Search results

The objective of this paper is to compare the effects of two types of celebrities (Instagram celebrity vs. traditional celebrity) on users' willingness to look for product information (promoted products). User “likes” (user's intention to give “like” the promoted brand post) and Instagram involvement are examined as applied moderators in the proposed theoretical model of this research.

203 participants contribute to an experimental study and were randomly assigned to one of the two conditions (Instagram celebrity vs. traditional celebrity). An American-South African woman as a traditional celebrity and an American woman as an Instagram celebrity were selected for this study.

The outcomes demonstrate the power of Instagram celebrity in excess of the traditional celebrity. In addition, the findings indicate how users are more eager to “like” the post promoted by the Instagram celebrity. It also confirms that highly involved users (vs. lowly involved users) have a greater effect on the relationship between the Instagram celebrity and users' willingness to look for the product information.

Managerial implications for social media marketing and Instagram marketing campaigns are provided. From the view of marketing planning, the findings speak to the potency of campaigns using Instagram celebrity as an effective branding strategy.

This research in addition to highlighting the role of user “like” and user involved with Instagram, contributes to a better understanding of the importance of the promoted product information search in online marketing campaigns.

The purpose of this paper is to better understand and study the architecture and system characteristics of the underlying support platform for crowd system, by recognizing the characteristics of service internet is similar to the coordination characteristics between the massive units in the underlying platform of crowd system and studying the form, nature and guidelines of the service internet.

This paper points out the connection between the underlying support platform of crowd system and service internet, describes the framework and ideas for researching service internet and then proposes key technologies and solutions for service internet architecture and system characteristics.

The research unit in the underlying support platform of crowd system can be regarded as a service unit. Therefore, the platform can also be regarded as service internet to some extent. The ideas and technical approaches for the study of service internet’s form, criteria and characteristics are also provided.

According to this paper, relevant staff can be guided to better build the underlying support platform of crowd system. And it can provide a highly robust and sustainable platform for research studies of crowd science and engineering in the future.

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in eSports-related products/firm either through direct contribution (purchase intention) or indirect contribution (co-production, community engagement, word-of-mouth and recruitment).

Data from 262 eSports consumers aged 18–24 years were collected and analyzed through WarpPLS 8.0.

The findings of this study confirm that CeSE significantly influences all dimensions of the consumption behaviors (purchase intention, co-production, community engagement, word-of-mouth and recruitment).

This study provides empirical support for a conceptual framework developed through the social exchange theory and engagement theory. Besides, hierarchical component model approach is applied to estimate the composite model of CeSE.

The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research.

To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product).

The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement.

The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted.

This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.

This study aims to explore the relationship between chief executive officer (CEO) power and stock price crash risk in India. Furthermore, it seeks to analyse how insider trades may moderate the impact of CEO power on stock price crash risk.

A study of 236 companies from the S&P BSE 500 Index (2014–2023) have been analysed through pooled ordinary least square (OLS) regression in the baseline analysis. To enhance the results' reliability, robustness checks include alternative methodologies, such as panel data regression with fixed-effects, binary logistic regression and Bayesian regression. Additional control variables and alternative crash risk measure have also been utilised. To address potential endogeneity, instrumental variable techniques such as two-stage least squares (IV-2SLS) and difference-in-difference (DiD) methodologies are utilised.

Stakeholder theory is supported by results revealing that CEO power proxies like CEO duality, status and directorship reduce one-year ahead stock price crash risk and vice versa. Insider trades are found to moderate the link between select dimensions of CEO power and stock price crash risk. These findings persist after addressing potential endogeneity concerns, and the results remain consistent across alternative methodologies and variable inclusions.

This study significantly advances research on stock price crash risk, especially in emerging economies like India. The implications of these findings are crucial for investors aiming to mitigate crash risk, for corporations seeking enhanced governance measures and for policymakers considering the economic and welfare consequences associated with this phenomenon.

The purpose of this study is to investigate whether, in the context of making a go/no-go decision regarding a failing new product, the use of a stopping rule and/or a new decision-maker would reduce the escalation of commitment (EOC).

This study uses a classroom experiment design and uses logistic regression and a chi-square test to analyze its data.

The findings show that both responsible and non-responsible participants are more likely to perceive the negative performance of a new product as less negative and believe that the goal for the product can be reached when there is a stopping rule and proximal negative feedback indicates a level of performance below but very close to it than when there is no stopping rule. Therefore, they are more likely to continue the failing new product, whether they are responsible for the product or not. However, non-responsible decision-makers are more likely than their responsible counterparts to discontinue the failing new product in the absence of a stopping rule.

This paper extends the theory of EOC by showing that the use of a stopping rule and/or a new decision-maker may not reduce EOC.

This paper provides useful guidelines for managers on how to reduce EOC.

The originality and value of this paper are found in the investigation of a situation in which the use of a stopping rule and/or a new decision-maker may not reduce the EOC.