Commercial Context Research Articles

Genre Analysis of The Film Halloween Kills in The Context of Iconographic And Iconological Critical Method

İlk yıllarında kayıt altına aldığı gündelik hayatı gösteren sinema, zaman içinde kurmaca hikayelere de yer vermeye başlar. Bu hikayelerde de gerçek hayattan esinlenen sinemanın komedi, müzikal, korku gibi birçok türde ürettiği filmler üretimin gerçekleştiği ortama bağlı yansımalar taşır. Bu çalışma, korku sinemasının alt türü olan slasher filmlerinin zaman içinde geçirdiği dönüşümleri inceleyerek değişen ekonomik, siyasal ve toplumsal değerlerin slasher filmlerinin ikonlarını nasıl etkilediğini ortaya koymayı amaçlar. Edebiyat eserlerinde benzer temalar ile oluşan türler sinemada da karşılık bulur. Türleri oluşturan içerikte her türün sahip olduğu ikonografi ayırt edici özellik taşır. Aynı zamanda filmler, sinematografinin sağladığı imkanlar ile anlatının vermek istediği duyguyu izleyicisine yönetmenin isteği doğrultusunda aktarır. Bu aktarımın taşıdığı mesaj özellikle korku filmleri bağlamında düzene, iktidara, sisteme, aileye, kısaca siyasal, ekonomik ve sosyal her alana dair eleştirilerin rahatlıkla sunulması açısından ikonografiye kolaylıkla yansıtılabilir. Bu nedenle çalışma, öncelikle sinemada tür kavramına yer vererek korku türünün günümüze kadar olan tarihine bakmayı hedeflemektedir. Ardından çalışmada, örneklem olarak seçilen Cadılar Bayramı Öldürür (2021) filminin ikonografisi üzerinden bir tür analizi yapılacaktır. Çalışma, ahlak sorgulayan ve gelenekselliğe yönlendirme yapan ilk slasher ikonlarının değişen politikalar nedeni ile farklılaşmasını ve ideolojinin ikonografi üzerindeki etkisini ortaya koyması nedeni ile önem taşımaktadır.

Attachment styles and customers' long‐term relationships in a service context

AbstractThe main objective of this study is to use attachment styles theory to explore long‐term relationships in a service context using the mobile market as a case study. Attachment theory focuses on the primary link between maternal loss or deprivation and later personality development. This theory was extended to adult life and commercial contexts. Three attachment styles (secure, avoidant, and anxious) were used as the independent variables. Commitment and trust, as constructs of any relationship, were employed as the mediating variables, while intention to stay and cooperation were adopted as the dependent variables, as indicators of long‐term commercial relationships. A random sample of 1024 members of an online panel participated in the online survey. Structural equation modelling was performed to measure the validity of the constructs through confirmatory factor analysis, and to assess the hypothesized model as a single theoretical structure using path analysis. Associations were found between most of the study variables. Significant mediation effects were found between attachment styles and long‐term relationship indicators, intention to stay, and cooperation, with trust and commitment as the mediators. This study employs a unique theoretical model that has not been previously tested. The model and findings demonstrate that primary psychological structures play a role in creating and maintaining long‐term relationships.

A cognitive approach to metaphor translation in business texts

Abstract A metaphor is normally deployed for specific rhetorical and aesthetic functions. However, in the commercial context, metaphor usage displays specific communicative functions as exhibited in the English business texts we sampled for this study. We examine the translation of business metaphor from English into Arabic with a special focus on the game/sports source domain. The authors collected a sample of metaphors from business articles which appear on the BBC, CNN, and Project Syndicate online websites. We use the collected business metaphors to determine the contextual functions as well as the significance and roles each metaphor plays in its context. We adopt the cognitive approach to metaphor analysis in order to identify the level of conceptual systems in the source and target metaphorical references. We have found out that the generic metaphorical instances are translated using the formal translation method while the more business context specific metaphors are simplified, paraphrased, or explicated.

Team identification and sponsors’ altruistic motives on the effectiveness of professional soccer sponsorship

ABSTRACT Research question: In a world where financial investment in sports sponsorship is at risk of committing corporate irresponsibility, how do professional sports team sponsors’ attribute altruistic motives and favorable attitudes towards the fans influence purchasing with decisions? Research methods: For this purpose, a sample of 2,647 fans from two of Portugal's most successful soccer teams completed a questionnaire. A Structural Equation Modelling analysis was carried out to test the model and the hypotheses. Results and Findings: Despite the highly commercial context, the high investments made by the sponsors are seen as altruistic by the fans most identified with the sports team. The model explained 46% of attitudes towards sponsors, but the most relevant result in sponsorship effectiveness was the strong mediating role played by the sponsors’ altruistic motives. Implications: This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans supported by the sponsor's altruistic motives view the sponsor's brand.

“Literary dealers in the rococo of history”: Book Reviews and Historical Specialisation, 1820–50

This article examines how reviews of written history worked to establish new historical protocols, technical vocabulary, and field knowledge in organs of higher journalism in the first half of the nineteenth century. Focusing primarily on questions of generic differentiation and disciplinary formation, rather than on those of institutional or bureaucratic professionalisation, this article argues that book reviews allow us to examine the rhetoric of historical specialisation in its commercial context, thereby providing a unique insight into how and why certain historical values became normative as the nineteenth century progressed.

Epidemiological evolution and historical anti-malarial control initiatives in Colombia, 1848-2019.

The evolution of epidemiological transmission and the control measures implemented in Colombia have been the result of complex global and regional economic and political processes that occurred at different historical moments, since the dawn of the country's republican life. The development of economic activities for the production, exploitation and export of agricultural products, minerals and raw materials demanded in the international market, favored the necessary conditions for the emergence, expansion, resurgence and persistence of the endemic epidemic of malaria in the different stages studied. A common and fundamental element in the different defined historical moments was the importance given to malaria as an economic problem due to the negative externalities it imposed on the labor force. In addition, due to the role it played as a barrier that limited the exploitation of natural resources and raw materials of interest; as well as the impact that it caused to the flow and commercial exchange. The previous situation was framed with the growth, consolidation and geostrategic expansion of the United States, as the main commercial partner of the region, and its interest in the exploitation of resources and raw materials, cheap labor, the need to create new markets, which coincided with the goals of modernization and economic strengthening of Colombia. Taking into account different relevant milestones that occurred in the 1848-2019 period, the following stages were defined: Epidemiological emergence and re-emergence of tropical fevers in places of economic exploitation, 1848-1899;Emergence of a new paradigm, control in enclaves of economic interest, ports and cities, 1900-1949;Control to eradication, intensified control-eradication, prevention and control, 1950-1999;Prevention, control and elimination of malaria, 2000-2019. Historically, antimalarial control initiatives in the country have been directed, restricted and prioritized in places of political and economic importance. The technical-scientific intervention measures implemented in the different stages studied have been uncritically replicated without adapting to the epidemiological scenarios existing in the country. Finally, the antimalarial control measures implemented in Colombia have been imported and adopted from international health initiatives as a result of commitments and obligations acquired in the global commercial context.

Analysis of short animated documentary films programmed in key UK festivals: 2016–20

This study of 144 short UK animated documentaries, exhibited between 2016 and 2020, identifies frequently occurring characteristics in the films’ content and production contexts. Analysis of the films shows that the majority of these films are made by directors from an animation background, rather than from a documentary background, and also shows a high occurrence of films made by female and disabled filmmakers. It also shows that self-funding is frequently adopted in the production of these films, and that the films in the study favour 2D digital and traditional animation techniques over 3D animation. Funding and finance contexts are shown to be broad, and to correlate with trends in theme, for example social issues, health and mental health were more common in films supported by trusts, charities and foundations than those made in other finance contexts. In general, the findings support many of the suggestions and observations that have been made about animated documentary by scholars such as Annabelle Honess Roe, Paul Wells and others. However, they also raise questions, for example the high rate of self-funding, often alongside other sources of funding, suggests potential barriers to entry for those from diverse social-economic backgrounds. This study suggests areas for future research that can be taken up in the field of animated documentary, and contributes to an increased focus on quantitative research alongside qualitative analysis in the study of animated documentary, of short-form film and of films made outside of commercial contexts.

Understanding customers’ stickiness of live streaming commerce platforms: an empirical study based on modified e-commerce system success model

PurposeLive streaming commerce enhances shopping experience and reduces uncertainty. However, with increasingly fierce competitions, it has become a challenging task for live streaming commerce platforms to retain existing customers. The purpose of this study to explore factors affecting customers’ stickiness intention toward live streaming commerce platforms.Design/methodology/approachA research model was developed by modifying e-commerce system success model (ES success model) based on the context of live streaming commerce and meanwhile integrating serendipity and flow into the model. Using the data collected from 380 customers who have live streaming shopping experience, the established model was empirically assessed by partial least squares based structural equation model.FindingsThe results show that vividness, real-time interaction and diagnosticity are antecedents of perceived value and customer satisfaction toward a live streaming commerce platform which in turn influence customers’ stickiness intention. Besides, as new factors introducing into the ES success model, serendipity and flow are two important motivators of satisfaction and stickiness.Originality/valueThis study establishes a well-organized framework to understand the mechanism regarding why customers stick with a live streaming commerce platform. It provides a socio-technical approach to analyze how the stickiness intention can be influenced.

China's Changing Alcohol Market and Need for an Enhanced Policy Response: A Narrative Review.

This study describes trends in alcohol consumption in the context of an expanding commercial context, current policy responses, and flaws in relation to international best practice for alcohol control in China. We surveyed the literature and other documents in Chinese or English up to December 2020 on policy responses to alcohol consumption and harm, industry structure, and marketing practices in China. Databases searched included PubMed, China National Knowledge Internet, Wanfang Data, Web of Science, and Baidu Scholar. We also scanned the official websites of government organizations and gathered information using snowballing. We analyzed existing alcohol policy against evidence-based, cost-effective policies for reducing alcohol harm. Our findings show that although some restrictive policies have been enacted with potential impacts on alcohol harm, they are not comprehensive, and some are poorly executed. The long history of alcohol use remains an important element in alcohol consumption by the Chinese population. However, alcohol marketing and promotion, ease of access, and affordability have become increasingly prominent. The gaps identified in alcohol policy suggest improved strategies and measures to reduce the harmful use of alcohol are urgently needed in China.

A Review on Prediction of Diabetes Using Various Machine Learning Algorithms

In a world of fast paces and a general adoption of poor health care habits, with the same speed that the 21st century demands of us, it is common to feel that the fields of illnesses and their spread have grown dramatically. It is a group of business intelligence (BI) appliances that employ advanced machine learning approaches to find connections and patterns in huge quantities of facts. These facts-driven relationships and patterns help us anticipate behavior and occurrences. By utilizing previous occurrences, predictive analytics gives you a glimpse into the future. Although the predictive model is not based on the creation of a mathematical model or approaches for the development of the prognosis, it is essential to point out that it was constructed using past predictive methods, but on the use of approaches available in the identified appliance. Through the use of the model, it is proposed that the entities that provide public and private health services implement it in a commercial context, using the predictive abilities of the model for the benefit of the client's diagnosis and the optimization of consultation processes. This work proposed a review of 10 papers on diabetes prognosis using various machine learning approaches namely Logistic Regression, Random Forest, KNN, Naïve Bayes, ANN, Gradient Boosting, CNN, Support Vector Machine, and Ada Boost Approach.

Modular materialisation of Datalog programs

Answering queries over large datasets extended with Datalog rules plays a key role in numerous data management applications, and it has been implemented in several highly optimised Datalog systems in both academic and commercial contexts. Many systems implement reasoning via materialisation, which involves precomputing all consequences of the rules and the dataset in a preprocessing step. Some systems also use incremental reasoning algorithms, which can update the materialisation efficiently when the input dataset changes. Such techniques allow queries to be processed without any reference to the rules, so they are often used in applications where the performance of query answering is critical.Existing materialisation and incremental reasoning techniques enumerate all possible ways to apply rules to the data in order to derive all relevant consequences. This, however, can be inefficient because derivations of rules commonly used in practice are redundant; for example, rules axiomatising a binary predicate as symmetric and transitive can have a cubic number of applications, yet they can derive at most a quadratic number of facts. Such redundancy can be a significant source of overhead in practice and can prevent Datalog systems from successfully processing large datasets. To address this issue, in this paper we present a novel framework for modular materialisation and incremental reasoning. Our key idea is that, for certain combinations of rules commonly used in practice, all consequences can be derived using specialised procedures that do not necessarily enumerate all possible rule applications. Thus, our framework supports materialisation and incremental reasoning via a collection of modules. Each module is responsible for deriving consequences of a subset of the program, by using either standard rule application or proprietary algorithms. We prove that such an approach is complete as long as each module satisfies certain properties. Our formalisation of a module is very general, and in fact it allows modules to keep arbitrary auxiliary information.We also show how to realise custom procedures for four types of modules: transitivity, symmetry–transitivity, chain rules, and sequencing elements of a total order. Finally, we demonstrate empirically that using our custom procedures can speed up materialisation and incremental reasoning by several orders of magnitude on several well-known benchmarks. Thus, our technique has the potential to significantly improve the scalability of Datalog reasoners.

Capability development in hybrid organizations: enhancing military logistics with additive manufacturing

Additive Manufacturing (AM) has the potential to revolutionize key aspects of Military Logistics and partnerships between governmental and industrial organizations. Extreme outsourcing of key capabilities has created complex and deep hybrid organizations between armed forces and the private sector. In this study, the internal and external effects and requirements of Additive Manufacturing in the context of the hybrid organization of The Finnish Defence Forces (FDF) and its strategic partner in Maintenance, Repair, Overhaul (MRO), and Millog Oy were studied. First, with a literature review, we sought to link the capability development processes and the change drivers within them in both military and commercial contexts. Then, we utilized an existing, structured capability model used by the FDF (DOTMLPFI) and its individual change drivers to form an initial concept of AM as a part of the hybrid organization in question. The initial concept shows that AM can increase the performance of the commercially backed Military Logistic System by mitigating the risks of spare parts shortage in case of supply line disturbances and by facilitating localized spare parts production. However, the different primary goals of the military and commercial organizations and the contractual base of the hybrid organization impose constraints on the capability development process. Administrative decision-making across the organizations and the conflict between maximizing military and commercial potential are the key challenges in maintaining joint-capability systems of hybrid organizations.

Comparison of feed evaluation models on predictions of milk protein yield on Québec commercial dairy farms

Feed evaluation models (FEM) are a core part in dairy cow feeding. As these models are developed using different biological and mathematical approaches mainly tested in a research context, their abilities to predict production in commercial farms need to be validated, even more so when they are used outside the context of their development. Four FEM-National Research Council, 2001 (NRC_2001); Cornell Net Carbohydrate and Protein System, 2015 (CNCPS); NorFor, 2011; and INRA, 2018 (INRA_2018)-were evaluated on their abilities to predict daily milk protein yield (MPY) of 541 cows from 23 dairy herds in the province of Québec, Canada. The effects of cow and diet characteristics were tested on the residuals of MPY. Sensitivity and uncertainty analyses were then performed to evaluate the influence of the uncertainty of the main characteristics of cows and feed ingredients measured on the farm and used in the 4 FEM on the predictions of metabolizable protein (MP) supply and MPY. The 4 models had acceptable predictions of MPY, with concordance correlation coefficients (CCC) ranging from 0.75 to 0.82 and total bias ranging from 12.8% to 19.3% of the observed mean. The Scandinavian model NorFor had the best predictions with a CCC of 0.82, whereas the 3 other models had similar CCC at 0.75 to 0.76. The INRA_2018 and NRC_2001 models presented strong central tendency biases. Removing herd effect put the 4 FEM at the same level of performance, with 11.9 to 12.4% error. Analyzing model behavior within a herd seems to partly negate the effect of using predicted dry matter intake (DMI) in the comparison of models. Diet energy density, days in milk, and MPY estimated breeding value were related to the residual in the 4 models, and Lys and Met (as percent of MP) only in NRC_2001 and NorFor. This suggests that inclusion of these factors in these models would improve MPY predictions. From the sensitivity analysis, for the 4 FEM, DMI and factors affecting its prediction had the greatest influence on the predictions of MP supply and MPY. Of the feed ingredients, forage composition had the greatest effect on these predictions, including a strong effect of legume proportion with NorFor. Diet acid detergent fiber concentration had a very strong effect on MP supply and MPY predictions only in INRA_2018, because of its effect on organic matter digestibility estimation. The range of predictions of MP supply and MPY when combining all these potential uncertainties varied depending on the models. The INRA_2018 model presented the lowest standard deviation (SD) and NorFor the highest SD for the predictions of both MP supply and MPY. Overall, despite the fact that FEM were developed in a research context, their use in a commercial context yields acceptable predictions, with NorFor yielding the best predictions overall, although within-herd responses varied similarly for the 4 tested models.

Towards a legal regime of benefits sharing for space mining: With some experience from the Area

As space resources have stimulated significant interest among governmental and private entities in recent years and the potential for benefits from Space Mining (SM) seems more tangible, determining how to share them requires clear international governance. Current space law does not specifically address benefit-sharing, and substantial disagreement remains among States whose levels of economic and scientific development differ. A similar issue existed in the negotiation of benefits from other common areas, such as the deep seabed. This article addresses the regime for sharing the benefits from SM and the corresponding regime of the Area, namely the seabed and ocean floor and subsoil thereof, beyond the limits of national jurisdiction. In view of the current legal, political and commercial context, the article suggests that the regime for sharing the future benefits from SM should be voluntary and mutually acceptable based on a free-market approach while considering the interests of developing States. It also proposes a specific mode of such a regime based on three elements: (a) the form of the benefits, (b) the resource categories, and (c) the development stages. The study concludes that the present focus should be on collaborative development of technology to facilitate SM for the common benefit and interests of humankind.

Classification of pig calls produced from birth to slaughter according to their emotional valence and context of production

Vocal expression of emotions has been observed across species and could provide a non-invasive and reliable means to assess animal emotions. We investigated if pig vocal indicators of emotions revealed in previous studies are valid across call types and contexts, and could potentially be used to develop an automated emotion monitoring tool. We performed an analysis of an extensive and unique dataset of low (LF) and high frequency (HF) calls emitted by pigs across numerous commercial contexts from birth to slaughter (7414 calls from 411 pigs). Our results revealed that the valence attributed to the contexts of production (positive versus negative) affected all investigated parameters in both LF and HF. Similarly, the context category affected all parameters. We then tested two different automated methods for call classification; a neural network revealed much higher classification accuracy compared to a permuted discriminant function analysis (pDFA), both for the valence (neural network: 91.5%; pDFA analysis weighted average across LF and HF (cross-classified): 61.7% with a chance level at 50.5%) and context (neural network: 81.5%; pDFA analysis weighted average across LF and HF (cross-classified): 19.4% with a chance level at 14.3%). These results suggest that an automated recognition system can be developed to monitor pig welfare on-farm.

Biocomposites based on natural fibers and polymers: A review on properties and potential applications

The growing awareness of socioeconomic and environmental issues and the high percentage of petroleum resources consumed and new environmental regulations have fueled efforts to develop innovative, cutting-edge, environmentally friendly materials with a wide range of applications. Due to environmental and sustainability concerns, the advancement of biocomposites has resulted in tremendous breakthroughs in green materials in this century. Their primary goal is to replace current synthetic petroleum-based composites with natural resources. Materials derived from nonrenewable petroleum-based sources are hazardous and expensive to produce; on the other hand, biocomposites derived from natural sources are biodegradable, recyclable, non-abrasive, and compostable and have properties comparable to synthetic fiber composites. Natural fibers are low-cost, lightweight, biodegradable, renewable, and environmentally friendly alternatives to synthetic fibers like glass and carbon fiber. The long-term viability of natural fiber-based composite materials has led to increased use in various production industries. However, the manufacturing process of natural fiber-based biocomposites is still plagued by some difficulties, such as poor adhesive propensity, moisture absorption, poor fire resistance, low impact strength, and low durability. This review provides a panoramic view to provide insight into different aspects of biocomposites based on natural fibers and polymers in terms of properties and applications, which will pave the way for future biocomposites research in academic and commercial contexts.

‘Beautiful, plain objects like [SKF] ball bearings’: The Enigma of Aestheticizing Anonymity in ‘Machine Art’ and Modernist Logotypes

Abstract The SKF ball bearing on display in the 1934 ‘Machine Art’ exhibition in the Museum of Modern Art is an icon referenced throughout visual culture studies but this article recognizes its materiality, identifying the corporate logotype and other branded markings that complicate its identity as anonymous or, in the words of museum curator Philip Johnson, as ‘plain’. SKF, Svenska Kullagerfabriken (The Swedish ball bearing factory), had a fully developed global advertising campaign that made it a more established brand name than MoMA, and pioneered the contemporary mode of speaking and thinking in logotypes—by 1934, Johnson’s claim notwithstanding, no one could ‘see’ an SKF ball bearing without seeing the company’s logo. Scholarly commentary has adhered to MoMA’s description as if the bearing were anonymous and not visibly branded. This essay describes the history of the SKF logotype and situates it as both pioneering and part of a complex corporate culture and aspect of brand standardization that intersected with globalization in unexpected ways. To delve into the commercial context and production of ball bearings is to unravel the contradictions inherent in identifying design as national or global, and the modernist idealization of anonymous industrial form as an aesthetic ideal.

Trademark Fame and Corpus Linguistics

Trademark law recognizes that the same word can mean different things in different commercial contexts. Legal protection might extend to two or more owners who use the same symbol (like Delta) to indicate different sources of disparate goods or services, such as airlines and faucets. Generally, only those uses that threaten to confuse consumers—the use of similar symbols on identical or related goods—are subject to legal sanction.
 But the law extends special protection to famous trademarks, not only against confusing use, but also against dilution: non-confusing use that blurs or tarnishes the distinctiveness of the famous mark. The result of protection against blurring is that the law treats the famous mark as if the sole proper use of the term in the commercial context is to designate goods and services from the famous mark’s owner.
 Protection against dilution extends only to famous marks, but courts and scholars apply differing standards for assessing fame. Nonetheless, the trend over time has been to treat fame as a threshold requiring both sufficient renown—the famous mark must be a household name—and relatively singular use.
 This article argues that corpus linguistic analysis can provide evidence of whether a mark is sufficiently prominent and singular to qualify for anti-dilution protection. Corpus linguistics detects language patterns and meaning from analyzing actual language use. This article draws data primarily from two large, publicly accessible databases (corpora) to investigate whether litigated trademarks are both prominent and unique. Courts and parties can consider frequency evidence to establish or refute prominence, and contextual evidence like concordance and collocation to establish relative singularity.
 Corpus evidence has some advantages over standard methods of assessing fame. Corpus evidence is cheaper to generate than survey evidence but may be equally probative. Corpus analysis can help right-size dilution litigation: A litigant could estimate the prominence and singularity of an allegedly famous mark using corpus evidence prior to discovery and better predict whether the mark should qualify for anti-dilution protection. Judges should be able to rely on the results of corpus analysis with reasonable confidence. Additionally, corpus evidence can show use of a mark over time, providing courts with tools to assess when a mark first became famous, a question that a survey generated for litigation cannot readily answer.

Cultural Heritage and Nation Branding: A Marketing Driver for Sustainable Development

Until recently, brands and branding were used almost exclusively in a commercial context as tools employed in the promotion and sales of different goods and services. The extension of the scope of marketing to the societal level has expanded the area of ​​branding applicability from economic to social, from profit to non-profit, and from individuals to nations. Valuable elements, an important part of them having a solid cultural background, can be identified and employed nowadays to build and capitalize on brands not only for products and services but also for individuals and communities, respectively organizations and nations. Does cultural heritage matter, and if so, to what extent, in the endeavors of building, promoting, and capitalizing on a nation's brand? Can cultural heritage contribute to the nation's branding effort and act together as a marketing driver to enable a country's sustainable development? These are the questions this paper aims to answer from a marketing perspective, after assessing the secondary data on cultural heritage, nations' branding, and dimensions of sustainable development for a group of selected countries.

The pandemic’s effects on customer-to-customer engagement in hospitality consumption: A multi-country investigation

The COVID-19 pandemic has drastically changed how hospitality businesses operate and how customers perceive and approach other customers in a shared physical space. Using strangership in commercial contexts as a theoretical framework, this research investigated how the pandemic’s dynamic trajectory and relatively stable cultural interpersonal distance preferences jointly influence customer-to-customer (C2C) engagement in a restaurant context. Data from four countries in different stages of the pandemic and with distinct cultural interpersonal distance preferences showed a robust pandemic effect on C2C engagement in restaurants. In particular, this study found simultaneous heightening of both C2C sociability and estrangement when comorbidity is high. Results further indicated the pandemic’s unequivocal impact on C2C engagement across contact and non-contact cultures, with the effect being more salient in contact cultures. This study contributes to the growing literature on COVID-19 and hospitality by presenting a multi-distance strangership theoretical perspective on C2C engagement in hospitality.