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This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

A theoretical model of luxury brands’ advertising was generated from the findings.

Taking China as a research context, the purpose of this paper is to delineate how social and business tensions manifest in Chinese nascent social enterprises and to disentangle the strategies that they adopt to manage the business-social dual goals to achieve organizational viability.

A qualitative multiple-case study is used to collect and analyze data. Empirical data are drawn from in-depth semi-structured interviews with Chinese social entrepreneurs, ethnographic observation of social enterprises as well as secondary sources.

Depending on personal motivations and resource availability, social entrepreneurs’ perceptions toward pursuit of dual goals range from integration to differentiation in the short term, despite consensus on the concurrent development in the long term. The leverage of resources, image management, continuous innovation and need-based services are viable approaches that Chinese social enterprises adopt to manage the dual goals in order to create both social and economic value.

This paper reveals understanding of the concrete tensions experienced among Chinese nascent social enterprises in pursuing business and social goals and how they manage to integrate the synergistic aspects of social and business goals to achieve survival and growth. Based primarily on qualitative case study method, the research findings are context specific and may not be ideal for generalization.

The authors reveal strategies by which synergistic benefits between dual goals may be achieved. Innovation (e.g. in resource utilization, in service format and content) and differentiation (e.g. in organization positioning) would be beneficial in enhancing the competitiveness of social enterprises. To enhance organizations’ credibility, quality of products and service should be monitored and organizational transparency needs to be enhanced.

It is suggested that the government specifies legal forms and legitimates interests of social enterprises, formulates preferential policies to stimulate the development of social enterprises, and develops a set of qualification authentication system to regulate this emerging sector.

The study examines the manifestation of business and social tensions and presents dual-goal management strategies from a non-western perspective. As an original contribution to the field of social entrepreneurship, the study responds to calls for in-depth analysis of conflicting objectives and tension management in social enterprises.

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying overnight at green hotels by integrating environmental education (EE) from the Theory of Planned Behavior (TPB) perspective. Data of 350 usable questionnaires for this research were collected from a quasi-random selection of people at the checkout counter of three of the 19 winners of the 2008 green hotel competition in Taiwan. This result indicates that a green hotel that provides green service can be supported by supporting EE. The findings and applications of this study are useful for both academia and practitioners.

The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter.

The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data.

Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun.

The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous research, and second, the dominate research orientation of the previous research has been quantitative, with a positivistic paradigm. The current study is designed to fill the above two research gaps by exploring young consumers’ interpretation of Twitter and marketing information on this particular social media platform from the perspective of consumers.

The purpose of this paper is to propose a multi‐attribute decision‐making method based on the concept of extended dominance relation and variable precision rough sets.

First, the definitions of extended dominance relation and variable precision rough sets are introduced in detail. Second, two types of extended dominance rules are obtained from the pairwise comparison table. Third, a scoring function is defined and sorted to score all the objects. Finally, a case about the emergency decision making after an earthquake is discussed to demonstrate the feasibility and efficiency of the method.

It is found that the new method can deal with decision‐making problems with incomplete information. Numerical examples show that the method has good application prospects in public emergency decision making, including an earthquake emergency.

The method shown in the paper can be used for solving decision‐making problems with incomplete information.

The paper develops a novel multi‐attribute decision analysis method dealing with incomplete information based on rough sets theory.

A special event requiring little capital for development is regarded as a unique type of attractions. Art festival is a popular form among all special events, famous example including Edinburgh Festival in England. However, the literature on the measurement of successful factors of art festivals is limited. This study uses Chiayi International Band Festival for a case study to evaluate performance factors of art festivals. The performance attributes are developed based on Kotler's Three Levels of Product framework. Importance–Performance Analysis (IPA) is used to evaluate the performance attributes perceived by the visitors. Further, a SWOT analysis is deployed to provide managerial strategies and implications.

In order to meet the requests of exploring environmental-friendly and multifunctional lubricant additives, some novel dimercaptothiadiazole derivatives containing hydroxyl are prepared and used as antiwear (AW) and extreme-pressure (EP) additives in biodegradable lithium grease. The paper aims to discuss these issues.

The tribological performances of the grease samples containing these derivatives are evaluated by using a four-ball tester. X-ray absorption near edge structure (XANES) spectroscopy is used to analyze the chemistry of tribofilms under AW/EP regime, and thermal films are also considered for comparison.

The tribological tests show that these derivatives are all effective in reducing wear, especially at lower additive concentrations, but they are basically failed in reducing friction. They are also helpful in improving the EP characteristic of the base grease. The thermal films generated by these derivatives are composed of adsorbed organic sulfide and ferrous sulfate, though for short-chain derivatives, organic sulfide is the only component at 5.0 wt.%. Ferrous sulfide is the main component of the tribofilms formed by these derivatives at various additive concentrations. But for short-chain derivatives, these tribofilms consist of ferrous sulfide and ferrous disulfide at 5.0 wt.%, and the appearance of disulfide suggests that the interfacial temperature between the upper ball and three lower balls under these conditions is considerably low. The EP films generated by short-chain derivatives are all composed of organic sulfide and ferrous sulfide, while for long-chain derivatives, ferrous sulfide is the main component.

These low-toxic and oil-soluble dimercaptothiadiazole derivatives are effective in improving the tribological characteristic of the biodegradable lithium grease, and these heterocyclic derivatives may be good substitutes for some harmful traditional additives.

The purpose of the study is to explore how college‐aged consumers perceive and interpret product placement in the context of social games.

The theoretical perspective guiding the study is phenomenology, and the essay assignment and in‐depth interviews were used to collect data.

The themes emerged from the current data regarding the participants' interpretations of product placement in social games are: freedom of choice; subtleness and unobtrusiveness; and connection to real world consumption.

No study to date has been designed to explore the product placement in social network sites (SNSs), especially in the context of social gaming. The study fills the research gap by exploring college‐aged consumers' interpretation of product placement in the context of social games.

Through practical tests, it has been found that steel balls based on different standards could affect tribological performances of the same lubricant, but unfortunately, past researches in the field have been quite inadequate. The aim of this paper, therefore, is conscientiously to study the problem.

The anti‐wear properties of four kinds of lubricants were evaluated by four‐ball tester using two kinds of steel balls based on different standards. The reason for different anti‐wear properties of the same lubricant was also discussed using hardness tester and scanning electron microscope with an energy dispersive spectrometer (SEM/EDS).

It was found that steel balls based on different standards could affect the tribological results for the same lubricant. The reason could lie in the surface chemical composition, surface roughness and hardness of steel balls which originated from the subtle difference of different standards.

The paper shows that, as far as evaluating anti‐wear properties is concerned, steel ball based on AISI Standard Steel No. E‐52100 is a better choice than that based on Chinese standard GB 308.

The chapter examined the consumer meanings of product placements embedded in social games in different cultural contexts.

The theoretical perspective guiding the study is phenomenology, and the essay assignment and in-depth interviews were used to collect data.

The chapter was based on two qualitative research projects. Findings revealed that consumers in both countries appreciated certain characteristics of product placement in the context of social game, such as subtleness (naturalness) and unobtrusiveness (users’ freedom of choice and proactive choice); consumers’ real-world consumption in both countries seems to be more or less influenced by the product placement in social games; and while the young American consumers didn’t construct specific meanings for Facebook, the Chinese white-collar consumers actively created meanings for the Chinese social-network site.

The chapter offered some thick descriptions and in-depth analyses of product placements in social games in different cultural contexts from consumers’ experiential perspectives to enrich our theoretical understanding of product placement in the new media environment as well as to add valuable insights to the research literature on new advertising formats in general.

No study to date has been conducted to explore the product placement in social games in different cultural contexts. The study fills the research gap by exploring US college-aged consumers’ and Chinese white-collar consumers’ interpretations of product placements in the context of social games.