scholarly journals Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies

2017 ◽  
Vol 51 (11/12) ◽  
pp. 1961-1979 ◽  
Author(s):  
Stefania Farace ◽  
Tom van Laer ◽  
Ko de Ruyter ◽  
Martin Wetzels
Keyword(s):  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Visual Narratives ◽  
Narrative Transportation ◽  
Narrative Perspective ◽  
Visual Semiotics ◽  
Superior Effect ◽  
Practical Implications

Purpose This paper aims to assess the effect of narrative transportation, portrayed action and photographic style on viewers’ likelihood to comment on posted consumer photos. Design/methodology/approach Integrating visual semiotics and experiments, this research examines the influence of consumer photos on viewers’ likelihood to comment on the visualised narrative. One pilot, three experimental and a content analysis involve photos varying in their narrative perspective (selfie vs elsie) and portrayed content (no product, no action or directed action). The authors also test for the boundary condition of the role of the photographic style (snapshot, professional and “parody” selfie) on the likelihood to comment on consumer photos. Findings Viewers are more likely to comment on photos displaying action. When these photos are selfies, the effect is exacerbated. The experience of narrative transportation – a feeling of entering a world evoked by the narrative – underlies this effect. However, if a snapshot style is used (primed or manipulated) – namely, the photographic style appears genuine, unconstructed and natural – the superior effect of selfies disappears because of greater perceived silliness of the visualised narrative. Practical implications Managers should try to motivate consumers to take selfies portraying action if their aim is to encourage electronic word-of-mouth. Social implications Organisations can effectively use consumer photos portraying consumption for educational purpose (e.g. eating healthfully and reducing alcohol use). Originality/value This research links consumer photos and electronic word-of-mouth and extends the marketing literature on visual narratives, which is mainly focused on company rather than user-generated content.

scholarly journals Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation

2018 ◽  
Vol 52 (1/2) ◽  
pp. 92-117 ◽  
Author(s):  
Ross Gordon ◽  
Joseph Ciorciari ◽  
Tom van Laer
Keyword(s):  
Working Memory ◽  
Energy Efficiency ◽  
Social Marketing ◽  
Emotional Responses ◽  
Brain Response ◽  
Content Type ◽  
Consumer Responses ◽  
Narrative Transportation ◽  
Practical Implications

Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally. Design/methodology/approach Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments. Findings The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed. Practical implications The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives. Social implications Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives. Originality/value This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.

Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image

2016 ◽  
Vol 2 (2) ◽  
pp. 137-148 ◽  
Author(s):  
Shabnam Doosti ◽  
Mohammad Reza Jalilvand ◽  
Ali Asadi ◽  
Javad Khazaei Pool ◽  
Parisa Mehrani Adl
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
City Image ◽  
Content Type ◽  
Mediating Role ◽  
Tourism Management ◽  
City Tourism

Purpose – The purpose of this paper is to investigate how electronic word of mouth (e-WOM), attitude, and city image affect tourists’ intention to visit a tourism city. Design/methodology/approach – Drawing from the tourism management literature, the authors hypothesize and test the relationships among e-WOM, attitude, overall city image, and visit intentions. Structural equation modeling was conducted to test the proposed relationships among the variables. Findings – The empirical results suggested that e-WOM has a positive and significant influence on tourists’ attitude and overall city image. Further, e-WOM, attitude toward city, and overall city image were significant determinants of visit intentions. Originality/value – The paper contributes to understand the relationship between four constructs of e-WOM, attitude, and overall city image and visit intentions, tested in city tourism in the context of a tourism city.

You’re not yelping your case: the unexpected social consequences of word of mouth

2020 ◽  
Vol 54 (2) ◽  
pp. 419-447 ◽  
Author(s):  
Mauricio Palmeira ◽  
Gerri Spassova ◽  
Jordi Quoidbach
Keyword(s):  
Social Impact ◽  
Word Of Mouth ◽  
Social Consequences ◽  
Content Type ◽  
Interpersonal Closeness ◽  
Consumption Experience ◽  
The Social ◽  
Negative Tone ◽  
Practical Implications

Purpose The purpose of this paper is to explore whether people’s intuitions regarding the social consequences of word of mouth (WOM) match the actual consequences. The authors investigate the expectations people have about how sharing WOM (positive or negative) will change others’ perceptions of them and then compare these expectations to the actual impact of WOM. Design/methodology/approach Six studies were conducted. Study 1 predicted how sharing their experiences with various products or services would change others’ opinion of them. Studies 2a/2b contrasted participants’ intuitions about the potential social consequences of sharing WOM with the consequences. Studies 3a/3b and 4a/4b tested for the hypothesized mediating mechanism. Studies 5a/5b focused on negative WOM and used participants’ own reviews to compare intuitions with impact. Study 6 explored whether considering one’s own consumption experience mitigates the negative social impact of WOM. Findings Consumers expect positive WOM to improve perceptions as it conveys only positive cues about the communicator (i.e. helping intentions and a positive personality). Negative WOM is expected to have neutral impact, as it conveys mixed cues (i.e. helping intentions but a negative personality). In contrast, the authors show that sharing negative WOM tends to be quite detrimental, whereas sharing positive WOM has little impact. People are largely unaware of these effects. Research limitations/implications The research contributes to the literature on WOM and social transmission by comparing people’s intuitions about the social consequences of WOM with its actual consequences. The authors acknowledge that they used mostly WOM messages that were pre-written (vs spontaneously generated by participants). This may have constrained the generalizability of the results. Several potential moderators remain to be investigated, such as the role of message extremity, the interpersonal closeness between communicator and receiver, whether the WOM was solicited vs spontaneous, online vs offline, etc. Practical implications Greater effort is needed to raise consumers’ awareness about the gap between their expectations and the actual social consequences of WOM. Furthermore, marketers responsible for designing product review opportunities should be encouraged to provide consumers with more flexible options, such as the ability to easily remove an online review. Finally, consumers transmitting negative WOM in particular should be aware that their negative tone may compromise the persuasiveness of their message by making the receiver more vigilant and thus less receptive. Originality/value The authors are the first to directly contrast people’s intuitions about the social consequences of WOM with its consequences. Unlike the previous literature, the authors investigate people’s intuitions directly, and investigate the consequences of positive and negative WOM by comparing them to a neutral no-WOM condition. They also shed light on the specific personality traits people infer from WOM.

Acceptance and forwarding of electronic word of mouth

2017 ◽  
Vol 35 (5) ◽  
pp. 594-610 ◽  
Author(s):  
Sabita Mahapatra ◽  
Abhishek Mishra
Keyword(s):  
Social Exchange ◽  
Regulatory Focus ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Tie Strength ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to examine the influence of source credibility, message credibility and tie strength, on acceptance and subsequent forwarding of electronic word of mouth (EWOM). Forwarding EWOM (FEWOM) also depends on personality traits, which this work investigates in form of moderation effect of individual regulatory focus. Design/methodology/approach Hypotheses are developed using social exchange theory and the elaboration likelihood model and tested using structural equation modelling. Data were collected online, using a random sample of 324 respondents in India. Findings Findings indicate that source credibility and tie strength are instrumental in influencing acceptance of EWOM. A strong mediation role of acceptance of EWOM, confirms that people tend to forward information online only if they accept it. Research limitations/implications This study represents a unique effort to focus on the combined effects of message credibility, source credibility and tie strength on acceptance and subsequent forwarding of EWOM. Originality/value This study provides original insights about antecedents of FEWOM as well as the role of individual regulatory focus as a moderator in the process.

Conflicting Electronic Word-of-Mouth :The Role of Subsequent Message Exposure

2010 ◽  
Vol 11 (1) ◽  
pp. 161-176
Author(s):  
송지희 ◽  
Feisal Murshed ◽  
Judy Harris
Keyword(s):  
Word Of Mouth ◽  
Electronic Word Of Mouth

A “Learning from Action” workshop in Japan

2019 ◽  
Vol 40 (2) ◽  
pp. 77-83
Author(s):  
Robert Douglas Hinshelwood ◽  
Luca Mingarelli ◽  
Simona Masnata
Keyword(s):  
Far East ◽  
Opportunity To Learn ◽  
Content Type ◽  
Work Activities ◽  
Defensive Role ◽  
Feedback Data ◽  
Experiential Workshop ◽  
First Time ◽  
Practical Implications

Purpose Many people in severe mentally disturbed states do not use language or other symbolic media well or coherently. Therefore, the non-verbal medium needs to be understood by workers with such people. The “Learning from Action” experiential workshop was developed in order to provide an opportunity to learn about hidden messages in the relationships and roles occurring in activities. In August 2017, a workshop was run for the first time in Japan. The purpose of this paper is to report the experience and dynamics observed by the three consultants, who are here the authors of this paper. Design/methodology/approach After the workshop all the staff and members, including interpreters, were invited to give feedback. Findings Analysis of the feedback data showed certain important dynamics, concerning especially dependence, cultural defences and the defensive role of activity in a multicultural context. Research limitations/implications This is an initial experience to be followed up by later feedback and further workshops. Practical implications Workers awareness of non-verbal communication within the roles of work activities is a training possibility. It faces various resistances including the mental health assumptions of meaninglessness of any communication outside the verbal. Originality/value This is a method of training not widely used even in European countries, and is the first in a country in the far east.

scholarly journals Sinabung volcano: how culture shapes community resilience

2019 ◽  
Vol 28 (3) ◽  
pp. 290-303
Author(s):  
Marta Mori ◽  
Ronan McDermott ◽  
Saut Sagala ◽  
Yasmina Wulandari
Keyword(s):  
Structured Interviews ◽  
Content Type ◽  
Aid Dependency ◽  
Relief Operations ◽  
Long Term Impact ◽  
Cultural Experts ◽  
Practical Implications

Purpose The purpose of this paper is to explore how culture, including traditions and social structures, can influence resilience and how culturally sensitive relief operations can put affected people and their context at the core of any interventions. Design/methodology/approach A case study of the Mt Sinabung volcano area in Indonesia was undertaken. As part of the case study, an analysis of interventions was conducted, which was complemented by semi-structured interviews with Karo cultural experts and humanitarian organisations. Findings Culture influences the manner in which the Karo people react to volcano eruptions with varying implications for recovery. In addition, relief organisations which understand people’s actions through a cultural lens have better managed to tailor programs with long-term impact, thereby avoiding aid dependency. Practical implications Practical examples of disaster management activities that adequately account for the beneficiaries’ way of living prior to the eruptions are provided. Aid actors are provided with guidance concerning how to better tailor their activities in line with a cultural lens. Originality/value The study provides empirical grounding for claims concerning the role of culture in planning interventions in Indonesia and other similar contexts.

scholarly journals Coopetition in temporary contexts: examining swift trust and swift distrust in humanitarian operations

2020 ◽  
Vol 40 (9) ◽  
pp. 1449-1473 ◽  
Author(s):  
Sarah Schiffling ◽  
Claire Hannibal ◽  
Yiyi Fan ◽  
Matthew Tickle
Keyword(s):  
Design Methodology ◽  
Nonprofit Sector ◽  
Humanitarian Relief ◽  
Content Type ◽  
Trust Theory ◽  
Humanitarian Operations ◽  
Swift Trust ◽  
Limited Choice ◽  
Practical Implications

PurposeBy drawing on commitment-trust theory, we examine the role of swift trust and distrust in supporting coopetition under conditions of uncertainty and interdependence in the setting of humanitarian disaster relief organisations.Design/methodology/approachThis paper presents findings from case studies of 18 international humanitarian relief organisations based on 48 interviews and the analysis of publicly available documents.FindingsWe find that both swift trust and swift distrust support coopetition. As coopetition is simultaneous cooperation and competition, in this study we show how swift trust and swift distrust also occur simultaneously in coopetitive contexts.Research limitations/implicationsCoopetition as a strategic choice is well-researched in the private sector, yet has received less attention in the nonprofit sector, particularly in contexts that are shaped by interdependence and uncertainty. We show the importance of swift trust and swift distrust in coopetitive relationships by drawing on commitment-trust theory.Practical implicationsIn focusing on a competitive environment in which cooperation is essential, we find limited choice of coopetitive partners. Humanitarian relief organisations must often simply work with whichever other organisations are available. We highlight how trust and distrust are not opposite ends of a spectrum and detail how both contribute to coopetitive relationships.Originality/valueOur findings contribute to commitment-trust theory by explaining the important role of distrust in forging coopetitive relationships. Furthermore, we contribute to prior work on coopetition by focusing on an uncertain and interdependent nonprofit environment.

Effect of wood particulate size on the mechanical properties of PLA biocomposite

2020 ◽  
Vol 49 (6) ◽  
pp. 465-472
Author(s):  
S. Raj Sachin ◽  
T. Kandasamy Kannan ◽  
Rathanasamy Rajasekar
Keyword(s):  
Mechanical Properties ◽  
Mechanical Characteristics ◽  
Wood Flour ◽  
Wood Particle ◽  
Poly Lactic Acid ◽  
Particle Sizes ◽  
Content Type ◽  
Particulate Size ◽  
Practical Implications

Purpose The purpose of this study is to carry out an investigation of the role of the wood particle size on the mechanical properties of poly lactic acid (PLA)-reinforced neem fiber biocomposite. Design/methodology/approach Composite test specimens were processed by reinforcing neem wood flour (NWF) in two different particle sizes, micro-sized NWF (MNWF) and nano-sized NWF (NNWF) separately into PLA. Composites were extruded at four different fiber loadings (10, 15, 20 and 25 Wt.%) into PLA matrix. The MNWF and NNWF had particle sizes varying from 5 to 15 µm and 10 to 15 nm, respectively. Findings Tensile strength, flexural strength and impact strength of PLA increased with fiber reinforcement for both the MNWF and NNWF cases. The NNWF-reinforced PLA composite at 20 Wt.% fiber loading proved to be the best composite that had outstanding mechanical properties in this research. Practical implications The developed composite can be used as a substitute for conventional plywood for furniture, building infrastructure and interior components for the automobile, aircraft and railway sectors. Originality/value A new biocomposite had been fabricated by using PLA and NWF and had been tested for its mechanical characteristics.

The “Halalification” of tourism

2017 ◽  
Vol 8 (4) ◽  
pp. 558-577 ◽  
Author(s):  
Faiza Khan ◽  
Michelle Callanan
Keyword(s):  
Design Methodology ◽  
Secondary Data ◽  
Market Segment ◽  
Analysis Method ◽  
Review Of Literature ◽  
Primary Research ◽  
Content Type ◽  
Starting Point ◽  
Practical Implications

Purpose The purpose of this paper is to address the confusing use of terminology associated with tourism undertaken by Muslims and to identify key concerns associated with this type of tourism. Design/methodology/approach This is an exploratory study and adopts a critical review of literature following the evolutionary concept analysis method. Content analysis of popular UK media, UK-based tour operators’ websites and tourism strategies of destinations popular with Muslim tourists were conducted to examine the use of terminology. Findings There is no clear difference between the various terms (halal, Muslim friendly, Islamic, etc.) used. Overall, academia uses the term Islamic tourism, while the industry and media use various terms. Among destinations, however, there is no clear and consistent use of terminology. A key concern of Islamic tourism is the role of certification in assuring travellers and the lack of standardisation of halal certification. Research limitations/implications The paper is based on literature review and secondary data analysis. It lacks primary research. Practical implications This study highlights the need for consistent use of terminology across industry. Another implication is the issue surrounding halal certification of food and the importance of trust in the seller/service provide. Another trend that industry providers need to consider is the growth of the Muslim millennial traveller and the needs of this market segment. Originality/value The paper highlights the importance of studying the Muslim tourist market and provides a starting point for further research. It highlights several issues such as the need to develop a typology of Muslim tourists. Of particular interest is the concern whether halal values in danger of being commodified in the absence of a universal agreed criterion for halal certification.

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