Search results for "Two-step"
showing 2 items of 12 documents
Social Media Influencers as Mediators of Commercial Messages
2022
Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by …
Cautionary note on the two-step transformation to normality
2020
Templeton and Burney (2017) proposed a two-step normality transformation as a remedy for non-normally distributed data, which are commonly found in AIS research. We argue that, rather than transforming the data toward normality, researchers should first seek to analyze and understand the sources of non-normality. Using simulated datasets, we demonstrate three sources of non-normality and their consequences for regression estimation. We then demonstrate that the two-step transformation cannot solve any of these problems and that each source of non-normality can be handled with alternative, existing techniques. We further present two empirical examples to demonstrate these issues with real da…