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In the context of crowdsourced new product development (NPD), the purpose of this paper is to investigate the optimal level of community involvement (CI) (e.g. zero, limited, and high) when creating products from the perspectives of both ordinary and advanced users. The authors also investigate the influence of design interest and need for social affiliation on users’ attitudes toward and willingness to use community co-design.

The authors conducted two survey studies using ordinary (Study 1, n=199) and advanced users (Study 2, n=131) to evaluate the co-designed T-shirts reflecting varying levels of CI (i.e. zero, limited, and high). The stimuli for both studies were the same and included ten sets of T-shirt co-designs generated from a CI crowdsourced website, Threadless. Fishbein’s (1963) multi-attribute attitude model was used to compute subjects’ overall attitude score toward the T-shirt co-designs.

Results showed both ordinary and advanced user groups rated the design quality of products reflecting limited CI lower than those of zero CI. Advanced users also rated the design quality and sales potential of products from limited CI lower than those of high CI. Further, advanced users indicated that products resulting from high CI reflected significantly better designs with regard to color, shape/line, size, general theme, and overall design as compared to products from limited CI. Design interest as well as need for social affiliation influenced users’ willingness to use community co-design and their attitudes toward a community co-design experience.

The research made an important differentiation between zero, limited, and high CI during the co-design process as well as between ordinary users and advanced users contributed to the extant literature addressing crowdsourcing in NPD.

The purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.

This study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.

It was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.

The study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.

The research provides information for business-to-consumer companies in utilising fan page based on user categories.

This study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

In “the century of culture,” a current drift is toward utilizing cultural heritage branding. Cultural heritage brand referred to in this study means a brand with value proposition based on cultural heritage. As Asian cultures are gathering global focus amid ongoing trend of exoticism and the growth of Asian economies, there is more opportunity especially for Asian brands to benefit from cultural heritage branding. Also, the advantages of cultural heritage branding can benefit fashion brands, considering that designs of great importance in fashion brand's competitiveness can earn creativity and originality from cultural heritage.

Therefore, this study (1) profiles cultural heritage fashion brands based on Asia: Japan, China, and Korea, (2) identifies components of cultural heritage fashion branding by comparative analysis, and (3) identifies characteristics in brand management strategy from the brands, and offer managerial implications for upcoming cultural heritage fashion brands.

This study adopts a case study approach that focuses on Asian fashion brands; Issey Miyake (Japan), Shanghai Tang (China), and Damyeon designed by Lee Hye Soon (Korea). The analytical contents of this research include general profiles (i.e., brand history, brand philosophy and concept, and BI and visual representation), cultural heritage perspectives and brand management perspective (i.e., product, price, place, promotion, and brand extension). Most of the information was retrieved from multiple sources including books, academic papers, brand's annual report, brand official website, news articles, etc.

Overall, this study shows cultural heritage fashion branding can be useful in distinctiveness in positioning and delivering brand value in depth, authenticity, and credibility for customers (Urde, 2007). The findings suggest some managerial as well as cultural heritage-related indications for upcoming cultural heritage fashion brands.

Although common components of cultural heritage fashion branding (i.e., utilization of traditional prototype, emphasis on traditional fabric, and preservation of traditional craftsmanship) were drawn out, achieving optimal balance between tradition and modernity was found critical as well. Managerial guidelines include foreign brand naming, premium pricing, art-related promotions, and extension for a total lifestyle brand. In further research, the type of industry and different country-of-origins can be applied in order to extensively study about the issue of cultural heritage branding.

The aim of this chapter is to offer a conceptual model for tourist experiences in the destination and suggest implications for different stakeholders in creating experiences for tourists.

This conceptual paper explores tourist experiences based on previous literature and through a brief case. A holistic destination experience model is also suggested including the role of DMOs, host community and industry which are considered under the overall experiencescape.

Literature review and analysis of case study suggest that the destination experience can be framed based on the roles of different actors in a destination. Characteristic of the destination and stakeholders do play important roles in involving tourists in experience production.

Findings might provide insights to DMOs and other stakeholders in the destination concerning their roles in creating a holistic positive destination experience for tourists which is crucial for differentiation. Future research might also concentrate on different elements of destination experience and interrelationships of different stakeholders.

Although there are numerous papers on experiences from individual services (e.g., hotels, airlines, restaurants) in the destination, literature on overall stakeholder and creation of holistic destination experience has been overlooked. This chapter offers a theoretical model that would assist policy-makers to design experiences in the destination by looking at the roles of different stakeholders and to improve the competitiveness of the destination.

COVID-19 pandemic has heavily affected worldwide. One of the major industrial sectors impacted by COVID-19 virus is the travel and hospitality, and it has resulted in extreme level of unemployment in travel and tourism industries especially hotels, restaurant chains, street food caterers and bars. Cancellations of events, conferences, conventions and sports leagues are instantaneously causing severe impact on the travel and tourism and hospitality industry. The unemployed workforce is facing numerous mental health challenges in the form of depression, anxiety, hopelessness, lack of confidence and loss of interest in life which are leading them to maladaptive coping mechanisms like suicide, alcohol and substance abuse. This chapter discusses the following topics:

Cyber-bullying is a form of harassment that is perpetrated using electronic media. The practice has become increasingly common especially with the growing ubiquity of social media platforms. Most cyber-bullying cases inevitably occur on Facebook because it is the most preferred social media platform. However, little is known about cyber-bullying research in Kenya. This paper aims to analyse the quantity, quality, visibility and authorship trends of scholarly publications on cyber-bullying from and/or about Kenya.

This study was conducted as a systematic literature review. A meta-analysis approach was used. Bibliometrics approaches were used to conduct the analysis. Data on the publications was collected from Google Scholar using Harzing's “Publish or Perish” software and then analysed and presented using Microsoft Excel, Notepad and VOSviewer.

The study yielded 359 research publications on cyber-bullying in Kenya. There was a gradual increment in the number of publications, peaking in 2018. Nearly half of the publications have not been cited indicating low uptake of research on cyber-bullying in Kenya. It also emerged that most of the research has been published on subscription channels thereby restricting their visibility, access and use. Minimal collaboration in research on cyber-bullying in Kenya was also observed since 67.4% of the publications were written by a single (one) author. The authors conclude that the quantity, quality and visibility of research on cyber-bullying in Kenya is low.

This is an empirical study. The findings can be used to promote and mainstream research on cyber-bullying in Kenya.

The purpose of this paper is to discover user-generated visual merchandising (VM) directives that could guide VM in physical stores as well as shed light on future development of customizable virtual stores for online retailing.

Applying a facet theory approach, our research involved consumers (n=145) in co-designing VM directives in a 3D virtual store in collaboration with target corporation. In total, 67 virtual shops in three product categories, i.e., women’s ready-to-wear, boy’s Cherokee, and men’s swim wear, were content analysed, along with written reports.

The research findings focused on the three facets of VM: merchandising presentation (fixturing, product density, manner of presentation, and product adjacency), in-store environment (layout and interior), and in-store promotion (signage). The research revealed the elements that these facets contain and the relationships between the elements. The findings suggest that retailers should design an ecological instead of a merely utilitarian environment; clear section identity helps shoppers find a sense of ownership and boundaries; and stores should also present a lifestyle solution instead of a merchandise selection.

The research contributes both original creations of VM directives and a methodical framework that moves the subject of VM from the physical to the virtual environment and shifts the traditional in-house function of VM to an open innovation in which consumers participate.