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Article
Publication date: 5 October 2023

Dominyka Venciute, Lukas Karalius, James Reardon and Vilte Auruskeviciene

This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand…

Abstract

Purpose

This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships.

Design/methodology/approach

A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling.

Findings

The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate.

Practical implications

The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications.

Originality/value

This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.

Details

Journal of Product & Brand Management, vol. 32 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 14 March 2023

Dominyka Venciute, Migle Kazukauskaite, Ricardo Fontes Correia, Marius Kuslys and Evaldas Vaiciukynas

The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors…

2002

Abstract

Purpose

The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.

Design/methodology/approach

A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.

Findings

The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.

Research limitations/implications

The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.

Practical implications

Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.

Originality/value

The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.

Details

Journal of Contemporary Marketing Science, vol. 6 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 4 July 2023

Dominyka Venciute, Vilte Auruskeviciene and James Reardon

The purpose of this paper is to examine the impact of social media marketing on new venture performance utilizing Structure-Conduct-Performance (SCP) theory.

1882

Abstract

Purpose

The purpose of this paper is to examine the impact of social media marketing on new venture performance utilizing Structure-Conduct-Performance (SCP) theory.

Design/methodology/approach

A survey approach was employed, and questionnaires were sent out to the representatives of new ventures established in the previous six years at the time of data collection. Measures were adapted from SCP theory and the measurement model examined. A total of 248 responses were analyzed using structural equation modelling (LISREL 11).

Findings

The results indicate that social media marketing capabilities have a positive impact on the marketing performance of new ventures through a mediating effect of social media marketing performance. Thus, social media marketing performance affects new venture performance through marketing performance.

Research limitations/implications

This research supports the vitality of social media in the lives of new firms and the importance of social media when executing marketing activities. The perceptive measurement of social media marketing capabilities on the firm level can be useful for new ventures to evaluate their competencies related to social media, and thus help firms improve those capabilities over time.

Originality/value

This research contributes to the existing knowledge on linkages between social media marketing capabilities and new venture performance acknowledging the role of a turbulent market environment. Therefore, the recognition of industry structure articulated by a turbulent market environment, social media marketing capabilities and social media support for competitive marketing strategy answers the question of how social media marketing capabilities drive competitive marketing strategy and subsequently influence performance.

Details

Corporate Communications: An International Journal, vol. 28 no. 5
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 4 January 2024

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This paper demonstrates that employee views can impact the attitudes that consumers have towards the brand. This can impact their reputation and overall performance.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 40 no. 1
Type: Research Article
ISSN: 0258-0543

Keywords

Article
Publication date: 6 September 2023

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

227

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

New ventures striving to become established could seek to explore the potential offered by social media. Developing social media marketing capabilities (SMC) can facilitate closer engagement with customers and better understanding of their needs and concerns. The ensuing positive impact on marketing performance can in turn lead to notable improvement in how the firm performs overall.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 39 no. 9
Type: Research Article
ISSN: 0258-0543

Keywords

Content available
Article
Publication date: 18 August 2023

Martina Topic

602

Abstract

Details

Corporate Communications: An International Journal, vol. 28 no. 5
Type: Research Article
ISSN: 1356-3289

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