Search results

Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, and opportunism, is set as the predictor of inter-partner creativity in the relationship between hotels and their foreign travel agents under the Covid-19 pandemic.

The conceptual model was tested with data collected from 190 randomly selected hotel units located in Greece, using both online and drop-in questionnaire methods. Data were analyzed using SEM analysis.

Satisfaction with the working relationship was found to be enhanced by improving communication and cooperation, as well as by keeping conflict and opportunism at low levels. This was a strong predictor of inter-partner creativity, although less pronounced under high levels of relational distance and rigidity.

The study should be extended to other country settings, replicated at different levels of crisis severity, and use dyadic data. Additional environmental factors could be used as boundary conditions, while our model could be expanded to include additional drivers and consequences of inter-partner creativity.

To generate inter-partner creativity, there is a need to maintain high levels of satisfaction through proper communication, enhanced cooperation, conflict minimization, and avoidance of opportunistic actions. Also, to better translate satisfaction into inter-partner creativity, interacting parties should keep distance at low levels, while at the same time demonstrate greater flexibility.

The study unveils the role of effectively managing behavioral factors in inter-firm relationships to develop creative solutions to the Covid-19 crisis challenges, an issue neglected by prior research. The study also sheds light on the contingent effects of distance and rigidity, two important factors moderating relationships under crisis. The study applies for the first time two psychological-based theories, the broaden-and-build theory and the circumplex model, to an international marketing crisis situation.

Social media (SM) networks offer a golden opportunity for firms that particularly engage in international activities to set up sustainable customer relationships and improve competitiveness. The purpose of this study is to examine the influence of SM adoption on the export intensity (EI) of firms listed on Borsa Istanbul (BIST) for the years 2010–2020. The authors use social media index (SMI) to measure SM adoption and firm size (FSize) as a moderator on exploring the interaction of SM and EI.

Using a sample of 150 firms listed on the BIST Industrials Index, this study explores how the adoption of SM affects EI by using panel data analysis over the period of 2010–2020.

The results indicate that the SMI has a positive and significant effect on the EI. FSize positively moderates the interaction of SMI and EI, indicating that large firms benefit more from the SM in increasing export performance. The findings reflect high potential of EI improvement through adopting right SM policies in emerging markets.

The sample covers only public companies listed on the BIST Industrials Index. Future studies may extend the coverage and include multiple emerging markets to draw generalized results for the export-oriented firms. This research also analyzes solely four SM networks, i.e. Facebook, Instagram, Twitter and YouTube. However, there are many other SM networks that firms use in online marketing in foreign markets. Finally, this research did not discuss the potential factors that could influence the use of SM in emerging market firms.

This study denotes the significant role of SM adoption on the EI of firms in an emerging market setting from the perspective of resource-based view. It presents an insightful approach in understanding the mission played by SM networks in enhancing the EI of Turkish firms. Policymakers may use the findings to develop public support programs to promote the adoption and implementation of the SM among exporting firms in emerging markets.

The study provides evidence on the effects of SM adoption on the EI from the perspective of emerging countries. It also helps to gain a deeper understanding of how different SM platforms contribute to the internationalization of firms.

This study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention.

Data were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling.

The findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention.

The study introduces a celebrity personality scale and explores a topic that has not previously been researched.

The purpose of this paper is to explore empirically how the two kinds of strategic orientations including export market orientation (EMO) and technology orientation (TO) predict innovation performance (IP) and export performance (EP), by investigating the mediation effect of IP and the moderation effect of external network (EN).

The statistical population of this research is the food and agricultural products exporting firms which participated in the 26th International Agrofood Exhibition in Tehran, Iran. The sample of 296 managers filled out questionnaires using systematic random sampling methods. Structural equation modeling was used to analyze the data.

Results demonstrate that the increase of EMO and IP is related to a rise in EP. Furthermore, the research finds that IP is a partial mediator in the link between EMO and EP. Finally, the moderation impact of the external networks in an association between TO and IP is supported by the data.

This study is one of the limited number of studies to consider the mediation impact of innovation performance in the relationship between EMO and EP, and it is actually the first study, to the best of the authors’ knowledge, to investigate the moderating impact of EN in the relationship between TO and IP in the context of one developing country.