This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

Promoting travelling intention within social media is significant for stakeholders to grasp a new tourism market and cultivate a new model for development of tourism industry. This study aims to understand path of destination image affecting travelling intention, and to investigate the mediation role of perceived value, furthermore, to uncover the role of moderator of situational involvement. This paper conducts a survey on tourists visiting Guilin, collecting 435 questionnaires, and uses the structural equation modeling method to explore how the image of the tourism destination affects tourists’ willingness to travel. The research results indicate that cognitive image, emotional image, and projected image all have a significant positive impact on perceived value, perceived value as a significant mediator to bridge the relationship among the destination image and tourists’ travel intention. Furthermore, situational involvement plays a negative moderating role in the mediating effect of emotional value. This study endeavor will serve to enrich the understanding of perceived value theory, destination image theory, and tourism consumer behavior theory. It will also provide theoretical foundations and policy recommendations for guiding tourism consumer behavior, analyzing destination image perception, and destination marketing.

Currently, there is a unique situation in the global economy, industrial eras coexist together, there is interaction and transformation of financial systems simultaneously within the framework of Industry 4.0 and Industry 5.0. New, digital resources are entering the economy, intellectual capital is becoming virtual, artificial intelligence is increasingly finding its application in the structure of financial support. Financial intermediation in developing countries is also subject to global trends, the active development of new instruments for developing economies is especially important. The aim of the study is to identify effective ways to develop financial intermediation in Industry 5.0 for the economies of developing countries. Based on the results of the study on the development of financial institutions mediation revealed a problem related to the lack of reasonable tools that could be used to improving the efficiency of the financial intermediaries market, proposed the main directions of such a process: mobilization of savings, distribution financial assets, payment system, risk management and control over market agents involved in financial operations.

 Entrepreneurial intentions, considered to be the best predictor of entrepreneurial behaviour, have attracted extensive attention among academics, practitioners, and policymakers. This study examines the mediating role of the theory of planned behaviour between university students’ proactive personality, entrepreneurship education, entrepreneurial opportunities, and entrepreneurial intentions. The results of this study showed that both attitudes toward entrepreneurship and perceived behavioural control mediated these relationships, except that perceived behavioural control did not mediate the effect of entrepreneurship education on entrepreneurial intentions, and subject norm did not mediate any relationship. Lastly, this study guides universities, policymakers and practitioners to fully focus on developing attitude entrepreneurship and perceived behaviour control through education and training among graduates and employees. Suppose there is a presence of good entrepreneurial opportunities. In that case, they will form stronger intentions to start new businesses and expand their businesses to drive socio-economic growth, innovation and job creation among graduates.

The purpose of this research was to investigate the influence of innovative organizational culture on innovativeness through human resource management and the innovative skills of personnel. The population of this study comprised small and medium enterprises (SMEs) in Thailand from both the manufacturing and service sectors. Purposive sampling was employed to gather information from entrepreneurs, executives, or department managers of SMEs through an online questionnaire distributed via email, obtaining a total of 440 responses. Data were analyzed using descriptive statistics and structural equation models (SEM) for hypothesis testing. The results indicated that SMEs in this context had a moderate level of innovative organizational culture, human resource management, innovative skills, and innovativeness. Moreover, the structural equation model was consistent with the empirical data, revealing that innovative organizational culture has a direct influence on innovativeness. Furthermore, human resource management and the innovative skills of personnel were found to be partial mediators in the relationship between innovative organizational culture and innovativeness. The indirect effect through these two variables was greater than the direct effect. These findings confirmed the relationship between innovative organizational culture, human resource management, innovative skills, and innovativeness among SMEs in Thailand, leading to guidelines for businesses to improve their innovativeness.

As the aging trend intensifies, the Chinese government prioritizes technological innovation in smart elderly care services to enhance quality and efficiency, catering to the diverse needs of the elderly. This study examines the acceptance and usage behavior of smart elderly care services among elderly individuals in Xi’an, using a modified Unified Theory of Acceptance and Use of Technology (UTAUT) model that includes digital literacy as a moderating variable. Data were collected via a survey of 299 elderly individuals aged 60 and above in Xi’an. The study aims to identify factors influencing the acceptance and usage behavior of smart elderly care services and to understand how digital literacy moderates the relationship between these factors and usage behavior. Regression analysis assessed the direct effects of Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC) on usage behavior. These dimensions were then integrated into a comprehensive index Service Acceptance to evaluate their overall impact on usage behavior, with behavioral intention examined as a potential mediating variable. Results indicate that EE and SI significantly impact the adoption of smart elderly care services, whereas PE and FC do not. Behavioral intention mediates the relationship between these variables and usage behavior. Additionally, gender, age, and digital literacy significantly moderate the impact of service acceptance on usage behavior. This study provides valuable theoretical and practical insights for designing and promoting smart elderly care services, emphasizing the importance of usability and social promotion to enhance the quality of life for the elderly.