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1 – 2 of 2Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Kerry Howell and Serena Rovai
Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic…
Abstract
Purpose
Prior research has advanced several explanations for social media influencers' (SMIs’) success in the burgeoning computer-mediated marketing environments but leaves one key topic unexplored: the moderating role of SMIs in service failure and recovery strategies.
Design/methodology/approach
Drawing on a social constructivist perspective and an inductive approach, 59 in-depth interviews were conducted with millennials from three European countries (Italy, France and the United Kingdom). Building on social influence theory and commitment-trust theory, this study conceptualises four distinct pathways unifying SMIs' efforts in the service failure recovery process.
Findings
The emergent model illustrates how source credibility and message content moderate service failure severity and speed of recovery. The insights gained from this study model contribute to research on the pivotal uniqueness of SMIs in service failure recovery processes and offer practical explanations of variations in the implementation of influencer marketing. This study examines a perspective of SMIs that considers the cycle of their influence on customers through service failure and recovery.
Originality/value
The study suggests that negative reactions towards service failure and recovery are reduced if customers have a relationship with influencers prior to the service failure and recovery compared with the reactions of customers who do not have a relationship with the influencer.
Details
Keywords
This research involves empirical evidence from the Tanzanian context to find out whether participation, trust and transparency have a significant impact on the acceptance of…
Abstract
Purpose
This research involves empirical evidence from the Tanzanian context to find out whether participation, trust and transparency have a significant impact on the acceptance of e-government systems.
Design/methodology/approach
The research employs a survey of 153 respondents followed by structural equation modelling-variance based (CB-SEM) analysis using PLS 4. The conceptual framework was developed by extending the technology acceptance model (TAM) with additional constructs before testing it in quantitative research.
Findings
Results of the model show that the perceived ease of use (PEU) had neither a significant relationship with behaviour intention nor with perceived transparency, while all the other relationships were found to be significant.
Research limitations/implications
Among others, this research provides theoretical underpinnings to the area of acceptance of technologies as well as providing areas for future research and policy implications.
Practical implications
The study presents the relationships involving transparency, trust and participation in e-government systems by the citizens and how they can potentially influence intention to use e-government systems.
Social implications
The regulatory authorities, mobile service operators and government can use this research to enhance decision-making and governance towards effective use of mobile phone technology in accessing government services.
Originality/value
This research delivers a refined, extended model of TAM that comprises extra constructs, namely, trust, transparency and participation. This model provides the basis for upcoming research in the area of technology acceptance, e-government and in behavioural science.
Details