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1 – 4 of 4Ligia Fagundes, Christian Gomes-e-Souza Munaier and Edson Crescitelli
Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.
Abstract
Purpose
Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.
Design/methodology/approach
Qualitative research using cognitive maps.
Findings
BH empowers BE and should be explored within B2B communications.
Research limitations/implications
Brand image and other BH dimensions should be measured in next studies.
Practical implications
BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions.
Social implications
Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price.
Originality/value
Interaction between BH, SM and BE in B2B has not been evaluated yet.
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Miroslav Svitek, Sergei Kozhevnikov, Jiri Tencar, Sagnik Bhattacharjee and Viktor Benes
Cities’ population growth goes in hand with the development of new technologies that are becoming the key factor of the Smart City (SC) concept. It allows the implementation of…
Abstract
Cities’ population growth goes in hand with the development of new technologies that are becoming the key factor of the Smart City (SC) concept. It allows the implementation of efficient management solutions, operation, and sustainable development of a city to face the challenges of urbanization and improve the services for the citizens and visitors.
The concept of the SC 5.0 was first presented in Svítek, Skobelev, and Kozhevnikov (2020), where the problems of the complexity of current cities due to rigid management processes, variety of infrastructure, and SC modules, systems, subsystems, and applications were described.
To prove the concept, several practical examples were developed to cover the topics: modeling in SCs, practical implementation of multiagent technologies, the approach of creating city ontology and the city knowledge base as the instrument of semantic interoperability, and visualization possibilities of Smart Evropská as a SC Testbed used for teaching purposes.
The new organizational structure is proposed based on knowledge graphs, and practical examples are shown. The applicability of knowledge graphs to be used in combination with data management platforms for monitoring SC key performance indicators (KPIs) and providing interoperability of services is presented.
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Isha Sharma, Kokil Jain, Abhishek Behl, Abdullah Baabdullah, Mihalis Giannakis and Yogesh Dwivedi
Deepfakes are fabricated content created by replacing an original image or video with someone else. Deepfakes have recently become commonplace in politics, posing serious…
Abstract
Purpose
Deepfakes are fabricated content created by replacing an original image or video with someone else. Deepfakes have recently become commonplace in politics, posing serious challenges to democratic integrity. The advancement of AI-enabled technology and machine learning has made creating synthetic videos relatively easy. This study explores the role of political brand hate and individual moral consciousness in influencing electorates' intention to share political deepfake content.
Design/methodology/approach
The study creates and uses a fictional deepfake video to test the proposed model. Data are collected from N = 310 respondents in India and tested using partial least square–structural equation modelling (PLS-SEM) with SmartPLS v3.
Findings
The findings support that ideological incompatibility with the political party leads to political brand hate, positively affecting the electorates' intention to share political deepfake videos. This effect is partially mediated by users' reduced intention to verify political deepfake videos. In addition, it is observed that individual moral consciousness positively moderates the effect of political brand hate on the intention to share political deepfake videos. Intention to share political deepfake videos thus becomes a motive to seek revenge on the hated party, an expression of an individual's ideological hate and a means to preserve one's moral self-concept and strengthen their ideologies and moral beliefs.
Originality/value
The study expands the growing discussion about disseminating political deepfake videos using the theoretical lens of the negative consumer-brand relationship. It validates the effect of political brand hate on irrational behavior that is intended to cause harm to the hated party. Further, it provides a novel perspective that individual moral consciousness may fuel the haters' desire to engage in anti-branding behavior. Political ideological incompatibility reflects ethical reasons for brand hate. Therefore, hate among individuals with high moral consciousness serves to preserve their moral self.
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Muhammad Hasnain Abbas Naqvi, Zhang Hongyu, Mishal Hasnain Naqvi and Li Kun
This study aims to determine whether or not fashion retail brands can maintain their essence by providing personalized care through conventional face-to-face interactions or the…
Abstract
Purpose
This study aims to determine whether or not fashion retail brands can maintain their essence by providing personalized care through conventional face-to-face interactions or the use of e-services.
Design/methodology/approach
An exploratory investigation is being conducted to attain this goal. According to the findings of this research, Chatbots have an impact on consumer loyalty. The quality of a Chatbot’s system, service and information are all critical to providing a positive consumer experience.
Findings
The study concluded that Chatbot e-services might potentially enable dynamic and fascinating interactions between firms and their consumers. To personalize a Chatbot, firms might change the tone of the language used. Customers are more likely to use a Chatbot if it resembles a real person, which increases their pleasure and confidence in the product.
Originality/value
More precisely, the emphasis of the inquiry was on Chatbot, a relatively new digital tool that offers user-friendly, personalized and one-of-a-kind support to customers. Using information supplied by consumers, the authors examine a five-dimensional model that gauges how customers feel about Chatbots in terms of their ability to communicate with users, offer amusement, be trendy, personalize interactions and solve problems.
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