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Strategic Direction, vol. 28 no. 6
Type: Research Article
ISSN: 0258-0543

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Publication date: 8 February 2016

Ashish K. Rathore, P. Vigneswara Ilavarasan and Yogesh K. Dwivedi

The purpose of this paper is to conceptualise and discuss the possible insights that can be generated for product development by analysing the user-generated content available…

7727

Abstract

Purpose

The purpose of this paper is to conceptualise and discuss the possible insights that can be generated for product development by analysing the user-generated content available from various social media platforms.

Design/methodology/approach

The paper reviews the role of user generated content in developing products and its features (e.g. appearance and shape). It delineates the directions in which the relationship between social media content and customer oriented concepts evolve while developing successful new products.

Findings

The review and arguments presented in this paper suggest that the social media approach adds more value than the traditional approaches for obtaining insights about the products. Availability of users’ opinions and information about existing products provide insights for the improvement in the product design process. Co-creation and self-construal are important components that are based on customer engagement and customer behaviour, respectively, in the product design and development.

Practical implications

As social media creates new ways of communication with users, businesses can include users into the product development process to improve and refine their products or for making the next generation of products.

Originality/value

This paper suggests a new approach in getting useful insights about the products from user-generated contents. This way of using social media helps businesses to move forward from the traditional product development paradigms.

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Journal of Enterprise Information Management, vol. 29 no. 1
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 16 March 2015

Laurence Dessart, Cleopatra Veloutsou and Anna Morgan-Thomas

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement…

69138

Abstract

Purpose

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement.

Design/methodology/approach

Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms.

Findings

This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework.

Research limitations/implications

Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement.

Originality/value

This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

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Journal of Product & Brand Management, vol. 24 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 January 2024

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…

3585

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

  1. 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.

  2. 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.

  3. 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.

  4. 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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Marketing Intelligence & Planning, vol. 42 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 March 2017

Xi Leung, Sarah Tanford and Lan Jiang

The purpose of this study was to explore the marketing effectiveness of hotel Facebook messages in terms of promoting favorable attitudes and behavior intentions among potential…

2047

Abstract

Purpose

The purpose of this study was to explore the marketing effectiveness of hotel Facebook messages in terms of promoting favorable attitudes and behavior intentions among potential hotel guests

Design/methodology/approach

An online experiment was conducted with a three (message format) × three (message content), between-subjects factorial design in which three message formats, i.e. word/text, picture and weblink, and three types of message content, i.e. brand, product and interactive, were manipulated.

Findings

The findings indicate that the most effective message format is dependent upon its purpose. Picture messages are most effective for promoting the brand, whereas weblink messages influence intentions to book hotels based on product attributes. Electronic word-of-mouth intention is an important outcome of Facebook marketing, which can be strengthened by word messages and weblink messages about products.

Research limitations/implications

The major limitation of this study is that the study used pseudo Facebook pages and messages created for each experimental condition. Facebook pages can take many forms, so the findings may not generalize to other Facebook pages.

Practical implications

The findings of this study suggest several important practical implications for the hotel industry to leverage Facebook marketing. To foster favorable attitudes and build brand awareness, hotel marketers should include picture messages that prominently feature the brand image. To motivate booking a particular product, word messages describing product features should be provided, along with a weblink that takes the customer directly from product information to a hotel-booking engine.

Originality/value

Although preliminary research has been conducted on Facebook marketing activities, little is known about the effectiveness of Facebook messages. For example, do different types of messages have different effects on marketing effectiveness? What message type is most effective? Thus, the aim of this study is to investigate empirically the effects of different message types on marketing effectiveness. The results of this study will shed light on how hotels can post the most persuasive message content in the most effective message format on their Facebook pages to enhance their fans’ attitudes and increase their purchase intentions.

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Journal of Hospitality and Tourism Technology, vol. 8 no. 1
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 11 July 2016

Ana Roncha and Natascha Radclyffe-Thomas

The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the…

10976

Abstract

Purpose

The purpose of this paper is to demonstrate the power of social media networks, namely Instagram, in building brand communities and co-creating value for brands. By analysing the 2015 campaign #withoutshoes by TOMS, the authors intend to demonstrate how the value creation process can be extended to involve all stakeholders and raise the effectiveness of a brand’s communication campaign.

Design/methodology/approach

A qualitative approach was taken to enable an understanding of online consumer behaviour. A series of qualitative semi-structured interviews were conducted with retail and marketing professionals from the TOMS brand to explore brand strategy. The TOMS Instagram account was analysed for a specific marketing communications event and summative content analysis was applied to the brand’s Instagram profile in order to allow for an in-depth exploration of the co-creation process. Triangulation was used for the multiple sources of evidence in order to build the study and to establish the convergence of data results, to diminish bias and to increase accuracy of the research data (Saunders et al., 2009).

Findings

Through a detailed overview of the campaign developed by TOMS, this paper explores how TOMS fosters the formation of consumer-brand-relationships as well as maps out the advantages of value co-creation. The research findings support the literature on co-creation, which argues that the way to achieve innovation and value creation in the changing and challenging marketing landscape is through co-creation. This study adds to the findings that co-creation strategies are a privileged manner of nurturing customer relationships and of lowering costs for marketing and research and development (Sawhney et al., 2005; Prandelli et al., 2006).

Originality/value

There are a relatively limited number of studies focusing on the Instagram platform, and of those carried out thus far most concentrate on how the platform interprets cultural issues, rather than how it can be used effectively as a marketing strategy and how it can leverage user’s preferences. Also, not a lot of studies have focused on the relationship between value co-creation and its relevance and impact on brands through engagement processes and the role of experience in brand building. Brand value co-creation through human experiences can provide considerable implications for brand management (Prahalad and Ramaswamy, 2004a) as well as be a key component in the building process of customer experiences. This study suggests new approaches to getting useful insights about how brands can use social media to further engage with their target audience though an integrative framework of brand value co-creation with theoretical underpinning.

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Journal of Fashion Marketing and Management, vol. 20 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 12 February 2020

Agostino Vollero, Maria Palazzo, Alfonso Siano and Pantea Foroudi

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand communication…

1229

Abstract

Purpose

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive corporate social irresponsibility performance.

Design/methodology/approach

Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign “Guerrieri” of Enel is performed.

Findings

Findings show the dialogic bottom-up approach results are ineffective because of the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape from an opposing perspective, raising the risk of digital hijacking and boycotting initiatives.

Practical implications

From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public, which has completely interiorised CB values and can act as brand ambassadors.

Originality/value

The paper is one of the first attempts to study the nexus between CSR and CB in digitally empowering contexts, clarifying the crucial role of social media-scape.

Details

Qualitative Market Research: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 23 September 2024

Mariana Pinho and Belinda Colston

The current study explores the role of social psychological factors on organizational commitment. It examined the relationships between organizational fairness, inclusion…

258

Abstract

Purpose

The current study explores the role of social psychological factors on organizational commitment. It examined the relationships between organizational fairness, inclusion, diversity, sexism, psychological safety and affective commitment.

Design/methodology/approach

The study adopted a cross-sectional survey method where data were collected from staff across six higher education institutions in the United Kingdom. A total of 416 responses were collected and the data were analyzed by employing independent sample t-tests to explore gender differences regarding organizational diversity, inclusion, fairness, sexism, psychological safety and affective commitment. The mediating role of psychological safety in the effects of organizational diversity, fairness, inclusion and sexism on staff’s commitment to the organization was evaluated through a series of simple mediation models. Finally, the mediated effect of organizational social psychological factors on affective commitment through psychological safety, moderated by gender was tested.

Findings

As hypothesized, men had higher perceptions of organizational inclusion and diversity and viewed their organization as less sexist. Psychological safety mediated the positive effects of organizational diversity, fairness, inclusion and sexism on staff’s affective commitment to the organization. Organizational diversity and sexism played a bigger part in how women evaluate their organizational environment as safe to take risks and be themselves and consequently on how they commit to the organization. On the other hand, organizational fairness and inclusion seem more closely tied to men’s evaluation of their organization as safe to be themselves and consequently stronger commitment.

Originality/value

The findings shed light on the underlying mechanisms that shape affective commitment, that can lead to more inclusive work environments and contribute to systemic change in the Higher Education context.

Details

Equality, Diversity and Inclusion: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7149

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Article
Publication date: 29 January 2025

Miguel Wilson, Sayoni Ghosh and Kendra Jason

Studies and programming on belonging in higher education tend to focus on college students’ sense of belonging, but the experiences of faculty and staff are equally important…

40

Abstract

Purpose

Studies and programming on belonging in higher education tend to focus on college students’ sense of belonging, but the experiences of faculty and staff are equally important. Minoritized faculty and staff disproportionately report lower levels of sense of belonging and experience greater turnover outcomes. A sense of belonging among faculty and staff lessens their intention to quit, facilitates research collaboration and increases organizational commitment.

Design/methodology/approach

In this scoping review, we analyzed 24 articles yielded from three databases (Academic Search Complete, JSTOR and Web of Science) that synthesize extant literature on faculty and staff’s sense of belonging.

Findings

We found that a sense of belonging for faculty and staff (1) is often examined without being consistently defined; (2) can be hindered by the stigmatization of minoritized identities (e.g. race, gender and class), exclusive organizational policies and the academy’s socio-political structure remain barriers to a sense of belonging and (3) can be fostered through social support, celebrating professional legitimacy and valuing diversity.

Originality/value

This study details the educational landscape of sense of belonging for faculty, and call for more attention to sense of belonging for staff, so that higher education institutions can utilize organizational policies and interventions to help foster a sense of belonging, which can lead to an increase in productivity, retention and job satisfaction.

Details

Equality, Diversity and Inclusion: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7149

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Available. Open Access. Open Access
Article
Publication date: 20 January 2025

Herman Aguinis, Harry Joo, Guillermo Armando Ronda-Pupo and Young Hun Ji

The purpose of this study is to examine the narrowing of the gender publication gap (GPG) and predict when gender publication parity will be achieved. It investigates if women’s…

145

Abstract

Purpose

The purpose of this study is to examine the narrowing of the gender publication gap (GPG) and predict when gender publication parity will be achieved. It investigates if women’s publication rates are catching up with men’s when the proportion of published articles by women will match their representation in the field, and how the gender gap and parity are changing concerning lead authorships. The study analyzes data from 11,097 researchers across 8 management journals from 2002 to 2020, revealing a higher growth rate in women’s publications and varying degrees of parity achievement between micro and macro domains.

Design/methodology/approach

We created a database of all researchers who published at least one article in eight management journals from January 2002 through December 2020. It included 11,097 unique researchers who produced 7,357 unique articles, resulting in 21,361 authorships. We used data from the Web of Science to identify articles and their authors, filtering for “articles” and “reviews” only. We used allometric modeling and time series analysis to examine the GPG and forecast gender publication parity.

Findings

We found that the GPG is narrowing, with women’s publication rates growing faster than men’s. Parity in lead authorships has already been achieved or is within reach for many journals, especially in micro domains. However, macro-oriented journals show slower progress, with some not expected to reach parity until 2045 or later. These improvements are linked to increased representation of women in leadership positions and targeted mentoring programs in micro domains.

Research limitations/implications

While our study focused on publications, it did not account for citations, which could provide a more comprehensive view of research impact. Future research should explore other journals and different time windows and include citation analysis to understand the GPG and parity further.

Practical implications

The narrowing GPG is a positive development for organization studies, particularly in micro domains. This progress can mitigate stereotypes about women’s abilities, promote equity in hiring and promotion by considering authorship order and highlight the importance of targeted mentoring programs to reduce barriers for women. Additionally, business schools should identify and address performance situational constraints that disproportionately affect women, using techniques like the critical incidents approach to design effective interventions.

Social implications

The study’s societal implications include fostering greater gender equity in academic publishing, which can influence broader social norms and reduce gender stereotypes in academia. Achieving gender parity in publications can lead to more equitable hiring, promotion and recognition practices. Additionally, it highlights the importance of removing performance situational constraints and biases that hinder women’s academic progress, thus promoting a more inclusive and fair academic environment. These changes can inspire other fields to implement similar measures, contributing to societal progress toward gender equality.

Originality/value

The study’s originality/value lies in its longitudinal approach to analyzing the GPG in organization studies, contrasting with prior cross-sectional studies. It provides new insights by predicting when gender parity will be achieved in various journals, showing faster progress in micro domains compared to macro domains. Additionally, the study introduces methodological innovations such as allometric modeling and scenario-based analyses, highlighting the importance of reducing situational constraints for women in academia. These findings offer a nuanced understanding of the ongoing efforts and challenges in achieving gender equity in academic publishing.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 44 no. 9
Type: Research Article
ISSN: 2040-7149

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