Richard N. Rutter, Stuart J. Barnes, Stuart Roper, John Nadeau and Fiona Lettice
This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and…
Abstract
Purpose
This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers.
Design/methodology/approach
A total of 226,881 posts on Instagram were analyzed using the Inception V3 convolutional neural network (CNN) pre-trained on the ImageNet dataset to identify product placement within the Instagram images of 75 of the world's most important social media influencers. The data were used to empirically test the relationships between influencers, product placement and network engagement and efficiency.
Findings
Influencers achieved higher network engagement efficiencies than celebrities; however, celebrity reach was important for engagement overall. Specialty influencers, known for their “subject” expertise, achieved better network engagement efficiency for related product categories. The highest level of engagement efficiency was achieved by beauty influencers advocating and promoting cosmetic and beauty products.
Practical implications
To maximize engagement and return on investment, manufacturers, retailers and brands must ensure a close fit between the product type and category of influencer promoting a product within their social media posts.
Originality/value
Most research to date has focused on brand-controlled social media accounts. This study focused on traditional celebrities and social media influencers and product placement within their own Instagram posts to extend understanding of the perception of endorsement and subsequent engagement with followers. The authors extend the theory of network effects to reflect the complexity inherent in the context of social media influencers.
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Stuart Barnes, Richard N. Rutter, Ariel I. La Paz and Eusebio Scornavacca
The role of emerging digital technologies is of growing strategic importance as it provides significant competitive advantage to organisations. The chief information officer (CIO…
Abstract
Purpose
The role of emerging digital technologies is of growing strategic importance as it provides significant competitive advantage to organisations. The chief information officer (CIO) plays a pivotal role in facilitating the process of digital transformation. Whilst demand continues to increase, the supply of suitably qualified applicants is lacking, with many companies forced to choose information technology (IT) or marketing specialists instead. This research seeks to analyse the organisational capabilities required and the level of fit within the industry between CIO requirements and appointments via the resource-based view.
Design/methodology/approach
Job postings and CIO curriculum vitae were collected and analysed through the lens of organisational capability theory using the machine learning method of Latent Dirichlet Allocation (LDA).
Findings
This research identifies gaps between the capabilities demanded by organisations and supplied by CIOs. In particular, soft, general, non-specific capabilities are over-supplied, while rarer specific skills, qualifications and experience are under-supplied.
Practical implications
The research is useful for practitioners (e.g. potential CIO candidates) to understand current market requirements and for companies aiming to develop internal training that meet present and future skill gaps. It also could be useful for professional organisations (e.g. CIO Forum) to validate the need to develop mentoring schemes that help meet such high demand and relative undersupply of qualified CIOs.
Originality/value
By applying LDA, the paper provides a new research method and process for identifying competence requirements and gaps as well as ascertaining job fit. This approach may be helpful to other domains of research in the process of identifying specific competences required by organisations for particular roles as well as to understand the level of fit between such requirements and a potential pool of applicants. Further, the study provides unique insight into the current supply and demand for the role of CIO through the lens of resource-based view (RBV). This provides a contribution to the stream of information systems (IS) research focused on understanding CIO archetypes and how individual capabilities provide value to companies.
Many of the difficulties that have been experienced by Health Authorities in this country in the examination of imported butcher's “offal”—using the term “offal” in its trade…
Abstract
Many of the difficulties that have been experienced by Health Authorities in this country in the examination of imported butcher's “offal”—using the term “offal” in its trade sense—would seem to have been due to injudicious methods of packing on the other side. The organs that constitute “offal”—livers, plucks, kidneys, sweetbreads, and so forth—have hitherto been closely packed into a bag, box, or crate, and the whole mass then frozen hard. Hence on arrival at the port of inspection the separate examination of these organs for possible disease conditions was rendered a matter of extreme difficulty. The exporters have now, it appears, almost all arranged for the separate freezing of the larger organs before packing, and in the case of smaller organs, such as kidneys and sweetbreads, some packers now make use of shallow boxes.
Richard Rutter, John Nadeau, Ulf Aagerup and Fiona Lettice
The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality.
Abstract
Purpose
The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality.
Design/methodology/approach
The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other.
Findings
The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors.
Practical implications
Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning.
Originality/value
This study is the first to examine how the sponsor’s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.
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Barrie O. Pettman and Richard Dobbins
This issue is a selected bibliography covering the subject of leadership.
Abstract
This issue is a selected bibliography covering the subject of leadership.
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This chapter is a comprehensive discussion of autism spectrum disorder (ASD) across the globe (e.g., United States, China, Brazil, Japan and Turkey). Topics that are discussed…
Abstract
This chapter is a comprehensive discussion of autism spectrum disorder (ASD) across the globe (e.g., United States, China, Brazil, Japan and Turkey). Topics that are discussed include the following: diagnostic criteria and approaches; international perspectives of ASD; western and eastern assessment practices; cultural considerations of assessment of ASD; educational and medical interventions; behavioral and emotional interventions; complementary and alternative medical interventions; variations in educational services among countries; early intervention practices; adult services; national and international resources; and current needs and future directions.
The National Labor Relations Act (NLRA) creates rights for covered employees, defines conduct that violates those rights, and deems that conduct an unfair labor practice. But…
Abstract
The National Labor Relations Act (NLRA) creates rights for covered employees, defines conduct that violates those rights, and deems that conduct an unfair labor practice. But while given broad remedial powers under the Act, the Board's options were curtailed by the Supreme Court's limit on the use of deterrence as an express remedial justification. The Board was left with a strongly make-whole, i.e., ex-post, focus to undo the consequences of a violation.
Put differently, the current NLRA remedies reflect a pay-or-play philosophy. The goal is restoration after the fact, using ex-post remedies to give parties the benefit or status quo that they expected. An actor willing to pay may use a cost–benefit analysis and strategically choose to violate the Act, accepting the make-whole remedies later. But the Act created ex-ante statutory rights, not agreed-upon contractual terms. By statutory enactment, employees are given something of value deemed worthy of protection. Assigning value to compliance with the law in the first instance not only prevents sometimes irreparable harm but also reaffirms the inherent value of the right itself.
The impact of the Board's limited remedies is therefore a broad value-driven one. Without ex-ante deterrence, the available ex-post make-whole remedial options make a normative statement about individuals' rights under the Act: those rights may not be inherently worth enough to incentivize legal compliance. The make-whole focus can imply that financial compensation for the portion of harm that can be calculated and “undoing” some nonfinancial effects is sufficient. There is little drive to deter infringement before the fact. By examining the remedial philosophy behind contrasting approaches in the common law of torts and contract, this Article asserts that the current remedial strictures and framework undermine both the Act and the worth of its rights in the eyes of the public and the employees who hold them.
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WE write on the eve of an Annual Meeting of the Library Association. We expect many interesting things from it, for although it is not the first meeting under the new…
Abstract
WE write on the eve of an Annual Meeting of the Library Association. We expect many interesting things from it, for although it is not the first meeting under the new constitution, it is the first in which all the sections will be actively engaged. From a membership of eight hundred in 1927 we are, in 1930, within measurable distance of a membership of three thousand; and, although we have not reached that figure by a few hundreds—and those few will be the most difficult to obtain quickly—this is a really memorable achievement. There are certain necessary results of the Association's expansion. In the former days it was possible for every member, if he desired, to attend all the meetings; today parallel meetings are necessary in order to represent all interests, and members must make a selection amongst the good things offered. Large meetings are not entirely desirable; discussion of any effective sort is impossible in them; and the speakers are usually those who always speak, and who possess more nerve than the rest of us. This does not mean that they are not worth a hearing. Nevertheless, seeing that at least 1,000 will be at Cambridge, small sectional meetings in which no one who has anything to say need be afraid of saying it, are an ideal to which we are forced by the growth of our numbers.
The question of the best commercial method of retailing milk requires to be dealt with from the various standpoints of the different classes of milk vendors.