Purpose – Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, and social values through player satisfaction on purchase intention toward virtual goods among online players. Design/methodology/approach – In total, we surveyed 332 online game players utilizing a structured questionnaire. We employed a multi-analytic approach combining partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to examine the proposed relationships. Findings – The findings show that all dimensions of value and player satisfaction significantly affect the intention to acquire virtual goods. However, social value does not exert a significant effect on player satisfaction. Moreover, we confirmed that player satisfaction mediates the relationships between functional value, emotional value, and purchase intention. Furthermore, NCA results indicated that all predictors in the model are necessary conditions of purchase intention for virtual goods.
Originality/value – These findings contribute to an enhanced understanding of purchase intentions among online game players from a symmetric (PLS-SEM) and asymmetric (NCA) perspective by proposing a multi-analytic approach.

Purpose – With Industry 4.0 and the extensive rise of smart technologies, we are seeing remarkable transformations in work practices and workplaces. Scholars report the phenomenal progress of smart technologies. At the same time, we can hear the rhetoric emphasising their potential threats. This study focusses on how and where intelligent machines are leveraged in the workplace, how humans co-working with intelligent machines are affected and what they believe can be done to mitigate the risks of the increased use of intelligent machines.
Design/methodology/approach – We conducted in-depth interviews with 15 respondents working in various leadership capacities associated with intelligent machines and technologies. Using NVivo, we coded and churned out the themes from the qualitative data collected.
Findings – This study shows how intelligent machines are leveraged across different industries, ranging from chatbots, intelligent sensors, cognitive systems and computer vision to the replica of the entire human being. They are used end-to-end in the value chain, increasing productivity, complementing human workers’ skillsets and augmenting decisions made by human workers. Human workers experience a blend of positive and negative emotions whilst co-working with intelligent machines, which influences their job satisfaction level. Organisations adopt several anticipatory strategies, like transforming into a learning organisation, identifying futuristic technologies and upskilling their human workers, regularly conducting social learning events and designing accelerated career paths to embrace intelligent technologies.
Originality/value – This study seeks to understand the emotional and practical implications of the use of intelligent machines by humans and how both entities can integrate and complement each other. These insights can help organisations and employees understand what future workplaces and practices will look like and how to remain relevant in this transformation.

Purpose – The study aims to examine the digital competence of young employees (under 30 years of age) who graduated from the technical university. Self-assessment of selected digital competencies was examined along with the determination of a self-efficacy level in the area of using digital competencies.
Design/methodology/approach – Quantitative research was conducted using the computer-assisted web interview method on a sample of 4532 respondents.
Findings – Young employees’ self-assessment of digital competencies and self-efficacy in the area of using them is high, and it can be assumed that they perceive themselves as digitally competent. Both digital self-efficacy and assessed digital competencies have a positive impact on satisfaction with the university.
Research limitations/implications – The research sample consisted only of employees who graduated from the technical university, but the results may provide feedback on the demand for digital competencies sought in the labor market and constitute valuable information useful in university curriculum development and in vocational education and training.
Originality/value – This is the first study that focuses on the Kozanoglu and Abedin approach to the concept of digital literacy in the context of research on self-assessment and self-efficacy in using digital competencies among technical university graduates, adapting the creative self-efficacy scale by Tierney and Farmer, for measuring digital self-efficacy.
Highlights/value
(1) Young employees’ digital competencies self-assessment is high.
(2) Young employees’ self-efficacy of using digital competencies is high.
(3) Graduating from a DT-focused department has a positive impact on satisfaction.
(4) Digital self-efficacy has a positive impact on satisfaction with the university.
(5) Assessed digital competencies have a positive impact on satisfaction.

Purpose – This study aims to explore how and why self-discrepancy affects materialism and impulsive buying and the extent to which subjective well-being mediates the relationship between self-discrepancy, materialism and impulsive buying.
Design/methodology/approach – The authors have tested the hypothesis with a convenience sample (N 5 434) from Lithuania. Descriptive analysis, principal components analysis (PCA), serial mediation hypothesis tested with model 81 from regression-based path analysis modeling tool PROCESS Macro for IBM® SPSS® Statistics 24.7 statistical software.
Findings – The serial and parallel mediation analysis results indicated that greater self- discrepancy was related to poorer life satisfaction, which was related to greater materialism centrality, which promoted greater impulsive buying. Also, the greater the self-discrepancy, caused more occurrence of negative affect, which relates to increased materialism happiness, which triggers impulsive buying. Self-discrepancy was negatively associated with the frequency of positive affect, which was positively related to materialism, which stimulates
impulsive buying.
Research limitations/implications – The study was dominated by younger respondents. The survey was conducted during the lockdown of the Covid-19 virus pandemic.
Originality/value – There is little empirical evidence to support the reasoning behind why self-discrepancy predicts a higher degree of materialism, which increases impulsive buying. This study suggests the mechanism of how subjective well-being affects relationships of self-discrepancy on materialism and impulsive buying.

Purpose – The aim of the paper is to theoretically and empirically explore the issue of well-being (WB) of female administrative employees who work on managerial positions at higher education institutions (HEIs).
Design/methodology/approach – This study is based on both literature studies and explorative empirical research conducted in Poland with the use of snowball sampling. It adopted a questionnaire authored by Parker and Hyett and covered 121 respondents.
Findings – Literature studies show that invisibility of work, low level of empowerment, increased stress, workload and expectations, reduced resources, high level of anxiety, fatigue and low level of vitality negatively impact the WB of HEIs’ administrative staff. The presented research provides insight into the internal structure of the administrative staff’s WB. Both the main construct (i.e. employees’ WB) and its subconstructs are on moderate level. Respondents’ age and tasks performed are correlated only with the subconstruct of WB in the form of intrusion of work into private life.
Research limitations/implications – Although the research is not based on large sample, it provides both practical and theoretical implications.
Originality/value – Most of studies discuss the issue of WB of scholars. The paper fills the research gap in terms of examining female administrative employees who work on managerial positions at HEIs.

Purpose –This paper aims to investigate the interplay between international migration, soft skills and job and life satisfaction after returns.

Design/methodology/approach – The paper uses the dataset of Human Capital in Poland 2010–2014 representative surveys with 4040 return migrants, who worked temporarily abroad and returned to an origin in comparison with almost 70,000 stayers, who never worked abroad. In this study, Poland is treated as a strategic research site for the labor migration processes, which happened after the biggest European Union enlargement in 2004.

Findings – This study discovered that working abroad had a positive relation with cognitive, intrapersonal and interpersonal competencies, as well as job and life satisfaction. However, the relations differ depending on the key destination country.

Practical implications – This study discusses the implications for future research and practice, offering recommendations to organizations on how to embed employees with these resources in companies and how to support return migrants and their potential employers with the use of migratory informal human capital in personnel management and counseling.

Originality/value – This paper brings quantitative arguments about the hidden impacts of international migration on human capital by uniquely comparing the migrant population with the non-migrant population.

Purpose: The purpose of this article is to determine the effects of emotional intelligence (EI) on job satisfaction and to examine whether ethical climate has a mediating role in this effect.

Methodology: The study was conducted among employees of sales organizations in the automotive industry. Relationships between variables were determined by correlation and bootstrap regression analysis with data from 127 participants.

Findings: The results revealed that emotional intelligence shows statistically positive and significant relationships with job satisfaction and ethical climate. Moreover, positive correlation was determined between ethical climate and job satisfaction. The most important result is the decrease of the effect of emotional intelligence on job satisfaction in the triple relationship that includes ethical climate. The findings indicated that the relationship between emotional intelligence levels and employees’ perception of organizational ethical climate weakened their impact on job satisfaction.

Implication: Ethical climate has a mediating effect on the relationship between emotional intelligence and job satisfaction. The relationship between emotional intelligence levels and job satisfaction is indirectly strengthened by ethical climate. However, the triple relationship of variables weakens the effect of emotional intelligence on job satisfaction.

Purpose: The aim of this study was to investigate the antecedents of consumers’ purchase intention toward local dairy products. In doing so, this article delves into the relationships between perceived quality, perceived price, customer satisfaction, brand image, and customer purchase intention in the context of developing countries.

Design/methodology/approach: Drawing on the stimulus-organism-response (SOR) framework, the research model was tested using the partial least squares structural equation modeling (PLS-SEM) technique with a questionnaire applied to 731 respondents from Saudi Arabia.

Findings: The results showed that perceived quality, consumer satisfaction, and brand image have a positive impact on purchase intention, whereas perceived price could not explain purchase intention. Moreover, consumer satisfaction and brand image appeared to significantly mediate the relationships in the research model.

Research limitations/implications: This article studies a specific country and local dairy consumption. One should be careful when generalizing the results to other food and country contexts.

Originality/value: This study investigates consumer purchase intention specifically toward local dairy products, which was a matter underexplored in the literature as opposed to studies on a variety of other local products. Moreover, the article contributes to an extension of the SOR framework onto the body of literature regarding local products.

Purpose: The main purpose of the work is to present the results of the customer retention level in the automotive sector based on the proposed measurement indicators: “serviced and sold” (SESO) and “sold and serviced” (SOSE).

Design/methodology/approach: The study investigates the dealership of passenger cars belonging to one of the European automotive concerns. The following research methods were used in the article: systematic literature review, participant observation, and data mining.

Findings: As a result of the implementation of empirical proceedings, we proposed a theoretical model in terms of data flow in sales and aftersales service processes, thus enabling the design of SOSE and SESO retention indicators and their empirical verification in the examined organization.

Research limitations/implications: The presented indicators can be widely used in the analysis of retention of aftersales service clients. However, the presented research results cannot be applied to other organizations that provide similar results due to the non-probabilistically selected company.

Practical implications: The proposed indicators can be used by other organizations in different industries in assessing the level of retention in manufacturer-user and seller-user relations.

Originality/value: The study provides tools that allow for retention analysis from both the customer and product viewpoint. The concept has a universal value for enterprises that conduct sales and aftersales services under one structure.

Purpose: The study aimed at examining how observing a person showing no trust or some trust, in interaction framed as a trust or an investment, influences two variables: anticipated dissatisfaction from cooperating with the trustor and willingness to avoid such a person in future cooperative tasks. Additionally, the perception of the trustor and anticipated feelings in the role of the trustee were analyzed.
Methodology: A scenario describing the trust game framed as trust or investment was used in the study. Participants (N = 166) were randomly assigned to one of the four conditions: 2 (amount sent in the game: zero vs. one-tenth of the endowment) x 2 (game framing: trust vs. investment) and after reading the scenario made three types of evaluations: (1) their feelings in the position of the trustee from the scenario; (2) the trustor’s sociability, morality, and competence and (3) anticipated dissatisfaction from cooperating with the trustor in the future, and finally (4) willingness to avoid the trustor in future interactions.
Results: Interaction effects were found for evaluations of anticipated dissatisfaction from cooperating with the trustor and willingness to avoid the trustor in future interactions. Observing sending nothing in the trust game framed as trust, rather than investment, resulted in stronger anticipated dissatisfaction from cooperating in the future with the trustor, and stronger willingness to avoid such a person as a partner for cooperation. Moreover, independent of the framing of the game, in condition of no trust, participants reported stronger negative feeling when imagining themselves in the role of the trustee and perceived the trustor as less sociable and less competent. Surprisingly, the perception of trustor’s morality did not differ across the conditions.
Conclusions: Observing distrust, particularly when the interaction is interpreted in social terms as trust, rather than in economic ones as non-investing, with all other aspects of the situation the same, results in different attitude towards the distrustor on the side of observers. Distrust, in comparison to just non-investing, evokes in observers a stronger propensity to avoid such the distrustor as a partner for cooperation and lowers their anticipated satisfaction from cooperation with him/her.

Purpose: Gratitude is an interdisciplinary concept frequently explored in positive psychology, which recognizes gratitude as one of the seven transcendent character forces that promote well-being and life satisfaction. The purpose of the conducted research was to develop the concept of gratitude toward the organization and prepare a tool to study this phenomenon.

Methods: The study was cross-sectional. Participants were 802 employees from various organizations.

Results: The Gratitude Toward the Organization Scale has a good internal consistency (Cronbach’s α was 0.91). Factor analysis confirmed the two-factor structure of this tool. The dimensions of gratitude toward the organization are distinguished as: (1) gratitude as a commitment to reciprocity and (2) gratitude as a moral norm. The construct validity of this measure was confirmed. Gratitude toward the organization correlated positively with job satisfaction, affective commitment to the organization, organizational justice, and perceived organizational and supervisor support, while being negatively correlated with intent to leave the organization.

Conclusions: The obtained results confirm very good psychometric properties of the Gratitude Toward the Organization Scale as a valid and reliable measure for studying the gratitude of employees, which can be successfully used by researchers in Poland.

Purpose: This study primarily aims to provide insight into the role of deep acting and surface
acting effects on customer satisfaction, with job satisfaction as the mediating and mentoring as the moderating variable.

Methodology: The study employs SPSS 21 for the analysis of data gathered with a survey questionnaire. The survey involved a sample of 291 employees of Jordanian service firms.
Findings: Obtained findings indicate significant direct relationships, with surface acting negatively related to both job satisfaction and customer satisfaction and deep acting positively related to both. The results support the mediating role of job satisfaction on the relationship between surface acting and customer satisfaction, along with deep acting and customer satisfaction. Moreover, the outcome substantiates the moderating role of mentoring on both acting types with job satisfaction.

Implication: This is the first study to empirically examine the mediating role of job satisfaction on the employee emotional labor relationship with customer satisfaction in service companies of a developing country.

Purpose: To compare two transformational leadership instruments, Bass’s Full Range Leadership Model and its instrument Multifactor Leadership Questionnaire with the Transformational Leadership Scale proposed by Rafferty and Griffin (2004), using empirical evidence from a single sample.

Methodology: The sample includes participants from different levels of the Estonian Defence Forces’ military hierarchy (N = 2570). The structures of the Transformational Leadership Scale and Multifactor Leadership Questionnaire were examined with exploratory and confirmatory factor analysis, while other methods were used to compare the two instruments.

Findings: The Multifactor Leadership Questionnaire is statistically significantly better at predicting outcome variables like satisfaction with leader, effectiveness, and extra effort; however, the Transformational Leadership Scale did predict outcome variables at a sufficient level.

Research & Practical Limitations/Implications: The current research contributes to the validation of the Transformational Leadership Scale proposed by Rafferty and Griffin (2004). The results indicated that the Transformational Leadership Scale is a valuable research tool to study transformational leadership; however, some subscales require further development. Moreover, we may conclude that there is a difference between subsamples – e.g. between commanders and conscripts – that describe outcome variables using the Transformational Leadership Scale as a transformational leadership instrument.

Originality/value: There is very limited research that compares different transformational leadership instruments.

Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence.

Methodology: This study analyzes the results of qualitative research on the dynamics between positive client attitude toward a brand and the willingness to engage in co-creation activities.

Results/Findings: The study reveals that the willingness to engage in co-creation activities is strongly related to the level of brand attachment except for when people conduct such activities to experience the process itself. The level of customer satisfaction from participation in co-creation processes influences their future sense of brand love and attachment. Moreover, the way and strength of customer engagement in co-creative projects are affected by the product category. The authors especially stress the importance of a strategic approach toward designing and implementing co-creation projects and the key role of appropriate communication with participants.

Purpose: This study empirically investigated the factors that affect customer retention in the airline industry in North Cyprus. These factors were service quality attributes, perceived safety, customer satisfaction, loyalty reward program, relationship commitment and customer loyalty. The study also investigated four different groups for purposes of travel (business, education, vacation and family visit) in the empirical model.

Methodology: A descriptive approach was chosen to conduct this research. A quanhip between customer retention and the related study factors; however, not all of these relations are significant. The results also showed that the different purposes of travel had different influences on the variables regarding the positive and significant relations between them. Some independent variables had a negative effect on the dependent variables.

Conclusions: This research was limited to one group and place: the students of Eastern Mediterranean University in North Cyprus.

Originality: This study connected the retention, loyalty, satisfaction and service quality factors as attributes. In addition, this research was the frst to include other independent factors affecting satisfaction and loyalty in a comparison between four different groups regarding the purpose of travel in the airline industry.

Purpose: Interest in older consumers as the subject of marketing strategy is growing in Western countries (Gunter, 1998). However, in Poland, this group is still neglected by marketers and perceived in stereotypical way, and its marketing potential is underestimated. The main goal of this research was to provide understanding of the contemporary older Polish population and especially older Polish consumers, including their values, needs,
attitudes, opinions and behaviors.

Methodology: In order to investigate the Polish “grey market,” we conducted survey research (CAPI) based on a representative quota – a random nationwide sample of n=1500 participants above 55 years old. Additionally, we also conducted qualitative research – 18 individual in-depth interviews (IDIs) at homes of consumers (ethnographic interviews).

Findings: Based on the factor and cluster analysis (Weinstein, 1994) from the quantitative survey, 5 segments of older Polish consumers were selected: Fulfi lled Optimists (14% of population), Bored with Life (17%), Passive Materialists (22%), Family-oriented Non-Paterialists (22%), and Excluded Traditionalists (25%). Segments differed in values, lifestyles, attitudes toward life, family, work and general life satisfaction. As a consequence of those psychological differences, segments differed in consumer behaviour, preferences and perception of marketing communication (advertising).

Originality: Our analysis shows that key areas, which determine particular consumer behaviour in each segment are – contrary to common belief – not demographic characteristics, but mainly psychological aspects (such as attitude to life, optimism, attitude to money, open-mindedness and general curiosity).

Purpose: The article contents are a synthetic presentation of the evolution of marketing and the hitherto development of social innovation as well as a comparison of the leading traits of both processes at the present stage of development. Based on this, there is an attempt to assess their impact on the social and economic development.

Methodology: This article is of a theoretical nature.

Findings: The idea and concept of marketing and social innovation have a great potential to serve socioeconomic development. To a certain degree, they have approximate or even common ideas and goals as well as similar concepts and effects. Social innovation is a support for marketing in the delivery of values and satisfaction to consumers and to a signifi cant part of the society. It also independently affects raising the quality of life of the society, owing to socialisation, diffusion and aid in the more effective use of technological, organisational, managerial and marketing innovations.

Value: The article is a part of the stream of current discussion on the place and role of marketing and social innovation in the contemporary economy and society.