Using protection motivation theory (PMT), this study investigates the influence of cognitive assessment and affective response on customers’ behavioral intention amid COVID‐19 in the context of restaurants. More specifically, this research draws attention to (1) the influence of protection motivation (i.e., perceived vulnerability, perceived severity, maladaptive reward, response efficacy, self‐efficacy, response cost) on hope and fear, (2) hope and fear as mediators between protection motivation and behavioral intention, and (3) diverse customer behavioral intentions that have emerged during the COVID‐19 pandemic (i.e., health‐focused behavior, conscious consumption, and the supporting of local businesses and products). A total of 473 completed responses were obtained through an online survey. Structural equation modeling ( SEM ) was employed to test the hypothesized relationships. The research model proposed in the study successfully explained the process in which individuals commit to hygienic behaviors, prioritize local restaurants, and engage in conscious consumption under the threat of COVID‐19. The proposed model can be utilized in examining consumer behaviors in the hospitality industry, especially in the COVID‐19 era.

PurposeAdopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.Design/methodology/approachA 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized relationships. A total of 474 qualified data were collected using an online survey. ANOVA was utilized to test the research hypotheses.FindingsStudy results revealed that personalized messages lead to stronger perceived brand similarity, credibility and blog recommendation intention than those exposed to automated and no response. Brand familiarity also significantly influenced perceived brand similarity, brand credibility and blog recommendation intention. Further, the study analysis revealed an interesting interaction effect between brand awareness and brand response on recommendation intention.Originality/valueThe study provides meaningful implications and suggestions for the effective corporate blogging strategy to influence consumers’ attitudes and image toward brands and establish strong brand equity and relationships with customers.

PurposeUsing social capital theory as the theoretical framework, the purpose of this study is to examine if shared value, the norm of reciprocity and social bonding within a small fashion brand's Instagram page transfers to the overall perception and purchase intention toward the brand. Further, the authors test perceived benefit (i.e. perceived usefulness and perceived enjoyment) as anteceding variables along with the social capital variables. More specifically, this study investigates (1) the influence of shared value and norm of reciprocity on social bonding on the Instagram page, (2) the influence of perceived usefulness and perceived enjoyment on social bonding on the Instagram page, (3) the mediating effect of brand trust and brand identification on the relationship between social bonding and purchase intention and (4) and the moderating role of the generational cohort on the hypothesized relationships.Design/methodology/approachThrough an online survey, 599 usable data were collected to test the proposed research framework using partial least squares structural equation modeling.FindingsThe results identify significant influences of shared value, norm of reciprocity and perceived enjoyment on social bonding. Brand identification and brand trust both have significant mediating effects between social bonding and purchase intention. Further, the results show that the mediating effect of brand trust is significantly higher for Generation Y, while the mediating effect of brand identification is significantly higher for Generation Z.Originality/valueThe study findings provide important implications for small fashion brands operating in a social media realm.