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The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator.

Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted.

The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post.

Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement.

The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.

El propósito de este trabajo es comparar dos posts de marcas con diferente contenido creado por una celebridad (contenido emocional vs. contenido racional) en Instagram y sus efectos en la disposición de los usuarios a utilizar WOM y eWOM. El modelo de investigación también incluye la implicación del producto como moderador.

Sobre la base de los resultados de las etapas de prueba previa, el estudio incluyó dos estímulos, y a los encuestados se les presentaron dos publicaciones de marca diferentes (es decir, dos imágenes y textos manipulados en el marco de Instagram). Se realizó un experimento entre sujetos (n = 214) de comparación de dos grupos (post de marca emocional positivo frente a post de marca racional negativo).

Los resultados indican que el WOM y el eWOM se ven más afectados por el post emocional de la marca de un famoso que por el post racional de la marca de un famoso. Además, ambos tipos de boca a boca se ven más afectados por la alta implicación del producto potenciada por el post racional de la marca de un famoso que por la alta implicación del producto potenciada por el post emocional de la marca de un famoso.

se ofrecen implicaciones de gestión para el marketing en las redes sociales y el branding basado en los famosos de Instagram. Las implicaciones prácticas también se proporcionan en forma de evidencia de cómo los impactos de dos publicaciones de marca diferentes en el WOM positivo y el eWOM se ven afectados de manera diferente a través de la moderación de la implicación con el producto.

La investigación aporta implicaciones teóricas para la literatura de marketing sobre el patrocinio de los famosos. El estudio también prueba un efecto moderador en la relación entre el contenido de los posts de marca y el WOM y el eWOM.

本文旨在比较Instagram上两个由名人创作的不同内容的品牌帖子（感性内容Vs.理性内容）, 以及其对用户使用线下口碑（WOM）和电子口碑（eWOM）意愿的影响。该研究模型还包括产品涉入作为调节变量。

研究包括两个刺激物, 受访者被呈现两个不同的品牌帖子(即Instagram框架上的两个被操纵的图片和文字)。进行了两组比较(积极感性品牌帖子vs. 消极理性品牌帖子) 的主体间实验 (n = 214) 。

结果表明, 与名人的理性品牌帖子相比, WOM和eWOM受名人感性品牌帖子的影响更大。此外, 这两种类型的口碑通过名人的理性品牌帖子所增强的高产品涉入度比通过名人的感性品牌帖子所增强的高产品涉入度受到的影响更大。

提供了对社交媒体营销和Instagram名人品牌的管理意义。研究还提供了实际意义, 证明了两种不同的品牌帖子对积极的WOM和eWOM的影响是如何通过产品涉入度的调节而不同的。

该研究论证了名人代言的营销文献的理论意义。该研究还检验了品牌帖子内容与WOM和eWOM之间关系的调节效应。

The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports.

In doing this, the authors performed a structured review of 42 academic articles published between 1992 and 2020 that all focus on how fans respond and are affected by the commercialization of elite sports.

The structured review shows that the impacts of commercialization on fans relate to four different themes. These are (1) fan identity, (2) fan attitudes, (3) fan emotions and (4) fan behaviours. However, the analysis also shows that research within each category is largely scattered, and more research within each category is needed.

The paper highlights the complex and dynamic nature of commercialization. It presents a research agenda for future research and emphasizes a need to integrate the interests of several stakeholders when managing the impacts of elite sport commercialization.

This study aims to examine whether announcements of mandatory sustainability disclosure affect corporate sustainability performance (CSP).

The authors use a quasi-experiment provided by mandatory sustainability disclosure announcements that occurred in 21 countries from 2006–2016. A difference-in-differences method is adopted. The authors restrict the drawing of all candidate treatment and control firms to a pool of firms that did not disclose sustainability information one year before the announcements.

The authors find that the announcements of mandatory sustainability disclosure are positively related to CSP. The positive effect is more pronounced for firms in countries with higher anticipation effects and lower awareness effects. Specifically, the authors find that the effect of the announcements is more pronounced in a country where the rule of law is higher and stakeholders are less likely to initiate communication about sustainability with firms, and with fewer active participants in and signatories to the United Nations Global Compact initiative. The findings hold under different robustness analyses.

The study enriches the knowledge about the effect of the announcements of comprehensive mandatory sustainability disclosure by analysing the consequences of these announcements. In the contribution to this growing stream of research, the authors provide evidence on the consequences of the announcements based on a cross-country sample and importantly, focusses on the non-economic consequences.

This study aims to improve the rules and regulations system of high-speed rail emergency disposal.

Based on the analysis of the demands, rules and regulations of China concerning on-site high-speed rail emergency disposal, basic principles for revising the regulations on railway technical management (RRTM) are proposed and suggestions and evaluation methods according to the main clauses are put forward.

Basic principles for revising the RRTM are proposed, namely “to meet the actual needs of on-site high-speed railway emergency disposal, standardize the emergency disposal process, improve the efficiency of emergency disposal and keep the consistency between provisions of emergency disposal”. Existing provisions related to emergency disposal efficiency, scenarios, safety and service quality are made up for the deficiencies. To make up for the deficiencies of the existing provisions related to emergency disposal efficiency, improvement of emergency disposal scenarios and guarantee of emergency disposal safety and quality, this paper puts forward suggestions on revising 15 emergency disposal provisions of the RRTM with regard to earthquake monitoring and warning, in-station foreign body invasion warning, air conditioning failure of EMU trains and forced parking of trains in sections. A fuzzy comprehensive evaluation model based on the analytic hierarchy process (AHP) is constructed to evaluate the proposed revision scheme and suggestions, which has been highly recognized by experts.

This study implements the goal of high-quality railway development.

Highly committed, motivated and engaged employees assure organizational success and competitiveness. The study aims to examine the association between human resource development (HRD) practices and employee engagement with organizational commitment as a mediating variable.

Data were collected from 760 employees of 13 star-rated hotels comprising 5 (five-star) and 8 (four-star). The data supported the hypothesized relationships. Structural equation modeling was used to evaluate the proposed model and hypotheses. Construct validity and reliability were established through confirmatory factor analysis.

The results indicate that HRD practices and affective commitment are significantly associated. HRD practices and continuance commitment were shown to be non-significantly associated. HRD practices and normative commitment were shown to be non-significantly associated. Employee engagement and organizational commitment are significantly associated. The results further show that organizational commitment mediates the association between HRD practices and employee engagement.

The generalizability of the findings will be constrained due to the research's hotel industry focus and cross sectional data.

The study's findings will serve as valuable pointers for stakeholders and policymakers of the hotel industry in the adoption, design and implementation of proactive HRD interventions to keep highly engaged and committed employees for organizational competitiveness and sustainability.

By evidencing empirically that organizational commitment mediates the nexus between HRD practices and employee engagement, the study extends the literature.

A real-time production scheduling method for semiconductor back-end manufacturing process becomes increasingly important in industry 4.0. Semiconductor back-end manufacturing process is always accompanied by order splitting and merging; besides, in each stage of the process, there are always multiple machine groups that have different production capabilities and capacities. This paper studies a multi-agent based scheduling architecture for the radio frequency identification (RFID)-enabled semiconductor back-end shopfloor, which integrates not only manufacturing resources but also human factors.

The architecture includes a task management (TM) agent, a staff instruction (SI) agent, a task scheduling (TS) agent, an information management center (IMC), machine group (MG) agent and a production monitoring (PM) agent. Then, based on the architecture, the authors developed a scheduling method consisting of capability & capacity planning and machine configuration modules in the TS agent.

The authors used greedy policy to assign each order to the appropriate machine groups based on the real-time utilization ration of each MG in the capability & capacity (C&C) planning module, and used a partial swarm optimization (PSO) algorithm to schedule each splitting job to the identified machine based on the C&C planning results. At last, we conducted a case study to demonstrate the proposed multi-agent based real-time production scheduling models and methods.

This paper proposes a multi-agent based real-time scheduling framework for semiconductor back-end industry. A C&C planning and a machine configuration algorithm are developed, respectively. The paper provides a feasible solution for semiconductor back-end manufacturing process to realize real-time scheduling.

This study aims to explore US hotel guests’ privacy concerns with a twofold aim as follows: to investigate the privacy categories, themes and attributes most commonly discussed by guests in their reviews and to examine the influence of cultural proximity on privacy concerns.

This study combined automated text analytics with content analysis. The database consisted of 68,000 hotel reviews written by US guests lodged in different types of hotels in five European cities. Linguistic Inquiry Word Count, Leximancer and SPSS software were used for data analysis. Automated text analytics and a validated privacy dictionary were used to investigate the reviews by exploring the categories, themes and attributes of privacy concerns. Content analysis was used to analyze the narratives and select representative snippets.

The findings revealed various categories, themes and concepts related to privacy concerns. The two most commonly discussed categories were privacy restriction and outcome state. The main themes discussed in association with privacy were “room,” “hotel,” “breakfast” and several concepts within each of these themes were identified. Furthermore, US guests showed the lowest levels of privacy concerns when staying at American hotel chains as opposed to non-American chains or independent hotels, highlighting the role of cultural proximity in privacy concerns.

Hotel managers can benefit from the results by improving their understanding of hotel and service attributes mostly associated with privacy concerns. Specific suggestions are provided to hoteliers on how to increase guests’ privacy and on how to manage issues related to cultural distance with guests.

This study contributes to the hospitality literature by investigating a neglected issue: on-site hotel guests’ privacy concerns. Using an unobtrusive method of data collection and text analytics, this study offers valuable insights into the categories of privacy, the most recurrent themes in hotel guests’ reviews and the potential relationship between cultural proximity and privacy concerns.