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This study aims to empirically examine the factors that affect mobile loyalty (m-loyalty) and its influence on customer reuse intention towards mobile instant messaging services. This study identified measurement items to assess the business users and individual users reuse intention towards mobile instant messaging services and test the relationship in the conceptual model. This study bridges a literature gap focusing on m-loyalty and its impact on customer reuse intention, which has not received attention previously.

To evaluate the influence of the factors, this study identified and extracted the items from past literature to develop the survey instrument. This study surveyed 600 respondents including business users and individual users from the Delhi-National Capital Region of India and applied the structural equation modelling to test the conceptual model.

The results revealed that satisfaction and m-loyalty have a direct effect on the business users and individual users’ reuse intention of mobile instant messaging services. This study found that satisfaction, usability, perceived value, commitment, trust and m-loyalty influence on business users reuse intention. This study indicate that enjoyment has an insignificant relationship on m-loyalty for business users followed by usability and enjoyment has an insignificant relationship on m-loyalty for individual users. Further, female gender does not moderate the relationship between satisfaction and business users reuse intention. The cognitive absorption and the unified theory of acceptance and use of technology (UTAUT) theories supported evaluating the association between the factors in the context of business and individual users reuse intention of mobile instant messaging service.

The empirical findings imply that all the factors except enjoyment have directly influenced the business users reuse intention of mobile instant messaging. The significant influence of usability factor on the business users reuse intention towards mobile instant messaging is the major variation between the validated models of business and individual samples. The results of influencing factors of m-loyalty and its impact on customer reuse intention are associated with cognitive absorption and the UTAUT theories.

Focus on these factors can be beneficial for the business users, managers, mobile instant messaging service providers and application developers to increase customer loyalty and reuse intention for the mobile instant messaging services. This research will facilitate mobile instant messaging service providers to keep their services market relevant and focus on user satisfaction in building applications for loyalty.

This research identified measurement items from earlier literature to identify, analyze and verify the relevance of these factors in m-loyalty and customer reuse intention of mobile instant messaging services and fill the gap in customer reuse intention of mobile instant messaging services literature.

This study aims to test how waste disposal behaviors can be changed such as higher recycling diversion and lower contamination rates using signage and messaging techniques at public outdoor waste receptacles on a university campus.

The experiment took place at five public outdoor receptacle stations, each with a landfill and recycling receptacle, which were located in highly trafficked areas on the University of Florida campus. The study consisted of three phases, each lasting for three weeks. During phase one, no signage and messaging were introduced; during phase two, negative and concrete messaging was placed on signs that stood above the two receptacles; and during phase three, positive and abstract messaging was placed above the receptacles. Waste audits were conducted by separating and weighing the waste.

With signage and messaging implementation, the recycling diversion rates increased and contamination in the recycling receptacles decreased. However, there was not a consistent decrease in contamination in the landfill receptacles. The study also showed that the negative and concrete messaging was more effective at both increasing diversion rates and decreasing contamination rates at the recycling receptacles.

Waste managers on university campuses need to address the purpose and type of messaging being used at waste receptacles to maximize behavior and/or education outcomes.

To the best of the authors’ knowledge, this study represents the first time waste disposal behaviors have been analyzed and experimented on at public outdoor receptacles on a university campus.

This study aims to examine the role of hope and hate in political leaders’ messages in influencing liberals versus conservatives’ social-distancing behavior during the COVID-19 pandemic. Given the increasing political partisanship across the world today, using the appropriate message framing has important implications for social and public policy.

The authors use two Natural Language Processing (NLP) methods – a pretrained package (HateSonar) and a classifier built to implement our supervised neural network-based model architecture using RoBERTa – to analyze 61,466 tweets by each US state’s governor and two senators with the goal of examining the association between message factors invoking hate and hope and increased or decreased social distancing from March to May 2020. The authors examine individuals’ social-distancing behaviors (the amount of nonessential driving undertaken) using data from 3,047 US counties between March 13 and May 31, 2020, as reported by Google COVID-19 Community Mobility Reports and the New York Times repository of COVID-19 data.

The results show that for conservative state leaders, the use of hate increases nonessential driving of state residents. However, when these leaders use hope in their speech, nonessential driving of state residents decreases. For liberal state leaders, the use of hate displays a directionally different result as compared to their conservative counterparts.

Amid the emergence of new analytic techniques and novel data sources, the findings demonstrate that the use of global positioning systems data and social media analysis can provide valuable and precise insights into individual behavior. They also contribute to the literature on political ideology and emotion by demonstrating the use of specific emotion appeals in targeting specific consumer segments based on their political ideology.

The findings have significant implications for policymakers and public health officials regarding the importance of considering partisanship when developing and implementing public health policies. As partisanship continues to increase, applying the appropriate emotion appeal in messages will become increasingly crucial. The findings can help marketers and policymakers develop more effective social marketing campaigns by tailoring specific appeals given the political identity of the consumer.

Using Neural NLP methods, this study identifies the specific factors linking social media messaging from political leaders and increased compliance with health directives in a partisan population.

The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.

This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.

Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.

To the best of the authors’ knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.

The study aims to examine the effectiveness of socially available measures such as concessive messaging, deradicalizing messaging, punishment, and reward in deradicalization, which remains theoretically debatable and empirically unclear and concern social policymakers.

This study surveyed 4,385 Chinese youths in Hong Kong, a special administrative region of China, to clarify the effectiveness.

Results show that receiving concessive messages about radicalism raised radicalism in 2020. Meanwhile, receiving deradicalization messages and rewards reduced radicalism. Receiving punishments for radicalism reduced radicalism when radicalism in 2019 had been high.

These results support social learning theory and imply its usefulness for deradicalization. That is, deradicalization can rely on messaging countering as opposed to conceding to radicalism and reinforcement for deradicalization and against radicalism.

The rise of the digital era has greatly transformed communication, enabling it to transcend time and geographic boundaries. Generation Z grew up in this era and was exposed to a wide range of communication options, including in-app messaging, video calls, and social media platforms. Increased connectivity made possible by technological advancements has resulted in changes in communication etiquette and opened up more room for miscommunication. Despite heavily engaging in digital communication like text or in-app messaging, this generation still prefers to communicate face-to-face.

This paper aims to explore a national anti-hate messaging project, #USvsHate, and its call to students to create public messages refusing “hate, bias, and injustice.” Participants indicated that #USvsHate’s invitation to publicly express students’ ideas about equal human value functioned as a next step in furthering youth voice and critical consciousness toward societal inclusion and justice.

Using grounded theory, analysis drew from teacher interviews (n = 45), student focus groups (n = 30), anonymous participant questionnaires and student-created messages and backstories (n = 250) gathered between 2017 and 2020.

Participants indicated #USvsHate’s call to amplify student voice offered a next step to act upon awareness of social issues by denouncing hate while promoting inclusivity. Four invitations related to the project’s “anti-hate message” call emerged as important to participants: the invitation to comment personally on improving society; the creative invitation to share perspectives in any media form; the invitation to speak to a promised public audience; and the invitation to join a collective “us” improving society.

Youth voice and critical consciousness scholarship show the importance of supporting K12 youth to develop abilities to speak about injustice while pursuing an inclusive democracy. Still, less research highlights youth who might enter a classroom with some level of such awareness. This research extends existing scholarship by examining a potential next step to inviting critical consciousness and youth voice in any classroom. It also explores the potential pitfalls of this open-ended approach.

Communication about sustainability in fashion is complex. While fashion businesses have increasingly sought to manage their sustainability practices, their understanding of how to communicate about sustainability persuasively remains limited. The authors argue that a key problem with a firm’s efforts in communicating about sustainability is that it is a psychologically distant issue for both businesses and stakeholders. This paper aims to apply construal level theory to explore managers’ construal level in shaping communication about sustainability.

The paper used a two-phase qualitative methodology. Phase one involved undertaking interviews with ten managers in fashion firms to address communications about sustainability in the UK. In phase two, 16 consumers interpreted and reflected on the persuasiveness of communications about sustainability encompassing both concrete and abstract forms of messaging.

The authors identify the factors driving different approaches to communication (concrete and abstract) depending on the construal levels of managers, managers’ perceptions of the construal level of target stakeholders and the perceived authenticity of the sustainability claim. The paper highlights the conditions under which the (mis)match with the brands’ sustainable practices works in crafting communication. The authors also highlight three main communication strategies in responding to the complexity of sustainability in fashion ecosystems: amplification, quiet activist and populist coupling.

As an in-depth qualitative study, the authors seek to expose an under-researched phenomenon, yet generalisations both within the fashion industry and beyond are limited by this focus.

Fashion managers need to be flexible and evaluate how their communications about sustainability affect stakeholders’ evaluations of their brands. As sustainability in fashion brands grows, concrete and specific sustainability messaging may be necessary to improve sustainable behaviours.

The prevailing literature encourages symbiosis between sustainability practices and communications; such relationships are rare, and studies outside the consumer perspective are also rare. To the best of the authors’ knowledge, this exploratory study is the first to understand how managers’ construal level influences decisions around communications about sustainability in fashion and how these messages are perceived by consumers.

This study develops and validates a theoretical model of real-time mobile connectivity, examining how employees' perceptions of their relationship with supervisors influence their emotional experiences. Through quasi-experiments, the authors investigate the behavioral patterns and emotional responses associated with real-time mobile connectivity in organizations, with a focus on messaging apps that indicate message read status. Specifically, they explore how supervisors' attentiveness or inattentiveness in mobile connectivity impacts emotional ambivalence (anxiety and pride) among subordinates. Additionally, they examine the downstream effects of this emotional ambivalence on employees' workplace thriving and job performance across various dimensions.

To address the paradox of real-time mobile connectivity, a quasi-experimental design involving 320 team members from 46 teams was implemented. Multi-level structural equation modeling was employed to analyze within-person variance and evaluate the proposed hypotheses.

The findings indicate that employees who do not receive timely indications from their supervisors are more likely to experience elevated levels of anxiety, while those who receive prompt indications experience a sense of pride. Moreover, the indirect effects of the real-time mobile connectivity paradox on employee performance, mediated by anxiety (negatively) and pride (positively), are fully explained through workplace thriving.

This study provides insights into the emotional ambivalence experienced in the workplace due to real-time mobile connectivity, highlighting its implications for organizational competitiveness. Integrating resource conservation theory and cognitive appraisal theory of emotion, the study explores the mediating role of workplace thriving and the impact on employee performance through pride and anxiety. Generalizability requires considering organizational settings and cultural contexts while acknowledging limitations such as a focus on messaging apps and specific samples. Future research should explore these dynamics in diverse contexts and identify additional factors influencing the relationship between real-time mobile connectivity and employee outcomes.

This study provides valuable insights for managers regarding the significance of message indications, as their attentiveness can elicit emotional reactions from employees that subsequently impact workplace thriving and job performance.

This study pioneers the exploration of the paradox of real-time mobile connectivity in the workplace, uncovering the discrete emotions experienced by employees. Furthermore, it elucidates the subsequent opposing effects on workplace thriving and job performance, contributing to the existing literature and knowledge in this area.

This study aims to investigate how phishers apply persuasion principles and construct deceptive URLs in mobile instant messaging (MIM) phishing.

In total, 67 examples of real-world MIM phishing attacks were collected from various online sources. Each example was coded using established guidelines from the literature to identify the persuasion principles, and the URL construction techniques employed.

The principles of social proof, liking and authority were the most widely used in MIM phishing, followed by scarcity and reciprocity. Most phishing examples use three persuasion principles, often a combination of authority, liking and social proof. In contrast to email phishing but similar to vishing, the social proof principle was the most commonly used in MIM phishing. Phishers implement the social proof principle in different ways, most commonly by claiming that other users have already acted (e.g. crafting messages that indicate the sender has already benefited from the scam). In contrast to email, retail and fintech companies are the most commonly targeted in MIM phishing. Furthermore, phishers created deceptive URLs using multiple URL obfuscation techniques, often using spoofed domains, to make the URL complex by adding random characters and using homoglyphs.

The insights from this study provide a theoretical foundation for future research on the psychological aspects of phishing in MIM apps. The study provides recommendations that software developers should consider when developing automated anti-phishing solutions for MIM apps and proposes a set of MIM phishing awareness training tips.