Sıddık Bozkurt, David Gligor, Jennifer Locander and Raouf Ahmad Rather
This study aims to contribute to the social media agility literature by examining the impact of perceived social media agility on customer purchases. More specifically, this study…
Abstract
Purpose
This study aims to contribute to the social media agility literature by examining the impact of perceived social media agility on customer purchases. More specifically, this study seeks to reveal whether perceived social media agility positively affects customer purchases. Furthermore, this study examines the moderating roles of social media self-efficacy and social anxiety to increase the model's explanatory power. That is, this study investigates whether social media self-efficacy positively moderates the impact of perceived social media agility on customer purchases. Similarly, this study examines whether social anxiety negatively moderates the impact of perceived social media agility on customer purchases.
Design/methodology/approach
An online survey was conducted on Qualtrics platforms to test the research hypotheses. To test the main effect, a linear regression was used. To test moderating relationships, PROCESS Macro Model 1 was used. Finally, the moderating effects were probed with the Johnson–Neyman technique to gain further insights into the interaction effects.
Findings
The study results show that when customers perceive a brand as agile on social media platforms, they are more willing to buy the goods/services of the brand. Notably, individuals who are high on social media self-efficacy (relative to low on it) display more willingness to purchase the brand's products/services. However, customers who are high on social anxiety (relative to low on it) are less willing to purchase the brand's products/services.
Originality/value
This study examines the effect of perceived social media agility on customer purchases while accounting for the moderating role of perceived social media self-efficacy and social anxiety. The results provide noteworthy theoretical and managerial contributions.
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Kathrynn Pounders and Marlys Mason
Purpose: This study examines the experiences and struggles of young women with breast cancer as they navigate the intersectionality of their illness and gender identity…
Abstract
Purpose: This study examines the experiences and struggles of young women with breast cancer as they navigate the intersectionality of their illness and gender identity. Specifically, the research explores the construction and expression of gender identity as a core part of who they were prior to diagnosis and who they desire to be in the future.
Design and methodology: A phenomenological approach was used to investigate how women with breast cancer experience changes related to gender identity. Eighteen in-depth interviews were conducted with young women who have been diagnosed within the last five years.
Findings: Young women undergo gender identity disruptions and shifts as the result of breast cancer diagnosis and treatment. Informants expressed feelings that their resultant identities do not conform to cultural normative representations of gender, which profoundly impact their perceptions of the physical self, gender roles, and intimate relationships. At this acute stage, they struggled with the loss of important body markers of femininity (breasts, hair, etc.) and attempted through consumption to find alternative ways to enact gender expressions.
Originality and value: This research explores consumer experiences when bodies do not conform to idealized body images and cultural representations of gender. Informants revealed a complex portrait of women who experience the early, invasive stages of illness and body transformation.
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Blaine J. Branchik, Tilottama Ghosh Chowdhury and Jennifer Schenk Sacco
This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.
Abstract
Purpose
This study aims to examine different consumption attitudes between two age-based cohorts of female consumers as it relates to the processing of marketing communications.
Design/methodology/approach
Three studies use 10 iterations of an ad for an alcoholic beverage. Ads vary in the number of models, age of those models and ad value message. Cohorts are divided into pre-millennial (35 and older) and millennial (18–34) age groups. Subjects respond to a variety of statements associated with the ads. ANOVAs are run to determine significant differences or similarities between cohorts.
Findings
Women of different ages have different value systems. Pre-millennials prefer ads featuring other-focused value messages and containing multiple female models. That preference is moderated for those who feel a strong closeness to other women. They prefer ads featuring single female models with other-focused messages. Millennials express no preference for the number of models or value messages. Those with high perceptions of closeness to women, however, express a preference for ads featuring multiple models, irrespective of value message. Further, perceived age similarity between consumers and models moderates the pre-millennial’s versus millennial’s attitude toward ads featuring mature female models and single versus multiple models.
Research limitations/implications
Only American women were surveyed for this research. Further, only one product was used to assess attitudes.
Practical implications
Advertisers must be cognizant of the age of targeted consumers. Further, any cultural values expressed in ads have different impacts depending on consumer age. Finally, the number of models can have an impact on consumer attitude depending on viewers’ age and preference.
Originality/value
This research fills an existing lacuna in studies involving female consumers by exploring and testing significant differences among women of different ages and value systems and their attitudes toward marketing communications.
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This study examines how asking employees to self-assess their performance during the compensation setting process, when they are unaware of their marginal contribution to firm…
Abstract
This study examines how asking employees to self-assess their performance during the compensation setting process, when they are unaware of their marginal contribution to firm profit, affects employer welfare. Previous research suggests that giving employees a voice in the compensation setting process can positively affect employee performance and firm profit (Jenkins & Lawler, 1981; Roberts, 2003). However, the study proposes that asking employees to assess their own performance as part of the compensation setting process can have unintended consequences that ultimately lead to higher employee compensation demands. This is because asking employees to assess their performance increases their overconfidence in their own performance and their compensation demands. As a result, employers may face the dilemma of whether to meet these higher compensation demands or risk economic losses due to employee retaliation if their demands are not met. Through experimental evidence comparing a control condition without self-assessments and three self-assessment reporting conditions, the study provides evidence that supports the notion that eliciting employee self-assessments as part of the compensation process reduces employer welfare. Data on employee perceptions of performance further support the notion that asking employees to evaluate their performance leads to an inflated perception of their performance. These findings provide a theory-based explanation of why, in practice, many companies disentangle employee performance assessments from the compensation setting process and that companies are well advised in doing so.
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The increase in environmental consciousness around the world since 1970's pushed firms to engage in socially responsible behaviors. The Corporate Social Responsibility (CSR) has…
Abstract
The increase in environmental consciousness around the world since 1970's pushed firms to engage in socially responsible behaviors. The Corporate Social Responsibility (CSR) has naturally gained attention in the academic and business world (Colvin, 2001; Harrison & Freeman, 1999; Sen & Bhattacharya, 2001; Waddock & Smith, 2000). The reasons for these socially responsible behaviors are not only the external obligations or regulatory compliance but also the firms desire to increase competitiveness, to improve stock market performance (Bansal & Roth, 2000; Drumwright, 1994, 1996; Klassen & Mclaughlin, 1996; Russo & Fouts, 1997; Waddock & Smith, 2000) and to create a positive self‐image among consumers. There have been numerous studies on CSR suggesting a link between social initiatives and consumer's positive product and brand evaluations, brand choice and brand recommendations (Brown & Dacin, 1997; Drumwright, 1994; Handelman & Arnold, 1999; Osterhus, 1997; Sen & Bhattacharya, 2001). Moreover, the consumers are continuing to become more interested in CSR and green product market is fast growing so the use of CSR initiatives by the firms to receive the support of the society and to influence consumer behavior has become quite common. However, these socially responsible steps must also have an effect on corporations' major objective: maximizing the profits.
Petranka Kelly and Jennifer Lawlor
The global tourism industry is continuing to experience a change from high-touch to high-tech with the increasing implementation of self-service technologies (SSTs) such as hotel…
Abstract
Purpose
The global tourism industry is continuing to experience a change from high-touch to high-tech with the increasing implementation of self-service technologies (SSTs) such as hotel reservation websites, kiosk technologies at airports and smartphone applications. SSTs require active customer involvement in the service delivery process and as such, the customer serves as a co-creator of value along with the tourism provider. Although there are benefits to customer involvement in service provision, there is a risk that SST usage may also detract value from the service experience. Therefore, the purpose of this paper is to explore customer perspectives on their experiences of SST usage in a tourism context, through the theoretical lens of the service–dominant logic framework.
Design/methodology/approach
This interpretivist study employs a two-stage qualitative methodology of short interviews with 133 participants at an international airport, followed by 32 in-depth interviews with SST users in a tourism context.
Findings
Six diverse customer SST experiences are identified and then classified in terms of being either value-creating or value-destroying. The first two experiences accruing from SST usage, namely accomplishment and supportiveness, are deemed to be value-creating, while the experiences of lack of control, manipulation, concern about discrimination and social tension are deemed to be value-destroying.
Originality/value
The study responds to a gap in the literature regarding the concept and nature of customer value co-creation pertaining to the use of SSTs in a tourism context. The research findings indicate that value is not only created but may also be destroyed in the SST encounter. The study also illustrates that SST usage may have a strong social element in terms of the presence and role of other customers and employees. This challenges the consensus in the literature that SST usage reduces or removes human interaction.
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Jennifer D. Chandler and Wes Johnston
This chapter reviews emergent research streams as a basis for a dynamic multilevel perspective on organizational buying behavior that can link seminal studies to more contemporary…
Abstract
This chapter reviews emergent research streams as a basis for a dynamic multilevel perspective on organizational buying behavior that can link seminal studies to more contemporary issues raised by managers and scholars alike. Since Johnston and Lewin's (1996) review, the literature does not include a comprehensive analysis of recent themes or general directions. From a managerial perspective, some of these issues that need coverage include the following questions. What are the best practices for integrating the organizational buying process with product design, development, and innovation? How can technology, media, and automation be leveraged in the buying process? For supplier relationships in which trust and commitment have been established, what are the best practices for using this to build competitive advantage? What are the best practices for leveraging the brands of products or services that are not owned by a firm? What are the best practices for managing buying processes across international markets?
Paul Strickland, Jennifer Smith‐Maguire and Warwick Frost
The aim of this exploratory study is to investigate the benefits of “New World” wineries using family heritage as a legitimate marketing technique. “Old World” regions have been…
Abstract
Purpose
The aim of this exploratory study is to investigate the benefits of “New World” wineries using family heritage as a legitimate marketing technique. “Old World” regions have been leveraging off the often long association the wineries family has in wine making to assist in generating wine sales. This marketing initiative is now being applied to “New World” wineries with increasing success.
Design/methodology/approach
This exploratory study investigated three wineries including their web sites, print media and consumer responses. The case studies had to include wineries that were family owned and actively promoted and marketed their winery as having a strong family heritage link in Victoria, Australia.
Findings
The results of this investigation suggest that family heritage is a legitimate marketing technique for “New World” wineries to assist in wine sales. If a family link can be established, there is no reason why “New World” wineries cannot promote family heritage, even if the winery is relatively new or a family has not worked in the industry for an extended period of time.
Originality/value
This paper attempts to acknowledge that family heritage is important in creating a “story” for the winery to assist in wine sales generation. By examining “New World” wineries regarding family heritage usage, this paper suggests that it is a legitimate marketing technique that other authors have never explored.
Tanyatip Kharuhayothin and Ben Kerrane
This paper aims to explore the parental role in children’s food socialization. More specifically, it explores how the legacy of the past (i.e. experiences from the participant’s…
Abstract
Purpose
This paper aims to explore the parental role in children’s food socialization. More specifically, it explores how the legacy of the past (i.e. experiences from the participant’s own childhood) works to inform how parents, in turn, socialize their own children within the context of food, drawing on theories of consumer socialization, intergenerational influence and emotional reflexivity.
Design/methodology/approach
To seek further understanding of how temporal elements of intergenerational influence persist (through the lens of emotional reflexivity), the authors collected qualitative and interpretative data from 30 parents from the UK using a combination of existential–phenomenological interviews, photo-elicitation techniques and accompanied grocery shopping trips (observational interviews).
Findings
Through intergenerational reflexivity, parents are found to make a conscious effort to either “sustain” or “disregard” particular food practices learnt from the previous generation with their children (abandoning or mimicking the behaviours of their own parents within the context of food socialization). Factors contributing to the disregarding of food behaviours (new influencer, self-learning and resistance to parental power) emerge. A continuum of parents is identified, ranging from the “traditionalist” to “improver” and the “revisionist”.
Originality/value
By adopting a unique approach in exploring the dynamic of intergenerational influence through the lens of emotional reflexivity, this study highlights the importance of the parental role in socializing children about food, and how intergenerational reflexivity helps inform parental food socialization practices. The intergenerational reflexivity of parents is, thus, deemed to be crucial in the socialization process.