- I am an Associate Professor of Marketing at William Paterson University, in the Cotsakos College of Business. I recei... moreI am an Associate Professor of Marketing at William Paterson University, in the Cotsakos College of Business. I received my Ph.D. from the Pennsylvania State University. I have a diverse research background and I have published substantially in my discipline. Some of my recent manuscripts have been published in the Young Consumers, International Journal of Integrated Marketing Communications, Marketing Management Journal, Journal of Services Marketing, and Journal of Marketing Education. I also published chapters in edited books. I regularly present at conferences and published numerous manuscripts in conference proceedings. I received awards for outstanding papers and case study I presented at conferences. Currently, I am involved in several research projects related to interactivity, social networks, and microblogging sites. I served for 5 years as the President of the Beta Gamma Sigma WPU Chapter, which is an honor society of AACSB accredited business schools. During my Presidency our chapter has been awarded twice the title of Exemplary Chapter and I received the Outstanding Chapter Advisor award. I served as the director of the business honors program where I managed successful completion of the business honors track by honors students. Currently I co-teach Thesis I and Thesis II courses. Finally, I am currently the AOL coordinator for our college, where I oversee the assessment process of all our programs.Specialties: E - commerce/e-tailing, interactive marketing, social media marketing, e-learning, and cross-cultural consumer behaviorTeaching experience: Principals of Marketing, Consumer Behavior, Marketing Research, Marketing Management, Social Media Marketingedit
E-learning applications have been rapidly adopted by instructors in- and outside of the classroom. As a result, some researchers have started to assess their usefulness applying uses and gratification (U&G) theory. This study expands the... more
E-learning applications have been rapidly adopted by instructors in- and outside of the classroom. As a result, some researchers have started to assess their usefulness applying uses and gratification (U&G) theory. This study expands the existing research trend exploring students’ motivation to use a mobile polling application in the classroom. Qualitative data were collected in a marketing research course, and U&G based categories and themes were identified. An inductive analysis rendered four main categories: (a) knowledge acquisition and learning, (b) expression of self and others, (c) interaction, engagement, and enjoyment, and (d) convenience. Seven motivational themes emerged for knowledge acquisition and learning category, whereas for expression of self and others, four motivations were identified. The other two categories, interaction, engagement, and enjoyment, and convenience, resulted in 3 motivational themes per category. A discussion on how the study findings compare to previous research conclude this paper.
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Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase... more
Micro-blogging platforms have been used increasingly by multinational companies as a marketing
tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites,
and promote their brand equity and increase engagement with their customers. The question is whether
they use these platforms strategically, localizing the content and the structure to meet the needs of
their target population. This study uses case study content analysis to begin answering this question.
Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were
analyzed using three existing validated frameworks: descriptive analysis, content classification, and
content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese
consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the
study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more
community-related information on Sina Weibo than on Twitter; and provides more action-related
information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for
multinational companies in the Managerial Implications section and concludes with a discussion on
the direction of future research for scholars in this field.
tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites,
and promote their brand equity and increase engagement with their customers. The question is whether
they use these platforms strategically, localizing the content and the structure to meet the needs of
their target population. This study uses case study content analysis to begin answering this question.
Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were
analyzed using three existing validated frameworks: descriptive analysis, content classification, and
content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese
consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the
study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more
community-related information on Sina Weibo than on Twitter; and provides more action-related
information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for
multinational companies in the Managerial Implications section and concludes with a discussion on
the direction of future research for scholars in this field.
Research Interests:
Mobile polling is gradually replacing clicker technology as the student response system (SRS) of choice largely because students prefer to use their own devices to participate in class. Only recently have researchers begun to examine the... more
Mobile polling is gradually replacing clicker technology as the student response system (SRS) of choice largely because students prefer to use their own devices to participate in class. Only recently have researchers begun to examine the advantages and disadvantages of mobile polling systems, mostly investigating Poll Everywhere (www.polleverywhere.com). This study introduces a new polling software, Socrative (www.socrative.com), that is comparable to Poll Everywhere but provides instructors with additional features. An exploratory study was conducted to assess students’ perceived benefits, drawbacks, and level of satisfaction from using this software in an upper level marketing course. The study identified four key categories using a thematic analysis of qualitative data: (a) student learning, (b) course delivery and assessment, (c) use of technology, and (d) satisfaction and adoption. Eighteen strengths and four weaknesses are presented. Some of the main strengths are as follows: anonymity, knowledge acquisition, interactivity, immediate feedback, usefulness, and ease of use, and it motivates students to participate. Weaknesses include non-participation, distraction, and software reliability, and it can motivate students to cheat. In addition, students provided suggestions for improvement, while urging other instructors to adopt this technology in their courses. Discussion and implications are provided at the end of the paper.
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As universities continue to develop and employ social media strategies, a key piece of information is the students' initial motivation behind engaging with social media. Uses and gratification (U&G) theory has been used to identify the... more
As universities continue to develop and employ social media strategies, a key piece of information is the students' initial motivation behind engaging with social media. Uses and gratification (U&G) theory has been used to identify the needs fulfilled by social media use. A range of needs have been discovered, with each being satisfied to a differing degree depending on the social media platform used and the community dynamic. Utilizing U&G theory, this presentation will identify the motivations behind students engaging with the University's official social media, and determine how strong each motivation is within this specific context.
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One of the challenges today in the classroom is to keep students’ attention, engage students in class discussions, and make sure they internalize the discussed information. With all the technological distractions (e.g. smart phones,... more
One of the challenges today in the classroom is to keep students’ attention, engage students in class discussions, and make sure they internalize the discussed information. With all the technological distractions (e.g. smart phones, tablets, laptops), it has become more challenging for instructors to keep students focused on the course material while in class. On the other hand, because most students have access to the internet while in class, companies started to develop online educational tools that students can use in class to increase their engagement with course material, attention, and retention of information. One such tool is offered through Socrative.com. It is a free online software that teachers and students can access via any device that is connected to the Internet. Through this software course instructors can develop for their classes multiple, true-false, or open-end questions, quizzes, exams, and group activities. I have adopted this software in my classes (Marketing Management and Thesis I) and use it to engage students in class discussions (through various questions) and to assess their retention of class information (through exit quizzes). I would like to demonstrate how I use this software to engage students in my classes.
Research Interests:
Research Interests:
Research Interests:
Consumer decision-making process is a subject that has been studied for decades in academia to at-tempt to uncover the processes that people use when making a choice between various alternatives. It has been studied by both marketers and... more
Consumer decision-making process is a subject that has been studied for decades in academia to at-tempt to uncover the processes that people use when making a choice between various alternatives. It has been studied by both marketers and psychologists and initially focused on the steps consumers use to evaluate complex decisions or those that require substantial cognitive effort. This research tended to focus on compensatory or noncompensatory traditional models, but others began to question if there were other ways that consumers evaluated alternatives for repeat pur-chases (Hoyer 1984, p. 822). In addition, there has been research done to explain the decision process as a habit (Ji and Wood 2007, p. 261) and as a tradeoff be-tween effort and value (Mandrik 1996, p. 301).
This study examines low-involvement decision-making process of college students at a Midwestern University. Students were asked to evaluate their per-ceptions of pizza and complementary products through qualitative and quantitative research methods. Their low involvement heuristics were compared in terms of frequency of use across product categories and brands. These results were also compared to other studies using different product categories and segments.
This study examines low-involvement decision-making process of college students at a Midwestern University. Students were asked to evaluate their per-ceptions of pizza and complementary products through qualitative and quantitative research methods. Their low involvement heuristics were compared in terms of frequency of use across product categories and brands. These results were also compared to other studies using different product categories and segments.
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Research Interests:
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Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical... more
Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students.
Design/methodology/approach: Three theoretical models were tested using a structural equation model.
Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor.
Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students.
Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions.
Design/methodology/approach: Three theoretical models were tested using a structural equation model.
Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor.
Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students.
Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions.
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Studies exploring children’s influence have used different methodologies. Thus, it is virtually impossible to compare findings their findings. Additionally, most previous studies have been conducted in the US. Therefore, cross-cultural... more
Studies exploring children’s influence have used different methodologies. Thus, it is virtually impossible to compare findings their findings. Additionally, most previous studies have been conducted in the US. Therefore, cross-cultural comparisons are few and far between. Our study replicates Ward and Wackman’s (1972) study, and presents a cross-cultural comparison between Israeli and US samples. The study revealed differences across products and age groups. Our findings indicate that Israeli children request more frequently products that are used primary by children such as clothing, bicycles and records. US children mostly try to influence the purchase of food products such as breakfast cereals, snacks and soft drinks. Additionally, Israeli children between the age 11-12 request more frequently more products than children in the US do. Mothers’ rate of yielding varies across nations as well. For most products, Israeli mothers tend to yield more frequently than US mothers do. US mothers tend to yield more frequently only for breakfast cereals and snacks. These findings have several theoretical and managerial implications.
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Service marketing has becoming important in advanced economies and postindustrial countries. Globalization of services is a growing phenomenon as domestic markets are becoming saturated and invaded by foreign competitors (Mahte and Perras... more
Service marketing has becoming important in advanced economies and postindustrial countries. Globalization of services is a growing phenomenon as domestic markets are becoming saturated and invaded by foreign competitors (Mahte and Perras 1994; Patterson and Cicic 1995; Patterson, Cicic, and Shoham 1997). Differences between goods firms and service firms have been researched and are well-documented (Erramilli and Rao 1993; Lovelock 1981, 1983; Zeithaml, Parasuraman, and Berry 1985). However, differences between exporting service firms and non-exporting service firms have been under-researched and have lacked a constructive theoretical framework. Some studies documented empirical differences between service exporters and non-exporters (Zeithaml et al. 1985). Others focused on global entry-modes and market selection of service firms (Erramilli and Rao 1993; O’Farrell and Wood 1994). As far as we know, only one study developed a theoretical framework of exporting growth strategies for service firms (Carman and Langeard 1979).
Based on Carman and Langeard (1979) model for expansion and growth in service industries, and other models for exporting in general (Cavusgil and Zou 1994; Yang Leone, and Alden 1992), our study contributes to existing knowledge of service exporting in several ways. First, we examined critical dimensions of perceived export barriers in initiation and expansion of exporting activities. Second, we examined differences in these dimensions according to exporting experience. Third, we developed and tested a model of the relationships between these barrier dimensions and firms’ marketing capabilities. Finally, we examined the strength of the relationships between firms’ capabilities and perceived export barriers according to export experience.
These issues are important because they have implications for managers and governmental agencies. As many governments are interested in exporting, policies to encourage firms to export exist in many countries. Knowledge about perceived barriers to initiation or expansion of export activities might contribute to designing more efficient policies. Additionally, management can improve on the firm’s weaknesses to adopt better to international opportunities if they are aware of the critical weaknesses that prevent them from exporting.
Based on Carman and Langeard (1979) model for expansion and growth in service industries, and other models for exporting in general (Cavusgil and Zou 1994; Yang Leone, and Alden 1992), our study contributes to existing knowledge of service exporting in several ways. First, we examined critical dimensions of perceived export barriers in initiation and expansion of exporting activities. Second, we examined differences in these dimensions according to exporting experience. Third, we developed and tested a model of the relationships between these barrier dimensions and firms’ marketing capabilities. Finally, we examined the strength of the relationships between firms’ capabilities and perceived export barriers according to export experience.
These issues are important because they have implications for managers and governmental agencies. As many governments are interested in exporting, policies to encourage firms to export exist in many countries. Knowledge about perceived barriers to initiation or expansion of export activities might contribute to designing more efficient policies. Additionally, management can improve on the firm’s weaknesses to adopt better to international opportunities if they are aware of the critical weaknesses that prevent them from exporting.
Research Interests:
This study compares the effectiveness of standardized, semi-localized, and local television commercials in Israel. The central argument is that international commercials, which address common basic consumers’ needs and values and are... more
This study compares the effectiveness of standardized, semi-localized, and local television commercials in Israel. The central argument is that international commercials, which address common basic consumers’ needs and values and are language-adjusted can be as effective as local commercials. Such international commercials should be transferable cross-culturally. Our study operationalized effectiveness by aided recognition, recall, and perceived believability. Our findings in support of the theoretical arguments can be used to identify potential execution elements that can be used to reduce the negative impact of standardized advertising. Theoretical and practical implication of these findings are discussed.
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What determines the importance of fashion attributes in the purchase of clothing? This study explores a nomological network that proceeds from demographics and social values to role relaxation to conformity to the importance of fashion... more
What determines the importance of fashion attributes in the purchase of clothing? This study explores a nomological network that proceeds from demographics and social values to role relaxation to conformity to the importance of fashion attributes. Data were collected in a survey of Israeli consumers. We find that social values affect role relaxation for all consumers. However, the effect holds for males, but not females, when the sample is split according to respondents’ gender. Additionally, age affects conformity, but only for females. The impact for males and for the complete sample was not significant. Moreover, role relaxation affects conformity for the complete sample, as well as for the gender-split sub-samples. Finally, only the normative component of conformity affects the importance of fashion attributes in buying cloths for males, females, and the complete sample. The research and managerial implications of these findings are discussed.
Research Interests:
Researchers repeatedly argue that interactivity is a characteristic of the on-line channel. But consumers may perceive off-line channels to be as or even more interactive than the on-line channel. This study demonstrated that when... more
Researchers repeatedly argue that interactivity is a characteristic of the on-line channel. But consumers may perceive off-line channels to be as or even more interactive than the on-line channel. This study demonstrated that when comparing interactivity of web stores with catalogues, consumers perceived catalogues to be as interactive as web stores in two out of three dimensions of interactivity. Implications of these findings are discussed.
Research Interests:
The purpose of this research is to investigate whether national cultures differ in “emotional warmth,” and to explore if this emotional disposition affects preferences for human interaction in channels and, subsequently, channel... more
The purpose of this research is to investigate whether national cultures differ in “emotional warmth,” and to explore if this emotional disposition affects preferences for human interaction in channels and, subsequently, channel preferences. This is a relevant topic due to the increase in global marketing and the expanding use of electronic channels. Our working paper appears to be the first to propose and to begin to test relationships between emotional dispositions of national cultures and preferences to experience human interaction (interpersonal communication with salespeople and other consumers) and preferences to shop in different channels (physical stores and/or internet).
Based on an initial survey of a sample of MBA students in Finland, we found that most of our measures are reliable. The results show that emotional dispositions explain preferences for human interaction and preferences for human interaction explain channel preferences. A specific result suggests that “emotional warmth” impacts preference to interact with salespeople and other consumers. Future tests of the proposed relationships will use larger samples of MBA students in a range of presumably different emotionally-disposed national cultures including Israel, Chile, Colombia, Finland, and the United States.
Based on an initial survey of a sample of MBA students in Finland, we found that most of our measures are reliable. The results show that emotional dispositions explain preferences for human interaction and preferences for human interaction explain channel preferences. A specific result suggests that “emotional warmth” impacts preference to interact with salespeople and other consumers. Future tests of the proposed relationships will use larger samples of MBA students in a range of presumably different emotionally-disposed national cultures including Israel, Chile, Colombia, Finland, and the United States.
Research Interests:
This exploratory study examines the relationship of personal values with the tendency for thrill and adventure seeking in Israel. The relationship explored in the study is based on sensation-seeking, an individual, trait-based theory.... more
This exploratory study examines the relationship of personal values with the tendency for thrill and adventure seeking in Israel. The relationship explored in the study is based on sensation-seeking, an individual, trait-based theory. This theory has been used in previous research to explain personal risk-aversion. We find that there is a relationship between personal values and thrill and adventure seeking tendencies. The value profiles of thrill-avoiding and thrill-seeking individuals are presented, analyzed, and discussed. Managerial and research implications are also presented.
Research Interests:
Research Interests:
Research Interests:
Research Interests:
Researchers have identified different consumer types such as coupon prone, materialistic, value-conscious, voluntarily simple, inner-directed and role-relaxed. Notably, a complete discussion of these types is beyond the scope of our... more
Researchers have identified different consumer types such as coupon prone, materialistic, value-conscious, voluntarily simple, inner-directed and role-relaxed. Notably, a complete discussion of these types is beyond the scope of our paper. Our study focuses on role-relaxed consumers. According to Kahle (1995) and Kahle and Shoham (1995), role-relaxed consumers have become an important segment of the American society (approximately 20%); thus, they have had an impact on marketing decisions such as product design and advertising.
The term role-relaxed was first use in the consumer behavior context by Chris Riley, director of planning for Wieden & Kennedy Advertising (Kahle 1995). The concept of role-relaxation is closely related to the concept of susceptibility to interpersonal influence. Role-relaxed consumers tend to emphasize functional, rather than social attributes. In general many role-relaxed consumers are affluent and self-confident (Kahle 1995).
The role-relaxed concept is relatively new in consumer behavior research, first introduced by Kahle (1995). Kahle and Shoham (1995) provided an empirical test of the role-relaxed concept and its relationship to values and consumption of American consumers. Our study used the social values from the LOV and demographics to identify antecedents to role-relaxed behavior of Israeli consumers.
Our study contributes in two ways to the existing research. First, we assess the cross-cultural validity of the role-relaxed scale. Second, antecedents of role-relaxed behavior are explored.
The term role-relaxed was first use in the consumer behavior context by Chris Riley, director of planning for Wieden & Kennedy Advertising (Kahle 1995). The concept of role-relaxation is closely related to the concept of susceptibility to interpersonal influence. Role-relaxed consumers tend to emphasize functional, rather than social attributes. In general many role-relaxed consumers are affluent and self-confident (Kahle 1995).
The role-relaxed concept is relatively new in consumer behavior research, first introduced by Kahle (1995). Kahle and Shoham (1995) provided an empirical test of the role-relaxed concept and its relationship to values and consumption of American consumers. Our study used the social values from the LOV and demographics to identify antecedents to role-relaxed behavior of Israeli consumers.
Our study contributes in two ways to the existing research. First, we assess the cross-cultural validity of the role-relaxed scale. Second, antecedents of role-relaxed behavior are explored.
Research Interests:
Research Interests:
Micro-blogging platforms are emerging as marketing tools that multinational companies increasingly utilize to establish and promote their brands. The question is whether they use these platforms strategically, localizing the content and... more
Micro-blogging platforms are emerging as marketing tools that multinational companies increasingly utilize to establish and promote their brands. The question is whether they use these platforms strategically, localizing the content and the structure for their target population. This study uses case study content analysis to begin answering this question. Social media updates posted by Starbucks over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. However, it underutilizes its Sina Weibo page compared to its Twitter page. This paper goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.
Research Interests:
Feng Shui (pronounced ‘fung shway’) is a philosophy of Chinese origin in which the central belief is that the conditions of the physical environment shape people’s affairs. Feng Shui practices are deeply embedded in Chinese culture and... more
Feng Shui (pronounced ‘fung shway’) is a philosophy of Chinese origin in which the central belief is that the conditions of the physical environment shape people’s affairs. Feng Shui practices are deeply embedded in Chinese culture and are perceived to enhance safety and protection, good health, and financial success. However, no attempt has been made thus far to conceptualize these practices as cultural phenomena or to examine their impact on the behavior of Chinese consumers and business people. A comprehensive framework of Feng Shui pratices is proposed to understand how they influence Chinese people’s private and business decisions. The proposed framework provides a practical road map that can enhance the interaction of Western companies with Chinese consumers and businesses.
Research Interests:
As competition for college graduates’ employment opportunities has increased, the importance of maximizing self-marketing becomes critical. Because Professional Networking Sites (PNSs) have been increasingly used by recruiters, building... more
As competition for college graduates’ employment opportunities has increased, the importance of maximizing self-marketing becomes critical. Because Professional Networking Sites (PNSs) have been increasingly used by recruiters, building and maintaining a professional identity on a PNS should be particularly valuable to college students. Today’s college students are reportedly the heaviest users of digital media and Social Networking Sites (SNSs) but are they also heavy users of PNSs? This paper aims to provide an insight into whether and how students use a leading PNS, LinkedIn, and the reasons for not using it. In-depth interviews were conducted with business major juniors and seniors at a public Northeaster university. Three usage groups were sampled, non-users, non-active users, and active users. The results are compared to usage of other SNSs such as Facebook. Based on the findings, an IMC program is recommended for PNSs that wish to increase their market share of college students.
Research Interests:
Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase... more
Micro-blogging platforms have been used increasingly by multinational companies as a marketing
tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites,
and promote their brand equity and increase engagement with their customers. The question is whether
they use these platforms strategically, localizing the content and the structure to meet the needs of
their target population. This study uses case study content analysis to begin answering this question.
Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were
analyzed using three existing validated frameworks: descriptive analysis, content classification, and
content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese
consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the
study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more
community-related information on Sina Weibo than on Twitter; and provides more action-related
information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for
multinational companies in the Managerial Implications section and concludes with a discussion on
the direction of future research for scholars in this field.
tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites,
and promote their brand equity and increase engagement with their customers. The question is whether
they use these platforms strategically, localizing the content and the structure to meet the needs of
their target population. This study uses case study content analysis to begin answering this question.
Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were
analyzed using three existing validated frameworks: descriptive analysis, content classification, and
content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese
consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the
study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more
community-related information on Sina Weibo than on Twitter; and provides more action-related
information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for
multinational companies in the Managerial Implications section and concludes with a discussion on
the direction of future research for scholars in this field.
Research Interests:
Although microblogging platforms have been emerging as marketing tools that companies can utilise to place and promote their products or services, it is unclear whether multinational corporations are using these platforms strategically.... more
Although microblogging platforms have been emerging as marketing tools that companies can utilise to place and promote their products or services, it is unclear whether multinational corporations are using these platforms strategically. To assess the strategic approach of multinational companies to microblogging sites, this study examined two theoretical concepts: cultural customization and levels of interactivity. Specifically, the study compared (a) global companies performance on localising the content of their posts for target customers with a variety of cultural backgrounds and determined (b) whether the companies vary in their utilisation of interactivity on microblogging sites. Content analysis was used to address the above research propositions. Two existing validated measures were used to analyse 548 tweets and 589 weibos posted by American Dell, Nike, Chinese Lenovo, and Li-Ning over a one-month period on Twitter in the United States and on Sina Weibo in China. The results indicated that these companies performed better in terms of interactivity on Weibo than on Twitter and that U.S. (Chinese) companies performed better on Twitter (Weibo) than on Weibo (Twitter) individually and comparatively. Similar results were found with respect to cultural customisation, with the exception that Chinese companies were able to match their U.S. counterparts in providing Western content on Twitter. Possible microblogging strategies for multinational corporations are suggested.
Research Interests:
The offerings of Web-based supplemental material for textbooks have been increasingly growing. When deciding to adopt a textbook, instructors examine the added value of the associated supplements, also called e-learning tools, to enhance... more
The offerings of Web-based supplemental material for textbooks have been increasingly growing.
When deciding to adopt a textbook, instructors examine the added value of the associated supplements,
also called e-learning tools, to enhance students’ learning of course concepts. In this study,
one such supplement, interactive assignments, is examined from students’ perspective. Two steams
of literature, information technology and communication, provide the foundation to understanding
students’ evaluation of the interactive assignments. The results of the study indicate that the
motivational theory of uses and gratification contributes significantly to our understanding of
students’ perceived value of, attitude toward, and satisfaction from completing e-learning assignments.
Also contributing to our understanding are the concepts of results demonstrability and
conformation of expectation, which have been adopted from the literature related to the technology
acceptance model. Implications for publishers and instructors are provided.
When deciding to adopt a textbook, instructors examine the added value of the associated supplements,
also called e-learning tools, to enhance students’ learning of course concepts. In this study,
one such supplement, interactive assignments, is examined from students’ perspective. Two steams
of literature, information technology and communication, provide the foundation to understanding
students’ evaluation of the interactive assignments. The results of the study indicate that the
motivational theory of uses and gratification contributes significantly to our understanding of
students’ perceived value of, attitude toward, and satisfaction from completing e-learning assignments.
Also contributing to our understanding are the concepts of results demonstrability and
conformation of expectation, which have been adopted from the literature related to the technology
acceptance model. Implications for publishers and instructors are provided.
Research Interests:
The article features branding and social media intelligence firm BrandCo based in New York City. Discussed is the company's branding and marketing strategy. Mentioned is the effort of the firm to provide service and develop social media... more
The article features branding and social media intelligence firm BrandCo based in New York City. Discussed is the company's branding and marketing strategy. Mentioned is the effort of the firm to provide service and develop social media platforms as well as marketing campaigns for the grocery industry.
Research Interests:
Feng Shui practice is very popular in East Asia and has been rapidly adopted by the population of the West. As Feng Shui involves knowledge of object placement, it opens opportunities to market Feng Shui knowledge and products. This paper... more
Feng Shui practice is very popular in East Asia and has been rapidly adopted by the population of the West. As Feng Shui involves knowledge of object placement, it opens opportunities to market Feng Shui knowledge and products. This paper presents an analysis of a successful Feng Shui enterprise, World of Feng Shui (WOFS), that has been established by a well-known Feng Shui expert Lillian Too and her daughter Jennifer Too. The enterprise's marketing strategies and tactics are tied to the theoretical concept of social influence, widely researched in the consumer behavior literature. The three types of social influence (informational, utilitarian, and value-expressive) are examined in relation to WOFS' marketing strategies using secondary data material. The main results indicate that the strategies of WOFS enterprise address all three types of social influence. The articles generated on and off-line can be mostly associated with the informational influence. The off- line activities such as events, courses/workshops, and TV shows are also informational in nature. The Q & A sections/postings can be considered as representative of the utilitarian influence. They give experts (e.g., Lillian Too) the opportunity to provide individuals with problem-specific recommendations. Mega-mall website provides the value-expressive influence as purchase and consumption of the Feng Shui products is most susceptible to this type of influence. In terms of implications, WOFS enterprise strategies are suitable not only for consumes but also for business executives in Asia and in the West as architects, designers, and homeowners across continents use Feng Shui practices for building placements and decoration of dwellings and workplaces. Feng Shui practice has some limitations such as conflicting opinions of experts and increased complexity when the dimension of time is taken into consideration. Still, Feng Shui as a practice is growing globally adjusting itself to regional and cultural challenges.
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This paper discusses individual and group identities, and examines personal values across four countries: Australia, the United States, Canada, and Israel. The relationship between consumer susceptibility to interpersonal influence and... more
This paper discusses individual and group identities, and examines personal values across four countries: Australia, the United States, Canada, and Israel. The relationship between consumer susceptibility to interpersonal influence and personal values is examined using the List of Values (LOV) and Bearden, Netemeyer, and Teel 's scale. Three of the nine LOV values were found to be different for people who are highly susceptible to interpersonal influence compared to those who are not: a sense of belonging, warm relationships with others, and being well respected.
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We propose a conceptualization and operationalization of a new four-mode measure of channel interactivity that allows comparison of on- with off-line channels. This measure is based on an integration of multi-disciplinary interactivity... more
We propose a conceptualization and operationalization of a new four-mode measure of channel interactivity that allows comparison of on- with off-line channels. This measure is based on an integration of multi-disciplinary interactivity research streams and provides a more comprehensive and relevant measure for the on- and off-line retail channels. In addition, we demonstrate that the new operationalization is more reliable and explains performance better than simple adaptations of existing web-based scales when both are used to assess interactivity of off-line retail channels. A survey was conducted to substantiate the validity and reliability of the new operationalization. As more companies design multi-channel strategies to offer a more interactive shopping experience to consumers, the four-mode measure we developed can be useful in assessing the potential success of these strategies.
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The paper suggests how product-related information in the form of an attribute-benefit matrix can impact preference formation process of novices and experts in two evaluation conditions, attribute-based and benefit-based. The paper... more
The paper suggests how product-related information in the form of an attribute-benefit matrix can impact preference formation process of novices and experts in two evaluation conditions, attribute-based and benefit-based. The paper presents propositions that differentiate novices from experts in terms of process and product alternative evaluations based on the matrix being present or absent during the purchasing decision process. Practical implications conclude the paper.
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Interactivity creates benefits to businesses (e.g., costs reduction) and customers (e.g., enhancement of purchasing decisions). In assessing interactivity researchers developed interactivity measures only for the on-line channel. However,... more
Interactivity creates benefits to businesses (e.g., costs reduction) and customers (e.g., enhancement of purchasing decisions). In assessing interactivity researchers developed interactivity measures only for the on-line channel. However, the off-line channels such as physical stores can also be interactive. Thus, the question addressed in this paper is: "Can a web-based measure of interactivity be adjusted to capture interactive differences between web stores and physical stores?" Our results show that although an adjusted web-based measure has low reliability levels, it can measure interactive differences between web stores and physical stores. Recommendations for future research and implications for practitioners are discussed.
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A purpose of this research is to investigate differences between low- and high- context national cultures in retail settings. In particular, we examined cultural differences in preference for human interaction while shopping, "emotional... more
A purpose of this research is to investigate differences between low- and high- context national cultures in retail settings. In particular, we examined cultural differences in preference for human interaction while shopping, "emotional warmth" characteristics, perception of quality service, and retail channel preferences. As businesses more frequently employ multi-channel strategies in global settings, this topic of national culture gains importance and can shed light on key factors that shape consumers' retail preferences. Our findings indicate that national cultures differ in terms of retail channel preferences, preference for human interaction, and relationships between the two. Managerial implications and future research are addressed, as well as our study's limitations.
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Purpose: The purpose of this study is to explore what motivates college students to use LinkedIn and what inhibits them from fully adopting it. Design/methodology/approach: A qualitative approach applying a uses and gratifications... more
Purpose: The purpose of this study is to explore what motivates college students to use LinkedIn and what inhibits them from fully adopting it.
Design/methodology/approach: A qualitative approach applying a uses and gratifications framework was used to identify the motives of and barriers faced by college students with respect to LinkedIn usage. The study includes data collected from 30 upper-level, undergraduate business students.
Findings: Four uses and gratifications categories emerged explaining why college students would be willing to use LinkedIn. Three categories—interpersonal communication, online identity, and information—are similar to those identified for using social networks, such as Facebook, MySpace, and Bebo. Career development was found to be a category gratifying only LinkedIn users. Barriers to LinkedIn adoption included students’ ignorance of the network and the erroneous perception that a presence on LinkedIn should be initiated and/or developed only after graduation.
Originality/value: College students’ behavior on social networks, such as Facebook and MySpace, was extensively researched employing uses and gratifications theory. LinkedIn has recently reached about 200 million users, of which about 30 million are college students and recent graduates. Still, students’ motives, usage patterns, and barriers associated with LinkedIn have not been well-documented, which creates a gap that this study attempts to address. The aim is to shed light on (a) what motivates students to use a professional network as opposed to using social networks and (b) what key barriers might prevent college students from fully capitalizing on LinkedIn’s features.
Design/methodology/approach: A qualitative approach applying a uses and gratifications framework was used to identify the motives of and barriers faced by college students with respect to LinkedIn usage. The study includes data collected from 30 upper-level, undergraduate business students.
Findings: Four uses and gratifications categories emerged explaining why college students would be willing to use LinkedIn. Three categories—interpersonal communication, online identity, and information—are similar to those identified for using social networks, such as Facebook, MySpace, and Bebo. Career development was found to be a category gratifying only LinkedIn users. Barriers to LinkedIn adoption included students’ ignorance of the network and the erroneous perception that a presence on LinkedIn should be initiated and/or developed only after graduation.
Originality/value: College students’ behavior on social networks, such as Facebook and MySpace, was extensively researched employing uses and gratifications theory. LinkedIn has recently reached about 200 million users, of which about 30 million are college students and recent graduates. Still, students’ motives, usage patterns, and barriers associated with LinkedIn have not been well-documented, which creates a gap that this study attempts to address. The aim is to shed light on (a) what motivates students to use a professional network as opposed to using social networks and (b) what key barriers might prevent college students from fully capitalizing on LinkedIn’s features.
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With increased competition between universities, students’ satisfaction with their education and overall experience on campus become more important than ever (Elliott & Healy, 2001). Report¬edly, students are attracted to the university... more
With increased competition between universities, students’ satisfaction with their education and overall experience on campus become more important than ever (Elliott & Healy, 2001). Report¬edly, students are attracted to the university when they observe positive relations between faculty and staff (Kusku, 2003). Faculty and staff also state importance of positive relations between two groups that influence (a) the amount of work they complete, (b) attitudes toward their work place, and (c) their sense of community so that the best educational experience for students is provided (Biemiller, 2008). The research utilizes the organizational culture perspective proposed by Martin (2002) to examine faculty-staff relations in terms of creating a community that helps fulfill organi¬zational mission. In-depth interviews were conducted with faculty and staff members at one of private Midwestern universities. The results revealed that (a) faculty and staff understand importance of constructive workplace relations; consider their overall relations as positive; and show mutual respect as a strong foundation for relationship development. Simultaneously, (b) perception of each others’ roles, responsibilities, and attitudes differed between groups that could potentially lead to unproductive work and further unwillingness of faculty and staff to cooperate in their everyday activities. Suggestions to strengthen the relationships and create a sense of community are offered.
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"A university’s organizational culture influences students’ overall educational experience. One critical aspect of a positive campus cultural experience is the strong sense of community largely established by a constructive working... more
"A university’s organizational culture influences students’ overall educational experience. One critical aspect of a positive campus cultural experience is the strong sense of community largely established by a constructive working relationship between faculty and staff. The current study focuses on sources of potential conflict in faculty-staff relations that could negatively influence this organizational culture, and thus, inhibit positive student educational experiences. The study uses 272 questionnaires collected from
faculty and staff at a private Midwestern university. Findings indicate that greater staff involvement in decision-making, clearer communication of roles and responsibilities, and an adequate rewards system can reduce faculty-staff tension."
faculty and staff at a private Midwestern university. Findings indicate that greater staff involvement in decision-making, clearer communication of roles and responsibilities, and an adequate rewards system can reduce faculty-staff tension."
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Green products have become popular and have been targeted toward consumers who lead green lifestyles. Still, some green products are assumed to be more appealing to this group than others, sometimes based on level of involvement. This... more
Green products have become popular and have been targeted toward consumers who lead green lifestyles. Still, some green products are assumed to be more appealing to this group than others, sometimes based on level of involvement. This study tests a low involvement green product in terms of being appealing to consumers with green lifestyles. A theoretical model was developed and tested using a structural equation model. Results indicate that consumers with green lifestyles do value green attributes of low involvement products, in terms of consumer's attitudes and behavioral intentions. These results imply that companies with green low involvement products should target high-income females and stress the green attribute to motivate purchase intention.
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Researchers repeatedly suggest that interactivity is a characteristic of the Internet. This paper examines whether consumers perceive off-line retailers to be as interactive or even more interactive than the on-line retailers on three... more
Researchers repeatedly suggest that interactivity is a characteristic of the Internet. This paper examines whether consumers perceive off-line retailers to be as interactive or even more interactive than the on-line retailers on three dimensions: message contingency, real-time communication and control. Two studies (in-depth interviews and a survey) reveal that when comparing interactivity of web stores with physical stores and catalogues, consumers perceive physical stores and catalogues to be as interactive as web stores on two out of three interactivity dimensions. In addition, the paper shows that consumers value the interactive characteristics of off-line retailers as much as they value the interactive characteristics of on-line retailers. The implications of these findings are discussed.
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"Purpose – This paper has two purposes. First, it aims to propose an alternative conceptualization for interactivity that distinguishes between four interactivity modes: human, medium, message, and product. Second, it seeks to develop a... more
"Purpose – This paper has two purposes. First, it aims to propose an alternative conceptualization for interactivity that distinguishes between four interactivity modes: human, medium, message, and product. Second, it seeks to develop a framework of channel preferences that integrates the four mode concept of channel interactivity. Design/methodology/approach – A synthesis of interactivity literature streaming from several disciplines (social psychology, computer science, communication, object interaction, and marketing) was used to develop the four-mode concept. A framework is proposed to illustrate how consumers’ perceptions of, and preferences for, the four interactivity modes impact channel preferences. Findings – The propositions developed suggest: channels are perceived as offering different modes of interactivity; preferences for interactivity modes are shaped by personal and situational characteristics; and a match/mismatch between consumers’ perceptions of and preferences for the interactivity
modes determine channel preferences. Research limitations/implications – The approach allows an evaluation of particular interactive technologies, an assessment of multi-channel
strategies, and an examination of consumers’ satisfaction with their shopping experiences. Originality/value – The authors propose a broader approach than existing ones. It is not restricted to an online channel; it integrates consumers’ interaction with products; and it enables a comparison of online and offline channels. In addition, most research has focused on perceptions of interactivity
whereas the framework presented in the paper addresses perceptions of, and preferences for, interactivity modes that impact channel choices."
modes determine channel preferences. Research limitations/implications – The approach allows an evaluation of particular interactive technologies, an assessment of multi-channel
strategies, and an examination of consumers’ satisfaction with their shopping experiences. Originality/value – The authors propose a broader approach than existing ones. It is not restricted to an online channel; it integrates consumers’ interaction with products; and it enables a comparison of online and offline channels. In addition, most research has focused on perceptions of interactivity
whereas the framework presented in the paper addresses perceptions of, and preferences for, interactivity modes that impact channel choices."
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Stimuli seeking and participation in risky activities have become popular in western cultures. The safer western life has become, the greater the individual's need for stimulating, risky activities. This study examined value differences... more
Stimuli seeking and participation in risky activities have become popular in western cultures. The safer western life has become, the greater the individual's need for stimulating, risky activities. This study examined value differences between risky sports participants and non- participants. We use a stimuli-directed value dimension, which is one of three value dimensions (relation-directed and self-directed being the other two) to assess value differences between practitioners and nonpractitioners of high-risk sports. Our findings indicate that risky sports participants see security and self-respect as less important and excitement as more important than nonparticipants do. These findings are important for advertising strategy as these value profiles can be used implicitly and explicitly in designing such strategies.
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Individuals' participation in risky activities has puzzled researchers for several years. Psychologists suggested personality characteristics to explain paradoxical, life-threatening behavior (e.g., skydiving or parachuting). Relatively... more
Individuals' participation in risky activities has puzzled researchers for several years. Psychologists suggested personality characteristics to explain paradoxical, life-threatening behavior (e.g., skydiving or parachuting). Relatively little research has examined the consumption behavior of this segment and its implications. Our research raises three questions about risky sports consumption.
First, do risky sport attitudes, in combination with personality variables, determine the willingness to participate in risky sports? Second, how does exposure to risky-sport information influence the attitudes and behavioral intentions of these individuals? Third, is the positive influence of risky-sport information similar in strength to the negative influence on behavioral intentions, given attitudinal changes? Our results indicate that the impact of attitudes on the willingness to participate in risky sports varies according to personality characteristics (arousal seekers versus arousal avoiders). In addition, the exposure to risky sports information influences attitudes and behavioral intentions depending on the content of this information (enhanced versus reduced risk information). Finally, the negative (versus positive) impact of exposure to differing risky-sport information on behavioral intentions depends on personality characteristics.
First, do risky sport attitudes, in combination with personality variables, determine the willingness to participate in risky sports? Second, how does exposure to risky-sport information influence the attitudes and behavioral intentions of these individuals? Third, is the positive influence of risky-sport information similar in strength to the negative influence on behavioral intentions, given attitudinal changes? Our results indicate that the impact of attitudes on the willingness to participate in risky sports varies according to personality characteristics (arousal seekers versus arousal avoiders). In addition, the exposure to risky sports information influences attitudes and behavioral intentions depending on the content of this information (enhanced versus reduced risk information). Finally, the negative (versus positive) impact of exposure to differing risky-sport information on behavioral intentions depends on personality characteristics.
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In recent years the automotive industry has made significant improvements in hybrid car technology and has introduced new and diverse models. Though hybrid cars gained a larger market share throughout the middle of this decade, the... more
In recent years the automotive industry has made significant improvements in hybrid car technology and has introduced new and diverse models. Though hybrid cars gained a larger market share throughout the middle of this decade, the diffusion rate has been slow and faces many perceived barriers from various segments. This paper examines perceived barriers of one such segment, Midwestern generation Y, using qualitative data analysis. Also, economic examination of hybrid car adoption is presented. This examination focuses on the barriers the Midwestern generation Y mentioned in the qualitative research. Managerial implications and suggestions for future research conclude this paper.
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Vodcasts (video podcasts) have become part of the Internet multimedia experience and have been integrated into universities’ direct and interactive promotion strategies, but, more importantly, their integrated marketing communication... more
Vodcasts (video podcasts) have become part of the Internet multimedia experience and have been integrated into universities’ direct and interactive promotion strategies, but, more importantly, their integrated marketing communication (IMC) plans. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of vodcasts on student attitudes and behavioral intentions. This paper uses structural equation modeling to assess the effectiveness of vodcasts as an enhancer of a university’s existing integrated marketing communication strategy to recruit prospective students. Three theoretical models were tested, and our findings indicate that perceived informativeness, credibility, and irritation of the vodcasts are directly related to their perceived value to viewers. However, of those three factors, only the informativeness is directly related to students’ intent to take further action toward enrollment in a way that can utilize other universities communication resources (e.g., asking additional questions on the phone or via email). In addition, while prior work has suggested that perceived entertainment of a web site positively influences its perceived value, we find that for university-specific vodcasts, perceived entertainment is not a statistically significant factor. The results suggest that when creating vodcasts to portray campus life and activities, less attention should be given to entertainment value, and more attention should be devoted to providing useful information in a manner that is credible and not irritating to students. Implications for researchers and practitioners are provided based on these results.
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In this study, we consider the owners of two Burger King franchise establishments that have been struggling financially over the past three years. The owners are looking to grow the revenue of their two struggling locations and remain... more
In this study, we consider the owners of two Burger King franchise establishments that have been struggling financially over the past three years. The owners are looking to grow the revenue of their two struggling locations and remain competitive in the changing fast food landscape. They realize that their competitors are not only other fast food brands but also the growing number of fast casual chains, ethnic cuisine restaurants, and convenience store establishments. They notice that their target segment, Millennials, has become more health conscious and exhibit an increasing desire to diversify their palates. As a result, the franchisees struggle to meet Millennials’ expectations in terms of their menu items. In addition, they do not keep up with innovative technology, such as mobile apps for ordering and delivering fast food items, that has been gradually adopted by competitors. Thus, the owners of the two Burger King locations are faced with two key challenges: (a) how to stay competitive and (b) how to be more attractive to Millennials.
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BrandCo is a New York City-based branding firm that offers extensive services to major corporations to improve their visual, verbal, and marketplace identity. From logo redesign and brand engagement to verbal strategy and product naming,... more
BrandCo is a New York City-based branding firm that offers extensive services to major corporations to improve their visual, verbal, and marketplace identity. From logo redesign and brand engagement to verbal strategy and product naming, the company offers a variety of services that help shape its unique business model and identity—underpinned by passion and decades of training and education—in a variety of business sectors (consumer goods, financial services, and technology). As the business seeks to increase its market share and growth in existing and new industries, it seeks to diversify its services by entering into the social media analytics sector.
This case introduces a new service, a social media index that BrandCo has been developing for the grocery industry. It will help supermarket brands utilize their social media platforms more effectively, capture new customers, and establish a social voice that creates a positive online reputation. The new service evokes some serious questions and concerns, such as how to monetize this service, how to name it and develop a marketing campaign to attract leading grocery brands, how to expand this service and market it to other industries, and how to overcome the growing competition in this area.
This case introduces a new service, a social media index that BrandCo has been developing for the grocery industry. It will help supermarket brands utilize their social media platforms more effectively, capture new customers, and establish a social voice that creates a positive online reputation. The new service evokes some serious questions and concerns, such as how to monetize this service, how to name it and develop a marketing campaign to attract leading grocery brands, how to expand this service and market it to other industries, and how to overcome the growing competition in this area.
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Isa and Alia Suqi are the owners of NextWave Web, which is a New Jersey-based printing company that offers a variety of different printing and binding services to companies and individual consumers. This largely service-centric company... more
Isa and Alia Suqi are the owners of NextWave Web, which is a New Jersey-based printing company that offers a variety of different printing and binding services to companies and
individual consumers. This largely service-centric company aims to offer high-quality performance to its clients. In recent years, the printing industry has confronted many challenges, one of which is the declining demand for printed materials and the increasing preference for digital alternatives. This trend has negatively affected NextWave Web’s business. In addition, NextWave Web is struggling to remain profitable in a highly
competitive regional and online marketplace. The company’s high investment in expensive equipment has added to its challenges in terms of remaining profitable and achieving returns on its investment. To respond to these challenges, Isa and Alia are asking themselves what sustainable strategies they should employ to grow NextWave Web’s revenue while
remaining competitive in a changing marketplace, and retaining a level of profitability that covers their high investment costs.
individual consumers. This largely service-centric company aims to offer high-quality performance to its clients. In recent years, the printing industry has confronted many challenges, one of which is the declining demand for printed materials and the increasing preference for digital alternatives. This trend has negatively affected NextWave Web’s business. In addition, NextWave Web is struggling to remain profitable in a highly
competitive regional and online marketplace. The company’s high investment in expensive equipment has added to its challenges in terms of remaining profitable and achieving returns on its investment. To respond to these challenges, Isa and Alia are asking themselves what sustainable strategies they should employ to grow NextWave Web’s revenue while
remaining competitive in a changing marketplace, and retaining a level of profitability that covers their high investment costs.
Research Interests:
Microblogging platforms have emerged as marketing tools that multinational companies increasingly utilize to establish and promote their brands. The question is whether they use these platforms strategically, localizing the content and... more
Microblogging platforms have emerged as marketing tools that multinational companies increasingly utilize to establish and promote their brands. The question is whether they use these platforms strategically, localizing the content and the structure for their target population. This chapter uses case study content analysis to begin answering this question. Social media updates posted by Starbucks over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. However, it underutilizes its Sina Weibo page compared to its Twitter counterpart. This chapter goes on to suggest microblogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.
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Although a growing body of research is developing to address the different e-business practices in the electronic marketplace, e-tailing strategies have only been investigated as part of the study of general e-business strategies.... more
Although a growing body of research is developing to address the different e-business practices in the electronic marketplace, e-tailing strategies have only been investigated as part of the study of general e-business strategies. However, researchers recognise that innovative and unique modes of e-tailing operations have emerged in recent years. Therefore, this paper introduces an organising framework that categorises the strategies of e-tailers on three levels of interaction: product, process, and partnership. The framework also addresses the perceptions and preferences of customers in relation to e-tailing strategies. Based on the proposed framework, research opportunities and lessons for practitioners are suggested.
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Nonprofit organizations (NPOs) have been increasingly utilizing social media outlets to target Millennials for donations of time and money. These organizations, however, do not always take advantage of the hedonic, social, and normative... more
Nonprofit organizations (NPOs) have been increasingly utilizing social media outlets to target Millennials for donations of time and money. These organizations, however, do not always take advantage of the hedonic, social, and normative factors that can influence engagement with and monetary donation to these organizations. Based on motivational theories, UG and it partially mediates the engagement–donation relationship. Thus, the intention to engage with nonprofits is important for Millennials to increase their need for entertainment and social interaction, and motivates them to donate to nonprofits. In addition, the proposed hybrid model is used to compare two cultures, Western (U.S.) and Middle Eastern (Palestinian), using a partial least square structural equation model (PLS-SEM). The results indicate that the model performs similarly in both cultures, except for two relationships. In Western culture, engagement with NPOs does not lead to monetary donations. In Middle Eastern culture, the hedonic motive does not predict donation intention. Implications for practitioners are discussed.