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Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections of product images on Pinterest. The purpose of this paper is to present a framework of online consumer curation, introducing this topic to the marketing literature.

Through the analysis of the business and academic literature, as well as a careful study of many examples of online consumer curation, the authors present a framework for understanding online consumer curation.

The actions taken by online consumer curators are similar to those of museum or art gallery curators: acquiring, selecting, organizing and displaying content for an audience. The motivations for consumers to engage in online curation include building/displaying their identities and making social connections with their online audience. One outcome possible for the audience that views the curation is gaining access to carefully selected and recommended content.

As online consumer curation is a new area of research, the authors suggest several marketing- and brand-relevant propositions that can be addressed in future research.

As consumers are frequently using product images and brand symbols in their online curation, it is important for marketing academics and practitioners to understand their actions.

The aim of the paper is to present a thorough introduction to the idea of online consumer curation by outlining relevant examples, providing a framework for understanding this activity and its implications for brand management, and listing ideas for future research.

Algunos consumidores se dedican a la “curación” en línea, un tipo de contenido generado por el usuario (UGC), de manera que pueden ser impactantes para las marcas. Un ejemplo de “curación” en línea incluye la organización de colecciones temáticas de imágenes de productos en Pinterest. El propósito de esta investigación es presentar un marco sobre la “curación” del consumidor en línea, introduciendo este tema en la literatura de marketing.

A través de nuestro análisis de la literatura académica y empresarial, así como del estudio cuidadoso de muchos ejemplos de “curación” de los consumidores en línea, presentamos un marco para comprender la “curación” de los consumidores en línea.

Las acciones realizadas por los “curadores” son similares a las de sus homólogos en museos o galerías de arte: adquirir, seleccionar, organizar y mostrar contenido para una audiencia. Las motivaciones para que los consumidores participen en la “curación” en línea incluyen construir/mostrar sus identidades y establecer conexiones sociales con su audiencia en línea. Un resultado posible para la audiencia que ve la “curación” es obtener acceso a contenido cuidadosamente seleccionado y recomendado.

Como la “curación” en línea es una nueva área de investigación, sugerimos varias propuestas relevantes de marketing y marca que pueden abordarse en futuras investigaciones.

Como los consumidores utilizan con frecuencia imágenes de productos y símbolos de marca en su “curación” en línea, es importante que los académicos y profesionales de marketing comprendan sus acciones.

La investigación presenta una introducción exhaustiva a la idea de la “curación” del consumidor en línea describiendo ejemplos relevantes, proporcionando un marco para comprender esta actividad y sus implicaciones para la gestión de la marca, y enumerando ideas para futuras investigaciones.

“Curación” del consumidor en línea, Comportamiento del consumidor en línea, Contenido generado por el usuario, Gestión de marca

As Chinese Generation Z consumers have distrust over traditional advertising and marketing, this study focuses on user-generated content (UGC) travel apps to demonstrate the structural relationship among the expertise of amateur information publisher, interactive atmosphere, information quality, expectation confirmation, perceived trust, experiential satisfaction and switching intention.

This study carried out a questionnaire-based survey among Chinese Generation Z consumers and obtained 356 valid questionnaire copies that were analyzed with the structural equation.

The expertise of amateur information publisher and the interactive atmosphere of UGC travel apps have positive effects on perceived trust; expectation confirmation and perceived trust have positive effects on experiential satisfaction, and experiential satisfaction has negative effects on switching intention.

The results should encourage UGC travel app developers to use visual effects so as to achieve a higher quality of information, foster a cordial interactive atmosphere and enhance the expertise of information publishers by selecting the best candidate, thus spurring the design of marketing activities popular among the Chinese Generation Z consumers.

This study argues that new-generation consumers have their specific appeals and in the tourist market. It explores the UGC travel apps, which are popular among Generation Z consumers in order to deepen marketing personnel's understanding of the relationship among the expertise of amateur information publisher, interactive atmosphere, information quality, expectation confirmation, perceived trust, experiential satisfaction and switching intention.

This paper seeks to ascertain the effectiveness of a two-week-long faculty development programme (FDP), organized by Indira Gandhi National Open University (IGNOU), for teachers of the open and distance learning (ODL) system, with the aim of upgrading their knowledge and skills for developing print self-learning materials (SLMs). The specific aim of this study is to ascertain whether the objectives of the FDP have been achieved, to examine the effectiveness of the training programme and to suggest measures for improvement in future FDPs regarding the design and development of print SLMs.

The study was conducted using a descriptive survey research method, through semi-structured questionnaires and adopted purposive sampling. The first survey was conducted immediately after the completion of the programme, in order to collect feedback from the trainees, while the second survey was conducted after six months of the FDP, using the follow-up approach, so that more reliable and authentic results could be obtained.

The outcomes of the study revealed that the training had been effective in imparting appropriate knowledge and skills to the trainees, with respect to designing print SLMs. However, certain gaps were also identified and have been reported in this paper. Key suggestions have been made to address the shortcomings and improve forthcoming FDPs.

The present research focused on a specific training programme regarding the design and development of SLMs. Therefore, only the teachers and academics who participated in this specialized training activity were considered for the collection of feedback.

The recommendations of this work may be useful for the trainers, FDP coordinators, training institutions and ODL policymakers for planning and designing effective staff development activities for teachers and academics working in ODL institutions. These would be especially useful in the design of FDPs, aimed at orienting teachers who are involved in curriculum planning, design and development of learning resources.

This study is an original research based on the empirical primary data obtained by the researchers. As the largest open university in the world, IGNOU has been playing a key role in staff development for and in ODL in developing countries. This evaluative study of a specialized FDP in the area of SLM design and development is a significant work that may be valuable for planning the staff development strategies and building a training evaluation mechanism.

The paper documents the roles played by the institutional quality assurance cells (IQACs) to implement the University Grants Commission (UGC) directive to shift to online education during the COVID-19 pandemic period in Bangladesh. It highlights the government's efforts to ensure quality education, particularly in utilizing IQACs in the various public and private universities. The paper starts with the pandemic situation in the country, followed by the overall responses of the government, including its directives regarding the conduct of higher education.

The paper utilizes as framework the Sloan Consortium's Five Pillars of Quality Online Learning – learning effectiveness, student satisfaction, teacher satisfaction, scale and access. The paper then analyzes the oral reports of 26 IQACs, which were presented to government officials in two meetings.

From the analysis, it is apparent that IQACs have contributed toward the shift to full online education during the pandemic period. Universities responded to the crisis mainly in the areas of governance, teaching and learning and student support services. To guide policy formulation, the IQACs (with the help of other university units) conducted surveys among their faculty and students regarding their access to Internet, financial difficulties and mental health situation. From here, they drafted academic policies (attendance, student assessment and online teaching), conducted capacity building activities, monitored faculty performance, formulated guidelines on student online behavior and encouraged stakeholders to trust the online system.

The study is original since (like many countries) the pandemic has forced education activities to go online. It looks at both the macro level (the concerns of the University Grants Commission or UGC concerning quality education in an online setting) and the micro level (what universities have undertaken to address the concerns of the UGC).

Lifelong learning needs to be visualized as the milestone for generating a progressive and knowledge society. Because it is through lifelong learning that one can continuously upgrade one's knowledge and acquire the relevant skills for getting livelihood opportunities. Moreover, for ensuring a sustainable and advanced society in the 21st century industrial setup, people are desirous to receive a global form of learning as they tend to follow the principle, that is, “earning while learning”. In this context, the various types of online courses, Massive Open Online Courses (MOOCs) and Open Educational Resources (OERs) provide myriad opportunities to the people by introducing them to a global form of learning. Against this background, the introduction of MOOCs in India for providing lifelong learning opportunities might work in a big way. However, to what extent, can MOOCs promote the idea of lifelong learning in a vast country like India needs to be discussed in greater detail.

While writing the paper, descriptive research methodology has been used. The sources such as Report of Census 2011, Human Development Report 2016, 2018, Economic Survey 2016 are also consulted. Analysis has been done based on the data extracted from the secondary source of information.

The literature review made in the paper implies that the educational institutes across India may adopt some of the good national and international practices for transforming the society and produce some need-based MOOCs under the SWAYAM platform with regard to providing opportunities of lifelong learning. Thus, the courses run through SWAYAM should help in achieving the three cardinal principles of the Indian Education – access, equity and quality. However, there are many challenges to be met while the adoption and development of MOOCs for the purpose of lifelong learning in India are taken into consideration. The current modes and popularity of digitally offered education in India thus need to be justified.

The discussions made in the paper are limited to a reference to the Indian MOOCs particularly under SWAYAM, and it is a general study only.

It is important to note that a new kind of transformation is currently being initiated across the world by encouraging more and more online interventions in the field of education. In fact, various studies are also being conducted on the implementation of online courses across the world, particularly in the developed countries where more than 70% education is delivered online. However, in a country like India, the practical utility or the implementation of the online courses such as MOOCs is not so popular even at present, and it is only limited to a small section of the society. The University Grants Commission (UGC) with a view to promoting CBCS as well as Credit Transfer made 20% course delivery through MOOCs mandatory in Indian higher education. However, the CBCS system itself has several loopholes considered in the Indian context, as it was launched without sufficient ground work, and no one seems to have a clear idea of its implementation method. The UGC's move was to introduce a system of education that would help in bringing parity of Indian higher education with Western or European higher education systems. This paper shall try to imply how the Indian MOOCs should be used in providing lifelong learning opportunities to the people of the country.

This paper refers to a new social constructivism initiated through MOOCs, where a learner can directly interact with the people in the community, share their own ideas and thoughts and collectively undertake new researches. This is sure to transform the Indian society in the days to come, although a study on the usefulness of the existing MOOCs is of utmost necessity

This paper reiterates the necessity of a detailed study of the available MOOCs in India based on the findings of the common problems and challenges of MOOCs development and implementations that need to be resolved first. Then the paper provides an analysis of this situation so that one could develop or adopt a MOOC in order to meet one's need of lifelong learning in a country like India.

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.

The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.

The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.

CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.

The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).

Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.

Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.

La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.

Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.

Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente

Trabajo de investigación

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level through taking a close look at the content that users generate during these attacks.

The authors conducted content analysis to study four recent brand-related OFs that occurred on Twitter.

The results show that brands are at the core of the users’ conversations, although other actors, such as competing firms, can also be affected. Negative comments greatly exceed positive ones. Actions against the brand, both passive (avoidance) and active (vengeance), emerged during the OFs.

The exploratory nature of the study could cast doubt on the generalizability of the results. Moreover, the number of OF analyzed is limited, although they represent an interesting variety of brand misconducts.

Nowadays, brands are publicly scrutinized through social networks, as the networks enable users to speak out about brands’ perceived mistakes and wrongdoings. This paper confirms that managers should monitor, understand and try to respond to OFs to minimize their impact.

Online firestorms are a recent phenomenon that has gained attention finally, as they can reach hundreds of users in real-time and can involve a huge amount of comments posted online against a brand. These attacks could severely damage the brand, even when there is no strong evidence of the posted content being true. This paper adds to the scarce literature on the topic and analyzes the negative effects for brands.

Este trabajo exploratorio identifica posibles consecuencias negativas que los ataques colaborativos online contra las marcas podrían tener en las relaciones marca-consumidor. Para ello se adopta la perspectiva del participante en el ataque colaborativo mediante un análisis pormenorizado del contenido que los usuarios generan durante el tiempo que dura el ataque contra la marca.

Se ha llevado a cabo un análisis del contenido generado durante cuatro ataques colaborativos recientes que protagonizaron distintas marcas en Twitter.

Del análisis de contenido se desprende que las marcas son las protagonistas de las conversaciones de los usuarios aunque otros actores tales como marcas competidoras también han sido mencionadas. Los comentarios negativos predominan sobre los positivos. También se identifican acciones contra la marca, tanto pasivas (evitar comprarla) como activas (venganza).

El carácter exploratorio del estudio impide la generalización de sus resultados. El número de ataques colaborativos analizados son limitados aunque representan una interesante variedad de errores y malas conductas por parte de las marcas.

Actualmente las marcas son objeto de escrutinio público en las redes sociales en tanto que facilitan la interacción entre usuarios y el comportamiento informativo de cualquier tipo. Este trabajo confirma que los responsables de marca deben controlar, comprender y tratar de responder a estos ataques colaborativos contra las marcas para minimizar su impacto.

Los ataques colaborativos contra las marcas son un fenómeno que está recibiendo una enorme atención últimamente en la medida en la que miles de usuarios participan en ellos en tiempo real generando una enorme cantidad de comentarios online contra una marca. Estos ataques pueden dañarla seriamente, incluso ante la ausencia de evidencias claras de que el contenido que se comparte sea cierto. Este trabajo contribuye a la escasa literatura existente sobre los ataques colaborativos online contra las marcas y analiza sus posibles efectos negativos.

Artículo de investigación

This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the purchasing intention (PI) of customers in the fashionwear industry in Sri Lanka.

A standardized online survey was conducted, generating 312 datasets for analysis.

The empirical findings reveal that both firm-produced and UG social media fashionwear marketing communication has a significant influence on CPI. However, firm-produced social media fashionwear brands demonstrate a higher impact on CPI.

This study highlights the importance of social media marketing communication in shaping customers’ PI in the fashionwear industry in Sri Lanka. Both FC and UG content on social media platforms play a crucial role in influencing customers' intention to purchase fashionwear products. However, firm-produced social media fashionwear brands exert a stronger impact on CPI. These findings emphasize the need for marketers to incorporate effective social media strategies, including both FC and UG content, to enhance customer engagement and drive purchase decisions in the fashion-wear industry.

This paper investigates the usage and trust of Chinese social media in the travel planning process (pre-trip, during-trip and post-trip) of Chinese tourists.

Through a combination of structured online survey (n = 406) and follow-up interviews, the research identifies the diversification of the demand-and-supply patterns of social media users in China, as well as the allocation of functions of social media as tools before, during and after travel.

Social media users are diverse in terms of their adoption of social media, use behaviour and scope; the levels of trust and influence; and their ultimate travel decisions and actions. Correlations between the level of trust, influence of social media and the intended changes in travel decisions are observed. Destination marketers and tourism industries should observe and adapt to the needs of social media users and potential tourist markets by understanding more about user segmentation between platforms or apps and conducting marketing campaigns on social media platforms to attract a higher number of visitors.

This paper demonstrated the case of social media usage in mainland China, which has been regarded as one of the fastest growing and influential tourist-generating markets and social media expansions in the world. This study further addressed the knowledge gap by correlating social media usage and travel planning process of Chinese tourists. The research findings suggested diversification of the demand-and-supply pattern of social media users in China, as well as the use of social media as tools before, during and after travel. Users were diversified in terms of their adoption of social media, use behaviour, scope, the levels of trust, influence and the ultimate travel decisions.

Destination marketing organizations should note that some overseas social media platforms that are not accessible in China like TripAdvisor, Yelp, Facebook and Instagram are still valued by some Chinese tourists, especially during-trip period in journeys to Western countries. Some tactics for specific user segments should be carefully observed. When promoting specific tourism products to Chinese tourists, it is necessary to understand the user segmentation between platforms or apps.

Social media is a powerful tool for tourism development and sustainability in creating smart tourists and destinations worldwide. In China, the use of social media has stimulated the development of both information and communication technology and tourism.