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Japan is home to a relatively conservative and group-oriented culture in which social expectations can exert powerful pressure to conform to traditional patterns of behaviour. This includes gender norms, which have long been based around the common stereotypes of men as breadwinners and women as housewives. Social liberalisation and economic change in the late 20th century saw these patterns change as more women entered the workforce and, despite Japan's dismal standing in global equality rankings, began to make inroads into some positions of political and corporate leadership. Yet, the way in which women are treated by men is shaped not only by female gender norms but also by the social factors that determine male patterns of behaviour. This chapter considers how Japan's male gender norms, particularly the focus on man as economic labourers rather than active members of the family unit, have damaged many men's ability to connect, on an emotional level, with the women in their lives. It looks at the issue of misogyny; what is known as the Lolita Complex; the growing trend of herbivore men; and the concept of Ikumen, men who are active within the family. While some of these patterns of behaviour can be harmful – for women on the individual level, and for Japan as a whole, on the social level – there are some trends which suggest that gender norms in Japan can be directed in a manner which will allow for much healthier emotional relationships to develop between the genders in a manner that will help build a society that is more cognisant of and attentive to the needs of women.

The purpose of this paper is the better understanding of the increasing relation between big data 2.0 and neuromarketing, particularly to influence election outcomes, along with a special aim to discuss some raised doubts about Trump’s presidential campaign 2016 and its ability to hijack American political consumers’ minds, and to direct their votes.

This paper combines deductive/inductive methodology to define the term of political neuromarketing 2.0 through a brief literature review of related concepts of big data 2.0, virtual identity and neuromarketing. It then applies a single qualitative case study by presenting the history and causes of online voter microtargeting in the USA, and analyzing the political neuromarketing 2.0 mechanisms adopted by Trump’s political campaign team in the 2016 presidential election.

Based on Trump’s political marketing mechanisms analysis, the paper believes that big data 2.0 and neuromarketing techniques played an unusual role in reading political consumers’ minds and helping the controversial candidate to meet one of the most unexpected victories in the presidential elections. Nevertheless, this paper argues that the ethics of using political neuromarketing 2.0 to sell candidates and its negative impacts on the quality of democracy are and will continue to be a subject of ongoing debates.

The marriage of big data 2.0 and political neuromarketing is a new interdisciplinary field of inquiry. This paper provides a useful introduction and further explanations for why and how Trump’s campaign defied initial loss predictions and attained victory during this election.

In transnational families worldwide, different family members have varying degrees of mobility, as well as different physical and emotional experiences with relatives and places throughout their lives. For this reason, in recent decades, increasing attention has been placed upon the experiences of migrants' descendants growing up across borders.

Based on data from a multi-sited ethnography and a survey, this chapter explores the experiences of children growing up in Chinese transnational families split between Zhejiang province and their parents' immigration countries, located mainly in Europe. First, it introduces the migration context and methods, presenting the profiles and basic information of the 77 Chinese migrants' descendants who participated in a ‘Roots-seeking Journey’ summer camp held in their family area of origin in China, in 2018. Second, it explores their heterogeneous early childhood paths and conditions, paying particular attention to mobility, care strategies, intergenerational relations and transnational ties. Finally, this chapter introduces the concept of fluid childhoods, and reflects on the key role of care-related mobility and communication technologies in shaping their early life paths and experiences as well as further transnational engagement.

This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.

The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances.

Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s strategy and values. Perceived authenticity is key.

Future studies should aim at broader generalizability and should address various industries.

Differentiating a brand through a sociopolitical stance requires a strategic approach. Brand managers need to identify which issues they should support, how to engage with them and the risks and opportunities involved.

While the impact of brands adopting a sociopolitical stance has been discussed in the mainstream media, there has been a lack of empirical evidence to support the arguments. The results of the four studies discussed in the paper provide insights and demonstrate the brand-related opportunities and risks of taking a sociopolitical stance.

The purpose of this paper is to discuss findings from an Arts and Humanities Research Council (AHRC)-funded research project into the heritage culture of British folk tales. The project investigated how such archival source material might be made relevant to contemporary audience via processes of artistic remediation. The research considered artists as “cultural intermediaries”, i.e. as actors occupying the conceptual space between production and consumption in an artistic process.

Interview data is drawn from a range of 1‐2‐1 and group interviews with the artists. These interviews took place throughout the duration of the project.

When artists are engaged in a process of remediation which has a distinct arts marketing/audience development focus, they begin to intermediate between themselves and the audience/consumer. Artist perceptions of their role as “professionals of qualification” is determined by the subjective disposition required by the market context in operation at the time (in the case of this project, as commissioned artists working to a brief). Artists’ ability (and indeed willingness) to engage in this process is to a great extent proscribed by their “sense-of-self-as-artist” and an engagement with Romantic ideas of artistic autonomy.

A consideration of the relationship between cultural intermediation and both cultural policy and arts marketing. The artist-as-intermediary role, undertaking creative processes to mediate how goods are perceived by others, enables value-adding processes to be undertaken at the point of remediation, rather than at the stage of intermediation.

This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about COVID-19 from multi-lingual tweets.

The study is based on some 35 million original COVID-19-related tweets. The study methodology illustrates the use of supervised machine learning and artificial neural network techniques to conduct extensive information extraction.

The authors identified more than two million tweets from six countries and categorized them into PESTEL (i.e. Political, Economic, Social, Technological, Environmental and Legal) dimensions. The extracted consumer sentiments and associated emotions show substantial differences across countries. Our analyses highlight opportunities and challenges inherent in using multi-lingual online sentiment analysis in international marketing. Based on these insights, several future research directions are proposed.

First, the authors contribute to methodology development in international marketing by providing a “use-case” for computer-aided text mining in a multi-lingual context. Second, the authors add to the knowledge on differences in COVID-19-related consumer sentiments in different countries. Third, the authors provide avenues for future research on the analysis of unstructured multi-media posts.

Reintegration programs have emerged as part of the regimes of care for survivors of human trafficking. However, empirical analysis of the reintegration outcomes for survivors remains limited in the African context. Hence, this paper aims to examine the challenges and opportunities of reintegration assistance programs for survivors of human trafficking in Nigeria.

Drawing on qualitative methods of data collection and analysis, this study conducted semi-structured interviews with repatriated women who have accessed reintegration assistance in Nigeria, and data was analyzed using thematic analysis.

The findings suggest that while the reintegration programs might address the procedural aspect of reintegration, the achievement of substantive reintegration remains incomplete. This is because of the structural conditions of the context within which reintegration is supposed to occur.

There is a need to take seriously the distinction between the reintegration of survivors into a new community or a former community in the design of a regime of care for survivors of human trafficking in Africa. Crucially, the focus on procedural reintegration should not also divert attention away from the structural conditions and reforms needed to ensure survivors achieve substantive reintegration.

This paper contributes to the limited literature on life after trafficking and demonstrates the strengths and limitations of reintegration programs as a regime of care for survivors of human trafficking. In addition, this study empirically grounded the theoretical distinction between different aspects of the process of reintegration.