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This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.

Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.

The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.

This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.

By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.

This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.

While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.

This study aims to analyse the air traffic control (ATC)-related accidents and incidents. The paper aims to determine technical, operational and environmental factors that influence ATC-related accidents and incidents. This is important to reduce the number of these accidents.

This predictive and dipendence study investigated situational factors indicated in the data sets of National Transportation Safety Board (NTSB) and European Union Aviation Safety Agency (EASA) (for the period 2008–2018). The specific factors were time of day in which accident occurred, location, air traffic management (ATM) contribution, flight rules, ATC unit and outside factors. Logistic regression was used to differentiate factors between fatal ATC-related accidents versus ATC-related incidents. Further, by using Pearson’s chi-squared test, significant relationships between all factors in ATC-related accidents and ATC-related incidents were identified.

The results showed that five factors of total six factors – ATM contribution, flight rules, ATC unit, outside factors and aircraft location – influence to ATC-related accidents and incidents. Further, results showed significant relationships between each all factors in ATC-related accidents and incidents. According to that, differences and similitudes are presented.

After more than 20 years, study about ATC-related accidents and incidents was necessary to establish changements in thıs type of accidents. Belong of that, this is the first study that used data sets of both, NTSB and EASA, to determine the factors that affect ATC-related accidents and incidents.

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 paper aims to describe how one medical library implemented a new scheduling system, initiated data analysis and modified its regularly scheduled workshop program because of evidence-based decision-making. Academic libraries that struggle with workshop attendance may use this process as a model.

Workshop registration data analysis focused on registrants' affiliation, role and location, and how registrants learned of workshops. Workshop attendance data analysis focused on which workshops, days, times of the day and months had the highest attendance. The analysis led to changes in marketing and targeted scheduling of future workshops by the time of day, day of the week and month of the year.

Data collected for four years, fall 2018 – summer 2022 (12 semesters), shows a steady increase in the number of people attending library workshops. The increase in attendance and ROI experienced after the changes implemented at Ruth Lilly Medical Library (RLML) is significant as libraries often struggle with attendance, marketing and return on investment when offering ongoing educational workshops.

Many libraries offer ongoing workshops with low attendance. This article provides an example of how one library changed software and registration and implemented evidence-based decision-making related to scheduling which may have contributed to an increase in workshop attendance. Other academic libraries might consider adopting similar software and evidence-based decision-making to improve their library workshop service.

During COVID-19 restrictions, people spent more time in cyberspace and consuming health-related information. An increase was also observed in mediated caring messages or health-relevant information sent to one another. This study aims to explore how the information and interactions around COVID-19 can provide a good learning opportunity for public health, specifically related to eHealth literacy and eHealth promotion.

While mainstream literature has concentrated on experimental designs and a priming effect, this study inspects psychological distance related to a health threat under real-life circumstances. The article adopted a survey approach and utilized PLS-SEM techniques to examine the proposed hypotheses.

Results indicated that whereas closer social support correlates with closer psychological distance and less usage of the social media approach, more substantial COVID-19 impacts were associated with closer psychological distance but greater use of social media. Since both closer psychological distance and social media approach contribute to eHealth literacy, social support from closer and virtual social networks should be embraced but utilized through different routes and for different purposes. The timing of messages but not psychological distance affects people's social media approach, indicating that morning messages should be employed. Moreover, eHealth literacy mediates timing preferences and leads to a preference for eHealth communication earlier in the day. Overall, morning messages create a virtuous circle during a health crisis.

This paper establishes a mechanism of virtuous cycles for eHealth communication during a health threat. Additionally, it bridges existing research gaps by expanding chronopsychology and CLT in the health domain using an empirical approach, a real-life case and an extension of performance regarding information-seeking and utilization.

Observation of the animal world is an important component of nature surveys. It provides a number of different information concerning aspects such as population sizes, migration directions, feeding sites and many other data. The paper below presents the results from the flights of an unmanned aerial vehicle (UAV) aimed at detecting animals in their natural environment.

The drone used in the research was equipped with RGB and thermal infrared (TIR) cameras. Both cameras, which were mounted on the UAV, were used to take pictures showing the concentration of animals (deer). The overview flights were carried out in the villages of Podlaskie Voivodeship: Szerokie Laki, Bialousy and Sloja. Research flights were made in Bialousy and Sloja. A concentration of deer was photographed during research flights in Sloja. A Durango unmanned platform, equipped with a thermal imaging camera and a Canon RGB camera, was used for research flights. The pictures taken during the flights were used to create orthomaps. A multicopter, equipped with a GoPro camera, was used for overview flights to film the flight locations. A flight control station was also used, consisting of a laptop with MissionPlanner software.

Analysis of the collected images has indicated that environmental, organisational and technical factors influence the quality of the information. Sophisticated observation precision is ensured by the use of high-resolution RGB and TIR cameras. A proper platform for the cameras is an UAV provided with advanced positioning systems, which makes it possible to create high-quality orthomaps of the area. When observing animals, the time of day (temperature contrast), year season (leaf ascent) or flight parameters is important.

The paper introduces the conclusions of the research flights, pointing out useful information for animal observation using UAVs.

User-generated content (UGC) refers to semantic and behavioral traces created by users on various social media platforms. While several waves of platforms have come and gone, the long-term sustainability of UGC activities has become a critical question that bears significance for theoretical understanding and social media practices.

Based on a large and lengthy dataset of both blogging and microblogging activities of the same set of users, a multistate survival analysis was applied to explore the patterns of users' staying, switching and multiplatforming behaviors, as well as the underlying driving factors.

UGC activities are generally unsustainable in the long run, and natural attrition is the primary reason, rather than competitive switching to new platforms. The availability of leisure time, expected gratification and previous experiences drive users' sustainability.

The authors adopted actual behavioral data from two generations of platforms instead of survey data on users' switching intentions. Four types of users are defined: loyal, switcher, multiplatformer and dropout. As measured by the transitions among the four states, the different sustainability behaviors are thereby studied via an integrated framework. These two originalities bridge gaps in the literature and offer new insights into exploring user sustainability in social media.