ABSTRACT
The paper reports findings from a two-stage study of consumer–brand relationships conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced consumers to live through social distancing mandates and school/office closures. Initial exploration via focus groups began in April 2021 for the purpose of generating grounded theory, hypotheses, and measurement scales relevant to their experiences of brand consumption during this period. The second study tested the grounded hypotheses based on a nationwide sample of consumers in June 2021. The study finds evidence of three distinct brand-related behaviors in response to the COVID-19-induced stresses;i.e., heightened intentionality about brand choices, heightened concern for brand sponsors' ethical behaviors toward their employees, and engagement in brand evangelism behaviors.
ABSTRACT
The paper reports findings from a two-stage study of consumer–brand relationships conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced consumers to live through social distancing mandates and school/office closures. Initial exploration via focus groups began in April 2021 for the purpose of generating grounded theory, hypotheses, and measurement scales relevant to their experiences of brand consumption during this period. The second study tested the grounded hypotheses based on a nationwide sample of consumers in June 2021. The study finds evidence of three distinct brand-related behaviors in response to the COVID-19-induced stresses;i.e., heightened intentionality about brand choices, heightened concern for brand sponsors' ethical behaviors toward their employees, and engagement in brand evangelism behaviors.
ABSTRACT
Unbalanced magnesium levels in the body, like other minerals, are a factor that is important in the severity and mortality of COVID-19. This study was designed to investigate the relationship between serum magnesium levels and clinical outcomes in COVID-19 patients. In this systematic review, a comprehensive search was performed in PubMed, Scopus, and Web of Science databases until September 2021 by using the keywords COVID-19, severe acute respiratory syndrome coronavirus 2, coronavirus disease, SARS- COV-infection 2, SARS-COV-2, COVID 19, and magnesium. End-Note X7 software was used to manage the studies. Articles that evaluated effect of magnesium on COVID-19 were included in the analysis. After reviewing several articles,12 studies were finally included in the ultimate analysis. The studies show that hypomagnesemia and hypermagnesemia are both factors that increase mortality in patients with COVID-19, even in one study, hypomagnesemia is the cause of doubling thedeaths in COVID-19 patients. Some studies have also found a negative correlation between magnesium deficiency and infectionseverity, while some others have reported no correlation between magnesium level and disease severity. According to the important role of magnesium in the body and its involvement in many physiological reactions, as well as differences in physical and physiological conditions of COVID-19 patients, in addition to the need for studies with larger sample sizes, monitoring and maintaining normal serum magnesium levels during the disease seems necessary as a therapeutic target, especially in patients admitted to the intensive care unit.
ABSTRACT
This paper reports a three-stage study of user–brand interactions on YouTube. An initial exploration identified unique, previously unknown, constructs active in this context. Grounded hypotheses and scales were tested via two surveys separated by approximately 15 month;first survey taken pre-Covid was followed by a second survey in May 2021 (Covid-vaccine present environment). We report that YouTube usage is significantly shaped by feelings of social dread;users find comfort and fall into a YouTube rabbit hole, which leads them to a self-construal. Rooted in cognitive and emotional processes of self-construal, brands emerge as personal narratives. These narratives help users understand their history and personality;they provide a compelling basis for relating with others. The study produces new implications for future branding theories and practice reflective of the emerging reality of user–brand interactions on YouTube.