Alison Sheridan and Lou Conway
The rapid expansion in part‐time employment in Australia over the past two decades has largely been driven by organisations’ desire to achieve numerical and functional flexibility…
Abstract
The rapid expansion in part‐time employment in Australia over the past two decades has largely been driven by organisations’ desire to achieve numerical and functional flexibility (the business case for flexibility) rather than a desire to assist employees balance work and family responsibilities (the equal opportunities case for flexibility). Argues that the differences between the business and equal opportunities discourses surrounding flexibility result in significant problems for both employees and organisations – problems that limit the growth of the individual and the organisation. For part‐time employment to be an effective organisational strategy, it is critical that the human resource management (HRM) role actively negotiate between the different needs of employers and employees. This will entail making both parties’ needs explicit, acknowledging the differences between their needs and directing efforts towards constructing outcomes that are mutually satisfying.
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Dominyka Venciute, Lukas Karalius, James Reardon and Vilte Auruskeviciene
This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand…
Abstract
Purpose
This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships.
Design/methodology/approach
A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling.
Findings
The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate.
Practical implications
The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications.
Originality/value
This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.
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Through biographies we read the fragments of people’s lives that have been structured into a narrative discourse, the written text the mediating force that turns ’narrative into…
Abstract
Through biographies we read the fragments of people’s lives that have been structured into a narrative discourse, the written text the mediating force that turns ’narrative into logic’ (Ricoeur, 1984, p. 30) This article reflects upon the fragmented nature of memories through both the stories of the author and the written works from a selection of influential texts encountered by the author. The photographs in this article frame a series of disjointed images that are connected to me through narrated stories. How much of these stories do I truly remember and how much do I embellish? The storytellers, my grandparents, are dead yet the stories remain. They are the connections I have with my family history and they are the historical conceptions I frame my personal discourse within (Flood, 2003). When trying to make sense of our lives it is to the fragments of memory we turn to construct our stories. The author, through the telling of her stories and the recounting of significant events surrounding her family’s histories as told by her grandmother, provides an exemplar of how such fragments can add to the understanding of the self. She reveals that by encountering such fragments within a life story, we can begin to make sense of our lives.
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Gretchen Vogelgesang Lester, Meghna Virick and Rachel Clapp-Smith
One of the biggest challenges facing global organizations is the ability of leadership and International Human Resource Management (IHRM) professionals to capture the positive…
Abstract
One of the biggest challenges facing global organizations is the ability of leadership and International Human Resource Management (IHRM) professionals to capture the positive outcomes of a diverse workforce while fostering inclusion amongst its workers. New theory based upon optimal distinctiveness theory has challenged researchers to approach inclusion in a holistic manner, transcending political boundaries and cultural meanings of diversity to instead promote the uniqueness of individuals within-group belongingness. This chapter proposes a theoretical model that suggests leader capabilities such as global mindset can foster inclusiveness while reaping the benefits of unique backgrounds and diverse ideas. Two important individual-level outcomes of inclusiveness are presented: creativity and psychological safety. Also discussed are implications for strategic IHRM through recruitment, selection, talent management, and performance management activities.
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Since its inception in the 1980s, solidarity has been one of the structuring elements of Haitian hip-hop. In this sense, what an artist could not do on his own for lack of…
Abstract
Since its inception in the 1980s, solidarity has been one of the structuring elements of Haitian hip-hop. In this sense, what an artist could not do on his own for lack of financial means, peer groups enable him to achieve. Given Haiti's precarious socioeconomic context, the possibility of mobilizing more friends and colleagues makes it easier to cope with financial worries and other difficulties. Drawing on material from 36 in-depth semi-structured interviews, this chapter examines practices of solidarity and mutual aid in the world of hip-hop in Port-au-Prince. Drawing on Becker's theory of the art world and Soulet's theory of solidarity, this chapter analyzes the artistic practices through which rappers develop forms of solidarity and mutual aid to cope with various financial and social difficulties. I seek to understand the way rappers organize themselves, which can be likened to the Haitian konbit, a form of solidarity that emerged in the aftermath of independence and continues to this day. This study shows that hip-hop strengthens the social bonds between rappers in working-class neighborhoods, where lifestyles are based on solidarity and mutual aid.
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Hanna-Anastasiia Melnychuk, Huseyin Arasli and Raziye Nevzat
The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature…
Abstract
Purpose
The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world.
Design/methodology/approach
In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey.
Findings
The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness.
Originality/value
This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers.
Highlights
The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.
This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.
In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.
This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.
The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.
This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.
In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.
This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.
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Min Zhang, Yunxiao Xue, Jun Yang and Yan Zhang
Members' knowledge contribution behavior has positive significance for maintaining the activity of the knowledge community, as well as for improving knowledge interaction…
Abstract
Purpose
Members' knowledge contribution behavior has positive significance for maintaining the activity of the knowledge community, as well as for improving knowledge interaction efficiency and member viscosity. With the development of the mobile Internet, knowledge communities based on social platforms have become more convenient and popular. This study aims to explore what and how factors influence members' knowledge contribution behavior in social knowledge communities from the perspective of social distance.
Design/methodology/approach
Based on the theory of reciprocity and on the theory of self-efficacy, hypotheses and research models are proposed. In the empirical study, WeChat learning group is selected as the research case. The empirical investigation (N = 244) collects research data through questionnaires.
Findings
I-intention and we-intention both have positive influence on members' knowledge contribution behavior. Knowledge self-efficacy positively moderates the influence of we-intention and affects knowledge contribution behavior. In addition, I-intention is positively affected by expected knowledge benefit, expected emotional benefit and expected image benefit, while costs have no effect. We-intention is positively influenced by affective commitment, continuance commitment and normative commitment in relationship strength, as well as affiliation to the contributing climate.
Originality/value
This paper aims to discuss I-intention, we-intention, and their roles in members' knowledge contribution behavior. It is a beneficial development for existing research to combine the characteristics of new style communities with systematical analysis of knowledge contribution behavior. Findings may provide enlightenment to the social knowledge community on diversity development and differentiated marketing strategies.
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Jie Sun, Xi Yu Leung and Billy Bai
This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines…
Abstract
Purpose
This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness.
Design methodology approach
Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses.
Findings
Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts.
Research limitations implications
The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection.
Originality value
This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.
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Nikola Vuksanović, Dunja Demirović Bajrami, Marko D. Petrović and Elena M. Grigorieva
The purpose of this study is to examine the impact of the use of Quick Response (QR) code application among the tourists on their satisfaction at a destination regarding…
Abstract
Purpose
The purpose of this study is to examine the impact of the use of Quick Response (QR) code application among the tourists on their satisfaction at a destination regarding information about restaurants’ offer.
Design/methodology/approach
A quantitative method was implemented in this study. The field study was conducted in 2019 in the two most visited urban destinations in Serbia. The proposed model was examined using partial least squares, and the model fits, composite reliability and convergent validity were assessed. The direction and significance of the relationships were determined by testing all of the hypotheses.
Findings
The results showed that there was a positive effect of using QR codes. However, the study showed that a QR code cannot completely affect the overall satisfaction at a destination. The analysis of the control variables (age and economic status) showed that individual, demographic and economic factors must be taken into consideration to predict individuals’ behaviour.
Research limitations/implications
To enable the generalization of the results, it is advised to conduct research on cross-cultural levels. Future studies related to the topic could be conveyed in other forms of tourism, as well as in other industries, which would provide a better insight into the application of this technology in the future.
Originality/value
The study enables managers of tourism businesses, especially in hospitality, to better understand the importance of the use of a QR code at a destination as an important marketing tool for getting information, and thus to satisfy guests’ expectations.