Search results for " Marketing."
showing 10 items of 1502 documents
Editorial: New Forms of Media Work and Its Organizational and Institutional Conditions
2022
This thematic issue explores the widening scope of media work and the institutional and organizational conditions that support new forms of media work. The media industry has undergone significant economic, structural, and technological changes during the past few decades, including changing patterns of ownership and digitalization of media production, distribution, and consumption. Simultaneously, practices of media work are adopted also in other industries. The 10 articles in the issue not only focus on the new professional roles and responsibilities emerging in the news media industry but also study the practices of media work in organizations in other fields, such as the music industry …
Expectations and Experiences of Implementing a Mobile Secure Communication Application
2020
The privacy and security of communication in corporations and governmental organizations has increased enormously over the years. At the same time, a growing amount of technological solutions to support this have emerged. This study examines user expectations before and use experiences during the implementation phase of a mobile secure communication application. These are investigated from the expectation–confirmation perspective and its influence on continued adoption. The study has an exploratory approach for this investigation. To guide the investigation, the study draws from the expectation–confirmation theory (ECT) and the unified theory of acceptance and use of technology (UTAUT). Emp…
Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
2019
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different manipulation conditions were constructed to study a U.S. based travel vlog on Qualtrics, with data collected via Amazon’s Mechanical Turk. A theory-guided content analysis of 211 open viewer responses was conducted to compare perceptions of authenticit…
Understanding Big Data and its application in the digital marketing landscape
2021
This chapter outlines the increasing prominence of Big Data and its application to marketing practice. The 8Ps of the Expanded Marketing Mix: Product, Price, Place, Promotion, Process, Physical evidence, Partnerships and People are applied as the lens in explaining the application of Big Data in contemporary marketing practice. Big Data is already guiding marketing decision-making at multiple levels, from analysing consumer buying behaviour to Internet-of-Things (IoT)-enabled devices that report on product use conditions, service requirements or processing data from manufacturing. In the future, Artificial Intelligence will become important in handling Big Data. In preparation for this, the…
Measuring the perceived value of rural tourism: a field survey in the western Sicilian agritourism sector
2016
Rural tourism constitutes a valuable tool for the sustainable development of many rural areas. This paper examines the concept of perceived value in rural tourism. A quantitative field survey was carried out in some main Western Sicilian holiday farms (agritourisms) during the Spring 2014. A theoretical model of the tourists’ perceived value in this specific context was developed and validated, using a 22-item scale. Using Partial Least Squares Path Modelling a theoretical structural model of the multidimensional structure of the RTPV was tested, assessing intensity and direction of the causal relationships among RTPV and its dimensions. Five dimensions were identified as forming the constr…
WEB 2.0 ET MUSÉES Les nouveaux visages du visiteur
2012
WEB 2.0AND MUSEUMS: THE NEW EACES OF THE VISITOR The increasing integration of techniques from Web 2.0 by the museums illustrates the profound changes that these structures have realized in building their relationship with the audience. The use of these devices, based on a logic of participation, leads to involve the visitor, traditionally rather kept at a distance, on all stages of the implemeritation of the mUseum offered on Internet. Through a careful examinât icin of sites arid features offered by the museal structures, different roles now devolved to the public have been identified. The emergence of these new "faces" of the visitor comes to question, in the longer-term, about the ident…
Effects of Entrepreneurial Orientation and Passion for Work on Performance Variables in Sports Clubs
2021
Entrepreneurial orientation and passion for work have been widely studied due to their effects on the behaviour and attitude of management teams in the short- and long-term. However, despite the influences of these variables on the sustainability and survival of an entity, there is a gap when considering the effects of these two performance variables in sports organisations. Therefore, the main objectives of this study were to understand the influences of entrepreneurial orientation and passion for work on service quality and sporting performance. To this end, 199 Spanish non-profit sports clubs were analysed using instruments with good psychometric properties. Data analysis was carried out…
Rational Herding in Reward-Based Crowdfunding: An MTurk Experiment.
2020
Crowdfunding is gaining popularity as a way of financing social sustainable initiatives. We performed a controlled economic experiment in MTurk by simulating a crowdfunding platform and developed a theoretical model that rationalizes herding behavior. The experiment was designed to test and quantify the causal effects of revealing specific information to prospective backers: (i) the number of early contributors already financing the project and (ii) positive opinions of other backers versus those of experts. The results show that early contributions to the campaign and positive opinions of peers act as a reinforcing signal to potential backers and affect backers&rsquo
Adoption of social media marketing for sustainable business growth of SMEs in emerging economies: The moderating role of leadership support
2021
Social media marketing (SMM) plays an important role in business communication, marketing, operations, and other activities. There is a growing interest among researchers, academicians, and practitioners to understand the role of SMM in business sustainability in small and medium enterprises (SMEs) in an emerging economy, like India. Few studies have attempted to understand this role. Thus, the aim of this study is to examine the impact of adopting social media marketing for sustainable business growth of SMEs in an emerging economy. The study also investigates the moderating role of SME leadership support on the relationship between SMM usage and sustainable business growth of SMEs. After …
Antecedentes y efectos del apego a la marca: papel moderador del posicionamiento de marca por atributo preeminente y de la implicación en la categorí…
2017
Cada día estamos expuestos a mayor cantidad de marcas, pocas sobresalen y menos aún generan apego emocional en sus usuarios. Aquellas que logran generar el apego emocional de sus consumidores, se benefician no solamente en cuanto a preferencia, lealtad y recompra, sino además en recomendaciones positivas, disposición a pagar un valor más alto por sus consumidores para poseerlas, y hasta tolerancia mayor con errores que la marca puede cometer. En este marco, la presente tesis persigue tres objetivos: (i) Explorar el impacto que cuatro antecedentes (personalidad de la marca, calidad percibida, notoriedad de marca y credibilidad de marca) y tres efectos (lealtad, intención de compra y riesgo p…