Damianos P. Sakas, Nikolaos T. Giannakopoulos, Marina C. Terzi, Ioannis Dimitrios G. Kamperos and Nikos Kanellos
The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in…
Abstract
Purpose
The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis.
Design/methodology/approach
To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers’ brand engagement.
Findings
It has been found that video marketing analytics of Fintechs’ YouTube channels are a decisive factor in impacting their vulnerable website customers’ brand engagement and awareness.
Research limitations/implications
By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence.
Practical implications
Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers’ knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors.
Originality/value
This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers’ brand awareness during crisis periods.
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Damianos P. Sakas and Apostolos S. Sarlis
Twitter is the most popular instant messaging platform today. Thanks to the consistency factor typical of it, it offers every company or business the best opportunity to promote…
Abstract
Purpose
Twitter is the most popular instant messaging platform today. Thanks to the consistency factor typical of it, it offers every company or business the best opportunity to promote their products or services. Likewise, it offers an unprecedented opportunity to public utility or benefit organizations like libraries to promote their services and build a powerful digital information exchange community. However, because of its immense number of users and chaotic nature, the steps toward making the best of it must be precise and systematized, or else the information professional will end up squandering resources to no avail. The purpose of this paper is the optimization of the distribution of the libraries’ resources regarding the promotion methods on Twitter.
Design/methodology/approach
Such a model is initially built by recording and analyzing the potential offered by the social network platform in question. Third-party tools that help handle Twitter are also analyzed. The factors’ total is then modeled by using the iThink editor. This editor is able to receive data from the decision-maker with respect to the specific attributes of each product and given conditions and produce specific outcomes by use of the model.
Findings
This research paper, includes a decision-making tool (model) that combines a theoretical view of library information science (LIS) and marketing science with a practical tool, simulating the process and producing certain outcomes using specific resources. The model presents him with the outcome that is bound to be produced with regard to the given circumstances and the amount of resources invested, encouraging, or not, certain courses of action.
Practical implications
The decision-maker can accurately anticipate an outcome so as to respectively customize his data and moves.
Originality/value
Proper use of the tools available, alongside anticipation chances offered by dynamic simulation models, enables the model decision-maker use it according to any given context, hence maximizing library business profits.
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Damianos P. Sakas, Nikolaos T. Giannakopoulos and Panagiotis Trivellas
The purpose of this paper is to examine the impact of affiliate marketing strategies as a tool for increasing customers' engagement and vulnerability over financial services. This…
Abstract
Purpose
The purpose of this paper is to examine the impact of affiliate marketing strategies as a tool for increasing customers' engagement and vulnerability over financial services. This is attempted by examining the connection between affiliate marketing factors and customers' brand engagement and vulnerability metrics.
Design/methodology/approach
The authors developed a three-staged methodological context, based on the 7 most known centralized payment network (CPN) firms' website analytical data, which begins with linear regression analysis, followed by hybrid modeling (agent-based and dynamic models), so as to simulate brand engagement and vulnerability factors' variation in a 180-day period. The deployed context ends by applying the cognitive modeling method of producing heatmaps and facial analysis of CPN websites to the selected 47 vulnerable website customers, for gathering more insights into their brand engagement.
Findings
Throughout the simulation results of the study, it becomes clear that a higher number of backlinks and referral domains tend to increase CPN firms' brand-engaged and vulnerable customers.
Research limitations/implications
From the simulation modeling process, the implication for backlinks and referral domains as factors that enhance website customers' brand engagement and vulnerability has been highlighted. A higher number of brand-engaged website customers could mean that vulnerable categories of customers would be impacted by CPNs' affiliate marketing. Improving those customers' knowledge of the financial services utility is of utmost importance.
Practical implications
The outcomes of the research indicate that online banking service providers can increase their customers' engagement with their brands by adopting affiliate marketing techniques. To avoid the increase in customers' vulnerability, marketers should aim to apply affiliate marketing strategies to domains relevant to the provided financial services.
Originality/value
The paper's outcomes provide a new approach to the literature, where the website customer's brand engagement comes out as a valuable metric for estimating online banking sector customers' vulnerability.
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Ioannis C. Drivas, Damianos P. Sakas and Georgios A. Giannakopoulos
This paper aims to examine the Self-Other Agreement between leaders and employees in the sector of Libraries and Information Services (LIS) to construct a sustainable and…
Abstract
Purpose
This paper aims to examine the Self-Other Agreement between leaders and employees in the sector of Libraries and Information Services (LIS) to construct a sustainable and strategic communicational process among library directors and staff.
Design/methodology/approach
A sample of 135 leaders-employees of 17 organisations of LIS in more than five countries answered on a quantitative methodological research instrument in a multiplicity of variables. Statistical analysis of independent samples t-test was used to testify our research hypotheses.
Findings
Results indicated that there is a difference in means between the two independent samples (leaders-employees). There are library leaders who rate themselves quite high, and there are employees who rate their leaders with lower evaluations.
Research limitations/implications
This research extends and improves the matter of Self-Other Agreement in the sector of LIS through the collection of data that indicated a possible gap of communication and trustworthiness between leaders and employees.
Practical implications
Regardless of the difference or the consensus of ratings among leaders and employees, the results of this research could be served as a stimulus plus as a starting point for library leaders by correcting or developing relations of communication and trustworthiness between them and their followers.
Originality/value
Self-Other Agreement is one of the major factors that positively or negatively affect the overall operation of the organization in the way a leader could perceive the additional feedback. In the sector of LIS, the study of Self-Other Agreement is a rich and unexplored research area which deserves further analysis.
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Nikolaos Konstantopoulos, Damianos P. Sakas and Yiannis Triantafyllopoulos
The purpose of this paper is to examine the role of the variable stakeholder briefing in the successful completion of merger negotiations in the Greek banking branch.
Abstract
Purpose
The purpose of this paper is to examine the role of the variable stakeholder briefing in the successful completion of merger negotiations in the Greek banking branch.
Design/methodology/approach
The codification is attempted by means of software, so as to clarify the trends for negotiations in win‐win conditions. Data collected by the negotiation process of two large banking companies.
Findings
The paper concludes that an important factor for the successful outcome of a merger is also the methodology of briefing enacted by the leaders of the banking branch during both the negotiation and merger process.
Originality/value
The two banks follow a different briefing strategy in the issue of stakeholder briefing as well but there is congruency in briefing strategies concerning substantial goals, because both banks develop in a market that modulates tactics of consuming and investing behaviors through forming an “opinion” by the image that the banks give to consumers and investors about their plans.
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Damianos P. Sakas, Dimitrios S. Vlachos and Dimitrios K. Nasiopoulos
The integrated purpose of the libraries’ communication plan in general is to create and accomplish scientific events aiming, first of all, at covering the extensive demand for the…
Abstract
Purpose
The integrated purpose of the libraries’ communication plan in general is to create and accomplish scientific events aiming, first of all, at covering the extensive demand for the scientific conferences. Their primary objective is to raise the prestigious brand name of their organisation, which constitutes the organizing authority. At the same time, this authority, except for its non-profit charitable profile, aims to financial gains by attracting participants for its sustainability. Furthermore, these academic events have contributed to the utmost dissemination of the library’s brand name to an expanding mass of people to the extent of attracting new visitors (Broady-Preston and Lobo, 2011). One of the qualitative academic events, among others, is the creation of academic-nature events, whose following-up is blocked by a multitude of financial barriers according to the new visitors’ viewpoint. Considering the economic crisis, the purpose of this paper is the creation of interesting, in the science of library, online events, just like the online conferences (Broady-Preston and Swain, 2012).
Design/methodology/approach
This paper highlights the advantages of the dynamic modelling of systems aimed at developing a successful online conference. In this research, the authors have used the science of design and the research methodology for testing the concept of modeling.
Findings
This paper examines the interface among several dimensions for the development of dynamic models. The validity and usefulness of those models in the process of decision-making has been confirmed by the usage of dynamic models in various sectors.
Originality/value
This paper applies the system and the concepts of dynamic modelling, which are pioneering elements as to their nature and evolution.
Details
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Konstadinos Kutsikos, Nikolaos Konstantopoulos, Damianos Sakas and Yiannis Verginadis
The need for modern enterprises to seamlessly interoperate poses significant challenges on their capabilities for engaging in multiple business networks. This paper considers a…
Abstract
Purpose
The need for modern enterprises to seamlessly interoperate poses significant challenges on their capabilities for engaging in multiple business networks. This paper considers a particular type of business network, namely, “service ecosystems”, and proposes architecture for enabling business firms to: control dissemination and usage of the resources they contribute to the ecosystem; and develop corresponding service offerings.
Design/methodology/approach
A literature review informed our research work and contextualized the development of relevant research questions. The research questions were based on unstructured, creative techniques (e.g. brainstorming), combined with rigorous requirements specification for software tools developed as part of this research. Overall development was based on service science and enterprise interoperability research, distilled in four principles that provided the context and direction for this work.
Findings
Three key components of the proposed architecture were developed: service map, which identifies the building blocks needed to construct a service ecosystem; interoperability model, as a decision-making mechanism for dynamic (re-) arrangement of a service map’s building blocks; and shared service infrastructure for the provision of support services to all ecosystem participants.
Originality/value
This research has advanced current thinking in developing and managing service ecosystems. By adopting a service science viewpoint (service value co-creation, value-in-use), a holistic approach for building collaboration capabilities is described: at the enterprise level, it pertains to decision-making mechanisms for service provision; at the ecosystem level, it pertains to a software platform for managing common collaboration tasks.