Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

Strategic green marketing orientation and environmental sustainability in sub-Saharan Africa: Does green absorptive capacity moderate? Evidence from Tanzania

Small and medium-sized enterprises are increasingly promoting environmental sustainability, a trend that has raised environmental awareness and inspired individuals and organizations to work together to create a more sustainable and greener future by implementing environmentally friendly practices. This study examines the influence of strategic green marketing orientation on environmental sustainability. Also, the study examines the moderating effect of green absorptive capacity on the relationship between strategic green marketing orientation and environmental sustainability. We used partial least squares structural equation modelling to test hypotheses with data obtained from 391 manufacturing enterprises in Tanzania via structured questionnaires. Our study's main findings show that strategic green marketing orientation has a significant and positive influence on environmental sustainability, and green absorptive capacity strengthens the positive effect of strategic green marketing orientation on environmental sustainability. Although there is scholarly interest in incorporating environmental considerations into business endeavors, there is little evidence on ways that a strategic green marketing orientation promotes environmental sustainability in a manufacturing context. Thus, our findings add to the literature on understanding environmental sustainability for manufacturing enterprises by revealing the role of strategic green marketing orientation and green absorptive capacity in explaining environmental sustainability. The study suggests that manufacturing enterprises should integrate environmental considerations into their strategic resources and endeavors to improve eco-friendly outcomes.

Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

The present study intends to unwrap the influence of social media electronic word of mouth (eWOM) on revisit intention post-COVID-19 applying the theory of planned behavior (TPB). Two additional constructs, viz., eWOM and destination image, have been undertaken in the present study to enhance the robustness of the TPB model. An online questionnaire was employed to collect data, and the research relied upon 301 correct and useable responses. The survey's population includes potential tourists who intend to revisit India post-COVID-19. SPSS 20 and AMOS 22.0 were used to analyze the data. The posited model was validated using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings indicate that all of the constructs under study, namely "electronic word of mouth (eWOM), destination image (DI), attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC)," significantly and positively influence "tourists' revisit intention (RI)" post-COVID-19. These constructs explained approximately 71% (R 2 = 0.709) of the variance in the revisit intention post-COVID-19. A number of theoretical and practical implications can be delineated to make recommendations to the ministry of tourism, tour and travel agencies, central and state government-owned tourism departments, marketers and promoters of travel destinations. The distinctiveness of the present study lies in the fact that it measures the influence of eWOM on revisit intention post-COVID-19 in the Indian context by incorporating destination image with the TPB model.