Consumers’ online brand-related activities (COBRAs) on SNS brand pages

2019 ◽  
Vol 53 (9) ◽  
pp. 1833-1853 ◽  
Author(s):  
Rico Piehler ◽  
Michael Schade ◽  
Barbara Kleine-Kalmer ◽  
Christoph Burmann
Keyword(s):  
Social Interaction ◽  
Conceptual Model ◽  
Quantitative Research ◽  
Design Methodology ◽  
Online Survey ◽  
Word Of Mouth ◽  
Empirical Test ◽  
Content Type ◽  
Unique Effect ◽  
Practical Implications

Purpose This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs). Design/methodology/approach As an empirical test of the proposed conceptual model, the quantitative research features an online survey of a sample of 359 German Facebook users. Findings Word of mouth benefits from consuming behaviour but not contributing or creating behaviours. Therefore, brand-related outcomes can be realised solely through the consumption of brand-related content. Consuming behaviour is positively affected by social interaction and entertainment motivations. Research limitations/implications Further research could investigate the conceptual model in other social networks, as well as validate the findings in other cultural settings. Potential moderators also should be considered in further research. Practical implications In addition to tracking contributing and creating behaviours, brand managers should measure consuming behaviour. This paper provides new insights into how consumer motivations influence different COBRA types. Originality/value This study is the first to analyse the distinct effects of consuming, contributing and creating behaviours of SNS brand page followers on word of mouth as an offline brand-related consequence. It also represents the first study to investigate the unique effect of creating behaviour on an offline brand-related outcome. Furthermore, this study is the first to analyse the effects of all four types of motivations on any COBRA type quantitatively with an appropriate statistical analysis that allows distinguishing relevant from irrelevant motivations.

Is negative eWOM more influential than negative pWOM?

2016 ◽  
Vol 26 (1) ◽  
pp. 109-132 ◽  
Author(s):  
Catherine Bachleda ◽  
Boutaina Berrada-Fathi
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Online Survey ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Relative Influence ◽  
Content Type ◽  
Corporate Website ◽  
Recovery Resources ◽  
Practical Implications

Purpose – The purpose of this paper is to examine the influence of various sources of negative electronic word-of-mouth (eWOM) and negative personal word-of-mouth (pWOM) on trust in the Word-of-mouth (WOM), attitude toward the service provider and purchase intention. Design/methodology/approach – Data were gathered from 336 Moroccan workers who responded to an online survey. Findings – Results show that negative pWOM is more influential than negative eWOM in the form of written Facebook testimonials, written review site testimonials and written testimonials on a corporate website. However, there is a relative ranking of importance among eWOM sources, with review site testimonials found to be more influential than either Facebook or corporate website testimonials. Research limitations/implications – This work responds to a call for research on differences and similarities between pWOM and eWOM. The findings extend understanding of the relative influence of negative pWOM and negative eWOM. Practical implications – The results of this study provide guidance to service marketers in terms of strategies for deflecting negative WOM and allocating service recovery resources. Originality/value – This study is the first to compare the relative influence of negative pWOM and eWOM in service consumption.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

Moving beyond traditional sponsorships: understanding the structure and dynamics of minority equity sponsorship agreements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Furkan Amil Gur ◽  
Adrien Bouchet ◽  
Brian R. Walkup ◽  
Jonathan A. Jensen
Keyword(s):  
Conceptual Model ◽  
Design Methodology ◽  
Qualitative Methodology ◽  
Interview Data ◽  
European Market ◽  
Content Type ◽  
Structure And Dynamics ◽  
Key Stakeholders ◽  
Practical Implications

Purpose The purpose of this study is to understand the structure and dynamics of minority equity sponsorship agreements and the motivations for organizations to go beyond traditional sponsorships by acquiring minority equity in the sponsored organization. Design/methodology/approach This paper adopts a qualitative methodology and presents interview data from key actors involved in minority equity sponsorship agreements. Findings The findings of the paper include major characteristics of minority equity sponsorship agreements including the motivations, dynamics and resources exchanged by sponsoring firms and clubs in these relationships, based on the experiences of key actors from firms, clubs and other key stakeholders, and a conceptual model for forming and maintaining these relationships. Practical implications Sponsorships are increasingly evolving into minority equity sponsorship agreements, particularly in the European market. The findings of this study assist sponsoring firms and the executives of clubs in better understanding the dynamics and stakeholder-related consequences of these relations. Originality/value The findings of this paper illustrate the differences between minority equity sponsorship agreements and both traditional sponsorships and minority equity alliances. The findings also identify major characteristics of these relationships and the interdependencies among these characteristics.

Employee competences in manufacturing companies – an expert survey

2015 ◽  
Vol 34 (8) ◽  
pp. 1004-1018 ◽  
Author(s):  
Gerrit Meyer ◽  
Bianca Brünig ◽  
Peter Nyhuis
Keyword(s):  
Design Methodology ◽  
Production Management ◽  
Online Survey ◽  
Manufacturing Companies ◽  
Content Type ◽  
Openness To Change ◽  
Future Production ◽  
Quality Awareness ◽  
Practical Implications ◽  
Very High

Purpose – The purpose of this paper is to present competences that are highly relevant for manufacturing today and tomorrow. Following a discussion on the concept of “competence”, a variety of competences are presented and classified into the four facets professional, methodological, social, and self-competence. Design/methodology/approach – Using an exploratory method, the paper aims at describing relevant manufacturing-related competences with the help of an online survey. Experts, mostly from the production management or HR departments of manufacturing companies in Germany, were polled and asked to evaluate the relevancy of a list of competences for manufacturing. Findings – For the experts, flawless execution and quality awareness are competences with a very high relevance, whereas analytical abilities have very little meaning. The experts questioned expect openness to change to undergo the strongest increase in importance. Practical implications – This paper shows competences particularly relevant for future production, so that companies can derive specific competence development measures. The findings are descriptive only, but should enable companies to identify specific competence gaps and to select measures to develop competences. Originality/value – This paper attempts to bridge the gap between academics and practice by outlining relevant manufacturing competences that have been evaluated by managers. This is in contrast to most scientific research that classifies manufacturing-related competences as important based on own assessment.

Medical student and psychiatrist perceptions towards a psychiatric career

2017 ◽  
Vol 22 (4) ◽  
pp. 315-323
Author(s):  
Thomas Flamini ◽  
Natasha R. Matthews ◽  
George S. Castle ◽  
Elliot M. Jones-Williams
Keyword(s):  
Medical Student ◽  
Medical Students ◽  
Medical School ◽  
Family Life ◽  
Design Methodology ◽  
Online Survey ◽  
Structured Interview ◽  
Structured Interviews ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to investigate perceptions towards a career in psychiatry among medical students and psychiatrists and identify how recruitment into the specialty may be improved. Design/methodology/approach This study locally compares medical student and psychiatric doctor responses to a structured online survey and structured interviews with key managerial figures in the Humber NHS Foundation Trust. Findings Comparison across two main areas (pre-decision exposure to psychiatry and reasons for considering a psychiatric career) found that both students and doctors were influenced to make a choice about a career in psychiatry during medical school. Medical students found compatibility with family life to be more important when considering psychiatry, whereas doctors cited content-based reasons as significant pull factors. Stigma and fear of being harmed deterred some students from choosing a career in psychiatry. Structured interview responses reiterated the importance of pre-medical school and undergraduate mentorship in bolstering future recruitment to psychiatry. Practical implications Medical students perceive certain career issues differently to their postgraduate counterparts. Widening the content-based appeal of psychiatry and optimising the medical school experience of the specialty via varied and high-quality placements may be a key step towards tackling the national shortfall in qualified psychiatrists. Originality/value This is the first published study comparing medical student and psychiatric doctor perceptions of a career in psychiatry.

Motivations, barriers and readiness factors for Quality 4.0 implementation: an exploratory study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Michael Sony ◽  
Jiju Antony ◽  
Jacqueline Ann Douglas ◽  
Olivia McDermott
Keyword(s):  
Empirical Study ◽  
Exploratory Study ◽  
Design Methodology ◽  
Online Survey ◽  
Practical Relevance ◽  
Theoretical Base ◽  
Content Type ◽  
Body Of Knowledge ◽  
Practical Implications

PurposeQuality 4.0 is the new buzzword among quality professionals. There has been no empirical study of Quality 4.0 yet. Hence, the purpose of this paper is to investigate what are the motivations, barriers and readiness factors for Quality 4.0 implementation.Design/methodology/approachThis study uses an online survey on senior quality professionals working in leading companies in Europe and America. In total, 50 participants participated in this study.FindingsThis study finds the top five motivating, barriers and readiness factors for Quality 4.0 implementation. These factors are ranked in terms of the order of importance as perceived by senior quality professionals.Research limitations/implicationsThis is the first empirical study on Quality 4.0 that investigates the motivation, barriers and readiness factors of Quality 4.0. This study provides a theoretical base of Quality 4.0 body of knowledge in terms of its practical relevance and adoption in modern-day organizations.Practical implicationsOrganizations can use this study to understand what the motivation and barriers for implementing Quality 4.0. In addition, before implementation of Quality 4.0, the readiness factor for Quality 4.0 can be used by organizations to evaluate their preparedness before the actual implementation of the initiative.Originality/valueThis is the first empirical study on Quality 4.0 that captures the viewpoints of senior quality professionals on the motivation, barriers and readiness factors of Quality 4.0.

International equity REITs: five major future directions

2019 ◽  
Vol 38 (1) ◽  
pp. 71-81
Author(s):  
David Parker
Keyword(s):  
Quantitative Research ◽  
Design Methodology ◽  
Academic Research ◽  
Future Directions ◽  
Content Type ◽  
Risk Return ◽  
Cognitive Risk ◽  
International Equity ◽  
Equity Reits ◽  
Practical Implications

Purpose The purpose of this paper is to analyze chapters from the recently published Routledge REITs Research Handbook to identify five major future directions for international equity REITs. Design/methodology/approach Literature review and critical analysis of chapters from the recently published Routledge REITs Research Handbook. Findings The five major future directions for international equity REITs are proposed to comprise an increasing focus on people and on cash flow rather than on property (with the cognitive risk attaching thereto), the changing nature of REITs as they respond to changes in society globally, the evolution of the global flagship REIT and the emergence of global regulation of REITs (particularly in the spheres of debt and leverage). Research limitations/implications While five major future directions for international equity REITs are identified which may have an impact on the risk/return profile, further research is required to determine which directions may be significant and which trivial and which may be independent and which interactive. Practical implications Identification of five major future directions for international equity REITs provides managers and promoters with guidance concerning potential areas of focus for future product development in the REIT sector. Originality/value While quantitative research concerning international equity REITS abounds, qualitative research is limited with little academic research undertaken into possible future directions for the sector.

scholarly journals A biopsychosocial framework for recovery from COVID-19

2020 ◽  
Vol 40 (9/10) ◽  
pp. 1021-1039
Author(s):  
Kaz Stuart ◽  
Mark A. Faghy ◽  
Elaine Bidmead ◽  
Ruth Browning ◽  
Catriona Roberts ◽  
...  
Keyword(s):  
Living Arrangements ◽  
Design Methodology ◽  
Online Survey ◽  
Narrow Range ◽  
Analytical Framework ◽  
Content Type ◽  
Wide Range ◽  
Social Media Platforms ◽  
Practical Implications

PurposeThis paper proposes a biopsychosocial (BPS) analysis of COVID-19 experiences which enhances understanding of complex and interrelated factors and leads to the proposition of a BPS recovery framework.Design/methodology/approachOnline narrative research was used to explore people's experiences of COVID-19 and was conducted over a four-month period. The call was distributed via a short open-ended qualitative online survey advertised on social media platforms and 305 responses came from across England.FindingsThe findings illustrate people with a narrow range of BPS characteristics experienced over a wide range of BPS impacts which are nuanced, complex and dynamic. Left unaddressed these may create future adverse BPS characteristics. An integrated BPS framework for recovery is proposed to avoid such further negative outcomes from the pandemic.Research limitations/implicationsThe sample contained a bias in age, gender and living arrangements.Practical implicationsThe paper offers a clear framework to enable integrated holistic recovery/regrowth planning.Social implicationsUsing the framework would reduce social and health inequities which have been recently deepened by COVID-19 in the long-term.Originality/valueThe paper is original in its use of a BPS analytical framework.

Industrial buyers' use of references, word-of-mouth and reputation in complex buying situation

2014 ◽  
Vol 29 (4) ◽  
pp. 344-352 ◽  
Author(s):  
Leena Aarikka-Stenroos ◽  
Hannu Sakari Makkonen
Keyword(s):  
Qualitative Research ◽  
Social Networks ◽  
Quantitative Research ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Business Network ◽  
Content Type ◽  
Technology Innovations ◽  
Per Se ◽  
Knowledge Intensive

Purpose – The aim of this paper is to provide understanding on how the buyer can mobilize experience-based information scattered around the business network, by means of customer references, word-of-mouth and reputation, and how this facilitates the buying process. Design/methodology/approach – The qualitative study scrutinizes eight cases comprising buyers of knowledge intensive services and technology innovations. The paper draws on the literature on buying and purchasing, customer references, word-of-mouth and reputational information. Findings – The findings identify the different roles of references, word-of-mouth, collegial advice networks, and reputation, and suggest that experience-based information provides information on offerings, suppliers and the problem solving situation in complex buying per se. Research limitations/implications – The article's contribution is to provide a framework depicting the employment of experience-based information in complex buying, which ensues through focal and continuous buying processes. Insights from this research are broadly applicable to the contexts of knowledge intensive, innovation and solutions business. Further qualitative research should aim to form constructs and define their interrelations to be tested in subsequent quantitative research. Originality/value – This study generates new understanding on how buyers gather and use experience-based information to solve complex problems in buying. It contributes by merging references, word-of-mouth, collegial social networks, and reputation as sources of experience-based information, identifying information embedded in those means, and exploring how the information and means are used throughout the complex buying situation.

A world of social interaction for all

2015 ◽  
Vol 16 (1) ◽  
pp. 44-53
Author(s):  
Laura Ferguson
Keyword(s):  
Social Interaction ◽  
Case Studies ◽  
Old Age ◽  
Design Methodology ◽  
Comprehensive Approach ◽  
Content Type ◽  
Innovative Work ◽  
Practical Implications

Purpose – The purpose of this paper is to highlight the actions needed and organisations to make a difference to the problem of loneliness in old age. Design/methodology/approach – Draws on the work of the Campaign to End Loneliness in collaboration with hundreds of organisations worldwide to document what has been done so far and to provide exemplars and imagined case studies based on collected experience to identify potential relevant actions. Findings – Many hundreds of organisations worldwide are recognising the need to support older peoples’ connections and abilities to engage with their communities. However, these need to be better mapped and coordinated. Practical implications – Innovative work is already being done to tackle loneliness needs to be more systematically supported and promoted. Originality/value – Identifies how much has already changed in terms of recognising and addressing loneliness but that a more comprehensive approach to support is needed.

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