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Article
Publication date: 4 September 2023

Amani Alabed, Ana Javornik, Diana Gregory-Smith and Rebecca Casey

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors…

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Abstract

Purpose

This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.

Design/methodology/approach

This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.

Findings

The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.

Research limitations/implications

Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.

Practical implications

This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a range of well-being aspects.

Originality/value

This research equips marketing scholars with a novel understanding of the role of self-concept in the relationships that consumers forge with popular conversational AI agents and the associated well-being implications.

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 March 2022

Johann N. Giertz, Linda D. Hollebeek, Welf H. Weiger and Maik Hammerschmidt

Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and…

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Abstract

Purpose

Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands.

Design/methodology/approach

To explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships.

Findings

Though consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand.

Originality/value

This paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight.

Details

Journal of Service Management, vol. 33 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 19 December 2023

Siti Nor Suriana Hj Talip and Shaista Wasiuzzaman

The authors investigate the role of financial literacy in influencing the relationship between human capital and social capital, with access to finance of micro, small and medium…

Abstract

Purpose

The authors investigate the role of financial literacy in influencing the relationship between human capital and social capital, with access to finance of micro, small and medium enterprises (MSMEs).

Design/methodology/approach

Data were gathered from 337 MSMEs in Brunei Darussalam, and analysis on the data was carried out using a number of statistical methods. The relationships between human capital, social capital, financial literacy and access to finance were analyzed using PLS-SEM.

Findings

The results show that human capital does influence access to finance but contrary to previous studies, the influence is negative. Financial literacy is an important element in the relationship between human capital, social capital and access to finance, although it plays a greater role in the relationship between social capital and access to finance. Further analysis shows that financial knowledge is significant in moderating the relationships between human and social capital with access to finance. Financial skills is found to only moderate the relationship between social capital and access to finance.

Originality/value

To the authors' knowledge, this study is the first that integrates the human capital, social capital, financial literacy and access to finance in a single model. The authors also highlight the importance of enhancing the financial literacy of MSMEs so that the problem of access to finance can be alleviated, especially in developing countries.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 13 February 2017

Helge Löbler

Although humans are part of nature, the relationship between humans and nature is not well understood, neither in sustainable marketing nor in relationship marketing. Nature is…

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Abstract

Purpose

Although humans are part of nature, the relationship between humans and nature is not well understood, neither in sustainable marketing nor in relationship marketing. Nature is damaged by humans, and a lot of natural resources coming from nature are taken for granted. The services provided by nature are also often taken for granted. However, humans cannot live without these services, but nature can probably survive without humans, especially man-made (artificial) services. The paper aims to offer a frame that allows aligning marketers and academics’ understanding of service with that of sustainability for sustainable marketing.

Design/methodology/approach

A literature review of different literature streams, biological, ecological and service literature shows that service is a much broader phenomenon as discussed in the service literature. The paper will show that a fundamental relationship between either humans or humans and nature is service as defined here. Service is understood here as an ongoing process of exchange and change. Service as proposed here is a form of coexistence.

Findings

Service will be defined as an ongoing process of exchange and change (transfer and transformation) of resources. This understanding integrates human and natural service without connecting it only to human intentions, wishes or needs as causation for service. The process of service as conceptualized here is in line with the understanding of sustainability, as it is discussed nowadays. Aligning marketers’ understanding of service with that of sustainability gives a new frame for sustainable marketing.

Research limitations/implications

The work may be understood as a step toward a sustainable marketing by framing sustainable processes from a service perspective. The holistic understanding of sustainable marketing offers new chances not only for further research but also for a better (more sustainable) understanding of day-to-day practices.

Practical implications

If humans understand the fundamental relationship with nature, it can help to act in harmony with nature and not against it to improve sustainable development based on a better understanding of human’s relationship with nature.

Social implications

Mainstream sustainable marketing is sometimes based on a strong anthropocentrism. This paper balances the role of humans toward nature.

Originality/value

It is the first paper in relationship marketing looking at the relationship with nature and uses this view to frame this concept of sustainable marketing.

Details

Journal of Services Marketing, vol. 31 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 17 October 2020

Nicholas Mathew, Rajshekhar (Raj) Javalgi, Ashutosh Dixit and Andrew Gross

The purpose of this study is to investigate the effects of emerging market professional service small and medium-sized enterprises’ (PSF SME) internal competencies and…

Abstract

Purpose

The purpose of this study is to investigate the effects of emerging market professional service small and medium-sized enterprises’ (PSF SME) internal competencies and capabilities on their ability to establish relationship value among clients and achieve superior financial performance. This study addresses the paucity of research on emerging market PSF SMEs and their ability to build value for their clients.

Design/methodology/approach

Data were collected from 251 senior managers or owners of PSF SMEs who were from an emerging market economy but had operations in various foreign markets. The two-step structural equation modeling procedure was used to analyze the data and investigate the hypothesized relationships.

Findings

The results show the positive impacts of the PSF SME’s human capital on innovativeness, service capabilities and relationship value. Human capital also had indirect positive impacts on relationship value and financial performance. Service capabilities were found to have a positive impact on relationship value and financial performance. In addition, innovativeness was found to have a positive impact on financial performance.

Practical implications

Emerging market PSF SMEs can gain competitive advantages and build solid long-term relationships with clients in the global marketplace when they focus on strengthening their human capital resources and successfully leveraging their innovativeness and service capabilities.

Originality/value

The study fills a gap in international business and management literature by offering guidance on how emerging market PSF SMEs can effectively use their internal resources and capabilities to build solid relationships with clients, deliver superior services and achieve global marketplace success.

Details

Management Research Review, vol. 44 no. 4
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 1 November 2001

Katherine Tyler and Edmund Stanley

Banks’ structural re‐organisation with centralised units for increased efficiency, technological advances, product diversification, and strategic initiatives to provide multiple…

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Abstract

Banks’ structural re‐organisation with centralised units for increased efficiency, technological advances, product diversification, and strategic initiatives to provide multiple products through “deep” multi‐channel access, have challenged the relationship banking model at the heart of bank‐company interaction. Paradox‐ically, while improving the quality of transactional service, the “deep” relationship interface has under‐mined the relationship manager role and caused confusion and antagonism among customers. The negative result is that customers have a more aggressive, trans‐actional approach to purchasing decisions. The banks need to compromise between trans‐actional and relational effort, and the “deep” multi‐channel service delivery interface must have a re‐invigorated relationship manager if banks are to retain their competitive advantage.

Details

International Journal of Bank Marketing, vol. 19 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 5 July 2019

Stefan Zagelmeyer

This paper aims to explore the links between multinational enterprises (MNEs) and human rights abuses and review the development of international business (IB) and human rights…

Abstract

Purpose

This paper aims to explore the links between multinational enterprises (MNEs) and human rights abuses and review the development of international business (IB) and human rights initiatives. Arguing that the focus of the business and human rights debate has shifted from responsibility to rights, and subsequently to governance, it proposes a framework for analysing IB and human rights governance issues in the context of social value creation.

Design/methodology/approach

The paper develops a framework for analysing business and human rights governance with respect to the business and human rights field and four business and human rights subfields (labour, consumption, community and environment).

Findings

The analytical framework is organised around the relationships between human rights duty-bearers (companies) and human rights-holders (e.g., employees, consumers). It emphasises the role of actors and their interests, the relationships between actors, the objectives of these relationships and the role of governance mechanisms and structures, which, for a particular human rights subfield, define the IB and human rights governance system.

Originality/value

The analytical framework can be used by IB researchers, practitioners and public policymakers to describe, analyse, discuss and address business and human rights issues and challenges. It can be used for comparing and evaluating characteristics and properties of alternative institutional arrangements in the field of business and human rights. Furthermore, it can be used to support the design corporate non-market strategies as well as public policies.

Details

critical perspectives on international business, vol. 16 no. 2
Type: Research Article
ISSN: 1742-2043

Keywords

Article
Publication date: 1 June 2012

Christopher M. Harris, Gary C. McMahan and Patrick M. Wright

This study aims to directly examine the relationships between various aspects of human capital and relationship stability (overlapping tenure) and team performance. Additionally…

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Abstract

Purpose

This study aims to directly examine the relationships between various aspects of human capital and relationship stability (overlapping tenure) and team performance. Additionally, this study aims to contribute to strategic human resource management and human capital research by placing an emphasis on human resources (i.e. people) and their influence on performance.

Design/methodology/approach

The direct and interaction effects of human capital and overlapping tenure on performance are examined with a sample of 230 National Collegiate Athletic Association (NCAA) men's basketball teams in the 2006‐2007 season. A third party measure of basketball players' human capital is aggregated to the team level to examine its relationship with team performance. Additionally, the human capital of the head coach of each team and its relationship with team performance is examined. Relationship stability is assessed by measuring overlapping tenure, which is defined as the amount of time individuals have worked together towards a common performance outcome. Team level overlapping tenure among players and the overlapping tenure between players and their head coach are measured and their relationships with team performance are tested. Finally, the interaction effect of players' human capital and players' overlapping tenure on team performance is examined. Hierarchical regression is used to test each hypothesis.

Findings

The results find a positive relationship between both players' and coaches' human capital and performance. Also, players' overlapping tenure is positively related to performance. Lastly, the interaction between players' human capital and players' overlapping tenure is not significantly related to performance.

Originality/value

There has been a growing interest in human resources (i.e. people) as a source of competitive advantage. This study employs a unique sample of NCAA men's basketball teams to theoretically develop and empirically test relationships among human capital, overlapping tenure, and performance. Different from previous studies, an objective, third party measure of human capital and measurements of overlapping tenure are utilized and their direct and interaction effects on team performance are examined. The results of this study point to the importance of acquiring and retaining high levels of human capital.

Details

Personnel Review, vol. 41 no. 4
Type: Research Article
ISSN: 0048-3486

Keywords

Article
Publication date: 15 July 2014

Maw-Shin Hsu, Yung-Lung Lai and Feng-Jhy Lin

The purpose of this study was to explore the impact of the formation of industrial clusters on the obtainment of professional human resources, to verify the impact of human

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Abstract

Purpose

The purpose of this study was to explore the impact of the formation of industrial clusters on the obtainment of professional human resources, to verify the impact of human resources on clustering relationships and firm’s performance and to understand whether the formation of clusters can contribute to the obtainment of professional human resources and the improvement of competitiveness of enterprises. It was expected that solutions could be found to make new contributions through the verification of special economic zones (SEZs).

Design/methodology/approach

Using manufacturers in Taiwan’s SEZs as the subjects, this study explored the impact on the obtainment of professional human resources after the formation of industrial clusters in SEZs, through conducting and empirical study with a questionnaire survey.

Findings

The professional human resources are the essential factor for the formation of industrial clusters and the improvement of competitiveness. This study also confirmed that industries can have professional human resources by industrial clustering and that this will produce a positive impact on the enterprise clustering relationships, which can also have a positive impact on firm’s performance and can enhance the enterprise’s competitive advantage.

Practical implications

Industrial clustering is the key factor to attract professional human resources; industrial clusters can enhance firm’s performance; and professional human resources affect firm’s performance of enterprises.

Originality/value

No study has discussed the topic of clusters from the perspective of SEZs also including six export processing zone (EPZ) parks in Taiwan. This study discussed the topic using theories relating to clustering and human resources. The formation of industrial clusters can result in higher competitiveness in the face of the global market. The EPZ industrial cluster provides an excellent investment environment. Coupled with one-stop express services and geographic advantage, the land-use rate is up to 97 per cent and the per hectare output value amounts to NTD 3.2 billion, setting a successful example of an industrial cluster.

Article
Publication date: 16 November 2020

Angela Marie Hartsell

This paper expounds theoretical reasons behind and practical applications of urban natural space as part of the ontological whole of the city.

Abstract

Purpose

This paper expounds theoretical reasons behind and practical applications of urban natural space as part of the ontological whole of the city.

Design/methodology/approach

In this paper, nonsecular and secular relationships between humans and nature are explored from an ontological perspective.

Findings

The characteristics of the savanna hypothesis are shown to be tectonic elements that have been used historically in human-defined landscapes and can be implemented in urban planning and design to enhance urban green spaces and improve the overall quality of urban life.

Social implications

The human–nature relationship has morphed and adapted as civilizations and their belief systems have grown and fallen aside. The human–nature relationship has affected the form of cities while human development and technological advancements have affected nature’s representation in the urban realm. Throughout the periods of nonsecular affection for nature and secular applications of nature, one theme has persisted: human innate preference for certain arrangements of certain natural elements. Though existing long before the first human settlements were formed, the savanna hypothesis was not coined until the 20th century.

Originality/value

Ultimately, the savanna hypothesis is exhibited as a joining concept that connects nonsecular affection for nature to secular qualities of urban nature and natural infrastructure.

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