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Article
Publication date: 1 July 2023

Quan Xie and Sidharth Muralidharan

Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding…

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Abstract

Purpose

Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty.

Design/methodology/approach

We conducted two experiments to test our model. Study 1 used a quasi-experiment with 1,053 participants and tested the model using partial least squares–based structural equation modeling. In Study 2, we aimed to investigate the causal influence of SCO on NFT marketing effectiveness. We employed a one-factor experiment (social comparison prime: high SCO vs. control) with 123 participants.

Findings

NFT users frequently engage in social comparisons and prefer branded NFTs that offer exclusivity (social value) and financial benefits (economic value). Social and financial superiority derived from NFTs enhances branded NFT experiences, leading to a stronger willingness to purchase NFTs and building brand loyalty. Perceived exclusivity, financial benefits and experiential evaluation mediate the effects of SCO on willingness to purchase NFTs and brand loyalty.

Originality/value

This study explores the effectiveness of NFT marketing through the lens of social comparison theory. In doing so, we examined the relationship between SCO and NFT marketing outcomes, revealed the causal influence of SCO on perceived exclusivity and perceived benefits in NFT marketing and shed light on the serial mediation of value- and experience-related constructs.

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Article
Publication date: 10 October 2018

Yang Feng and Quan Xie

Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction…

2558

Abstract

Purpose

Over the past few years, advertisers have adopted augmented reality (AR) technology in advertising campaigns. To overcome the geographic limit, advertisers record the interaction between people and virtual objects in AR campaigns and upload promotional videos on social media, such as YouTube. This study aims to develop and validate a measurement instrument to gauge the content characteristics of YouTube videos featuring AR ad campaigns.

Design/methodology/approach

To this end, possible items were generated via a review of prior literature, and supplemented by content analysis and a free association task. The measurement instrument was then refined and validated using a pretest of a general consumer sample, and further validated using a second general consumer sample with two online experiments.

Findings

Results indicate that the content characteristics of YouTube AR campaigns can be measured using a 15-item, four-construct (informativeness, novelty, entertainment and complexity) instrument. This study also found the direct and indirect relationships between each content characteristic and ad efficacy variables.

Practical implications

The measurement instrument provides practitioners with a broad measure of the content characteristics of YouTube AR campaigns. The results also reveal the effect of different content features of YouTube AR campaigns on the outcome of successful advertising execution.

Originality/value

This study contributes to the body of knowledge in marketing communications via exploring the primary content characteristics of AR advertising campaign videos uploaded on YouTube. It also develops an understanding of the impact of AR technology on consumer behavior and on the experience that it delivers.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 29 May 2019

Chen Lou, Quan Xie, Yang Feng and Wonkyung Kim

This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and…

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Abstract

Purpose

This study aims to test the role of branded content marketing on YouTube in brand building and explicates the mechanism through which brand content influences brand loyalty and purchase intentions.

Design/methodology/approach

This study uses a quantitative, Web-based, three-step randomized intervention design and recruits YouTube users through the Amazon Mechanical Turk (n = 925).

Findings

Post-intervention results (n = 596) show that consumers’ repeated exposure to branded content facilitates their social learning processes. Consumers derive value from the relevant content and subsequently form more favorable brand attitudes, greater brand loyalty and heightened purchase intentions. Brand loyalty mediates the effect of perceived brand content value on purchase intentions.

Practical implications

This study’s findings support the advantages of investing in the creation and dissemination of valuable brand content through a brand’s own social media channel(s). While informative content and entertaining content can both drive brand loyalty, high product-involvement brands are advised to emphasize on informative content to precipitate brand–consumer attachment. Low product-involvement brands, on the other hand, are advised to feature more enticing and captivating content to stimulate consumer devotion.

Originality/value

This study reveals the positive impact of branded content marketing within social media on consumers’ brand attitudes, brand loyalty and purchase intentions. It also explicates the mechanism through which content marketing influences brand evaluation and purchase intentions by coordinating consumer learning and value derivation.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 7 February 2019

Yi-Shun Wang, Ching-Hsuan Yeh, Yu-Min Wang, Timmy H. Tseng, Hsin-Hui Lin, Shinjeng Lin and Min-Quan Xie

With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this…

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Abstract

Purpose

With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical).

Design/methodology/approach

This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses.

Findings

The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types.

Originality/value

This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

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Article
Publication date: 5 September 2022

Tingting Liu and Shufen Tang

Improving the agricultural products market integration is conducive to developing provincial comparative advantage, optimization of agricultural and industrial organization and…

147

Abstract

Purpose

Improving the agricultural products market integration is conducive to developing provincial comparative advantage, optimization of agricultural and industrial organization and enhanced competitiveness. The relationship between the emergencies and the agricultural products market integration in the production and consumption provinces is of great significance for stabilizing market prices and improving the efficiency of agricultural resource allocation.

Design/methodology/approach

The authors reviewed the literature on the market integration of agricultural products. Then, they adopted a two-way fixed effect model to investigate the impact of emergencies on the poultry market integration in the production and consumption provinces in China.

Findings

Highly pathogenic avian influenza (HPAI) caused abnormal fluctuations in the poultry market price and decreased the poultry market integration. The negative impact of HPAI on poultry market integration was strengthened in the main production provinces and weakened in the main consumption provinces.

Originality/value

This is the first study that applies empirical analysis to identify the emergencies’ impact on the poultry market integration considering production and consumption characteristics. The results indicate that the impact of avian influenza is more serious in production provinces than in consumption provinces. Due to the heterogeneity of production and consumption provinces, the government implements precise compensation policies to resume production quickly after the disaster. It can be conductive to market integration and promote the development of agricultural products market.

Details

China Agricultural Economic Review, vol. 15 no. 1
Type: Research Article
ISSN: 1756-137X

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Article
Publication date: 7 February 2025

Andika Widya Pramono and Arif Nurhakim

This bibliometric analysis aims to comprehensively explore the intersection of artificial intelligence (AI) and high-to-room-temperature superconductors. Focusing on scientific…

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Abstract

Purpose

This bibliometric analysis aims to comprehensively explore the intersection of artificial intelligence (AI) and high-to-room-temperature superconductors. Focusing on scientific literature, the study investigates trends, collaboration patterns and impactful publications in this interdisciplinary field.

Design/methodology/approach

The research employs an advanced search query in the Scopus database, targeting articles on the development of superconductors using artificial intelligence. Data collection involves executing the query, saving the results as a CSV file and analyzing it using R-Studio and VOSviewer. Statistical tools, T-tests, regression analysis and Python coding are utilized to enhance the depth of analysis.

Findings

The analysis spans various dimensions, including the overview of bibliometric characteristics, annual scientific production, average citations per year, sources of publications and source production over time. Noteworthy findings include a sustained growth in annual scientific production, a peak in average citations in specific years and the identification of influential journals shaping the field.

Research limitations/implications

While the analysis provides valuable insights, limitations include the potential influence of research biases and the exclusion of non-English articles. Further exploration is encouraged to address these limitations and gain a more nuanced understanding of the field.

Practical implications

Practically, this study aids researchers, practitioners and stakeholders in staying informed, identifying collaboration opportunities and contributing meaningfully to the ongoing growth and impact of high-to-room-temperature superconductors using artificial intelligence.

Social implications

Socially, the study underscores the collaborative and global nature of research in this field, emphasizing the shared endeavor worldwide to advance the understanding and application of superconductors through artificial intelligence.

Originality/value

This research contributes to the originality of the scientific landscape by offering a comprehensive analysis of the development of high-to-room-temperature superconductors with artificial intelligence. The utilization of advanced bibliometric techniques and the identification of key trends and sources enhance the understanding of this emerging and interdisciplinary research domain.

Details

Journal of Science and Technology Policy Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4620

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Article
Publication date: 1 June 2021

Quan Lu, Bixuan Song, Jing Chen, Iris Xie and Yutian Shen

This study aims to explore the gap between information needs and services for autism in China.

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Abstract

Purpose

This study aims to explore the gap between information needs and services for autism in China.

Design/methodology/approach

The gap is revealed by investigating the status quo of autism information needs and services. The authors extracted categories and subcategories of information needs through content analysis of academic documents and then supplemented the subcategories through text mining of an online forum. Meanwhile, categories and subcategories of information services were extracted through content analysis of autism websites. Finally, the authors matched the two to explore the gap and designed a quantitative index to measure it.

Findings

A total of eight and ten categories of information needs and services are extracted, respectively. In total, six categories of information needs can be partly matched, but nearly half of the subcategories failed. Huge gaps in economic support, sociality and policy mechanisms categories are observed through the quantitative index and medium gaps in social resource services and employment categories while almost no gaps in psychological/emotional counseling, rehabilitation skills training and professional knowledge/information categories.

Originality/value

This study takes a deep insight into the gap between autism information needs and services in China, providing evidences and suggestions for information providers to improve their services. Academic documents and online forum data are adopted to avoid the impact of stigmatization, which provides a multi-source data analysis approach for the information needs of special groups.

Details

Aslib Journal of Information Management, vol. 73 no. 4
Type: Research Article
ISSN: 2050-3806

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Article
Publication date: 25 March 2020

Quan H.N. Tran

The purpose of this paper is to challenge the influence of organisational culture types on leadership behaviour and job satisfaction. The theory of culture was divided into four…

6633

Abstract

Purpose

The purpose of this paper is to challenge the influence of organisational culture types on leadership behaviour and job satisfaction. The theory of culture was divided into four characteristics, namely, clan, hierarchy, adhocracy and market.

Design/methodology/approach

A purposive questionnaire was adapted to collect surveys from 294 working people in several sector organisations in Vietnam. The questionnaire included two main parts. The first part comprising demographic questions. The second part included three constituted scales to evaluate organisational culture types, leadership behaviour and job satisfaction. Correlation and linear regression analysis were adapted to use to challenge connections among variables.

Findings

Hierarchy culture negatively connected to relationship-oriented leadership behaviour. Adhocracy culture positively affected job satisfaction. Clan and market cultures insignificantly predicted leadership style and job satisfaction.

Research limitations/implications

The research is structured in 294 working people in various Vietnamese sector organisations. This small sample is unlikely to represent the popularity of the findings. Further research should collect samples in more organisations and industries in Vietnam to improve the efficiency of the results. The research findings may support leaders and superiors to choose a proper organisational culture that will reduce employee dissatisfaction.

Originality/value

The research is conducive to the studies on organisational culture, especially the association between leadership behaviour and job satisfaction in Vietnamese sector organisations

Details

International Journal of Organizational Analysis, vol. 29 no. 1
Type: Research Article
ISSN: 1934-8835

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Article
Publication date: 19 September 2019

Iris Xie and Jennifer A. Stevenson

The purpose of this paper is to investigate the types of roles that Twitter played in digital libraries (DLs) and their relationships in building DL online communities.

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Abstract

Purpose

The purpose of this paper is to investigate the types of roles that Twitter played in digital libraries (DLs) and their relationships in building DL online communities.

Design/methodology/approach

A mixed method analysis of DLs’ tweets was conducted to identify the usage, roles of Twitter in DL communities and relationships among the roles. Twitter data from 15 different DLs for one year were extracted, and an open coding analysis was performed to identify types of Twitter roles. Pearson correlation coefficient was applied to examine the relationships among the roles based on word similarities.

Findings

The results present 15 types of Twitter roles representing five main categories identified from DL tweets, including information, promotion, related resources, social identity and social connection. Moreover, word similarities analysis identifies more strong relationships among the roles in four main categories (promotion, related resources, social identity and social connection) but less with roles in information.

Research limitations/implications

Characteristics of DL online communities are discussed and compared with physical library communities. Suggestions are proposed for how tweets can be improved to play more effective roles. To build a strong community, it is critical for digital librarians to engage with followers.

Originality/value

This study is a pioneering work that not only analyzes Twitter roles and their relationships in building DL online communities but also offers recommendations in terms of how to build a strong online community and improve Twitter use in DLs.

Details

Online Information Review, vol. 43 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

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Book part
Publication date: 15 June 2018

Ralph McKinney Jr, Lawrence Shao, Dale Shao and Marjorie McInerney

The use of social media information for personnel decisions in mergers and acquisitions (M&As) could have greater effects on employees in targeted firms of M&As. Negative…

Abstract

The use of social media information for personnel decisions in mergers and acquisitions (M&As) could have greater effects on employees in targeted firms of M&As. Negative information from social media can facilitate employee departures especially during reorganization efforts. Managers should be aware that personnel decisions using information gained from social media could have legal ramifications. As such, appropriate policies concerning social media should be in place to guide organizational decision making. Although social media has been a part of society and business, research on its influences on human resources, employment decisions, and organizational behaviors has been limited. As such, this paper reviewed the current literature on social media and suggested ways to advance studies in the field.

Details

Advances in Mergers and Acquisitions
Type: Book
ISBN: 978-1-78756-136-6

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