Search results

This chapter describes a cyclical mentoring model that is designed to scaffold the use of video in a graduate literacy practicum for in-service teachers.

This chapter is organized by (1) an overview of the Literacy Practicum course and the three learning phases and activities within each phase; (2) a description of the mentoring process/procedures during each of the phases, and examples of their impact on teachers’ learning and practice; and (3) a discussion of implications for practice.

Drawing upon recent work in teacher inquiry and reflection, this model provides opportunities for teachers to take increasing ownership of their own professional growth.

The examples in this chapter are anecdotal. But they help to illustrate the processes and procedures in this model, which is described with great detail in order to be useful for pre- and in-service teachers, as well as school-based professional development programs.

The model can be effectively incorporated into both pre-service clinical settings as well as professional development with in-service teachers.

As a potential high impact tool, video analysis of teaching must not be viewed as an incidental approach; rather it must be an integral part of a learning cycle which is committed to student ownership and voice, social engagement, critical inquiry, reflection and integrative learning.

This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products.

In this study, the authors carried out an online survey with social media users of fashion brands and collected data from 622 participants across two samples to investigate whether consumers’ perceptions of equity of fashion brands mediate the relationship between social media brand-related communication created by both firms and users and the intention to buy the fashion brands. The indirect relationship is further moderated by self-congruity.

The results indicate that brand equity mediates the relationship between social media communication and purchase intentions of fashion products, and self-congruity moderates the relationship between social media communication types and purchase intentions, such that higher/lower levels of self-congruity strengthen/weaken the impact of social media communication on purchase intentions.

This study contributes to the business and marketing literature by exploring how social media communication, branding and fashion align with the individual’s self-concept and buying behaviour.

Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users.

Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy and intentions to stay at the hotel. Experimental studies were conducted to explain the results of the real-world hotel data.

The findings show that relevancy is an important mediator in linking social media posts to service performance. A locally (vs nationally) themed post can decrease both the relevancy of a post and the viewer’s intentions to stay at a hotel. This relationship, however, can be weakened if a picture is included with the post, as a visual may increase self-identification with a post.

These results have important theoretical and practical implications as social media managers attempt to find the best ways to communicate to their customers and followers. Specifically, there are lower and upper limits to how many times a hotel should be posting to social media. The data also show many hotels post about local events, such as school fundraisers or a job fair, that can be harmful to stay intentions, likely due to the irrelevant nature of local posts to customers who are likely to stay in a hotel. National posts are seen as more relevant and likely to increase stay intentions, and the inclusion of a picture can help local posts seem more relevant.

Young women's leadership is an area frequently overlooked in educational leadership development. This paper aims to bring young women's voices into educational leadership conversations and illustrate an alternative approach to young women's leadership development.

This qualitative action research study was located in an urban girls' high school in New Zealand. The researcher worked in partnership with 12 young women and used a process of co‐construction to design a leadership development programme. The young women then participated in, evaluated and modified the programme before teaching it to another group of students.

Co‐construction was an effective way to develop a relevant and authentic leadership programme that met the needs of the young women, however, the process was extremely complex. The findings indicated that this approach challenged existing views of teaching and learning and was an active process that required significant efforts to balance input and share ownership between the researcher and the young women.

The findings highlighted the importance of including young women in decision‐making processes related to their leadership learning. Future consideration in this area could relate to creating a sustainable leadership culture in schools by engaging this process across year levels.

This paper outlines an alternative approach to leadership development in high schools that could be used in a number of contexts as these findings related to women's youth leadership development have implications on leadership development for women at all levels.

The purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the individual trait of need for cognition on consumers' confidence in and risk perceptions about the post‐purchase activity of care of apparel items.

A scenario‐based experiment was conducted using a convenience sample of 275 undergraduate students for data collection. MANCOVA was conducted to test the hypotheses.

The findings of this research suggest not only that the text only format and the combination of text and symbols format are preferred to the symbols only format but also that the text only format was the most preferred among the three formats. Both the text only format and the combination format significantly increased consumers' confidence in and reduced consumers' risk perceptions about their care of apparel items.

The symbols only label does reduce apparel manufacturers' costs. However, because consumers may use care label information as a decision criterion for purchasing apparel items, industry practitioners need to also pay attention to the impact of end consumers' perceptions of these labels on their purchase decisions.

Examination of three different information presentation formats (symbols only, text only, and the combination of symbols and text) adds to the extant literature focusing on mainly two levels of formats (i.e. visual vs verbal).

Marketing, Sports marketing and Social media marketing.

Graduate level.

This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond.

This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations.

CSS 8: Marketing.

In the last two decades, the fashion value chain traveled to developing parts of the world. To these nations, it paved a path for socio-economic development initially but lately, the aftermath has costed more. This article visualizes the gains and losses of fast fashion to these countries.

An in-depth systematic literature review was performed to analyze the secondary data from academic journals and reports from international organizations. The authors have compiled their empirical journeys in academia, research and industry from low- and middle-income countries (LMICs) based on Schon's (1983, 1990) theory of reflective practice. Further on, the article is structured using the value chain analysis (VCA) method which visualizes the aftermath of mass-producing fashion for the developed countries.

In this research it was found that LMICs have made substantial economic progress in the past two decades, however at a high social and environmental cost. It is the right time to find a balance between economic development and harm caused to the citizens of these nations.

At the moment the existing academic literature talks about unsustainable practices in the fashion sector around the world. This research precisely targets the LMICs where the aftermath is supposed to be much more severe. Further, it provides solutions and urges these nations to bring a substantial change throughout the value chain for a robust future.

The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes.

A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other 28 companies’ marketing managers.

The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related.

Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the non-probabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms.

The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies.

The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.

To inform and optimize frontline service interactions associated with higher education recruitment, the linguistic content and context of online posts by brand ambassadors and prospective students in a brand community are examined.

Using Linguistic Inquiry Word Count (LIWC) with content analysis, the authors examine over 20,000 online communication posts to identify prospects’ needs and communication styles that may inform brand ambassadors’ outreach efforts.

Analysis reveals linguistic differences between brand ambassadors’ and prospective students’ posts across public and private spaces, suggesting gaps in exchange efficacy. Publicly, prospects express more positive emotion, affiliation and authenticity than in private posts, where posting engagement is the highest. Prospects overall low clout language, combined with brand ambassadors’ low authenticity scores, suggest limited influence in exchange efforts. Theoretically, findings suggest that given the hedonic nature of public exchanges, this is where brand ambassadors may be more influential than in private, utilitarian informational exchanges. An integrated influencer marketing servicescape model is developed to guide future research.

Findings extend and integrate the online servicescape and influencer marketing literatures by revealing the importance of service interaction context and linguistic styles in enhancing frontline informational exchanges. Aligning linguistic language such as analytical thought, clout, authenticity, emotional tone, temporal focus and affiliation between public and private contexts may enhance authenticity in frontline service interactions, thereby enhancing communication effectiveness.