Voice assistance (VA) has been widely adopted in the tourism and hospitality industry to interact and communicate with tourists and provide useful travel recommendations. Although more companies in tourism have adopted environmental sustainability practices and tourists have increased their sustainability awareness, lack of research has been conducted to investigate the effectiveness of VA in promoting sustainable consumption of tourism products or services. This study proposes that customising environmental sustainability messages for tourists with different cultural orientations and VA use purposes can enhance their engagement with the VA, which can affect their consumption decision. The results from a scenario-based experiment demonstrate that tourists with interdependent/independent cultural orientation have higher engagement with the environmental sustainability messages communicated by the VA when they are with a non-transactional/transactional purpose. Implications for tourism marketing strategies are discussed.

This study examines the performance of a penalized neural network and the replication of a customer engagement survey scale with text information in the hotel industry. Although the empirical analysis shows highly accurate model performance only in the training sample, the results also clarify the issues of the engagement scale.

Consumer brand engagement has recently drawn attention for researches because of its importance in predicting brand loyalty. Meanwhile, social media is used as digital marketing tools for marketers to attract and engage younger consumers. This study aims to answer the question whether social marketing efforts by fashion brands on major social media platforms have influence on consumer brand engagement in the context of Vietnamese fashion brands. Social marketing efforts include five dimensions of entertainment, interaction, trendiness, customization and word-of-mouth. Although social marketing efforts has been examined in relationship with other important marketing concepts such as brand equity and customer equity (Godey et al., 2016; Kim and Ko, 2012), few studies have investigated its effect on consumer brand engagement, especially in fashion brands. Besides, Vietnam as an emerging market is witnessing considerable changes that social media brings to every field including fashion markets. It is noticeable that more and more fashion brands in Vietnam are trying to expand and advance their marketing strategies on social media to engage consumers. In this study, a self-administered online survey was delivered to Vietnamese consumers, which included 281 valid responses who followed Vietnamese fashion brands on Facebook or Instagram. The empirical results show that social media efforts engage consumers differently on brand engagement dimensions. The key finding indicates that entertainment and word-of-mouth are positively related to brand engagement in affective, cognitive and behavioral dimensions. Interaction is positively related to affective and behavioral brand engagements. Trendiness is positively related to behavioral brand engagement. Finally, customization is positively related to cognitive brand engagement.

Over the last few years, customer engagement is being reimagined from the lens of relationship marketing in light of interactive brand experiences in order to eternalize long term customer engagement value. However, instilling engagement through dedication and involvement is becoming arduous for brands due to radically escalating digital technologies rendering the inefficacy in practitioner’s attempts. Simultaneously, the employment of hedonic technologies like gamification is catapulting for utilitarian aspirations including customer engagement. Gamification is an emerging field of study which is being intrinsically tied to customer engagement with the later not being the sole purpose of gamified platforms but a medium for subsequent brand related outcomes. Crafting digital interfaces that are straightforward to use and more interactive has become a successful approach for practitioners to engage customers and make tedious and repetitive tasks more pleasurable through gamification. Global organizations such as Walmart, Starbucks and Amazon employ game mechanics evidencing that gamification can reinforce engagement with customers.

Engagement is a central aspect of discussions surrounding online brand communities. The current paper advances the existing thinking associated with conceptualisation of engagement in the context of online brand communities. By understanding how brands engage in an online community we can provide better community management and benefit a brand.

Sustainability issue has received growing attention from various stakeholders. To engage more people to participate in sustainable actions, the United Nations has promoted #actnow campaign since 2019. Among various sustainability initiatives and approaches, the UN’s #actnow campaign focuses on food and fashion sustainability since these two industries encompass various sustainability issues from production and post-consumption. By analyzing Twitter's big data, the study findings demonstrate that negative sentiment messages are powerful in driving the public’s engagement in social media message dissemination. The findings suggest that practitioners may use assertive and strong voice messages to lead consumers’ participation in sustainable message dissemination.

An important segment, tourism e-commerce live streaming (TEcLS) has emerged as a new marketing channel actively embraced by destination marketing organizations (DMO) and tourist firms due to the COVID-19 pandemic. China, Japan, Australia, and many other nations have been selling such tourism products on various platforms. Live e-commerce generates a real-time interactive virtual environment that can be called a livescape. However, many tourism destinations or companies are unaware of the marketing science implications of live streaming and are unsure of their effectiveness or the intricacies of marketing live streaming. Previous research has explored the factors influencing consumer purchase behavior from the product, technology, and live-streamer perspectives, arguing that the advantages of breaking through time and space constraints, strong interactivity, the experience of reality, technological ease of use and usefulness, and celebrity aura encourage online purchases. However, limited investigation has been carried out on the impact of customers’ value-co-creation in livescape when watching tourism live streaming on their purchase intentions considering the key role of engagement. This calls for specific investigation of the phenomenon to facilitate live streaming design and tourism marketing. This study aims to explores the factors influencing consumer purchase intentions in the livescape based on a value co-creation research framework. Compared to traditional e-commerce, livescapes provides the “many-to-many” social presence and an immersive value co-creation platform. Thus, we focus on why and how social presence inspires customer engagement, ultimately leading to purchase intentions. This study finds that, as a crucial marketing tool, the social presence of tourism livescapes can promotes customer engagement, which in turn results in intentions to purchase tourism live-streaming products. Additionally, the mediating role of inspiration (inspired-by and inspired-to) between social presence and customer engagement is examined to reveal the influence mechanism in the tourism context. Finally, this study examines how to create an effective tourism livescape to enhance tourists social presence experience and inspire their engagement, which in turn increases their purchase intention.

While there is an increasing number of studies highlighting the power of videos in influencing audience attitudes and behavior, academic research in tourism is largely behind due to the methodological challenges of analyzing unstructured video data. This study adopts an automatic video analytics approach to examine the relationship between content features of pro-environmental videos and audience engagement in tourism. Artificial intelligence was used to extract video content features by detecting scenes and shots as well as labels (e.g., trees). Our findings suggest that there exists an inverted U-shape relationship between video informativeness and audience engagement. This study makes significant theoretical and methodological contributions to extant tourism literature by theoretically explaining and empirically testing how video content features influence audience engagement in pro-environmental video communications in tourism.

Customers’ service experience is related to the perceived state in the process of interacting with the target at various channel touchpoints (Kaushal & Yadav, 2023). Furthermore, positive customers’ service experiences can increase the repurchase intention of buyers by strengthening the interconnection and cooperation between buyers and suppliers in business-to-business (B2B) firms and reinforcing corporate competitive positioning.

Customer value co-creation behavior (CVCB) has been regarded as a strong predictor of firm performance in many industries for decades. CVCB—the customer’s direct and indirect contribution of resources to enhance the offering of the focal agent/object—is ubiquitous in service industries. Recently, customer engagement has been identified as a determinant of the value realized by customers and businesses. Customer psychological engagement (CPEngagement) is a multidimensional customer-firm relationship marked by customer satisfaction and emotional connectedness to the firm. Although there is concurrence that customer engagement and CVCB are linked, scholars diverge as to the precise nature of the relationship. Marketing and hospitality literature have not yet developed an integrated model of customer engagement with the digital and physical components of hospitality services. Given the increasing managerial interest in digital customer engagement and value co-creation behaviors, it is essential to enhance our understanding of the interplay between these concepts and their implications for both consumers and businesses. This research investigates the relationship between CPEngagement and value co-creation in the digital and physical aspects of hospitality services.

Social media has emerged as a prevalent tool for businesses in recent years through which brands actively engage in promotions. This development has resulted in several social media trends aimed at garnering increased consumer engagement on various social media platforms that brands utilize routinely. We investigate one such prevalent social media trend: brands sharing memes. Several popular brands, such as Netflix, regularly post memes on social media platforms. Therefore, it is important to study the brands’ use of memes and their resultant impact on consumer behavior.

There is a growing trend towards consumption of meat alternatives. In response to rising demand, many brands add meat alternative options to their offerings (e.g., Impossible Whopper from Burger King, McPlant from McDonald’s). Consistent with this trend, a growing literature explores how to encourage consumers to reduce meat consumption and increase acceptance of meat alternatives. However, there are two major limitations in literature. First, most studies in this area do not employ real behavioral outcomes as the focal dependent variable. As a result, we cannot be certain that such findings can be extrapolated into real-world settings. Second, the majority of studies have focused on cognitive factors in investigating acceptance of meat alternatives. Hence, there is a need to attend more to affective factors when investigating how we can advertise meat alternatives. Against this backdrop, the present research investigates the interactive effect between regulatory mode (a motivational factor) and positive emotion (an affective factor) for driving social media engagement in advertising meat alternatives. Regulatory mode theory posits that consumers engage in goal pursuit by adopting locomotion (a motivation to “just do it”) and assessment orientations (a motivation to “do the right thing”). We propose that different, discrete positive emotions could interact with regulatory mode to create “fit” effects. Specifically, the fit between assessment orientation and the emotion of awe, and between locomotion orientation and the emotion of love will lead to increased social media engagement.

The economic recession and changes in purchasing habits of young adults (aged 18–25) has led to a decline in the sales of Japanese fashion apparel. This younger generation’s choice of fashion items is primarily based on price. They are not devoted to a favourite brand with a frequent purchase history. Thus, developing customer loyalty and strengthening brand value are essential for the fashion industry. This study explores the improvement in fashion companies’ financial performance (FP) through young generation’s behavioural brand loyalty (BBL) from two aspects: social media brand engagement (BE) and loyalty programmes (LPs). This study listed 14 popular Japanese fashion brands which belonged to 14 publicly traded companies in Japan. Further, we surveyed 183 consumers about their brand related behaviours. The findings reveal the positive and negative effects of the same variable (BE and LPs) on the outcome (short- and long-term FP), indicating that not all activities related to BE and LPs boost FP. FP is influenced by various combinations of these causal factors and complex situations, such as consumers’ demographics and shopping characteristics. The results deepen our understanding of brand loyalty formation and the linkage among BE, LPs, and FP in a realistic marketplace, and offer multiple practical solutions to achieve high levels of short- and long-term FP by targeting the right consumers based on their specific characteristics.

This study investigated the role of competition in academic settings by conceptualizing competitive engagement and examining how competition self-efficacy defined as confidence in one’s ability to outperform others could mediate learner engagement and self-determination to learn English as a foreign language (EFL). Within the context of a videoconference EFL course, a cross-sectional research design was employed during the fourth semester of remote teaching in South Korea due to COVID-19. Statistically significant relationships existed among variables. Students reported high levels of cognitive and behavioral engagement but low levels of competitive engagement. Through structural modeling, competitive engagement emerged as a conceptually unique form of engagement. The relationship between competitive engagement and selfdetermination to learn English when attending an EFL videoconference course was fully mediated by competition self-efficacy. Partial mediation was observed in the relationship between cognitive engagement and self-determination. These findings suggest that both competitive and cognitive engagement are powerful indicators of learning outcomes, especially when learning EFL.

본 연구는 학원강사들이 지각하는 조직지원인식(학원지원, 상사지원, 동료지원), 직무열의(활력, 전념, 몰두), 조직시민 행동(학원지향, 동료지향, 고객지향)에 대한 인식과 개인배경에 따른 차이를 살펴보고, 조직지원인식과 직무열의가 조직 시민행동에 영향을 미치는 요인을 알아보는 것을 목적으로 하였다. 이를 통해 학원 내 조직지원의 수준을 높이고, 학원 강사의 직무열의 및 조직시민행동의 수준을 높이는 방안을 모색함으로써 학원의 경영 안정화 및 교육적 기능 강화에 도 움이 되고자 하였다. 이상의 연구목적을 달성하기 위하여 학원에서 초·중·고등학생들을 지도하는 학원강사들을 대상으로 구글(Google) 설문지를 활용하여 총 357부의 설문지를 회수하였으며, IBM SPSS Statistics 24 활용하여 수집된 자료를 분석하였다. 주요 연구결과는 다음과 같다. 첫째, 학원강사가 지각하는 조직지원인식, 직무열의, 조직시민행동의 수준은 보통이었다. 다만 학원강사의 조직시민행동은 조직지원인식과 직무열의보다 상대적으로 높게 나타났다. 둘째, 개인 배경 에 따른 조직지원인식, 직무열의, 조직시민행동에 대한 인식은 성별, 연령, 근무기간, 소속계열에서는 차이가 없는 반면, 학력, 직급, 지역에 따라 차이가 있었다. 셋째, 직무열의에 영향을 미치는 요인은 조직지원인식의 학원지원, 상사지원, 동 료지원이었고, 조직시민행동에 영향을 미치는 요인은 조직지원인식의 동료지원과 직무열의의 전념, 몰두였다. 결론적으 로 학원강사의 직무열의를 높이기 위해서는 경영자 및 상사가 학원강사들에게 물질적, 정서적 지원을 하여야 하고, 동료 간에 상호이해 증진을 위해 노력하여야 한다. 또한 조직시민행동의 수준을 높이기 위해서는 동료지원이 중요하고, 학원 강사가 직무에 전념하고 몰두할 수 있는 ‘행복한 일터’ 환경의 조성이 요구된다.

목적 : 본 연구는 라쉬 분석을 통해 장애 아동 부모의 한국판 의미있는 활동 참여 척도(Korea-Engagement Meaningful Activity Survey; K-EMAS)의 타당성을 검증하여 장애아동 부모의 활동에 대한 주관적 가치와 의미를 체계적으로 평가하고 측정할 수 있는 기초자료로 제시하고자 한다. 연구방법 : 장애 아동을 양육하는 부모 84명을 대상으로 K-EMAS 평가를 시행하였다. 이후, 라쉬 분석을 통하여 대상자 와 항목의 적합도, 평정척도, 항목 난이도, 분리 신뢰도를 분석하였다. 결과 : 84명의 대상자 중 설문이 끝까지 이루어지지 않거나 표기한 내용이 정확하지 않은 설문을 제외한 80부를 분석에 사용하였다. 분석에서 부적합 대상자로 나타난 9명의 결과를 제외하였으며, 이후 71부의 결과를 통해 항목 적합도의 분 석을 실시하여 12개 항목이 적합한 항목으로 나타났다. 또한, 항목 난이도 분석에서는 ‘창의성’ 항목이 가장 높은 난이도 로, ‘자신 돌보기’가 가장 낮은 난이도 항목으로 나타났다. 평정척도 분석 결과 5점 척도가 적합한 것으로 나타났으며, 대 상자 분리지수 4.98, 분리 신뢰도 0.96, 항목 분리 지수 2.02, 분리 신뢰도 0.80 으로 나타났다. 결론 : 본 연구는 장애 아동 부모를 대상으로 활동 참여를 객관적으로 판단할 수 있는 평가도구의 타당성을 검증하였다. 본 연구결과를 바탕으로 후속 연구에서는 문항 난이도를 조절하여 수정된 평가도구로 전국지역의 다양한 연령, 진단군의 아동의 부모를 대상으로 한 연구가 추후 이루어져야 할 것으로 보인다.

A large spectrum of possible stakeholders and important factors for safety improvement during decommissioning of nuclear facilities should be identified. Decommissioning includes additional aspects which are of interest to a wider range of stakeholders. The way in which local communities, the public in general, and a wide range of other parties are engaged in dialogue about decommissioning of nuclear facilities is likely to become an increasingly important issue as the scale of the activity grows. Timely stakeholder involvement may enhance safety and can encourage public confidence. Stakeholder engagement may result in attention to issues that otherwise might escape scrutiny. Public confidence is improved if issues that are raised by the public are taken seriously and are carefully and openly evaluated. Experience in many countries has shown that transparency can be an extremely effective tool to enhance safety performance. It sets out the development and implementation of an effective two-way process between the organization and stakeholders. Meaningful engagement is characterized through a flow of communication, opinions and proposals in both directions and the use of collaborative approaches to influence and explain decisions. The process is one in which an organization learns and improves its ability to perform meaningful stakeholder engagement while developing relationships of mutual respect, in place of one-off consultations. The evolving nature of this process is particularly relevant to pipeline projects, which will have differing stakeholder engagement requirements at each phase of the project lifecycle. Activity undertaken at all stages of the process should be documented to ensure engagement success can be reviewed and improved and to ensure historical decisions or engagements are captured in case stakeholders change during the progression of time and previous consultation records are required.

The purpose of this study was to explore the relationship between students’ cognitive engagement with written corrective feedback (WCF) and their revision behavior. Based on the assumption that different levels of cognitive involvement are linked to learners’ use of the feedback, we investigated how different post-feedback activities (i.e., reading, copying, and explaining the feedback) would affect second language writers’ behavioral engagement with WCF during the revision phase. Ninety-eight students were divided into three experimental groups and one control group. Experimental groups performed one of the three post-feedback activities before revising their original writing. The participants’ revision behavior was examined by their uptake of WCF. Additionally, the change in writing quality between the first and the revised drafts was investigated. Results showed that activities that promote deeper cognitive processing generally led to higher uptake of WCF in revision. The effects of post-feedback activities, however, varied for error types. All the post-feedback activities were effective in improving the quality of writing.

The practice turn in the science education community emphasizes students’ engagement in the activities that scientists and engineers actually do when they see, explain, and critique a phenomenon, or solve a problem. This turn highlights the importance of science learning environments for students. Consequently, the purpose of this study was the examination of relevant literature with the aim of proposing theoretically and empirically derived teaching strategies for students’ productive disciplinary engagement (PDE) through model-based learning (MBL) in science classrooms. To this end, collected literature focusing on PDE and MBL was analyzed to better understand 1) how teachers can foster students' PDE in science classrooms, 2) how PDE can be connected to MBL, and 3) what supports are required for students’ PDE through MBL. As a result of our analysis, a close relationship between PDE and MBL was identified. Importantly, this research reveals the promise of MBL for supporting students’ PDE through the problematizing, authority, accountability, and resources. Further, our literature examination provided a better understanding of what supports are required for students’ engagement in PDE through MBL and why this matters in the context of the practice turn in science education.

MCN 스포츠 중계의 미디어 인게이지먼트, 미디어 공감, 그리고 미디어 가치와의 관계를 규명 하기 위한 이 연구는 MCN 스포츠 중계 시청 경험을 가진 시청자 총 324명을 대상으로 비확률 표본 표집 중에서 목적 표집법을 통해 설문조사를 실시하였다. 탐색적 요인분석을 실시하여 타당도를 확인하였으며, Cronbach's α 검사를 실시하여 신뢰도를 조사하였다. 또한 상관관계분석을 실시하여 판별타당도를 검증 하였으며, 연구가설을 검증하기 위해 선형 회귀분석을 실시하여 다음과 같은 결론을 도출하였다. 첫째, MCN 스포츠방송과 관련하여 미디어 인게이지먼트가 미디어 가치에 긍정적인 영향을 미치는 것으로 나타 났다. 둘째, 미디어 인게이지먼트가 미디어 공감에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 미디어 공감이 미디어 가치에 긍정적인 영향을 미치는 것으로 나타났다.