The relative influence of advertising and word-of-mouth on viewing new season television programmes

2017 ◽  
Vol 51 (1) ◽  
pp. 65-81 ◽  
Author(s):  
Jenni Romaniuk ◽  
Nicole Hartnett
Keyword(s):  
Word Of Mouth ◽  
Longitudinal Research ◽  
Relative Influence ◽  
Content Type ◽  
Individual Level ◽  
Cross Media ◽  
Before And After ◽  
Media Mix ◽  
Practical Implications ◽  
Contrary Evidence

Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after possible exposure to advertising and/or positive WOM (PWOM) to model the effects of both paid versus earned media on behaviour. Findings This study provides contrary evidence to previous research that suggests that WOM has more influence on consumers than advertising. By controlling for viewers’ benchmark probabilities of viewing the TV programme, the effect of receiving PWOM becomes insignificant, whereas the effect of TV advertising remains unchanged. Because WOM is commonly exchanged between people with shared interests, it reaches an audience that is already highly disposed to view the TV programme. Research limitations/implications The findings implicate that we need to reinvestigate the power of WOM to avoid misattribution of effects. This study is only study in one category, which means replication and extension to more categories are needed. The limitations of the study include the inability to control for creative differences in the execution of programme promotions or examine possible cross-media synergies for multimedia campaigns. Practical implications Findings have implications for how much to invest in WOM-generating activities. Findings also have wider implications for cross-media research and media-mix models, as different media may reach audiences with differing predispositions to act. Originality/value This is one of the rare individual-level, longitudinal studies that investigate the influence of WOM in comparison to advertising.

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.

Singapore 2010 Youth Olympic Games and national pride

2015 ◽  
Vol 5 (1) ◽  
pp. 21-30 ◽  
Author(s):  
H. K. Leng ◽  
T. Y. Kuo ◽  
Grain Baysa-Pee ◽  
Josephine Tay
Keyword(s):  
Design Methodology ◽  
Olympic Games ◽  
Longitudinal Research ◽  
Content Type ◽  
National Pride ◽  
Sports Events ◽  
Longitudinal Research Design ◽  
Before And After ◽  
The Government ◽  
Practical Implications

Purpose – Singapore hosted the inaugural Youth Olympic Games (YOG) in 2010. Prior studies have shown that a country hosting a major sports event can raise the level of national pride among its citizens. The purpose of this paper is to examine the change in national pride among spectators and non-spectators following the hosting of the YOG. Design/methodology/approach – A longitudinal research design was employed in this study. Surveys using the General National Pride Scale to measure the level of national pride were conducted two months before and after the YOG. Findings – Using paired t-tests, the results showed that there was a significant increase in the level of national pride among non-spectators. Research limitations/implications – The research concurs with earlier research that hosting a major sports event can increase the level of national pride in the population. Practical implications – From an application standpoint, this research suggests that in planning major sports events, the government should recognise that such events can increase the level of national pride even among those who have expressed no interest in the sports events. Social implications – National pride can be fostered through the hosting of major sports events. Originality/value – This study demonstrates that in hosting a major sports event, there is an increase in national pride even among non-spectators and those who have no interest in the event.

Embedding employability within higher education for the profession of policing

2019 ◽  
Vol 9 (3) ◽  
pp. 319-328
Author(s):  
Ian Pepper ◽  
Ruth McGrath
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Research Study ◽  
Longitudinal Research ◽  
Evidence Base ◽  
Content Type ◽  
Educational Provision ◽  
Professional Body ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to evaluate the impact of an employability module, the College of Policing Certificate in Knowledge of Policing (CKP), on students’ career aspirations, their confidence and wish to join the police along with the appropriateness of the module. This will inform the implementation of employability as part of the College of Policing-managed Police Education Qualifications Framework (PEQF). Design/methodology/approach A three-year longitudinal research study used mixed methods across four points in time to evaluate the impact on students studying the employability module. Findings The research suggests that the employability-focussed CKP was useful as an introduction to policing, it developed interest in the police and enhanced the confidence of learners applying to join. Lessons learnt from the CKP should be considered during the implementation of the PEQF. Research limitations/implications The ability to generalise findings across different groups is limited as other influences may impact on a learner’s confidence and employability. However, the implications for the PEQF curriculum are worthy of consideration. Practical implications As the police service moves towards standardised higher educational provision and evolution of policing as a profession, lessons can be learnt from the CKP with regards to the future employability of graduates. Originality/value Enhancing the employability evidence base, focussing on policing, the research identified aspects which may impact on graduates completing a degree mapped to the PEQF. The research is therefore of value to higher education and the professional body for policing.

Reuse, recycle … reduce: a greener library with print management

2012 ◽  
Vol 30 (3) ◽  
pp. 408-417 ◽  
Author(s):  
Megan E. Dempsey ◽  
Alex Palilonis
Keyword(s):  
Management System ◽  
Design Methodology ◽  
Content Type ◽  
Before And After ◽  
Practical Implications

PurposeThe purpose of this paper is to describe the implementation of a print management system to control costs and reduce waste associated with printing practices.Design/methodology/approachA paper collection study found that 8 percent of pages printed in the library were never claimed. A print management system was implemented requiring print jobs to be manually released by users. Statistics on toner lifespan and number of pages printed before and after the system was implemented were compared.FindingsThe print management system reduced the total number of pages printed in a semester by 32 percent from Fall 2009 to Fall 2011 and increased the lifespan of toner cartridges so they would perform more efficiently.Practical implicationsImplementing a print management system without charging students a printing fee reduces the amount of wasted paper and the costs associated with purchasing paper and toner for printing services.Originality/valueThe paper describes the implementation of a print management system in a library that has substantially reduced the number of pages printed from library computers and the amount of toner used. The authors believe they have made a significant impact on reducing a primary area of waste.

Antecedents of growth-oriented entrepreneurship before and during the Greek economic crisis

2017 ◽  
Vol 24 (3) ◽  
pp. 528-544 ◽  
Author(s):  
Ioannis Giotopoulos ◽  
Alexandra Kontolaimou ◽  
Aggelos Tsakanikas
Keyword(s):  
Work Experience ◽  
Early Stage ◽  
New Ventures ◽  
High Growth ◽  
Content Type ◽  
Crisis Period ◽  
Individual Level ◽  
Level Data ◽  
The Social ◽  
Before And After

Purpose The purpose of this paper is to explore potential drivers of high-growth intentions of early-stage entrepreneurs in Greece before and after the onset of the financial crisis of 2008. Design/methodology/approach To this end, the authors use individual-level data retrieved from Global Entrepreneurship Monitor annual surveys (2003-2015). Findings The results show that high-growth intentions of Greek entrepreneurs are driven by different factors in the crisis compared to the non-crisis period. Male entrepreneurs and entrepreneurs with significant work experience seem to be more likely to be engaged in growth-oriented new ventures during the crisis period. The same appears to hold for entrepreneurs who are motivated by an opportunity and also perceive future business opportunities in adverse economic conditions. On the other hand, the educational level and the social contacts of founders with other entrepreneurs are found to drive ambitious Greek entrepreneurship in the years before the crisis, while they were insignificant after the crisis outbreak. Originality/value Based on the concept of ambitious entrepreneurship, this study contributes to the literature by investigating the determinants of entrepreneurial high-growth expectations in the Greek context emphasizing the crisis period in comparison to the pre-crisis years.

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.

Celebrity transgression and consumers’ forgiveness: does religiosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anwar Sadat Shimul ◽  
Matthew Barber ◽  
Mohammad Ishmam Abedin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Equation Modelling ◽  
Before And After ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

Perceived risks from drone food delivery services before and after COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ja Young (Jacey) Choe ◽  
Jinkyung Jenny Kim ◽  
Jinsoo Hwang
Keyword(s):  
Perceived Risk ◽  
Food Delivery ◽  
Equation Modeling ◽  
Stable Operation ◽  
Content Type ◽  
Before And After ◽  
Delivery Services ◽  
Psychological Risks ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this study was to explore if five subdimensions of perceived risk (financial, time, privacy, performance and psychological risks) negatively affects image. In addition, this study aims to investigate if image has a positive effect on intentions to use. Lastly, the purpose of this study was to examine the moderating effect of Coronavirus disease-2019 (COVID-19), before and after the outbreak, in the relationship between perceived risk and image. Design/methodology/approach Data were collected from 331 people before the COVID-19 outbreak and 343 people after the COVID-19 outbreak. To test hypotheses, this study used structural equation modeling. Findings Time, performance and psychological risks negatively affected image before the outbreak of COVID-19. Meanwhile, performance risks and psychological risks had a negative influence on image only after the outbreak of COVID-19. In addition, there was demonstrated to be a positive relationship between image and intentions to use, both before and after the COVID-19 outbreak. Finally, the outbreak of COVID-19 positively moderates the relationship between performance risk and image. Practical implications The current study provides the following practical implications. First, industry practitioners need to develop a performance guarantee system which enhances the quality assurance of drone food delivery services (DFDS). Second, live streaming or creative activities would help to visualize DFDS in a way that stresses the stable operation of these services. Originality/value The importance of contactless services has been emphasized ever since the beginning of the COVID-19 outbreak. However, there has been very little research on the future of contactless services after COVID-19. This study investigated the perceived risk from DFDS as a form of contactless service which has not been conducted before. The findings of this study will improve the understanding of the changes that have occurred in consumers’ perception of risk from DFDS during the COVID-19 pandemic.

scholarly journals Professional skills development for mathematics undergraduates

2019 ◽  
Vol 9 (3) ◽  
pp. 374-386
Author(s):  
Ewan Russell ◽  
Peter Rowlett
Keyword(s):  
Teaching Style ◽  
Skills Development ◽  
Design And Development ◽  
Professional Skills ◽  
Content Type ◽  
Module Design ◽  
Before And After ◽  
Key Competencies ◽  
Academic Year ◽  
Practical Implications

Purpose The purpose of this paper is to describe the design and development of a final year undergraduate mathematics module designed to address professional skills development at a UK university, including via input to curriculum and assessment from employers, and to investigate student acquisition of skills from this module. Design/methodology/approach Literature on skills development in mathematics informs module design and development. Students optionally completed Likert-style competency questionnaires before and after the taught module content, and reflected on skills development via an end of module questionnaire. Data collection took place over three academic years. Findings Several key competencies exhibit median increases over the course of the module in each academic year, indicating a perceived skills development. Problem solving and presentation skills are particularly highlighted. Research limitations/implications Numbers of students were small, though the study is repeated with three different cohorts. Some students study mathematics jointly with another discipline and hence may have experience in skills development from the other subject. Practical implications This study indicates that innovations in teaching style and assessment in mathematics modules can enhance student confidence and competence with key professional skills. Originality/value Undergraduate modules in mathematics which have a focus on professional skills development are still fairly rare in UK universities. Often such modules do not embed the professional skills development activities with subject-specific technical tasks and projects as this module does. There are few formal studies of the effectiveness of this style of module, especially longitudinal studies covering several academic years.

scholarly journals Emotions in leaders’ enactment of professional agency

2019 ◽  
Vol 31 (2) ◽  
pp. 143-165 ◽  
Author(s):  
Päivi Hökkä ◽  
Katja Vähäsantanen ◽  
Susanna Paloniemi ◽  
Sanna Herranen ◽  
Anneli Eteläpelto
Keyword(s):  
Qualitative Content Analysis ◽  
Leadership Coaching ◽  
Content Type ◽  
Current State ◽  
Before And After ◽  
State Of Affairs ◽  
Practical Implications ◽  
A Current

Purpose Although there has been an increase in workplace studies on professional agency, few of these have examined the role of emotions in the enactment of agency at work. To date, professional agency has been mainly conceptualised as a goal-oriented, rational activity aimed at influencing a current state of affairs. Challenged by this, this study aims to elaborate the nature and quality of emotions and how they might be connected to the enactment of professional agency. Design/methodology/approach Data are collected in the context of a leadership coaching programme that aimed to promote the leaders’ professional agency over the course of a year. The participants (11 middle-management leaders working in university and hospital contexts) were interviewed before and after the programme, and the data were analysed using qualitative content analysis. Findings Findings showed that emotions played an important role in the leaders’ enactment of professional agency, as it pertained to their work and to their professional identity. The study suggests that enacting professional agency is by no means a matter of purely rational actions. Practical implications The study suggests that emotional agency can be learned and enhanced through group-based interventions reflecting on and processing one’s own professional roles and work. Originality/value As a theoretical conclusion, the study argues that professional agency should be reconceptualised in such a way as to acknowledge the importance of emotions (one’s own and those of one’s fellow workers) in practising agency within organisational contexts.

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