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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.

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.

Digital platforms for the provision of food information-based services (FISs) represent a consolidated business with increasing revenue streams for entrepreneurs. Such platforms have transformed and clarified the nature of uncertainty and ambiguity inherent in the traditional food sector entrepreneurial processes. Anyway, a clear understanding of the value of digital platforms for FISs is not yet consolidated in the literature. With this paper, the authors try to fill this gap through a critical literature review of scientific research that combines knowledge on food consumer's behavior and user's knowledge behavior.

The authors carried out a critical literature review of scientific research combining knowledge of food consumer's and food information user's behavior. This allowed the identification of the main value components of FISs.

The authors propose a multidimensional framework for modelling the value proposition of digital platforms for FISs. Three main value dimensions have been identified: relevance, credibility, and accessibility. These dimensions concur with the consumer's perceived value of consumers in terms of benefits increase and cost reduction.

The research was intended to shed light on aspects characterizing consumers' perception of food information value. The authors put in evidence that the informational perspective of food communication is under-investigated. This study attempts to provide a holistic overview of the dimensions impacting on consumers' perception of the value of information for food consumers, opening new research perspectives.

The framework represents a tool for positioning food information offerings on the market, with the objective to analyze the value proposition of FISs according to a consumer perspective and to understand gaps of current offering of FISs. Moreover, it may support the design of a new generation of digital platform for food information provision, which would respond to consumers' expectations and information needs, highlighting emerging business opportunities for digital entrepreneurs.

Few research works provide a characterization of value proposition of digital platforms providing food information to consumers. In particular, to date, literature lacks of a holistic overview of the dimensions influencing consumer's perception of the information value of food communications.

Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of ethics, privacy and ads' perceived benefits (ad effectiveness and ad relevance) on consumers' attitudes toward online advertising. Secondly, the study investigates the mediating effect of attitudes toward re-targeting online advertising on consumers' purchase intentions. Finally, the study investigates the moderating effect of the perceived ethicality of re-targeting online advertising on consumers' purchase intentions.

Participants (n = 307) were recruited through an online survey platform (MTurk) in the USA. The sample consisted of 65% male and 35% female respondents. The majority are aged 25–34 years, followed by 35–44 years (20%), 45–54 years (14%), 18–24 years (8%) and 55 years and older (6%).

The results show that ad effectiveness and ad relevance influenced consumers' attitudes toward re-targeting. This study shows that consumers are willing to trade their privacy for better search quality. Moreover, perceptions toward the ethicality of re-targeting ads moderated the relationship between consumers' attitudes and purchase intentions.

This study will make several contributions. First, the study will extend the consequential theory in the context of online advertising. Second, the study will assist companies in using re-targeting strategies. The results will reveal which factor is the most important factor impacting consumers' attitudes toward re-targeting strategies.

This is one of the first few papers investigating consumers' perceptions of the ethicality of re-targeting online advertising.

This paper aims to identify and evaluate resolutions to key learning and teaching challenges in very large courses that involve practical mathematics, such as foundational finance.

A design-based research approach is used across three semesters to iteratively identify practical problems within the course and then develop and evaluate resolutions to these problems. Data are collected from both students and teachers and analysed using a mixed-method approach.

The results indicate that key learning and teaching challenges in large foundational finance courses can be mitigated through appropriate consistency of learning materials; check-your-understanding interactive online content targeting foundational concepts in the early weeks; connection points between students and the coordinator to increase teacher presence; a sustained focus on supporting student achievement within assessments; and signposting relevance of content for the broader program and professional settings. Multiple design iterations using a co-design approach were beneficial to incrementally improve the course and consider multiple perspectives within the design process.

This paper develops a set of design principles to provide guidance to other practitioners who seek to improve their own courses.

The use of design-based research and mixed-method approaches that consider both student and teacher perspectives to examine the design of very large, foundational finance courses is novel.

Media users daily exchange personal data for “free” personalised media. Is this a fair trade, or user “exploitation”? Do personalisation benefits outweigh privacy risks?

This study surveyed experts in three consecutive online rounds (e-Delphi). The authors explored personal data processing value for media, personalisation relevance, benefits and risks for users. The authors scrutinised the value-exchange between media and users and determined whether media communicate transparently, or use “dark patterns” to obtain more personal data.

Communication to users must be clear, correct and concise (prevent user deception). Experts disagree on “payment” with personal data for “free” personalised media. This study discerned obstacles and solutions to substantially balance the interests of media and users (fair value exchange). Personal data processing must be transparent, profitable to media and users. Media can agree “sector-wide” on personalisation transparency. Fair, secure and transparent information disclosure to media is possible through shared responsibility and effort.

This study’s innovative contribution is threefold: Firstly, focus on professional stakeholders’ opinion in the value network. Secondly, recommendations to clearly communicate personalised media value, benefits and risks to users. This allows media to create codes of conduct that increase user trust. Thirdly, expanding literature explaining how media realise personal data value, deal with stakeholder interests and position themselves in the data processing debate. This research improves understanding of personal data value, processing benefits and potential risks in a regional context and European regulatory framework.

This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.

The reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion.

Despite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research.

This work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication.

The purpose of this paper is to examine the relationship among training design, trainee motivation and work environment on the transfer of learning for teachers enrolled in a continuing professional education (CPE) training program and the confirmation of potential positive, predictive relationships of trainee motivation, work environment and training design to transfer of learning. This study investigated the contribution of training efficiency and relevance as measured by the training design; work environment as measured by work autonomy, work complexity and work variability; and trainee’s motivation of training (learning- and job-oriented) to the transfer of knowledge and skills from the training program to their workplace. Both direct and indirect effects of mentioned components on the learning transfer were explored.

This study included 160 teachers working in high-needs schools with large numbers of English learners (ELs) Southwest USA. Teachers in this study primarily needed professional development to empower them and enhance their instructional capacity for ELs and economically challenged students. During the recruitment, participants completed a demographic information (e.g. gender, ethnicity, number of years teaching, age, educational background) survey.

A mediation model with training design as the mediating factor was developed and analyzed. The results revealed that training design fully mediated the relationship between trainees’ work environments and the transfer of knowledge, skills and attitude acquired from the training to their workplace. Furthermore, it partially mediated the relationship between learning-oriented motivation and the transfer of learning. These findings further amplify the significance of CPE program training design and foster important considerations for future research regarding the isolation of specific training design aspects that significantly contribute to the mediation of these relationships.

Considering the significance of learning transfer in developing professional knowledge and skills for target employees and trainees, confirming the mediating effects of training design on training transfer holds critical implications for future research. Specific and purposeful attention needs to be given to the design of CPE training. Investigations into the effects of training design and successful elements such as the training platform (online, hybrid or in-person), sample size, group structure, facilitation and participant demographics are warranted.

The finding of this research provides a preliminary guide for scholar-practitioners. Results of the study confirmed the role that learning-oriented motivation, job-oriented motivation, work variability or flexibility, work complexity and training design play in transfer of learning. In practice, training professionals will be more comfortable pinpointing the factors that lead to the transfer of learning or the lack of it.

Learning transfer has been found to be imperative for target employees and trainees to develop professional knowledge, skills and attitudes. Results of this study reveal variables that promote the positive transfer of learning to the workplace.

Private universities in Ghana are perceived to offer low-quality education, even though the few studies conducted have produced contradictory findings. In addition to the paucity of research in this area, the debate has not largely reflected the views of alumni. This study aims to present the perspectives of a major stakeholder group in education on the quality of the accounting programme offered by a chartered private university in Ghana.

A survey questionnaire was sent to 150 alumni from a private university who graduated between 2011 and 2015 to gather data and analysed using descriptive statistical methods and hierarchical factor analysis.

In contrast to the perception of low-quality programmes in private universities in Ghana, the alumni group believed that the private institution offered good-quality accounting programmes. The accounting programme was accessed to be fit for its purpose, and it has generally transformed the lives of the alumni group, thus making the programme meet their quality expectations.

The study’s findings are an important contribution to the debate on the quality of private universities programmes in general and specifically in accounting.

Although some research has been done on quality assurances and accounting programmes in public universities in Ghana, the authors know very little about the quality in private universities. The study presents the opinions of an alumni group on the controversy over private universities quality of education. This study closes a gap in the literature.

Purpose: Post COVID-19 disruptions, a new era of online education has begun in India providing new opportunities for imparting quality education. This study aims to explore, identify and understand the factors motivating students to enrol in online courses and facilitate decision-making for students, EdTech firms and policymakers at government level.

Methodology: The study used predominantly a qualitative research design drawing data from students pursuing graduation/post-graduation from universities in the Delhi NCR region. In the first phase, 10 groups with 8–10 members were formulated, and focus group discussions were held. The deliberations were analyzed to identify and screen factors influencing their choice to enrol in online courses. In the second phase, identified factors were presented to the students for giving their rankings to identified factors.

Findings: The student inputs in focus group discussions led to identification of factors, namely low cost, convenience, accessibility, quality education, personalized attention, availability of expert faculty, scholarship opportunities, attractive course design, availability of internet technologies like Google Meet, credibility of degree, usefulness of knowledge and skills learnt and value of online courses towards employability.

Research Limitations/Implications: The study is limited to students from the Delhi NCR region. Thus, findings cannot be generalized for other regions.

Originality/Value: Existing literature suggests that no study has been conducted in India to explore factors influencing student choice of online education. The growth of EdTech companies and government inclination towards online education necessitates research on student perceptions of online courses.