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The purpose of this paper is to demonstrate the rationale, technical framework, content creation workflow and evaluation for a multilingual massive open online course (MOOC) to facilitate information literacy (IL) considering cultural aspects.

A good practice analysis built the basis for the technical and content framework. The evaluation approach consisted of three phases: first, the students were asked to fill out a short self-assessment questionnaire and a shortened adapted version of a standardized IL test. Second, they completed the full version of the IL MOOC. Third, they were asked to fill out the full version of a standardized IL test and a user experience questionnaire.

The results show that first the designed workflow was suitable in practice and led to the implementation of a full-grown MOOC. Second, the implementation itself provides implications for future projects developing multilingual educational resources. Third, the evaluation results show that participants achieved significantly higher results in a standardized IL test after attending the MOOC as mandatory coursework. Variations between the different student groups in the participating countries were observed. Fourth, self-motivation to complete the MOOC showed to be a challenge for students asked to attend the MOOC as nonmandatory out-of-classroom task. It seems that multilingual facilitation alone is not sufficient to increase active MOOC participation.

This paper presents an innovative approach of developing multilingual IL teaching resources and is one of the first works to evaluate the impact of an IL MOOC on learners' experience and learning outcomes in an international evaluation study.

The socialist approach to housing in Croatia was to give tenants strong, and to some extent rigid, rights. During this paradigm, market renting was also discouraged. The policy privileged tenants and gave them subsidized rent, but it also limited their spatial mobility if they did not want to lose that privileged status. After independence, two vital processes on the housing market were undertaken: the privatization of socially owned housing stock and denationalization. Consequently, the stock of apartments previously owned by the companies and the state was sold to the ‘tenancy right’ holders for just a small part of its market value, resulting in more than 80 per cent of apartment users becoming legal owners. That is a positive outcome from a social policy perspective, but it could endanger the mobility of the Croatian labour force. Price developments and turnover dynamics are still bounded by underdeveloped and outdated cadastre as well as strong regional differences.

Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and brand purchase intentions.

Data were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships, the authors used structural equation modelling.

The results indicate that BPO and value-congruity positively influence the brand engagement of the members, which further influences the brand attachment and brand purchase intentions. It is also observed that brand attachment mediates the effect of brand engagement on brand purchase intentions.

The primary limitation of this paper is the research context, which needs to be further replicated. The specific customer-segment approach of the study adds a new direction to the scope of brand engagement in the brand management domain.

The study shows that brand managers need to expand their focus from existing brand customers to non-customers as brand engagement subjects because the non-brand owners can also experience brand attachment and develop intentions to purchase the brand, if engaged.

The study endorses the role of psychological ownership theory in brand engagement research; explores the feasibility of brand engagement among “non-owner community members”; highlights the role of their engagement in enhancing attachment towards the brands and purchase intentions; and sheds light on the blurred boundaries between brand engagement and brand attachment.

The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement.

In order to develop and validate the romantic brand jealousy scale the present study has employed Churchill's methodology. The study has used common factor analysis and structural equation modeling using LISREL 8.72.

This research provides empirical evidence for a three-item romantic brand jealousy scale. The study results indicate that the romantic jealousy scale developed is valid and reliable. It also shows that in contrast to previous literature, wherein authors found that brand love would create customer engagement, the brand love-jealousy framework would act as a better mediator to create customer engagement and also to motivate the customer to purchase the brand.

This research was conducted in a specific country (India). It would be more robust if the scale developed by this study could be examined in the context of other countries.

This study is expected to help managers to formulate a better marketing strategy to increase customer engagement using the proposed brand love-jealousy framework.

This research adds value to the domain of consumer psychology research by proposing that brand jealousy needs to be created along with brand love in customer's mind to augment the level of active engagement.

The purpose of this paper is to explore the social and personal drivers of co-creation in children.

A sample of 463 children aged between 7 and 13 years were recruited. Using electronic event-based diaries, 2,631 entries were captured during an 18-month period.

Data from 861 entries identified a series of anomalous external social and personal factors that drove children to engage in co-creation. These were for maintaining external relationships, dealing with addiction to the co-creation process and dealing with personal loneliness.

The study reveals new, unconventional and gender-specific behaviours that might assist marketers in understanding children’s complex relationships with co-creation and brands.

To the best of the authors’ knowledge, this is the first study of its kind to examine children’s social and personal drives to engage in co-creation.

This paper aims to offer fresh insight into attitudes towards casually used brands and the role of tie strength in the building of online non-brand-related network relationships amongst young consumers.

Thirteen consumers aged between 18 and 24 years took part in in-depth interviews. The interviewees were matched on gender, age, occupation, residency and social media usage.

Tie strength effects are evident in changes to brand attitudes, choice of social media platforms and in the casual use of brands to further consumer relationship building and identity creation goals.

This paper answers calls for greater understanding of the way in which network structure influences consumers’ online motivations and attitudes towards the brand.

This paper explores the importance of managers viewing brands as embedded in broader social contexts and tailoring social media communications to those broader contexts.

This paper is the first to combine tie strength with casual brand use to examine non-brand-related network effects on brand attitudes, growing and maintaining consumer relationships and building online identity.

The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process.

Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years.

Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed.

The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

Prior studies on virtual product purchase have focused on external technological factor but have paid less attention to internal user factors. Thus, drawing upon the social presence and user engagement theories, the purpose of this paper is to develop a research model considering both technological factors and user factors and empirically examine the validity of the proposed research model.

A survey from 214 World of Warcraft players was conducted to test the proposed research model, and structural equation modelling approach (specifically, PLS) was used to test the proposed hypotheses.

The data analysis results suggest that both social presence and user engagement positively influence the intention to purchase virtual products. Furthermore, two technological factors, interactivity and sociability, are found to affect social presence, and two social factors, social ties and social identity, are found to affect user engagement.

This study proposes a dual factor framework (i.e. technological and user factors) to investigate the factors influencing the intention to purchase by integrating the social presence perspective and user engagement perspective. The findings would be beneficial for service provider of massively multiplayer online role-playing games to recognize that triggering user demand is of equal importance with offering better technologies and suggest new ways to promote users’ virtual product purchase intentions.

Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with their sports teams and identify its drivers and outcomes.

The researchers deployed mixed methods in this study via three phases: (1) A judgmental sampling technique, along with snowballing, were used to conduct in-depth interviews with twenty-two football fans, for the exploratory phase; (2) A convenience sample was also used for the quantitative phase, which was divided into two stages, (1) the pretesting stage (30 fans), and (2) the main data collection stage (407 fans) and (3) A judgmental sampling technique was applied for the qualitative validation phase (10 interviews with experts and practitioners).

Qualitative and quantitative results supported team jealousy, team competitiveness and team morality as new predictors for fan engagement behaviours. Further, while the fan role readiness had the most positive effect on management cooperation, team identification had the most predicting power for prosocial behaviour. Finally, team morality had the most significant positive impact on performance tolerance.

Despite the considerable practical attention, and the recent extensive research, paid towards conceptualising customer engagement behaviours in the last decade, there is still a need for further exploration on the fan engagement concept to better understand fans' unique behavioural responses; accordingly, the current research was conducted.