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Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes.

This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity.

The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type.

The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity.

The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.

This paper seeks to replicate a study done in 1992 on the bibliographic availability of 55 popular culture periodicals sold by a Kroger supermarket in Royal Oak, Michigan. The earlier study asked the question whether time might be a relevant variable for the number of holding libraries.

The authors searched WorldCat for the number of reported library holdings for the same 55 popular culture periodicals and analyzed the results.

During both periods, 34 periodicals with holdings had a median increase of 58.4 percent; but, when the 83.5 percent increase in OCLC governing members during the same period was taken into account, holdings had a median decrease of 13.7 percent. For the 19 cases with no library holdings in 1992, eight (42.1 percent) now had library holdings, including several high circulation periodicals such as Star and Soap Opera Weekly.

Popular culture materials read by many Americans are still not widely available in libraries or are not entered into WorldCat, the prime source for bibliographic holdings.

This paper provides additional statistical evidence on the availability of popular culture materials in libraries.

The purpose of this paper is to develop a multiple‐indicator‐multiple‐cause (MIMIC) model that assesses the relative influence of various e‐shopping web site design attributes on e‐shopping web site usage intention.

Data from a survey of 261 students are used to test the research model. Factor analysis is performed to ascertain distinct constructs. LISREL analysis of the survey data is then used to test the proposed MIMIC model.

The results showed the effect of the dimensions of content quality (CQ), transaction quality (TQ), playfulness, and security on e‐shopping web site usage. Security is identified as the most important factor in e‐shopping web site success.

The theoretical contribution is the systematic evaluation of the relative influence of the four web site design factors on web site usage intention. The degree of influence of specific factors that can motivate continuous use is identified.

This paper provides a guide for designers to make their web site relevant for organizations who desire a quality presence on the web. Additionally, the relative influence of the factors can be used to evaluate the effectiveness of web sites providing guidance for modifications and improvements.

This paper suggests that e‐shopping web sites should not include extensive entertaining components at the expense of responsiveness and useful contents. The information provided has to be informative, accurate, current, and relevant. The functionality must facilitate the completion of e‐purchases and ensure security.

This study seeks to evaluate the importance of new product development cycle time for firms that have a strategy of pursuing exporting as a means of achieving and sustaining competitive advantage.

A mail survey utilizing the key informant approach for selecting senior executives of US manufacturing firms was chosen because of the importance of executive involvement in international marketing strategy decisions.

This study supports the argument that faster new product development capability must be augmented for firms striving for a higher degree of export involvement. Additionally, the importance of integrating the marketing, R&D, and engineering functions to develop competitive advantage is highlighted.

Results must be interpreted as explorative since the sample was based on US manufacturing firms. Additional research is needed to test differential effects of innovative product and modification/extension cycle time on export involvement and other indicators of performance.

This study demonstrates the importance of the resource‐based theory of competitive advantage, new product development cycle time as a determinant of export involvement, and competitive advantage for firms which pursue international opportunities. It suggests that product development capabilities are not a critical determining factor of the level of export involvement. The findings show that the ability to develop competitive products faster than competitors is a prerequisite for export involvement.

This study suggests that the speed of new product development is a precondition for export involvement and that the new product development cycle time measures were significantly related to the perception of a firm's overall competitive position in global markets.

Nobody concerned with political economy can neglect the history of economic doctrines. Structural changes in the economy and society influence economic thinking and, conversely, innovative thought structures and attitudes have almost always forced economic institutions and modes of behaviour to adjust. We learn from the history of economic doctrines how a particular theory emerged and whether, and in which environment, it could take root. We can see how a school evolves out of a common methodological perception and similar techniques of analysis, and how it has to establish itself. The interaction between unresolved problems on the one hand, and the search for better solutions or explanations on the other, leads to a change in paradigma and to the formation of new lines of reasoning. As long as the real world is subject to progress and change scientific search for explanation must out of necessity continue.

A collection of essays by a social economist seeking to balance economics as a science of means with the values deemed necessary to man′s finding the good life and society enduring as a civilized instrumentality. Looks for authority to great men of the past and to today′s moral philosopher: man is an ethical animal. The 13 essays are: 1. Evolutionary Economics: The End of It All? which challenges the view that Darwinism destroyed belief in a universe of purpose and design; 2. Schmoller′s Political Economy: Its Psychic, Moral and Legal Foundations, which centres on the belief that time‐honoured ethical values prevail in an economy formed by ties of common sentiment, ideas, customs and laws; 3. Adam Smith by Gustav von Schmoller – Schmoller rejects Smith′s natural law and sees him as simply spreading the message of Calvinism; 4. Pierre‐Joseph Proudhon, Socialist – Karl Marx, Communist: A Comparison; 5. Marxism and the Instauration of Man, which raises the question for Marx: is the flowering of the new man in Communist society the ultimate end to the dialectical movement of history?; 6. Ethical Progress and Economic Growth in Western Civilization; 7. Ethical Principles in American Society: An Appraisal; 8. The Ugent Need for a Consensus on Moral Values, which focuses on the real dangers inherent in there being no consensus on moral values; 9. Human Resources and the Good Society – man is not to be treated as an economic resource; man′s moral and material wellbeing is the goal; 10. The Social Economist on the Modern Dilemma: Ethical Dwarfs and Nuclear Giants, which argues that it is imperative to distinguish good from evil and to act accordingly: existentialism, situation ethics and evolutionary ethics savour of nihilism; 11. Ethical Principles: The Economist′s Quandary, which is the difficulty of balancing the claims of disinterested science and of the urge to better the human condition; 12. The Role of Government in the Advancement of Cultural Values, which discusses censorship and the funding of art against the background of the US Helms Amendment; 13. Man at the Crossroads draws earlier themes together; the author makes the case for rejecting determinism and the “operant conditioning” of the Skinner school in favour of the moral progress of autonomous man through adherence to traditional ethical values.

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.

Professor Boris Ischboldin has devoted a lifetime of productive scholarship to economic science. By virtue of his native gifts and a highly cultured background he has attained to a breadth of scholarship which is reminiscent of that giant of modern economics, Joseph Schumpeter. Ischboldin's linguistic skills have enabled him to acquire an uncommon familiarity with the works of economists that is truly international in scope, and that is one factor which prompts me to compare him with Schumpeter. Among the results of his efforts are an approach to, or school of, economics which he chooses to call the School of Economic Synthesis. It involves, among other things, a synthesis of various approaches to analysing economic realities—approaches whose various practitioners often tended to regard their own as the one correct and only legitimate method. In less skillful hands, or perhaps because of less charitable hearts, diversity often resulted in a kind of tension that was not always creative, as well as a mutual exclusiveness and even scholastic in‐tolerance which put an unneeded burden on the progress of the science. With Professor Ischboldin and the co‐founder of the School of Economic Synthesis, Arthur Spiethoff, variety became instead the basis for complementary creativity! Thus, such disparate figures as David Ricardo and Wesley Mitchell, or Leon Walras and John Commons find themselves embraced into a single schema that Ischboldin calls, “a theory of economic laws and methodology”.