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This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

Mouth segmentation is one of the challenging tasks of development in lip reading applications due to illumination, low chromatic contrast and complex mouth appearance. Recently, deep learning methods effectively solved mouth segmentation problems with state-of-the-art performances. This study presents a modified Mobile DeepLabV3 based technique with a comprehensive evaluation based on mouth datasets.

This paper presents a novel approach to mouth segmentation by Mobile DeepLabV3 technique with integrating decode and auxiliary heads. Extensive data augmentation, online hard example mining (OHEM) and transfer learning have been applied. CelebAMask-HQ and the mouth dataset from 15 healthy subjects in the department of rehabilitation medicine, Ramathibodi hospital, are used in validation for mouth segmentation performance.

Extensive data augmentation, OHEM and transfer learning had been performed in this study. This technique achieved better performance on CelebAMask-HQ than existing segmentation techniques with a mean Jaccard similarity coefficient (JSC), mean classification accuracy and mean Dice similarity coefficient (DSC) of 0.8640, 93.34% and 0.9267, respectively. This technique also achieved better performance on the mouth dataset with a mean JSC, mean classification accuracy and mean DSC of 0.8834, 94.87% and 0.9367, respectively. The proposed technique achieved inference time usage per image of 48.12 ms.

The modified Mobile DeepLabV3 technique was developed with extensive data augmentation, OHEM and transfer learning. This technique gained better mouth segmentation performance than existing techniques. This makes it suitable for implementation in further lip-reading applications.

Organizational climates reflect employee perceptions of the way organizational culture is actualized and most studies explore one or two climates only. The present study uses a positive organizational behavior approach and conservation of resources theory to explore a global positive climate (GPC) encompassing five climates: perceive organizational support, psychosocial safety climate, organizational mindfulness, worthy work and inclusion climate. The GPC is used to predict employee engagement and job satisfaction, with psychological capital as a mediator. Beyond this, high performance work systems (HPWS) are included as a moderator of GPC to test the potential way HR practices might interact with positive climates to achieve superior outcomes.

A large sample (n = 1,007) of New Zealand workers across a wide range of occupations and industries. Confirmatory factor analysis (CFA) of the data was used and moderated mediation tests were conducted.

GPC is significantly related to psychological capital, employee engagement and job satisfaction, and while psychological capital also predicts the outcomes, and has some mediation effects on GPC influence, GPC remains significant. HPWS is significantly related to psychological capital only and interacts with GPC leading to the highest psychological capital and employee engagement. Significant moderated mediation effects are found, with the indirect effect of GPC increasing as HPWS increase.

This research is important because it provides empirical evidence around a GPC and shows how organizations and HRM managers can enhance key employee attitudes through building a strong climate and providing important HR practices.

Beyond unique effects from GPC, the findings provide useful theoretical insights toward conservation of resources theory.

The construction industry is tasked with creating sustainable, efficient and cost-effective buildings. This study aims to develop a building information modeling (BIM)-based multiobjective optimization (MOO) model integrating the nondominated sorting genetic algorithm III (NSGA-III) to enhance sustainability. The goal is to reduce embodied energy and cost in the design process.

Through a case study research method, this study uses BIM, NSGA-III and real-world data in five phases: literature review, identification of factors, BIM model development, MOO model creation and validation in the architecture, engineering and construction sectors.

The innovative BIM-based MOO model optimizes embodied energy and cost to achieve sustainable construction. A commercial building case study validation showed a reduction of 30% in embodied energy and 21% in cost. This study validates the model’s effectiveness in integrating sustainability goals, enhancing decision-making, collaboration, efficiency and providing superior assessment.

This model delivers a unified approach to sustainable design, cutting carbon footprint and strengthening the industry’s ability to attain sustainable solutions. It holds potential for broader application and future integration of social and economic factors.

The research presents a novel BIM-based MOO model, uniquely focusing on sustainable construction with embodied energy and cost considerations. This holistic and innovative framework extends existing methodologies applicable to various buildings and paves the way for additional research in this area.

The aim of this paper is to investigate and to measure the efficiency of Islamic banks through a comparative study with their conventional counterparts during the coronavirus period for the case of MENA region.

Indeed, this study will use the parametric method for a panel of 92 banks, including 27 Islamic banks and 65 conventional banks, over a ten-year period (2012–2021) and from eight MENA countries, namely, Bahrain, Egypt, Jordan, Kuwait, Qatar, UAE, Yemen and Tunisia.

The findings show that Islamic banks are more profitable than conventional banks before and during Covid-19, this result can be explained by the effectiveness of Shariah principles, differences in cost control, management and resource allocation. In addition, this study found that conventional banks outperformed Islamic banks after Covid-19.

This is a recent empirical study that investigates a timely and important topic.

The capability of steel columns to support their design loads is highly affected by the time of exposure and temperature magnitude, which causes deterioration of mechanical properties of steel under fire conditions. It is known that structural steel loses strength and stiffness as temperature increases, particularly above 400 °C. The duration of time in which steel is exposed to high temperatures also has an impact on how much strength it loses. The time-dependent response of steel is critical when estimating load carrying capacity of steel columns exposed to fire. Thus, investigating the structural response of cold-formed steel (CFS) columns is gaining more interest due to the nature of such structural elements.

In this study, experiments were conducted on two CFS configurations: back-to-back (B-B) channel and toe-to-toe (T-T) channel sections. All CFS column specimens were exposed to different temperatures following the standard fire curve and cooled by air or water. A total of 14 tests were conducted to evaluate the capacity of the CFS sections. The axial resistance and yield deformation were noted for both section types at elevated temperatures. The CFS column sections were modelled to simulate the section's behaviour under various temperature exposures using the general-purpose finite element (FE) program ABAQUS. The results from FE modelling agreed well with the experimental results. Ultimate load of experiment and finite element model (FEM) are compared with each other. The difference in percentage and ratio between both are presented.

The results showed that B-B configuration showed better performance for all the investigated parameters than T-T sections. A noticeable loss in the ultimate strength of 34.5 and 65.6% was observed at 90 min (986℃) for B-B specimens cooled using air and water, respectively. However, the reduction was 29.9 and 46% in the T-T configuration, respectively.

This research paper focusses on assessing the buckling strength of heated CFS sections to analyse the mode of failure of CFS sections with B-B and T-T design configurations under the effect of elevated temperature.

This study aims to investigate the relationship between the Chief Executive Officers (CEOs’) masculinity, CEO characteristics (accounting background, turnover and ethnicity/race) and earnings management (EM) in Malaysia. It also examined the moderating effect of the CEOs’ ethnicity/race (Bumiputera and non-Bumiputera) on the relationship between CEO masculinity and EM.

The analyses were based on a panel data set of 260 corporates listed on the Bursa Malaysia from 2009 to 2019. Python/code was used to calculate the facial width-to-height ratio (fWHR), while testosterone (TESTN) was calculated based on CEO age and fWHR. To estimate the results, panel data analysis with a fixed effect model was used.

The result shows that fWHR and TESTN have a significant positive effect on EM. CEO race has a significant impact on EM, implying that non-Bumiputera CEOs are more likely to be associated with EM. There was no statistically significant evidence that race moderates the relationship between CEO masculinity and EM.

The research contributes to the growing evidence in the field of neuroscience that it is possible to infer aspects of an individual’s behavior based on their facial structure and their TESTN levels. The findings provide new evidence supporting Malaysian Government policies in reducing masculinity on boards of directors and senior executive positions, which will positively affect the integrity of financial reports.

To the best of the authors’ knowledge, it is the first research to explain whether the ethnicity/race of CEOs is related to EM and whether it has a significant moderate effect on the relationship between masculinity and EM.

This study aims to examine how veganism is “seen” by young adult non-vegan consumers and how prevailing attitudes reinforce or challenge stigmas around veganism.

Photovoice methodology was used to explore young non-vegan consumers’ attitudes and beliefs towards veganism. Data was collected from students studying advertising at a major university in Australia, who produced images and narratives reflective of their own attitudes towards veganism. Polytextual thematic analysis of the resulting visual data was then undertaken to reveal the dominant themes underpinning participants’ attitudes. Participant narratives were then reviewed to confirm whether the ascribed meaning aligned with participants’ intended meaning.

Participant images were reflective of first, how they saw their world and their place within it, which showed the interplay and interconnectedness between humans, animals and nature, and second, how they saw vegans within this world, with both positive and negative attitudes expressed. Interestingly, vegans were simultaneously admired and condemned. By situating these attitudes along a spectrum of moral evaluation, bounded by stigmatisation and moral legitimacy, participants saw vegans as being either Radicals, Pretenders, Virtuous or Pragmatists. For veganism to become more widely accepted by non-vegans, there is an important role to be played by each vegan type.

This study offers a more nuanced understanding of how and why dissociative groups, such as vegans, become stigmatised, which has implications for messaging and marketing practices around veganism and associated products/services. Future research could use a similar methodology to understand why other minority groups in society are stereotyped and stigmatised, which has broader social implications.

When a crisis occurs, do corporate social responsibility (CSR) activities protect organizational reputation by buffering negative effects or do CSR activities intensify negative effects, potentially leading to a worse reputation compared to if the organization had no prior CSR engagement? The authors hypothesize that if a crisis emerges in a domain aligned with an organization’s CSR initiatives (crisis-congruent CSR) backfire effects would arise, adversely affecting the organization’s reputation. Conversely, in cases of incongruence, where the crisis emerges in a domain not aligned with an organization’s previous CSR involvement, a buffering effect would manifest, protecting the organization’s reputation.

The authors conducted an experiment with a 3 (crisis-congruent, crisis-incongruent, and no CSR activities) × 2 (repeated measures) mixed factorial design. In the first scenario, no information was provided concerning a company’s social commitment. Alternatively, participants were exposed to an article illustrating the company’s dedication either to healthcare (crisis-incongruent commitment) or to combating sexism (crisis-congruent commitment). Afterward, participants were presented with a newspaper article addressing allegations of sexism against the company’s CEO.

The findings demonstrate that prior CSR activities have the potential both to serve as a buffer and to cause backfire effects in times of crisis. Domain congruence is the decisive moderator of these effects: Crisis-incongruent CSR activities acted as a buffer, crisis-congruent CSR activities “backfired” and led to more negative perceptions of the company’s reputation.

The study directly contributes to the understanding of CSR effects in crisis communication, while also addressing the often paradoxical and contradictory findings of prior studies.

This paper aims to explore how one elementary school administrative team responded to their changing student populations to include Latin(x) within their black community. The responses included looping practices, relationship building with families and culturally relevant pedagogies. In particular, this paper considers how the three aspects of the change worked together toward the goal of providing its students with quality educational opportunities and enhancements.

The research presented here is part of a longitudinal (four-year) qualitative study where ethnographic approaches to data collection were adopted.

The four-year immersion in the values of culturally relevant pedagogy created a reciprocal growth in understanding among the teachers and the students of the black and Latin(x) populations, sustained the overarching ideas of deep family connections and contributed to asset-driven curriculum.

A national trend shows rapid changing demographics where Latin(x) families are moving into black neighborhoods and schools. This change in schools’ student populations finds educators facing new challenges in addressing the educational and cultural needs of two minoritized populations. This research adds to the existing scholarship by documenting how one school shifts their learning atmosphere to deeply engage students in culturally relevant pedagogies.