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Article
Publication date: 12 February 2020

Jeen-Su Lim, Phuoc Pham and John H. Heinrichs

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user…

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2678

Abstract

Purpose

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes.

Design/methodology/approach

This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity.

Findings

The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type.

Practical implications

The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity.

Originality/value

The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 March 2006

Jim Brown

To study a range of options for providing equity finance (equity capital) in social enterprises.

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1422

Abstract

Purpose

To study a range of options for providing equity finance (equity capital) in social enterprises.

Design/methodology/approach

The UK government’s keenness for social enterprises to overcome the sector’s cultural aversion to borrowing and seek finance for their activities and end grant dependency within the sector is discussed. Considers the different motives of ethical investors and the potentially blurred boundary between what constitutes a social enterprise and what constitutes a private enterprise. Reports on how the Community Interest Companies (CICs), which provides the legal format for social enterprises, has adapted its regulations to pave the way for new forms of equity finance for social enterprises.

Findings

It is possible to adapt the rights of ownership identified by Jeff Gates (1998) to provide the basis for equity finance for social enterprises through its attention to liquidation rights, income rights, appreciation rights, voting rights, and transfer rights.

Originality/value

Clarifies some of the aspects involved in equity finance to reveal the potential of this type of finance for social enterprises.

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Article
Publication date: 5 September 2016

Nadia Rubaii

This purpose of this study is to examine the extent to which accreditation of public affairs programs can be a tool to advance social equity, diversity, and inclusion. The…

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1300

Abstract

Purpose

This purpose of this study is to examine the extent to which accreditation of public affairs programs can be a tool to advance social equity, diversity, and inclusion. The paper is presented in the context of the widespread acceptance of the importance of addressing social inequalities in Latin America and the critical role that public policy and public administration can have on advancing these goals.

Design/methodology/approach

International and national accreditation standards are compared using content analysis for their reference to social equity and diversity in their standards regarding faculty, students, curriculum content and learning outcomes. The research applies content analysis of key documents and thematic coding.

Findings

International accrediting agencies that focused explicitly on programs in public affairs place a much greater emphasis on social equity and diversity than their national counterparts which accredit a full range of programs and institutions. National accrediting agencies assert the value of diversity, but their standards and reporting requirements suggest otherwise.

Research limitations/implications

The research suggests that international accreditation standards have the potential to advance social equity goals more effectively than national standards and that there is great potential to enhance this component of national accreditation standards. Implications for policymakers, accreditation professionals and scholars are identified.

Originality/value

The research is original in its focus on the role of accreditation in promoting social equity and its comparison of national and international standards. Although limited to Latin America and public affairs programs, the research provides a basis for examining similar patterns with respect to other disciplines and professions, and in other regions of the world.

Details

Quality Assurance in Education, vol. 24 no. 4
Type: Research Article
ISSN: 0968-4883

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Article
Publication date: 21 June 2021

Jungwon Lee and Cheol Park

The purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated…

Abstract

Purpose

The purpose of this paper is to analyze the relationship between customer engagement in social media (CESM), brand equity and corporate performance and investigated whether these relationships differed according to cultural factors in the United States and South Korea.

Design/methodology/approach

We collected customer engagement on social media data on Facebook and brand equity data from Interbrand for listed companies in the United States and Korea. A total of 405 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM).

Findings

Results revealed that CESM did not affect financial performance through a direct path but was found to have a positive indirect path via the mediation of brand equity. In addition, this relationship was found to differ between the United States and South Korea.

Originality/value

This study contributed to the literature on social media and international management by verifying the relationship between CESM, brand equity and financial performance, and by presenting exploratory research results to ascertain if these relationships differ according to the cultural dimension of the country.

Details

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

Keywords

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Article
Publication date: 19 February 2020

Kian Yeik Koay, Derek Lai Teik Ong, Kim Leng Khoo and Hui Jing Yeoh

The purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R…

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2877

Abstract

Purpose

The purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.

Design/methodology/approach

A structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).

Findings

The results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.

Originality/value

This research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 30 May 2019

Afshin Tanouri, Rory Mulcahy and Rebekah Russell-Bennett

The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity to examine the effect of a…

Abstract

Purpose

The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity to examine the effect of a transformative gamification service on users’ well-being behaviors; and second, to demonstrate the usefulness of brand equity to measure social behavior brands encouraged via transformative gamification services.

Design/methodology/approach

Data were collected (n=351) via users of a transformative gamification service delivered via mobile in Iran. Structural equation modeling was used to test the model.

Findings

The results revealed that the hierarchical model had a superior fit to the data over rival models measuring constructs at lower orders. The results also reveal that value mediates the relationship between social support and brand equity for social behavior.

Originality/value

This is the first study to hierarchically test a model for transformative gamification services. Furthermore, it begins to shed light on the antecedents of value created within transformative gamification services, which to date have not been thoroughly explored. Finally, the study demonstrates brand equity is applicable beyond commercial campaigns and services and can be used to measure social (well-being) behaviors.

Details

Journal of Service Theory and Practice, vol. 29 no. 2
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 10 May 2019

Xiaolei Yu and Chunlin Yuan

The purpose of this paper is to investigate factors driving consumers’ social media brand experience and its effect on customer equity and customer lifetime value (CLV). A…

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4234

Abstract

Purpose

The purpose of this paper is to investigate factors driving consumers’ social media brand experience and its effect on customer equity and customer lifetime value (CLV). A conceptual model is proposed including the variables of product attributes, brand experience, brand attachment, brand trust, customer equity and CLV.

Design/methodology/approach

The proposed research model is analyzed using a survey of 708 South Korean and Chinese consumers.

Findings

The results indicate that utilitarian and hedonic values influence brand experience, and that brand experience directly influences brand attachment, brand trust and customer equity drivers. There is a positive relationship between brand attachment and trust. As a customer equity driver, brand equity has a positive effect on CLV.

Originality/value

This study sheds light on how brand experience in social media can improve customer equity. It contributes to the theory of brand experience and customer equity as well as smartphone product marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using social media, and to maintain and increase their CLV.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 February 1985

James Warner Björkman

Efficiency, equity, equality and parity all have shortcomings in both procedural and substantive values. The primary readjustment required is to re‐stress political…

Abstract

Efficiency, equity, equality and parity all have shortcomings in both procedural and substantive values. The primary readjustment required is to re‐stress political analysis, even though it may deal with fluid concepts such as power and values. Secondly, there is a need to reverse the apparent tendency among policy analysts to reduce real political and social conflicts to the level of technological problems which only need more resources or technological innovations in order to be “solved”. The fluidity of values such as equity, equality and parity means that they are malleable and can be changed over time via education; social policies can thus be re‐shaped.

Details

International Journal of Sociology and Social Policy, vol. 5 no. 2
Type: Research Article
ISSN: 0144-333X

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Article
Publication date: 3 August 2015

Fei Wang

Today, as the understanding of diversity is further expanded, the meaning of social justice becomes even more complicated, if not confusing. The purpose of this paper is…

Abstract

Purpose

Today, as the understanding of diversity is further expanded, the meaning of social justice becomes even more complicated, if not confusing. The purpose of this paper is to explore how school principals with social justice commitment understand and perceive social justice in their leadership practices.

Design/methodology/approach

A qualitative research design is used for this study. In total, 22 school principals in Ontario were interviewed. The interviews glean data on principals’ work context, their perceptions of social justice, and anecdotes, stories, and examples concerning social justice in their practices.

Findings

The research findings draw attention to the central importance of awareness of the social injustices in schools – in structure, policy, and practices – and open space for debate on what can be considered as leadership for social justice. They also provide a useful starting point in exploring how leadership roles and practices can be improved to reverse injustices associated with the diversity of students based on race, socioeconomic status, gender, sexual orientation, and ability.

Originality/value

What principals perceive may have a significant impact on the actions and practices for social justice. Therefore, it is important to gain insight into principals’ persecutions and perspectives on social justice as they may become norms and criteria that guide their actions.

Details

Journal of Educational Administration, vol. 53 no. 5
Type: Research Article
ISSN: 0957-8234

Keywords

Content available
Article
Publication date: 24 January 2018

Igor Stojanovic, Luisa Andreu and Rafael Curras-Perez

The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the…

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22537

Abstract

Purpose

The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty.

Design/methodology/approach

The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees.

Findings

Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication.

Originality/value

Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.

Details

European Journal of Management and Business Economics, vol. 27 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

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