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Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual differences and social media public sentiment waning, this study set out to test the effects of ad-content relevance of native ads varying by users' pre-existing social networking site (SNS) attitude.

Two experiments were conducted with native ads relevant and irrelevant to the surrounding media content with SNS attitude as a measured moderator and perceived ad importance as the mediator.

Across Instagram and Twitter, SNS attitude moderated the effect of ad relevance on ad responses. Users that had lower SNS attitudes had significantly higher ad ratings that were relevant (vs. irrelevant) to the media content, while those that had higher SNS attitudes did not show differences. The lower SNS attitude individuals showed a greater appreciation for the relevant ads through the mediating effect of perceived importance.

Marketers need to look beyond traditional ad attitude models and craft ad content strategies that consider target audiences' SNS preferences. Layering targeting tactics on Instagram and Twitter such as “interests” and “life events” with demographic targeting could help increase the chances of ad-content relevance. SNSs should advance their ad placement tools and utilize image, speech, and text recognition algorithms to help achieve ad-content relevance for greater ad effectiveness.

This study adds to the literature by identifying SNS attitude as a qualifier of ad-content relevance effect for SNS native ads and uncovering perceived ad importance as the underlying psychological mechanism.

This paper aims to propose a new keyword search method on graph data to improve the relevance of search results and reduce duplication of content nodes in the answer trees obtained by previous approaches based on distinct root semantics. The previous approaches are restricted to find answer trees having different root nodes and thus often generate a result consisting of answer trees with low relevance to the query or duplicate content nodes. The method allows limited redundancy in the root nodes of top-k answer trees to produce more effective query results.

A measure for redundancy in a set of answer trees regarding their root nodes is defined, and according to the metric, a set of answer trees with limited root redundancy is proposed for the result of a keyword query on graph data. For efficient query processing, an index on the useful paths in the graph using inverted lists and a hash map is suggested. Then, based on the path index, a top-k query processing algorithm is presented to find most relevant and diverse answer trees given a maximum amount of root redundancy allowed for a set of answer trees.

The results of experiments using real graph datasets show that the proposed approach can produce effective query answers which are more diverse in the content nodes and more relevant to the query than the previous approach based on distinct root semantics.

This paper first takes redundancy in the root nodes of answer trees into account to improve the relevance and content nodes redundancy of query results over the previous distinct root semantics. It can satisfy the users’ various information need on a large and complex graph data using a keyword-based query.

This paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM). The moderating effect of the brand content relevancy was also assessed.

A conceptual model was established and examined using two experiments with a total of 363 participants. Hierarchical regression analysis and an analysis of variance were performed to test seven research hypotheses.

Results show that the three forms of brand-owned SMCM, namely: conversation, storytelling and customer interaction and participation, are positively correlated with consumers’ brand personality perceptions and brand attitudes. Also, consumers’ perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers’ brand attitudes. Furthermore, the brand content relevancy does not show a moderating effect on the relationship between content marketing and consumers’ brand personality perceptions or brand attitudes.

First, a framework was established to delineate those paths by which owned social media content marketing (OSMCM) influences consumers’ attitudes towards a brand. Second, the study demonstrates the importance of conversation as a powerful method of OSMCM. Third, with respect to content in marketing strategies, firms do not need to confine themselves to a narrow scope of content or information that is closely related to the brands alone.

This paper aims to use a grounded theory approach to reveal that corporate private disclosure content has structure and this is critical in making “invisible” intangibles in corporate value creation visible to capital market participants.

A grounded theory approach is used to develop novel empirical patterns concerning the nature of corporate disclosure content in the form of narrative. This is further developed using literature of value creation and of narrative.

Structure to content is based on common underlying value creation and narrative structures, and the use of similar categories of corporate intangibles in corporate disclosure cases. It is also based on common change or response qualities of the value creation story as well as persistence in telling the core value creation story. The disclosure is a source of information per se and also creates an informed context for capital market participants to interpret the meaning of new events in a more informed way.

These insights into the structure of private disclosure content are different to the views of relevant information content implied in public disclosure means such as in financial reports or in the demands of stock exchanges for “material” or price sensitive information. They are also different to conventional academic concepts of (capital market) value relevance.

This analysis further develops the grounded theory insights into disclosure content and could help improve new disclosure guidance by regulators.

The insights create many new opportunities for developing theory and enhancing public disclosure content. The paper illustrates this potential by exploring new ways of measuring the value relevance of this novel form of contextual information and associated benchmarks. This connects value creation narrative to a conventional value relevance view and could stimulate new types of market event studies.

Identity exploration is a central mechanism for identity formation that has been found to be associated with intense engagement, positive coping, openness to change, flexible cognition, and meaningful learning. Moreover, identity exploration in school has been associated with adaptive motivation for learning the academic material. Particularly in the fast-changing environment of contemporary society, confidence and skills in identity exploration and self-construction seems to be increasingly important. Therefore, promoting students’ identity exploration in school within the curriculum and in relation to the academic content should be adopted as an important educational goal. The purpose of this paper is to describe a conceptual framework for interventions to promote students’ identity exploration within the curriculum. The framework involves the application of four interrelated principles: (1) promoting self-relevance; (2) triggering exploration; (3) facilitating a sense of safety; and (4) scaffolding exploratory actions.

We begin the paper with a conceptual review of identity exploration. We follow by specifying the conceptual framework for interventions. We then present a methodological-intervention approach for applying this framework and describe three such interventions in middle-school contexts, in the domains of environmental education, literature, and mathematics.

In each intervention, applying the principles contributed to students’ adaptive motivation and engagement in the academic material and also contributed to students’ identity exploration, though not among all students. The findings highlight the contextual, dynamic, and indeterminate nature of identity exploration among early adolescents in educational settings, and the utility of the conceptual framework and approach for conceptualizing and intervening to promote identity exploration among students.

This paper contributes to the conceptual understanding of identity exploration in educational settings, highlights the benefits and the challenges in intervening to promote identity exploration among students, and discusses the future directions in theory, research, and practice concerned with the promotion of identity exploration in educational settings.

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.

The purpose of this study is to examine the antecedents of consumer engagement with supermarkets' social media accounts. Drawing on regulatory fit theory and social sharing of emotions theory, the authors test if the content posted on the social media brand pages of supermarkets dealing with a topic of high social relevance, such as the COVID-19 pandemic, stimulates social media consumer engagement and if and how the engagement is mediated by the arousal of positive and negative emotions.

The authors retrieved data from the Facebook accounts of the top 20 European supermarkets identified in the Deloitte 2020 Global Powers of Retailing report during the first wave of the pandemic from 1 March to 30 June 2020, collecting a sample of 2,524 posts from 8 different countries. After a content analysis to classify COVID-19 content, the authors applied the Baron and Kenny (1986) methodology to verify the hypothesised relationships.

The findings highlight a positive direct relationship between the social relevance of a topic (COVID-19) and social media consumer engagement mediated by the arousal of positive and negative emotions.

To the best of the authors’ knowledge, this is one of the earliest empirical research using Facebook data to investigate the role of the social relevance of content as an antecedent of social media consumer engagement with a specific focus on supermarkets. The paper contributes to the stream of social media literature investigating the antecedents of social media engagement behaviour, exploring the role of topics' choice and aroused emotions, which to date are both under-investigated.

This research investigated the reuse of Video Records of Practice (VRPs) – i.e. a type of qualitative data documenting teaching and learning in educational settings. It studied how reusers' purposes and experience-level with VRP reuse influence the importance of various VRP selection criteria and how these differ depending on whether the main goal for reuse was research or teaching. It also examined whether two different dimensions of qualitative research – reflexivity and context – were factors in VRP reuse.

The study reports on surveys of reusers at four VRP repositories. Questions were based on the literature and interviews with VRP reusers. The response rate was 20.6% (180 of 872 distributed surveys). This paper focused on 126 respondents who affirmatively responded they reused VRPs from a repository.

Researchers using VRPs were primarily interested in examining a broad range of processes in education and studying/improving ways to measure differences and growth in education. Reusers with teaching goals were commonly interested in VRPs to engage learners in showing examples/exemplars of – and reflecting on – teaching and learning. These differences between research and teaching led to varied expectations about VRPs, such as the amount of content needed and necessary contextual information to support reuse.

While repositories focus on exposing content, understanding and communicating certain qualities of that content can help reusers identify VRPs and align goals with selection decisions.

Although qualitative data are increasingly reused, research has rarely focused on identifying how qualitative data reusers employ selection criteria. This study focused on VRPs as one type of qualitative data and identified the attributes of VRPs that reusers perceived to be important during selection. These will help VRP repositories determine which metadata and documentation meet reusers' goals.

Useful courses satisfy, among other principles, the principles of content and process relevances. They also cut, in the participant′s mind, positive images of the trainer, the course and the course‐offering institution.

Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB).

Through collecting cross-sectional data from 608 valid replies, this study adopts an integrated method that combines partial least squares structural equation modeling (PLS-SEM), artificial neural network (ANN) and fuzzy-set qualitative comparative analysis (fsQCA) to analyse.

The results reveal that the credibility and relevance of live content, the empathy and professionalism of SMIs, and their congruence are critical antecedents of consumers' attachments to live content and SMIs, thus triggering their attachment to endorsement and IB.

In knowledge, this study benefits the scope of the elaboration likelihood model and attachment theory and enriches live streaming commerce literature. In method, an integrated analytical method is used to cope with complex structural relationships in non-linear patterns and predictions, as well as examine the complex causal configurations. In practice, this study facilitates practitioners to further ascertain what attributes in live content and SMIs can foster customer's emotional attachments in choosing endorsers and developing endorsement strategies, thus driving their IB.