Relevance of Fundraising Charities’ Content-Marketing Objectives: Perceptions of Donors,Fundraisers, and Their Consultants

Many fundraising charities invest heavily in content marketing, often using consultants to direct their content-marketing efforts. Thus it is vital to establish whether certain key aims of content marketing suggested by literature in the field actually match the aspects of content marketing deemed most important by charity donors. This paper examines the significance attached by samples of charities, donors, and content-marketing consultancies to four possible major objectives of content marketing—the attainment of high–search-engine-results-page rankings, image enhancement through impression management, the stimulation of public perceptions of organizational transparency, and the creation of messages that “go viral.” Several major differences in perceptions emerged among the three groups, with substantial implications for how fundraising charities should manage their content-marketing programs and activities. Charity managements need to consider carefully and critically the possible returns on large-scale expenditures intended to pursue the putative aims of content marketing that are routinely advocated by practitioner and academic literature.     

Factors influencing customer engagement with branded content in the social network sites of integrated resorts

The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.     

Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

The purpose of this study is to investigate the impacts of comparative claims across search and experience product types. Data was obtained from 159 Taiwanese college students. Results reveal that comparative claims used in blogs (compared to those in print ads) produce lower counterarguments and consumers more easily accept claims made on a blog. Comparative claims lead to higher brand attitude and purchase intention for search products on the blog; however, noncomparative ads lead to higher brand attitude and purchase intention for experience products on the blog. For both search and experience products, there is no significant difference.     

广东高校档案网站建设状况调查

调查分析广东省高校档案网站建设的状况.广东高校设置的档案网站的数量不多、比例不高;大多数网站的主要内容设置不齐全或者混乱;网站所能提供的利用与管理功能有限.除极少数高校外,总体建设水平不高,提供档案信息服务能力差.     

小麦面筋含量测定影响因素分析

面筋含量是影响小麦和小麦粉品质的重要因素,面筋吸水率是小麦储存品质的重要指标。本文对小麦面筋含量测定中的关键步骤和重点环节进行了分析,探讨不同因素对试验结果造成的影响及应注意的事项,以期为各基层试验人员提供借鉴,为未来标准的修订提供参考。     

国家标准《数值修约规则与极限数值的表示和判定》在车用汽油胶质含量测定中的应用

本文根据胶质含量测定试验方法的要求，以车用汽油中胶质含量（包括未洗胶质含量和溶剂洗胶质含量）测定为例，探讨了0．5单位数值修约、极限数值的表示和判定在胶质含量测定数据处理和结果判定中的应用。目的在于使车用汽油产品检测工作中在数据处理、报告和结果判定方面更加规范和统一。     

When Auditors Say ‘No,’ Does the Market Listen?

Previous research on whether the market responds to auditors’ opinions has provided mixed results. We revisit this issue in China, where individual investors who are more likely to neglect value-relevant information dominate the stock market. In addition to going concern opinions (GCOs), China permits modified audit opinions (MAOs) on violations of accounting standards or disclosure rules (GAAP/DISC MAOs), providing an opportunity not available in the literature to enrich the study of audit-opinion pricing. We find that, ceteris paribus, MAO recipients underperform in the future and have a higher incidence of adverse outcomes such as misreporting and stock delisting, and the market reacts negatively to MAOs during the short window around MAO disclosure. Importantly, MAO disclosure is not followed by negative long-term stock returns, suggesting stock price adjustments to MAOs are speedy and unbiased. These findings hold for both GCOs and GAAP/DISC MAOs. Together, our findings support the informativeness of audit opinions and cast doubt on the argument that investors inefficiently price audit opinions due to information-processing bias.     

新形势下医院内审范围及内容的思考

本文主要介绍了新形势下医院内审的范围及内容,并针对审计工作范围及内容扩大这一情况,提出了相应的解决对策。     

Automatically extracting tourism-related opinion from Chinese social media

Existing tourism-destination investigations of Chinese texts remain weak, and no approach is available to realize Chinese context semantically and automatically. To resolve this, we provide a novel method based on qualitative analysis for studying the online opinions of Chinese tourists regarding the destinations to which they travel. Both traditional and simplified Chinese forums were chosen as the object of study. Spain was selected as a travel destination to evaluate the proposed method. After processing the natural language, unstructured Chinese content is analysed to derive the general sentiment and relevant topics regarding the destination through user comments on social media. The proposed method allows us to understand what tourists are interested in and how they form opinions about tourist destinations.     

Re-branding brand genericide

Genericide refers to situations where brands lose their legal protections due to the fact that their original name has become the generic term for a new category of products in the market that the brand first helped to create. Despite notorious instances of brands falling prey to this curse, marketing specialists—unlike lawyers—generally do not consider that the widespread use of a brand name represents any real danger and instead view it as a sign of brand strength. Herein, we take a new look at this debate, using a case study of Google to re-investigate the phenomenon of genericide. The article also offers managerial guidance on the most effective ways of developing genericization and avoiding genericide. It concludes by pointing out the need for brand managers to precisely differentiate between different types of brands and markets when deciding whether they should protect themselves from the risk of genericide or else encourage the genericization of their brand.