Search results

This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian Barossa Valley as a tourist destination.

A survey was submitted to a Southeast Asian student and postgraduate sample. Regression analysis and qualitative analysis were carried out, which suggested that the advertisement was engaging the majority of the audience.

Most respondents expressed a desire to visit the location and used language which was evocative and connective. Those who did not or who were turned off by the advertisement's content expressed themselves in language which terminated further engagement.

The sample was a non-target group, but this is an advantage because it provides a base level of unconditioned response.

A better understanding of semiotics may reinforce other areas of marketing endeavour such as social marketing approaches which are gaining more importance in the still developing COVID-19 economy. This methodology can be extended to other marketing communication contexts.

Once campaigns have been aimed at target audiences, there may be potential to orientate another campaign at non-target audiences using the same advertisement. In terms of global marketing, this is extension rather than adaptation.

This study provides an example of how marketing could use semiotics in conjunction with quantitative methods to determine an audience's response and the intention to purchase a product or service.

Migrants play an essential role in economic and societal outcomes of the host society, both as members of the workforce and as citizens. However, integration and finding employment after migration remain critical issues. The purpose of this paper is to employ an evidence-based quantitative approach to identify migrant workers’ most important qualifications from an employer perspective and to explore factors that influence employer perception of migrants.

This study uses European Social Survey data that contain responses from managers in European countries in 2014 (n=2,828) and 2016 (n=3,014). Confirmatory factor analysis and structural equation modelling are used to analyse the data.

For managers, migrants’ commitment to the host country’s way of life is more important than their job skills, educational level and language proficiency. The effects of managers’ individual characteristics, including demographics, expectancies and personal values, on their general attitude towards migrants are also quantified.

The study’s outcomes can assist migrants to develop the qualifications most valued by employers, and allow policymakers to integrate the organizational perspective into policies and initiatives for integration of migrant labour.

Through HR practices, organizations significantly affect migrants’ career outcomes. Yet research on migrant workers from an organizational and managerial perspective is limited. This study identifies migrant workers’ most important qualifications from an employer perspective. It also explores which individual characteristics most influence organizational decision-makers’ perception. Utilizing a cross-cultural and longitudinal data set provides a unique opportunity to generate generalizable findings.