Pin Luarn, Chiao-Chieh Chen and Yu-Ping Chiu
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence…
Abstract
Purpose
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.
Design/methodology/approach
A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.
Findings
This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.
Originality/value
This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.
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Pin Luarn, Chiao-Chieh Chen and Yu-Ping Chiu
The use of gamification might offer a partial solution to the decline in students' motivation and engagement the school system is currently facing. However, there has been a lack…
Abstract
Purpose
The use of gamification might offer a partial solution to the decline in students' motivation and engagement the school system is currently facing. However, there has been a lack of empirical evidence on whether and how gamification may be able to improve learning motivation. Specifically, this study aims at exploring the antecedents and consequences of intrinsic learning motivation and its mediating role in gamification context.
Design/methodology/approach
A survey method was used to gather the information from students, and regression analysis was used to examine the relationship between three categories of gamification features (social, achievement and immersion), and intrinsic learning motivation. Moreover, this study further used self-determination theory to clarify how students' psychological needs (relatedness, competence and autonomy) mediate the effects of gamification and learning motivation.
Findings
Results showed that social, achievement and immersion features are key aspects that impact students' intrinsic motivation. The psychological needs of students can further enhance these relationships.
Originality/value
Overall, the findings illuminate the unique motivations for learning and reveal design strategies that can be implemented to improve teaching through gamification features.
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Pin Luarn, Tom M.Y. Lin and Peter K.Y. Lo
The practical application of enterprise mobilization is the use of a wireless network system and equipment to allow employees to update information on demand. This study employs a…
Abstract
The practical application of enterprise mobilization is the use of a wireless network system and equipment to allow employees to update information on demand. This study employs a case study method, using in‐depth interviews of 29 corporate managers and experts to understand the current state of mobilization in the life insurance industry. The study suggests a conceptual framework for mobilization in the life insurance industry, and formulates possible research propositions incorporating a number of variables. The study also suggests a total of ten key success factors for the implementation of mobilization in the life insurance industry.
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The purpose of this paper is to extend a traditional communication theory, spiral of silence, to explore the effects of user anonymity and member familiarity on opinion expression…
Abstract
Purpose
The purpose of this paper is to extend a traditional communication theory, spiral of silence, to explore the effects of user anonymity and member familiarity on opinion expression behaviour in a virtual environment.
Design/methodology/approach
A laboratory experiment method was used to manipulate user anonymity, member familiarity, and opinion congruity to measure the willingness to express opinions concerning controversial topics.
Findings
A total of 147 participants were recruited in the experiment. The results revealed that anonymous users in virtual communities and users in groups comprising familiar members are more willing to express inconsistent opinions than non-anonymous users and users in groups containing unfamiliar members, respectively. In addition, anonymous and non-anonymous users as well as users in groups comprising familiar members and those in groups containing unfamiliar members are equally willing to express consistent opinions.
Originality/value
This is the first study to verify the effect of user anonymity and member familiarity on the willingness to express opinions in online social communities. The findings have crucial implications regarding how governments and businesses can stimulate creativity and feedback through virtual communities.
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The purpose of this paper is to predict tie strength using profile similarities and interaction data between users, and thus distinguish between strong and weak relationships on…
Abstract
Purpose
The purpose of this paper is to predict tie strength using profile similarities and interaction data between users, and thus distinguish between strong and weak relationships on social network sites (SNSs).
Design/methodology/approach
This study developed a program and an online questionnaire to collect the data set from Facebook, and then integrated that data set with a subjective data set consisting of participants’ opinions of the strength of their friendships on Facebook. The model developed here for predicting tie strength performed well when was applied on a data set of 6,477 SNSs’ ties, distinguishing between strong and weak ties with over 50 percent accuracy.
Findings
The results developed an algorithm (predictive model) that quantifies and measures tie strength continuously to bridge the gap between theory and practice. The results found that the variables in the dimension of emotional intensity had stronger effects than other interaction variables.
Originality/value
This study developed a predictive model that helps explain the meaning of interaction on SNSs, providing an efficient method to examine tie strength on SNSs. The tie strength estimates can also be used to improve the range and performance of various aspects of SNSs, including link predictions, product recommendations, newsfeeds, people searches, and visualization. Such understanding of the structure of SNSs might lead ultimately to the design of algorithms that can detect trusted or influential users of SNSs.
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Pin Luarn, Tom M.Y. Lin and Peter K.Y. Lo
Enterprise mobilization refers to the provision by an enterprise of the means for its employees to update information at any time and any place through the use of a wireless…
Abstract
Purpose
Enterprise mobilization refers to the provision by an enterprise of the means for its employees to update information at any time and any place through the use of a wireless network system and related equipment. The implementation of enterprise mobilization can be separated into two main methods, non‐enforceable and enforceable. Non‐enforceable implementation refers to those situations where, although an enterprise encourages its employees to use a mobilized system, it does not enforce such use, whereas the reverse is true in the case of enforceable methods. Aims to examine this situation.
Design/methodology/approach
Since this is a relatively new research topic with very little previous research having been undertaken in this area, this paper employs a triangulation. This method enables integration of both quantitative and qualitative data, to investigate the critical success factors (CSFs) for the implementation of non‐enforceable mobilization by enterprises. The data were collected by means of in‐depth interviews with corporate managers and specialists from 29 enterprises and comprise 126 samples of employees currently using mobilization systems.
Findings
The study reveals a total of six CSFs for the implementation of non‐enforceable mobilization by enterprises, comprising: cooperation with a good solution “value added reseller”; appropriate planning and the support of senior management; user participation and minimization of any resistance to the installation of the system; open communication channels; enhancement of the understanding of mobilization itself and of employee requirements; and effective mobilization equipment.
Originality/value
This paper will be of interest to organizations looking to implement a wireless network system. The results provided can be used as references for industry and businesses in general, to support their decision‐making processes concerning the introduction of mobilization.
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Tom M.Y. Lin, Pin Luarn and Peter K.Y. Lo
Market segmentation is a topic that has already produced significant results in conventional marketing research but appears to be still novel in the field of Internet marketing…
Abstract
Market segmentation is a topic that has already produced significant results in conventional marketing research but appears to be still novel in the field of Internet marketing. This triangulated study, integrating both qualitative and quantitative techniques, is based on in‐depth interviews with managers and professionals from nine enterprises based in Taiwan. It focuses on 137 employees engaged in Internet market segmentation (IMS) projects such as verification, to explore the critical success factors of enterprises currently implementing IMS. The results reveal a total of six critical success factors: scientific statistical analysis, a good segmentation plan, action on results, SWOT analysis, sufficient project resources, morale and communication.
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Pin Luarn, Yu-Fan Lin and Yu-Ping Chiu
– The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages.
Abstract
Purpose
The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages.
Design/methodology/approach
The data used for this study were obtained from the posts of ten popular official brand pages. For the selected period between March 1 and May 1, 2014, a total of 1,030 posts were obtained and manually processed on September 1, 2014. To assign post categories to the posts created by page administrators, the authors performed manual coding, following the coding development strategy.
Findings
The results demonstrated that the media and content type of posts exert a significant effect on user online engagement. This study used liking, commenting and sharing behavior as a measure of users’ online engagement to specify the new phenomena.
Originality/value
The findings are relevant for the theory of information dissemination and provide valuable and directly applicable implications for the social media marketing of companies.
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Tommi Laukkanen and Vesa Kiviniemi
Adopting technological service innovations entails substantial learning effort requiring information and guidance from the provider. The purpose of this paper is to investigate…
Abstract
Purpose
Adopting technological service innovations entails substantial learning effort requiring information and guidance from the provider. The purpose of this paper is to investigate the effect of information and guidance offered by a bank on five adoption barriers – usage, value, risk, tradition, and image – in a mobile banking context.
Design/methodology/approach
The measurement development and hypotheses were based on consumer resistance theory and the earlier literature on internet and mobile banking. A large empirical study on bank customers with 1,551 effective observations was conducted. The measure items were validated by measurement model and hypotheses were tested using structural equation modelling.
Findings
The results show that the information and guidance offered by a bank has the most significant effect on decreasing the usage barrier, followed by image, value and risk barriers respectively. The information and guidance showed no effect on the tradition barrier.
Originality/value
This paper provides further understanding of how the information and guidance of a bank affect consumer attitudes and resistance in particular, on mobile banking. It also has implications for management in overcoming resistance to mobile banking.
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Shafique Ahmed and Samiran Sur
In the ever fast-changing modern world, through the use of digital banking services (DBS), the old concept of banking in a traditional way has been completely changed. It was made…
Abstract
Purpose
In the ever fast-changing modern world, through the use of digital banking services (DBS), the old concept of banking in a traditional way has been completely changed. It was made possible through the use of modern artificial intelligence embedded technologies. It was done to meet the ever-growing demands of customers through more user-friendly and time-saving uses of technologies. This paper aims to uncover and analyse the factors affecting the adoption of digital banking services by rural micro small and medium enterprises (MSMEs). MSME is one of the most active sectors in India. It plays an important role in the economic development of the country through exports and domestic supplies and by creating employment opportunities.
Design/methodology/approach
The study was conducted using a questionnaire survey. In total, 148 rural MSME owners were considered for the analysis in this study. Rural MSMEs in India are way behind in using digital banking services than their urban counterparts. The present study uses IBM SPSS and AMOS to shed light on the prevalent factors that influence the attitude to use digital banking services.
Findings
It is found out that convenience (which includes perceived usefulness and perceived ease of use), perceived self-efficacy, demonetization, performance expectancy and pandemic effect have a significant effect on the attitude to adopt DBS. The findings of the study will provide deeper insights for the banks as well as different government agencies to revamp their strategies in changing the financial landscape of the country through a “cashless economy”.
Practical implications
Demonetization, a boom in eCommerce in India, pandemic-related lockdowns or restrictions and the government’s push for the digital economy will aid the use of DBS at a faster pace. The outcome of the study will help both the government and the financial institutions to chalk out strategies to cater to the rural MSMEs in embracing DBS.
Originality/value
The use of digital services for banking in India is in a nascent stage, but the rate of adoption is increasing at a cyclonic speed. Affordable electronic devices, cheap internet and different medium of using DBS are fuelling the rapid increase; yet, limited research focuses on the differences in the rate of acceptance of digital banking services concerning rural MSMEs.