The fear of ghosts is a common thing that can be managed as a social condition that turns out to have an impact on the continuity of forest maintenance. Applying a qualitative approach supported by in-depth interview methods, observation, and literature study. This research does not attempt to prove the existence of ghosts or discuss the psychological conditions of people who fear ghosts. The main finding of this research is the reality of the reproduction of stories and experiences of fear of ghosts, as well as the implementation of traditions or rituals related to community activities in the forest. Stories of fear of ghosts with various forms and versions of naming not only enrich the cultural life of the community but also encourage social conditioning in the form of togetherness to agree on the fear of ghosts as a means of creating a social system in order to carry out activities in the forest. The social system is identified in the form of pamali traditions or things that should not be done in the forest, balian rituals to eliminate or treat ghost disturbances, and besoyong rituals to utilize forest products, which then have an impact on the awareness to respect the continuity of these rituals and tradition. So, even though the fear of ghosts can be overcome psychologically and disappear quickly, the reality of respect for the social system related to the forest can still survive. In addition, ghost stories’ reproduction continues to be rolled out and adapted to the times. In turn, ghosts and forest rituals continue to be conditioned into a social system that has implications for forest conservation.

In this research, we explore the psychological factors that SMB owners who are micro-entrepreneurs and use SNS for entrepreneurial purposes rely on to make their self-employment decisions. Research-based on a merger of the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) deals with how perceived ease of use (PEU), perceived usefulness (PU), attitude, subjective norms (SN), perceived behavioral control (PBC), openness to experience (OTE), and dominance contribute to people’s behavioural intention (BI) to use SNS for Data was collected from 342 SMB micro-entrepreneurs in the Delhi/NCR region of India by the means of a standardized questionnaire. Employing PLS-SEM, a partial least squares structural equation modeling was used to analyze the data. The results point out an impact of PU, attitude, and behavioral intention, and unappealing presentations, unacceptance of an explanation, unclear mechanisms, and domination do not make any difference. The research emphasizes how technophobe’s attitude, and the perception of effectiveness would impact micro-entrepreneurs desire to avail SNS for entrepreneurship efforts. Moreover, research shows the psychological understanding based on the SNS adoption by the small business owners, micro-entrepreneurs as well as for the practitioners and policymakers who are working to enhance the capability of the SMB. More investigations should be conducted on the other personality traits and cover more nations as demographic dividends in comparison to acquire more inclusive data.

The small and medium tourism enterprises sector has experienced a decline in Indonesia’s economic conditions in recent years. This research aims to advise stakeholders regarding factors that must be considered and included in future policy formulation. The research methodology is a mixed method supported by the N-Vivo computer program, interview studies, and FGD. This research focuses on four tourism provinces in Indonesia. The research results using thematic analysis identified 133 codes, 19 categories, nine core themes, and one impact theme. This research’s novelty highlights that government policy’s effects on tourism SME marketing are not significant due to weak support. Apart from that, partnerships and collaboration between the central regional government and tourism SMEs are the main factors determining their development at the regional level. This research concludes that government intervention and support in encouraging the growth and sustainability of tourism SMEs are necessary. The Government must promote collaboration between tourism SMEs because increasing the number of tourists is crucial, as well as encouraging sustainable marketing practices and simplifying regulations. The recommendation is that the Government immediately simplify regulations, expand partnerships and collaboration, and promote innovation in tourism SMEs. By implementing these recommendations, policymakers can create an environment that supports the development of tourism SMEs, allowing the tourism sector to increase GRDP.

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 research investigates how accountants in Thailand are adapting to changes driven by advances in digital technology, environmental issues, and professional accounting organizations. The study identifies key factors influencing these shifts and assesses their impact on the accounting field. A survey of accountants from large manufacturing firms in Thailand was conducted, examining internal, external, and personal factors affecting their roles and responsibilities. The study uses Structural Equation Modeling (SEM) to analyze data from 174 respondents, identifying leadership and digital technology readiness as internal factors; sustainability force, professional entity, and digital technology force as external factors; and competency skills and attitude as personal factors. The fit indices collectively suggest that the model has a good fit to the data, demonstrated by Comparative Fit Index (CFI) value (0.91), Tucker-Lewis Index (TLI) (0.891), Root Mean Squared Error of Approximation (RMSEA) (0.067), and chi-square/degree of freedom model (1.776). The combination of the indices supports the conclusion that the model is robust and well-aligned with the observed data, and importantly capturing the relationships between the constructs under the study. Results reveal a significant transformation in the professional identity of Thai accountants, primarily driven by their positive attitude towards changes. Notably, professional accounting bodies and educational institutions appear to hinder this evolution. The findings emphasize the need for professional organizations to realign their strategies to better support the evolving roles of accountants.