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This paper aims to investigate the role of five highly relevant advertiser- (i.e. personalization and ad placement) and consumer-controlled (i.e. privacy concerns, perceived relevance and Facebook motives) factors in the evaluation and perceived outcomes of personalized Facebook advertising as well as how these factors interrelate.

Twenty-eight semi-structured interviews, in which elicitation techniques were used, were carried out among 25- to 55-year-old Facebook users.

The findings point to a complex tradeoff between the risks and benefits of personalized Facebook advertising, in which perceived relevance and Facebook use motives play a vital role.

This study focused on the general Facebook advertising experience, yet the elicitation techniques were applied only on the desktop website. Future research should look further into mobile advertising formats.

Personalization and retargeting algorithms could be improved and ads should be designed with the customers’ interests in mind to improve their effectiveness and reduce privacy concerns.

Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce but highly needed because they can uncover complex interactions between factors and thus provide a deeper understanding.

This paper aims to investigate the inhibition effect of sodium silicate (SS), sodium alginate (SA) and sodium tungstate (ST) on the corrosion behavior of AZ91D magnesium alloy in 3.5 per cent NaCl solution through polarization curve test at room temperature, electrochemical impedance spectroscopy and weight loss measurement.

The influence of SA concentration on the inhibition efficiency of the corrosion inhibitor was mainly analyzed. The corrosion morphology and inhibition mechanism of the samples were also analyzed with scanning electron microscopy and energy-dispersive spectroscopy.

The results show that with the increase of SA concentration, the corrosion inhibition first increases and then decreases. When SA concentration is 0.03 mol/L, the inhibition efficiency is the highest, reaching 98 per cent. The adsorption film formed by SA and other deposition films produce a synergistic effect on the improvement of corrosion resistance of AZ91D magnesium alloy.

The adsorption film formed by SA with other deposition films produces a synergistic effect on the improvement of corrosion resistance of AZ91D magnesium alloy. With the increase of SA concentration, the corrosion inhibition first increases and then decreases. When the concentrations of SA, SS and ST are 0.03 mol/L, 0.015 mol/L and 0.02 mol/L, respectively, the inhibition efficiency of the inhibitor is the highest, reaching 98 per cent.

Members’ sustained participation positively influences success of brand community. Although scholars have confirmed the effects of social capital on continuance intention in third-party hosted communities, little work has been done to explore these relationships in context of enterprise-sponsored brand communities, especially, the precursors of active members’ sustained participation in such context is still unclear. Besides, how to recognize active users with high precision and coverage remains an open question. Therefore, this paper aims to propose a novel method to identify active users effectively and investigate the antecedents of their continuance intention from perspective of social capital in enterprise-sponsored brand community.

This work established several social networks based on the information of Xiaomi smartphone forum users’ posts and feedbacks. Node centrality (out-degree) analysis was adopted to identify the users with high degree of active in these networks, and then behaviour analysis was performed to exclude the community managers from the group of active users. Finally, a research model was proposed based on the theory of social capital. It was tested by applying partial least squares technique, and the data were collected from a survey of members (n = 327) of Xiaomi forum.

The empirical results showed that the proposed method can recognize the active users effectively. Additionally, social tie, identification, trust and shared vision were proved to be significant predictors of active users’ continuance intention in the context of enterprise-sponsored brand community.

This paper contributes to the information system usage literature and provides opinions regarding how social capital influence active users’ sustained participation in enterprise-sponsored brand community. Besides, this work proposed a novel method to identify active users, which will be useful to assist enterprises to improve their community management.

While quantitative survey design represents a default research method in the field of hospitality and tourism, qualitative approaches remain largely sidelined. This is particularly true for netnography, a novel method of scientific enquiry that targets the online interactions of various actors. The present chapter seeks to introduce the netnographic approach, outline its implementation in hospitality and tourism, as well as demarcate it from other methods, such as survey, text mining and content analysis. By giving an overview of recent studies employing netnography, the chapter demonstrates applied examples of ethnographic research online, presents a cross-cultural study on disappointing travel experiences and suggests further research avenues, such as cross-cultural investigation. It concludes by discussing strengths and weaknesses of the netnographic approach. The value of this chapter lies in its reflection of state-of-the-art research in hospitality and tourism based on netnography and the proposition of further directions of research.

Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning and the environment for the customers. A social media user could benefit from gaining information from other users to aid their decision-making process. Instagram is an example of a social media platform that could be utilized for the application of eWOM. It could serve as a source of quality, credible and detailed information, and a channel to increase customer interactions and trust. This study aims to determine the effects of eWOM information generated through Instagram on patients’ intention to join the in vitro fertilization (IVF) programs. By adopting the information acceptance model (IACM) theory, several parameters were evaluated: information quality, credibility, usefulness, adoption, attitude toward information, and purchase intention. The structural equation modeling (SEM) was used to analyze as many as 200 respondents of Morula IVF Jakarta and were active Instagram users. The results showed that the adoption of information and attitude toward information had considerably influenced patients’ intentions to join the IVF programs. Such circumstances might have occurred as a result of the increase in information exchange about IVF, through the discussions and sharing of experiences by patients on Instagram. Furthermore, information usefulness was demonstrated to affect information adoption and was influenced by the credibility of information and attitudes toward information. Nonetheless, one variable which did not display any effects on the usefulness of information was the quality of information. In summary, the characteristics of eWOM information that were conveyed on Instagram could affect the intention of patients in joining the IVF program.

The purpose of this paper is to examine the effect of social support on social capital in mobile social networking sites.

Based on the 234 valid responses collected from a survey, structural equation modelling was employed to examine the research model.

The results indicated that social support, which includes informational support and emotional support, has a significant effect on social capital that consists of structural, relational and cognitive capital.

Although previous research has found the effect of social capital on user behaviour, it has seldom identified the determinants of social capital. Thus, how to build and develop social capital remains a question. This research examined the effect of social support on social capital.

The purpose of this paper is to examine whether the digital divide has a moderating effect on the technological factors that affect the adoption of electronic commerce.

This study proposes an exploratory empirical model that integrates the basic variables of e-commerce adoption through the use of the technology adoption model, making an extension with the facilitating conditions and the digital divide as a moderating variable. A digital survey was randomly distributed in Colombia, reaching a final sample of 745 electronic buyers.

The explanatory result validates that the perception of the digital divide negatively moderates the influence of the variables related to internet technology on the use of e-commerce.

This one of the first studies that analyzes the effect of the digital divide on the adoption of e-commerce.

The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which “challenges” the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined.

An online experiment was carried out which manipulated the presence and type of challenging m-WOM, and product category, in a 3 × 2 between-subjects factorial design. The participants were 204 consumers recruited through a market research agency. Their perceptions about the helpfulness of the m-WOM, and their product preferences and choices, were analysed.

Receiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise of the m-WOM source may explain the effects of m-WOM.

m-WOM entails challenges and opportunities for retailers in the omnichannel era. The findings suggest that allowing customers to access m-WOM may be beneficial; however, retailers must consider the type of m-WOM that may be most suitable for their businesses. Recommendations for referral and review sites are also offered.

This study examines the impact of challenging m-WOM on shopping experiences, combining online, mobile and physical channels. The results revealed the importance of the information source and product category in the determination of consumers' perceptions of helpfulness, preferences and choice.

The purpose of this study is to assess the spatiotemporal patterns of future meteorological drought in the Yellow River Basin under different representative concentration pathway (RCP) scenarios.

Delta method is used to process the future climate data of the global climate models, then analyzed the spatiotemporal variation trend of drought in the Yellow River Basin based on standardized precipitation evaporation index (SPEI) under four RCP scenarios.

This research was funded by the National Natural Science Foundation of China (41901239), Soft Science Research Project of Henan Province (212400410077, 192400410085), the National Key Research and Development Program of China (2016YFA0602703), China Postdoctoral Science Foundation (2018M640670) and the special fund of top talents in Henan Agricultural University (30501031).

This study can provide support for future meteorological drought management and prevention in the Yellow River Basin and provide a theoretical basis for water resources management.

The purpose of this paper is to understand the effect of online cross-recommendation of products from e-retailers on consumers’ instant cross-buying intention, and compare the effect between the contexts that the decision making on focal product is difficult and easy.

Based on the information adoption model, this paper develops a theoretical model to investigate how online cross-recommendation of products from e-retailers influence consumers’ instant cross-buying intention. Empirical data were collected from 224 online shoppers. The Partial Least Squares technique was used to test the proposed research model.

Choice confidence on focal product and perceived usefulness of cross-buying is the antecedents of instant cross-buying intention. Brand awareness of recommended product, one-stop shopping convenience, and perceived price advantage are the antecedents of perceived usefulness of cross-buying and choice confidence on focal product when the decision making on focal product is difficult, whereas brand awareness is not when it is easy to make focal product decision. Choice confidence on focal product positively affects perceived usefulness of cross-buying when it is easy to make focal product decision, whereas the effect is not significant when the decision making on focal product is difficult.

Knowledge about the effect of online cross-recommendation of products on instant cross-buying intention is scarce. This study reveals the psychological mechanism of the effect of online cross-recommendation of products on consumers’ instant cross-buying intention and finds that decision-making difficulty on focal product is an important moderator.