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The purpose of this research is to investigate the use of Twitter in business as a medium for knowledge sharing and to crowdsource information to support innovation and enhance business relationships in the context of business-to-business (B2B) marketing.

This study uses a combination of methodologies for gathering data in 52 face-to-face interviews across five countries and the downloaded posts from each of the interviewees' Twitter accounts. The tweets were analysed using structural topic modelling (STM), and then compared to the interview data. This method enabled triangulation between stated use of Twitter and respondent's actual tweets.

The research confirmed that individuals used Twitter as a source of information, ideas, promotion and innovation within their industry. Twitter facilitates building relevant business relationships through the exchange of new, expert and high-quality information within like-minded communities in real time, between companies and with their suppliers, customers and also their peers.

As this study covered five countries, further comparative research on the use of Twitter in the B2B context is called for. Further investigation of the formalisation of social media strategies and return on investment for social media marketing efforts is also warranted.

This research highlights the business relationship building capacity of Twitter as it enables customer and peer conversations that eventually support the development of product and service innovations. Twitter has the capacity for marketers to inform and engage customers and peers in their networks on wider topics thereby building the brand of the individual users and their companies simultaneously.

This study focuses on interactions at the individual level illustrating that Twitter is used for both customer and peer interactions that can lead to the sourcing of ideas, knowledge and ultimately innovation. The study is novel in its methodological approach of combining structured interviews and text mining that found the topics of the interviewees' tweets aligned with their interview responses.

Children suffering from cancer or cardiovascular disease, who need extended periods of treatment in hospitals, are subjected to multiple hardships apart from the physical implications, for example, experienced isolation and disrupted social and academic development. This has negative effects long after the child's recovery from the illness. The purpose of this paper is to examine the non-medical needs of children suffering from a long-term illness, as well as research the field of artificial intelligence (AI) – more specifically, the use of socially intelligent agents (SIAs) – in order to study how technology can enhance children's interaction, participation and quality of life.

Interviews were performed with experts in three fields: housing manager for hospitalized children, a professor in computing science and researcher in AI, and an engineer and developer at a tech company.

It is important for children to be able to take control of the narrative by using an SIA to support the documentation of their period of illness, for example. This could serve as a way of processing emotions, documenting educational development or keeping a reference for later in life. The findings also show that the societal benefits of AI include automating mundane tasks and recognizing patterns.

The originality of this study concerns the holistic approach of increasing the knowledge and understanding of these children's specific needs and challenges, particularly regarding their participation and interaction with teachers and friends at school, using an SIA.

For several hundreds of years printing has been the only effective channel for spreading mass communication. During the 1900s several new media channels have been invented and, with the addition of the Internet, this has both changed the way media is consumed and has increased the competition between different channels. This qualitative case study of 37 firms reports on how relationships are used in the printing industry to relieve some of the impact of the competitive forces from new, and easily accessible, media as a means for marketing and, furthermore, on the impact on the printing industry as an industry. The results from the case study show that there are both internal and external effects of forming relationships and those vertical, as well as horizontal, relationships are of great importance to create a sustainable competitive situation for the printing industry. Relationships are used to increase both the strategic flexibility of the firm and the flexibility of the print media channel. Furthermore, the study illustrates that the printing industry, and print as a medium of communication, is drifting gradually away from the actual customer due to the new paradigm of value creation.

Escalation in the number of online food ordering platforms, along with extensive junk food marketing, lucrative offers and discounts, innovation in food flavors, and doorstep delivery of food, have triggered the consumption of high-calorie and unhealthy food products which pose serious threats to the health and future well-being of individuals by making them more obese. To date, several public policy frameworks have been developed to confront obesity; however, their efficacy seems debatable. Directionally, the objective of this study is to highlight the potential influence of “digital nudging” which aims at steering individuals in desired directions, at the same time delimiting their freedom of choice. The study also establishes the effectiveness of digital nudges promoting a healthy lifestyle by steering individuals toward healthier food choices. The author strongly believes that this conceptual perusal will offer immense inputs to healthy food marketers and researchers alike in addressing the matters of obesity. Addressing the menace of obesity calls for joint efforts of the government, the public, researchers, and more specifically food product manufacturers/marketers who should incorporate healthier food options into their portfolios. E-tailers are also urged to adopt such practices in virtual markets and promote healthier food options to effectively tackle obesity.

The purpose of this paper is to evaluate effectiveness of the graduate development programme that was aimed at the recruitment and professional development of black engineering graduates through the workplace learning method.

The paper adopted qualitative research strategy using in-depth interviews with semi-structured interview guide that was developed after an extensive review of related literature. Data were analysed using thematic analysis technique.

Result of the paper indicates that the strategy provides an effective mechanism for the inclusion and professional development of black engineering graduates. Coaching and mentoring relationships were found to be an effective way for knowledge and skills transfers.

Although this study presented valuable insights into the complexity of the graduate development programme in South Africa, the authors consider it appropriate to draw some limitations to study for in order to provide some guides on the conduct of a similar study by future researchers. It is important to state that qualitative studies inherently lack external validity that limits its generalisability to a wider context. Further, a non-probability sampling method was used in this study thus posing a threat to the scientific representativeness of the participants. At last, but very important is the emotion and tension that is usually associated with social research and discussion regarding the legacies of apartheid in South Africa. This research was not insulated from such sensitivity and social influence. To this extent, while practical efforts were made to mitigate this factor during the interviews, there is no guarantee that the respondents were completely honest, and not influenced by extraneous nuances and considerations in their responses to the questions. In view of the methodological and social limitations to this study, future researchers could consider, for example, the use of a mixed methods wherein a quantitative research component is conducted on trainees of the programme in order to validate or disprove the answers provided by the training managers which were purely from operator/organisational, rather than training participants’ perspective. The mixed method approach could also enhance the external validity or generalisability of the research outcome to a wider context. At last, the administration of structured questionnaire through the use of a web-based survey could potentially eliminate emotions, social tension and response bias since both the researcher and respondents do not engage in a face-to-face contact and personal interaction. This also effectively protects personal identity of both the researcher and respondent.

Not much research has been conducted in the direction of the graduate development programme as an effective strategy for the career advancement, inclusion and affirmation of black engineers within the engineering landscape of South Africa. Corporate and professional skills development managers could integrate the outcome of this paper into a policy framework that shapes corporate social investment, diversity and inclusion management at the workplaces.

The purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.

The survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.

The results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.

This study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.

Brand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.

The brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.

The study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

This paper aims to investigate how actors in the farmer’s network influence the adoption of smart farming technology (SFT) and to understand how social media affects this adoption process, in particular focusing on the influence of social media on trust in knowledge dissemination within the network.

The methodology used a two-stage process, with semi-structured interviews of farmers, augmented by a netnographic approach appropriate to the social media context.

The analysis illustrates the key role of the farmer network in the dissemination of SFT knowledge, bringing insight into an important B2B context. While social media emerges as a valuable way to connect farmers and promote discussion, it remains underused in knowledge dissemination on SFT. Also, farmers exhibit more trust in the content from peers online rather than from SFT vendors.

Novel insights are gained into the influence of the farming network on the accelerated adoption of SFT, including the potential role of social media in mitigating the homophilous nature of peer-to-peer interactions among farmers through exposure to more diverse actors and information. The use of a social network theory lens has provided new insights into the role of trust in shaping social media influence on the farmer, with variances in farmer trust of information from technology vendors and from peers.