Setting the future of digital and social media marketing research: Perspectives and research propositions

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.     

The dual concept of consumer value in social media brand community: A trust transfer perspective

Companies are increasingly relying on social media brand communities to interact with consumers and achieve business values. Thus, it is essential to understand how companies can extract value from consumers in social media brand communities. We develop a model clarifying the dual concept of consumer value and illustrating how consumer-perceived value can be transformed into consumer-generated value from a trust transfer perspective. Specifically, we identify three types of consumer-perceived value: utilitarian, hedonic, and social. We capture consumer-generated value in terms of purchase intention and social media word of mouth. Using a two-wave survey, our results strongly support the research model. Specifically, the three types of consumer-perceived values positively affect consumer trust in social media brand communities, which in turn leads to trust in brand and in social media and, thereafter, consumers’ subsequent social media word of mouth and purchase intentions. Our study makes several contributions to the strategic information systems literature concerning leveraging social media brand communities into business strategies. Theoretically, our study expands the understanding of the dual concept of consumer value in social media brand communities through the trust transfer theory. Practically, our study delivers insights for companies into how social media brand communities can be used as a strategic tool for achieving business values.     

函数在一点的可导性与在该点附近的导数的关系

本文通过研究函数在一点的可导性与函数在该点附近的导数的关系,得出了函数在一点可导的一个充要条件,并通过举例说明了它在研究分段函数在其分段点的可导性方面的运用。     

The Centre for Research into Higher Education at the University of Amsterdam (Centrum voor Onderzoek van het Wetenschappelijk Onderwijs,COWO)

This study is part of a first study of collaborative socio-environmental projects that engage Jewish and Arab students in Israel in learning about their local environment and about each other through outdoor learning and environmental action. We used ideas of social learning and environmental citizenship to frame our research. We investigated students' knowledge regarding their local environment and their knowledge of each other's community. We also studied the participants’ views regarding their project-partners'environmental knowledge, awareness and behaviour in comparison to their own. Initially, differences were found regarding various aspects of the students' socio-environmental knowledge and in students' views of their counterparts' environmentalism. At the end of the projects, students showed better understanding of local socio-environmental issues and demonstrated changes in their original views towards the environmental awareness and behaviour of their counterparts. These findings suggest that projects which involve students from segregated communities not only promote environmental awareness but contribute to a reduction in mutual prejudices. We suggest that the differences we found are not related to ethnicity, but rather to students' socioeconomic status and experience in environmental education programmes.     

Inside out and outside in: How the COVID-19 pandemic affects self-disclosure on social media

As social distancing and lockdown orders grew more pervasive, individuals increasingly turned to social media for support, entertainment, and connection to others. We posit that global health emergencies - specifically, the COVID-19 pandemic - change how and what individuals self-disclose on social media. We argue that IS research needs to consider how privacy (self-focused) and social (other-focused) calculus have moved some issues outside in (caused by a shift in what is considered socially appropriate) and others inside out (caused by a shift in what information should be shared for the public good). We identify a series of directions for future research that hold potential for furthering our understanding of online self-disclosure and its factors during health emergencies.     

有害手机短信息的社会危害及其综合治理

本文分析了短信业务的发展及手机短信的分类和发送方式，阐述了有害手机短信所带来的社会危害及综合治理措施，特别强调了公民自我防范意识的提高的现实意义。     

Social Learning among Organic Farmers and the Application of the Communities of Practice Framework

ABSTRACT

The paper examines social learning processes among organic farmers and explores the application of the Community of Practice (CoP) model in this context. The analysis employed utilises an approach based on the CoP model, and considers how, or whether, this approach may be useful to understand social learning among farmers. The CoP model is applied to case studies of social learning fora among organic farmers. The case studies are compiled from in-depth semi-structured interviews and participant observation with farmers and other actors, and the data are analysed with reference to three dimensions of the CoP model, namely mutual engagement, joint enterprise and shared repertoires. Farmers associate and engage in social learning more readily with peers determined by similar attitudes to farm business, farming styles and understanding of what organic agriculture entails. Such associations support the hypothesis that CoPs are self-organising structures that generate their knowledge in sympathy with community definition and identity. A CoP framework applied within relatively unstructured and dispersed communities, such as described in this paper, emphasises the fluid nature of CoPs, and their essentially self-organising nature. Extension approaches may be facilitated by regarding farmers as de-facto members of CoPs and by understanding how CoPs may form and develop. The CoP model is applied as a heuristic to examine social learning processes in organic farming.     

Influences of Teacher–Child Social Interactions on English Language Development in a Head Start Classroom

Increasing numbers of Spanish-speaking preschool children require attention to improve the likelihood of success in school. This study, part of a larger 2-year ethnographic study of a Head Start classroom, elaborates the role of teachers’ interactions with students who were learning English. Using an interactional ethnography approach, the authors focus on the social nature of these interactions. The study illuminates the kinds of teacher interactions with students that support and hinder the students’ language learning. It reinforces the importance of student engagement in social interactions with teachers and with English other than codes of obedience and authority. Finally, it recommends actions teachers can take to provide optimal circumstances for English learning interactions for students.

浅述转轨时期中国涉外政府规制及完善

中国加入WTO过渡期结束后,国内缺乏必要的政府规制。面对国际贸易摩擦增加、外国政府保护贸易主义抬头,中国出口产品经常受到各种形式的贸易壁垒的阻击,以及屡受来自欧美等国的质疑和投诉。中国正处于经济体制转轨和加入WTO新形势双重背景下,在全球范围放松政府规制的今天,加强政府的涉外规制,对维护和保障国内经济利益尤为重要。本文首先简述政府规制的内涵与外延的界定;然后引出涉外规制的相关内容;最后尝试性地探讨在WTO规则下,中国政府在涉外规制中的具体操作和完善。     

Assessment,and the literacy practices of trainee PCET teachers

Drawing on concepts of learning as socially situated within communities of practice and of literacy as social practice (the New Literacy Studies), this paper seeks to explore the assessment practices of a part-time teacher training course for teachers working in the post-compulsory education and training sector. This paper argues that the ways in which student teachers make sense of the assessment requirements of their course is not related to their prior experiences as students or as teachers, contradicting notions of transferable study skills. This paper also posits a conceptual framework for exploring the assessment process that seeks to reconcile assessment and pedagogy with the community of practice model.