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China is the world’s largest user market for digital technologies and experiencing unprecedented rates of rural-urban migration set to create the world’s first “urban billion”. This is an important context for studying nuanced adoption behaviours that define a digital divide. Large-scale studies are required to determine what behaviours exist in such populations, but can offer limited ability to draw inferences about why. The purpose of this paper is to report a large-scale study inside China that probes a nuanced “digital divide” behaviour: consumer demographics indicating ability to pay by electronic means but behaviour suggesting lack of willingness to do so, and extends current demographics to help explain this.

The authors report trans-national access to commercial “Big Data” inside China capturing the demographics and consumption of millions of consumers across a wide range of physical and digital market channels. Focusing on one urban location we combine traditional demographics with a new measure that reflecting migration: “Distance from Home”, and use data-mining techniques to develop a model that predicts use behaviour.

Use behaviour is predictable. Most use is explained by value of the transaction. “Distance from Home” is more predictive of technology use than traditional demographics.

Results suggest traditional demographics are insufficient to explain “why” use/non-use occurs and hence an insufficient basis to formulate and target government policy.

The authors understand this to be the first large-scale trans-national study of use/non-use of digital channels within China, and the first study of the impact of distance on ICT adoption.

This instrumental case study sought to determine how collegiate-level students changed throughout a personal leadership development course. Document analysis of an archived course assignment was employed to analyze the students’ perceptions of their personal leadership development. Four themes emerged from the analysis: (a) self-evolution, (b) cognitive gain, (c) perceived self-awareness, and (d) framework confusion.

The Honors College program prepares leaders for the 21^st century to become forces for positive change through problem-solving, scholarship, service, teamwork, and leadership. Its structure involves nine sequenced courses familiarizing students with challenges facing communities. Courses are team-taught by professors in different disciplines to highlight the diversity in applying concepts across contexts. This paper offers an examination of the connections for cultivating self-awareness through team-teaching in the classroom and experiential learning.

The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook.

Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling.

Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI.

The results identified the factors which brand managers should focus on to increase CBE on Facebook.

This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.

Esta investigación analiza el antecedente (compromiso del consumidor) y las consecuencias (conexión con la marca e intención de uso de marca) de las tres dimensiones del compromiso del consumidor con la marca (procesamiento cognitivo, afectivo y activo) en el compromiso con la marca de lujo en Facebook.

Los datos se obtuvieron a través de un cuestionario online de los seguidores de varias páginas de marcas de lujo en Facebook. El estudio empírico se realizó utilizando un modelo SEM.

El compromiso del consumidor tiene un impacto positivo en las tres dimensiones del compromiso del consumidor con la marca (procesamiento cognitivo, afectivo y activo). Esto lleva a concluir que los procesos activo y afectivo tienen un impacto tanto en la conexión con la marca como en su intención de uso. Además, se constató que el proceso cognitivo sólo afecta a la intención de uso de la marca.

Los resultados identificaron los factores en los que los directores de marca deberían centrarse para aumentar el compromiso del consumidor hacia la marca en Facebook.

Este estudio es pionero, dado que extiende el modelo de compromiso del consumidor al contexto de las redes sociales en una categoría de consumo hedónico y ostentoso que incluye a bienes y servicios como las marcas de lujo.