Search results for " marketing"
showing 10 items of 1527 documents
Bibliometrics and Science Mapping of Digital Marketing
2021
This research paper focuses on marketing areas and specifically in the field of digital marketing. Marketing and other commercial endeavors are of the utmost importance for both companies and professionals in this field. The current research aims to determine how influencers persuade internauts in their consumption initiatives. Bibliometrics and science mapping are at the core of this study, and the yielded metrics highlight details that empower strategies and tactics in digital marketing. Thoroughly designed messages delivered by influencers can increase the visualization of companies enhancing their brands and positioning their products above the competence. Researchers can also use the p…
How emotional response mediates servicescape impact on post consumption outcomes: An application to opera events
2020
Abstract The purpose of this study is to examine how emotions mediate the impact of a holistic servicescape -physical and social- on post-consumption outcomes in the performing arts. Partial Least Square (PLS) was conducted to test the mediation hypothesized relationships on a sample of 867 opera goers. The proposed research model was largely supported by the evidence, and the mediating role of emotions was confirmed. Servicescape influences direct and indirectly attendees' post consumption in opera given that emotions play a partial mediating role which is greater in the case of positive emotions. Based on the results, this study offers specific theoretical and managerial implications conc…
Terrorism and Tourism: two sides of the same coin
2018
The present short essay brings the problem of terrorism into the foreground. Basically, terrorism not only was catalogued as the major threat for Western civilization but also for tourism and hospitality industries. We hold the thesis that far from being affected by, tourism and terrorism share the same origin, the same point of convergence, which dates back towards nineteen century and the unification and formation of the first worker unions. Though polemic, our argumentation is based on the historical facts and evidence left by the action of first anarchists in the US. The same benefits prompted by anarchosyndicalists who by an extreme violence shocked the government, were the background …
CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION
2018
Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The followi…
Geographical cues: evidences from New and Old World countries' wine consumers
2020
PurposeThis systematic review aims to investigate how geographical cues affect wine consumers' behaviors, with reference to the New and Old Worlds, and accordingly, how are recent consumption patterns and new consumer profiles modifying roles of geographical cues?Design/methodology/approachThis work employed a systematic literature review methodology on the extant literature published from 2009 to 2019.FindingsResults, summarized in a conceptual framework, emphasize five thematic areas on how geographical cues should be considered for future research and for new marketing strategies to capture consumers of New and Old World wines. Consumers' wine knowledge, socio-ethno-demographic factors, …
Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups
2017
Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…
2020
Despite the positive aspects of information technology (IT) use, it is common for users to experience negative IT incidents. Examples of negative IT incidents include getting lost in an unfamiliar country due to a dysfunctional map application and missing a monetary insurance benefit due to the failure of an activity tracker application. Such incidents can harm IT providers by giving rise to user dissatisfaction, discontinued use, switching, and negative word-of-mouth. To minimize this harm, it is important to understand how users cope after negative incidents. Specifically, information systems (IS) researchers have called for research that uncovers the complex interplay of IT users’ coping…
Deliberate or Instinctive? : Proactive and Reactive Coping for Technostress
2019
Employees in organizations face technostress that is, stress from information technology (IT) use. Although technostress is a highly prevalent organizational phenomenon, there is a lack of theory-based understanding on how IT users can cope with it. We theorize and validate a model for deliberate proactive and instinctive reactive coping for technostress. Drawing from theories on coping, our model posits that the reactive coping behaviors of distress venting and distancing from IT can alleviate technostress by diminishing the negative effect of technostress creators on IT-enabled productivity. The proactive coping behaviors of positive reinterpretation and IT control can help IT users by in…
Individual, co-active and collective coping and organizational stress: A longitudinal study
2019
This study aims to identify the association between changes in three types of problem-focused coping (individual, organizational co-active and collective) and the change in the appraisal of different facets of employees' stress and the organizational stress climate. These relationships are tested by means of Bayesian Multilevel Structural Equation Modeling and a two-wave panel design. The sample is composed of 525 teachers in 100 schools. Stress experiences and coping behaviors are assessed during the first and third terms of the academic year. The results show that an increase in the use of individual problem-focused coping has little to no effect on the decrease in individual stress appra…
Factors influencing tourists’ intention to use COVID-19 contact tracing app
2020
AbstractThe purpose of this study was to develop and test a model that explores the antecedents of tourists’ acceptance of COVID-19 contact tracing app (CTA). Data was obtained from a crowdsourcing platform (Pollfish), in which 400 respondents answered the questionnaire. We used SmartPLS to analyse the data. Results reveal that trust and structural assurance have the strongest relationship. Furthermore, the relationship between trust and destination safety was positive. Finally, self-efficacy moderated the relationship between trust and intention, implying that trust was stronger for tourists who have higher levels of self-efficacy. Recommendations are offered.