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In the competitive realm of destination branding, understanding the factors that lead tourists to develop a deep emotional connection with a destination’s brand is essential. At the heart of this emotional bond lies destination brand love – an exceptionally profound sentiment transcending mere satisfaction or preference. This concept has recently garnered attention from both tourism academia and industry practice. However, there remains a void in exploring the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand. This study examines the influences of self-congruence and destination immersion on destination brand love. In addition, the linkages from the four facets of self-congruence to destination brand love via the mediating role of destination brand immersion are also scrutinized.

With data collected from 421 tourists in Vietnam, the partial least squares structural equation modeling (PLS-SEM) approach was applied to test the research model and hypotheses.

The results reveal that (1) ideal and ideal social self-congruence impact destination brand love, (2) all four facets of self-congruence impact destination brand immersion and (3) there is an indirect effect of the four facets of self-congruence on destination brand love, mediated by destination brand immersion.

The study’s findings provide evidence that destination characteristics must be symbolic of the destination brand and consistent with its image among tourists, which is essential in understanding the complex behavior of tourists. Indeed, the results indicate that facets of self-congruence significantly influence both destination brand immersion and destination brand love. Therefore, destination marketers should develop marketing strategies that emphasize personal relevance to the tourist destination to increase their sympathy and love for the destination.

Adapting self-congruence theory and the psychology of flow theory, this study presents a model that elucidates both the direct and indirect relationships among the four facets of self-congruence: destination brand immersion and destination brand love based on the aspects of congruence between tourists and destinations. From this, it helps to explore the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand.

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).

Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.

The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.

Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.

To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

As data centres grow in size and complexity, traditional air-cooling methods are becoming less effective and more expensive. Immersion cooling, where servers are submerged in a dielectric fluid, has emerged as a promising alternative. Ensuring reliable operations in data centre applications requires the development of an effective control framework for immersion cooling systems, which necessitates the prediction of server temperature. While deep learning-based temperature prediction models have shown effectiveness, further enhancement is needed to improve their prediction accuracy. This study aims to develop a temperature prediction model using Long Short-Term Memory (LSTM) Networks based on recursive encoder-decoder architecture.

This paper explores the use of deep learning algorithms to predict the temperature of a heater in a two-phase immersion-cooled system using NOVEC 7100. The performance of recursive-long short-term memory-encoder-decoder (R-LSTM-ED), recursive-convolutional neural network-LSTM (R-CNN-LSTM) and R-LSTM approaches are compared using mean absolute error, root mean square error, mean absolute percentage error and coefficient of determination (R²) as performance metrics. The impact of window size, sampling period and noise within training data on the performance of the model is investigated.

The R-LSTM-ED consistently outperforms the R-LSTM model by 6%, 15.8% and 12.5%, and R-CNN-LSTM model by 4%, 11% and 12.3% in all forecast ranges of 10, 30 and 60 s, respectively, averaged across all the workloads considered in the study. The optimum sampling period based on the study is found to be 2 s and the window size to be 60 s. The performance of the model deteriorates significantly as the noise level reaches 10%.

The proposed models are currently trained on data collected from an experimental setup simulating data centre loads. Future research should seek to extend the applicability of the models by incorporating time series data from immersion-cooled servers.

The proposed multivariate-recursive-prediction models are trained and tested by using real Data Centre workload traces applied to the immersion-cooled system developed in the laboratory.

The purpose of the paper is to propose a shift from the ideal of immersion to a practice of “committed localism” in the ethnographic study of relational work in the post-bureaucratic and service-based economy.

The paper is based on ethnographic fieldwork following management consultancy projects in a hospital and a manufacturing company in Denmark. The approach was predicated on committed attention to the everyday of consultancy work activities and associated relational dynamics. This involved being present at the client sites, observing and listening in concrete situations of interaction and engaging in conversations with the multiple actors involved, both external consultants and members of client organisations.

The paper shows how “committed localism” was practiced in the ethnographic study of management consultancy as it is relationally accomplished in and through concrete situations of interaction between consultants and different actors in client organizations and the associated meaning production of the involved actors.

The paper develops the notion of “committed localism”, originally introduced by George Marcus, into a methodological concept to challenge the conventional ideal of immersion as the hallmark of “proper” ethnography. Such a shift is particularly pertinent for the ethnographic study of relational processes involving multiple actors occupying different positions in the temporary social spaces of contemporary workplaces.

Building on the “needs–affordances–features” framework, the authors explored how users are motivated by their needs to actualize the feature-enabled affordances and engage in the metaverse.

The data were collected through semi-structured and in-depth interviews with 35 participants. The authors applied thematic analysis to summarize the key features and affordances, supplemented by frequency analysis to explore the significance of the features. Sentiment analysis was employed to explicate the relationship between user affordance sentiments and engagement.

The key features of the metaverse portal components—hardware, software and content—afford user behaviors. The features of mechanics and physics engines are important for user engagement in the metaverse. The affordances are related to needs satisfaction and user engagement. Mental immersion was frequently mentioned by the participants, implying that it is significant to afford mental immersion in the metaverse.

The findings of the study provide a rich understanding for practitioners in the metaverse on how to use the features to afford user behaviors and engage them. The authors identified the key elements of user engagement that can be used to guide metaverse game designers.

This study provides a rich and systematic understanding of features, affordances, needs satisfaction and engagement in the metaverse. Going beyond a fragmented view, the findings conclude a research framework that weaves features, affordances, needs and engagement together.

As online learning is the embryonic form of education in the metaverse, it is extremely important to explore the behavioral preferences of users. The aim is to explore the impact of interactive features on continuous use in online learning and to further explore what kind of interaction mode should be constructed for different types of students to obtain the best educational experience.

The study developed an empirical model and used a real-world dataset to test hypotheses. Specifically, the interaction in online learning is analyzed from different dimensions, including the interaction intensity of multiple subjects, the immersion of interactive technology, the timeliness of interactive feedback, and the fun in interaction.

The authors found that the intensity of interaction, immersion, timeliness of feedback and fun in the interaction all had significant positive effects on continuous use. Among them, the most important is the interaction between teachers and students. With the growth of user grades, the role of parents in the interaction is getting smaller and smaller, and the fun in the interaction is gradually becoming unnecessary. For high school students, gamified interactions can even have a negative impact. In addition, from the perspective of gender, males prefer immersive interaction, while females pay more attention to themselves and have negative feedback on fees.

The authors deepened the interaction and summarized the impact of different interactive features on continuous use in online learning platforms. The authors focused on the impact of the immersive experience brought by the application of interactive technology, which can confirm the user behavior preferences of online learning in the context of the metaverse. The research also provides a reference for online learning institutions to set up course interaction modes and targeted marketing programs.

This study employed self-determination theory (SDT) and the “Motivational affordance–Psychological outcomes–Behavioral outcomes” framework to investigate the relationship between gamification features and knowledge-sharing behavior in online communities.

A theoretical model was tested with 281 Chinese users from an online social question and answer (Q&A) community. Partial least square structural equation modeling was applied to analyze the data.

The empirical results revealed that competence mediated the effects of immersion and achievement-related gamification features on knowledge sharing. Moreover, relatedness mediated the effects of immersion, achievement and social-related gamification features on knowledge sharing.

This study was conducted on a Chinese Q&A platform, and the results may not be generalizable to other cultures or service providers with different goals.

The study's findings indicate that gamification could serve as an effective toolkit for incentivizing and promoting knowledge sharing in online communities. The findings thus provide strategic insights for administrators of online communities seeking to leverage gamification designs to encourage user participation in knowledge-sharing activities.

Research on the role of gamification in promoting knowledge sharing has been limited in scope and has focused on tourism comment communities. Little evidence exists on the effect of gamification within social Q&A communities. Further, the finding of gamification's positive role in motivating knowledge sharing indicates the need for the knowledge-sharing field to focus on contextual factors.

This paper aims to achieve phosphating via optimal features of Mg metal as a suitable base coating, which is considered for other properties such as barrier properties against the passage of several factors.

In this research, in the phosphate bath, immersion time, temperature and the content of sodium nitrite as an accelerator were changed.

As a result, increasing the immersion time of AZ31 Mg alloy samples in the phosphating bath as well as increasing the ratio of sodium dodecyl sulfate (SDS) concentration to sodium nitrite concentration in the phosphating bath formulation increase the mass of phosphating formed per unit area of the Mg alloy. The results of the scanning electron microscope test showed phosphating is not completely formed in short immersion times, which is a thin and uneven layer.

Mg and its alloys are sensitive to galvanic corrosion, which would lead to generating several holes in the metal. As such, it causes a decrease in mechanical stability as well as an unfavorable appearance.

Mg is used in several industries such as automobile and computer parts, mobile phones, astronaut compounds, sports goods and home appliances.

Nevertheless, Mg has high chemical reactivity, so an oxide-hydroxide layer is formed on its surface, which has a harmful effect on the adhesion and uniformity of the coating applied on Mg.

By increasing the ratio of SDS concentration to sodium nitrite concentration in the phosphating bath, the corrosion resistance of the phosphating increases.

This paper aims to investigate the corrosion resistance of two types of coatings – one is ceria sol coating and the other is ceria sol coating modified by ZnO nanoparticles on 7075 aluminum alloy in 3.5% NaCl solution.

Aluminum alloys were dipped into ceria sol and ceria sol modified by ZnO nanoparticles separately and removed after 10 min from the solutions and dried at 110°C for 30 min and heated at 500 °C for 30 min to form the coatings. The coatings have been characterized by using field emission scanning electron microscopy (FE-SEM), electrochemical impedance spectroscopy (EIS), X-ray diffraction (XRD) and energy dispersive spectroscopy (EDS). The EIS tests were performed in a corrosive solution of 3.5% NaCl.

The results showed that the coating of ceria sol modified by ZnO nanoparticles has higher corrosion resistance than the ceria sol coating and the bare sample. Also, the best efficiency is related to aluminum sample immersion after 1 h in NaCl corrosive solution for coating modified by ZnO nanoparticles.

In this research, the modification of ceria sol coating by ZnO nanoparticles had an effect on improving the corrosion behavior of aluminum alloy. It is also understood that modification of coatings is an effective parameter on corrosion resistance.

Massive multiplayer online role-playing games (MMORPGs) are representative metaverse games that are thriving in academia and the industry. This study aims to develop an integrated model based on Yee's motivations and the Proteus effect to explore individuals' intentions of playing MMORPGs.

The data were gathered by conducting an online survey (n = 441) for the players of World of Warcraft, an MMORPG. The collected data were analyzed with a structural equation model.

The outcomes of this research reveal that the Proteus effect positively influenced the intentions of the players to play the game via mediations of social, immersion, achievement motivations and enjoyment. Furthermore, the players influenced by the Proteus effect, which enables avatar embodiment and identification, exhibited a stronger intention to play MMORPGs.

This research is one of the first attempts to establish a theoretical framework involving the Proteus effect and Yee's motivations. In addition, the findings of this study imply that the Proteus effect should be considered when investigating the individual experience of metaverse games.