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This study aims to investigate antecedents and outcomes of customers’ narrative engagement on hotels’ social networking sites (SNSs). Four different types of brand story were explored as antecedents for brand story.

A cross-sectional, self-administered, online survey was conducted with customers who have stayed at a hotel and have used hotel SNSs within the past 12 months.

Results identified authenticity and humor brand story influenced customers’ narrative engagement, which further influenced their brand attitudes and behavioral intentions. However, reversal and conciseness types of a hotel’s brand story did not lead to customers’ narrative engagement.

The role of SNSs in the hotel industry is evolving; however, the use of a hotel’s brand story has not been closely examined to date. This study investigated the importance of a hotel’s brand story that influenced customers’ narrative engagement on SNSs.

The prevalence of SNSs has changed hotel management practices. Hotels are suggested to pay attention to create persuasive brand stories that encourage customers’ visits to the hotel.

This study is an original attempt to propose a conceptual framework, explaining the relationships among different types of hotel brand stories, customers’ narrative engagements, their attitudes and their behavioral intentions in the SNSs context.

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and consumer fantasy proneness. This study is meaningful because it provides a more in-depth understanding of the use of fashion film as a means of consumer-oriented persuasion communication.

This research uses a 2(fashion film type: narrative vs non-narrative) × 2(consumer fantasy proneness: high vs low) mixed factorial design to test the hypotheses. ANOVA and the PROCESS macro mounted on SPSS was used to test hypotheses.

The group with high consumer fantasy proneness showed more changes in brand attitude when exposed to non-narrative than narrative fashion films, but the group with low consumer fantasy proneness showed no significant difference in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups with low consumer fantasy proneness.

Fashion brands should identify their respective target group when producing fashion films and choose differentiated narrative forms. In the case of pursuing a fantastic aesthetic value, the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.

This study has value in that it demonstrates the rationale for why a fashion brand needs to select a differentiated content structure according to the aesthetic value pursued when making a fashion film in branding work.

Scholarly studies on student engagement are mostly focused on the perceptions of students and academic staff of higher education institutions (HEIs) with a few studies concentrating on the perspectives of professional staff. To address this knowledge gap, this paper aims to examine how professional staff who are members of a professional community perceive their contributions to enhancing student engagement in a university.

Data for the current study were gathered using semi-structured face-to-face interviews among 41 professional staff who were purposively sampled from a public university in South Africa. The data gathered were analysed using thematic analysis that involved a process of identifying, analysing, organising, describing and reporting the themes that emerged from the data set.

An analysis of the narrative data revealed that when professional staff provide students with prompt feedback, support the development of their social and cultural capital and provide professional services in the area of teaching and learning, they foster student engagement in the university. However, the results showed that poor communication flow and delays in addressing students’ concerns could lead to student disengagement. The study further argues that through continuous interaction and shared norms and values among members of a professional community, a service culture can be developed to address possible professional knowledge and skills gaps that constrain quality service delivery.

The current paper contributes to the scholarly discourse on student engagement and professional community by showing that a service culture of engagement is developed among professional staff when they share ideas, collaborate and build competencies to enhance student engagement. Furthermore, the collaboration between professional staff and academics is important to addressing the academic issues that confront students in the university.

This study uses a critically acclaimed digital game as an instructional tool to explore the role of emotional design elements on psychological flow and perceived learning.

The authors employ transportation theory to generate a set of antecedents of psychological flow and the theory of flow to connect the gaming experience to positive learning outcomes. The authors investigate the subjective learning experience of players with the use of a psychometric survey, and the authors employ structural equation modelling (SEM) to unearth the direct as well as the indirect effects amongst narrative, aesthetics, flow and learning outcomes.

The findings of this study demonstrate that narrative and aesthetics in serious games positively influence the perceived learning by facilitating a state of psychological flow.

This study contributes to better understanding and theorizing the role of narrative and aesthetics on learning outcomes in the context of serious games.

The findings of this study bear valuable implications for the design of serious games as they highlight the importance of elements often disregarded as not directly related to the learning process and are typically absent from the design of serious games.

Prior studies have identified aesthetics and narratives as design elements that contribute to the perceived enjoyment of a game; this study empirically investigates the role of narratives and aesthetics in enhancing perceived learning through psychological flow.

This paper aims to critically focus on the UK's People & Planet's “green league table” in order to explore to what extent such league tables contribute to the transitional and transdisciplinary challenge of ecological sustainability for universities.

By taking a narrative and metaphorical perspective, the paper endeavours to understand how the green league table impacts on university greening, particularly around the apparent disengagement of academic and non‐academic actors in their bio‐cultural connection.

The paper conceptualizes the ecological sustainability challenge for universities by arguing that current sustainability managerial agendas and narratives, promoted by league tables are underpinned by what is conceptualized as the primacy of the “greenwashing glass cage” organisational metaphor. This highlights the self‐serving nature of sustainability approaches by managerial technocrats, consisting of carbon officers, sustainability managers predominantly based in estates departments. Drawing on the immediacy and “common‐sense”, doomsday imperative and legitimacy of the climate change agenda rather than embracing the wider inherent social, environmental and economic stakeholder conflicts and systemic bio‐cultural engagement challenges of sustainability, this top‐down, punitive, self‐satisfied approach around carbon targets and performance measures self‐perpetuates the myth that sustainable universities contribute effectively to the wider ecological challenge.

This paper not only offers a critique and warning against the blind adherence to league tables within university but also proposes a new grounded bio‐cultural and defamiliarizing narrative for universities. This narrative represents a more inclusive, non‐instrumental, contextual, experiential approach to ecological sustainability.

There has been growing interest in narrative ethics over the last three decades. However, narratology, or the study of narratives, has a much longer history dating back to Plato and Aristotle.³ Structural linguistics, and its formal study of grammar and structure of language, was a major contributor to the development of the classification and interpretation of narratives.⁴ This structuralist period was followed by an increased interest in the relationships between narratives and social and historical dynamics and ideologies. Key social theorists, such as Derrida, Bakhtin and Ricoeur, have urged us to consider the relationship of the text to the way we understand ourselves and the worlds we inhabit. In summary, the study of narratives long preceded its association with ethics, and it was only recently that the interest in narratives has been adopted by the health-care disciplines, notably medicine and nursing.

Successful social marketing campaign to promote COVID-19 vaccination for the unvaccinated relies on increasing positive reactions but also reducing negative responses to persuasive messages. This study aims to investigate the relative effects of narrative vs non-narrative public service announcements (PSAs) promoting COVID-19 vaccination on both positive and negative reactions. Using social media as a tool for disseminating marketing campaigns provides a great opportunity to examine the effectiveness of narrative PSAs on vaccination intention, especially among unvaccinated young adults, who were the target audience of the social marketing. This study explores the role of empathy and psychological reactance as underlying mechanisms.

An experiment involving unvaccinated young adults was conducted with a one-factor, two-condition (message type: narrative vs non-narrative) design.

Results indicated that the narrative (vs non-narrative) PSAs led to greater empathy. While no direct effects of message type emerged on psychological reactance or vaccination intention, results of a serial multi-mediator model confirmed that empathy and psychological reactance mediated the effects of message type on vaccination intention.

The study extends the understanding of narrative persuasion by examining an underlying mechanism behind narrative persuasion in a COVID-19 PSA. This study provides empirical evidence of the important role of empathy in processing narrative PSAs. Moreover, the current study expands narrative persuasion’s applicability to COVID-19 vaccination intervention messages for unvaccinated young adults, highlighting the effectiveness of narrative persuasion as a social marketing communication tool.

This paper aims to examine the stewardship practices of BlackRock, one of the world’s biggest index managers, to highlight a tension and contradictions associated with demonstrating sustainability leadership and its actual substance.

To support its argument, this paper draws on the author’s long-standing industry and academic experience, existing academic evidence and documentary analysis.

This paper reveals conflicting data, highlighting a tension between BlackRock’s commitment to environmental, social and governance (ESG) in its public statements and translating this commitment into tangible outcomes through voting, ESG investments and stewardship reporting, which seem to be more assumed than demonstrated.

This viewpoint is based on a review of existing evidence. It offers some critique on current stewardship reporting practices, which has implications for management and policymakers. It identifies areas for future research in the area of stewardship and ESG reporting.

This paper highlights the need for a more critical interrogation of investor stewardship and ESG reporting and a more joined-up policy and regulatory approach to stewardship and sustainability reporting.

Improving stewardship practices of asset managers will help enhance the social value created by the financial services sector.

In drawing on personal experience and existing literature, the originality lies in the combination of arguments brought together to highlight the challenges of making sense of the conflicting ESG reporting data to see how this may impact policies, regulation and future practices in the area of sustainability and ESG reporting.

This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels.

Data included 464 tweets posted by 95 brands around three large events in 2019. The types of brand personification techniques and the level of brand-event congruence applied by the tweets were content-analyzed, and regression analyses were conducted to examine their linkages to consumer engagement metrics.

Results confirmed the use of diverse personification techniques in brands’ real-time marketing tweets as in the previous literature. The study also revealed a new personification technique, tacit expression, not reported in previous literature. The study also showed that the overall effectiveness of multimedia-based (vs caption-based) personification techniques in increasing consumer engagement on social media was greater, but their relative effectiveness varied depending on whether or not the event was functionally congruent with the brand.

The findings offer valuable suggestions to brand managers regarding prioritizing brand personification techniques and aligning brands’ social media marketing with real-time events to maximize the effectiveness of real-time marketing in boosting consumer engagement.

This research offers insights into the dynamic effects of different brand personification techniques in the new context of real-time marketing, extending the scope of literature on brand personification and anthropomorphism. The revelation of a new type of brand personification not captured in the extant literature is also a significant contribution.