions have a significant negative effect on SWB, and a higher perspective on environmental protection has a significant and positive effect. Compared with the average marginal effect of national income, CO2 emissions are a more important determinant of SWB when considering a personal perspective on protecting the environment. The estimation results are robust to various estimation model specifications: inclusion of additional air pollutants (CH4 and N2O), PM 2.5 and various sample groupings. This study makes a novel contribution by providing comprehensive insights into how both individual environmental attitudes and national pollution levels jointly influence subjective well-being.