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Article
Publication date: 29 June 2020

Self-presentation and interactivity: luxury branding on social media

Ye Wang and Huan Chen

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social…

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Abstract

Purpose

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Design/methodology/approach

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Findings

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Research limitations/implications

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Practical implications

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

Originality/value

A theoretical model of luxury brands’ advertising was generated from the findings.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-05-2019-2368
ISSN: 1061-0421

Keywords

  • Brand communication
  • Social media
  • Brand image
  • Luxury branding
  • Digital marketing

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Article
Publication date: 10 June 2019

Dual-goal management in social enterprises: evidence from China

Juelin Yin and Huan Chen

Taking China as a research context, the purpose of this paper is to delineate how social and business tensions manifest in Chinese nascent social enterprises and to…

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Abstract

Purpose

Taking China as a research context, the purpose of this paper is to delineate how social and business tensions manifest in Chinese nascent social enterprises and to disentangle the strategies that they adopt to manage the business-social dual goals to achieve organizational viability.

Design/methodology/approach

A qualitative multiple-case study is used to collect and analyze data. Empirical data are drawn from in-depth semi-structured interviews with Chinese social entrepreneurs, ethnographic observation of social enterprises as well as secondary sources.

Findings

Depending on personal motivations and resource availability, social entrepreneurs’ perceptions toward pursuit of dual goals range from integration to differentiation in the short term, despite consensus on the concurrent development in the long term. The leverage of resources, image management, continuous innovation and need-based services are viable approaches that Chinese social enterprises adopt to manage the dual goals in order to create both social and economic value.

Research limitations/implications

This paper reveals understanding of the concrete tensions experienced among Chinese nascent social enterprises in pursuing business and social goals and how they manage to integrate the synergistic aspects of social and business goals to achieve survival and growth. Based primarily on qualitative case study method, the research findings are context specific and may not be ideal for generalization.

Practical implications

The authors reveal strategies by which synergistic benefits between dual goals may be achieved. Innovation (e.g. in resource utilization, in service format and content) and differentiation (e.g. in organization positioning) would be beneficial in enhancing the competitiveness of social enterprises. To enhance organizations’ credibility, quality of products and service should be monitored and organizational transparency needs to be enhanced.

Social implications

It is suggested that the government specifies legal forms and legitimates interests of social enterprises, formulates preferential policies to stimulate the development of social enterprises, and develops a set of qualification authentication system to regulate this emerging sector.

Originality/value

The study examines the manifestation of business and social tensions and presents dual-goal management strategies from a non-western perspective. As an original contribution to the field of social entrepreneurship, the study responds to calls for in-depth analysis of conflicting objectives and tension management in social enterprises.

Details

Management Decision, vol. 57 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/MD-02-2017-0170
ISSN: 0025-1747

Keywords

  • China
  • Social enterprise
  • Hybridity
  • Tension
  • Dual-goal management

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Book part
Publication date: 20 September 2014

Evaluation of Green Hotel Guests’ Behavioral Intention

Li-Hui Chang, Chih-Hsin Tsai and Shih-Shuo Yeh

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying…

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Abstract

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying overnight at green hotels by integrating environmental education (EE) from the Theory of Planned Behavior (TPB) perspective. Data of 350 usable questionnaires for this research were collected from a quasi-random selection of people at the checkout counter of three of the 19 winners of the 2008 green hotel competition in Taiwan. This result indicates that a green hotel that provides green service can be supported by supporting EE. The findings and applications of this study are useful for both academia and practitioners.

Details

Advances in Hospitality and Leisure
Type: Book
DOI: https://doi.org/10.1108/S1745-354220140000010004
ISBN: 978-1-78441-174-9

Keywords

  • Green hotel
  • environmental education
  • theory of planned behavior

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Article
Publication date: 15 June 2015

College-aged young consumers’ interpretation of Twitter and marketing information on Twitter

Huan Chen

– The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter.

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Abstract

Purpose

The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter.

Design/methodology/approach

The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data.

Findings

Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun.

Originality/value

The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous research, and second, the dominate research orientation of the previous research has been quantitative, with a positivistic paradigm. The current study is designed to fill the above two research gaps by exploring young consumers’ interpretation of Twitter and marketing information on this particular social media platform from the perspective of consumers.

Details

Young Consumers, vol. 16 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/YC-06-2014-00447
ISSN: 1747-3616

Keywords

  • Social media marketing
  • Qualitative research
  • Twitter
  • Interpretative phenomenology analysis (IPA)

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Article
Publication date: 17 August 2012

A multi‐attribute decision analysis method based on rough sets dealing with uncertain information

Hu Ming‐li, Shen Fei‐fei and Chen Ya‐huan

The purpose of this paper is to propose a multi‐attribute decision‐making method based on the concept of extended dominance relation and variable precision rough sets.

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Abstract

Purpose

The purpose of this paper is to propose a multi‐attribute decision‐making method based on the concept of extended dominance relation and variable precision rough sets.

Design/methodology/approach

First, the definitions of extended dominance relation and variable precision rough sets are introduced in detail. Second, two types of extended dominance rules are obtained from the pairwise comparison table. Third, a scoring function is defined and sorted to score all the objects. Finally, a case about the emergency decision making after an earthquake is discussed to demonstrate the feasibility and efficiency of the method.

Findings

It is found that the new method can deal with decision‐making problems with incomplete information. Numerical examples show that the method has good application prospects in public emergency decision making, including an earthquake emergency.

Practical implications

The method shown in the paper can be used for solving decision‐making problems with incomplete information.

Originality/value

The paper develops a novel multi‐attribute decision analysis method dealing with incomplete information based on rough sets theory.

Details

Grey Systems: Theory and Application, vol. 2 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/20439371211260270
ISSN: 2043-9377

Keywords

  • Decision making
  • Information management
  • Uncertainty management
  • Earthquakes
  • Emergency measures

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Book part
Publication date: 9 July 2010

Evaluating performance factors of art festivals: A case study in Taiwan

Wu-Chung Wu, Wen-Xi Chen and Tzung-Cheng Huan

A special event requiring little capital for development is regarded as a unique type of attractions. Art festival is a popular form among all special events, famous…

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Abstract

A special event requiring little capital for development is regarded as a unique type of attractions. Art festival is a popular form among all special events, famous example including Edinburgh Festival in England. However, the literature on the measurement of successful factors of art festivals is limited. This study uses Chiayi International Band Festival for a case study to evaluate performance factors of art festivals. The performance attributes are developed based on Kotler's Three Levels of Product framework. Importance–Performance Analysis (IPA) is used to evaluate the performance attributes perceived by the visitors. Further, a SWOT analysis is deployed to provide managerial strategies and implications.

Details

Advances in Hospitality and Leisure
Type: Book
DOI: https://doi.org/10.1108/S1745-3542(2010)0000006010
ISBN: 978-1-84950-718-9

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Article
Publication date: 4 February 2014

Tribological behaviors of some novel dimercaptothiadiazole derivatives containing hydroxyl as multifunctional lubricant additives in biodegradable lithium grease

Huan Chen, Junhui Jiang, Tianhui Ren, Lei Zheng and Yidong Zhao

In order to meet the requests of exploring environmental-friendly and multifunctional lubricant additives, some novel dimercaptothiadiazole derivatives containing hydroxyl…

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Abstract

Purpose

In order to meet the requests of exploring environmental-friendly and multifunctional lubricant additives, some novel dimercaptothiadiazole derivatives containing hydroxyl are prepared and used as antiwear (AW) and extreme-pressure (EP) additives in biodegradable lithium grease. The paper aims to discuss these issues.

Design/methodology/approach

The tribological performances of the grease samples containing these derivatives are evaluated by using a four-ball tester. X-ray absorption near edge structure (XANES) spectroscopy is used to analyze the chemistry of tribofilms under AW/EP regime, and thermal films are also considered for comparison.

Findings

The tribological tests show that these derivatives are all effective in reducing wear, especially at lower additive concentrations, but they are basically failed in reducing friction. They are also helpful in improving the EP characteristic of the base grease. The thermal films generated by these derivatives are composed of adsorbed organic sulfide and ferrous sulfate, though for short-chain derivatives, organic sulfide is the only component at 5.0 wt.%. Ferrous sulfide is the main component of the tribofilms formed by these derivatives at various additive concentrations. But for short-chain derivatives, these tribofilms consist of ferrous sulfide and ferrous disulfide at 5.0 wt.%, and the appearance of disulfide suggests that the interfacial temperature between the upper ball and three lower balls under these conditions is considerably low. The EP films generated by short-chain derivatives are all composed of organic sulfide and ferrous sulfide, while for long-chain derivatives, ferrous sulfide is the main component.

Originality/value

These low-toxic and oil-soluble dimercaptothiadiazole derivatives are effective in improving the tribological characteristic of the biodegradable lithium grease, and these heterocyclic derivatives may be good substitutes for some harmful traditional additives.

Details

Industrial Lubrication and Tribology, vol. 66 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/ILT-08-2011-0065
ISSN: 0036-8792

Keywords

  • Tribology
  • Wear
  • Friction
  • Greases
  • Surface films

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Article
Publication date: 8 March 2013

College‐aged young consumers' interpretations of product placement in social games

Huan Chen and Audrey Deterding

The purpose of the study is to explore how college‐aged consumers perceive and interpret product placement in the context of social games.

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Abstract

Purpose

The purpose of the study is to explore how college‐aged consumers perceive and interpret product placement in the context of social games.

Design/methodology/approach

The theoretical perspective guiding the study is phenomenology, and the essay assignment and in‐depth interviews were used to collect data.

Findings

The themes emerged from the current data regarding the participants' interpretations of product placement in social games are: freedom of choice; subtleness and unobtrusiveness; and connection to real world consumption.

Originality/value

No study to date has been designed to explore the product placement in social network sites (SNSs), especially in the context of social gaming. The study fills the research gap by exploring college‐aged consumers' interpretation of product placement in the context of social games.

Details

Young Consumers, vol. 14 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/17473611311305476
ISSN: 1747-3616

Keywords

  • Product placement, Social networking sites
  • Social game
  • Phenomenology study
  • Product positioning
  • Young consumers

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Article
Publication date: 15 June 2012

The effect of steel balls based on different standards on the anti‐wear properties of lubricants

Meirong Yi, Xiaoying He, Huan Chen and Lifeng Hao

Through practical tests, it has been found that steel balls based on different standards could affect tribological performances of the same lubricant, but unfortunately…

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Abstract

Purpose

Through practical tests, it has been found that steel balls based on different standards could affect tribological performances of the same lubricant, but unfortunately, past researches in the field have been quite inadequate. The aim of this paper, therefore, is conscientiously to study the problem.

Design/methodology/approach

The anti‐wear properties of four kinds of lubricants were evaluated by four‐ball tester using two kinds of steel balls based on different standards. The reason for different anti‐wear properties of the same lubricant was also discussed using hardness tester and scanning electron microscope with an energy dispersive spectrometer (SEM/EDS).

Findings

It was found that steel balls based on different standards could affect the tribological results for the same lubricant. The reason could lie in the surface chemical composition, surface roughness and hardness of steel balls which originated from the subtle difference of different standards.

Originality/value

The paper shows that, as far as evaluating anti‐wear properties is concerned, steel ball based on AISI Standard Steel No. E‐52100 is a better choice than that based on Chinese standard GB 308.

Details

Industrial Lubrication and Tribology, vol. 64 no. 4
Type: Research Article
DOI: https://doi.org/10.1108/00368791211232799
ISSN: 0036-8792

Keywords

  • Lubricants
  • Wear
  • Wear resistance
  • Steel
  • Steel balls
  • Gear lubricant
  • Hydraulic liquid lubricant

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Book part
Publication date: 29 December 2016

Product Placement in Social Games: Qualitative Research Insights

Huan Chen, Eric Haley and Audrey Deterding

The chapter examined the consumer meanings of product placements embedded in social games in different cultural contexts.

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Abstract

Purpose

The chapter examined the consumer meanings of product placements embedded in social games in different cultural contexts.

Methodology/approach

The theoretical perspective guiding the study is phenomenology, and the essay assignment and in-depth interviews were used to collect data.

Findings

The chapter was based on two qualitative research projects. Findings revealed that consumers in both countries appreciated certain characteristics of product placement in the context of social game, such as subtleness (naturalness) and unobtrusiveness (users’ freedom of choice and proactive choice); consumers’ real-world consumption in both countries seems to be more or less influenced by the product placement in social games; and while the young American consumers didn’t construct specific meanings for Facebook, the Chinese white-collar consumers actively created meanings for the Chinese social-network site.

Social implications

The chapter offered some thick descriptions and in-depth analyses of product placements in social games in different cultural contexts from consumers’ experiential perspectives to enrich our theoretical understanding of product placement in the new media environment as well as to add valuable insights to the research literature on new advertising formats in general.

Originality/value

No study to date has been conducted to explore the product placement in social games in different cultural contexts. The study fills the research gap by exploring US college-aged consumers’ and Chinese white-collar consumers’ interpretations of product placements in the context of social games.

Details

Advertising in New Formats and Media
Type: Book
DOI: https://doi.org/10.1108/978-1-78560-313-620151029
ISBN: 978-1-78560-312-9

Keywords

  • Product placement
  • social game
  • social media
  • qualitative research

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