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This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions.

This study uses a quantitative, Web-based, three-step randomized intervention design and recruits YouTube users through the Amazon Mechanical Turk (n = 925).

Post-intervention results (n = 596) show that consumers’ repeated exposure to branded content facilitates their social learning processes. Consumers derive value from the relevant content and subsequently form more favorable brand attitudes, greater brand loyalty and heightened purchase intentions. Brand loyalty mediates the effect of perceived brand content value on purchase intentions.

This study’s findings support the advantages of investing in the creation and dissemination of valuable brand content through a brand’s own social media channel(s). While informative content and entertaining content can both drive brand loyalty, high product-involvement brands are advised to emphasize on informative content to precipitate brand–consumer attachment. Low product-involvement brands, on the other hand, are advised to feature more enticing and captivating content to stimulate consumer devotion.

This study reveals the positive impact of branded content marketing within social media on consumers’ brand attitudes, brand loyalty and purchase intentions. It also explicates the mechanism through which content marketing influences brand evaluation and purchase intentions by coordinating consumer learning and value derivation.

The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.

Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis.

Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers.

Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA.

Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture.

First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers.

This study is an analysis that aims to understand the rationale behind the concept of value creation contained in the integrated reporting (IR) framework. As such, the authors examined the quality of the disclosures made in integrated reports by measuring the level to which the six capitals (6Cs) have been integrated into disclosures on value creation.

The IR framework’s value creation model focuses on six content elements and three guiding principles. Hence, the present analysis combines content analysis with quantitative measures in the form of a bespoke Integrated Disclosure Index. The index measures the level of integration found in the disclosures instead of the mere presence or absence of mentioned capitals, content elements and guiding principles in isolation. The present sample comprised the 2016 integrated/sustainability reports for 184 listed companies sourced from the Integrated Reporting Examples Database.

The 6Cs are well disclosed in form but only partially disclosed in substance. Further, overall levels of integration between the capitals, the content elements and the guiding principles are higher than average. Disclosures on materiality, business models and stakeholder relationships are somewhat lacking, as are the related medium- and long-term disclosures on outlook.

The paper contributes to the academic debate on IR by building a case for holistically assessing the substance of integrated reports. Considering that the IR value creation model can underpin and align with the 17 UN sustainable development goals, the authors show how the fundamental concept of the 6Cs sustaining value creation is understood and implemented differently across the various elements and principles of the IR framework.

This research also provides guidance for overcoming some of the practical hurdles associated with assessing the quality of reports because the authors provide tools for spotlighting the substance of disclosures over their form.

This paper delves into the substance of integrated reports by assessing how well the 6Cs have been integrated into disclosures on the content elements and guiding principles of the IR framework. In contrast to previous IR research that has mainly analysed capital, elements and principles in isolation, the authors develop an index assessing the integration of these three fundamental concepts of IR.

This study aims to investigate the level of reporting compliance in terms of content elements, measure to what extent each content element of the integrated reporting (IR) framework is linked to value creation and demonstrate the relationship between the level of compliance and value creation linkages.

The sample for this study consists of 12 companies, 11 of which are public and 1 is non-public. The data is obtained from the Integrated Reporting Turkey Network founded in 2015 in Turkey. This study applies a holistic approach integrating two different content analysis methods. First, a multi-weighted scoring system is constructed by using the IR content elements and the previously developed indexes in the literature. Second, in-depth, sentence-by-sentence content analysis is used to determine the relation between the content elements and value creation.

The results of the multi-weighted scoring system indicate a high level of compliance in the banking sector. On the other hand, the scores of the content analysis demonstrate higher scores in the disclosures of “basis of preparation and presentation”, “organizational overview and external environment”, “strategy and resource allocation”, “performance” and “business model” elements, while lower scores in the elements of “risk and opportunities” and “outlook.” The lowest compliance level associated with lower content analysis scores may indicate a low level of value creation potential. Consequently, this two-stage scoring is critical, as it clarifies the relation between compliance level and the explanatory power of each content element from a value creation perspective.

This study aims to support the policymakers and regulators in highlighting the importance of measuring and reporting value. Furthermore, it intends to encourage companies to produce reports that increase the value relevance of accounting information to contribute to the development of capital markets. The current literature includes research that mainly concentrates only on the quality or extent of IR disclosure practices. This study offers a combined analysis that helps to determine at what level a company has accomplished the expectations of the International Integrated Reporting Council in terms of both the content and the value creation potential.

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.

Calyx of okra pods is usually cut off and discarded as a waste during processing, whereas the pulp and seeds are being used. This study aims to investigate the nutrient composition and anti-nutritional properties of okra calyx flour.

Calyces from four varieties (Ex-kwadon, Solar, Chalawa and Syria) of okra pods were processed into flour. The proximate composition, mineral content, vitamin content and anti-nutritional composition of the flour samples were analysed by using standard methods.

There were significant differences in moisture content (p = 0.012), crude fat (p = 0.001), crude fibre (p = 0.002), carbohydrate (p = 0.002), sodium (p < 0.001), magnesium (p < 0.001), iron (p < 0.001), zinc (p = 0.006), vitamin A (p < 0.001) and vitamin C (p = 0.001) contents of okra calyx flour. The values of proximate composition ranged 8.1-8.9%, 8.4-9.0%, 14.3-15.3%, 1.4-2.1%, 16.9-18.2% and 47.1-49.4% for moisture content, ash, crude protein, crude fat, crude fibre and carbohydrate, respectively, whereas the values of mineral contents ranged 7.6-8.7 mg/100g, 35.7-41.2 mg/100g, 26.5-28.1 mg/100g, 93.2-95.8 mg/100g, 1.6-1.8 mg/100g and 5.2-5.7 mg/100g for sodium, magnesium, potassium, calcium, iron and zinc, respectively. The values of vitamin contents of okra calyx flour ranged 0.2-0.3 µg/100g, 7.1-8.9 mg/100g and 0.1-0.2 mg/100g for vitamin A, vitamin C and thiamine contents respectively. Also, there were significant differences in the values of phytate (p = 0.023), oxalate (p = 0.011) and saponin (p < 0.001) contents with the values of anti-nutritional properties ranging 1.3-1.5 mg/100g, 2.5-3.3 mg/100g, 7.4-9.7 mg/100g and 2.3-3.6 mg/100g for tannin, phytate, oxalate and saponin contents, respectively.

There are scanty published works/information on proximate composition, mineral content, vitamin content and anti-nutritional composition of okra calyx flour.

The study showed that okra calyx flour could be useful in fortification/supplement of carbohydrate-based foods in food system.

Okra calyx flour comprises high crude fibre, crude protein, ash and vitamin C contents. Also, calcium is the major mineral content of okra calyx flour followed by magnesium and potassium. However, the tannin content reported higher in okra leaf flour, and okra flour is low in okra calyx flour.

The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective.

The paper provides a conceptual overview of content marketing and business model innovation concerning high-tech entrepreneurs.

The high-tech entrepreneurial content marketing (HIT-ECM) framework has five delineating elements with a small high-tech firm as the focal point: adapting content marketing in the business model, customizing content and customer profiling, organizational learning and experimenting with the business model, building strategic networks and content marketing and the small high-tech firm’s business model innovation. The HIT-ECM framework considers how high-tech entrepreneurs capitalize on their capabilities and use innovative marketing strategies to sell their high-tech solutions under unpredictable conditions and limited resources.

From a managerial perspective, HIT-ECM poses five questions managers should ask themselves when they adopt content marketing and integrate it into their existing business models: how can content create value, how novel content development activities reflect on innovating the business model, how will content development reflect on the business model structure, who is involved and what are the revenue streams of content development.

This is an original paper that presents the HIT-ECM framework for high-tech entrepreneurs to use content marketing and capture customer value through every aspect of their business operations, as well as updating and innovating their business models.

The initial purpose of this research was to evaluate the effectiveness of intra-organizational training for developing leadership skills and the techniques used to assimilate course content. The study aims to understand incongruities in training and assess their impacts on training effectiveness.

Qualitative research methods were used to assess a five-day course in the Israeli Defense Forces entitled, “Developing leadership skills in the spirit of the Bible.” Triangulation of data was achieved through observations, interviews and conversations with participants. Grounded theory and thematic analysis were used, respectively, to interpret and analyze the data.

Results suggest that the course did not support the development of leadership skills. The analysis revealed two themes representing different domains: form (training techniques) and content (values). Combining the two themes indicates an incongruity between the declared and actual content of the training course. Further, this incongruity is supported by the training techniques that were used in this course.

A clash of values may ensue that leads to long-term confusion and difficulties for participants of the training course and the organization.

The study makes several theoretical contributions to the literature focusing on the importance of congruence between declared and real training content, and between form and content.

This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand-related content with no formal brand incentive or control.

The study focuses on the question of how users engage with non-sponsored brand-related UGC on Instagram and assesses the influence of UGC perceived value, using partial least squares variance-based structural equation modeling.

The research shows significant and positive effects of UGC on Instagram users’ intentions to engage with the platform and the influence of UGC perceived value on UGC uses. The findings deepen the understanding of the mechanisms underlying non-sponsored brand-related UGC in consumer engagement marketing, with significant implications for brand managers and the future development of Instagram and other social media platforms.

The UGC functional, social and emotional values are evaluated for their effects on generating the three distinct patterns of consumer online brand-related activities (consumer, contribute and create) in the non-sponsored brand-related UGC context.

In the complex ecosystem of mobile applications multiple factors have been used to explain users’ behavior, without though focusing on how different combinations of variables may affect user behavior. The purpose of this paper is to show how price value, game content quality, positive and negative emotions, gender and gameplay time interact with each other to predict high intention to download mobile games.

Building on complexity theory, the authors present a conceptual model followed by research propositions. The propositions are empirically validated through configurational analysis, employing fuzzy-set qualitative comparative analysis (fsQCA) on 531 active users of mobile games.

Findings identify ten solutions that explain high intention to download mobile games. Alternative paths are identified depending on the gender and the time users spend playing mobiles games. The authors highlight the role of price value and game content quality, as well as that of positive emotions, which are always core factors when present.

To identify complex interactions among the variables of interest, fsQCA is employed, differentiating from traditional studies using variance-based methods, leading to multiple solutions explaining the same outcome. None of the variables explains the intention to download on its own, but only when they combine with each other. The authors extend existing knowledge on how price value, game content quality, emotions, gender and gameplay time combine to lead to high intention to download mobile games; and present a methodology for how to bridge complexity theory with fsQCA, improving our understanding of intention to adopt mobile applications.