Search results for " engagement"
showing 10 items of 512 documents
The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement
2017
Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand …
Challenges in joint place branding in rural regions
2013
The purpose of this article is to explore joint place branding in rural regions, focusing on cooperation between the various stakeholders involved and on the salient features of rural regions that are used in the place branding process. Branding is conceptualized as a social process where brand value is co-created by the stakeholders. Place branding is seen as a participative process, bringing stakeholders together with the aim to strengthen the identity of the place. The fundamental question is how to build long-term commitment in a group of key stakeholders. Many sources discuss place branding for large cities, but rural regions have received little attention. The process of place brandin…
Integrated Reporting, Connectivity, and Social Media
2016
Leading companies worldwide are increasingly concerned about stakeholders’ needs. They include sustainability initiatives regarding the environment and the community in their business strategy and adopt a new way of communication with stakeholders, that is, the Integrated Report (IR). This document should include in just one document the information traditionally provided in the annual report, the sustainability report, and the corporate governance report. This article presents the IR phenomenon and pays special attention to the key concept of “connectivity,” according to the International Integrated Reporting Council (IIRC). However, Internet and digital technologies have provided new chan…
Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey
2022
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activities for realizing customer-centric DCM in B2B markets and key contingencies that influence its performance outcomes. A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies that have invested heavily in DCM, advances current literature by developing an activity-based conceptualization, grounded in relevant marketing research streams (customer en…
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
2022
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…
Maturity in Leaps and Bounds : Organisational Listening for Customer Engagement
2023
Much of organisational development occurs during times of crisis when answers and solutions are urgently needed. The research presented in this paper suggests that, during such times, what matters for organisational legitimacy is understanding stakeholders’ changing needs. This paper proposes that organisational listening become a core function for brands and organisations. Building on theories related to organisational listening, social media and stakeholder engagement in digital marketing, this article argues for incorporating mature online listening into the customer engagement in social media (CESM) framework introduced by Santini et al. (2020). In the practise of organisational listeni…
La utilidad de los informes de sostenibilidad en entidades públicas y privadas en Colombia
2021
El aumento en la divulgación de información social y medioambiental (de sostenibilidad) genera preguntas sobre su utilidad y materialidad, lo que implica conocer las expectativas de los stakeholders. El stakeholder engagement permite señalar que la participación de los grupos de interés no solo debe centrarse en la producción de la información en las empresas, sino también en la definición de los marcos y estándares que estructuran estos reportes. Este trabajo busca caracterizar las expectativas y la percepción que tienen diversos stakeholders, sobre la utilidad de los informes de sostenibilidad emitidos por organizaciones públicas y privadas en Colombia. A partir de dos cuestionarios respo…
Career Adaptability Mediates the Effect of Trait Emotional Intelligence on Academic Engagement
2018
Abstract The present study tested the mediating role of career adaptability on the existing relation between trait emotional intelligence (EI) and academic engagement. The sample consisted of 590 Spanish university students with a mean age of 21.66 years. The results confirmed the positive relations of trait EI with career adaptability, as well as with academic engagement. A key finding concerns the confirmation of the mediating role of career adaptability on the relation between trait EI and academic engagement, supporting a model of total mediation. In confirming the existence of total mediation, this study makes a new and valuable contribution that allows for better and more precise clar…
Empowerment and Employee Well-Being: A Mediation Analysis Study
2021
This study examines the relationship between structural and psychological empowerment and its effects on employees’ psychological, physical, and social well-being. Despite the quantity of previously published works, empirical evidence about these relationships in the workplace is scarce. We developed a mediation model in which structural empowerment predicts employee well-being via psychological empowerment. We based our study on the EU-27 data from the 6th European Working Conditions Survey (EWCS). Data were collected from a questionnaire administered face-to-face to a random sample of employees and the self-employed representative of the working population in the European Union (number of…
Factors Affecting Student Engagement in Online Collaborative Learning Courses
2018
Student engagement is a crucial precondition for successful learning. However, the discussion of engagement in online learning contexts has been limited. Thus, the main objective of this paper is to contribute to the current understanding of what affects online students’ engagement. The paper reports on a case study conducted in the context of Uganda. A focus group interview was carried out with 14 participants of online collaborative learning courses. I identified four categories of factors affecting online students’ engagement: (1) the online course environment, (2) informal online groups established by students, (3) interactions with co-located peers, and (4) online group dynamics. Thus,…