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Article

Niki Glaveli and Konstantinos Geormas

The purpose of this paper is to deepen and expand our understanding on how strategic/market orientation (SO/MO) and a cohesive/shared social vision affect performance in…

Abstract

Purpose

The purpose of this paper is to deepen and expand our understanding on how strategic/market orientation (SO/MO) and a cohesive/shared social vision affect performance in the social enterprise (SE) context.

Design/methodology/approach

A survey was conducted in Greek SEs. Stepwise and simple regression analyses were applied in order to test the hypothesized relationships among the study variables. Additionally, Baron and Kenny’s (1986) recommendation for exploring mediating effects was followed.

Findings

The results indicate the crucial role of customer orientation dimension of SO/MO in enhancing commercial effectiveness and subsequently profitability, whilst a cohesive/shared vision was found to have positive direct associations with the social effectiveness and profitability elements of SEs performance. Moreover, the findings provide some indications for the mutually reinforcing relationship between the social and commercial aspects of SEs functioning.

Originality/value

The current paper contributes to the ongoing quest to understand the strategic management element of SEs and the challenge they face in managing rival logics. Also, it addresses the gap related to the type (mainly qualitative) and geographical concentration of SE research.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 24 no. 1
Type: Research Article
ISSN: 1355-2554

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Article

Yanni Yang, Yue Zhang and An-Ling Xiang

The purpose of this paper is to explore factors influencing social media usage effectiveness of publishing-related entities and discuss the differences between…

Abstract

Purpose

The purpose of this paper is to explore factors influencing social media usage effectiveness of publishing-related entities and discuss the differences between publishing-related individuals and organizations in their usage of social media and the differences between commercial organizations and public service organizations (such as libraries).

Design/methodology/approach

This paper studied 546 publishing-related entities’ accounts on the leading Chinese social media and built a theoretical model for the usage of social media by publishing-related entities. Furthermore, it examined the influencing factors from two aspects: power of influence of an entity (entity influence) and the relational interaction of a publishing-related entity with its audience (interactive relationship).

Findings

The study found that for publishing-related individual users of social media, entity influence has a greater positive effect on the effectiveness of social media usage than on the effect of interactive relationship. For publishing-related commercial organizations, the entity influence and interactive relationship have equal impacts on the effectiveness of social media usage. It is also found that interactive relationship has a stronger positive effect on the usage effectiveness of social media, especially for publishing-related public service organizations.

Originality/value

This research fills the gap in the research of comparative analysis in the understanding of social media usage by individuals and organizations related to publishing activities. Moreover, it has tried to propose a theoretical model that can help promote the effectiveness of social media usages by various publishing-related entities and their business strategies.

Details

The Electronic Library , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0264-0473

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Article

Kaisa Henttonen, Jan-Erik Johanson and Minna Janhonen

– The focus in this paper is on the extent to which bonding and bridging social relationships predict the performance effectiveness and attitudinal (identity) outcomes.

Abstract

Purpose

The focus in this paper is on the extent to which bonding and bridging social relationships predict the performance effectiveness and attitudinal (identity) outcomes.

Design/methodology/approach

The research was survey-based, involving 76 work teams and a total of 499 employees in 48 organisations.

Findings

The analysis reveals a positive relationship between both bonding and bridging relationships and performance effectiveness and attitudinal outcomes. Team identity mediates the relationship between the team ' s social-network structure and its performance effectiveness.

Research limitations/implications

The research investigates the performance effectiveness and attitudinal outcomes of social networks simultaneously, which is rare, but for study-design reasons fails to investigate behavioural outcomes. More extensive data would reveal more about the possible interaction between bridging and bonding.

Practical implications

In order to improve performance effectiveness managerial attention should focus on building a team and social networks.

Originality/value

The research shows that team identity fully mediates the influence of bonding and bridging social relationships. This finding sheds light on the processes that mediate performance effectiveness, which in turn facilitate understanding of how team dynamics lead to differing performance levels. The results also reveal how the type of social network affects the creation of a team identity: individuals identify with the team through the social networks to which they belong both within it and outside. Thus, team identity matters given the evidence suggesting that those who identify more with their work teams perform more effectively.

Details

Personnel Review, vol. 43 no. 3
Type: Research Article
ISSN: 0048-3486

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Article

Nader Seyyedamiri and Ladan Tajrobehkar

The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech…

Abstract

Purpose

The purpose of this paper is to investigate the impact of social content marketing in social media on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness.

Design/methodology/approach

For this study, a descriptive research method has been adopted. Data were collected through a questionnaire. In total, 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software.

Findings

Findings show that although social content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between social content marketing and effectiveness of product development process in high-tech companies.

Practical implications

High-tech companies, drawing on the results of this research, can utilize the component of social content marketing in social and mobile media and content publication through e-commerce, social and mobile media and m-commerce while analyzing user-generated content to identify user demands and achieve the proper idea generation. At the time of commercializing, by educating and informing customers, they mitigate fears and risks. This will lead to increasing the effectiveness of the product development process, market share and achieving revenue goals.

Originality/value

This study investigates the social content marketing role in product development process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development.

Details

International Journal of Emerging Markets, vol. 16 no. 1
Type: Research Article
ISSN: 1746-8809

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Article

Chi-Lun Liu

Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate…

Abstract

Purpose

Check-in based advertising is growing dramatically as the popularity of social media increases. The purpose of this paper is to explore which social cues are appropriate for check-in based advertising in social media based on media richness theory and how content effectiveness affects content generation intention based on achievement motivation theory.

Design/methodology/approach

A laboratory experiment was performed to evaluate the effects of social cue strategies on content effectiveness of attitude toward the ad and self-efficacy on recall. The influence of effectiveness on content generation intention are also measured in the experiment.

Findings

The results of a laboratory experiment indicated that a strategy of using plentiful social cues has high effectiveness as measured by the concept of attitude toward the ad. Content effectiveness measured by attitude toward the ad and self-efficacy on recall can directly affect user intentions to generating check-in based advertisements.

Research limitations/implications

Although check-in based advertising is driven by the customers themselves rather than by the company, companies can encourage their customers to follow an appropriate check-in content generation strategy to improve effectiveness.

Practical implications

The findings of this study provide useful information for designing the content of social media designed to facilitate the promotion of products and companies in online marketing.

Originality/value

In theoretical contribution, this study integrates media richness theory and achievement motivation theory to explore how users intent to generate check-in advertising according to social cues effectiveness.

Details

Kybernetes, vol. 43 no. 7
Type: Research Article
ISSN: 0368-492X

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Article

Sandra A. Waddock and Brendan D. Bannister

Using the competing values model of organisational effectiveness,and a set of variables derived from the inter‐organisational relationsliterature, it is attempted to…

Abstract

Using the competing values model of organisational effectiveness, and a set of variables derived from the inter‐organisational relations literature, it is attempted to establish the correlates of overall effectiveness and partner satisfaction in social partnerships. Correlational analysis demonstrates that the competing values model variables and all of those derived from the interorganisational literature are highly intercorrelated, indicating that all measure some aspect of effectiveness. Multiple regression analysis indicates that the competing values are associated with overall effectiveness, while competing values and balanced partner relations (a process variable) are positively associated with partner satisfaction. Implications are discussed.

Details

Journal of Organizational Change Management, vol. 4 no. 2
Type: Research Article
ISSN: 0953-4814

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Article

Rob J.G. Jansen, Petru L. Curşeu, Patrick A.M. Vermeulen, Jac L.A. Geurts and Petra Gibcus

This paper aims to examine the role of social capital as a strategic decision aid in small and medium sized enterprises (SMEs) in different service sectors.

Abstract

Purpose

This paper aims to examine the role of social capital as a strategic decision aid in small and medium sized enterprises (SMEs) in different service sectors.

Design/methodology/approach

Data on 434 strategic decisions in service SMEs was gathered through computer‐aided telephone interviews and analyzed using structural equation modeling to test the mediating role of level of risk acceptance and confidence in the relationship between the breadth of social capital and decision effectiveness.

Findings

Evaluative judgments (risk acceptance and confidence) explain the negative effects of social capital on decision effectiveness. Service delivery and dependency on tacit know‐how account for differences between SMEs in different service sectors and serve as explanations for different effects of social capital as a decision aid.

Research limitations/implications

The study sheds light on the psychological underpinnings of social capital effects in strategic decisions. Higher varieties of actors make decision makers more tolerant for risk and decrease their confidence, which in turn hampers decision effectiveness.

Originality/value

Previous work on social capital suggests that it is beneficial to outcomes. The literature and policy initiatives also stress the beneficial effects of social capital and networking. This research on strategic decision‐making shows that the positive effects of social capital are not as pronounced as expected for the service SMEs. This paper draws explicit attention to the negative effects for strategic decision‐making.

Details

Management Decision, vol. 49 no. 5
Type: Research Article
ISSN: 0025-1747

Keywords

Content available
Article

Daniel Belanche, Isabel Cenjor and Alfredo Pérez-Rueda

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be…

Abstract

Purpose

This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign.

Design/methodology/approach

The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators.

Findings

The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories.

Practical implications

Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men.

Originality/value

This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Propósito de la investigación

Esta investigación compara la efectividad publicitaria en Instagram y Facebook en función del público objetivo.

Metodología y diseño

La investigación analiza las diferencias entre cada formato de red social en términos de actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante una encuesta online a 303 consumidores, se proponen efectos directos y efectos moderación de la edad y el género.

Recomendaciones

Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, pero aumenta también la intrusividad en comparación con Facebook Wall. La publicidad en Facebook Wall es más intrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre los usuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son más leales a la publicidad en Facebook Wall.

Implicaciones prácticas

Los anunciantes deben aprovechar los nuevos formatos y las posibilidades de segmentación que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigación sugieren que deberían centrarse en Instagram Stories para dirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivo sean los hombres no-millennial.

Originalidad

Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soporte publicitario y lo compara con formatos publicitarios consolidados como Facebook Wall.

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Article

Hasnan Baber

The pandemic of COVID-19 has pushed most of the classroom learning to an online environment with which most of the people were not familiar. This study aims to investigate…

Abstract

Purpose

The pandemic of COVID-19 has pushed most of the classroom learning to an online environment with which most of the people were not familiar. This study aims to investigate the importance of social interaction on the effectiveness of online learning during the pandemic when social distancing norms are in place.

Design/methodology/approach

This study uses the partial least square (PLS) structural equation modeling (SEM) approach, a nonparametric method based on total variance, using the SmartPLS software 3.0. The data were collected using the snowball sampling technique from the students who were learning online due to the pandemic COVID-19 and asked them to forward the survey link in their network.

Findings

The results suggested that social interaction has a positive significant impact on the effectiveness of online learning. However, this effect is reduced in the presence of social distance norms as people give more importance to continuous learning and to saving lives rather than socializing in the online environment.

Originality/value

The study will be helpful for instructors and educational institutes to formalize the strategies to enhance social interaction in online learning and analyze their pedagogy to improve effectiveness.

Details

Asian Education and Development Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2046-3162

Keywords

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Article

Xi Y. Leung, Billy Bai and Mehmet Erdem

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

Abstract

Purpose

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

Design/methodology/approach

In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies.

Findings

A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type.

Research limitations/implications

The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology.

Practical implications

The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents.

Originality/value

This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

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