Search results

1 – 10 of 450
Article
Publication date: 10 January 2024

Sai Ma, Qinghong Xie, Jiaxin Wang and Jingjing Dong

Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral…

25

Abstract

Purpose

Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral likelihood. This study aims to explore the effects of referral tasks (communication content and approach) on customers’ referral likelihood on social platforms and the role of self-construal.

Design/methodology/approach

This study establishes a theoretical model based on online social platforms and conducts three scenario-based experiments. The authors obtain data from consumers on Sojump platform and test the hypotheses using analysis of variance (ANOVA) analysis and mediation analysis in SPSS. The valid sample sizes for these three experiments are 288, 203 and 214, respectively.

Findings

Three experimental studies indicate that communication content and approach have a significant effect on referral likelihood. Furthermore, the effect of communication content on referral likelihood depends on the communication approach. Self-construal plays a moderating role in the effect of communication content and approach on perceived social costs.

Originality/value

CRPs typically involve tasks and rewards; consumers are asked to complete a referral task and then receive a reward. Both tasks and rewards can affect an individual’s willingness to participate; however, existing studies on CRP focus primarily on the reward component. To the best of the authors’ knowledge, this is the first study to systematically investigate the role of referral tasks (communication content and approach) in CRPs. The authors extend the related research by examining the impact of referral tasks on consumers’ willingness to recommend. In addition, this study introduces self-construal into CRPs research.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 8 January 2024

Denis Šimunović, Grazia Murtarelli and Stefania Romenti

The purpose of this study is to conduct a comprehensive investigation into the utilization of visual impression management techniques within sustainability reporting…

Abstract

Purpose

The purpose of this study is to conduct a comprehensive investigation into the utilization of visual impression management techniques within sustainability reporting. Specifically, the study aims to determine whether Italian companies employ impression management tactics in the presentation of graphs within their sustainability reports and, thus, problematize visual data communication in corporate social responsibility (CSR).

Design/methodology/approach

The research adopts a multimodal content analysis of the 58 sustainability reports from Italian listed companies that are GRI-compliant. The analysis focused on three types of graphs: pie charts, line graphs and bar graphs. In total, 860 graphs have been examined.

Findings

The study found evidence of graphical distortion techniques being employed by companies in their sustainability reports to create a favorable impression. Specifically, graph distortions are found in column graphs and not in line or pie charts. In particular, selectivity, presentation enhancement and measurement distortion techniques seem to be extensively used when adopting column graphs in sustainability communication. Moreover, social sustainability–related topics tend to be more represented of other area of CSR reporting. This suggests that companies, whether consciously or unconsciously, engage in impression management techniques when using graphs in their sustainability reports.

Social implications

The study findings suggest that more consciousness is needed for companies when engaging in the construction and selection of graphs in their sustainability reports and that decision-makers should develop a clear guide for ethical visual communication.

Originality/value

The paper systematically analyzes visual impression management techniques in communicating sustainability data and, in particular, advances literature on graphical distortion. The value lies in empirical evidence of distortion adoption in GRI-compliant reports as well as problematizing visual data communication as a fundamental challenge for sustainability communication management.

Details

Journal of Communication Management, vol. 28 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Open Access
Article
Publication date: 26 February 2024

Rodney Graeme Duffett and Mihlali Maraule

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary…

1607

Abstract

Purpose

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.

Design/methodology/approach

Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.

Findings

The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.

Practical implications

This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.

Originality/value

By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

Article
Publication date: 8 June 2023

Simone Lykke Tranholm Mouritzen, Valeria Penttinen and Susanne Pedersen

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media…

5183

Abstract

Purpose

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Design/methodology/approach

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

Findings

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

Research limitations/implications

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

Practical implications

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

Social implications

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

Originality/value

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 July 2023

Tom Watson

The aim of this article is the exploration of historical themes that formed education and training in public relations and corporate communication. Its timeline is from the early…

Abstract

Purpose

The aim of this article is the exploration of historical themes that formed education and training in public relations and corporate communication. Its timeline is from the early 1950s to the mid-1990s when university-level education became widespread. It also acknowledges recent initiatives to propose a Global Capability Framework for the field.

Design/methodology/approach

Archival material, primarily from the International Public Relations Association, was reviewed in order to understand the historic influences that have shaped public relations and corporate communication education in the, mainly, English-speaking world. This was compared with other sources such as journal, articles and other archives in the Germany, Spain, the United States, and the United Kingdom.

Findings

Three findings are offered from the archival research and analysis conducted for the article: (1) There was extensive debate over the structure of education between a skills-based approach that was taught as a minor or major stream in an undergraduate degree or graduate level study (Master's) in public relations theory and practice; (2) there was continuing tension between practitioner organizations and academics over the design, content and validation of educational programmes; and (3) there was little interest in the international harmonization of public relations education and training, despite extensive discussion.

Originality/value

No previous historical research has taken such a broad and international view of the development of education and training in public relations and corporate communication. The article also uses archival material that has become available in the past decade.

Details

Corporate Communications: An International Journal, vol. 29 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 1 August 2023

Tom Isaacson and Anastasios Theofilou

Football is the world's most popular sport and the role of football on campus is of interest to university public relations (PR) and management professionals tasked with…

Abstract

Purpose

Football is the world's most popular sport and the role of football on campus is of interest to university public relations (PR) and management professionals tasked with operations, promotions and reputation management. The purpose of the study is to explore similarities and differences in the structure and promotion of football on campus in the USA and the UK.

Design/methodology/approach

The authors completed this case study research by focusing on two related cases using cross-case pattern identification. Consistent with case study research, data collection methods were combined. Depth interviews with PR and management professionals at USA and UK universities were supported by archived documents, published media and social media accounts.

Findings

Football maintains a high level of popularity among students on campus, but each country's approach reveals different models and competitive market forces. In the USA, varsity football faces competition from popular revenue-producing sports (e.g. American football and men's basketball), but growth in the overall game, which is assisted by international influences, indicates future advancement opportunities. In the UK, football is the dominant campus sport with unique ties to professional football and high growth potential for the women's game. The lack of a fan-based model indicates the possibility for structural change, but stiff competition exists with the historically popular and well-developed professional game.

Research limitations/implications

A well-known limitation of case study research is the absence of generalizability, and each case has aspects that are unique to the research (Lucas et al., 2018). That applies in this instance as well. Variance is expected to exist between, and among universities and, based on this data, this is not possible to generalize to other universities. However, future survey research could use these results to help with the development of research questions using quantitative methods.

Originality/value

Sports PR research using the case model with professional teams has been conducted, but the authors found no published PR research comparing the structure and promotion of football at USA and UK universities. The outcomes can help with future research inquiries and theory development and are instructive for professionals working in the field.

Details

Corporate Communications: An International Journal, vol. 29 no. 1
Type: Research Article
ISSN: 1356-3289

Keywords

Open Access
Article
Publication date: 22 August 2023

Tatiana Anisimova, Soniya Billore and Philip J. Kitchen

Via the lens of the ego-depletion phenomenon (Baumeister et al., 1998) and Higgins' (1998) regulatory focus theory, this paper seeks to explain why current controlled…

Abstract

Purpose

Via the lens of the ego-depletion phenomenon (Baumeister et al., 1998) and Higgins' (1998) regulatory focus theory, this paper seeks to explain why current controlled communications are failing to achieve coherence between people's free will and their actions pursuing sustainable goals in a society. This paper explains how ego-depletion triggered by controlled communications can lead to confusion and decision fatigue in a society, thus potentially sabotaging people's participation in sustainable behaviour.

Design/methodology/approach

The authors applied Jaakkola's (2020) theory synthesis approach to integrate concepts from previously unconnected disciplines in order to generate novel insights in the area of controlled communication management.

Findings

The authors develop a theoretical framework and present research propositions that can help advance research and the discourse at the intersection of controlled communication and self-regulation theories.

Research limitations/implications

This paper possesses the limitations associated with conceptual papers, e.g. the lack of empirical support of the study’s conceptual arguments.

Practical implications

This paper generates novel insights to assist communication practitioners and policymakers to improve vehicles and mechanisms of controlled communication with the public regarding sustainable goals pursuit.

Originality/value

To the best of authors' knowledge, this is one of the first papers that has merged the domains of self-regulation, ego-depletion, and controlled communication in an integrative framework in order to explain the mechanisms of how to enhance the effectiveness of controlled communication associated with sustainable goals pursuit.

Details

Journal of Communication Management, vol. 28 no. 1
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 5 March 2024

Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi and Miguel Ángel Zúñiga

This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and…

Abstract

Purpose

This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.

Design/methodology/approach

Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.

Findings

Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.

Research limitations/implications

The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.

Originality/value

Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

Article
Publication date: 20 March 2024

L. Jean Harrison-Walker and James A. Mead

Most research has investigated the fear of missing out (FOMO) in the context of online activities, often associated with negative personal outcomes such as fatigue and stress…

Abstract

Purpose

Most research has investigated the fear of missing out (FOMO) in the context of online activities, often associated with negative personal outcomes such as fatigue and stress. However, given the increased desire to be informed and included associated with FOMO, organizations that can effectively meet these needs may develop or strengthen social and structural bonds, thereby turning short-term customers with FOMO into lifelong patrons. This study aims to examine the relationship between FOMO and favorable organizational outcomes as mediated by several constructs associated with the desire for information and inclusion.

Design/methodology/approach

This research was conducted within the higher education sector of the service industry. FOMO served as the IV. The mediators represented context-specific aspects of campus involvement and inclusion. Organizational outcomes related to the long-term services relationship served as the DVs. The sample consisted of 435 students recruited from research pools at two southern universities in the USA. Exploratory factor analysis, OLS regression and the Hayes–Macro were used to examine the data.

Findings

The results demonstrate that FOMO is positively associated with students’ desires for information and inclusion (informal peer interaction, campus involvement, informal faculty interaction, campus information media use and a preference for in-person course scheduling), which are associated with the desirable university outcomes of satisfaction, connection and alumni donation/activity intentions.

Practical implications

If a university fosters unstructured time spent with faculty and peers, and promotes campus information media involvement, students with higher levels of FOMO are more likely to be satisfied, feel connected to the university and report intentions to donate time and money as alumni.

Originality/value

Prior research on FOMO is generally focused on internet and social media use; this study takes a broader perspective and identifies the effect of FOMO on a desire for information and inclusion within a novel context (a service environment). It also associates FOMO with favorable long-term service relationship outcomes that fortify social and structural bonds.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 6 April 2023

Md Tarikul Islam, Mia Mahmudur Rahim and Sanjaya Chinthana Kuruppu

This paper examines the link between the failure of public accountability and stakeholder disengagement brought about by a New Public Management (NPM) style “smart solution”…

Abstract

Purpose

This paper examines the link between the failure of public accountability and stakeholder disengagement brought about by a New Public Management (NPM) style “smart solution” introduced to reduce public urination in Dhaka city. It shows how New Public Governance (NPG), Islamic and dialogic approaches can improve decision-making and solutions.

Design/methodology/approach

Drawing on the concepts of public accountability, NPM, NPG and dialogic accountability, this study highlights how narrow conceptions of accountability and poor stakeholder engagement impacted the effectiveness of the “smart solution” based on data collected through observation and unstructured in-depth interviews.

Findings

Evidence suggests that narrow conceptions of accountability driven by monologic NPM perspectives led to poor stakeholder engagement, which impacted the effectiveness of the “smart solution”. The solution that consists of changing anti-urination signage from Bengali to Arabic script has not solved Dhaka's public urination problem. In many instances, the solution has disenchanted certain stakeholders who view it as an offence against Islam and a confusing de-privileging of the Bengali language which has significant national and cultural value in Bangladesh.

Originality/value

The findings of the study contribute to policymaking discussions on how to effectively engage with stakeholders and extend the literature on accountability within the context of conflicting public versus private demands related to a public nuisance. The study outlines important issues related to stakeholder engagement and introduces a framework that conceptualises how to increase the effectiveness of public policy decisions using NPG, Islamic and dialogic accountability approaches, especially on matters that require significant public/external stakeholder support. It also provides a conceptual integration of these various approaches, including nuanced insights into accountability challenges within “non-Western” contexts.

Details

Accounting, Auditing & Accountability Journal, vol. 37 no. 1
Type: Research Article
ISSN: 0951-3574

Keywords

1 – 10 of 450