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1 – 10 of 31MiRan Kim, Heijin Lee, Soyeon Kim and Laee Choi
Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are…
Abstract
Purpose
Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.
Design/methodology/approach
Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.
Findings
The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.
Research limitations/implications
By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.
Practical implications
By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.
Originality/value
As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.
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Wooyoung (William) Jang, Wonjun Choi, Min Jung Kim, Hyunseok Song and Kevin K. Byon
This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and…
Abstract
Purpose
This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.
Design/methodology/approach
Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.
Findings
This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.
Originality/value
Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.
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Xuanjin Wu, Meng Zhang and Si Shi
The increasing popularity of immersive activities (e.g. immersive performing art (IPA) at tourism destinations calls for the need to understand customers’ immersive experiences…
Abstract
Purpose
The increasing popularity of immersive activities (e.g. immersive performing art (IPA) at tourism destinations calls for the need to understand customers’ immersive experiences and its impact on their attitudes and behavioral intentions. This study aims to conceptualize customers’ interactive experience in IPA and systematically examine how interaction in IPA experience shapes customers’ word-of-mouth (WOM) intention and thus generates business values for destination managers.
Design/methodology/approach
A two-step mixed-methods approach was used. The qualitative study was adopted to identify the salient dimensions of interaction in IPA experience and develop a context-specific measurement scale. Structural equation modeling approach was applied to test the theoretical model using partial least squares 3.3.0.
Findings
The results indicated that the three dimensions of interaction in IPA experience (i.e. parasocial interaction, narrative interaction and environmental interaction) are positively related to customers’ experiences of narrative transportation and self-expansion related to the IPA, which further influence their WOM intention.
Originality/value
This study considers IPA as an emerging form of immersive tourism activities and conceptualizes its interactive nature, and contributes to the understanding of how customers’ interactive experience helps them construct meanings through narrative transportation, and offers valuable guidance for IPA designers and destination management organizations.
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Jianyu Ma, Noel Scott and Yu Wu
Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the…
Abstract
Purpose
Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after watching two different videos.
Design/methodology/approach
A quasi-experimental study was conducted with 45 participants who watched two destination promotional videos. One video used storytelling whereas the other used scenic images and music. The level of arousal was measured using both tonic and phasic electrodermal activity levels. The memorability of each video was measured after seven days by testing the recall accuracy.
Findings
Scenic imagery and music videos were associated with higher-than-average arousal levels, while storytelling videos generated larger-amplitude arousal peaks and a greater number of arousal-evoking events. After a week, the respondents recalled more events from the storytelling video than from the scenery and musical advertisements. This finding reveals that the treatment, storytelling and sensory stimuli in advertising moderate the impact of arousal peaks and memorability.
Originality/value
These results indicate that nonnarrative videos using only sceneries and music evoked a higher average level of arousal. However, memorability was associated with higher peak levels of arousal only in narrative storytelling. This is the first tourism study to report the effects of large arousal peaks on improved memorability in advertising.
Details
Keywords
- Arousal
- Advertising memorability
- Electrodermal activity (EDA)
- Scenery and music
- Storytelling
- Tourism destination advertising promotion
- 情绪唤醒度; 广告记忆; 皮肤电反馈(EDA); 风光与音乐类视频广告
- 故事类视频广告; 旅游目的地广告促销
- Excitación
- memorabilidad publicitaria
- actividad electrodérmica (AED)
- paisaje y música
- narración
- promoción publicitaria de destinos turísticos
Robert Cole, Heli Gittins and Norman Dandy
This paper's purpose is to explore the current interest and knowledge that UK consumers hold around agroforestry. Despite the many reported benefits of agroforestry systems…
Abstract
Purpose
This paper's purpose is to explore the current interest and knowledge that UK consumers hold around agroforestry. Despite the many reported benefits of agroforestry systems, uptake in the UK, as well as other temperate nations, has been low. As the consumer has a role to play in the transition of agriculture to methods that are more environmentally friendly it is vital to have an understanding of their perceptions. Yet to date no work has looked at agroforestry from the perspective of the UK consumer.
Design/methodology/approach
An online survey was conducted using a convenience sample accessed by floating a link through social media and messaging apps. The survey was also shared to the members of a private Facebook group associated with an organic vegetable box service. A mix of multiple choice and open text boxes were used. The survey received 139 responses.
Findings
Non-parametric tests indicate that this sample of UK consumers would be mostly likely to buy, and willing to pay more for, agroforestry produce; and the sample showed a split group regarding familiarity. Inductive thematic analysis of the qualitative data highlighted some important barriers to the purchase as well as capturing a snapshot of this sample's perceptions.
Originality/value
This paper presents, to the authors knowledge, the first set of data regarding a sample of UK consumers' perspective of agroforestry produce. The findings could bolster producers' confidence in adopting agroforestry practices, but also highlight the need for policymakers to bolster consumer support through parallel means.
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The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a…
Abstract
Purpose
The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a framework for sport marketers and sport organizations to use in their own market research. (2) Designate the processes needed to generate results and knowledge that sport organizations, sport marketers and associated corporate partners can use to improve marketing campaigns. (3) Provide suggestions for analytic techniques and measurement constructs/instruments that will facilitate market research within the sport industry.
Design/methodology/approach
The author created a 140-item questionnaire for the pre-survey and a 50-item questionnaire for the post-survey. The pre-survey was given at the beginning of the season, and the post-survey was given at the end of the season. The research group has generated a sequence of 13 studies and has collected pre-survey responses from over 7,800 people across 4 continents, 8 sports and 13 teams (data collections), with more teams still planned and over 2,000 post-season survey responses with data collection continuing.
Findings
This project, with its 13 studies, will provide sport organizations with the theories/frameworks, knowledge and processes to do their own market research in a more effective and efficient manner and will show sport organizations how to understand the complexities of sport consumer behavior, the motivations behind it and how it varies extensively across individuals. The author will show sports organizations how to collect data from their consumers using valid and reliable measures and constructs that will allow them to segment their consumers, how to effectively market to those segments and how to establish long-lasting relationships that make a satisfied and loyal customer.
Originality/value
This paper provides the framework and guidelines so that sport marketers and researchers can identify specific variables, constructs and relationships that will further their own objectives when attempting to explain sport consumer behavior. Using their own market research, they can implement the results/output in association with the Communications Strategy Model to create more effective and efficient marketing and communications campaigns and consequently drive key performance indicators (KPIs) and improve revenue streams.
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R.K. Renin Singh and Subrat Sarangi
This study explores match related factors and their impact on the batting strike rate in Twenty20 cricket – an aspect which can generate excitement and fan engagement in cricket…
Abstract
Purpose
This study explores match related factors and their impact on the batting strike rate in Twenty20 cricket – an aspect which can generate excitement and fan engagement in cricket matches.
Design/methodology/approach
Data was collected from www.cricinfo.com using a web scraping tool based on R programming from February 17, 2005, to October 25, 2022, numbering 4,221 men’s Twenty20 international innings featuring 41 national teams that had taken place in 85 venues across 11 countries of play. Hypothesis testing was conducted using one-way ANOVA.
Findings
The findings indicate that batters score faster in the first inning of a match, and mean strike rates also vary significantly based on the country of play. Further, the study analyses the top performing national sides, venues and country of play in terms of mean batting strike rate, thus providing insights to cricket boards, international regulating bodies of cricket, sponsors, media companies and coaching staff for better decision-making based on batting strike rate.
Originality/value
The originality of the study lies in its focus on using non-marketing strategies to increase fan engagement. Further, this study is the first one to examine different venues from the perspective of batting strike rate in men’s Twenty20 international matches.
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Summer Dahyang Jung, Sahej Claire and Sohyeong Kim
Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future…
Abstract
Purpose
Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan.
Design/methodology/approach
This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding.
Findings
Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods.
Practical implications
Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience.
Originality/value
The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.
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Paulina Bednarz-Łuczewska and Michał Łuczewski
This article aims to analyze the strategic work of Polish entrepreneurs in the furniture industry following the political changes in 1989. The authors examined how these…
Abstract
Purpose
This article aims to analyze the strategic work of Polish entrepreneurs in the furniture industry following the political changes in 1989. The authors examined how these entrepreneurs transitioned from local craftsmen or importers into leaders of international manufacturing companies and how their strategizing contributed to the unprecedented growth of the Polish furniture sector.
Design/methodology/approach
The authors examined extant data, specifically biographical interviews conducted with 11 prominent leaders in the Polish furniture industry (Hryniewicki, 2015, 2018). They analyzed within a theoretical framework that integrates J.C. Spender’s theory of strategic management with Barry Johnson’s concept of polarity management. Polarity is a way of understanding and managing interdependent, opposing pairs of values or perspectives that give rise to conflict.
Findings
The analysis reveals key patterns of strategic challenges at the level of human agency, history and sense-making. The authors identified four key polarities: life and business, knowledge presence and absence, concordance and discordance, and instrumental and non-instrumental sense-making.
Originality/value
The polarity concept illuminates the interplay of agency and determinism in strategic decision-making, offering valuable insights for methodology and a deeper understanding of Poland’s furniture industry.
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Victoria Pennington, Emily Howell, Rebecca Kaminski, Nicole Ferguson-Sams, Mihaela Gazioglu, Kavita Mittapalli, Amlan Banerjee and Mikel Cole
Computer-assisted language learning (CALL) can create participatory cultures by removing barriers to access materials, encouraging student modes of expression, differentiating…
Abstract
Purpose
Computer-assisted language learning (CALL) can create participatory cultures by removing barriers to access materials, encouraging student modes of expression, differentiating student interactions through digital environments and increasing learner autonomy. Participatory cultures require competencies or new media literacy (NML) skills to be successful in a digital world. However, professional development (PD) often lacks training on CALL and its implementation to develop such skills. The purpose of this study is to describe teachers use of digital tools for multilingual learners through a relevant theoretical perspective.
Design/methodology/approach
This design-based research study examines 30 in-service teachers in South Carolina, a destination state for Latinx immigrants, focusing data over three semesters of PD: interviews and instructional logs. The researchers address the question: How are teachers using digital tools to advance NML for multilingual learners (MLs)?
Findings
The authors analyzed current elementary teachers’ use of digital tools for language learning and NML purposes. Three themes are discussed: NMLs and digital literacy boundaries, digital tools for MLs and literacy teaching for MLs and NML skills.
Originality/value
Teacher PD often needs more specificity regarding the intersection of MLs and digital literacy. The authors contribute to the literature on needed elementary teaching practices for MLs, the integration of NML and how these practices may be addressed through PD.
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