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This paper aims to respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (2016, this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research.

This paper addresses commentators’ concerns using logic, prior research findings and further analyses of the data.

The superiority of the index method remains when a simple, theory-based, alternative weighting-scheme is used in the index model. Combinations of three unaided experts’ forecasts were more accurate than the individual forecasts, but the gain was only one-third of the gain achieved by using the Persuasion Principles Index (PPI).

Replications and extensions using behavioral data and alternative implementations of the index method would help to better assess the effects of judging conformity with principles as a means of predicting relative advertising effectiveness. Advertisers can expect more accurate pretest results if they combine the predictions of three experts or, even better, if they use tests of compliance with persuasion principles, such as the PPI. The PPI software is copyrighted, but is available now and is free to use.

New analysis and findings provide further support for the claim that advertisers who use the PPI approach proposed by Armstrong, Du, Green and Graefe (2016, this issue) to choose among alternative advertisements will be more profitable than those who do not.

This paper aims to test whether a structured application of persuasion principles might help improve advertising decisions. Evidence-based principles are currently used to improve decisions in other complex situations, such as those faced in engineering and medicine.

Scores were calculated from the ratings of 17 self-trained novices who rated 96 matched pairs of print advertisements for adherence to evidence-based persuasion principles. Predictions from traditional methods – 10,809 unaided judgments from novices and 2,764 judgments from people with some expertise in advertising and 288 copy-testing predictions – provided benchmarks.

A higher adherence-to-principles-score correctly predicted the more effective advertisement for 75 per cent of the pairs. Copy testing was correct for 59 per cent, and expert judgment was correct for 55 per cent. Guessing would provide 50 per cent accurate predictions. Combining judgmental predictions led to substantial improvements in accuracy.

Advertisements for high-involvement utilitarian products were tested on the assumption that persuasion principles would be more effective for such products. The measure of effectiveness that was available –day-after-recall – is a proxy for persuasion or behavioral measures.

Pretesting advertisements by assessing adherence to evidence-based persuasion principles in a structured way helps in deciding which advertisements would be best to run. That procedure also identifies how to make an advertisement more effective.

This is the first study in marketing, and in advertising specifically, to test the predictive validity of evidence-based principles. In addition, the study provides the first test of the predictive validity of the index method for a marketing problem.

This study aims to examine how virtual influencers (VIs) affect purchase intentions in tourism and hospitality e-commerce live streaming (THCLS) by focusing on the roles of VIs’ source credibility, trust in products, trust in VIs, emotional engagement, parasocial relationships and influencer–product congruence.

Survey data from 416 active viewers of VIs in THCLS were analysed using partial least squares structural equation modelling.

This study highlights the importance of the VIs’ source credibility, which positively affects trust in the product, trust in VIs and emotional engagement. However, source credibility does not have a positive impact on parasocial relationships. Trust in products positively influences trust in VIs. Emotional engagement and trust in VIs significantly influence parasocial relationships, which, positively affects purchase intentions. Influencer–product congruence strengthens the link between parasocial relationships and purchase intentions but does not moderate the relationship between trust in VIs and purchase intentions. No significant gender differences were observed, although minor discrepancies were noted in the effect of trust in products on trust in VIs. The importance–performance map analysis revealed that parasocial relationships are the most important factor influencing purchase intentions, while influencer–product congruence has the highest performance, trust in products is the least important and VIs’ source credibility has the lowest performance.

This study provides actionable insights for marketers leveraging VIs in the THCLS sector, emphasizing strategies to enhance VI credibility, foster parasocial relationships, ensure influencer–product congruence and adopt gender-neutral marketing approaches to effectively influence purchase intentions.

This study offers theoretical and practical insights into the role of VIs in THCLS, illuminating their impact on consumer behaviour and purchase intentions.

Users' voluntary forwarding behavior opens a new avenue for companies to promote their brands and products on social networking sites (SNS). However, research on voluntary information disseminators is limited. This paper aims to bring an in-depth understanding of voluntary disseminators by answering the following questions: (1) What is the underlying mechanism by which some users are more enthusiastic to voluntarily forward content of interest? (2) How to identify them? We propose a theoretical model based on the Elaboration-Likelihood Model (ELM) and examine three types of factors that moderate the effect of preference matching on individual forwarding behavior, including personal characteristics, tweet characteristics and sender–receiver relationships.

Via Twitter API, we randomly crawled 1967 Twitter users' data to validate the conceptual framework. Each user’s original tweets and retweeted tweets, profile data such as the number of followers and followees and verification status were obtained. The final corpus contains 163,554 data points composed of 1,634 valid twitterers' retweeting behavior. Tweets produced by these core users' followees were also crawled. These data points constitute an unbalanced panel data and we employ different models — fixed-effects, random-effects and pooled logit models — to test the moderation effects. The robustness test shows consistency among these different models.

Preference matching significantly affects users' forwarding behavior, implying that SNS users are more likely to share contents that align with their preferences. In addition, we find that popular users with lots of followers, heavy SNS users who author tweets or forward other-sourced tweets more frequently and users who tend to produce longer original contents are more enthusiastic to disseminate contents of interest. Furthermore, interaction strength has a positive moderating effect on the relationship between preference matching and individuals' forwarding decisions, suggesting that users are more likely to disseminate content of interest when it comes from strong ties. However, the moderating effect of perceived affinity is significantly negative, indicating that an online community of individuals with many common friends is not an ideal place to engage individuals in sharing information.

This work brings about a deep understanding of users' voluntary forwarding behavior of content of interest. To the best of our knowledge, the current study is the first to examine (1) the underlying mechanism by which some users are more likely to voluntarily forward content of interest; and (2) how to identify these potential voluntary disseminators. By extending the ELM, we examine the moderating effect of tweet characteristics, sender–receiver relationships as well as personal characteristics. Our research findings provide practical guidelines for enterprises and government institutions to choose voluntary endorsers when trying to engage individuals in information dissemination on SNS.

This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships.

A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling.

The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate.

The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications.

This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.

The purpose of this paper is to propose an new online path planning method for porcine belly cutting. With the proliferation in demand for the automatic systems of pork production, the development of efficient and robust meat cutting algorithms are hot issues. The uncertain and dynamic nature of the online porcine belly cutting imposes a challenge for the robot to identify and cut efficiently and accurately. Based on the above challenges, an online porcine belly cutting method using 3D laser point cloud is proposed.

The robotic cutting system is composed of an industrial robotic manipulator, customized tools, a laser sensor and a PC.

Analysis of experimental results shows that by comparing with machine vision, laser sensor-based robot cutting has more advantages, and it can handle different carcass sizes.

An image pyramid method is used for dimensionality reduction of the 3D laser point cloud. From a detailed analysis of the outward and inward cutting errors, the outward cutting error is the limiting condition for reducing the segments by segmentation algorithm.

To dilute the financial difficulties in agricultural production and operation, the Chinese government has actively explored and developed rural supply chain finance (RSCF) service systems. The purpose of this study is to evaluate and analyze the performance of RSCF systems in China.

To evaluate the performance of RSCF systems in China, this study proposes a two-stage data envelopment analysis model. Compared with other models, the model proposed in this study considers not only the technical gap between RSCF systems but also the maximization of intermediate output to conform to the practice of RSCF.

Based on the empirical analysis, this study draws the following four conclusions. First, the overall efficiency of China's RSCF systems is low, and there remains great potential for improvement. Second, the technology gap ratio index score and meta-frontier efficiency of RSCF systems in Central China are the lowest in all regions, indicating that the technical level of RSCF systems in Central China is the lowest. Third, the relationship between rural residents' disposable income and the efficiency of RSCF systems is U-shaped, and the efficiency of RSCF systems in the high-income group is far greater than that of other income groups. Finally, the main reason for the lack of efficiency in RSCF seems to lie in management and technology.

This study divides all RSCF systems into four types according to management potential and technical potential, and recommend corresponding improvement suggestions for different kinds of RSCF systems.

Oppositional brand loyalty (OBL) has become widespread and has thus received growing scholarly attention in recent years. Although opposition behaviors have distinct manifestations, their differential antecedents remain underexplored. Drawing from the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct dimensions of OBL (i.e. brand avoidance and trash talk) according to their different intensity and activation levels (passive or active). In addition, article aims to examine the moderating role of perceived inter-group rivalry.

The authors collected survey data and obtained 392 valid questionnaires from smartphone users. Structural equation modeling was used for hypothesis testing.

The results show that brand identification has a significant positive effect on avoidance of rival brands, but not on trash talk; brand disidentification has a significant positive effect on both avoidance and trash talk of rival brands; and perceived inter-group rivalry positively moderates the relationship between brand disidentification and trash talk, but does not alter the relationship between brand disidentification and brand avoidance.

This study extends the literature on OBL by investigating differential antecedents of two distinct dimensions of brand opposition. It provides more complete understanding of the formation of OBL by examining the role of users’ relationship with a focal brand, its competing brand and inter-group relationship.

The MoS₂/graphite composite coatings modified by La₂O₃ through spraying technique were successfully prepared on the inner rings of spherical plain bearings. As a comparison, unmodified coatings were also prepared. This paper aims to study the La-modified MoS₂/graphite composite coating experimentally and improve the tribological performance of self-lubricating spherical plain bearings.

The performance of La₂O₃ toward the friction coefficient, temperature rise and wear rate of the coatings was studied by a self-made tribo-tester under different swing cycles. And the texture, surface morphology and element composition of the coatings were characterized by scanning electron microscope, energy dispersive spectroscopy and X-ray diffractometry.

The additives La₂O₃ refined the coatings’ microstructure and improved the tribological properties of the coatings. The oxidation of Mo + 4 to Mo + 6 was effectively inhibited. And the amount of abrasive grains, peeling pits and local cracks on the coatings surface decreased and homogeneous lubricating films formed, which were attributed to the existence of La₂O₃. The wear mechanisms of unmodified coatings were severe abrasive wear, adhesive wear and delamination wear. However, it exhibited superior wear resistance of the La-modified coatings to unmodified coatings, presenting slight abrasive wear and adhesive wear. The service life of bearings was prolonged under the protection of the modified coatings.

The paper proposed a new modified MoS₂/Graphite composite coating for the self-lubricating spherical plain bearings. The investigation on the friction, wear and temperature increase behaviors and the wear mechanisms of the coatings are beneficial to prolonging the service life of the self-lubricating spherical plain bearings.

The purpose of this paper is to examine the trends, patterns and the impact of cultural and home country macroeconomic influences on Chinese cross-border mergers and acquisitions (CBM&A) as foreign entry strategy for the period of 1998-2011.

Using three regression models, namely, ordinary least squares, the random effects and fixed effects to examine the impact of home country macroeconomic and cultural factors on CBM&A outflows as an entry mode of Chinese firms. The authors check the robustness of the results using system GMM.

The findings suggest that CBM&A as a preferred mode of market entry provides a means for obtaining strategic resources to develop competitive advantages for the Chinese emerging market firms. The regression results indicate that home country macroeconomic and cultural variables, including gross domestic product (GDP), liquidity, interest rates, inflation, acquisitions in resource seeking sectors and cultural distance play an important role in explaining the trends of CBM&A outflows by the Chinese firms.

The results imply that government support to emerging market multinational enterprises (EMEs) to acquire strategic assets and economic policies in the home country play an important role in shaping international expansion behaviour of EMEs through CBM&A. The study demonstrates that outward investments of EMEs are partly a function of the level of economic policies and government support at home. The limitation is that most of the Chinese CBM&A transactions took place in Asia/Pacific locations. Future studies appear warranted if new data become available.

The study demonstrates how the institutions, strategic asset seeking with government support and economic policies in the home country play important role in shaping international expansion behaviour of emerging market enterprises through CBM&A thereby contributing to the political economy literature and institutional theory. More importantly, the study shows that the level of economic policies and development such as GDP, money supply, interest rates, inflation of the home country are important for EME growth in the international market.