Influencer fit post vs celebrity fit post: which one engages Instagram users more?

Purpose The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research. Methodology To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product). Findings The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement. Practical implications The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted. Value This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.

How preexisting beliefs and message involvement drive charitable donations: an integrated model

Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

A Two-Sided Lockdown? Social Class Variations in the Implementation of Homeschooling During the COVID-19 Lockdown

The COVID-19 pandemic deeply affected how schools and families functioned through most of 2020. In particular, school closures meant parents took on a more central role in their children’s learning. This study analyzed social class variations in the quantity and quality of homeschooling during the lockdown. Through an online questionnaire, 360 parents reported (1) their digital equipment and use, (2) the perceptions of their ability to homeschool their children, (3) how they handled homeschooling and (4) the extent to which they supported other activities considered more or less “profitable” from an educational point of view (e.g., reading, watching television). A social position index was used as a proxy of social class. The results indicated that all parents were highly involved in setting up homeschooling and that the lower the parents’ social position, the more they spent time homeschooling their children. However, in line with the digital divide literature, the lower the parents’ social position, the lower the digital equipment and the less the parents felt capable of homeschooling. Finally, the higher the social position of the families, the more children spent time doing activities considered to be “educationally profitable,” and the less they spent time doing “unprofitable activities.” Thus, even if all parents were highly involved in homeschooling, higher social position parents were better equipped both materially and psychologically to face the challenge of homeschooling. The long-term impact of these processes on the perpetuation of social class inequalities are discussed.

Phenomenological Strands for Gaming Disorder and Esports Play: A Qualitative Registered Report

The recent inclusion of gaming disorder in the ICD-11 as a mental disorder has further increased the importance of researching the health spectrum related to gaming. A critical area in this regard is the lack of clarity concerning the differences between gaming disorder and intensive play, the latter of which often involves several gaming hours per day without related health problems especially among the players of the recently emerged esports games. In this study, we approach the above question by interpretive phenomenological analysis with interviews in two groups of highly involved videogame players: those who seek or have sought clinical help for their problems with gaming (n=5–15), and those who play esports more than 4 hours per day without self-reported related health problems (n=10–15). The interviews will be carried out by using a new 53-point Phenomenology of Play (POP) interview frame. These data are contextualized with interviews of medical experts (n=5–15) who have experience of working with the former group. All player interviews are repeated after 12 months. The project has two publication outcomes, from first and second round data, respectively. [Red font: parts that represent second-round interviews and second output.]

A Systematic Study of the Mechanism of Acacetin Against Sepsis Based on Network Pharmacology and Experimental Validation

Sepsis is a dysregulated systemic response to infection, and no effective treatment options are available. Acacetin is a natural flavonoid found in various plants, including Sparganii rhizoma, Sargentodoxa cuneata and Patrinia scabiosifolia. Studies have revealed that acacetin potentially exerts anti-inflammatory and antioxidative effects on sepsis. In this study, we investigated the potential protective effect of acacetin on sepsis and revealed the underlying mechanisms using a network pharmacology approach coupled with experimental validation and molecular docking. First, we found that acacetin significantly suppressed pathological damage and pro-inflammatory cytokine expression in mice with LPS-induced fulminant hepatic failure and acute lung injury, and in vitro experiments further confirmed that acacetin attenuated LPS-induced M1 polarization. Then, network pharmacology screening revealed EGFR, PTGS2, SRC and ESR1 as the top four overlapping targets in a PPI network, and GO and KEGG analyses revealed the top 20 enriched biological processes and signalling pathways associated with the therapeutic effects of acacetin on sepsis. Further network pharmacological analysis indicated that gap junctions may be highly involved in the protective effects of acacetin on sepsis. Finally, molecular docking verified that acacetin bound to the active sites of the four targets predicted by network pharmacology, and in vitro experiments further confirmed that acacetin significantly inhibited the upregulation of p-src induced by LPS and attenuated LPS-induced M1 polarization through gap junctions. Taken together, our results indicate that acacetin may protect against sepsis via a mechanism involving multiple targets and pathways and that gap junctions may be highly involved in this process.

Transitions Into and Out of Work: Stay-at-Home Fathers’ Thoughts and Feelings: A Brief Report

This qualitative study explored how stay-at-home fathers (SAHFs) think and feel about transitioning back into paid employment. Findings from a thematic analysis on interviews with 21 SAHFs in the United Kingdom revealed that many of the SAHFs expected to return to work. However, most of the fathers suggested that this would be part-time, or self-employment, which would allow them to remain highly involved in caregiving, representing their commitment to moving away from the traditional gender roles that are largely evident in parenting. Some fathers expressed a desire to return to the paid workforce whilst others showed apprehension, indicating tensions over negotiating work and care. These findings have practical implications for fathers who are highly involved in caregiving.

How online behavior demonstrates psychological conflicts in Emile Durkheim’s collective consciousness of societies highly involved in the COVID-19 pandemic

Background: According to Emile Durkheim’s theory, we can consider societies as having a collective consciousness. To predict the behavior of societies, it is wise to consider the most involved conflicts in their collective consciousness. Methods: We can use online behavior such as Google searches to find an approach to what goes on inside the souls of societies, because when many people search for a term, it means that there is a conflict about that term in the collective consciousness of that society. In this article, during the unprecedented situation that all countries around the globe are confronting due to the coronavirus disease 2019 (COVID-19) pandemic, we sought to track the online behavior of nine countries that were seriously involved. Results:As human conflicts are well categorized in Cloninger’s proposed planes of being, we selected search terms according to this category through conflict tables. Patterns of denial, recalling the Black Death, anxiousness, greed, competition, and tendencies of violence were also seen around the world. In most countries, the major findings/issues at the Spiritual, Intellectual, Emotional, Material and Sexual planes were those concerning "Compassion (Conciliation)", "Lack of Prudence", "Lack of Calmness and the Lack of Benevolence", and "Lack of Charity and Lack of Discretion or Forethought", respectively. Conclusion: Awakening each conflict can result in behaviors that concern both societies and government. Predicting these behaviors can help societies take necessary measures and interventions. This especially lends new insights for educational systems in setting policies.

A Process Evaluation of a Youth-Led Sexual Violence Prevention Initiative

One promising strategy to prevent sexual violence (SV) is to involve youth as leaders in developing prevention initiatives. Few peer-led prevention initiatives have been evaluated; thus, it is particularly important to examine the implementation of such programs in process evaluations. This article describes a process evaluation of a youth-led, community-based SV prevention initiative. Our aims were to (a) track the number and timing of prevention initiative events, (b) assess perceptions of the initiative among youth in the community, (c) evaluate perceived benefits and drawbacks of the initiative among youth who attended events, and (d) explore perceptions of the initiative’s impact among highly involved youth. We used data from multiple sources (i.e., implementation tracking, surveys with youth, semi-structured interviews) and from multiple types of youth (i.e., youth in the general population, youth who attended programming events, and youth who were highly involved, such as completing an internship). The program was highly acceptable to youth. They reported gaining both SV prevention skills (e.g., bystander skills) and more general skills (e.g., leadership, communication) through involvement with the initiative. We identified several key features that contributed to the success of events, such as a supportive and non-judgmental environment, content that felt useful to youth, and time for interaction with peers. However, some challenges such as negative peer behavior at events emerged as potential pitfalls of the initiative. These insights can be used by researchers and practitioners to further develop and refine peer-led prevention initiatives.

Digital Humanities and Metadata: linking the past to the digital future

The purpose of this poster is to highlight cross-domain metadata uses, metadata mapping, and success measures at the Ryerson University Library and Archives. The Library is highly involved in Ryerson-based proposals for interdisciplinary projects, especially in the Digital Humanities. Designing an online environment for the preservation and analysis of illustrated texts for children and Canadiana is a collaborative effort that involves cataloguing, metadata mapping, digitization, and website design.