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Social media have attracted attention as an information channel for content generated in heterogeneous internet services. Focusing on social media platforms, the purpose of this paper is to examine the factors behind social transmission with content crossover from other services through hypertext link (URL). The authors investigate the effects of source influence and peer referrals on diffusion outcome and address their variations in the case of content crossover.

The authors use a Poisson regression model due to the discrete nature of the dependent variable. The authors conduct an empirical study using 233 million real transaction data generated by 1,203,196 Korean users of Twitter.

Source influence and peer referral have a positive impact on cascade size in the content dissemination process. In the case of content crossover, the impact of source influence decreases. However, the impact of peer referrals increases in the process of external content dissemination.

The authors demonstrate source and peer effects on content diffusion and that these effects vary when shared content is linked from an external service by a URL.

The findings indicate that firms that wish to diffuse information through social media or enter the social media with new services to provide new ways of creating and sharing content should understand the nature of the social transmission process.

Given the growing popularity of social media, particularly SNSs with online social networks as information channels, the authors first consider online social transmission as a user-driven diffusion process. Based on social factors in the diffusion process, the authors derive source and peer effects on the social transmission process.

After completing the case, students should be able to understand: the importance and uniqueness of the individual market and developing a suitable marketing strategy. The concept of value creation and learn the importance of developing the right value proposition to compete and succeed in a market. The target audience and how to create the right marketing mix. Competition in a digital landscape and the importance of developing an appropriate strategy to counter its rivals and position the brand effectively.

During his visit to India in December 2019, Netflix’s founder and chief executive officer Reed Hastings talked about a series of steps the company had taken in the recent past to successfully face stiff competition and move towards achieving its stated target of 100 million viewers. These steps involved significant changes in their marketing mix such as reworking their pricing, developing a rich portfolio of Indian content and building various partnerships. Since Netflix’s launch in India (December 2016), it faced fierce competition from players such as Hotstar and Amazon Prime, both of whom had developed a rich portfolio of Indian content and adopted a very aggressive pricing strategy thus, making these changes essential. At the time of their launch, Netflix had set a very ambitious target of gaining 100 million viewers within five years (by 2021) while adopting a premium pricing strategy and positioning themselves uniquely based on their international content. They quickly learned that they would have to reevaluate their approach if they wanted to achieve their target on time. The changes announced by Hastings were an effort in that direction. The moot question was whether these steps would help Netflix India reach its goal. This challenge was further compounded by an almost 40% hike in data tariffs by three major wireless carriers considering most Indians watched over-the-top media content on their mobile phones.

The case is designed for undergraduates, as well as for fundamental marketing courses in the Master of Business Administration and other graduate level programmes. It can be taught in the Principles of Marketing, Marketing Strategy and International Marketing courses. It is ideal for topics such as understanding the operation of a digital business in a new market, customer value creation and value drivers, brand and brand positioning, product promotion, strategies for business growth and expansion, fighting competition in a digital landscape.

Teaching Notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to provide theoretical and practical insight into the process of crossover with the proposition that affect intensity is an important explanatory mechanism of crossover.

This paper provides an empirical and conceptual overview of the construct of crossover, and addresses key gaps in the literature by proposing a process of discrete emotional crossover. It is proposed that individual differences in affect intensity may moderate and/or explain the crossover of discrete emotions in the workplace.

This paper responds to the call of various researchers within the crossover field by putting forth a unique explanation for the occurrence of crossover. This explanation draws significantly on emotions theory and research.

This paper is unique in its presentation of affect intensity as a moderator of the crossover process and in its discussion of the crossover of discrete emotions such as joy and fear rather than the crossover of emotional or psychological states.

This chapter examines the role of leader workaholism in relation to their own and their followers’ well-being. We begin with an overview of workaholism, along with a description of how workaholism may relate to typical leader behaviors. We propose a conceptual model linking the various components of workaholism to leaders’ well-being and followers’ well-being. In our model, we propose that leaders’ workaholism can negatively influence their own well-being, and also their followers’ well-being through interindividual crossover of affective, cognitive, and behavioral components of workaholism. Furthermore, the negative well-being outcomes experienced by the workaholic leader can also crossover to the followers through interindividual strain–strain crossover. Several moderating factors of these relationships are discussed, as well as avenues for future research.

The purpose of this paper is to study the applicability of a crossover model of work–family conflict (WFC) in the work setting among supervisor–subordinate dyads. It examines the positive association between supervisor’s WFC and subordinate’s WFC and analyses the moderating effect of subordinate’s susceptibility to emotional contagion (SEC).

Data were gathered using a questionnaire survey method and tested in 193 matched supervisor–subordinate dyads from select organisations representing the services sector in India.

The authors found a significant direct crossover path from the supervisor to his/her subordinate’s WFC. The effect of supervisor reported WFC on subordinate reported WFC was found to be strong when the subordinate displayed higher SEC with his/her supervisor.

Examining the crossover of WFC contributes to theory by broadening crossover research to include transmission of negative experiences in the work context. This study significantly adds to emotional contagion theory by substantiating the existence of WFC contagion in supervisor–subordinate dyads. Given the constraints of cross-sectional research design, future research should replicate these findings using a larger sample in other cultural contexts as well to generalise the results. Future research should consider using longitudinal data and including information from both the supervisor and the subordinates collected at different points in time. Crossover of positive work–family experiences (e.g. work–family enrichment) and the role of other individual difference variables such as the personality of the subordinates, empathy, etc., could also be considered.

Supervisors should be advised of the potential adverse effects of their WFC and organisations should be made cognizance of the impact that the WFC of employees can have on their job outcomes. Organisations should provide the required formal and informal support to their employees to deal with their WFC efficiently.

This study has attempted to examine the crossover of WFC in supervisor–subordinate dyads and the potential effect of one of the individual difference variables namely SEC. To the best of the authors knowledge, it has rarely been examined earlier.

The purpose of this paper is to examine the role of empathy (empathic concern and perspective taking) in the crossover process. Specifically, it aims to test whether empathy moderates the crossover effect of women's work engagement to their men's work engagement. Additionally, it seeks to investigate the relationship between men's engagement and colleague ratings of job performance.

Hypotheses were tested using a cross‐sectional design with three sources of information: 175 Dutch women and their partners working in different occupational sectors, as well as 175 colleagues of the male participants.

Results of moderated structural equation modeling analyses showed that the crossover of work engagement from women to men was strongest when men were high (vs low) in perspective taking (the spontaneous tendency of a person to adopt the psychological perspective of other people). Empathic concern did not moderate the crossover effect. In addition, men's work engagement was positively related to in‐role and extra‐role performance.

Results suggest that work engagement is not only important for one's own, but also for one's partner's performance. This implies that companies should try to facilitate engagement.

The findings shed light on the crossover process, and indicate under which conditions employees are influenced by their partners and consequently change their work behavior.

This study aims to investigate the crossover of workplace aggression experienced by members of dual‐earner couples on alcohol intake of the partner

Cross‐sectional community data come from the 1998 Quebec Health and Social Survey containing a sub‐sample of 5,778 individuals nested in 2,889 dual‐earner couples. Data on alcohol intake, workplace aggression (physical, psychological, sexual), decision authority, working hours, irregular work schedule, marital strains, gender and age are gathered from self‐report questionnaires. Each member of the couple will answer the questionnaire.

The results show that being the target of workplace aggression is associated with low‐risk (OR=1.27, 95%CI=1.10‐1.46) and high‐risk drinking (OR=1.78, 95%CI=1.44‐2.20). Indicative of a crossover effect, partner workplace aggression victimization (OR=1.30, 95%CI=1.05‐1.62) is associated with high‐risk drinking

Victims of workplace aggression and their immediate relatives might be supported to avoid adverse alcohol‐related problems. Organizations need to pay more attention to the problem of workplace aggression in their occupational health and safety programs

Using multilevel multinomial regression models, this study highlights the complexities of work‐family dynamics and of the crossover effect of workplace aggression into the lives and alcohol intake behavior of dual‐earner partners.

The purpose of this study is to examine how two different types of heavy work investment – work engagement and workaholism – are related to family satisfaction as reported by employees and their intimate partner.

In total, 398 Japanese couples completed self-reported questionnaires including the model variables. One year later, participants reported again on their family satisfaction. Structural equation modelling analyses were used to test the hypotheses.

As hypothesized, work engagement was positively related to work-family facilitation, which, in turn, predicted own and partner's family satisfaction, also one year later. In contrast, workaholism showed a positive relationship with work-family conflict, and had an indirect negative effect on own and partner's family satisfaction. The structural relationships between the variables from husbands to wives were similar to those from wives to husbands.

The use of a non-experimental design does not allow for definitive conclusions regarding causality.

The findings contribute to the work-family interface literature by showing how experiences built up at work can have a positive or negative impact on one's partner's family satisfaction. The study highlights a growing need to promote work engagement and discourage workaholism within organizations since engagement has positive and workaholism has negative implications for employees' private life.

This study clearly shows the differences between two important work experiences – work engagement and workaholism. Using the spillover-crossover model, the study sheds a new light on the process through which employee work engagement and workaholism influence one's partner at home.

The purpose of this paper is to evaluate the energy consumed to fabricate nylon parts using selective laser sintering (SLS) and to compare it with the energy consumed for injection molding (IM) the same parts.

Estimates of energy consumption include the energy consumed for nylon material refinement, adjusted for SLS and IM process yields. Estimates also include the energy consumed by the SLS and IM equipment for part fabrication and the energy consumed to machine the injection mold and refine the metal feedstock required to fabricate it. A representative part is used to size the injection mold and to quantify throughput for the SLS machine per build.

Although SLS uses significantly more energy than IM during part fabrication, this energy consumption is partially offset by the energy consumption associated with production of the injection mold. As a result, the energy consumed per part for IM decreases with the number of parts fabricated while the energy consumed per part for SLS remains relatively constant as long as builds are packed efficiently. The crossover production volume, at which IM and SLS consume equivalent amounts of energy per part, ranges from 50 to 300 representative parts, depending on the choice of mold plate material.

The research is limited to material refinement and part fabrication and does not consider other aspects of the life cycle, such as waste disposal, distributed 2 manufacturing, transportation, recycling or use. Also, the crossover volumes are specific to the representative part and are expected to vary with part geometry.

The results of this comparative study of SLS and IM energy consumption indicate that manufacturers can save energy using SLS for parts with small production volumes. The comparatively large amounts of nylon material waste and energy consumption during fabrication make it inefficient, from an energy perspective, to use SLS for higher production volumes. The crossover production volume depends on the geometry of the part and the choice of material for the mold.