Search results

1 – 10 of over 2000
Article
Publication date: 25 September 2023

Hui Li and Xinxin Tu

Short-form videos have gradually become important marketing tools for tourist destinations. However, chaotic sources and homogenized content have led to poor user experiences…

Abstract

Purpose

Short-form videos have gradually become important marketing tools for tourist destinations. However, chaotic sources and homogenized content have led to poor user experiences. Taking Kulangsu and Xi'an City Wall in China as examples, this study explored the influence of matching short-form video sources with destination types on user engagement and visit intention.

Design/methodology/approach

This study selected three short-form videos from different sources for each destination on TikTok and conducted an empirical research using a 3 × 2 experimental design to examine the proposed research model.

Findings

The results showed that the matching effect between short-form video sources and destination types will positively affect user engagement and visit intention. (1) the short-form videos with user-generated content (UGC) or professional user-generated content (PUGC) in hedonic destinations can obtain higher user engagement and visit intention; (2) the short-form videos with professionally generated content (PGC) or PUGC in utilitarian destinations can obtain higher user engagement and visit intention and (3) perceived credibility and perceived usefulness played mediating roles in these interactions.

Originality/value

This study considers short-form video sources as antecedent variables influencing user engagement and visit intention and confirms the matching effect between short-form video sources and tourism destination types. The findings will help researchers and marketers better understand the impact of short-form video on destination marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 9 September 2021

Xiaobo Mou, Fang Xu and Jia Tina Du

The purpose of this study is to explore the effects of recommendation algorithm, product reputation, new product novelty, privacy concern and privacy protection behavior on users’…

2638

Abstract

Purpose

The purpose of this study is to explore the effects of recommendation algorithm, product reputation, new product novelty, privacy concern and privacy protection behavior on users’ satisfaction and continuance intention to use short-form video application (APP).

Design/methodology/approach

Based on the existing theories, the research model of this study was developed and 445 valid data were collected through a questionnaire survey. The partial least squares structural equation modeling (PLS-SEM) was employed for data analysis to test the research model and hypotheses.

Findings

The results reveal that the recommendation algorithm has a significant positive effect on user satisfaction, new product novelty and privacy concern. The influence of recommendation algorithm on privacy concern is negatively moderated by product reputation. Privacy concern has a significant and positive impact on privacy protection behavior, and privacy protection behavior has a significant and positive impact on user satisfaction. New product novelty also has significant impact on user satisfaction.

Originality/value

This study is one of the earliest studies to incorporate recommendation algorithm as a construct into the college students’ continuance intention to use short-form video APP. The influence of reputation as a moderator variable on the relationship between algorithm and privacy concerns is also investigated.

Details

Aslib Journal of Information Management, vol. 73 no. 6
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 24 February 2022

Xiaoxu Tian, Xinhua Bi and Hao Chen

Considering the popularity and addictive attributes of short-form videos, this study aims to determine mechanisms by which short-form video features affect addiction.

5262

Abstract

Purpose

Considering the popularity and addictive attributes of short-form videos, this study aims to determine mechanisms by which short-form video features affect addiction.

Design/methodology/approach

This study conducts empirical research using data collected from 382 Chinese TikTok users. Based on the stimulus–organism–response framework, the research model was constructed from the opponent process theory (OPT) perspective through features and emotional elements.

Findings

The results show that short-form video features influence addiction by activating users' perceived enjoyment and feeling of withdrawal. Based on the positive and negative reinforcement of the OPT, users must repeatedly interact with short-form videos to maintain positive emotions or reduce negative emotions. Eventually, this practice will lead to addiction. Additionally, users' procrastination moderates the relationship between feeling of withdrawal and addiction.

Originality/value

This study discussed how features influence addiction through opponent emotions on short-form video from the OPT perspective, enriching scholars' research on social media addiction. Furthermore, this study examined the moderating effects of procrastination and identifies unique features of short-form videos.

Details

Information Technology & People, vol. 36 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 15 August 2023

Yingsi Tan, Shuang Geng, Li Chen and Lang Wu

Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine…

Abstract

Purpose

Short-form health science videos have become an important medium for disseminating health knowledge and improving public health literacy. However, the factors that determine viewer engagement are not well understood. This study aims to address this research gap by investigating the association between doctor image features and viewer engagement behavior, building on the personal branding theory and information signaling theory.

Design/methodology/approach

A sample of 1245 health science short-form videos was collected, and key video features related to doctor images were extracted through manual labeling. Multi-variable regression analysis and SPSS process model were employed to test the hypotheses.

Findings

The results show that doctor image features are significantly associated with viewer engagement behavior. Videos featuring doctors in medical uniforms receive more viewer likes, comments and shares. Highlighting the doctor's title can increase viewer collections. Videos shot in a home, white wall, or study room setting receive more like, comments and sharing. The doctor's appearance demonstrates a positive nonlinear relationship with viewer likes and comments. Young doctors with title information tend to attract more video collections than older doctors with title information. The positive effect of the doctor's appearance and showing title information, become more significant among male doctors.

Originality/value

This research provides novel insights into the factors that determine viewer engagement behavior in short-form health science videos. Specific doctor image features can enhance viewer engagement by signaling doctor professionalism. The results also suggest that there may be age and gender biases in viewers' perceptions.

Details

Industrial Management & Data Systems, vol. 123 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 23 August 2013

Zach R. Whitman, Hlekiwe Kachali, Derek Roger, John Vargo and Erica Seville

The Benchmark Resilience tool (BRT-53) is an organisational-level resilience quantification methodology that assesses behavioural traits and perceptions linked to the…

1668

Abstract

Purpose

The Benchmark Resilience tool (BRT-53) is an organisational-level resilience quantification methodology that assesses behavioural traits and perceptions linked to the organisation's ability to plan for, respond to and recover from emergencies and crises. The purpose of this paper is to show the development and validation of a short version of the BRT-53.

Design/methodology/approach

Items were drawn from the BRT-53 to create two short-form versions of the tool using two different methods for comparative purposes. The first method involves the selection of items based on the 13 theoretical constructs used in the development of the original tool. This shortened index is called the BRT-13A. The second method derived 13 items from the theoretical constructs using statistical correlations of the items within each construct. This shortened index is called the BRT-13B. The scores from each short-form index were computed into overall resilience scores that were then compared with the overall resilience scores generated from the BRT-53.

Findings

The results of these comparisons found that both the BRT-13A and BRT-13B produced valid and reliably similar results to the BRT-53. The BRT-13B proved to be slightly more valid and reliable than the BRT-13A and is recommended over the BRT-53.

Originality/value

The BRT-13B short-form version allows for the quantification of organisational resilience while significantly decreasing the likelihood of survey fatigue and low response rates with very little sacrifice to survey validity or reliability.

Details

Measuring Business Excellence, vol. 17 no. 3
Type: Research Article
ISSN: 1368-3047

Keywords

Article
Publication date: 6 July 2023

Xiaodan Zhang, Zhanbo Zhao and Kui Wang

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms…

Abstract

Purpose

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.

Design/methodology/approach

This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.

Findings

The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.

Originality/value

This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 25 June 2018

Martin Lauzier, Jacques Barrette, Sandra Kenny and Louise Lemyre

This paper aims to develop a short form of the Inventory of Organizational Learning Facilitators (IOLF) by using the same factors as the long form to test the equivalence between…

Abstract

Purpose

This paper aims to develop a short form of the Inventory of Organizational Learning Facilitators (IOLF) by using the same factors as the long form to test the equivalence between two language versions (English and French) and to explore executives’ attitudes toward organizational learning (OL).

Design/methodology/approach

The structure of the long-form IOLF is based on five factors found in previous work: knowledge acquisition and transformation; OL culture; learning-focused leadership; OL support; and strategic management of new knowledge and learning. Two surveys of Canadian Federal Government executives assessed their perception of OL facilitators, organizational commitment, cynicism and intention to leave the organization. Correlational pattern analysis, conducted after confirmatory factor analyses, assessed the equivalence of the two language versions.

Findings

The short-form IOLF replicated the factor structure of previous work and demonstrated satisfactory internal consistency. Correlations showed equivalence between and across languages. Significant correlations with outcome variables, albeit in a cross-sectional design, supported predictive validity.

Research limitations/implications

This conceptually valid instrument can be adapted to English- and French-speaking populations. It can test hypotheses about the relationship between OL facilitators and individual, collective and organizational outcomes. The findings stem from self-report data in a cross-sectional design and require further research.

Practical implications

The short-form IOLF can quickly identify areas for improvement and monitor the evolution of an organization’s learning abilities.

Originality/value

This quick, efficient tool assesses OL context and can indicate factors likely to influence OL. This study offers empirically driven insights into conditions that influence executives’ attitudes.

Details

Journal of Workplace Learning, vol. 30 no. 4
Type: Research Article
ISSN: 1366-5626

Keywords

Article
Publication date: 22 February 2008

Ayalla Ruvio, Aviv Shoham and Maja Makovec Brenčič

The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might…

8169

Abstract

Purpose

The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major considerations.

Design/methodology/approach

The paper uses survey‐based data from Israel, Slovenia, and the Palestinian Authority and uses a combination of statistical techniques, such as EFA, CFA, and structural equation modeling.

Findings

In general, support was found for the cross‐cultural reliability and validity of the new, short‐form CNFU scale.

Research limitations/implications

Future research can use the short‐form scale with additional confidence in its cross‐cultural reliability and validity.

Practical implications

First, since CNFU appears not to be culturally bound, marketers can identify cross‐country segments of high‐CNFU individuals and use standardized marketing campaigns to reach them. Second, marketers of unique products can use the antecedents identified in this study to develop and encourage CNFU. Third, the findings can be used to design advertising campaigns such as by emphasizing the social context of consumption of high‐uniqueness products.

Originality/value

An original and first presentation of a cross‐cultural validation of a parsimonious CNFU scale.

Details

International Marketing Review, vol. 25 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 January 2024

José I. Rojas-Méndez and Gary Davies

The purpose of this study is to compare two different types of measures of social desirability bias (SDB), a short form of the Marlowe–Crowne measure, a popular direct measure…

Abstract

Purpose

The purpose of this study is to compare two different types of measures of social desirability bias (SDB), a short form of the Marlowe–Crowne measure, a popular direct measure, and an example of a projective technique where half of the respondents record the views of their “best friends”.

Design/methodology/approach

The data were collected using an online survey of members of a consumer panel. The context chosen to test the SDB measures was that of attitudes toward counterfeit products and xenocentrism in Colombia. Counterfeit proneness, attitude toward counterfeit products and consumer xenocentrism were selected as variables likely to be affected by SDB. Vertical and horizontal collectivism were included as variables likely to influence the first group of variables while not being themselves subject to SDB.

Findings

The projective technique consistently identified higher levels of SDB effects, as hypothesized. Marked differences emerged in the apparent strength of the relationships between the operational constructs depending upon which measure of SDB was used. At times, whether any such relationship might exist depended on the SDB measure used. Contrary to some prior work, no systematic gender effects were identified using either approach.

Originality/value

The first study to provide evidence of the comparative effects of different types of measures of SDB in research into ethical issues. One of the few to demonstrate how apparent relationships between variables can be created by SDB.

Details

Marketing Intelligence & Planning, vol. 42 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 April 2011

Boran Toker

The purpose of this paper is to investigate the levels of job satisfaction among academicians in the universities of Turkey and to examine the effects of demographics on levels of…

8769

Abstract

Purpose

The purpose of this paper is to investigate the levels of job satisfaction among academicians in the universities of Turkey and to examine the effects of demographics on levels of satisfaction among them.

Design/methodology/approach

A questionnaire‐based study was conducted in 648 academicians working in the Universities of Turkey. Data were collected using the Minnesota Satisfaction Questionnaire (MSQ) short form.

Findings

The job satisfaction levels of the academicians were found to be moderately high. Social status was ranked as the highest and compensation was ranked as the lowest of the examined items. The results of the study indicated that professors reported a higher level of job satisfaction as compared to instructor and research assistants. Nonetheless, among the demographic variables age, length of service in present university and in higher education as a whole were significantly related to job satisfaction. Marital status and gender were not significantly related to job satisfaction.

Originality/value

This study shows the job satisfaction levels of academicians and the interrelationships between demographic characteristics and satisfaction in the Universities of Turkey, hence the results from this study can help the academicians and the university administrators to increase the satisfaction level.

Details

Quality Assurance in Education, vol. 19 no. 2
Type: Research Article
ISSN: 0968-4883

Keywords

1 – 10 of over 2000