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This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.

Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.

The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.

Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.

Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.

This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

The purpose of this paper is to thematically categorise sports sponsorship-linked Twitter content and, by drawing on uses & gratifications theory, to map the extent to which these categories cohere with known user motivations for consuming social media.

Qualitative content analysis of a sample of 1,502 tweets by London 2012 Olympic and Paralympic Games sponsors posted between January 2011 and September 2012 was used to develop the typology of sponsorship-linked Twitter content.

From the data, a typology is developed, comprising 17 categories grouped under four main types: informing, entertaining, rewarding and interacting. The majority of sponsor tweets (68 per cent) fell into the informing type, with 17 per cent categorised as interacting. While few (2 per cent) tweets were categorised as entertaining, the link to the sponsored event implies a degree of entertaining content even in ostensibly informative, rewarding or interactional sponsorship-linked tweets. Therefore, the typology categories highlight Twitter content produced by sponsors which engages customers, fostering dialogue alongside providing informative and entertaining content.

The typology can inform practitioners’ future sports sponsorship activation planning decisions and can also aid rights holders in tailoring appropriate sponsorship opportunities to potential sponsors, based on an appreciation of the nature of content sought by brand followers.

The typology extends existing understanding of the use of social media within sponsorship activation campaigns by thematically categorising content and mapping this against known user motivations for consuming brand-related social media content.

Purpose: This study examines the affective dimension of racial threat. Most modern studies of threat are framed through Blumer's group position theory and measure threat as increases in levels of traditional racism or perceptions of competition. These measurements neglect to operationalize Blumer's affective conceptualizations of threat.

Methodology/Approach: Building on Blumer's theoretical framework, we outline threat's affective dimension through a presentation of new survey items designed to capture what threat feels like.

Findings: Using factor and regression analyses, we demonstrate how affect is distinct from perceived competition, and how it is positively associated with Blumer's theoretically predicted outcome of racial prejudice, in the form of increased levels of racial resentment.

Practical Implications: Future research by sociologists and other social and behavioral scientists should explicitly consider threat's affective dimension in order to provide a more robust picture of racial prejudice in the United States.

Team performance in sport is not limited to the players, but extends to the coaching staff and their relationships. This study aims to identify mentoring functions reported by NCAA Division I assistant women's soccer coaches within a head coach‐assistant coach dyad and examine gender impact on these functions.

The Mentor Role Instrument questionnaire, completed by 39.7 percent of applicable assistant coaches, determined the mentor functions present. Means for the 11 mentor functions were ranked and compared via ANOVA.

Post hoc testing showed the parent mentor function at the lowest level with the social function second lowest. The mentor functions of acceptance, friendship, sponsor, and challenging assignments ranked as the statistically highest group of factors. Assistant coach gender significantly impacted the mentor function of social, with male assistant coaches higher than females. Gender of the head coach significantly impacted the mentor function of parent with assistant coaches having male head coaches reporting greater parent functions. Gender also impacted the social mentor function in the head coach/ assistant coach dyad with male‐male dyads significantly greater than the male‐female dyads.

The current research is limited by its narrow scope. Future research should consider mentor effects on job satisfaction and occupational turnover intent, expansion to other levels of women's soccer, and expansion into men's sports for further analysis of mentoring in coaching.

As the first study to document mentor functions in coaching these results provide baseline data to guide future research and support the development of mentoring programs in coaching.

Four types of calculations are currently being used to identify discrepancies between intellectual ability and achievement. These include deviation from grade level, expectancy formulas, simple standard score differences, and regression-based differences (Fletcher et al., 1994; Gresham, 2001; Sattler, 1992; Van den Broeck, 2002).

Science fiction is that demonic creature lurking in the depths of every human subconscious waiting for the chance to emerge and destroy, with ecstasy, mankind's literary taste. It condemns the reader to an endless array of spaceships, hyperdrive, alternate universes, and alien beings — the really fun things in life. Unfortunately, not all readers or critics hold this view. To many literary critics, science fiction is something to keep in the closet, ignore, and generally not discuss in front of frail women or young children.