Search results for " MARKETING"
showing 10 items of 1527 documents
Managing satisfaction in cultural events: Exploring the role of core and peripheral product
2017
1.INTRODUCTIONSatisfaction is a key concept within the marketing discipline and specifically within the area of consumer behaviour. Satisfaction in the arts is mostly derived from a combination of three elements: the subjective and experiential aspects of the cultural product, the quality of the venue and the quality of the associated peripheral services (Hume, 2008a). According to this author, studies on satisfaction with cultural events are key to understanding customer motives to repurchase subscription which can increase the arts organization's profitability, this being a main goal of the currently complex entertainment arena.This study focuses on satisfaction among visitors of an art e…
Work-Related Social Media Use : The Mediating Role of Social Media Communication Self-Efficacy
2022
Social media use has become an indispensable part of knowledge work. Employees posting work-related content on social media are considered credible sources of information and have significant importance for how stakeholders, such as potential customers and future employees, perceive the organization. Therefore, employees’ ability to communicate about their work on social media has become a competitive advantage both for individual employees and for their organizations, especially in the professional service sector. Hence, understanding the role of employees’ ability to use these social media professionally is crucial for understanding the communicative behaviors of contemporary knowledge wo…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
2020
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed
An exploratory analysis of website quality in the agrifood sector: The case of extra virgin olive oil
2018
Besides verifying the current consistency on the Internet of websites set up by Sicilian (Southern Italy) EVO oil firms, this paper aims to verify their e-service quality by evaluating which main quality features, as derived from the literature, they have. To process the data, descriptive statistics were used, which allowed detection of the presence/absence of the variables examined. The study found 280 websites with some qualitative gaps. Findings highlight that EVO oil firms do not exploit the potentialities of the web adequately. They often use the Internet as a communication and promotion tool, but only to a lesser degree for e-commerce. The results may be useful to both agrifood manage…
Electoral digital communication : a new stage in the commodification of politics?
2022
Online election campaigns and associated professional practices in digital and electoral communication have brought electoral work to new horizons where performance through web technologies and the exploitation of online data mark a new stage in the commodification of politics. Through digital communicators and specialists, campaign teams learn new methods and professional practices to manage an election campaign. The introduction of new digital tools for the administration of communication operations thus induces new processes whose object of this research is to be interested, on the basis of online supports and interviews, The European Parliament’s Committee on Employment, Social Affairs …
"Diagonale des Fous" : stratégie événementielle d'un ultra-trail
2016
Une recherche pédagogique, appliquée au cas du Grand-Raid, qui traite de la stratégie événementielle d'une organisation sportive au travers des jeux d'acteurs, d'une logique touristique et dans un environnement concurrentiel en développement. Le Grand-Raid/Diagonale des fous est un Ultra-trail, organisé par l'association du Grand-Raid, sur l'île de La Réunion. A l'heure où les sports de randonnée, de nature et de découverte se développent, l'étude de la stratégie événementielle d'une telle manifestation prend toute son importance.
Chinese reverse M&As in the Netherlands: Chinese managers’ trust building practices
2019
Purpose Building trust is critical in reverse mergers and acquisitions (M&As), attributed to the divergence of governance and culture between the East and the West. This paper aims to explore the barriers and trust-building practices of Chinese managers in reverse M&As in developed countries. Design/methodology/approach The primary data set of this research contains case studies of two Chinese M&A deals and in-depth interviews with managers and advisories in the Netherlands. Findings This research finds that the divergences of decision-making structure, communication style and trust orientation generate barriers to the trust building in Chinese reverse M&As. The third-party…
Improvisation for innovation: The contingent role of resource and structural factors in explaining innovation capability
2018
The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link. This paper focuses on resource and structural factors to explore the relationship between organizational improvisation and innovation capability. Although the role of improvisation has attracted increasing academic attention in fast-changing environments, little is known about the conditions under which firms benefit from improvisation. This paper addresses this gap using an organizational learning perspective that explains the role of a firm's organizational structure and organizational resources for improvisation and innovation. A large-scale …
Developing an Understanding of Organisational Knowledge Creation: A Review Framework
2017
The purpose of this paper is to develop an understanding of the dimensions of organisational knowledge creation. To this end, the literature from numerous bodies of research is reviewed. Over the past 20 years, the literature on organisational knowledge creation has significantly grown and advanced. Many new and conflicting terminologies have evolved to shed more light on the subject. As a result, there are overlaps and conflicts in the literature. The framework suggested in this paper is therefore considered to be a useful means to structure further research on the subject. This paper presents an extensive review of the organisational knowledge creation literature as well as an overview of…
Is small and medium-sized beautiful? The structure and evolution of family SMEs research
2021
PurposeThe field of scientific research on small and medium-sized family businesses has been growing exponentially and the aim of this paper is to systematize the body of knowledge to develop an agenda for the future.Design/methodology/approachAdopting comparative bibliometric analyses on 155 articles (from 1989 until 2018) the authors provide a systematic assessment of the scientific research about small family firms, unveiling the structure and evolution of the field. Bibliographic coupling, co-citation analysis and co-occurrence analysis are adopted to identify the most influential studies and themes.FindingsFour clusters of research are reviewed: succession in family SMEs, performances …