The study illustrates the technique by using the empirical data set in Skarmeas and Leonidou's (2013) study on consumer skepticism about corporate social responsibility (CSR). The investigation provides more nuanced coverage of the role of CSR skepticism than the conventional "net effect" symmetrical explanation and illustrates that CSR skepticism and its impact are contingent on combinations of complex antecedent conditions and several alternative paths. Specifically, the study expands on Skarmeas and Leonidou's findings by showing that the degree of CSR skepticism depends on the combination of "ingredients" in the CSR-induced consumer attribution causal "recipes." The study also shows that the deleterious influence of CSR skepticism on consumer-related outcomes, such as retailer equity, resilience to negative information about the retailer, and word of mouth, is conditional and depends on the combination of antecedent conditions that occur in the causal statements.

Most prior research on entrepreneurial orientation (EO) aggregates its features into a gestalt construct to investigate its influence on firm performance. This study deconstructs EO into innovativeness, proactiveness, and risk-taking dimensions, and focuses on the causal mechanisms by which those factors collectively affect performance.By drawing on the resource-based view of the firm and its dynamic capabilities extension, the study identifies multiple paths of complex causal recipes that can lead to certain organizational capabilities, competitive advantages, and performance. To do that, the study uses fuzzy-set qualitative comparative analysis (fsQCA), a technique that provides a holistic view of the examined interrelationships, compared to traditional net effect approaches that assume symmetric and linear relationships among variables. The study provides key conclusions and insightful implications for managers and researchers.

This study draws on the resource-based, dynamic capabilities, and organization learning theories to investigate the internal mechanisms through which intrapreneurship influences current and future export performance. Specifically, this approach views the four distinct dimensions of intrapreneurship, namely new business venturing, innovativeness, self-renewal, and proactiveness, as critical resources, and export market exploitation and exploration as important market learning capabilities. The study posits that such resources and capabilities collectively contribute to improve export performance outcomes. The study develops a theoretically anchored model and employs both structural equation modelling and fuzzy-set qualitative comparative analysis to test the model relationships. These two techniques have different foci: the net effect of an independent variable on an outcome variable and the conditions that lead to a given outcome, respectively. The study results provide substantial support for the theoretical framework and a valuable addition to the scant literature on the roles of intrapreneurship and market exploitation and exploration in exporting.

Social media Web sites such as Facebook, Twitter, and Instagram provide various means for users to interact with others, by creating, sharing, and commenting on content about anything, including brands and products. Such online brand-related activities may significantly influence a firm's operations. To effectively manage these influences, marketers should understand consumer's motivations to engage in brand-related social media use. This paper is one of the very few efforts to come to such an understanding. In this direction, a set-theoretic comparative approach is implemented-namely, fuzzy set qualitative comparative analysis-as a means to capitalize on the merits of both qualitative and quantitative techniques, and provide a more nuanced coverage of how motives and their combinations affect social media use. The results of the proposed approach are compared with the results derived from the implementation of a mainstream quantitative analytical technique (i.e., multiple regression analysis), as well as the results of the qualitative study of Muntinga, Moorman, and Smit (2011)-the only study so far examining different types of brand-related social media use and their motivations. By examining motivations for the full spectrum of social media use types (i.e., consuming, contributing and creating), the paper provides marketers and brand managers with valuable insights into online consumer behavior in a social media dominated era.

User-generated content behaviour of the dissatisfied service customer Structured Abstract Purpose This study focuses on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of "extraversion" personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm's service recovery strategies, whilst, insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approachWe use SEM to test our conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. FindingsAltruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm's response, whereas customers who are motivated by vengeance have a negative attitude towards a firm's response. Practical implicationsCustomers who share their negative service experience by creating UGC in social media, can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivations to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/valueThis paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm's response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.Keywords: User-generated content, motivation, extraversion, social media, word-of-mouth, service recovery Article Classification: Research paper 2 User-generated content behaviour of the dissatisfied service customer IntroductionThe web 2.0 interface encourages Internet users to produce user-generated content (UGC), which refers to any material created and uploaded to the Internet by non-media professionals, whether it is a comment posted on Amazon.com, a professional-quality video uploaded to YouTube, or a student's profile on Facebook (Interactive Advertising Bureau, 2008). From a service customer's perspective, much of the UGC is directed at fellow Internet users, which include friends, family, fellow service customers and service providers, through personal communication and information exchange in a variety of online platforms (Sigala, 2008). When the delivered service does not meet customers' expectations, service failure occurs which leads to dissatisfaction (Oliver, 1...