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Despite increased emphasis on diversity marketing, much remains unknown about how brands should approach diversity. This paper aims to understand what constitutes a brand’s approach to diversity (BATD), establish a categorisation of such approaches, outline the effects on audience connectedness and establish a future research agenda.

This conceptual paper draws on critical theory and practical exemplars to present a conceptualisation of BATD.

Using two determinants, depth of diversity integration and order of entry, it is possible to categorise BATD into four types: transformative, adaptive, passive and performative. Early adoption and greater depth of diversity approaches (i.e. multidimensional to an intersectional representation of identities) provide optimal opportunities for evoking connectedness.

The conceptual typological framework for BATD helps delineate how varying levels of diversity depth and order of entry influence audience connectedness. A detailed agenda for further research can guide ongoing diversity research.

Creating a typology reduces complexity and helps marketers recognise the differing components, manifestations and effects of their diversity approach. To increase connectedness and reduce audience scepticism, marketers must seek deeper-level diversity integrations and adopt approaches earlier.

This study offers a novel conceptualisation of BATD by defining it, distinguishing it from related research themes and moving beyond single diversity dimensions and marketing mix elements. Further, audience connectedness is positioned as a critical consequence as it can instigate desirable brand outcomes, benefit those identities represented and promote a more inclusive society.

The continued evolution of influencer marketing has created a need to better understand influencer marketing effectiveness. With brands increasingly partnering with influencers, research is yet to provide an integrated perspective examining the critical role of both parties. This study aims to draw on the source credibility model and signaling theory to explain the mechanisms that matter in influencer marketing effectiveness.

The proposed model of influencer marketing effectiveness is analyzed using partial least squares with data from 281 followers of social media influencers.

The authors establish influencer characteristics of popularity and attractiveness as heuristic cues that inform judgments of influencer efficacy. Further, category involvement and altruistic motives for collaboration are shown to moderate followers’ reliance on these heuristic cues. Then, a sequential mediating effect demonstrates the critical roles of the influencer and partner brand in three desired outcomes: enhanced perception of brand authenticity, enhanced brand engagement and positive attitudes toward influencer posts.

Future research should consider other heuristic cues that could inform influencer efficacy judgments and switch the focus toward the partner brand’s impact on such judgments.

A step-by-step visual framework is presented to help marketers and influencers translate these findings into key responsibilities for developing more effective and collaborative partnerships.

Besides presenting an integrated perspective, signaling theory provides an original lens for explaining influencer marketing effectiveness, addressing the need to expand the theoretical boundaries of influencer marketing research. 

It has often been said that a great part of the strength of Aslib lies in the fact that it brings together those whose experience has been gained in many widely differing fields but who have a common interest in the means by which information may be collected and disseminated to the greatest advantage. Lists of its members have, therefore, a more than ordinary value since they present, in miniature, a cross‐section of institutions and individuals who share this special interest.

If additional evidence were needed of the connection between food supply and the spread of infectious disease, it would be found in a report recently presented to the Finsbury Borough Council by its Medical Officer of Health, Dr. GEORGE NEWMAN. It appears that in the early part of May a number of cases of scarlet fever were notified to Dr. NEWMAN, and upon inquiry being made it was ascertained that nearly the whole of these cases had partaken of milk from a particular dairy. A most pains‐taking investigation was at once instituted, and the source of the supply was traced to a farm in the Midlands, where two or three persons were found recovering from scarlet fever. The wholesale man in London, to whom the milk was consigned, at first denied that any of this particular supply had been sent to shops in the Finsbury district, but it was eventually discovered that one, or possibly two, churns had been delivered one morning, with the result that a number of persons contracted the disease. One of the most interesting points in Dr. NEWMAN'S report is that three of these cases, occurring in one family, received milk from a person who was not a customer of the wholesale dealer mentioned above. It transpired on the examination of this last retailer's servants that on the particular morning on which the infected churn of milk had been sent into Finsbury, one of them, running short, had borrowed a quart from another milkman, and had immediately delivered it at the house in which these three cases subsequently developed. The quantity he happened to borrow was a portion of the contents of the infected churn.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Prominence is given in this issue to the interesting Diamond Jubilee celebration held last month in connection with the Norwich Public Library. It was a courageous but entirely proper thing to hold this celebration in war time, because although it was calculated to raise opposition from short‐sighted people, at the same time it was good policy to affirm that the Public Library is an essential part of national economy even in the greatest of wars. Excellent arguments on behalf of this last proposition were advanced at that meeting in the happy speech made by Mr. L. Stanley Jast, which we hope to see published in even fuller form sooner or later, and equally in the letter from Sir Frederic Kenyon. This gains greatly in force from the fact that Sir Frederic is not only an officer in the Army, but is, we believe, at this moment serving in France. If any of our readers have had doubts about the present seasonableness of their work, and there may conceivably be such, they may wisely ponder the letter and again take heart of grace. As for the celebration as a whole, it was, as we have said, opportune; it was also skilfully engineered and advertised, and was an undoubted success upon which the Norwich Library Committee and Mr. G. A. Stephen have every reason to congratulate themselves.

In the Annual Report of the General Purposes Committee of the Middlesex County Council for the year ending March 31, 1909, it is stated that inquiries were made as to the action taken under the Dairies, Cowsheds, and Milkshops Orders of 1885 and 1899 by the thirty‐six district councils in the county, the object of such action being the detection of cows suffering from tuberculosis of the udder. It might be thought that by this time the necessity for putting these orders into force had been thoroughly proved. The Royal Commission on Tuberculosis made a definite statement to the effect that milk derived from tuberculous cattle is one of the principal causes of tubercular disease in the human subject, and, apparently there seems to be some disposition on the part of local authorities to make tuberculosis notifiable. The Public Health (Tuberculosis) Regulations, 1908, which came into force at the beginning of 1909, require that all cases of pulmonary tuberculosis are to be notified to the sanitary authority if the patients are receiving treatment from the Poor Law medical officers. Large sums are spent every year throughout the country on the upkeep of sanatoria with the object of curing cases of tubercle, if possible, but, in any case, of alleviating the sufferings of those afflicted with tuberculosis. On all sides, in fact, it is now recognised that the most energetic measures are necessary in order to combat this terrible disease. It appears from the figures given in the Report referred to that in twenty‐three out of the thirty‐six districts. “No veterinary examinations of cows were made on behalf of the local authorities!” The statement is not made the subject of comment, but we hardly think that the county authorities can regard the results of their enquiry as satisfactory. The Report was apparently presented to the County Council on July 22 last, so that up to that time, at least, it would seem that these twenty‐three districts, in a county with about one million inhabitants, are governed, so far as sanitary matters go, by people who consider themselves qualified to hold opinions diametrically opposed to those held by experts and based on the best scientific evidence at present available.

THE central question of librarianship now and in the past is that which occupies some of our pages this month. Reading with purpose and with system, Matthew Arnold declared, was the last service to be rendered to education; and in various manner librarians and their committees have been endeavouring to do this for many years; it has indeed been a guiding principle of the best libraries that they presented to the community only good book's. Lately, however, more generous (or lax, according to the standpoint) ideas have been allowed to condition the admission of books; there are not wanting those who object to any exercise of judgment on the part of the librarian; if people want certain books they must be served, as they pay for them. This argument was exploded long ago, but its revival is justified if the librarians are unequal to their pretentions as guides to readers. And to be guides requires ever‐increasing knowledge, not only of all work done in bibliographies and reference books, but, as our writers indicate, of people and their manifold relations and reactions to books. This is enormously difficult in any community but is manifestly so in large cities. As a small illustration we may point to a librarian who, when a branch librarian was appointed to his staff, gave him a month of freedom from library work proper in which he was to walk every street of his branch area, interview the clergy, teachers, leading traders, and the secretaries and committees of local societies. He thus came to his work with at least an elementary notion of the community he had to serve. Such study must have its effect on book‐service; and this is the sort of study that must be pursued in the manner Dr. Waples has advocated and practiced (or some such manner) if we are to arrive at a science of book‐selection applicable to the areas a library serves.

THIS month is that in which librarians of public libraries are concerned with budgets. In spite of occasional croakings, it is fair to say that the worst of the crisis is over, and, if prosperity is not here, it is at least on the way. It will be interesting to learn if the cuts which some libraries had to make in their appropriations will be continued this year. Libraries have demonstrated beyond disproof that they have played a part in the depression in raising some of the gloom from the minds of the people, and can make reasonable claim to have financial consideration of the fact. Fortunately, in our worst times, the grotesque cutting which public libraries in the United States were called to endure was not suffered here.

The Library Association of Ireland issued last month the first number of An Leabharlann, their new official journal. The title, for those of us who do not speak the language of Erin, means The Library. It is an extremely interesting venture which will be followed by librarians on the mainland with sympathetic curiosity. In particular our readers would be interested in the first of a series of articles by Father Stephen J. Brown, S.J., on Book Selection. The worthy Father lectures on this subject at University College, Dublin, in the Library School. It is mainly concerned with what should not be selected, and deals in vigorous fashion with the menace of much of current published stuff. No doubt Father Brown will follow with something more constructive. Mr. T. E. Gay, Chairman of the Association, discusses the need for a survey of Irish libraries and their resources. We agree that it is necessary. The Net Books Agreement, the Council, Notes from the Provinces, and an article in Erse—which we honestly believe that most of our Irish friends can read—and an excellent broadcast talk on the Library and the Student by Miss Christina Keogh, the accomplished Librarian of the Irish Central Library, make up a quite attractive first number. A list of broadcast talks given by members of the Association is included.