This study aims to explore the factors influencing people’s intention to use home fitness mobile apps in the post-pandemic era. By incorporating the perspective of playfulness into the decomposed theory of planned behavior, it seeks to construct a behavioral model for the public's use of AR sports games for home exercise. The research focuses on Active Arcade users residing in Taiwan, employing the snowball sampling method to conduct an online questionnaire survey. A total of 340 valid questionnaires were collected and analyzed using linear structural equations. The study reveals three main findings: first, the behavioral model for Active Arcade users constructed based on the decomposed theory of planned behavior demonstrates a good fit; second, users’ attitudes, subjective norms, and perceived behavioral control have a positive and significant impact on behavioral intention; third, perceived usefulness, perceived ease of use, and perceived playfulness all positively and significantly influence attitudes, with perceived playfulness having the highest impact coefficient; fourth, perceived benefits of exercise are the most crucial factor affecting subjective norms; and fifth, convenience technologies are the key factor influencing perceived behavioral control. This study provides valuable insights for theory and management practice, offering guidance on the use of home fitness apps in the post-pandemic era while addressing research limitations and suggesting future directions.

Short-form content has the potential for virality and broad sharing, allowing businesses to reach large audiences in a short period of time. This type of content has transformed traditional marketing approaches, capturing the attention and curiosity of Generation Z, thereby leading to the rise of digital marketing. As Generation Z is the next generation of consumers and their purchasing power increases as they enter the workforce, marketers need to understand the factors influencing their attitudes and purchase intentions. This study aims to explore the relationship between the growing presence of short-form advertising content in corporate marketing strategies and consumer behavioral intentions. To achieve this, the sub-characteristics of short-form content were categorized into expertise, ease of use, and entertainment value, while information reliability was set as a mediating variable. Data was collected through a survey of 256 adults residing in Busan and Gyeongnam, and analyzed using SPSS 28.0. The findings of the study revealed that most sub-characteristics of short-form content advertisements positively influenced both recommendation and purchase intentions. Additionally, information reliability was identified as a significant mediating factor between short-form content and consumer behavioral intentions. These results provide important insights for corporate marketers and advertising professionals, as they offer valuable guidance on how to influence consumer purchase intentions effectively.

The present study is designed to analyse how the Public-Private Partnership (PPP) model is helping to create sustainable livelihood opportunities for women. It draws an inference from ‘Marudhara Rangsaaz’, a producer company operating in the textile sector in Rajasthan, India. It explains how this woman-based organisation operates in a PPP model to create economic value for women. It also tries to understand the specific role of the Rajasthan Grameen Aajeevika Vikas Parishad (RAJEEVIKA), The Rajasthan Government partner and ‘Rang Sutra’, the private partner, and the women members of ‘Marudhara Rangsaaz’ in the PPP model. The paper adopted a case study research design. The data was collected using in-depth interviews with all stakeholders and analysis of the documents. The findings indicate that in the said PPP model, Government took the role of mobilizer, financer, mentor, and private player, took the responsibility of building up capacity and arranging market links, and the women members worked together to help themselves sustain the project.

This study investigates the impact of tourism and institutional quality on environmental preservation, utilizing principal component analysis to generate three composite indices of environmental sustainability for 134 countries from 2002 to 2020. The results reveal that environmental sustainability indices have generally improved in lower- and middle-income nations but have declined in certain high-income countries. The findings also underscore the critical role of institutional quality—particularly regulatory standards, government effectiveness, anti-corruption efforts, and adherence to legal frameworks—in promoting environmental sustainability. However, the study shows that both domestic and international tourism expenditures can have adverse effects on environmental sustainability. Notably, these negative effects are exacerbated in countries with well-developed institutions, which is an unexpected outcome. This highlights the need for careful, thoughtful policymaking to ensure that the tourism sector supports sustainable development, rather than undermining environmental objectives.

This study investigates the impact of supply chain agility on customer value and customer trust while investigating the role of price sensitivity as a mediating variable in the healthcare industry. A quantitative methodological approach was used. This was cross-sectional descriptive research based on a survey method, and data were collected using a structured questionnaire. The sample consisted of 384 respondents who had already used healthcare facilities. The sampling technique was convenience sampling and collected data were analyzed using structural equation modeling. The study indicated that supply chain agility positively impacts customer value and customer trust, while there is no moderation role of price sensitivity in the healthcare industry. Previous scholars revealed that there is a strongly available association between supply chain agility and customer value. But no attempt was undertaken to investigate the impact of supply chain agility on customer trust while moderating the role of price sensitivity.

This study aims to elucidate the impact of marketing investment dimensions (MTS, MTOE, ROMI) on profitability indicators (ROA, ROE, GPM, OPM) and sustainable growth indicators (SGR, ARG) for service companies. The study population consisted of 135 service companies listed on the Amman Stock Exchange. A purposive sample of 55 companies was selected from this population. Financial reports and statements from 2018–2022 for these companies were analyzed to achieve the study objectives, employing appropriate statistical methods like multiple regression to test hypotheses. Previous literature shows conflicting results regarding the relationship between marketing investment dimensions and profitability/sustainable growth. Some studies found positive impacts, while others did not. This study contributes to this debate by providing statistical evidence. The results show that higher MTS, MTOE, and ROMI have a positive impact on SGR, OPM and ROA but a negative impact on GPM, ARG, and ROE. This underscores that marketing investments should be viewed in conjunction with overall operating expenses. Companies that control other expenses and increase the marketing investment proportion of total operating expenses may achieve better financial performance. Marketing investment metrics can serve as useful diagnostics and measures of effectiveness for improving marketing profitability, financial performance, and growth. In summary, this study statistically demonstrates the nuanced impacts of marketing investments on service company profitability and sustainable growth indicators. The results emphasize analyzing marketing spends in context of broader expenses and overall company financial health.