Purpose: The major objective of this study is to measure the impact of various attributes, such as social attraction, physical attraction, and task attraction on para-social relationships. The study also seeks to measure how the para-social relationship mediates the association between the three attributes (above-mentioned) on perceived credibility and informational influence, and consumers’ intention to purchase banking products. Study design/methodology: PLS-SEM has been used as it is believed to be most suited for the study due to the multivariate non-normality in the data, and the small sample size. Data has been collected using the 5-point Likert scale from approximately 151 respondents, who were selected using the non-random sampling method based on purposive sampling coupled with convenience-based sampling. The data was collected from January 2023 to August 2023. Findings: Largely, the findings reveal that both social and physical attractions do have a positive impact on the para-social relationship, further leading to perceived credibility and informational influence. Notably, this perceived credibility and informational influence lead to consumers’ intentions to purchase banking products, albeit with the use of artificial intelligence-based chatbots and digital assistants. Originality: This is possibly among the first-ever studies extending the para-social theory for purchasing banking products and services using artificial intelligence-based chatbots and virtual assistants.

This study aimed at measuring the level of job burnout among King Khalid University staff. The descriptive-analytical approach was employed to describe job burnout, determine its prevalence, identify its causes, and propose ways to address it. This method was used for comparison, interpretation, and generating information to assist in understanding the phenomena of job burnout and to devise recommendations for mitigating its prevalence. The results showed that the overall mean estimation of the dimensions of the level of occupational burnout from the perspective of university staff was (2.28), with a standard deviation of (0.81), indicating a low degree. The arithmetic means of the study sample responses to the dimensions ranged from (1.98–2.66). This provides a good indicator of the prevalence of occupational burnout. The findings showed that individuals in higher ranks experience higher levels of job burnout compared to the rest of the ranks classified in the study.

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.

Use of technologies and online presence is now almost inevitable in language learning. The practice of virtual exchanges (VEs) has been receiving a lot of attention among educators at all levels over the past years. This research paper sheds light on 13 VEs carried out in pre-service teacher education in the last six years and proposes its own VE design based on recommendations from the literature with the future perspective of designing a specific VE for the research. The aim of the systematic review was at first to determine the exchange and interaction set-ups and the potential gains in the terms of pre-service teachers’ skills development. Afterwards, we identified areas for improvement and proposed our design of a VE between pre-service teachers of English in Slovakia and Turkey. Some of the expected contributions of the proposed VE design are development of a linguistic and intercultural communicative competence, digital literacy, and other competences relevant for development of VEs.

With the rising global consumer demand for green and healthy food, the tea industry is facing unprecedented competitive pressure. Therefore, how to build tea enterprises with sustainable competitiveness has become a key issue facing the industry. This paper firstly reviews the concept of traceability systems and their evolution and, based on the theory of enterprise competitive advantage, explores the influence mechanism of traceability as a strategic resource on the long-term competitiveness of tea enterprises; secondly, it analyzes the multi-dimensional role of traceability on enterprise competitiveness from five aspects, namely, quality and safety control and guarantee, brand image shaping and trust construction, market dynamics response and consumer feedback, risk response and product recall, as well as technological innovation and efficiency enhancement; finally, combined with the above analysis, this paper constructs a theoretical framework for the competitiveness of tea enterprises, integrates the impact of traceability in different dimensions, and proposes a multi-level competitiveness enhancement model. Through this framework, tea enterprises can more comprehensively understand and grasp the close relationship between traceability and the long-term competitive advantage of enterprises and then make strategic adjustments according to their own actual situation so as to realize sustainable competitiveness enhancement in the future market competition.