153,821 research outputs found

    Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands

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    The main purpose of this study is to develop a scale to measure consumer's engagement with social media brand-related content. The reported scale (CESBC) comprises three dimensions: consumption, contribution, and creation. Qualitative techniques were used to generate an initial pool of items that capture different levels of consumer engagement with social media brand-related content. Quantitative data from a consumer survey (=2252) was then collected in two phases to calibrate and validate the ensuing scale. Results confirmed the structure and psychometric properties of the CESBC. As expected, each subscale is significantly correlated with nomological network constructs, i.e., brand equity and brand attitudes

    Building Deeper Relationships: How Steppenwolf Theatre Company Is Turning Single-Ticket Buyers Into Repeat Visitors

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    Describes the company's strategies to engage all audience members, including through post-show discussions, special events, diverse online content, and equal treatment of subscribers and non-subscribers; outcomes; and contributing factors

    Towards a situated media practice: Reflections on the implementation of project-led problem-based learning

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    In the field of media practice education, project-based learning is utilized as a major pedagogic paradigm with the aim of mirroring professional practice within the curriculum. However, if the use of project-based learning is to be considered as more than just a way of administrating student activity, then educators need a critical understanding of how problem encounters order practice within the life cycle of a project. The drawing together of practice-based, project-based and problem-based approaches allows us to see the overlapping nature of these approaches and also differentiate them as unique pedagogies in their own right. It is argued here that this tension between similarity and difference requires a new way of thinking about mirroring professional practice within higher education, one which offers a theory of project-based learning as a productive pedagogy which places problem encounters at its heart

    Brain regions involved in observing and trying to interpret dog behaviour

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    Humans and dogs have interacted for millennia. As a result, humans (and especially dog owners) sometimes try to interpret dog behaviour. While there is extensive research on the brain regions that are involved in mentalizing about other peoples' behaviour, surprisingly little is known of whether we use these same brain regions to mentalize about animal behaviour. In this fMRI study we investigate whether brain regions involved in mentalizing about human behaviour are also engaged when observing dog behaviour. Here we show that these brain regions are more engaged when observing dog behaviour that is difficult to interpret compared to dog behaviour that is easy to interpret. Interestingly, these results were not only obtained when participants were instructed to infer reasons for the behaviour but also when they passively viewed the behaviour, indicating that these brain regions are activated by spontaneous mentalizing processes
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