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1 – 10 of over 54000
Article
Publication date: 19 June 2017

Ana Jakic, Maximilian Oskar Wagner and Anton Meyer

Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain…

5168

Abstract

Purpose

Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain importance, since non-verbal and paraverbal cues are hard to convey via social media. Looking at interpersonal interactions, interlocutors adopt each other’s language styles or maintain their own language style during interactions to build trust. Transferring these insights to social media, the purpose of this paper is to test the effects of a brand’s language style accommodation in brand-customer interactions on brand trust and on its antecedents.

Design/methodology/approach

Two quantitative pre-studies (n1 (questionnaire)=32, n2 (laboratory experiment)=199), and one quantitative main study (n3 (laboratory experiment)=427) were conducted to determine the effects of a brand’s language style accommodation on brand trust.

Findings

In line with communication accommodation theory, this paper reveals that the impact of a brand’s accommodation strategy on brand trust is mediated by perceived relationship investments, such as perceived interaction effort, benevolence, and quality of interaction. This paper also underscores language style’s roles and its fit, and sheds light on situational factors such as purchase decision involvement and the valence of the content.

Originality/value

This paper is the first to transfer cross-disciplinary theories on interpersonal interactions to brand-customer interactions in social media. Thus, the authors derive the effects of language style accommodation on brand trust as well as further mediating effects.

Details

Journal of Service Management, vol. 28 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Book part
Publication date: 21 October 2008

Adina Nack

Medical encounters are interactional/interpersonal processes taking place within contexts shaped by macro-level social structures. In the case of sexually transmitted diseases…

Abstract

Medical encounters are interactional/interpersonal processes taking place within contexts shaped by macro-level social structures. In the case of sexually transmitted diseases (STDs), medical encounters occur at a stigmatized crossroads of social control and gendered norms of sexual behavior. When women are diagnosed and treated for chronic STDs, practitioner demeanor has an important impact on how patients will view not only their health status but also their moral status. This chapter draws on in depth interviews with 40 women diagnosed with genital infections of herpes and/or human papillomavirus (HPV – the cause of genital warts) to explore three models of patient–practitioner interaction. The analysis focuses on the relationship between gender, construction of illness, and practitioner interaction style. In a broader context, the health risks posed by particular interaction styles to female STD patients shed light on larger public health implications of combining morality with medicine for the broader range of patients with stigmatizing diagnoses.

Details

Care for Major Health Problems and Population Health Concerns: Impacts on Patients, Providers and Policy
Type: Book
ISBN: 978-1-84855-160-2

Book part
Publication date: 3 April 2018

Santi Furnari and Marianna Rolbina

Despite the importance of brokers in creative projects, limited attention has been devoted to the micro-interactions by which brokers induce others’ collaboration while…

Abstract

Despite the importance of brokers in creative projects, limited attention has been devoted to the micro-interactions by which brokers induce others’ collaboration while simultaneously retaining some control over creative production. Building on an interactionist perspective, we develop the concept of brokerage style – i.e., a recognizable pattern in the ways in which a broker interacts with others. By using different brokerage styles in different phases of a creative project, brokers can orient the social interactions among project participants, “charging” those interactions with different types of emotional energy and mutual attention, eventually inducing collective collaboration and limiting participants’ expectations of control. We illustrate our interactionist model of brokerage styles with examples from the music and TV industries.

Details

Frontiers of Creative Industries: Exploring Structural and Categorical Dynamics
Type: Book
ISBN: 978-1-78743-773-9

Keywords

Article
Publication date: 30 August 2023

Jiaji Zhu, Yushi Jiang, Xiaoxuan Wang and Suying Huang

Driven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how…

Abstract

Purpose

Driven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how conversational styles improve the interaction experience between consumers and chatbots in different social crowding environments, and the moderating role of product categories is considered.

Design/methodology/approach

Three studies are conducted to understand the influences of conversational styles, social crowding and product categories on consumer acceptance, assessed using situational experiments and questions.

Findings

In a low social crowding environment, consumers prefer chatbots with a social-oriented (vs. task-oriented) conversational style, while in a high social crowding environment, consumers prefer a task-oriented (vs. social-oriented) conversational style, and warmth and competence mediate these effects. The moderating effect of product categories is supported.

Originality/value

This study expands the application of the stereotype content model to improve the interaction experience level between consumers and chatbots in online retail. The findings can provide managerial suggestions for retailers to select a chatbot's conversational style and promote a more continuous interaction between consumers and chatbots.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 5
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 January 2003

Judith L. Juodvalkis, Beth A. Grefe, Mary Hogue, Daniel J. Svyantek and William DeLamarter

This paper investigated the interactions between gender stereotypes for jobs, applicant gender, and the communication styles used by male and female applicants during an…

2745

Abstract

This paper investigated the interactions between gender stereotypes for jobs, applicant gender, and the communication styles used by male and female applicants during an interview. This study was conducted as a laboratory experiment, utilizing a 2x2x2 mixed design. Subjects read one job description and heard three audiotapes of all male or all female job applicants exhibiting a dominant, submissive, or neutral communication style. The subjects then rated the applicant on five dimensions. These dimensions are likeability, competence, sociability, overall impression, and hireability. Results showed significant interactions of applicant gender and communication style on four of the five dimensions rated in this study. An inspection of the dimension means revealed different effects for gender‐appropriate and gender‐inappropriate behavior for males and females. Males were penalized on ratings of overall impression and hireability for communicating in stereotypically gender‐inappropriate manners. Females were penalized on ratings of sociability and likeability for communicating in a stereotypically gender‐inappropriate fashion. The implications of these findings for using interviews are then discussed in terms of aversive genderism.

Details

The International Journal of Organizational Analysis, vol. 11 no. 1
Type: Research Article
ISSN: 1055-3185

Article
Publication date: 19 June 2018

Lidija Lalicic

This paper aims to visualize the communication processes between stakeholders who discuss, reach consensus and engage with user-generated ideas through an open innovation platform…

1134

Abstract

Purpose

This paper aims to visualize the communication processes between stakeholders who discuss, reach consensus and engage with user-generated ideas through an open innovation platform facilitated by Destination Management Organization (DMO).

Design/methodology/approach

Various discussion and interaction styles between the different types of stakeholders on the innovation platform are analyzed using quantitative content analysis. Likewise, perceived issues among the stakeholders that motivate collaboration and consensus are identified.

Findings

This paper identifies that stakeholders interact with each other, reach agreements and solve joint problems on the platform by using predominantly constructive interaction styles. Meanwhile, feasibility and strategic issues appear to be the most dominant topics when discussing the fruition of ideas; however, this depends significantly on the category of the idea.

Practical implications

DMOs are given an understanding of why and how stakeholders engage with a certain idea and the kind of challenges they perceive when pursuing the execution of an idea. DMOs are advised to carefully design an open innovation platform to facilitate effective online discussions that may lead to working groups.

Originality/value

There is a scarcity of approaches in the field of tourism that invite stakeholders to innovate. This study aims to close this gap in tourism research by identifying how and which stakeholders respond to an invitation from a DMO to engage in an open innovation platform and, subsequently, how they interact with other partners to foster collaborative innovation projects in their destination.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 6
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 26 June 2023

David Leiño Calleja, Jeroen Schepers and Edwin J. Nijssen

The impact of frontline robots (FLRs) on customer orientation perceptions remains unclear. This is remarkable because customers may associate FLRs with standardization and…

1448

Abstract

Purpose

The impact of frontline robots (FLRs) on customer orientation perceptions remains unclear. This is remarkable because customers may associate FLRs with standardization and cost-cutting, such that they may not fit firms that aim to be customer oriented.

Design/methodology/approach

In four experiments, data are collected from customers interacting with frontline employees (FLEs) and FLRs in different settings.

Findings

FLEs are perceived as more customer-oriented than FLRs due to higher competence and warmth evaluations. A relational interaction style attenuates the difference in perceived competence between FLRs and FLEs. These agents are also perceived as more similar in competence and warmth when FLRs participate in the customer journey's information and negotiation stages. Switching from FLE to FLR in the journey harms FLR evaluations.

Practical implications

The authors recommend firms to place FLRs only in the negotiation stage or in both the information and negotiation stages of the customer journey. Still then customers should not transition from employees to robots (vice versa does no harm). Firms should ensure that FLRs utilize a relational style when interacting with customers for optimal effects.

Originality/value

The authors bridge the FLR and sales/marketing literature by drawing on social cognition theory. The authors also identify the product categories for which customers are willing to negotiate with an FLR. Broadly speaking, this study’s findings underline that customers perceive robots as having agency (i.e. the mental capacity for acting with intentionality) and, just as humans, can be customer-oriented.

Details

Journal of Service Management, vol. 34 no. 6
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 7 August 2017

Jun Yang, Rui Zheng, Ling Zhao and Sumeet Gupta

As the social media platform becomes an ever more important communication channel between company and customer, companies are learning how they can best utilize social media to…

2115

Abstract

Purpose

As the social media platform becomes an ever more important communication channel between company and customer, companies are learning how they can best utilize social media to better communicate their brands with customers. The purpose of this paper is to explore the communication tactics adopted by the enterprise microblogs using a communication framework. Further, the authors hope to find out how these communication tactics influence customer brand experience (BE) and subsequently brand loyalty.

Design/methodology/approach

First, to identify the communication tactics used by enterprise microblogs, the authors recruited six active microblog users and listed all possible characteristics of enterprise microblogs that could increase customers’ fondness for the brand. Second, based on the listed 19 characteristics and existing theories, the authors pre-classified and conceptualized the content and style tactics categories. The authors also followed a sorting procedure to verify our classification. Finally, based on the sorted characteristics and previous research, the authors designed a questionnaire and 459 sets of valid data were collected from enterprise microblog users.

Findings

The communication tactics are classified into two dimensions, namely content tactics and style tactics. The content tactics include content diversity, content accuracy and content timeliness, and the style tactics include impression enhancement style and interactivity enhancement style. The results reveal that the communication content and style tactics significantly enhance overall customer BE and further brand loyalty. The study results also show that style tactics exert more influence on BE than content tactics.

Originality/value

This paper highlights the company’s important role in company-customer communication on social media, and categorizes the effective communication tactics used by the enterprise microblog within a communication framework. Companies could build brand loyalty by enhancing users’ BE using effective communication. The communication perspective and measures of the communication tactics in this study provide an ideal background for future research on IT-based company-customer interaction.

Details

Information Technology & People, vol. 30 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 21 February 2019

Melika Kordrostami and Elika Kordrostami

This study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.

Abstract

Purpose

This study aims to examine the impact of consumers’ individual differences on their reactions to brand failure.

Design/methodology/approach

Three studies (one qualitative, one survey and one experiment) were conducted. Study 1 aimed to understand consumers’ thoughts at the time of brand failure. Studies 2 and 3 investigated the impact of regulatory focus and its interaction with consumers’ attachment style on their reactions to brand failure.

Findings

This research establishes that consumers demonstrate different types of behaviors at the time of brand failure. Specifically, those with a promotion focus display less negative (revenge and brand avoidance) and more positive (trust and loyalty) behavior than those with a prevention focus. Furthermore, this research shows an interaction between consumers’ attachment style and regulatory focus. The impact of regulatory focus holds only for secure consumers; for fearful consumers, regulatory focus does not change their behavior.

Research limitations/implications

The study reveals the impact of regulatory focus and attachment styles on consumer behavior at the time of brand failure. Future research might examine the impact of these factors over time, rather than only at the time of the incident.

Practical implications

Marketers should be aware of the impact of attachment style and regulatory focus after a brand failure. This knowledge will enable them to customize their communication tools to trigger their desired condition. This research also emphasizes the role of customer service at the time of crisis.

Originality/value

This research is the first to investigate the impact of regulatory focus and attachment style on consumers’ reactions to brand failure.

Details

Journal of Product & Brand Management, vol. 28 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 28 September 2021

Zahra Alvandi Poor, Mahdieh Mirzabeigi and Majid Nabavi

The purpose of this study aims to identify the impact of verbal-visual cognitive styles on the level of satisfaction and behavior in the textual and content search of Google…

Abstract

Purpose

The purpose of this study aims to identify the impact of verbal-visual cognitive styles on the level of satisfaction and behavior in the textual and content search of Google Images.

Design/methodology/approach

“Riding” cognitive style test and satisfaction questionnaire were used as data collection tools. Also, to collect data related to the image search behavior, the subjects’ transaction files were recorded using Camtasia software and then the files observed and reviewed. The research sample was 90 postgraduate students of Shiraz University.

Findings

The results showed that cognitive styles in interaction with the text-based and content-based search system of “Google Images” affected user’s satisfaction. Text-based image retrieval, in which vocabulary-based information needs were expressed, was more compatible with the verbal cognitive style and resulted in greater satisfaction. In contrast, in content-based image retrieval, where it was possible to express information needs in the form of images, users were more satisfied with the visual cognitive style. Verbal users performed more positively in text-based search and visual users in content-based search.

Originality/value

Considering the research gap, which has identified the performance of visual text-based and content-based systems in terms of satisfaction and cognitive style search behavior, the present study could be considered a small effort to promote science.

Details

Aslib Journal of Information Management, vol. 74 no. 1
Type: Research Article
ISSN: 2050-3806

Keywords

1 – 10 of over 54000