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1 – 10 of over 75000
Article
Publication date: 20 April 2010

Chin‐Feng Lin and Yu‐Hung Liao

This study seeks to focus on the following: discovering consumer preferences regarding package tours to China; revealing differences among consumers' cognition related to these…

1886

Abstract

Purpose

This study seeks to focus on the following: discovering consumer preferences regarding package tours to China; revealing differences among consumers' cognition related to these package tours, travel advertisements on web sites and search engine results; identifying the similarities among travel agency web sites; and establishing a consumer cognitive structure to assist marketers in designing written content for display in search engine results.

Design/methodology/approach

The study adopted means‐end chain theory as a theoretical basis and used the written content of tourism web sites displayed in search engine results as an empirical object. By comparing the contents of tourism web sites and the search engine results, the researchers could analyse and compare similarities and differences among web site content, search results and consumer cognition.

Findings

Using the utility score of each attribute level to calculate the total utility can uncover the customers' preferred attribute level portfolio. The calculation results identified the most preferred tour package. The study found that the greater the variety of package tours to China provided by the web sites of a particular travel agent, the higher the possibility of that agent providing discount incentives. Furthermore, the text content of each web site provides more attribute information regarding package tours and less information about the consequences of travelling and value satisfaction.

Originality/value

This is one of the first studies to provide a methodology integrating conjoint analysis and the means‐end chain approach. Understanding the written content of web sites preferred by Chinese people can help marketers and web site designers design web sites attractive to this market.

Details

Online Information Review, vol. 34 no. 2
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 5 December 2016

Edward S.-T. Wang and Jia-Rong Yu

The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and…

5005

Abstract

Purpose

The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.

Design/methodology/approach

In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data.

Findings

The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value.

Originality/value

The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

Article
Publication date: 15 August 2022

Faiz Ahamad and Gordhan K. Saini

While the information source is likely to affect job search process, it is still unknown how the information source interacts with the information content and information valence…

Abstract

Purpose

While the information source is likely to affect job search process, it is still unknown how the information source interacts with the information content and information valence. In this study, first, the authors examine the influence of information source, information content, and information valence on employer attractiveness and job pursuit intention; and second, the authors estimate the interaction of information source with content and valence of information on employer attractiveness and job pursuit intention.

Design/methodology/approach

The authors adopted a 2 (information source: company-independent vs company-dependent) x 2 (information content: instrumental vs symbolic) x 2 (information valence: positive vs negative) between-subject factorial design to achieve the study’s research objectives, using a sample of 240 job applicants; and applied multivariate analysis of covariance for estimating the main and interaction effects.

Findings

The authors find a significant interaction of information source with the content and valence of information, indicating a differential effect of content and valence, depending on the information source. The study reveals that the effect of information content (i.e. symbolic vs instrumental) on employer attractiveness varies depending on the source of information (i.e. company-independent vs company-dependent), with the company-independent source having a higher effect than the company-dependent source.

Practical implications

Considering that the information source has a differential effect on job seekers, it would be useful to account for such differences in designing recruitment communications. Results guide managers in deciding the appropriate recruitment information outlet for communicating symbolic and instrumental attributes. The use of symbolic attribute content is recommended for generating favourable evaluations about an employer.

Originality/value

This study is a novel attempt to examine on how information source interacts with information content type and information valence in influencing recruitment outcomes. The authors provide valuable insights to human resource managers or employer brand managers to design effective recruitment communications and leverage the company-independent information sources appropriately.

Details

Journal of Organizational Effectiveness: People and Performance, vol. 9 no. 4
Type: Research Article
ISSN: 2051-6614

Keywords

Article
Publication date: 6 June 2023

Ankita Sharma, Naman Sreen and Kuldeep Baishya

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution…

Abstract

Purpose

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).

Design/methodology/approach

Means-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.

Findings

The results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.

Originality/value

The prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.

Details

Marketing Intelligence & Planning, vol. 41 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 14 May 2018

Yun-Shan Cheng, Ping-Yu Hsu and Yu-Chin Liu

To retain consumer attention and increase purchasing rates, many e-commerce vendors have adopted content-based recommender systems. However, apart from text-based documents, there…

Abstract

Purpose

To retain consumer attention and increase purchasing rates, many e-commerce vendors have adopted content-based recommender systems. However, apart from text-based documents, there is little theoretical background guiding element selection, resulting in a limited content analysis problem. Another inherent problem is overspecialization. The purpose of this paper is to establish a value-based recommendation methodology for identifying favorable attributes, benefits, and values on the basis of means-end chain theory. The identified elements and the relationships between them were utilized to construct a recommender system without incurring either problem.

Design/methodology/approach

This study adopted soft laddering and content analysis to collect popular elements. The relationships between the elements were established by using a hard laddering online questionnaire. The elements and the relationships were utilized to build a hierarchical value map (HVM). A mathematical model was then devised on the basis of the HVM to predict user preferences of attributes.

Findings

The results of a performance comparison showed that the proposed method outperformed the content-based attribute recommendation method and a hybrid method by 39 and 68 percent, respectively.

Originality/value

Although hybrid methods have been proposed to resolve the problem of overspecialization in content-based recommender systems, such methods have incurred “cold start” and “sparsity” problems. The proposed method can provide recommendations without causing these problems while outperforming the content-based and hybrid approaches.

Details

Industrial Management & Data Systems, vol. 118 no. 4
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 31 January 2022

Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Stephanie Hui-Wen Chuah, Keng-Boon Ooi and Nick Hajli

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The…

4747

Abstract

Purpose

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).

Design/methodology/approach

The present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.

Findings

PLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.

Originality/value

The present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.

Details

Information Technology & People, vol. 36 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 1 June 2015

Even Fallan

This paper aims to explore whether internal context – decision-makers’ perception of characteristics of the information content – might predict the variation in adoption rates of…

1030

Abstract

Purpose

This paper aims to explore whether internal context – decision-makers’ perception of characteristics of the information content – might predict the variation in adoption rates of different types of content, and whether innovation adoption theory might represent important factors of this decision-making process Corporate management decides what types of environmental information content to disclose/adopt.

Design/methodology/approach

Actual adoption rates of 13 information content categories are computed using content analysis of annual reports for 62 listed companies. Each content category is seen as an innovation the company decides to adopt or not. Interviews with management in several companies illustrate the decision process of disclosure, and help predict adoption rates. Predicted and actual adoption rates are compared.

Findings

Adoption rates vary considerably among the 13 types of content. The absolute level of adoption rates is affected by company size and environmental risk. However, those content categories that have either relatively high or low adoption rates are consistent among the subsamples, regardless of these corporate characteristics. This consistent variation in adoption rates seems to be predicted well by innovation adoption theory and its focus on the five attributes of the information itself: compatibility, trialability, complexity, observability and relative advantage.

Research limitations/implications

The theoretical framework allows for different or changing internal and general contexts, and should be applicable to other settings, even though the particular predictions for adoption rates in this paper may not be applied as such.

Originality/value

The level of analysis is changed from company level, which dominates previous research, to information content (individual content categories). Perceived attributes of the information content itself and innovation adoption theory are used for the first time to explain reason for the reporting practice, and are considered fruitful tools to predict consistent variations in adoption rates among different types of content. This approach provides new insight into the driving forces of supply of disclosure.

Details

Journal of Accounting & Organizational Change, vol. 11 no. 2
Type: Research Article
ISSN: 1832-5912

Keywords

Article
Publication date: 27 February 2009

Marcus Abbott, Ray Holland, Joseph Giacomin and John Shackleton

This paper aims to explore whether consumers' cognitive reactions to a branded product remain stable over time. In many created concepts, entity attributes are such that cognitive…

4324

Abstract

Purpose

This paper aims to explore whether consumers' cognitive reactions to a branded product remain stable over time. In many created concepts, entity attributes are such that cognitive reactions to them change in a predictable manner by attraction to elements of novelty and typicality in the genre. By analysing products from a luxury vehicle brand, under the framework of a theoretical model of changing “affective content”, this paper seeks to explore whether brands behave similarly.

Design/methodology/approach

The study draws on research previously published into the changing nature of art, poetry, architecture and other artistic genres. Text from motoring press articles written contemporarily to the production of products of the brand, over the past 80 years, are analysed for constructs of affective content and the overall values expressed.

Findings

The results provide evidence that the attributes of some branded products produce cognitive conditions that cycle in a manner that is predictable, with change points corresponding to new product introductions.

Practical implications

Through understanding cognitive reactions to the branded product that may be discreetly deconstructable and anticipated, advantageous product attribute development can progress with some certainty. Further, new product launches can be timed to coincide with receptive consumer conditions supported by appropriate attribute emphasis.

Originality/value

This paper applies a theory, which has been proven to exist in a number of artistic genres, to the brand for the first time. Its contribution is twofold; firstly, to expand developing knowledge into the cognitive processing of the branded product; and secondly, to introduce an informative process to product and brand development activities.

Details

Journal of Product & Brand Management, vol. 18 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 21 June 2023

Shikha Singh, Mohina Gandhi, Arpan Kumar Kar and Vinay Anand Tikkiwal

This study evaluates the effect of the media image content of business to business (B2B) organizations to accelerate social media engagement. It highlights the importance of…

Abstract

Purpose

This study evaluates the effect of the media image content of business to business (B2B) organizations to accelerate social media engagement. It highlights the importance of strategically designing image content for business marketing strategies.

Design/methodology/approach

This study designed a computation extensive research model based upon the stimulus-organism-response (SOR) theory using 39,139 Facebook posts of 125 organizations selected from Fortune 500 firms. Attributes from images and text were estimated using deep learning models. Subsequently, inferential analysis was established with ordinary least squares regression. Further machine learning algorithms, like support vector regression, k-nearest neighbour, decision tree and random forest, are used to analyze the significance and robustness of the proposed model for predicting engagement metrics.

Findings

The results indicate that the social media (SM) image content of B2B firms significantly impacts their social media engagement. The visual and linguistic attributes are extracted from the image using deep learning. The distinctive effect of each feature on social media engagement (SME) is empirically verified in this study.

Originality/value

This research presents practical insights formulated by embedding marketing, advertising, image processing and statistical knowledge of SM analytics. The findings of this study provide evidence for the stimulating effect of image content concerning SME. Based on the theoretical implications of this study, marketing and media content practitioners can enhance the efficacy of SM posts in engaging users.

Details

Industrial Management & Data Systems, vol. 123 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 30 June 2022

Pipatpong Fakfare and Noppadol Manosuthi

The main objectives of this study are to (1) explore underlying components and attributes of travel applications that influence traveler usage intention and (2) investigate which…

924

Abstract

Purpose

The main objectives of this study are to (1) explore underlying components and attributes of travel applications that influence traveler usage intention and (2) investigate which contents should be prioritized to increase the efficiency of travel apps.

Design/methodology/approach

This study uses importance–performance map analysis (IPMA) with an innovative approach (i.e. generalized structured component analysis [GSCA]) to identify components and attributes that have relatively high and low significance for the target construct (i.e. travel app's usage intention).

Findings

An integrated model influenced by three components (i.e. entertainment, travel review and medical and emergency information is proposed to have an impact on travelers' intention to use travel apps). The IPMA results indicate that restaurant and shopping receive the utmost emphasis from Thai domestic tourists who use travel apps, and sports and attraction are regarded as less critical attributes.

Practical implications

The app content scales identified in this study can be used as a basic framework for app developers, service providers and tourism authorities to design a travel app. The IPMA results also help concerned practitioners to make decisions on which contents/attributes should be incorporated and improved.

Originality/value

This study implements IPMA using a GSCA estimator to present the standard results reporting on the path coefficients of each of the attributes of travel app services. The results not only contribute to the improvement of app features and services, but also suggest an innovative approach for generating pertinent IPMA results with GSCA, thus contributing to the theoretical and methodological advancement in hospitality and tourism areas.

Details

Journal of Hospitality and Tourism Insights, vol. 6 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

1 – 10 of over 75000