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1 – 10 of over 2000Junyun Liao, Lu Wang, Minxue Huang, Defeng Yang and Haiying Wei
In an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However…
Abstract
Purpose
In an online brand community (OBC), consumers as a group occupy a dominant position, and their horizontal interactions are pivotal for the consumer–brand relationship. However, little is known about the effect of group characteristics on brands. To partially fill this gap, this study examines how group characteristics influence brand loyalty from the perspective of social identity theory. Specifically, by collecting data from an online survey, this paper investigates the effects of group similarity, group receptivity and group involvement on brand loyalty, the mediating role of community identification and the moderating effect of tenure in a community.
Design/methodology/approach
Data from 482 brand community members were analyzed using structural equation modeling.
Findings
The results show that group similarity, group receptivity and group involvement increase brand loyalty; furthermore, the effect is mediated by community identification. Moreover, group receptivity is more effective in fostering community identification of short-tenure members, whereas group similarity plays a more important role for long-tenure members.
Originality/value
This paper enriches the brand community literature from a group perspective and provides implications for how brand communities develop customer loyalty strategies.
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Soyeon Kwon and Sejin Ha
This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement…
Abstract
Purpose
This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs).
Design/methodology/approach
An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling.
Findings
Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs.
Originality/value
This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.
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Leonard Karakowsky and Diane Miller
Little research has considered how work team characteristics influence reactions to negative feedback. When feedback indicates that the group’s strategy is inadequate, how members…
Abstract
Little research has considered how work team characteristics influence reactions to negative feedback. When feedback indicates that the group’s strategy is inadequate, how members respond to such feedback can determine the team’s ultimate success or failure. The aim of this theory paper is to identify central sources of influence on group responsiveness to negative feedback in a mixed‐gender context. Drawing upon sociological and psychological perspectives, we offer a framework that considers how men and women respond to negative feedback in work team settings.
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Shih-Ju Wang, Chiu-Ping Hsu, Heng-Chiang Huang and Chia-Lin Chen
The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the…
Abstract
Purpose
The purpose of this paper is to treat bloggers as human brands and applies self-congruity theory to explore how actual and ideal blogger-reader self-congruity, combined with the blog’s functional congruity, influences blogger-reader relationship quality (BRRQ) and the blogger’s informational influence, taking perceived interactivity among blog members as a moderator.
Design/methodology/approach
Using a survey of 372 female beauty blog readers, this study employs the structural equation modelling approach to investigate the proposed model.
Findings
The empirical findings indicate that readers’ perceived self-congruity with beauty bloggers raises the bloggers’ informational influence, mediated by BRRQ and functional congruity. Actual self-congruity has greater predictive power than ideal self-congruity in explaining bloggers’ informational influence. Moreover, perceived interactivity plays a two-sided role because it strengthens the positive impact of BRRQ on informational influence but weakens the positive impact of functional congruity on informational influence.
Practical implications
The findings should help marketers identify influential beauty bloggers through their presented image on their blogs to encourage readers’ acceptance of their opinions about products and services. However, when focusing on beauty blogs featuring high-perceived interactivity among blog members, marketers should carefully balance the facilitating and offsetting effect of perceived interactivity and identify bloggers equipped with superior BRRQ.
Originality/value
Using human brand and parasocial interaction perspectives, this study contributes to emerging research on human brands and blog marketing and demonstrates that perceived interactivity is a double-edged sword in stimulating a blogger’s informational influence.
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Rose Moroz and Russell F. Waugh
Focuses on the receptivity of Western Australian government teachers towards a system‐wide educational change, the use of Student Outcome Statements, that help teachers’ classroom…
Abstract
Focuses on the receptivity of Western Australian government teachers towards a system‐wide educational change, the use of Student Outcome Statements, that help teachers’ classroom planning, student learning and assessment. The dependent variable, teacher receptivity, is measured in four aspects: overall feelings, attitudes, behaviour intentions and behaviour. The group 1 independent variables are non‐monetary cost benefits, alleviation of fears and concerns, significant‐other support, and feelings compared to the previous system. The group 2 independent variables are shared goals, collaboration and teacher learning opportunities. Data relating to all the variables were collected in 1997 from a sample of 126 teachers some of whom had been involved in the official trial of Student Outcome Statements and analysed using correlation and regression techniques. The group 1 and group 2 independent variables accounted for 59 per cent of the variance in overall feelings, 49 per cent in attitudes, 50 per cent in behaviour intentions and 40 per cent in behaviour.
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Kenghui Lin, Aiden Sidebottom and Richard Wortley
This paper aims to investigate how evidence-based policing (EBP) is understood by police officers and citizens in Taiwan and the influence of police education on police recruit's…
Abstract
Purpose
This paper aims to investigate how evidence-based policing (EBP) is understood by police officers and citizens in Taiwan and the influence of police education on police recruit's receptivity to research evidence in policing.
Design/methodology/approach
The study uses a cross-sectional design that includes Taiwanese police officers (n = 671) and a control group of Taiwanese criminology undergraduate students (n = 85). A research instrument covering five themes is developed, and after a pilot test the final scale remains 14 items.
Findings
The analysis suggests that police officers in Taiwan generally hold a positive view towards the role of research and researchers in policing, more so than is often observed in similar studies conducted in Western countries. Receptivity to research was found to be significantly higher among the non-police sample compared to the police sample. Moreover, time spent in police education was significantly associated with lower levels of receptivity to research.
Originality/value
The paper makes two original contributions to the literature on police officer receptivity to research. It is the first paper to (1) empirically examine police officers' openness to, and use of research in an Asian setting and (2) to compare police officers' receptivity to research with those of a relevant non-police group.
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Mary Pat McEnrue, Kevin S. Groves and Winny Shen
The purpose of this paper is to examine the separate and combined effects of three individual characteristics on training gains achieved in a leadership development program…
Abstract
Purpose
The purpose of this paper is to examine the separate and combined effects of three individual characteristics on training gains achieved in a leadership development program designed to enhance participants' emotional intelligence (EI). The overall purpose was to test heretofore untested propositions advanced by various theorists concerning the impact of openness to experience (OE), self‐efficacy (SE), and receptivity to feedback (RF) on training outcomes.
Design/methodology/approach
This empirical study utilized a sample of 135 fully‐employed business students in a treatment/control group research design.
Findings
The findings suggest that leadership development professionals will likely derive differential EI training gains depending upon participants' status across several variables. Receptivity to feedback was directly associated with EI training gains while the SE‐RF and SE‐OE interactions were predictors of EI training gains.
Practical implications
The results hold implications for organizations that seek to enhance the EI of leaders both effectively and efficiently. The application of these findings to a range of leadership development practices and to training efforts that focus on other competencies are discussed.
Research implications
The paper connects EI to one of the major challenges facing leaders and leadership development professionals in the future: managing change and offers recommendations regarding research on other factors that are likely to optimize results achieved through efforts to develop the EI of leaders.
Originality/value
This is the first study to investigate the impact of these three individual characteristics on training gains achieved. The paper's findings suggest that some individuals are better candidates for EI training and presents a method to identify them.
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Jennifer Frahm and Kerry Brown
Change receptivity is recognised as an important factor in successfully implementing organizational change strategies. The purpose of this paper is to examine the process of…
Abstract
Purpose
Change receptivity is recognised as an important factor in successfully implementing organizational change strategies. The purpose of this paper is to examine the process of change in the initial stages of a change agenda within a public sector organization and analyze the communication of change. It traces the resultant receptivity to organizational change. The paper investigates whether organizational change communication is a crucial element in employees' receptivity to change.
Design/methodology/approach
A case study design is employed and the multiple methods employed include surveys, focus groups, archival data and participant observation.
Findings
The findings indicate that the initial change communication is problematic. The employees respond to a lack of instrumental change communication with a constructivist communication approach in order to manage the implications of continuous change.
Research limitations/implications
This research provides an overview of the first 100 days of change in a public sector organization only, and so the limitations of single case studies apply. However, the close investigation of this phase provides further research directions to be addressed.
Practical implications
The findings suggest managers need to align employees' expectations of the change communication with understanding of the change goal.
Originality/value
The primary value of the paper is in using a communicative lens to study the change process.
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Ilham Akhsanu Ridlo and Rizqy Amelia Zein
The purpose of this paper is to explore participants’ attitudes and receptivity to a #CondomEmoji campaign insofar as investigating whether attitudes and receptivity were…
Abstract
Purpose
The purpose of this paper is to explore participants’ attitudes and receptivity to a #CondomEmoji campaign insofar as investigating whether attitudes and receptivity were important predictors for brand impression and intention to buy.
Design/methodology/approach
This study involved 206 research participants who live in Jakarta and Surabaya and who answered online questionnaires to measure attitudes, receptivity to #CondomEmoji advertising, brand impression and intention to buy condoms. Questionnaires were circulated on several social media platforms and instant messaging apps. The participants were asked to watch the #CondomEmoji advertising video before proceeding to fill out the questionnaires.
Findings
Research findings suggested that participants mostly held negative attitudes and receptivity to the campaign. Non-sexually active participants were more likely to perceive the advertising as offensive. Attitudes and receptivity were good predictors for brand impression, yet attitude was not significantly attributed to intention to buy condoms. The result was stronger in sexually active participants.
Research limitations/implications
Non-sexually active young people need to be more informed about healthy sexual behavior so that they would not feel embarrassed to discuss and ask about sexual behavior. A socially acceptable condom-use advertising campaign needs to be conducted to lessen the resistance of conservative audiences.
Originality/value
This paper offers an insight into how conservative audiences may respond to social-media-based campaign of safer sex.
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Jessica Zeiss, Les Carlson and Elise Johansen Harvey
Prior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of…
Abstract
Purpose
Prior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of marketing's role in firm responses to sociopolitical pressures. Understanding the degree to which firms attempt to manage forces and pressures in the external business environment is key to understanding marketing's role in impeding vs aiding public policy initiatives, and is the problem this research investigates.
Design/methodology/approach
Using structural equation modeling, data from 71 firms demonstrate that managing the sociopolitical force is, in fact, distinct from managing the other four market-based forces – consumer demand, supplier power, competition and technological shifts. Managing the sociopolitical force is shown to require fundamentally different skills and resources.
Findings
Results suggest that firm sociopolitical receptivity drives attempts to influence this unique external business environmental force, in turn limiting marketplace sociopolitical receptivity. Furthermore, attempts to influence such a unique force relies on resource-light marketing resources, which limits resource-heavy marketing.
Originality/value
Managing a political force with marketplace ramifications involves strategy that utilizes marketing, but is driven by relationships with social and political agents. This is truly an environmental management concept distinct from the management of the other four market-based forces. The analysis in this study demonstrates that managing another environmental force (i.e. competition force) involves different receptivity influences and marketing tactic outcomes.
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