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Article
Publication date: 5 June 2017

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…

2274

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.

Details

Nankai Business Review International, vol. 8 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

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Article
Publication date: 30 November 2020

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…

426

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.

Details

International Journal of Emerging Markets, vol. 16 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 7 August 2017

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…

7930

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.

Details

Internet Research, vol. 27 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 5 May 2015

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…

176

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.

Details

Anti-Corrosion Methods and Materials, vol. 62 no. 3
Type: Research Article
ISSN: 0003-5599

Keywords

Available. Content available
Book part
Publication date: 22 February 2024

N. Padmaja, Rajalakshmi Subramaniam and Sanjay Mohapatra

Free Access. Free Access

Abstract

Details

Big Data Analytics for the Prediction of Tourist Preferences Worldwide
Type: Book
ISBN: 978-1-83549-339-7

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Article
Publication date: 29 May 2023

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…

54

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.

Details

Pigment & Resin Technology, vol. 53 no. 6
Type: Research Article
ISSN: 0369-9420

Keywords

Available. Content available
2505

Abstract

Details

International Journal of Contemporary Hospitality Management, vol. 26 no. 6
Type: Research Article
ISSN: 0959-6119

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