Search results

1 – 9 of 9
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 3 January 2023

Linwan Wu, Naa Amponsah Dodoo and Chang-Won Choi

Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory…

1855

Abstract

Purpose

Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory (SET) and the dialogic theory, this study aims to investigate how anthropomorphized brands leverage different communication strategies on Twitter and how these strategies are related to consumer engagement.

Design/methodology/approach

Supervised machine learning was used to identify the communication strategies (i.e. message types and dialogic principles) of 125,887 tweets from 21 brand characters. Some statistical analyses (e.g. frequency analysis, Chi-square analysis and Poisson regression analysis) were performed to explore the relationships between communication strategies and consumer engagement (i.e. retweets and replies).

Findings

The majority of anthropomorphized brands’ tweets belonged to the socioemotional category and the most adopted dialogic principles were generation of return visits and conservation of visitors. Consumers engaged more with socioemotional tweets as well as the tweets that adopted the principles of dialogic loop and conservation of visitors. There were clear relationships between message types and dialogic principles in anthropomorphized brands’ tweets, and certain dialogic principles were found to effectively improve consumer engagement with certain message types.

Originality/value

To the best of the authors’ knowledge, this study is the first to investigate the communication strategies of anthropomorphized brand characters on Twitter using computational research methods. It not only provides brand managers a systematic review of how current anthropomorphized brands communicate with consumers on Twitter and what strategies work more effectively to trigger consumer engagement but also contributes to theory building in brand management by integrating the SET and the dialogic theory in brand anthropomorphism research.

Details

Journal of Product & Brand Management, vol. 32 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Access Restricted. View access options
Article
Publication date: 9 July 2024

Bitt Moon, Chang-Won Choi and Eugene Kim

A total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing…

100

Abstract

Purpose

A total of 478 Americans participated in an online survey. Each participant was asked to answer questions about a company randomly assigned from one of 36 companies representing six industries.

Design/methodology/approach

This study aims to explain how corporate social responsibility (CSR) and negative corporate ability (CA) associations lead to negative word-of-mouth (WOM) intentions in non-crisis situations. Specifically, this study investigates the mediating roles of revenge and avoidance motives in the relationship between negative CSR and CA associations and the intention to generate negative WOM.

Findings

The findings indicate that negative CSR associations have a greater effect on WOM than negative CA associations. Moreover, negative CSR associations stimulate the revenge motive, resulting in stronger intentions to spread negative information, while negative CA associations lead to the avoidance motive, resulting in weaker intentions to spread negative information.

Originality/value

Unlike most previous studies that focused on crises, this study examines how negative CA and CSR associations influence negative WOM in non-crisis situations, shedding light on the roles of motives including the revenge and avoidance. The research fills a gap in the existing literature by demonstrating that negative CSR associations have a greater impact on negative WOM intentions than negative CA associations in non-crisis situations.

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

Keywords

Access Restricted. View access options
Article
Publication date: 1 October 2024

13

Abstract

Details

Annals in Social Responsibility, vol. 10 no. 2
Type: Research Article
ISSN: 2056-3515

Available. Content available
Article
Publication date: 15 November 2024

Martina Topic

149

Abstract

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

Available. Open Access. Open Access
Article
Publication date: 4 September 2018

Hyunsoo Kim and Chang Won Lee

The purpose of this study is to provide models to analyze the efficiency of programs and efficiency of fundraising to apply the models to non-profit organizations (NPOs) in Korea…

3981

Abstract

Purpose

The purpose of this study is to provide models to analyze the efficiency of programs and efficiency of fundraising to apply the models to non-profit organizations (NPOs) in Korea and to draw out improvement points of inefficiency using data envelopment analysis (DEA).

Design/methodology/approach

Using DEA, this study analyzed the program efficiency and fundraising efficiency of 22 Korean NPOs in the field of humanitarian assistance.

Findings

Of 22 NPOs, 15 were identified as being efficient in the program efficiency and 7 of 15 NPOs were found efficient in the fundraising efficiency. In all, four organizations were found efficient in both the program and the fundraising efficiency. Using CCR and BCC model, this study proposed the cause of inefficiency and state of returns of scale.

Practical implications

This study presents non-profit efficiency evaluation models regarding program efficiency and fundraising efficiency. This study provides the inefficient DMUs with their reference set of efficient DMUs to improve efficiency and the cause of inefficiency, whether the inefficiency is because of the pure technical inefficiency or the scale inefficiency. This study also indicates the state of variable returns to scale to propose the way of improving inefficiency by controlling the scale of inputs. The methods and the results of this study can serve as a model for researchers and practitioners to follow when evaluating efficiency in the NPOs.

Originality/value

This study has the value of performing the empirical studies of efficiency analysis of Korean NPOs and providing non-profits with the model of efficiency analysis in programs and fundraising activities and basis for establishing strategies to improve both efficiencies.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 12 no. 2
Type: Research Article
ISSN: 2398-7812

Keywords

Access Restricted. View access options
Book part
Publication date: 13 October 2009

N.K. Kwak and Chang Won Lee

An appropriate assessment of sustainability in venture business is an important managerial and investment decision making. Data envelopment analysis (DEA) is utilized for…

Abstract

An appropriate assessment of sustainability in venture business is an important managerial and investment decision making. Data envelopment analysis (DEA) is utilized for sustainability assessment for venture business firms’ performance. Venture business firms are primary decision-making units (DMUs). Required information for this study is collected from Korea Listed Companies Association (KLCA) database. The proposed DEA model incorporates multiple inputs and outputs to assess the relative operational efficiency of the DMUs, identifying the best performance group among the peer venture business firms. The proposed model provides decision-makers with more accurate information for strategic insights to make better investment decisions in the competitive business environment.

Details

Financial Modeling Applications and Data Envelopment Applications
Type: Book
ISBN: 978-1-84855-878-6

Access Restricted. View access options
Book part
Publication date: 6 November 2013

Chang Won Lee, N. K. Kwak and Walter A. Garrett

Proper performance measurement is an important issue in library operational management. A data envelopment analysis (DEA) model is applied to evaluate the relative operational…

Abstract

Proper performance measurement is an important issue in library operational management. A data envelopment analysis (DEA) model is applied to evaluate the relative operational efficiency of 25 U.S. private research-university library members of the Association of Research Libraries (ARL). Operations of each library decision-making unit are considered as a production process using four resource input and four service output variables. The model results are analyzed and compared with the efficient group and a peer group by using a t-test. The model provides decision-makers with more accurate information to implement better library services with appropriate resource allocation.

Details

Applications of Management Science
Type: Book
ISBN: 978-1-78190-956-0

Keywords

Access Restricted. View access options
Article
Publication date: 2 October 2007

Chang Won Lee, Ik‐Whan G. Kwon and Dennis Severance

The purpose of this paper is to present the relationship between supply chain linkages and supply chain performance (cost‐containment and reliability of supply chain partners).

18893

Abstract

Purpose

The purpose of this paper is to present the relationship between supply chain linkages and supply chain performance (cost‐containment and reliability of supply chain partners).

Design/methodology/approach

Multivariate regression models are developed in order to identify the characteristics of determinants of linkages in the supply chain stakeholders (suppliers, internal stakeholders and customers). The survey was administered to individuals identified from a list of US executive officers, directors, presidents, or vice presidents. Among four hundred respondents, 122 were considered as valid from those who practice supply chain management for their business operations.

Findings

Internal integration is the most important contributor to cost‐containment while integration with the supplier is the best strategy to achieve supply chain reliable performance. Availability of electronic ordering systems for customers is an important strategy in cost‐containment. Fast and easy ordering is the best strategy for customer in performance reliability. Reliable delivery with supplier collaboration in managing a broad supply chain operation is the best way to link with suppliers. Access to the inventory information creates the most favorable environment in internal integration.

Research limtations/implications

A vigorous multivariate statistical modeling process was employed to seek a possible linkage between the level of integration and the supply chain performances at a different linkage stage. This study would open an avenue for further investigation using micro data such as financial performances, and other key supply chain indicators to operationalize some of the findings that this study presented.

Practical implications

This paper explored the relationship between supply chain linkages and supply chain performance so that management will be able to pursue better supply chain strategies applicable directly to their business environment. Study results provide management with innovative insights for planning and executing applicable supply chain strategies.

Originality/value

This study presented overall and individual determinants of each linkage affecting supply chain performance. In addition, this study presented a valid and reliable measurement instruments that academicians as well as practitioners can use in measuring the supply chain performance.

Details

Supply Chain Management: An International Journal, vol. 12 no. 6
Type: Research Article
ISSN: 1359-8546

Keywords

Available. Open Access. Open Access
Article
Publication date: 30 June 2011

Hyung-Geun Kim

China is currently developing and promoting an industrial cluster policy at the government level. By enacting the ‘Opinion on promoting industrial cluster development’, China is…

302

Abstract

China is currently developing and promoting an industrial cluster policy at the government level. By enacting the ‘Opinion on promoting industrial cluster development’, China is supporting the development of industrial clusters. Building an industrial cluster is done by using a single factor but requires many additional factors like regional characteristics, competitiveness factors are also diversified. To evaluate the competitiveness of the Chinese automobile industry cluster, a competitiveness element index should be developed and a competitiveness evaluation method is needed to evaluate the importance of each element. To accomplish this objective, this research applied the analytic hierarchy process (AHP) and focused on the importance of the competitiveness elements.

This research investigated the character is tics regarding cases of clusters and also analyzed the competitiveness of the Changchun automobile cluster located in northeastern China. The purpose of this research is to help Korean enterprises who enter China in the hopes that Korea will emerge as a top automobile production country.

Details

Journal of International Logistics and Trade, vol. 9 no. 1
Type: Research Article
ISSN: 1738-2122

Keywords

1 – 9 of 9
Per page
102050