Abstract In order to meet the stringent environmental and industrial legislation on fuel specifications, sulfur compounds have to be removed efficiently from fuels. The requirement to produce ultralow-sulfur fuels (S < 10 ppm) has stimulated many works in the area of conventional hydro-desulfurization (HDS) method. Oxidative desulfurization (ODS), as an alternative or complementary technology to HDS for deep desulfurization, is conducted with high selectivity and reactivity to sterically hindered S compounds under mild reaction conditions. In the ODS process, using an appropriate oxidant in the presence of a catalyst, organic sulfur compounds can be oxidized selectively to their corresponding sulfoxides and sulfones, which can be easily removed by different separation methods. Having great catalytic characteristics, polyoxometalate materials have been utilized as a vital class of catalysts for deep desulfurization of fuels. In the past few decades, ODS of fuels using polyoxometalate as catalyst has drawn much attention, and various studies have been carried out in this area. Here, we give a critical review for the removal of sulfur compounds from liquid fuels (mostly from diesel and model fuels) by ODS via homogeneous and heterogeneous polyoxometalate catalysts.

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Purpose The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator. Design/methodology/approach Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted. Findings The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post. Practical implications Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement. Originality/value The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.

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