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1 – 10 of 222Steven H. Appelbaum and Lee Wohl
The powerful forces that are transforming healthcare can generate enormous economic potential for those who are able to employ effective survival techniques in the short term and…
Abstract
The powerful forces that are transforming healthcare can generate enormous economic potential for those who are able to employ effective survival techniques in the short term and at the same time plan for success in the long term. To accomplish this, an organization must harness the forces driving transformation and use them to its advantage. Despite the best efforts of senior healthcare executives, major change initiatives often fail. Change threatens the very stability and continuity that managers are attempting to control; therefore change and managers are not natural partners. Even managers aware of the need to change resist the parts that appear too major, too risky, or too “different”. This understanding of change, transformation and reinvention are crucial for all health‐care organizations moving forward at turbulent speeds. Change has its problems and successes are not abundant. This article will examine change strategies; their failures and successes; the role of the leader in this process; overcoming barriers and resistance, key steps to succeed in change efforts and, finally, alternative strategies to build the change process.
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Yunying Zhong, Valeriya Shapoval and James Busser
This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms…
Abstract
Purpose
This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group.
Design/methodology/approach
A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group.
Findings
The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty.
Research limitations/implications
This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods.
Practical implications
This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers.
Originality/value
According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.
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The purpose of this study is to examine the impact of the characteristics and competencies of entrepreneurs on business performance within the creative industry in Indonesia. By…
Abstract
Purpose
The purpose of this study is to examine the impact of the characteristics and competencies of entrepreneurs on business performance within the creative industry in Indonesia. By creative industry, is refer to market-oriented enterprises that use creativity and intellectual capital to create, produce, distribute and disseminate creative goods and services through media channels.
Design/methodology/approach
This study measured six entrepreneurial characteristics: creative and innovative, risk-taking, need for achievement, leadership, autonomy and proactiveness. In addition, it measured five entrepreneurial competencies: opportunity, strategy, relationship, organization and learning. Data collection was conducted using a questionnaire administered to 294 entrepreneurs operating businesses within the creative industry in Java, Sumatra and Kalimantan, Indonesia.
Findings
The findings of this study demonstrated that entrepreneurial characteristics and competencies had a significantly positive effect on business performance. Creativity and innovation emerged as the most influential characteristics, whereas strategy stood out as the most influential competency.
Originality/value
This study aimed to examine whether the personal qualities of entrepreneurs as identified within conventional industries − specifically their entrepreneurial characteristics and competencies − had an impact on business performance in the creative industry in Indonesia. Conventional industries, unlike creative industries, are characterized by the production and distribution of physical goods or basic services, with less emphasis on creative innovation as the core driver.
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Reza Fazli-Salehi, Mahshid Jahangard, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga
The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial…
Abstract
Purpose
The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with vloggers.
Design/methodology/approach
The study was conducted using an online survey, and data was collected using Amazon MTurk. The respondents were asked to think of an online reviewing channel that they watch regularly and subsequently responded to a series of questions. The analysis was conducted using structural equation modeling via AMOS.
Findings
Both channel interactivity and vloggers’ self-disclosure displayed a positive impact on consumers’ parasocial interaction with vloggers, which eventually led to perceived trustworthiness, brand identification, communal–brand connection with the channel, purchase intention toward the recommended products and willingness to pay a premium price for extra services.
Research limitations/implications
Future research can examine the robustness of the findings by using a sample of internet users who are similar in terms of frequency, enthusiasm and duration of active usage.
Originality/value
Marketing managers can benefit from the findings of this study by understanding the dynamics of how influencers shape consumer perception and behavior. Owners of reviewing channels can gain insight on how to strengthen their bond with their viewers.
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Benjamin Nobi, Kyung-Min Kim and Sangwon Lee
This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between…
Abstract
Purpose
This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF. This provides relevant information to managers to seek strategies to obtain forgiveness from consumers in case the unfortunate happens. Not only must they seek to obtain forgiveness but also seek ways to ensure BE of their brands. These act as buffers for the brands in case a transgression happens.
Design/methodology/approach
Using a survey approach, this study tests whether forgiveness mediated the relationship between BT and BRQ. Also, whether BE mediated the relationship between BT and BRQ was examined. The test was conducted using PROCESS bootstrapping method (Model 4 of Hayes [2018]).
Findings
Consistent with the predictions, this study finds that, following a BT, consumers engage in BE and BF to maintain the relationship they have already established with their brands.
Originality/value
This study extends the existing literature by showing that after a BT, response from consumers may take different forms. The consumer’s response or the relationship with the brand may be affected by whether the consumer forgives the brand or evangelizes about the brand. Based on the cognitive dissonance theory, the results of this study imply that, forgiveness and BE act as important mechanisms in understanding consumer-brand relationships after brands act unacceptably. Further, this study contributes to the social media brand management literature by investigating a real-world BT case of social media.
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Matthew Tingchi Liu, Yongdan Liu and Lida L. Zhang
The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers…
Abstract
Purpose
The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.
Design/methodology/approach
A questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.
Findings
The authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.
Practical implications
The findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.
Originality/value
This study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.
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Parul Manchanda, Nupur Arora and Aanchal Aggarwal
Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging…
Abstract
Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.
Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.
Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.
Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.
Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.
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MiRan Kim, Heijin Lee, Soyeon Kim and Laee Choi
Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are…
Abstract
Purpose
Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.
Design/methodology/approach
Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.
Findings
The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.
Research limitations/implications
By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.
Practical implications
By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.
Originality/value
As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.
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Christian Rudeloff and Julius Damms
Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication…
Abstract
Purpose
Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication activities of influential entrepreneurs on social media, the emergence of parasocial interactions (PSIs) and the related communication outcomes for the company.
Design/methodology/approach
This paper conducted an online survey, recruiting 207 participants via purposive sampling. Partial least square path modeling and an independent t-test were conducted to test hypotheses.
Findings
The results of this paper show that following entrepreneurs’ personal social media activities amplifies PSIs, which in turn positively impact the company's communication outcomes. Organization–public relationships and purchase intentions are improved by PSI.
Originality/value
To the best of the authors’ knowledge, this is one of the first studies that connects the personal and the organizational level in exploring entrepreneurial marketing. The results show that Elon Musk acts as an influential entrepreneur to effectively promote communication outcomes for Tesla. This paper illuminates the potential of entrepreneurs’ personal social media activities to support the success of their ventures.
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Sara H. Hsieh and Crystal T. Lee
Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but…
Abstract
Purpose
Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling a human interaction. Although smart speakers have substantial implications for practitioners, the knowledge of the underlying psychological factors that drive continuance usage remains limited. Drawing on social response theory and the technology acceptance model, this study aims to elucidate the adoption process of smart speakers.
Design/methodology/approach
A field survey of 391 smart speaker users were obtained. Partial least squares structural equation modeling was used to analyze the data.
Findings
Media richness (social cues) and parasocial interactions (social role) are key determinants affecting the establishment of trust, perceived usefulness and perceived ease of use, which, in turn, affect attitude, continuance usage intentions and online purchase intentions through AI assistants.
Originality/value
AI assistant-enabled smart speakers are revolutionizing how people interact with smart products. Studies of smart speakers have mainly focused on functional or technical perspectives. This study is the first to propose a comprehensive model from both functional and social perspectives of continuance usage intention of the smart speaker and online purchase intentions through AI assistants.
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