Resources such as images, colors, sounds and actions have already been regarded as different types of modes which fulfill the meaning-making. Multimodal discourse refers to two or more modes working together for the meaning-making of the whole discourse. With Kress& van Leeuwen's Visual Grammar as the theoretical framework and based on Royce's inter-semiotic complementarity theory, the paper conducts a multimodal discourse analysis of English editorials in the Economist from ideational aspects. The study of ideational aspect focuses on factors such as participants, processes (action, reactional, etc.), circumstance, etc. The analysis reveals the pictures' functions in meaning interpretation and explains the relations between the pictures and the verbal texts. English editorial discourses usually possess multimodal characteristics displayed by two semiotic modes (visual mode and verbal mode). English editorials give almost equal weight to both their pictures and verbal texts. Since English editorials are mainly to explain, to judge and to comment on hot issues, both their pictures and verbal texts coexist and integrate with each other to accomplish these tasks. Therefore, pictures, as an important component of English editorials, also can encourage and help readers to actively and effectively understand editorials' main ideas and attitudes.
As the younger generation, who like to pursue novelty and excitement, becomes the main consumer and the traditional consumption culture changes in China, the blind box has become a popular product among young people with its uncertain characteristics. Previous studies have mainly explored the role of uncertainty in promotion, while this paper focuses on the role of uncertainty in daily sales of blind box products. Based on the stimulus–organism–response (SOR) theory, this paper conducted an online questionnaire survey and an empirical analysis in China, which examined the mechanism of the positive impact of uncertainty and the moderating effect of consumption purpose. The results show that uncertainty affects consumers’ purchase intention mainly through affecting their emotional value, which is one dimension of perceived value; consumer purpose also moderates the effect of uncertainty on perceived value, and the effect of perceived value on purchase intention. The results of this study are not only of great significance for understanding the uncertain marketing and blind box products, but also have management implications for enterprises to make use of the uncertain marketing.
In recent years, there is the popular phenomenon of “grass planting” marketing. The value co-creation behavior of ordinary consumers KOC (key opinion consumer) in the online community is sometimes out of utilitarian intentions, which is deemed as plain people’s “grass planting” advertising in a certain degree. We collected the tourists’ data in Chinese Grand Canal National Cultural Park, analyzed the impact of value co-creation behaviors such as tourists’ experience sharing, topic discussions, and suggestions in online communities on the value of tourism experience and the quality of brand relationships under the “planting grass” marketing environment and verified the moderating mechanism of tourist altruism in it. According to the results, tourists’ online value co-creation behavior has a significant positive impact on the consumer-brand relationship quality, and experience value plays a mediating role. Tourists’ online value co-creation behavior has a significant positive impact on experience value, in which altruism plays a moderating role. The greater the tendency of altruism, the higher the impact of tourists’ value co-creation behaviors on their experience value, and vice versa. This conclusion is not only of great significance in deepening and improving theories of value co-creation, altruism, experience value and consumer-brand relationship quality, but also has important certain management enlightenment on how to combine the design of merchant value co-creation incentive mechanism with altruism in “grass planting” marketing.
In the era of the service economy, the personalized needs of customers are increasing rapidly. It often occurs that frontline employees bend organizational rules to help customers. The study sought to explore the influence mechanism of specific dimensions of customer-oriented deviance on brand trust from the customer's perspective, examine the mediating role of perceived benefits and perceived uncertainty, and the moderating role of customer involvement in the process. Methods: We conducted an online survey study in China from May 1 to 20, 2022. We use online survey questionnaire technique and random sampling method for data collection. Participants anonymously completed the measures of customer-oriented deviance scale, perceived benefits scale, perceived uncertainty scale, brand trust scale, and customer involvement scale. Results: The results show that deviant service adaptation and deviant use of resources positively affect brand trust through the mediation of perceived benefits. In contrast, deviant service communication has a negative effect on brand trust through the mediation of perceived uncertainty. Furthermore, customer involvement plays a negative moderating role in the relationship between deviant service adaptation, deviant use of resources, and perceived benefits. Customer involvement plays a negative moderating role in the relationship between deviant service communication and perceived uncertainty. Conclusion: Current results demonstrated that there is a double-edged sword effect of deviant customer-oriented behaviors on brand trust. Deviant service adaptation and deviant use of resources positively affect perceived benefits, and perceived benefits positively affect brand trust. Deviant service communication positively affects perceived uncertainty, and perceived uncertainty negatively affects brand trust. Customer involvement plays a negative moderating role in the above processes. This study enriches the study of customer psychological states of customer-oriented deviance, which helps managers use organizational resources rationally to guide and control different types of deviant customer-oriented behaviors effectively. It provides inspiration and references for management practice.
The rapid outbreak of COVID-19 wreaked havoc and brought a pause to the normal lives, and the labor market and human livelihoods were strongly negatively affected because of it. The emergence of groups that were unable to withstand various pressures has increased the appeal of donation behavior to a certain extent. Therefore, under the impetus of COVID-19 and digital background, online donation represented by Waterdrop financing has become popular. In the common difficult period, how to improve an individual’s willingness to donate online has become an urgent problem to be solved. To address this issue, on the basis of previous literature, we proposed a research hypothesis and a theoretical model of “nostalgia-relationship variables-donation”. After that, we determined the measurement scale, conducted a large sample survey, and finally conducted hypothesis testing through confirmatory factor analysis and structural equation modeling analysis. Through the above analyses, the study reached the following conclusions: the main influence factors of personal nostalgic proneness are insecurity, past experience, loneliness, and recovery from grief, among others. There is a positive causal link between nostalgia proneness and familial utility intensity and emotional utility intensity. The greater the degree of the nostalgia intensity of the donor, the more the trust placed in charitable organizations. The donors’ relationship commitment to charitable organizations significantly influences their online donation willingness. The main source of relationship commitment consists of emotional intensity, followed by trust, and finally, familial intensity.
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