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The purpose of this paper is to analyze an integrated marketing model that includes operations in the real and virtual worlds.

The authors selected a marketing campaign conducted by a real world enterprise (Tourism Dublin) and examined the virtual world business (Virtual Dublin) model through that lens.

At the “slope of enlightenment” stage of the Gartner technology hype cycle, it is found that Second Life offers value for its business clients who understand the use of an immersive virtual experience as part of a strategic marketing program.

The paper shows that strategic use of a simulation that provides an immersive experience, such as the virtual exploration of a tourist destination, as part of an integrated marketing program can deliver tangible results and add value to a marketing campaign.

With a range of products and services that were previously inaccessible before purchase, consumers can “try before they buy” in a virtual environment such as Second Life.

To the authors’ knowledge, this is the first case study to examine the business model of a company operating in Second Life (a virtual world) that sells the value of an immersive customer experience as an important part of an integrated marketing communications program.

The publication of papers in scholarly journals is an important channel for the dissemination of academic knowledge. Analyzing academic content provides useful insights into how services marketing evolves over a selected time frame. The purpose of this paper is to determine key trends published in the Journal of Services Marketing during the recent 11‐year period from 1998 to 2008.

This paper presents a content analysis of the papers published in the Journal of Services Marketing during the period 1998‐2008. A total of 417 papers, excluding book reviews, were analyzed. Descriptive statistics provide an overview of the research contributions.

The main finding is that most of the papers published in the Journal of Services Marketing during the recent 11‐year period are research‐based papers. Other findings include a trend towards co‐authorship, the use of surveys and empirical data, adults as research subjects, factor analysis, structural equation modeling, and analysis of variance as the most popular statistical techniques. Based on a keyword analysis most papers are related to service quality and customer service.

Researchers who wish to publish in this journal can use the findings as a guideline in preparing for their submission. The study gives an overview of the types of papers published in this journal. The analysis also shows that there is no preference for a particular topic for publication which stimulates new and varied contribution from researchers.

This is the first content analysis conducted of the scholarly contribution to this journal that shows the trends in services research topics.

Traumatic brain injury (TBI) is unique among areas of eligibility for students with disabilities in federal special education legislation, not in what is assessed, but why the assessment is taking place. If not for the injury, most individuals with TBI would be unlikely to come to the attention of special educators. Few education training programs appear to allocate sufficient attention to the category, so we present background information regarding prevalence, recovery, and outcomes before summarizing advice from the literature regarding assessment of individuals with TBI in schools. Although educators are unlikely to be involved in the initial diagnosis of TBI, they can be important collaborators in promoting recovery or detecting a worsening condition. Almost every assessment tool available to educators is likely to be of value in this endeavor. These include both formal and informal approaches to assessment. Working with individuals with TBI requires sensitivity and compassion.

This paper tests the degree to which Sunstein's law of group polarization predicts the increase or decrease in polarization among individuals in an out-group during a polarizing event. The authors use the discourse on Parler surrounding the events of January 6th as a case study.

The study includes an overall sentiment analysis, a statistical analysis of emotions, along with eight other feelings, including anger, anticipation, disgust, fear, joy, sadness, surprise and trust. Specifically, the authors measure the differences in feelings related language used in posts as they pertain to Donald Trump and the Make America Great Again (MAGA) movement vs. Trump's Vice President Mike Pence both before and after January 6, 2021. The authors use this empirical analysis to show whether polarization in the Parler community increased or decreased after January 6th.

The authors find evidence that there is more complexity to polarization than Sunstein's theory would predict. The authors would expect a very polarized outed group to become more polarized relative to the general public after a central event; however, the authors see two extremes emerging within the Parler community (both strongly positive and strongly negative feelings toward Trump). The authors do not see unanimous consent across the Parler platform as Sunstein's theory would suggest; the out-group is becoming more polarized relative to the rest of the population. Instead, the authors observe a wide mix in reactions. The results of this study demonstrate that there is dissent even among the Parler echo chamber. For many themes surrounding the January 6th riots, Parler users express strong disagreement with each other and a lack of unity in their feelings for former President Trump.

The results suggest further research into polarization of outed groups and the policy implications of their polarization changes over time.

Increases in group polarization are often a motivator for public policy and are further becoming a major focus for research. Brookings' authors Stephanie Forrest and Joshua Daymude point to polarization as a substantial threat to American society, claiming “reducing extreme polarization is key to stabilizing democracy” (2022). Researchers Diana Epstein and John D. Graham demonstrate that polarized politics has impacted the “substance of rulemaking, judicial decisions, and legislation” along with “complicating long-term policy changes” (2007). The authors study how entrepreneurs have responded to this increase in polarization and its implications for public policy.

Not only does group polarization impact all types of groups, from the social to the economic, but also it has “particular implications for insulated ‘outgroups’” (Sunstein, 1999, p. 21). Groups that are excluded by either coercion or choice from dialog with other groups become even more polarized and extreme (Sunstein, 1999; Turner et al., 1989).

The authors have engaged in an empirical analysis that no other paper has addressed. This paper summarized the Parler sample data set and analyzed various themes associated with the events of January 6th, namely President Trump and MAGA themes and Vice President Pence. The analysis demonstrated a dramatic increase in negative sentiment and emotion related to Vice President Mike Pence after January 6th as well as mixed support for President Trump and an increase in disgust before and after the Capitol riot.