During the COVID-19 pandemic, fresh live broadcasting has been widely present in consumers’ daily lives but has been scarcely examined in academic research. The major purpose of the current study is to examine how fresh live broadcast features (visibility, interactivity, and authenticity) impact consumers’ willingness to buy through consumers’ perceived value and perceived trust based on the stimulus–organism-response theory. A total of 307 Chinese webcast users participated in this study. The data were collected through an online questionnaire survey and analyzed by SPSS and Amos software. The findings discovered that the fresh live broadcast features positively impact consumers’ perceived utility value and trust, and the visibility and interactivity enhance the perceived hedonistic value of consumers. Moreover, perceived value and perceived trust mediate between fresh live broadcast features and consumers’ willingness to buy. This study emphasizes the important role of fresh live features and provides insight for fresh sellers to increase consumer willingness to buy based on the perspective of consumers’ perceived value and trust.

User marketing information sharing plays a significant role in boosting the effectiveness of short video marketing. Exploring the factors influencing the willingness to share has become a meaningful way to improve the dissemination of marketing information. This study examines how the characteristics of short video platforms affect users’ willingness to share marketing information and investigates the mediating role of users’ flow experience. We adopted qualitative and quantitative analyses to explore the issue. Twelve participants were recruited to conduct the online interviews and 306 valid data points on users’ willingness to share marketing information were obtained through a questionnaire. The study was conducted using structural equation modelling (SEM) and mediating effect tests. The interviews verified that the information quality, the service quality, and the system quality are essential characteristics of a well-established short video platform. The results of the empirical analysis showed that the information and the service and system quality of short video platforms have a positive impact on users’ willingness to share marketing information through perceived control and pleasure, respectively. The effect of information quality on users’ desire to share marketing information is the strongest. This study provides a reference for short video platforms to optimize and improve their marketing effectiveness.

Corporate negative events have been frequently exposed in the information age. Research on the dissemination mechanism of negative emotional information for netizens contributes corporates to monitor public opinion trends and resolve public opinion crises. Combining emotional infection theory and the classic infectious disease model, we first divided emotional communication stage into individual and group propagation stages and constructed the SEI₁I₂R model of negative emotional information communication among netizens under corporate negative events. Then, we performed the model analysis and simulation. Results indicated that trust and communication conversion rates are in direct proportion to negative emotional diffusion speed; corporate response rate is inversely proportional to negative emotional diffusion speed; however, the effects of self-regulation are insignificant.

Distant brand extension as an essential strategy of obtaining benefits was highly focused on the normal marketing practice and academic research. In the current study, we aim to recognize that how individuals with different levels of empathy respond to distant extensions under corporate social responsibility (CSR) and corporate competence (CC) associations to explore the corresponding neural mechanisms using event-related potentials (ERPs). We divided subjects into two groups involving a high empathy (HE) group and a low empathy (LE) group according to an empathy measure questionnaire. The subjects first faced a brand name following the CSR or CC association descriptions, and then, they were asked to evaluate the new product of brand by a five-point scale. Current results revealed that the participants of the HE group were more apt to accept the distant extension products than those of the LE group. Additionally, in the HE group, products from a brand with CSR associations were more acceptable than CC associations. Moreover, a larger N2 amplitude was elicited in the LE group than in the HE group. For the LE group, an augment N2 was found under CSR than CC associations, reflecting that LE consumers might perceive conflict when evaluating distant extensions and allocate more cognitive resources to deal with CSR information. At the later stage, the HE group showed a greater P3 than the LE group. For the HE group, an increased P3 was elicited under CSR than CC associations, suggesting that empathic individuals might show motivational salience and helping willingness toward distant extension products, especially under the CSR scenario. These results provide potential electrophysiological evidence for the positive impact of brand associations on the evaluation of distant brand extension in the case of subdividing different empathic individuals.

Accurately quantifying the expression of individual isoforms remains a formidable challenge, especially in contexts like neurodegenerative diseases and cancers, which are noted for their high isoform diversity. The first contribution of the present study is the development of a new method, named differential splicing frequency analysis (DSFA), which enables more sensitive capture of the alternative splicing information in RNA-seq data. DSFA quantifies the expression levels of splicing junctions, rather than those of genes, isoforms or exons. Application of DSFA to the analysis of Alzheimer's disease (AD)-associated genes resulted in the identification of APP/58417N and APP/52804N as differentially expressed splicing junctions in human and mouse, respectively. Observed in a considerable portion of the re-analyzed RNA-seq datasets, the splicing frequencies of APP/58417N and APP/52804N were significantly decreased in AD groups. Such reductions in splicing frequencies lead to decreased production of secretory APP proteins, potentially playing a critical role in AD onset or progression. The present study has proposed over-expression of U1 snRNA as an effective method for modulating the splicing frequencies of splicing junctions, thereby rapidly establishing cellular or animal AD models. Therefore, the present study has provided new methods, preliminary results, and valuable insights, advancing the understanding of the functions of U1 snRNA and the roles of alternative splicing in its associated diseases.