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The integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers with paid content, such as online courses, Q&As or consultations. Despite the prevalence of ICPs’ content monetization, empirical research has rarely studied its underlying mechanism. This paper examines how the characteristics of free content contributed by ICPs on social media platforms influence their paid content sales, focusing on the perspective of human brand.

The empirical setting is an online knowledge exchange platform, where users are allowed to provide free content (e.g. answers) on the social media platform and launch paid content (e.g. lectures) on the e-commerce platform. A machine learning technique is employed to construct measures for the characteristics of free content, and fixed-effects estimation is presented to confirm which factors have a significant influence on the sales of paid content.

The empirical results show that the quality, diversity and expertness of free content have a significant positive impact on the sales of the ICP-paid content, with the brand popularity of ICP playing a mediating role.

This study is the first attempt to demystify the relationship between content contribution and ICPs’ content monetization from the perspective of human brand. The findings validate the effectiveness of the “Selling by Contribution” strategy and provide valuable insights for ICPs and social media platforms.

Among scholarly analyses of sport demand, few have considered the demand for match replays despite replays' indispensable role in sport broadcasts. Different from live matches, viewers of match replays generally have access to match outcomes. Outcome uncertainty is thus less relevant in attracting viewers. This paper addresses this research gap by analyzing the demand for replays of competitive esports matches.

We collected match replay data for two competitive esports leagues, CrossFire Pro League and King Pro League, from two Chinese esports online platforms, Douyu.com and Huya.com. Drawing on two economic theories of superstar effects—a skilled-based theory and a popularity-based theory, we performed regression analyses and dominance analyses to examine the demand for esports match replays.

Our results indicated skill to be more important in the demand for tactical games while non-skill-popularity is more instrumental in attracting viewers to replays of leisurely games. The platform with knowledge-sharing features also exhibited a stronger skill impact for tactical games.

Findings contribute to the understanding of sport match replays and offer implications for esports organizers and broadcasters to market games effectively.

In recent years, instant messaging platforms like WhatsApp have gained substantial popularity in both academic and practical domains. However, despite this growth, there is a lack of a comprehensive overview of the literature in this field. The primary purpose of this study is to bridge this gap by analyzing a substantial dataset of 12,947 articles retrieved from the Dimensions.ai, database spanning from 2011 to March 2023.

To achieve the authors' objective, the authors employ bibliometric analysis techniques. The authors delve into various bibliometric networks, including citation networks, co-citation networks, collaboration networks, keywords and bibliographic couplings. These methods allow for the uncovering of the social and conceptual structures within the academic discourse surrounding WhatsApp.

The authors' analysis reveals several significant findings. Firstly, the authors observe a remarkable and continuous growth in the number of academic studies dedicated to WhatsApp over time. Notably, two prevalent themes emerge: the impact of coronavirus disease 2019 (COVID-19) and the role of WhatsApp in the realm of social media. Furthermore, the authors' study highlights diverse applications of WhatsApp, including its utilization in education and learning, as a communication tool, in medical education, cyberpsychology, security, psychology and behavioral learning.

This paper contributes to the field by offering a comprehensive overview of the scholarly research landscape related to WhatsApp. The findings not only illuminate the burgeoning interest in WhatsApp among researchers but also provide insights into the diverse domains where WhatsApp is making an impact. The analysis of bibliometric networks offers a unique perspective on the social and conceptual structures within this field, shedding light on emerging trends and influential research. This study thus serves as a valuable resource for scholars, practitioners and policymakers seeking to navigate the evolving landscape of WhatsApp research. The study will also be useful for researchers interested in conducting bibliometric analysis using Dimensions.ai, a free database.

This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.

A mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.

The findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.

Brand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.

To the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

This case study covers marketing concepts, including marketing mix, segmentation, targeting and brand positioning and communication. After completion of the case study, the students will be able to understand the importance of segmentation and targeting; recognize the differences between business-to-business (B2B) and business-to-customers (B2C) segments; gain knowledge about the points of parity and points of difference while positioning; and examine the elements of a marketing mix.

The case centered around Mr. Ashvinder Singh, founder and director of Uni Style Image (USI), who initiated the polo T-shirt business in 1990 in Okhla, Delhi. The brand expanded across the country, but from 2010, USI faced fluctuating demand due to the rise of online marketing and intense competition from global fashion brands. Revenues dropped massively, leading to a significant downsizing from over 300 employees to just 11 by the end of fiscal year 2016–2017. In 2018, Singh explored the B2B model; however, the onset of the COVID-19 pandemic in 2020 impacted many small- and mid-sized apparel businesses, including USI. In the fiscal year 2021–2022, the B2B segment accounted for 90% of total revenue, but the business size could not cover significant operating expenses. Despite only 10% of revenue coming from the B2C segment, Singh wanted to leverage the online space. In September 2022, Singh closed his factory in Noida, National Capital Region, Delhi. Amid the uncertainty, Singh explored various opportunities in the Indian market. In 2023, he even engaged a consultancy for expertise in marketing initiatives. He had to choose the target segment/s, develop a positioning strategy and create an effective marketing mix with very limited resources.

This case is designed for undergraduate and postgraduate students, offering a valuable teaching tool for essential marketing concepts, such as the marketing mix, segmentation, positioning and brand communication. It can be used in both core marketing courses and elective courses like brand management, consumer behavior and integrated marketing communication. The decision dilemma presented in the case enriches the understanding of these concepts, making it a valuable resource for marketing education.

Teaching notes are available for educators only.

CSS 8: Marketing.

This paper analyses the impact of the COVID-19 pandemic on Myanmar’s tourism industry, identifying challenges and innovations, and predicting future trends to foster a resilient and sustainable sector.

The study uses a comprehensive analysis of tourism trends, government and private sector responses and changes in tourist behaviour, employing data, case studies and policy reviews.

The pandemic significantly disrupted Myanmar’s tourism, causing economic losses and shifts towards sustainable, outdoor and cultural experiences. Effective strategies by the government and private sector are aiding recovery and suggesting a more diverse and resilient future.

The research is limited by the availability of data during the pandemic, highlighting the need for ongoing strategy adaptation.

The study recommends digitalization, health protocols, domestic tourism focus and sustainable practices for a robust post-pandemic industry.

The study emphasizes the pandemic’s social impact on tourism-dependent communities and the need for inclusive, sustainable tourism practices.

Itprovides unique insights into COVID-19’s multifaceted impact on Myanmar’s tourism, offering valuable information for future sector strategies.

The study aims to explore the digital fashion trend within the Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion of innovation, two-step flow of communication and self-efficacy, the authors aimed to uncover the diffusion structure and the influencer's social roles undertaken by social entities in fostering communication and collaboration for the advancement of Metaverse fashion.

Social network analysis examined the critical graph metrics to profile, visualize, and cluster the unstructured network data. The authors used the NodeXL program to analyze two hashtag keyword networks, “#metaverse fashion” and “#metawear,” using Twitter API data. Cluster, semantic, and time series analyses were performed to visualize the contents and contexts of communication and collaboration in the diffusion of Metaverse fashion.

The results unraveled the “broadcast network” structure and the influencers' social roles of opinion leaders and market mavens within Twitter's “#metaverse fashion” diffusion. The roles of innovators and early adopters among influencers were comparable in collaborating within the competition venues, promoting awareness and participation in digital fashion diffusion during specific “fad” periods, particularly when digital fashion NFTs and cryptocurrencies became intertwined with the competition in the Metaverse.

The study contributed to theory building by integrating three theories, emphasizing effective communication and collaboration among influencers, organizations, and competition venues in broadcasting digital fashion within shared networks. The validation of multi-faceted Social Network Analysis was crucial for timely insights, highlighting the critical digital fashion equity in capturing consumers' attention and driving engagement and ownership of Metaverse fashion.

Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

To the best of the author's knowledge, this study, among the first of its kind, aims to offer a preliminary exploration of the “city walk” travel model in the context of China.

By conducting phenomenological research, it endeavors to comprehend the motivations driving individuals to engage in “city walk” activities through the lens of social psychology, specifically focusing on labeling theory.

The immersive “city walk” establishes a deeper connection with the urban environment. Participants attach greater significance to their travel experiences, seeking a profound understanding of the city and its way of life, thus pursuing the essence of tourism and leisure.

This study outlines potential opportunities and future prospects for the “city walk” concept within the cultural tourism industry.

本研究是在中国背景下首次对“城市漫步”旅游模式进行初步探讨的研究之一。

通过现象学研究, 试图从社会心理学的视角, 尤其是关注“标签理论”, 来理解驱使个体参与“城市漫步”活动的动机。

沉浸式的“城市漫步”建立了与城市环境更深层次的联系。参与者赋予他们的旅行经历更大的重要性, 寻求对城市及其生活方式的深刻理解, 从而追求旅游与休闲的本质。

本研究概述了在文化旅游行业应用“城市漫步”概念的潜在机会和未来前景。

Este estudio es uno de los primeros en ofrecer una exploración preliminar del modelo de viaje de “paseo urbano” en el contexto de China.

Mediante la realización de una investigación fenomenológica, se esfuerza por comprender las motivaciones que impulsan a las personas a participar en actividades de “paseo urbano” a través de la lente de la psicología social, centrándose específicamente en la teoría de etiquetado.

El “paseo urbano” inmersivo establece una conexión más profunda con el entorno urbano. Los participantes atribuyen una mayor importancia a sus experiencias de viaje, buscando una comprensión profunda de la ciudad y su estilo de vida, persiguiendo así la esencia del turismo y el ocio.

Este estudio esboza oportunidades potenciales y perspectivas futuras para el concepto de “paseo urbano” dentro de la industria del turismo cultural.

The purpose of this paper is to better understand the “black box” of how coaching is enacted and how it unfolds in practice. Indeed, some of the mixed results concerning the efficacy of executive coaching appear anchored to the confusion and surrounding ambiguity of the episodic and processual nature of coaching. In this conceptual paper, the authors turn to the power of metaphor to explore how executive coaches, either consciously or subconsciously, approach and enact their role.

This paper is a conceptual or theory paper with a heavy practitioner focus. The authors did augment and enhance their assertions with semi-structured interviews of coaches, a therapist, a pastor and physical trainers. Institutional review board approval was granted.

The authors identify two core metaphors that enjoy some dominance in how executive coaches make sense of their role and duties: coach-as-pastor and coach-as-therapist. Considering some of the limitations of the existing metaphors, the authors offer an alternative metaphor, coach-as-physical trainer, that may offer a more compelling, comprehensive and accurate portrayal of the executive coach.

The metaphors that coaches embrace, inarguably, impact how they perceive and enact their role. For these reasons, the authors suggest that expanding the domain of possible metaphors serves both the study and practice of executive coaching. The authors offer a new, alternative, metaphor that may change how coaches think about and execute their role.

The authors challenge two widely accepted metaphors that are often used in how coaches approach and enact their roles. They provocatively dissect these metaphors to expose limitations and inaccuracies. Given these limitations, the authors offer a new metaphor in which to view the study and practice of coaching.