Analysis of Bullet Chats in User-Generated Content Advertisement on Bilibili Website: The Success of Madoka Magica’s Mobile Game Promotion

This article explores the reasons behind the success of user-generated content (UGC) advertisements on Bilibili, which is one of China’s most significant video-sharing social media sites, with a core focus on East Asian pop culture. Additionally, Madoka Magica is a well-known Japanese animation about magical girls. There are two derivative games based on it. By using diffusion of innovation theory and content analysis method, this article takes UGC advertisements of Madoka Magica’s mobile games as windows to investigate how early adopters (influencers) motivate early majority adopters (their followers) to play the game. Moreover, this paper also addresses three types of bullet chats in this kind of video to further explore followers’ interaction with the influencers and reasons for the success of its marketing method. Bullet chats are a unique way to observe target consumers’ reaction to the advertisements. The author found that word-of-mouth marketing, the right audience and influential people are important factors for the success of UGC advertising. Besides, this marketing strategy is not limited to the marketing of mobile game advertisements, but can also be used for the marketing of other products. However, the prerequisite for this marketing method to be effective is that the advertised product or service has good quality

Developing Digital Photomicroscopy

(1) The need for efficient ways of recording and presenting multicolour immunohistochemistry images in a pioneering laboratory developing new techniques motivated a move away from photography to electronic and ultimately digital photomicroscopy. (2) Initially broadcast quality analogue cameras were used in the absence of practical digital cameras. This allowed the development of digital image processing, storage and presentation. (3) As early adopters of digital cameras, their advantages and limitations were recognised in implementation. (4) The adoption of immunofluorescence for multiprobe detection prompted further developments, particularly a critical approach to probe colocalization. (5) Subsequently, whole-slide scanning was implemented, greatly enhancing histology for diagnosis, research and teaching.

Legalization of Medical Cannabis and Site of Death: Evidence From National Vital Statistics Mortality Data

We examined whether Medical Marijuana Legislation (MML) was associated with site of death. Using state-level data (1992–2018) from the National Vital Statistics System (NVSS), we employed difference-in-differences method to compare changes in death rate among older adults at four sites—nursing home (NH), hospital, home, hospice/other—over time in states with and without MML. Heterogeneity analyses were conducted by timing of MML adoption, and by decedent characteristics. Results show a negative association between MML implementation and NH deaths. Among early adopters (states with weakly regulated programs) and decedents with musculoskeletal disorders, there was a positive association between MML implementation and hospital deaths, whereas among late adopters (states with “medicalized” programs), there was a positive association between MML implementation and hospice deaths. Decline in NH deaths may reflect increased likelihood of transfers due to threat of Federal enforcement, penalties for poor outcomes, and liability concerns. Future studies should examine these associations further.

A Typology of Attitudes towards the E-Bike against the Background of the Traditional Bicycle and the Car

Although it is generally accepted that innovators and early adopters have a particular influence on the uptake of electric bikes, other groups, whose reactions to innovation have not been studied, are perhaps wrongly marginalised. Such individuals, often relying on stereotypes, also need to be included in researchers’ scope of interest. Therefore, the aim of the CAWI survey was to determine the attitudes of respondents, both users and non-users of electric bikes, and on this basis to classify by k-means analysis the attitudes towards the e-bike compared to the traditional bicycle and the car. The results obtained show a large variation between the designated classes. What most of them have in common is a strong attachment to the private car, which is typical for the cycling culture of this part of Europe, but the psycho-physical characteristics of the surveyed remain the strongest differentiating factor. Therefore, in the light of the opinions collected, it seems that the group Gadget lovers 1 and 2, whose share was about one-quarter of the total number surveyed, may be the most inclined to change their transport behaviour. This means that the e-bike, as an innovation, can overcome a critical discontinuity stage on the innovation diffusion curve in the Innovation Adaptation Lifecycle (IAL).

Convenient and worth the price? Identifying early users and predicting future use of book streaming services

The printed book has been resilient to change, and the adoption of e-books has been slow. In this context, few studies have addressed a potential turn to streaming services for books. This paper examines the adoption of book streaming in the Norwegian market, where the market-leaders Storytel and Fabel report rapid increases in number of subscribers. We examine who these early adopters are, and what may predict future use of streaming services among non-users. Theoretically, the study is situated within the fields of innovation diffusion and technology acceptance. The study is based on a cross-sectional online survey with a representative sample of the Norwegian population. Results show that users are younger and more educated, and that book streaming is more popular among women than men. The audiobook format allows for flexible ways of consuming books, complementing rather than replacing the printed book. For non-users, results show that convenience value and price value predict behavioural intention to use book streaming services. While emotional attachment to printed books has been found to act as a barrier for adoption of e-books, its negative effect on behavioural intention for book streaming services is only modest.

What Drives Commuters to Pay for Autonomous Vehicles?

Although commuters have been identified as potential early adopters of autonomous vehicles (AVs) that can boost the adoption rate of this technology, there is a lack of knowledge on their willingness to pay (WTP) for this technology and the attitude that influences this decision. Using data from a consumer survey conducted in the United States, this study presents a comprehensive analysis of the decision to pay for AVs among commuters. An integrated choice and latent variable (ICLV) model was applied in this study, considering its robust performance in modeling choice behavior for integrating users’ attitudes. The results showed that commuters with a favorable view toward multitasking tended to put a higher value on driverless cars. On the other hand, although a favorable view toward technology motivated commuters to pay more for AVs, data privacy and trust issues with the technology could outweigh this factor and discourage commuters from adopting and paying for AVs. This study also provides in-depth insights and comprehensive views on the impacts of commuters’ socioeconomic and demographic attributes on the decision to pay for AVs. Notably, although age and educational attainment did not directly affect WTP behavior, they played important roles in this decision, with significant effects mediated through latent attitudes. These in-depth analyses provide useful insights that can help develop customized marketing strategies for different market segments according to their specific and unique preferences and concerns.

Implementation in Nursing Homes: Describing Early and Late Adopters of an Evidence-Based Dementia Care Program

Despite national efforts to improve nursing home (NH) quality, care remains variable. Health system efforts to drive improvement often begin with a sub-group of NHs before scaling up across the organization. Yet, there is limited evidence on who to target for the first group. This study addressed this gap by examining facility characteristics of early and late adopters within a multi-site pragmatic clinical trial. Data were obtained from the Organizational Readiness to Change Assessment (ORCA), which was completed by expert trainers, and Nursing Home Compare. Early and late adoption was operationalized according to Roger’s Diffusion of Innovations. Sixty-percent of NHs (n=12) were late adopters and 40% (n=8) were early adopters. Between group differences (p<.01) were found in number of health inspection citations and context domain within the ORCA. These findings equip health systems with evidence on how to strategically target partners for initial quality improvement efforts prior to system-wide implementation.

Predicting Purchase Intention towards Battery Electric Vehicles: A Case of Indonesian Market

The emergence of electric vehicles (EV) is inevitable. In Indonesia, EVs in various forms have been introduced to the market. However, the adoption of EV in the Indonesian market is still negligible. The purpose of this paper is to make an early prediction of consumers’ purchase intentions towards EV, particularly battery electric vehicles (BEV), in Indonesia. A multi-criteria decision model based on the analytic network process (ANP) approach has been proposed. There are several main criteria used to explain the purchase/don’t purchase decision towards BEV, namely functionality, emotion, cost of ownership, and car identity. Through a series of pairwise comparisons involving a number of target customers of senior level professionals, their purchase intentions towards BEV have been predicted. The results of this study show that these early wealthy, highly educated consumers have a moderate preference towards purchasing BEV. Their intention to purchase is influenced by criteria as follows: emotion (42.64%), functionality (25.94%), car identity (21.87%), and cost of ownership (9.55%). Even though the invited target customers do not represent the mass market, the findings of this study could help BEV makers in Indonesia choose who the early adopters are and find the BEV product-market fit in order to accelerate the adoption of electric vehicles.