The Effectiveness of Brand- and Customer-Centric Content Strategies at Generating Shares, ‘Likes’, and Comments

Brands are constantly competing for user attention on Facebook and are trying to encourage fans to share, click ‘like’, and comment their posts. Yet, it remains unclear what content strategies are successful at encouraging those behaviors. Noting that the effectiveness of brand content strategies still remains an uncharted research area, this study adopts a discovery-oriented approach and employs workshops, quantitative content analysis, and episodic interviews, to link desired user responses (namely clicks share, ‘like’, and comment) to brand content strategies. This study reveals that customer-centric content strategies are the most effective at encouraging user responses. Managers can use provided recommendations to engage their customers by adopting content strategies that result in desired behavioral reactions.     

国内外社会资本与旅游研究文献综述

社会资本包含集体社会资本和个体社会资本。通过对Elsevier，Springer link和CNKI等平台上的文献进行梳理发现：在旅游领域，社会资本理论研究主要集中于集体和个体社会资本对旅游发展影响以及旅游对目的地社会资本影响等方面，研究呈现出内容上集中于社会资本对旅游的影响，方法上以案例分析为主的特点，当前仍存在不足，并提出今后研究的趋势，为以旅游创新助力乡村振兴，关注特色小镇发展模式，促进文化旅游可持续等，更好地运用社会资本理论来解释和解决旅游活动中的现象和问题，促进旅游业可持续发展。     

Cause-Brand Community: Toward Consumer Citizenship

Brand communities have been proven to be successful with commercial brands. However, a review of the literature indicated that brand community has not been studied in charity organizations. To shed light on this issue, a qualitative research was conducted among stakeholders of an internationally well-known charity organization using three different techniques: in-depth interviews, netnography, and nonparticipant observation at the charity’s brandfest. The results suggest that cause-brand communities exist, sharing the same elements of commercial-brand communities, but the two have some unique characteristics, such as the existence of different stakeholders and small communities that demonstrate an extreme commitment, the promotion of consumer citizenship among them, and the lack of oppositional brand loyalty. A cause-brand community has important managerial implications as it helps build the charity’s brand equity; at the same time, a well-known brand supports the construction of the brand community.     

Relative-to-rival corporate philanthropy,product market competitiveness,and stakeholders

Unlike most of the literature that examines the relationship between corporate philanthropy and financial performance, this study investigates the mechanisms through which corporate socially responsible behaviors produce financial outcomes. We propose that corporate philanthropy improves corporate competitiveness by eliciting positive responses from stakeholders, who assess a firm’s philanthropic contribution in relation to its rivals to determine what level of support they wish to provide to the firm. We predict that a firm’s philanthropy relative to its rivals has a positive effect on its product market competitiveness, and that this positive effect is moderated by three conditions that influence stakeholder response: stakeholder attention to philanthropy, its perceived legitimacy, and expectations of corporate giving. Our predictions are generally supported by our analyses. Overall, this paper shows that strategic philanthropy has a quantitative dimension, and firms obtain the market competitiveness associated with corporate philanthropy by integrating their rivals’ positions into their decision making.     

金融素养、家庭财富与家庭创业决策

本文利用2015年中国家庭金融调查(CHFS)数据,分析了金融素养、家庭财富与家庭创业决策三者之间的关系。整体上,金融素养的提高显著增加了家庭参与创业的可能性,但家庭参与创业面临着"财富约束效应";而金融素养对家庭财富具有替代作用,提高金融素养有效缓解了家庭的"财富约束效应",促进家庭参与创业。同时,研究发现家庭财富对家庭创业决策的影响并不存在明显的城乡差异,但金融素养更能缓解农村家庭创业所面临的"财富约束效应"。另外,提高金融素养能有效缓解家庭的信贷约束,增加其风险偏好,间接地促进创业。     

新时代背景下创建党建引领基层社会治理新模式的探索——以兰州市城关区为例

随着我国社会发展的不断推进与创新,对于执政基础的巩固、在最大限度内保证党的执政能力等均成为使基层党建可以获得良好效果的主要手段,并且使工作在不断的实践探索中获得更好的成效。但是,以党建引领基层社会治理的过程仍然存在众多问题,其中包括形式化严重以及做表面功夫等。因此,如何在新时代的背景下,通过党的全面领导将党与群众紧密地联系在一起,从而确保党建工作可以在基层发挥更强的社会治理职能,已成为基层社会治理模式探索并创新的主要内容。     

Comparing consumer-produced product reviews across multiple websites with sentiment classification

ABSTRACT

Online consumer reviews have been extensively studied. However, existing literature analyzing online consumer review data mostly relies on a single data source, resulting in potentially biased analytics conclusions. Many websites encourage consumers to post reviews of their purchased products, so that new consumers can evaluate these reviews for the same product across different websites to help them make purchasing decisions. Confusions often arise in this process, because there often exist substantial discrepancies in customer reviews across different retailers on the same product. Clarifying such confusions can help consumers reduce concerns to make up their mind for their purchases, therefore benefiting both consumers and retailers. Through text analytics and sentiment analysis, we comparatively examine the underlying patterns of online consumer reviews of three large retailers including Sears, Home Depot, and Best Buy for a same product. Afterward, we combine online consumer reviews from these large retailers and conduct an overall text analytics and sentiment analysis. The overall results are further compared with the results from individual retailers. The findings show that the sentiment of the online consumer reviews could vary substantially so relying on a single data source to make purchase decision is not a wise idea. Based on the results, we further devise a framework to comparatively examine and integrate multiple data sources for social media analytics of online consumer reviews. This study offers important managerial implications and identifies several new research directions for social media analytics.     

Expanding the two wings of social capital for value creation: strategic entrepreneurship of HTC, 1997–2008

This study draws on a historical, qualitative case study to explore how a leading Taiwanese high-tech mobile phone manufacturer, HTC, successfully and continuously manoeuvred the two wings of social capital – that is, structural social capital and cognitive social capital – to create value in its strategic entrepreneurial process between 1997 and 2008. Taiwan is a wide-spreading trust-based Chinese Confucian-influenced culture. The process of developing trust-based social capital for value creation consists of three central actions: identifying potential social capital, reinforcing cognitive social capital, and extending structural social capital. Our findings advance knowledge of trust-based social capital based on the perspective of strategic entrepreneurship for value creation and offer practical implications for the mobilisation of social capital. In sum, we suggest that firms could develop trust-based social capital considering business conditions to reduce possible risks or uncertainties of network management in an international arena.     

How perceived empowerment HR practices influence work engagement in social enterprises – a moderated mediation model

Abstract

Drawing insights from the group engagement model and self-determination theory, our research explored the role of perceived empowerment human resource (HR) practices in the hybrid organizational form of social enterprise in China. Based on two studies, this paper developed and examined a moderated mediation model, linking perceived empowerment HR practices, identification motivation, work engagement, and authority work value. Specifically, in Study 1 we found perceived empowerment HR practices increased employees’ work engagement through enhancing employees’ identification motivation. In Study 2, we adopted a two-wave design to duplicate and extend this mediation model. A moderator, employees’ authority work value, was found to weaken both the mediation relationship, and the positive relationship between perceived empowerment HR practices and identification motivation. This study broadens the understanding of what social enterprises look like in alternative contexts, while providing an opportunity to explore how a HRM mechanism and its boundary condition function in large social enterprises in China.     

Is all turnover intent the same? Exploring future job preference and environmental considerations

This study approaches turnover intent in a novel way by incorporating both environmental and internal organizational factors together to create a more nuanced view of what drives turnover. The analytical focus is on senior-level employees in four agencies within the US Department of Health and Human Services. The findings show that internal organizational factors partially explain decisions to change jobs, but agency and time differences remain even after controlling for those factors. It also finds that the decision to leave government is driven by different factors than the decision to move to other jobs within government.