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Nowadays marketers and practitioners recognize the importance of social marketing as a strategy to acquire customers. Accordingly, the enterprises and brands are embracing the use of social network in communicating with potential consumers ad actual consumers, in order its performance so as to increase its sales. Among all those social media platforms, Instagram is one of the platforms which is image orientated and can easily connect with users and provide information with photos and images. As Macau is small‐sized city where there are abundant small to medium‐sized enterprises, the local small firms are switching their marketing strategies by utilizing the Instagram to promote their product online. In order to get a better grasp of how Instagram affects the promotion of the food and beverage product in Macau, the research question has been formulated: “To what extend can the local food sectors in Macau use Instagram as a marketing tool to engage purchasing intention and strengthen their brand equity? From the perspective of customers.” Semi‐structured interviews were conducted with 13 participants who are the Instagram users, with diverse situations of engagement on Instagram. According to the interviews, participants expressed that how Instagram can associate effects with arousal and brand equity (brand awareness, brand image, perceived quality and brand loyalty) and formation of purchase intention eventually through the Instagram marketing activities. The results showed that Instagram marketing activities strongly correlated the brand equity (brand awareness, brand image, and perceived quality while which in turn led to purchasing intention towards the brand. This research comprehensively illustrates the influences of Instagram marketing activities on customer‐based brand equity. The findings of this study will enable local food brands to more accurately forecast the future purchasing behaviors of their customers through Instagram marketing activities and provide a guide in managing brand equity as well
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The phenomenon of burnout has been recognised as a worldwide occupational health issue after being vastly studied for decades. Trait Emotional Intelligence (trait EI) and resilience have been identified as personal protective factors (Gutierrez & Mullen, 2016; Listopad et al., 2021), while organisational socialisation is suggested to be an organisational factor in helping people in preventing burnout (Taormina & Law, 2000). With the purpose of 1) investigating the phenomenon in the counselling profession, as well as 2) exploring how trait EI and resilience are related to burnout and whether organisational socialisation might impose moderating effects in between, the present study examined 115 counselling professionals currently employed and working in organisational settings in Macau by snowball sampling, using a quantitative and cross-sectional approach through self-reported online questionnaires. From the data obtained, different burnout patterns were observed according to job titles and work settings, indicating that counselling professionals with different specialties and work in different settings have unique sources of stress, which resulting in differences in their burnout patterns. No between-group differences were observed in age and work experience, while male participants have a higher burnout perception than female participants in the current study. On the other hand, current results suggested trait EI and four components of resilience (determination, endurance, adaptability and recuperability) are negatively correlated to counselling professionals’ burnout perception, providing supportive evidence that trait EI and resilience are protective factors against burnout. Moderation analysis results revealed that organisational socialisation has some moderating effects on the relationship between trait EI, resilience and burnout. However, differences in direction and intensity indicated that the moderating effects of organisational socialisation might be influenced by individual differences. Further studies are needed to better the understanding of the moderating effect of organisational socialisation. Limitations of the current research and implications for counselling professionals and organisations were also discussed in the study
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It has become increasingly clear that the early use of decomposition for addition is associated with later mathematical achievement. This study examined how younger children execute a base-10 decomposition strategy to solve complex arithmetic (e.g. two-digit addition). 24 addition problems in two modalities (WA: Written Arithmetic; OA: Oral Arithmetic) with sums less than 100 were administered to 22 Japanese and 22 Singaporean 6-year-old kindergarteners. Our findings reveal that they were able to solve complex addition. For instance, Japanese kindergarteners tended to solve complex arithmetic using base-10 decomposition across the modality, whereas Singaporean kindergarteners used standard algorithms and basic counting to solve complex WA and OA problems, respectively. We speculate that Japanese kindergarteners might have a clearer understanding of the base-10 concept and were able to use this knowledge more readily than Singaporean kindergarteners. Mathematical experiences in kindergarten and number-naming systems have been put forward as two of the crucial contributors for such cross-cultural differences. This study also provides new directions for future research on the understanding of the base-10 concept and its application among young children.
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