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1 – 10 of over 3000The purpose of this study is to propose a research model based on the stimulus-organism-response (S-O-R) model to explore whether social media affordances and media richness as…
Abstract
Purpose
The purpose of this study is to propose a research model based on the stimulus-organism-response (S-O-R) model to explore whether social media affordances and media richness as environmental stimuli to learners’ involvement elicited by massive open online courses (MOOCs) can affect their learning persistence in MOOCs and, in turn, their learning outcomes in MOOCs. This study further examines whether demographic variables can moderate the relationship between learners’ learning persistence in MOOCs and their learning outcomes.
Design/methodology/approach
Sample data for this study were collected from learners who had experience in taking MOOCs provided by the MOOCs platform launched by a well-known university in Taiwan, and 396 usable questionnaires were analyzed using structural equation modeling.
Findings
This study proved that learners’ perceived social media affordances and media richness in MOOCs positively influenced their cognitive involvement and affective involvement elicited by MOOCs, which concurrently expounded their learning persistence in MOOCs and, in turn, uplifted their learning outcomes in MOOCs. The results support all proposed hypotheses and the research model, respectively, explains 70.5% and 61.8% of the variance in learners’ learning persistence in MOOCs and learning outcomes. Besides, this study showed that learners’ usage experience moderated the relationship between learners’ learning persistence in MOOCs and their learning outcomes.
Originality/value
This study uses the S-O-R model as a theoretical groundwork to construct learners’ learning outcomes in MOOCs as a series of the psychological process, which is affected by social media affordances and media richness. Noteworthily, while the S-O-R model has been extensively used in previous literature, little research uses the S-O-R model to explain the media antecedents of learners’ learning persistence and learning outcomes in MOOCs. Hence, this study enriches the research for understanding how learners value their learning gains via using media features to support them in MOOCs.
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Mingfei Sun and Xu Dong
The proliferation of health misinformation on social media has increasingly engaged scholarly interest. This research examines the determinants influencing users’ proactive…
Abstract
Purpose
The proliferation of health misinformation on social media has increasingly engaged scholarly interest. This research examines the determinants influencing users’ proactive correction of health misinformation, a crucial strategy in combatting health misbeliefs. Grounded in the elaboration likelihood model (ELM), this research investigates how factors including issue involvement, information literacy and active social media use impact health misinformation recognition and intention to correct it.
Design/methodology/approach
A total of 413 social media users finished a national online questionnaire. SPSS 26.0, AMOS 21.0 and PROCESS Macro 4.1 were used to address the research hypotheses and questions.
Findings
Results indicated that issue involvement and information literacy both contribute to health misinformation correction intention (HMCI), while misinformation recognition acts as a mediator between information literacy and HMCI. Moreover, active social media use moderated the influence of information literacy on HMCI.
Originality/value
This study not only extends the ELM into the research domain of correcting health misinformation on social media but also enriches the perspective of individual fact-checking intention research by incorporating dimensions of users’ motivation, capability and behavioral patterns.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2023-0505
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Matti Haverila, Kai Christian Haverila, Caitlin McLaughlin, Akshaya Rangarajan and Russell Currie
Against social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and…
Abstract
Purpose
Against social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and brand community engagement in brand communities (BC).
Design/methodology/approach
BC participants (n = 503) completed a cross-sectional survey for this research. Analysis was performed using PLS-SEM via SmartPLS (v. 4.1.0.2) and the novel Necessary Condition Analysis (NCA).
Findings
An integrative KITE model with positive and significant relationships of key BC constructs was established. The perceived BC knowledge influenced involvement and engagement. Furthermore, the constructs of involvement and trust were discovered to have a positive and significant impact on engagement, with trust having a substantial effect on BC engagement. The indirect effects of the trust construct via the BC knowledge and BC involvement constructs were also significant.
Originality/value
This research advances the existing conceptual approaches by introducing knowledge as the key BC constructs. The study illustrates that members’ knowledge about a BC facilitates their involvement in the BCs. The vital role of trust is revealed in the KITE model, as it is significantly related to BC knowledge, BC involvement and BC engagement with at least medium to large effect sizes. Notably, the role of trust is enhanced as it is the only necessary must-have (instead of “should-have”) condition to achieve high levels of BC engagement. Furthermore, the KITE model provides insights for marketers to develop a valuable BC.
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Given its ability to improve user interaction and labor productivity, ease human workloads and cut maintenance costs, public sectors are using AI-based robotic technology (AI-RT…
Abstract
Purpose
Given its ability to improve user interaction and labor productivity, ease human workloads and cut maintenance costs, public sectors are using AI-based robotic technology (AI-RT) at an accelerated rate. There is, however, little knowledge about the variables affecting citizens' participation when services backed by AI-RT are offered. In order to better understand the elements that influence AI-RT citizens' involvement and the moderating function of trusts in governmental organizations, this article draws on ideas from the Consumer Value Theory.
Design/methodology/approach
Out of 500 survey forms that were distributed to Indonesian people who had experience in using AI-RT devices in public service hall (e.g. airport’s Auto Gate), 367 returned the completed feedbacks. Data analysis used a step-by-step hierarchical moderated regression examination using SPSS 24 version.
Findings
Citizens’ involvement is positively correlated with esthetics and customization and adversely correlated with period expended using the AI-RT. Additionally, the findings imply that citizens who have greater levels of faith in governmental institutions are more likely to benefit favorably from the customization and esthetics of AI-RT.
Practical implications
The AI-RT must be capable of customizing the distribution of the appropriate materials to the appropriate individual at the appropriate moment, and public managers should guarantee that it is esthetically pleasing. Additionally, they ought to place a high priority on winning the trust of the populace in order to increase citizens’ involvement.
Originality/value
This paper was among the initial efforts that discover the determinants of citizens’ involvement in the AI-RT and the moderating effect of trusts in governmental organizations on the links between predictors and predicted variable, especially in an emerging country such as Indonesia.
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Islam Elgammal, Swathi Ravichandran, Christian Nedu Osakwe and Jun-Hwa Cheah
This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity…
Abstract
Purpose
This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity, which is an important facet of communities in many parts of the world today. Importantly, the study provides an in-depth understanding of the boundary role of religiosity in the links between involvement, commitment, resistance to negative information and advocacy intention in relation to food delivery app use.
Design/methodology/approach
Data collected from 498 respondents in Saudi Arabia was used to test the research hypothesized model.
Findings
The results from the partial least squares structural equation modeling technique lend credence to past research calling for the contextualization of theories, especially since this paper find religiosity to be an important boundary condition to the ICM in relation to food delivery apps in an Arab nation.
Originality/value
This paper focuses specifically on the ICM and the boundary of (Islamic) religiosity. The cardinal contribution of this study, therefore, lies in the contextualization of ICM within the Arab world concerning post-adoption behavior related to food delivery apps. To the best of the authors’ knowledge, this is likely the first study to do so in the marketing, hospitality and technology-based literatures.
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Swathi Ravichandran, Christian Nedu Osakwe, Islam Mahmoud Yousef Elgammal, Ghazanfar Ali Abbasi and Jun-Hwa Cheah
This paper aims to utilize an extended involvement-commitment and trust commitment model to examine post-consumption decisions related to food delivery app use.
Abstract
Purpose
This paper aims to utilize an extended involvement-commitment and trust commitment model to examine post-consumption decisions related to food delivery app use.
Design/methodology/approach
A self-administered online survey was used to collect data from food delivery app users in the USA.
Findings
Findings validate a favorable role of perceived app security and menu description on trust in app recommendations. Trust was found to be positively related to involvement, commitment and willingness to provide feedback. The positive moderating role of perceived convenience and rewards and incentives was also confirmed in relation to consumers’ trust in app recommendations, and involvement and commitment
Originality/value
A key contribution of this study includes the development of a comprehensive model to understand postconsumption decisions related to the usage of food delivery apps. To the best of the authors’ knowledge, this study is also the first to unveil the antecedent and moderating factors related to food delivery app users’ willingness to provide feedback, share personal data and to pay more.
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Janakiraman Moorthy, Sheena Choi and Prasad Bingi
We investigated the effectiveness of using feature films in teaching organizational behavior courses at the undergraduate level at a mid-Western university in the USA.
Abstract
Purpose
We investigated the effectiveness of using feature films in teaching organizational behavior courses at the undergraduate level at a mid-Western university in the USA.
Design/methodology/approach
Our model included the impact of film analysis on self-perceived learning outcomes and cognitive and affective changes among students. Structural equation modeling using partial least squares and contemporary mediation analysis techniques were employed.
Findings
Featured film analysis positively impacted perceived learning outcomes and the cognitive and affective components of learning among students. We also found an indirect effect on cognitive and affective change, indicating that learners’ improved perceived learning outcomes deepened their learning and resulted in greater appreciation of organizational behavior theories.
Practical implications
Films are effective pedagogical tools for teaching complex business theories and principles. We recommend that faculty members pay careful attention to selecting films for study and should design film analysis projects aligned with meaningful course learning outcomes. Appropriate films and carefully designed learning outcomes trigger cognitive changes and have a lasting influence on students beyond the semester.
Originality/value
Our study is one of the few empirical studies demonstrating the effectiveness of feature films as a pedagogical tool for organizational behavior courses.
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Muhammad Nauman Zahid, Muhammad Kamran, Michał Szostak and Tahir Mumtaz Awan
The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions…
Abstract
Purpose
The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions of consumer brand engagement (cognitive processing, affection processing and activation).
Design/methodology/approach
The study followed a surveying technique and an adopted questionnaire was used to collect data from 426 shoppers of apparels. The model was tested using Smart PLS and it was found that there is a positive relationship between telepresence, social presence and consumer brand involvement with consumer brand engagement, which also mediates their relationship with intention to purchase.
Findings
This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.
Originality/value
This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.
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Juan Yang, Ana Cláudia Campos, Biqiang Liu, Brent Moyle, Anna Kralj and Truc H. Le
Co-creation experiences are psychologically complex phenomena. This chapter discusses how cognitive psychology can add value to the co-creation of experiences. There are different…
Abstract
Co-creation experiences are psychologically complex phenomena. This chapter discusses how cognitive psychology can add value to the co-creation of experiences. There are different meanings of co-creation and here the focus is on the customer's mental experience. This chapter analyses the theoretical underpinnings of co-creation and discusses key dimensions of the concept from a cognitive perspective, highlighting the importance of attention and active involvement. Furthermore, it discusses how technologies (augmented reality, robotics, intelligence systems) can prompt experience co-creation. Finally, this chapter examines the literature of co-creation and experiential learning overlap in knowledge building. Opportunities for future empirical research in this area are suggested.
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R.V. ShabbirHusain, Atul Arun Pathak, Shabana Chandrasekaran and Balamurugan Annamalai
This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
Abstract
Purpose
This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
Design/methodology/approach
A total of 3,286 tweets (registering nearly 1.35 million impressions) published by 10 leading Fintech unicorns in India were extracted using the Twitter API. The Linguistic Inquiry and Word Count (LIWC) dictionary was used to analyse the linguistic characteristics of the shared tweets. Negative Binomial Regression (NBR) was used for testing the hypotheses.
Findings
This study finds that using drive words and cognitive language increases consumer engagement with Fintech messages via the central route of information processing. Further, affective words and conversational language drive consumer engagement through the peripheral route of information processing.
Research limitations/implications
The study extends the literature on brand engagement by unveiling the effect of linguistic features used to design social media messages.
Practical implications
The study provides guidance to social media marketers of Fintech brands regarding what content strategies best enhance consumer engagement. The linguistic style to improve online consumer engagement (OCE) is detailed.
Originality/value
The study’s findings contribute to the growing stream of Fintech literature by exploring the role of linguistic style on consumer engagement in social media communication. The study’s findings indicate the relevance of the dual processing mechanism of elaboration likelihood model (ELM) as an explanatory theory for evaluating consumer engagement with messages posted by Fintech brands.
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