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While each genre and gender has been revealed as significant moderators for esports gameplay intention, exploring the interaction effects between genre and gender could broaden our understanding of the drivers’ relative effects on esports gameplay intention. Thus, the purpose of this study is to examine the interaction effects of gender and genre in the relationship between esports gameplay intention and its drivers (i.e. hedonic motivation, habit, price value, effort expectancy, social influence and flow).

The hypothesized model was examined using data from a sample (N = 1,194). For the purposes of data analysis, confirmatory factor analysis and structural equation modeling were used to examine the hypothesized model. Then, a series of structural invariance tests were conducted to compare the interrelationship between the six determinants and esports gameplay for the six-group model.

The results of the six-group model comparison indicated that the interaction between gender and genre moderates the relationship between drivers and esports gameplay intention. In particular, the following moderation effects were observed: (1) “social influence-esports gameplay intention” between “male-physical enactment” and “female-physical enactment”; (2) “habit-esports gameplay intention” and (3) “effort expectancy-esports gameplay intention” between “female-imagination” and “female-physical enactment”; (4) “hedonic motivation-esports gameplay intention” and (5) “effort expectancy-esports gameplay intention” between “female-physical enactment” and “female-sport simulation.”

The findings of this current study contributed to clarifying the genre and gender effects in esports gameplay intention and thus the extension of the Esports Consumption (ESC) model (Jang et al., 2020a) and the technology adoption literature. Since the ESC model grounded the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the improvement of the ESC model extended UTAUT2. In consumer behavior research in the esports context, this current study contributed to the extension of UTAUT2 on the new moderating mechanisms by adding the interaction between gender and esports game genre.

Enterprising projects require a mixture of the imaginative and rational, not the rejection of one in favour of the other. Where a clear distinction is made, the imaginative and rational may support different doctrines on how knowledge and understanding should be acquired. Where attempts are made to draw on both as analytic and creative resources, e.g. as in the qualitative treatment of new social data, researchers may have the task of developing a complementary approach to social enquiry which combines objectivity with intuition and detachment with feelings of rapport. The data obtained often require an advocacy approach to argument, one where a persuasive line of argument is designed to establish the relative strength of a case in what may well be an adversarial context of claims and counter‐claims. Where research deals with various kinds of evidence, e.g. objective and subjective, research methods must be argued as compatible with a research problem and its context, and not dictated arbitrarily by research doctrine. An example is given of what is claimed to be a rational, linear approach to developing the internal logic of a research report; the claim is discussed that rationality and imagination may be complementary in speculative research; and an advocacy approach to presenting a research case is discussed.

Fear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear that something may threaten consumers’ present lives, are often adopted to persuade individuals to take a particular action. Although this topic has been widely studied, the internal operation mechanism of fear appeals in consumers has not been fully understood or agreed upon.

Three experiments were conducted where the type of fear appeal was manipulated (i.e. physical fear appeal or social ear appeal), as well as consumers’ consideration of future consequences (CFC) and mental imagery approaches.

This study examined the effects of fear appeal on mental imagery fluency and how it affects advertising effectiveness and the moderating effect of consumers’ CFC were discussed. When receiving advertisements with physical fear appeals, consumers with low CFC had greater mental imagery fluency than did those with high CFC. Furthermore, consumers’ purchase intentions could be improved by increasing consumers’ mental imagery fluency on fear appeal. Therefore, the interaction between fear appeal and CFC on purchase intention was mediated by mental imagery fluency. This study found that consumers responded differently to fear appeal advertising when they engaged in different mental imagery approaches.

The present study adds to social marketing literature by showing how consumers’ mental imagery fluency influence the fear appeal effectiveness, and this study’s results also enable social marketers to understand the two factors (i.e. consumers’ CFC level and mental imagery approaches) that affect the influence of fear appeals on consumers’ purchase intentions. Moreover, social marketers are recommended to provide consumers with advertising information by using various message types to facilitate consumers’ imagination of advertising appeals. This heightens the importance of consumers’ acceptance and absorption of advertising content, in turn, strengthening their purchase intentions.

The purpose of this paper is to identify the main individual and collective strategies online communities employ to appropriate fantasy worlds and the ways in which community members use imagination within this context.

A qualitative study drawing on an ethnography of online communities including individual in‐person interviews with community members of the world is considered.

The predominance and the vital importance of the production/consumption of stories within these communities has been shown. The multiple benefits of this practice have been illustrated, including the pleasure of creating and playing with one's imagination. These benefits engender the surprise and enchantment of community members, who lavish other members with encouragement, congratulations and thanks.

Because of opting for a non‐participatory ethnography, it was impossible to directly contact the members of the community to conduct interviews. Thus a convenience sample was chosen representative of the study subject and individuals outside of these communities were questioned.

The online community allows members to collectively and playfully participate in entertainment related to the fantasy world. It appears as an imaginary organization of the (entertainment) service provider. The members of this organization can take part in value coproduction and share the benefits of an extended entertainment service that sparks their imagination and allows them to enjoy the fruits of their creations. Given the fantasy world's power to fire the imagination of fantasy lovers, the paper demonstrates that it is important for leisure and entertainment service providers to consider adding a fantasy component to their service.

This paper aims to contribute to a growing body of work (re)imagining the future for Black girls by calling Western notions of time into question. At its core, this paper argues that all Black girls are imaginative beings and that it is essential that Black girlhood imagination as a mode of future-making praxis be considered an integral component in the pursuit of Black liberation. To do such the author engages Black feminist futurity Campt (2017) and Black Quantum Futurity Phillips (2015) to illuminate ways a reconceptualization of time provides us with an analytical tool to amplify Black girls’ liberatory fantasies.

A literature review was conducted to synthesize Black girls’ freedom dreams (Kelley, 2002) across time in an effort to demonstrate that Black girls, despite their conditions, are experts in self-defining their dreams of the future. It also highlights methods that researchers use to elucidate the freedom dreams of Black girls years past.

This paper underscores the urgency in applying future-oriented research practices in the attempt to create a new world for Black girls. It also demonstrates that Black girls have always been and always be, imaginative beings that engaged in future-making dreaming.

The author offers a conceptual framework for researchers committed to witnessing Black girl imaginations and in an effort to work in concert with Black girls to get them freer, faster.

This paper makes the argument that studying the imaginations and freedom dreams of Black girls requires the employment of future-oriented theories that have a racial, gender and age-based analysis.

This chapter argues that the process of imagination is molded by the intersecting notions of space, time, and measurements. It shows that economic spaces are shaped by notions of particular space-time held by historical actors and by imaginations of their past and future fictional spaces. The case study of colonial period South Asia examines how financial accounting and other measurements were co-opted to give form to future “fictional” expectations. South Asian economic spaces are shown to be the locus for control and dominance of future economic relationships, which were visualized in particular ways by the colonial rulers.

A conclusion reached is that economic spaces are not just enclosed spaces within borders where economic activity occurs shaped by the dominant culture and economy of a state. The economic spaces in colonial India were sites of economic conflict and violence, where contesting notions of economic time collided, and where widely contrasting economic futures were imagined. Indian nationalists looked into the past to spur their imagination of a different future for India. In fact, the conflict or violence that was part of the recasting of India’s national economic space was not entirely between racial groups (European colonists and native Indians) or strictly between economic classes (bourgeoisie upper castes and proletariat lower castes). Contrary expectations amongst the nationalists themselves are apparent. The process of imagination reveals the ensemble of cultural, social, and technical practices that actors used to give form to fictional expectations of the future and the spatialisation of economic spaces.

The aim of this paper was to describe the aesthetics of self-realization as a way to overcome depersonalization, routinization, and linear temporality in the organizational setting. Artists’ self-portraits (Rembrandt, Van Gogh, and Dali) are used as metaphors of organizational life. In doing so, they could enable organizational members to reinvent modes of thinking, speaking, and behaving in the workplace. Philosophical novels (Kafka, Proust, and Murakami) could also unveil hidden aspects of human existence that are quite relevant for the organizational life. Artists’ self-portraits and philosophical novels could then help organizational members to avoid estranged depersonalization, while designing their own project of self-realization. Reinventing the real world of organizational life implies to emphasize both moral imagination (against routinization) and openness to all kinds of temporality (against linear temporality). Describing the aesthetics of self-realization could make organizational members more aware of their capacity to endorse radical humanism without destroying the organization itself.