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Describes young Singapore consumers: they are easily bored, have a wide choice of TV, music and video games, and have income from part‐time jobs as well as their parents and grandparents (the “seven pockets”), while education is an important part of growing up in Singapore. Relates all this to the need for advertisers to make memorable advertisements which entertain youngsters and induce them to talk about the product; these young consumers should not be exploited, and advertisers should think of them as affluent adult consumers in the long term. Points out that successful brands are often inclusive, for instance karaoke is popular because it is a collective fun activity, while tools like MSN Messenger make it very easy for youngsters to develop friendly contacts. Shows how the connected nature of today’s youth makes them able to check the Internet for salesmen’s claims about their products, and warns the music industry against attempting to stamp out downloads: instead, use young people’s curiosity and communicativeness to let them follow and recommend music that they have heard.

This paper seeks to provide the international reader with an insight into the mind of the young consumer from Singapore, one of the vibrant hubs of youth consumerism in Asia. This paper combines observations derived, informal interviews with peers as well as self experience of the writer who is both a young marketer and a young consumer who is involved in the youth volunteerism circles as well. During the course of writing the paper, insights such as the rise of the coffeehouse culture, being spaces, extended family syndromes were observed, as well as viewpoints on the insipid marketing by fast food giants in the country from a young consumer’s perspective was discussed. This insight will provide a sound platform for in depth qualitative and quantitative research in the future. The value of this paper is it’s varied perspectives and observations derived uniquely from the authors’ personal involvement in these fields of interest.

The purpose of this paper is to examine how contests can be used to generate interest in a particular brand.

The paper studies the psyche of young consumers and examines the role of social networks and how young consumers rely on this media for new and instant information. It looks at how social networks have emerged as platforms on which entire campaigns are developed, utilizing various online web services to engage participants, getting them to solve problems and puzzles in order to win prizes.

In summary, when creating a contest for young consumers, marketers should first be able to appreciate the influences that the internet and social media have on their campaign in terms of getting the word out and how conversations may take place during the life of the contest, and factoring them into the equation when creating a contest.

The paper posits that contests, especially those conducted through social media, are a good way to solicit feedback and have genuine conversations with fans.

The purpose of this paper is to provide marketing professionals and researchers with an overview and understanding of core components that make up the current social media environment from a young consumer's perspective to enable successful communication, outreach and engagement techniques to be developed.

The paper combines personal and peer experiences, observations of user interaction and behavior on social media with the application of existing frameworks and campaigns to derive a complete picture of the social media environment.

The paper will provide insights into how social value creation can help companies large or small in creating positive social media presence while providing insights into the six P's of social media (person, profile, perception, peer, post, and pull) and their significance.

This paper is based primarily on a user and observer perspective with the intention of providing a succinct structural overview to aid future research and exploration. Empirical research should be conducted to verify and challenge assumptions made.

The insights provided can be used to design better social media engagement campaigns and explore future directions of research into developing measurement metrics for interactions and relationships between users and brands.

The creation of social value will be encouraged and better policies and support can be developed to address abuses of social media.

This paper is an original attempt to contextualize the new socially connected environment that we live in and combines insights from within with existing business frameworks to develop a potentially groundbreaking foundation framework on which future research and development by skilled researchers and practitioners can be based.

The human tongue is a unique organ that can be stuck out of the body for physical examination, and tongue diagnosis is very important in traditional Chinese medicine. Automated tongue area detection is crucial and indispensable for computer‐aided tongue diagnosis, but it is difficult to implement because of the physiological properties of the tongue. For example, as a non‐rigid organ, the tongue has a high degree of variability in size, shape, color, and texture. The purpose of this study is to address this problem.

This paper presents a hybrid framework for tongue area detection based on active shape model and genetic algorithm with the prior knowledge of tongue shape deformation.

A set of 612 tongue images was collected from both healthy and sick subjects. Using these images, the proposed method was compared with state‐of‐the‐art methods. The proposed method achieved an improvement of about 10 percent, 36 percent, and 6 percent over the existing methods in terms of mean Hausdorff distance, mean closest point distance, and Williams Index, respectively. The results demonstrate the efficacy of our proposed method in terms of both robustness and accuracy.

The proposed method gives a new approach for computer‐aided tongue diagnosis in medicine.

The purpose of this paper is to examine the volatility spillover and lead-lag relationship between the Chicago Board Options Exchange volatility index (VIX) and the major agricultural future markets before and during the Coronavirus disease 2019 (COVID-19) outbreak.

The methods used were the vector autoregression-Baba, Engle, Kraft and Kroner-generalized autoregressive conditional heteroskedasticity method, the Wald test and wavelet transform method.

The findings indicate that prior to the COVID-19 outbreak, there was a two-way volatility spillover impact between the majority of the sample markets. In comparison, volatility transmission between the VIX index and the agricultural future market was significantly lower following the COVID-19 outbreak, the authors observed greater coherence at higher frequencies than at lower frequencies, implying that the interdependence between the two VIX indices and the agricultural future market was stronger over a longer time-frequency domain and the VIX’s signalling effect on various agricultural future prices after the COVID-19 outbreak was significantly lower.

The authors conducted the first comprehensive investigation of the VIX’s correlation with major agricultural futures, especially during COVID-19. The findings contribute to a better understanding of the risk transmission mechanism between the VIX and major agricultural commodities futures contracts. And our findings have significant implications for investors and portfolio managers, as well as for policymakers who are concerned about the price of agricultural futures.

This paper aims to analyse the role of government-led innovative knowledge management platforms in innovation knowledge management, social network effects and innovative resource clusters in the context of academician workstations in China. Specifically, this paper empirically studies the impact of academician workstations on corporate innovation capabilities and the mechanisms behind this impact.

This study uses the propensity matching score method and difference-in-differences method to test the relationship between academician workstations and corporate innovation capabilities. Baron and Kenny’s (1986) mediation method is used to test two potential mechanisms.

Academician workstations significantly improve corporate innovation capabilities because of their contribution to knowledge and innovation management. The facilitation effects are stronger in non-state-owned firms, high-tech firms and firms in industries with low levels of competition. Further, academician workstations enhance corporate innovation capabilities through their funding effect.

This paper encourages policymakers to create a better market environment and stable support policies to facilitate sustainable scientific and technological innovation.

To the best of authors’ knowledge, this study is among the first to empirically analyse the impacts of innovative knowledge management platforms on corporate innovation. It enriches the theoretical perspective of innovation platforms and provides an excellent research perspective for effectively analysing the impacts of innovation platforms. This study also contributes to the literature on the determinants of innovation.

Nowadays, online platforms which provide products or services try to implement their homegrown communities to facilitate users' social interactions. Reviewers' activities in these communities can reflect their interests. Based on the theory of homophily, the authors aim to explore the impacts of the reviewer preference similarity and opinion similarity on the rate of product diffusion.

First, the authors construct reviewer similarity network based on their common interests and propose typical network metrics to measure reviewer preference similarity. Second, the authors measure reviewer opinion similarity with natural language processing. Finally, based on a panel data from an online video platform in China, both the fixed-effect and random-effect panel data models are constructed.

The authors find that reviewer preference similarity has a positive effect on the product diffusion, whereas reviewer opinion similarity has a negative effect on the diffusion. Furthermore, temporal distance moderates the relationship between reviewer similarity and the product diffusion. As a double-edged sword, review preference similarity hinders product diffusion in the initial phase, whereas benefits it in the later phase. Reviewer opinion similarity is always detrimental to product diffusion, especially in the initial phase.

This paper extends the understanding of homophily from the micro peer level to the group level by constructing reviewers' similarity network and highlights the important role of reviewer preference similarity and opinion similarity in product diffusion. The results also provide important insights for managers to design and implement diversity strategies for better product adoption in the community context.