Search results for "ISING"

Initial Coin Offering (ICO) as a Fundraising Strategy : A Multiple Case Study on Success Factors

2019

Cryptocurrencies and Initial Coin Offerings (ICO) are some of the more prominent examples of currently used blockchain technology applications. Especially software startups have leveraged ICOs to gain funding early on in their lifecycles, going on to develop and create new blockchain based applications. Recently, larger companies such as Facebook have also begun to show interest in cryptocurrency, although thus far not for funding purposes in the form of ICOs. In this paper, we investigate factors that positively affect the abilities of companies to meet their fundraising goals via ICOs. We first identify a set of factors from extant literature and then seek to further confirm the effect of…

The antecedents and outcomes of online consumer brand experience

2021

Websites are a remarkable cyber asset and a vital part of companies’ marketing communications and sales operations. This chapter discusses how online Consumer Brand Experience is created and affected by website qualities. We develop and test a research model concerning the antecedents and outcomes of Consumer Brand Experience with a sample of 202 respondents in Finland. The findings suggest that website appearance quality dimensions have a significant effect on evoking Consumer Brand Experience, whereas the technical quality dimension does not. Brand trust, electronic Word-of-Mouth intentions, and behavioural intentions are identified as outcomes of consumer brand experiences evoked by webs…

Millenials’ intentions to book on Airbnb

2018

The sharing economy has witnessed a significant growth in recent years, enhanced by the development of online platforms. In particular, Airbnb has witnessed a significant worldwide year-on-year growth. Given the importance and popularity of Airbnb, it is crucial to examine which factors affect intentions to book on this website. This study proposes and tests a model based on the Theory of Reasoned Action, to examine millennials’ determinants of intentions to book on Airbnb. Based on two online surveys targeting millennials from Germany and China, the results show that intentions to book on Airbnb is mostly influenced by subjective norm, desire for unique accommodation and variety, attitude …

The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry

2016

This study analyses the impact of social media as well as offline environments upon tourist online purchase and recommendation behaviour of low-cost airline services. Drawing on the Theory of Reasoned Action (TRA), this research considers the effect of offline social influences (interpersonal and external influences) and analyses online Consumer-to-Consumer (C2C) information exchanges as a driver of customer attitude towards online purchases. We propose that these factors improve online repurchase intentions and positive word-of-mouth communication (WOM and e-WOM) in low-cost settings. Using structural equation modelling, the conceptual model is tested with a sample of 441 Spanish Internet …

Brand impact on purchase intention. An approach in social networks channel

2012

Networks are an exciting new channel that brands should use for promoting a more participatory and proactive context with a user, increasingly elusive and restrictive, that takes decisions based on the impulses generated by networkers. We propose a model adapted to the reality studied and composed by several models and theories that have got widespread support in the literature. In this paper, the goal is threefold, in response to a consumer perspective: (i) measuring the efficiency, in social networks, of the constructs selected  regarding the attitude towards network and the intention to use, (ii) measuring the influence of attitude toward the net in the attitude toward the brand in terms…

Customer-based brand equity building

2016

The marketing literature suggested that customers are adding incremental value to a product by its brand, conceptualizing this phenomenon in terms of brand equity. This article is a contribution to this area of study as it provides a new understanding of the process of brand equity building, when approached from the customer point of view. The empirical research is centred on the hospitality industry, more specifically, upscale (i.e. four- and five-star) hotels in Croatia. The data were collected from 475 guests in 24 upscale hotels. The results reveal that image and loyalty exert a direct impact on the overall brand equity, while the influence of trust and affective commitment is mediated…

Self-organising maps for the analysis of data from big cohorts. The case of the Spanish CARMEN cohort

2015

Too much information!? Examining the impact of different levels of transparency on consumers’ evaluations of targeted advertising

2019

Online behavioral advertising is widely employed across the Internet. To mitigate the lack of transparency in tailored advertising and increase the acceptance of behavioral advertising, numerous pl...

Haptic Visuality and Film Narration. Mapping New Women’s Cinema in Spain

2020

There is a trend in female film production in the 21st century in the context of Spain towards a type of cinema that we could classify as haptic. It is a mode of representation concerned with multisensory expression in film images. In this article, we shall study this haptic visuality in the works of four filmmakers: Isabel Coixet, Paula Ortiz, Mar Coll and Carla Simón, whose films in this century exemplify the trend. The method chosen is textual analysis, which will provide us with the necessary tools to study matters concerning representation (framing), narration (nuclei and catalysis) and communication (spectatorial subject). These three analytical categories together will enable us to s…

2020

The current media environment is primarily characterised by a large amount of information and, in contrast, rather fragmented audience attention. This is especially true for social media, particularly Facebook, which have become important news sources for many people. Journalists cannot help but publish content on Facebook if they want to reach the part of their audience that mainly—or even only—consumes news there. On Facebook, journalists are at the mercy of the algorithm that determines the visibility of their content. Because user engagement is a crucial factor in the algorithm, concerns have been raised that journalists are abandoning their normative quality standards to make the news …