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This study aims to explore the impact of firm-generated content (FGC) on viral marketing on multiple social media platforms, and how social ties embedded in different social media platforms affect the motives for social dissemination.

Three studies were conducted to test the model. A quasi-field experiment (Study 1) supported this main effect. Studies 2 and 3 examined the underlying mechanism and enhanced the internal and external validity of the findings.

The findings revealed that warmth (vs competence)-oriented FGC is consistent with the communion (vs agency) mode and elicits greater social dissemination on social media embedded with strong (vs weak) ties.

This study illustrates that FGC that matches communication modes on multiple social media platforms embedded with different social ties will trigger viral marketing and being aware of this match is crucial for policymakers.

This research sheds light on the effects of FGC on viral marketing on multiple social media platforms embedded in different social ties.

The present chapter aims to assess how digital transformation impacts current trends in city branding, to analyze the role of digital communication in the branding of selected cities, and to compare the level of exploitation of digital communication for city branding between European and Slovak cities. We conducted empirical research in several phases, and the overall sample consists of 155 cities in Europe and Slovakia. The results of our research showed that European and Slovak cities use to some extent all the investigated tools of digital marketing communication in city branding with a dominant position of social media, both in terms of exploitation and importance for city branding in European and Slovak cities. European cities score significantly better than Slovak cities in all elements of the City Brand Hexagon, as well as in the overall city brand index. Therefore, city branding strategies in the best European cities can serve as a good practice example or inspiration for Slovak cities. Cities with lower rankings and scores on city branding should focus on strengthening their city branding or strengthening their digital communication. The possible trajectory is also the concerted strategy for the branding of the city and its digital communication.

The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.

Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.

Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”

The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.

This paper aims to determine the knowledge and attitudes of the physicians regarding human immunodeficiency virus (HIV)/acquired immune deficiency syndrome (AIDS), to emphasize that these patients exist and they will exist in the future and to raise awareness so as to prevent that their rights to treatment are revoked.

The survey was conducted via a link sent through an online system. Random physicians from 81 cities of the country were invited to the survey. The survey has 41 questions regarding knowledge and attitudes in total, including epidemiological information such as age, gender and title.

A total of 3,107 physicians has voluntarily participated in the study. In total, 2,195 (70.7%) are internal physicians and 912 (29.3%) are surgical physicians among the participant physicians. In total, 1,452 (46.7%) of the participants are specialist physicians, 608 (19.6%) of the participants are practising physician and the rest of it is physician assistants, academicians and dentists, respectively.

In this study, it has been found out that the physicians have a lack of knowledge on HIV/AIDS and they adopt a discriminatory attitude towards HIV-positive persons. HIV-positive patients who are exposed to discrimination and scared of being uncovered refrain from applying to hospitals for treatment, which puts public health into jeopardy due to the high viral load and these patients are faced with difficulties in coping with both medical and emotional load of the disease.

This case replaces UVA-M-0837. It can be used in a variety of marketing and strategy classes to understand how (1) at a macro level, a shift in consumer and environmental factors can impact firm strategy and (2) at a micro level, an e-mail-based marketing campaign designed to address these changes can impact firm-level performance.

The case puts the students in the position of CEO Robert Huth as he is preparing for a board meeting. He had taken David's Bridal from a loss in 1996 to sales of over $1 billion by 2011, but he was concerned about future growth. People were waiting longer and longer to get married and, once they decided to, were spending much less than in the past, so the industry had seen year-over-year declines since 2007. How would David's Bridal establish its brand in the minds of a new generation of brides who shopped, purchased, and decided differently than had brides in past generations?

Research comparing offline and cyberbullying is relatively sparse, with scholars suggesting the need for empirical investigations to clarify whether cyberbullying and offline bullying are similar or different constructs.

Using an experimental vignette methodology, the current study of 163 working participants obtained via social media examines the effect of medium (offline vs cyberbullying), type (person-related vs work-related) and the interaction between medium and type on perceptions of definitional criteria (severity, frequency, power and intent) and outcomes (negative emotion, fairness, job satisfaction and turnover intention).

Significant differences between offline and cyberbullying were seen only for ratings of severity, job satisfaction and turnover intention, with cyberbullying perceived as more severe and as having a more detrimental impact on job satisfaction and turnover intention. Stronger effect sizes emerged for type of bullying, with person-related bullying having a stronger negative impact on definitional criteria and outcomes than work-related bullying. Moreover, interaction effects suggested differences between the two media were dependent on type of act – with person-related/cyberbullying acts seen more negatively than other acts.

This paper is the first to use a vignette approach to test the similarity or difference hypothesis between offline and cyberbullying. Overall, limited support is seen for the notion that offline bullying and cyberbullying are perceived as different constructs, with type of behaviour suggesting a more complex relationship between the two.

This paper aims to demonstrate that Facebook likes affect outcomes in nonprofit settings. Specifically, Facebook likes influence affinity to nonprofits, which, in turn, affects fundraising outcomes.

The authors report three studies that establish that relationship. To examine social contagion, Study 1 – an auction field study – relies on selling artwork created by underprivileged youth. To isolate signaling, Study 2 manipulates the number of total Facebook likes on a page. To isolate commitment escalation, Study 3 manipulates whether a participant clicks a Facebook like.

The results show that Facebook likes increase willingness to contribute in nonprofit settings and that the process goes through affinity, as well as through Facebook impressions and bidding intensity. The total number of Facebook likes has a direct signaling effect and an indirect social contagion effect.

The effectiveness of the proposed mechanisms is limited to nonprofit settings and only applies to short-term effects.

Facebook likes serve as both a quality signal and a commitment mechanism. The magnitude of commitment escalation is larger, and the relationship is moderated by familiarity with the organization. Managers should target Facebook likes at those less familiar with the organization and should prioritize getting a potential donor to leave a like as a step leading to donation, in essence mapping a donor journey from prospective to active, where Facebook likes play an essential role in the journey. In a charity auction setting, the donor journey involves an additional step of bidder intensity.

The approach the authors study is shown effective in nonprofit settings but does not appear to extend to corporate social responsibility more broadly.

To the best of the authors’ knowledge, this study is the first investigation to map Facebook likes to a seller’s journey through signals and commitment, as well as the only investigation to map Facebook likes to charity auctions and show the effectiveness of this in the field.

The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories.

Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants’ facial equality concerns.

Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with “facial differences” explain their experiences in facing society.

By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals.

Libraries in Africa are adopting technology at a fast pace. However, literature has provided enough evidence of the many challenges libraries on the continent are facing in the use of the adopted information technology of which information systems (ISs) are major components. Literature also does not provide evidence of IS standard, policy or guideline at both national and international levels as a benchmark for the use of these systems. Therefore, this paper aims to propose an IS standard guideline as a guide for libraries in Africa to develop IS policies, standards or guidelines to help in effective use of IS in libraries.

The researchers based their proposed standard guideline on the findings from their earlier research works and evidence from other existing literature as has been reviewed in this paper.

Findings from the literature revealed that libraries in Africa face a number of challenges in the use of IS which can be categorised into four main areas, namely, financial challenges, technological and infrastructural challenges, human resource challenges and organizational challenges.

This paper proposed an IS standard guideline to serve as a guide for libraries in Africa to develop IS policies, standards or guidelines to help in effective use of IS in libraries.