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This study sought to determine the effect of class size on the evaluation of teaching effectiveness for on‐line courses using a standard student evaluation survey instrument. The data set consists of all MBA courses taught online during an academic year at a large, regional Midwestern university in the U.S. Several simple regression analyses are performed with class size as the independent variable. Dependent variables analysed were global course effectiveness and summated indices representing “building blocks” of online effectiveness. These include course content, instructor support, course structure, student‐to‐student interaction and instructor to‐student interaction. Results indicate no significant relationship between class size and global course effectiveness. In addition, class size showed some significance in predicting instructor support and course structure. Unexpectedly the direction of this association was positive suggesting that larger classes lead to higher levels of instructor support and greater perceived course structure. A comparison to traditional courses is also provided.

Explores the impact and relative importance of course content and the role of the instructor on measures of effectiveness for online courses. Uses items from a standard questionnaire to form measures of the quality of course content, the instructor’s role in facilitating the course and a number of global effectiveness measures. Suggests that the results vary depending on the global effectiveness measure being assessed, and identifies the questions which are of greatest importance.

Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers are not always welcome in all social media spaces. In this invited commentary, the authors aim to lay out the challenges that social media faces for enhancing consumer‐brand engagement. In doing so, they seek to turn social media challenges into future research directions.

The paper reviews prior literature on social media and brand engagement.

The majority of social media marketing initiatives take the form of communicating sales promotions to already engaged consumers.

Marketers need to find ways to use social media to create lasting brand engagement rather than to merely utilize this communication technology to enhance short‐term revenue.

This critical review provides marketing academics and practitioners avenues for future research and applied considerations. It is an adaptation and extension of Schultz's 2013 paper.

The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions.

The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels implemented by decoding the emotional intensions.

Results illustrate that the ability to create engaging interactions via digital channels with customers has a significant impact on growth, revenue and brand advocacy. Findings from this study provide a new empirical support for the proposition that emotions can be utilised to guide company digital strategy for building digital channel relationships with customers.

This is the first study to examine the relationship between digital channels, emotion and customer responses to digital engagements. The inclusion of an emerging theory model is outlined to explain the successful process of reformulating business strategy through a dynamic and creative process of intersecting emotion, strategy and digital channels.

This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use?

A content analysis of 100 international companies was conducted with multiple data sources to form a typology of digital “touchpoints”. The appropriateness of a digital channel typology for this study was for developing rigorous and useful concepts for clarifying and refining the meaning of digital channels.

This study identifies what digital channels companies globally currently employ and explores the related needs across industries. A total of 34 digital touchpoints and 4 typologies of digital channels were identified across 16 industries. This research helps to identify the relationship between digital channels and enabling the connections with industry.

The findings contribute to the growing research area of digital channels. The typology of digital channels is a useful starting point for developing a systematic, theory-based study for enabling the development of broader, comprehensive theories of digital channels.

Typologies and touchpoints are outlined in relation to industry, company objectives and customer needs to allow businesses to seize opportunities and optimise performance through individual touchpoints. A digital channel model as a key outcome of this research guides practitioners on what touchpoint to implement through an interrelated understanding of industry, company and customer needs.

This is the first paper to explore a range of industries in relation to their use of digital channels using a unique content analysis. Contributions include clarifying and refining digital channel meaning; identifying and refining the hierarchical relations among digital channels (typologies); and establishing typology and industry relationship model.

This study explores some central questions related to the connections between social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the mediating role of social media customer brand engagement (CBE) in the airline context.

The research model was examined empirically by targeting 360 consumers who follow Royal Jordanian Airlines on Facebook pages. Structural equation modeling (SEM) was used to analyze the data collected.

Using the Stimulus–Organism–Response (S–O–R) theory and customer engagement model as the theoretical foundations, this study confirms that SMMEs are a strong predictor and play a vital role in developing and building social media customer engagement and brand loyalty. This study also found that the cognitive aspect of CBE is a key driver in enhancing brand loyalty. Furthermore, cognitive social media CBE positively mediated the relationship between SMMEs and brand loyalty. Contrary to expectations, emotional CBE had no mediating effect on the relationship between SMMEs and brand loyalty.

This study contributes to CBE literature by adding SMMEs as antecedents. In addition, the findings of this study add the mediation effect of the cognitive component of customer engagement, through which SMMEs influence brand loyalty.

The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of the investigations was to assess whether online viewers preferred watching a fewer number of advertisements with longer durations or a greater number of advertisements with shorter durations.

Two studies used experimental research designs to assess viewers’ preferences regarding advertisements. These designs used two independent variables and one dependent variable. The first independent variable manipulated the type of choice options given to online viewers (e.g. one 60 s or two 30 s advertisements). The second independent variable manipulated when the choice was given to online viewers (i.e. at the beginning of the viewing experience or in the middle of the experience). The dependent variable measured viewers’ choices concerning their preferred advertisement option.

The results across both studies found that participants made choices that minimized total advertisement exposure time when possible. When minimizing total exposure time was not possible, participants made choices that minimized the number of exposures instead.

These investigations extend the literature on advertisement choice by examining online viewers’ preferences about the format of their advertising experience rather than the content of the persuasive messages themselves. In addition, these investigations provide value by investigating viewers’ responses to stimuli within realistic online simulations rather than abstract hypotheticals.

The purpose of this study is to define the communicational profile of unattached diplomats and explore the viability of state-centric concepts such as citizen diplomacy when discussing non-state actors emerging from civil society.

The paper uses a comparative, multiple case design focusing on descriptive case studies (Yin, 2018) that explore the diplomatic endeavours and social biographies of “citizens of the world” acting at a global or local level, not explicitly attached to or explicitly against an official, state agenda: Malala Yousafzai, Greta Thunberg and Bill Gates.

The unattached diplomats have organisational mobility but are attached to the cause they promote, a configuration that fundamentally opposes that of the traditional or organisational diplomat. Looking at individuals from a diplomatic perspective, not as instruments or as targets, but rather as agents with their own agenda, issues and diplomatic capital, the unattached diplomats define their lack of attachment through organisational mobility, adversarial positioning or personal financial autonomy with regard to state diplomatic institutions or for-profit/not-for-profit organisations.

A higher number and diversity of case studies can enable the identification of patterns and standards.

This study introduces and operationalises the concept of unattached diplomats. To the best of the author’s knowledge, this study is the first to discuss it in the context of another emerging concept, currently insufficiently researched: civil society diplomacy.