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The purpose of this paper is to explore the two effects (flow effect and resonance effect) during a group complaint based on the emotional contagion theory.

This study uses an experimental research design in which participants’ negative emotions dynamically change driven by group emotional interactions when they are experiencing a group complaint.

Flow effect and resonance effect can occur during the process of group emotional contagion. Specifically, when group customers’ negative emotional similarity is low in a group complaint, group emotional contagion leads to flow effect (i.e. negative emotions flow from customers with higher levels of negative emotions to those with lower levels of negative emotions). By contrast, when group customers’ negative emotional similarity is high in a group complaint, group emotional contagion leads to resonance effect (i.e. group customers’ negative emotions increase significantly).

Most of the previous research studies the process of emotional contagion from one with higher levels of emotional displays to the other with lower levels of emotional displays, which is named as the “flow effect” of emotional contagion. However, when two individuals with the same levels of negative emotional displays interact with each other, the flow effect of emotional contagion is very likely not to occur. It is interesting to find that both individuals’ negative emotions increase significantly during the process of emotional contagion. The authors propose the “resonance effect” of emotional contagion to explain this phenomenon.

The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance construct and highlights its boundary-straddling nature. The analysis reveals the dynamics of brand meanings established including why some brands have their meanings enriched through collective appropriation, while others become vessels of negative content and targets of anti-consumption movements.

A multimethod approach, which included observation, analysis of cultural texts and in-depth interviews with 21 demonstrators, was adopted for the study.

The study extends the construct of brand cultural resonance proposing an additional facet, named Institutional Resonance. This dimension relates to the meanings that arise from a brand’s institutional role and interactions with other social institutions, like governments, the economy, religious, and educational systems. Institutional Resonance occurs when a certain brand becomes the archetypal representation of a social institution. This study also presents two forms of brand cultural resonance: arrows or targets. As arrows, brands lend their symbolic resources to the construction of protesters’ messages helping them to communicate their ideas. As targets, brands become social enemies and represent negative poles of social contradictions.

This study investigates consumer appropriation of marketers’ actions. The research depicts Institutional Resonance as an interactive and acute phenomenon which promotes a social negotiation on a playing field where different agents forge brand meanings and reputations.

This paper aims to investigate the thermal performance involving larger heating rate, targeted heating, heating with least non-uniformity of the spatial distribution of temperature and larger penetration of heating within samples vs shapes of samples (circle, square and triangular).

Galerkin finite element method (GFEM) with adaptive meshing in a composite domain (free space and sample) is used in an in-house computer code. The finite element meshing is done in a composite domain involving triangle embedded within a semicircular hypothetical domain. The comparison of heating pattern is done for various shapes of samples involving identical cross-sectional area. Test cases reveal that triangular samples can induce larger penetration of heat and multiple heating fronts. A representative material (beef) with high dielectric loss corresponding to larger microwave power or heat absorption in contrast to low lossy samples is considered for the current study. The average power absorption within lossy samples has been computed using the spatial distribution and finite element basis sets. Four regimes have been selected based on various local maxima of the average power for detailed investigation. These regimes are selected based on thin, thick and intermediate limits of the sample size corresponding to the constant area of cross section, Ac involving circle or square or triangle.

The thin sample limit (Regime 1) corresponds to samples with spatially invariant power absorption, whereas power absorption attenuates from exposed to unexposed faces for thick samples (Regime 4). In Regimes 2 and 3, the average power absorption non-monotonically varies with sample size or area of cross section (A_c) and a few maxima of average power occur for fixed values of A_c involving various shapes. The spatial characteristics of power and temperature have been critically analyzed for all cross sections at each regime for lossy samples. Triangular samples are found to exhibit occurrence of multiple heating fronts for large samples (Regimes 3 and 4).

Length scales of samples of various shapes (circle, square and triangle) can be represented via Regimes 1-4. Regime 1 exhibits the identical heating rate for lateral and radial irradiations for any shapes of lossy samples. Regime 2 depicts that a larger heating rate with larger temperature non-uniformity can occur for square and triangular-Type 1 lossy sample during lateral irradiation. Regime 3 depicts that the penetration of heat at the core is larger for triangular samples compared to circle or square samples for lateral or radial irradiation. Regime 4 depicts that the penetration of heat is still larger for triangular samples compared to circular or square samples. Regimes 3 and 4 depict the occurrence of multiple heating fronts in triangular samples. In general, current analysis recommends the triangular samples which is also associated with larger values of temperature variation within samples.

GFEM with generalized mesh generation for all geometries has been implemented. The dielectric samples of any shape are surrounded by the circular shaped air medium. The unified mesh generation within the sample connected with circular air medium has been demonstrated. The algorithm also demonstrates the implementation of various complex boundary conditions in residuals. The numerical results compare the heating patterns for all geometries involving identical areas. The thermal characteristics are shown with a few generalized trends on enhanced heating or targeted heating. The circle or square or triangle (Type 1 or Type 2) can be selected based on specific heating objectives for length scales within various regimes.

In order to study whether far-infrared fabrics can be used as a garment for breast cancer patients, or as an adjuvant rehabilitation underwear for breast cancer patients after postoperative radiotherapy and chemotherapy, to eliminate tissue edema. To explore the effect of different far-infrared fabrics on the proliferation and invasion of breast cancer cells as a basic in vitro study.

Six kinds of fabrics of the same specification with different far-infrared nanoparticles were selected. MCF7 and Bcap37 breast cancer cells were used to study the effect of far-infrared fabrics on cell proliferation and invasion. Six kinds of far-infrared fabrics were used to culture breast cancer cells and explore their effects on breast cancer cell growth and the difference between different far-infrared fabrics.

It is found that the far-infrared emissivity of six kinds of fabrics are different, among which tea carbon fabric is the highest, followed by volcanic fabric, graphene fabric and biomass graphene fabric are the lowest. The results show that the far-infrared fabrics can significantly inhibit the proliferation and invasion of breast cancer cells, the higher the far-infrared emissivity is, and the longer the time of far-infrared radiation, the more significant the inhibition effect is.

Far-infrared fabrics can inhibit proliferation and invasion of breast cancer cells in vitro. Therefore, far-infrared fabrics can be used for adjuvant rehabilitation of breast cancer patients. This conclusion provides a basis for the application of far-infrared functional fabrics in the medical field. This conclusion provides a basis for the application of far-infrared functional fabrics in medical field.

This study aims to investigate whether engagement in philanthropic marketing after the 311 Japan earthquake crises had a positive effect on brand resonance and consumer satisfaction of CSR performance for Taiwanese companies. Additionally, the particular phenomenon of media self-regulation was integrated to explore the consolidated impact of philanthropic marketing, media self-regulation and brand resonance on consumer satisfaction of CSR performance.

The study used survey method to collect required data. The subjects of the study were 516 adults who were aware of the 311 Japan earthquake crises. Of the 476 survey questionnaires collected, 450 were identified as usable.

The results show that the constructs were highly positively correlated, meaning that post-disaster corporate philanthropic marketing can enhance brand resonance and consumer satisfaction of CSR performance. Media self-regulation was found to have a significant influence on philanthropic marketing and brand resonance. However, it did not exert any significant effect on consumer satisfaction of CSR performance.

Because of the chosen research method and surveyed subjects, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed research model further with additional subjects and variables.

A good impression of the brand usually makes consumers generate brand resonance. This study reveals that a higher level of brand resonance may lead to higher consumer satisfaction of CSR performance. This implies that local and international companies should engage in philanthropic marketing programs, as it will not only support charitable organizations but also enhance the firm’s corporate image.

This study points out that the positive coverage of the disaster could give the audience a positive impression, rather than showing provocative, violent or sexual content to push viewership. At the time when disasters become increasingly common, people’s expectations of the media will also elevate. Dramatization, exaggeration and information overload make the audience distrust the media and constantly seek the truth behind the story. Content generated by online bloggers and citizen reporters (ordinary people) is an alternative source for true, fast and in-depth reports.

This study differs from earlier studies researching disastrous events in that they were taking the perspective of natural sciences, while we adopted the management viewpoint to evaluate the 311 crises and took media self-regulation into account. It is the first to reveal that media’s self-regulated coverage of the disaster seems to have a positive effect on corporate philanthropic marketing and brand resonance.

Based on studies in general systems theory, looks at a series of geophysical effects appearing on Earth at the moment of collinearity of three celestial bodies as phenomena in a subsystem, i.e. the Earth affected by changes or realignments of parts in a much greater system. In addition, some initial observational evidence on gravitational abnormality, occurring at the time of total solar eclipses, is given. Since these effects cannot be explained by using Newton’s theory of gravitation or by Einstein’s general theory of relativity, they are called post‐Einstein gravitational effects. Using examples, shows that when three celestial bodies line up collinearly, there also exist some resonance regions on Earth and that superpositions of these kinds of abnormal resonances have obvious triggering effects on many natural disasters of extraordinary scales. Finally, a conjecture on the gravitational mechanism of these effects is proposed.

This paper aims to investigate the mechanisms through which social media news consumption across different platforms leads to opinion polarization in society. To this end, the authors draw from cultivation theory to examine whether social media news consumption imparts a mainstreaming or resonance effect. Media consumption imparts a mainstreaming effect if frequent users, regardless of their social identity, develop homogenous attitudes about issues, whereas resonance is at play if there is a differing cultivation effect on various social groups depending on their relatability of life experiences.

The authors conduct the study in the developing context of India, using a population survey dataset from 2019. Regression-based mediation and moderation analyses were carried out to test the hypotheses.

The findings reveal that resonance is the most prominent mechanism through which social media news consumption cultivates opinion polarization, contrary to the mainstreaming effect imparted by television. Further, WhatsApp use was found to strengthen the polarizing effect of overall social media news consumption, while YouTube use weakened the cultivation of polarization.

The paper unearths how social media news consumption influences the opinion polarization of various social groups differently. The authors also find the differential effect of specific platform use. These findings have the potential to inform policymakers and developers about how to mitigate the detrimental effects of platform-based political persuasion.

This study offers significant contributions. First, the authors explain social media-induced polarization using the novel theoretical lens of cultivation. Second, the authors find that social media and television news consumption differ in their polarizing effects. Third, the authors find that while WhatsApp use amplifies the polarizing effect of social media news consumption, YouTube use weakens it.

Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

The purpose of this paper is to examine the threshold effect of group size on customer's complaining intention under group service failures.

Based on two main laboratory experiments, through two 10×2 scenario simulation experiments, the authors examine the role of group size in customer's complaining intention.

Results show that: (1) the relationship between group size and customer's complaining intention follows an inverted “U” type trend; (2) evaluation apprehension mediates the relationship between group size and customer's complaining intention; (3) relational distance can change threshold values and (4) relational distance moderates the relationship between group size and customer's complaining intention.

Managers should judge the threshold of group size through experience so as to have a preliminary understanding of customer evaluation concerns and complaint intention. In the face of service failure groups smaller than the threshold range, managers should divided the group into several small groups. For service failure groups larger than the threshold range, the opinion leaders in the group should be given more attention, so as to control the whole group.

This paper is helpful to deeply understand the key role of group size in the process of customer complaints, and also provides decision-making basis for service enterprises to deal with group customer complaints.

There has been little research about the threshold effect of group size on customer's complaining intention. The previous studies on customer's complaining intention focus on its influences on group size, and draw a single common conclusion that the customer's intention to complain will increase with the growing number of groups increases. However, few studies are explored on the threshold of group size. Therefore, this paper will focus on the threshold effect of group size on customer's complaining intention to fill the gap.

Live chat e-service provides a communication platform for online customers to make information inquiries and receive instantaneous assistance from a service representative. It is important for organizations to explore ways to improve their live chat e-service. The purpose of this paper is to propose a new organization–customer communication model (Schema Resonance Model), explicate how schema resonance can be achieved in live chat e-service, and investigate the impact of schema resonance on live chat e-service effectiveness, efficiency, customer satisfaction and intention of continued use.

A post-test only, between-subjects experiment was conducted. A total of 409 participants completed the experiment sessions, and 389 of these participants were used in the analysis.

Research results suggest schema resonance could improve the time efficiency of the live chat e-service while maintaining e-service effectiveness. Schema resonance could increase customer satisfaction with the overall e-service, the communication approach used by the representative and the information provided.

Because a convenience sample was used in the experiment, results cannot be generalized to all live chat e-service users. Future research should include observation of real-world organization–customer live chat e-service sessions.

Organizations can consider applying the Schema Resonance Model in live chat e-service practices to enhance customer satisfaction and increase representatives’ service productivity.

This research proposes and tests a new organization–customer communication model to explore how organizations can improve live chat e-service in response to customers’ information inquiries.