scholarly journals Friends and fellow travelers: comparative influence of review sites and friends on hotel choice

2015 ◽  
Vol 6 (2) ◽  
pp. 127-144 ◽  
Author(s):  
Andrew Duffy
Keyword(s):  
Word Of Mouth ◽  
Information Source ◽  
Complete Information ◽  
Customer Engagement ◽  
Structured Interviews ◽  
Content Type ◽  
Special Occasion ◽  
Credible Information ◽  
The Individual ◽  
Hotel Managers

Purpose – This paper aims to examine when travelers are more influenced by friends (word-of-mouth [WOM]) with limited knowledge of hotels but an understanding of the traveler, and when by review sites (electronic word-of-mouth [eWOM]) which have immense experience of hotels but cannot know the individual traveler. Sites such as TripAdvisor® offer millions of reviews, and travelers often reduce that to a manageable amount by focusing on reviews by writers who show homophily, i.e. are similar to them in terms of travel interests. These sites represent a form of eWOM recommendation; what is not clear is how much they replace or augment traditional WOM. Design/methodology/approach – Dual-method content analysis of semi-structured interviews with a heterogeneous purposive sample of regular users of TripAdvisor (N = 30), followed by a survey of TripAdvisor users (N = 237). Findings – Friends were considered the most credible information source, although friends showing greater homophily were more valued than others. However, in some circumstances, subjects found eWOM more credible: when they wanted greater certainty in their hotel choice, so complete information was important; when the hotel was for a special occasion or special people; and for feelings of empowerment. Most subjects compared all sources rather than relying on one. Originality/value – This study reminds hotel managers that while eWOM is accessible and analyzable, it may not fully represent guests’ opinions; hotels’ marketing strategy should balance it with other recommendation networks. As guests compare sources, consistency in all forms of customer engagement is also essential.

scholarly journals Self-presentation, privacy and electronic word-of-mouth in social media

2017 ◽  
Vol 26 (4) ◽  
pp. 415-428 ◽  
Author(s):  
Oleksandra Pasternak ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Brand Management ◽  
Electronic Word Of Mouth ◽  
Structured Interviews ◽  
Self Presentation ◽  
Content Type ◽  
Privacy Preferences ◽  
Self Image ◽  
The Individual

Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology/approach The study uses inductive qualitative design, and the data have been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

Information behaviour and decision-making in patients during their cancer journey

2017 ◽  
Vol 35 (3) ◽  
pp. 494-506 ◽  
Author(s):  
Shih-Chuan Chen
Keyword(s):  
Decision Making ◽  
Cancer Patients ◽  
Information Source ◽  
Alternative Therapy ◽  
Treatment Decision ◽  
Treatment Method ◽  
Structured Interviews ◽  
Content Type ◽  
Information Behaviour ◽  
Treatment Decision Making

Purpose This paper aims to investigate the effect of cancer patients’ information behaviour on their decision-making at the diagnosis and treatment stages of their cancer journey. Patients’ information sources and their decision-making approaches were analyzed. Design/methodology/approach Semi-structured interviews were conducted with 15 participants. Findings The cancer patients sought information from various sources in choosing a hospital, physician, treatment method, diet and alternative therapy. Physicians were the primary information source. The patients’ approaches to treatment decision-making were diverse. An informed approach was adopted by nine patients, a paternalistic approach by four and a shared decision-making approach by only two. Practical implications In practice, the findings may assist hospitals and medical professionals in fostering pertinent interactions with patients. Originality/value The findings can enhance researcher understanding regarding the effect of cancer patients’ information behaviour on their decision-making.

Digitalization and rural entrepreneurial attitude in Indonesia: a capability approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fikri Zul Fahmi ◽  
Medina Savira
Keyword(s):  
Cultural Values ◽  
Rural Areas ◽  
Digital Technology ◽  
Capability Approach ◽  
Snowball Sampling ◽  
Structured Interviews ◽  
Content Type ◽  
Rural Entrepreneurship ◽  
The Individual ◽  
The Capability Approach

Purpose This paper aims to identify how digitalization affects entrepreneurial attitudes in rural areas in Indonesia, a country in the Global South. The development of digital technology can help entrepreneurs, in that faster and easier information acquisition helps rural communities to identify new opportunities and innovate. Yet, digital development generates higher disparity, and thus, not all people can benefit from digitalization. Although digital technology can facilitate the development of entrepreneurship, its benefits depend on individual preferences. In this regard, the capability approach is used so as to reflect how different valuations of digital technology in rural entrepreneurs influence their attitude with regard to recognizing business opportunities and taking risks. Design/methodology/approach A double case study approach is used in which this study examines two cases of rural entrepreneurs in Indonesia that represent different uses of digital technologies and socio-economic rural contexts: coffee entrepreneurs in Kintamani and craft producers in Kamasan village. In so doing, semi-structured interviews were conducted with local entrepreneurs and communities according to purposive and snowball sampling techniques. The qualitative data were then analysed using a constant comparative technique which allows us to develop a conceptual argument by observing patterns within and between the cases. Findings The findings show that digitalization shapes the attitude of rural entrepreneurs differently, although the same opportunity from using digital technology is present in the village. Social and environmental factors facilitate the rural entrepreneurs to consider using digital technology to develop their businesses. However, as each individual entrepreneur has a different valuation of digital technology, the benefits it offers – such as broader market opportunities and new business ideas – vary. Entrepreneurs who consider digital technology to be a valuable resource for developing their businesses are more curious to explore its benefits. Originality/value The capability approach provides a new perspective in understanding rural entrepreneurship. First, the authors demonstrate that the success of rural entrepreneurship is influenced not only by concrete things (e.g. resources) but also the individual perspective on these resources which may vary across entrepreneurs. Second, the authors show not only the potential differences in socio-cultural contexts in which the capability approach is applied but also how socio-cultural values and collectivism influence the individual valuation of resources that could benefit entrepreneurs.

A qualitative exploration of young people and prison officers’ experiences of empathy within a young offenders’ institution

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Emily Anne Tarrant ◽  
Alison Torn
Keyword(s):  
Young People ◽  
Subjective Experience ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Institutional Investment ◽  
Content Type ◽  
The Individual ◽  
Relationship Factors ◽  
The Impact ◽  
The Relationship

Purpose This study aims to explore the ways in which young people and prison staff (Prison Officers) within a youth custodial establishment experience empathy. Previous research tends to view empathy as a stable trait and one which people can develop through individual-centred therapy. There has been little consideration of the impact of relationship factors and context in relation to empathy experience and expression. The current study aims to address this by exploring the role of the custodial context in shaping empathy, including the potential impact of relationships, environmental factors and culture. Design/methodology/approach A qualitative approach was used to enable breadth and depth in the exploration of this area. Individual, semi-structured interviews were carried out with a purposive sample of three young people and three Prison Officers. Data was analysed using inductive thematic analysis informed by the guidelines of Braun and Clarke (2006) and King and Horrocks (2010). Findings Constructed themes included “constructions of empathy”, “recipe for empathy”, “institutional investment”, “the value of empathy” and “doing empathy”. Together, they provide detailed insight into the interplay of personal and wider contextual factors influencing the experience of empathy in a custodial setting. The findings suggest that the way in which young people and staff experience empathy in the custodial environment is unique. The findings suggest that empathy takes place within the context of relationships and is influenced by the nature of those relationships, along with the wider social context within which it occurs. Practical implications The findings of the current study support a move away from understanding empathy as an individual personality trait and instead viewing it as a dynamic experience that is changeable based upon the relationship and the context within which it occurs. The findings suggest that interventions aiming to develop empathy should look beyond the level of the individual and the relationship and focus upon developing environments that are supportive of empathy. Originality/value This study provides unique insights into the subjective experience of empathy in a custodial setting, presenting as one of the first to take a more holistic approach to understand this phenomenon.

Digital cause-related marketing campaigns

2020 ◽  
Vol 12 (1) ◽  
pp. 63-78
Author(s):  
Meenakshi Handa ◽  
Shruti Gupta
Keyword(s):  
Word Of Mouth ◽  
Consumer Participation ◽  
Customer Engagement ◽  
Positive Word ◽  
Bottom Line ◽  
Content Type ◽  
Behavioural Intentions ◽  
Cause Related Marketing ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

scholarly journals The use of Twitter for innovation in business markets

2020 ◽  
Vol 38 (5) ◽  
pp. 587-601
Author(s):  
Helen Cripps ◽  
Abhay Singh ◽  
Thomas Mejtoft ◽  
Jari Salo
Keyword(s):  
Social Media ◽  
Peer Interactions ◽  
Methodological Approach ◽  
Relationship Building ◽  
Business Relationships ◽  
Structured Interviews ◽  
Content Type ◽  
B2b Marketing ◽  
Individual Level ◽  
The Individual

PurposeThe purpose of this research is to investigate the use of Twitter in business as a medium for knowledge sharing and to crowdsource information to support innovation and enhance business relationships in the context of business-to-business (B2B) marketing.Design/methodology/approachThis study uses a combination of methodologies for gathering data in 52 face-to-face interviews across five countries and the downloaded posts from each of the interviewees' Twitter accounts. The tweets were analysed using structural topic modelling (STM), and then compared to the interview data. This method enabled triangulation between stated use of Twitter and respondent's actual tweets.FindingsThe research confirmed that individuals used Twitter as a source of information, ideas, promotion and innovation within their industry. Twitter facilitates building relevant business relationships through the exchange of new, expert and high-quality information within like-minded communities in real time, between companies and with their suppliers, customers and also their peers.Research limitations/implicationsAs this study covered five countries, further comparative research on the use of Twitter in the B2B context is called for. Further investigation of the formalisation of social media strategies and return on investment for social media marketing efforts is also warranted.Practical implicationsThis research highlights the business relationship building capacity of Twitter as it enables customer and peer conversations that eventually support the development of product and service innovations. Twitter has the capacity for marketers to inform and engage customers and peers in their networks on wider topics thereby building the brand of the individual users and their companies simultaneously.Originality/valueThis study focuses on interactions at the individual level illustrating that Twitter is used for both customer and peer interactions that can lead to the sourcing of ideas, knowledge and ultimately innovation. The study is novel in its methodological approach of combining structured interviews and text mining that found the topics of the interviewees' tweets aligned with their interview responses.

The quantified-self archive: documenting lives through self-tracking data

2019 ◽  
Vol 76 (1) ◽  
pp. 290-316
Author(s):  
Ciaran B. Trace ◽  
Yan Zhang
Keyword(s):  
Public Space ◽  
Meaning Making ◽  
Demographic Data ◽  
Historical Record ◽  
Small Data ◽  
Quantified Self ◽  
Tracking Data ◽  
Structured Interviews ◽  
Content Type ◽  
The Individual

Purpose The purpose of this article is to examine the ways in which self-tracking data have meaning and value in and after the life of the creator, including how such data could become part of the larger historical record, curated in an institutional archive. In doing so, the article expands upon existing shared interests among researchers working in the areas of self-tracking, human–computer interaction and archival science. Design/methodology/approach A total of 18 people who had self-tracked for six months or more were recruited for the study. Participants completed a survey which gathered demographic data and characteristics vis-à-vis their self-tracking behavior. In-person semi-structured interviews were then conducted to ascertain the beliefs of the participants regarding the long-term use and value of personal quantified-self data. Findings The findings reveal the value that people place on self-tracking data, their thoughts on proper modes for accessing their archive once it moves from the private to the public space, and how to provide fidelity within the system such that their experiences are represented while also enabling meaning making on the part of subsequent users of the archive. Originality/value Today’s quantified-self data are generally embedded in systems that create a pipeline from the individual source to that of the corporate warehouse, bent on absorbing and extracting insight from a totality of big data. This article posits that new opportunities for knowing and for design can be revealed when a public interest rationale is appended to rich personalized collections of small data.

The needs of Muslim hotel customers: evidence from Russian guests

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Shnyrkova ◽  
Marina Predvoditeleva
Keyword(s):  
Supply And Demand ◽  
Research Field ◽  
Hospitality Management ◽  
Future Research ◽  
Clear Understanding ◽  
Structured Interviews ◽  
Online Questionnaire ◽  
Content Type ◽  
Business Context ◽  
Hotel Managers

Purpose The purpose of this study is to identify Halal hotel attributes demanded by the Russian Muslim travelers. Following this, the study aims to investigate whether gender and types of travelers influence the demand for Halal hotel attributes. Design/methodology/approach Semi-structured interviews were conducted to localize the list of Halal hotel attributes for the Russian business context. A self-administrated online questionnaire was designed, distributed and collected from 191 Russian Muslim customers, who have stayed at Halal hotels in the past 12 months. Data analysis includes a t-test and analysis of variance. Findings The study revealed a list of Halal attributes demanded by Russian Muslim customers. Also, the findings indicate that the list of the attributes demonstrated the differences in the requested attributes between gender and types of travelers. Research limitations/implications The study came across three main limitations. The first was that the respondents surveyed were leisure tourists. Second, the majority of the respondents have university degrees. Third, the research sample is limited to approximately 200 respondents. This research primarily contributes to tourism and hospitality management, and consumer behavior literature, as this is the first study yielding insights on a new demographic: Russian Muslim tourists. Practical implications The study provides a clear understanding of the Halal hotel attributes demanded by Russian Muslims that can help hotel managers to accommodate the needs of this group while, at the same time, meeting the requirements of guests of different religions. Social implications The study contributes to improving social relationships within the Russian Federation as it improves society’s understanding of the life principles of Muslims. Originality/value This is the first study investigating the demand for Halal attributes by Russian Muslim tourists. By partly covering the empty research field on this topic, the study provides meaningful direction to future research of the Russian hotels’ Halal services from both supply and demand perspectives.

Learning film production

2014 ◽  
Vol 26 (5) ◽  
pp. 296-309 ◽  
Author(s):  
Leona Bunting ◽  
Margaretha Herrman ◽  
Marita Johanson
Keyword(s):  
Education System ◽  
Design Methodology ◽  
Formal Education ◽  
Film Industry ◽  
Intrinsic Value ◽  
Film Production ◽  
Structured Interviews ◽  
Content Type ◽  
The Individual ◽  
Practical Implications

Purpose – The purpose of this study is to contribute knowledge about learning linked to the film industry by investigating how film producers reason about learning for and in the profession. Design/methodology/approach – This study is based on semi-structured interviews with 20 film producers, both university and workplace trained (UWT) and workplace trained (WT). The content analysis is based on the transcribed dialogues. The study is empirical, explorative and qualitative. Findings – The interviewees consider networks to be of utmost importance for gaining entrance to and continuously finding work in the film industry. They also reason about required knowing and what learning practices are available. Although formal education is not advocated by all, it can hold intrinsic value for the individual. Traditions of learning are being scrutinized, and critical reflection is replacing naivety and emotionality. Practical implications – Different aims regarding learning in the formal education system and film industry result in a gap which needs to be bridged to challenge conserving and reproducing patterns of learning. Collaboration is suggested as a solution benefiting both the individual learner and the film industry. The resulting knowledge from this study can thus be used by the formal education system and the film industry when developing forms for collaboration surrounding learners of film production. Originality/value – The focus presented in this paper of learning in and for film production has been sparingly addressed in previous research.

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