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The purpose of this paper is to explore the two effects (flow effect and resonance effect) during a group complaint based on the emotional contagion theory.

This study uses an experimental research design in which participants’ negative emotions dynamically change driven by group emotional interactions when they are experiencing a group complaint.

Flow effect and resonance effect can occur during the process of group emotional contagion. Specifically, when group customers’ negative emotional similarity is low in a group complaint, group emotional contagion leads to flow effect (i.e. negative emotions flow from customers with higher levels of negative emotions to those with lower levels of negative emotions). By contrast, when group customers’ negative emotional similarity is high in a group complaint, group emotional contagion leads to resonance effect (i.e. group customers’ negative emotions increase significantly).

Most of the previous research studies the process of emotional contagion from one with higher levels of emotional displays to the other with lower levels of emotional displays, which is named as the “flow effect” of emotional contagion. However, when two individuals with the same levels of negative emotional displays interact with each other, the flow effect of emotional contagion is very likely not to occur. It is interesting to find that both individuals’ negative emotions increase significantly during the process of emotional contagion. The authors propose the “resonance effect” of emotional contagion to explain this phenomenon.

Value co-creation is a new initiative for enterprises to form a competitive advantage, and user engagement is the basis for achieving value co-creation; nevertheless, few studies have discussed the influence mechanisms of user engagement on value co-creation behavior. In this study, the authors aim to reveal the influence mechanisms of online fitness user engagement on value co-creation behavior by considering emotional resonance and immersive experience as mediating variables.

The authors proposed and empirically tested a research model based on a survey involving 461 Chinese respondents through partial least squares structural equation modeling (PLS-SEM).

The results of this study confirm that consumer engagement, contributing engagement and social engagement are important drives of value co-creation behavior among online fitness users. Furthermore, emotional resonance and immersive experience have been revealed as important mediating mechanisms to explain why user engagement drives value co-creation behavior.

The results of this study suggest that practitioners need to focus on the social engagement and consumer engagement of users in online fitness communities and to provide the appropriate environment and conditions for online fitness user to achieve mutual value co-creation.

This study makes two main contributions. It examines user engagement in an online fitness community context and helps to understand its applicability in other contexts. It explains the influence mechanisms of online fitness user engagement on value co-creation behavior and enriches the studies related to the drivers of value co-creation behavior.

Oppositional organizational identities are fraught with conflict and often evoke powerful social and cultural identities. Such identities may be a divisive force among consumers. The purpose of this paper is to understand how consumers construct frames that facilitate identification with oppositional organizational identities.

The authors use online reviews from TripAdvisor.com and Yelp.com of the Creation Museum in Kentucky, USA. The Creation Museum is an ideal research context due to its location within American public discourse regarding religion and science. Through a grounded theory approach of the reviews, the authors propose three identity frames.

The data suggest that consumers primarily construct three frames to identify with the Creation Museum: transformational experiences, interpretive bricolage and oppositional scripts. Together, these frames engender resonance and facilitate consumer identification.

This paper is one of the first to examine how oppositional organizational identities garner consumer support. Given that consumers are increasingly attentive to organizational processes and the ubiquity of information technology, which reduces the costs of information and interaction, the study provides a much more holistic perspective on oppositional organizational identity and offers a multitude of future avenues for further research.

This study aims at exploring the mobilization of the Umbrella Movement and examining how the interplay of emotion and meaning contribute to a mass occupation via the mass media and social media. It proposes a model of emotional mobilization and explains how and why the perception of eviction is capable of triggering the subsequent collective political action through moral shock on bystanders.

The paper is an exploratory study and adopts the method of semi-structured interview. It interviewed 31 participants of the Umbrella Movement in Hong Kong. The data were complemented by discourse analysis of video clips and participation observation of conflict scenes between protestors and police.

This study provides insights on how a potential participant can be motivated to participate in a social movement, after perceiving violent behaviors of police on other people. It suggests that moral outrage can be generated when people realizes a dramatic difference between expected behaviors and perceived behaviors of police officers through watching live broadcast or video clips. It also suggests that the shared social identity between protestors, police and perceivers provides the ground for the perceivers to feel angry and believe they are obliged to response to the situation.

Because of the method and approach, the study may lack generalizability. However, researchers can test the proposed propositions by applying the model to other unexpected mobilization of social movement in history, or expand the model by studying the mobilizing power of direct and indirect perception of eviction, and the examine responses of the same physical conflict from people with different social identities.

This study explains how the mobilization of a social movement is possible despite the failure of mobilization by activists. It also complements the idea of moral shock by grounding such process on interaction order.

Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.

The study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.

The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.

Examining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.

This study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.

Alasdair MacIntyre’s path-breaking book After Virtue launched him into a place of prominence in social and moral philosophy. Two central, and still relevant, themes are identifiable in the corpus of MacIntyre’s work. First, advanced modernity is in a perilous state because of the philosophical creation of the emotivist self. Second, virtue must be reclaimed if the crisis in moral philosophy is to be addressed and an institutional world worthy of what we are as human beings is to be built. MacIntyre’s heroic effort in this regard is a new presentation of a Thomistic Aristotelianism but he was not naïve about the chances of his project’s success. Emotivism has made it extremely difficult for a virtue perspective to even gain a hearing. MacIntyre proposed a way forward different from abstract theorising. He felt that at this point we could, and had to, learn how to act from accounts of exemplary lives. This chapter presents the wisdom of legendary basketball coach John Wooden as a contribution to aid in the recovery of virtue. The central claim being made is that it is long overdue that John Wooden should take his rightful place in the virtue tradition in ethics. This work gives John Wooden’s conception of leadership that flows from his understanding of virtue the attention it deserves. The examination of John Wooden’s life undertaken bridges virtue theory and leadership. Several other key elements of MacIntyre’s thought set the structure of the inquiry. The chapter begins with a biographical sketch of Wooden’s life because of the stress that MacIntyre places on tradition and narrative unity. The basis of Wooden’s reflection on virtue, the tradition informing his practical reasoning, is a selected canon of Western civilisation, its great literature and the Bible. The Midwestern values of hard work, honesty, faith, and caring for one’s family are also significant. MacIntyre places great emphasis on the need to understand the story of a life and, in particular, the need to understand how development was aided or hindered in childhood and what kind of apprenticeship into a practice was available. The singular influence John Wooden’s father had on his life is documented. The role that John Wooden’s teachers, coaches and mentors played in initiating him into the practice of coaching is reviewed. The experiential base for Wooden’s derivation of his emotionally healthy definition of success and his well thought out conception of the virtues is thus put in place. MacIntyre summarises the teleological structure of human life and the role of virtue in human flourishing by contrasting man-as-he-happens-to-be with man-as-he-should-be-if-he-realised-his-essential-nature. John Wooden’s Pyramid of Success identifies the combination of personal qualities and values, virtues, that fulfil MacIntyre’s second term, that are intrinsic to reaching one’s potential as a person. The 15 qualities Wooden gives – industriousness, enthusiasm, friendship, loyalty, cooperation, self-control, alertness, initiative, intentness, condition, skill, team spirit, poise, confidence, competitive greatness – are defined and illustrated. The rationale for the qualities and for their placement into a coherent whole is discussed. Basic elements of John Wooden’s leadership genius are then brought out. Leaders need to get the culture right, build cohesive teams, and be guided by a moral topline.

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

This study aims to understand customers’ watching experience with travel vlogs and its impacts on one of the most prominent manifestations of customer engagement behaviors (CEBs) – word-of-mouth (WOM) – and their travel intention. Drawing upon the theory of resonance, this study incorporated both cognitive and emotional aspects of travel vlog watching experience.

Online survey data were collected from 352 participants who have watched travel vlogs over the past 12 months. Partial least squares structural equation modeling (PLS-SEM) was performed for hypotheses testing.

The study results reveal positive impacts of source credibility, inspiration, escapism and self-congruence on WOM, which further leads to travel intention. While source credibility is the strongest predictor of WOM, more factors representing the emotional resonance turn out to be the driving factors of WOM.

This study pinpoints the value of investigating audiences’ vlogs watching experience from a CEB perspective within the tourism setting. Future research is encouraged to explore more types of CEBs in the intersection of social media consumption and travel behaviors.

Travel vloggers need to convey their intrinsic passion and enthusiasm to create an emotional connection with the audiences. Hospitality and tourism marketers are recommended to promote products and services by incentivizing audiences to engage with the travel vlogs.

No prior research integrated vlogs watching experiences, engagement behavior and future travel intention in a tourism setting. This study fills this gap and contributes to the literature on customer engagement, media consumption and marketing.

Integrated advertising, promotion and marketing communications.

The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for.

The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage.

The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand.

Teaching notes are available. Please consult your librarian for access.

This study aims to unlock a ritual chain mechanism that promotes socio-mental (or socio-psychological) resilience. This study draws on interaction ritual chains theory and the concept of transformative service to answer the question of how people could be inspired toward an elevated level of group solidarity, emotional energy, morality and, thus, socio-mental resilience.

This study took a qualitative approach resting upon online reviews and observations from an augmented food festival about hot pot delicacies dedicated to medical workers fighting hard amid the early coronavirus outbreak.

The results of this study point to four primary ritual outcomes (e.g. emotional energy, group solidarity, symbols of relationships and standards of morality) along with a two-tier micro–macro socio-mental resilience sustainability paradigm.

Empirical findings from this study could help operators to justify their transformative initiatives as means for customers to replenish their depleted physical and mental resources.

This inquiry presents new nuances to interaction ritual chains. This study also extends the transformative role of hospitality services to accentuate a linkage among individuals, communities and the society.