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1 – 6 of 6Renatha Pacific, Kissa Kulwa, Haikael D. Martin and Pammla Petrucka
This study aims at determining the risk of physical inactivity and sedentary behaviors on overweight and obesity among primary school children aged 10–13 years in Tanzania.
Abstract
Purpose
This study aims at determining the risk of physical inactivity and sedentary behaviors on overweight and obesity among primary school children aged 10–13 years in Tanzania.
Design/methodology/approach
A case-control study was conducted from January to March 2020 involving 69 overweight/obese children as cases and 138 normal weight children as controls. Cases were identified as having body mass index-for-age ≥ +1 standard deviation (SD) and controls as those having BMI-for-age range between −2 SD to <+1 SD. A validated questionnaire was used for data collection on daily physical activities and sedentary behavior types, frequency duration and activity score. An independent sample t-test was used to compare means of activity score between cases and controls. Binary logistic regression was used to predict risk factors for overweight/obesity.
Findings
Risk factors for overweight/obesity were listening to music and/or radio for >2 h/week (OR 2.7, 95% CI 1.2–6.1) and walking for exercise <2 h/week (OR 2.1, 95% confidence interval [CI] 1.1–4.1). On the other hand, rope skipping for >2 h/week (OR 0.14, 95% CI 0.03–0.7) was a protective factor against overweight/obesity. Controls had a significantly higher mean score of being active during lunch breaks compared to cases (p = 0.012). Cases had higher weight, height and percentage body fat than controls (p < 0.001). The home environment provided more avenues for physical activity than the school environment.
Originality/value
To the best of the authors’ knowledge, this is original research work and the first case-control study to predict physical activity and sedentary behaviors as risk factors for overweight and obesity in Tanzanian school children.
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José M. Ponzoa, Andrés Gómez and Ramón Arilla
This study aims to develop a proprietary indicator to measure the digital presence of the institutions: the digital presence index.
Abstract
Purpose
This study aims to develop a proprietary indicator to measure the digital presence of the institutions: the digital presence index.
Design/methodology/approach
This research delves into how nonprofit institutions, specifically business interest associations (BIAs), have developed their internet presence by applying essential digital marketing techniques. To this end, and using big data mining tools, this study analyzes the tracking by internet users of 102 BIAs, with their respective websites in 36 countries in Europe and the USA. In addition, the presence and activity of the institutions included in this study on social networks are considered.
Findings
This research serves as a basis for discussing the current gap between social reality and the digitalization of institutions. In this sense, conclusions are drawn on the importance of managerial profiles in decision-making on digitization and the necessary knowledge that, together with Web and social network managers, they must have to articulate the means and techniques that promote the internet presence of the organizations they manage.
Originality/value
Conclusions are drawn according to the geographical scope of the BIAs, and an argument is made about the difficulties of connection and loss of prominence of this type of institutions among their different target audiences, especially among the youngest and most digitized.
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The purpose of this research is to identify the most important attributes of metaverse influencers and examine their impact on customer engagement and social glue.
Abstract
Purpose
The purpose of this research is to identify the most important attributes of metaverse influencers and examine their impact on customer engagement and social glue.
Design/methodology/approach
Three studies (one qualitative and two quantitative) were conducted to understand the phenomenon better. The qualitative study (Study 1) was conducted to identify the antecedents of the theoretical model, which was tested in Study 2 using the covariance-based structural equation modelling (CB-SEM) technique. Study 3 then divided the respondents based on the metaverse influencer attribute preferences.
Findings
Results of Study 1 revealed the six most influential attributes of metaverse influencers: physical attractiveness, social attractiveness, perceived credibility, metaverse-influencer fit, intimacy and attitude homophily. Further, Study 2 validated that attractiveness and perceived credibility enhance engagement. Also, the results revealed that intimacy, perceived credibility and homophily enhance social glue. Moreover, parasocial relationships mediate the association between intimacy, attitude homophily, perceived credibility and (engagement and social glue). The conditional indirect effect of physical attractiveness, social attractiveness and metaverse–influencer fit on (engagement and social glue) via parasocial relationships at different high and low levels of self-discrepancy was significant. Finally, Study 3 used latent class analysis to reveal different clusters of metaverse users.
Originality/value
This research enriches our understanding of metaverse influencers, contributing to the influencer marketing literature. It offers actionable insights for marketers by elucidating key influencer attributes, aiding in enhancing engagement and social glue.
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Julhete Mignoni, Bruno Anicet Bittencourt, Silvio Bitencourt da Silva and Aurora Carneiro Zen
This paper investigates the roles and activities of the orchestrators of innovation networks constituted within cities. In this sense, the authors expected to contribute for…
Abstract
Purpose
This paper investigates the roles and activities of the orchestrators of innovation networks constituted within cities. In this sense, the authors expected to contribute for research related to the roles and activities of the orchestrators of innovation networks constituted in the scope of cities given the large number and diversity of complex and multiple dimensions social actors (Castells & Borja, 1996; Reypens, Lievens & Blazevic, 2019).
Design/methodology/approach
The authors conducted an exploratory research with a single case study in depth. The case chosen for the paper is the case of Pacto Alegre. The case selection criterion was the relevance of the Pacto Alegre Case in the construction of an innovation network in the city of Porto Alegre, Rio Grande do Sul, Brazil. The Pacto Alegre network was proposed by the Alliance for Innovation (composed of the three main Universities in the city: UFRGS, PUCRS and UNISINOS) and by the Municipality of Porto Alegre. In addition to these actors, the network counts on financial and development institutions as sponsors, with media partners, with design partners, with an advisory board (composed of five professionals considered references in different themes) and composed by more than 100 companies, associations and institutions from different areas (Pacto Alegre, 2019). Data were collected from 09/20/2020 to 11/30/2020 through in-depth interviews, documentary research and non-participant observation.
Findings
In this research, the authors highlighted the city as a community that involves and integrates various actors, such as citizens and companies, to collaborative innovation activities. For this, they proposed a framework on innovation networks and network orchestration. In this direction, seven dimensions of the “orchestration of innovation networks” were assumed as a result of the combination of previous studies by Dhanaraj and Parke (2006), Hurmelinna-Laukkanen et al. (2011) and da Silva and Bitencourt (2019). In the sequence, different roles of orchestrators associated with the literature were adopted based on the work by Pikkarainen et al. (2017) and Nielsen and Gausdal (2017).
Research limitations/implications
The authors’ results advance in relation to other fields by promoting the expansion of the “orchestration of innovation networks” model with the combination of distinct elements from the literature in a coherent whole (agenda setting, mobilization, network stabilization, creation and transfer of knowledge, innovation appropriability, coordination and co-creation) and in the validation of its applicability in the context of the innovation network studied. In addition, when relating different roles of orchestrators to the seven dimensions studied, it was realized that there is no linear and objective relationship between the dimensions and roles of the orchestrator, as in each dimension there may be more than one role being played in the orchestration.
Practical implications
Therefore, the findings suggest two theoretical contributions. First, the authors identified a role not discussed in the literature, here called the communicator. In the case analysis, the authors observed the communicator role through functions performed by a media partner of the innovation network and by a group of civil society engaged in the city's causes. Second, the authors indicated a new dimension of orchestration related to the management of communication in the innovation network and its externalities such as p. ex. civil and organized society, characteristic of an innovation network set up within a city.
Originality/value
Although several studies have proposed advances in the understanding of the orchestration of innovation networks (Dhanaraj & Parkhe, 2006; Ritala, Armila & Blomqvist, 2009; Nambisan & Sawhney, 2011; Hurmelinna-Laukkanen et al., 2011), the discussion on the topic is still a black box (Nilsen & Gausdal, 2017). More specifically, the authors identified a gap in the literature about the role and activities of actors in the city level. Few studies connected the regional dimension with the roles and activities of the orchestrators (Hurmelinna-Laukkanen et al., 2011; Pikkarainen et al., 2017), raising several challenges and opportunities to be considered by academics and managers.
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Amira Berriche, Christophe Benavent and Efthymios Constantinides
This paper aims to categorize users of voice assistants and analyze decision-making conflicts to predict intention to adopt voice commerce (v-commerce).
Abstract
Purpose
This paper aims to categorize users of voice assistants and analyze decision-making conflicts to predict intention to adopt voice commerce (v-commerce).
Design/methodology/approach
This exploratory study used expert survey-based data collection founded on data saturation.
Findings
This study identifies three forms of voice systems based on senses aroused (screen first, voice only and voice first) and four profiles of voice users (passive resistant, hedonistic adopter, utilitarian adopter and active resistant), each with a different appraisal of the benefits and costs of v-commerce adoption and the experiences (positive or negative) felt during the shopping experience. This study proposes a conceptual model to predict intention to adopt v-commerce depending on voice-system and -user characteristics.
Practical implications
Learning from this study can help improve the marketing strategies and actions put in place by voice-assistant brands and advertisers by providing insights for adapting product recommendation algorithms to meet the needs of the identified profiles.
Originality/value
This paper provides an answer to the limits of classical approaches based on “one-size-fits-all” strategy by showing how voice-assistant users have different profiles that span a gradient of advance in technology adoption.
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Rajeev Kumar, Preeti Aneja, Ranjana Jadaun, P. B. Narendra Kiran, Neha Saxena, Shubham Saxena, Priyank Kumar Singh and Arun Kant Painoli
The metaverse represents a rapidly evolving digital environment that blurs the lines between physical and virtual reality, and it offers unique opportunities and challenges for…
Abstract
Purpose
The metaverse represents a rapidly evolving digital environment that blurs the lines between physical and virtual reality, and it offers unique opportunities and challenges for businesses and marketers. The purpose of this study is to provide a comprehensive review of metaverse marketing research. The present study reviews the literature on metaverse to identify theories, contexts, gaps and methodologies using TCCM framework (Theories, Contexts, Characteristics and Methodology) to set a future research agenda.
Design/methodology/approach
A review was conducted of 179 English papers related to metaverse marketing from 2010 to 2023 from the Scopus and Web of Science core collection after applying relevant filters using the TCCM framework.
Findings
The findings suggest that the studies have inadequately distinguished metaverse as something that only builds interactive experiences that combine the virtual environment and the real world, whereas the theoretical domain of metaverse is dominated by studies in various domains. The applicability of metaverse marketing research is pertinent in various domains of the management field. The study explores various facets of metaverse marketing to capture its dynamic nature.
Research limitations/implications
By presenting a comprehensive review, themes and knowledge gaps of the research on metaverse marketing, this study will enhance research output and provide valuable tools for future research on metaverse.
Practical implications
By analyzing metaverse in marketing, the companies will be able to use this concept effectively to formulate innovative marketing strategies and personalized consumer experiences and understand consumer behavior. Furthermore, research into metaverse marketing will be helpful in offering predictions about future trends in consumer behavior, technology adoption and virtual world development.
Originality/value
This study provides a thorough analysis of the current state of research on metaverse in marketing and provides a road map for further research in this area.
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