Purpose This explanatory research aims to describe the factors that impact YouTube ad intrusiveness, value, and avoidance in light of psychological reactance theory. Research Design The research has a causal–predictive design. It describes the relationship between the construct with an underpinning theory. Data from a sample of 294 respondents were analyzed using partial least square structural equation modeling to test within sample explanatory power and out‐of‐sample prediction power. Findings The results show that informativeness does not significantly impact intrusiveness and ad avoidance. Entertainment has a negative direct and mediated impact on ad avoidance. Moreover, irritation was found to moderate the impact of informativeness on intrusiveness negatively. Importance–Performance Map Analysis revealed that entertainment lacks in performance despite being an essential factor. Besides explanatory power, the model has a moderate out‐of‐sample predictive relevance power. Practical Implications The relative importance of the entertainment and interactive impact of irritation with informativeness is established for the first time in this study. The new finding is a significant contribution to theory while leading to practical implications for the industry.

This study measures the impact of the fairness of price, quality of food, and quality of service on revisit intention of Chinese restaurants' consumers, mediated by consumer satisfaction. Purposive sampling technique is used for data collection along with snowball sampling technique. Two hundred questionnaires were answered through online Google forms. The analysis of the collected data is executed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The descriptive statistics are analyzed by SPSS software, and the influential statistics are analyzed by Smart PLS software. The analyses' findings concluded that food quality has a highly noticeable impact on consumers' revisit intention. Quality of service and Fairness of price also has a prominent effect on the consumer's revisit intention. Limitations and recommendations are also mentioned at the end of the study.

Background: Organisations in the contemporary workplace lack meaningful work and life, resulting in psychological and physical pain for workers. Employees seek organisations that align their daily work activities with society. Partially limited research exists on the relationship between corporate social responsibility (CSR) and employee work-related attitudes, especially with the mediating mechanism of employee work meaningfulness (EWM) and organisation identification (OID) in developing country contexts such as Pakistan. This study has used Social Learning Theory (SLT) and Social Identification Theory (SIT). Methods: Data were collected through a sample of 154 employees in two waves from multiple sectors in Karachi, Pakistan, using non-probability, purposive sampling. The PLS-SEM, along with IBM-SPSS, was run for data analysis. Results: The results demonstrated that Corporate social responsibility (CSR) has a significant positive relationship with employee work-related attitudes. CSR affects organisational citizenship behaviour (OCB) and pro-environmental behaviours (PEB) through the mediation mechanism of employee work meaningfulness (EWM) and organisational identification (OID). Conclusion: This study contributes to the nascent literature by establishing that EWM and OID mediate the effect of CSR on OCB and PEB. Furthermore, this study utilizes two primary theoretical lenses and provides a novel contribution to the current literature. Finally, this study provides valuable insights to policymakers, businesses, and society.

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