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In recent times, few studies on program comprehension have incorporated the use of psycho-physiological devices and self-report tools to measure participants’ emotions and cognitive workload. The use of self-report scales is beneficial in settings where there is no access to biosensors or a need for a general understanding of programmers’ emotions and workload during learning or in an assessment of a large group. Hence, we designed a study that would use self-report tools — the Self-Assessment Manikin (SAM) test and NASA TLX (Task Load Index) to obtain the emotions and workload of the participants on two types of programming tasks (logical and conceptual). Our aim was to identify the relationship between emotions and expertise, and workload and expertise on conceptual and logical questions in timed and untimed conditions. Our findings indicate that participants showed Low Valence-High Arousal (LVHA) in timed conditions and High Valence-Low Arousal (HVLA) in untimed conditions. Findings further indicate that high performers showed High Valence-Low Arousal (HVLA) on conceptual questions and High Valence-High Arousal (HVHA) on logical questions, whereas low performers showed High Valence-Low Arousal (HVLA) on conceptual questions and Low Valence-High Arousal (LVHA) on logical questions. We found that participants had a higher workload in timed conditions than untimed conditions and had a higher workload on logical questions than conceptual questions. Furthermore, we employed machine learning algorithms to predict expertise using emotions and workload and the best classifier produced an accuracy of 71.4%, with 72% weighted precision, 71.5% weighted recall, and 71.11% weighted F-score.

Social media brand communities engage consumers and build relationships. This research aims to empirically investigate how consumer engagement in social media brand communities can be used to achieve branding outcomes. Fashion brands are divided into three categories clothing, shoes and bags, and accessories. Data was collected and analyzed using structural equation modeling based on a survey of 475 people who belong to social media brand communities of fashion brands. PLS-SEM was used to test the hypothesis. The study reveals Social Media Brand Engagement of consumers of fashion brands positively influences brand experience, brand image, trust, and loyalty. Furthermore, product type moderates the relationship between Social Media Brand Community Engagement and Brand Experience. [ABSTRACT FROM AUTHOR]

New communication channels are creating tremendous opportunities for marketers. The study aims to identify the role of marketing communication through an outdated and social media consumer‐based brand equity. Industries including fashion, mobile service, and soft drinks were selected to better understand the phenomenon. A quantitative survey‐based approach was used to collect the data. Moreover, the confirmatory factor analysis was used to understand the relationship among variables. In case of fashion industry, the results showed a positive effect of social media marketing communications on the elements of brand equity. The results of mobile industry declared that social media marketing positively influence the brand association, perceived quality, and consumer's purchase intention. In soft drink industry, results revealed that traditional and social media marketing had no major influence on the elements of brand equity. Therefore, this study concludes that social media marketing communication plays an important role in the creation of consumer‐based brand equity. [ABSTRACT FROM AUTHOR]