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Article
Publication date: 21 October 2021

Tong Wu, Jonathan Reynolds, Jintao Wu and Bodo B. Schlegelmilch

This study aims to analyze the ways in which chief executive officers (CEOs) communicate via Twitter and help develop guidelines for effective tweeting strategies that can…

Abstract

Purpose

This study aims to analyze the ways in which chief executive officers (CEOs) communicate via Twitter and help develop guidelines for effective tweeting strategies that can leverage Twitter in leadership communication.

Design/methodology/approach

The authors conduct a large-scale content analysis of more than 65,000 tweets by 338 CEOs.

Findings

The authors propose a model that categorizes differences in CEO tweets along six independent dimensions: content professionalism, language professionalism, emotional valence, emotion activation, interactional efforts and information cues. The authors also develop coding schemes and measurement scales for each dimension.

Originality/value

This study provides a multi-dimensional paradigm as well as useful tools for future research on corporate leadership communication on social media.

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 14 May 2020

Lin Zhang, Jintao Wu, Honghui Chen and Bang Nguyen

Drawing on the branded service encounters perspective, the purpose of this study is to investigate how frontline service employees’ environmentally irresponsible behaviors…

Abstract

Purpose

Drawing on the branded service encounters perspective, the purpose of this study is to investigate how frontline service employees’ environmentally irresponsible behaviors affect customers’ brand evaluations.

Design/methodology/approach

The research conducted two experiments. The first experiment explored the effect of frontline service employees’ environmentally irresponsible behaviors on customers’ brand evaluations via corporate hypocrisy. The second experiment explored the moderation effect of employees’ prototypicality and the importance of corporate social responsibility (CSR) among customers.

Findings

Experiment 1 indicates that for firms with a green brand image, frontline employees’ environmentally irresponsible behaviors result in customers’ perception that the firm is hypocritical, thus reducing their brand evaluations. Experiment 2 shows that employee prototypicality and CSR importance to the customer enhance the negative impact of frontline employees’ environmentally irresponsible behaviors on customers’ brand evaluations through customers’ perception of corporate hypocrisy.

Research limitations/implications

This study is one of the first efforts to explore how frontline service employees’ environmentally irresponsible behaviors affect customers’ responses. It helps understand the impact of frontline employees’ counter-productive sustainable behaviors on customers’ brand perception, as well as the relationship between CSR and employees.

Practical implications

This study suggests that firms’ green brand image does not always lead to positive customer response. When frontline employees’ behaviors are inconsistent with firms’ green brand image, it can trigger customers’ perceptions of corporate hypocrisy and thus influence their brand evaluations. Therefore, firms should train frontline service employees to make their behaviors align with the firms’ green brand image.

Originality/value

This study is one of the first efforts to explore how frontline service employees’ environmentally irresponsible behaviors affect customers’ responses. It helps understand the impact of frontline employees’ counter-productive sustainable behaviors on customers’ brand perception, as well as the relationship between CSR and employee.

Details

European Journal of Marketing, vol. 54 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 17 September 2019

Jintao Wu, Junsong Chen, Honghui Chen, Wenyu Dou and Dan Shao

The purpose of this paper is to investigate how nonprofit service providers can better engage their customers through online communication. It identifies two communication…

Abstract

Purpose

The purpose of this paper is to investigate how nonprofit service providers can better engage their customers through online communication. It identifies two communication styles and three communication functions, and examines their impact on customer commenting, customer liking and customer sharing.

Design/methodology/approach

Similar to Python for Facebook, a software package for the automatic retrieval of web page content was developed specifically for this study to extract data from the microblog Sina Weibo. Following the successful retrieval of 1,500 randomly selected messages from 34 universities in China, a two-level regression was performed using Mplus 7 to examine the association between the proposed relationships.

Findings

The findings reveal that messages with a friendly communication style increase both the number of comments and their positive tone; an authoritative style has no effect on customer engagement. The functions associated with message content (spreading information, building community or promoting action) influence customer liking and sharing. Building community tends to engage more customers than spreading information; promoting action often generates the least customer engagement in social media settings.

Originality/value

The study fills an important research gap in the service marketing literature as it pertains to nonprofit service organizations (i.e. universities) by identifying two types of online identities based on the communication style and the messages posted on social media. This study is the first to investigate the relationship between identity type and audience engagement, and to analyze the moderating factors of this relationship.

Details

Journal of Service Theory and Practice, vol. 29 no. 5/6
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 4 February 2021

Francesco Paolone, Nicola Cucari, Jintao Wu and Riccardo Tiscini

This study aims to contribute to international doctrine by testing how environmental social governance (ESG) pillars can affect marketing performance in the pharmaceutical…

Abstract

Purpose

This study aims to contribute to international doctrine by testing how environmental social governance (ESG) pillars can affect marketing performance in the pharmaceutical industry.

Design/methodology/approach

The authors follow a pioneering approach, using a fuzzy-set qualitative comparative analysis and data from the largest European listed companies belonging to the pharmaceutical industry in 2019. Specifically, the authors contribute to international doctrine by testing how ESG pillars can affect marketing performance by presenting two configurational paths that may help to clarify not only the individual role of the pillars but also how their interrelationships predict marketing performance.

Findings

The results identify two different causal configurations that lead to higher marketing performance. These configurations allow us to think more carefully about the role of ESG pillars in the pharmaceutical sector. These results could help managers reflect upon and justify their choice to invest in specific ESG pillars, highlighting the importance of the governance pillar.

Originality/value

To the best of the authors’ knowledge, this study is the first to use configurational analysis to investigate combinations of ESG pillars that lead firms to achieve higher levels of marketing performance.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 30 July 2019

Lin Zhang, Shenjiang Mo, Honghui Chen and Jintao Wu

This paper aims to demonstrate that corporate philanthropy can be driven from the bottom to the top. In particular, the authors investigate whether employees’ donations…

Abstract

Purpose

This paper aims to demonstrate that corporate philanthropy can be driven from the bottom to the top. In particular, the authors investigate whether employees’ donations influence corporate philanthropy and under what conditions this effect occurs.

Design/methodology/approach

The sample consists of Chinese listed firms that disclosed the amount employees donated in response to the Sichuan earthquake in 2008. The Heckman two-stage selection model is applied to examine the effect of employees’ donations on corporate philanthropy and the conditions under which this effect occurs.

Findings

The results show that employees’ donations are positively associated with corporate philanthropy. Furthermore, a higher percentage of females in top management teams can significantly strengthen the effect of employees’ donations on corporate philanthropy. When the average age of the top management team members is high, the influence of employees’ donations on corporate philanthropy is stronger.

Practical implications

This is an empirical study that helps to predict corporate philanthropy. Another practical implication is that employees should be recognized as an important element of corporate social responsibility.

Social implications

The results encourage employees to become drivers of corporate social responsibility.

Originality/value

This study contributes to the corporate social responsibility literature by demonstrating that corporate philanthropy can be driven from the bottom to the top. Moreover, this study integrates signaling theory into the study of corporate social responsibility. Finally, this study identifies two important contingent factors that strengthen the effect of employees on top managers’ decisions about corporate social responsibility.

Details

Sustainability Accounting, Management and Policy Journal, vol. 11 no. 5
Type: Research Article
ISSN: 2040-8021

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Article
Publication date: 9 February 2015

Jintao Wu, Na Wen, Wenyu Dou and Junsong Chen

This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a…

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6505

Abstract

Purpose

This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level of acceptance of distant brand extensions.

Design/methodology/approach

The authors test their hypotheses in three laboratory experiments. Study 1 examines the effect of consumer creativity on brand evaluations. Study 2 explores the moderating effect of consumer creativity on perceived level of fit on acceptance of brand extensions. Study 3 replicates the authors findings in Studies 1 and 2 using a better representative sample and a different type of creative task.

Findings

Study 1 finds that consumer creativity results in a positive attitude toward brand; this effect is mediated by attitude toward the creative activity. Study 2 shows that creativity leads to a greater level of brand acceptance when the brand extension has a low fit with the focal brand. Study 3 further provides evidence of proposed effects using a different type of creative task with a more representative sample.

Research limitations/implications

In the experiments, this study examined three types of online creative marketing communication activities. Future research could examine other types of consumer creative activities so as to enhance the generalizability of the findings.

Practical implications

Our results provide important implications for firms that intend to exploit the promises of online creativity-themed marketing communications. First, because consumers’ attitudes toward the focal brand hinge on their attitudes toward the creative activity, it is important that firms design their creativity-themed activities carefully, so that they are attractive to the users. Second, firms can exploit the creativity edge by launching new brand extensions that target creative consumers. This effect is even more pronounced when the brand extension exhibits a low fit with the focal brand. These guidelines suggest that firms’ investments in online creativity-themed marketing communications can pay off in terms of improved consumers’ attitudes toward the firms’ brands and brand extensions.

Originality/value

This research makes several theoretical contributions. First, the authors explore the important role of creativity in the context of brand attitudes and brand extensions. This study adds to extant consumer creativity literature by documenting the consequences of consumer creativity in terms of positive outcomes for firms. Second, by examining the mediating effect of attitude toward the creativity task, the authors broaden the scope of attitude-toward-the-site and attitude-toward-the-sponsorship-event research to the online marketing communications setting. Third, by showing that consumer creativity can facilitate the acceptance of distant brand extensions, this study also enriches extant brand extension literature.

Details

European Journal of Marketing, vol. 49 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 8 October 2018

Vikas Arya, Deepa Sethi and Hemraj Verma

The purpose of this paper is to understand the relationship of consumers’ engagement on social networking sites (SNSs) and their brand attachment behavior in the presence…

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1524

Abstract

Purpose

The purpose of this paper is to understand the relationship of consumers’ engagement on social networking sites (SNSs) and their brand attachment behavior in the presence of a mediator, brand communication. Further, this mediation has been studied with presence of emojis as one of the significant moderator.

Design/methodology/approach

Following a descriptive research design, an empirical investigation was carried out by approaching 252 respondents from India to collect data through online survey forms as well as physical questionnaires. The research instrument was developed using a five-point Likert-type scale and items for the constructs in study were taken after literature review. The SPSS 22.0, AMOS 24.0 and Process (Prof A. Hayes) and Daniel Soper’s statistical tool called “Interaction” for moderation graph were employed for data examination and hypothesis analysis.

Findings

It was found that brand communication mediated the relationship between consumer engagement on SNSs and brand attachment significantly. The availability of emojis for a company during a conversation or in digital ad campaigns on SNSs acts as a mediating moderator and its impact on consumers’ brand attachment behavior is very strong through brand communication.

Originality/value

The study is original in the sense it provides insights into understanding consumer brand attachment behavior on SNSs.

Details

Corporate Communications: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 6 March 2017

Tianyu Lu, Juanmian Lei, Xiaosheng Wu and Jintao Yin

The purpose of this paper is to examine the ability of the harmonic balance method for predicting the aerodynamic characteristics of rigid finned spinning vehicle.

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215

Abstract

Purpose

The purpose of this paper is to examine the ability of the harmonic balance method for predicting the aerodynamic characteristics of rigid finned spinning vehicle.

Design/methodology/approach

The aerodynamic characteristics of a rigid four-finned spinning vehicle at Mach number 2.5 and angle of attack of 20 degrees are simulated using the harmonic balance method and the unsteady time-accurate approach based on the dual-time method. The numerical results are analyzed, and the computed aerodynamic coefficients of the harmonic balance method are compared with those of the dual-time method. The influence of the number of harmonics is presented. The computed Magnus force and moment coefficients are compared with the experimental data. The flow fields at different roll angles are presented. The computational efficiency of harmonic balance method is analyzed.

Findings

The results show that the aerodynamic coefficients of spinning vehicle could be predicted by the harmonic balance method with reasonable accuracy compared with the dual-time method. For the harmonic balance method, the accuracy of the computed leeward side flow is relatively poor compared with that of the computed windward side flow. Meanwhile, the computational efficiency is influenced by initial guess and the intensity of unsteady effect.

Practical implications

The harmonic balance method could be used for the aerodynamic prediction of spinning vehicle, which may improve the efficiency of vehicle design.

Originality/value

This paper presents the results of the harmonic balance method for simulating the aerodynamic characteristics of finned spinning vehicle. The accuracy and efficiency of the method are analyzed.

Details

Aircraft Engineering and Aerospace Technology, vol. 89 no. 2
Type: Research Article
ISSN: 1748-8842

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Article
Publication date: 14 December 2021

Haeyoung Jeong, Siddharth Bhatt, Hongjun Ye, Jintao Zhang and Rajneesh Suri

With a decrease in consumer spending during the coronavirus disease 2019 (COVID-19) pandemic, many retailers are offering price reductions to stimulate demand. However…

Abstract

Purpose

With a decrease in consumer spending during the coronavirus disease 2019 (COVID-19) pandemic, many retailers are offering price reductions to stimulate demand. However, little is known about how consumers perceive such price reductions executed during turbulent times. The authors examine whether the timing of price reductions and individual differences impact consumers' evaluations of the retailers offering such reductions.

Design/methodology/approach

Using a longitudinal design, the authors inquire into four retailers' motives that consumers may infer from a price decrease at two different times during the COVID-19 crisis.

Findings

The authors find that the timing of price reductions plays a key role in shaping consumers' inference of retailers' motives. The authors also uncover individual characteristics that affect consumers' inferences.

Originality/value

This research advances the literature by demonstrating the critical role of timing and individual characteristics in consumers' perceptions of price reductions during times of crisis. The authors findings also provide retailers with actionable insights for their pricing strategies. The findings may be generalizable to other types of crises that may arise in the future.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 7 March 2019

Hui-Wen Deng and Kwok Wah Cheung

The National People’s Congress (NPC) of People’s Republic of China, the highest organ of state power, is popularly seen as a rubber-stamp entity. However, it has been…

Abstract

Purpose

The National People’s Congress (NPC) of People’s Republic of China, the highest organ of state power, is popularly seen as a rubber-stamp entity. However, it has been substantially evolving its roles to accommodate the governance discourses within China’s political system over the decades. This study aims to explore the changes of governance discourse of the NPC within China’s political system through which to offer a thorough understanding of the NPC’s evolving substantial role in current China.

Design/methodology/approach

This study deploys a historical approach to explore the changes of governance discourse of the NPC that has seen a growing importance in China’s political agenda, as argued by this study.

Findings

The authors find that the NPC has been substantially evolving its role within China’s political system in which the Chinese Communist Party has created different governance discourses. Besides, the NPC and its Standing Committee have asserted its authority as a substantial actor within China’s political system. The NPC is no longer functioned as a rubber-stamp institution, though it is still popularized as a rubber stamp by many scholars.

Research limitations/implications

This study is a historical elaboration on the development of NPC under three governance discourses. It might be, to some extent, relatively descriptive in nature.

Originality/value

This study, therefore, sheds some light on a revisit on the governance discourses in current China.

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