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Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer’s decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand engagement and the moderating effect of brand value on this relationship.

The study analysed data from 404 Spanish consumers using structural equation modelling and the PROCESS package in SPSS to test hypotheses, including mediation and moderation effects.

The study expands on previous research by revealing the mediating role of brand attitudinal engagement in the relationship between brand love and COBRAs and the moderating role of brand value in the relationship between brand engagement and COBRAs. The results show that online consumers who feel brand love from an online store are likelier to be engaged with the brand. This predisposes them to comment on, share, and create content related to the company or brand. Furthermore, consumers who attribute a high value to the brand are likelier to engage in brand-related online activities.

This study offers valuable insights into mechanisms to encourage consumers to generate content, known as user-generated content, to the extent that the tools for developing this content are the same.

至今, 很少研究嘗試去探討消費者為何或於何時會樂意去參與與品牌相關的在線活動。本研究擬探討品牌摯愛對消費者會否決定參與與品牌相關的在線活動所扮演的角色; 研究方法是透過分析態度品牌參與的中介效應和品牌價值在上述品牌摯愛與參與在線活動之間的關聯上所起的調節效果,以求達至研究目的。

研究人員收集來自404名西班牙消費者的數據,並以結構方程模型和SPSS裏的模組PROCESS,去檢測有關的假設,包括就中介效應和調節效果的假設。

研究揭示了態度品牌參與在品牌摯愛與COBRAs 之間的關聯上所扮演的中介角色,研究亦揭示了品牌價值在品牌參與與COBRAs之間的關聯上所扮演的調節角色; 就此而言, 本研究拓展了從前學者探討有關的領域。再者,研究結果顯示,如果消費者從網上商店產生品牌愛慕的話,他們會投入這個品牌; 這使他們更有可能去評價有關的公司和品牌,以及去分享和創建關於公司和品牌的內容; 而且,若消費者視品牌本身擁有高度價值的話,他們會更易於參與與品牌相關的在線活動。

本研究提供了寶貴的啟示,使我們更了解驅使消費者去創造內容 (即用戶生成內容) 的機制,以至生成這些內容的工具均儘相同的地步。

Tracing the development of a parallel-engaged pedagogy of care that extended and adapted the critical and transformative pedagogies of Freire, De Sousa Santos and hooks to the South African context. The development of this transformative pedagogy addresses the local conditions of an architectural design studio at a postcolonial, post-Apartheid and post “Fees must Fall” protests South African university. This pedagogy used practice-based design research to build a more conscious, critical and careful design practice in both students and educators.

The pedagogy was developed through participatory action research, over five years, from 2019 to 2023 including two years of the COVID-19 pandemic. Parallel and active engagement of students and educators within a nurturing and caring environment evolved from year to year, through a conscious and critical reflection on the process. Student surveys, reflective essays and focus groups unearth the impact of the parallel-engaged pedagogy of care.

The parallel-engaged pedagogy of care was shown to support and scaffold students becoming more conscious, critical and careful in their design practices validating diverse lived experiences as generative for design and important for social justice and transformative equity.

The parallel-engaged pedagogy of care is part of a global shift to more transformative pedagogies that address student diversity and decoloniality.

Through dismantling traditional hierarchical teaching modes, the pedagogy is more student-led, agile and adaptable. Through centring and demonstrating care in the pedagogy, students are encouraged to develop both self-care and care in their design practice. This is especially critical in the South African context where the cultural capital of the institution, with its roots in colonial and Apartheid education differs from that of the majority of students of colour.

This study responds to the need in social entrepreneurship research for more empirical studies to clarify the meaning of social value. Specially, it aims to explore the meaning of social value communicated on social media (SoMe) within the local context of a social enterprise (SE).

A multimodal social semiotic approach was applied to several hundred Facebook posts of a Finnish SE providing elderly care solutions, complemented by secondary data from high-quality press sources.

Building on Young’s (2006) dimensions of social value and Hidalgo et al.’s (2021) theorisation of social capital in social entrepreneurship, the authors find that an SE draws on multiple levels of social capital on SoMe to express the meaning of the social value it creates.

Although limited to one case, this study provides a deep contextual understanding of how SEs can give meaning to social value and leverage social capital on SoMe to do so.

The authors offer a contextually embedded framework for SEs to communicate social value through media. This approach enables SEs to engage stakeholders more effectively and improve the quality of support for local initiatives.

Improvements in SEs’ ability to communicate social value will increase their legitimacy, thus enhancing their prospects to survive and create sustained social value.

The authors strengthen the theoretical underpinnings of social value by being among the first to empirically describe its connection to social capital in an SE, thereby deepening previous studies on subjective social value. Methodologically, this study is the first, to the best of the authors’ knowledge, to apply social semiotics to research on SEs.

Drawing on an intersectional perspective on racial, migrant and entrepreneurial identities, this paper investigates the identity work of racial minority entrepreneurs with native-born and migrant backgrounds, confronted to experiences of othering in a White entrepreneurial ecosystem.

The study takes a qualitative-interpretivist approach and builds on six cases of racial minority entrepreneurs in nascent stages of venture development within the Dutch technology sector. The dataset comprises 24 in-depth interviews conducted over the course of one and a half year, extensive case descriptions and online sources. The data is thematically and inductively analysed.

Despite strongly self-identifying as entrepreneurs, the research participants feel marginalised and excluded from the entrepreneurial ecosystem, which results in ongoing threats to their existential authenticity as they build a legitimate entrepreneurial identity. Minority entrepreneurs navigate these threats by either downplaying or embracing their marginalised racial and/or migrant identities.

The study contributes to the literature on the identity work of minority entrepreneurs. The paper reveals that, rather than “strategising away” the discrimination and exclusion resulting from othering, racial minority entrepreneurs seek to preserve their sense of existential authenticity and self-worth, irrespective of entrepreneurial outcomes. In so doing, the study challenges the dominant perspective of entrepreneurial identity work among minority entrepreneurs as overly instrumental and market-driven. Moreover, the study also contributes to the literature on authenticity in entrepreneurship by highlighting how racial minority entrepreneurs navigate authenticity threats while building legitimacy in a White ecosystem.

Home-based commercial hospitality (HBCH) is the focus of this study. This community-based tourism (CBT), which has received little research attention, is examined to reveal the meaning of commercially hosting visitors in private homes for experiential meetings on a variety of topics such as food, art, culture, folklore and various workshops.

A qualitative research method was adopted, using semi-structured, in-depth interviews with HBCH providers in the desert town of Arad, located in southern Israel.

The study reveals the impact of this unusual occupation on the host's quality of life, the factors that encourage and suppress involvement in this entrepreneurship, as well as the positive and negative consequences of HBCH on the local environment.

The findings could offer important guidelines to municipalities and local governments seeking to encourage CBT and sustainable micro-enterprises.

HBCH is a recent phenomenon and, as such, has been little researched. This study of one community raises issues that may be shared by HBCH enterprises. The findings could contribute to developing such initiatives elsewhere, avoiding the obstacles faced in this pioneering effort.