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This paper examines user generated social media content bearing on consumers’ attitude and belief systems taking the domain of natural food product as illustrative case. This research sheds light on how consumers think and talk about natural food within the context of food well-being and health.

The authors used a keyword-based approach to extract user generated content from Twitter and used both food as well-being and food as health frameworks for analysis of more than two million tweets.

The authors found that consumers mostly discuss food marketing and less frequently discuss food policy. Their results show that tweets regarding naturalness were significantly less frequent in food categories that feature naturalness to an extent, e.g. fruits and vegetables, compared to food categories dominated by technologies, processing and man-made innovation, such as proteins, seasonings and snacks.

This paper provides numerous implications and contributions to the literature on consumer behavior, marketing and public policy in the domain of natural food.

The authors’ exploratory findings can be used to guide food system stakeholders, farmers and food processors to obtain insights into consumers' mindset on food products, novel concepts, systems and diets through social media analytics.

The authors’ results contribute to the literature on the use of social media in food marketing on understanding consumers' attitudes and beliefs toward natural food, food as the well-being literature and food as the health literature, by examining the way consumers think about natural (versus man-made) food using user generated content of Twitter, which has not been previously used.

This chapter uses the entrepreneurial experiences of women entrepreneurs in urban China as an empirical case to discuss contextual influences on women's everyday entrepreneurial experience in developing countries. Based on thematic analysis of women's own accounts of their entrepreneurial experiences, four contextual influences emerged: (1) preentrepreneurial work experience, (2) national entrepreneurial development, (3) cultural values, and (4) gendered work ideology. These influences shaped and were shaped by women's entrepreneurial identities, decisions, and actions in situated contexts. To further understand women's negotiations with these influences in developing countries, future research are called for to investigate how women resist dominant structures to carve out entrepreneurial agencies and enact resiliency to build sustainable businesses.

With the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.

This research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.

Results showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.

Compared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.

The purpose of this paper is to prepare a new modified polybutylene terephalate (MPBT) for fused deposition modeling (FDM) to increase the variety of materials compatible with printing. And the printing materials can be used to print components with a complex structure and functional mechanical parts.

The MPBT, poly(butylene terephalate-co-isophthalate-co-sebacate) (PBTIS), was prepared for FDM by direct esterification and subsequent polycondensation using terephthalic acid (PTA), isophthalic acid (PIA), sebacic acid (SA) and 1,4-butanediol (BDO). The effects of the content of PIA (20-40 mol%) on the mechanical properties of PBTIS were investigated when the mole per cent of SA (α_SA) is zero. The effects of α_SA (0-7mol%) on the thermal, rheological and mechanical properties of PBTIS were investigated at n_PTA/n_PIA = 7/3. A desktop wire drawing and extruding machine was used to fabricate the filaments, whose printability and anisotropy were tested by three-dimensional (3D) printing experiments.

A candidate content of PIA introducing into PBT was obtained to be about 30 per cent, and the Izod notched impact strength of PBTIS increased with the increase of α_SA. The results showed that the PBTIS (n_PTA/n_PIA = 7/3, α_SA = 3-5mol%) is suitable for FDM.

New printing materials with good Izod notched impact strength were obtained by introducing PIA and SA (n_PTA/n_PIA = 7/3, α_SA = 3-5 mol%) into PBT and their anisotropy are better than that of ABS.

Ancient Chinese architecture is famous for its wooden frame structure and unique position in world architecture history. As numerous types of components and complex combinations exist, the overall structural system and how they are interlocked have always been crucial but challenging parts of the study. Students find it hard to understand and remember the concepts using traditional 2D paper media, making such knowledge unattractive to pass on to the new generation. To overcome the challenges, this research aims to examine the effect of combining Virtual Reality (VR) with digital interaction games in learning structural characteristics (dougong) of ancient Chinese architecture.

This research develops an interactive cognitive system in the VR environment based on constructivist theory to improve the learning approach of ancient Chinese architecture. Applying an experimental procedure, the feedback of an experimental group using the VR cognition system and a control group using traditional learning 2D media are collected to examine the differences in learning effectiveness and user experience.

This study develops an interactive cognitive system to aid in learning the structural system of ancient Chinese architecture. The results indicate that integrating VR and interactive learning games can increase students' positive attitudes and learning effectiveness towards ancient Chinese architecture.

This study integrates VR technology and interactive games to improve the learning approach. It examines the effect of applying the concept of human–computer interaction in learning ancient Chinese buildings. The concept of designing the interactive cognitive system is expected to guide students gradually to be the main body of learning and stimulate their learning enthusiasm and motivation.

As perceived corporate social responsibility (CSR) has become one of the long-term sustainable development strategies for many companies, this paper investigates the interrelationships between sustainable values (SVs), perceived CSR and customer behaviour in the restaurant industry.

To gather data needed to meet the study aims, we conducted an online survey of restaurant patrons in China, and used partial least squares structural equation modelling (PLS-SEM) to analyse the proposed models and test the hypotheses.

The obtained findings confirm that the three studied SV dimensions (equality, respect for nature and shared responsibility) have positive effects on perceived CSR, which in turn significantly affects word of mouth (WOM). Moreover, perceived CSR mediates the relationship between the three SVs and WOM but has no impact on the relationship between SVs and revisit intention.

The results of this study have practical implications for managers in the restaurant industry. Restaurant managers can prioritize their CSR efforts based on the relative importance of SV dimensions, which is useful in generating positive WOM.

Even though the importance of CSR is widely recognised, it is insufficiently studied from the perspective of restaurant customers. This research not only addresses this gap, but also expands the current understanding of SVs and their impact on CSR.