Short-form content has the potential for virality and broad sharing, allowing businesses to reach large audiences in a short period of time. This type of content has transformed traditional marketing approaches, capturing the attention and curiosity of Generation Z, thereby leading to the rise of digital marketing. As Generation Z is the next generation of consumers and their purchasing power increases as they enter the workforce, marketers need to understand the factors influencing their attitudes and purchase intentions. This study aims to explore the relationship between the growing presence of short-form advertising content in corporate marketing strategies and consumer behavioral intentions. To achieve this, the sub-characteristics of short-form content were categorized into expertise, ease of use, and entertainment value, while information reliability was set as a mediating variable. Data was collected through a survey of 256 adults residing in Busan and Gyeongnam, and analyzed using SPSS 28.0. The findings of the study revealed that most sub-characteristics of short-form content advertisements positively influenced both recommendation and purchase intentions. Additionally, information reliability was identified as a significant mediating factor between short-form content and consumer behavioral intentions. These results provide important insights for corporate marketers and advertising professionals, as they offer valuable guidance on how to influence consumer purchase intentions effectively.

The livelihood of ethnic minority households in Vietnam is mainly in the fields of agriculture and forestry. The percentage of ethnic minorities who have jobs in industry, construction, and services is still limited. Moreover, due to harsh climate conditions, limited resources, poor market access, low education level, lack of investment capital for production, and inadequate policies, job opportunities in the off-farm and non-farm activities are very limited among ethnic minority areas. This paper assessed the contribution of livelihood diversification activities to poverty reduction of ethnic minority households in Son La Province of Vietnam. The analysis was based on the data using three stages sampling procedure of 240 ethnic minority households in Son La Province. The finding showed that the livelihood diversification activities had positively significant contribution to poverty reduction of ethnic minority households in Son La Province. In addition, the factors positively affecting the livelihood choices of ethnic minority households in Son La Province of Vietnam are education level, labor size, access to credit, membership of associations, support policies, vocational training, and district. Thus, improving ethnic minority householder’s knowledge through formal educational and training, expanding availability of accessible infrastructure, and enhancing participation of social/political associations were recommended as possible policy interventions to diversify livelihood activities so as to mitigate the level of poverty in the study area.

While infrastructure provides necessary public services and is vital for the socio-economic development of a nation, public funds alone cannot finance all infrastructure needs in society, especially after the COVID-19 pandemic, where many countries are facing budget deficits. Although private financing schemes, such as public-private partnerships (PPPs) and land value capture, have been considered intensively, they have yet to produce adequate private capital flows to infrastructure projects due to a lack of incentives for private investors. Against the background, this paper proposes a new financing mechanism in which governments might divert some of the increased tax revenue from the spillover effects of newly constructed infrastructures to fund the private sector through grants or subsidies. The empirical work in Vietnam shows a significant increase in tax revenues after completing two expressways, supporting our idea about spillover effects, which includes small- and medium-sized enterprise (SME) development. This study’s results suggest that spillover effects can bring new opportunities for governments and multilateral development banks (MDBs) to implement infrastructure projects with greater private sector involvement in the region. It also proposes some financial schemes, such as land capture and financing for business startups, including SMEs, to enhance the spillover effects of infrastructure.

With the implementation of China’s national strategy of “Culture Going-out”, it is important to translate Qingdao folk culture well in order to promote the effective communication of Qingdao folk culture worldwide. However, the uniqueness of folk culture poses certain difficulties for translation. Skopos theory can effectively guide the translation of Qingdao folk culture. From the perspective of this theory, the author analyzes the principles and strategies of English translation of Qingdao folk culture and proposes four translation methods, such as literal translation with notes, equivalent translation, phonetic translation with notes and free translation. Translators can choose the appropriate translation methods according to specific translation purposes.

Leadership and the academic freedom of the Universities in a digitally changing world are the generators of innovation in society. This study is a qualitative and quantitative empirical research of the Leadership at the public and private Higher Education Institutions (HEIs) in Kosovo, that examines their communication, authoritarian or liberal communication, and dominant perceptions and attitudes towards social, political, and financial strategies in HEI as a basis of social and economic wellbeing. The theory of research, as elaborated by Tight (2022), emphasizes the evolving nature of academic inquiry and the significance of context in shaping research practices. Waite (2013) highlights the pivotal role of communication strategies in determining the effectiveness of both democratic and authoritarian leadership styles. Effective communication in democratic leadership fosters transparency and collaboration, while in authoritarian leadership, it can be used to consolidate control and manage dissent The research was conducted at public and private HEI, through personal interviews and a structured questionnaire, which was carried out by the staff of higher management of HEI, academic staff, administrative staff, and students of the public and private Universities. The results demonstrated that academic and financial autonomy has a high impact on academic ethics and academic integrity and has a high impact on the increase of the economy and well-being in society, compared with the lack of academic and financial autonomy and interference of politics in the management of HEI which has an impact on lower quality and integrity of HEI in society. Leaders of Universities need to think about new leadership models more socially responsible and more ecologically sensible consumption oriented, from Society, to society for society.

Introduction: Many detrimental effects on employees’ health and wellbeing might result from inadequate illumination in the workplace. Headaches and trouble focusing can result from eye strain brought on by inadequate illumination. The purpose of this study was to simulate and optimize workplace illumination in the ceramic industry. Materials and methods: A common Luxmeter ST-1300 was used to measure the illumination in seven workplaces at a height of 100 cm above the floor. DIALux evo version 7.1 software was used to simulate the illumination of workplaces. To optimize the illumination conditions, a numerical experiment design consisting of 16 scenarios was used for each of the workplaces. Four factors were considered for each scenario: luminaire height, number of luminaires, luminous flux, and light loss factor. The Design-Expert program version 13.0.5.0 was applied for developing the scenarios. Finally, by developing quadratic models for each workplace, the optimization process was implemented. Results: Every workplace had illumination levels that were measured to be between 250 and 300 lux. Instead of using compact fluorescent luminaires, LED technology was recommended to maximize the illumination conditions for the workers. Following optimization, 376 lux of illumination were visible at each workstation in every workspace. For the majority of the workspaces, the simulated illumination was expected to have a desirability degree greater than 0.9. The uniformity and illumination of the workplace were significantly impacted by the two factors of luminaire height and luminaire count. Conclusion: The primary outcomes of this optimization were the environmental, political, and socioeconomic ones, including reduced consumption power, high light flux, and environmental compatibility. Nonetheless, the optimization technique applied in this work can be applied to the design of similar situations, such as residential infrastructure.