The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into…
Abstract
Purpose
The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point. The purpose of this paper is to investigate as to whether social media marketing is effective in inciting a sense of arousal or passion for the advertised brands and finally generate a purchase intention in the minds of the social media users.
Design/methodology/approach
A convenient sampling procedure was followed to collect relevant data using a structured questionnaire. The technique of structural equation modelling was used for model building using the software, AMOS 18.
Findings
The study reveals that efficient use of social media for marketing communications can generate a passion for the advertised brands in the social media users’ minds, as well as instigate a brand purchase intention.
Research limitations/implications
The study has been restricted to Indian smartphone customers who also spend a substantial amount of time on social media.
Practical implications
The use of social media for online customer engagement is a smart strategy that can be employed by digital marketers in order to emotionally connect the advertised brand with the users of social media.
Originality/value
This study is probably the first to investigate the direct impact of social media marketing on users’ brand passion.
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Kaustav Mukherjee and Neelotpaul Banerjee
The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social…
Abstract
Purpose
The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention.
Design/methodology/approach
An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18.
Findings
Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds.
Research limitations/implications
The study has been conducted in the Indian context using Facebook as a model social networking site.
Practical implications
Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds.
Originality/value
To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.
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While the global body of knowledge on men and boys' experiences of sexual abuse during childhood has incrementally grown over the last several years, it remains an…
Abstract
While the global body of knowledge on men and boys' experiences of sexual abuse during childhood has incrementally grown over the last several years, it remains an under-researched area of study. Drawing upon primary phenomenological research with men survivors of child sexual abuse (CSA) in India, in this chapter, I report and discuss findings that explore the gendered meanings that men who have experienced CSA make of their abuse experiences against a backdrop of heteropatriarchal assumptions and expectations regarding masculinity. Specifically, I discuss how effeminophobia – anxiety and disdain regarding feminine-identified behaviors, mannerisms, attributes and presentations among boys and men – is an ingredient and also the product of such meaning making and eventually works as another form of violence against men and boy survivors following the primary experience of sexual violence. More broadly, acknowledging the role of effeminophobia in constructing men and boy survivors' experiences supports the argument that heteropatriarchy is a double-edged weapon that injures women and gender-expansive people disproportionately but also hurts boys and men.
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Preeti Tiwari, Anil K. Bhat, Jyoti Tikoria and Kaustav Saha
The purpose of this paper is to identify the entrepreneurial intention (EI) among nascent entrepreneurs in the Indian context by using Shapero’s theory of entrepreneurial event as…
Abstract
Purpose
The purpose of this paper is to identify the entrepreneurial intention (EI) among nascent entrepreneurs in the Indian context by using Shapero’s theory of entrepreneurial event as the research framework.
Design/methodology/approach
A 34-item questionnaire was responded to 250 nascent entrepreneurs who are engaged in executing the new business idea or creating new ventures and enroled in the universities in India. The questions measured perceived desirability, perceived feasibility, entrepreneurial educational background, entrepreneurial self-efficacy, perceived social pressure and previous work experience in entrepreneurial activities towards entrepreneurship intention. The data were collected by employing a systematic random sampling method. The sample represents 174 male and 76 female nascent entrepreneurs belonging to various disciplines. Structural equation modelling has been used for data analysis.
Findings
The results show that the proposed model in the present study explains 51 per cent of the variance, explaining the entrepreneurship intention. Entrepreneurial self-efficacy was found to be the strongest predictor of EI (β=0.397 at p<0.001) followed by previous experience in entrepreneurial activities (β=0.285 at p<0.001).
Research limitations/implications
More than limitation this research study adds to the existing literature of the EI by using a different set of the sample. Mostly EI studies used student sample to measure intentions. Kolvereid and Isaksen used a sample of entrepreneurs to measure EI and achieved very different results. Therefore, this research study extends the work of Kolvereid and Isaksen by using a sample of nascent social entrepreneurs.
Practical implications
The finding of this research study will facilitate policy makers and educators to promote entrepreneurial activities at the university level. Based on the results and findings of the study, the educators may improve upon the support system to help and motivate students to opt for social entrepreneurship as their career choice.
Originality/value
Ajzen (1988) emphasised that the relative significance of the antecedents of intention will vary depending on which stage of intention is under scrutiny. This is one of its kinds of research study that used a sample of nascent entrepreneurs in the Indian context. Findings of this research will be helpful in predicting how the intention process of nascent entrepreneurs works especially in developing countries.
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Tamir Tsegaye and Stephen Flowerday
An electronic health record (EHR) enables clinicians to access and share patient information electronically and has the ultimate goal of improving the delivery of healthcare…
Abstract
Purpose
An electronic health record (EHR) enables clinicians to access and share patient information electronically and has the ultimate goal of improving the delivery of healthcare. However, this can create security and privacy risks to patient information. This paper aims to present a model for securing the EHR based on role-based access control (RBAC), attribute-based access control (ABAC) and the Clark-Wilson model.
Design/methodology/approach
A systematic literature review was conducted which resulted in the collection of secondary data that was used as the content analysis sample. Using the MAXQDA software program, the secondary data was analysed quantitatively using content analysis, resulting in 2,856 tags, which informed the discussion. An expert review was conducted to evaluate the proposed model using an evaluation framework.
Findings
The study found that a combination of RBAC, ABAC and the Clark-Wilson model may be used to secure the EHR. While RBAC is applicable to healthcare, as roles are linked to an organisation’s structure, its lack of dynamic authorisation is addressed by ABAC. Additionally, key concepts of the Clark-Wilson model such as well-formed transactions, authentication, separation of duties and auditing can be used to secure the EHR.
Originality/value
Although previous studies have been based on a combination of RBAC and ABAC, this study also uses key concepts of the Clark-Wilson model for securing the EHR. Countries implementing the EHR can use the model proposed by this study to help secure the EHR while also providing EHR access in a medical emergency.