| 1. |
- Cassar, Mario, et al.
(författare)
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Self-Affirmation of Narcissists on Social Media : A Study Proposing a New Method of Categorization on Facebook Ads
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 93-101, s. 93-101
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Bokkapitel (refereegranskat)abstract
- This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts.
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| 2. |
- Dabirian, Amir, et al.
(författare)
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A 23-Year Bibliometric Study of the Journal of Food Products Marketing
- 2016
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Ingår i: Journal of Food Products Marketing. - : Informa UK Limited. - 1045-4446 .- 1540-4102. ; 22:5, s. 610-622
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Tidskriftsartikel (refereegranskat)abstract
- This article presents a statistical review of the Journal of Food Products Marketing publication for the past 23 years, from the journal’s inception in 1992 through to 2014. The intent of this article is to highlight the publication’s contribution to discourse within the global food industry. A total of 505 papers were analyzed through bibliometric techniques to identify the journal’s most significant findings and trends. An appropriate introduction of the journal’s nature and scope in the industry allowed for further analysis of research articles within the journal. From this analysis, five major themes emerged for further study, which include content, manuscript, citations and reference, authorship, and special editions
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| 3. |
- Dabirian, Amir, et al.
(författare)
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A great place to work!? : Understanding crowdsourced employer branding
- 2017
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 60:2, s. 197-205
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Tidskriftsartikel (refereegranskat)abstract
- The benefits provided by employment and identified with a specific employing company are referred to as employer branding. We argue that when employees use IT to share and access work-related experiences openly across organizations, their expectations and assessments of workplaces change. We collected 38,000 reviews of the highest and lowest ranked employers on Glassdoor, an online crowdsourced employer branding platform. Using IBM Watson to analyze the data, we identify seven employer branding value propositions that current, former, and potential employees care about when they collectively evaluate employers. These propositions include (1) social elements of work, (2) interesting and challenging work tasks, (3) the extent to which skills can be applied in meaningful ways, (4) opportunities for professional development, (5) economic issues tied to compensation, (6) the role of management, and (7) work/life balance. We clarify that these value propositions do not all matter to the same extent and demonstrate how their relative valences and weights differ across organizations, especially if institutions are considered particularly good or bad places to work. Based on these findings, we show how employers can use crowdsourced employer branding intelligence to become great places to work that attract highly qualified employees.
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| 4. |
- Dabirian, Amir, et al.
(författare)
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Employer Branding: COVID Impact on IT Companies
- 2022
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Ingår i: IT Professional Magazine. - : IEEE. - 1520-9202 .- 1941-045X. ; 24:4, s. 8-13
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Tidskriftsartikel (refereegranskat)abstract
- Strategic talent management remains challenging for IT companies, especially since the COVID pandemic. This challenge is due mainly to the limited supply of highly skilled prospects. Add high workforce mobility to the mix, resulting in considerable hiring, training, and development costs. Employer Branding is an effective tool to help IT employers overcome these challenges and attract employees to these employers. Employer Branding is a strategy that firms can utilize to manage their reputation as a “great place to work.” With the proliferation of social media, review sites, and electronic word of mouth, this reputation has increasingly been influenced by the evaluations employees share publicly and access on those platforms, especially employer review sites. IT firms must understand what values matter most to employees to manage their brands effectively. Based on a content analysis of 94,365 employee reviews, this research evaluates eight values that IT professionals consider when evaluating IT employers. This article expands on previous research and looks at employees’ reactions to those values before and after COVID. By comparing the results of pre-COVID and after COVID, we can see which values are most important to employees and provide recommendations for IT firms on how they can use employer brand value propositions to attract and retain IT talent post-COVID.
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| 5. |
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| 6. |
- Diba, Hoda, et al.
(författare)
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Social media influence on the B2B buying process
- 2019
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Ingår i: Journal of business & industrial marketing. - : Emerald Group Publishing Limited. - 0885-8624 .- 2052-1189. ; 34:7, s. 1482-1496
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach: The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings: The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications: The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications: This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value: Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.
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| 7. |
- Lord Ferguson, Sarah, et al.
(författare)
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Clustering of influential wine bloggers using automated content analysis techniques
- 2019
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Ingår i: Journal of Wine Research. - : Taylor & Francis. - 0957-1264 .- 1469-9672. ; 30:2, s. 157-165
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Tidskriftsartikel (refereegranskat)abstract
- This paper considers a sample of successful wine bloggers, and clusters them into four distinct segments that could be targeted by wine marketers in different ways. Using text that they wrote in response to being named to a survey of 100 top wine blogs, we employ an advanced textual analysis tool (LIWC) to categorize the writings according to the following characteristics: analytical thinking, clout, authenticity, and emotional tone. This data is then used in a clustering procedure that distinguishes four distinct groups of bloggers: the Analysts, the Agnostics, the Authentic Pessimists, and the Confident Optimists.
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| 8. |
- Pitt, Christine, et al.
(författare)
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The Prosthetic Generation Is all Around Us : Feelings and Emotions About Knee Replacement Surgery and Their Impact on Overall Sentiment: An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 561-, s. 561-
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Bokkapitel (refereegranskat)abstract
- In their attempts to reduce the uncertainty associated with knee replacement surgeries, patients turn to social media, where they commonly rely on the experiences expressed by other patients. In this study, we first employ IBM Watson to examine how patients talk about their emotions and express sentiment through their comments online. We then use a latent class cluster modelling procedure to segment these patients into distinct groups, according to their emotions (anger, disgust, fear, happiness, sadness and surprise), sentiment and their overall satisfaction with knee replacement surgery. Our findings show how qualitative online data can be transformed into quantitative insights regarding underlying market segments, which could then be targeted through different strategies by both marketers and healthcare practitioners.
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