The view is increasingly accepted that information is now the key economic and strategic resource in developed societies, from manufacturing to marketing, from finance to defence…
Abstract
The view is increasingly accepted that information is now the key economic and strategic resource in developed societies, from manufacturing to marketing, from finance to defence, from government to the leisure industries — indeed in many activities of society.
Raouf Ahmad Rather, Shakir Hussain Parrey, Rafia Gulzar and Shakeel ul Rehman
Drawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media…
Abstract
Purpose
Drawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during COVID-19 outbreak in the tourism context. The current research also explores the mediating effect of CBE, and moderating role of tourism-based threat/coping appraisal in the proposed associations.
Design/methodology/approach
To investigate such issues, the authors deploy a sample of 320 tourism consumers by adopting partial least squares-structural equation modeling or (PLS-SEM).
Findings
PLS-SEM findings revealed that SMI positively impacts tourism-CBE. Secondly, results revealed the customer brand engagement's significant-positive effect on brand co-creation and behavioral intent. Third, results showed the social media's and psychological risk's indirect impact on co-creation and behavioral intent, as mediated through customer brand engagement. Fourth, results exposed a significant/negative moderating effect of threat appraisal and significant/positive moderating role of coping appraisal in projected relationships.
Research limitations/implications
Given the study's focus on pandemic-based SMI, CBE and co-creation, the authors contribute to the existing tourism marketing literature, which also generates plentiful avenues for further research, as delineated.
Practical implications
This research facilitates tourism brand managers to better understand the drivers of CBE and paves the way for managers to develop CBE and threat/coping strategies during pandemic.
Originality/value
Despite the increasing understanding of social media, CBE and co-creation in tourism, limited remains identified regarding the association of these, and associated, factors during pandemic, as thereby explored in the current research.
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Keywords
S. F. Wheatcroft and D. H. Glover, CBE, have been re‐appointed full time members of the BRITISH AIRWAYS BOARD.
Civilai Leckie, Abhishek Dwivedi and Lester Johnson
This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand…
Abstract
Purpose
This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).
Design/methodology/approach
Data were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.
Findings
Findings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.
Research limitations/implications
This study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.
Practical implications
These findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.
Originality/value
Based on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.
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Estefania Ballester, Carla Ruiz-Mafé and Natalia Rubio
The purpose of this study is to examine the effect on the customer brand engagement (CBE) of followers of an eco-friendly restaurant of their perceptions of the originality of the…
Abstract
Purpose
The purpose of this study is to examine the effect on the customer brand engagement (CBE) of followers of an eco-friendly restaurant of their perceptions of the originality of the firm-generated content posted online by the restaurant and the effect of CBE on brand advocacy and behavioural intentions to visit the restaurant, paying special attention to the moderating role of past visits to the restaurant.
Design/methodology/approach
The hypotheses were tested using structural equation modelling with a sample of 491 female Instagram users who follow the online account of a particular eco-friendly dining establishment. Two group comparisons were conducted to test the moderating effects in relationships between CBE and consumer–brand interactions (behavioural intentions to visit the restaurant and brand advocacy).
Findings
Followers’ perceptions of the originality of the material posted by the eco-friendly restaurant had a positive influence on CBE which, in turn, affected brand advocacy and behavioural intentions to visit the restaurant. Past visits moderated the relationship between CBE and consumer–brand interactions.
Practical implications
This study offers restaurants an understanding of how to develop marketing strategies targeted at females on visual-based social networks; it is shown that original posts encourage favourable responses, such as CBE, brand advocacy and behavioural intentions. Managers should organise events and invite their female followers to visit the restaurant.
Originality/value
This study adds to the knowledge about customer engagement by explaining how firm-generated content posted on Instagram drives CBE and provides specific suggestions as to how restauranteurs might engage online with their clients. This study goes beyond direct effects and analyses the moderating role of past visits to the restaurant on the relationships between CBE and consumer–brand interactions (visiting intentions and brand advocacy).
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Kristen McIntyre and Ryan Fuller
The chapter focuses on how engaging undergraduate and graduate students at a metropolitan university through community-based experiential learning can help them make a difference…
Abstract
Purpose
The chapter focuses on how engaging undergraduate and graduate students at a metropolitan university through community-based experiential learning can help them make a difference in their personal relationships, in their workplaces and in their communities.
Methodology/approach
The chapter explores the University of Arkansas at Little Rock Department of Speech Communication’s integrated approach to undergraduate and graduate curriculum that focuses on four types of casing complex problems and making positive, ethical recommendations to make a difference. Specifically, the chapter explores how problem-based learning; service-learning; narrative ethnography; and research projects can be used as meaningful ways to case complex communication issues and to make ethical, theory-informed recommendations to not only do no harm but also affect positive change and promote social justice in students’ personal relationships, organizations, and communities.
Practical implications
Lessons learned from the programmatic approach are shared that include building a theoretical base for students to draw from, integrating case approaches into the curriculum, and engaging resistance and failure. Chapter recommendations promote using theory as a lever for learning, building meaningful relationships with stakeholders, and adopting a process orientation that embraces failure.
Originality/value
The chapter offers a review of four undergraduate courses and four graduate courses, with explicit applications of the four case approaches. Additionally, learning objectives, major assignment descriptions, and assessment approaches are detailed for each course.
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The next month or two behind us and this decade will have passed, to merge in the drab background of the post‐war years, part of the pattern of frustration, failure and fear. The…
Abstract
The next month or two behind us and this decade will have passed, to merge in the drab background of the post‐war years, part of the pattern of frustration, failure and fear. The ‘swinging sixties’ some called it, but to an older and perhaps slightly jaundiced eye, the only swinging seemed to be from one crisis to another, like the monkey swinging from bough to bough in his home among the trees; the ‘swingers’ among men also have their heads in the clouds! In the seemingly endless struggle against inflation since the end of the War, it would be futile to fail to see that the country is in retreat all the time. One can almost hear that shaft of MacLeodian wit christening the approaching decade as the ‘sinking seventies’, but it may not be as bad as all that, and certainly not if the innate good sense and political soundness of the British gives them insight into their perilous plight.
THE Report of the Committee on Libraries, which was issued by the University Grants Committee in the summer of 1967, had for long been called the Parry Report after its Chairman…
Abstract
THE Report of the Committee on Libraries, which was issued by the University Grants Committee in the summer of 1967, had for long been called the Parry Report after its Chairman, Dr. Thomas Parry, formerly Librarian of the National Library of Wales and at the time the Principal of University College of Wales in Aberystwyth. When it was first set up in June 1963 the terms of reference were as follows:
Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Maria Manuela Martins Guerreiro, Júlio da Costa Mendes and Luiz Rodrigo Cunha Moura
Many restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However…
Abstract
Purpose
Many restaurants offer high-quality service to their customers, hoping to provide memorable experiences that influence their loyalty and electronic word of mouth (eWOM). However, consumers' memorable experiences do not always imply positive eWOM. This study aims to (1) verify the direct impacts of the perceived quality by consumers of casual dining restaurants on positive emotions, negative emotions and memorable experiences; (2) investigate the impacts of memorable experiences on the propensity to loyalty and eWOM; (3) test the moderating effect of consumer behavioural engagement on social networking sites (CBE-SNS) on the relationship between memorable experiences and eWOM.
Design/methodology/approach
This survey included 475 university students in Brazil. Participants answered an electronic form about their experiences in casual dining restaurants. Structural equation modelling tested the hypothetical model based on the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).
Findings
The quality perceived by restaurant consumers (stimulus) positively impacts their memorable experiences and positive emotions and negatively affects their negative emotions (organism). Memorable experiences positively impact the propensity to loyalty (response). The CBE-SNS moderates the intensity of the relationship between memorable experiences (organism) and eWOM (response).
Originality/value
This study is the first that demonstrates the relationships between perceived quality, positive and negative emotions, memorable experiences, the propensity to loyalty and CBE-SNS and e-WOM in restaurants. Casual dining restaurants must offer their customers services with high perceived quality, positively impacting their emotions and their memorable experiences. Finally, restaurants must create strategies and actions to increase the CBE-SNS to encourage them to share their memorable experiences through eWOM.