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1 – 10 of 148
Open Access
Article
Publication date: 28 March 2019

Daniel Belanche, Isabel Cenjor and Alfredo Pérez-Rueda

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen…

49214

Abstract

Purpose

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.

Design/methodology/approach

The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.

Findings

The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.

Practical implications

Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.

Originality/value

This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Propósito de la investigación

Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.

Metodología y diseño

La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.

Recomendaciones

Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.

Implicaciones prácticas

Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.

Originalidad

Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.

Open Access
Article
Publication date: 22 June 2022

Robert Ciuchita, Johanna Katariina Gummerus, Maria Holmlund and Eva Larissa Linhart

Digital advertising enables retailers to rely on large volumes of data on consumers and even leverage artificial intelligence (AI) to target consumers online with personalised and…

4496

Abstract

Purpose

Digital advertising enables retailers to rely on large volumes of data on consumers and even leverage artificial intelligence (AI) to target consumers online with personalised and context-aware advertisements. One recent example of such advertisements is programmatic advertising (PA), which is facilitated by automatic bidding systems. Given that retailers are expected to increase their use of PA in the future, further insights on the pros and cons of PA are required. This paper aims to enhance the understanding of the implications of PA use for retailers.

Design/methodology/approach

A theoretical overview is conducted that compares PA to traditional advertising, with an empirical investigation into consumer attitudes towards PA (an online survey of 189 consumers using an experimental design) and a research agenda.

Findings

Consumer attitudes towards PA are positively related to attitudes towards the retailer. Further, perceived ad relevance is positively related to attitudes towards PA, which is moderated by (1) consumer perceptions of risks related to sharing their data with retailers online and (2) consumer perceptions of AI's positive potential. Surprisingly, the disclosed use of AI for PA does not significantly influence consumer attitudes towards PA.

Originality/value

This paper contributes to the literature on technology-enabled services by empirically demonstrating that ad relevance drives consumer attitudes towards PA. This paper further examines two contingencies: risk beliefs related to data (i.e. the source of PA) and perceptions of AI (i.e. the somewhat nebulous technology associated with PA) as beneficial. A research agenda illuminates central topics to guide future research on PA in retailing.

Details

Journal of Service Management, vol. 34 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 26 March 2019

F. Javier Rondan-Cataluña, Bernabe Escobar-Perez and Manuel A. Moreno-Prada

This research enables the authors to highlight the importance of proper pricing for retailers. The purpose of this paper is to demonstrate the importance of demand-based pricing…

4638

Abstract

Purpose

This research enables the authors to highlight the importance of proper pricing for retailers. The purpose of this paper is to demonstrate the importance of demand-based pricing, providing empirical results that reveal the validity of this pricing philosophy in the sport retailing industry. In particular, this study has identified the limits of acceptable prices for the products studied, selected the most appropriate method for pricing products suffering from high competition and compared the impact produced on price perceptions according to different retail environments to be able to relate changes in the acceptable prices ranges according to the geographical location of each point of sale, differentiating between rural or urban environment and type of client.

Design/methodology/approach

The authors have carried out surveys of 350 customers in each of the three points of sale analysed. Therefore, there are a total of 1,050 interviewees, for the three products analysed. The direct method of acceptable prices setting is developed. In addition, ANOVA and t-test have been carried out to find differences between the three shops.

Findings

One main finding is that the acceptable price range is not unique. Each point of sale has one that is distinct because it depends on many factors: the competition, the economic capacity of the closest residents, the location of the point of sale or the ability to attract customers.

Originality/value

The foremost contribution of this paper is to demonstrate empirically how considering the local demand at setting prices would generate larger earnings, even for a small retail chain. The direct method of setting acceptable prices enables us to set the prices according to the demand. The best option is if these prices are above the costs. It can be noted that the prices should be set according to each shop, and a different price used in each point of sale to maximise profits and to adapt to what the typical customer of each shop is willing to pay, despite the products being the same and the points of sale belonging to the same retail chain.

Objetivos

Esta investigación nos permite resaltar la importancia de una fijación de precios adecuada para los minoristas. El objetivo principal de esta investigación es demostrar la importancia de la fijación de precios basada en la demanda, proporcionando resultados empíricos que revelan la validez de esta filosofía de fijación de precios en el sector minorista de productos deportivos. En particular, en este estudio se han identificado los intervalos de precios aceptables para los productos estudiados; se ha seleccionado el método más apropiado para la fijación de precios de productos que sufren alta competencia; y se ha comparado el impacto en las percepciones de precios según el entorno detallista y se han encontrado cambios en los intervalos aceptables de precios en función de la localización geográfica del punto de venta, diferenciando entre entorno rural y urbano, y el tipo de cliente.

Metodología

Los autores han realizado encuestas a 350 clientes en cada uno de los 3 puntos de venta analizados. Por lo tanto, hay un total de 1050 entrevistados, para los 3 productos analizados. Se desarrolla el método directo de fijación de precios aceptables. Además, se han realizado pruebas ANOVAs y T para encontrar diferencias entre las 3 tiendas.

Resultados

Un hallazgo principal es que el intervalo de precios aceptable no es único. Cada punto de venta tiene uno distinto porque depende de muchos factores: la competencia, la capacidad económica de los residentes más cercanos, la ubicación del punto de venta o la capacidad de atraer clientes.

Originalidad/valor

La principal contribución de este artículo es demostrar empíricamente cómo considerar la demanda local al establecer precios generaría mayores ganancias, incluso para una pequeña cadena minorista. El método directo de establecer precios aceptables nos permite establecer los precios de acuerdo con la demanda. La mejor opción es si estos precios están por encima de los costos. Se puede observar que los precios deben establecerse de acuerdo con cada tienda, y se debe usar un precio diferente en cada punto de venta para maximizar los beneficios y adaptarse a lo que el cliente típico de cada tienda está dispuesto a pagar. A pesar de que los productos son los mismos y los puntos de venta pertenecientes a la misma cadena minorista.

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 4 August 2020

Akm Ahsan Ullah and Faraha Nawaz

There is abundant research on surrogacy; however, migration scholars have not addressed surrogacy-driven migration. Policies related to surrogacy and surrogacy-led migration are…

2686

Abstract

Purpose

There is abundant research on surrogacy; however, migration scholars have not addressed surrogacy-driven migration. Policies related to surrogacy and surrogacy-led migration are under-researched. The paper argues that surrogacy-led migration or fertility/reproductive migration constitutes a significant part of mainstream migration. The purpose of this paper is to reflect on the policy dilemmas in various countries.

Design/methodology/approach

A total of 9 surrogate mothers (4 from India; 2 from Thailand, 2 from Indonesia and 1 from Nepal) and 8 commissioning parents (2 from Japan; 4 from Europe; 1 from the USA; 1 from Australia) and 2 doctors (1 from India and 1 from Thailand) selected on snowball basis were interviewed between 2014 and 2016 by using a checklist.

Findings

The deficiency and inconsistency of laws regarding surrogacy facilitated the growth of the surrogacy market. Therefore, a uniform policy would help to define and improve the surrogacy and surrogacy-led migration management.

Originality/value

This paper demonstrates the interplay of surrogacy and mainstream migration. This is a fresh addition to the study of migration.

Details

Public Administration and Policy, vol. 23 no. 2
Type: Research Article
ISSN: 1727-2645

Keywords

Open Access
Article
Publication date: 2 October 2019

Babatunde Abiodun Balogun

The past decade has witnessed a tremendous and progressive growth in the number of Nigerians who engage in medical tourism from Nigeria to India. Various commentators have…

2537

Abstract

Purpose

The past decade has witnessed a tremendous and progressive growth in the number of Nigerians who engage in medical tourism from Nigeria to India. Various commentators have advanced diverse reasons for this trend. However, there is a dearth of research that has sought to provide empirical insights. This paper aims to investigate the decision-making process of Nigerian medical tourists and why they prefer medical tourism to India to medical care locally.

Design/methodology/approach

Eight Nigerian medical tourists are interviewed on a one-on-one basis with open-ended questions using purposive criterion sampling technique from an interpretivist mind-set.

Findings

The paper identifies two major motivators, namely, inadequate medical infrastructure and poor medical, and customer service from health workers in Nigeria, which spurred medical tourism from Nigeria to India. Further, it finds that first timers premise their decisions on advice from reference groups, while previous personal experiences guide decisions on subsequent medical travels. Findings are explained using the template provided by the theory of planned behaviour.

Originality/value

This exploratory nature of this research provides a useful basis to elucidate the course of decision-making of Nigerian patients so that appropriate marketing communication channels can be applied. It improves the process of recruiting and engaging Nigerian patients and nurturing wholesome relationships between Nigerian patients and hospitals.

Details

Journal of Tourism Analysis: Revista de Análisis Turístico, vol. 27 no. 1
Type: Research Article
ISSN: 2254-0644

Keywords

Open Access
Article
Publication date: 11 September 2017

Michel van Eeten

The issue of cybersecurity has been cast as the focal point of a fight between two conflicting governance models: the nation-state model of national security and the global…

5130

Abstract

Purpose

The issue of cybersecurity has been cast as the focal point of a fight between two conflicting governance models: the nation-state model of national security and the global governance model of multi-stakeholder collaboration, as seen in forums like IGF, IETF, ICANN, etc. There is a strange disconnect, however, between this supposed fight and the actual control over cybersecurity “on the ground”. This paper aims to reconnect discourse and control via a property rights approach, where control is located first and foremost in ownership.

Design/methodology/approach

This paper first conceptualizes current governance mechanisms through ownership and property rights. These concepts locate control over internet resources. They also help us understand ongoing shifts in control. Such shifts in governance are actually happening, security governance is being patched left and right, but these arrangements bear little resemblance to either the national security model of states or the global model of multi-stakeholder collaboration. With the conceptualization in hand, the paper then presents case studies of governance that have emerged around specific security externalities.

Findings

While not all mechanisms are equally effective, in each of the studied areas, the author found evidence of private actors partially internalizing the externalities, mostly on a voluntary basis and through network governance mechanisms. No one thinks that this is enough, but it is a starting point. Future research is needed to identify how these mechanisms can be extended or supplemented to further improve the governance of cybersecurity.

Originality/value

This paper bridges together the disconnected research communities on governance and (technical) cybersecurity.

Details

Digital Policy, Regulation and Governance, vol. 19 no. 6
Type: Research Article
ISSN: 2398-5038

Keywords

Open Access
Article
Publication date: 3 August 2015

Rodney Graeme Duffett

The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South…

124450

Abstract

Purpose

The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions.

Design/methodology/approach

Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data.

Findings

The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising.

Research limitations/implications

Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs.

Practical implications

Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials.

Originality/value

This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.

Details

Internet Research, vol. 25 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 4 January 2022

Philip Roth

Informal knowledge sharing interactions (IKSI) are of particular value for innovation projects. This is especially true for unplanned IKSI, because they are even more likely to…

1267

Abstract

Purpose

Informal knowledge sharing interactions (IKSI) are of particular value for innovation projects. This is especially true for unplanned IKSI, because they are even more likely to provide non-redundant knowledge and new perspectives than planned IKSI. Seminal studies have shown that the formation of unplanned IKSI can be explained on the basis of spatial structures. Strictly speaking, however, these studies only explain unplanned encounters. Whether unplanned IKSI result from these unplanned encounters, though, cannot be satisfactorily explained on the basis of spatial configurations alone. The purpose of this paper is to tackle this explanatory gap by unraveling the fundamental social processes by application of the symbolic interaction theory.

Design/methodology/approach

For this purpose, the formation of 132 IKSI on innovation projects from three research and development departments of large companies was recorded in detail using a combination of diaries and interviews. The data were analyzed using qualitative content analysis.

Findings

The analysis reveals that IKSI cause symbolic costs (image damages), and that these costs vary between types of social situations. Because actors anticipate situation-specific costs, their propensity to initiate IKSI can be explained in terms of the situations in which they encounter one another. Furthermore, the analysis reveals six particularly relevant characteristics of situations and further elaborates the basic argument by analyzing their functioning.

Originality/value

The paper complements previous explanations of unplanned IKSI by opening up the social processes underlying their formation.

Details

European Journal of Innovation Management, vol. 26 no. 7
Type: Research Article
ISSN: 1460-1060

Keywords

Open Access
Article
Publication date: 16 September 2022

Magdalena Niewczas-Dobrowolska

Food safety is an important characteristic of food, because it influences health. Perception of food hazards is a complex issue. Consumers have different perceptions regarding the…

1587

Abstract

Purpose

Food safety is an important characteristic of food, because it influences health. Perception of food hazards is a complex issue. Consumers have different perceptions regarding the probability of a hazard occurring in different food groups. If a hazard appears in the food, it has severe consequences. This is not only because of the negative impact on health and life but also because of the entire economy and image of producers.

Design/methodology/approach

A survey using the Computer-Assisted Web Interviewing method was conducted in January 2020 in Poland with 2,000 respondents to collect information about consumers' perception of food safety and lack of food safety.

Findings

It was shown that this perception depends mainly on gender and the decisiveness on food purchase. The similarity of the country from which the hazard comes as well as the scientists' knowledge about the hazard influences hazard perception by consumers. If a hazard appears in food, it has serious consequences for consumers, food chain actors, public finance and so on. The occurrence of food hazards causes consumers to stop buying this food product.

Originality/value

This study provides interesting information about consumers' perception of the lack of food safety. These results can be used by food producers and food safety authorities. The results also provide input information for further research on the perception of food safety in various types of food products.

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 25 July 2019

Yu-Shan Athena Chen and Lien-Ti Bei

The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames.

5889

Abstract

Purpose

The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames.

Design/methodology/approach

Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios.

Findings

Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness.

Research limitations/implications

As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination.

Practical implications

If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered.

Originality/value

This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

Details

Journal of Product & Brand Management, vol. 29 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of 148