scholarly journals IMPACT OF HUMOR ON FORWARD INTENTION OF CUSTOMERS MEDIATED BY ATTITUDE TOWARDS MESSAGE; A CASE OF VIRAL MARKETING

2014 ◽  
Vol 02 (01) ◽  
pp. 58-64
Author(s):  
Syed Marzia Zahra ◽  
◽  
Madiha Shoukat ◽  
Waleed Khan ◽  
Aamir Khan Khattak ◽  
...  

Technology has enabled marketers to use internet for enhancing their marketing efforts in reaching their customers effectively and efficiently. This paper examines the effect of humor in a viral marketing campaign on the forward intentions of individuals, mediated by attitude towards message. An experiment was conducted in the classrooms of Public Sector University, on undergraduate and graduate business students,and a questionnaire was personally administered at the end of the experiment to measure post treatment effect on their attitude towards message and forward intentions. The data was analyzed using different statistical tools. The results indicated that there is full mediation effect of attitude towards message on the relationship between humor and forward intentions.

2017 ◽  
Vol 46 (8) ◽  
pp. 1454-1474 ◽  
Author(s):  
Liat Eldor

Purpose The purpose of this paper is to examine the relationship between perceptions of learning climate and employee innovative behavior and proficiency. Design/methodology/approach Using robust analysis techniques on data from a sample of 419 employees and their supervisors from four different business and public sector organizations, the author tested the proposed relationships, as mediated by job engagement. Moreover, this mediation effect was examined in the light of sector of employment differences (business vs public). Findings The results were generally consistent with the hypothesized conceptual scheme, in that the indirect relationship between perceptions of learning climate and employees’ innovative behavior and proficiency was mediated by job engagement. However, with regard to sector employment differences, this mediation process was demonstrated among business sector employees only to the relationship between perceptions of learning climate and innovative behavior. When proficiency was included in the mediation model, this mediation effect was evident among public sector employees. Originality/value The research on perceptions of learning climate lacks empirical evidence on its implications for employees’ innovative behavior and proficiency. Although scholars contend that employees’ perceptions of learning climate should enhance their in-role and extra-role performance behaviors, these arguments are mainly non-empirical. Understanding whether perceptions of learning have an impact on employee intra- and extra-role performance behaviors is important, considering that the majority of workplace learning occurs through daily ongoing means that are part of the working environment and previous research results show that structured learning and formal training are less effective in improving employees’ performance at work.


Author(s):  
Shabnam Priyadarshini

<div><p><em>The purpose of the present study was to examine the relationship between personality and conflict handling styles. The study was conducted using a sample of 270 post graduate business students in the Chandigarh region. While NEO-FFI was used to measure the big five dimensions of personality, ROCI II was used to measure the scores of students on the five conflict handling styles. The findings show a strong relationship between the big five personality dimensions and the five conflict handling styles.</em></p></div>


2020 ◽  
Vol 9 (2) ◽  
pp. 298
Author(s):  
Muhamad Marwan

The aim of this study is to determine the impact of networking on SME’s ability to access government financial support through legal channels in Asia Pacific. This study is quantitative in nature in which the data has been gathered from 281 employees and managers working in SMEs through survey questionnaire. The SEM technique was utilised for the purpose of analysing and testing the mediation effect. The study found that there is a partial mediation of government financial support through legal channels among the relationship between networking with officers and access to finance. This study is restricted to the SMEs operating in the region of Asia Pacific.


Sign in / Sign up

Export Citation Format

Share Document