Media Strategy vs. Content Strategy in Online Advertising: Exploring the Influence of Consumers’ Goal-Directedness for Web Navigation

As the Internet grows rapidly, how online media can be best utilized for advertising purposes increases its importance. Based on the Elaboration Likelihood Model (ELM), this research incorporates consumers’ goal-directedness for Web navigation as an important moderator influencing the success of online advertising strategies. Using the lab experiment approach, results of this research not only support the perspective of the ELM but also show how both advertising strategies (media/content) should be designed and implemented in accordance with consumers’ goal-directedness for Web navigation to achieve maximum advertising effectiveness. Results of this research demonstrate the uniqueness of the online media and also remind future researchers of the importance of goal-directness for Web navigation and consumer involvement in the online advertising context

Understanding Knowledge Sharing in Virtual Communities: An Integration of Expectancy Disconfirmation and Justice Theories

This paper integrates expectancy disconfirmation theory and justice theory to construct a model for investigating the motivations behind people’s knowledge sharing in open professional virtual communities. The study holds that three dimensions of positive disconfirmation (i.e., knowledge quality, self-worth, and social interaction), three dimensions of justice (i.e., distributive, procedural justice, and interactional), and playfulness will influence individuals’ satisfaction with knowledge sharing in open professional virtual communities. We also argue that playfulness and satisfaction can engender knowledge sharing continuance intention in such communities. Data collected from 270 members of one open professional virtual community provide support for the proposed model. The results help identifying the motivation underlying individuals’ knowledge sharing behavior. Implications for theory and practice and limitations are discussed

Investigating the Impact of IT Ambidexterity on Digital Innovation Capability

Digital innovation is characterized by generativity, in which digital technologies act upon other technologies, products, services, or processes to generate innovations. Because of generativity, digital innovation should be understood as involving multiple events that could be associated with changes in the process and outcome of IS and business activities. Drawing upon Swanson’s (1994) tri-core model of IS innovation, this study argues that digital innovation could entail innovative IS activities in the functional IS, business administration, and business technology areas. Since these areas rely differently upon innovative digital technologies, this study suggests that organizations should pursue IT exploitation and IT exploration simultaneously in order to improve digital innovation capability

Translation to Inter-organizational Systems Integration: The Effect of Power and the Mediating Role of the Obligatory Passage Point

IOS integration has become a competitive necessity in recent industrial environment. Thus, in the supply chain, dominant firms often try to exert their power to influence their dependent firms to implement IOS integration. However, whether power helps or hurts an integrated IOS implementation is still an unresolved issue. Mixed results on this issue from prior studies demand a further examination on such a context. Based on the circuits of power framework and the concept of obligatory passage point (OPP), this study identifies three factors that mediate the effect of power on the implementation of IOS integration, including competitive necessity, interestingness, and firm readiness. We accordingly develop a theoretical model with six hypotheses. Based on a sample of 134 manufacturing firms and PLS analysis, all hypotheses receive empirical support from the data. The findings suggest that the flows of exercised power and potential power into IOS integration can go through those mediators. Exercised power can promote competitive necessity that lead dependent firms to perceive greater interestingness and achieve higher firm readiness, resulting in a high level of IOS integration. Potential power supplements exercised power in facilitating interestingness and firm readiness. These two types of power also demonstrate different effects on those mediators. While exercised power has a greater impact on competitive necessity and no impact on interestingness, potential power produces an opposite result. This study therefore clarifies the effect of different types of power on IOS implementation. Theoretical and practical implications of the results are provided. Available at: https://aisel.aisnet.org/pajais/vol8/iss3/4

When High Touch Meets Low Tech: Knowledge Management in a Small Enterprise

In this article, we propose an analytical framework for investigating how control of knowledge and knowledge workers is achieved in a translation agency. The organizational size and an organizational logic of self-management were found to drive control mechanisms into a minimalist style of joint management. On the one hand, the translators managed themselves through (a) the buy-in of an open and sharing culture and a new psychological contract, (b) information from the appraisal results, and (c) conversation and communication with other experts. On the other hand, the managers manage by employing (a) a strategy centered on the dictionary and directory elements of an open and sharing culture, (b) minimalist interventions to induce and structure spontaneous communication, and (c) freelancers to complement expertise within organizational boundaries. Our analysis establishes a prototype for managing individualistic knowledge work in small organizations. Implications of these findings include a configurational approach to KM research, a shift from the concern of rent appropriation to that of rent sharing, and viewing organizations as the context covered with communication channels that craft, groom and enable communication, conversation and mutual learning. Available at: https://aisel.aisnet.org/pajais/vol1/iss2/3

Impact of Social Media Management Styles on Willingness to Be a Fan: A Transaction Cost Economics Perspective

This study investigates the impacts of different styles of social media management on user’s willingness to be a fan. Six companies’ brand-pages on a social media site are examined. Data are collected using survey and interview with a group of social media users. Qualitative data analyses are conducted based on 30 observation reports and 60 open-ended surveys, with follow-up interviews. Grounded on the theoretical lens of transaction cost economics, we find that companies successful in attracting more fans adopt the bilateral governance structure (with frequent updates and mixed asset specificity) in their social media transactions. They are relatively more dedicated and allocate more amounts of resources in their social media interactions. Practicing the right governance structure is demonstrated to be more preferable to the fans, able to attract more engagement and generate organic media in the long run. This is because it is helpful for creating positive perceptions of a brand-page, and fans find it useful in reducing their efforts in information searching and product procurement and social networking costs; and this in turn shows to positively impact one’s willingness to be a fan of the page, which can possibly create the opportunities to be a potential customer, leading to future purchases from the brand. This study also identifies the key concepts or sub-constructs of (user’s) willingness to be a fan of a brand-page in the context of social media. They are brand-page management style (dedicated, caring, responsive), contents (quality, usefulness, diversity) and product (uniqueness, variety, popularity). Available at: https://aisel.aisnet.org/pajais/vol11/iss2/2

EFFECTS OF TAI CHI PRACTICE ON POSTURAL SWAY DURING STANDING BALANCE

The purpose of this study was to investigate the effects of Tai Chi practice on postural sway during standing. Thirty-eight older people participated during COVID-19 extended restrictions, a Tai Chi group (n=18, more than five years’ experience) and a Control group (n=20, no Tai Chi experience). Postural sway was quantified under four different conditions:1) eyes open (EO); 2) eyes closed (EC); 3) eyes open and cross step with right leg forward (ER) and 4) cross step with left leg forward (EL). Significantly less postural sway was observed in Tai Chi group, particularly during EO and EL conditions. The findings of this study support the positive effects of Tai Chi practice on balance control. During the COVID-19, although older people in the nursing home limited their outdoor mobility, Tai Chi practice maintained their physical function during standing balance

Examining The Role of Information Technology in Cultivating Firms’ Dynamic Marketing Capabilities

Dynamic capabilities enable firms to reconfigure limited resources or relative strengths to respond to rapid changes in market conditions. This study considers the central role of IT in creating and enhancing dynamic capabilities by analyzing the essential determinants of dynamic marketing capabilities and proposing a model that includes market orientation, IT infrastructure capabilities, and use of IT to support CRM. Tests using a large-scale survey support the model and most of its hypotheses. The results reveal significant effects of a firm’s market orientation and use of IT to support CRM and the functionality of IT infrastructure capabilities on dynamic marketing capabilities

Effect of IT Skills on IT Capabilities and IT-Business Alignment

How to create competitive advantage through information technology (IT) in the turbulent environment is an important issue to most organizations. This study contributes to the information systems (IS) literatures by help gaining a greater understanding of whether and how IT skills that an IT department possesses influence the firm’s IT capabilities and IT-business alignment. This study proposes a theoretical model to investigate how soft skills and hard skills of the IT department influence a firm’s IT capabilities, and how these IT capabilities in turn affect its IT-business alignment. The study identifies three IT capabilities related to the IS development context: IT-user collaboration, IT adaptability, and IT innovativeness. The empirical data collected from 120 IT directors showed that both soft IT skills and hard IT skills positively affect the three IT capabilities simultaneously, IT adaptability and IT-user collaboration significantly affect the IT-business alignment, and IT-user collaboration has significant effect on IT adaptability. Yet the result failed to support the role of IT innovativeness in facilitating IT-business alignment, nor the effect of IT-user collaboration on IT innovativeness. Our findings confirm the importance of IT-related resources and capabilities possessed by the IT department. The implications and limitations of this study are provided

ANTECEDENTS OF CITIZENSHIP BEHAVIORS IN OPEN PROFESSIONAL VIRTUAL COMMUNITIES

As with organizational development, citizenship behavior should be central to the development and success of open professional virtual communities (OPVC). An increasing literature emphasizes on predicting knowledge contribution behaviors in virtual communities from the extrinsic and intrinsic motivation or benefit perspectives. In line with the consumer behavior literature that distinguishes between hedonic and utilitarian shopping values, we classify these motivations or benefits of knowledge sharing into either hedonic or utilitarian. We propose and test a theoretical model in which hedonic value and utilitarian value are operationalized as formative second-order constructs and examine their effects on members’ satisfaction with sharing knowledge and citizenship behaviors in an open professional virtual community. Data collected from 428 members of one OPVC provide support for the proposed model. The results help understanding how utilitarian value and hedonic value differ in their relationships with satisfaction and VCCB of knowledge contributors. Implications for theory and practice and limitations are discussed