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As one of China’s most influential social platforms, Xiaohongshu is considered an underexploited market with significant user traffic. This study aims to build on existing scholarly work on social media marketing by conducting an empirical analysis of Xiaohongshu’s content to explore effective marketing strategies for children’s books.

This study uses qualitative content analysis to investigate the marketing practices for children’s books on Xiaohongshu. By systematically coding and interpreting data, the authors identified core marketing strategies and their interactions among publishers of children’s books on the platform.

Based on viral marketing and social proof theories, the analysis delineates practices and interrelations among three key marketing strategy components: content creation, traffic navigation and sales conversion on Xiaohongshu. From this analysis, a conceptual model titled “Continuous ‘Planting a Seed’ of Interest: Strategies for Marketing Children’s Books on Xiaohongshu” was developed.

This research not only corroborates the existing literature on the transformative power of social media in marketing but also extends it by providing a focused examination of how these principles apply to the promotion of children’s books on Xiaohongshu. It also provides practical insights for publishers looking to develop effective marketing strategies.

Graphical abstract

Research indicates that children’s early experience of fire can influence what and how they learn about fire. In turn, early fire-learning can influence how people come to use it later in life, including whether they engage in maladaptive use, i.e. firesetting. Little is known about the underlying mechanisms of fire-learning, which was the basis for this study. The research question was: “how do adults educate children about fire in the UK/ Ireland”? The purpose of this study was to explore the child fire education process from an adult perspective.

Semi-structured interviews was conducted with 21 fire-educators who had regular contact with children. Data was analysed using abbreviated grounded theory. Steps were taken to ensure reliability and validity, including a Cohen’s Kappa calculation, indicating an agreement level of 0.9 between two raters.

Four core themes were identified: the fire narrative, enabling growth, risk management, and communication, from which the fire-learning process model (F-LPM) was formed.

The main limitation is the nature of the sample, in that it was diverse and self-selecting.

The findings are discussed, including how they offer support for social learning theory (SLT) perspectives on fire-learning.

The social construction of fire (i.e. the way fire is viewed by society as a whole in the UK/ Ireland) is discussed in depth, and cultural variability is highlighted. Suggestions are made for how the societal view of fire and, consequently, how adults convey this to young people, could be better balanced.

To the best of the authors’ knowledge, this is the first study in the UK/ Ireland to consider how adults educate young people about fire from a concurrent perspective. This is important given that research indicates early experiences of fire can impact how people later go on to use it (including maladaptive use in the form of firesetting).

Bengali sports history features very few women; some examples include enquiry into the representation of women in cricket stadiums as spectators (Naha, 2021) and the history of physical education in a women’s college (Bhattacharya, 2009). Likewise, young adult sports fiction in Bengali hardly engages with girls, with the notable exception of Moti Nandi’s Kalabati novels. This series of nine novels features the eponymous character as a high school student and a cricketer between 1984 and 2005. Belonging to a zamindar family, it is the possession of cultural capital post-abolishment of the zamindari system which allows Kalabati to play cricket. Situating the novel amidst India’s entry into neoliberalism, this chapter employs close reading to examine the ways adopted by the protagonist to manoeuvre new gender roles in conjunction with traditionally ascribed ones. Kalabati’s participation in a sport and a range of physical activities dominated by men goes against the societal codes prescribed for women. Despite that, masquerade and performativity allow Kalabati to assert her agency. Through alternately impersonating men and performing hyper-femininity, she effortlessly adjusts herself to different bodies, etiquettes and markers of gender identity. The fluidity in gender identities and emphasis on performance opens up the straitjacketed discussions around the former. This chapter argues that Kalabati’s exceptionality as a sportsperson is both an embodied and a genealogical trait.

Organizational scholars studying compensation often place an emphasis on certain employee groups (e.g., executives). Missing from this discussion is research on the compensation systems for low-wage jobs. In this review, the authors argue that workers in low-wage jobs represent a unique employment group in their understanding of rent allocation in organizations. The authors address the design of compensation strategies in organizations that lead to different outcomes for workers in low-wage jobs versus other workers. Drawing on and integrating human resource management (HRM), inequality, and worker literatures with compensation literature, the authors describe and explain compensation systems for low-wage work. The authors start by examining workers in low-wage work to identify aspects of these workers’ jobs and lives that can influence their health, performance, and other organizationally relevant outcomes. Next, the authors explore the compensation systems common for this type of work, building on the compensation literature, by identifying the low-wage work compensation designs, proposing the likely explanations for why organizations craft these designs, and describing the worker and organizational outcomes of these designs. The authors conclude with suggestions for future research in this growing field and explore how organizations may benefit by rethinking their approach to compensation for low-wage work. In sum, the authors hope that this review will be a foundational work for those interested in investigating organizational compensation issues at the intersection of inequality and worker and organizational outcomes.

This study investigates the effect of business cycles on school enrollment in Turkey. During recessions, school enrollment might increase as opportunity cost of schooling declines, yet it might also decrease because of reduced income households have for education. Which effect dominates depends on the context. We empirically explore this in a context displaying canonical features of developing countries.

Using the Turkish Household Labor Force Survey data for a period covering the Great Recession, we estimate the effect of unemployment rate separately for enrollments in general and vocational high schools and in undergraduate programs. To understand the cyclicality, we use a probit model with the regional and time variations in unemployment rates. We also build a simple theoretical model of work-schooling choice to interpret the findings.

We find that the likelihood of enrolling in general high schools and undergraduate programs declines with higher adult unemployment rates, but the likelihood of enrollment in vocational high schools increases. Confronting these empirical findings with the theoretical model suggests that the major factor in enrollment cyclicality in Turkey is how parental resources allocated to education change during recessions by schooling type.

Our finding of pro-cyclical enrollment in academically oriented programs is in contrast with counter-cyclicality documented for similar programs in developed countries, which highlights the importance of income related factors in developing-country contexts. Our heterogeneous findings for general and vocational high schools are also novel.

Based on traditional Chinese filial piety, this article examines the impacts and mechanisms of the two-dimensional filial piety concept “Qinqin – Zunzun” on gender wages in China via China Family Panel Studies (CFPS) conducted in 2014 and 2018.

This article construct regression models to examine the relationship between filial piety concepts and wages. Also, it uses unconditional quantile regression and decomposition to explore the impact of filial piety concepts on the wage gap.

It is found that: (1) The effects of two-dimensional filial piety are heterogeneous in terms of gender. Specifically, authoritarian filial piety significantly suppresses individual wages and has a stronger suppressive effect on women’s wages, whereas affinity filial piety significantly enhances individual wages without gender heterogeneity; (2) Parents' time support in the intergenerational exchange model is a crucial mechanism by which filial piety affects wages, exhibiting significant gender heterogeneity; (3) Regarding wage distribution, authoritarian filial piety mainly widens the gender income gap in the low and middle income-groups, while affinity filial piety narrows the gender wage gap by “raising the floor”, with its converging effect being most significant in the middle and high-income groups. This article deepens the understanding of the gender wage gap and intergenerational income mobility, providing policy references for better utilizing the social governance function of culture.

The article deepens the understanding and mechanisms of the gender wage gap and inter-generational income mobility, providing policy reference for better utilizing the social governance function of culture.

This study aims to conduct environmental comfort analyses of vernacular architecture to establish design principles for a more sustainable design domain. In the scope of this research, 47 individual Harran earthen houses, comprising 32 different types and six typologies are examined.

Environmental comfort is selected as an umbrella term for the analysis of thermal comfort, visual comfort, and natural ventilation performance criteria. The performance simulations are conducted utilizing ClimateStudio and SolidWorks software. These simulations yield values for thermal comfort, glare, daylight, solar radiation, airflow, and pressure, which are used to compare different Harran earthen house typologies.

The study’s results indicate that various environmental comfort standards are met by Harran earthen houses through passive systems, without the need for technology or mechanical equipment. In terms of thermal comfort, visual comfort, and natural ventilation performance criteria, a typology that has advantages in one criterion may have disadvantages in the others. Factors such as orientation, material selection, opening arrangement, and architectural form are found to have an impact on environmental comfort.

This study differs from previous Harran earthen house and environmental comfort studies by focusing on multiple performance criteria and conducting a typology-based comparison based on performance analysis. The results of the study are expected to provide valuable insights into the environmental comfort studies of Harran earthen houses, emphasizing their relevance and applicability in contemporary architectural and urban design.

This study attempts to evaluate the performance of women-dominated self-help groups (SHGs) in India and their contribution to financial inclusion. The two dimensions – spread and status of SHGs are considered to assess their performance level, where each of the dimensions has a few number of indicators. The study also constructs a composite financial inclusion index (FII) to calculate the FII values, which appear from the performance of SHGs, during the study period 2007–2021, in India. Finally, the study establishes a relationship between financial inclusion and human development since women’s involvement in financial inclusion is also conducive to human development. The study comes to the conclusion that despite success in achieving financial inclusion through promoting SHGs, the government should keep a focus on the ever-increasing amount of non-performing assets (NPA) of the banks since a part of that is related to the functioning of SHGs. However, the promotion of SHGs is fundamental for women empowerment, human development, and thereby, to ensure sustainable development.

This chapter reviews possible regulatory updates needed to address the four general challenges arising from digitalization of financial services, regardless of the business models of the financial services providers. These challenges are customers' data rights, artificial intelligence (AI) ethics, cybersecurity and financial exclusion.