Cleophas Attor, A. Jibril, John K. Amoah, M. Chovancová
Abstract With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.
{"title":"Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana","authors":"Cleophas Attor, A. Jibril, John K. Amoah, M. Chovancová","doi":"10.2478/mmcks-2022-0009","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0009","url":null,"abstract":"Abstract With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86852046","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}
Abstract The COVID-19 outbreak has created a severe crisis for the general economic situation. Despite the short duration of the pandemic, many innovations are implemented for organizational survival and recovery in the competitive market environment of digital age. This paper aims to find out significant factors and how they impact on E-commerce adoption by small and medium-sized enterprises in Vietnam, especially during the epidemic. The results reveal that technology perceived compatibility has the greatest effect on E-commerce adoption, followed by management support and external pressure. Moreover, external support only has minor impact on E-commerce adoption during the Covid-19. Meaningfully, this study makes a contribution to both innovation literature and practical management with new insight of current Vietnamese situation for small and medium-sized organizations.
{"title":"Towards an economic recovery after the COVID-19 pandemic: empirical study on electronic commerce adoption by small and medium-sized enterprises in Vietnam","authors":"Thuy Dam Luong Hoang, Huy Khanh Nguyen","doi":"10.2478/mmcks-2022-0006","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0006","url":null,"abstract":"Abstract The COVID-19 outbreak has created a severe crisis for the general economic situation. Despite the short duration of the pandemic, many innovations are implemented for organizational survival and recovery in the competitive market environment of digital age. This paper aims to find out significant factors and how they impact on E-commerce adoption by small and medium-sized enterprises in Vietnam, especially during the epidemic. The results reveal that technology perceived compatibility has the greatest effect on E-commerce adoption, followed by management support and external pressure. Moreover, external support only has minor impact on E-commerce adoption during the Covid-19. Meaningfully, this study makes a contribution to both innovation literature and practical management with new insight of current Vietnamese situation for small and medium-sized organizations.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72655055","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}
Abstract By highlighting the importance of tracking the maturity of various phenomena, this study aims at facilitating their response to the emerging changes and reducing the complexity of organizational management processes. To support business excellence and organization management in the SMART WORLD era, special attention was paid to previous findings. The pilot study research was carried out on a sample of 107 enterprises from Poland and Lithuania. The results of the data analysis collected during the quantitative research and their mapping identified: currently leading trends (mainstream - “new normal trends”), trends expected to undergo the development in short/medium/long term perspective and trends labelled as “no future” - fads or one step before their time. Research results were the basis for expressing preliminary conclusions about how to reduce uncertainty and complexity of the process of strategic decision making by contemporary managers.
{"title":"Mapping the maturity of SMART WORLD trends as a tool for developing business excellence and reducing organizational complexity","authors":"A. Adamik, V. Ghinea, M. Ghinea, Michał Nowicki","doi":"10.2478/mmcks-2022-0011","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0011","url":null,"abstract":"Abstract By highlighting the importance of tracking the maturity of various phenomena, this study aims at facilitating their response to the emerging changes and reducing the complexity of organizational management processes. To support business excellence and organization management in the SMART WORLD era, special attention was paid to previous findings. The pilot study research was carried out on a sample of 107 enterprises from Poland and Lithuania. The results of the data analysis collected during the quantitative research and their mapping identified: currently leading trends (mainstream - “new normal trends”), trends expected to undergo the development in short/medium/long term perspective and trends labelled as “no future” - fads or one step before their time. Research results were the basis for expressing preliminary conclusions about how to reduce uncertainty and complexity of the process of strategic decision making by contemporary managers.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89371087","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}
Abstract In any country, the healthcare system is an important sector whose major goal is to provide high-quality medical services and goods to maximize patient satisfaction. The purpose of this research is to introduce an analytical approach for presenting and classifying healthcare quality aspects which might have an impact on patient satisfaction. Therefore, this perspective is achieved by implementing an integrated Kano and fuzzy analytical hierarchy process (FAHP) Model which will grant the support for creating better and improved business strategies, as well as an efficient resource allocation. Our contribution to the literature focuses on the advantage of using an integrated Kano Model and a fuzzy analytical hierarchy process in classifying patients’ needs based on healthcare quality attributes regarding the healthcare staff and clinic’s facility design. Furthermore, this contribution represents a base for further research and completes with the efficiency and sustainability of the fuzzy analytical hierarchy process applied to the healthcare system. The results suggest that healthcare providers should focus more on performance attributes, to increase patient satisfaction.
{"title":"Applying the fuzzy analytical hierarchy process for classifying and prioritizing healthcare quality attributes","authors":"Ruxandra Dinulescu, C. Dobrin","doi":"10.2478/mmcks-2022-0002","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0002","url":null,"abstract":"Abstract In any country, the healthcare system is an important sector whose major goal is to provide high-quality medical services and goods to maximize patient satisfaction. The purpose of this research is to introduce an analytical approach for presenting and classifying healthcare quality aspects which might have an impact on patient satisfaction. Therefore, this perspective is achieved by implementing an integrated Kano and fuzzy analytical hierarchy process (FAHP) Model which will grant the support for creating better and improved business strategies, as well as an efficient resource allocation. Our contribution to the literature focuses on the advantage of using an integrated Kano Model and a fuzzy analytical hierarchy process in classifying patients’ needs based on healthcare quality attributes regarding the healthcare staff and clinic’s facility design. Furthermore, this contribution represents a base for further research and completes with the efficiency and sustainability of the fuzzy analytical hierarchy process applied to the healthcare system. The results suggest that healthcare providers should focus more on performance attributes, to increase patient satisfaction.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87753171","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}
Abstract This study examines the market orientation and corporate performance of domestic enterprises in the health industry. The aim of the study is to explore the existence and the nature of the connection between market orientation adapted by SMEs in the domestic health industry and the subjective, perceived success, and competitiveness of these businesses. Market orientation was measured by the internationally standardised MKTOR scale. Corporate performance was tested by means of a scale based on subjective perception, during which the relative weight of particular performance categories for the enterprise was taken into consideration. With regard to corporate performance, two categories were examined: competitiveness and effectiveness. The basis for the primary research was provided by personal interviews, including 251 items, conducted with marketing specialists (for lack of them, general managers) of businesses in the health industry. Data collection was carried out in 2018 in collaboration with a market research company. The connection between market orientation and corporate performance was assessed using linear correlation and regression analysis. The results of our primary research revealed a positive, medium-strong relationship between market orientation and corporate performance. With a more detailed examination of the dimensions of market orientation, customer orientation, and competitor orientation were found to significantly explain competitiveness and effectiveness. It has been shown that with the increase in rival spirit, the market orientation of companies accounts for the dispersion of competitiveness to an increasingly lesser extent. This means that, for some businesses with good capacity to compete, the propensity to compete is obviously the result of market orientation. All the while, as regards the rest of those businesses, other factors may play an important role (such as social capital, production structure, and strategy). Their precise result is that these companies are not ‘forced’ in the market to adapt the market orientation. Since the increase in market orientation leads to better corporate performance, companies should lay more emphasis on the improvement of their market orientation, especially in the cases when other factors of competitive ability are not possible for the company to acquire or the costs are too high.
{"title":"Market orientation and corporate performance in the health industry","authors":"B. Kovács, Z. Szakály","doi":"10.2478/mmcks-2022-0003","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0003","url":null,"abstract":"Abstract This study examines the market orientation and corporate performance of domestic enterprises in the health industry. The aim of the study is to explore the existence and the nature of the connection between market orientation adapted by SMEs in the domestic health industry and the subjective, perceived success, and competitiveness of these businesses. Market orientation was measured by the internationally standardised MKTOR scale. Corporate performance was tested by means of a scale based on subjective perception, during which the relative weight of particular performance categories for the enterprise was taken into consideration. With regard to corporate performance, two categories were examined: competitiveness and effectiveness. The basis for the primary research was provided by personal interviews, including 251 items, conducted with marketing specialists (for lack of them, general managers) of businesses in the health industry. Data collection was carried out in 2018 in collaboration with a market research company. The connection between market orientation and corporate performance was assessed using linear correlation and regression analysis. The results of our primary research revealed a positive, medium-strong relationship between market orientation and corporate performance. With a more detailed examination of the dimensions of market orientation, customer orientation, and competitor orientation were found to significantly explain competitiveness and effectiveness. It has been shown that with the increase in rival spirit, the market orientation of companies accounts for the dispersion of competitiveness to an increasingly lesser extent. This means that, for some businesses with good capacity to compete, the propensity to compete is obviously the result of market orientation. All the while, as regards the rest of those businesses, other factors may play an important role (such as social capital, production structure, and strategy). Their precise result is that these companies are not ‘forced’ in the market to adapt the market orientation. Since the increase in market orientation leads to better corporate performance, companies should lay more emphasis on the improvement of their market orientation, especially in the cases when other factors of competitive ability are not possible for the company to acquire or the costs are too high.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89276694","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}
Abstract Nowadays, entrepreneurial knowledge is assessed as having a significant role in supporting and promoting entrepreneurs in the process of starting and running businesses. In addition, the issue of effective entrepreneurship orientation, promotion, and support has become one of the significant tasks of education systems in many countries over the years. Therefore, developing the characteristics, capabilities, and knowledge of entrepreneurs is an essential part of the development policy of each country. A country with good education and adequate entrepreneurial knowledge will contribute to improving the knowledge of entrepreneurs. Furthermore, it will help solve the difficulties and risks facing entrepreneurs. This paper will research and analyze the differences in the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs. This entrepreneurial knowledge is necessary and significant for each entrepreneur. The countries considered for this study are Eastern European countries, including Poland, Bulgaria, Croatia, Latvia, and the Slovak Republic. The study was carried out based on data collected from the global survey provided by the Global Entrepreneurship Monitor ‒ National Expert Survey ‒ Individual-Level Data in 2017. The research results show that there is some difference in the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. In the case of the five studied countries, the level of education, human development, and national development cannot adequately explain the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. The reasons are the difference in awareness, operating environment, and the need for entrepreneurs to have entrepreneurial knowledge. The results obtained contribute to promoting research on the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs.
{"title":"The differences in the impact of entrepreneurship education on entrepreneurial knowledge: a cross-country analysis","authors":"K. Doan","doi":"10.2478/mmcks-2022-0005","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0005","url":null,"abstract":"Abstract Nowadays, entrepreneurial knowledge is assessed as having a significant role in supporting and promoting entrepreneurs in the process of starting and running businesses. In addition, the issue of effective entrepreneurship orientation, promotion, and support has become one of the significant tasks of education systems in many countries over the years. Therefore, developing the characteristics, capabilities, and knowledge of entrepreneurs is an essential part of the development policy of each country. A country with good education and adequate entrepreneurial knowledge will contribute to improving the knowledge of entrepreneurs. Furthermore, it will help solve the difficulties and risks facing entrepreneurs. This paper will research and analyze the differences in the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs. This entrepreneurial knowledge is necessary and significant for each entrepreneur. The countries considered for this study are Eastern European countries, including Poland, Bulgaria, Croatia, Latvia, and the Slovak Republic. The study was carried out based on data collected from the global survey provided by the Global Entrepreneurship Monitor ‒ National Expert Survey ‒ Individual-Level Data in 2017. The research results show that there is some difference in the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. In the case of the five studied countries, the level of education, human development, and national development cannot adequately explain the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. The reasons are the difference in awareness, operating environment, and the need for entrepreneurs to have entrepreneurial knowledge. The results obtained contribute to promoting research on the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88237997","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}
Abstract Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.
{"title":"Employer brand: key values influencing the intention to join a company","authors":"N. Samoliuk, Y. Bilan, H. Mishchuk, V. Mishchuk","doi":"10.2478/mmcks-2022-0004","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0004","url":null,"abstract":"Abstract Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85081274","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}
Abstract Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.
{"title":"The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand","authors":"Pedro Ferreira, S. Faria, Carla Gabriel","doi":"10.2478/mmcks-2022-0001","DOIUrl":"https://doi.org/10.2478/mmcks-2022-0001","url":null,"abstract":"Abstract Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90080574","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}
Abstract With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.
{"title":"Consumer engagement in value co-creation within virtual video game communities","authors":"Fouad El Afi, Smail Ouiddad","doi":"10.2478/mmcks-2021-0022","DOIUrl":"https://doi.org/10.2478/mmcks-2021-0022","url":null,"abstract":"Abstract With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.","PeriodicalId":44909,"journal":{"name":"Management & Marketing-Challenges for the Knowledge Society","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86746837","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}
Abstract Obtaining higher than market returns is a difficult goal to achieve, especially in times of turbulence such as the COVID-19 crisis, which tested the resilience of many models and algorithms. We used a Hidden Markov Models (HMM) methodology based on monthly data (DAX returns, VSTOXX index Germany’s industrial production and Germany’s annual inflation rate) to calibrate a trading strategy in order to obtain higher returns than a buy-and-hold strategy for the DAX index., following Talla (2013) and Nguyen and Nguyen (2015). The stock selection was based on 26 stocks from DAX’s composition, which had enough data for this study, aiming to select the 15 best performing. The training period was January 2000 - December 2015, and the out-of-sample January 2016 - August 2021, including the period of high turbulence generated by COVID-19. Fitting the best model revealed that the following regimes are the most suitable: two regimes for DAX returns, two regimes for VSTOXX and three regimes for the inflation rate and for the industrial production, while the posterior transition probabilities were event-depending on the training sample. Furthermore, portfolios built using HMM strategy outperformed the DAX index for the out-of-sample period, both in terms of annualized returns and risk-adjusted returns. The results were in line with expectations and what other researchers like Talla (2013), Nguyen and Nguyen (2015) and Varenius (2020) found out. We managed to highlight that a strategy calibrated based on HMM methodology works well even in periods of extreme volatility such as the one generated in 2020 by COVID-19 pandemic.
获得高于市场的回报是一个难以实现的目标，特别是在新冠肺炎危机等动荡时期，这对许多模型和算法的弹性进行了考验。我们使用隐马尔可夫模型(HMM)方法基于月度数据(DAX回报，VSTOXX指数德国的工业生产和德国的年通货膨胀率)来校准交易策略，以获得比DAX指数买入并持有策略更高的回报。，继Talla(2013)和Nguyen and Nguyen(2015)之后。选股基于DAX成分股中的26只股票，这些股票有足够的数据进行本研究，旨在选择15只表现最好的股票。训练期为2000年1月至2015年12月，样本外为2016年1月至2021年8月，包括COVID-19产生的高湍流期。对最佳模型的拟合表明:DAX收益率的两种拟合模式、VSTOXX的两种拟合模式、通货膨胀率和工业生产的三种拟合模式是最合适的，而后验过渡概率则取决于训练样本的事件。此外，在样本外时期，使用HMM策略构建的投资组合在年化回报和风险调整回报方面都优于DAX指数。结果与预期一致，其他研究人员如Talla (2013)， Nguyen和Nguyen(2015)和Varenius(2020)也发现了这一点。我们设法强调，基于HMM方法校准的战略即使在极端波动时期也能很好地发挥作用，例如2020年COVID-19大流行造成的波动。
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