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The purpose of this paper is to develop a source reconstruction technique, applied to a case study in biomagnetism, using both evolutionary optimization and regularization techniques.

The magnetic field, produced by a current dipole in a spheroidal domain modeling the head, is calculated. Although the model is very simple, the magnetic effect of a brain source is appropriately simulated. In order to solve the source identification problem, the following approaches have been implemented: a single‐objective minimization of a residual function, based on an evolutionary algorithm, is applied first; then, the L‐curve criterion for regularization is implemented by means of an iterative search.

A variable number of unknown parameters, defining direction and magnitude of the current dipole, have been considered. As a consequence, several optimization problems are solved: a technique based on the use of the lead field matrix identifies the source with the smallest error. Eventually, an iterative procedure based on Tikhonov regularization is proposed. The algorithm is tested with and without noise affecting data. The results showed an accuracy comparable to that obtained independently with the optimization approach.

A model problem in inverse biomagnetism, which is both simple and significant, has been formulated and solved. The magnetic source of brain activity is reconstructed in a fast way and with small errors by means of two techniques of field inversion.

The purpose of this study is to use a multi-methodological approach to investigate how puns in texts and pictorial elements comprising human figures influence viewer engagement and potential consumer conversion in tourism advertising.

This study used an experiment with the EyeLink 1000 Plus. The research team curated 24 advertisements with homonymic puns from online travel agencies and Chinese tourism websites.

The findings of this study reveal several insights: Eye saccade trajectories among participants were generally consistent with the image-text-image pattern when exposed to advertisements incorporating textual puns and human figures. Pictorial representations featuring human figures independently garnered heightened viewer attention. Textual elements presenting pun expressions also induced greater visual attention from participants. The combination of textual puns and pictorial human figures in advertisements, although not attracting the most visual attention from participants, successfully enhanced their memory of the advertisements and fostered positive attitudes toward them.

Using human figures in advertisements is likely to improve viewer engagement and attitude toward the brand, which could be strategically used to enhance campaign effectiveness. Furthermore, the use of puns should be considered carefully, as they can increase attention and retention when used effectively, suggesting a tactical deployment in advertising content to maximize impact.

These results contribute to the existing literature by offering empirical evidence on the effectiveness of textual puns and pictorial human figures in advertising. Additionally, this study provides actionable insights for tourism marketing practitioners seeking to optimize advertisement design.

本研究采用多元方法, 探讨文本中的双关语与包含人物形象的图片元素如何影响观众的参与度及潜在消费者的转化率。

本研究通过EyeLink 1000 Plus进行实验。研究团队从在线旅行社和中国旅游网站精选了24个包含谐音双关语的广告。

研究结果揭示了以下几点：(1) 当参与者观看包含文本双关语和人物形象的广告时, 其眼球运动轨迹普遍呈现“图像-文本-图像”模式; (2) 独立展示人物形象的图片能够显著吸引观众注意力; (3) 表现双关语的文本元素同样能够引发更高的视觉关注度; (4) 尽管包含文本双关语和人物形象的广告未能吸引最多的视觉注意力, 但其显著增强了观众对广告的记忆, 并促进了对广告的积极态度。

本研究通过实证数据, 为文本双关语和图片人物形象在广告中的有效性提供了新的见解。同时, 为寻求优化广告设计的旅游营销从业者提供了可操作的建议。

在广告中使用人物形象有助于提升观众参与度和对品牌的态度, 可作为增强广告活动效果的战略手段。此外, 双关语的使用应当谨慎设计。有效使用双关语可提高观众的注意力与记忆力, 表明在广告内容中策略性地应用双关语可最大化影响力。

Recently, the relationship between gender representation and organizational performance has been the focus of various studies. However, some research gaps still exist. First, in the healthcare sector, this relationship has been poorly explored. Moreover, in public management studies, researchers focusing on performance tend to focus exclusively on gender differences at the top and/or middle management level. This research aims at exploring the relationship between women's representation and performance in public hospitals at all organizational levels.

To achieve the research objective, 63 healthcare organisations were analysed through ordinary least squares regressions on panel data from 2012 to 2018.

Results show that, in the hospital setting, gender diversity and financial performance are related at every organizational level.

To the authors' knowledge, this is one of the first studies focusing on the link between gender and performance at every level of professional and employment category; avoiding focusing exclusively on top management, which was the case in previous studies on the topic. Moreover, it contributes to a poorly explored literature which is gender studies in public healthcare management.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.