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The purpose of this study is to investigate the effects of different bullet screen types (functional vs social) on the continuous watching intention of consumers, as well as the influence mechanism. In addition, this study analyses the moderating role of consumer motivational orientation on the above effects.

First, objective data were obtained through the crawler to test the proposed hypotheses. An objective data analysis (417 group sample) was conducted to analyse the relationship between the percentage of social bullet screens and consumers sustained growth ratio to indirectly test the primary effect. Second, a questionnaire survey was conducted to test (176 questionnaires) the mediating role of perceived social crowding. Finally, a simulated online contextual experiment (340 participants) is conducted to explore the moderating role of consumer motivational orientation.

First, functional bullet screens produce higher continuous watching intention and lower perceived social crowding than social bullet screens. Second, perceived social crowding mediates the relationship between bullet screen type and continuous watching intention. Third, consumers' motivational orientation type (task-motivated vs recreation-motivated) moderates the relationship among bullet screen type, perceived social crowding and continuous watching intention.

The results of this study shed light on the differential impact of different types of bullet screens (functional and social) on consumers' continuous watching intentions, which makes up for the lack of research on the content of bullet screens in the field of livestreaming. Meanwhile, compared with the previous positive psychological research perspective, this study explores the intermediate mechanism of bullet screen type on consumers' continuous watching intention through a negative psychological perspective, which helps e-commerce companies and streamers better understand the differential impact of different bullet screens. Finally, this study explores the joint influence effect of bullet screen and consumer motivation type, which fills the theoretical research gap of consumer motivation orientation type in the category of live-streaming.

This paper aims to present a predictive model approach to estimate the tensile behavior of polylactic acid (PLA) under uncertainty using the fused deposition modeling (FDM) and American Society for Testing and Materials (ASTM) D638’s Types I and II test standards.

The prediction approach combines artificial neural network (ANN) and finite element analysis (FEA), Monte Carlo simulation (MCS) and experimental testing for estimating tensile behavior for FDM considering uncertainties of input parameters. FEA with variance-based sensitivity analysis is used to quantify the impacts of uncertain variables, resulting in determining the significant variables for use in the ANN model. ANN surrogates FEA models of ASTM D638’s Types I and II standards to assess their prediction capabilities using MCS. The developed model is applied for testing the tensile behavior of PLA given probabilistic variables of geometry and material properties.

The results demonstrate that Type I is more appropriate than Type II for predicting tensile behavior under uncertainty. With a training accuracy of 98% and proven presence of overfitting, the tensile behavior can be successfully modeled using predictive methods that consider the probabilistic nature of input parameters. The proposed approach is generic and can be used for other testing standards, input parameters, materials and response variables.

Using the proposed predictive approach, to the best of the authors’ knowledge, the tensile behavior of PLA is predicted for the first time considering uncertainties of input parameters. Also, incorporating global sensitivity analysis for determining the most contributing parameters influencing the tensile behavior has not yet been studied for FDM. The use of only significant variables for FEA, ANN and MCS minimizes the computational effort, allowing to simulate more runs with reduced number of variables within acceptable time.

Drawing on dual process theory as the overarching framework, this study investigates how different types of incidental vocabulary learning yield different performance, repetition, and continuance intention outcomes and uncovers the underlying mechanism.

We identify four popular types of incidental learning: traditional, a murder mystery game, noneducational live streaming, and VTuber. We propose that the underlying mechanism is the mediating role of perceived novelty as heuristic processing, and effort and performance expectancy as systematic processing. We conduct a between-subject experiment with four groups for the four types of incidental learning. From a total of 220 subjects, 55 valid responses were collected from each group. Analysis of variance and a partial least squares structural equation model are employed to examine the differences and mechanism.

The results show that noneducational live streaming performs significantly best for all three outcomes. The mechanism test demonstrates that perceived novelty and performance expectancy play significantly positive mediating roles, whereas effort expectancy has a null mediating effect.

The research provides both theoretical and practical implications.

This study aims to understand how unimanual and bimanual motor actions in the form of writing a message (handwriting and typing) influences consumer behavior intention and attitude.

Three studies have been conducted to understand how the method of writing (typing or handwriting) and moderator type of message (moderator: emotional vs. rational) can influence persuasion variables.

This paper shows evidence that bimanual and unimanual motor actions activate contralateral brain hemispheres and influence consumer behavior. Specifically, how the use of these motor actions leads to a change in behavior intention and attitude. Furthermore, how bidirectional behavior and role-reversal occurs when a unimanual vs bimanual motor actions are used to create an emotional or rational message.

This research focuses on explaining cognitive implications of unimanual vs bimanual motor actions (typing vs handwriting) on self and specifically on consumers when they are exposed to situations of producing/creating a message. Adding further evidence to persuasion, behavior intention and attitude research in embodied cognition (e.g. Petty and Cacioppo, 1986b; Briñol and Petty, 2008), the role of haptic interfaces in online marketing and consumer behavior (e.g. Brasel and Gips, 2015). The authors did not collect any FMRI data but it can be the future scope of this work.

The novel findings of bimanual and unimanual motor actions have a direct application to the current scenario of the online reviews/surveys, which have become a crucial point for e-commerce businesses and retailers that require customers to give feedback. Since, consumer emotions can influence behavioral outcomes and decision making through sensory cues (Abdolmohamad Sagha et. al, 2022; Haase Wiedmann and Labenz, 2022). From this perspective, depending on the mapping/recording of the felt emotionality or rationality by the customer, the feedback method can be oriented in a way to reduce the effect of negative reviews. Further applications are suggested for retailers, increasing prosocial or sustainable behavior and attitudes.

Marketing and advertising research conducted in different social settings is considered important in neuropsychology and neurophysiology research (Pozharliev et al., 2017). Therefore, this research can be extended to test in different social settings and marketing contexts, for example, in the virtual reality, metaverse and gamification. Thus, this research can serve as an avenue to examine the bimanual and unimanual motor actions in a scenario where the participants can combine several motor actions, for example, talking on the phone or walking while filling consumer reviews online/offline and wearing the VR devices like Apple Vision Pro and performing unimanual or bimanual motor actions.

Mapping of human behavior has always been done dependent on the cognition aspect and limited in its scope for embodied cognition. The results can be used for more direct and impactful ways of conducting surveys, feedback and handling communications for major businesses. In addition, it can be a helpful tool for message persuasion for a new brand or increasing awareness about sustainable consumption depending on typed or handwritten inputs by a potential consumer.

How do informal lending institutions affect entrepreneurship? This paper aims to investigates the role of formal and informal credit market institutions in the decision to become an entrepreneur over the life cycle.

The author developed a dynamic Roy model in which a decision to become an entrepreneur depends on the access to formal and informal credit markets, nonpecuniary benefits of entrepreneurship, career-specific entry costs, prior work experience, education, unobserved abilities and other labor market opportunities (salaried employment and nonemployment). Using detailed Russian panel microdata (the Russia longitudinal monitoring survey) and estimating a structural model of labor market decisions and borrowing options, the author assesses the impact of the development of informal and formal credit institutions.

The expansion of traditional (formal) credit market institutions positively impacts all workers’ categories, reduces the share of entrepreneurs who borrow from informal sources and incentivizes low-type entrepreneurs to switch to salaried employment. The development of the informal credit market reduces the percentage of high-type entrepreneurs who borrow from formal sources. In the case of default, a higher value of the social network or higher costs of losing social ties demotivate low-type entrepreneurs to borrow from informal sources. The author highlights the practical implications of estimates by evaluating policies designed to promote entrepreneurship, such as subsidies and accessibility regulations in credit market institutions.

This study contributes to the literature in several ways. Unlike other studies that focus on individual characteristics in the selection for self-employment [Humphries (2017), Hincapíe (2020), Gendron-Carrier (2021), Dillon and Stanton (2017)], the paper models labor and borrowing decisions jointly. Previous studies discuss transitions between salaried employment and self-employment, taking into account entrepreneurial earnings, wealth, education and age, but do not consider the availability of financial institutions as a driving factor for the selection into self-employment. To the best of the author’s knowledge, this paper shows for the first time that the transition from salaried employment to self-employment is standard and consistent with changes in access to financial institutions. Another feature of this study is incorporating both types of credit markets – formal and informal. The survey by the European Central Bank on the Access to Finance of Enterprises (2018) shows 18% of small and medium enterprise in EU pointed funds from family or friends. Therefore, the exclusion from consideration of informal credit markets may distort the understanding of the role of the accessibility of credit markets.

Digital servitization research has focused on how manufacturing firms use digital technologies to change business models and offer smart services; less attention has been devoted to the degree to which external actors in the existing ecosystem accept these smart services. Therefore, the authors pose the following research question: How does a manufacturing firm introduce and gain acceptance of new smart services within an established ecosystem?

Building on servitization, ecosystem and legitimacy theories, this paper addresses the research question through an in-depth case study of a world-leading original equipment manufacturer that is currently developing and introducing new smart services in its existing ecosystem.

The findings suggest that external actors emphasize different types of legitimacy in deciding whether to accept a new smart service. The findings also show that the type of legitimacy required to gain acceptance changes throughout the development of the smart service, from the definition of the value proposition to the design and delivery of the service.

This study can assist smart service providers in identifying which type of legitimacy is important for each ecosystem actor and strengthening these types of legitimacy to gain acceptance from the ecosystem.

This study develops a framework to help describe the thresholds for acceptance of a smart service through the development phases, as well as to indicate the types of legitimacy that smart service providers must relate to when seeking to gain acceptance for their new offering.

The study explores the impact of food influencers on consumer behaviour in the social media context. It assesses the interplay between the number of followers an influencer has and the type of content this influencer communicates to the audience. Doing so, the research contributes to the strategic refinement of influencer marketing practices, especially in the food industry.

The study employed an experimental between-subject design 2 (influencer type: micro vs macro) x 2 (content type: informational vs entertaining). It recruited 197 Prolific participants (45.7% female, Mage = 45.076), testing their perceptions towards the influencer and the endorsed product in the social media post.

There was a significant interaction between influencer type and content type on consumers’ attitudes towards and their willingness to buy the advertised product. Specifically, the notion that “the more followers, the better” may only be applicable when consumers peruse the content for entertainment purposes, whereas while they read it for information purposes, a micro influencer (with hundreds to thousands of followers) may have as much impact on consumer behaviour as a macro influencer (with hundreds of thousands to a million followers).

Our findings offer a nuanced understanding into the conventional wisdom that people often follow crowd behaviour. Using the Heuristic-Systematic Model (HSM), we explicate when the number of followers matters and when the content type prevails.

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.

Through four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.

Awareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.

This research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.

Marketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.

To the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.

The growing number of firms leveraging social media ads highlight the urgent need for firms to understand social media ads and their effects on consumer perceptions and attitudes. This research examines whether and how different types of social media ads exert influences on ad engagement and how consumers’ psychological characteristics including regulatory orientation and lay rationalism moderate the influence of social media ads on ad engagement.

This research conducts three quasi experiments featuring two types of social media ads – interactive and transactional – to collect empirical evidence. Results are analyzed using ANOVA and Process in SPSS.

This research reveals that interactive ads lead to higher perceived enjoyment and perceived responsiveness, which further lead to higher ad engagement. Promotion focus moderates the effect of social media ads (interactive vs transactional ads) on perceived enjoyment and perceived responsiveness, and lay rationalism moderates the effect on perceived responsiveness, while prevention focus has no such effect.

First, this research establishes the connection between ad types and ad engagement in social media, which offers a new perspective to understand ad engagement. Second, it explores the underlying mechanisms of processing different types of social media ads. Third, it justifies the moderating effects of consumers’ regulatory orientation and lay rationalism on the effects of ad types on ad engagement, providing the first evidence on the moderating role of consumers’ lay rationalism in ad processing. This research helps firm marketers to fine-tune their social media ads according to consumer characteristics.

The composition of author teams is a significant factor affecting the novelty of academic papers. Existing research lacks studies focusing on institutional types and measures of novelty remained at a general level, making it difficult to analyse the types of novelty in papers and to provide a detailed explanation of novelty. This study aims to take the field of natural language processing (NLP) as an example to analyse the relationship between team institutional composition and the fine-grained novelty of academic papers.

Firstly, author teams are categorized into three types: academic institutions, industrial institutions and mixed academic and industrial institutions. Next, the authors extract four types of entities from the full paper: methods, data sets, tools and metric. The novelty of papers is evaluated using entity combination measurement methods. Additionally, pairwise combinations of different types of fine-grained entities are analysed to assess their contributions to novel papers.

The results of the study found that in the field of NLP, for industrial institutions, collaboration with academic institutions has a higher probability of producing novel papers. From the contribution rate of different types of fine-grained knowledge entities, the mixed academic and industrial institutions pay more attention to the novelty of the combination of method indicators, and the industrial institutions pay more attention to the novelty of the combination of method tools.

This paper explores the relationship between the team institutional composition and the novelty of academic papers and reveals the importance of cooperation between industry and academia through fine-grained novelty measurement, which provides key guidance for improving the quality of papers and promoting industry–university–research cooperation.