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1 – 10 of 28Bala Mulloth and Susan E. Rivers
This case aims to study the growth, evolution, and social innovation of iThrive Games, a socially minded initiative that aims to create meaningful opportunities using technology…
Abstract
This case aims to study the growth, evolution, and social innovation of iThrive Games, a socially minded initiative that aims to create meaningful opportunities using technology for teens to enhance the knowledge, mindsets, and skills they need to thrive through development and across the continuum of mental disorder to wellness. iThrive's focus has been on creating “meaningful games”—that is, games that promote health and well-being of teen players. Founded in 2014 by Dorothy Batten, President of DN Batten Foundation, the organization's mission was to collaborate with game developers, partner with teens across the game development cycle (ideation to testing), and provide resources to foster teen thriving through gameplay. To do so, the organization took a unique social entrepreneurial approach. Drawing on a positive psychology framework and building the brand among key stakeholders including game developers, researchers, funders, youth, educators, and parents, the organization orchestrated a community dedicated to advancing the meaningful games field, and in doing so, have widespread impact.
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Kristin Stewart, Glen Brodowsky and Donald Sciglimpaglia
Many believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative…
Abstract
Purpose
Many believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative pathways – one negative and one positive – through which social media affects teens’ self-reported subjective well-being.
Design/methodology/approach
This research used Preacher and Hayes process modeling to conduct path analysis on data collected on 585 teenagers from across the USA.
Findings
Results showed that along a negative pathway, frequent social media use leads to greater risky social media engagement that ultimately diminishes adolescent’s sense of well-being. Also, and perhaps simultaneously, frequent social media use leads to socially-connected social media use that enhances adolescent’s sense of well-being.
Practical implications
The research recommends ways parents, policymakers and platforms can encourage teens to use social media to connect with friends while guiding them away from pathways exposing them to risky behaviors.
Originality/value
Findings show more social media use is not necessarily harmful, but more of some types is bad, while more of others is good.
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Joeri Van den Bergh, Patrick De Pelsmacker and Ben Worsley
The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related…
Abstract
Purpose
The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.
Design/methodology/approach
An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.
Findings
Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.
Research limitations/implications
This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.
Practical implications
This study provides input for marketing practitioners to create better focused and more effective campaigns.
Originality/value
Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.
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Adesegun Oyedele and Emily Goenner
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Abstract
Purpose
This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.
Design/methodology/approach
The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers.
Findings
The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions.
Research limitations/implications
The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones.
Practical implications
The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries.
Originality/value
Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.
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Ville Jylhä, Noora Hirvonen and Jutta Haider
This study addresses how algorithmic recommendations and their affordances shape everyday information practices among young people.
Abstract
Purpose
This study addresses how algorithmic recommendations and their affordances shape everyday information practices among young people.
Design/methodology/approach
Thematic interviews were conducted with 20 Finnish young people aged 15–16 years. The material was analysed using qualitative content analysis, with a focus on everyday information practices involving online platforms.
Findings
The key finding of the study is that the current affordances of algorithmic recommendations enable users to engage in more passive practices instead of active search and evaluation practices. Two major themes emerged from the analysis: enabling not searching, inviting high trust, which highlights the how the affordances of algorithmic recommendations enable the delegation of search to a recommender system and, at the same time, invite trust in the system, and constraining finding, discouraging diversity, which focuses on the constraining degree of affordances and breakdowns associated with algorithmic recommendations.
Originality/value
This study contributes new knowledge regarding the ways in which algorithmic recommendations shape the information practices in young people's everyday lives specifically addressing the constraining nature of affordances.
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Elliott N. Weiss, Oliver Wight and Stephen E. Maiden
This case studies the growth of OYO Hotels (OYO) to illustrate the operational processes necessary to succeed in the service sector. The case allows for a discussion of employee…
Abstract
This case studies the growth of OYO Hotels (OYO) to illustrate the operational processes necessary to succeed in the service sector. The case allows for a discussion of employee- and customer-management systems, tech-driven solutions, and profit drivers. The material unfolds OYO's growth and its solution for making economy hotels discoverable and bookable online.
The case raises a series of questions around OYO's business model, its ability to translate across global markets, and growth potential. It has been successfully taught in a second-year MBA class on the management of service operations.
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Kristen L. Walker and George R. Milne
The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely…
Abstract
Purpose
The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely as social media responsibility (SMR). A conceptual framework is proposed that delineates the privacy issues companies should pay attention to in artificial intelligence (AI)-fueled social media environments.
Design/methodology/approach
The authors review literature on privacy issues in social media and AI in the academic and practitioner literatures. Based on the review, arguments focus on the need for an SMR framework, proposing responsible use of consumer data that is attentive to consumers' privacy concerns.
Findings
Implications from the framework are a path forward for social media companies to treat consumer data more fairly in this new environment. The framework has implications for companies to reduce potential harms to consumers and consider addressing their power and responsibility. With social media and AI transforming consumer behavior so profoundly, there are a variety of short- and long-term social implications.
Originality
Since AI tools are becoming integral to social media company activities, this research addresses the changing responsibilities social media companies have in securing consumers' data and enabling consumers the agency to protect their privacy effectively. The authors propose an SMR framework based on CSR research and AI tools employed by social media companies.
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