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This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.

The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.

The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.

Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.

This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.

La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.

Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.

Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.

Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.

Efficient thermal management of central processing unit (CPU) cooling systems is vital in the context of advancing information technology and the demand for enhanced data processing speeds. This study aims to explore the thermal performance of a CPU cooling setup using a cylindrical porous metal foam heat sink.

Nanofluid flow through the metal foam is simulated using the Darcy–Brinkman–Forschheimer equation, accounting for magnetic field effects. The temperature distribution is modeled through the local thermal equilibrium equation, considering viscous dissipation. The problem’s governing partial differential equations are solved using the similarity method. The CPU’s hot surface serves as a solid wall, with nanofluid entering the heat sink as an impinging jet. Verification of the numerical results involves comparison with existing research, demonstrating strong agreement across numerical, analytical and experimental findings. Ansys Fluent® software is used to assess temperature, velocity and streamlines, yielding satisfactory results from an engineering standpoint.

Investigating critical parameters such as Darcy number (10⁻⁴ ≤ Da_D ≤ 10⁻²), aspect ratio (0.5 ≤ H/D ≤ 1.5), Reynolds number (5 ≤ Re_D,bf ≤ 3500), Eckert number (0 ≤ EC_bf ≤ 0.1) , porosity (0.85 ≤ ε ≤ 0.95), Hartmann number (0 ≤ Ha_D,bf ≤ 300) and the volume fraction of nanofluid (0 ≤ φ ≤ 0.1) reveals their impact on fluid flow and heat sink performance. Notably, Nusselt number will reduce 45%, rise 19.2%, decrease 14.1%, and decrease 0.15% for Reynolds numbers of 600, with rising porosity from 0.85 to 0.95, Darcy numbers from 10⁻⁴ to 10⁻², Eckert numbers from 0 to 0.1, and Hartman numbers from 0 to 300.

Despite notable progress in studying thermal management in CPU cooling systems using porous media and nanofluids, there are still significant gaps in the existing literature. First, few studies have considered the Darcy–Brinkman–Forchheimer equation, which accounts for non-Darcy effects and the flow and geometric interactions between coolant and porous medium. The influence of viscous dissipation on heat transfer in this specific geometry has also been largely overlooked. Additionally, while nanofluids and impinging jets have demonstrated potential in enhancing thermal performance, their utilization within porous media remains underexplored. Furthermore, the unique thermal and structural characteristics of porous media, along with the incorporation of a magnetic field, have not been fully investigated in this particular configuration. Consequently, this study aims to address these literature gaps and introduce novel advancements in analytical modeling, non-Darcy flow, viscous dissipation, nanofluid utilization, impinging jets, porous media characteristics and the impact of a magnetic field. These contributions hold promising prospects for improving CPU cooling system thermal management and have broader implications across various applications in the field.

This study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors.

The authors conducted this research by using the dual processes of the heuristic–systematic model to understand the effects of brand post‐characteristics on student’s responses and behaviors. A dataset obtained from a survey of 755 students was employed to estimate the proposed research model.

The results illustrated two key characteristics of brand posts, namely argument quality (systematic processing) and quantity of posts (heuristic processing), positively affect cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also found that university reputation plays a significant moderating role in strengthening the relationship between recipients’ responses and co-creation behavior.

Online brand posts not only enable institutions to exchange brand information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help brand managers successfully implement co-branding efforts and foster students in the co-creation process.

This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-created experiences that consumers may encounter as a result of social media brand communities.

To identify the main types of co-created experiences, a digital investigation has been used as the main method of analysis. The authors draw their digital investigation on the digital methods paradigm.

Four principal types of co-created experiences have been identified and conceptualized, namely, brand’s products’ individual usage experiences, auto-celebrative experiences, brand’s products’ communal usage experiences and collective celebration experiences.

Results stress the importance for brand strategists to involve members of social media brand communities to stimulate co-creation experiences. Specifically, it emerges that the simultaneous interaction among members of the community and the brand may directly affect co-creation experiences.

La presente investigación se propone analizar en profundidad cómo las marcas pueden estar de acuerdo con la co-creación de las experiencias de los consumidores. En particular, el objetivo de la investigación es aclarar cuáles son los principales tipos de experiencias co-creadas que los consumidores pueden experimentar debido a su participación en las comunidades de marcas de redes sociales.

Para hacerlo, en primer lugar, se han identificado los factores que influyen en la co-creación de las experiencias de los miembros de las comunidades de marcas. En particular, el punto de partida de esta investigación está representado por el papel de otros consumidores y de la marca en la co-creación de experiencias. Con el fin de identificar los principales tipos de experiencias co-creadas, se ha utilizado una investigación digital como el principal método de análisis. Dibujamos nuestra investigación digital en el paradigma de Métodos Digitales.

Se identificaron y conceptualizaron cuatro tipos principales de experiencias co-creadas.

Los resultados enfatizan la importancia de que los estrategas de marca involucren a los miembros de las comunidades de marcas de medios sociales para estimular la co-creación de experiencias. Específicamente, surgió cómo la interacción simultánea de otros miembros de la comunidad y la marca puede afectar la co-creación.

Co-creación de valor, Comunidades de marca, Experiencias de los consumidores, Experiencias co-creadas, Investigación digital, Marketing experiencial

This paper aims to present a novel pedagogical model that aims at bridging creativity with computational thinking (CT) and new media literacy skills at low-technology, information-rich learning environments. As creativity, problem solving and collaboration are among the targeted skills in twenty-first century, this model promotes the acquisition of these skills towards a holistic development of students in primary and secondary school settings. In this direction, teaching students to think like a computer scientist, an economist, a physicist or an artist can be achieved through CT practices, as well as media arts practices. The interface between these practices is imagination, a fundamental concept in the model. Imaginative teaching methods, computer science unplugged approach and low-technology prototyping method are used to develop creativity, CT, collaboration and new media literacy skills in students. Furthermore, cognitive, emotional, physical and social abilities are fostered. Principles and guidelines for the implementation of the model in classrooms are provided by following the design thinking process as a methodological tool, and a real example implemented in a primary school classroom is described. The added value of this paper is that it proposes a pedagogical model that can serve as a pool of pedagogical approaches implemented in various disciplines and grades, as CT curriculum frameworks for K-6 are still in their infancy. Further research is needed to define the point at which unplugged approach should be replaced or even combined with plugged-in approach and how this proposed model can be enriched.

This paper presents a pedagogical model that aims at bridging creativity with CT, collaboration and new media literacy skills.

The proposed model follows a pedagogy-driven approach rather a technology-driven one as the authors suggest its implementation in low-tech, information-rich learning environments without computers. The added value of this paper is that it proposes a novel pedagogical model that can serve as a pool of pedagogical approaches and as a framework implemented in various disciplines and grades. A CT curriculum framework for K-6 is an area of research that is still in its infancy (Angeli et al., 2016), so this model is intended to provide a holistic perspective over this area by focusing how to approach the convergence among CT, collaboration and creativity skills in practice rather than what to teach. Based on literature, the authors explained how multiple moments impact on CT, creativity and collaboration development and presented the linkages among them. Successful implementation of CT requires not only computer science and mathematics but also imaginative capacities involving innovation and curiosity (The College Board, 2012). It is necessary to understand the CT implications for teaching and learning beyond the traditional applications on computer science and mathematics (Kotsopoulos et al., 2017) and start paying more attention to CT implications on social sciences and non-cognitive skills. Though the presented example (case study) seems to exploit the proposed multiple moments model at optimal level, empirical evidence is needed to show its practical applicability in a variety of contexts and not only in primary school settings. Future studies can extend, enrich or even alter some of its elements through experimental applications on how all these macro/micromoments work in practice in terms of easiness in implementation, flexibility, social orientation and skills improvement.

The added value of this paper is that it joins learning theories, pedagogical methods and necessary skills acquisition in an integrated manner by proposing a pedagogical model that can orient activities and educational scenarios by giving principles and guidelines for teaching practice.

Digital communication technologies have become ubiquitous for various firm processes related to international business (IB) and global strategy. However, IB and strategy scholars lack an encompassing and theory-based typology of these technologies that facilitates analysis and discussion of their uses and effects. Likewise, managers have a large choice of technologies at their disposal making it difficult to determine what technology to use in different IB areas. This paper aims to develop a typology of digital communication technologies based on the synchronicity and interactivity of these technologies and capture their fundamental social and temporal dimensions. This results in four ideal types: broadcasting, corresponding, aggregating and collaborating technologies.

This is a conceptual paper incorporating theoretical perspectives to theorize about four ideal types of digital communication technologies. A subsequent empirical test of this typology has been provided in the appendix.

The authors discuss how the typology might be applied in IB decisions and some of the contingencies that impact this choice. Building on that, the authors develop directions for future research to increase their understanding of the use of digital communication technologies to help improve IB functions. Overall, the authors suggest future research explores contingencies about where and when different types of digital communication technologies should be used. Finally, the authors provide implication of having a unified typology for both academics and managers.

The authors offer a robust framework for thinking about and capturing different types of digital communication technologies that can be applied by researchers and used by managers when making decisions related to IB. The authors also provide some initial testing of the typology with a three-country study design helping to determine its validity.

The subject of this paper is the phenomenon of social media aesthetics, which can be perceived as a tool for promoting and building the image of libraries, especially in terms of merchandising. The aim of this paper is to analyse the potential of the dark academia social media trend in the promotion of academic libraries.

The article is based on a review of the social networking sites YouTube and Instagram and an analysis of network resources using the Brand24 tool.

Resources that are described by Internet users as “dark academia” are popular in social media. Dark academia as an aesthetic concept creates potential for the promotion of academic libraries, especially those that are more traditional in terms of their architecture, décor or how they offer their services.

The paper concerns a phenomenon which, although popular socially, has not yet been scientifically analysed in the literature on the subject. Since the topic is new and there is no scientific literature on it, the author had to base the paper on less standard sources of information (e.g. analysis of the content of social media). The article is a review, an introduction, as well as an invitation to further discussion. The author's aim is not to comprehensively cover this topic but only to draw attention to an interesting and rarely discussed issue that has great potential for practical activities.

The topic has great potential for the practical improvement of the promotional activities of libraries, especially older, more traditional libraries, to create a strong and positive image on the basis of characteristics often perceived as weaknesses.

Social media services are powerful social impact tools. Showing the potential role of social media aesthetics for cultural institutions could serve to make the public more aware of the role of the proper use of social media for promotion and image building.

The use of social media aesthetics is very rarely discussed in the subject literature.

The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions.

Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data.

The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising.

Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs.

Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials.

This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.

The chapter discusses the characteristics of audiovisual (AV) media sectors in the Baltic Sea region. Therein it focuses on the specifics of media industries in small countries in the region as they are challenged in ways notably different from large countries with large domestic markets for media content. It discusses the differences between the AV media industries in the Nordic and Baltic countries and suggests that while in the first case long-term welfare society policies and conscious policy-driven system building have conditioned growth and international success then also in the second case innovation policy rationales have facilitated recent growth and dynamics. It then discusses the specific challenges, especially platformisation to small media industries in contemporary globalising media markets, and suggests that opportunities to resist these challenges may be in local inter-sectoral cooperation, that is, in building cross-innovation systems.

The purpose of the paper is to examine how media synchronicity facilitates the emergence of social exchange (i.e. trust and reciprocity) in organizations’ information and communication technology (ICT)-mediated interactions. A model of media synchronicity in organizational social exchange (MSiOSE) is proposed.

The paper has a design and review approach. The theoretical analysis is based on social exchange theory (SET) and media synchronicity theory (MST).

The authors propose that, in general, social exchange benefits from both asynchronous and synchronous communication processes. However, media synchronicity has different boundary conditions (i.e. pros and cons) in relation to the emergence of social exchange, determined in accordance with the mutually interacting patterns of trust and reciprocity predicted by SET. The authors provide testable theoretical propositions to support the analysis.

Social exchange is a critical business factor for organizations due to its well-known positive outcomes, such as the strengthening of social ties. The need for successful social exchange in remote work conditions is particularly emphasized. However, with regard to the communication and behavioral patterns that lead to social exchange via ICT, the theoretical understanding is limited. The study reveals previously unmapped heuristics between social exchange and physical media capabilities. Thus, the study's propositions can be used to study and analyze social exchange in the ever-changing media landscape. As a practical contribution, the study helps organizations to improve their communication strategies and use of ICT.