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The purpose of this convergent parallel mixed methods paper is to explore the mentoring experience within the context of a science, technology, engineering and math (STEM) specific mentoring program for urban, at risk, high school youth, using the Principles of Adult Mentoring Inventory (PAMI) as an instrument that modeled effective mentoring behavior. The study took place at a large, urban, Midwestern university in the USA.

A research design was developed and both quantitative and qualitative data were collected in parallel, analyzed separately and then merged to determine results. The PAMI instrument that measures six constructs of mentor effectiveness was administered to STEM mentors as a pre/post-test and enabled researchers to collect quantitative data. Researchers used focus groups to collect qualitative data in the form of transcribed interviews. This study sought to inform STEM mentoring program development by collecting both qualitative and quantitative data independently and simultaneously in order to confirm findings. Researchers used a convergent parallel mixed methods design to first, reinforce and corroborate the findings given the small sample size (n=8); second, minimize alternative interpretations from data gathering and analysis, third, make clear various factors contributing to the effectiveness of STEM mentoring.

Throughout the mentoring experience, mentor perceptions of their mentoring abilities increased to be in the “more highly effective” range within PAMI. In five of the six constructs the results indicated mentors scored lower on the pre-test than they did on the post-test of the PAMI, meaning mentor perceptions of mentoring abilities improved overall during the course and the mentoring experience. Common themes from both quantitative and qualitative results were developed, are discussed using the PAMI constructs as organizers, and include communication, information, and gender differences.

This study added to the dearth of literature and investigations surrounding STEM mentoring. Many studies have concentrated primarily on mentoring but few have investigated the concept of STEM mentoring program best practices. The results of this study provided a multidimensional look at STEM mentoring programs that impact urban, at risk, high school youth.

Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of this paper is to develop understanding of consumers online-generated contents in terms of positive or negative comments to increase marketing intelligence.

The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning.

Findings provide the comparison and contrast of consumers’ response toward the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence.

The research provides an effective and systemic approach to accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online and investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence.

To best of the authors’ knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

The purpose of this study is to show how non-random groupings of YouTube videos can be combined with automated text analysis (ATA) of user comments to conduct quasi-experiments on consumer sentiment towards different types of brands in a naturalistic setting.

NCapture extracted thousands of comments on multiple videos representing different experimental treatments and Leximancer revealed differences in the lexical patterns of user comments for different types of brands.

User comments consistently revealed hypothesized relationships between brand types, based on existing theory regarding motivations for nostalgia and the relationship between consumer preferences, online product ratings and purchases. These results demonstrate the viability of conducting quasi-experimental research in naturalistic settings via non-random groupings of YT videos and ATA of user comments.

This research adopts a single quasi-experimental design: the non-equivalent group, after-only design. However, the same basic approach can be used with other quasi-experimental designs to examine different kinds of research questions.

Overall, this research points to the potential for ATA of comments on different categories of YT videos as a relatively straightforward approach for conducting field experiments that establish the ecological validity of laboratory findings. The method is easy to use and does not require the participation and cooperation of private, third party social media research companies.

This study aims to identify the factors that influence box office performance in the specific context of the adaptation of science fiction (SF) to film in Hollywood.

Fifty-one film adaptation cases were collected and empirically analyzed with two-stage least-squares (2SLS) regression.

Empirical analysis demonstrates that the adaptation of the title, the popularity of the original novel and the director's experience in film adaptation have significant impacts on box office performance.

The study contributes to the literature by bridging the gap between two separate streams of the research literature on film performance and film adaptation. Moreover, the study has extended the literature on the prediction of film performance by examining important factors in the special context of SF film adaptation.

In the case of film adaptation, recruiting an experienced director will be a good choice. Author power is also required for attracting more investment and increasing audience share in the short term. From a marketing perspective, pointing out in the title that the film is an adaptation of an original novel would be an advantageous approach.

This is among the pioneering research related to the effects of film adaptation on box office performance. The approach and results of this study direct future studies in many aspects.