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1 – 10 of over 3000Mahadih Kyambade, Joshua Mugambwa, Gideon Nkurunziza, Regis Namuddu and Afulah Namatovu
The purpose of this study is to examine the extent to which promoting sense of community moderates the relationship between servant leadership style and socially responsible…
Abstract
Purpose
The purpose of this study is to examine the extent to which promoting sense of community moderates the relationship between servant leadership style and socially responsible leadership (SRL) of public universities in Uganda.
Design/methodology/approach
The study adopted cross-sectional survey design to collect data at one point in time using self-administered questionnaires from 214 respondents to examine the relationship between servant leadership and socially responsible leadership with promoting sense of community as a moderator. The study used statistical package for social scientists (SPSS) PROCESS MACRO to establish clusters among the surveyed public universities and later a model was derived.
Findings
The study found a significant moderating effect of promoting sense of community on servant leadership and socially responsible leadership. Implying that investment in promoting sense of community creates awareness about the socially responsible leadership in public universities.
Practical implications
Managers of public universities need to pay keen interest in promoting sense of community to boost socially responsible leadership by building a strong servant leadership style through promoting sense of community for senior managers and leaders especially heads of departments, faculty deans and principals in public universities.
Originality/value
This study contributes to socially responsible leadership literature by advancing the idea that SRL is an important resource that enhances through instituting servant leadership and promoting sense of community in a complex environment. Ideally, servant leadership and promoting sense of community is one of the drivers of customer value, efficiency and effectiveness of public universities.
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The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value…
Abstract
Purpose
The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.
Design/methodology/approach
Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.
Findings
Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.
Originality/value
By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.
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This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship…
Abstract
Purpose
This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.
Design/methodology/approach
This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.
Findings
All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.
Originality/value
SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.
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Sara Ibrahim Khalifa, Zeinab Shafik and Dina Shehayeb
Few public places are designed with due consideration to the needs and preferences of teens. Teens in public spaces are often viewed with apprehension from other user groups…
Abstract
Purpose
Few public places are designed with due consideration to the needs and preferences of teens. Teens in public spaces are often viewed with apprehension from other user groups. Teens hanging out in public spaces are always observed with caution and are sometimes associated with negative behaviour by other community members. In designing public spaces that are suitable for the teens and not alienating them to other members of the community, it is necessary to understand how teens perceive their environment and what they expect from it. The psychological, social and emotional development determines the teens’ preferences regarding public spaces. This research attempts to understand how teens perceive and value those places and the factors that influence teens’ preferences in public spaces. This study aims to deduce some factors that influence teens’ preferences and behaviour from an environmental psychology perspective and then test these factors on a sample of teenagers in an Egyptian setting.
Design/methodology/approach
An empirical study was conducted with teens in two districts in Cairo, Egypt: “Dokki” and “Sheikh Zayed,” to understand how teens perceive their neighbourhoods, identify preferred places and discern factors that influence their preferences. A sample of 67 teens, aged between 13 and 19 years old, in which 31 were males, and 36 were females, completed a survey that allowed teens to identify and rate their experiences. This occurred using a map-based mobile application to foster more active engagement by participants, in which they identified their favourite places, the behaviour associated with these places, what teens do there – when, and with whom, as well as their rating of the place.
Findings
The most important conclusion drawn from this study was that teens’ preferences are linked to their cognitive, emotional and social development. They influence and are associated with essential aspects such as the sense of freedom, sense of safety, self-identity, enjoyment, thrill-seeking and peer relationships. Therefore, it is important to adopt a new perspective to the design of public spaces to create teen-friendly places.
Originality/value
Adopt a new perspective to public space design to create teen-friendly places by adopting an environmental psychology lens to shed light on the social and psychological dimensions of the built environment.
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Dale C. Spencer, Rosemary Ricciardelli and Taryn Hepburn
The purpose of this article is to examine the expectations, challenges and tensions officers describe while engaged with public schools to demonstrate that officers engage with…
Abstract
Purpose
The purpose of this article is to examine the expectations, challenges and tensions officers describe while engaged with public schools to demonstrate that officers engage with students in public schools in a conscious, goal-oriented process to establish and maintain useful relationships.
Design/methodology/approach
Data collection involved 104 semi-structured interviews (including follow up interviews) and 31 focus groups, conducted between 2014 and 2018 with police officers working in rural areas of a province in Atlantic Canada.
Findings
Utilizing the concept of social capital, we analyze practices of investments alongside the understanding of rurality as socially interconnected and the rural school as a particular site of interconnectedness for police officers. We demonstrate how, while accumulating social capital, officers face role tension and fundamental barriers when trying to integrate into rural school communities.
Originality/value
By demonstrating the specificities of building social capital in schools and community environments in a rural setting, we contribute to understandings regarding the unique opportunities and challenges faced by police in rural schools in integrating effectively into schools and responding to youth-specific problems.
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Fun at workplace is considered an important initiative to build co-working communities, and this study aims to study its role in promoting the innovative behaviour of co-workers…
Abstract
Purpose
Fun at workplace is considered an important initiative to build co-working communities, and this study aims to study its role in promoting the innovative behaviour of co-workers [members of co-working spaces (CWS)] and the mechanism of its influence.
Design/methodology/approach
Based on the theory of social exchange and resource conservation, the authors conducted a qualitative study to explore the four dimensions of workplace fun and a quantitative study to empirically analyse the relationship between community embeddedness, organisational embeddedness, workplace fun and creativity of co-workers, taking K-space as an example.
Findings
Workplace fun is positively correlated with co-workers' creativity. Community embeddedness plays a complete mediating role between workplace fun and organisational embeddedness. Community embeddedness and organisational embeddedness play a chain-mediating role between workplace fun and creativity.
Originality/value
This study explores the process and impact of fun on employee creativity in a shared office environment by clarifying the composition of fun in CWS workplaces and the transmission mechanism of fun through informal community embeddedness and formal organisational embeddedness, expanding the research perspective on the factors influencing employee creativity in the new office model and enriching the research findings on the impact of fun at work on job performance.
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Candice L. Marti, Huimin Liu, Gurpreet Kour, Anil Bilgihan and Yu Xu
In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer…
Abstract
Purpose
In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.
Design/methodology/approach
This conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.
Findings
A classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.
Originality/value
This exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.
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Mahmooda Khaliq, Dove Wimbish and Angela Makris
This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM…
Abstract
Purpose
This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic.
Design/methodology/approach
An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (n = 37) to transcripts from five formative research focus groups (n = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis.
Findings
This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible.
Research limitations/implications
While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”.
Practical implications
A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research.
Originality/value
This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence and formative research is ongoing.
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Dwi Suhartanto, David Dean and Iklima Farhani
This study aims to evaluate the loyalty formation model on e-grocery service incorporating food quality, e-grocery quality and relationship quality as determinants of loyalty.
Abstract
Purpose
This study aims to evaluate the loyalty formation model on e-grocery service incorporating food quality, e-grocery quality and relationship quality as determinants of loyalty.
Design/methodology/approach
The quantitative approach was used by using 353 data from young Indonesian customers with purchasing experience of local food through e-grocery service. The hypothesized relationships between variables were tested using partial least squares structural equation modeling.
Findings
The results confirm that local food quality, e-grocery service quality and the relationship quality elements of a sense of community and attitudinal attachment, are all loyalty drivers. Next, mediation tests reveal that local food quality and e-grocery service quality influence customer loyalty through customers’ attitudinal attachment and a sense of community.
Practical implications
This study recommends that managers of e-grocery services of local food businesses could benefit from the development of attachment and a sense of community among their young clients. Furthermore, to develop loyalty among young customers, offering high-quality local food as well as e-grocery services is suggested.
Originality/value
To the best of the author’s knowledge, this is the first examination of the e-grocery service loyalty in the context of local food.
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