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In an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis' effects and investigates how certain features, such as the type of emoji or the way of emojis' presentation (repetition and position), moderate their effectiveness.

This research comprises four experimental studies. The first two analyze whether the presence and the type of emoji (facial vs non-facial) influence customer engagement. Then, two more studies analyze the influence of the presence and type of emoji, as well as repetitions (repetition vs no repetitions) and positions (left vs right). The data collection is through email marketing campaigns, with two types of brands. The analysis is a fractional factorial design in one- and two-way interactions to identify the influence of presentation features.

Emojis influence customer engagement and can trigger interactive behaviors and increase customer engagement, even in a channel that generally is less prone to interaction. The emojis increase the probability of opening the email, the number of times email gets opened and clicks to access additional content.

The varied results suggest the need for more research to confirm the findings regarding presentation features. This research offers novel implications for interactive marketing and the theory of visual rhetoric because the research establishes how visual stimuli such as emojis can persuade and capture customer attention and increase customer engagement.

Practitioners can optimize email marketing by using emojis strategically to attract audience interest, provoke interactions, build relationships and generate word of mouth, leading to better consumer experiences, loyalty and brand profitability.

Most studies use semantic analysis to analyze emojis; the current study instead tests whether emojis can increase customer engagement in a less-interactive channel and then also considers the moderating role of several emoji-relevant variables. In addition, the authors apply the theory of visual rhetoric to explicate the original findings, which are gathered from a unique data set involving real marketing campaigns.

Spam emails classification using data mining and machine learning approaches has enticed the researchers' attention duo to its obvious positive impact in protecting internet users. Several features can be used for creating data mining and machine learning based spam classification models. Yet, spammers know that the longer they will use the same set of features for tricking email users the more probably the anti-spam parties might develop tools for combating this kind of annoying email messages. Spammers, so, adapt by continuously reforming the group of features utilized for composing spam emails. For that reason, even though traditional classification methods possess sound classification results, they were ineffective for lifelong classification of spam emails duo to the fact that they might be prone to the so-called “Concept Drift”. In the current study, an enhanced model is proposed for ensuring lifelong spam classification model. For the evaluation purposes, the overall performance of the suggested model is contrasted against various other stream mining classification techniques. The results proved the success of the suggested model as a lifelong spam emails classification method.

This research aims to determine the impact of the CEO's risk-taking tendencies and the transformational leadership style on the use of the management accounting system information, as well as the mediating impact of product creativeness and organizational citizenship behavior in this context. It also provides empirical evidence from Vietnamese enterprises.

The current research was conducted using quantitative methods. It was conducted during the ongoing Covid-19 pandemic in Vietnam. The study population is represented by all of the Vietnamese enterprises listed on stock exchanges. Therefore, an online email questionnaire was used for data collection. Specifically, 670 emails were sent to CEOs and 146 complete responses were collected (21.79% rate).

By using the partial least squares structural equation modeling (PLS-SEM), the study results show that the CEO's risk-taking tendencies and transformational leadership style have a significant positive effect on the use of the management accounting system information. Additionally, product creativeness mediates the relationship between the CEO's risk-taking tendency, and the use of the management accounting system information. Also, organizational citizenship behavior mediates the relationship between transformational leadership style and the use of the management accounting system information.

Despite attempts to overcome by GDP contribution ratio, convenience sampling tends to cause common method bias. Furthermore, small sample sizes can lead to heterogeneity and unstable estimates of the parameter. Causality issues may also arise because the model has no control variables. Therefore, later studies should take the necessary additional steps when sampling to stay consistent with the study population, possibly conducting surveys in several batches to determine the correlation between changes in variables, and allowing the ability to discover and add any necessary control variables.

This research acts as a bridge between management and management accounting, confirming the importance of this combination when efficiently using the management accounting system.

Restrictions on social interaction and travel due to the COVID-19 pandemic have affected how researchers approach fieldwork and data collection. Whilst online focus groups have received attention since the 2000s as a method for qualitative data collection, relatively little of the relevant literature appears to have made use of now ubiquitous video calling software and synchronous, interactive discussion tools. Our own experiences in organising fieldwork aimed at understanding the impact of different “future-proofing” strategies for the European agri-food system during this period resulted in several methodological changes being made at short notice. We present an approach to converting in-person focus group to a virtual methodology and provide a checklist for researchers planning their own online focus groups. Our findings suggest data are comparable to in-person focus groups and factors influencing data quality during online focus groups can be safeguarded. There are several key steps, both before and during the focus groups, which can be taken to ensure the smooth running of such events. We share our reflections on this approach and provide a resource for other researchers moving to online-only data collection.

The incidents of hotel theft constitute a significant cause of concern for the hotel industry. Such incidents result in substantial financial implications, inventory management issues and complications in finding exact replacements. This study, therefore, investigates customer stealing practices in Indian hotel industry.

A structured email interview was conducted with twenty-five senior hotel managers. The data were analyzed by adopting a coding technique using inductive content analysis.

The results were discussed under seven headings-extent of such stealing incidents, financial consequences of such practices, strategies to prevent such instances and, finally, how to deal with customers when caught stealing.

This study highlighted themes related to the profile of customers involved in stealing practices, motives, consequences and strategies required to manage such customers. Future studies can focus on restaurants, airlines, airports and tourist attractions to identify strategies and best practices for preventing such practices.

The study's findings have tremendous potential for the hospitality industry. Dealing with customers’ stealing practices is a very sensitive issue. Furthermore, hotels bear lots of expenses if the policy for tackling the problem still needs to be implemented. Furthermore, if not handled professionally, a lack of effective guidelines can cause embarrassment for managers.

The study has the potential to raise awareness among the members of society to be more responsible toward hotel property.

This study extends to the limited literature on hotel guests' theft. The comprehensive analysis of the themes generated from an interview with the senior managers of the hotel industry provides a unique insight into the nature of the problem. The solutions offered in this study are an original contribution to the literature.

Grounded in the resource-based view of the firm, this study aims to examine the effects of goal orientation and the mindfulness of entrepreneurs on firm innovation capability and analyzes that capability’s subsequent impact on firm performance. The authors also analyze whether mindfulness interacts with goal orientation to intensify its effect on firm innovation capability.

Simple random sampling was used to obtain the sample of Thai firms listed in the Department of Business Development database (n = 304). The data analysis was done by using partial least square structural equation modeling.

Goal orientation and mindfulness are positively associated with firm innovation capability. The analysis also supports the interaction effect of goal orientation and mindfulness on firm innovation capability. Moreover, firm innovation capability is positively associated with firm performance.

Goal orientation and mindfulness should be considered two essential soft skills that entrepreneurs must develop to build up their firms’ innovation capability. Because entrepreneurs are the key drivers of economic growth and sustainable development, the government agencies responsible for the entrepreneurship development should consider goal orientation and mindfulness as parts of their entrepreneurship training program and development policy.

The finding about the interaction effect of goal orientation and mindfulness on firm innovation capability provides new evidence that was not documented in previous research. The authors clarify that these are entrepreneurial characteristics that could supplement each other to maximize the potential of entrepreneurs and strengthen the innovation capability of their firms.

Taking the Institute of Philology and Journalism at Ukraine's Taurida National University as a case study, this paper overviews and distils the crisis management measures utilised in transitioning to fully online education during the crises of the Covid-19 pandemic and full-scale Russian invasion and violence.

With the aim of spotlighting the experiences of the people most directly impacted by these two contemporary crises, this case study documents the lived experience of the authors—all of whom are/were teaching staff at the Institute—and Institute students’ responses to online surveys conducted between 2020 and 2022.

The Institute's case study demonstrates that contemporary crisis management via transitioning to fully online learning can be achieved if the following instrumental and methodological components are employed: (1) an initial assessment of the risks and opportunities for the educational community involved; (2) the right choice of online teaching and communications tools; (3) followed by flexibility and gradualism in onward planning (i.e. where technology and pedagogy are understood as interconnected) taking members’ feedback into account. However, the success of these components is contingent upon fulfilling psychological components, with care devoted to: upholding members’ psychological well-being; offering members ongoing technical support; and strengthening trust between members.

This case study offers transferable and adaptable findings for successful crisis management in education, from the Ukrainian context out to the wider world.

This study aims to examine the effects of the characteristics of apparel professionals on their attitude toward sustainability-related technology in the context of a developing country, Bangladesh.

A quantitative approach was used to investigate the apparel professionals’ perception of sustainability-related technology. A survey was conducted, and 204 valid responses were used in data analysis. The structural equation modeling technique was used to analyze the data.

The findings demonstrate that apparel professionals’ personal innovativeness positively impacts their knowledge of apparel technology. Knowledge of apparel technology and environmental issues in apparel manufacturing both significantly and positively impact their level of awareness of sustainability-related technology in apparel manufacturing. The findings also suggest that managers’ level of awareness of sustainability-related technology has a significant positive impact on their attitude toward sustainability-related technology.

Fishbein’s attitude theory was applied to examine how the various characteristics of apparel professionals (i.e. personal innovativeness in technology, knowledge of apparel technology, knowledge of environmental issues of apparel manufacturing) affect their awareness of and attitude toward sustainability-related technology. This study expands our understanding of the causal flow among cognitive variables of apparel professionals, including their innovativeness, knowledge, awareness and attitudes. The findings of the study can be helpful to the apparel industry to improve apparel professionals’ adoption of sustainable technology.

It is not possible for every fan of a sport to watch matches at stadiums because of the capacity and location constraints. Furthermore, although sport fans could not physically attend sporting events during the COVID-19 pandemic, corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand.

A total of 646 responses were collected from fans of Indian Premier League teams. Confirmatory factor analysis and covariance-based structural equation modelling analyses were conducted on the collected data.

Results showed that fans' involvement in televised sporting events had a positive influence on the events' reputation, which, in turn, had a significant impact on their corporate brand credibility and image. Furthermore, the corporate brand credibility and image had a positive impact on the fans' purchasing decisions.

This study provides valuable implications for marketing managers aiming to enhance their understanding of the impact of event sponsorship on corporate brands. In addition, the findings provide insight into how to support the development of effective sponsorship strategies in the future. The results suggest that sponsoring companies should consider maintaining the credibility and image of their brands to achieve the desired outcomes from sponsoring such sporting events.