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2026

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Full-Text Articles in Business

The Power Of A Picture: Building Visual Depictions Of The Eppm Bolstering Sunscreen Application Motivation, Ansley M. George Jan 2026

The Power Of A Picture: Building Visual Depictions Of The Eppm Bolstering Sunscreen Application Motivation, Ansley M. George

University of Kentucky Doctoral Dissertations

This study investigates visual depictions of efficacy skin cancer health risk messages. Using Witte's Extended Parallel Processing Model (EPPM) and existing literature on fear appeals and visual persuasion as a theoretical framework, the study aims to explore how self and response efficacy imagery impacts individuals' perceptions of health risk messages in the context of skin cancer prevention when emphasizing specific principles of design. Formative research was employed via qualitative photo sorts and participants were exposed to an assortment of images depicting efficacy in the context of skin cancer prevention where they discussed why they felt they were or were not …


Data Utilization In Facilities’ Performance Management Decision- Making At U.S. Four-Year Public Institutions: A Cross-Sectional Exploratory Study, Tanaporn Supanichrattana Jan 2026

Data Utilization In Facilities’ Performance Management Decision- Making At U.S. Four-Year Public Institutions: A Cross-Sectional Exploratory Study, Tanaporn Supanichrattana

Theses and Dissertations

The growing complexity of higher education finance, aging infrastructure, and rising accountability expectations has intensified demands on facilities organizations to manage institutional assets strategically. As colleges and universities face sustained fiscal constraints and expanding operational pressures, the ability of facilities leaders to use data to inform performance management has become increasingly critical. Despite this importance, limited empirical research has examined how facilities leaders integrate data into decision-making within public higher education contexts.

The quantitative study employed a cross-sectional, exploratory survey design to investigate data utilization practices among facilities leaders at U.S. public four-year institutions. Guided by the Data–Information–Knowledge–Wisdom hierarchy and …


Can Corporations Be Trusted? Voluntary Compliance And The Limits Of Non-Coercive Business Regulation, Yuval Feldman Jan 2026

Can Corporations Be Trusted? Voluntary Compliance And The Limits Of Non-Coercive Business Regulation, Yuval Feldman

American University Business Law Review

This Article extends the voluntary compliance framework developed in Can the Public Be Trusted? The Promise and Perils of Voluntary Compliance, to the corporate context. While recent scholarship has explored when states can rely on non-coercive regulatory approaches with individual citizens, comparatively little attention has been paid to whether these insights translate to business entities. This Article argues that corporations present both greater challenges and greater opportunities for voluntary compliance regimes. On one hand, the instrumental orientation of corporate decision-making, amplified by fiduciary duties and competitive pressures, may systematically undermine the intrinsic motivations that voluntary compliance frameworks depend upon. Drawing …


Blame It On The Algorithm (But Sue Them Both): Joint Enterprise And Agency In Ai-Driven Hiring Discrimination, Khushi Palan Jan 2026

Blame It On The Algorithm (But Sue Them Both): Joint Enterprise And Agency In Ai-Driven Hiring Discrimination, Khushi Palan

American University Business Law Review

The proliferation of artificial intelligence (AI) in hiring processes has created a significant accountability gap in employment discrimination law. While federal statutes like Title VII of the Civil Rights Act, the Americans with Disabilities Act, and the Age Discrimination in Employment Act focus on finding liability for traditional employers, they fail to adequately address the unique role of third-party AI vendors whose algorithms often drive discriminatory outcomes. This Comment examines the emerging legal landscape through the lens of Mobley v. Workday, where the District Court for the Northern District of California recognized that AI vendors can function as “agents” of …


Public Facing, Privately Shielded: The Employment Gap Created By Title Vii’S Private Club Exemption, Ansley Salmon Jan 2026

Public Facing, Privately Shielded: The Employment Gap Created By Title Vii’S Private Club Exemption, Ansley Salmon

American University Business Law Review

Title VII of the Civil Rights Act of 1964 prohibits employment discrimination by employers but exempts “bona fide private membership clubs” that are tax-exempt under Internal Revenue Code Section 501(c). Despite this seemingly clear statutory language, there is a notable lack of appellate decisions interpreting this exemption under Title VII. This scarcity of precedent has led to inconsistent approaches across circuits. For example, the Fifth Circuit has drawn heavily from the Private Club Exemption under Title II of the Civil Rights Act while the Seventh Circuit has treated the two exemptions as entirely distinct. This Comment argues that the Title …


Beauty Isn't Always Better: How Salesperson Attractiveness Affects Consumers' Approach Behaviors, Veronica L. Thomas, Stephanie M. Mangus, Dora E. Bock Jan 2026

Beauty Isn't Always Better: How Salesperson Attractiveness Affects Consumers' Approach Behaviors, Veronica L. Thomas, Stephanie M. Mangus, Dora E. Bock

Marketing Faculty Publications

This research examines how a consumer's committed romantic relationship influences their decision to approach an attractive salesperson in a retail environment. To date, the majority of research espouses the benefits of salesperson attractiveness in enhancing consumers' perceptions of the salesperson and the represented retailer. This is problematic because it creates a managerial bias toward attractive salespeople and, as we propose, provides an incomplete view of the effect of salesperson attractiveness on consumers' behavior. Drawing on the interpersonal relationship literature on commitment, we propose that consumers in committed relationships activate relationship-maintenance motives that override the beauty bias when a salesperson's attractiveness …


The Tech-Nuclear Renaissance: A New Critical Juncture For American Nuclear Energy Policy, Henry P. Otte Jan 2026

The Tech-Nuclear Renaissance: A New Critical Juncture For American Nuclear Energy Policy, Henry P. Otte

CMC Senior Theses

Nuclear energy has re-emerged as a central priority in American energy policy. This thesis examines the Trump administration’s efforts to support nuclear energy development and plant restarts, and asks whether today’s nuclear renaissance represents a critical juncture for nuclear energy policy. By analyzing American, French, and Swedish nuclear energy history, this thesis applies a three-variable analytical framework, state autonomy and administrative structure, political permeability, and crisis influence, to identify the institutional conditions necessary for durable policy change and evaluate the structural characteristics of this new environment. The central finding is that today’s push is distinct from prior attempts at expansion, …


The Investor Perspective Of Materiality, Sam Lessinger Jan 2026

The Investor Perspective Of Materiality, Sam Lessinger

Honors Undergraduate Theses

Often auditors are asked to adopt the reasonable investor perspective in their materiality evaluations however, there is no consensus regarding what investors deem to be material. This can lead to confusion in the markets. In fact, past studies have shown how taking an investor perspective can backfire and may result in more leniency and fewer misstatements being deemed material by auditors. This leniency can, potentially, result in financial statements that mislead investors. The aim of this paper is to address the reasonable investor perspective to achieve a more complete understanding of an investor’s viewpoint. This study also incorporates the effect …


Financial Literacy And Inclusion Of Philippine Jeepney And Tricycle Drivers, Bryan N. Bernabe, Jyro B. Triviño Jan 2026

Financial Literacy And Inclusion Of Philippine Jeepney And Tricycle Drivers, Bryan N. Bernabe, Jyro B. Triviño

Leadership and Strategy Faculty Publications

The study investigated how the different elements of financial literacy influence the financial inclusion of jeepney and tricycle drivers in Caloocan, Metro Manila. Pearson correlation analysis revealed a positive correlation between financial inclusion and attitude, behavior, knowledge, and skills. Additionally, analysis of variance highlighted that education and age play significant roles in enhancing financial literacy. The linear regression findings also supported the idea that income acts as a positive moderator, augmenting the impact of financial literacy on financial inclusion. The study attempted to disaggregate its financial literacy components to understand their impact on financial inclusion, but its interrelationships also require …


Filipino Teachers’ Grit And Organizational Resilience During The Covid-19 Pandemic, Jyro B. Triviño, Moses G. Manalang Jan 2026

Filipino Teachers’ Grit And Organizational Resilience During The Covid-19 Pandemic, Jyro B. Triviño, Moses G. Manalang

Leadership and Strategy Faculty Publications

This study explores the relationship between employee grit and organizational resilience, focusing on perceptions from Filipino teachers during the COVID-19 pandemic. Utilizing a quantitative survey, data from 108 teaching faculty from a Southern Luzon university were analyzed using Spearman correlation to identify potential associations between these constructs. Findings reveal significant but weak to moderate correlations between dimensions of grit and facets of organizational resilience. Notably, adaptability to situations emerged as the most substantial grit component linked to organizational resilience, indicating its critical role in fostering organizational adaptability and planning strategies during uncertain times. The results suggest that individuals with high …


Lost In The Language: Data Breaches And The Strategic Fog Of Risk Disclosures, Ling Tuo, Shipeng Han Jan 2026

Lost In The Language: Data Breaches And The Strategic Fog Of Risk Disclosures, Ling Tuo, Shipeng Han

Accounting Faculty Publications

This study examines whether firms strategically adjust the readability of Item 1A (“Risk Factors”) disclosures following data breaches. Using U.S. firm-year observations from 2006 to 2023, we find that data breaches are associated with a significant decline in Item 1A readability. This decline is not accompanied by a meaningful increase in informational content; instead, post-breach disclosures exhibit higher syntactic complexity, more positive tone, and lower textual similarity to prior and industry peers' filings, consistent with strategic obfuscation rather than transparent reporting. The readability decline is amplified among firms facing higher litigation risk but attenuated among firms with stronger reputations for …


Brief #2: Collaborative Aggregation & Marketing Of Local Farm Food: A Qualitative Analysis Of Customer Relations Strategies, Evan England, Rachel Filippone, Hannah Stokes-Ramos, Cindy (Luyue) Zheng, Olivia Burton, Analena B. Bruce Jan 2026

Brief #2: Collaborative Aggregation & Marketing Of Local Farm Food: A Qualitative Analysis Of Customer Relations Strategies, Evan England, Rachel Filippone, Hannah Stokes-Ramos, Cindy (Luyue) Zheng, Olivia Burton, Analena B. Bruce

Food Practice Research

No abstract provided.


Dental Professionalism In A Changing World: Challenges & Opportunities, Robert P. Iovino, Dds, Ma Dds, Ma Jan 2026

Dental Professionalism In A Changing World: Challenges & Opportunities, Robert P. Iovino, Dds, Ma Dds, Ma

Journal of the American College of Dentists

This manuscript examines the erosion of traditional dental professionalism amid rising educational costs, declining membership in professional associations, and the growing influence of corporate ownership and private equity in dentistry. Drawing perspectives from economics, sociology, philosophy, law, and ethics, it traces the historical development of professional licensure and its role in safeguarding clinical autonomy, ethical integrity, and public trust. The analysis highlights how deregulation and profit-driven practice models challenge the profession’s social contract. The manuscript argues that preserving strong civic institutions, restrictive licensure standards, and humanities-informed education is essential to sustaining dentistry as a learned profession rather than a commodified …


How Dentists Can Remain Advisors Of Merit To Their Patients, Daniel L. Orr Ii, Dds, Ms (Anesth), Phd, Jd, Md, Facd (Nevada Section Chair) Jan 2026

How Dentists Can Remain Advisors Of Merit To Their Patients, Daniel L. Orr Ii, Dds, Ms (Anesth), Phd, Jd, Md, Facd (Nevada Section Chair)

Journal of the American College of Dentists

This article examines how members of the dental profession can sustain their longstanding reputation as trusted advisors amid declining public confidence in major institutions. Grounded in ethical principles, informed consent, and professional self-regulation, dentistry has historically ranked among the most trusted professions. The discussion explores challenges to credibility, including media scrutiny, concerns about anesthesia safety, controversial treatment hesitancy, and debates over community water fluoridation. Emphasizing the concept of the “advisor of merit,” the author argues that continued trust depends on truthful communication, transparency about risks, respect for patient autonomy, and freedom from conflicts of interest in clinical and public health …


J Am Coll Dent 2026 92 4 Jan 2026

J Am Coll Dent 2026 92 4

Journal of the American College of Dentists

The Journal of the American College of Dentists (JACD) publishes scholarly articles, editorials, essays, and reflections addressing the ethical, professional, and social dimensions of dentistry. The Journal serves as a forum for advancing ethics, professionalism, leadership, and excellence within the dental community. By fostering dialogue across disciplines and perspectives, JACD provides readers with insights that encourage ethical, professional practice, lifelong learning, and service to the public, reinforcing dentistry’s commitment to advancing oral healthcare and the common good.


Core Standards For Leadership In Oral Healthcare, Sir Nairn H.F. Wilson Cbe Dsc(H.C.) Ddent(H.C.) Phd Msc Bds Fcgdent Fds Rcs Edin, Eng(Hon) & Rcps Glasg(Hon) Ffd Rcsi(Hon) Fcdshk(Hon) Fracds(Hon) Drd Fhea Facd Ficd Fadm Fpfa Frsm Fkc Jan 2026

Core Standards For Leadership In Oral Healthcare, Sir Nairn H.F. Wilson Cbe Dsc(H.C.) Ddent(H.C.) Phd Msc Bds Fcgdent Fds Rcs Edin, Eng(Hon) & Rcps Glasg(Hon) Ffd Rcsi(Hon) Fcdshk(Hon) Fracds(Hon) Drd Fhea Facd Ficd Fadm Fpfa Frsm Fkc

Journal of the American College of Dentists

This article introduces the American College of Dentists’ core standards for leadership in oral healthcare, grounded in well-established ethical principles and in response to ever-increasing expectations for patient-first care. It is suggested that the new standards must be consistently upheld to maintain patient trust and professional credibility. Effective leadership, in contrast to management, improves patient engagement and outcomes, team performance, and resilience. The article calls for more leadership training in dentistry, beginning in dental schools, and highlights the need for effective leadership in oral healthcare to strengthen the profession’s standing and status.


Standards For Leadership In Oral Health Care. A Project Of The Board Of Regents Of The American College Of Dentists, Robert A. Faiella Dmd, Mmsc., Mba, Teresa A. Dolan Dds, Mph, Facd, N. Karl Haden Phd, Facd, Sreenivas Koka Dds, Ms, Phd, Mba, Mas, Facd, Sir Nairn H.F. Wilson Cbe Dsc(H.C.) Ddent(H.C.) Phd Msc Bds Fcgdent Fds Rcs Edin, Eng(Hon) & Rcps Glasg(Hon) Ffd Rcsi(Hon) Fcdshk(Hon) Fracds(Hon) Drd Fhea Facd Ficd Fadm Fpfa Frsm Fkc Jan 2026

Standards For Leadership In Oral Health Care. A Project Of The Board Of Regents Of The American College Of Dentists, Robert A. Faiella Dmd, Mmsc., Mba, Teresa A. Dolan Dds, Mph, Facd, N. Karl Haden Phd, Facd, Sreenivas Koka Dds, Ms, Phd, Mba, Mas, Facd, Sir Nairn H.F. Wilson Cbe Dsc(H.C.) Ddent(H.C.) Phd Msc Bds Fcgdent Fds Rcs Edin, Eng(Hon) & Rcps Glasg(Hon) Ffd Rcsi(Hon) Fcdshk(Hon) Fracds(Hon) Drd Fhea Facd Ficd Fadm Fpfa Frsm Fkc

Journal of the American College of Dentists

This section of the Journal of the American College of Dentists presents professional conference proceedings and/or published guidelines relevant to dentistry, ethics, education, leadership, policy, or clinical care. Conference proceedings may also include documents from affiliate organizations in dentistry.


Empathy And Human-Centered Leadership In Community Health Center Dental Clinics, Pamela S. Alston Dds, Mpp, Facd Jan 2026

Empathy And Human-Centered Leadership In Community Health Center Dental Clinics, Pamela S. Alston Dds, Mpp, Facd

Journal of the American College of Dentists

A person-centered approach, with empathy toward patients, can improve satisfaction among both patients and dental health professionals. A dental director with a human-centered leadership style can improve the well-being of oral health team members. This article describes the role that empathy, a core value of humanism and professionalism, plays in accomplishing these improvements in community health center dental clinics. This article also describes the risks of empathy, as experienced by the author in her role as a dental director and practitioner, as well as documented in the literature. It further focuses on dental directors’ human-centered approaches to supporting oral health …


Timing Whistleblowing, Andrew K. Jennings Jan 2026

Timing Whistleblowing, Andrew K. Jennings

Faculty Articles

Whistleblower programs (WBPs) expose hidden corporate wrongdoing. They do so by offering retaliation protection and financial bounties to those who bring original information to law enforcement about unseen, and often complex, misconduct. Under a standard account, whistleblowing serves the public interest by increasing the ex post detection of illegal activity and the ex ante risk of its exposure. That standard view—which centers whistleblowing on detecting wrongdoing—is incomplete, however. To present a fuller view, this Article introduces a complementary model that refocuses whistleblowing as preventing wrongdoing. Working together, these models show that a WBP can do more than enable detection at …


Steady As She Goes: Remote Work Benefits Daily Goal Progress Through Reduced Energy Variability, Andrew A. Bennett, Kathleen R. Keeler, Emily D. Campion, Sheila K. Keener Jan 2026

Steady As She Goes: Remote Work Benefits Daily Goal Progress Through Reduced Energy Variability, Andrew A. Bennett, Kathleen R. Keeler, Emily D. Campion, Sheila K. Keener

Management Faculty Publications

As the prevalence and allowance of remote and hybrid work evolves, research has shown consistently mixed findings about how work location is related to worker energy and perceptions of daily performance. We aim to resolve this ambiguity by integrating affective events theory with ideas about emotion dynamics to develop new theorizing explaining why energy variability, rather than mean energy level, is an important predictor of daily goal progress. We test our hypotheses using a sample of 219 employees from one organization allowing remote and hybrid work, capturing individual hourly energy levels for five consecutive workdays (4,812 hourly observations). Our …


Beyond Price: How Platform Power Shapes Demand Allocation In Online Hotel Channels, Ling Ling, Timothy Webb, Zvi Schwartz Jan 2026

Beyond Price: How Platform Power Shapes Demand Allocation In Online Hotel Channels, Ling Ling, Timothy Webb, Zvi Schwartz

Human Movement Studies & Special Education Faculty Publications

Rate disparity remains a widely used but poorly understood pricing strategy in the hotel industry. While previous research generally assumes that lower prices shift demand toward less expensive channels, this study investigates whether such effects occur in practice. Using high-frequency booking and pricing data from five full-service hotels across multiple online travel agencies (OTAs), we analyze how rate disparity relates to the distribution of demand across channels. The findings show that the impact of price differences is limited, highly non-linear, and strongly dependent on contextual factors. Channel market power and hotel-specific characteristics seem to play a more significant role than …


Who Invests In Crypto? Revealed Types And Economic Drivers Of Retail Investment, Darren Aiello, Scott R. Baker, Tetyana Balyuk, Marco Di Maggio, Mark J. Johnson, Jason Kotter Jan 2026

Who Invests In Crypto? Revealed Types And Economic Drivers Of Retail Investment, Darren Aiello, Scott R. Baker, Tetyana Balyuk, Marco Di Maggio, Mark J. Johnson, Jason Kotter

Faculty Publications

Using transaction-level data from millions of U.S. households, we provide the first comprehensive characterization of retail cryptocurrency investment. Crypto investors are distinguished not by demographics but by a latent behavioral type revealed through consumption patterns—one that also predicts higher participation in traditional equity brokerages. The economic forces driving crypto investment, including income shocks, workplace peer effects, and inflation exposure, mirror those driving traditional investment. Crucially, households whose consumption matches the crypto-investor profile are more responsive to all these drivers across both asset classes, suggesting that investor type is a more relevant distinction than asset class.


When Money Moves In: The Consequences Of Housing Wealth, Darren Aiello, Jason Kotter, Gregor Schubert Jan 2026

When Money Moves In: The Consequences Of Housing Wealth, Darren Aiello, Jason Kotter, Gregor Schubert

Faculty Publications

We construct a novel dataset of millions of household moves over 25 years to examine how housing wealth affects purchase decisions. We find that a $1 exogenous increase in housing equity leads movers to pay a $0.06 premium on their next home, controlling for property characteristics and time-varying local prices. This behavior is driven by search frictions— wealthier households pay a premium rather than incur additional search costs. In aggregate, these decisions spill over to the broader housing market and cause upward regional price pressure. A 10% increase in equity gain among incoming movers increases local house price growth by …


Predicting Anomalies, Boone Bowles, Adam V. Reed, Matthew C. Ringgenberg Jan 2026

Predicting Anomalies, Boone Bowles, Adam V. Reed, Matthew C. Ringgenberg

Faculty Publications

We show that stock returns exhibit predictable patterns before the publication of anomaly trading signals. Moreover, anomaly trading signals derived from financial data are themselves predictable, making it possible to trade before financial statements are released. A trading strategy based on predicted anomaly signals earns an annualized return of 2.80% in the quarter before the signal is released. In recent periods, this return predictability is concentrated in signals that are harder to forecast, and returns are increasingly earned several quarters before signals are released. Our findings suggest anomalies are more anomalous than previously recognized.


Persistence Of Contested Value Cocreation Practices, Kim Feddema, Kaisa Koskela-Huotari, Paul Harrigan Jan 2026

Persistence Of Contested Value Cocreation Practices, Kim Feddema, Kaisa Koskela-Huotari, Paul Harrigan

Research outputs 2022 to 2026

The climate crisis and other global challenges make it clear that not only are new value cocreation practices (VCPs) needed, but some current VCPs must be discontinued. Prior service literature assumes that VCPs can be disrupted by reforming the institutions that govern them. However, empirical observations show that VCPs may persist even when targeted by institutional work, and recent organizational research points to contested practices that continue to be enacted even when challenged or criticized. To understand this phenomenon in value cocreation, we conducted an embedded case study of exotic pet-keeping—a set of VCPs that continue despite intervention efforts. Our …


Applying Fsqca, Nca And Nconfa In Tourism Research, S. Mostafa Rasoolimanesh Jan 2026

Applying Fsqca, Nca And Nconfa In Tourism Research, S. Mostafa Rasoolimanesh

Research outputs 2022 to 2026

No abstract provided.


Women In The Australian Mining Industry, Michelle Gander, Fleur Sharafizad, Aglae Hernandez Grande, Heidi Vivian, Mahan Poorhosseinzadeh, Kate Blackwood Jan 2026

Women In The Australian Mining Industry, Michelle Gander, Fleur Sharafizad, Aglae Hernandez Grande, Heidi Vivian, Mahan Poorhosseinzadeh, Kate Blackwood

Research outputs 2022 to 2026

This report synthesises existing research on women’s participation in the Australian mining industry to identify the structural and cultural factors shaping gender inequality across the sector.

Drawing on research conducted over the past four decades, the report brings together what is currently known about how mining workplaces operate and how organisational practices, work arrangements, and site cultures shape the experiences of women across the sector. While many companies have introduced diversity and inclusion initiatives aimed at improving gender balance, the evidence suggests that challenges persist in areas such as operational roles, leadership pathways, and workplace culture.

Specifically, the report examines …


Exploring How Young Consumers Construct Identities In Socially Restrictive Societies: Managing Impressions Through Fashion Clothing, Muhammad Abid, Aron O’Cass, Hormoz Ahmadi, Vida Siahtiri Jan 2026

Exploring How Young Consumers Construct Identities In Socially Restrictive Societies: Managing Impressions Through Fashion Clothing, Muhammad Abid, Aron O’Cass, Hormoz Ahmadi, Vida Siahtiri

Research outputs 2022 to 2026

In many societies, fashion serves as a medium of self-expression and a site of social regulation, where sartorial decisions can expose consumers to social censure and physical risk. Consequently, consumers must navigate the tension between adhering to local norms and participating in global fashion cultures. This study draws on impression management theory to examine how young consumers in a socially restrictive society use fashion as a means of identity expression while mitigating potential social risks. It uses data from in-depth interviews (n = 40) and open-ended surveys (n = 150) with consumers aged 18 to 35 years, analysed using an …


The Factors Influencing Organisational Responsiveness For Sustainable Projects, Richard Hughes, Bradley Baker Jan 2026

The Factors Influencing Organisational Responsiveness For Sustainable Projects, Richard Hughes, Bradley Baker

Research outputs 2022 to 2026

Purpose: This study investigates how organisations respond to sustainability when it becomes a central strategic priority, particularly through project environments. The research seeks to understand the factors influencing organisational responsiveness to sustainability imperatives in projects, addressing a key gap in sustainable project management literature. Design/methodology/approach: The study employed a thematic meta-synthesis of qualitative case studies from multiple countries and different economic sectors. Using grounded theory, data were coded to identify first-order concepts, second-order themes and aggregate dimensions, culminating in the development of a conceptual model of dynamic adaptation. Findings: The analysis revealed three interrelated dimensions that shape organisational responsiveness: strategic …


Extending Social Penetration Theory To Online Brand Communities: The Impact Of Perceived Identifiability On Relational Development And Perceived Enjoyment, Stephanie Meek, Claire Lambert, Laureane Du Plessis Jan 2026

Extending Social Penetration Theory To Online Brand Communities: The Impact Of Perceived Identifiability On Relational Development And Perceived Enjoyment, Stephanie Meek, Claire Lambert, Laureane Du Plessis

Research outputs 2022 to 2026

Online brand communities (OBCs) rely on members forming relationships, yet many platforms normalise anonymity. Drawing on Social Penetration Theory (SPT), this study examines whether feeling recognisable to other members (perceived identifiability) shapes relational outcomes and enjoyment in consumer-initiated OBCs. Survey data from 307 members were analysed using structural equation modelling and multi-group analysis. Perceived identifiability significantly increased members’ network ties and sense of belonging but did not directly enhance perceived enjoyment. Instead, belonging mediated the link from identifiability to enjoyment, and network ties strengthened belonging, yielding a serial indirect pathway from identifiability to enjoyment. Comparing lurkers and posters showed that …