The purpose of this paper is to examine multinational corporations’ (MNCs) response strategy in social media to effectively communicate their international CSR practices.
Abstract
Purpose
The purpose of this paper is to examine multinational corporations’ (MNCs) response strategy in social media to effectively communicate their international CSR practices.
Design/methodology/approach
An experiment was conducted by adopting a case of an MNC’s globalized CSR campaign in United Arab Emirates. The interaction effects of corporate communication strategy and company’s response sidedness were examined as well as a mediating role of the perceived altruism.
Findings
The current study suggests how two-sided response strategy can be applied and benefits MNCs’ international CSR campaigns. The findings demonstrate that a company’s two-sided response helps to increase people’s attitude toward the company and word-of-mouth intention through enhanced perceived altruism when the company has no prior CSR experience in a host country.
Practical implications
The current study provides insights on how to respond to negative publicity in social media. MNCs are suggested to use different response strategies based on their prior CSR experience in a host country.
Originality/value
The success of CSR depends on how consumers take the message and perceive a company’s motive of CSR. The current study examines how to best respond to the consumers’ criticism by utilizing message sidedness strategies depending on the company’s presence of CSR.
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Mikyoung Kim, Doori Song and Ahnlee Jang
Drawing upon attribution theory, this study aims to examine how different types of product information sources (mainstream celebrities vs micro-celebrities) interact with content…
Abstract
Purpose
Drawing upon attribution theory, this study aims to examine how different types of product information sources (mainstream celebrities vs micro-celebrities) interact with content type (experiential vs promotional) to influence consumer response toward native posts on social media (causal attributions and click intention).
Design/methodology/approach
A total of 134 adult Twitter users participated in a 2 (source type: mainstream celebrity vs micro-celebrity) × 2 (content type: experiential vs promotional) between-subjects online experimental design.
Findings
Results showed that for experiential native advertising, messages from a micro-celebrity generated more information-sharing attributions and less monetary gain attributions than those from a mainstream celebrity on social media. Moreover, the experiential native ads from a micro-celebrity elicited greater intention to click the URL than those from a mainstream celebrity. However, consumer response was similar for promotional native advertising regardless of message source. This study demonstrates that information-sharing attributions mediate the interaction effects of source type and content types on click intention.
Originality/value
This study contributes to the literature on native advertising by providing empirical evidence to highlight the effect of message source and content type on consumer response. This study shows that the success of native advertising depends on how consumers perceive the messages and content creators' intention to communicate.
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Christina Saenger and Doori Song
This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically…
Abstract
Purpose
This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image congruity to affect brand attitudes through brand trustworthiness and identify the roles played by advertising value and perceived deceptiveness.
Design/methodology/approach
Experimental survey-based research with a between-subjects design was conducted, manipulating the content type (entertaining/informational) and brand image congruity (low/high) and measuring brand attitude, brand trustworthiness, advertising value and perceived deceptiveness. Participants were recruited via Amazon’s MTurk, and data were collected via online surveys in Qualtrics.
Findings
Results reveal that high brand image congruity generates more favorable brand attitudes for informational in-feed sponsored articles, and low brand image congruity generates more favorable brand attitudes for entertaining in-feed sponsored articles, through perceptions of brand trustworthiness. Enhanced brand trustworthiness results from increased advertising value for informational in-feed sponsored articles that are high in brand image congruity. Reduced brand trustworthiness results from increased perceptions of deceptiveness for entertaining in-feed sponsored articles that are high in brand image congruity.
Originality/value
While much academic research on native advertising focuses on its negative aspects, the present research identifies content-related factors that foster beneficial consumer responses to in-feed sponsored articles, including enhanced perceptions of brand trustworthiness and more favorable brand attitudes, due to differences in consumers’ perceptions of advertising value and deceptiveness. Managerially, this work can help branded content creators design effective in-feed sponsored articles.
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Lin fang Wang, Brian Yim, Doori Song and Yi Zhang
Adopting the context, input, process and product (CIPP) evaluation assessment model, this study aims to achieve three objectives: (1) to identify the characteristics of…
Abstract
Purpose
Adopting the context, input, process and product (CIPP) evaluation assessment model, this study aims to achieve three objectives: (1) to identify the characteristics of educational activities conducted by the International Table Tennis Federation (ITTF) museum; (2) to explore the key factors that promote and optimize the educational objectives of the ITTF museum and (3) to develop a framework that attempts to unpack the complex and dynamic processes of activities conducted by the ITTF museum.
Design/methodology/approach
A qualitative research using in-depth interviews was conducted to explore the functions and activities of the ITTF museum.
Findings
The path of educational activities carried out is expressed in four aspects: (1) educational background including philosophy and purpose, advantages possessed and the learning needs and readiness of the audience; (2) the resource input includes resource allocation, venue structure, funding channels and the basis of activity program design; (3) the educational activity process includes external cooperation and exchange, the specific content of the activity programs, the teaching strategies and methods during the activities and the response to the challenges of the epidemic and (4) the results of the activities include the number of audience and population distribution, evaluation and feedback of the activities, ways and means of promoting the activities and difficulties and challenges faced.
Research limitations/implications
In the follow-up studies, quantitative research can be conducted by developing a questionnaire based on the current study’s findings. Evaluation scales can be set to continue to enrich and improve the uncovered research content, which is conducive to promoting the objectives of the ITTF museum and giving full play to the educational function, thus enriching the research of sports museums.
Originality/value
The contributions of this study are as follows. First, it enriches the application of the CIPP assessment model in the context of sports museums. It helps the ITTP museum better perform its educational function and provides a reference for future activities of sports museums.
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Brian H. Yim, Mark R. Lyberger and Doori Song
Although sport museums are considered an important sector in nostalgia sport tourism, annual visitations of the major sport Hall of Fames (HoF) have been decreasing, often…
Abstract
Purpose
Although sport museums are considered an important sector in nostalgia sport tourism, annual visitations of the major sport Hall of Fames (HoF) have been decreasing, often resulting in operational and financial difficulties for the HoF. The current study examined the relationship between sport museum image, motivation, constraints, monetary and non-monetary promotions (as a mediator), and visit intention among those who have attended or never attended.
Design/methodology/approach
Data was collected from the residents in the Northeast Ohio area via an online survey questionnaire using Qualtrics (N = 1,607). Two sets of data parameters were generated based on consumers previous visitation to Pro Football HoF (visited group n = 754; never-visited group n = 853) and each group's monetary and non-monetary promotion models (total of four models) were analyzed. Descriptive statistics and reliability tests were processed via IBM SPSS Statistics 26 and the structural relationships among the constructs were examined using SmartPLS 3.
Findings
Among all the antecedents, positive perceived image of HoF has been identified as the most significant predictor for both promotions and visit (revisit) intention. Social motivation was found to be a strong driver for visiting a sports museum regardless of the types of promotions. Promotions' mediation effects were found. The monetary promotion between cost constraints and visit intention implied, cost constraints can be mitigated through monetary promotion.
Originality/value
This is the first study examining the role of relationship between image, motivation, constraints and visit intention relative to sport museums. Results provide practical insights for the sport museum marketers and researchers relative to visit intension.
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Gabriel Cepeda-Carrión, Joseph F. Hair, Christian M. Ringle, José Luis Roldán and Jerónimo García-Fernández
Fiona Spotswood, Triin Vihalemm, Marko Uibu and Leene Korp
In this study, the authors offer a practice theory framing of school physical activity transition with conceptual and managerial contributions to whole school approaches (WSAs).
Abstract
Purpose
In this study, the authors offer a practice theory framing of school physical activity transition with conceptual and managerial contributions to whole school approaches (WSAs).
Design/methodology/approach
Based on a literature overview of the limitations of WSA, ecological and systems theorisation and a practice theory framing of physical activity, the authors introduce a model that identifies signs of practice transition and conceptualises the relationship between signs and practice reconfigurations. To exemplify insights from the model, the authors provide illustrations from three cases from the national Estonian “Schools in Motion” programme.
Findings
The signs of practitioner effort, resistance and habituation indicate how practice ecosystem transition is unfolding across a spectrum from practice differentiation to routinisation. Several signs of transition, like resistance, indicate that reconfigured practices are becoming established. Also, there are signs of habituation that seemingly undermine the value of the programme but should instead be celebrated as valuable evidence for the normalisation of new practices.
Practical implications
The article provides a model for WSA programme managers to recognise signs of transition and plan appropriate managerial activities.
Originality/value
The practice theory framing of school physical activity transition advances from extant theorizations of WSAs that have failed to account for the dynamic ways that socio-cultural change in complex school settings can unfold. A model, based on a practice ontology and concepts from theories of practice, is proposed. This recognises signs of transition and can help with the dynamic and reflexive management of transition that retains the purpose of systemic whole school change.
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Dung Thi My Tran, Vinh Van Thai, Truong Ton Hien Duc and Thanh-Thuy Nguyen
This research aims to examine the effect of organisational culture on supply chain collaboration and firms’ competitive advantage in the garment industry in Vietnam.
Abstract
Purpose
This research aims to examine the effect of organisational culture on supply chain collaboration and firms’ competitive advantage in the garment industry in Vietnam.
Design/methodology/approach
Underpinned by the relational view and the organisational culture theories, the conceptual framework was proposed. This study obtained data from a survey of 192 managers in garment firms in Vietnam. A structural equation modelling was employed to examine the relationship between organisational culture, supply chain collaboration and competitive advantage.
Findings
There was a significant positive relationship between organisational culture in terms of group and development types and supply chain collaboration. Besides, the results revealed a significant positive relationship between supply chain collaboration and competitive advantage in terms of cost and differentiation. Furthermore, the cost competitive advantage was also found to have a significant positive effect on differentiation competitive advantage.
Originality/value
This study is perhaps one of the first empirical attempts to examine the relationship between organisational culture, supply chain collaboration and competitive advantage in the garment industry in Vietnam. Moreover, this study extends the application of the relational view and organisational culture theories in explaining these relationships in a new research context.
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This paper aims to describe the context, process and findings of a qualitative review of Walsall Arts into Health Partnership, which is widely acknowledged to be one of the most…
Abstract
Purpose
This paper aims to describe the context, process and findings of a qualitative review of Walsall Arts into Health Partnership, which is widely acknowledged to be one of the most progressive community‐based arts and health programmes in the UK.
Design/methodology/approach
The research adopted a multi‐method qualitative approach to gathering data, using a combination of documentary analysis and semi‐structured interviews and focus groups with a range of stakeholders.
Findings
The findings highlight a number of emerging themes categorised under four broad headings: impact of the Arts into Health work on health and wellbeing of the people of Walsall; effectiveness; key characteristics; and future development of the Arts into Health Partnership.
Research implications
The research findings point to the value of community arts and health work and to the importance of a partnership approach. However, current debates regarding evaluation approaches within the field point to the need for clarification regarding values, the use of multiple methodologies and engagement with a diversity of stakeholders.
Originality/value
This paper provides an overview of the local and national arts and health policy contexts within which the review took place – shortly before a major restructuring of the health service; outlines the research methodology; presents and discusses the key findings, outlines recommendations; and discusses subsequent action and the impact of the research.
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ABERDEEN, the “Granite City,” the “Silver City by the Sea,” the great headquarters of the grey granite trade, and one of the busiest and most influential mercantile cities in…
Abstract
ABERDEEN, the “Granite City,” the “Silver City by the Sea,” the great headquarters of the grey granite trade, and one of the busiest and most influential mercantile cities in Scotland, has a name which is known throughout the civilized world, and a fame which has penetrated to nearly every quarter of the habitable globe. The writing of all that might legitimately be written concerning this remarkable, and in many cases unique, community of “ hard‐headed Aberdonians ” (as they are usually styled), would fill many large volumes, and as we have neither the time nor the space for the compilation of such a work of history and description as this would imply, our readers must be content with an unpretentious historical survey of what is of more immediate interest to them, viz. : the chief libraries belonging to the city of Aberdeen. These are two in number—the Library of the University and the Public Library.