Jessica Lichy and Fraser McLeay
As government funding continues to decrease, higher education (HE) providers are pressed to become autonomous in terms of managing resources and innovation. Many operate as small…
Abstract
Purpose
As government funding continues to decrease, higher education (HE) providers are pressed to become autonomous in terms of managing resources and innovation. Many operate as small and medium-sized enterprises (SMEs), expanding business activities beyond borders by integrating programmes of International Academic Mobility (IAM). Such programmes involve managing the flow of staff beyond national borders, contributing to a key dimension of internationalisation and IAM-driven innovation. This paper seeks to ascertain the motivations, benefits and barriers for undertaking IAM, and the HR processes through which they operate.
Design/methodology/approach
A four-stage qualitative methodological approach including interviews with 26 participants is employed to identify factors that motivate staff to participate in IAM programmes.
Findings
Eight factors that motivate staff to be involved with IAM (breaking from routine, leisure/recreation, socio-cultural discovery, networking, altruism, developing new skills/capabilities, research/funding collaboration and self-enhancement) and four issues that act as barriers (funding, HR myopia/lack of information, personal circumstances and schedule constraints) are identified.
Originality/value
This study contributes to an important yet under-researched area of employee-driven IAM, developing a conceptual framework that draws from and enriches: expectancy theory, communities of practice, social and human capital theories and intrapreneurship (i.e. employee-driven innovation).
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Vignesh Yoganathan, Stuart Roper, Fraser McLeay and Joana César Machado
Ameet Pandit, Fraser McLeay, Moulik M. Zaveri, Jabir Al Mursalin and Philip J. Rosenberger
The emergence of social media platforms has revolutionized how brands develop partnerships with social media influencers (SMIs). However, users are seeking more meaningful…
Abstract
Purpose
The emergence of social media platforms has revolutionized how brands develop partnerships with social media influencers (SMIs). However, users are seeking more meaningful engagement with SMIs, and little is known about how brands can shift their focus from transient engagements to continued engagement that builds long-term brand–consumer relationships. Extant research has provided inconsistent findings regarding consumer engagement behavior. To address this knowledge deficit, we contribute to the consumer engagement literature by developing and testing a conceptual model that explores and explains the relationships between the factors that influence continued engagement intention (CEI), a form of behavioral intention.
Design/methodology/approach
A literature review was conducted to identify gaps and develop a theoretically informed conceptual model and hypotheses. Survey data from 604 Instagram SMI followers were analyzed using partial least squares structural equation modeling using SmartPLS 3.3.3 to assess the structural model relationships and conduct post hoc analysis.
Findings
The findings suggest that it is important to positively influence consumer responses to elicit CEI. Furthermore, homophily attitudes toward SMIs moderate the relationship between SMI experience and CEI.
Practical implications
Brands must work with SMIs to create positive SMI experiences and develop CEI. Furthermore, SMIs should focus on brands that fit their lifestyles to enhance homophily attitudes and forge CEI.
Originality/value
This study contributes to the literature by combining social exchange and flow theories to develop and test a holistic framework for examining CEIs regarding SMIs and brands. The findings show that creating positive SMI experiences benefits brands seeking CEI.
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Iain Davies, Caroline J. Oates, Caroline Tynan, Marylyn Carrigan, Katherine Casey, Teresa Heath, Claudia E. Henninger, Maria Lichrou, Pierre McDonagh, Seonaidh McDonald, Sally McKechnie, Fraser McLeay, Lisa O'Malley and Victoria Wells
Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact…
Abstract
Purpose
Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.
Design/methodology/approach
The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure.
Findings
The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field.
Research limitations/implications
This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research.
Practical implications
Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.
Originality/value
The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.
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Fraser McLeay, Andrew Robson and Mazirah Yusoff
The constantly evolving higher education (HE) sector is creating a need for new business models and tools for evaluating performance. In this paper, an overview of the…
Abstract
Purpose
The constantly evolving higher education (HE) sector is creating a need for new business models and tools for evaluating performance. In this paper, an overview of the importance-performance analysis (IPA) model and its applicability as a management tool for assessing student satisfaction in the HE sector is provided. The purpose of this paper is to apply IPA in a new and novel manner, undertaking analysis at three levels; the individual student, for individual attributes and at a construct or factor level which combines individual attributes that are correlated. A practical application is illustrated, assessing the gap between the importance placed on specific student satisfaction attributes and corresponding levels of student-perceived performance realised.
Design/methodology/approach
The “service product bundle” (Douglas et al., 2006) is refined based on focus group evaluation. Survey responses from 823 students studying across four Malaysian private universities are analysed using factor analysis and the IPA model utilised to identify importance-performance gaps and explore the implication of the iso-rating line as well as alternative cut-off zones.
Findings
Factor reduction of 33 original measurement items results in eight definable areas of service provision, which provides a refined and extended management tool of statistically reliable and valid constructs.
Research limitations/implications
The research is undertaken in a private business school context in Malaysia. Further research could focus on other universities or countries, as well as faculties such as computing and engineering or explore other elements of education-based performance.
Practical implications
The research method and study outcomes can support HE managers to allocate resources more effectively and develop strategies to improve quality and increase student satisfaction.
Originality/value
Distinct from other IPA-based studies, analysis is undertaken at three levels; the individual participant, for individual items and at the factor level.
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Lee Pugalis, Jenny Davidson, Fraser McLeay and Anna Round
Public entrepreneurship is increasingly being propounded as a key means of ‘doing more with less’ during the tough times associated with successive rounds of neoliberal…
Abstract
Purpose
Public entrepreneurship is increasingly being propounded as a key means of ‘doing more with less’ during the tough times associated with successive rounds of neoliberal restructuring and austerity. The primary aim of this chapter is to provide a critical-exploratory review of sponsorship – a disruptive interjection or particular form of public entrepreneurship.
Methodology/approach
Public entrepreneurship provides a useful theoretical frame for exploring some emergent ways of delivering public services in a post-Credit Crunch global operating environment. Empirical insights are derived from a single local authority in the United Kingdom.
Findings
There is a widespread concern that straitened economic conditions can engender the prevalence of short-term financial considerations at the expense of other objectives. Sponsorship, as a discrete form of public entrepreneurship in some circumstances has the potential to achieve multiple objectives, enriching public value. However, this is contingent of specific contextual factors.
Practical implications
By identifying some risks associated with disruptive interjections intended to open new paths for the sponsorship of public services as well as indicating some opportunities for risk reduction, it is hoped that our analysis may benefit public authorities when they are exploring or evaluating sponsorship ‘opportunities’.
Originality/value
Examining sponsorship through a public entrepreneurship conceptual frame has received limited research attention. Whether sponsorship is a ‘winning solution’ is contingent on the particular form of sponsorship as well as the specific time and place.
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Mazirah Yusoff, Fraser McLeay and Helen Woodruffe-Burton
This study aims to identify the dimensions of business student satisfaction in the Malaysian private higher educational environment and evaluate the influence that demographic…
Abstract
Purpose
This study aims to identify the dimensions of business student satisfaction in the Malaysian private higher educational environment and evaluate the influence that demographic factors have on satisfaction.
Design/methodology/approach
A questionnaire was developed and distributed to 1,200 undergraduate business students at four private higher educational (PHE) institutions in Malaysia. Exploratory factor analysis was used to identify the underlying dimensions that drive student satisfaction. ANOVA and t-tests were conducted to evaluate the influence that demographic factors have on the results.
Findings
Factor analysis resulted in the adoption of a 12-factor solution from an original set of 53 satisfaction items. The results also indicated the influence of demographic factors on the level of business student satisfaction.
Originality/value
This study identified 12 factors or the underlying dimensions that drive business student satisfaction in the Malaysian PHE. The 12 factors are: professional comfortable environment; student assessments and learning experiences; classroom environment; lecture and tutorial facilitating goods; textbook and tuition fees; student support facilities; business procedures; relationship with teaching staff; knowledgeable and responsive faculty; staff helpfulness; feedback; and class sizes. Understanding these factors could help educational institutions to better plan their strategies and inform academics interested in studying student satisfaction.
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Hongfei Liu, Chanaka Jayawardhena, Victoria-Sophie Osburg and Mujahid Mohiuddin Babu
The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still…
Abstract
Purpose
The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE).
Design/methodology/approach
Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design.
Findings
Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR.
Practical implications
The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers.
Originality/value
The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.