Beatriz Londoño, Yesica Prado and Viviana Salazar
The purpose of this paper is to examine the relations between the concepts of service quality, perceived value, satisfaction and intention to pay in the context of theatrical…
Abstract
Objective
The purpose of this paper is to examine the relations between the concepts of service quality, perceived value, satisfaction and intention to pay in the context of theatrical services in the city of Medellín, Colombia.
Design/methodology
Quantitative research was carried out on a sample of 274 individuals who had attended the theatre at least once in the previous year. The information was gathered in October 2014 using an online survey. Confirmatory factor analysis was used to test the validity and reliability of the measurement scales, and a structural equations model was developed to test the hypotheses.
Findings
Satisfaction with overall service and with the central service (i.e. with the performance itself) was the major predictors of consumer intention to pay.
Limitations/implications of the research
Future research could replicate the analysis presented here for other cultural services and different geographical contexts.
Practical implications
Theatres should focus their efforts on offering a basic service (a theatrical presentation) that meets the cultural and artistic expectations of the public, but should also bear in mind that audiences expect to be treated well when they go out and want to feel comfortable.
Originality/value
This paper contributes to understand the factors that influence theatre clients’ intention to pay by taking into account the factors that affect satisfaction and perceived value of the theatregoing experience. It also contributes to academic reflections on the cultural consumption in the field of the theatrical arts in the Latin American region, where this is a new field of research.
Objetivo
El propósito de este artículo es analizar las relaciones entre los conceptos de calidad del servicio, valor percibido, satisfacción del cliente e intención de pago, en el contexto de los servicios teatrales de la ciudad de Medellín, Colombia.
Diseño/Metodología
Se hizo una investigación cuantitativa en la que se contó con una muestra de 274 personas que hubieran asistido al menos una vez a teatro en el último año. La información fue recopilada a través de un cuestionario en línea en octubre del 2014. Para el análisis de validez y fiabilidad de las escalas de medida se desarrolló un análisis factorial confirmatorio y para la contrastación de las hipótesis se probó un modelo de ecuaciones estructurales.
Hallazgos
Tanto la satisfacción con el servicio general como la satisfacción con el servicio central (relacionado con la obra), son los principales predictores de la intención de pago de los consumidores.
Limitaciones/Implicaciones de la investigación
Estudios futuros pueden replicar el análisis de las relaciones planteadas en otros servicios culturales y para diferentes ámbitos geográficos.
Implicaciones prácticas
Los esfuerzos de las salas de teatro deben concentrarse en ofrecer un servicio básico (obra de teatro) que cumpla con el objetivo cultural y artístico que esperan los espectadores, pero, a su vez, considerar que estos esperan tener un trato amable y un espacio agradable donde puedan sentirse cómodos.
Originalidad/Valor
Este artículo permite una mejor comprensión de los factores que inciden en la intención de pago de los asistentes a las salas de teatro, entendiendo los conceptos que afectan la satisfacción y el valor percibido con la experiencia. Además, contribuye a la reflexión académica alrededor del consumo cultural en el sector de las artes escénicas en la región, donde la investigación enes aún incipiente.
Details
Keywords
Julian Marx, Beatriz Blanco, Adriana Amaral, Stefan Stieglitz and Maria Clara Aquino
This study investigates the communication behavior of public health organizations on Twitter during the COVID-19 vaccination campaign in Brazil. It contributes to the…
Abstract
Purpose
This study investigates the communication behavior of public health organizations on Twitter during the COVID-19 vaccination campaign in Brazil. It contributes to the understanding of the organizational framing of health communication by showcasing several instances of framing devices that borrow from (Brazilian) internet culture. The investigation of this case extends the knowledge by providing a rich description of the organizational framing of health communication to combat misinformation in a politically charged environment.
Design/methodology/approach
The authors collected a Twitter dataset of 77,527 tweets and analyzed a purposeful subsample of 536 tweets that contained information provided by Brazilian public health organizations about COVID-19 vaccination campaigns. The data analysis was carried out quantitatively and qualitatively by combining social media analytics techniques and frame analysis.
Findings
The analysis showed that Brazilian health organizations used several framing devices that have been identified by previous literature such as hashtags, links, emojis or images. However, the analysis also unearthed hitherto unknown visual framing devices for misinformation prevention and debunking that borrow from internet culture such as “infographics,” “pop culture references” and “internet-native symbolism.”
Research limitations/implications
First, the identification of framing devices relating to internet culture add to our understanding of the so far little addressed framing of misinformation combat messages. The case of Brazilian health organizations provides a novel perspective to knowledge by offering a notion of internet-native symbols (e.g. humor, memes) and popular culture references for misinformation combat, including misinformation prevention. Second, this study introduces a frontier of political contextualization to misinformation research that does not relate to the partisanship of the spreaders but that relates to the political dilemmas of public organizations with a commitment to provide accurate information to citizens.
Practical implications
The findings inform decision-makers and public health organizations about framing devices that are tailored to internet-native audiences and can guide strategies to carry out information campaigns in misinformation-laden social media environments.
Social implications
The findings of this case study expose the often-overlooked cultural peculiarities of framing information campaigns on social media. The report of this study from a country in the Global South helps to contrast several assumptions and strategies that are prevalent in (health) discourses in Western societies and scholarship.
Originality/value
This study uncovers unconventional and barely addressed framing devices of health organizations operating in Brazil, which provides a novel perspective to the body of research on misinformation. It contributes to existing knowledge about frame analysis and broadens the understanding of frame devices borrowing from internet culture. It is a call for a frontier in misinformation research that deals with internet culture as part of organizational strategies for successful misinformation combat.