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This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

Anecdotal evidence suggests that casting actors with similar facial features in a movie can pose challenges in foreign markets, hindering the audience's ability to recognize and remember characters. Extending developments in the literature on the cross-race effect, we hypothesize that facial similarity – the extent to which the actors starring in a movie share similar facial features – will reduce the country-level box-office performance of US movies in East and South-East Asia (ESEA) countries.

We assembled data from various secondary data sources on US non-animation movies (2012–2021) and their releases in ESEA countries. Combining the data resulted in a cross-section of 2,616 movie-country observations.

Actors' facial similarity in a US movie's cast reduces its box-office performance in ESEA countries. This effect is weakened as immigration in the country, internet penetration in the country and star power increase and strengthened as cast size increases.

This first study on the effects of cast's facial similarity on box-office performance represents a novel extension to the growing literature on the antecedents of movies' box-office performance by being at the intersection of the two literature streams on (1) the box-office effects of cast characteristics and (2) the antecedents, in general, of box-office performance in the ESEA region.

Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after watching two different videos.

A quasi-experimental study was conducted with 45 participants who watched two destination promotional videos. One video used storytelling whereas the other used scenic images and music. The level of arousal was measured using both tonic and phasic electrodermal activity levels. The memorability of each video was measured after seven days by testing the recall accuracy.

Scenic imagery and music videos were associated with higher-than-average arousal levels, while storytelling videos generated larger-amplitude arousal peaks and a greater number of arousal-evoking events. After a week, the respondents recalled more events from the storytelling video than from the scenery and musical advertisements. This finding reveals that the treatment, storytelling and sensory stimuli in advertising moderate the impact of arousal peaks and memorability.

These results indicate that nonnarrative videos using only sceneries and music evoked a higher average level of arousal. However, memorability was associated with higher peak levels of arousal only in narrative storytelling. This is the first tourism study to report the effects of large arousal peaks on improved memorability in advertising.

The purpose of this study is to investigate the psychological consequences of human trafficking and to reveal the importance of appropriate post-trafficking psychological interventions. Specifically, this study provides a detailed analysis of human trafficking categories, as well as the characteristics of victims and traffickers’ motives. More recent data in the literature show that trauma-coerced attachments and complex post-traumatic stress disorder are also observed among trafficking survivors.

Each of the mentioned mental disorders is presented separately, and results are discussed throughout this study. Consequently, psychological interventions are proposed in accordance with the human trafficking category, survivors’ characteristics and needs and with the relevant personal risk factors determined among victims.

Sex trafficking can have a severe effect on a victim’s mental health, and mental health disorders are substantially higher in human trafficking victims compared to non-trafficked victims or general psychiatric population. Limitations, implications and future recommendations are discussed.

A limited number of past studies evaluated the mental health consequences and identified that survivors have a higher prevalence of anxiety disorders, depression disorders and post-traumatic stress disorder.

This paper's purpose is to explore the current interest and knowledge that UK consumers hold around agroforestry. Despite the many reported benefits of agroforestry systems, uptake in the UK, as well as other temperate nations, has been low. As the consumer has a role to play in the transition of agriculture to methods that are more environmentally friendly it is vital to have an understanding of their perceptions. Yet to date no work has looked at agroforestry from the perspective of the UK consumer.

An online survey was conducted using a convenience sample accessed by floating a link through social media and messaging apps. The survey was also shared to the members of a private Facebook group associated with an organic vegetable box service. A mix of multiple choice and open text boxes were used. The survey received 139 responses.

Non-parametric tests indicate that this sample of UK consumers would be mostly likely to buy, and willing to pay more for, agroforestry produce; and the sample showed a split group regarding familiarity. Inductive thematic analysis of the qualitative data highlighted some important barriers to the purchase as well as capturing a snapshot of this sample's perceptions.

This paper presents, to the authors knowledge, the first set of data regarding a sample of UK consumers' perspective of agroforestry produce. The findings could bolster producers' confidence in adopting agroforestry practices, but also highlight the need for policymakers to bolster consumer support through parallel means.

This study identifies the policing pre-deployment training content for Korean experts based on needs assessments. Korean policing is at an excellent level to transfer knowledge and skills. Pre-deployment training should be designed systematically and training of trainers approaches should be implemented.

This study used T-tests, Borich needs assessments, and Locus for Focus model analyses to determine the priorities of needs for pre-deployment training in policing. A survey of 116 experienced experts was conducted, with 87 responding (75%).

The study identified 26 factors that deployed law enforcement professionals want to learn from pre-deployment training. These factors were categorized into three areas: research, training design and methods and understanding of partner countries and international development cooperation. The nine highest priorities for training needs were related to understanding the status and conditions of police training in the country to which policing experts are deployed.

This study was limited to Korean policing experts. And the study did not evaluate the validity of the training curriculum or indicators.

Technical assistance in international policing development cooperation aims to train future trainers who can train local police. This study found that limited learner information and poor communication skills can lead to ineffective technical assistance.

This study highlights the importance of knowledge transfer and effective pre-deployment training for policing. The findings can be used to improve training programs and police human resource development.

This study explores match related factors and their impact on the batting strike rate in Twenty20 cricket – an aspect which can generate excitement and fan engagement in cricket matches.

Data was collected from www.cricinfo.com using a web scraping tool based on R programming from February 17, 2005, to October 25, 2022, numbering 4,221 men’s Twenty20 international innings featuring 41 national teams that had taken place in 85 venues across 11 countries of play. Hypothesis testing was conducted using one-way ANOVA.

The findings indicate that batters score faster in the first inning of a match, and mean strike rates also vary significantly based on the country of play. Further, the study analyses the top performing national sides, venues and country of play in terms of mean batting strike rate, thus providing insights to cricket boards, international regulating bodies of cricket, sponsors, media companies and coaching staff for better decision-making based on batting strike rate.

The originality of the study lies in its focus on using non-marketing strategies to increase fan engagement. Further, this study is the first one to examine different venues from the perspective of batting strike rate in men’s Twenty20 international matches.

Computer-assisted language learning (CALL) can create participatory cultures by removing barriers to access materials, encouraging student modes of expression, differentiating student interactions through digital environments and increasing learner autonomy. Participatory cultures require competencies or new media literacy (NML) skills to be successful in a digital world. However, professional development (PD) often lacks training on CALL and its implementation to develop such skills. The purpose of this study is to describe teachers use of digital tools for multilingual learners through a relevant theoretical perspective.

This design-based research study examines 30 in-service teachers in South Carolina, a destination state for Latinx immigrants, focusing data over three semesters of PD: interviews and instructional logs. The researchers address the question: How are teachers using digital tools to advance NML for multilingual learners (MLs)?

The authors analyzed current elementary teachers’ use of digital tools for language learning and NML purposes. Three themes are discussed: NMLs and digital literacy boundaries, digital tools for MLs and literacy teaching for MLs and NML skills.

Teacher PD often needs more specificity regarding the intersection of MLs and digital literacy. The authors contribute to the literature on needed elementary teaching practices for MLs, the integration of NML and how these practices may be addressed through PD.

The purpose of this study is to analyze the determinants influencing Japanese consumers’ behavior toward the purchase of 5G smartphones.

Empirical data was collected through an online survey of 320 Japanese respondents from ages 20 to 59. Data was analyzed by exploratory factor analysis, confirmatory factor analysis and multiple regression analysis.

The results indicate that hedonic value, user interface and price value (PV) positively influence attitude toward 5G smartphone purchase, while utilitarian value does not. In addition, the mediation effect of social influence (SI) is found to increase those positive effects. Male and female consumers displayed differences in the determinants, showcasing the effect of gender on attitude and behavior.

To the best of the authors’ knowledge, this study is the first research to analyze Japanese consumers’ behaviors’ toward 5G smartphone purchase. Past research for 3G/4G smartphones supported that usefulness positively influenced consumers’ behavior toward smartphones, so usefulness of 5G (e.g. high speed) was expected to be a factor to influence consumer behaviors’ toward 5G smartphones. However, this research reveals that a simple tagline emphasizing such usefulness may not be convincing enough to promote the 5G smartphones to Japanese consumers. Alternatively, the research indicates that introducing the concepts of joyfulness, improved HV and greater PV of the 5G smartphone could attract more consumers in Japan. In addition, SI could enhance the perception of the various benefits of 5G smartphones.

The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a framework for sport marketers and sport organizations to use in their own market research. (2) Designate the processes needed to generate results and knowledge that sport organizations, sport marketers and associated corporate partners can use to improve marketing campaigns. (3) Provide suggestions for analytic techniques and measurement constructs/instruments that will facilitate market research within the sport industry.

The author created a 140-item questionnaire for the pre-survey and a 50-item questionnaire for the post-survey. The pre-survey was given at the beginning of the season, and the post-survey was given at the end of the season. The research group has generated a sequence of 13 studies and has collected pre-survey responses from over 7,800 people across 4 continents, 8 sports and 13 teams (data collections), with more teams still planned and over 2,000 post-season survey responses with data collection continuing.

This project, with its 13 studies, will provide sport organizations with the theories/frameworks, knowledge and processes to do their own market research in a more effective and efficient manner and will show sport organizations how to understand the complexities of sport consumer behavior, the motivations behind it and how it varies extensively across individuals. The author will show sports organizations how to collect data from their consumers using valid and reliable measures and constructs that will allow them to segment their consumers, how to effectively market to those segments and how to establish long-lasting relationships that make a satisfied and loyal customer.

This paper provides the framework and guidelines so that sport marketers and researchers can identify specific variables, constructs and relationships that will further their own objectives when attempting to explain sport consumer behavior. Using their own market research, they can implement the results/output in association with the Communications Strategy Model to create more effective and efficient marketing and communications campaigns and consequently drive key performance indicators (KPIs) and improve revenue streams.