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ChesterRep is the University of Chester's institutional repository and an online platform designed to collate, store, and aid discoverability of research carried out at the university to the wider research community
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Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid GameThe management literature has extensively studied viral marketing in the last decade; however, there is a lack of research in understanding network structures and the role of influencers within popular cultural consumption, such as on-demand digital media and binge-watching. In this article, we investigate the role of social media in popularising the East Asian dystopian cultural drama Squid Game. We studied this phenomenon by analysing social network structures, dynamics and influencer characteristics that transformed Squid Game into a popular global digital cultural consumption sensation. Stemming from the foundational theories of popular culture binge-watching, network theory and the social media echo chamber effect, we demonstrate how careful ‘seeding’ and ‘broadcasting’ behaviour adopted by Netflix and key influencers helped the ‘reciprocal merging’ of creative media content within the broader social media space. Our study found that 13,727 Twitter users were tweeting or mentioned on the day show was released. Our research findings further present the characteristic of individual group-based echo chambers and their role in value co-creation towards expanding the network boundary through e-WOM. This phenomenon led to the show’s unprecedented popularity amongst a global audience within a short period. Contributions of our work expand viral marketing and echo-chamber concepts into the binge-watching and popular digital culture realm, where the interplay between dramatized Asian and Western dystopian social norms provided the very fabric of user-led promotion and value co-creation.
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Reassessing the health impacts of trade and investment agreements: a systematic review of quantitative studies, 2016-20.To ensure a high level of health protection, governments must ensure that health and trade policy objectives are aligned. We conducted a systematic review of the health impacts of trade policies, including trade and investment agreements (TIAs), to provide a timely overview of this field. We systematically reviewed studies evaluating the health impacts of trade policies published between Jan 19, 2016, and July 10, 2020. Included studies were quantitative studies evaluating the impact of TIAs and trade policies on health determinants or outcomes. We evaluated methodological quality and performed a narrative synthesis. 21 of 28 067 articles identified via searches met our criteria. Methodologically strong studies found reduced child mortality, deteriorating worker health, rising supplies of sugar, ultra-processed food, tobacco, and alcohol supplies, and increased drug overdoses following trade reforms, compared with the time periods before trade reform. However, associations varied substantially across contexts and socioeconomic characteristics. Our findings show that trade policies, including TIAs, have diverse effects on health and health determinants. These effects vary substantially across contexts and socioeconomic groups. Governments seeking to adopt healthy trade policies should consider these updated findings to ensure that opportunities for health improvement are leveraged and widely shared, while harms are avoided, especially among vulnerable groups. [Abstract copyright: Copyright © 2022 The Author(s). Published by Elsevier Ltd. This is an Open Access article under the CC BY 4.0 license. Published by Elsevier Ltd.. All rights reserved.]
