{"title":"The more, the merrier? Investigating the distinct and interaction effects of gamification mechanics in corporate sustainability engagement","authors":"Xiaomeng Lan , Baobao Song","doi":"10.1016/j.jbusres.2025.115513","DOIUrl":"10.1016/j.jbusres.2025.115513","url":null,"abstract":"<div><div>Gamification has emerged as a popular strategy for corporate customer engagement, particularly in advancing sustainability initiatives. However, research has scarcely examined user-centered sustainability outcomes and corporate-centered business outcomes as well as the interaction effects of multiple game mechanics. Accordingly, this study addresses these gaps through a longitudinal field experiment investigating how engaging with varying numbers of the mechanics (i.e., narrative, feedback, both, or none) influences sustainability-related civic engagement intentions and perceptions of organization–public relationships. Findings reveal that engagement with both mechanics produced stronger positive effects on both outcomes compared with engagement with either one or none. However, the combined effects were additive rather than synergistic, suggesting that while each mechanic contributes independently, their combination does not amplify engagement beyond their individual effects. Additionally, psychological need satisfaction played a mediating role in these effects, with autonomy, competence, and relatedness needs playing different roles in driving sustainability behaviors and corporate relationship perceptions. This study advances the understanding of how gamification can align corporate and societal objectives by revealing the distinct and combined effects of game mechanics and the psychological pathways driving these outcomes. Findings provide actionable insights for businesses aiming to optimize gamification strategies for sustainability engagement.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115513"},"PeriodicalIF":10.5,"publicationDate":"2025-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144230244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Wojciech Trzebiński , Faruk Anıl Konuk , Beata Marciniak
{"title":"Is AI suitable to speak about morality? Consumer response to AI-generated moral appeals in the case of fair trade products","authors":"Wojciech Trzebiński , Faruk Anıl Konuk , Beata Marciniak","doi":"10.1016/j.jbusres.2025.115487","DOIUrl":"10.1016/j.jbusres.2025.115487","url":null,"abstract":"<div><div>While marketing can refer to morality, it remains insufficiently explained how consumers respond to AI-generated moral appeals. Motivated by that gap, the current research applied incongruity theory to investigate the effect of moral appeal presence on the persuasiveness of AI (vs. human) product advice in two experiments (N = 445), manipulating moral appeal presence in fair-trade product messages. The effect of moral appeal presence on purchase intent through message-source fit was more positive when the product recommendation was provided by humans (vs. AI) (Study 1). For AI-generated advice, the effect of moral appeal presence on AI advice following intent through message-source fit was less negative when the AI agent was perceived as more anthropomorphized, and AI superiority belief was higher (Study 2). The results extend the knowledge of consumer response to AI and the role of incongruity in AI perception. Marketers are guided on how to involve moral appeals in AI communication.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115487"},"PeriodicalIF":10.5,"publicationDate":"2025-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222955","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Saeedeh Rezaee Vessal , Judith Partouche-Sebban , Alain Toledano , Fabian Bernhard , Francesco Schiavone
{"title":"Embracing pain in pursuit of growth: a qualitative study of chronically ill patients’ mountain climbing experiences","authors":"Saeedeh Rezaee Vessal , Judith Partouche-Sebban , Alain Toledano , Fabian Bernhard , Francesco Schiavone","doi":"10.1016/j.jbusres.2025.115488","DOIUrl":"10.1016/j.jbusres.2025.115488","url":null,"abstract":"<div><div>Recently, experiences that incorporate elements of pain and discomfort alongside pleasure-seeking have received considerable attention in terms of practice and research. This qualitative study delves into this phenomenon by examining the consumption journey of a unique consumer group—chronically ill patients—who intentionally choose mountain climbing as a means of Post Traumatic Growth. Through in-depth interviews and participant observations conducted in France, we explore the multifaceted journey of cancer patients as they navigate pain while engaging in mountain climbing. Our findings shed light on the transformative power of embracing pain within consumption experiences and contribute to the evolving discourse on pain marketing. Three stages of this consumption journey are explored: 1) the pre-encounter stage and the motivations to embark on this experience, reinforced by therapeutic guidance, surrounding support, and personal preparation; 2) the encounter stage and the interplay between physical and psychological conditions in which cognitive, emotional and social resources are at stake; and 3) the post-encounter stage with the lasting impact and consequences of this transformative experience of self-reflection on both individuals and service providers. It clarifies the transformative potential inherent in embracing pain, guiding patients towards personal growth, and empowerment, and the cultivation of meaningful connections with brands aligned with their values.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115488"},"PeriodicalIF":10.5,"publicationDate":"2025-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222954","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Yu Liu , Mike W. Peng , Zuobao Wei , Jian Xu , Lixin Colin Xu
{"title":"Surviving and recovering in times of crisis: A resource dependence view of firm ownership","authors":"Yu Liu , Mike W. Peng , Zuobao Wei , Jian Xu , Lixin Colin Xu","doi":"10.1016/j.jbusres.2025.115515","DOIUrl":"10.1016/j.jbusres.2025.115515","url":null,"abstract":"<div><div>Leveraging resource dependence theory, we examine the effects of state, foreign, and parental ownership on firm survival and recovery in the context of the COVID-19 pandemic. Utilizing data from World Bank surveys, conducted between May 2020 and August 2022, across 44 countries and focusing on small-and medium-sized enterprises (SMEs), we find that firms with state and parental ownership have a higher likelihood of surviving and growing during the pandemic, whereas foreign ownership exhibits a minimal impact. Furthermore, both state and parental ownership have a positive effect on firm growth during the pandemic but no significant effect in normal times. The nature of the ownership-performance relation changes as firms pass through the initial pandemic shocks and move onto the recovery stage. Overall, from a resource dependence perspective, our study highlights the effects of different ownership types on firm performance in the context of crisis.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115515"},"PeriodicalIF":10.5,"publicationDate":"2025-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144230243","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"When do transnational institutions matter for multinational corporations’ location choices?","authors":"Christine M. Chan , Lei Shi , Yiwei Li","doi":"10.1016/j.jbusres.2025.115517","DOIUrl":"10.1016/j.jbusres.2025.115517","url":null,"abstract":"<div><div>This study examines the influence of transnational institutions, namely, Bilateral Investment Treaties and Preferential Trade Agreements, on multinational corporations’ (MNCs) location choices. Extant research in international business has found that MNCs tend to enter host countries with well-developed institutions, as host countries with underdeveloped institutions pose investment risks for MNCs. Little scholarly attention has been given to the co-existence of national institutions with transnational institutions that can transcend national borders to protect and govern MNCs’ cross-border activities, and to the interplay between transnational institutions, home- and host-country institutions, and the MNC’s intra-organisational institutional environment. We draw on institutional theory and insights from international political economy to argue that the influence of transnational institutions on MNCs’ location choices varies depending on host country institutional uncertainty, home country formal institutional voids, and MNC multiple embeddedness. Using a sample of 13,011 foreign market entries from 1,129 parent MNCs in 73 host countries between 2005 and 2017, we find that the influence of transnational institutions is stronger when the levels of host country institutional uncertainty and home country formal institutional voids are higher, but weaker for MNCs with a high degree of multiple embeddedness. Our study contributes to institutional theory by highlighting the interplay between higher-order transnational institutions and lower-order national and intra-organisational institutional environments, and to international business research by examining how and when transnational institutions matter for MNCs’ location choices. We also provide important insights for MNC managers and policymakers on effectively navigating complex institutional environments.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115517"},"PeriodicalIF":10.5,"publicationDate":"2025-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222953","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sheng Wang , Changya Hu , Mai Pham , Hsiang Pin Yu
{"title":"Encouraging newcomer voice through mentoring support: The mediating role of trust and the moderating role of power distance orientation","authors":"Sheng Wang , Changya Hu , Mai Pham , Hsiang Pin Yu","doi":"10.1016/j.jbusres.2025.115520","DOIUrl":"10.1016/j.jbusres.2025.115520","url":null,"abstract":"<div><div>Encouraging newcomer voice is crucial for addressing the challenges posed by the changing workforce and maintaining organizational competitiveness. However, their voice is often devalued or even ignored, particularly by supervisors. This study investigated how non-supervisory mentoring support may be a valuable resource to facilitate newcomers’ voice. Based on time-lagged data collected from 248 ongoing mentor – newcomer protégé dyads in the real estate industry, we found that protégés’ trust in mentors partially mediated the positive relationship between mentoring support and newcomer protégé voice. Protégés’ power distance orientation (PDO) moderated both the trust – voice and the mentoring support – voice relationships such that these relationships were stronger for protégés with low PDO. Further analyses revealed that the two types of mentoring support influenced voice in different ways. While career support affected protégé voice both directly and indirectly through trust, psychosocial support only had a direct effect on voice when protégé PDO was low.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115520"},"PeriodicalIF":10.5,"publicationDate":"2025-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222273","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Antonio Pedro Cruz Costa Alves, Vivian Iara Strehlau
{"title":"It’s no skin off your nose: why do consumers tattoo brands?","authors":"Antonio Pedro Cruz Costa Alves, Vivian Iara Strehlau","doi":"10.1016/j.jbusres.2025.115508","DOIUrl":"10.1016/j.jbusres.2025.115508","url":null,"abstract":"<div><div>The purpose of this article is to explore the meanings that brand tattoos have for consumers. Drawing on interviews with consumers who tattooed corporate logos, this paper discusses the interrelations between body, tattoos, self, and brands. The main contributions are related to understanding why people tattoo brands, discussing how brands help consumers create their sense of self, and identifying unique consumer-brand relationships: best friends forever, family ties, childhood buddies, teammates, dealers/addicts, therapists/patients, gurus/disciples, soulmates, partisans, and vintage mates. Consumers develop multiple dynamic relationships with the same brand across realistic, idealistic, personal (inner), and social (outer) dimensions, shaping their identity projects. These relationships can be positively and negatively valenced, influencing how consumers behave and interact with their beloved brands.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115508"},"PeriodicalIF":10.5,"publicationDate":"2025-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Consumer response to corporate political advocacy: the role of policy attitudes, policy change, and perceived controversy","authors":"T.J. Weber , Jeff Joireman , David E. Sprott","doi":"10.1016/j.jbusres.2025.115522","DOIUrl":"10.1016/j.jbusres.2025.115522","url":null,"abstract":"<div><div>As firms have become more engaged in political issues, researchers have been keen to understand the consumer response to such corporate political advocacy (CPA). Drawing on an event study (S1) and an experiment (S2), the present work examines three novel questions relevant to the theoretical and managerial implications of CPA: 1) whether issue-specific policy attitudes are better predictors of consumer responses to CPA than political orientation; 2) how consumer responses toward CPA are influenced by a change to the advocated policy; and, 3) how consumer responses are amplified as perceived controversy increases. Results reveal several key findings. First, policy attitudes predict consumer responses to CPA better than political orientation (across six policy contexts). Second, when CPA-related policy changes occur, consumers on the ’losing’ side of the change punish firms on the winning side. Lastly, polarized responses to CPA are amplified when CPA is viewed as more controversial.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115522"},"PeriodicalIF":10.5,"publicationDate":"2025-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222276","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A life cycle framework of social media influencers and the influencer’ dilemma","authors":"Katja Spörl-Wang, Franziska Krause, Sven Henkel","doi":"10.1016/j.jbusres.2025.115459","DOIUrl":"10.1016/j.jbusres.2025.115459","url":null,"abstract":"<div><div>More than 64 million individuals currently identify as social media influencers (SMIs), yet research in this domain is still embryonic. Specifically, the conceptualization of SMI as a profession characterized by a dynamic evolution through various career phases remains largely unexplored. This study employs qualitative methodologies, including 31 semi-structured interviews with European lifestyle SMIs, to construct an SMI life cycle framework. This framework delineates four phases, three transition points, and four future trajectories. Additionally, this paper identifies the phenomenon of “influencers’ dilemma,” which encapsulates SMIs’ tension and subsequent hesitance to progress through the life cycle phases. This hesitation is attributed to five paradoxical motivational drivers and barriers: (1) <em>sense of belonging</em>: affiliation and non-affiliation; (2) <em>pursuit of prestige and fame</em>: enjoyment of disclosure and fear of privacy; (3) <em>self-realization</em>: proactive and forced self-realization; (4) <em>freedom</em>: full autonomy and restrained expectations; and (5) <em>financial success</em>: high payoffs today and uncertain payoffs tomorrow.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115459"},"PeriodicalIF":10.5,"publicationDate":"2025-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144222275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Feeling grounded when watching live streaming shows of highly anthropomorphic interactive virtual influencers: An exploratory study on customer opinions","authors":"Yancong Xie , Kevin C. Desouza","doi":"10.1016/j.jbusres.2025.115507","DOIUrl":"10.1016/j.jbusres.2025.115507","url":null,"abstract":"<div><div>Powered by generative artificial intelligence, AI live streaming commerce (ALSC) employs virtual influencers (VI) to promote products. Despite its novelty and hype, research on VIs remains limited. We adopt a novel groundedness theory to study customer engagement in ALSC. Through exploratory interviews, we find that customers can feel grounded in ALSC. Such feelings can be primarily affected by VI characteristics and customer characteristics, which can also affect customers’ purchase motivations. The findings contribute to the ALSC literature by examining the emotional motivations of groundedness in customers’ purchase decisions, in contrast to the existing cognitive focus.<!--> <!-->The findings also extend the groundedness theory by identifying new sources, contextualized antecedents, and dark sides of groundedness. Additionally, the findings contribute to the VI literature by demonstrating that VIs in ALSC can unexpectedly create engaging customer experiences, which contrasts with the existing notion that customers view VIs as inauthentic and less engaging.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"199 ","pages":"Article 115507"},"PeriodicalIF":10.5,"publicationDate":"2025-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144212977","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}