| 1. |
|
|
| 2. |
- van Heerden, Gené, et al.
(författare)
-
Do b2b bloggers believe blogs? : PR insights on blogger skepticism
- 2010
-
Ingår i: Asia Pacific Public Relations Journal. - 1440-4389 .- 1839-8227. ; 10, s. 123-132
-
Tidskriftsartikel (refereegranskat)abstract
- Research and practice have given a lot of attention to blogs which illustrates that it is increasingly becoming an important PR tool. When blogs comment on the activities, products, services and technologies of organisations it becomes an important communications tool. Blogs can be used as credible professional communication but it can also be subject to the same type of skepticism that traditional mass media encounters. This article presents the responses of 333 international active bloggers in the business-to-business (B2B) environment. The responses to blogging ethics as well as their skepticism towards blogging are discussed. We adapted a skepticism scale initially used to measure skepticism towards advertising to reflect skepticism towards blogging. We then relate skepticism towards blogging with the blogger’s view on ethical issues. We also determine if skepticism varies among bloggers from different regions. The article concludes by identifying managerial implications and avenues for future research.
|
|
| 3. |
- Pitt, Leyland, et al.
(författare)
-
Are Business School Mission Statements Readable? Evidence from the top 100
- 2010
-
Ingår i: Journal of Strategic Management Education. - 1649-3877. ; 6:4, s. 1-16
-
Tidskriftsartikel (refereegranskat)abstract
- Mission statements are fairly ubiquitous, particularly among large organizations. Although opinions on mission statements are split among those in favor, those less so, and those that are cynical of them; they continue to be seen as an important element in strategy formulation. However, if they are to have a chance of achieving the desired positive outcomes that those in their favor highlight, they must first be readable and comprehensible to the targeted stakeholders. To investigate the readability of mission statements of business schools, the individual mission statements were collected of the business schools offering the top 100 MBA programs in the Financial Times rankings of 2009. A readability calculation tool was then employed to assess the readability of each of these mission statements. Results are reported, and the implications are considered, while limitations are noted and directions for future research are identified.
|
|
| 4. |
- Steyn, Peter, et al.
(författare)
-
The social media release as a public relations tool : intentions to use among B2B bloggers
- 2010
-
Ingår i: Public Relations Review. - : Elsevier BV. - 0363-8111 .- 1873-4537. ; 36:1, s. 87-89
-
Tidskriftsartikel (refereegranskat)abstract
- The Social Media Release (SMR) is emerging as a potentially powerful public relations tool in a world of social network media, particularly when targeted at influential bloggers. The research described here studies the factors that influence bloggers to use SMRs, using the Technology Acceptance Model as a theoretical framework, concentrating specifically on their perceptions of usefulness and ease of use.
|
|
| 5. |
- Berthon, Pierre, et al.
(författare)
-
Advocating Avatars: The Salesperson in Second Life
- 2010
-
Ingår i: Journal of Personal Selling & Sales Management. - 0885-3134 .- 1557-7813. ; 30:3, s. 195-208
-
Tidskriftsartikel (refereegranskat)abstract
- Interactive digital media are revolutionizing the marketing landscape. The virtual world is a dominant player in this new panorama, with exchanges in the virtual marketplace approaching $2 billion annually. While virtual, like real world, exchanges require buyers and sellers, there is little or no understanding of this disembodied sales process. The current study seeks to address this gap in knowledge by employing an ethnographic methodology in which researchers incarnate in Second Life to explore the personal selling process. Specifically, the various notions of the "self" that constitute the avatar salesperson are explored. Findings from this exploratory study suggest a relationship between the nature of the self and the type of exchange. From this, a conceptual model for the study of the virtual selling self is presented, propositions developed, and managerial implications for the virtual sales force suggested. © 2010 PSE National Educational Foundation
|
|
| 6. |
- Berthon, Pierre, et al.
(författare)
-
(Un)believable blogs : Blogs, Skepticism and Product Reviews
- 2010
-
Ingår i: New Directions, New Insights. ; , s. 85-86
-
Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Blogs (short for "web logs") are websites, owned and written by individuals ("bloggers"). While most blogs serve merely as a way for individuals to record and report their thoughts and activities and have little commercial or organizational impact whatsoever, a smaller number enable those with more expertise to commentate on advanced and specialized phenomena, subjects, industries, products, and services. In doing so they reach very large audiences and become very influential. Blogs have become important marketing communication devices in recent years, because, used effectively, they can be very helpful relationship management tools. Blogger credibility in particular is of crucial importance from a communication perspective -recent research has demonstrated strongly that blogger credibility plays a positive role in relational trust. It begins to answer the issue: to what extent are readers skeptical about the content of blogs? This is an important question, because, if general skepticism is low, then blogs will prove to be effective ways of communicating with broad publics. If it is high, then marketing communicators need to factor this into their use of blogs as tools of communication and persuasion. In this research, a scale to measure advertising skepticism (STA) is adapted to a blogging context. Belief in a communication is a function of the both the source of that communication (source credibility) and the specific content of the communication (content credibility). Because the STA scale focuses primarily on the informational aspect of advertising, we integrate this into a more generalizable causal model of skepticism toward blogging. We argue that an individual's overall skepticism toward blogs impacts on their skepticism toward the information contained in blogs, and the extent to which they believe blogs are credible. This in turn influences the frequency with which they then read blogs. This structure is then tested empirically.
|
|
| 7. |
- Ghazisaeedi, Mehdi, et al.
(författare)
-
Believing the bloggers : some implications of consumer skepticism for PR professionals
- 2010
-
Ingår i: Asia Pacific Public Relations Journal. - 1440-4389 .- 1839-8227. ; 11:2, s. 79-91
-
Tidskriftsartikel (refereegranskat)abstract
- Online blogs, specifically those that offer reviews of products, services and technologies, increasingly attract interest among practitioners of public relations as well as academic scholars. While the literature has addressed the significance of blogs as a public relations tool, limited research has been devoted to the responses of blog readers. This paper focuses on the extent to which online consumers exhibit scepticism towards these blogs. We validated a scepticism scale traditionally employed in advertising research to understand consumer scepticism towards blogs. The survey amongst Australian online consumers confirmed the relationship between selected demographics and blog reader scepticism.
|
|
| 8. |
- Halvorson, Wade, et al.
(författare)
-
Cashing in on the green dots : marketing Ireland in Second Life
- 2010
-
Konferensbidrag (refereegranskat)abstract
- Winner of the Pearson Education Prize for the Best Case Study, for Halvorson, W., Bal, A.S., Pitt, L.F., and Parent, M. (2010) Cashing in on the Green Dots: Marketing Ireland in Second Life, Academy of Marketing Conference, Coventry University, UK. July 2010
|
|
| 9. |
- Pitt, Leyland, et al.
(författare)
-
Event sponsorship and ambush marketing : lessons from the Beijing olympics
- 2010
-
Ingår i: Business Horizons. - : Elsevier BV. - 0007-6813 .- 1873-6068. ; 53:3, s. 281-290
-
Tidskriftsartikel (refereegranskat)abstract
- Sponsorship of large sporting and cultural events has become a major marketing communication tool, particularly when firms obtain exclusive rights and garner the hype associated with this honor. Concomitantly, ambush marketing-defined as attempts by competitors to exploit the event-has also increased in prominence. This article outlines what is known as the Li Ning affair, whereby major Olympic sponsor Adidas was ambushed by lesser-known Chinese sportswear company Li Ning, whose namesake founder was the most decorated Chinese Olympian and who lit the Olympic flame at the 2008 Beijing Olympiad. Data collected immediately following the closing of the Beijing Games isolates what we call the Li Ning effect-or, being incorrectly identified as an official sponsor-and the positive effects this has on measures of brand attitude and recommendation likelihood. As presented herein, seven lessons about ambush marketing can be derived from the Li Ning affair, which sponsors and those considering sponsorship opportunity might wish to learn.
|
|
| 10. |
- Steyn, Peter, et al.
(författare)
-
A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia
- 2010
-
Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 17:5, s. 355-373
-
Tidskriftsartikel (refereegranskat)abstract
- The aim of this paper is to explore loyalty, loyalty schemes, and loyalty cards, as well as the internationalisation of loyalty schemes. We focus on loyalty schemes in Asia to define the primary objective of our study: to assess the impact of perceived benefits on the feelings of participants of a specific retailer's loyalty scheme, as well as customer loyalty towards the retailer. A literature review of loyalty schemes and loyalty cards is undertaken as well as the internationalisation of these cards. A survey was conducted in five Asian countries in which Toys'R'Us operates, namely Singapore, Malaysia, Hong Kong, Taiwan, and Thailand. Data was collected among members of the Toys'R'Us Star Card loyalty programme. Structural equation modelling was used to build a model that can be used to explain the simultaneous structural relations between perceived benefits, emotional feelings, and loyalty behaviours. Invariance testing was applied in order to test whether the model holds across the five countries. Our findings suggest that perceived benefits have a weak direct effect on loyalty behaviours. However, perceived benefits have a much stronger effect on feelings, which in turn have a strong effect on loyalty behaviours. We also found subtle differences between the countries in the study, which could either be attributed to cultural differences, to marketing practices, or to both, which can only be ascertained through further research.
|
|
