Constantinos-Vasilios Priporas
- Explain what a smart consumer is through Generation Z views
- Understanding the nature of decision-making process with the use of smart technologies
Abstract
Learning Outcomes
Explain what a smart consumer is through Generation Z views
Understanding the nature of decision-making process with the use of smart technologies
Explain what a smart consumer is through Generation Z views
Understanding the nature of decision-making process with the use of smart technologies
Details
Keywords
Constantinos-Vasilios Priporas, Irene (Eirini) Kamenidou, Nga Nguyen and Riad Shams
The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting.
Abstract
Purpose
The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting.
Design/methodology/approach
An exploratory qualitative research study utilising open-ended, semi-structured Skype interviews with 26 respondents was conducted in a country experiencing economic crisis.
Findings
The findings demonstrate that respondents hold a strong scepticism towards CRM campaigns and they are more negative towards the CRM campaigns initiated by foreign enterprises as compared to the domestic ones. This can be attributed to ethnocentrism, or even antipathy or animosity towards foreign companies due to crisis. Furthermore, results reveal that the political and legal elements of the macro-environment have an impact on consumer scepticism towards CRM campaigns, while the impact of the economic crisis itself did not seem to be equally significant.
Originality/value
This work contributes to the existing literature of CRM as it is the first study that explores the impact of macro-environmental elements on consumer scepticism towards CRM within an economic turbulence setting.
Details
Keywords
Aikaterini Stavrianea and Irene (Eirini) Kamenidou
Memorable tourism experiences (MTEs) can reinforce a destination's competitiveness. The literature has called for further research on this topic. This study develops and…
Abstract
Purpose
Memorable tourism experiences (MTEs) can reinforce a destination's competitiveness. The literature has called for further research on this topic. This study develops and empirically examines a conceptual model exploring the relationships between MTEs, satisfaction, destination image (DI) and loyalty.
Design/methodology/approach
Quantitative research was conducted with 729 respondents who had visited the Greek island of Santorini in the last three years, and structural equation modeling was used.
Findings
The findings confirm the strength of the proposed model, which explained 58% of the variance for MTEs and 82% of that for tourist loyalty. The results reveal that MTEs influenced destination loyalty directly and indirectly through satisfaction, while DI influenced loyalty directly and indirectly.
Research limitations/implications
This study provides new insight into the importance of MTEs, satisfaction and DI in the formation of destination loyalty.
Practical implications
This study provides new insight into the importance of MTEs, satisfaction, and DI in the formation of destination loyalty.
Originality/value
The proposed model is the first to include these factors and the specific relationships between them.
Details
Keywords
Paschalia Patsala, Constantinos-Vasilios Priporas, Maria Michali and Irene Kamenidou
The focus of this chapter lies in exploring the views Greek Higher Education academics delivering marketing modules in state universities hold with regard to how they…
Abstract
The focus of this chapter lies in exploring the views Greek Higher Education academics delivering marketing modules in state universities hold with regard to how they conceptualise ‘creativity’; it also examines whether and how academics incorporate teaching creativity in their curriculum and professional practices. Various concepts and contexts pertaining to creativity in education are introduced, emphasising creativity enhancement through marketing teaching and learning. Although educators recognise the critical role of creativity, the methods to enable the cultivation of students’ creativity remain elusive. In the light of these matters, a qualitative approach has been adopted with online structured interviews, which led to the formation of a thematic map through NVivo; the reflexive thematic analysis applied resulted in five final themes, entailing nine sub-themes, which in turn reveal the core patterns and Greek marketing academics’ perceptions on teaching creativity, along with their instructional practices and the challenges they face in this endeavour.
Details
Keywords
Onur Cuneyt Kahraman and Ibrahim Cifci
Although many studies addressed destination marketing concepts, the relationship between self-identification, memorable tourism experiences, overall satisfaction, and destination…
Abstract
Purpose
Although many studies addressed destination marketing concepts, the relationship between self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty in small island destinations remains unknown. To address this issue, the authors established a model based on social identity theory to investigate the effects of self-identification on overall satisfaction and loyalty, taking into account the mediating role of memorable tourism experiences.
Design/methodology/approach
Drawing on 335 useable questionnaires from the visitors of Princes' Islands in Turkey, a quantitative study approach was administrated to empirically analyze a partial least squares path model in PLS-SEM.
Findings
The findings revealed that self-identification positively affects memorable tourism experiences, overall satisfaction, and destination loyalty. The findings also confirm the indirect effects of self-identification on overall satisfaction and destination loyalty through mediating the role of memorable tourism experiences.
Research limitations/implications
The findings of the study will be useful both theoretically and practically. Theoretically, this research will be important to determine tourist behavior through the viewpoint of self-identification in the context of a small island destination. Practically, the findings of this study will assist small island destinations' policymakers and practitioners to develop strategies and make effective future actions.
Originality/value
This is the first study that uses a complete structural model linking self-identification, memorable tourism experiences, overall satisfaction, and destination loyalty.
Details
Keywords
Constantinos-Vasilios Priporas, Durga Vellore-Nagarajan and Irene (Eirini) Kamenidou
This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of…
Abstract
Purpose
This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers.
Design/methodology/approach
Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour are extracted. Followed by extraction of the reasoned conditioned behaviour and its cognitive constructs within Zers. Thereafter, a conceptual framework is developed with propositions of stressful eating within Zers.
Findings
Zers indulge in reasoned conditioned behaviour initially owing to their healthy understanding insights, and the activations of cognitive capacities within them due to the law of effect. The law of effect is cyclical after the first reasoned consumption among Zers, leading to obesity and constricting self-controlling behaviour.
Originality/value
To the best of the authors’ knowledge, this is the first study that provides a deep understanding of the cognitive mechanism orienting generation Z’s stressful eating indulgence even though they have higher healthy lifestyle understandings.
Details
Keywords
Deske W. Mandagi and Dave Centeno
Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its…
Abstract
Purpose
Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.
Design/methodology/approach
Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.
Findings
The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.
Practical implications
Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.
Originality/value
This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.
Details
Keywords
Jessica Christella Hidayat and Taufik Faturohman
Pontianak City, the capital of West Kalimantan, has a unique characteristic that is rarely found in other cities. Therefore, Pontianak needs to develop tourist attractions that…
Abstract
Pontianak City, the capital of West Kalimantan, has a unique characteristic that is rarely found in other cities. Therefore, Pontianak needs to develop tourist attractions that provide tourism-supporting facilities and improve its promotional media to spread its tourism potential. This study aims to find the factors influencing the behavioural intention of using digital catalogues which will contribute to the literature in tourism marketing to advance the unexplored tourism potential with the help of digital catalogues. It was found that perceived usefulness, perceived ease of use, and the amount of information significantly influence behavioural intention to use digital catalogues.
Details
Keywords
Ayush Guleria, Richa Joshi and Mohd. Adil
This study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based…
Abstract
Purpose
This study aims to examine the impact of the structural linkages between memorable tourism experiences, destination attachment, tourists’ satisfaction and customer-based destination brand-equity on tourists’ storytelling intentions.
Design/methodology/approach
The authors proposed a conceptual model that examines how memorable experiences contribute to tourists’ sense of attachment to a destination, which can lead to their willingness to share their trip stories. Using partial least square estimation, the authors analysed the conceptual model through data generated by a survey of 448 Indian domestic tourists.
Findings
Study confirms the validity and usefulness of the conceptualized model, as it shows significant correlations between the key variables. Specifically, the authors found that positive and memorable tourism experiences significantly affect tourists’ attachment and their satisfaction with destinations. As a result, tourists who form a strong customer-based destination brand equity are more likely to develop storytelling intentions.
Originality/value
To the best of the authors’ knowledge, current study is the earliest to explore the association between memorable tourism experiences, tourist satisfaction, attachment, customer-based brand equity and how they impact storytelling intentions of tourists.
Details
Keywords
Carmen Zarco, Alberto Robles, Javier Valls-Prieto and Oscar Cordon
This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether…
Abstract
Purpose
This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether these companies were truly involved in raising public awareness of the pandemic. The authors specifically focus on sustainable companies, as health communication is considered to be an important corporate social responsibility task.
Design/methodology/approach
To answer these questions, the authors have used data on the social media activity (Twitter and Instagram) of these brands in Spain and Italy, extracting the posts and associated hashtags that each of them has published throughout the pandemic to be processed using social network analysis and visualization techniques.
Findings
The detailed analysis of both the levels of activity and the content of the messages provides interesting insights into the communication models of the companies and the influence of factors such as time, country and the specific social media platform used.
Originality/value
The authors analyze the communication of the most sustainable businesses on social media during the pandemic, adopting a highly innovative approach. The particular originality of this study lies in the parallel analysis of two different countries that were simultaneously shaken by the pandemic in very similar circumstances. This study also presents a novel use of graphical representation tools in terms of companies’ behavior for health communication on social media.
Objetivo
El objetivo de esta investigación es determinar cómo las marcas reconocidas como las más sostenibles en Italia y España han desarrollado acciones de comunicación durante la pandemia del Covid-19 y si estas empresas se han involucrado realmente en la sensibilización pública de la pandemia. Nos centramos específicamente en las empresas sostenibles dado que la Comunicación en Salud se considera una tarea importante de responsabilidad social corporativa.
Diseño/metodología/enfoque
Para responder a estas preguntas, hemos utilizado datos de actividad en medios sociales (Twitter e Instagram) de estas marcas en España e Italia, extrayendo los posts y hashtags asociados que cada una ha publicado a lo largo de la pandemia para procesarlos usando técnicas de análisis y visualización de redes sociales.
Resultados
El análisis detallado tanto de los niveles de actividad como del contenido de los mensajes permite obtener conclusiones interesantes sobre los modelos de comunicación de las empresas y la influencia de factores como el tiempo, el país y el medio social concreto utilizado.
Originalidad
Analizamos la comunicación realizada por las compañías más sostenibles en medios sociales durante la pandemia, adoptando un enfoque muy innovador. La particularidad de este estudio radica en el análisis paralelo de dos países diferentes que fueron sacudidos simultáneamente por la pandemia en circunstancias muy similares. Este estudio también conlleva un uso novedoso de herramientas de representación gráfica en términos del comportamiento de las empresas para Comunicación en Salud en medios sociales.
目的
本研究的目的是确定在意大利和西班牙被认为是最可持续发展的品牌在Covid-19大流行期间是如何开展传播行动的, 以及这些公司是否真正参与了提高公众对该大流行病的认识。我们特别关注可持续发展的公司, 因为健康传播被认为是企业社会责任的一项重要任务。
方法
为了回答这些问题, 我们使用了这些品牌在西班牙和意大利的社交媒体活动数据(Twitter和Instagram), 提取了每个品牌在整个大流行期间发布的帖子和相关标签, 并使用社交网络分析和可视化技术进行处理。
结果
通过对活动水平和信息内容的详细分析, 可以得出关于这些公司的传播模式以及诸如时间、国家和所使用的特定社交媒体等因素的影响的有趣结论。
原创性/价值
我们分析了最可持续的公司在大流行期间在社交媒体上进行的传播, 采取了一种非常创新的方法。这项研究的特殊性在于对两个不同国家的平行分析, 这两个国家在非常相似的情况下同时受到大流行病的冲击。这项研究还包括在社交媒体上对公司健康传播行为的图形表示工具的新颖使用。
Details
Keywords
- COVID-19
- Sustainable brand health communication
- Social media
- Discourse analysis
- Hashtags
- Social network analysis and visualization
- Covid-19
- Comunicación en Salud de empresas sostenibles
- Medios sociales
- Análisis del discurso
- Hashtags
- Análisis y visualización de redes sociales
- Covid-19
- 可持续商业健康传播
- 社会媒体
- 话语分析
- 标签
- 社会网络分析和可视化。