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The purpose of this paper is to study the variation of the mechanical strength and failure modes of solder balls with reducing diameters under conditions of multiple reflows.

The solder balls with diameters from 250 to 760 µm were mounted on the copper-clad laminate by 1-5 reflows. The strength of the solder balls was tested by the single ball shear test and pull test, respectively. The failure modes of tested samples were identified by combing morphologies of fracture surfaces and force-displacement curves. The stresses were revealed and the failure explanations were assisted by the finite element analysis for the shear test of single solder ball.

The average strength of a smaller solder ball (e.g. 250 µm in diameter) is higher than that of a larger one (e.g. 760 µm in diameter). The strength of smaller solder balls is more highly variable with multiple reflows than larger diameters balls, where the strength increased mostly with the number of reflows. According to load-displacement curves or fracture surface morphologies, the failure modes of solder ball in the shear and pull tests can be categorized into three kinds.

The strength of solder balls will not deteriorate when the diameter of solder ball is decreased with a reflow, but a smaller solder ball has a higher failure risk after multiple reflows. The failure modes for shear and pull tests can be identified quickly by the combination of force-displacement curves and the morphologies of fracture surfaces.

This study examines the direct and indirect effect mechanisms of how using smartphones for social media is associated with college students' civic engagement via levels of communication network heterogeneity and social capital. In addition, this study tests whether such indirect effects mechanisms are moderated by the need to belong.

The study analyzes data from an online survey (N = 580) conducted at a public university. The PROCESS macro is used to examine the mediation association between mobile social media use, communication network heterogeneity, social capital, and civic engagement and the moderated mediation conditional upon need to belong.

College students who often use smartphones for social media were more likely to communicate with people who have different socio-demographic characteristics and different opinions. There was also a positive mediation mechanism between smartphone use for social media, network heterogeneity, social capital and civic engagement, which means that college students who often use mobile social media are more likely to communicate with heterogeneous others and develop a sense of social capital, which in turn led to greater levels of civic engagement. Importantly, these indirect effects of smartphone use for social media on civic engagement were stronger for those with greater levels of need to belong.

The findings of the current study are significant given that little is known about how young adults' mobile social media use is associated with communication network heterogeneity and civic engagement in their everyday life. The research expands the research agenda by investigating the most popular interactive communication media platforms.

The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer‐based hotel brand equity.

The paper is based on the recommendations of previous studies, the scale constructed to measure consumer‐based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis.

The findings in this paper support the three‐dimensional model of customer‐based brand equity in hotel industry. Brand awareness dimension was not found significant in the tested model for hotels. The present study contributes to the understanding of customer‐based brand equity measurement by examining the dimensionality of this construct.

Further research in this paper should attempt to examine brand equity across many different hotel categories. This will give the opportunity to make comparisons between different hotels' products and this concept. Furthermore, intra relationship of customer based‐brand equity components on the hotel performance needs to be investigated.

The paper shows that hotel managers and executives should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and design their service delivery process by considering relations between customer based brand equity components.

The principal contribution of the paper is that it provides important insights into the development and measurement of customer based hotel brand equity scale and limited hotel brand equity literature.

This work aimed to show how farmers’ markets can act as communication infrastructure, and by doing so, facilitate civic engagement. We used communication infrastructure theory (CIT) as a guide.

We integrated findings from two surveys that took place in the US state of Wisconsin. In a survey of Wisconsin farmers’ market leaders, we considered what features farmers’ markets have that may help them act as communication infrastructure. Using data from a survey of Wisconsin residents, we ran a regression model to demonstrate the relationship between farmers’ market attendance and micro-level storytelling about local food.

We found that farmers’ markets can act as meso-level storytellers and provide a communication action context supportive of civic engagement. Through the farmers’ market leader survey, we found that over half of the markets noted existing partnerships with media outlets. Furthermore, farmers’ markets may connect residents to important organizations in the community. Many farmers’ markets had features to make them more physically and financially accessible, such as accepting food assistance benefits. With the Wisconsin resident survey, we found that farmers’ market attendance predicted storytelling about local food better than overall local food purchasing, further suggesting that markets can facilitate social interactions.

We document an important benefit that farmers’ markets can offer communities: they have the potential to act as communication infrastructure. As stronger communication infrastructure can facilitate civic engagement, this work provides a mechanism by which to connect civic agriculture activities and increased levels of civic engagement.

The purpose of this paper is to design an oil-air lubrication system with low temperature rise, vibration and noise simplifies the spindle configuration. The oil-air lubrication unit is a key component for high-speed grinding machine tools. The development of oil-air lubrication unit suitable for high/ultrahigh rotational speed is a daunting task owing to the lubrication challenges.

This paper emphasizes three main issues: the analysis of oil-air two-phase flow for tradition oil-air lubrication unit with the simulation method; the design of new oil-air lubrication unit for the high/ultrahigh-speed grinding machine tools and the comparative experiment research of tradition and new oil-air lubrication unit. The optimum structure parameters that create the optimum flow pattern and operating conditions resulting in low temperature increase, vibration and noise of oil-air lubricated spindle can be achieved by the simulation method and experiments.

The simulation and experimental results show that new oil-air lubrication unit lubricating a high speed electric spindle has a better performance with a small temperature increase and vibration, which means that our proposed method is an effective design method for oil-air lubrication system.

A design method suitable for high-speed oil-air lubrication unit is proposed. New oil-air lubrication unit is expected to apply for high/ultrahigh rotational speed grinding machine tools.

A visual sweetness scale with an arrow pointing to a specific sweetness level is now required on all labels of AOC Alsace. The sweetness scale makes it easier for consumers to understand what is in the bottle. What is less clear, however, is whether such labeling is always effective. To fill this gap, the current research paper aims to examine the positive and negative effects (double-edged effects) of a visual sweetness scale and identify the boundary condition.

Two studies were conducted using a 2 (cue type: scale vs text) by 2 (consumer type: novices vs experienced wine consumers) between-subjects, quasi-experimental design.

The double-edged effects are only significant among wine novices. Specifically, though wine novices are more likely to purchase wine with a sweetness scale (vs text) due to perceived diagnosticity (Study 1), they are unwilling to pay more due to low perceived quality (Study 2).

The study findings provide practical implications for wine producers, marketers and restaurants regarding when and how to use the sweetness scale on wine labels and wine service.

To the best of the authors’ knowledge, this research is the first to reveal the impact of visualizing wine style on wine labels. More importantly, while most previous research demonstrates the positive effects of using visual cues, this research sheds light on its drawbacks and examines the underlying mechanisms.

In an effort to build a useful conceptual framework that enhances understanding and permits practical application of ethics, this paper aims to understand the relationship and impact of Islamic marketing ethics on brand credibility. Nowadays, recognizing the ethical dilemmas associated with business is an important aspect of marketing strategy (Murphy et al. 2012). As known, the pharmaceutical industry has access to a deep pool of resources with the potential to maintain an esteemed reputation for offering innovative products that improve the public’s health and well-being (Kim and Ball, 2013). However, recent years have yielded several high-profile safety issues associated with particular medications along with a growing perception that pharmaceutical companies are unethical and drive up healthcare costs by prioritizing profits over consumer needs (USA Today/KFF/Harvard SPH, 2008). Therefore, the reputation of the pharmaceutical industry has been damaged with only 11 per cent of individuals considering pharmaceutical companies to be trustworthy (Harris Interactive Poll, 2010). Thus, the pharmaceutical industry in Yemen is the target of this paper and the relationship between its brands’ credibility and Islamic marketing ethics has been highlighted.

In a study of 106 respondents, exploratory and confirmatory factor analysis were conducted to understand the relationship, between brand credibility and Islamic marketing ethics. Correlation and regression analyses were performed to evaluate the hypothesized relationships between the variables.

Significant and positive relationships were confirmed between brand credibility and Islamic marketing ethics, namely, Annasihah, Al-Istiqamah, Al-E’etedal, Al-Ihsan, As-Sidq, Attaqwa and Al-Amanah. The eighth Islamic marketing ethic, Attasamoh, has been rejected.

The paper evaluates brand credibility in relation to Islamic marketing ethics in the pharmaceutical industry in Yemen. Islamic marketing ethics have been confirmed as a new variable that correlates with brand credibility and helps in boosting the level of credibility.

The last ten years have shown a significant upward trend of engagement in public management reflecting a significant increase in interest in the topic. The purpose of this paper is to investigate the benefits and factors affecting the construct of civic engagement that thus far are missing in the current literature through the analysis of studies published in the main journals of management.

Through a systematic literature review, the current research tries to advance the progress in the understanding of the civic engagement construct analyzing a sample of 96 papers published in the main journals on the subject areas of “communication,” “marketing” and “public sector management.”

The literature was codified and characterized as follows: level of analysis, variables that affect civic engagement; benefits of civic engagement; and theoretic and methodological approach. This research explores the construct through an analysis of the literature found in the main scientific journals to intercept its various profiles and facets alongside the mechanisms that precede and follow its manifestation.

Public organizations can no longer do without engaging citizens in decision-making processes. Public managers can use these findings to establish a connection with their citizens and influence their publics through commitment and managerial actions that guarantee direct democracy.

This is the first research that aims to study the phenomenon in the public sphere from a multidisciplinary perspective that is as yet incomplete. An integrated vision can highlight current and future developments and eventual opportunities for further research.

Consensus is emerging that companies should be socially responsible although the nature and degree of responsibility continues to be the source of debate. This continued debate allows the buck to be passed. The paper aims to propose a shift in view from corporate social responsibility to corporate social performance (CSP) as a means to assess CSR policies and practices. A harmful product category was chosen to illustrate how corporate social performance using a consumer's point‐of‐view can be assessed.

Literature concerned with alcohol knowledge was used to design a survey to consider whether consumers were adequately informed about alcohol. A convenience sample was used to survey Australian adults. A total of 217 surveys were analysed.

Australian alcohol marketers are currently considered socially responsible promoting an “enjoy responsibly message” amongst many other policies and programs. A shift in view from corporate social responsibility to corporate social performance (CSP) would change the outcome. Consumers are not fully aware of safe consumption levels of alcohol and these data are consistent with US and UK studies. A shift in view would suggest that companies need to revise their policies and practices.

This study was based on a small convenience sample that varied slightly from the Australian population. Future studies, on a larger scale, are required to ensure representativeness, while replication in other countries is encouraged.

To meet their social obligations, marketers must ensure consumers are armed with sufficient knowledge to make informed decisions. Consumers need to be able to distinguish between safe and risky alcohol consumption levels and they need to know the number of standard drinks/units in alcoholic beverages.

The paper shows that there is considerable room for improvement from key players in the Australian

Focusing on the sociological clarification based on structural pluralism, this study explores the degree to which social media users who comment on the news posts of local newspapers use uncivil remarks and words that reflect their moral foundations.

This computer-assisted data collection produces three types of datasets that include numerous social media comments. To explore the association between moral foundations and incivility, both quadratic association procedure (QAP) and multiple regression QAP (MRQAP) are implemented.

The findings suggest that social media users who comment on the news posts of urban-located newspapers tend to use more uncivil words compared to social media users who comment on the news posts of suburban and rural-based newspapers. Individuals who comment on the news posts of urban-based newspapers tend to show a wider range of moral foundation spectrums than those who comment on the posts of rural and suburban newspapers. Lastly, there are significant associations between moral-vice components and incivility in response to urban- and suburban-located newspapers' social media posts.

The employed bag-of-words may not completely capture incivility given that social media users can use nuanced and metaphoric terms instead of explicitly uncivil terms. Even though this study systematically selected local newspapers' social media accounts, the contextual factors of other newspapers in politically slanted communities could be different.

The findings of this study provide meaningful and practical implications for journalists and news reporters. The inherent rudeness and aggressiveness of social media users can drive them to use uncivil and moral-harm words against a particular person or group.

Under the circumstance that fake news and politically slanted news content are widely distributed in the United States, social media users may easily express negative emotions toward news stories or the journalists who post the stories.

Structural pluralism particularly specializes in explaining why and how the contextual factors of news stories differ depending on community complexity. Building on the reasoning of structural pluralism in the social media context, this study investigates the degree to which social media users who comment on the news posts of local newspapers employ uncivil remarks and moral foundation words.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2020-0522.