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Due to the high penetration of social media and mobile devices in the recent decade, especially with the coronavirus, digital media tools have become a priority for marketing managers. Digital content marketing (DCM) is one of the crucial ingredients of the digital marketing strategy of businesses, which proposes value to the audience through brand-related and relevant content. The tourism industry is also trapped in the digital wave and has witnessed fundamental changes in how customers communicate. The growth of investment in DCM in this industry to introduce tourist attractions and acquire tourists calls for more research to explore multiple aspects of these initiatives' implementation. Despite the importance of DCM, there is no clear understanding of its implementation's various components. Therefore, the primary goal of the current study is to design a new comprehensive framework of DCM implementation that integrates its antecedents, process, and consequences in the tourism industry.

The mixed method was applied to achieve the research goal. The initial criteria and main components of the framework were identified with a comprehensive literature review to develop the framework. To enrich the initial criteria, some semi-structured interviews with experts were conducted; then, the extracted criteria and sub-criteria were prioritized and weighted using the quantitative best-worst method (BWM).

The results indicate that the proposed integrated framework contains three categories of antecedents, processes, and consequences and 12 main concepts. The weights and ranks of the extracted concepts and their sub-criteria are calculated using BWM.

The proposed framework helps managers have a big picture of the DCM strategy to successfully implement and consider the multiple dimensions of such initiatives. The proposed framework provides actionable insight for digital marketing decision-makers to manage such projects effectively and plan appropriate actions for progress.

A review of content marketing reveals that there are few studies conducted that integrate the components of the DCM implementation process, including antecedents, process, and consequences. This research is one of the first in the field of DCM implementation in the tourism industry to fill this theoretical gap. The main contribution of this research is to design a new integrated framework for DCM implementation that offers a holistic view of antecedents, process, and consequences.

The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment.

This article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years.

Five research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes.

Our research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development.

To answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.

The study aimed to assess the digital literacy skills of the students of Sacred Heart College, Chalakudy, to know whether they possess the digital literacy skills to perform well in the digital environment. The study also analyzed how digital literacy skills were affected by various factors.

The study used stratified random sampling technique, and data were collected through a self-assessment survey using an online questionnaire designed based on DigComp 2.1: The Digital Competence Framework by the European Commission.

The results indicated that the college students needed training on digital literacy skills, as the majority students had only moderate to low digital literacy skills. It was proven that exposure to technology and the Internet will not necessarily yield skills to perform well in the digital environment. Also, digital literacy skills were not affected by various factors like age, level of study, etc.

The study helped to identify the digital literacy deficiencies in the students of Sacred Heart College, and it can serve as a valuable model for conducting similar investigations in diverse educational institutions. Conducting such studies offers institutions valuable insights, enabling them to create and implement personalized digital literacy training programs that can enhance students' abilities to navigate the digital landscape with proficiency and effectiveness. The study results can be insightful for educators, policymakers and the Kerala Government to reassess the current approaches and design an effective curriculum for integrating technology in education.

Although there are several studies that evaluated college students’ digital literacy in India and other countries, there are very few studies in the context of Kerala. Therefore, this study is distinctive and will serve as an example for all such studies in the future.

Designing digital artifacts is not a linear, straightforward process. This is particularly true when applying a user-centered design approach, or co-design, with users who are unable to participate in the design process. Although the reduced participation of a particular user group may harm the end result, the literature on solving this issue is sparse. In this article, proxy design is outlined as a method for involving a user group as proxy users to speak on behalf of a group that is difficult to reach. The article investigates the following research question: How can roleplaying be embedded in co-design to engage users as proxies on behalf of those who are unable to represent themselves?

The article presents a design ethnography spanning three years at a cancer rehabilitation clinic, where digital artifacts were designed to be used collaboratively by nurses and patients. The empirical data were analyzed using content analysis and consisted of 20 observation days at the clinic, six proxy design workshops, 21 telephone consultations between patients and nurses, and log data from the digital artifact.

The article shows that simulated consultations, with nurses roleplaying as proxies for patients ignited and initiated the design process and enabled an efficient in-depth understanding of patients. Moreover, the article reveals how proxy design as a method further expanded the design. The study findings illustrate: (1) proxy design as a method for initiating design, (2) proxy design as an embedded element in co-design and (3) six design guidelines that should be considered when engaging in proxy design.

The main contribution is the conceptualization of proxy design as a method that can ignite and initiate the co-design process when important users are unreachable, vulnerable or unable to represent themselves in the co-design process. More specifically, based on the empirical findings from a design ethnography that involved nurses as proxy users speaking on behalf of patients, the article shows that roleplaying in proxy design is a fitting way of initiating the design process, outlining proxy design as an embedded element of co-design.

This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data.

Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets.

Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework.

First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content.

We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.

This study aims to conduct an exploratory research to find out the evolving constructs and variables of digital literacy, as seen by researchers since its inception. This research also includes an empirical study to identify and further analyze the digital literacy dimensions of university students studying fashion design program in Kolkata, India.

The exploratory study is based on a review of extant literature, whereas the empirical study is carried out through a self-assessment survey based on UNESCOs Digital Literacy Global Framework competences after validating their relevance with respect to the fashion and apparel industry. A total of 120 university students studying four years Bachelor of Design (Fashion Design) program were asked to rate their digital literacy competences on a five-point Likert scale, with a self-reported truth response against each statement. The results were analyzed using multivariate statistical tools.

Based on UNESCO competences, it came out that there are eight digital literacy dimensions. ANOVA further confirms that the dimensions requiring higher-order cognition, such as “software management competence” and “digital citizenship competence,” increase with progress in the graduate program. However, lower-order competence dimensions remained unchanged over time.

The research instrument used for this empirical study, its identified dimensions and the fact that higher-order competence dimensions are enhanced with progression in university education may be helpful for similar research in other fashion-related programs.

This paper describes the development of a digital role play game (RPG) designed to help construction apprentices to better communicate with their supervisors about issues with the potential to impact on their physical and psychological health and safety.

A participatory approach was adopted to utilise the knowledge and insights of the target users to inform the digital RPG development. Apprentices and supervisors were interviewed to identify characteristics of effective supervisor-apprentice communication, which became the RPG’s learning objectives. The scenarios constructed in the RPG were drawn from lived experiences shared by the apprentices in the interviews. During the development process, consultations were conducted with an advisory committee comprising of apprentices and supervisors to improve the realism of the RPG scenarios.

Three scenarios were developed for the RPG. In each scenario, players are asked to make decisions at various interaction points about how the characters should respond to the unfolding and challenging situations. Scripts were developed for the game, which were acted out and motion captured to animate digital MetaHuman characters embedded in a virtual construction site. Two example situations are introduced in this paper to illustrate the development process.

To our knowledge, the RPG introduced is one of the first applications of digital game-based training in the construction industry. The adoption of a participatory design approach ensures that the game content relates to real-world experiences. The digital RPG is highly interactive and engaging in nature and presents a novel approach to developing “soft” skills in construction.

Digital platforms for the provision of food information-based services (FISs) represent a consolidated business with increasing revenue streams for entrepreneurs. Such platforms have transformed and clarified the nature of uncertainty and ambiguity inherent in the traditional food sector entrepreneurial processes. Anyway, a clear understanding of the value of digital platforms for FISs is not yet consolidated in the literature. With this paper, the authors try to fill this gap through a critical literature review of scientific research that combines knowledge on food consumer's behavior and user's knowledge behavior.

The authors carried out a critical literature review of scientific research combining knowledge of food consumer's and food information user's behavior. This allowed the identification of the main value components of FISs.

The authors propose a multidimensional framework for modelling the value proposition of digital platforms for FISs. Three main value dimensions have been identified: relevance, credibility, and accessibility. These dimensions concur with the consumer's perceived value of consumers in terms of benefits increase and cost reduction.

The research was intended to shed light on aspects characterizing consumers' perception of food information value. The authors put in evidence that the informational perspective of food communication is under-investigated. This study attempts to provide a holistic overview of the dimensions impacting on consumers' perception of the value of information for food consumers, opening new research perspectives.

The framework represents a tool for positioning food information offerings on the market, with the objective to analyze the value proposition of FISs according to a consumer perspective and to understand gaps of current offering of FISs. Moreover, it may support the design of a new generation of digital platform for food information provision, which would respond to consumers' expectations and information needs, highlighting emerging business opportunities for digital entrepreneurs.

Few research works provide a characterization of value proposition of digital platforms providing food information to consumers. In particular, to date, literature lacks of a holistic overview of the dimensions influencing consumer's perception of the information value of food communications.

This paper aims to explore the decline of the metaverse and the concurrent growth of online videos, examining their implications for libraries. It analyzes factors contributing to the metaverse decline, such as technical issues and privacy concerns, and explores the emergence and popularity of online video platforms.

This study applied the interpretive content/document analysis of literature harvested from different databases of Scopus, Web of Science and Directory of Open Access Journals. Given the shift in digital consumption patterns and their impact on libraries, the paper systematically reviews the literature to elucidate the changing landscape of digital engagement and its implications for library services and outreach efforts.

The paper identifies technical issues, privacy concerns and a lack of interoperability as key factors contributing to the decline of the metaverse. Conversely, the growth of online videos is driven by the emergence of platforms, increasing accessibility to high-speed internet and a diversification of content offerings. These trends reshape user preferences and behaviors, presenting both challenges and opportunities for libraries.

The decline of the metaverse and the rise of online videos underscore the importance of adaptation and innovation for libraries. To remain relevant in the digital age, libraries must transform their services to meet the demand for on-demand content and multimedia resources. The findings highlight the need for libraries to invest in digital literacy and media literacy programs, embrace emerging technologies and forge strategic partnerships with online video platforms. By adapting to changing trends and user preferences, libraries will continue to fulfill their mission of providing access to information and knowledge in the digital age.

This study aims to assess the digital literacy of African library and information science (LIS) professionals. Digital literacy skills are required in the digital library environment.

Relevant literature was reviewed on this topic; previous study questionnaires, various university LIS curriculum, content analysis and job advertising were used for preparing the survey questionnaire. This study used an ex post facto research design. Purposive sampling was adopted in this study, and data were collected from Google form by sharing the research questionnaire by hyperlink which was undertaken from March 15, 2022 to May 24, 2022. The data were collected by a structured questionnaire. A four-point Likert scale was used to measure how library professionals acquired digital literacy skills. Content analysis of more than 500 job vacancies over the past three years (2018–2022) of library job advertisements was taken randomly.

This study’s findings show that the majority of the good at basic level of digital literacy skills at the same time have less in advanced digital literacy skills. The finding of this study shows the majority of them have to upgrade and learn about advanced digital literacy skills.

This study recommends adopting a new syllabus and updating a LIS curriculum based on the library’s technological development. Furthermore, this study’s potential result suggests more practical classes instead of theoretical study and it is useful to the library schools, associations, MOOC providers and lifelong learners.

This study is conducted with 102 African library professionals from 13 countries. This study discusses futuristic digital literacy skills and basic literacy skills. This study is beneficial to those who are preparing a new curriculum in LIS fields.