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Article
Publication date: 20 January 2025

Chiara Ancillai, Sara Bartoloni, Jelena Filipovic and Valerio Temperini

The study’s purpose is to understand how online communities, thanks to their knowledge-sharing potential, can help to achieve the principles of a human-centered society. The…

96

Abstract

Purpose

The study’s purpose is to understand how online communities, thanks to their knowledge-sharing potential, can help to achieve the principles of a human-centered society. The social capital theory is applied to understand knowledge contribution and knowledge sharing in online communities.

Design/methodology/approach

A qualitative approach based on a single case study of an international online community is adopted.

Findings

The case study highlights how each social capital facet unfolds within the online community to model efficient knowledge exchange among members. The developed social capital generates benefits at three interconnected system levels: micro (individuals), meso (companies), and macro (society).

Originality/value

The paper makes several contributions to the literature on Society 5.0, social capital theory, and knowledge management by bringing the needed empirical evidence on how to exploit online digital technologies to generate the benefits associated with Society 5.0. It also demonstrates that social capital theory is a valuable theoretical lens through which to explain how knowledge-sharing and exchange mechanisms in online communities contribute to shaping a human-centered society.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

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Article
Publication date: 13 October 2023

Jelena Filipovic and Maja Arslanagic-Kalajdzic

This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to…

849

Abstract

Purpose

This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM.

Design/methodology/approach

To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results.

Findings

The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website).

Research limitations/implications

Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework.

Practical implications

Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies.

Originality/value

This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Open Access. Open Access
Article
Publication date: 7 April 2021

Ružica Brečić, Dubravka Sinčić Ćorić, Andrea Lučić, Matthew Gorton and Jelena Filipović

An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the…

4193

Abstract

Purpose

An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents.

Design/methodology/approach

Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial-based point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions.

Findings

Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals.

Research limitations/implications

The field experiment lasted for only two weeks and focused on seasonal produce.

Practical implications

PoS materials offer a low cost intervention for modifying consumer behavior in stores.

Originality/value

The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 9 September 2013

Ružica Brečić, Jelena Filipović, Matthew Gorton, Galjina Ognjanov, Žaklina Stojanović and John White

The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory;…

3822

Abstract

Purpose

The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia).

Design/methodology/approach

A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies).

Findings

Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy political relationships. Transnational brands, however, appear immune to much consumer ethnocentrism.

Research limitations/implications

Firms from the region face significant barriers to creating standardised brand images across the successor states of the Socijalistička Federativna Republika Jugoslavija. While strong in their home markets, the socialist era brands are rarely suitable platforms for international market entry in the region. The dangers of conflating “Western” with foreign in international branding research are documented.

Originality/value

The case illustrates the role qualitative research can play in understanding variations in perceived brand image across international markets. It evaluates the utility of Kapferer’s approach to brand identity. The concept of origin hierarchies is introduced and the inadequacies of international marketing research that relies on a simple domestic versus foreign dichotomy are documented.

Details

International Marketing Review, vol. 30 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Available. Content available

Abstract

Details

International Marketing Review, vol. 41 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 11 November 2020

Nataša Krstić and Jelena Sladojević Matić

The purpose is to determine whether there is a gap between what children and youth expect from their parents' workplaces and the family-friendly business practices that employers…

357

Abstract

Purpose

The purpose is to determine whether there is a gap between what children and youth expect from their parents' workplaces and the family-friendly business practices that employers apply, as well as whether COVID-19 has accelerated the introduction of these practices or contributed to any paradigm change.

Design/methodology/approach

Descriptive methodological research was done through electronic surveys with two target groups. The first group of respondents consisted of 1,279 children and youth who expressed their opinion on the impact of the parental workplace on them and what needs to be done to make companies more family oriented. The second survey involved 64 employers, who shared their views on achieving a balance between work and family and provided insight into the pre-pandemic and pandemic family-friendly workplace practices.

Findings

An apparent gap was identified between the family-friendly workplace practices offered by employers and the needs that children have regarding their parents' workplace. Although employers confirm that COVID-19 provides an opportunity to encourage FFW practices, during the outbreak of the virus, they demonstrated responsibility towards employees but neglected their family members.

Research limitations/implications

The findings cannot be generalised to the entire business sector as the survey is not nationally representative. Also, the surveyed children do not come from the surveyed employers' work collectives, so it was not possible to intersect the findings.

Practical implications

The research is vital for human resource managers as creators and implementers of family-friendly workplaces, as it indicates the need to involve the important but overlooked stakeholders in this process – the children of employees.

Originality/value

The research gap in the family-friendly workplace paradigm is addressed by comparing the attitudes of children with the employers' practices, before and during the COVID-19 outbreak.

Details

International Journal of Sociology and Social Policy, vol. 40 no. 9/10
Type: Research Article
ISSN: 0144-333X

Keywords

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