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Article
Publication date: 5 May 2023

Jose Luis Saavedra Torres, Ashok Bhattarai, Anh Dang and Monika Rawal

This study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at…

Abstract

Purpose

This study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at roasting messages in which a brand humorously insults its peers.

Design/methodology/approach

The authors used a sampling method to recruit 286 participants from the United States. They employed an ANOVA and Tukey's post hoc analysis to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects, including Johnson–Neyman procedure.

Findings

The authors found that not all customers find roasting messages funny. Rather, consumers' personality and age will influence their perceived humor of the messages and their brand evaluations. Customers who are young and extroverted are likely to believe roasting messages to be funny. They thus perceive the brand to be cooler and more sincere when using such a communication approach, compared to when the brand neutrally interacts with others. Meanwhile, brands may find less success with old and introverted customers.

Originality/value

This research sheds light on how the consumers' perception of humor in a roasting type of brand-to-brand communication has an impact on consumers' psychological perceptions of brand coolness and brand sincerity. To guide practitioners, it explored how the interaction between a consumer's personality and age moderates the aforementioned relationship.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 25 March 2024

Fei Hao, Adil Masud Aman and Chen Zhang

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect…

Abstract

Purpose

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

Design/methodology/approach

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Findings

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

Research limitations/implications

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

Practical implications

The findings provide actionable insights for managers, tech developers and health advocates.

Originality/value

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 22 December 2023

Niko Cajander and Arto Reiman

Skilled workers are crucial for an organization’s success, and managing, retaining and attracting them is vital in long-term. This study aims to explore talent management…

Abstract

Purpose

Skilled workers are crucial for an organization’s success, and managing, retaining and attracting them is vital in long-term. This study aims to explore talent management practices in the Finnish restaurant industry and to align workers' expectations with the real-world experiences of their work to reduce turnover and enhance job satisfaction.

Design/methodology/approach

The study adopts a mixed methods approach, including a survey and interviews with workers and managers to gain insights into their expectations and experiences of work. The study considers themes for designing and implementing effective talent management procedures.

Findings

This study highlights the importance of employees' experiences of their work conditions, leveraging positive emotions and fair utilization of temporary agency work (TAW). Understanding the different work preferences of generational cohorts and addressing the challenges associated with owner disengagement and TAW can also contribute to attracting and retaining talent in the restaurant industry.

Originality/value

Skilled workers have often been portrayed as targets that need to be managed, with insufficient consideration given to their preferences, needs and expectations. With the findings of this study, companies can establish mutual understanding with their employees and attract diverse talent.

Details

Employee Relations: The International Journal, vol. 46 no. 9
Type: Research Article
ISSN: 0142-5455

Keywords

Article
Publication date: 9 January 2024

Dieter Declercq, Eshika Kafle, Jade Peters, Sam Raby, Dave Chawner, James Blease and Una Foye

Eating disorders (EDs) remain a major health concern, and their incidence has further increased since the COVID-19 pandemic. Given the equally increasing demands on treatments and…

Abstract

Purpose

Eating disorders (EDs) remain a major health concern, and their incidence has further increased since the COVID-19 pandemic. Given the equally increasing demands on treatments and service provision and the high levels of relapse post-treatment, it is important that research explore novel and innovative interventions that can further support recovery for individuals with EDs. There is growing evidence that arts interventions are beneficial for recovery from EDs. This study aims to evaluate the feasibility of conducting a stand-up comedy course to support ED recovery.

Design/methodology/approach

The study used a qualitative interview study design to evaluate the recovery benefits of participating in stand-up comedy workshops for a pilot group of people in recovery from EDs (n = 10).

Findings

The comedy intervention was well-attended and had high acceptability and feasibility. For most individuals, participating in the course had a positive impact, including promoting personal recovery (PR) outcomes across all five elements of the CHIME framework. Unique assets of the course included providing participants with an opportunity to distance themselves from everyday worries of living with an ED; the opportunity to cognitively reframe situations by making them the object of humour; and providing a safe space to (re-)build a positive sense of self.

Originality/value

This is the first study, to the best of the authors’ knowledge, that evaluates stand-up comedy workshops for ED recovery and further demonstrates the potential of arts interventions and the relevance of PR frameworks in this field.

Details

Mental Health Review Journal, vol. 29 no. 1
Type: Research Article
ISSN: 1361-9322

Keywords

Abstract

Details

Knowledge Translation
Type: Book
ISBN: 978-1-80382-889-3

Article
Publication date: 21 August 2023

Sanjana Arora, Jonas Debesay and Hande Eslen-Ziya

The COVID-19 pandemic has resurfaced challenges to gender equality and gender relations both worldwide and in Norway. There have been massive public discussions on social media…

Abstract

Purpose

The COVID-19 pandemic has resurfaced challenges to gender equality and gender relations both worldwide and in Norway. There have been massive public discussions on social media platforms, highlighting the potential of analysing public discourses in a non-reactive manner (Rauchfleisch et al., 2021). Further, discourses from social media may affect cultural representations and broad discourses in society (Rambukkana, 2015), such as that related to gender. In this article, by studying the Norwegian Twitter users' discussion on gender as related to COVID-19 pandemic, the authors will examine the everyday gendered discourses.

Design/methodology/approach

Data for this project were collected from the social media platform Twitter. The authors conducted the search on 16th November 2020, and that resulted in a total of 485 results, inclusive of both original tweets and replies. The data were analysed qualitatively using thematic analysis.

Findings

The thematic analysis of the tweets revealed three main categories which were mirrored in recognisable and widespread discourses about gender: (1) stereotypical gendered behaviours, (2) construction of masculinities and (3) othering. The authors argued that the stereotypes on gendered behaviour, traits and ideology together attribute to the maintenance of unequal gender structures.

Originality/value

This article explored discourses on gender on Twitter, the networked public sphere of Norway during the COVID-19 pandemic. Given that discourses both reflect and shape social configurations, they have the power to shape gender realities. With the transcendence of social media across geographic boundaries, the authors’ findings are relevant both for Norway and globally.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-08-2022-0482

Details

Online Information Review, vol. 48 no. 2
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 26 April 2023

Banatul Murtafi'ah and Intan Pradita

The previous coronavirus disease 2019 (COVID-19) pandemic has forced pre-service English teachers to conduct their teaching simulation virtually. In the context of online…

Abstract

Purpose

The previous coronavirus disease 2019 (COVID-19) pandemic has forced pre-service English teachers to conduct their teaching simulation virtually. In the context of online teaching, social presence is vital for effective learning. This skill is perceived as a way to humanize the online learning process. This article explores how social presence is represented in the pre-service teacher's synchronous online classroom and how the development of social presence enables the pre-service teachers to develop their students' well-being and thus humanize online classrooms.

Design/methodology/approach

The current study draws upon case study research. The data were collected from (1) synchronous online teaching simulation recordings of pre-service English teachers from the Language Classroom Management course and (2) interview transcripts from three participants. Both data sources were transcribed, coded and analyzed. A two-step coding scheme for pre-service English teachers' social presence was adapted from the Community of Inquiry (CoI) coding template.

Findings

This study reports that all the three social presence categories (i.e. cohesive, affective and interactive) emerged from their online teaching simulation. In addition, the development of social presence to humanize online classrooms from the pre-service teachers was found in these stages: (1) having a role model for teaching, (2) showing respect and being friendly and (3) adjusting the language of instructions to the students' level.

Research limitations/implications

This study has been limited to the pre-service teachers in one university only. Therefore, this needs to be tested in wider settings and contexts.

Practical implications

Theoretically, this study has added students' well-being as the element that connects social presence to the humanizing online classroom. Meanwhile, practically, in relation to teacher education, this paper also recommends the teaching stages leading to a more humanized online learning.

Originality/value

Current studies tend to describe social presence in experienced teachers' asynchronous online classrooms. Rarely did the studies explore social presence as practiced by pre-service teachers in the context of synchronous videoconferencing class. Furthermore, there has also been limited research connecting social presence with humanized classrooms.

Details

Journal of Applied Research in Higher Education, vol. 16 no. 2
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 4 April 2023

Rodoula H. Tsiotsou, Leonidas Hatzithomas and Martin Wetzels

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new…

Abstract

Purpose

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.

Design/methodology/approach

To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.

Findings

Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.

Originality/value

The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 19 March 2024

Jane Ogden and Alissa Chohan

Previous research demonstrates a consistent association between the media and body and eating related issues in children. Recent research has highlighted a role for “fat talk” to…

Abstract

Purpose

Previous research demonstrates a consistent association between the media and body and eating related issues in children. Recent research has highlighted a role for “fat talk” to describe discourses around body size and food. One key source of media information is Disney animation films, yet to date no research study has explored the verbal content of this genre.

Design/methodology/approach

The present study used a content analysis to examine fat talk in Disney animation films (1937–2021; n = 53) with a focus on the frequency of fat talk, changes over time and differences between the genders and heroic statuses of the givers and receivers of fat talk. Fat talk was defined as relating to both body size and food and could be either positive or negative.

Findings

Results revealed that there was more negative than positive fat talk per film; no significant changes over time; males were the givers of significantly more positive and negative fat talk than females and were also the receivers of more negative fat talk; good characters were the givers and receivers of more positive and negative fat talk and more self-directed negative fat talk than bad characters.

Practical implications

The results are discussed in terms of possible legislation and parenting interventions to minimise the harm of this genre on young children.

Originality/value

Disney animation films may not be as benign as often thought.

Details

Health Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 14 December 2023

Taeyeon Kim and Hye Jin Yoon

Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect…

Abstract

Purpose

Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products.

Design/methodology/approach

An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined.

Findings

The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity.

Practical implications

The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain.

Originality/value

Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.

Details

Journal of Product & Brand Management, vol. 33 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of 57