Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines. Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study revealed a significant relationship between students’ exposure to digital marketing and their attitudes towards healthcare professions. Notably, higher levels of digital marketing exposure were associated with more positive attitudes towards healthcare careers. Additionally, the findings suggest that targeted advertising campaigns and engaging social media content play a crucial role in shaping these attitudes. The study underscores the potential of digital marketing in addressing the challenges of healthcare workforce shortages and uneven distribution. It highlights the need for educational institutions, healthcare organizations, and policymakers to harness digital marketing strategies effectively to enhance the appeal of healthcare professions among potential students and professionals.
{"title":"The Role of Digital Marketing in Shaping Students’ Attitudes towards Health Care Professions","authors":"Angelo R. Santos","doi":"10.32479/irmm.16131","DOIUrl":"https://doi.org/10.32479/irmm.16131","url":null,"abstract":"\u0000\u0000\u0000Amidst a burgeoning digital landscape, the role of digital marketing in shaping students’ attitudes towards healthcare professions remains relatively unexplored. This study aimed to investigate how digital marketing influences students’ perspectives about healthcare careers, with a specific focus on students in Nueva Ecija, Philippines. Utilizing a quantitative approach, the study involved a survey of 148 students from Nueva Ecija, Philippines. Respondents were asked about their exposure to various forms of digital marketing and their attitudes towards healthcare professions. The study revealed a significant relationship between students’ exposure to digital marketing and their attitudes towards healthcare professions. Notably, higher levels of digital marketing exposure were associated with more positive attitudes towards healthcare careers. Additionally, the findings suggest that targeted advertising campaigns and engaging social media content play a crucial role in shaping these attitudes. The study underscores the potential of digital marketing in addressing the challenges of healthcare workforce shortages and uneven distribution. It highlights the need for educational institutions, healthcare organizations, and policymakers to harness digital marketing strategies effectively to enhance the appeal of healthcare professions among potential students and professionals.\u0000\u0000\u0000","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 46","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140993013","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
AI technology-based banking services development has disrupted the way people participate in banking transactions. It has created easier and faster banking transaction possibilities with the use of electronic gadgets. However, ethical concerns about these applications have also been amplified together with the need for management communication of safety features and protocols for customer information protection, and redress when infringements occur. The study was an attempt to highlight how AI-enabled banking services safety communication affects customers’ ethical concerns and how the concerns shape their banking services value perception, attitude, and loyalty intentions. A conceptual framework based on the generic AI technology, ethical concerns, and loyalty intentions was used as a basis for this study. It attempted to test the link between management communication, ethical concerns, satisfaction/dissatisfaction, and customer loyalty to AI-based banking services in a developing economy context. The study used three theoretical grounding bases to empirically test the proposed hypotheses. The results analysis followed Structural equation modeling (SEM). The results confirmed the impact of management communication on customers’ ethical concerns of security, privacy, diversity, and discrimination, and the positive influence of privacy and security on satisfaction/dissatisfaction. However, the relationship between diversity and discrimination concerns with customer satisfaction was not confirmed. Lastly, customer satisfaction was proven to impact their loyalty intentions.
{"title":"Communicating Banking Cyber-security Measures, Customer Ethical Concerns, Experience, and Loyalty Intentions: A Developing Economy’s Perspective","authors":"F. M. Mgiba, Thozama Mxotwa","doi":"10.32479/irmm.16095","DOIUrl":"https://doi.org/10.32479/irmm.16095","url":null,"abstract":"AI technology-based banking services development has disrupted the way people participate in banking transactions. It has created easier and faster banking transaction possibilities with the use of electronic gadgets. However, ethical concerns about these applications have also been amplified together with the need for management communication of safety features and protocols for customer information protection, and redress when infringements occur. The study was an attempt to highlight how AI-enabled banking services safety communication affects customers’ ethical concerns and how the concerns shape their banking services value perception, attitude, and loyalty intentions. A conceptual framework based on the generic AI technology, ethical concerns, and loyalty intentions was used as a basis for this study. It attempted to test the link between management communication, ethical concerns, satisfaction/dissatisfaction, and customer loyalty to AI-based banking services in a developing economy context. The study used three theoretical grounding bases to empirically test the proposed hypotheses. The results analysis followed Structural equation modeling (SEM). The results confirmed the impact of management communication on customers’ ethical concerns of security, privacy, diversity, and discrimination, and the positive influence of privacy and security on satisfaction/dissatisfaction. However, the relationship between diversity and discrimination concerns with customer satisfaction was not confirmed. Lastly, customer satisfaction was proven to impact their loyalty intentions.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 14","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141128755","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Amid the tight competition and subtle differences between the available options, sales promotion has become an important marketing strategy, primarily for e-commerce companies. However, the fast development leaves the sales promotion concept behind. Specifically, the academicians have not reached a solid conclusion about sales promotion features. This study aims to unify the scattered features of sales promotion tools and demonstrate the direct or indirect influence of chosen techniques on behavioral intention. The study identifies six features of sales promotion tools, and they influence consumer behavior directly or indirectly through attractiveness, following the comprehension and non-comprehension models. Future researchers could investigate the joint effect of features, tools, and companies on consumer behavior.
{"title":"Investigating the Features of Sales Promotions: Conceptualization and Empirical Evidence","authors":"Bilson Simamora, Syanne Emmanuella Xzyfanequo","doi":"10.32479/irmm.15992","DOIUrl":"https://doi.org/10.32479/irmm.15992","url":null,"abstract":"Amid the tight competition and subtle differences between the available options, sales promotion has become an important marketing strategy, primarily for e-commerce companies. However, the fast development leaves the sales promotion concept behind. Specifically, the academicians have not reached a solid conclusion about sales promotion features. This study aims to unify the scattered features of sales promotion tools and demonstrate the direct or indirect influence of chosen techniques on behavioral intention. The study identifies six features of sales promotion tools, and they influence consumer behavior directly or indirectly through attractiveness, following the comprehension and non-comprehension models. Future researchers could investigate the joint effect of features, tools, and companies on consumer behavior.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 0","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140992487","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Among the most vulnerable groups in society is the elderly, who face issues such as a deteriorating feeling of self-worth brought on by physical weakness, a dwindling social position, and limited financial resources. Feelings of insignificance have been exacerbated by the fact that families are finding it more difficult to care for the elderly due to socioeconomic and demographic changes. As a result, psychological difficulties frequently outweigh outward indications of aging as people age. With a specific focus on 260 senior individuals in Punjab between the ages of 60 and 90, this study sought to investigate the effects of family and social attitudes toward the old. The majority of respondents claimed financial independence, but only 11% reported having stable finances due to rental income and savings account interest. But 8% struggled to pay for everyday needs, and some experienced severe financial difficulties related to fundamental needs and family responsibilities. Remarkably, only 11.7% of older people consistently created strong social relationships, compared to 76.6% who did so on occasion. Furthermore, 16.7% of respondents admitted to their situation, suggesting a greater dedication to maintaining family togetherness. The behavioral changes aligned with the perceptions of 83% of senior respondents who observed a shift in the way older persons view their basic obligations. Family dynamics, economic dependence, physical abuse cases, feelings of isolation, inadequate social support, family members' disdain, and food-related issues were among the main concerns. The study emphasized the complex relationships that exist between aging, health problems, decreased physical activity, and elder abuse. It also clarified the critical roles that qualities, social interactions, financial dependence, and behaviors have in influencing these relationships.
{"title":"Communal Effect Attitudes on Punjab Senior Citizens","authors":"Navjot Kaur, Priyanka Parihar","doi":"10.32479/irmm.16023","DOIUrl":"https://doi.org/10.32479/irmm.16023","url":null,"abstract":"Among the most vulnerable groups in society is the elderly, who face issues such as a deteriorating feeling of self-worth brought on by physical weakness, a dwindling social position, and limited financial resources. Feelings of insignificance have been exacerbated by the fact that families are finding it more difficult to care for the elderly due to socioeconomic and demographic changes. As a result, psychological difficulties frequently outweigh outward indications of aging as people age. With a specific focus on 260 senior individuals in Punjab between the ages of 60 and 90, this study sought to investigate the effects of family and social attitudes toward the old. The majority of respondents claimed financial independence, but only 11% reported having stable finances due to rental income and savings account interest. But 8% struggled to pay for everyday needs, and some experienced severe financial difficulties related to fundamental needs and family responsibilities. Remarkably, only 11.7% of older people consistently created strong social relationships, compared to 76.6% who did so on occasion. Furthermore, 16.7% of respondents admitted to their situation, suggesting a greater dedication to maintaining family togetherness. The behavioral changes aligned with the perceptions of 83% of senior respondents who observed a shift in the way older persons view their basic obligations. Family dynamics, economic dependence, physical abuse cases, feelings of isolation, inadequate social support, family members' disdain, and food-related issues were among the main concerns. The study emphasized the complex relationships that exist between aging, health problems, decreased physical activity, and elder abuse. It also clarified the critical roles that qualities, social interactions, financial dependence, and behaviors have in influencing these relationships.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140992841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Research in the field of human resources that raises the topic of Green HRM to improve Green Performance. The research base also assesses the role of Strategic Green Value in encouraging corporate CSR and has an impact on increasing green performance. Research was conducted quantitatively on 100 CSR respondents from Sustainable Hutan Sawit Lestari palm oil companies in Central Kalimantan. The results of the analysis with Smart PLS show that Green HRM is significant in increasing Green Performance by (5%, but not significantly increasing the CSR program. The next significant result is Green Value Strategy on Green Performance and the significant effect of increasing CSR by 63%. The results of the analysis of the mediating role are a combination namely the CSR program has a significant positive influence on the relationship between Green Value Strategy and Green Performance and there are insignificant results regarding the mediating role of CSR on the relationship between Green HRM in improving Green Performance. Overall the research model from the Q square value shows 95%, namely the importance of Green HRM, Green Value Strategy, CSR in Green Performance. Implementation of these results can be applied to Sustainable Hutan Sawit Lestari companies for managing HRM and natural resources by providing skills training in maintaining the quality of life of the organization and the company environment in a CSR program to improve the company's reputation. In further research you can consider Green Technology.
人力资源领域的研究提出了提高绿色绩效的绿色人力资源管理这一主题。研究基础还评估了战略绿色价值在鼓励企业社会责任方面的作用，以及对提高绿色绩效的影响。研究对来自中加里曼丹可持续发展 Hutan Sawit Lestari 棕榈油公司的 100 名企业社会责任受访者进行了定量研究。智能 PLS 分析结果表明，绿色人力资源管理对提高绿色绩效有显著影响（5%），但对提高企业社会责任项目没有显著影响。其次是绿色价值战略对绿色绩效的显著影响，对企业社会责任的显著影响为 63%。中介作用的分析结果是一个组合，即企业社会责任项目对绿色价值战略和绿色绩效之间的关系有显著的正向影响，而企业社会责任对绿色人力资源管理在提高绿色绩效方面的中介作用结果不显著。总体而言，研究模型的 Q 平方值显示了 95%，即绿色人力资源管理、绿色价值战略、企业社会责任在绿色绩效中的重要性。这些结果可以应用于可持续发展的 Hutan Sawit Lestari 公司，通过提供技能培训来管理人力资源管理和自然资源，在企业社会责任项目中维护组织的生活质量和公司环境，从而提高公司的声誉。在进一步的研究中，您可以考虑绿色技术。
{"title":"Analysis of Green HRM, Green Value Strategic Improving CSR and Green Performance in Central Kalimantan HSL Palm Companies","authors":"Laden Mering","doi":"10.32479/irmm.16262","DOIUrl":"https://doi.org/10.32479/irmm.16262","url":null,"abstract":"Research in the field of human resources that raises the topic of Green HRM to improve Green Performance. The research base also assesses the role of Strategic Green Value in encouraging corporate CSR and has an impact on increasing green performance. Research was conducted quantitatively on 100 CSR respondents from Sustainable Hutan Sawit Lestari palm oil companies in Central Kalimantan. The results of the analysis with Smart PLS show that Green HRM is significant in increasing Green Performance by (5%, but not significantly increasing the CSR program. The next significant result is Green Value Strategy on Green Performance and the significant effect of increasing CSR by 63%. The results of the analysis of the mediating role are a combination namely the CSR program has a significant positive influence on the relationship between Green Value Strategy and Green Performance and there are insignificant results regarding the mediating role of CSR on the relationship between Green HRM in improving Green Performance. Overall the research model from the Q square value shows 95%, namely the importance of Green HRM, Green Value Strategy, CSR in Green Performance. Implementation of these results can be applied to Sustainable Hutan Sawit Lestari companies for managing HRM and natural resources by providing skills training in maintaining the quality of life of the organization and the company environment in a CSR program to improve the company's reputation. In further research you can consider Green Technology.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140992559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study investigates the dual nature of narcissistic leadership within sales teams, revealing its potential to both inspire ambitious goals and undermine team cohesion and performance. By integrating a comprehensive literature review, the research outlines the characteristic behaviors of narcissistic leaders, such as arrogance and a lack of empathy, and their impact on team dynamics, including reduced cohesion, increased conflict, and impaired team performance. The paper proposes strategies to mitigate these negative effects, such as leadership development programs, team-based performance evaluations, and fostering a culture of empathy. It highlights the importance of understanding and addressing the complexities of narcissistic leadership to cultivate healthier, more productive team environments. The findings call for further research into the long-term effects of narcissistic leadership and the development of effective management strategies.
{"title":"Unveiling the Shadow: Theorizing the Impact of Narcissistic Leadership on Sales Teams","authors":"Jorge Bullemore","doi":"10.32479/irmm.15991","DOIUrl":"https://doi.org/10.32479/irmm.15991","url":null,"abstract":"This study investigates the dual nature of narcissistic leadership within sales teams, revealing its potential to both inspire ambitious goals and undermine team cohesion and performance. By integrating a comprehensive literature review, the research outlines the characteristic behaviors of narcissistic leaders, such as arrogance and a lack of empathy, and their impact on team dynamics, including reduced cohesion, increased conflict, and impaired team performance. The paper proposes strategies to mitigate these negative effects, such as leadership development programs, team-based performance evaluations, and fostering a culture of empathy. It highlights the importance of understanding and addressing the complexities of narcissistic leadership to cultivate healthier, more productive team environments. The findings call for further research into the long-term effects of narcissistic leadership and the development of effective management strategies.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" 15","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140993565","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Successful brands are investing in creating exceptional interactive brand experiences and fostering emotional connections to build brand love. This dual approach contributes to long-term customer relationships and is an effective way for companies to create hedonic value thereby gaining a competitive advantage. The purpose of the study is to investigate how interactive brand experiences (i.e., sensory, emotional, behavioural, and intellectual) influence brand love in the energy drinks category amongst young adults in South Africa. Data were collected from energy drink young adults through physical surveys. The study applied partial least-square-based structural equation modeling (PLS-SEM). The results revealed that the various interactive brand experiences dimensions influence brand love. Although the brand experience dimensions are supported, they don’t seem to equally influence brand love, as the sensory experience dimension (i.e., taste, smell, sight, touch, and sound), had the strongest influence on brand love. Consumers desire something that touches their heart and engages their senses. Marketers can therefore focus on building brand related stimuli in order to influence consumer behaviour. By focusing on these alternative marketing approaches to brand building, marketers can attract and retain young adults. This research contributes to understanding how brand experiences influence brand love in the energy drinks beverage category.
{"title":"Engaging Consumer Senses: The Role of Interactive Brand Experiences in Brand Building","authors":"Neo Ligaraba","doi":"10.32479/irmm.15541","DOIUrl":"https://doi.org/10.32479/irmm.15541","url":null,"abstract":"\u0000\u0000\u0000Successful brands are investing in creating exceptional interactive brand experiences and fostering emotional connections to build brand love. This dual approach contributes to long-term customer relationships and is an effective way for companies to create hedonic value thereby gaining a competitive advantage. The purpose of the study is to investigate how interactive brand experiences (i.e., sensory, emotional, behavioural, and intellectual) influence brand love in the energy drinks category amongst young adults in South Africa. Data were collected from energy drink young adults through physical surveys. The study applied partial least-square-based structural equation modeling (PLS-SEM). The results revealed that the various interactive brand experiences dimensions influence brand love. Although the brand experience dimensions are supported, they don’t seem to equally influence brand love, as the sensory experience dimension (i.e., taste, smell, sight, touch, and sound), had the strongest influence on brand love. Consumers desire something that touches their heart and engages their senses. Marketers can therefore focus on building brand related stimuli in order to influence consumer behaviour. By focusing on these alternative marketing approaches to brand building, marketers can attract and retain young adults. This research contributes to understanding how brand experiences influence brand love in the energy drinks beverage category.\u0000\u0000\u0000","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"19 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140228752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Private institutions in South Africa's higher education sector need effective marketing strategies to attract and retain students amidst competition. This article provides marketing strategies for Private Higher Education Institutions (PHEIs) in South Africa to navigate a competitive landscape. The objective of the research is to determine the effective media and marketing activities for PHEIs to target a larger market share. The study involved 23 semi-structured interviews with students enrolled at three PHEIs in South Africa. The researcher conducted a thematic analysis to identify patterns from transcribed interviews. Codes were created for each theme, and similar topics were clustered. Microsoft Word and Excel were used for data interpretation and visualisation. ATLAS.ti 22, a CAQDAS software, was employed for further analysis and interpretation. The study suggests that PHEIs in South Africa should prioritise their online presence, websites, and participation in high schools and career fairs to target a larger market share. Marketers should create and adapt their marketing strategies to include various communication channels and methods. Positive word-of-mouth interactions also play a significant role in the marketing efforts of PHEIs, so marketers should focus on developing strategies that generate such interactions.
南非高等教育领域的私立院校需要有效的营销策略，以在竞争中吸引并留住学生。本文为南非的私立高等教育机构（PHEIs）提供了市场营销策略，帮助它们在竞争激烈的环境中游刃有余。研究的目的是确定南非私立高等教育机构的有效媒体和营销活动，以争取更大的市场份额。本研究对南非三所高等教育机构的在校学生进行了 23 次半结构式访谈。研究人员进行了主题分析，以从转录的访谈中找出模式。为每个主题创建了代码，并对类似主题进行了分组。使用 Microsoft Word 和 Excel 进行数据解释和可视化。此外，还使用了 CAQDAS 软件 ATLAS.ti 22 进行进一步分析和解释。研究表明，南非的高等教育机构应优先考虑其在线存在、网站以及参与高中和职业博览会，以获得更大的市场份额。营销人员应制定和调整营销战略，纳入各种传播渠道和方法。积极的口碑互动在公共卫生教育学院的营销工作中也发挥着重要作用，因此营销人员应重点制定能够产生此类互动的战略。
{"title":"Navigating the Marketing Landscape: Strategies for Promoting Private Higher Education Institutions in South Africa","authors":"Emetia Swart, Flip Schutte","doi":"10.32479/irmm.15609","DOIUrl":"https://doi.org/10.32479/irmm.15609","url":null,"abstract":"Private institutions in South Africa's higher education sector need effective marketing strategies to attract and retain students amidst competition. This article provides marketing strategies for Private Higher Education Institutions (PHEIs) in South Africa to navigate a competitive landscape. The objective of the research is to determine the effective media and marketing activities for PHEIs to target a larger market share. The study involved 23 semi-structured interviews with students enrolled at three PHEIs in South Africa. The researcher conducted a thematic analysis to identify patterns from transcribed interviews. Codes were created for each theme, and similar topics were clustered. Microsoft Word and Excel were used for data interpretation and visualisation. ATLAS.ti 22, a CAQDAS software, was employed for further analysis and interpretation. The study suggests that PHEIs in South Africa should prioritise their online presence, websites, and participation in high schools and career fairs to target a larger market share. Marketers should create and adapt their marketing strategies to include various communication channels and methods. Positive word-of-mouth interactions also play a significant role in the marketing efforts of PHEIs, so marketers should focus on developing strategies that generate such interactions.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"53 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140228678","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
A substantial growth of using social media is the new marketing trend in last few years. Influencers are now recognized as new micro-celebrities. So that, marketing professionals are increasingly using them for a better placement of their products. This new trend is considered as the bright side of social media. But, little is known about the dark side. This research investigates the dark side of social media in the particular case of Instagram platform. We focused on cyberbullying as an abusive way usually used by followers in order to highlight the real effects on micro-celebrities. This research innovatively used netnography method to extract and analyse Instagram posts on the official account of one well-known Tunisian micro-celebrity. All contents shared during 3 months by individuals involved in this research were recorded using Nvivo 11.0 for thematic analysis and coding. Results shown that strangely, cyberbullying in Tunisian context doesn’t cause psychological disorder but made the victim viral and famous. It seems that masquerading was provoked by the micro-celebrity to get more followers, more endorsement and more profit. Limitations and future research directions were stipulated.
{"title":"Investigating the Dark Side of Social Media Marketing: Case of Cyberbullying on Micro Celebrities","authors":"Leila Lefi, Sarra Sghaier","doi":"10.32479/irmm.15758","DOIUrl":"https://doi.org/10.32479/irmm.15758","url":null,"abstract":"A substantial growth of using social media is the new marketing trend in last few years. Influencers are now recognized as new micro-celebrities. So that, marketing professionals are increasingly using them for a better placement of their products. This new trend is considered as the bright side of social media. But, little is known about the dark side. This research investigates the dark side of social media in the particular case of Instagram platform. We focused on cyberbullying as an abusive way usually used by followers in order to highlight the real effects on micro-celebrities. This research innovatively used netnography method to extract and analyse Instagram posts on the official account of one well-known Tunisian micro-celebrity. All contents shared during 3 months by individuals involved in this research were recorded using Nvivo 11.0 for thematic analysis and coding. Results shown that strangely, cyberbullying in Tunisian context doesn’t cause psychological disorder but made the victim viral and famous. It seems that masquerading was provoked by the micro-celebrity to get more followers, more endorsement and more profit. Limitations and future research directions were stipulated.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"8 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140230628","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
With the rise of audio streaming platforms (ASPs), users face the challenge of navigating a large amount of audio content. Companies are increasingly employing algorithms to provide personalized recommendations to their customers; however, word-of-mouth research has demonstrated in numerous studies the crucial role of friend-based recommendations, particularly in the realm of experience goods. Considering the experiential factor in ASPs, existing insights into recommendations raise the question of which recommendation source holds a greater advantage in the realm of ASPs. This study deals with recommendation sources in the field of ASPs and examines in particular the effects of algorithm-based suggestions on users' listening intentions. Using a quantitative research approach, we investigate users' attitudes toward recommended content and compare the intentions to listen to suggested content in cases of algorithmic and friend-based recommendations. Our results provide valuable insights for companies planning to provide helpful recommendations to ASP users and increase their listening intentions for recommended content.
随着音频流平台（ASP）的兴起，用户面临着浏览大量音频内容的挑战。公司越来越多地采用算法为客户提供个性化推荐；然而，口碑研究已在大量研究中证明，基于朋友的推荐起着至关重要的作用，尤其是在体验商品领域。考虑到体验式商品中的体验因素，现有的推荐见解提出了一个问题：在体验式商品领域，哪种推荐来源更具优势？本研究探讨了 ASP 领域的推荐源，并特别研究了基于算法的建议对用户收听意图的影响。我们采用定量研究方法，调查了用户对推荐内容的态度，并比较了在算法推荐和好友推荐情况下用户收听推荐内容的意愿。我们的研究结果为计划向 ASP 用户提供有益推荐的公司提供了有价值的见解，并提高了用户对推荐内容的收听意愿。
{"title":"Comparing Algorithm-Based and Friend-Based Recommendations on Audio Streaming Platforms","authors":"Anne Mareike Flaswinkel, Reinhold Decker","doi":"10.32479/irmm.15673","DOIUrl":"https://doi.org/10.32479/irmm.15673","url":null,"abstract":"With the rise of audio streaming platforms (ASPs), users face the challenge of navigating a large amount of audio content. Companies are increasingly employing algorithms to provide personalized recommendations to their customers; however, word-of-mouth research has demonstrated in numerous studies the crucial role of friend-based recommendations, particularly in the realm of experience goods. Considering the experiential factor in ASPs, existing insights into recommendations raise the question of which recommendation source holds a greater advantage in the realm of ASPs. This study deals with recommendation sources in the field of ASPs and examines in particular the effects of algorithm-based suggestions on users' listening intentions. Using a quantitative research approach, we investigate users' attitudes toward recommended content and compare the intentions to listen to suggested content in cases of algorithmic and friend-based recommendations. Our results provide valuable insights for companies planning to provide helpful recommendations to ASP users and increase their listening intentions for recommended content.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":"10 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140228892","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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