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This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.

This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.

Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.

The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.

From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.

This study aims to use a theoretical-based case study of two distinct ownership groups of the Jack Daniel’s brand to explore how rhetorical history (i.e. malleability of the past for strategic goals) may evoke and capitalize on different forms of nostalgia. Within, the authors configure four forms of nostalgia (i.e. personal, historical, collective and cultural) from the individual or collective interaction and level of direct experience one has with the past as lived or happened.

This study uses an historical research approach which involved the identification of primary and secondary sources, facility tour, source criticism and triangulation to create themes of rhetorical history infused with nostalgic narratives using compelling evidence through rich description of this fusion.

The findings reveal how nostalgia-driven narratives reflecting different collective longing for the re-creation of an American Paradise Lost used by Jack Daniel (i.e. the man) and later but differently by Brown-Forman. This study uncovers how the company’s inherited past was used rhetorically throughout its history, beginning with the nostalgic story of Jack Daniel and the distillery’s nostalgically choreographed location in Lynchburg, Tennessee. This study delves into this setting to highlight the importance of symbols, details, emotional appeals and communications for collective memory and identity development and to showcase the ways in which they are influenced by different types and forms of nostalgia.

This study adds to a limited number of studies focused on understanding the impact of founders on an organization’s brand and how that is malleable. This study responds to scholarly calls to study the influence of sequenced historical rhetoric on an organization and highlight the relevance of social emotions such as nostalgia for rhetorical history. Finally, the theoretical contribution involves the advancing and construction of a theory typology of nostalgia previously proposed by Havlena and Holak in 1996.

This paper aims to explore how historical context influences the content and selection of rhetorical legitimation strategies. Using case study method, this paper will focus on how insurance companies and labor tried to defend their legitimacy in the context of enactment of Medicare in the USA. What factors influenced the strategic (rhetorical) decisions made by insurance companies and labor unions in their institutional work?

The study is empirically grounded in archival research, involving an analysis of over 9,000 pages of congressional hearings on Medicare covering the period 1958–1965.

The authors show that rhetorical legitimation strategies depend significantly on the specific historical circumstances in which those strategies are used. The historical context lent credibility to certain arguments and organizations are forced to decide either to challenge widely held assumptions or take advantage of them. The authors show that organizations face strong incentives to pursue the latter option. Here, both the insurance companies and labor unions tried to show that their positions were consistent with classical liberal ideology, because of high respect of classical liberal principles among different stakeholders (policymakers, voters, etc.).

It is uncertain how much the results of the study could be generalized. More information about the organizations whose use of rhetorics the authors studied could have strengthened our conclusions.

The practical relevancy of the revised paper is that the authors should not expect hegemony challenging rhetorics from organizations, which try to influence legislators (and perhaps the larger public). Perhaps (based on the findings), this kind of rhetorics is not even very effective.

The paper helps to understand better how organizations try to advance their interests and gain acceptance among the stakeholders.

In this paper, the authors show how historical context in practice influence rhetorical arguments organizations select in public debates when their goal is to influence the decision-making of their audience. In particular, the authors show how dominant ideology (or ideologies) limit the options organizations face when they are choosing their strategies and arguments. In terms of the selection of rhetorical justification strategies, the most pressing question is not the “real” broad based support of certain ideologies. Insurance company and labor union representatives clearly believed that they must emphasize liberal values (or liberal ideology) if they wanted to gain legitimacy for their positions. In existing literature, it is often assumed that historical context influence the selection of rhetorical strategies but how this in fact happens is not usually specified. The paper shows how interpretations of historical contexts (including the ideological context) in practice influence the rhetorical strategies organizations choose.

The study aims to analyze the effectiveness of digital rhetoric persuasion on GenZ purchase decision. Digital rhetoric (DR) is an art of persuasion used in social media communication to shape and influence the course of an individual. It has been used in social media advertisements (SMAs) to increase its perceived effectiveness. GenZ consumers are more vibrant than previous generations’ consumers because of high levels of literacy and capacity to adapt to new technology. Therefore, understanding the effects of rhetorical support decisions to act on and mold consumers’ reasoning and judgment is particularly significant in relation to GenZ purchasing decisions and the rhetorical persuasive methods. Concurrently, the moderating effect of generation cohort theory also needs to be examined.

The threshold model for consumers’ purchase decisions in the form of logistic regression has been applied to examine the impact of DR through SMAs on the purchase intention (PI) of GenZ consumers. Simultaneously, the moderating effect of generation cohort theory is being examined by comparative analysis of different generations’ PI moderation by DR effect.

The results of the current study reveal that DR via SMAs has a positive and significant influence on GenZ consumers’ PI, whereas other older generation consumers do not get similarly affected by the same.

In an emerging economy like India, where 30% of the population belongs to the GenZ category and the digital advertising industry is growing by double digits, the present study takes a novel approach to examine the impact of DR via SMAs on GenZ consumers’ PI. Concurrently, it also provides an understanding of the moderation effect of generation cohort theory on perceived effectiveness of DR.

The purpose of this paper is to examine how chief executive officers’ (CEOs) narcissism impacts firm performance and how this, in turn, affects a CEO’s positive rhetorical tone.

The narcissism score is measured by using an analytical composite score for each CEO based on eight factors. The paper uses textual analysis on a sample of 848 CEO letters of US firms over the period 2010–2019. WarpPLS software, version 7.0 was used to conduct structural equation modeling through the partial least squares because a non-linear algorithm exists between CEO narcissism, firm performance and positive tone, and the values of path coefficients moved from non-significant to significant.

The results suggest that performance partially mediates the relationship between CEO narcissism and positive tone. This indicates that not all the positivity expressed by narcissistic CEOs is opportunism; some of it is indeed driven by better performance. The reported findings indicate that firm performance explains one-quarter of a CEO’s positive words, whereas some three-quarters of the positivity is driven by a narcissistic CEO (i.e. opportunism). A comparison of letters signed by highly narcissistic and less narcissistic leaders reveals that among those letters signed by highly narcissistic leaders, firm performance plays a significant mediating role between narcissistic tendencies and positive tone. However, among those with less narcissistic score, there is no evidence that performance mediates the tone and narcissism. Interestingly, both highly narcissistic and less narcissistic CEOs use positive words and optimistic expressions even when their firms perform poorly or negatively.

The results help shareholders be aware that CEOs may opportunistically use their personal characteristics and language to manipulate them. Data limitations about women CEOs were one of the reasons behind the small proportion of women CEOs in this study, making it low in generalizability.

A comprehensive review showed that none of previous studies examined the more ambiguous relationship between a CEO’s narcissist tendency, the firm’s performance, and CEO rhetorical tone. As one set of studies focused on Narcissism → Performance, and the other one on Performance → Tone, this current study completes the picture with Narcissism → Performance → Tone.

This paper develops a typology of argumentation strategies used in lobbying. Unlike in other strategic communication functions such as crisis or risk communication, such typologies have not been proposed in the sub-field of public affairs.

The article synthesises the strategic communication, political communication and policy studies literature and employs exchange theory to explain the communicative-strategic exchange in public affairs. It showcases its explanatory potential with illustrative examples from Big Tech lobbying.

The paper describes that categories of argumentation strategies that a public affairs professional will choose are based on the contingency of the issue, policy objective and lobbying objective. The descriptive typology will require empirical testing to develop further.

The paper describes how public affairs professionals influence public policy through their argumentation strategies, which sheds light on the usually opaque activities of lobbying.

The proposed typology is the first of its kind for the field of public affairs. Beyond, it contributes communication-scientific insights from a rhetorical tradition to strategic communication research and other social science fields where lobbying is studied, e.g. policy studies.

The World Bank-sponsored public financial management reforms attempt to instil fiscal discipline through techno-managerial packages. Taking Ghana's integrated financial management information system (IFMIS) as a case, this paper explores how and why local actors engaged in counter-conduct against these reforms.

Interviews, observations and documentary analyses on the operationalisation of IFMIS constitute this paper's empirical basis. Theoretically, the paper draws on Foucauldian notions of governmentality and counter-conduct.

Empirics demonstrate how and why politicians and bureaucrats enacted ways of escaping, evading and subverting IFMIS's disciplinary regime. Politicians found the new accounting regime too constraining to their electoral and patronage politics and, therefore, enacted counter-conduct around the notion of political exigencies, creating expansionary fiscal conditions which the World Bank tried to mitigate through IFMIS. Perceiving the new regime as subverting their bureaucratic identity and influence, bureaucrats counter-conducted reforms through questioning, critiquing and rhetorical venting. Notably, the patronage politics of appropriating wealth and power underpins both these political and bureaucratic counter-conducts.

This study contributes to the critical accounting understanding of global public financial management reform failures by offering new empirical and theoretical insights as to how and why politicians and bureaucrats who are supposed to own and implement them nullify the global governmentality intentions of fiscal disciplining through subdued forms of resistance.

Financial disclosure manipulation is unethical and unlawful because it leads to less transparent reporting and harmful economic decisions based on misleading information. The purpose of this paper is to provide a summary and synthesis of research covering financial disclosure misrepresentation via impression management (IM). Ultimately, this report proposes that virtuous managers may be well-suited to provide transparent, objective disclosure. By extension, virtuous managers may oversee profitable firms and improve capital market efficiency. Suggestions for future research are presented.

This is an academic literature review covering financial disclosure manipulation. The findings are viewed through the lens of Christian virtue ethics (CVE).

IM studies commonly focus on specific methods used to mislead disclosure readers. Antecedent and mitigation strategies are less commonly noted in the research. This paper presents and analyzes IM tools and antecedents. Mitigation approaches are considered through the lens of CVE. This report proposes that virtuous managers may be well-suited to provide transparent, objective disclosure. By extension, virtuous managers may oversee profitable firms and improve capital market efficiency.

This present study focuses on the antecedents of IM in financial disclosures and introduces a novel perspective to financial disclosure mitigation – CVE. Financial disclosure authors and readers, researchers, financial regulators and accounting standards setters may be interested in the findings presented in this study.

Between 1985 and 2000, the six largest US pharmaceutical firms entered a very active period of partnerships with other pharmaceutical firms to expand their knowledge of biotechnology-based research and development (R&D) frameworks and to bolster the growth of their drug portfolios. The purpose of this study is to examine the annual reports published by these companies for evidence of strategic framing of these partnerships.

A content analysis method was most appropriate for this study, as it allows for analysis of a large amount of information and accurate analysis over time. Ninety-six annual reports from the six major US pharmaceutical firms (Abbott, Bristol Myers Squibb, Eli Lilly, Johnson and Johnson, Merck, and Pfizer) were coded. The final codebook included 18 categories derived from framing theory. After collection, the data were uploaded to SPSS for statistical analysis.

Results indicate that mention of partnerships grew considerably in depth and length over time, but companies did not consistently employ frames to describe why or how they engaged in external partnerships.

This is the first study to assess mentions of pharmaceutical firms' external efforts to build their R&D programs and drug portfolios, from the intersecting perspectives of framing theory and the resource-based view (RBV) of the firm, to illustrate how changes were communicated to shareholders during a dynamic period of change within the industry.

This research objective was to explore how Romanian IT family businesses' co-founders enable entrepreneuring through familiness practices. The authors explored what familiness practices emerge and how these are facilitated and supported by the rhetoric framework.

Drawing on Romanian IT entrepreneurs' practice from five case studies of IT family businesses and purposive revelatory cases, the authors considered the family co-founders' narratives and representations of familiness presented in 31 interviews.

The respondents' communication in entrepreneuring is a joint collaborative effort of the family co-founders to function well. Family entrepreneurs generate positive perceptions in favour of enterprising families using persuasive communication via rhetoric appeals to familiness ethos, familiness logos and familiness pathos, leading to constructive conflict management. The rhetoric of persuasion supports family entrepreneuring.

The authors conducted multiple case studies, profiling technological co-founders and family entrepreneurs in the challenging circumstances of an emerging economy.

The analysis of the use of rhetoric contributes to a better understanding of familiness practices in the family business. Through appeals to ethos, family business entrepreneurs enforce family values built on shared history, complementarity and moral exemplarity. The appeals to logos in entrepreneuring involve fulfilling complementary roles, alignment and continuous learning and coaching. The appeals to pathos are about emotions and how the family entrepreneurs' discourse enforces constructive handling of emotions.

The perceived familiness communicated through appeals to ethos, logos and pathos contributes to legitimating the family firm structures.

Theorising from family entrepreneurs' familiness practices, the authors suggest that entrepreneuring requires good communication of the representation of familiness for co-founders, employees and other stakeholders to also serve constructive conflict handling. The perceived familiness communicated through appeals to ethos, logos and pathos helps family businesses leverage their unique strengths and resources in the entrepreneuring process.