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"The Role of Parasocial Relationships, Congruence and Source Credibilit" by Caroline Lawrence and Bryna Meivitawanli

This study aimed to investigate how parasocial relationships, congruence, and source credibility influence purchase intention in TikTok Live Streaming commerce for cosmetics among Indonesian Generation Z users. Data was collected from 270 respondents through an online questionnaire, and validity and reliability tests were conducted. The data were analyzed using Structural Equation Modeling (SEM-PLS). Results showed that celebrity endorsers' attractiveness, trustworthiness, and expertise positively impact purchase intention. Parasocial relationship mediated the connection between celebrity characteristics and purchase intention. Moreover, celebrity-product congruence positively influenced endorsers' perceived credibility and mediated the relationship with purchase intention. The findings emphasize the importance of celebrity attractiveness, trustworthiness, and expertise in shaping purchase intention. The mediating role of parasocial relationships highlights the significance o ....

Tiktok Live Streaming , Structural Equation Modeling , Internet Celebrity , Atch Up Hypothesis , Parasocial Relationships , Source Credibility , Tiktok Live Streaming ,

"The Interplay of Human Resource Practices and Employee Innovative Beha" by Ami Fitri Utami and Catra Aryasatya

The COVID-19 pandemic greatly affected the global economy with lockdown measures and reduced economic activity. This study investigates the relationship between employee innovative behavior, HR practices implementation, and performance at one of the biggest car distributors in Indonesia. The study determines the impact of employee's innovative ideas in daily work activities and changes in HR practices on the company's recent performance improvements. The research uses a quantitative approach by using a questionnaire of 120 employee respondents and applying the PLS-SEM (Partial Least Square – Structural Equation Modeling) to analyze the data. The result shows that employee's innovative behavior and HR practices significantly influence employee performance. ....

Partial Least Square , Structural Equation Modeling , Automotive Company , Covid 19 , Mployee Innovative Behavior , Human Resource Practices ,