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Article
Publication date: 3 April 2017

Louis Yi-Shih Lo and Sheng-Wei Lin

The purpose of this paper is to examine the effects that reference prices and associated information sources (websites that consumers use to explore and their friends who have…

1780

Abstract

Purpose

The purpose of this paper is to examine the effects that reference prices and associated information sources (websites that consumers use to explore and their friends who have similar perspectives on value) have on deal evaluation and intention to disseminate electronic word of mouth (eWOM).

Design/methodology/approach

A stratified survey is conducted to empirically test the relations between reference prices, associated information sources (the top five Consumer-to-consumer (C2C) websites and top five Facebook friends with similar perspectives and values on consumption), deal evaluation, and eWOM intention. The study uses a Facebook API to help participants pick five Facebook friends to act as their favorite sources for advice on shopping.

Findings

The results suggest that consumers’ deal evaluations (as shaped by the recency effects of previous exposure to prices and the influence of Facebook friends and C2C websites) have carry-over effects on their eWOM intentions. The influence of Facebook friends and C2C websites on deal evaluation is as powerful as that of reference price, especially concerning the mean and the lowest prices.

Practical implications

The findings encourage marketers to invest their resources in targeting online groups, and suggest that C2C website marketers should set their offer prices between the mean and the lowest prices.

Originality/value

This study extends prior research on the motives for eWOM dissemination and elaborates an approach to initiate eWOM intention through deal evaluation.

Details

Internet Research, vol. 27 no. 2
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 3 April 2024

Maria Amélia Machado Carvalho

The study examines how the three dimensions of homophily (attitude, background, and value) influence the perceived usefulness, credibility, and enjoyability of travel content and…

663

Abstract

Purpose

The study examines how the three dimensions of homophily (attitude, background, and value) influence the perceived usefulness, credibility, and enjoyability of travel content and follower behavior (i.e. willingness to search for more information and intention to visit the destination and purchase the tourism product). Likewise, the study investigates how content perception influences follower behavior.

Design/methodology/approach

A sample of 621 Instagram users from generations Y and Z who follow at least one travel influencer and intend to travel in the next twelve months was collected through an online survey. Partial least squares structural equation modeling was adopted to examine the data.

Findings

Attitudinal homophily influences follower behavior, value homophily impacts content perception, and background homophily has a counterproductive effect. Likewise, content perceived as useful and credible induces the intention to visit and purchase the tourism product.

Research limitations/implications

The generalization of the results must be performed with care, as the context of analysis is limited to a social platform and only includes Portuguese individuals.

Practical implications

The findings help managers better understand which homophily cues influence content perception and maximize influencer persuasion. Based on the results, they can better decide which travel influencers should endorse their tourism products.

Originality/value

Research on homophily has neglected the multidimensionality of the concept and its analysis in the tourism context. By using a consolidated approach to homophily, content perception, and follower behavior, this study contributes to the tourism marketing literature and expands influencer marketing research.

Details

Journal of Hospitality and Tourism Insights, vol. 7 no. 2
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 18 January 2021

Mariela Golik and Maria Rita Blanco

This empirical study aims to analyse the talent spotters' perception of their tendency to be homophilic in the talent identification process and their stance on it. Besides, this…

1449

Abstract

Purpose

This empirical study aims to analyse the talent spotters' perception of their tendency to be homophilic in the talent identification process and their stance on it. Besides, this article examines the type of homophily and the homophily attributes involved.

Design/methodology/approach

Based on a qualitative design, 37 middle and senior line managers, working for two Argentine conglomerates in six Latin American countries, participated in the study. Data were collected through semi-structured interviews.

Findings

Homophily was perceived by most of talent spotters, who judged it as natural, while it was not perceived by a small group of the interviewees. In addition, among those who recognized its presence, another group advocated the homophilic advantages, while a final one admitted the presence of homophily and its negative implications. In addition, a variety of homophily attributes were identified; most of them within the value category. We posit that if homophily attributes are, at the same time, components of high potential models, homophily will constitute a functional bias to the talent identification process.

Originality/value

This is the first study that explores the talent spotters' perception of their homophily bias as well as the diversity of homophily attributes present in the talent identification process. This research highlights the relevance of the homophily attributes' analysis, taking into account its alignment to the potential model in order to improve the talent identification process.

Details

Personnel Review, vol. 51 no. 2
Type: Research Article
ISSN: 0048-3486

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Article
Publication date: 28 May 2024

Ishan Kashyap Hazarika and Ashutosh Yadav

This study combines different perspectives on herding, viewing it as a social network heuristic in comparison to other heuristics. The purpose is to use the heuristic view of…

21

Abstract

Purpose

This study combines different perspectives on herding, viewing it as a social network heuristic in comparison to other heuristics. The purpose is to use the heuristic view of herding as found in early literature and test it on grounds of efficiency and payoff, in essence, combining the heuristic and rational agent view of herding. The simulated double auction setting includes agents embedded in a social network, allowing for an examination of herding alongside rational behaviour and imperfect signals.

Design/methodology/approach

In each round of the simulation, levels of homophily, density and fractions of types of agents is set and agents are allowed to follow their respective heuristics under those conditions. Characteristics of the social network, such as the size, levels of different homophilies, density and fractions of different types of agents are varied randomly to gauge their effect on the performance of herders vis-à-vis others and the overall market efficiency through simulation based approach. The data used for the study has been developed in Python and linear models are estimated using R.

Findings

Herding decreases total surplus in private value double auctions, but herders are not worse off than other agents and perform equally in common value auctions. Further, herders and random offerers reduce payoffs of other agents as well, and herding effects the surplus per transaction and not the quantum.

Research limitations/implications

This study explores herding as a strategic behaviour coexisting with rationality and other strategies in specific circumstances. It presents intriguing findings on the impact of herding on individual outcomes and market efficiency, raising new avenues for future research. Implication to research includes a dent on the “sieve” argument of markets rooting out irrationality and from it, a policy implication that follows is the need for corrective measures as markets cannot self-correct this, given herders do not perform worse than others.

Originality/value

The study links the phenomenon of herding to the dynamics of social networks and heuristic-based learning mechanisms that sets apart this research from the majority of existing literature, which predominantly conceptualizes herding as an outcome derived from a perfect Bayesian Equilibrium and a rational learning process.

Details

Journal of Economic and Administrative Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1026-4116

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Article
Publication date: 1 July 2006

Diana Saiki and Marilyn R. DeLong

The purpose of this paper is to analyze patterns of client and professional interaction as reported by professionals in the apparel industry.

1409

Abstract

Purpose

The purpose of this paper is to analyze patterns of client and professional interaction as reported by professionals in the apparel industry.

Design/methodology/approach

This qualitative research involved 23 professionals or individuals who worked for more than ten years in an executive position. The participants, who worked in a variety of positions, in the US apparel industry were interviewed extensively about their professional experiences. Data were analyzed by identifying themes in the interview transcripts using a grounded approach methodology.

Findings

The participants described their professional relationships with clients. Clients included individuals in the general public and other industry professionals who used the service or bought the product. The participants, all women, showed similarity or homophily with clients' values, fashion level, age, gender, economic level, and body size. All participants emphasized differences or heterophily with clients in expertise and level of innovation.

Practical implications

This information is helpful for new professionals in the apparel industry and other business professionals to understand how to succeed and what to emphasize when relating to clients.

Originality/value

This study demonstrates how a grounded approach to interview analysis can add to theory and provide useful information about succeeding in a business environment. Limited research exists about professionals' use of homophily and heterophily to relate to their clients. Homophily and heterophily dimensions (e.g. age, gender, and expertise) used by apparel industry professionals in relating with clients are identified. Also, strategies that these professionals used to create homophily and heterophily are discussed.

Details

Qualitative Market Research: An International Journal, vol. 9 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 4 April 2018

Juan Shi, Ping Hu, Kin Keung Lai and Gang Chen

As a new communication paradigm, social networking sites (SNS) have boosted information diffusion and viral marketing. Prior researchers have identified various factors affecting…

6405

Abstract

Purpose

As a new communication paradigm, social networking sites (SNS) have boosted information diffusion and viral marketing. Prior researchers have identified various factors affecting information dissemination on SNS. However, they often focus on limited factors and there is a lack of an integrated theoretical framework that explains aspects of relevant factors. Besides, the research on the impacts of relationships on individual retweeting behavior is still controversial. The purpose of this paper is to propose a theoretical framework to systematically investigate the determinants of individual dissemination behavior on SNS based on the elaboration likelihood model (ELM). Moreover, the authors also examine the relative importance of those relevant factors.

Design/methodology/approach

The authors randomly selected 1,250 members of Twitter and crawled posts published by each member since he/she created the Twitter account using Twitter API. The authors processed the data to create panel data and tested hypotheses with the panel logit model.

Findings

Factors both on the central route and on the peripheral route of ELM have positive impacts on individual dissemination behavior. Among them, information receiver-related factor and relationships-related factors are the most influential. Contrastingly, source-related factors are the least influential. Furthermore, the authors find that social tie strength mediates almost 50 percent of the effect of value homophily on individual dissemination behavior.

Originality/value

The authors are the first to directly apply ELM to examine individual dissemination behavior on SNS. By integrating factors into the two information processing routes, They incorporate relevant factors into the model and systematically analyze their impacts on individual retweeting behavior on SNS. The research offers at least one explanation for the contradictory findings about the effect of homophily on individual sharing behavior in previous research. The authors propose new variables that gauge topical relevance and interpersonal value homophily on SNS.

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Article
Publication date: 2 December 2020

Ian Blount and Delmonize Smith

The purpose of this paper is to investigate the impact of employee homogeneity on the financial performance of minority business enterprises (MBEs). It is widely postulated that…

696

Abstract

Purpose

The purpose of this paper is to investigate the impact of employee homogeneity on the financial performance of minority business enterprises (MBEs). It is widely postulated that MBEs tend to hire minorities that resemble the ethnicity of the founder(s) and that this is beneficial by helping to decrease minority unemployment rates as well as providing new opportunities to minorities that they might not otherwise receive at White-owned firms.

Design/methodology/approach

The study used hierarchical linear regression on archival data of 271 MBEs to determine if employee homogeneity will be a factor in understanding their financial performance. The authors also conducted exploratory interviews with a convenience sample of MBEs to gain insight into the concept of employee homophily.

Findings

The research uncovered that as homogeneity increases, MBE financial performance decreases, and this effect is more pronounced the longer the MBE is in business.

Research limitations/implications

The data set is cross-sectional in nature and lack the perspective and clarity of time. The paper only contains a small set of exploratory interviews. The most significant implication from the study is that a lack of diversity decreases the long-term financial viability of MBEs which is to counter mainstream arguments that speak only to the positive aspects of MBEs hiring their own.

Originality/value

The research builds on the scant literature on the impact of diversity within MBEs. It also provides guidance to MBEs by suggesting they be strategic in diversifying their employee base in order to improve performance.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 40 no. 7
Type: Research Article
ISSN: 2040-7149

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Article
Publication date: 7 November 2016

Thomas Chesney, Swee-Hoon Chuah, Robert Hoffmann, Wendy Hui and Jeremy Larner

The purpose of this paper is to study the influence of user personality and vlaues on the number of connections users make, the number of requests for connections that users give…

851

Abstract

Purpose

The purpose of this paper is to study the influence of user personality and vlaues on the number of connections users make, the number of requests for connections that users give out, and the number of connections invitations users receive.

Design/methodology/approach

This is a field study of 179 participants interacting in a novel virtual world. The world’s server logs are used to capture sociometrics about the users and their interaction.

Findings

Findings suggest that personality and values influence the number of friends users make and the number of friendship requests users give out, but not the number of friendship invitations users receive. Only one personality trait – conscientiousness – exhibits homophily.

Originality/value

Perosnality and social value orientation have rarely been studied together in information systems (IS) research, despite research showing the two have an impact on IS relevant constructs. The use of server logs for data capture is novel. Avatar friendship is an under-researched concept in IS.

Details

Information Technology & People, vol. 29 no. 4
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 18 October 2021

Chien Hsiang Liao

This study aims to not only develop measurements of preferential attachment and homophily mechanisms based on their definitions and network theory but also examine the…

799

Abstract

Purpose

This study aims to not only develop measurements of preferential attachment and homophily mechanisms based on their definitions and network theory but also examine the associations among these network mechanisms, community commitment, knowledge sharing and community citizenship behavior.

Design/methodology/approach

In total, 250 valid questionnaires are collected to examine the hypothesized associations. These hypotheses are examined by using partial least squares structural equation modeling.

Findings

The findings reveal both mechanisms are beneficial to develop new entrants’ emotional attachment to a virtual community, thereby motivating knowledge sharing and community altruistic behavior. The results contribute some practical and theoretical implications that are very helpful for the conceptualization of network mechanisms, community development, relationship management and incentives for extra-role behavior.

Originality/value

The literature on the link between network selection mechanisms and knowledge sharing remains unknown. This study is the pioneer to disclose this unknown association and examine the impacts of preferential attachment and homophily network mechanisms.

Details

Journal of Knowledge Management, vol. 26 no. 8
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 2 October 2023

Abhishek Kumar Jha and Sanjog Ray

The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its…

884

Abstract

Purpose

The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must be addressed. One significant challenge involves identifying, assessing and recommending social media influencers (SMIs). This study proposes a semantic network model capable of measuring an influencer's performance on specific topics or subjects to address this issue. This study can assist managers in identifying suitable SMIs based on their estimated reach.

Design/methodology/approach

Data from popular YouTube influencers and publicly available performance measures (views and likes) are extracted. Second, the titles of the past videos made by the influencer are used to develop a semantic network connecting all the videos to other videos based on similarity measures. Third, the nearest neighbor approach extracts the neighbors of the target title video. Finally, based on the set of neighbors, a range prediction is made for the views and likes of the target video with the influencer.

Findings

The results show that the model can predict an accurate range of views and likes based on the suggested video titles and the content creator, with 69–78% accuracy across different influencers on YouTube.

Research limitations/implications

The current study introduces a novel and innovative approach that exploits the textual association between a SMI's previous content to forecast the outcome of their future content. Although the findings are encouraging, this research recognizes various constraints that upcoming researchers may tackle. Forecasting views of posts concerning novel subjects and precisely adjusting video view counts based on their age constitute two primary limitations of this study.

Practical implications

Managers interested in hiring influencers can employ the suggested approach to evaluate an influencer's potential performance on a specific topic. This research aids managers in making informed decisions regarding influencer selection, utilizing data-based metrics that are simple to comprehend and explain.

Originality/value

The study contributes to outreach evaluation and better estimating the impact of SMIs using a novel semantic network approach.

Details

Marketing Intelligence & Planning, vol. 41 no. 8
Type: Research Article
ISSN: 0263-4503

Keywords

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