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Article
Publication date: 5 December 2023

Fei Fan, Lin Fu and Qinghua Jiang

This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from…

Abstract

Purpose

This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.

Design/methodology/approach

An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.

Findings

Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.

Practical implications

First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.

Originality/value

To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Abstract

Details

Understanding Intercultural Interaction: An Analysis of Key Concepts, 2nd Edition
Type: Book
ISBN: 978-1-83753-438-8

Open Access
Article
Publication date: 8 February 2024

Katarzyna Piwowar-Sulej, Ewa Popowicz and Adam Sulich

The article explores the linkages between the type of environmental strategy (ES), the use of internal communication (IC), and the greening of organizational culture (OC)…

Abstract

Purpose

The article explores the linkages between the type of environmental strategy (ES), the use of internal communication (IC), and the greening of organizational culture (OC). Moreover, the article empirically examines whether company size matters in the use of environmental IC practices in the green context. Additionally, the article considers differences between people employed at different organizational hierarchy levels. The basis for such a comparison is their opinions about the effectiveness of communication practices.

Design/methodology/approach

Empirical research employed a survey method done on 199 organizations in 2020. Statistical analyses used the chi-squared test, Kendall’s Tau-b correlation coefficient, and the Mann–Whitney U test.

Findings

The research showed that companies with a proactive green strategy more often use different communication practices related to ES and have a greener culture. The study proved that larger companies more often use the analyzed communication practices. However, we found no significant difference in opinion between middle managers and line employees about the effectiveness of these practices.

Practical implications

The main contribution to business practice is the exploratory model based on the empirical study, which allows organizations to successfully implement the ES.

Originality/value

Studies rarely combine the three organizational elements: IC, OC, and ES. This article provides new empirical evidence on relationships between features of OC, green strategy types, and communication practices.

Details

Central European Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2658-0845

Keywords

Article
Publication date: 7 November 2023

Ashwini K. and Jagadeesh V.K.

The purpose of this paper is to present an up-to-date survey on the non-orthogonal multiple access (NOMA) technique with co-operative strategy, a fast-evolving fifth-generation…

Abstract

Purpose

The purpose of this paper is to present an up-to-date survey on the non-orthogonal multiple access (NOMA) technique with co-operative strategy, a fast-evolving fifth-generation (5 G) technology. NOMA is used for serving many mobile users, both in power and code domains. This paper considers the power-domain NOMA, which is now discussed as NOMA.

Design/methodology/approach

The first part of the paper discusses NOMA-based cooperative relay systems using different relay strategies over different channel models. In various research works, the analytical expressions of many performance metrics were derived, measured and simulated for better performance of the NOMA systems. In the second part, a brief introduction to diversity techniques is discussed. The multiple input and multiple output system merged with cooperative NOMA technology, and its future challenges were also presented in this part. In the third part, the paper surveys some new conceptions such as cognitive radio, index modulation multiple access, space-shift keying and reconfigurable intelligent surface that can be combined with NOMA systems for better performance.

Findings

The paper presents a brief survey of diverse research projects being carried out in the field of NOMA. The paper also surveyed two different relaying strategies that were implemented in cooperative NOMA over different channels and compared several performance parameters that were evaluated and derived in these implementations.

Originality/value

The paper provides a scope for recognizable future work and presents a brief idea of the new techniques that can be united with NOMA for better performance in wireless systems.

Details

World Journal of Engineering, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1708-5284

Keywords

Article
Publication date: 19 September 2023

Zifei Fay Chen and Yang Cheng

This study aims to propose a model that delineated the diffusion process of product-harm misinformation on social media. Drawing on theoretical insights from cue diagnosticity and…

203

Abstract

Purpose

This study aims to propose a model that delineated the diffusion process of product-harm misinformation on social media. Drawing on theoretical insights from cue diagnosticity and corporate associations, the proposed model mapped out how consumers' information skepticism and perceived content credibility influence their perceived diagnosticity of the product-harm misinformation and corporate ability (CA) associations with the company being impacted, which in turn influenced their trust toward the company and negative word-of-mouth (NWOM) intention.

Design/methodology/approach

A survey was conducted with 504 US consumers to empirically test the proposed model. Following the survey, in-depth interviews were conducted with 11 communication professionals regarding the applicability of the model.

Findings

When exposed to product-harm misinformation on social media, consumers' perceived diagnosticity of misinformation was negatively impacted by their information skepticism and positively impacted by perceived content credibility of misinformation. Perceived diagnosticity of product-harm misinformation negatively impacted consumers' CA associations, which then led to decreased trust and increased NWOM intention. Findings from the interviews further supported the diffusion process and provided insights on strategies to combat product-harm misinformation. Strategies shared by the interviewees included preparedness and social listening, proactive outreach and building strong CA associations as preventative measures.

Originality/value

This study incorporates the theoretical frameworks of cue diagnosticity and corporate associations into the scholarship of misinformation and specifically addresses the unique diffusion process of product-harm misinformation on social media. This study provides insights and tangible recommendations for communication professionals to combat product-harm misinformation.

Details

Internet Research, vol. 33 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 18 December 2023

Enzhu Dong, Ruoyu Sun and Yeunjae Lee

With the growing concern for environmental and sustainability issues, especially in the aftermath of the coronavirus disease 2019 (COVID-19) pandemic, organizations feel compelled…

Abstract

Purpose

With the growing concern for environmental and sustainability issues, especially in the aftermath of the coronavirus disease 2019 (COVID-19) pandemic, organizations feel compelled to pursue green sustainability in their operations. In this regard, the active involvement of employees in pro-environmental behaviors (PEBs) is crucial for achieving organizational environmental sustainability goals (Saeed et al., 2019). To shed light on this important issue, this study aims to investigate the impact of interacting/engaging environmental corporate social responsibility (CSR) communication strategy on employees' PEBs through the mediating effects of communal relationship and employee empowerment.

Design/methodology/approach

A total of 443 full-time USA employees working across various industries participated in an online survey.

Findings

The interacting/engaging environmental CSR communication strategy fosters employees' perceived communal relationship with their organizations and empowers them to support their organization's environmental initiatives, which, in turn, positively influences employees' PEBs at work.

Originality/value

This study advances CSR and internal communication literature through the lens of relationship management and self-determination theories. The findings theoretically suggest the effectiveness of the interacting/engaging environmental CSR communication strategy in nurturing favorable employee–organization relationships (EORs), employee empowerment and PEBs at work. The practical implications of CSR communication are also elaborated.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 22 November 2023

Fatima Vapiwala and Deepika Pandita

This study aims to examine task and relationship conflict and their linkage with defensive communication strategies, i.e. mature, neurotic and immature defensive communication…

Abstract

Purpose

This study aims to examine task and relationship conflict and their linkage with defensive communication strategies, i.e. mature, neurotic and immature defensive communication. Furthermore, Study 1 also investigated the mediating impact of relationship conflict and the moderating impact of a manager’s active-empathic listening in dealing with task conflicts and the defensive communication of the employees. Study 2 intended to assess the causal direction of task conflicts and defensive communication strategies.

Design/methodology/approach

This research integrates the Job Demands–Resources framework, Conservation of Resources theory and Conflict Expression framework. Data from 124 professionals in India’s tertiary industry was gathered using a longitudinal approach. Study 1 analyses the dynamics between conflicts and defensive communication while considering managers’ active-empathic listening as a potential mitigating factor. Study 2 was conducted after a 10-month interim to delve into the intricate causal connections between defensive communication strategies and task conflicts. For analysing the data, SPSS was used for conducting confirmatory factor analysis. Furthermore, to analyse the conceptual framework and the hypothesised relationships in this study, partial least squares (PLS) modelling was performed using Smart-PLS 4.0.

Findings

Task conflicts have a significant negative association with mature and neurotic defensive communication, whereas they have a strong positive relationship with immature defensive communication. Relationship conflict significantly mediates the association between task conflict and immature defensive communication. The moderating role of the manager’s active-empathic listening was not supported. In addition, the relationship between immature defensive communication and task conflict is significantly positive, outlining their bidirectional association. In contrast, the association between mature defensive communication is significantly negative. This highlights the potential of immature defensive communication to create escalatory conflict spirals and of mature defensive communication to de-escalate them.

Research limitations/implications

Defensive communication strategies, commonly explored in the psychological realm, particularly within family and romantic relationship contexts, have received limited attention in organisational behaviour. This longitudinal study offers a unique perspective on the evolution of defensive communication and its impact on task conflict over time, enhancing the understanding of how individuals adapt their communication strategies as conflicts persist or dissipate. The investigation also advances the understanding of conflict spirals, illustrating the potential of mature defensive communication to de-escalate conflicts while revealing a bidirectional connection between immature defensive communication and task conflicts.

Practical implications

Leaders need to prioritise addressing task conflicts, particularly those that might spiral into relationship conflicts. This would present managers with the ability to make task conflicts more functional in nature, which could help to enhance both team and organisational achievements. The bidirectional relationship between task conflict and immature defensive communication points towards the exigency for managerial and organisational initiatives to prevent the development of conflict spirals at the workplace.

Originality/value

This study offers crucial interdisciplinary perspectives into the body of literature with the longitudinal investigation of the connections between managers’ active-empathetic listening, task conflict, relationship conflict and the various defensive communication strategies. With the help of insights from this study, managers and leaders will be empowered to take the necessary actions to reduce employee defensive behaviours and foster a supportive culture for evoking positive and desirable performance.

Details

International Journal of Conflict Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1044-4068

Keywords

Abstract

Purpose

The aim of this research was to evaluate the maturity level of strategic communication management implemented by Brazilian startups.

Design/methodology/approach

This study employed the analytic hierarchy process (AHP), survey and Grey Fixed Weight Clustering modeling techniques. Three experts with extensive academic and practical experience in the subject participated in the AHP process, providing their opinions on the relative importance of eight variables associated with the topic under investigation, thus enabling their prioritization. Concurrently, data were collected through a survey from 23 respondents who have extensive knowledge about the realities of Brazilian startups. The weights derived from the AHP and the survey data were utilized in the Grey Fixed Weight Clustering modeling.

Findings

Based on the opinions of the 23 respondents, the level of implementation of practices related to strategic management, brand management, external image management and internal communication management is superficial. In addition, according to the majority of experts, Brazilian startups exhibited a medium level of maturity to address the key challenges related to communication management. Furthermore, this study reveals that the variables “financial resources allocation,” “stakeholder relationship” and “brand management” were deemed the most significant for the model.

Originality/value

The contributions presented herein can be beneficial for both researchers and startup managers seeking to enhance communication strategies in their organizations. This research also contributes by highlighting how grey systems theory can be extremely useful for conducting decision-making analyses in the context of startups, which is characterized by uncertainty and imprecise information.

Details

Grey Systems: Theory and Application, vol. 14 no. 1
Type: Research Article
ISSN: 2043-9377

Keywords

Open Access
Article
Publication date: 30 January 2024

Sarah Marschlich and Laura Bernet

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public…

Abstract

Purpose

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public. Companies use different CSA message strategies, including calling the public to support and act on the issue they advocate. Using reactance theory, the authors investigate the impact of CSA messages with a call to action on corporate reputation in the case of a company's gender equality initiative.

Design/methodology/approach

A one-factorial (CSA message with or without a call to action) between-subjects experiment was conducted by surveying 172 individuals living in Switzerland. The CSA messages were created in the context of gender equality.

Findings

The authors' study indicates that CSA messages with a call to action compared to those without overall harmed corporate reputation due to individuals' reactance, which is higher for CSA messages with a call to action, negatively affecting corporate reputation. The impact of the CSA message strategy with a call to action on corporate reputation remains significant after controlling for issue alignment and political leaning.

Originality/value

Communicating about socio-political issues, especially taking a stand, is a significant challenge for corporations in an increasingly polarized society and has often led to backlash, boycotts and damage to corporate reputation. This study shows that the possible adverse effects of advocating for socio-political issues can be related to reactance. It emphasizes that companies advocating for contested issues must be more cautious about the message strategy than the issue itself.

Details

Corporate Communications: An International Journal, vol. 29 no. 7
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 10 February 2023

Soo Il Shin, Dianne Hall, Kyung Young Lee and Sumin Han

The purpose of the current study is to examine a social network site (SNS) users' overall satisfaction with SNS use in conjunction with their fan page visiting activities. We…

Abstract

Purpose

The purpose of the current study is to examine a social network site (SNS) users' overall satisfaction with SNS use in conjunction with their fan page visiting activities. We examined overall satisfaction with SNS usage from the lens of people's perceptions acquired from the use of sub-components of SNS.

Design/methodology/approach

The current study employed uncertainty reduction theory (URT) and general systems theory (GST) to examine antecedents affecting overall satisfaction with SNS use. Five constructs were adopted: interactive and passive uncertainty reduction strategies, perceived usefulness and continuance visiting behavior, satisfaction, and perceived functional benefits. Using a web-based survey, we analyzed 200 SNS users who follow at least one company's fan page, utilizing seemingly unrelated regression models to test hypotheses empirically.

Findings

Research findings reveal that uncertainty reduction strategies supported by URT are significantly associated with the perceived usefulness of a company's fan page. In turn, we found that perceived usefulness becomes a strong motivator to continuance visits to the fan page. The frequency of return visiting behaviors eventually accounts for overall satisfaction with SNS. Perceived functional benefits moderates the relationship between perceived usefulness and visiting behaviors significantly.

Originality/value

The current study contributes to information systems (IS), electronic communication, and their adjacent academic disciplines in providing evidence, including (1) the impact of uncertainty reduction strategies on continuance visiting behaviors in the SNS context, (2) SNS functionalities influencing the relationship between people's belief and behavior, and (3) theoretical significant perceptional link between a sub-component and a whole.

Details

Information Technology & People, vol. 37 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

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