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This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.

This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.

Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.

The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.

From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.

This paper delves into evaluating the effectiveness of warning messages as a deterrent against excessive fat consumption. It examines how consumers perceive the fat content of food products when presented with two distinct label types: (1) a textual warning, providing succinct information about the fat content, and (2) a pictorial warning, offering a visual representation that immediately signifies the fat content.

Two quantitative studies were carried out. Study 1 employed a questionnaire to evaluate the efficacy of textual and pictorial warning messages on high- and low-fat food products. Similarly, Study 2 replicated this comparison while incorporating a neuromarketing instrument to gauge participants’ cerebral reactions.

Results indicate that pictorial warnings on high-fat foods significantly deter consumers’ purchasing intentions. Notably, these pictorial warnings stimulate the left prefrontal area of the cerebral cortex, inducing negative emotions in consumers and driving them away from high-fat food items.

While the influence of images over text in shaping consumer decisions is well understood in marketing, this study accentuates the underlying mechanism of such an impact through the elicitation of negative emotions. By understanding this emotional pathway, the paper presents fresh academic and managerial perspectives, underscoring the potency of pictorial warnings in guiding consumers towards healthier food choices.

1. Textual warnings do not seem to discourage high-fat product consumption.

2. A pictorial warning represents the fat content of an equivalent product.

3. Pictorial warnings decrease the intention to purchase a high-fat product.

4. Pictorial warnings determine an increase in negative emotions.

Textual warnings do not seem to discourage high-fat product consumption.

A pictorial warning represents the fat content of an equivalent product.

Pictorial warnings decrease the intention to purchase a high-fat product.

Pictorial warnings determine an increase in negative emotions.

The current study aims to investigate the factors that impact the feedback received on answers to questions in social Q&A communities and whether the expertise-required question influences the role of these factors on the feedback.

To understand the antecedents and consequences that influence the feedback received on answers to online community questions, the elaboration likelihood model (ELM) is applied in this study. The authors use web data crawling methods and a combination of quantitative analyses. The data for this study came from Zhihu; in total, 353,775 responses were obtained to 1,531 questions, ranging from 49 to 23,681 responses per question. Each answer received 0 to 113,892 likes and 0 to 6,250 comments.

The answers' cognitive and emotional components and the answerer's influence positively affect user feedback behavior. In addition, the expertise-required question moderates the effects of the answer's cognitive component and emotional component on the user feedback, moderating the effects of the answerer's influence on the user approval feedback.

This study builds upon a limited yet growing body of literature on a theme of great relevance to scholars, practitioners and social media users concerning the effects of the connotation of answers (i.e. their cognitive and emotional components) and the answerer's influence on user feedback (i.e. approval and collaborative feedback) in social Q&A communities. The authors further consider the moderating role of the domain expertise required by the question (expertise-required question). The ELM model is applied to explore the relationships between questions, answers and feedback. The findings of this study add a new perspective to the research on user feedback and have implications for the management of social Q&A communities.

This paper investigates how two characteristics of language, abstractness vs concreteness and narrativity, influence user engagement in communication exercises on innovation targeted to the general audience. The proposed conceptual model suggests that innovation fits well with more abstract language because of the association of innovation with imagination and distal construal. Moreover, communication of innovation may benefit from greater adherence to the narrativity arc, that is, early staging, increasing plot progression and climax optimal point. These effects are moderated by content variety and emotional tone, respectively.

Based on a Latent Dirichlet allocation (LDA) application on a sample of 3225 TED Talks transcripts, the authors identify 287 TED Talks on innovation, and then applied econometric analyses to test the hypotheses on the effects of abstractness vs concreteness and narrativity on engagement, and on the moderation effects of content variety and emotional tone.

The authors found that abstractness (vs concreteness) and narrativity have positive effects on engagement. These two effects are stronger with higher content variety and more positive emotional tone, respectively.

This paper extends the literature on communication of innovation, linguistics and text analysis by evaluating the roles of abstractness vs concreteness and narrativity in shaping appreciation of innovation.

This paper reports conceptual and empirical analyses on innovation dissemination through a popular medium – TED Talks – and applies modern text analysis algorithms to test hypotheses on the effects of two pivotal dimensions of language on user engagement.

This study aims to explore the intelligibility of communication with stakeholders as a result of accrual accounting adoption. It focuses on changes in the use of visual forms and the readability of text that occurred immediately after the adoption of accrual accounting in performance reports of Italian public universities.

The authors collect the stakeholder section of performance reports published before and after accrual accounting adoption. Then, the authors use manual and computer-assisted textual analysis. Finally, the authors explore the data using principal component analysis and qualitative comparative analysis.

This study demonstrates that switching from cash to accrual accounting provokes immediate changes in communication patterns. It confirms the significant reduction of readability and increase in visual forms after accruals accounting adoption. The results indicate that smaller universities especially put effort into increasing intelligibility while implementing a more complex accounting system. This study also finds a relation between the change in readability and the change in visual forms that are complementary, with the exception of several very large universities.

The findings underline the possibility of neutralising the adverse effects of accounting reform associated with its complexity and difficulties in understanding by the use of visual forms and attention to the document’s readability.

This paper adds a new dimension to the study of public sector accounting from the external stakeholder perspective. It provides further insight into the link between accrual accounting adoption and readability, together with the use of visual forms by universities.

This research aims to examine the factors that influence customers' product return intentions and proposes that YouTube product reviews can mitigate customers' desire to return a product.

The proposed theoretical research model and hypothesized relationship were investigated using a quantitative process. This study used 302 data from Indonesian young adult respondents to examine the structural model, which was analyzed using the SmartPLS 3.2 software package.

The results show that YouTube product reviews, product fit uncertainty and customer satisfaction are the key determinants of customers' product return intention. Furthermore, the results show that the credibility of YouTube product reviews has a major impact on customers' familiarity with a product, satisfaction and the likelihood of returning goods to sellers.

In the e-commerce industry, increasing the use of YouTube product reviews will help businesses eliminate unnecessary product returns. Sellers are also encouraged to collaborate with YouTube producers to review specific products, which can benefit companies by raising brand awareness and gaining customer feedback. Furthermore, YouTube online product reviews can help consumers avoid having an unpleasant shopping experience that causes emotional reactions and lowers satisfaction.

Most research has not considered antecedents in observing the product return phenomenon; this study observes a prerequisite of consumer product returns (i.e. information asymmetry and product familiarity) and investigates the relationships between YouTube product reviews, customer satisfaction and product return intention.

This paper according to the logic of the “digital access divide--digital capability divide--digital outcome divide” aims to systematically discuss the impact of the digital divide on individual happiness in China, accounting for the variations that exist across different groups, as well as the corresponding mechanisms.

This paper presents cross-sectional analyses of the relationship between the digital divide and individual happiness in China. The analyses are based on data from the Chinese General Social Survey 2017, which academic institutions run on the Chinese Mainland. This database contains information on respondents' Internet access, skills and consequences of use, which can measure the digital divide of Chinese individuals at three levels.

First, individual happiness declined when they experienced the digital access divide in China. For the digital capability divide, the lower the usage skills, the more individual happiness declined. When analyzing the digital outcome divide, the greater the negative consequences, the more individual happiness declined. Second, the impacts of digital access, capability and outcome divide vary according to age, gender, education degrees, hukou, region and sub-dimensions. Third, the digital access and capability divide reduce individuals' happiness by lowering their self-rated social and economic status, whereas the digital outcome divide reduce individual happiness by lowering their fairness perception and social trust.

The authors believe that this is the first study to examine the impact and its variations among different groups of the three-level digital divide on individual happiness, as well as its mechanisms.

The global construction industry has a history of poor project success, with evident and frequent overruns in cost and schedule. This industry is a highly interconnected and complex system in which the components, i.e. suppliers, contractors, end-users, and stakeholders, are delicately linked to each other, the community, and the environment. Therefore, defining and measuring project success can be challenging for sponsors, contractors, and the public. To address this issue, this study develops and analyzes a more comprehensive set of success criteria for medium and large construction projects.

After reviewing the existing literature, this study identified 19 success criteria for medium and large construction projects, which were categorized into five groups. The fuzzy decision-making trial and evaluation laboratory (fuzzy DEMATEL) method was used to gain further insight into the interrelationships between these categories and explain the cause-and-effect relationships among them. Next, this study applied the modified logarithmic least squares method to determine the importance weight of these criteria using the fuzzy analytic hierarchy process.

28 project managers working in the construction industries in Australia and New Zealand participated in this study. Results suggest that “project efficiency” and “impacts on the project team” are cause criteria that affect “business success,” “impacts on stakeholders,” and “impacts on end-users.” Effective risk management emerged as the most crucial criterion in project efficiency, while customer satisfaction and return on investment are top criteria in “impacts on end-users” and “business success.”

Although numerous studies have been conducted on project success criteria, multicriteria analyses of success criteria are rare. This paper presents a comprehensive set of success criteria tailored to medium and large construction projects. The aim is to analyze their interrelationships and prioritize them thoroughly, which will aid practitioners in focusing on the most important criteria for achieving higher success rates.

This paper investigates the digital information practices of Afro-Latino youth, focusing on their engagement with mental health content on TikTok. It aims to understand how racial and ethnic identity dimensions shape their information behaviors in digital spaces.

Employing qualitative methods, the study involved interviews with thirteen Afro-Latino teens. This exploratory approach, draws connections between Afro-Latino identity and information practices using three constructs: (i) typology of information practices, (ii) intersectionality, and (iii) assemblages.

The study reveals that Afro-Latino youth actively construct “information assemblages” and “algorithmic counterspaces” on TikTok, enabling them to engage with content that resonates with their identities. However, it also highlights the challenges posed by these spaces' temporary and algorithm-dependent nature in maintaining consistent engagement with mental health information.

The research is limited by its small sample size and focus on a single platform, which may affect generalizability. Future research should explore other platforms, and draw a deeper distinction between content creators and other users.

This paper underscores the need for designers and educators to prioritize the importance of algorithmic literacy and design affordances that empower users to transparently understand algorithmic functionality, so as to support on-going engagement with algorithmic counterspaces.

This research offers novel insights into the digital information practices of Afro-Latino youth, a typically underrepresented group in academic research. It introduces new concepts in information science and digital media studies, highlighting the importance of intersectional identities in digital information practices.

This research examines how universities enhance the virality of their social media messages among students. Specifically, we explore whether and how positive affective content in universities’ social media posts can influence sharing behavior. We also investigate the mediating roles of perceived effort and positive emotional reaction, as well as the moderating effect of visual content (i.e. photos).

Drawing upon the emotions as social information model, we conducted (1) an online experiment (N = 222) and (2) text analysis of 1,269,798 Twitter posts extracted from the accounts of 94 UK universities over 11 years (2010–2020) to test our hypotheses.

The findings show that social media posts containing positive affective content encourage sharing behavior and the relationship is mediated by both perceived effort and positive emotional reaction. An additional finding suggests that the use of visual content (photos) strengthens the relationship between positive affective content and sharing behaviors through an interaction effect.

This study contributes to the scant research focusing on positive affective content in the higher education context. The findings shed light on how universities could create social media communications that engage current and prospective students.