Abstract
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Karina Goransson and Anna-Sara Fagerholm
The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined from…
Abstract
Purpose
The purpose of this paper is to explore how a visual perspective can be applied to strategic communication research. First, the term visual communication will be examined from various perspectives with an attempt to develop a foundation for this new academic territory. Second, this study summarises how visual approaches are applied in strategic communication research during 2005-2015, this is done by a literature review including an overall content analysis.
Design/methodology/approach
In order to explore how visual approaches can be applied to strategic communication research, the study started with a literature review by examining the term visual communication from various perspectives. The second step was to do a brief content analysis in order to provide a detailed pattern of theoretical visual approaches in strategic communication research published in scientific journals in the field of strategic communication 2005-2015. A qualitative coding scheme was developed based on the classification of visual approaches in communication research by Barnhurst et al. (2004) and Martin (2011).
Findings
The findings of this study not only support previous research indicating that visual approaches in communication research are increasing; the study also points in the direction of that visual approaches in the research field of strategic communication has slightly emerged during 2005-2015.
Research limitations/implications
This study summarises how visual approaches are applied in strategic communication research during 2005-2015.
Originality/value
This study can provide important knowledge about an innovative visual perspective in strategic communication research.
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Carmen-Maria Albrecht, Stefan Hattula, Torsten Bornemann and Wayne D. Hoyer
The purpose of this paper is to examine causal attribution in interactional service experiences. The paper investigates how triggers in the environment of a customer-employee…
Abstract
Purpose
The purpose of this paper is to examine causal attribution in interactional service experiences. The paper investigates how triggers in the environment of a customer-employee interaction influence customer behavioral response to employees’ negative and positive affect. Additionally, it studies the role of sympathy and authenticity as underlying mechanisms of this relationship.
Design/methodology/approach
Two scenario-based experimental designs (N1=162; N2=138) were used. Videotaped scenarios served as stimulus material for the manipulation of two focal variables: the employee’s emotional display as either negative or positive and the availability of an emotion trigger in the interaction environment to convey the attribution dimension of cause uncontrollability. The emotion trigger’s visibility was varied in the two studies. Customer response was captured by buying intentions.
Findings
Customer responses are more favorable for both positive and negative interactional experiences when customers have access to information on cause uncontrollability (i.e. notice triggers in the interaction environment). Analyses reveal that these effects stem from feelings of sympathy for negative experiences and authenticity for positive experiences.
Originality/value
This research supports the relevance of causal attribution research on interactional service experiences, which have high-profit impact. Moreover, the findings underline the importance of the experience of fact in service interactions and thereby provide a more nuanced view on the discussion of whether service providers should use impression management strategies to engender customer satisfaction even when this behavior is “faked.”