Search results

Consciously or unconsciously, every management researcher adopts a certain philosophical perspective. In this chapter, I discuss the connection between philosophy and management research and show how philosophical perspectives affect the perception of empirical phenomena, choice of research methods, and interpretation of research results. The discussion indicates that the connection is far more crucial than what many management researchers may have thought. I then share my experience of studying philosophy and provide suggestions to those who are interested in enhancing their knowledge of the subject.

In this global digital era, health-care companies are increasing their presence on the internet through branded content that serves as a connecting link between customers and brands. However, there is a limited understanding of branded content’s impact on customers. Thus, this paper aims to empirically analyse customer engagement for branded content in the health-care sector.

The factors impacting customer engagement for branded content were identified and analysed using the Decision-Making Trial and Evaluation Laboratory approach to get their significance and the cause and effect relationship.

It emerged that co-creation is the most significant factor, having a substantial relationship with all other factors. It is substantiated that health-care companies can increase the intensity of customer engagement by delivering more authentic and relevant content and having an appealing look in a time-bound manner. This will increase the usefulness and entertaining value of the content.

The research findings contribute to the customer engagement dimension in the health-care sector and help the companies construct effective branded content leading towards higher customer engagement.

The main purpose of this study is to determine the factors affecting the adoption of telemedicine services as mobile health apps in the Jordanian context by extending the technology acceptance model (TAM).

A quantitative research approach with an online survey was used to collect data from 306 Jordanian respondents to achieve the main purpose. The partial least squares structural equation modeling (PLS-SEM) approach was used to analyze collected data.

The results mainly confirmed that the intention to use mobile health apps (otherwise known as AMAN apps in Jordan) is significantly influenced by social influence, perceived usefulness and perceived ease of use, trust in government and social media awareness. Next, contrary to what is expected, culture does not moderate the association between perceived ease of use and behavioral intention to use the AMAN app, and hence the related hypothesis was not supported. To conclude, the results show that the actual use of the AMAN app is significantly influenced by behavioral intention, and hence, the final hypothesis was supported.

The current research contributed to the literature on information technology (IT)/information systems (IS) acceptance and use by switching the investigation efforts from the acceptance of IT/IS to the adoption of protection technology in the crisis era.

This study aims to examine how consumers’ propensity to purchase imported wines is influenced by their attitudes and perceptions toward the countries of origin (COO) of those wines.

The questionnaires were distributed online and 298 valid completed questionnaires were received. This study measured the perception of the wines’ countries of origin by adopting two independent dimensions of competence and warmth in the stereotype content model.

The results show a relationship between the purchase intention and the perception of the country of origin of the wine. Furthermore, the perceived image of the country of origin impacts the brand image of the wine and the quality of wine from its country of origin.

This study’s questionnaire was distributed online. Future research would benefit from in-depth qualitative investigation and a wider range of sample sizes across countries.

The results of this study guide imported wine companies in product marketing design and advertising. By promoting the countries of origin of premium wines to target consumers, trust in the quality of imported wine can be improved, thereby increasing consumers’ purchase intention.

This study contributes to the understanding of consumer perception of the country of origin in the context of wine marketing. It provides valuable implications for wine companies’ marketing positioning and strategy, benefiting wine marketers, distributors and importers.