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This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.

An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.

Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.

First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.

To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers.

In-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies.

Although the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers.

The small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement.

We suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience’s purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities’ expertise and the endorsed product type.

This is the first qualitative study on consumers’ perception of product endorsement at the level of online DIY and traditional celebrity endorsers.

Online influencers are increasingly used by brands around the globe to establish brand communication. This study aims to investigate the characteristics of social media content in terms of presentation style and brand communication among online influencers in China. The authors identified how characteristics of social media posts influence young consumers’ engagement with the posts.

The authors analyzed 1,779 posts from the Sina Weibo accounts of ten top-ranked online influencers by combining traditional content analysis with Web data crawling of audience engagement with social media posts.

Online influencers in China more frequently used photos than videos to communicate with their social media audience. Altogether 8% and 6% of posts carried information about promotion and event, respectively. Posts with promotional incentives as well as event information were more likely to engage audiences. Altogether 22% of the sampled social media posts mentioned brands. Posts with brand information, however, were less likely to engage audiences. Furthermore, having long text is more effective than photos/images in generating likes from social media audiences.

Combining content analysis of social media posts and engagement analytics obtained via Web data crawling, this study is, to the best of the authors’ knowledge, one of the first empirical studies to analyze influencer marketing and young consumers’ reactions to social media in China.

Virtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers’ intentions to rent an apartment.

A cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire.

VR’s media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR’s media richness and sense of presence positively influence respondents’ attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment.

The sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results.

To counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers’ interest in the advertised apartments and even their renting intention.

To the best of the authors’ knowledge, this is the first quantitative study to assess young consumers’ responses to VR apartment rental advertising in China.

Personal debt is a common problem among Hong Kong people. Personal loan marketers promote their products and services aggressively, especially to young consumers. The purpose of this paper is to examine how young consumers respond to personal loan advertisements.

Face-to-face interviews were conducted with 38 interviewees in the age group of 18-25 years. They were asked to report their perceptions of three selected personal loan TV commercials and their attitudes toward personal loan advertisements in general.

Four themes were identified from the data analysis: a personal loan is a modern way of solving a debt problem; personal loan advertisements encourage materialism and overspending; personal loan advertisements are misleading; and personal loan advertisements do not affect me. The overall perception of these commercials is that borrowing money is easy and quick. Some report that they would try the product if they need to borrow money in the future.

Given the small sample size, the findings cannot be generalized to the population. Future studies can use survey methodology to compare perceptions of personal loan advertisements by demographics.

Despite their effectiveness in communicating product features and benefits, personal loan advertisers suffer from negative brand image among young adults. The study has implications for socially responsible marketing for lenders.

Credit counselors, policy makers, universities and employers should look into the need for raising the financial literacy of young adults.

To the best of the authors’ knowledge, this is the first study on consumers’ response to personal loan advertisements among young adults.

This paper aims to develop a robot for tightening charged bolt to solve the shortcomings of high labor intensity, low efficiency, high risk and poor reliability in artificially tightening drainage board bolt of strain clamp for high voltage transmission line. Realizing bolt-nut capture and location by manipulator is a critical process to complete the whole working task. To solve such key technology, an autonomous location control method for N-joint robot manipulator based on kinematics was proposed.

Through D-H kinematics analysis under flexible working environment of transmission line, the autonomous location control of double manipulators can be abstracted as a nonlinear approximation problem based on joint inverse kinematics. In addition, regarding the complex coupling relationship among different joint angles and the complex decoupling process which leads to the non-uniqueness of inverse solution, an improved backpropagation (BP) network was proposed based on the combination of dynamic adaptive adjustment of learning rate and variable momentum factor, so that the inverse kinematics of manipulator can be solved and the optimization evaluation mechanism of inverse solution can be presented. The proposed autonomous location control method is of adaptability to flexible environment and structural parameters of different drainage boards. The simulation results verified the effectiveness of the proposed method. Compared with the other location control, this method can achieve faster location speed, higher precision and lower hardware cost. Finally, the field operation test further validated that such autonomous location control method was of strong engineering practicability.

The proposed autonomous location control method is adaptable to a flexible environment and to the structural parameters of different types of drainage board. Simulation results confirm the effectiveness of the proposed method, which, in comparison with other approaches to location control, can achieve faster location, higher precision and lower hardware cost. Finally, a field test further confirms the engineering practicability of the proposed autonomous location control method.

The proposed method can achieve faster location speed, higher precision which meet the requirement of real-time control relative to the standard BP algorithm. Moreover, it is of strong adaptability to flexible environment and structural parameters for different drainage board. Field operation experiment further validated the engineering practicability of the method.

An accurate detection of overhead ground wire under open surroundings with varying illumination is the premise of reliable line grasping with the off-line arm when the inspection robot cross obstacle automatically. This paper aims to propose an improved approach which is called adaptive homomorphic filter and supervised learning (AHSL) for overhead ground wire detection.

First, to decrease the influence of the varying illumination caused by the open work environment of the inspection robot, the adaptive homomorphic filter is introduced to compensation the changing illumination. Second, to represent ground wire more effectively and to extract more powerful and discriminative information for building a binary classifier, the global and local features fusion method followed by supervised learning method support vector machine is proposed.

Experiment results on two self-built testing data sets A and B which contain relative older ground wires and relative newer ground wire and on the field ground wires show that the use of the adaptive homomorphic filter and global and local feature fusion method can improve the detection accuracy of the ground wire effectively. The result of the proposed method lays a solid foundation for inspection robot grasping the ground wire by visual servo.

This method AHSL has achieved 80.8 per cent detection accuracy on data set A which contains relative older ground wires and 85.3 per cent detection accuracy on data set B which contains relative newer ground wires, and the field experiment shows that the robot can detect the ground wire accurately. The performance achieved by proposed method is the state of the art under open environment with varying illumination.

In an ever-interconnected world dominated by discourses on the internationalization and marketization of higher education, concerns related to language and employability have been the focus of recent debates. There is, however, a dearth of research investigating how these dimensions relate to one another in recent comparative and international higher education research. By focusing on how issues related to language and employability have been presented in recent higher education research worldwide, this chapter aims to contribute to our understanding of this concern. To achieve this goal, we conducted a scoping literature review using the Web of Science, Scopus, and the Education Resources Information Center (ERIC) databases, considering the years 2011–2020. The findings, perhaps not surprisingly, suggested that language skills are perceived to be valued by both graduates and employers though the discussions predominantly focused on one language, English. The research focus on English for employability in Anglophone contexts is understandable. However, the fact that the trend is observed in contexts where the language is not the primary or official language seems to indicate the influence of internationalization of higher education and global labor markets primarily dominated by English. The literature also suggested that (English) language training in higher education programs needs to move from solely linguistic and qualification-related content areas to a broader sphere of English for communication purposes that cover both specialized disciplinary content and broader generic employability skills. Considering this finding, we suggest that higher education systems and institutions incorporate recent developments in English for occupational purposes in their curriculum. We also recommend that there needs to be a shift from the overwhelmingly English language-dominated discussions to more inclusive research that assesses the impact of other dominant languages on employability-related concerns.

The paper aims to explore the impact of personal cultural orientation (individualism and collectivism) on knowledge sharing intention (KSI), and to test the moderating effect of tacit knowledge (AK) on the main causal relationships. It proposes modeling the knowledge-sharing process and outlining why and how AK is important throughout the process.

The paper opted for an empirical study using the approach of survey, by sending 400 questionnaires to the employees selected under the branches of the First Automobile Workshop (FAW) in Changchun, who are the major force in direct contact with dissemination of knowledge in the enterprises. A regression analysis was used.

Individualism and collectivism orientations both have significantly positive impacts on KSI; the employees who are more collectivism-orientated are more willing to share knowledge than those who are more individualism-orientated; the higher degree is the AK, the weaker is the relationship between individualism and KSI and the stronger is the relationship between collectivism and KSI.

The practical implication of our findings is that when designing human resource development (HRD) strategies to enhance employees’ KSI, the factors of cultural values and the knowledge attribute need to be taken into consideration.

The paper shows that the personal cultural orientations of individualism and collectivism have positive impacts on the KSI. AK makes different effects on the two relationships by weakening the relationship between individualism and KSI and by strengthening the relationship between collectivism and KSI.

Reports a study of 1,304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach which the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of the consumer product industry in China: brands of traditional products (illustrated by matches and spirits), brands of traditional products with current development (illustrated by bicycles, shoes, and toothpastes), and brands of new and modern products (illustrated by cosmetics, soft drinks, washing machines, refrigerators and TV sets). The conclusion drawn from the analysis is that one of the variables in determining how linguistic principles are being applied to Chinese brand naming is the respective stages of development of such products in the context of the Chinese market economy.