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1 – 10 of 14
Article
Publication date: 6 July 2023

Alice Guzzetti, Roberta Crespi and Glyn Atwal

The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities.

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Abstract

Purpose

The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities.

Design/methodology/approach

Five gamified product placements characterized by the ad hoc design of luxury co-branded virtual and/or physical products were selected for the research study. Content analysis was used to identify patterns and classify negative comments shared online into categories.

Findings

A content analysis of the negative comments (n. 2,321) related to the perception toward gamification of luxury fashion in videogames revealed the following seven domains: monetization of the game; promotion of inappropriate behavior; unethical placement; games commodified by brands; predatory monetization; perceived incongruence; poor product performance.

Research limitations/implications

The exploratory research study revealed how the perception of gamification activities trigger negative emotions toward luxury fashion brands. It was significant that many of these emotions fall within the antecedents of brand hate.

Practical implications

Luxury companies and game developers need to be aware and manage the antecedents of brand hate in respect to luxury brand gamification activities in videogames. Moreover, luxury brands need to consider customers’ influencing behavior via online word-of-mouth and the potential to impact attitudes and behaviors of other consumers toward brands.

Originality/value

The ethics of gamification within a marketing context have largely escaped inquiry. The study provides evidence that luxury brands need to align the fundamentals of luxury brand management in the digital world of gaming.

Details

Journal of Business Strategy, vol. 45 no. 3
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 2 February 2024

Koraya Techawongstien

The Thai video game domain has witnessed substantial growth in recent years. However, many games enjoyed by Thai players are in foreign languages, with only a handful of titles…

Abstract

Purpose

The Thai video game domain has witnessed substantial growth in recent years. However, many games enjoyed by Thai players are in foreign languages, with only a handful of titles translated/localized into the Thai locale. Some Thai video game enthusiasts have taken on the role of unofficial translators/localizers, contributing to a localization domain that accommodates both official and unofficial translation/localization efforts. This general review paper aims to outline the author's experiences in collecting data within the domain of video game translation/localization in Thailand.

Design/methodology/approach

Using a descriptive approach, this general review paper employs the netnography method. It sheds light on the complexities of video game translation/localization in Thailand and incorporates semi-structured interviews with a snowball sampling technique for the selection of participants and in-game data collection methods.

Findings

The netnography method has proved instrumental in navigating the intricacies of this evolving landscape. Adopting the netnography method for data collection in this research contributes to establishing more robust connections with the research sites. “Inside” professionals and individuals play a significant role in data gathering by recommending additional sources of information for the research.

Originality/value

While netnography is conventionally applied in the market and consumer research, this paper demonstrates its efficacy in unraveling the dynamics of video game translation/localization in Thailand.

Details

Qualitative Research Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1443-9883

Keywords

Abstract

Details

Contradictions in Fan Culture and Club Ownership in Contemporary English Football: The Game's Gone
Type: Book
ISBN: 978-1-83549-024-2

Article
Publication date: 29 February 2024

Fanfan Huo and Chaoguang Huo

This paper aims to explore the determinants of maternal and infant health knowledge (M&IHK) adoption and sharing in the short video from an empathy theory perspective. We explore…

Abstract

Purpose

This paper aims to explore the determinants of maternal and infant health knowledge (M&IHK) adoption and sharing in the short video from an empathy theory perspective. We explore how to transfer users from free health knowledge to health-related product purchase intention, which is vital for platform knowledge management and service.

Design/methodology/approach

Focusing on the M&IHK, this study proposes four processes of health knowledge adoption and sharing – knowledge quality persuasion process; source credibility persuasion process; affective empathy emotion process; and cognitive empathy emotion process – to build a framework of M&IHK adoption and sharing. Furthermore, based on adoption and sharing, we explore whether they can promote health-related product purchase intentions. A theoretical model is constructed and tested via Smart PLS in 388 samples.

Findings

In a short video context, perceived knowledge quality and perceived source credibility are still two determinants of health knowledge adoption and sharing. On the contrary, perceived affective empathy and perceived cognitive empathy are two new determinants of health knowledge adoption, but not of health knowledge sharing. Adoption of M&IHK is more driven by both rational thinking and emotional thinking than sharing-only driven by emotional thinking. Adoption and sharing both contribute to health-related product purchase intention, but the female’s intention is more related to rational adoption than the male, which is only related to emotional sharing.

Originality/value

This paper is arguably the first study to examine how short videos impact the mechanisms of M&IHK adoption, sharing and health-related products' purchase intention. It’s perhaps the first study to integrate empathy theory into health knowledge management.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Book part
Publication date: 3 April 2024

Christopher McMahon and Peter Templeton

This introduction provides the methodological framework for the book, approaching the business of football through the lens of its most reliable consumers – the fanbase. Fan…

Abstract

This introduction provides the methodological framework for the book, approaching the business of football through the lens of its most reliable consumers – the fanbase. Fan cultures necessarily inform the normative understanding of a football club, due to the popularly held belief that it is the fan’s – or some reified idea of the fan – that is the permanent feature of a football club and that provides its identity. Players and owners come and go, but the relationship between the club and the fan is, theoretically, never-ending. In truth, this is never a real fan who could exist, but a constructed image of the fan built out of other narratives and that, at some level, football fans associate themselves. This fan is no one in particular, but is drawn from a close reading of football culture and identifying the directives of the traditional fan. Utilising a combination of critical theory and the existing literature on football club ownership, our goal is to reveal the distinction between how people talk about the social dimension of football clubs, and how they actually relate to their fans and the wider world in the era of late capitalism. A club is not simply the romanticised notions held by those within the games, but, as with all businesses, it is also the product of it conducts itself in a series of other networks of exchange. Often irreconcilable with the aforementioned romantic notions, these networks often get hidden by the prevailing discourse.

Details

Contradictions in Fan Culture and Club Ownership in Contemporary English Football: The Game's Gone
Type: Book
ISBN: 978-1-83549-024-2

Keywords

Book part
Publication date: 3 April 2024

Christopher McMahon and Peter Templeton

Bringing together our analysis from the previous chapters allows us to lay out the various contradictions and issues surrounding ownership models that have arisen for fans of…

Abstract

Bringing together our analysis from the previous chapters allows us to lay out the various contradictions and issues surrounding ownership models that have arisen for fans of football clubs. Exactly when are most English football clubs supposed to have conformed to the normative model? Our analysis reveals that the context in which football clubs operate is that of global business and has developed in line with the practices of other businesses that exist outside the sporting arena. There is always going to be an uneasy tension between a fan ideal and something that has to operate within global contexts. However, in the modern game ideal and practice find themselves not merely in tension, but often completely in opposition to one another. Football finds itself in a position where something has to give, be it ownership models or the affective ties of the fans themselves. Fans can either continue to wrestle with the contradictions that arise from what they think their club is or fandom itself changes to embrace the context of the ownership. Given the moral injunction that is almost invariably built into the idealised image that fans have of their club, there is one question that we must always ask in the contemporary climate: How far is too far before all of this means nothing?

Details

Contradictions in Fan Culture and Club Ownership in Contemporary English Football: The Game's Gone
Type: Book
ISBN: 978-1-83549-024-2

Keywords

Open Access
Article
Publication date: 26 May 2023

Eloy Gil-Cordero, Belén Maldonado-López, Pablo Ledesma-Chaves and Ana García-Guzmán

The purpose of the research is to analyze the factors that determine the intention of small- and medium-sized enterprises (SMEs) to adopt the Metaverse. For this purpose, the…

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Abstract

Purpose

The purpose of the research is to analyze the factors that determine the intention of small- and medium-sized enterprises (SMEs) to adopt the Metaverse. For this purpose, the analysis of the effort expectancy and performance expectancy of the constructs in relation to business satisfaction is proposed.

Design/methodology/approach

The analysis was performed on a sample of 182 Spanish SMEs in the technology sector, using a PLS-SEM approach for development. For the confirmation of the model and its results, an analysis with PLSpredict was performed, obtaining a high predictive capacity of the model.

Findings

After the analysis of the model proposed in this research, it is recorded that the valuation of the effort to be made and the possible performance expected by the companies does not directly determine the intention to use immersive technology in their strategic behavior. Instead, the results obtained indicate that business satisfaction will involve obtaining information, reducing uncertainty and analyzing the competition necessary for approaching this new virtual environment.

Originality/value

The study represents one of the first approaches to the intention of business behavior in the development of performance strategies within Metaverse systems. So far, the literature has approached immersive systems from perspectives close to consumer behavior, but the study of strategic business behavior has been left aside due to the high degree of experimentalism of this field of study and its scientific approach. The present study aims to contribute to the knowledge of the factors involved in the intention to use the Metaverse by SMEs interested in this field.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 30 no. 2/3
Type: Research Article
ISSN: 1355-2554

Keywords

Abstract

Details

Contradictions in Fan Culture and Club Ownership in Contemporary English Football: The Game's Gone
Type: Book
ISBN: 978-1-83549-024-2

Article
Publication date: 7 March 2024

Bilal Mukhtar, Muhammad Kashif Shad and Fong Woon Lai

The purpose of this study is to examine the influence of green technology innovation on sustainability performance with the moderating effect of innovation capabilities in the…

Abstract

Purpose

The purpose of this study is to examine the influence of green technology innovation on sustainability performance with the moderating effect of innovation capabilities in the Malaysian manufacturing listed companies.

Design/methodology/approach

This was a quantitative study and carried out by applying a research survey. The questionnaire was used to collect the data from 204 Malaysian manufacturing companies of the “consumer products and services” sector listed at Bursa Malaysia, incorporating a five-point Likert scale. All the hypothesized relationships were tested by using the partial least square structural equation modeling (PLS-SEM).

Findings

The empirical results showed that the comprehensive adoption of green technology innovation significantly promotes sustainability performance including economic, environmental and social performance. In addition, innovation capabilities significantly and positively moderate the relationship between green technology innovation and sustainability performance.

Research limitations/implications

The scope of this study is specifically confined to the Malaysian manufacturing listed companies, operating within the consumer products and services sector listed at Bursa Malaysia. Consequently, the findings of this study may not be generalized to manufacturing companies of the different geographical contexts.

Practical implications

The findings of this study may help the top management and policymakers of the Malaysian manufacturing listed companies to scrutinize green technology innovation and innovation capabilities to achieve higher sustainability performance.

Originality/value

This study magnifies and provides new insights into the extant literature by developing a comprehensive research model that concurrently tests the direct and moderation effects between green technology innovation, innovation capabilities and sustainability performance. Additionally, this is the first study to examine the influence of green technology innovation on sustainability performance with the moderating effect of innovation capabilities in the Malaysian manufacturing listed companies. This distinct approach significantly bolsters the originality of this study.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 21 March 2024

Sihem Ben Saad

In the tourism industry, immersive technologies become increasingly vital, amplifying traveler experiences and industry growth. By studying “e-booking” applications prevalent in…

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Abstract

Purpose

In the tourism industry, immersive technologies become increasingly vital, amplifying traveler experiences and industry growth. By studying “e-booking” applications prevalent in hotels, this study aims to analyze the impact of integrating an anthropomorphic virtual agent (AVA) on user perceptions of humanness and service usage intent.

Design/methodology/approach

Two experiments were conducted to examine the effects of using an AVA and explain the psychological mechanism of how AVA’s attributes increase intention to use “e-booking” application.

Findings

The results highlight the positive influence of AVA on the intention to use. They illustrate the psychological mechanism of how AVA’s attributes (agency and emotionality) influence perceived humanness and intention to use. More specifically, the results indicate that perceived humanness mediated the effect of an AVA on intention to use.

Research limitations/implications

Further research should delve into additional capabilities related to humanness.

Practical implications

This study provides useful insights for hotels’ managers about incorporating AVAs in digital services to enhance the perceived humanness of AVAs. The findings suggest that such efforts could yield benefits, especially when they involve conveying that AVAs possess agency and emotionality.

Originality/value

To the best of the author’s knowledge, this study is the first to investigate how AVA impacts hotel human–computer interaction. It examines agency and emotionality features on humanness perception and behavioral intent. It also guides successful digitalized hotel service development and design, expanding existing research on human–virtual agent digital services, which mainly focuses on superficial traits like face and gender.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

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