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1 – 10 of 55This chapter focusses on analysing the origins and evolution of the SWOT analysis. It explains the drivers and limitations of the conventional SWOT analysis, laying the groundwork…
Abstract
This chapter focusses on analysing the origins and evolution of the SWOT analysis. It explains the drivers and limitations of the conventional SWOT analysis, laying the groundwork for new decision-making models that can aid researchers and practitioners in comprehending both the external landscape and the internal characteristics of a company. This chapter demonstrates how the strengths, weaknesses, opportunities, and threats of the SWOT analysis can be approached dynamically. Conventional SWOT analysis offers only a limited perspective on the environment and employs terminology that can confuse users, hindering their clear understanding of the factors that influence an organisation’s situation. This chapter provides a concise literature review of tools for evaluating quality management, its resources, and the surrounding environment, which serves as a valuable means to grasp the economic and social context within which a firm operates.
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A variety of published material is available from which the value, volume and direction of UK international trade can be readily determined. However, this information provides a…
Abstract
A variety of published material is available from which the value, volume and direction of UK international trade can be readily determined. However, this information provides a measure of freight movements across a UK trade boundary (ports, airports) only, and allows no straightforward means of determining the magnitude and origins of international freight flows inland of such boundaries.
Carolina Nicolas, Angelica Urrutia and Gonzalo González
Explore the use of Gender-Fair Language (GFL) by influencers on Instagram.
Abstract
Purpose
Explore the use of Gender-Fair Language (GFL) by influencers on Instagram.
Design/methodology/approach
The clustering methodology. A digital Bag-of-Words (BoW) Method called GFL Clustering BoW Methodology to identify whether an inclusive marketing (IM) strategy can be used. Thus, this research has a methodological and practical contribution to increasing the number of marketing technology tools.
Findings
This study is original as it proposes an inclusive digital marketing strategy and contributes with methods associated with digital transfers in order to improve marketing strategies, tactics and operations for inclusive content with a data integrity approach.
Research limitations/implications
Due to the limitations of the application programming interface (API) of the social network Instagram, a limited number of text data were used, which allowed for retrieving the last 12 publications of each studied profile. In addition, it should be considered that this study only includes the Spanish language and is applied to a sample of influencers from Chile.
Practical implications
The practical contribution of this study will lead to a key finding for the definition of communication strategies in both public and private organizations.
Originality/value
The originality of this work lies in its attractive implications for nonprofit and for-profit organizations, government bodies and private enterprises in the measurement of the success of campaigns with an IM communicational strategy and to incorporate inclusive and non-sexist content for their consumers so as to contribute to society.
摘要
研究目的
本研究擬探究有影響力的人士在使用即時電報 (Instagram) 時、如何使用性別中立語言。
研究設計/方法/理念
研究使用了聚類分析法;具體來說, 研究人員採用一個叫 GFL聚類詞袋法的數位詞袋分析法, 去確定研究可否使用信息管理策略。因此, 本研究在行銷科技方面、添加了一個工具, 就此而言, 本研究在學術的研究法和實務方面、均作出貢獻。
研究結果
本研究建議了一個包括一切的數位行銷策略;研究亦構建了若干與數位傳輸有關的方法, 以能利用數據完整性的理念, 為行銷策略、行銷戰術和市場營銷, 在內容的全面包含度方面取得改善。
研究的局限/啟示
因為社交網站即時電報的應用程式介面有其局限, 故使用了少量的文本數據, 這可使每個被探討的傳略的最後12個發佈能被撿回。另外需注意的是、本研究只涵蓋西班牙語, 而且, 研究使用的樣本只是來自智利有影響力的人士。
實務方面的啟示
本研究在實務方面的貢獻是、它為探討在公共機構和私營機構內使用的溝通策略的定義上、帶來重要的啟發和發現。
研究的原創性/價值
本研究的原創性在於它給營利和非營利組織、政府機關和私人企業帶來頗具吸引力的啟示。而這些啟示是與測量以包括一切的行銷溝通策略進行的專門活動是否成功有關的。另外, 涵蓋一切和無性別歧視的內容被納入供消費者使用, 以此為社會帶來裨益。
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Keywords
- Inclusive language (IL)
- Inclusive marketing (IM)
- Social marketing (SM)
- Gender-fair language (GFL)
- Digital content (DC)
- Marketing analytics (MA)
- Marketing technology (MarTech)
- Digital methods (DMs)
- Digital marketing (DM)
- Social networks (SN)
- Social inclusion (SI)
- Social diversity (SD)
- 包容性行銷
- 性別中立語言
- 即時電報
- 營銷分析
- 行銷科技
- 數字法
Computerised marketing information systems have been discussed inthe marketing and information systems literature for some time. Looks atthe extent to which they have been…
Abstract
Computerised marketing information systems have been discussed in the marketing and information systems literature for some time. Looks at the extent to which they have been implemented in the UK and concludes that they are still in their infancy. A schema for a marketing information system is presented together with some pitfalls in design that must be avoided. Discussion finally turns to how such an information system may be used.
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This review of O.R. work in the fields of finance and investment indicates the considerable scope both for the standard tools of the trade, such as mathematical programming, and…
Abstract
This review of O.R. work in the fields of finance and investment indicates the considerable scope both for the standard tools of the trade, such as mathematical programming, and for the more general scientific approach which the author believes is characteristic of the best O.R. work. The use of scientific models of the system under study enables the investigator to compare alternative policies, to try out possible systems without the need to experiment in the real life situation—a particular merit of simulation techniques—and to search for optimum solutions.
Markéta Novotná and Josef Kunc
Luxury consumption in the Czech Republic and other post-socialist countries has a shorter history than in the developed Western countries. The historical development of these…
Abstract
Luxury consumption in the Czech Republic and other post-socialist countries has a shorter history than in the developed Western countries. The historical development of these countries still reflects the differences in buying behaviour. The chapter focusses on luxury travellers' behaviour and consumption patterns in the Czech Republic. In the Czech Republic, where the concept of old luxury has prevailed, it is already possible to observe a gradual shift towards a new luxury travel model. This new luxury model is associated with a high level of comfort and privacy, exclusive location and first-class services and new elements such as travelling, authenticity and sustainability.
The chapter provides different perspectives on consumption patterns. It points to consumer behaviour in luxury travel in dependence on the selected sociodemographic variables and spatial determinants. It also reveals the luxury-driven travel motivation and preferences on a luxury holiday. The results show that Czech luxury travellers are different in comparison with the traditional European markets. The Czechs fall behind the European luxury travellers, especially regarding the financial possibilities. As far as the Czech luxury traveller profile is concerned, the category of baby boomers with tertiary education and regular income is the most dominant among Czech affluent clients. The satisfaction of the needs for relaxation and the exploration of new destinations are the primary motives for taking luxury holidays. Concerning the regional income inequality, disparities between the capital city of Prague and the rest of the country are observed.
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Anni Rahimah, Ben-Roy Do, Angelina Nhat Hanh Le and Julian Ming Sung Cheng
This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and…
Abstract
Purpose
This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.
Design/methodology/approach
Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.
Findings
With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.
Originality/value
By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.
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Anni Rahimah, Huu Phuc Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng and Andriani Kusumawati
The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and…
Abstract
Purpose
The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.
Design/methodology/approach
Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.
Findings
This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.
Originality/value
The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.
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