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The purpose of this paper is to examine the impact of organisational and structural change on the evolution of quality and safety in health organisations, specifically in mental health services.

Data were gathered through semi-structured interviews. In total, 25 executive management team members in both public and private mental health services were interviewed and data were analysed using Burnard’s framework.

Three overarching themes emerged: organisational characteristics, leadership and accountability; sustaining collaboration and engagement with stakeholders; and challenges to and facilitators of quality and safety. Taken together, the findings speak to the disruptive and disorienting impact of on-going organisational change and restructuring on leaders’ ability to focus on, and advance, the quality and safety agenda.

Typical with qualitative research of this nature, the potentially limited generalisability of the findings must be acknowledged.

There is a need for strategies to implement change that are informed by evidence and theory and informed by decades of research on this topic, rather than introduced ad hoc. Change agents must pair effective change management and implementation science strategies to specific contexts, depending on what is being implemented and ensure appropriate evaluation of organisational change to bolster the evidence base around quality and safety and inform future decision-making.

The study explores an identified gap in the literature on the impact of on-going organisational re-structuring and transformation on the evolution of quality and safety in mental health services.

This study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention.

This study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience in playing mission ignition mode (a Tesla-themed mode of PUBG mobile).

The study noted that in-game advertisement interactivity positively affects consumer purchase intention, and this relationship is further explained through feelings of presence. In addition, game–product congruence was noted to strengthen the association between feelings of presence and consumer purchase intention.

The study used a cross-section design to collect data from players of PUBG through Google Forms on a convenient basis. The study highlights the significance of nontraditional advertisement and game–product congruence that helps businesses to attract customers.

Drawing upon transportation theory, this study is the first of its kind that has explored the mediating role of feelings of presence between in-game advertising interactivity and consumer purchase intention. In addition, this study shed light on the importance of game–product congruence to strengthen purchase intention.