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Drawing from social comparison theory, this study investigates the factors influencing benign or malicious envy toward influencers and the effects of envy on social media users' choice of endorsed or rival brands.

A sample of 453 social media users was obtained to examine the research model.

Homophily and symbolism positively affect both benign and malicious envy. Credibility affects benign envy positively but malicious envy negatively. Deservingness affects malicious envy negatively but exerts no effect on benign envy. Benign envy has a greater influence on choosing brands endorsed by influencers than it does on choosing rival brands; these effects are more substantial under conditions of high perceived control. By contrast, malicious envy significantly affects the choice of purchasing rival brands; however, this effect is not influenced by perceived control.

This study unveils a key aspect of the endorser–follower relationship by analyzing the effect of envy toward social media influencers on followers' intention to purchase endorsed or rival brands. This study identifies the differential effects of two types of envy on brand choice.

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).

This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.

This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.

This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.

The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.

This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

Subcooled flow boiling phenomenon is characterized by coolant phase change in the vicinity of the heated wall. Although coolant phase change from liquid to vapour phase significantly enhances the heat transfer coefficient due to latent heat of vaporization, eventually the formed vapor bubbles may coalesce and deteriorate the heat transfer from the heated wall to the liquid phase. Due to the poor heat transfer characteristics of the vapour phase, the heat transfer rate drastically reduces when it reaches a specific value of wall heat flux. Such a threshold value is identified as critical heat flux (CHF), and the phenomenon is known as departure from nucleate boiling (DNB). An accurate prediction of CHF and its location is critical to the safe operation of nuclear reactors. Therefore, the present study aims at the prediction of DNB type CHF in a hexagonal sub-assembly.

Computational fluid dynamics (CFD) simulations are performed to predict DNB in a hexagonal sub-assembly. The methodology uses an Eulerian–Eulerian multiphase flow (EEMF) model in conjunction with multiple size group (MuSiG) model. The breakup and coalescence of vapour bubbles are accounted using a population balance approach.

Bubble departure diameter parameters in EEMF framework are recalibrated to simulate the near atmospheric pressure conditions. The predictions from the modified correlation for bubble departure diameter are found to be in good agreement against the experimental data. The simulations are further extended to investigate the influence of blockage (b) on DNB type CHF at low operating pressure conditions. Larger size vapour bubbles are observed to move away from the corner sub-channel region due to the presence of blockage. Corner sub-channels were found to be more prone to experience DNB type CHF compared to the interior and edge sub-channels.

An accurate prediction of CHF and its location is critical to the safe operation of nuclear reactors. Moreover, a wide spectrum of heat transfer equipment of engineering interest will be benefited by an accurate prediction of wall characteristics using breakup and coalescence-based models as described in the present study.

Simulations are performed to predict DNB type CHF. The EEMF and wall heat flux partition model framework coupled with the MuSiG model is novel, and a detailed variation of the coolant velocity, temperature and vapour volume fraction in a hexagonal sub-assembly was obtained. The present CFD model framework was observed to predict the onset of vapour volume fraction and DNB type CHF. Simulations are further extended to predict CHF in a hexagonal sub-assembly under the influence of blockage. For all the values of blockage, the vapour volume fraction is found to be higher in the corner region, and thus the corner sub-channel experiences CHF. Although DNB type CHF is observed in corner sub-channel, it is noticed that the presence of blockage in the interior sub-channel promotes the coolant mixing and results in higher values of CHF in the corner sub-channel.