Yue Ding and Lingyun Qiu
Celebrity endorsement on microblogging platforms (such as Twitter or Weibo) has become a widely adopted marketing practice. Compared to its counterpart on traditional mass media…
Abstract
Purpose
Celebrity endorsement on microblogging platforms (such as Twitter or Weibo) has become a widely adopted marketing practice. Compared to its counterpart on traditional mass media, celebrity endorsement on microblogging platforms has some unique characteristics. For example, the endorsement information is usually more implicit and the endorsers tend to use different tactics so as to maximize the impact on their followers. However, these new practices have not been thoroughly investigated and the underlying mechanism by which the endorsers influence potential information receivers is not well understood. Anchored on the theory of parasocial interaction borrowed from the mass communication literature, this paper aims to reveal the underlying mechanism of celebrity endorsement on microblogging platforms. More specifically, it examines the relationship between the intensity of microbloggers’ various celebrity-following activities and endorsement effectiveness.
Design/methodology/approach
The authors designed and conducted a Web-based survey containing scales for all focal constructs and demographic and control variables. Through online and offline campus advertisement, undergraduate and graduates students who have used microblogging for at least three months were recruited.
Findings
First of all, the survey results show that the intensity of users’ celebrity-following activities on microblogging platforms has a positive effect on the effectiveness of celebrity endorsement. Second, the positive effect of the intensity of microbloggers’ celebrity-following activities on the effectiveness of celebrity endorsement is mediated by the perceived parasocial interaction with the endorsers.
Research limitations/implications
Firstly, most respondents of the survey are university students. Second, because of the intrinsic disadvantage of the survey method, the causal relationship between constructs cannot be examined directly. Last, parasocial interaction/relationship is a complex theoretical construct whose influence is unveiled partially in this research.
Practical implications
First, this study found that the effectiveness of celebrity endorsement on microblogging platforms are largely affected by celebrity-followers’ online involvement. Second, this study revealed that celebrity-following activities that help enhance followers’ perceptions of parasocial interactions are particularly beneficial for endorsement effectiveness. Last, the exploratory analysis further revealed that followers’ perceptions of ingenuousness and companionship are two key sub-dimensions of parasocial interaction.
Originality/value
First, the authors verified the positive relationship between information receiver’s involvement and the effectiveness of celebrity endorsement in the context of microblogging platforms. Second, this study found that parasocial interaction fully mediates the relationship between celebrity-following intensity and endorsement effectiveness. Last, through an exploratory factor analysis, the authors further decomposed the construct of parasocial interaction into three sub-dimensions, namely, ingenuousness, empathy and companionship.
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Sandra Figueira, Rui Torres de Oliveira, Daniel Rottig and Francesca Spigarelli
This paper constitutes an explorative study into post-acquisition implementation of emerging market acquisitions in developed countries. More specifically, the study aims to…
Abstract
Purpose
This paper constitutes an explorative study into post-acquisition implementation of emerging market acquisitions in developed countries. More specifically, the study aims to better understand how low capability Chinese firms are able to capture value when acquiring high-capability targets in developed countries through a novel post-acquisition integration approach. In so doing, we set out to contribute to the literature on, and managerial insights into, the factors that determine the success of emerging market acquisitions, in general, and the context-specific use of post-acquisition implementation approaches, in particular.
Design/methodology/approach
The study follows a qualitative analysis and multiple case study design based on a phenomenon-based research approach. Data and information were collected through semi-structure executive interviews, observations, secondary sources, company report and media accounts.
Findings
Based on institutional theory, this study develops a conceptual framework for a tacit value approach toward the integration of acquisitions of developed market targets by emerging market acquirers.
Originality/value
The proposed tacit value approach of post-acquisition integration, which refers to the creation of intangible value over time, differs from the explicit value approach that is associated with the transaction-cost literature and more focused on the creation of tangible value in the short-term.
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Mingli Zhang, Mu Hu, Lingyun Guo and Wenhua Liu
Thriving brand communities are inseparable from engaged members and their word-of-mouth behavior. The purpose of this paper is to investigate which customer experience elevates…
Abstract
Purpose
Thriving brand communities are inseparable from engaged members and their word-of-mouth behavior. The purpose of this paper is to investigate which customer experience elevates customer engagement and consequent word-of-mouth intention in online brand communities, and how.
Design/methodology/approach
From the perspective of service ecosystem theory, a framework with several hypotheses was proposed. The model was verified with structural equation modeling based on questionnaire data collected from smartphone communities in China.
Findings
Empirical results indicate that customer experience promotes community engagement, and further enhances word-of-mouth intention. Furthermore, the mediating effect of community engagement in the relation between customer experience (social support and flow) and word-of-mouth intention has been verified.
Practical implications
This paper informs practitioners about the importance of experience co-creation with community members in brand and community promotion, and provides several implications to encourage more engaged customers with fostering pleasant customer experiences.
Originality/value
This study contributes to the theory of service ecosystem by empirical examination of its several propositions in a brand community context. The paper extends the present theory with the discussion of the mediation effect of community engagement in the continuing value co-creation process.
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Guohao Chen, Lingyun Li, Jian Ouyang, Zhuoyan Zhu, Feng Wang, Yuanyuan Wang, Junjie Xue and Jingmao Zhao
The aim of the present paper was to investigate the inhibition performance of the OF and/or IM on L360 steel in CO2/H2S environments. The pipeline steel surface usually has been…
Abstract
Purpose
The aim of the present paper was to investigate the inhibition performance of the OF and/or IM on L360 steel in CO2/H2S environments. The pipeline steel surface usually has been pre-treated before using in the oil/gas field, such as by passivation, blackening, and phosphiding. The effectiveness of inhibition can vary because there are many differences between the metal matrix and the treated film.
Design/methodology/approach
Imidazoline (IM) was synthesized by using oleic acid and diethylenetriamine, and its composition was verified using Fourier transform infrared spectroscopy. The oxide film (OF) covering a sample of L360 steel was characterized using X-ray diffraction, and its surface morphology was observed using scanning electron microscope. Electrochemical impedance spectroscopy measurements were conducted to study the inhibition performance of IM- and/or OF-covered L360 steel in the CO2/H2S environments.
Findings
The results show that IM and OF can prevent corrosion on L360 steel in CO2/H2S environments, and the synergistic inhibition effect of IM and OF was very evident. A possible model is proposed to explain the synergistic inhibition effect in the CO2/H2S environments of IM and OF on L360 steel.
Originality/value
Few reports have concerned the effect of the OF on the inhibitor’s performance, especially in CO2/H2S systems. The aim of the present study was to investigate the inhibition performance of the OF and/or IM on L360 steel in CO2/H2S environments. A model is proposed to explain the synergistic inhibition effect mechanism between IM and OF.
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N. Padmaja, Rajalakshmi Subramaniam and Sanjay Mohapatra
Lingyun Cao, Shuaibin Ren, ZhengHao Zhou, Xuening Fei and Changliang Huang
This study aims to fabricate a cool phthalocyanine green/TiO2 composite pigment (PGT) with high near-infrared (NIR) reflectance, good color performance and good heat-shielding…
Abstract
Purpose
This study aims to fabricate a cool phthalocyanine green/TiO2 composite pigment (PGT) with high near-infrared (NIR) reflectance, good color performance and good heat-shielding performance under sunlight and infrared irradiation.
Design/methodology/approach
With the help of anionic and cationic polyelectrolytes, the PGT composite pigment was prepared using a layer-by-layer assembly method under wet ball milling. Based on the light reflectance properties and color performance tested by ultraviolet-visible-NIR spectrophotometer and colorimeter, the preparation conditions were optimized and the properties of PGT pigment with different assembly layers (PGT-1, PGT-3, PGT-5 and PGT-7) were compared. In addition, their heat-shielding performance was evaluated and compared by temperature rise value for their coating under sunlight and infrared irradiation.
Findings
The PGT pigment had a core/shell structure, and the PG thickness increased with the self-assembly layers, which made the PGT-3 and PGT-7 pigment show higher color purity and saturation than PGT-1 pigment. In addition, the PGT-3 and PGT-7 pigment showed 11%–16% lower light reflectance in the visible region. However, their light reflectance in the NIR region was similar. Under infrared irradiation the PGT-5 and PGT-7 pigment coating showed 1.1°C–3.4°C and 1.3°C–4.7°C lower temperature rise value than PGT-1 pigment coating and physical mixture pigment coating, respectively. And under sunlight the PGT-3 pigment coating showed 1.5–2.6°C lower temperature rise value than the physical mixture pigment coating.
Originality/value
The layer-by-layer assembling makes the core/shell PGT composite pigment possess low visible light reflectance, high NIR reflectance and good heat-shielding performance.