This paper aims to examine how incentive framing format and language congruency interactively influence readers’ post-reading responses to hotel-related email advertisements.
Abstract
Purpose
This paper aims to examine how incentive framing format and language congruency interactively influence readers’ post-reading responses to hotel-related email advertisements.
Design/methodology/approach
A 2 (incentive framing format: amount-off versus percentage-off) × 2 (language congruency: use of readers’ native language versus use of readers’ foreign language) between-subject experiment was conducted with 233 bilingual speakers from China.
Findings
The findings unveil that readers are more likely to be enticed to search for more information about the promoted hotel restaurant, click the call-to-action button and share the promotional message with friends and families if an email advertisement presents the incentive of a price promotion in the form of amount-off (versus percentage-off). The indirect impact of language congruency is also verified. Specifically, the impact of incentive framing format on readers’ post-reading response is more salient when information is communicated using readers’ native (versus non-native) language.
Practical implications
The findings provide actionable clues for hoteliers to optimize their email marketing campaigns. If hotels want to publicize a price promotion for their high-priced service (e.g. hotel restaurant dining) via email advertisements, marketers should present the incentive in the form of amount-off. Hotels should also personalize the language used in the email advertisements according to readers’ native language.
Originality/value
This study enriches the literature on email marketing by explicating how hoteliers can improve the efficacy of email marketing via personalizing the incentive framing format and language used in the email advertisement according to the readers’ preferences.
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Megan Phillips and Jessica Vredenburg
Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater �…
Abstract
Purpose
Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater – comprised of purposeful and visible dynamic performance and static staging cues – on customers' approach-avoidance intentions in the retail environment. The authors explore the underlying process and show when environmental conditions such as human crowding dilute the positive effects of hygiene theater.
Design/methodology/approach
Across three experiments, participants evaluated a video or scenario related to a shopping experience in a retail store. Sequential mediation and moderated sequential mediation using PROCESS were performed.
Findings
The results show a positive and direct effect of hygiene visibility on approach responses, due to a reduction in perceived risk and increased psychological comfort. This positive effect is diluted when crowding in the retail environment is high.
Originality/value
As society adapts to a new normal, this study offers contributions to improve theoretical knowledge of the impact of hygiene theater on customer approach responses, helping retailers to develop and implement health and safety policies, better equipping them to manage similar situations going forward. The authors provide insights for academics and practitioners alike.
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Anton Du Plessis, Ruhan Slabbert, Liani Colette Swanepoel, Johan Els, Gerrie J Booysen, Salima Ikram and Izak Cornelius
– The purpose of this paper is to present the first detailed three-dimensional (3D) print from micro-computed tomography data of the skeleton of an ancient Egyptian falcon mummy.
Abstract
Purpose
The purpose of this paper is to present the first detailed three-dimensional (3D) print from micro-computed tomography data of the skeleton of an ancient Egyptian falcon mummy.
Design/methodology/approach
Radiographic analysis of an ancient Egyptian falcon mummy housed at Iziko Museums of South Africa was performed using non-destructive x-ray micro-computed tomography. A 1:1 physical replica of its skeleton was printed in a polymer material (polyamide) using 3D printing technology.
Findings
The combination of high-resolution computed tomography scanning and rapid prototyping allowed us to create an accurate 1:1 model of a biological object hidden by wrappings. This model can be used to study skeletal features and morphology and also enhance exhibitions hosted within the museum.
Originality/value
This is the first replica of its kind made of an ancient Egyptian falcon mummy skeleton. The combination of computed tomography scanning and 3D printing has the potential to facilitate scientific research and stimulate public interest in Egyptology.
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The purpose of this paper is to investigate and analyze library jobs advertised by higher education institutions, newspapers and job market sites in United Arab Emirates (UAE).
Abstract
Purpose
The purpose of this paper is to investigate and analyze library jobs advertised by higher education institutions, newspapers and job market sites in United Arab Emirates (UAE).
Design/methodology/approach
The paper uses summative content analysis approach for data collection, data analysis, evaluation and assessment. It reports about the accuracy of advertisements, job titles, job categories, locations and types of libraries.
Findings
Higher education institutions demonstrate the highest accuracy level in advertising library jobs. Librarian emerged to be the highest advertised title by the sources. e-library executive, principal-publications and library, and primary librarian found to be the new titles in the market. The paper also found inconsistencies and lack of uniformities among the sources in using job categories to advertise library jobs. In fact, none of them used the term “library” in any category. Academic libraries recorded the highest advertised jobs compared to other types of libraries.
Research limitations/implications
The paper is based on library jobs advertised on the websites. Websites are only one source of library job advertisement.
Practical implications
The paper provides important information for librarians looking for library jobs in the Middle East as well as for library managers and decision makers who wish to recruit library professionals.
Originality/value
The paper represents one of the few studies conducted on library job marketing in UAE. Findings of the study may contribute to the improvement of library job marketing not only in UAE but also in the other gulf countries.