In this paper, we investigate whether and how morality irrelevant inspiration can influence consumer’s own morality behavior. Thrash & Elliot (2003) conceptualized inspiration as a psychological construct with three core characteristics: evocation, transcendence, and motivation. Morality behavior include prescriptive morality (e.g., prosocial behavior) and proscriptive morality (e.g., immoral behavior), which have different antecedents. We propose a common antecedent for both faces of morality and found that morality-irrelevant inspirational experiences (triggered by others or oneself) could decrease proscriptive morality and increase prescriptive morality, via emotional and cognitive transcendence. This is the first paper to explore the roles played by the emotional and cognitive transcendence resulted from the inspirational experiences and the consequences of transcendence on a source-irrelevant context.

Introduction Luxury industry, in addition to feelings, started to provide reasons for consumers to justify their consumption. Also, it helps them to avoid social risks by offering inconspicuous luxury products. For example, ‘Mandarin Oriental Barcelona’ suggests luxury holiday package for people running Barcelona marathon, London cocktail bar ‘Bart’ serves cocktails designed to 'facilitate focus and encourage relaxation', ‘Tiffany’ has dropped the spelled-out brand name from its fashion jewelry line in favor of simple “T”. (Trend watching 2017) Then, what changed consumers' interest? Interestingly, the current expectations of luxury consumers have a lot in common with the features of interdependent self-construal. The "we" effect of social media can explain this trend. Literature review and Conceptual framework Social Media usage and Interdependent Self-Construal Although earlier research in cultural psychology conceptualized self-construal as culturally determined (Markus and Kitayama 1991), more recent research suggests that independent and interdependent self-construal can also be made temporarily accessible. The most frequently adopted priming procedure to induce self-construal is the procedure by stories about we or I. (Gardner, Gabriel, and Lee 1999; Mandel 2003; Krishna, Zhou, and Zhang 2008; Hong and Chang 2015). We suggest that Social media usage can induce interdependent self-construal because social media users read stories and watch videos of others. Prior findings indicated that participants in interdependent self-construal condition have an equivalent number of thoughts about themselves and others. (Lee, Aaker, and Gardner 2000). Social Media, Interdependent Self-construal, and Consumers’ Luxury Value Perception Consumers’ perceptions of luxury value appear to be determined mainly by Functional, Individual, and Social aspects (Wiedmann, Hennigs, and Siebels 2009). Recent luxury marketing researchers compare conspicuous consumption and inconspicuous consumption, two types of social aspect consumption (Han, Nunes, and Dreze 2010; Eckhardt, Belk, and Wilson 2015). They are interested in Functional luxury value, added to Individual luxury value because small utilitarian additions to a hedonic luxury are often valued more than their stand-alone value (Keinan, Kivetz, & Netzer 2016). These two trends seem to have nothing in common. But when the concept of self-construal is adopted, they have something in common. Namely, interdependent selves, which focuses on others, are the one who cares about both inconspicuousness and utilitarian aspects. We suggest that because of the features of interdependent self-construal, consumers more using social media tend to have a different priority regarding luxury value perception than consumers less exposed to social media. We explore the mediating role of relational interdependent self-construal in this model (Triandis 1989; Cross, Bacon, and Morris 2000). Also, luxury brand company’s social media marketing efforts (Kim and Ko 2012; Godey et al. 2016) have different features. We expected that each social media marketing activity has a different impact on luxury value perception. Interdependent Self-Construal, Reason, Functional luxury value We propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to rely on both reason and feeling, which in turn set an equivalent value on Functional luxury value (cognitively superior) and Individual luxury value (affectively superior) (Hong and Chang 2015). Interdependent Self-Construal, Social Risk, Inconspicuousness The authors propose that because of interdependence priming effect of social media, participants who are exposed to social media (social media priming group) tend to avoid social risk than participants who are not exposed to social media (no priming group). Study 1: The effect of social media on the balance between self and others. A total of 709 respondents (389 females) participated in this study via Amazon Mechanical Turk (MTurk) They were randomly assigned to one of the two conditions (with social media manipulation vs. No manipulation) The impact of ‘one-time social media use’ Following the previous study (Hong and Chung 2015), we conducted a 2 (social media manipulation: No vs. Yes) x 2 (thought type: self vs other) mixed ANOVA with social media manipulation as a between-subject factor and thought type as a repeated measure. The main effect of thought type is significant (F(1,707) =293.54, p<.000). However, the interaction between social media manipulation and thought type was not significant. (F (1,707) = 0.128, p<.721). So, the result shows that one-time social media use doesn’t manipulate interdependent self-construal. The impacts of ‘chronic social media use’. To check whether chronic social media use can manipulate interdependent self-construal, we conducted a 2 (time spent on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =293.81, p<.000). The interaction between time spent on social media and thought type was significant. (F (1,703) = 6.65, p<.000). Also, we conducted a 2 (communication on social media: Low vs. High) x 2 (thought type: self vs. other) mixed ANOVA. The main effect of thought type is significant (F(1,707) =300.76, p<.000). The interaction between communication and thought type was significant. (F (1,704) = 5.764, p<.000). So, the result shows that chronic social media use manipulates interdependent self-construal. Also, we computed three types of groups, the others-dominant, the balanced, and the self-dominant by modifying past research (Kitayama et al. 2009; Wu, Cutright, and Fitzsimos 2011, Hong and Chang2015). A chi-square test revealed that participants who spent more time and had more communication on social media had more balanced thought type (32.6%, 31.0%) than participants who spent less time and had less communication on social media (24.8%, 24.0%) Study 2: The effect of using social media on luxury value perceptions (SEM) A total of 255 respondents (85 females) participated in this study through Amazon Mechanical Turk (MTurk). The participants were between 18 and 65 years old and lived in the U.S., and the modal age group was 25-34 (43.9 %), followed by 35-44 (25.5%). We conducted exploratory factor analysis (EFA) using maximum likelihood estimation with Promax rotation. The goodness of fit statistics is: 𝒙𝟐=707.14, df =377, P<0.0005, 𝒙𝟐/df =1.876, CFI=0.95, and RMSEA =0.059. The final CFA model fits well with the data (Hu and Bentler, 1999; Hair et al., 2010). After confirming the measurement model, SEM with maximum likelihood extraction was estimated to test Hypothesis. The goodness of fit criteria of the model meets the proposed thresholds in previous studies: 𝒙𝟐=677.97, df =374, P<0.0005, 𝒙𝟐/df =1.813, CFI=0.95, and RMSEA =0.057 (Hu and Bentler, 1999; Hair et al., 2010). The SEM model showed each social media activity has a different effect on each luxury value. Interaction positively impacts the functional luxury value (β=0.38, p<.000) but negatively impacts the individual (β= - 0.27, p<.000) and social luxury value (β= - 0.34, p<.000). Entertainment/WOM has a positive effect on individual luxury value (β=0.39, p<.000) and on social luxury value (β=0.32, p<.000). Customization positively impacts the social luxury value (β=0.26, p<.000). We could also find Entertainment/WOM and Customization did not influence the functional luxury value. Only Entertainment/WOM positively impacts relational interdependent self-construal (β=0.32, p<.000) Relational interdependent self-construal positively impacts on individual value (β=0.24, p<.000) and social value (β=0.27, p<.000). We conducted a mediation analysis. Among social media activities, only Entertainment/WOM had a significant positive effect on Relational Interdependent Self-Construal. Study 3: the effect of social media on self-construal and choice between functional value and individual value superior options 454 Responses (304 females) collected via Mturk to stimulate the environment of social media. Respondents are primed on interdependence by social media usage while control group respondents are not primed. The authors checked the validity of the self-construal manipulation effect of social media. Respondents were given a choice task, designed by adopting previous method (Hong and Chang 2015). They were told to imagine that they were going to buy a hand bag. Handbag X is superior on functional (cognitive) dimensions whereas handbag Y is superior on all individual (affective) dimensions. Participants are asked to indicate their choice between two Handbags Choice. A chi-square test revealed that the effect of social media manipulation is not significant on the handbag choice (𝑥2(l) 0.371, p<.309). However, the effect of interdependent self-construal on the participant's’ handbag choice was significant (𝑥2(l) 5.85, p<0.01). As predicted, participants with a higher Interdependent self-construal primed by social media have a smaller preference gap between Functional luxury value and Individual luxury value (F:73.2%-I:26.8%=46.4%), than participants with lower Interdependent self-construal participants (F:82.7%-I:17.3%=65.4%) Study3 supports the results of previous two studies. As individuals communicate more and spend more time on social media, they are more likely to prefer equally for Functional luxury value and Individual luxury. Study 4: the effect of social media on self-construal and choice between conspicuous and inconspicuous options. After the self-construal manipulation with social media, respondents were given a choice task. The choice was designed by adopting previous method (Han, Nunes, and Dreze 2010). Respondents were told to imagine that they were going to buy a handbag. One option has an inconspicuous design whereas the other option is conspicuous design. Participants are asked to indicate their choice between two handbags. Social media manipulation and Handbags Choice. All three chi-square tests revealed a significant or marginal effect of social media manipulation on participants handbag choice with the same pattern. ( 𝑥2(1) = 6.328, p > .032; 𝑥2(1) = 3.086, p > .079; 𝑥2(1) = 1.933, p > .098) As predicted, participants in social media manipulation group prefer the inconspicuous option to the conspicuous option (59.3%>40.7%; 58.9%>41.1%; 60.4%>39.6%) than participants in control group (47.3%, 52.7%; 50.5%, 49.5%, 53.8%, 46.2%). Interdependent-self construal and Handbags Choice. All three chi-square tests revealed a significant effect of interdependent self-construal on participants handbag choice with the same pattern. ( 𝑥2(1) = 4.2, p > .047; 𝑥2(1) = 4.79, p > .029; 𝑥2(1) = 6.11, p > .013) As predicted, participants with higher Interdependent self-construal primed by social media have a equivalent preference about the inconspicuous option and conspicuous option (50%, 50%; 50.8%, 49.2%; 52.4%, 47.6%) than participants with lower Interdependent self-construal(59.6%, 40.4%; 61.1%, 38.9%, 63.9%, 36.1%). Study4 shows that one-time social media exposure can reduce conspicuous consumption. However, as individuals communicate more and spend more time on social media, they become more likely to prefer equally for conspicuous option and inconspicuous option. Contribution In luxury brand marketing, this study sheds light on the balance between two motivations, luxury for self and luxury for others (Kapferer, Jean-Noël, and Vincent 2009) using the concept of self-construal. This research also contributes to the literature on consumers’ luxury value perception (Hennigs et al. 2012; Wiedmann et al. 2009). In general marketing subjects, it adds to the increasing literature on consumer risk and choices between affective and cognitive options. For the luxury brand industry, this study can give marketers a practical idea about choosing social media marketing activities and designing new products. For example, if luxury brand companies promote customers posting opinions on websites, they should know that their activities might advertently affect their sales because interaction negatively influences on individual and social luxury value.

This research provides insight into how socialisation and learning aids consumers to form their ecological self. Past research establishes that ecological self, expressed as environmental identity, positively drives responsible consumption, but there is a lack of understanding of how consumers form their ecological selves and environmental identities. The aim is to provide a broader motivational structure that drives the formation of nature identity and its influence on responsible consumption behaviour. The ethnographic data uncovers the cognitive thoughts, affections, symbolic inferences and nature experiences of participants guiding the formation of the ecological self, attachment to nature and ecological worldviews, which then drives responsible consumption behaviour. The conceptual framework outlines the overall motivation driving ecological self and identifies emotional, religious and spiritual attachments to guide the development of ecocentric, theocentric and transcentric ecological worldviews. This research mainly contributes to theory development and social marketing efforts.

This paper develops a conceptual model of international social media marketing strategy that describes how culture shapes consumers’ use of social media around the world. Drawing from cultural psychology, marketing, and computer information systems, we use Kietzmann et al.’s (2011) functional building blocks of social media to organize social media functions, then explicate how various dimensions of culture affect the way such social media functions are used across cultures. By delineating these complex relationships, our model and the propositions that stem from it offer directions for future research and advance understanding of cross-cultural differences with implications for businesses that provide social media or capitalize on social media for global reach in the international marketplace.

Innovation in technology has led to the growth of hybrid products, which demonstrate features of more than one product category (Rajagopal & Burnkrant, 2009). This trend is evident in the luxury market (e.g., the Tag Heuer Connected wearable, a hybrid of a luxury watch and a computing device. The combination of technology and luxury can pose challenges in the design and marketing of such devices. This could be a problem for new hybrid luxury products, which consumers typically evaluate in terms of symbolic meanings rather than functional utility. In this research we build on and contribute to the product design literature as we propose a model in which the characteristics of aesthetics, symbolism, functionality, monofunctionality (how many different tasks a product delivers on), and ergonomics are antecedents that drive usage intention for luxury hybrids, specifically wearables. First, we find that perceived ergonomics and perceived multi-functionality influence perceived overall functionality of wearables, which then has a positive effect on intention to use those products. Perceived aesthetics appears as an important characteristic for wearables, as mediation analysis shows it has an indirect effect on use intention, both through perceived symbolism and overall functionality of those hybrids. Such order of effects within product design characteristics has not been explored before and our findings yield implications for academics and practitioners.

The major paradox in research in marketing: Can the researcher construct models that capture firm heterogeneities and achieve accurate prediction of outcomes for individual cases that also are generalizable across all the cases in the sample? This study presents a way forward for solving the major paradox. The study identifies research advances in theory and analytics that contribute successfully to the primary need to fill to achieve scientific legitimacy: Configurations that include accurate description, explanation, and prediction (i.e., predicting outcomes accurately of cases in samples separate from the samples of cases used to construct models having high fit validity.) The solution here includes philosophical, theoretical, and operational shifts away from variable-based modeling and null hypothesis statistical testing (NHST) to case-based modeling and somewhat precise outcome testing (SPOT). The study here provides examples of research contributing to knowledge and theory that advance prediction and control in business-to-business contexts. Shifting beyond linear model construction and symmetric tests (i.e., multiple regression analysis (MRA) and structural equation modeling (SEM)) and embracing complexity theory and asymmetric tests (i.e., constructing and testing algorithms by “computing with words,” Zadeh, (1996, 2010)) includes taking necessary steps away from examining “net effects” of variables to useful screening modeling of case configurations. Researchers embracing this shift in marketing benefit from recognizing that the current dominant logic of performing null hypothesis testing (NHST via MRA and SEM) is “corrupt research” (Hubbard, 2015) and from recognizing that predicting by algorithms via somewhat precise outcome testing (SPOT) advances business-to-business research toward achieving scientific legitimacy.

Introduction Today, many luxury brands use social media channels such as Facebook, Instagram, Twitter, or YouTube to communicate with their target consumers worldwide. Previous research has shown that engaging consumers in social media can lead to increase commitment and loyalty (e.g., Hudson, Huang, Roth, & Madden, 2016; Wirtz et al., 2013), purchase intentions (e.g., Beukeboom, Kerkhof, & de Vries, 2015; Kim & Ko, 2010) and sales (e.g., Kumar et al., 2016). Although researchers have investigated the role of social media marketing for luxury brands at an aggregate level (e.g., Godey et al., 2016; Kim & Ko, 2012), little is known about the success drivers of luxury brand communication at a more granular level. Therefore, our study aims to identify the characteristics of luxury brand posts that elicit positive consumer affect. Specifically, we examine the effect of different luxury appeals (e.g., conspiciousness, uniqueness, quality), alongside other brand post characteristics (e.g., vividness, call-to-action, informative/entertaining content) on consumers‟ affective reactions (“Love”) towards a luxury brand post. For this purpose, we draw on field data from Facebook that comprises 2,343 individidual brand posts published by 18 leading luxury brands between 1st January 2017 and 30th June 2017. Our study contributes to literature on luxury brand communication in at least three ways: First, from a theoretical perspective, we are shedding the first light on the relevance of different luxury appeals for generating consumer engagement in social media. Methodologically, we further introduce a novel measure of consumer engagement termed Love-Ratio (short, LoveR), which is based on Facebook‟s new “reactions”-feature that was introduced in 2016. Finally, from a managerial point of view, our insights that help managers of luxury brands to „engineer“ emotionally engaging social media content that contributes to strong consumer-brand relationships. Literature Review Conceptual BackgroundLiterature provides initial empirical evidence for the general advantageousness of social media activities for luxury brands (Godey et al., 2016; Kim & Ko 2010, 2012). Importantly, these studies commonly examine consumers‟ overall assessment of a brand‟s social media activities, i.e. whether a brand‟s (entire) social media presence “enables information sharing with others” (interaction) or “offers customized information search” (customization; Kim & Ko, 2012, p. 1483). Therefore, it constitutes an aggregate measure of a brand‟s social media presence as a whole, and is not concerned with the specifics of the individual interactions between a brand and consumers (post as the unit of analysis). Recent research, however, clearly indicates that the extent to which consumers interact with a brand in social media (e.g., liking, sharing, or commenting) depends on the characteristics of a given brand post (e.g., De Vries, Gensler, & Leeflang, 2012; Sabate, Berbegal-Mirabent, Canabate, & Lebherz, 2014; Schultz, 2017). Most studies in this regard examined correlations between certain characteristics (e.g., use of photos, videos, and/or links, post length and timing) and different measures of consumer engagement or post popularity (i.e., number of likes, comments, or shares).5) These studies provide useful insights into several “hard” criteria that determine consumer interactions with brand posts. However, due to the tremendous coding efforts required, only few studies have also considered “soft” criteria, such as the appeal – i.e., “the overall theme of a post” (Wagner, Baccarella, & Voigt, 2017, p. 2) – that is communicated within a post. To extend knowledge in the field of luxury brand communication in social media, we are adopting a similar approach by (1) proposing a comprehensive set of luxury-specific appeals that may be communicated within brand posts and (2) empirically investigating their effectiveness in evoking positive consumer affect. Conceptual Background Based on a synthesis of prior work (e.g., Vigneron & Johnson, 2004) we propose a set of six distinct luxury appeals that can be communicated via social media posts: 1. Conspicuousness: Conspicuous consumption refers to the consumption of goods or services with the intention of social status improvement and communication to others (Eastman, Goldsmith, & Flynn, 1999). It involves high levels of self-monitoring and a status-signaling mentality (Wilcox, Kim, & Sen, 2009), aimed at presenting oneself by means of a product that is recognized and highly regarded by others. The general aim is to express a brand„s capability to enable a person to become the center of attention and stand out of the crowd by conveying a high social status (Phau & Prendergast, 2000). 2. Uniqueness: Uniqueness refers to the quality of being particularly special due to sheer rarity or remarkable characteristics. Brands express their uniqueness by highlighting their products‟ (a) excellent craftmanship, (b) innovativeness, or (c) their exclusiveness in terms of consumption. Examples for uniqueness through craftmanship include creative product designs, the use of rare materials or ingredients (e.g., diamonds in the context of jewelry), or even tailor-made/personalized products (e.g., configuration of a car; inscription of personal initials onto fashion items). The general aim is to distinguish a product from others, rendering it extraordinary and remarkable. The same can be accomplished through innovation, since a pioneering product is by definition unique in that it has certain features that distinguish it from any other existing competing product. Furthermore, uniqueness can be achieved through exclusiveness of consumption. One method to create contrived rarity is a limitation of the quantity of products manufactured (e.g., limited editions; Vigneron & Johnson, 2004). 3. Quality: Luxury brands are generally expected to deliver high quality products and services (Vigneron & Johnson, 2004). Indicators that can be used in the communication of quality include specific materials (e.g., cashmere, gemstones) or performance data (e.g., power, top speed) that convey a high standard of (instrinsic) quality. 4. Hedonism: In general, the term hedonism refers to the pursuit of pleasure in the sense of sensual self-indulgence. Luxury brands commonly offer emotional and sensual benefits that can be experienced by and transferred to consumers in a consumption situation (Moore & Lee, 2012). Communication aimed at conveying hedonism commonly neglects utilitarian (i.e., functional) aspects of the product of interest and, instead, emphasizes the emotional experience associated with the consumption of that product or service (Vigneron & Johnson, 2004), e.g., pleasure, joy, self-reward, love, passion, or excitement (Holbrook & Hirschman, 1982). 5. Extended Self: The term extended self describes the definition of a person‟s selfconcept by his/her personal possessions. In other words, consumers use products (or services) to define who they are. For example, wearing luxury fashion items enables a person to associate himself/herself with characteristics of the brand, and vice versa (Vigneron & Johnson, 2004). Brand communication reflecting this appeal attempts to suggest that the consumption of a product or service helps them to establish, reinforce, and express an aspired personality trait, such as elegance, confidence, success, or power. 6. Heritage: Many luxury brands have a long history and rich tradition. Communication efforts that intend to convey a brand‟s rich heritage either showcase a brand‟s founder as a person, elaborate on the founder‟s or company‟s history, or highlight a traditional, iconic product which has made the brand what it is today. Data and Method To investigate the effectiveness of these luxury appeals in evoking positive consumer affect, we conducted an empirical analysis using field data from Facebook. We compiled a set of 18 luxury brands from different categories, including fashion, cars, cosmetics, and champagne. For this set of brands, we extracted all brand posts (mostly photos and videos) that were published between 1st January and 30th June 2017, yielding 2,343 individual posts that constitute our unit of analysis. We enriched the raw data by manually coding all brand posts in terms of the luxury appeals of interest, following a two step-procedure. First, we developed a detailed codebook that defines each luxury appeal, provides a list of relevant indicators, and further illustrates each luxury appeal with the help of exemplary brand posts. Using the codebook we instructed two independent coders to code the absence (0) or presence (1) of each luxury appeal within a given post. The inter-rater reliabilities were satisfactory for all luxury appeals, ranging from .79 to .91. We further requested the coders to capture other content characteristics and controls that potentially affect consumer interactions with brand posts, e.g., Vividness, Calls-to-Action, Entertaining vs. Informative Content, Visibility of the Brand, and Type of Endorser. Instead of examining conventional measures of consumer engagement, such as likes, comments, or shares, we introduce a new measure of consumer affect that we label “Love-Ratio” or, short, LoveR. This measure is based on Facebook‟s new class of user reactions that enable users to indicate their feelings about certain posts, such as “Love” or “Anger”. LoveR represents the amount of “Love”-reactions relative to all reactions toward a given brand post. Thus, it reflects an aggregate measure of users‟ positive affect towards a brand post. We consider LoveR an important extension of commonly investigated outcomes such as Likes or Shares, which are considered “fairly low-level form[s] of engagement” (Stephen, Sciandra, & Inman, 2015, p. 20). Consumer affect, by contrast, is generally considered a “chief motivator of behavior” (O‟Cass & Frost, 2002, p. 73) and a “mediating factor in the purchase process” (Schiffman, Bendall, Watson, & Kanuk, 1997, p. 361), therefore representing a useful proxy of consumer attitudes. Model estimation Given the nested structure of the data (i.e., posts are nested within brand pages), we use hierarchical linear modeling (Raudenbush & Bryk, 2002) with random intercepts to analyze the data. We specify the proposed luxury appeals (Conspiciousness, Uniqueness, Quality, Hedonism, Extended Self, and Heritage) alongside additional content characteristics, and brand dummies as predictors of LoveR. After estimating the direct effects, we stepwise include interaction terms to test potential moderating effects of Vividness and Entertainment. The results suggest that three of the six luxury appeals evoke positive consumer affect. The strongest driver of LoveR is Quality (β = .978, p < .001), followed by Hedonism (β = .479, p < .05) and Heritage (β = .451, p < .01). Conspiciousness and Uniqueness, by contrast, are not significantly related to consumers‟ affective reactions towards brand posts. Furthermore, the use of an appeal that communicates Extended Self even decreases LoveR (β = -.530, p < .10), although the effect is only marginally significant. To further contextualize these main effects, we included additional interaction terms involving Vividness and Entertainment. We find (a) that the effect of Hedonism on LoveR is further enhanced by the use of videos (relative to photos and other less vivid types of media; interaction effect: β = 1.023, p < .05, conditional effect of Hedonism for vivid content β = .934, p < .01,) and (b) that the effect of Heritage on LoveR tends to be larger when it is communicated in an entertaining rather than informative style (interaction effect: β = .753, p = .001; conditional effect of Heritage for entertaining style: β = .660, p < .001). Conclusions Our study sheds light onto the effectiveness of luxury brands‟ communication in social media in terms of generating positive consumer affect. Our results based on an analysis of 2,343 individual luxury brand posts in Facebook show that only certain luxury appeals can trigger consumers‟ “Love”-reactions towards a brand post. Specifically, we find that brand posts that convey Quality, Hedonism, and Heritage appeals increase the likelihood of a brand post being “loved“, whereas Conspiciousness and Uniqueness exert no influence at all. Posts which communicate an Extended Self may even decrease favorable affective reactions by users. The effects of Hedonism and Heritage are further enhanced by the use of videos or entertaining content, respectively. These findings have direct implications for the marketing communications of luxury brands. From a content perspective, marketers should develop and run media content that (a) emphasizes hedonic consumption motives (as reflected by Hedonism) rather than status-signaling motives (as reflected by Conspiciousness), preferably using rich media such as videos; (b) educates consumers about the history and values of a brand, preferably in an informative rather than entertaining way; and (c) reinforces a brand‟s quality claim.

Introduction Social media continues to grow and presents in our everyday lives. Consumers can even know about celebrities’ personal lives and hear directly from celebrities through social media, such as Facebook and Instagram. Chung and Cho (2017) point out that social media provides a platform for a more open, close and frequent interaction between consumers and celebrities. According to Lee and Watkins (2016), by using social media, consumers can easily and quickly access user generated content which includes product information and reviews. People create video blog (vlog) and some have attracted a large number of followers, video bloggers (vloggers) upload videos about their personal life or reviews of product they use, therefore increasing browsing traffic from followers and other viewers. As a result, vloggers become vlog celebrities or key opinion leaders on social media nowadays. According to Horton and Wohl (1956), parasocial interaction (PSI) explains the relationship between media persona and media user, and it is referred to a media user’s reaction to a media persona, in a way that the media persona is perceived as an intimate conversational partner by the media user. The media persona may be considered by his/her audience as a friend, counselor, comforter and model, and PSI is considered as a “friendship” with a media persona (Perse & Rubin, 1989). As this “friendship” continues to grow, the media user will gradually treat the media persona as a trustworthy friend and rely on their suggestions as a trusted source of information (Rubin et al., 1985). According to Stever and Lawson (2013), PSI is an appropriate theoretical framework for studying the one-sided relationship between celebrities and fans; so the same argument can be extended to vlogger as suggested by Lee and Watkins (2016). As there is limited studies investigating the link between vlogger and marketing results in the literature, and researches examining the relationships between PSI and perceived brand quality, brand affect as well as brand preference are rare and lack empirical support, therefore, some research gaps need to be bridged. This study develops an integrated model according to the literature review. It is expected to help marketers to understand the influence of vlogger, and to develop efficient social media marketing tactics and branding strategies by using PSI as a brand management tool. Literature review and hypothesis development Parasocial interaction (PSI) explains the relationship between media persona and media user, and it is referred to a media user’s reaction to a media persona, in a way that the media persona is perceived as an intimate conversational partner by the media user. Previous studies indicate that PSI develops in ways similar to interpersonal relationships with friends (Horton & Wohl, 1956; Rubin & McHugh, 1987; Perse & Rubin, 1989), so the media persona may be considered by his/her audience as a friend, counselor, comforter and model, and PSI is considered as a “friendship” with a media persona (Perse & Rubin, 1989). Labrecque (2014) suggests that the development of PSI is not restricted to traditional media but also in an online environment. Labrecque (2014) points out that the higher the perceived level of openness and interaction in communication between consumers and brands on social media, the stronger their PSI with the brands. A direct relationship is also found to exist between social media interaction and parasocial behavior (Chung & Cho, 2017). Vloggers emerge as vlog celebrities or key opinion leaders who are active on social media, nowadays the media users can share their own thoughts with the celebrities and even comment the celebrities’ lives on Twitter, Facebook and Instagram freely, as if they have established a “friendship” with the celebrities (Chung & Cho, 2017), PSI is found to exist between vloggers and media users and is therefore fostered (Lee & Watkins, 2016). Attraction to a media persona results in enhancement of interaction or repeat viewing (Rubin & McHugh, 1987). If a person's physical appearance is considered to be aesthetically beautiful or pleasing, the degree of physical attractiveness is thus higher. Till and Busler (2000) suggest that physically attractive people are considered to possess more favorable personality traits such as intellectual competence, social competence and integrity. Both social and physical attractiveness to a media persona have been found to be predictors of PSI (Lee & Watkins, 2016; Perse & Rubin, 1989). This study thus postulates that: H1: The physical attractiveness of vlogger has a positive effect on PSI. Social attractiveness is referred to a media persona’s likability (McCroskey & McCain, 1974) and considering the media persona as a viable friend (Frederick et al., 2012). Media persona who is socially attractive leads to a stronger PSI, in both social and work context (Rubin & McHugh, 1987). Social attractiveness has been found to be a predictor of PSI (Lee & Watkins, 2016; Perse & Rubin, 1989). This study thus postulates that: H2: The social attractiveness of vlogger has a positive effect on PSI. According to Rubin and Step (2000), motivation is central to communication processes, and different motivations would lead to different behavior and communication choices. In the video sharing platform such as YouTube, YouTube users engage with YouTube for entertainment purposes (Haridakis & Hanson, 2009). Entertainment refers to any activities that provide diversions and amusements to fill time, gain pleasure, relax and have fun (Yuan et al., 2016). People not only watch vlogs for entertainment but are also widely influenced by the content of vlogs (Chung & Cho, 2017), as vloggers are viewed as more authentic and true-to-life (Lee & Watkins, 2016). This study postulates that: H3: Viewing motive with vlogger for entertainment has a positive effect on PSI. People use media not only for entertainment, but also for satisfying interpersonal needs (Armstrong & Rubin, 1989; Madianou & Miller, 2013; Rubin et al., 1985). As media user’s motivations for using media correlate with the development of PSI positively (Rubin et al., 1985) and the motivation of individuals to undertake relationship building by using social network service is found to be positivly correlated with parasocial behavior (Yuan et al., 2016), it is proposed that the more the media user’s motive to use social media involving vlog for relationship building, the stronger their PSI with vlogger. This study thus postulates that: H4: Viewing motive with vlogger for building relationship has a positive effect on PSI. More time spent with the medium encourages a participative and active culture, and higher online traffic implies more opportunities for online advertising and promotions (Hung et al., 2011). When media user is exposed with frequent messages enriched with personal information from a media persona, psychological familiarity and intimacy are enhanced, resulting in further development of friendship over time (Chung & Cho, 2017). This study thus postulates that: H5: The time spent with the medium has a positive effect on PSI. Mediating effect of PSI PSI explains the relationship between media user and media persona (Horton & Wohl, 1956) and is considered as a “friendship” with a media persona (Perse & Rubin, 1989). Previous study implicitly addresses the mediating role of PSI between the antecedents of PSI and brand perception (Lee & Watkins, 2016), however, the mediating role of PSI between the relationship of the antecedents of PSI and perceived brand quality, brand affect as well as brand preference has not been investigated. Specifically, PSI decreases uncertainty (Perse & Rubin, 1989) and consumer’s confidence has been shown to be a key component of forming positive perceived brand quality (Kayaman & Arasli, 2007). Moreover, social media strategies are often used to build positive brand attitude through enhanced consumer engagement and consumer likeability towards a brand, making brand affect metric relevant to social media marketers. Finally, Grimm (2005) suggests that attitude can predict preference and preference is influenced by emotional and personality responses to the brand. Feelings of bonding with brands are fostered by PSI, as a result positive brand attitude is enhanced (Knoll et al., 2015). Moreover, evidences show that celebrity endorsement can help to positively influence consumer’s brand preference (e.g. Kamins et al., 1989). Thus, it is predicted that PSI mediates the effects of the antecedents of PSI: physical attractiveness, social attractiveness, viewing motive for entertainment, view motive for building relationship and time spent with the medium on perceived brand quality, brand affect and brand preference, and has the following direct effects on perceived brand quality brand affect, and brand preference. H6: PSI has a positive effect on perceived brand quality H7: PSI has a positive effect on brand affect. H8: PSI has a positive effect on brand preference. H9: PSI mediates the relationship between antecedents of PSI and a) perceived brand quality; b) brand affect; and c) brand preference Methodology In this study, the measurements are adopted from well-established scales of previous literatures. Physical attractiveness was measured using a three-item scale based on McCroskey and McCain (1974), which has been applied by Lee and Watkins (2016). As homophily, or the belief that two parties share similar beliefs, is grounded in social attractiveness between the parties (Turner, 1993), attitude homophily, and social attractiveness are similar constructs. Based on the measurement scale from Lee and Watkins (2016), attitude homophily and social attractiveness were merged into one factor and was measured using a ten-item scale in this study. Viewing motive for entertainment and viewing motive for building relationships were measured using the motivation scale proposed by Yuan et al. (2016). Viewing motive for entertainment was measured using a seven-item scale while viewing motive for building relationships was measured using a six-item scale. Time spent with the medium was measured using a two-item scale from Hung et al. (2011), which assesses the average weekly frequency and the average weekly duration of browsing vlogs. Parasocial interaction was measured using an eight-item scale relating to vloggers from Lee and Watkins (2016). Perceived brand quality was measured using a six-item scale from Yoo et al. (2000). Brand affect was measured using a three-item scale from Chaudhuri and Holbrook (2001). Brand preference was defined as the relative preference for selecting and using a particular brand (Yoo et al., 2000), brand preference was measured using a four-item scale based on Yoo et al.’s (2000) overall brand equity scale which was adopted by Liu et al. (2014). Besides time spent with the medium, each item was assessed on a five-point Likert-type scale. The wording of each item was altered to better suit the context of using vloggers for social media marketing. Only female and those who have watched beauty vlog previously were qualified to participate in the survey. Respondents were shown a beauty product review video by the selected vlogger from YouTube, the brand name of the beauty product in the video was eliminated so as to prevent brand bias. In the online questionnaire, the qualified respondents were only allowed to start filling in the next part of the questionnaire after watching the whole video. Data for this study were collected via online survey to simulate the environment of vlogs and social media. Convenience sampling method was utilized in this study due to its non-probability sampling technique and convenience accessibility. The online questionnaires were distributed through social media platforms, including Facebook and WeChat etc. The data collection process was conducted from August to September of 2017 in Macau, a total of 756 samples were collected. After removing the incomplete and disqualified questionnaires, 401 questionnaires were identified as eligible for formal analysis. Pearson’s correlation test was employed to test the relationships between all variables. Multiple regressions with the ordinary-least-squares (OSL) estimation was used to test the relationship between antecedents of PSI and PSI (i.e. H1, H2, H3, H4, and H5), and the relationship between PSI and brand evaluations (i.e. H6, H7, H8). To investigate the mediating effect of PSI between each antecedent of PSI and perceived brand quality, brand affect, and brand preference (i.e. H9a, H9b, H9c), the PROCESS macro bootstrapping procedure (n = 5000, model 4; Preacher et al., 2007) was performed for each variable. Bootstrapping is a nonparametric resampling procedure for testing mediation that does not impose the assumption of normality of the sampling distribution (Preacher & Hayes, 2008). Moreover, a Sobel test was used to further demonstrate the significance of the mediation effect of PSI. Results Multiple regression analysis is performed to tests relationships between PSI and the antecedents of PSI. PSI as a dependent variable, the main effects of the antecedents of PSI on PSI are all significant (F (5, 395) = 87.25, p < 0.001). Specifically, physical attractiveness (β = 0.271, p < 0.001), attitude homophily/social attractiveness (β= 0.335, p < 0.001), viewing motive for entertainment (β = 0.194, p < 0.001), viewing motive for building relationship (β = 0.163, p < 0.001) and time spent with the medium (β = 0.062, p < 0.001) are positively related to PSI. Results support H1, H2, H3, H4, and H5. Moreover, results found (1) PSI fully mediates the effect of physical attractiveness (β = 0.052, p < 0.001) on perceived brand quality; PSI partially mediates the effects of attitude homophily/social attractiveness (β = 0.064, p < 0.001), viewing motive for entertainment (β = 0.037, p < 0.01), viewing motive for building relationship (β = 0.031, p < 0.01) as well as time spent with the medium (β = 0.012, p < 0.05) on perceived brand quality. (2) PSI mediates the effect of physical attractiveness (β = 0.079, p < 0.001), attitude homophily/social attractiveness (β = 0.098, p < 0.001) and time spent with the medium (β = 0.018, p < 0.05) on brand affect, while partially mediates the effects of viewing motive for entertainment (β = 0.057, p < 0.01), viewing motive for building relationship (β = 0.047, p < 0.01) on brand affect. (3) PSI mediates the effect of physical attractiveness (β = 0.110, p < 0.001), attitude homophily/social attractiveness (β = 0.136, p < 0.001), viewing motive for building relationship (β = 0.066, p < 0.001) and time spent with the medium (β = 0.025, p < 0.01) on brand preference. And PSI partially mediates the effects of viewing motive for entertainment (β = 0.079, p < 0.001) on brand preference. In this sense, H6, H7, and H8 are supported. Discussion The results of this study provide recommendations that customers’ perceived brand quality, brand affect and brand preference could be enhanced by social media marketing practices by using vlogger. Various antecedents of PSI have been proven effectively influencing PSI and the findings of this study consistently demonstrate that physical attractiveness, attitude homophily, social attractiveness, viewing motive for entertainment, viewing motive for building relationship as well as time spent with the medium are influential elements to build a stronger PSI, which are essential to foster the “friendship” between media user and vlogger. This study confirms the mediating role of PSI between the antecedents of PSI and the brand variables. Long-term relationships with consumers is a viable marketing strategy (Berry, 1995), and the overall result supports that PSI can be used as a brand management tool to establish connections with consumers. Establishing a relationship with consumers via online brand ambassadors could eventually enhance perceived brand quality, brand affect and brand preference, and may lead to increase of the likelihood of future purchases.

Introduction Online shopping has become an important part of people’s daily lives. The very nature of online shopping makes it unlikely for consumers to examine products with their senses (e.g., touch, smell) as they can do in offline stores. The consumer obtains information from a variety of online sources (sellers, other buyers, and third parties) to assess a product and make a purchase decision. This variety of online information (e.g., product description, reviews and ratings) informs and persuades consumers. While sellers’ decisions comprise most information displayed on their product’s website, other information is shown because consumers have a moral, ethical, and legal “right” to know (e.g., ingredients, weight, size) (Jacoby, Speller, & Berning, 1974). Regarding the latter information, some countries (e.g., the U.S., China, Canada, the EU and India) have regulations that require pre-packaged food manufacturers to provide a nutrition-fact label and claims displaying standardized information on product packaging (Health Canada, 2010). We ask the following question to public policy makers and marketers: Should online pre-packaged food shops also need to present nutrition facts? There are two perspectives one might adopt regarding the array of information confronting online shoppers. The first perspective deals with human information processing. This position maintains that humans’ ability to assimilate and process information has finite limits during any given unit of time, and that once these limits are surpassed, behavior tends to become confused and dysfunctional (Miller, 1956; Driver & Streufert, 1969). Conceivably, such information overload might also occur in online shopping. Online shoppers often make their selections from a range of products, each with an array of information. Moreover, they make such purchase decisions within a relatively short time period. An alternative perspective is that nutrition-fact information provides key cues for consumers to assess product quality in the online marketplace. Cues can be categorized as extrinsic or intrinsic to the product (Maheswaran & Chaiken, 1991; Anderson, 1981). Extrinsic cues are product-related attributes that can be altered whereas intrinsic cues are inherent to the product itself (e.g., ingredients) and cannot be easily altered (Rao & Monroe, 1988; Purohit & Srivastava, 2001). An online shopper's evaluation of a product is based upon both intrinsic and extrinsic cues. In the online shopping environment, few intrinsic cues are available to consumers and the disclosure of nutrition facts (an intrinsic product feature) can help to fill this gap. Theoretical Development The understanding of how nutrition information presentation influences online food sales is a substantial topic for both industry and academia. With the convenience of online shopping, the potential for food producers and retail stores to take their products online is enormous. eMarketer (2014) reports that online food and beverage purchases increased 15.2% in U.S. retail ecommerce sales, and that this trend will remain consistent. Online food shopping is extremely popular in China, with 92% of consumers purchasing food or beverages at least once a month (Weber Shandwick, 2014). Moreover, eMarketer (2016) reports that by 2020, one-fourth of China's online purchases will be made directly from foreign websites or from third-party platforms. Thus, it is important for other countries to learn about the Chinese market. Among these potential issues, whether nutrition-fact information affects consumer purchase decisions in the online shopping context remains unexplored. Nutrition-fact labels have proven to be useful cues for consumer purchasing decision in offline conditions (Shah, Bettman, Ubel, Keller, & Edell, 2014). However, researchers have been unable to determine the effects of nutrition information in online conditions with network virtualization (Mavlanova, Benbunan-Fich, & Koufaris, 2012) and information multiplicity. In addition, the nutrition information disclosed by online sellers may cue consumers to acquire healthy food. Previous research has found that when information pertaining to a food’s nutritional content is provided, less-healthy food tastes better (Raghunathan, Naylor, & Hoyer, 2006). This literature raises the issue of whether nutrition information is more effective for healthy or unhealthy products. In summary, we investigate the effect of nutrition-fact information on online food shopping. The research questions address: (1) whether and how nutrition-fact information influences food sales in online conditions; (2) how nutrition-fact information interacts with other online extrinsic cues (i.e., word of mouth and historical sales); and (3) whether nutrition-fact information is more effective for healthy or unhealthy products. Research Design We then address these issues using panel data collected from Taobao.com (the largest online shopping platform in China). We selected 45 days as our study period, and the sample comprised 273 sellers. In addition, we conduct an experiment using an eye-tracking system to test the necessity and helpfulness of nutrition-fact information. Results and Conclusion The results show that the nutrition-fact information has a significant impact on sales. More specifically, consumers are more likely to choose sellers with the nutrition-fact information, and the healthy (unhealthy) food with nutrition-fact information tends to attract more (fewer) purchase. In addition, our results reveal some interesting interactions between nutrition-fact information and other cues. Specifically, WOM and historical sales strengthen the sales impact of nutrition-fact information. Our eye-tracking experiment leads to several interesting results. First, consumers pay attention to nutrition-fact information and spend considerable time reading it. Second, a long fixation length on nutrition-fact information would reasonably increase sales. This study makes several academic contributions. First, we extend the topic of nutrition information to an e-commerce context. Second, this is one of the first studies to examine the role of nutrition-fact information from an experimental perspective. Third, we supplement the findings of previous studies on the role of food type. This study also provides several practical implications. First, governments could require online sellers to reveal nutrition information in a truthful and detailed manner at the point of sale. In addition, labeling policies not only increase nutrition awareness and protect consumers, but they can also offer a profitable path for marketers. Second, sellers should design nutrition information and other cues strategies jointly. Third, compared with unhealthy food, nutrition-fact information is more effective for the purchase of healthy food. Sellers might be encouraged by this trend and consider more strategies to display nutrition-fact information on healthy food.

This study discusses how firm-customer interactions impact customer engagement behaviors in the area of hospitality and tourism services. In the current study, two research questions are raised to answer: 1) what values are perceived by customers through firm-customer interactions during various service encounters? 2) how customer engagement behaviors are led by the customer perceived values? To test the proposed model, a quantitative approach is adopted. Amazon Mechanical Turk is used as data collection platform to collect responses with the aid of Qualtrics as questionnaire development tool. To reach the maximum scope of hospitality and tourism services, hotel guests, restaurant patrons, travelers, airline customers, and theme park travelers are included in the sample. This study adopts a quantitative approach to investigate the factors that contribute to the varied customer engagement behaviors (i.e. online ratings, online reviews, online blogging, and customer-to-customer interactions). Successful industry practices demonstrate that customer engagement brings many benefits and opportunities to maintain business sustainability and profitability.

In this research, we explore the role of interpersonal personalization in brand offerings in engendering the representations of ‘which dimension’ of brand personality (Aaker, 1997) and the subsequent effect on consumer attitude toward and connection with the brand (Fournier, 1998). Experiment 1 reveals that interpersonal personalization is different from customization with unique benefit in developing sincerity in brand personality. It demonstrates the positive effect of personalization on brand attitude through formulation of a sincere brand. Experiment 2 provides empirical evidence that personalization encouraging consumer’s involvement in the product design process allows consumer’s greater engagement with and investment towards the brand, which then manifests favorable brand attitude. The findings of this research offer insights on how brands can take advantage of personalization practice in their product or service offerings to engage consumers, and subsequently develop a close relationship with them. This research makes an important contribution to the brand personality literature through identifying a specific marketing approach (i.e., interpersonal personalization) as an effective strategy in developing a specific type of brand personality (i.e., sincerity). In sum, this research offers new view on how to manage close relationship with consumers, which is a significant practical implication for marketing managers.

Corporations, governments, and non-profits across the world have implemented proenvironmental campaigns to promote sustainable practices. To better understand crosscultural differences in environmental persuasion, we draw on research on self-conscious emotion (Tangney & Dearing, 2002), construal level theory (Trope & Liberman, 2010), and cultural psychology (Ratner, 2000). The current research examines how the emotions of guilt and shame cause people from Eastern and Western cultures to differently perceive green advertising messages that are framed concretely or abstractly. Two hundred fifty-five undergraduate students were randomly assigned to a 2 (emotion priming: guilt vs. shame) x 2 (construal message frame: abstract vs. concrete message) x 2 (nationality: Americans vs. Koreans) between-subjects design. The results indicate that message concreteness effect is present among guilt-primed Americans and shame-primed Koreans (culturally relevant), but absent among shame-primed Americans and guilt-primed Koreans (culturally irrelevant). Theoretical and practical implications are discussed for developing global green advertising message strategies.

With the tremendous development of social media in recent years, luxury brands have welcomed social media with open arms as a means to engage with their customers. How luxury brands can make good use of social media marketing strategy is a top priority for both academicians and partitions but has not been well investigated. Many significant research gaps are present in this area warranting further explorations. For example, there is little research on the effectiveness of celebrity endorsement on social media (except for Chung and Cho’ (2017) study), even less for luxury brands. In addition, previous research on social media marketing mainly focuses on western-based platforms such as Facebook and Twitter. Given the mentioned research gaps, this study builds on social media marketing and celebrity endorsement literature and aims to investigate the key factors influencing the effectiveness of celebrity-based social media marketing efforts for luxury brands. In particular, China market and Sina Weibo are selected as our research setting. We propose the message characteristics, celebrity characteristics, celebrity-brand relationship and brand characteristics have impact on customer engagement in celebrity-based social media marketing activities. We combined two data sources to generate the key variables. First, we derived posts on the brand pages of 12 luxury brands (e.g., Cartier, Tiffany, BVLGARI and PIAGET) that were published on Sina Weibo from September 2016 to March 2017 on the middle of December 2017. Then celebrity-related posts were all picked out. The final sample includes more than five hundred celebrity-related brand posts. For each post, it contains three kinds of engagement measures (i.e., the number of Likes, Retweets and Comments) observed on Sina Weibo. They are dependent variables in our model. We built up regression models to test the hypotheses. To generate those variables that cannot be derived directly from the posts, a set of independent coders was recruited to quantify those variables. The exploratory results show that posts related to celebrities (e.g., brand ambassador/spokesman) take a significant part of posts on Sina Weibo brand pages.

Celebrity endorsement has been traditionally considered as a strategic promotional tool by marketers. Actually, advertising scholars generally found a positive influence of celebrity endorsement on brand equity and, consequently, on consumer purchase intention. On the one hand, literature interprets celebrity source and endorsement factors as related to celebrity-brand fit, perceived celebrity motive, and celebrity expertise. On the other hand, consumer-based brand equity (CBBE) has been usually referred to brand loyalty, perceived quality, brand awareness, and brand associations. Despite such a growing interest, there is limited understanding of the underlying mechanisms linking celebrity endorsement to CBBE. Building on consumer psychology and brand signaling theories, this study develops a conceptual model which hypothesizes consumer-based brand authenticity (CBBA) and brand credibility as mediating variables of the aforementioned relationship. First, CBBA is interpreted as a multidimensional construct composed of a brand’s quality commitment, sincerity, and heritage. Second, credibility refers to a brand’s ability – e.g. expertise – and willingness – e.g. trustworthiness – to reliably keeping its promises to consumers. Moreover, this study hypothesizes that the influence of CBBA and brand credibility on CBBE vary according to consumers’ advertising evaluation. Hence, communication effectiveness is considered as a moderating variable of these relationships. The conceptual model is empirically tested using bootstrapped moderated mediation analysis on a sample of Millennial consumers. In fact, Millennials very well describe postmodern consumption and communication, which increasingly emphasize the need of “real” and authentic communication by credible endorsers and endorsed brands. By stressing the significant role of brand authenticity and credibility in the context of celebrity endorsement, this study provides both theoretical and practical implications to marketing communication literature.

By increasing awareness of product offers and availability in the consumer’s proximity, Location Based Marketing (LBM) increases relevance of placed advertisements. However, depending on how it is executed, such advertising can also be perceived as intrusive, irritating, or even violating consumer’s privacy. Existing knowledge does not offer clear directions for retailers, who are keen to know of LBM’s effectiveness on sales. In this paper, authors investigate the effects of LBM on application (app) driven revenues of 116 major mobile retailers from around the globe. In particular, we examine the contingency effects of the roles of device as well as privacy needs of the brand audience. Findings reveal that effects of LBM on app-based revenues vary by tactic (inbound vs. outbound), type of device (Tablet vs. Phone), and user type based on brand of app (Android vs. Apple). Overall, this research identifies critical factors for retailers to consider, in order to best monetize their location based efforts. Contributions of the analysis and managerial implications are discussed.

2015 개정 한문과 교육과정은 핵심역량의 하나로 ‘인성역량’을 설정하였고 건전한 가치관 형성을 통한 인성 교육을 강조하였다. 한문 텍스트에 담긴 전통적 가치관은 무엇이며 어떻게 가르쳐야 학습자의 건전한 가치관과 바람직한 인성 형성에 도움을 줄 수 있는가 하는 문제를 더 이상 미뤄둘 수 없는 상황에 이른 것이다. 따라서 본 연구는 다양한 한문 텍스트 중에서도 逸話를 대상으로 일화 내용 속에 담긴 가치관의 양상을 살펴보고, 그 가치를 학습자가 내면화하여 가치화하는 단계에 이를 수 있는 방안을 제시하였다. 2009 개정 교육과정에 의한 고등학교 『漢文Ⅰ』교과서 10종에 수록된 일화를 분석한 결과 이전 교과서와 비교해서 ‘孝’와 ‘忠’과 같은 가치를 담은 일화는 대폭 축소되었다. 孝와 忠과 같은 전통적 가치관에 대한 인식의 변화가 반영된 것이다. 대신 笑話에 속하는 우스운 이야기를 담은 일화가 중복 게재되었고, 새롭게 교과서에 수록된 일화는 주인공의 성별, 신분, 직업 등에서 기존과 다른 양상이 드러난다. 즉 남성 위주에서 여성으로, 양반이나 영웅적 인물에서 평민과 천민으로 바뀌었고, 화공과 상인과 여종 등이 일화의 주인공으로 등장한다. 고등학교 『漢文Ⅰ』 교과서에 수록된 일화 텍스트가 달라짐에 따라 학습자가 배우게 될 가치관 역시 효, 충, 우애 등에서 배려. 나눔, 열정, 신념, 용기 등으로 변화되었다. 일화의 내용을 학습자가 알게 되었다고 해서 그 속에 담긴 가치관에 학습자가 영향을 받거나 자신의 가치관으로 내면화하는 것은 아니다. 일화 속 가치관을 학습자가 내면화하려면 일화의 내용에 대해 학습자가 感受하고 反應하고 價値化하는 과정을 단계적으로 모두 거쳐야 한다. 현행 고등학교 『漢文Ⅰ』 교과서에 수록된 일화 중 학습자가 感受할 가능성은 비록 낮지만 교사의 發問과 교수·학습 전략에 따라 價値化할 가능성이 높은 작품을 대상으로 일화 속 가치를 내면화시 킬 수 있는 방안을 제시해보았다. 하나는 일화 속 내용과 가치에 관해 다양한 관점이 드러난 자료를 제시하는 것이며, 다른 하나는 역사적·문화적 맥락 속에서 일화의 내용과 행위의 의도를 재조명하는 것이다. 이때 상호텍스트성을 활용한 교수·학습 전략과 학습자의 확산적 사고를 가능하게 하는 ‘發問’을 잘 활용하는 것이 필요하다

One of the most important national tasks of the current administration is to realize social value and boost the economy. In the road sector, it is particularly important to ensure the road sectors public good and create jobs based on the Framework Act on the Realization of Public Institutions’ Social Value (Proposal). In regard to job creation in the road sector, however, there has so far been a lack of career management for construction engineers. In this regard, this study used Monte Carlo simulation and analyzed how to estimate the amount of manpower required to efficiently manage engineering human resources in the road sector. Monte Carlo simulation uses random numbers for prediction and estimation, extracts values repeatedly from a probability distribution predefined by the user, and performs tasks on various scenarios. This study made the following assumptions for the analysis: (a) researchers’ abilities were identical; (b) the research project was analyzed on a 1 year basis while technical advice was analyzed on a 9-week basis to reflect the characteristics of the road sector; (c) technical advice had the same probability from Week 1 to Week 52; (d) the amount of manpower required for a project carried over to the next year was input at the beginning of the year; and (e) the largest amount of manpower required at any particular time in a year was calculated and estimated as required manpower. The input variables were an estimated number of project and technical advice in each research field while the output variables were the amount of manpower and technical advice required for each research project. Simulation was performed 10,000 times. An analysis found that required number of manpower for case analysis was 75 as opposed to the current number of 66, assuming that 57 research projects were undertaken and technical advice was provided 223 times. Every sector is making efforts to create social value through various means. The field of construction social overhead capital is no exception. It has undertaken a very important task to ensure the role of roads in public good and create jobs. However, there is still a lack of objective approach to estimate the required amount of manpower. Thus, as done in this study, calculating required manpower through the simulation method would be useful as an objective evidence for job creation.

Autonomous Driving (AV) is expected to reduce the traffic accidents. Highways again need to be changed to afford AV, so the benefits we expect from introducing AV can be much larger. Highways which are easy to drive for humans is also easy to AV. Building or changing the highways in the way that they are good at explaining the way how to drive can be the very first step to afford AV. Highways which have the fail-safe features can be the second step to afford AV regardless of the weather is good or bad. Highways which have an ability of good communication with the vehicles, so drivers avoid the hazards, can be the third step to afford AV.

This research aims to explore whether guided visual artwork discussions called Visual Thinking Strategies (VTS) using picture book images can benefit and enhance Korean EFL secondary students’ L2 writing. Incorporating content analysis, this research examines how carefully guided artwork discussions can enhance visual understanding, critical thinking skills and interpretive L2 writing skills. The L2 writing samples of the focal students revealed that they were able to think based on visual clues. The discussions were led by the teacher who pointed out significant visual elements and allowed time for the students to explore diverse ideas. The focal students were able to piece together the jigsaw of the images and articulate their thoughts in English, during which time they learned to take risks and to make mistakes in using a foreign language. Their critical comments and improved L2 writing suggest how critical/aesthetic thinking skills can be developed through continued visual practices in a secondary EFL setting.