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Leveraging social action theory, social network theory and the notion of network externality, the purpose of this paper is to model two different return on investment (ROI) measures: the networked ROI which captures the network effect originating from a social media investment, and the discrete ROI which focuses social media discrete returns from individual users.

A field experiment was set up over a period of three months to test the effects of two variants of an advertisement campaign (a social vs a discrete ad) on the modeled networked and discrete ROIs.

The authors find that emphasizing discrete user actions leads to lower network gains, but higher monetary returns while the social action emphasis produces higher network gains, but lower monetary returns. The study further suggests that social action focus is preferable for brand promotion and engagement, whereas the discrete action focus is suitable for boosting sales and website traffic.

Several potential implications for social media researchers and marketers are also discussed.

The authors for the first time showed that that the social media returns are derived not only from individual actions taken by the user (e.g. likes and shares) but also from users’ social interdependencies and the additional exposure that results from network effects.

Seit Gründung des EUROPÄISCHEN TOURISMUS INSTITUTS GmbH (ETI) an der Universität Trier stellt der Kulturtourismus einen der Forschungs‐ und Beratungsschwerpunkte innerhalb der Institutsarbeit dar. Im Jahr 1992 führte das ETI mit Unterstützung der EG‐Kommission das Forschungsprojekt “Kulturtourismus in Europa/Demonstrationsvorhaben im Bi!dungs‐/Kulturtourismus” durch, dessen Ergebnisse auf dem Internationalen Symposium “Kulturtourismus in Europa: Wachstum ohne Grenzen?” im Juni 1992 in Trier vorgestellt und im weiteren dokumentiert wurden (vgl. Becker/ Steinecke 1993; Steinecke 1993a, 1993b).

This paper examines the effects of virtual advertising in a sports broadcast setting. We analyse the conspicuousness of virtual advertising and match the results with explanatory variables like brand awareness, duration of exposure and frequency of exposure. Furthermore, we measure the role of attitudes towards advertising in general and its impact on attitudes towards virtual advertising of the respondents. Our results indicate that most respondents recognise virtual advertising as such. Advertising effectiveness is driven to a large degree by the frequency of exposure. A positive attitude towards advertising in general leads to a positive attitude towards virtual advertising of the participants.

Universities are expected to operate with high efficiency, with ever-growing expectations from a rising number of stakeholders in society. From a theoretical perspective economic science does provide frameworks and methods in order to tackle this, with the cornerstone of defining efficiency as a simple relation of a quantity of inputs toward a quantity of outputs. For the practice of university management and policy this does not answer the crucial questions of which inputs and which outputs to measure, and how to ensure the quality aspect of such management approaches. Higher education research can contribute to answering these questions. This chapter outlines a sector-specific framework for efficiency analysis and management, including suggestions regarding how to implement efficiency-improving measures in university settings.

This paper aims to outline the global research landscape of sustainability curricula implementation processes in higher education. The focus is twofold and investigates where research that aims at integrating sustainability into the curriculum is happening and how the research area of curriculum change for sustainability is developing.

A systematic review of peer-reviewed case studies published in English in selected journals and edited volumes between 1990 and 2017 was carried out. Data (n = 270 publications) were analyzed via descriptive statistics and bibliometric analysis.

The study demonstrates that research on sustainability curricula implementation processes in higher education has produced a growing output in a broad range of journals. Nevertheless, the cross-country distribution is imbalanced, with most cases coming from the USA, Europe and Asia, but with the relatively highest density in Oceania. A citation network analysis revealed that the “Western world” is quite well interlinked, whereas other countries are not, indicating that sharing information between and learning from other cases is limited.

The exclusion of non-English publications likely skewed the global distribution of the research landscape included in this study.

These findings demonstrate the need for more research and funding for case studies in countries that have not yet been adequately examined.

This study offers the first systematic reflection on the current global research landscape in sustainability curricula implementation and can guide further research endeavors.

Céleste M. Brotheridge is a professor of organizational behaviour with the Départment d'organisation et ressources humaines in the École des sciences de la gestion at the Université du Québec à Montréal. She completed her PhD in organizational behavior and research methods at the University of Manitoba. Dr. Brotheridge publishes and conducts research primarily in the areas of burnout, emotions, and bullying in the workplace. She is the chair of the Organizational Behaviour Division of the Administrative Sciences Association of Canada and a member of the editorial boards of the International Journal of Stress Management and the Journal of Managerial Psychology.