Consumer-Brand Relationships in Social Media

The paper focuses on consumer-brand relationships, and attempts to identify what relational benefits and costs consumers-members of social media brand pages perceive. Considering the rapid development of social media and their penetration in business marketing actions, this study is an exploratory step towards the understanding of relational benefits and costs together in the context of social media. A qualitative approach was employed for this study. Data were collected from four focus groups consisting of 32 Greek social media users who are members of popular brand pages on both Facebook and Twitter, providing preliminary evidence about the perceived benefits and costs arising from consumers’ participation in social media brand pages. Results indicate that consumers perceive social benefits, information benefits, time & effort benefits, economic benefits, and personal treatment benefits. Overload, privacy concern, and annoyance are members’ perceived costs from interacting with companies in social media brand pages. The study identifies and proposes several opportunities for company managers, suggesting practices for effective social media handling, towards the enhancement of perceived relational benefits and the reduction of relational costs

Research in multi-cultural relationship building

This study aims to explore the ‘missing gap' between the values of an Accounting firm and the preference shown by Maaori on how they would like to be approached when wanting to build a trusted relationship within a business sense. This study makes use of qualitative approaches in which data is collected primarily through interviews and analysed to produce results and recommendations. The study found that Maaori would like to be approached in a way that makes sense to them and also identifies with their cultural proceedings. It also provides insight into how important trust is when establishing a relationship with Maaori. The study recommends that further studies conducted should interview a wider variety of focus groups to add different elements to this research and that FIRM A's small business department's offerings do not align with what Maaori want so need to be rethought to adapt to Maaor expectations

Expanding the education role to narrow the audit expectation gap: exploring the expectation gap’s existence among accounting students

Society perceives and expects more from auditor’s than what auditors can actually achieve. Society has been found to misperceive the role of an auditor, in particular, in regards to fraud, internal controls and going concern issues. Society’s differing perceptions and expectations of the auditing profession is known as the audit expectation gap. This study aims to explore the audit expectation gap’s existence among Wintec accounting students and the effect that education has on the audit expectation gap. This research intends to answer two research questions. First, does an audit expectation gap exist among Wintec accounting students? Second, what is the effect of education on the audit expectation gap? To answer these research questions, 20 Wintec accounting students have been interviewed. Ten students who have received an audit education, and ten students who have not received audit education. Qualitative data was collected from these interviews and analysed using a mixed methods approach. This study found that an audit education exists among Wintec accounting students. This study also found that education reduced the audit expectation gap, in particular, the deficient performance gap and the communication gap. However, while education did reduce the audit expectations gap, it was not eliminated. This study recommends that Wintec provides a more basic auditing education during introductory accounting papers, educating students on the role of an auditor. This study also recommends that education focuses on the practical use of an audit report, to increase student’s understandings of the information in the audit report, and how this information is communicated. Thus, the researcher believes that these recommendations will help to further reduce the audit expectation

Analysis and optimization of distribution logistics for Just Water Company

This report details the various factors that affect the operational efficiency of distribution logistics. The research aimed at studying the existing components involved in the distribution logistics of Just Water. Distribution logistics begins at the end of the production line where the finished product is emerged until it reaches the customers. The literature review explains the key components of distribution logistics in an organisation. This research analyses the existing components of the distribution logistics of Just Water and discusses possible improvements that can be adapted to increase the overall efficiency of the distribution logistics operation. The background of the research is that Just Water faces difficulty with delivering its products on time during peak seasons. The research tries to unveil the reason for this delay and finds that the demands for extra water-out deliveries are interfering with the normal runs of the trucks, therein delaying their regular schedule. One another cause was found to be the shortage of supplies due to slow or less return logistics. The research suggests a change in the existing drop shipping distribution model and recommends the adaptation of intermediary or multi-stage distribution networks, possibly the ‘Last Mile Delivery’ configuration in order to reduce delivery lead-time, reduce transportation costs and improve customer satisfaction

How Do Corporate Social Responsibility Engagements Drive Consumer–Company Identification in Singapore?

Companies expend significant financial resources on corporate social responsibility (CSR) activities to enhance their image. This study had two objectives. By drawing on three fundamental consumer values as moderators, the first aim was to discover how a company’s CSR engagement influences consumer–company identification (CCI) and consumers’ purchase intention for its products and services. The second was to uncover the type of consumer likely to identify with a company engaging in CSR activities. This study presents an exploratory analysis of social media postings by eight companies. An empirical study is conducted using partial least squares structural equation modelling (PLS-SEM) based on survey data from 217 questionnaires collected in Singapore. This study is one of the first to consider what type of consumer would likely identify with a company performing CSR activities. Results show that local-community-focused CSR tends to influence the CCI of egoistic consumers, while environment-focused CSR activities, such as the creation of environmentally-friendly products, drive biospheric consumers’ identification. Broader humanity-focused CSR, such as fair-trade initiatives, significantly influences the CCI of egoistic consumers, but not of altruistic consumers. These findings demonstrate to other economies the significance of local and global companies’ CSR practices and how such activities should be aligned to the CCI of their customer base unique to the region

Cognitive and Affective Evaluation in Forming Unique Destination Image Among Tourists Visiting Malacca

Since Melaka is positioned as Historical City inaugurated by UNESCO in 2008, the study suggests unique image as a new component of image associations. A number of overseas tourists were selected as samples . Results showed that unique image was significantly constructed and affected by cognitive and affective evaluations. Cognitive evaluation was significantly affected by the types of information source, while affective evaluation was affected significantly by social psychological motivations. The research proves that Melaka has fulfilled the requirements to differentiate the city as a unique tourist destination. The positioning of Melaka as truly Malaysia and World heritage should be translated into the rational benefit of encountering unspoiled historical side and multi-racial living cultures. Positive unique image creation leads to intention to revisit and recommend others experiencing the world heritage and history of Melaka

Culture and Social Media

博士(文学)神戸市外国語大

The impact of the luxury influencer's background and story on women's luxury purchase intention and conscientiousness as a moderator

The purpose of this thesis is to determine whether the background and story of luxury influencers affect women's luxury items purchase intention, while taking the conscientiousness personality trait into consideration. Conscientiousness is addressed in this thesis since research demonstrates that conscientiousness individuals are self-disciplined and hence less likely to engage with luxury items. The influencer identification, purchase intention, and conscientiousness scale were measured and used to better assess the effect of the background and influencer story on purchase intention. An online survey was conducted to gather information, and 86 valid answers were received. The current research demonstrated no significant impact of the background and stories of luxury influencers on customers' purchasing intentions for luxury items. Besides, results demonstrated that consumer conscientiousness did not moderate the effect between the backgrounds of luxury influencers and their impact on customers' purchase intention for luxury product. By examining a new approach, this thesis contributes to academic knowledge and management decision-making by improving our understanding of the impact of influencers' stories and their ability to engage consumers and influence their purchase intention in the emerging luxury market, as well as by providing a deeper understanding of the role of conscientiousness as a personality trait in the purchase decision.O objectivo desta tese é determinar se os antecedentes e a história dos influenciadores de luxo afectam a intenção de compra de artigos de luxo das mulheres, tendo em consideração o traço de personalidade conscienciosidade. A conscienciosidade é abordada nesta tese, uma vez que a investigação demonstra que os indivíduos conscienciosos são autodisciplinados e, por conseguinte, menos susceptíveis de se envolverem com artigos de luxo. A identificação do influenciador, a intenção de compra e a escala de conscienciosidade foram medidas e utilizadas para avaliar melhor o efeito dos antecedentes e da história do influenciador na intenção de compra. Foi realizado um inquérito online para recolher informações, tendo sido recebidas 86 respostas válidas. A presente investigação não demonstrou qualquer impacto significativo dos antecedentes e das histórias dos influenciadores de luxo nas intenções de compra de artigos de luxo por parte dos clientes. Além disso, os resultados demonstraram que a conscienciosidade do consumidor não moderou o efeito entre os antecedentes dos influenciadores de luxo e o seu impacto na intenção de compra de produtos de luxo por parte dos clientes. Ao investigar uma nova abordagem, esta tese contribui para o conhecimento académico e para a tomada de decisões de gestão, melhorando a nossa compreensão do impacto das histórias dos influenciadores e da sua capacidade de envolver os consumidores e influenciar a sua intenção de compra no mercado de luxo emergente, bem como proporcionando uma compreensão mais profunda do papel da conscienciosidade como traço de personalidade na decisão de compra

One Good Tweet Deserves Another: Essays on Firm Response to Positive Word of Mouth through Social Media

abstract: In two thematically related chapters, I explore the benefits incurred as companies actively respond to consumers who share positive word of mouth in digital environments (eWOM). This research takes a multi-method approach by first addressing the psychological impact of company response on the sharing consumer, followed by an examination of real behavioral consequences in a social media setting. Across six studies in Chapter 1, I find support for a conceptual model indicating that consumers who receive a company response to their positive eWOM experience greater satisfaction compared to no response, leading to increased intentions to engage in future positive eWOM on behalf of the company, both through social media and online review websites. Furthermore, I find that consumer perceptions of response personalization lead to judgments of company effort and that these two elements mediate the effect of response on consumer satisfaction. In Chapter 2, using a dataset of firm responses to positive consumer feedback on Twitter (tweets) from 79 apparel retailers, I find that company responses to positive consumer tweets can generate consumer engagement behavior in the form of continued interaction. Company responses that use consumer-oriented language increase the likelihood of consumer interactivity. However, this effectiveness depends on whether the consumer's audience is the company or their broader network of followers. I also show that, in some conditions, companies achieve higher consumer engagement by personalizing responses with the consumer's name. Together, the findings from these two chapters point to the need for companies to strategically practice positive eWOM management, both to promote consumer engagement behaviors and to avoid the negative outcomes associated with unresponsiveness.Dissertation/ThesisDoctoral Dissertation Business Administration 201

A classification of social media methods of environmental scanning for entrepreneurial opportunity development

A limited amount of scholarly literature has focused on environmental scanning and the use of social media by nascent entrepreneurs. This paper aims to address these deficiencies in literature. A theoretical framework is presented that describes the level of scanning towards entrepreneurial opportunity development and includes fifteen social media based methods for scanning the environment with the objective of entrepreneurial opportunity development. This methods are reviewed on their data collection, interpretation and learning. Several implications for both practice and future research derive from this framework and are discussed