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1 – 10 of 41

Abstract

Details

Journal of Service Management, vol. 33 no. 4/5
Type: Research Article
ISSN: 1757-5818

Article
Publication date: 12 October 2012

Theo Araujo and Peter Neijens

This study focuses on how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these…

3308

Abstract

Purpose

This study focuses on how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these strategies.

Design/methodology/approach

The activities of top brands in SNSs were investigated through a content analysis of brand web sites in three countries, measuring two primary dimensions: presence in SNSs and level of engagement which the brand hoped to establish with stakeholders. The study then built logistic regression models to understand which factors drive brands to adopt and use SNSs, using insights from previous studies related to internet innovation adoption cycles.

Findings

The study confirmed that SNS adoption follows a general path of Internet innovation adoption by brands. Industry markets exert influence, with technology and consumer intensive brands being more likely than all other industry segments to be present in SNSs and to participate at higher engagement levels, while brands targeting younger audiences also engage at higher levels than brands targeting generic audiences. The country in which the brand operates plays a significant role in a brand's likelihood of adopting SNSs: web sites in the USA are more likely to use SNSs than other countries, even after controlling for factors such as pre‐existing web operations or the headquarters being in the same country. It was also found that top brands operate in a global world, as shown by their preference for SNSs with global coverage compared to local SNS, even when the penetration rates of these local SNSs were higher.

Originality/value

The paper advances research on SNS adoption by brands from an organizational standpoint, at a time when the majority of the top global brands actively promote such services.

Details

Internet Research, vol. 22 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 15 November 2011

Cristel Antonia Russell, Dale W. Russell and Peter C. Neijens

The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a…

1219

Abstract

Purpose

The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves behaviorally more subtly. This research focuses on implicit consumption expressions of country‐based consumption resistance.

Design/methodology/approach

Cross‐sectional survey data were collected from French moviegoers in seemingly unrelated studies. In study one, respondents reported the movies they had watched at a movie theater over the past month and these movies were subsequently coded by country of origin. Animosity, ethnocentrism, and global openness were measured in study two. Finally, participants selected lottery tickets for either a French or foreign movie. This choice measure captures whether ethnocentric consumption tendencies emerge after animosity is made salient.

Findings

Ideological resistance to the US expresses itself in the anti‐consumption of US movies. Further, when animosity toward the US is made salient, high animosity French respondents express an increased preference for domestic consumption choices, even though they are not generally ethnocentric.

Originality/value

The focus on actual consumption data provides an externally valid test of both latent and explicit expressions of ideological resistance to a country in the form of consumption choices.

Details

European Journal of Marketing, vol. 45 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 October 2009

Hilde A.M. Voorveld, Peter C. Neijens and Edith G. Smit

The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past…

4924

Abstract

Purpose

The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past ten years; and to give an overview of the theories used in brand website studies.

Design/methodology/approach

Using a vote‐counting procedure, 736 findings from 50 empirical studies are synthesized. In a vote‐counting analysis the number of positive and negative significant relations between the same two variables is compared to the number of non‐significant relationships.

Findings

The analysis reveals which person‐related factors (e.g. involvement or flow) and website‐related factors (e.g. usability or interactivity) influence responses to websites and brands. To explain such responses many studies integrate new theoretical concepts (e.g. interactivity or telepresence) into traditional theories. Furthermore, the review shows that the current state of research is limited by the use of forced exposure, student samples and the measurement of affective responses.

Practical implications

The present study investigates an increasingly popular approach to promote brands at the internet: the use of brand websites. The study gives insight into factors influencing the effectiveness of these websites. Marketers can use this knowledge to improve the effectiveness of their websites.

Originality/value

The paper provides a valuable contribution to the literature on brand websites. The paper can form the basis for future research on this topic.

Details

Internet Research, vol. 19 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Content available
Article
Publication date: 30 January 2009

348

Abstract

Details

Corporate Communications: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1356-3289

Article
Publication date: 6 December 2021

Reijo Savolainen

To elaborate the nature of infotainment as a mediating concept between information and entertainment by analysing how the concept of infotainment is approached in diverse domains…

1098

Abstract

Purpose

To elaborate the nature of infotainment as a mediating concept between information and entertainment by analysing how the concept of infotainment is approached in diverse domains such as communication research.

Design/methodology/approach

Conceptual analysis was conducted by focussing on 41 key studies on the topic. First, it was examined how researchers have approached the relationships between informational and entertaining elements of infotainment. Thereafter, attention was directed to the ways in which people make use of infotainment. The conceptual analysis is based on the comparison of the similarities and differences between the characterizations of the above issues.

Findings

Early studies characterized infotainment in terms of soft news which is distinct from hard news offering factual information. Later investigations offer a more nuanced picture by approaching infotainment as phenomenon with diverse dimensions depicting the topics, focus and presentation style. Studies on the use of infotainment offer contradictory evidence of the extent to which infotaining programmes can increase people's interest in social, political and health issues, for example.

Research limitations/implications

As the study concentrates on the analysis of an individual concept, that is, infotainment, the findings cannot be generalized to concern the ways in which informational and entertaining phenomena are related as a whole.

Originality/value

By elaborating the conceptual nature of infotainment, the study contributes to information behaviour research by refining the picture of the relationships between information and entertainment.

Details

Journal of Documentation, vol. 78 no. 4
Type: Research Article
ISSN: 0022-0418

Keywords

Article
Publication date: 22 April 2022

Rodoula H. Tsiotsou and Sandra Diehl

Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and sustainability…

Abstract

Purpose

Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life and sustainability. Although transformative value plays a significant role in well-being, the literature suffers from a lack of sound interdisciplinary conceptual frameworks that delineate how transformative value is created in services throughout the service consumption process. Therefore, the purpose of this paper is to examine the nature and role of service communications during the various stages of the service consumption process to enable the creation of transformative value for people and the environment.

Design/methodology/approach

To achieve the above goal, the authors integrate agenda-setting theory (media theory) combined with framing and relational dialectics (communication theories) as well as TSR.

Findings

In line with the objectives of the study, the authors propose an integrative framework named Transformative Value Creation via Service Communications (TVCSC) that explains how firms set their transformative corporate agendas through their dialectics with consumers, society and media. This transformative agenda is reflected in the marketing mix of their services (7Ps) as communicated with various means, physically and digitally (sales/frontline personnel, advertising, CSR, social media and website). Recommendations for a transformative marketing mix are provided. Furthermore, TVCSC illustrates how value is co-created in all customer–firm interactions via relationship dialectics throughout the service consumption process to result in transformative value outcomes.

Research limitations/implications

The proposed framework identifies several research gaps and provides useful future research directions.

Originality/value

This is the first comprehensive framework that explains how transformative value is created through the various communications in services and is the outcome of value co-creation interactions of the service consumption process.

Article
Publication date: 18 April 2022

Katrien Verleye and Bryan Reber

This paper aims to provide insight into communication strategies that may enable service ecosystem actors to co-create economic, social and/or environmental value.

Abstract

Purpose

This paper aims to provide insight into communication strategies that may enable service ecosystem actors to co-create economic, social and/or environmental value.

Design/methodology/approach

To achieve this end, the authors rely upon the literature on value propositions, which represent strategic tools for communicating about the value package (i.e. the benefits that actors can offer to one another along with its costs). This literature stream – in combination with the communication literature – allows the authors to unravel five dilemmas that service ecosystem actors face when communicating about the value package with one another.

Findings

To co-create value in service ecosystems with the help of value propositions, actors need to reflect upon (1) whether to involve third parties when sending messages about their value package (cf. sender), (2) what information to share about their value package (cf. message), (3) whether to invest resources in face-to-face communication when conveying messages about the value package (cf. channel), (4) whether to reach out to a broad audience with value package messages (cf. receiver) and (5) whether to engage in institutional work through communication in response to various interpretations of messages about the value package (cf. effect).

Originality/value

This research advances the literature on value co-creation in service ecosystems by relying upon communication theory to unravel the dilemmas that come along with using and/or creating value propositions as strategic tools for communication.

Book part
Publication date: 29 December 2016

Guanxiong Huang and Hairong Li

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from…

Abstract

Purpose

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.

Methodology/approach

We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.

Findings

Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.

Research implications

We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.

Originality/value

This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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