Search Results (738)

Effective rural governance is essential for fully advancing rural revitalization and achieving sustainable development in rural areas. The construction and operation of rural governance networks are intrinsically tied to governance effectiveness. Focusing on the Tianlong Tunpu community in Guizhou Province, China, this research applies Actor–Network Theory (ANT) to analyze the transformation of rural governance networks. It introduces the “administrative–social–market” threefold empowerment mechanism to explain the underlying mechanism of this process. The findings indicate that the successful construction and operation of a stable rural governance network hinge on the ability of key actors to continuously mobilize administrative, social, and market resources during translation processes, thereby achieving stable “administrative–social–economic” threefold empowerment. This mechanism is dynamic, adapting through reallocation and adjustment to meet the changing realities of rural development. The study also highlights the combined influence of human and non-human actors in the rural governance network. Among non-human factors, Tunpu culture stands out for its cultural and economic value, serving as a shared foundation for collaboration between local governments, rural elites, villagers, and businesses. This cultural element acts as a cornerstone, ensuring the network’s stability and adaptability over time. Full article

This paper refers to the discussion on how to implement socially responsible measures in agribusiness, a complex and often heterogeneous system. It indicates the similarities between Corporate Social Responsibility and Agribusiness Social Responsibility as well as the unique characteristics that distinguish agribusiness. The focus was on the analysis of the processes taking place in the supply chain of the pig market operating in Poland, due to the author’s detailed knowledge of the phenomena taking place there. As part of these considerations, the following three key questions were asked: (1) What are the differences between the definitions of CSR and ASR, and is there any reason to define the two concepts separately? (2) Which links in the food supply chain require particular attention when implementing social responsibility? (3) To what extent should social responsibility principles be adhered to on a voluntary basis? The analyses were based on a critical review of the literature on the subject, inspired by Denyer and Tranfield’s literature review structure. The following two repositories were used: Google Scholar, which is publicly available, and Web of Science, which is a licensed network. The study found that, despite significant similarities between ASR and CSR, fundamental differences exist. Understanding the specific nature of agribusiness social responsibility requires not only accepting its differences but, above all, taking a holistic view of the processes accompanying food production, processing, and distribution. Furthermore, it requires considering the economic, organizational, and social diversity of entities comprising the food supply chain. Full article

This theoretical essay aims to analyze some of the socio-economic innovations introduced by Platform Capitalism Specifically, it focuses on two main aspects: first, the digital platform as a radical organizational innovation. Digital platforms represent a structural novelty in the market economy, signaling a new organization of production and labor. Second, the essay examines the role of platforms in directly generating value through the concept of “network value”. To this end, it explores the function of “business intelligence” as a strategic and competitive tool. Finally, the paper discusses the key issues associated with platform capitalism, which could threaten its social sustainability and contribute to economic and financial instability. These issues include the increasing commodification of everyday activities, the devaluation of paid labor in favor of free production driven by platform users (the so-called prosumers), and the emergence of proprietary and financial monopolies. Hence, digital platforms do not inherently ensure comprehensive social and environmental sustainability unless supported by targeted economic policy interventions. Conclusively, it is emphasized that defining robust social welfare frameworks—which account for emerging value creation processes—is imperative. Simultaneously, policymakers must incentivize the proliferation of cooperative platforms capable of fostering experimental circular economy models aligned with ecological sustainability. Full article

This study investigates how young Chinese consumers across generational lines engage with wine, addressing three key research questions: What motivates their wine purchases? What sensory preferences do they exhibit? And through which channels do they prefer to buy wine? Based on a qualitative design combining focus groups and semi-structured interviews, the study identifies significant generational differences between millennials and post-millennials. Millennials treat wine as a social tool for networking and status, while post-millennials view wine as a medium of personal identity shaped by digital culture. Similarly, millennials prefer a balance of traditional and digital retail, whereas post-millennials favour online platforms. Experiential consumption follows the same pattern, from formal tourism to virtual tastings. By linking these findings to institutional and cultural theories of consumer behaviour, the study contributes to a nuanced understanding of wine consumption in an emerging market. It provides practical implications for wine marketers aiming to localize their strategies for younger Chinese segments. Full article

The purpose of the present research is to analyse the negative outcomes associated with the excessive Instagram dependency of those users that access the application through their smartphones. An empirical study was conducted through online interviews using structured questionnaires, resulting in 342 valid responses, with the target population being young users over 18 years old who access Instagram daily. Research shows that dependency on Instagram is primarily driven by individuals’ need for orientation and understanding, with entertainment being a secondary motivation. The results indicate that dependency on the social network is positively associated with excessive use, addiction, and Instastress. Furthermore, excessive use contributes to personal and social problems and increases both stress levels and mindfulness related to the platform. In turn, this excessive use intensifies addiction, which functions as a mediating variable between overuse and Instastress, mindfulness, and emotional exhaustion. This study offers valuable insights for academics, mental health professionals, and marketers by emphasizing the importance of fostering healthier digital habits and developing targeted interventions. Full article

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. Full article

Enhancing market integration levels is crucial for advancing sustainable regional collaborative development and achieving ecological protection and high-quality development goals within the Yellow River Basin, fostering a balance between economic efficiency, social equity, and environmental resilience. This study analyzed the retail price data of goods from prefecture-level cities in the Yellow River Basin from 2010 to 2022, employing the relative price method to measure the market integration index. Additionally, it examined the temporal and spatial evolution patterns and driving factors using the Dagum Gini coefficient and panel regression models. The results indicate the following. (1) The market integration index of the Yellow River Basin shows a fluctuating upward trend, with an average annual growth rate of 9.8%. The spatial pattern generally reflects a situation where the east is relatively high and the west is relatively low, as well as the south being higher than the north. (2) Regional disparities are gradually diminishing, with the overall Gini coefficient decreasing from 0.153 to 0.104. However, internal differences within the downstream and midstream areas have become prominent, and contribution rate analysis reveals that super-variable density has replaced between-group disparities as the primary source. (3) Upgrading the industrial structure and enhancing the level of economic development are the core driving forces, while financial support and digital infrastructure significantly accelerate the integration process. Conversely, the level of openness exhibits a phase-specific negative impact. We propose policy emphasizing the need to strengthen development in the upper reach of the Yellow River Basin, further improve interregional collaborative innovation mechanisms, and enhance cross-regional coordination among multicenter network nodes. Full article

Growing awareness of sustainable development and green consumer concerns is driving the market expansion for green agriculture products. E-commerce live streaming gives rural enterprises a new channel through scenario-building and interaction, while agro-tourism integration combines resources to generate a variety of promotion scenarios. This study examines the effects of external stimuli, including social networks, resource endowment, infrastructure, and the characteristics of e-commerce streamers, on the perception, trust, perceived value, and purchase intention of green consumption. It is based on the SOR (Stimulus–Organism–Response) theoretical model and focuses on e-commerce live streaming in the agriculture-tourism integration scenario. According to a structural equation modeling (SEM) analysis of 350 consumer questionnaires, these external stimuli primarily influence purchase intention through perceived value, trust, and green consumption cognition, with resource endowment having the most significant impact. The effects of infrastructure on perceived value and streamer attractiveness on green consumption cognition are not statistically significant. This research not only broadens the use of the SOR model in the emerging field of agritourism integration but also offers rural businesses theoretical backing and useful guidance to maximize e-commerce live marketing and enhance agritourism integration. Full article

Social network platforms have a big impact on the development of companies by influencing clients’ behaviors and sentiments, which directly affect corporate reputations. Analyzing this feedback has become an essential component of business intelligence, supporting the improvement of long-term marketing strategies on a larger scale. The implementation of powerful sentiment analysis models requires a comprehensive and in-depth examination of each stage of the process. In this study, we present a new comparative approach for several feature extraction techniques, including TF-IDF, Word2Vec, FastText, and BERT embeddings. These methods are applied to three multilingual datasets collected from hotel review platforms in the tourism sector in English, French, and Arabic languages. Those datasets were preprocessed through cleaning, normalization, labeling, and balancing before being trained on various machine learning and deep learning algorithms. The effectiveness of each feature extraction method was evaluated using metrics such as accuracy, F1-score, precision, recall, ROC AUC curve, and a new metric that measures the execution time for generating word representations. Our extensive experiments demonstrate significant and excellent results, achieving accuracy rates of approximately 99% for the English dataset, 94% for the Arabic dataset, and 89% for the French dataset. These findings confirm the important impact of vectorization techniques on the performance of sentiment analysis models. They also highlight the important relationship between balanced datasets, effective feature extraction methods, and the choice of classification algorithms. So, this study aims to simplify the selection of feature extraction methods and appropriate classifiers for each language, thereby contributing to advancements in sentiment analysis. Full article

In higher education, the employability and entrepreneurship services play an essential role in the labor market insertion of graduates. The management of public relations promotes institutional projection, the creation of networks with companies, and the dissemination of initiatives to strengthen professional skills. This research analyzes how the communication strategies of Andalusian public universities improve employability and encourage entrepreneurship. A methodological triangulation is used: literature review, analysis of social networks with Fanpage Karma, and study of corporate websites. The results show a focus on counseling, training, workshops, job fairs, and networking events, strengthening the brand of universities and their commitment to the professional development of students. Full article

This study explores sustainable rural tourism entrepreneurship within the Urlaub am Bauernhof (UaB) cooperative network in Austria, offering an integrated model that unites financial, social, environmental, institutional, and marketing dimensions. Employing exploratory factor analysis (EFA) and Structural Equation Modeling (SEM) on data from 393 farm-based accommodation stakeholders, this research identifies sustainable entrepreneurship as comprising six interconnected dimensions: Economic Resilience and Diversification, Sociocultural Integration, Environmental and Regional Commitment, Market Visibility and Strategic Communication, Quality Assurance and Institutional Support, and Perceived Value and Branding. This multidimensional and hierarchically structured framework reflects the complex yet coherent nature of sustainability-driven entrepreneurship in cooperative tourism networks. The findings confirm the multidimensional nature of sustainable entrepreneurship and support the hypothesized structural relationships. The UaB network is presented as a transferable model that demonstrates how cooperative frameworks can enhance sustainability, regional identity, and rural revitalization, offering valuable insights and practical guidance for rural regions in the Western Balkans, where economic challenges, depopulation, and underdeveloped tourism infrastructure prevail. By illustrating a successful cooperative approach rooted in sustainability and regional identity, this study contributes to policy-making aimed at fostering resilient, culturally rich, and environmentally responsible rural tourism entrepreneurship in transitioning contexts. Full article

This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing. Full article

With the rapid evolution of social computing, online sentiments have become valuable information for analyzing the latent structure of social networks. Sentiment leaders in social networks are those who bring in new information, ideas, and innovations, disseminate them to the masses, and thus influence the opinions and sentiment of others. Identifying sentiment leaders can help businesses predict marketing campaigns, adjust marketing strategies, maintain their partnerships, and improve their products’ reputations. However, capturing the complex sentiment dynamics from multi-hop interactions and trust/distrust relationships, as well as identifying leaders within sentiment-aligned communities while maximizing sentiment spread efficiently through both direct and indirect paths, is a significant challenge to be addressed. This paper pioneers a challenging and important problem of sentiment leader identification in social networks. To this end, we propose an original solution framework called “SentiRank” and develop the associated algorithms to identify sentiment leaders. SentiRank contains three key technical steps: (1) constructing a sentiment graph from a social network; (2) detecting sentiment communities; (3) ranking the nodes on the selected sentiment communities to identify sentiment leaders. Extensive experimental results based on the real-world datasets demonstrate that the proposed framework and algorithms outperform the existing algorithms in terms of both one-step sentiment coverage and all-path sentiment coverage. Furthermore, the proposed algorithm performs around 6.5 times better than the random approach in terms of sentiment coverage maximization. Full article

The drastic and historic fall in natural rubber prices has prompted many smallholders around the world to abandon rubber plantations in favor of other survival alternatives. In the Lomela and Lodja territories of Sankuru Province (Democratic Republic of Congo), where a historical absence of a rubber market prevails, local communities have conserved rubber plantations inherited from the colonial era (dating back to 1955). Data collected from 401 households enabled us to identify the perceptions and determinants of rubber plantation conservation. The results show that households are highly dependent on forest ecosystem services. Agriculture is the main activity for 81.3% of respondents, in the context of extreme poverty where daily incomes amount to 0.33 USD/person. The patriarchal system favored men, who inherited 97% of the plantations. Men perceived the conservation of the plantations as beneficial, while women perceived it as serving external project interests. Perceptions were significantly influenced by gender, age, social and legal organization, geographical origin, mode of acquisition, main activity, diversification of income sources, membership in a tribal mutuality, access to the informal mutual aid networks, membership in an association and contact with extension services. Conservation was positively and significantly correlated with geographical origin, membership in an association, contact with extension service, consideration of plantations as natural heritage and the ecosystem services provided. These results underline that rubber plantations cannot be understood only in terms of rubber production, but also in terms of their socio-ecological and heritage dimensions. Full article

As an emerging e-commerce model, live streaming e-commerce integrates instant interaction, content marketing, and online sales to bring consumers a new shopping experience. However, there are many risks in the process of live e-commerce transactions. Identifying key risk factors and implementing targeted control measures are crucial for promoting the sustainable and healthy development of live streaming e-commerce. This paper firstly constructs a business model of live streaming e-commerce transactions according to the transaction scenario and summarizes 24 risk factors from the three dimensions of live streaming e-commerce platforms, merchants, and anchors based on relevant national standards and other relevant literature. Secondly, the Delphi method is employed to modify and optimize the initial risk factors. On this basis, the social network model of risk factors is constructed to determine the influence relationship among risk factors. By calculating the degree centrality, factor types are segmented, and key risk factors as well as influence paths are identified. Finally, corresponding countermeasures and suggestions are proposed. The results indicate that Credit Evaluation System Perfection, Service Evaluation System Perfection, Qualification Audit Mechanism Perfection, Dispute Complaint Handling Channels Perfection, Risk Identification Mechanism Perfection, Platform Qualification, Merchant Qualification, and Merchant Credit are the critical risk factors affecting live streaming e-commerce transactions. Full article