Search results
1 – 10 of 117Ligia Fagundes, Christian Gomes-e-Souza Munaier and Edson Crescitelli
Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.
Abstract
Purpose
Brand equity (BE) can be strengthened by the strategic association of brand heritage (BH) with social media (SM) in business-to-business (B2B) markets.
Design/methodology/approach
Qualitative research using cognitive maps.
Findings
BH empowers BE and should be explored within B2B communications.
Research limitations/implications
Brand image and other BH dimensions should be measured in next studies.
Practical implications
BH strongly influences SM, especially the fan loyalty, and impacts BE in all dimensions.
Social implications
Research shows marketing mix impacted, BE reinforcement and willingness to pay a premium price.
Originality/value
Interaction between BH, SM and BE in B2B has not been evaluated yet.
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Ciro Troise, Leo Paul Dana, Mario Tani and Kyung Young Lee
The aim of this paper is to investigate how social media use (SMU) affects the entrepreneurial orientation (EO) and entrepreneurial opportunities (EOP) of start-ups.
Abstract
Purpose
The aim of this paper is to investigate how social media use (SMU) affects the entrepreneurial orientation (EO) and entrepreneurial opportunities (EOP) of start-ups.
Design/methodology/approach
The hypothesis testing and analysis were conducted using the partial least squares approach to structural equation modeling (PLS-SEM).
Findings
The research shows that SMU has a strong positive impact on EOP, while it has no impact on start-ups' EO. Interestingly, the impact of SMU on EOP is stronger than the impact of EO on EOP.
Originality/value
The findings add new knowledge to the emerging research stream that focuses on SMU in the context of entrepreneurship and provides useful insights for both scholars and practitioners. In particular, the evidence suggests implications for stakeholders with regard to their firms' entrepreneurial activities. This research offers several possible avenues for future research.
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Nida Fatima and Raza Ali
This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs…
Abstract
Purpose
This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance.
Design/methodology/approach
This qualitative study is based on interviews with businesswomen.
Findings
Businesswomen use SM actively but not effectively. SM are used primarily for advertising and promotion. External factors, such as family and friends, are more influential in the decision of women to use SM in business. Women mostly use defensive rather than offensive strategies. Effective use of SM in conjunction with conventional marketing tools can improve customer engagement and increase business performance.
Practical implications
The research findings are valuable for marketing managers, women entrepreneurs and micro and small businesses in making decisions to effectively use SM.
Originality/value
This study investigates customer engagement from the owner/manager’s perspective in contrast to the general customer-centric approach. The study contributes analysing an important and scarcely explored area, which is the use of SM by women-run MSEs in less developed countries to engage consumers.
Propósito
Este estudio explora cómo las mujeres de negocios que dirigen micro y pequeñas empresas (MSE) utilizan las redes sociales para atraer a los clientes. El estudio también investiga cómo las redes sociales (frente a los medios tradicionales) y la involucración de los clientes mejoran el rendimiento empresarial.
Metodología
Este estudio cualitativo se basa en entrevistas con mujeres empresarias.
Conclusiones
Las mujeres empresarias utilizan las redes sociales de forma activa, pero no eficaz. Las redes sociales se utilizan principalmente para la publicidad y la promoción. Los factores externos, como la familia y los amigos, influyen más en la decisión de las mujeres de utilizar las redes sociales en los negocios. Las empresarias utilizan sobre todo estrategias defensivas en lugar de ofensivas. El uso eficaz de las redes sociales junto con las herramientas de marketing convencionales puede mejorar el compromiso de los clientes y aumentar el rendimiento de la empresa.
Implicaciones prácticas
Los resultados de la investigación son valiosos para las directivas de marketing, las mujeres empresarias y las micro y pequeñas empresas a la hora de tomar decisiones y para utilizar eficazmente las redes sociales.
Originalidad
Este estudio investiga el compromiso del cliente desde la perspectiva del propietario/gerente en contraste con el enfoque general centrado en el cliente. El estudio contribuye a analizar un área importante y escasamente explorada, que es el uso de las redes sociales por parte de las microempresas dirigidas por mujeres en los países menos desarrollados para involucrar a los consumidores.
目的
本研究探讨了经营微型和小型企业(MSEs)的女商人如何使用社交媒体来吸引客户。该研究还调查了社交媒体(相对于传统媒体)和客户参与如何提高企业绩效。
方法
这项定性研究是基于对女商人的采访。
研究结果
女商人积极使用社交媒体, 但并非有效。社交媒体主要用于广告和推广。外部因素, 如家庭和朋友, 对妇女在商业中使用社交媒体的决定更有影响力。女性大多使用防御性而非进攻性策略。将社交媒体与传统的营销工具有效地结合起来使用, 可以提高客户的参与度, 增加企业的业绩。
实践意义
研究结果对营销经理、女企业家和小微企业做出有效使用社交媒体的决定很有价值。
原创性
本研究从业主/经理的角度调查了客户参与度, 与一般的以客户为中心的方法不同。该研究有助于分析一个重要的、很少被探索的领域, 即欠发达国家的妇女经营的微型企业使用社交媒体来吸引消费者。
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Simone Splendiani, Mauro Dini, Francesca Rivetti and Tonino Pencarelli
The purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the…
Abstract
Purpose
The purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer.
Design/methodology/approach
The research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance.
Findings
The results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims; the perceived effectiveness results are diversified according to varying agency typologies.
Research limitations/implications
The two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship.
Originality/value
The study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole.
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Aiza Shabbir, Shazia Kousar and Syeda Azra Batool
The purpose of the study is to find out the impact of gold and oil prices on the stock market.
Abstract
Purpose
The purpose of the study is to find out the impact of gold and oil prices on the stock market.
Design/methodology/approach
This study uses the data on gold prices, stock exchange and oil prices for the period 1991–2016. This study applied descriptive statistics, augmented Dickey–Fuller test, correlation and autoregressive distributed lag test.
Findings
The data analysis results showed that gold and oil prices have a significant impact on the stock market.
Research limitations/implications
Following empirical evidence of this study, the authors recommend that investors should invest in gold because the main reason is that hike in inflation reduces the real value of money, and people seek to invest in alternative investment avenues like gold to preserve the value of their assets and earn additional returns. This suggests that investment in gold can be used as a tool to decline inflation pressure to a sustainable level. This study was restricted to use small sample data owing to the availability of data from 1991 to 2017 and could not use structural break unit root tests with two structural break and structural break cointegration approach, as these tests require high-frequency data set.
Originality/value
This study provides information to the investors who want to get the benefit of diversification by investing in gold, oil and stock market. In the current era, gold prices and oil prices are fluctuating day by day, and investors think that stock returns may or may not be affected by these fluctuations. This study is unique because it focusses on current issues and takes the current data in this research to help investment institutions or portfolio managers.
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The purpose of this paper is to examine whether Fama–French common risk-factor portfolio investors herd on a daily basis for five developed markets, namely, Europe, Japan, Asia…
Abstract
Purpose
The purpose of this paper is to examine whether Fama–French common risk-factor portfolio investors herd on a daily basis for five developed markets, namely, Europe, Japan, Asia Pacific ex Japan, North America and Globe.
Design/methodology/approach
To examine the herd behavior of common risk-factor portfolio investors, this paper utilizes the cross-sectional absolute deviations (CSAD) methodology, covering a daily data sampling period of July 1990 to January 2019 from Kenneth R. French-Data Library. CSAD driven by fundamental and non-fundamental information is assessed using Fama–French five-factor model.
Findings
The results do not provide evidence for herding under normal market conditions, either when reacting to fundamental information or non-fundamental information, for any region under consideration. However, Fama–French common risk-factor portfolio investors mimic the underlying risk factors in returns related to size and book-to-market value, size and operating profitability, size and investment and size and momentum of the equity stocks in European and Japanese markets during crisis period. Also, no considerable evidence is found for herding (on fundamental information) under crisis and up-market conditions except for Japan. Ancillary findings are discussed under conclusion.
Research limitations/implications
Further research on new risk factors explaining stock return variation may help improve the model performance. The performance can be improved by adding new risk factors that are free from behavioral bias but significant in explaining common stock return variation. Also, it is necessary to revisit the existing common risk factors in order to understand behavioral aspects that may affect cost of capital calculations (e.g. pricing errors) and valuation of investment portfolios.
Originality/value
This is the first paper that examines the herd behavior (fundamental and non-fundamental) of Fama–French common risk-factor investors using five-factor model.
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Laura Rocca, Davide Giacomini and Paola Zola
Because of the expansion of the internet and Web 2.0 phenomenon, new challenges are emerging in the disclosure practises adopted by organisations in the public-sector. This study…
Abstract
Purpose
Because of the expansion of the internet and Web 2.0 phenomenon, new challenges are emerging in the disclosure practises adopted by organisations in the public-sector. This study aims to examine local governments’ (LGOs) use of social media (SM) in disclosing environmental actions/plans/information as a new way to improve accountability to citizens to obtain organisational legitimacy and the related sentiment of citizens’ judgements.
Design/methodology/approach
This paper analyses the content of 39 Italian LGOs’ public pages on Facebook. After the distinction between five classes of environmental issues (air, water, energy, waste and territory), an initial study is performed to detect possible sub-topics applying latent Dirichlet allocation. Having a list of posts related to specific environmental themes, the researchers computed the sentiment of citizens’ comments. To measure sentiment, two different approaches were implemented: one based on a lexicon dictionary and the other based on convolutional neural networks.
Findings
Facebook is used by LGOs to disclose environmental issues, focussing on their main interest in obtaining organisational legitimacy, and the analysis shows an increasing impact of Web 2.0 in the direct interaction of LGOs with citizens. On the other hand, there is a clear divergence of interest on environmental topics between LGOs and citizens in a dialogic accountability framework.
Practical implications
Sentiment analysis (SA) could be used by politicians, but also by managers/entrepreneurs in the business sector, to analyse stakeholders’ judgements of their communications/actions and plans on corporate social responsibility. This tool gives a result on time (i.e. not months or years after, as for the reporting system). It is cheaper than a survey and allows a first “photograph” of stakeholders’ sentiment. It can also be a useful tool for supporting, developing and improving environmental reporting.
Originality/value
To the best of the authors’ knowledge, this paper is one of the first to apply SA to environmental disclosure via SM in the public sphere. The study links modern techniques in natural language processing and machine learning with the important aspects of environmental communication between LGOs and citizens.
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Emilio Pirraglia, Felice Giuliani, Roberta De Cicco, Claudio Di Berardino and Riccardo Palumbo
The outbreak of Covid-19 increased the average time spent on social media (SM). This led to a transformation in how companies manage their digital marketing channels and created…
Abstract
Purpose
The outbreak of Covid-19 increased the average time spent on social media (SM). This led to a transformation in how companies manage their digital marketing channels and created additional pressure for business-to-business (B2B) and family businesses, which tend to focus more on personal relationships with customers and stakeholders than on the implementation of digital marketing strategies on SM. The present research examines the case study of a Facebook advertising campaign created to promote the products and business values of an Italian family firm specialising in the production and commercialisation of biostimulants for agriculture.
Design/methodology/approach
The research aims to combine digital marketing avenues (i.e. a Facebook advertising campaign) with established psychological and behavioural theories, such as the dual process theories, by comparing the effects of two promotional videos (emotional vs functional).
Findings
The results suggest that emotional videos generate more passive behaviours, such as views, as well as active behaviours in the form of likes, comments and shares, while functional videos induce people to search for more information about the advertised products.
Originality/value
This is the first study to validate the role of Facebook advertising campaigns in developing an information-based approach to B2B family firms by testing the effectiveness of a targeted campaign comparing the impact of emotional and functional cues on increasing users' engagement while optimising the circulation of video content. The study helps to reduce the academic–practice gap by investigating the example of a fruitful integration between academic research and management practice.
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Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche and Razane Chroqui
Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).
Abstract
Purpose
Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).
Design/methodology/approach
To assess the proposed framework, structural equation modeling was performed on the data of 314 automotive customers surveyed online.
Findings
Social CRM dimensions [traditional CRM (TCRM) and social media (SM) technology use] have a direct and positive effect on CS. On the other hand, only TCRM has a direct and significant influence on CL, while the SM technology use effect seems to be indirect rather than direct. Indeed, the findings have provided empirical support for the contention that CS plays a mediating role between social CRM dimensions and CL.
Practical implications
In the automotive sector and developing countries in particular, companies’ managers could increase CS and CL and consequently enhance their competitiveness and market share by adopting an effective social CRM strategy. From this perspective, companies should focus their social CRM campaigns on the most SM used by customers, offer personalized choices and improve customer experience, interaction and value co-creation.
Originality/value
This paper enriches the understanding of how social CRM can affect CS and CL. The scales of social CRM, CS and CL were validated in the context of developing countries and the automotive sector. Furthermore, the direct and mediating effect of CS between social CRM (TCRM and SM) and CL was also confirmed.
Propósito
Basándose en la teoría del marketing relacional, este estudio pretende comprobar el efecto de la gestión social de las relaciones con los clientes (CRM social) sobre la satisfacción y la fidelidad de los clientes.
Diseño
Para evaluar el marco propuesto, se realizó un modelado de ecuaciones estructurales sobre los datos de 314 clientes de automoción encuestados online.
Conclusiones
Las dimensiones del CRM social (CRM tradicional y uso de tecnología de medios sociales) tienen un efecto directo y positivo en la satisfacción del cliente. Por otro lado, solamente el CRM tradicional tiene una influencia directa y significativa en la fidelidad del cliente, mientras que el efecto del uso de la tecnología de medios sociales parece ser más indirecto que directo. De hecho, los resultados han proporcionado apoyo empírico a la afirmación de que la satisfacción del cliente desempeña un papel mediador entre las dimensiones del CRM social y la fidelidad del cliente.
Valor
Este artículo enriquece la comprensión de cómo el CRM social puede afectar a la satisfacción y la fidelidad de los clientes. Las escalas de CRM social, satisfacción del cliente y fidelidad del cliente se validaron en el contexto de países en vías de desarrollo y del sector automovilístico. Además, también se confirmó el efecto directo y mediador de la satisfacción del cliente entre el CRM social (CRM tradicional y medios sociales) y la fidelidad del cliente.
Implicaciones prácticas
En el sector de la automoción y en los países en desarrollo en particular, los directivos de las empresas podrían aumentar la satisfacción y fidelidad de sus clientes y, en consecuencia, mejorar su competitividad y cuota de mercado adoptando una estrategia eficaz de CRM social. Desde esta perspectiva, las empresas deberían centrar sus campañas de CRM social en los medios más utilizados por los clientes, ofrecer opciones personalizadas y mejorar la experiencia del cliente, la interacción y la cocreación de valor.
目的
基于关系营销理论, 本研究旨在检验社会化客户关系管理(social CRM)对客户满意度和忠诚度的影响。
设计/方法/途径
为评估所提出的框架, 对 314 名汽车客户的在线调查数据进行了结构方程建模。
研究结果
社交客户关系管理维度(传统客户关系管理和社交媒体技术使用)对客户满意度有直接的积极影响。另一方面, 只有传统客户关系管理对客户忠诚度有直接和显著的影响, 而社交媒体技术使用的影响似乎是间接而非直接的。事实上, 研究结果为客户满意度在社交客户关系管理维度和客户忠诚度之间发挥中介作用的论点提供了实证支持。
原创性/价值
本文丰富了人们对社交客户关系管理如何影响客户满意度和忠诚度的认识。本文以发展中国家和汽车行业为背景, 对社会化客户关系管理、客户满意度和客户忠诚度的量表进行了验证。此外, 还证实了客户满意度在社会化客户关系管理(传统客户关系管理和社会化媒体)与客户忠诚度之间的直接和中介效应。
实践意义–在汽车行业
尤其是发展中国家, 企业管理者可以通过采取有效的社交客户关系管理战略, 提高客户满意度和忠诚度, 进而增强竞争力和市场份额。从这个角度来看, 企业应将社交客户关系管理活动的重点放在客户使用最多的社交媒体上, 提供个性化选择, 改善客户体验、互动和价值共创。
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The author investigates whether investors’ online information demand measured by Google search query and the changes in the numbers of Wikipedia page view can explain and predict…
Abstract
Purpose
The author investigates whether investors’ online information demand measured by Google search query and the changes in the numbers of Wikipedia page view can explain and predict stock return, trading volume and volatility dynamics of companies listed on the Nigerian Stock Exchange.
Design/methodology/approach
The multiple regression model which encompasses both the univariate and multivariate regression framework was employed as the research methodology. As part of our pre-analysis, we test for multicollinearity and applied the Wu/Hausman specification test to detect whether endogeneity exist in the regression model.
Findings
We provide novel and robust evidence that Google searches neither explain the contemporaneous nor predict stock return, trading volume and volatility dynamics. Similarly, results also indicate that trading volume and volatility dynamics have no relationship with changes in the numbers of Wikipedia pages view related to stock activities.
Originality/value
This study opens new strand of empirical literature of “investors' attention” in the context of African stock markets as empirical evidence. No evidence from previous studies on investors' attention exist, whether in Google search query or Wikipedia page view, with respect to African stock markets, particularly the Nigerian stock market. This study seeks to bridge these knowledge gaps by examining these relations.
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