The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the ads they…
Abstract
Purpose
The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the ads they encountered while performing a search for local products and services from their smartphones.
Design/methodology/approach
Using a paper survey with a scenario question, responses were collected from 1,215 millennial smartphone owners about the strategies they used for scanning mobile search organic and sponsored results and quickly reaching the information they needed when performing a mobile search. The 315 participants who reported clicking on ads were further surveyed on their perceptions of ad informativeness, entertainment, irritation and credibility. These constructs were used as the predictors of advertising value in a structural equations model which was estimated with partial least squares.
Findings
A substantial bias against sponsored results was found, with two-thirds of respondents skipping the ads when performing a mobile search from their smartphones. However, 28.2 per cent reported clicking on the most relevant result without regard to it being organic or sponsored, and an additional 5.6 per cent reported clicking on an ad as their first strategy. In the structural model, all four hypothesized antecedents of advertising value were significant, and some gender differences were detected.
Practical implications
With the increasing penetration of smartphones, and rapid growth of mobile search, these results are particularly relevant for local merchants, who can use mobile search ads to leverage their location and communicate with searching consumers at the precise moment when they are most receptive to timely and relevant advertising.
Originality/value
This study is the first to measure the extent of consumer bias against sponsored results in a mobile search, and the first empirical estimation of the advertising value of mobile-sponsored results.
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Enrique Murillo and Ceridwyn King
The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various…
Abstract
Purpose
The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various moments in the early tenure of service employees. Employee BU is a prerequisite of brand promise delivery among service employees. Previous studies, using cross-sectional samples, established that brand-oriented recruitment, training and leadership are significant BU drivers.
Design/methodology/approach
A three-wave survey was collected from a 105-member panel of recent hires at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU was estimated using random coefficients modeling.
Findings
Results show a significant positive effect of IBM practices on BU at each point in time; however, despite this, by the seven month milestone, BU is still not fully developed.
Research limitations/implications
As with most organizational longitudinal studies, there was sample attrition because of the high turnover that characterizes the restaurant industry. This attrition is not believed to be correlated with the variables measured in the study.
Practical implications
Managers seeking a differentiated customer experience should not assume new hires attain a good understanding of the service brand even after the first seven months of tenure. Hence, brand training and leadership should extend well beyond this time frame.
Originality/value
This study is the first, as per the authors’ understanding, to use a longitudinal design to model BU as a dynamic variable because it befits the learning trajectories of new employees.
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Enrique Murillo and Ceridwyn King
In consideration that the purpose of talent management is to attract and nurture productive employees for the benefit of the hospitality organization, this study aims to examine…
Abstract
Purpose
In consideration that the purpose of talent management is to attract and nurture productive employees for the benefit of the hospitality organization, this study aims to examine why employees respond in such favorable ways. Recognizing beneficial employee behavior advances a hospitality organization through their ability to deliver an experience that aligns with the promoted brand promise, inspiration is drawn from both the strategic human resource management as well as the internal brand management literature. The power of this approach is illustrated through a survey of employees of a Latin American restaurant chain with a long-standing policy of values-based recruiting, inclusive talent management and progressive people management practices.
Design/methodology/approach
Informed by literature, employee perception of their relationship with the organization (i.e., relationship orientation) and alignment with the brand’s values (i.e., brand fit) were considered drivers of favorable employee attitudes and behavior as a result of hospitality talent management practices. These were hypothesized to positively influence employee confidence and motivation as reflected in organization-based self-esteem (OBSE) and brand motivation, which in turn drive employee brand-aligned behavior. A survey measured the variables of interest with the same employees over two time periods, matched using employees’ identification code, resulting in 199 complete surveys. The structural model was estimated using partial least squares (PLS).
Findings
Relationship orientation and brand fit were significant drivers of OBSE and brand motivation, respectively. In turn, they had a significant effect on employee brand-aligned behavior. Model estimation complied with all PLS quality criteria.
Research limitations/implications
Traditional talent management practices that tend to focus on the transactional benefits of the job/career can be strengthened by leveraging strong organizational relationships as well as engagement with the hospitality brand. In turn, employees have the confidence and motivation to exhibit brand-aligned behavior, a path to competitive advantage, which may also act as a buffer helping employees manage the stress of hospitality jobs.
Originality/value
Understanding why employees respond favorably to hospitality talent management practices, beyond simply transactional, monetary reasons, is important to designing relevant and timely initiatives that have the potential to enhance organizational performance.
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Ceridwyn King, Enrique Murillo, Wei Wei, Juan Madera, Michael J. Tews, Aviad A. Israeli and Lu Kong
The purpose of this paper is to start a conversation on achieving a shared understanding among hospitality service co-creation participants. Adopting a stakeholder and service…
Abstract
Purpose
The purpose of this paper is to start a conversation on achieving a shared understanding among hospitality service co-creation participants. Adopting a stakeholder and service eco-systems approach, attention is drawn to the necessity for all service experience participants to have a shared understanding of the service experience and their role within it, for a sustained competitive advantage to be realized. Informed by community of practice (CoP) thinking, a road map of research questions is advanced encouraging insight into a macro level phenomenon that, traditionally, is only ever considered at the micro service encounter level.
Design/methodology/approach
A thorough multidisciplinary review of the literature was undertaken, providing an opportunity to present a viewpoint on the strategic implications of providing a sustainable competitive advantage via the hospitality service experience.
Findings
To achieve a shared understanding across the Hospitality Service Experience Eco-System, potential tensions among stakeholders are highlighted. Accounting for such barriers, institutional arrangements, combining organizational CoPs that are bridged by designated boundary objects, is advanced. Given the novel approach of applying a traditionally organizational phenomenon at a macro multi-stakeholder level, several research questions are proposed to inform thinking about this neglected perspective.
Originality/value
Acknowledging the innovation, agility and resources required to maintain a competitive service experience, the paper emphasizes the importance of adopting a macro perspective to effective service management. The hope is to stimulate academic interest to inform understanding as to how to build this capability as well as enhance practitioner interest in promoting stakeholders’ CoP for the benefit of the entire Hospitality Service Experience Eco-System.
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Rachel Palmén and Maria Caprile
This chapter discusses the relevance of a community of practice (CoP) for a reflexive gender equality policy and reflects on the different approaches taken within TARGET. It is…
Abstract
This chapter discusses the relevance of a community of practice (CoP) for a reflexive gender equality policy and reflects on the different approaches taken within TARGET. It is based on the literature on CoPs and structural change as well as on experiences in transferring this approach to the context of implementing gender equality plans (GEPs) within different types of research organisations. While the notion of the CoP was coined in the 1990s, literature on gender and such communities remained scarce until a recent wealth of research looked at the role played by inter-institutional CoPs in advancing structural change in research organisations. In this chapter, we examine whether and how an institutional CoP approach has been a useful vehicle for gender equality plan development and how the different configurations of internal and external stakeholders within the CoPs have impacted GEP implementation.
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This work presents a review of the state of the art of the present century on academic and scientific production in Latin America related to the concept of Social Innovation. The…
Abstract
This work presents a review of the state of the art of the present century on academic and scientific production in Latin America related to the concept of Social Innovation. The analysis is based on articles published in indexed journals, which makes it possible to understand the existing asymmetry between the conceptual and theoretical veins, of the case studies, as well as of good social innovation practices that have been published in recent years. These debates have in some cases transcended public policies, as well as business and social realities where social innovation is a mechanism and strategy for personal, social, and territorial development. Finally, a Latin American community of researchers and academics around social innovation must be consolidated, who choose to continue building theoretical-empirical bodies following the Latin American reality.
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José Daniel Barquero Cabrero, David Caldevilla Domínguez, Almudena Barrientos Báez and Juan Enrique Gonzálvez Vallés
This study aims to determine whether the communication of Universities in Madrid (Spain) on social networks through their official channels has caused positive results in…
Abstract
Purpose
This study aims to determine whether the communication of Universities in Madrid (Spain) on social networks through their official channels has caused positive results in students’ perceptions of their trust in university institutions during the first semester of the 2020–2021 term and to measure whether the implementation of happiness management strategies in the communication within university governance affected students’ happiness levels, as well as on the recognition of their belonging to the university.
Design/methodology/approach
With an exploratory-correlational approach and a quantitative study, this study conducted a statistical-descriptive analysis based on the premise of a general linear regression model with correlations between the variables, using a data collection instrument, whose construct and content validity was previously assessed by experts, which was answered by 564 students of the Degrees in Communication and Marketing from the Complutense University of Madrid, University of La Laguna, and ESERP Business and Law School. The Kaiser-Meyer-Olkin test and Bartlett’s test of sphericity were implemented to analyze the correlation between variables; Cronbach’s alpha coefficient and Pearson and Spearman’s coefficients were also used.
Findings
Those students who used social networks to receive news from university institutions about the COVID-19 pandemic deem these channels official, sound and credible. Similarly, the use of official information from university institutions on social networks increases students’ happiness levels.
Originality/value
To the best of the authors’ knowledge, this is one of the first studies aiming to provide scientific evidence of the relationship between happiness management and university governance. This research’s practical implications lead to attributing added value to these types of means for the university governance that seeks students’ happiness.
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The moves broadly coincide with the publication in August of a report alleging military failings in the handling of the 2014 Ayotzinapa student disappearances, and the October…
Details
DOI: 10.1108/OXAN-DB273819
ISSN: 2633-304X
Keywords
Geographic
Topical
Since the early modern age, the debt of the State was a constant source for concern to the Spanish governments. Episodes of defaults caused by enormous expenditure to keep the…
Abstract
Since the early modern age, the debt of the State was a constant source for concern to the Spanish governments. Episodes of defaults caused by enormous expenditure to keep the Empire slowly faded out until a certain reorganization of public finance was attained in the central decades of the nineteenth century. The core idea that finance ministers and economists, in general, had at that time was to balance the public budget controlling expenses, in order to handle the problem of public debt. However, alternative views on government finance existed. Focusing on a crucial period for the consolidation of Spanish liberal regime and its public finance, this chapter shows that, among a predominant concern for reducing public expenditure as the best way to stabilize the economy and promote economic growth, the character of Luis María Pastor emerges to support government expansionary policies financed with credit. Far from fearing deficit, Pastor, one of the leaders of the Spanish liberal school of economic thought, believed that investment in infrastructures financed through debt was the key to economic growth. Through a multiplicative effect, a program of public investment would enhance economic growth, eventually solving the long-term insufficiency of Spanish finance. This gives evidence that ideas on public finance of classical liberal economists were far from uniform, contributing to a more precise view on the body of doctrines of this school.
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MEXICO: Changes will not stem government unpopularity