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Aluminium diffusion treated steel by pack process using ferroaluminium was studied for its heat exchanger tube applications properties. The laboratory and inplant corrosion studies reveal that the diffusion treated low carbon steel is extremely resistant to hot corrosion due to sulphurous gases encountered in heat exchanger tubes of sulphuric acid plants at the operating temperatures. The diffusion treated tubes have shown adequate physical properties for heat exchanger tube bundle fabrication.

The purpose of this paper is to explore the trajectories of the urbanization process in Saudi Arabia in its regional context from the unification of the country by King Abdul Aziz Al Saud in 1932 to the present time, and the urbanization impact on the status and management of cultural heritage in the Kingdom.

Our study design integrated a well-articulated theoretical frame of sustainability to gain a heuristical understanding of urbanization in Saudi Arabia, and its link to cultural heritage. The methodological approach was mixed in nature involving (1) literature search and review, (2) analysis of public documents and databases, (3) analysis of photographs and (4) expert interviews.

One of the most obvious findings reached in this study is that there is considerable trade-off between heritage site conservation, population and economic demand for increased urbanization. Hence, with increasing urbanization pressures, the value of the heritage site may be rethought based on Saudi Arabia's economic and cultural conservation perspectives.

Since our data are mostly of textual narrative in origin, precise predictions were difficult or impossible for many reasons such as non-linearity, and non-equilibrium dynamics, context and scale dependence as well as the historical exigency of urbanization. However, the same theoretical framework can be applied to appropriate longitudinal/ time series data for predictive analyses, which can be taken up as a future research agenda.

This paper analyzes the urbanization process and sustainability challenges of cultural heritage sites employing a mixed methodological approach, embedded in a holistic theoretical framework of sustainability.

This study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of influencer-generated branded content on endorsed brand-related attitude and a subsequent attitudinal spillover effect on the followers' firm-generated endorsed brand-related ad click behavior.

Data for this study were collected from 300 users who follow the top 40 Pakistani social media macro-influencers using an online survey. The conceptual model and hypotheses were tested through process macro and structural equation modeling.

This study finds informative, credible, novel, and aesthetically pleasing factors vital attributes of influencer-generated branded content, which indirectly (i.e. via BCE) and directly affects followers’ endorsed brand-related attitude. This study also finds that these factors have a positive attitudinal spillover effect on followers’ firm-generated endorsed brand-related ad-click behavior on social media.

This study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.

This study contributes to extant influencer marketing literature by integrating multiple attributes of influencer-generated branded content, which carry different values for followers, and using the Self-perception theory, the Multi-attribute attitude model, and the Spillover theory to explain their indirect and direct effects on endorsed brand-related attitude and a subsequent attitudinal spillover effect on firm-generated endorsed brand-related ads.

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.

Instagram is a social media platform that has quickly evolved from a photo-sharing application to a successful marketing tool. It holds various business opportunities, and its rapid growth helps showcase the business offerings. Its innovative use of adverts entices clients, and its visual nature complements the social media marketing strategy. Thus, looking at the dynamic nature and growth of the platform, this chapter outlines the past research trends in the literature of Instagram marketing as the primary objective. This structured review undertakes the study of 76 articles based on defined inclusion and exclusion criteria and analyzes the literature in different contexts. This chapter includes the hybrid review (narrative and framework-based), and findings from the literature highlight a significant influence of Instagram marketing on users. During the brief description of the literature in a different context, the numerous research gaps are outlined with future research directions based on the ADO framework. Lastly, it also presents a broader overview of the managerial and theoretical implications based on the literature of Instagram marketing.

Digitalization and marketing technologies have made it possible to overcome some barriers to pricing – a multidisciplinary field between marketing, finance and IT – and have set the stage for a paradigm shift in the pricing profession. Value creation, the pricing process, and price communication have been transformed by innovative business models and advanced algorithmic and human–machine solutions. This chapter synthesizes the literature to date and provides a comprehensive framework for an all-encompassing 360° pricing approach that broadens the understanding of pricing in the context of digital business across all steps of the price management process. Starting from product attributes and motivational beliefs in consumers' value assessment and adoption of (technological or digital) products or services, new business models and pricing models emerge in the digital economy, human–machine solutions for price implementation and repricing are increasingly applied, and price search and communication take place through a variety of digital communication channels. Each stage of this framework discusses concrete examples, highlighting the freemium strategy, the subscription model, price tracking and repricing tools, and digital price information channels such as e-commerce, marketplace, or price comparison platforms. The implications for price management in a digital, technology-driven landscape are discussed from the executive level to the analyst level.

The purpose of this paper is to explore the impact and mechanism of WeChat public platforms articles (abbreviated as WPP) on blood donation behavior using data of WPPA and donation behavior data.

This paper uses multiple linear regression methods, web crawlers and natural language processing technology. It first quantifies the impact of WPP published articles on donation behavior. On this basis, it then selects data from the day of article publication to further study the impact of article dissemination on donation behavior from the perspective of reading quantity, and analyzes the influencing factors of article reading quantity.

The results show that on the same day that an article is published, there is an increase of 13.8 and 14.3% in blood donation volume and fan registrations, respectively. The mediating effect exists. However, the day after an article is published, there is no longer any effect on blood donations. With a 1% increase in reading quantity, blood donation volume on the day of article publication increases by 0.13%, and this positive impact is promoted by the quality of the articles. A conc ise articles title and body and rich images help drive reading quantity. Moreover, blood donors prefer to read articles about blood dynamics and donation promotion, while articles about news, announcements and administrative affairs make them less inclined to read.

First, it focuses on WPPA, quantifies the impact of articles on blood donation behavior and analyzes the mechanism. Second, the authors study the impact and timeliness of social media article dissemination to address the insufficiency of existing research. Third, the study provides a scientific basis for the editing and publishing of articles, helping blood banks improve the effectiveness of publicity and recruitment.

The purpose of this study is to investigate conceptually the relationship between the customer’s engagement and equity and to determine whether customer engagement could be positively enhanced by business-to-business (B2B) firms to maximize their customer equity, through examining the role of cognitive, emotional and behavioral engagement.

This paper is built on the evolving marketing literature and proposes a comprehensive framework that uses a multidimensional conceptualization for the customer’s engagement and equity constructs; examines the relationships between customer satisfaction, commitment, trust and involvement and customer engagement; and specifies the specific customer engagement dimensions – cognitive, emotional and behavioral – as key mediators of the engagement–equity relationship.

This paper indicated that customer engagement is a multidimensional construct with three dimensions: cognitive, emotional or behavior engagement. Customer’s satisfaction, commitment, trust and involvement would be regarded as antecedents to customer engagement, whereas customer equity would be regarded a consequence for customer engagement. In addition, this paper identified three drivers of customer equity – value, brand and relationship equities – based on reviewing the previous studies.

This paper integrates philosophies from previous marketing studies of customer relationship management and customer engagement and equity into a B2B environment in a more customer-centric approach.

This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle.

This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China.

The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage.

This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle.

First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.

This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.

Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.

Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.

The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.

By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.