Examining the effectiveness of WOM/eWOM communications across age-based cohorts: implications for political marketers

2017 ◽  
Vol 34 (7) ◽  
pp. 646-663 ◽  
Author(s):  
Pramod Iyer ◽  
Atefeh Yazdanparast ◽  
David Strutton
Keyword(s):  
Political Marketing ◽  
Future Research ◽  
Snowball Sampling ◽  
Communication Mode ◽  
Content Type ◽  
Perceived Credibility ◽  
Communication Source ◽  
Message Evaluation ◽  
Message Involvement ◽  
Voting Intentions

Purpose Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions. Design/methodology/approach Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels. Findings The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions. Research limitations/implications The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing. Practical implications Political marketers can achieve greater credibility and effectiveness and partially restore political marketing’s reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes. Originality/value This paper explores an important but under-researched area in political marketing (i.e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts.

How do you warn them if they speak only Spanish? Challenges for organizations in communicating risk to Colonias residents in Texas, USA

2014 ◽  
Vol 23 (5) ◽  
pp. 533-550 ◽  
Author(s):  
Sudha Arlikatti ◽  
Hassan A. Taibah ◽  
Simon A. Andrew
Keyword(s):  
Nonprofit Organizations ◽  
Online Survey ◽  
Linguistically Diverse ◽  
Risk Information ◽  
Culturally And Linguistically Diverse ◽  
Future Research ◽  
Snowball Sampling ◽  
Content Type ◽  
Diverse Groups ◽  
Communicating Risk

Purpose – The purpose of this paper is to examine the information channels used by public and nonprofit organizations to communicate disaster risk information to Colonias residents in Hidalgo County, Texas. It seeks to find creative and proactive solutions for organizations to improve risk education to these constituents. Design/methodology/approach – Initially a snowball sampling technique was used to conduct six face-to-face interviews. This was followed by an online survey sent to 64 reputational referrals, of which 23 completed the survey, generating a response rate of 34 percent. A comparative analysis between public and nonprofit organizations and the Fischer's exact test were employed to analyze the data. Findings – Channel preferences for providing risk information varied with public organizations using the television (TV) and the nonprofit organizations using bilingual staff for outreach. The television, radio, public events, and bilingual staff were considered to be the most effective while social media (Facebook, Twitter, and city web sites) was not considered at all by both groups. Lack of funding and staffing problems were identified as the primary challenges. Research limitations/implications – One limitation is that the paper focusses on organizations serving Spanish speakers in the Texas Colonias. Future research needs to investigate how other localities at border sites where culturally and linguistically diverse groups might reside, receive and understand risk information. The role of cross-national organizations in creating internationally coordinated plans for disaster communication should also be explored. Originality/value – It highlights the challenges faced by organizations in communicating risk, especially in border communities where culturally and linguistically diverse groups reside.

The mediational effect of regulatory focus on the relationships between mindfulness and job satisfaction and turnover intentions

2014 ◽  
Vol 19 (5) ◽  
pp. 494-507 ◽  
Author(s):  
Martha C. Andrews ◽  
K. Michele Kacmar ◽  
Charles Kacmar
Keyword(s):  
Job Satisfaction ◽  
Regulatory Focus ◽  
Structural Equation ◽  
Turnover Intentions ◽  
Equation Modeling ◽  
Future Research ◽  
Snowball Sampling ◽  
Prevention Focus ◽  
Content Type ◽  
The Relationship

Purpose – The purpose of this paper is to explore the role of mindfulness as a predictor of the two components of regulatory focus theory (RFT): promotion and prevention focus. It further examines promotion focus and prevention focus as mediators of the mindfulness-job satisfaction and mindfulness-turnover intentions relationships. Finally, job satisfaction is also examined as a mediator of the mindfulness-turnover intentions relationship. Design/methodology/approach – The model was tested using data collected via a snowball approach. Online surveys were distributed to undergraduate students enrolled in a business course. Students were then given the opportunity to earn extra credit by sending the survey to potential respondents. The relationships were tested using structural equation modeling. Findings – Support was found for four of the six hypotheses. Prevention focus did not negatively mediate the relationship between mindfulness and job satisfaction as well as the relationship between mindfulness and turnover intentions. Research limitations/implications – One limitations of this research is the placement of mindfulness as an antecedent to promotion and prevention focus. Another plausible alternative is to consider mindfulness as a consequence. An additional limitation is the use of a snowball sampling technique. Future research should examine these findings using employees of a single organization. Originality/value – This research theoretically and empirically links RFT and mindfulness. This study also adds to the limited research empirically linking RFT and turnover intentions, both directly and indirectly via job satisfaction. Finally, this research extends previous research that established the positive relationship between mindfulness and job satisfaction by examining the mindfulness-job satisfaction-turnover intentions relationship.

Mediation effect of novelty ecosystems on intrapreneurial behaviour process within an organisational dynamic environment among Kenyan universities

2017 ◽  
Vol 30 (6) ◽  
pp. 957-977 ◽  
Author(s):  
Moses Mpiima Kibirango ◽  
John C. Munene ◽  
Waswa J. Balunywa ◽  
Jovent K. Obbo
Keyword(s):  
Structural Equation ◽  
Sampling Technique ◽  
Integrated Approach ◽  
Positive Deviance ◽  
Mediation Effect ◽  
Future Research ◽  
Full Time ◽  
Snowball Sampling ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to examine, explain, predict and guide the processes, mechanisms and outcomes of intrapreneurial behaviour to provide evidence that novelty ecosystems mediate the relationships between generative influence, positive deviance and intrapreneurial behaviour. It also enlightens the capacity of replicating the intrapreneurial best practices. Design/methodology/approach The study uses an integrated approach of entrepreneurship and complexity theories. Its subjects were full-time designated university employees in the Republic of Kenya. A total number of 244 employees were selected using snowball sampling technique from ten public and private universities in the Kenya. A self-administered questionnaire was used to collect data. Findings The structural equation modelling path analysis and the bootstrapping results confirmed full mediation of novelty ecosystems in the relationship between generative influence and intrapreneurial behaviour. The findings, further, verified that novelty ecosystems partially mediate the relationship between positive deviance and intrapreneurial behaviour. Research limitations/implications Subjective appraisals were used, despite the fact that studied variables are ultimately based on what employees perceive. Future research should generate and include more objective measures. Practical implications Intrapreneurial behaviour can only be explained and predicted through novelty ecosystems. University leaders need to fully understand and facilitate novelty ecosystems. Social implications A deeper understanding of the power of generative influence, positive deviance and novelty ecosystems will not be fully realized until researchers devote as much energy and attention to facilitation as has been devoted to conflict. Originality/value This study extends existing intrapreneurial research into complexity approach.

Toward diffusion of e-Zakat initiatives amid the COVID-19 crisis and beyond

foresight ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Saeed Awadh Bin-Nashwan
Keyword(s):  
Smartphone Application ◽  
Future Research ◽  
Snowball Sampling ◽  
Content Type ◽  
Intention To Adopt ◽  
Use Of Technology ◽  
Main Determinants ◽  
Facilitating Conditions ◽  
Relief Efforts ◽  
The Relationship

Purpose While the financial relief efforts are struggling to keep up with the COVID-19 outbreak, there is a need for the diffusion of e-Zakat initiatives and work with fintech if governments truly strive to ensure that most vulnerable do not fall behind. The newly launched e-system – popularly known as ZAKATY (e-portal and smartphone application) – in Saudi Arabia is an example worth attention and study on how well people can accept and use the system and Zakat payer-centric e-services, especially amid such uncertain times. The purpose of this study is to explore how an extended unified model of acceptance and use of technology (UTAUT) can induce users to adopt the ZAKATY e-services provided by the General Authority of Zakat and Tax during this unprecedented challenge to pay Zakat online in an easy, fast and reliable way. Design/methodology/approach Drawing on a quantitative approach through an online administered survey, a total of 479 usable responses from individual Zakat payers were obtained using snowball sampling and analyzed through smart partial least squares (SmartPLS) software. Findings This study confirms the suitability and utility of the UTAUT model used in predicting Zakat payers’ intention to adopt the e-Zakat system and its services, indicating that the model possesses 72% of the predictive capability to explain variance in intentions. It also shows that all UTAUT constructs (i.e. performance expectancy, social influence and facilitating conditions) were statistically significant, except for effort expectancy. Online trust exerted a significant moderating effect on the relationship between UTAUT constructs and users’ intentions to uptake the system’s online services amid COVID-19. Practical implications To keep pace with rapid digital transformations amid the pandemic, Zakat institutions, as governmental entities, are likely pursuing to identify the main determinants that influence people’s intentions to engage in adopting e-Zakat services. This could be eventually translated into maximizing the proceeds of Zakat funds by developing ICT-based infrastructure and introducing reliable and efficient e-services that can be adopted by users. Originality/value Given the scarce literature on the relevance of e-Zakat systems’ adoption, this work could serve as a building block and springboard for literature and future research by empirically examining an extended framework derived from the UTAUT theory in the Zakat context.

Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

2017 ◽  
Vol 41 (5) ◽  
pp. 710-727 ◽  
Author(s):  
Xuebing Dong ◽  
Yaping Chang ◽  
Xiaojun Fan
Keyword(s):  
Information Seeking ◽  
Moderating Effect ◽  
Future Research ◽  
Online Media ◽  
Time Interval ◽  
Least Squares Regression ◽  
Sources Of Information ◽  
Content Type ◽  
Perceived Credibility ◽  
Message Acceptance

Purpose Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues. Design/methodology/approach A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model. Findings The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility. Research limitations/implications The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers. Practical implications This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices. Originality/value This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.

An empirical investigation of ethnic food consumption

2015 ◽  
Vol 117 (4) ◽  
pp. 1239-1255 ◽  
Author(s):  
Rana Muhammad Ayyub
Keyword(s):  
Ethnic Groups ◽  
Food Consumption ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
Snowball Sampling ◽  
Content Type ◽  
Ethnic Food ◽  
Halal Food ◽  
Almost All

Purpose – Due to globalization and latest immigration patterns, ethnic subgroups are emerging in almost all the advanced countries resulting in significant increase in ethnic food consumption; to which many issues are attached which are not adequately addressed in marketing literature. Recently, marketing researchers have started paying attention to different perspectives of ethnic consumption in intra-national contexts. Halal is one of such fastest growing ethnic food in western societies. The purpose of this paper is to quantitatively study Halal food consumption in majority ethnic groups in relation to possible resistances and acculturation in multicultural society of UK. Design/methodology/approach – The questionnaire survey was used to collect data. Findings – The model was developed by using structural equation modeling (SEM) which shows that both consumer animosity and consumer racism negatively affect willingness to buy Halal food by majority ethnic groups whereas ongoing acculturation moderates these relationships. Research limitations/implications – The main limitation of this study is use of a combination of convenience sampling and snowball sampling. Practical implications – The findings can guide ethnic researchers and food marketers to devise prudent marketing strategies to deal with ethnic food consumption issues. Social implications – This study will bridge a gap in ensuring intercultural harmony by dealing with a market reality. Originality/value – This work has a potential to instigate future research in much needed area of changing food consumption behavior in multicultural societies and its implications.

An appraisal of home ownership for senior citizens in Nigeria

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrew Ebekozien
Keyword(s):  
State Government ◽  
Low Income ◽  
Home Ownership ◽  
Senior Citizens ◽  
Well Being ◽  
Future Research ◽  
Pension Scheme ◽  
Snowball Sampling ◽  
Content Type ◽  
Practical Implications

PurposeThe Nigerian Government has been left behind in the planning of homes for the senior citizens as they are aged and retire from service. The possible outcome is untimely death of many because of contagious illness associated with the dilapidated environment in their abode. Hence, this paper attempts to investigate the hindrances of home ownership faced by senior citizens and proffers possible policy solutions.Design/methodology/approachA phenomenology type of qualitative research was adopted and 30 participants were interviewed. That is, ten from four different state government agencies and 20 senior citizens using purposive and snowball sampling techniques and data saturation was also achieved. The data derived were analysed using MAXQDA 2018 and through a thematic analysis.FindingsThis paper found that Nigerian low-income senior citizens (LISCs) who owned houses lived more stable well-being. Whilst the level of home ownership was completely dissatisfying as failed mortgage finance, corruption in the pension scheme, relaxed National Housing Policy implementation and inadequate senior citizens’ home ownership policy were identified as the encumbrances.Research limitations/implicationsThis paper is limited to exploring the root cause of LISCs’ inability to gain home ownership and proffering possible solutions. Future research is needed to use relevant information in advancing home ownership policy for the low-income groups across the states in Nigeria and other developing countries.Practical implicationsThis paper recommended that government should impose housing construction on three acres and above, mitigate corruption, establish special housing loan scheme for senior citizens, sustain rent-to-own policy and land subsidy in cities to enhance senior citizens’ home ownership. These recommendations form part of the paper's practical implications.Originality/valueThis paper demonstrates that existing housing policies are yet to consider the senior citizens regarding enhancing their home ownership status.

Doing and undoing gender: women professionals' persistence in technology occupations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Samina M. Saifuddin ◽  
Lorraine Dyke ◽  
Md. Sajjad Hossain
Keyword(s):  
Women Professionals ◽  
Cultural Context ◽  
Future Research ◽  
Snowball Sampling ◽  
Content Type ◽  
Awareness Campaigns ◽  
Technology Industry ◽  
Women's Participation ◽  
And Gender ◽  
Individual Strategies

PurposeThis study aims to identify women professionals' strategies to persist in the male-dominated technology industry situated in the Bangladeshi socio-cultural context.Design/methodology/approachIn-depth interviews with women tech professionals were conducted to identify and explore the strategies. Thematic coding was used for data analysis.FindingsThe findings suggest that the complex interplay of macro-, meso- and micro-factors pushes women to defy societal and gender norms in their choice and persistence, yet they simultaneously conform to these norms. By simultaneous expressions of doing and undoing gender, these women dealt with hierarchies and inequalities, navigated masculinized industry and empowered themselves within a patriarchal culture. The strategies effectively allowed them to demonstrate agency and persist in tech occupations.Research limitations/implicationsThe study participants were women and recruited using snowball sampling. Future research could benefit from recruiting a larger, more varied sample using random sampling.Practical implicationsThe study can inform teaching and policy initiatives to increase women's representation in tech sectors through awareness campaigns, policy interventions and counseling.Originality/valueThe research extends the doing and undoing framework by integrating the relational perspective to explain women's agency and resilience situated in a patriarchal context. The paper focuses on women's micro-individual strategies to navigate macro- and meso-level forces. Moreover, Bangladesh is an under-researched context, and findings from the study can help design potential intervention strategies to increase women's participation.

A mission of service: social entrepreneur as a servant leader

2018 ◽  
Vol 24 (3) ◽  
pp. 755-767 ◽  
Author(s):  
Irina Petrovskaya ◽  
Araksya Mirakyan
Keyword(s):  
Servant Leadership ◽  
Social Entrepreneurship ◽  
Sampling Technique ◽  
Social Entrepreneur ◽  
Future Research ◽  
Snowball Sampling ◽  
Social Entrepreneurs ◽  
Content Type ◽  
Leadership Attributes ◽  
Future Research Agenda

Purpose The purpose of this paper is to establish a conceptual link between the research domains of social entrepreneurship and servant leadership by exploring the proposition that social entrepreneurs may have specific leadership attributes that allow classifying them as servant leaders. Design/methodology/approach Five servant leadership attributes were identified based on the literature review: altruism, humility, integrity, trust in others and empathy. In an exploratory study, these attributes were examined in a sample of 78 Russian entrepreneurs. Findings Survey results indicate that social entrepreneurs indeed differ from traditional ones in four of the perceived servant leadership attributes: altruism, integrity, trust in others and empathy. However, no differences in humility between social and traditional entrepreneurs were found. Research limitations/implications The limitations of this study are the sample size and the sampling technique used (targeted and snowball sampling). Another limitation is the nature of the instrument used: servant leadership attributes were measured through a self-assessment questionnaire, making it susceptible to a social desirability bias. The study contributes toward setting a future research agenda for the further studies of both social entrepreneurship and servant leadership. Originality/value This paper introduces a conceptual connection between social entrepreneurship and servant leadership. No such study had been reported prior to this research.

“Natural allies”

2018 ◽  
Vol 74 (4) ◽  
pp. 804-826 ◽  
Author(s):  
Alex H. Poole ◽  
Deborah A. Garwood
Keyword(s):  
Research Question ◽  
Library Science ◽  
Future Research ◽  
Snowball Sampling ◽  
Structured Interviews ◽  
Content Type ◽  
Data Intensive ◽  
The Usa ◽  
Information Professionals

PurposeIn Digging into Data 3 (DID3) (2014-2016), ten funders from four countries (the USA, Canada, the UK, and the Netherlands) granted $5.1 million to 14 project teams to pursue data-intensive, interdisciplinary, and international digital humanities (DH) research. The purpose of this paper is to employ the DID3 projects as a case study to explore the following research question: what roles do librarians and archivists take on in data-intensive, interdisciplinary, and international DH projects?Design/methodology/approachParticipation was secured from 53 persons representing eleven projects. The study was conducted in the naturalistic paradigm. It is a qualitative case study involving snowball sampling, semi-structured interviews, and grounded analysis.FindingsLibrarians or archivists were involved officially in 3 of the 11 projects (27.3 percent). Perhaps more importantly, information professionals played vital unofficial roles in these projects, namely as consultants and liaisons and also as technical support. Information and library science (ILS) expertise helped DID3 researchers with issues such as visualization, rights management, and user testing. DID3 participants also suggested ways in which librarians and archivists might further support DH projects, concentrating on three key areas: curation, outreach, and ILS education. Finally, six directions for future research are suggested.Originality/valueMuch untapped potential exists for librarians and archivists to collaborate with DH scholars; a gap exists between researcher awareness and information professionals’ capacity.

Sign in / Sign up

Export Citation Format

Share Document