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Article
Publication date: 15 July 2021

Hsuju Teng, Chi-Feng Lo and Hsin-Hui Lee

This study aims to investigate how Internet memes affect brand image.

Abstract

Purpose

This study aims to investigate how Internet memes affect brand image.

Design/methodology/approach

The authors first used the Delphi method to refine Internet memes' constructs and dimensions and developed a scale for Internet memes. Second, the authors used a questionnaire to collect data from 348 valid Internet consumers.

Findings

The authors proposed four significant characteristics of Internet memes: humour, high positive emotional intensity, brand interactions and prestige, and high spreadability to prompt consumers to remake, share and spread memes. The study results indicate that Internet memes positively influence the brand image. However, not all meme characteristics were correlated with the brand image; only brand prestige, interaction and humour enhanced brand image.

Originality/value

For scholars in online marketing communication research, this study shifts the current paradigm of brand-generated and customer-passive to user-generated and customer-active. It also addresses the importance of pandemic effects of Internet memes on brand image. To be specific, this study presents the important symbolic values that Internet memes need to include to affect consumers' behaviour in response to perceived brand image by applying both mind infection and symbolic value perspectives. Finally, this study redefines the dimensions and measurements of Internet memes to address the lack of consensus and concrete scales regarding meme transmission characteristics and extending into online marketing communication strategies.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-11-2019-0364

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

Content available
Article
Publication date: 16 July 2021

Yili Yao and Xianghong Zhou

The rate of urbanisation in China has accelerated community heterogeneity, and yet it has also led to challenges and problems in community governance. This trend has been…

Abstract

Purpose

The rate of urbanisation in China has accelerated community heterogeneity, and yet it has also led to challenges and problems in community governance. This trend has been accompanied by the rapid expansion of information and communication technology (ICT) and online activities. Based on the example of Jiangqiao Township in Shanghai, this paper aims to probe the link between online participation using the internet and its impacts on social capital formation and community development.

Design/methodology/approach

A literature review was conducted, and a case study method based on quantitative data was applied to test the theoretical framework in the interactions of users’ online participation and perceptions of community governance.

Findings

Participation in an online community through the internet was found to foster new social capital. Distributed social capital had a positive impact on perceptions of governance at the community level, which was due to the resulting network density and social trust of the locality.

Originality/value

This study offers an expanded perspective on the impact of the internet on the behaviour of netizens in China in the context of community governance in new settlements and townships. During the COVID-19 pandemic, it is interesting to investigate how the use of mass communication channels, such as the internet and other digital platforms, affects social behaviour and generates new social norms. This study offers quantitative evidence from China to support the theory of Putnam (1993; 1995a). It thus extends beyond the field of sociology to the fields of public administration and urban development.

Details

Public Administration and Policy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1727-2645

Keywords

Content available
Article
Publication date: 13 July 2021

Francisco Muñoz-Leiva, Luís Miguel Faísca, Célia M.Q. Ramos, Marisol B. Correia, Carlos M.R. Sousa and Marouan Bouhachi

This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by…

Abstract

Purpose

This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience.

Design/methodology/approach

An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users.

Findings

The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention.

Practical implications

The paper draws several implications for the marketing literature, hospitality management and society in general.

Originality/value

The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.

Propósito

Este estudio analiza la eficacia de un banner promocional estático ubicado en un sitio web de reservas de un hotel en términos de captación de la atención visual del visitante examinando cómo este efecto depende del grado de experiencia del usuario en Internet.

Diseño/metodología/enfoque

Se llevó a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los análisis fueron la posición del banner en el sitio web y la experiencia de los participantes como usuarios de Internet.

Hallazgos

Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la página web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atención visual que atraen tales posiciones. El análisis de mediación mostró que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atención más cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afectó su atención visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atención del usuario.

Implicaciones practices

El artículo presenta una serie de implicaciones para la literatura de marketing, la gestión hotelera y la sociedad en general.

Originalidad/valor

Nuestro estudio es el primero en analizar el impacto de la posición de un anuncio estático en la atención visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

目的

本研究分析了位于酒店预订网站上的静态促销横幅在吸引访问者视觉注意力方面的效果, 并探索了这种效果如何受到用户的互联网体验程度的影响。

研究方法

本文除了采用自填问卷的方式, 还使用眼动追踪方法进行了实验。通过眼动追踪技术, 记录了参与者在浏览一般酒店网站时的眼动情况。分析中使用的因素是网站上横幅的位置和参与者作为互联网用户的体验。

研究结果

调查结果显示, 将横幅定位在网页上的某些位置可能会导致更佳的记忆, 这种效果在一定程度上是由于横幅的位置吸引了视觉注意力。调解分析表明, 横幅在右下角和左下角的位置对的回忆有负面影响, 部分原因是这些位置引起的注意时间较短、固定次数较少。虽然访问者的互联网体验水平影响了他/她对横幅的视觉注意力, 但其对横幅记忆的影响并不显著。讨论结果时考虑到了某些变量在吸引用户的注意力方面具有更明显的效果。

实践意义

本文对市场营销文献、酒店管理和社会都具有一定的借鉴意义。

原创性/价值

本次研究是第一个分析静态广告的位置对用户视觉注意力和记忆的影响的研究, 考虑到用户的互联网体验程度。

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Article
Publication date: 15 June 2021

Hoyoung Rho, Keunho Choi and Donghee Yoo

This study identifies whether the Internet search index can be used as effective enough data to identify agricultural and livestock product demand and compare the accuracy…

Abstract

Purpose

This study identifies whether the Internet search index can be used as effective enough data to identify agricultural and livestock product demand and compare the accuracy of the prediction of major agricultural and livestock products purchases between these prediction models using artificial neural network, linear regression and a decision tree.

Design/methodology/approach

Artificial neural network, linear regression and decision tree algorithms were used in this study to compare the accuracy of the prediction of major agricultural and livestock products purchases. The analysis data were studied using 10-fold cross validation.

Findings

First, the importance of the Internet search index among the 20 explanatory variables was found to be high for most items, so the Internet search index can be used as a variable to explain agricultural and livestock products purchases. Second, as a result of comparing the accuracy of the prediction of six agricultural and livestock purchases using three models, beef was the most predictable, followed by radishes, chicken, Chinese cabbage, garlic and dried peppers, and by model, a decision tree shows the highest accuracy of prediction, followed by linear regression and an artificial neural network.

Originality/value

This study is meaningful in that it analyzes the purchase of agricultural and livestock products using data from actual consumers' purchases of agricultural and livestock products. In addition, the use of data mining techniques and Internet search index in the analysis of agricultural and livestock purchases contributes to improving the accuracy and efficiency of agricultural and livestock purchase predictions.

Details

Data Technologies and Applications, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9288

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Article
Publication date: 18 June 2021

Tser Yieth Chen, Tsai Lien Yeh and Fang Yu Lee

This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and…

Abstract

Purpose

This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial interaction are mediating variables concerning the impact of Internet celebrity characteristics on followers' impulse purchase behavior.

Design/methodology/approach

This study conducted an online survey of YouTube users in Taiwan and utilized quota sampling with 500 samples to examine the influence of two types of Internet celebrities on impulse purchase behavior.

Findings

As to the empirical results, the main path indicated that the self-disclosure Internet celebrity positively affected the attachment, which mainly positively affected the impulse purchase behavior. The second path showed that the expertise-knowledge Internet celebrity positively affected the attachment, which positively affected the impulse purchase behavior.

Practical implications

YouTube marketers should proceed prudently with the market segmentation and choose the appropriate type of Internet celebrities who are suitable for the product image to differentiate marketing. Empirical results can aid marketers in selecting a product-endorser, and enhance consumers' purchasing effect on product advertisements in interactive marketing.

Originality/value

The novelty of this study is to explore the mediation effect of the impact of Internet celebrity characteristics on followers' impulse purchase behavior in interactive marketing. The explaining mechanism of attachment and parasocial interaction is promised to be highlighted as the contribution of this study to the extant literature. This study constructs a theoretical mechanism between attachment theory and parasocial interaction theory and then can be used as a theoretical lens for designing successful social media strategies and explaining social media brand relationships.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Content available
Article
Publication date: 9 July 2021

Dorothy Dutta and M.K. Sarma

The advent of technology has enabled frequent innovations in the digital modes of doing business. While some users are reluctant to adopt one, others have made it their…

Abstract

Purpose

The advent of technology has enabled frequent innovations in the digital modes of doing business. While some users are reluctant to adopt one, others have made it their way of life. The purpose of this study is to find out the approximate time frame of a digital user in an emerging economy like India to adopt their favorite digital application. The importance of an individual’s level of internet skills is explored in the aspect of adopting digital innovations.

Design/methodology/approach

The study follows a quantitative approach where data collected from both primary and secondary sources are analyzed to arrive at the results. In total, 837 responses collected with the help of a structured questionnaire are entered and analyzed using SPSS. Multinomial logistic regression is the statistical tool used in the research.

Findings

Five sets of adopter categories based on Rogers (1983) are created using an adoption score and are represented in a Time Horizon to understand better. The Unaffected adopter category is used as the reference point to compare the set of internet skills against each of the other five categories. The five sets of categories comprising the internet skills depict interesting results in the case of all the four comparisons made. Social skills are not seen to have any influence on a user being an Innovator or Early Adopter as compared to an Unaffected user. It is also established that Operational and Creative skills play important role in users’ probability of being an innovator, early adopter and early majority compared to being unaffected.

Originality/value

The study analyzes the role of internet skills in the process of adopting digital innovations. The role of internet skill although is associated with every aspect of the digital revolution taking place all over, its application including the direct score of a digital user’s level of internet skills is not found in the literature.

Details

Vilakshan - XIMB Journal of Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0973-1954

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Article
Publication date: 5 May 2021

Nakyung Kyung, Sanghee Lim and Byungtae Lee

Past literature offered competing predictions of the effect of broadband Internet on suicide. The Internet facilitates suicide by providing suicide-related information and…

Abstract

Purpose

Past literature offered competing predictions of the effect of broadband Internet on suicide. The Internet facilitates suicide by providing suicide-related information and ruining mental health. In contrast, Internet prevents suicide by offering social interaction and online mental treatment. This study aims to solve this tension by empirically examining the effect of broadband Internet on suicide with large-scale panel set.

Design/methodology/approach

This study takes instrument approach with the US county-level panel set for the period 2013–17. This study uses the number of household broadband Internet subscriptions as the measure of broadband and leverages the number of telecommunication carriers as an instrument to address concern for endogenous relationship.

Findings

There exists a positive and significant association between broadband Internet adoption and suicide on average. This study provides empirical evidence that this association is attributable to the Internet's role in leading to a general decline in the mental well-being and in providing suicide-relevant information. This association is more evident in areas with high poverty and low social capital.

Originality/value

This study contributes to literatures that address the dark side of information systems in general and that address how Internet adoption can influence public health and well-being in particular. Results of underlying mechanisms why Internet affects suicide, and heterogeneous effect of Internet by poverty and social capital provide insight for governments to enact proactive regulations to address continuing rise of suicide.

Details

Internet Research, vol. 31 no. 4
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 November 1998

Debra Fayter

This paper outlines the rationale behind the development of a course aimed at university lecturers wishing to use the Internet for teaching and learning. It evaluates some…

Abstract

This paper outlines the rationale behind the development of a course aimed at university lecturers wishing to use the Internet for teaching and learning. It evaluates some of the potential benefits of using the Internet and assesses lecturers’ concerns about exploiting this teaching resource. It covers the design and development of the course. Finally, it considers some important points lecturers should bear in mind before embarking on using the Internet for teaching and learning.

Details

Education + Training, vol. 40 no. 8
Type: Research Article
ISSN: 0040-0912

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Article
Publication date: 1 October 2000

Alka Varma Citrin, David E. Sprott, Steven N. Silverman and Donald E. Stem

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this…

Abstract

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open‐processing (more general innovativeness) and domain‐specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non‐shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain‐specific but not general innovativeness. Implications for business practice and academic research are provided.

Details

Industrial Management & Data Systems, vol. 100 no. 7
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 1 January 2005

Chang E. Koh and Kyungdoo “Ted” Nam

This study explores the relevance of the value chain concept in internet‐driven business and assesses the extent to which businesses utilize the internet from a value…

Abstract

Purpose

This study explores the relevance of the value chain concept in internet‐driven business and assesses the extent to which businesses utilize the internet from a value chain perspective. It attempts to answer the following three questions: is the value chain concept relevant and applicable to the internet as a means of understanding the internet? To what extent do organizations utilize the internet according to a value chain perspective? Does the business use of the internet change over time?

Design/methodology/approach

To answer these questions, a longitudinal survey study was conducted over a two‐year period. The first study collected data from 110 firms on the way they utilize the internet. Two years later, a similar survey was conducted with 70 firms using the same instrument used in the first study.

Findings

The study provided empirical support for the use of the value chain concept as a viable taxonomy for assessing the level of adoption of the internet. The study also provided a time‐lapsed glimpse of how organizations evolve in adopting the internet.

Research limitations/implications

One of the shortcomings of the study is in the sampling process, although various measures were taken to ensure that the data represent a wide range of organizations, so that the findings can be reasonably generalizable.

Practical implications

The most important practical contribution of the study is that it provides practitioners with a tool to systematically plan and deploy an ever‐increasing array of internet applications. The internet value chain model should provide organizations with a strategic and macro perspective to evaluate and manage various internet applications.

Originality/value

An important contribution of this study is that it empirically observed the evolution of the internet practices in business according to the value chain framework. There has been plenty of anecdotal evidence of changes in the way business utilizes the internet, but no study has empirically assessed these changes systematically based on a theoretical framework. The study provides a valuable theoretical framework for researchers to continuously accumulate knowledge on the use of the internet in business.

Details

Industrial Management & Data Systems, vol. 105 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

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