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Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement…

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Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

Article
Publication date: 28 July 2020

Goya Choi, Changi Nam, Seongcheol Kim, Hyun Ju Jung and Chul Ho Lee

In mobile platforms, an increasing number of third-party developers (developers) create new ideas and enhance their expertise through knowledge sharing on the developers’…

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Abstract

Purpose

In mobile platforms, an increasing number of third-party developers (developers) create new ideas and enhance their expertise through knowledge sharing on the developers’ community. Notwithstanding the importance of the sharing and its uniqueness on the mobile platform contexts, the motivational factors of sharing their knowledge on the community have been underinvestigated. Therefore, this paper aims to provide a comprehensive framework to enhance the knowledge sharing in the mobile platform context.

Design/methodology/approach

Based on the theory of reasoned action, this paper incorporated intrinsic and internalized extrinsic motivations with two unique features of platform environments: platform open policies and coopetitive relationships. To test, an online survey was distributed to four developer communities in Korea, two Android and two iOS communities.

Findings

The results show that a platform pursuing higher openness causes the developers to find higher social pressure for information sharing. The coopetitive relationship with other developers in the same platform takes dissimilar roles; reciprocity significantly increases subjective norm, while rivalry does attitude. Self-efficacy and self-development stimulate knowledge sharing. Furthermore, multilevel analysis to capture the difference between two leading mobile platforms indicates no path difference but, interestingly, shows significant mean difference between the two platforms regarding perceived openness and rivalry.

Originality/value

With this paper, the authors fulfill the need to understand the knowledge-sharing intention of developers in the context of mobile platforms where developers can be potential competitors or cooperators and where two platforms offer different policies and developmental environments.

Details

Journal of Knowledge Management, vol. 24 no. 7
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 15 May 2023

Hyun Ju Jeong and Deborah S. Chung

Corporate social responsibility (CSR) communication covered by the news media is considered as more credible and effective in shaping public perceptions toward corporations than…

Abstract

Purpose

Corporate social responsibility (CSR) communication covered by the news media is considered as more credible and effective in shaping public perceptions toward corporations than CSR shared by corporations themselves. This is particularly true when CSR is about corporations with social stigma inherent in business practices. This study examines the CSR publicity of stigmatized industries from the journalism lens.

Design/methodology/approach

A content analysis was conducted with CSR stories from 2019 to 2020 by USA newspapers (n = 348).

Findings

Results of this study showed that the overall volume of CSR from stigmatized industries has decreased, with fewer responses to the recent pandemic. Further, the media brought promotional CSR activities and the business motives behind the activities into focus. Opposing patterns were found for CSR of non-stigmatized industries presented with philanthropic activities based on corporations' social motives to help communities. Similarly, economic and legal responsibilities reflected in the CSR pyramid were more prominently reported for stigmatized industries, and ethical and discretionary responsibilities appeared more frequently for non-stigmatized industries.

Practical implications

Integrating business and media literature, this study enriches scholarly discussions on media processes and effects for CSR communication. This study also provides practical implications for stigmatized industries by highlighting more authentic and careful approaches for CSR communication to earn positive publicity.

Social implications

This study provides social implications by highlighting the importance of CSR communications through the lens of news media when corporations are socially stigmatized.

Originality/value

Stigmatized industries are known to be active in CSR communication to nullify social stigma surrounding themselves. The authors' findings provide empirical evidence suggesting that not all publicity benefits CSR communication for stigmatized corporations.

Details

Corporate Communications: An International Journal, vol. 28 no. 6
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 27 May 2014

Charles Scott Rader, Zahed Subhan, Clinton D. Lanier, Roger Brooksbank, Sandra Yankah and Kristin Spears

The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation…

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Abstract

Purpose

The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications. Balance of power has shifted to consumers, who use social networking sites, blogs and forums to obtain extensive brand and product information, often from each other. This prompts companies towards more intimate, transparent and constant two-way consumer engagement. Pharmaceutical marketing and direct to consumer advertising (DTCA) are not immune to this pervasive, disruptive cultural/technological phenomenon, which poses particular challenges given regulatory, legal and ethical constraints on their marketing.

Design/methodology/approach

This research uses “netnographic” data collection of online conversations occurring in social media and develops an explanatory framework using grounded theory analytical methods.

Findings

This research shows that significantly impactful and pervasive bonding among consumers, bloggers and unofficial “experts” about pharmaceutical offerings is widespread, and occurs regardless (and perhaps in spite of) pharmaceutical companies’ involvement.

Originality/value

Considering the structure and nature of online consumer bonding, a way forward is proposed for pharmaceutical companies to implement social media strategies as part of their pharmaceutical marketing and DTCA efforts through an intermediary and interactive online presence arising from disease and health care education.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

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