Search results

This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e. transportability, need for affect) influence the narrative persuasion process which further affects consumers’ subsequent responses (i.e. positive affect, brand social networking services [SNS] attitudes and intentions) within the luxury hotel industry.

An online survey was performed via Amazon MTurk. A total of 193 usable responses from SNS users were obtained. The structural equation modeling approach was used to test the proposed model.

Results show that comprehension fluency and imagery fluency as message-giver factors and transportability as a message-receiver factor positively affect narrative transportation. In addition, narrative transportation leads to positive affect, brand SNS attitudes and visit intentions, while positive affect also influences brand SNS attitudes and visit intentions. Furthermore, additional analyses indicate that narrative transportation mediates the effects of comprehension fluency on affect and brand SNS as well as the effects of transportability on positive affect, brand SNS attitude and visit intention.

Characteristics of a message giver and message receiver altogether are not well understood in the current literature. Empirical evidence in this study contributes to the social media marketing and brand advertising research fields.

Green practices have been of increasing interest to both practitioners and researchers in the hospitality context. To understand how green practices have been adopted in the industry, a systematic review of recent hospitality literature is essential. The purpose of this paper is to identify research domains and formulate a definition of green practices that accurately reflects the current hospitality context.

The authors reviewed 146 articles on green practices published between 2000 and 2014 in eight hospitality journals. Using content analysis, multiple researchers coded the articles using a standardized coding scheme.

The number of articles on green practices in the hospitality context has been growing. Most studies focus on managers and the lodging sector. The authors identify three research domains for green practices in the hospitality literature: organizational, operational and strategic. They define a green practice as a value-added business strategy that benefits hospitality operations that engage in environmental protection initiatives.

This framework may help practitioners develop green practice strategies and governments develop effective green policies and reinforce activities aimed at environmental protection. It provides theoretical foundation for future research related to green practices in the hospitality industry. Overall, hospitality stakeholders can use this framework to understand the implementation and effects of green practices.

The authors create an organizational framework for a fragmented body of literature by identifying three research domains for green practices based on a systematic review of recently published hospitality articles (2000-2014). They challenge existing definitions of green practices and propose an accurate definition tailored to the hospitality context.