This study explores how demographic factors shape perceptions of celebrity and influencer marketing in the context of promoting cryptocurrencies, particularly in the tourism sector. It evaluates whether such marketing strategies effectively promote cryptocurrencies and how their impact varies across demographic groups. By analyzing responses from a sample of 161 predominantly young and educated respondents, the study uses statistical methods to identify differences in perceived marketing effectiveness based on age, gender, and other demographics. Findings reveal no significant demographic differences in effectiveness; instead, the study underscores the importance of universal marketing qualities, such as authenticity, credibility, and relevance. These results suggest the need for inclusive marketing strategies that foster trust and transparency. Additionally, the study highlights avenues for future research, including cultural and ethical considerations, to refine marketing approaches and develop innovative campaigns that drive cryptocurrency adoption and trust in the tourism industry.

Work can be demanding, imposing challenges that can be detrimental to the job performance of employees. Efforts are therefore underway to develop practices and initiatives that may improve job performance and well-being. These include interventions based on mindfulness, inclusive leadership and work engagement. In the present study, authors have presented an association of inclusive leadership and mindfulness towards job performance through employee work engagement among secondary teachers in the context of Hong Kong. The sample size of 263 teachers working from three secondary schools in Sha Tin, Hong Kong has been incorporated in this study. A structured questionnaire designed on a 5-point Likert scale has been used based on purposive sampling by analysis of IBM SPSS 27 and Smart PLS version 4.0.9 by applying a structural equation modelling approach (SEM). The results indicated a strong positive influence on employee work engagement and job performance. Moreover, the bootstrap investigation showed that mindfulness and inclusive leadership were significantly associated with employees’ work engagement in the presence of mediators’ work engagement. This study adds to the very scarce literature on inclusive leadership and mindfulness. In addition, this research is the first study to test the mindfulness skill, inclusive leadership and job performance relationship. Furthermore, this is the first study to explore the concept of mindfulness and inclusive leadership in the Hong Kong context. Moreover, the findings of this research can be beneficial for future theory development on mindfulness skill and inclusive leadership in cross-cultural contexts.

The study employed a qualitative approach to determine the influence and effectiveness of storytelling in shaping the Alpha generation’s buying decisions and consumption behaviours. The students of the University of Lagos Junior Secondary School were selected for the study. The interview questions were set to focus on factors like experiences, sources of storytelling communication, the outcomes and the affective effects. Twenty-five students were purposively selected out of one hundred and twelve (112) population for the interview based on the conditions for selection. Thematic analysis was used and a total of 244 themes were identified. Four (4) major themes were later identified in thematic synthesis through coding translation. The findings revealed that storytelling is effective and strategic in brands targeted at the Alpha generation, hence, the generation relied on storytelling to choose brands in convenience, impulsive and shopping products, and radio and television were the main sources of storytelling campaigns among the generation. Storytelling wrapped in songs, entertainment, dancing, drama, etc. captivated and influenced the generation, and children used the information from the storytelling campaigns to influence family purchase decisions and parents’ buying decisions and behaviours.

Understanding the factors that influence early science achievement is crucial for developing effective educational policies and ensuring equity within the education system. Despite its importance, research on the patterns of young children achieving science learning milestones and the factors that can reduce disparities between students with and without disabilities remains limited. This study analyzes data from the Early Childhood Longitudinal Study of Kindergarten Cohort 2011 (ECLS-K: 2011), which includes 18,174 children from 1328 schools across the United States, selected through a complex sampling process and spanning kindergarten to 5th grade. Utilizing survival analysis, the study finds that children with disabilities achieve science milestones later than their peers without disabilities, with these disparities persisting from early grades. The research highlights the effectiveness of center-based programs in enhancing science learning, particularly in narrowing the achievement gap between children with and without disabilities. These findings contribute to the broader discourse on equity in the education system and policy by introducing novel methodologies for assessing the frequency and duration of science learning milestones, and by providing insights into effective strategies that support equitable science education.

The purpose of the study was to examine the role of personalization in motivating senior citizens to use AI driven fitness apps. Vroom’s expectancy theory of motivation was applied to examine the motivation of senior citizens. The responses from participants were collected through structured interviews. The participants belonged to South Asian origin belonging to India, Bangladesh, Nepal and Bhutan. The authors adopted a content analysis approach where the gathered interview responses were coded in the context of elements of Vroom’s theory. The findings of the study indicated that a highly personalized approach in the context of motivation, expectancy, instrumentality and valence will motivate senior citizens to use AI based fitness apps. The study contributes to the personalization of AI fitness apps for senior citizens.