Partial Least Squares Structural Equation Modeling Research Articles

Emerging opportunities for information systems researchers to expand their PLS-SEM analytical toolbox

Purpose Rigorous applications of analytical tools in information systems (IS) research are important for developing new knowledge and innovations in the field. Emerging tools provide building blocks for future inquiry, practice and innovation. This article summarizes the findings of an analysis of the adoption and reporting of partial least squares structural equation modeling (PLS-SEM) analytical tools by Industrial Management & Data Systems authors in the most recent five-year period.Design/methodology/approach Selected emerging advanced PLS-SEM analytical tools that have experienced limited adoption are highlighted to broaden awareness of their value to IS researchers.Findings PLS-SEM analytical tools that facilitate understanding increasingly complex theoretical models and deliver improved prediction assessment are now available. IS researchers should explore the opportunities to apply these new tools to more fully describe the contributions of their research.Research limitations/implications Findings demonstrate the increasing acceptance of PLS-SEM as a useful alternative research methodology within IS. PLS-SEM is a preferred structural equation modeling (SEM) method in many research settings and will become even more widely applied when IS researchers are aware of and apply the new analytical tools.Practical implications Emerging PLS-SEM methodological developments will help IS researchers examine new theoretical concepts and relationships and publish their work. Researchers are encouraged to engage in more complete analyses by applying the applicable emerging tools.Originality/value Applications of PLS-SEM for prediction, theory testing and confirmation have increased in recent years. Information system scholars should continue to exercise sound practice by applying these new analytical tools where applicable. Recommended guidelines following Hair et al. (2019; 2022) are included.

Consumers’ motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior

Purpose Amidst escalating sustainability challenges, product and brand managers face a pressing need to foster responsible consumption and marketing strategies. Guided by the theory of planned behavior, this paper aims to explore consumers’ motivation to purchase second-hand clothing, a type of product that contributes to Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production by democratizing the brand, extending the life-cycle of the product, promoting a circular economy, while reducing economic costs for consumers and environmental costs for companies. Design/methodology/approach A two-stage study was conducted: 20 consumers were initially interviewed to identify the salient beliefs about second-hand clothing, and following that, a survey was conducted with 449 consumers to statistically analyze consumers’ motivation to purchase second-hand clothing. The data were analyzed using partial least squares-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). Findings From a “should-have” perspective (PLS-SEM), the study reveals that behavioral beliefs, injunctive normative beliefs, descriptive normative beliefs and control beliefs positively shape attitudes, injunctive norms, descriptive norms and perceived behavioral control toward second-hand clothing, whereas attitudes, injunctive norms, moral norms and perceived behavioral control positively influence consumers’ purchases of second-hand clothing. From a “must-have” perspective (NCA), the study shows that behavioral beliefs, injunctive normative beliefs and descriptive normative beliefs are necessary conditions to positively shape attitudes, injunctive norms and descriptive norms toward second-hand clothing, whereas attitudes, injunctive norms and perceived behavioral control are necessary conditions to stimulate second-hand clothing purchases. Originality/value The study offers a deep dive into consumers’ motivation to purchase second-hand clothing using a multimethod approach that enables not only the elicitation of salient beliefs (through interviews) but also the empirical examination of these beliefs alongside varying subjective norms in motivating consumers to purchase second-hand clothing (via survey). Given that beliefs are deeply rooted, the rigorous unfolding and validation of consumers’ beliefs about second-hand clothing, including the “should-haves” versus the “must-haves,” provide finer-grained insights that product and brand managers can strategically use to encourage consumers to purchase second-hand clothing.

Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value

PurposeThis study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.Design/methodology/approachThe data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.FindingsThe results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.Research limitations/implicationsAthletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.Originality/valueThe study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.

Guest editorial: Using partial least squares structural equation modeling (PLS-SEM) in quality management

Guest editorial: Using partial least squares structural equation modeling (PLS-SEM) in quality management

Financial Technology and Service Quality for Purchasing Decisions Through Customer Trust in Indonesian State-Owned Enterprise (BUMN)

The rapid progress of the internet and technology continues to unfold, giving rise to innovations in various sectors dependent on these advancements. Financial technology is one such evolving technology in the current landscape. According to the theory, financial technology is defined as the application of technology aimed at enhancing the value of financial services and has the potential to increase customer trust through the development and provision of products. However, specific research on financial technology remains scarce. The focus of this research is to assess the influence of financial technology and service quality on purchasing decisions through customer trust. The research methodology employs a quantitative approach with the distribution of questionnaires. The sample for this study consists of 360 respondents, and the data analysis technique used is Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of this study indicate that financial technology and customer trust significantly and positively impact purchasing decisions. Service quality also has a positive and significant effect on customer trust and purchasing decisions. However, financial technology and purchasing decisions do not exhibit a significant positive impact. The inclusion of the customer trust variable is considered crucial as it can mediate relationships with other variables.

Factors influencing the purchase intention toward electric vehicles; a nonuser perspective

PurposeThe demand for electric vehicles (EVs) has significantly increased in recent years, though some countries like Sri Lanka have reported the opposite direction compared to the global trend. Hence, this study focused on identifying factors affecting EV purchase intention and barriers to the widespread adoption of EVs in a developing country context. Also, this study presents an overview of the theoretical perspectives utilized for understanding consumer intentions and adoption behavior toward alternative fuel vehicles (AFVs).Design/methodology/approachThe questionnaire method was employed, and 394 individuals who lived in Colombo City, Sri Lanka, with valid driving licenses and a hybrid or conventional vehicle were the study sample. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis.FindingsThe findings confirmed that the three relationships between the unified theory of acceptance and use of technology (UTAUT) variables and EV purchase intention are significant, and there is no significant moderator effect from the consumer’s perceived risk.Originality/valueThese results offer useful information for governments and EV companies to better understand consumer behavior toward purchasing EVs.

Neobank adoption: integrating the information systems effectiveness framework with the innovation resistance model

PurposeThis study aims to integrate Delone and McLean’s information system success (DMISS) model with the innovation resistance model to evaluate the relationship between behavioural intention to use (BIU) and innovation resistance in the context of neo-banking. The primary objective of this study is to identify the drivers of neo-banking adoption and the barriers to its adoption and incorporate constructs such as e-trust (ETR) and personal innovativeness (PIV) to provide a more comprehensive understanding of the factors influencing neo-banking adoption.Design/methodology/approachA structured survey-based questionnaire was used to gather data from a diverse sample population in India. The Partial Least Squares Structural Equation Modeling (PLS-SEM) model was employed to further examine the adoption of neobanking services and users' intention to use neobanking services.FindingsThis study reveals a significant correlation between BIU and the uptake of neobanking services, demonstrating the value of consumers' readiness to embrace these offerings. However, resistance to usage has emerged as a major obstacle for consumers concerned about data security, technology reluctance and perceived risks associated with digital-only neobanks.Research limitations/implicationsAnalysing the driving and restraining factors will provide substantial information on the formation of consumers' decision-making processes in the Indian banking industry, which is undergoing rapid digital transformation. This information is of great importance to scholars, practitioners and policymakers, as it highlights the factors that may facilitate or impede the adoption of neobanking in India. The outcomes of this analysis will be of particular interest to researchers, experts and stakeholders in the field as they will provide valuable insights into the dynamics of consumer behaviour in the Indian banking sector.Originality/valueThis study represents an initial effort to examine BIUs and usage resistance within the rapidly developing neobanking sector in India. The findings of this study build on the existing research in this area and contribute to the ongoing discussion on the adoption of neo-banking.

Factors influencing undergraduate students’ engagement in online learning: a PLS-SEM approach

ABSTRACT Effective engagement during online learning is essential for achieving successful student outcomes. This study aims to determine the level of engagement among undergraduate students and its influencing factors during the online learning process. Data were collected from a sample of 609 undergraduate students, taken from four public and private universities in Malaysia. Results showed that undergradaute students have a moderate level of engagement during online learning. Their engagement was significantly influenced by perceptions of online learning, experiences in online learning, and online self-regulation skills, as demonstrated by the results of partial least square-structural equation modeling (PLS-SEM). These factors accounted for 63.7% of the variance in students’ engagement (R2 = .637, p < 0.01). The implications of the study were discussed.

Fintech Acceptance Among MSMEs: A Post-Covid 19 Response

The primary objective of this research is to assess the determinants influencing the adoption of Fintech among MSMEs in Medan City, focusing on MSMEs following the post-pandemic period. This study used an online survey among 156 MSMEs in Medan City. This research uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) approach to analyze the conceptual model, utilizing the SmartPLS version 3 analysis tool. The study's results found that perceived ease of use and subjective norms influence the perceived usefulness of Medan City MSME actors in using Fintech. Overall, the results of this study indicate that perceived ease of use, perceived usefulness, subjective norms, and feeling of safety have a positive and significant effect on the usage of Fintech among MSME actors in Medan City. The results of this study also provide practical implications for using Fintech for MSMEs in Medan City in the new normal era (after the COVID-19 pandemic).

Internal corporate social responsibility as a strategic tool for employee engagement in public organizations: Role of empathy and organizational pride

BACKGROUND: The macro-level corporate social responsibility (CSR) has been researched widely in recent years, however, micro-level CSR has recently gained attention. Employees are more influenced by employee related internal CSR initiatives than the external CSR activities. Internal CSR ensures favorable behavior of employees towards their employer which leads towards better organizational performance. OBJECTIVE: This study investigates the impact of internal corporate social responsibility (CSR) on public sector employees’ engagement through Organizational Pride (OP). Further, the study considers moderating role of empathy between internal CSR and employee engagement (EE) METHODS: Quantitative research design was developed and theoretical framework was investigated through a survey of 430 employees of public sector in Pakistan. SmartPLS was used and partial least square structural equation modeling (PLS-SEM) was used for hypothesis testing RESULTS: The results showed that the internal CSR directly influences EE. Secondly, the mediation of OP between internal CSR and EE is also supported. However, the results do not significantly support moderation of empathy between internal CSR and EE. CONCLUSIONS: Public sector organizations should actively contribute in employees well- being through internal CSR activities especially on skills development, work-life balance and employment stability. Public sector organizations lack in emotional and cognitive attachment with employees, and should pay attention to pride over organization through employee focused CSR activities

“Doing it for my family”: examining when and how family motivation hinders creativity of hospitality employees by shaping job-perception

PurposeThis study explores the relationship between family motivation and employee creativity. It examines the way family motivation shapes employees' job perceptions, specifically examining the mediating roles of job instrumentality and job meaningfulness detachment. Additionally, the study explores the moderating effect of family financial pressure.Design/methodology/approachThe data were collected in three waves over six months from 382 employees in the Turkish hospitality industry. The Warp PLS 7.0 software was utilized for data analysis using partial least squares structural equation modeling (PLS-SEM).FindingsThe results indicate that family motivation significantly influences job instrumentality and job meaningfulness detachment, which subsequently reduce employee creativity. Moreover, family financial pressure moderates the relationship between family motivation and job perception, thereby amplifying its effects.Research limitations/implicationsThis study highlights that organizations should minimize ambiguity and complexity, create a psychologically safe environment, align incentives with creativity, address conflicts between short-term gains and long-term projects and support work-life balance in the hospitality industry. This can enhance employee creativity, satisfaction and retention.Originality/valueThis study is an early attempt to investigate when and how family motivation (re)shapes hospitality workers’ job perceptions and influences their propensity to engage in creative endeavors.

Does Copyright Imitation Impact Purchase Behaviour in the Entertainment Industry: A PLS-SEM Analysis of Gen Z’s Brand Recognition in Africa?

The entertainment industry has experienced remarkable growth, driven by technological advancements and changing consumer preferences, with revenue soaring to $31.23 billion in 2023 and anticipated growth at a Compound Annual Growth Rate (CAGR) of 10.64% through 2027. However, the industry’s significant sustainability issue is the widespread practice of copyright imitation, with Africa’s accommodated 2.5 billion unauthorised image imitations daily representing 1.48% global imitation index, causing substantial damages, notably affecting Gen Z with estimated losses of €532.5 billion, with Egypt experiencing the highest incidence of cases in Africa. This research delves into how copyright infringement impacts brand recognition, as a construct of purchase behaviour, among Gen Z in the African entertainment industry. By relying on post-positivism paradigm and planned behaviour theory, the research used questionnaire and collected 352 responses (92% sample rate) from tech-savvy Gen Z respondents, derived using Borden sampling model. The PLS-SEM (Partial Least Squares Structural Equation Modelling) model reveals that copyright infringement substantially affects brand recognition, explaining 64.7% of the variance in consumer behaviour. Specifically, imitated corporate names, product ideas, and promotional tactics impact brand recognition by 11.1%, 9%, and 6.2% respectively, which refutes the initial assumption. Research recommendations include implementing stricter management protocols within the industry, fostering deeper community engagement, and differentiating products by using unique, high-quality materials. The study acknowledges potential biases in data collection due to unequal online access among Gen Z music enthusiasts in Africa, by possibly not fully reflecting the broader diversity of Gen Z behaviour across the continent in the world, considering the varying cultural, economic, and social dynamics that influence purchasing behaviours.

The Role of Traditional Knowledge Due to Climate Change Adaptation and Economic Wellbeing in Island Communities: A Case Study of Terengganu, Malaysia

Traditional knowledge pertaining to Islands is crucial in combating climate change. Many scholars have examined the usage of traditional knowledge amongst Island communities. However, studies regarding traditional knowledge from the stance of Island dwellers on monitoring and responding to climate change in Terengganu, Malaysia, are scarce. Therefore, this study assessed the mediating impact of adaptive capacity on the relationship between traditional knowledge use (i.e., cultural beliefs, cultural practises, and personality traits) and the economic wellbeing of Island residents in Terengganu in light of climate change. This cross-sectional study deployed the survey questionnaire method by involving 354 Redang and Perhentian Island communities selected via purposive sampling. The two Islands were selected due to their size and topographical features. The collected data were analysed via structural equation modelling–partial least square (SEM-PLS) by using descriptive and inferential statistical analyses. The findings revealed that two traditional knowledge dimensions (i.e., cultural belief and cultural practice) were correlated in a significantly positive manner with the economic wellbeing of the two Island communities due to climate change, while personality traits did not exert any impact. Next, adaptive capacity mediated the link between the personality traits and the economic wellbeing of the communities in the two Islands. In conclusion, this research work succeeded in examining the use of traditional knowledge and the mediating impact of adaptive capacity on the correlation between traditional knowledge and economic wellbeing of the communities dwelling in Redang and Perhentian Islands in view of climate change.

Effects of operators’ strategic approach to local content and in-country spending requirements on financial performance of upstream petroleum sector firms, Ghana

Local content requirements and in-country spending mandates have emerged as crucial tools in the upstream petroleum sector, aiming to distribute socio-economic benefits derived from resource production to the general citizenry within the host economies. However, understanding how operators' strategic responses to these requirements affect firm financial performance remains limited due to data constraints. Consequently, drawing on resource dependence, social exchange, and linkage and spill-over effect theories, this paper develops a conceptual framework to elucidate the relationships among local content requirements, in-country spending, local linkage factors, operators' strategic approaches & business practices, and financial performance, including their implications. To address data limitations, a mixed-methods approach was adopted, combining content analysis of financial reports from 11 global upstream petroleum operators in Ghana and key informant interviews, with survey primary data collected via online questionnaires. This methodological triangulation enabled a comprehensive examination of how operators' strategic responses affect financial performance in the Ghanaian upstream petroleum sector. Analytical techniques used included factor analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) from SPSS and SmartPLS3, respectively. The study found that while local content requirements and in-country spending mandates do not significantly influence operator strategic approaches or financial performance, local linkage factors have a strong positive effect on strategic approaches, which in turn positively affect financial performance. Furthermore, local linkage factors partially mediate the relationship between local content requirements and strategic approaches, as well as financial performance. These findings underscored the importance of prioritizing investments in local linkage factors to stimulate industrialization and foster cross-sectorial outsourcing opportunities. The study contributes to resource dependence, social exchange, and linkage and spill-over effect theories by highlighting the role of strategic approaches and local linkages in promoting financial performance. It also offers insights for policymakers and industry practitioners, emphasizing the need to enhance competitiveness and capacity within the host economy. Additionally, the study confirms the predictive relevance of the model, indicating its robustness in explaining the dynamics of local content requirements and in-country spending mandates in the petroleum sector.

Food vloggers and their content: understanding pathways to consumer impact and purchase intentions

PurposeThis study aims to understand pathways to success for food video bloggers (food vloggers) by identifying the drivers of positive reception among audiences. It examines how entertainment, information and interaction values affect attitudes toward food videos and vloggers. Additionally, it investigates the potential for product placement by studying the effects of attitudes toward food videos and vloggers on consumers’ behavioral intention regarding purchasing featured food ingredients.Design/methodology/approachAn integrated model informed by theories (uses and gratification and stimulus-organism-response) was developed. An online survey was administered to 339 Vietnamese social media users. The data were analyzed using partial least square structural equation modeling (PLS-SEM).FindingsThe results show that food videos’ entertainment and information value positively impact the attitude toward food videos. However, the interaction value does not have a significant impact. All three values (entertainment value, information value and interaction) impact the attitude toward food vloggers. Both attitudes significantly influence purchase intention, showing that there is a pathway to product placement. The frequency of social media use can moderate these relationships, with a negative effect on the attitude toward food videos and a positive effect on the attitude toward food vloggers.Originality/valueThese findings provide insights into vlogger success pathways, not only in terms of audience reception but also in terms of product placement. This study offers comprehensive suggestions on pathways for success that are interesting for vloggers, food business operators, restaurant managers and audiences on how to design effective food videos and potentially encourage consumer purchases. These pathways can also be valuable for other behaviors, such as food safety advice and food waste reduction.

Green HRM fostering followers' green creativity: Unfolding the role of environmental concern and employee engagement with eco‐initiatives as a serial mediation

Recent literature in environmental management implies that employee behaviour is imperative for improving environmental sustainability. Despite this, little effort has been made into how human resource management (HRM) relates to green creativity. This research aims to examine if an organization's green HRM (GHRM) practices can foster green creativity among manufacturing sector employees through the serial mediation path of environmental concerns and employee engagement with environmental initiatives, using self‐determination theory (SDT). To conduct this research, we collected and analysed data from 309 employees of manufacturing firms in Pakistan using partial least square structural equation modelling (PLS‐SEM). The results supported a positive relationship between GHRM and green creativity and the role of environmental concern and employee engagement with environmental initiatives in mediating that relationship. Likewise, the findings indicated that the relationship between GHRM and green creativity would strengthen as employees become more environmentally concerned. Overall, this study contributes to the literature on HRM and environmental management by providing new insights into the critical role of GHRM in fostering green creativity. Using SDT as a foundation, this research provides theoretical and practical contributions and implications and valuable recommendations for scholars and managers in the manufacturing sector.

Investigating User Experience of VR Art Exhibitions: The Impact of Immersion, Satisfaction, and Expectation Confirmation

As an innovative form in the digital age, VR art exhibitions have attracted increasing attention. This study aims to explore the key factors that influence visitors’ continuance intention to VR art exhibitions using the expectation confirmation model and experience economy theory and to explore ways to enhance visitor immersion in virtual environments. We conducted a quantitative study of 235 art professionals and enthusiasts, conducted using the partial least squares structural equation modeling (PLS-SEM), to examine the complex relationship between confirmation (CON), Perceived Usefulness (PU), Aesthetic Experiences (AE), Escapist Experiences (EE), Satisfaction (SAT), and Continuance Intention (CI). The results show that confirmation plays a key role in shaping PU, AE, and EE, which in turn positively affect visitors’ SAT. Among these factors, AE positively impacts PU, but EE have no impact. A comprehensive theoretical model was then constructed based on the findings. This research provides empirical support for designing and improving VR art exhibitions. It also sheds light on the application of expectation confirmation theory and experience economy theory in the art field to improve user experience and provides theoretical guidance for the sustainable development of virtual digital art environment.

Shirking in supply chain collaborations: do circular economy entrepreneurship and technical capability moderate impacts for circular economy performance?

PurposeSmall and medium-sized enterprises (SMEs) in emerging economies are encouraged to form supply chain collaborations (SCC) for better circular economy (CE) performance. Yet, the literature remains silent on SMEs’ susceptibility to opportunistic behaviors of supply chain (SC) partners. This study draws on the transaction cost theory (TCT) and the resource-based view (RBV) to investigate the impact of shirking on SCC and CE performance while exploring how circular economy entrepreneurship (CEE) can curb the impacts of shirking on SCC as well as drive technical capability (TC) to moderate the relationship between SCC and CE performance.Design/methodology/approachThe TCT and RBV are used as a theoretical lens to investigate the direct, mediation and moderation effects tested via partial least square structural equation modeling (PLS-SEM) using survey data from 152 managers of SMEs in Nepal.FindingsContrary to past findings, the study results show that shirking, directly and indirectly, has a positive and significant impact on SCC and CE performance, respectively. The results also show that as CEE, which positively and significantly drives TC, moves from low to high levels, the effect of shirking on SCC dampens, and as TC moves from low to high levels, the effect of SCC on CE performance intensifies.Originality/valueThis study’s contribution lies in extending the shirking debate to the CE domain and also in identifying CEE and TC as potent means for SMEs in emerging economies to mitigate shirking impacts and induce SC partner commitments in CE-driven SCC. This study provides relevant theoretical and practical insights.

Relationship Between Leadership Ostracism and Employee Engagement: A Moderated Mediation Model

This study investigated the effect of leadership ostracism on employee engagement through defensive silence as a mediating variable, using the conservation of resources theory framework and the need-threat/need fortification model. The study also examined the role of external social support, which has the potential to moderate the indirect effect of leadership ostracism on employee engagement. Data were collected from civil servants in Indonesia using self-report questionnaires. Using the snowball sampling technique, an online survey was conducted to collect data. Of 504 accepted responses, 310 met all the criteria and were analysed using partial least square-structural equation modelling (PLS-SEM) and a moderated mediation model. The moderated mediation analysis showed that low perceived external social support indirectly strengthens the negative influence of leadership ostracism on employee engagement through defensive silence. This research enriches the ostracism literature, especially regarding leadership ostracism and its relationship with employee engagement, which has not been empirically tested in previous studies.

Exploring the Nexus of Assistance-Seeking Engagement in Travel Communities: Role of Destination Knowledge and Advocacy

ABSTRACT The current study examines the interactions between destination knowledge and advocacy behaviors that may drive assistance-seeking engagement with social media-based travel communities (SMTCs). This research is guided by a conceptual model emphasizing the mediating role of advocacy behavior among SMTC participants. The proposed model was tested on a sample of 208 young SMTCs’ members. Data was collected using a self-administered cross-sectional survey method, which helped collect data from 208 young SMTCs’ members. The proposed relationships are analyzed using partial least squares structural equation modeling (PLS-SEM). The findings support destination knowledge’s significant role in influencing individuals’ seeking assistance and advocacy behaviors; hence, they afford insights into consumers’ engagement with SMTCs. Further, the study guides tourism managers to utilize SMTCs to disseminate and advocate vital travel communication.