| 1. |
- Tabiri, S, et al.
(författare)
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- 2021
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swepub:Mat__t
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| 2. |
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| 3. |
- Farshid, Mana, et al.
(författare)
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People as products : Exploring replication and corroboration in the dimensions of theory, method and context
- 2021
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Ingår i: Journal of Business Research. - : Elsevier. - 0148-2963 .- 1873-7978. ; 126, s. 533-541
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Tidskriftsartikel (refereegranskat)abstract
- This paper corroborates Hirschman’s (1987) “People as Products” work by first replicating it in a different context, and then extending it by using new methodologies that examine partner-seeking through a different theoretical lens. The replication finds that some of the original hypotheses hold, some did not, and some, in fact, reversed. This extension shows significant differences between male and female partner seekers on important linguistic psychology dimensions, namely clout, authenticity and tone. Managerial implications relate to emerging trends in human brands, specifically how the words that people use to describe themselves may impact the success or otherwise of human branding and influencing efforts. Overall, the paper demonstrates how an original study can be corroborated and extended in meaningful and interesting ways by varying the context, methodology, or theoretical backdrop, while keeping the problem constant.
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| 4. |
- Ferguson, Sarah Lord, et al.
(författare)
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Using artificial intelligence to examine online patient reviews
- 2020
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Ingår i: Journal of Health Psychology. - : SAGE Publications. - 1359-1053 .- 1461-7277.
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Tidskriftsartikel (refereegranskat)abstract
- Healthcare consumers are increasingly turning to online sources such as educational websites, forums and social media platforms to share their experiences with medical services and to demystify the uncertainties associated with undergoing various procedures. This study demonstrates a non-invasive way of understanding the feelings and emotions that consumers share via electronic word of mouth. By using IBM Watson, a content analysis tool that harnesses artificial intelligence, we show how a large amount of unstructured qualitative data can be transformed into quantitative data that can be subsequently analysed to generate novel insights into what patients are sharing about their healthcare experiences online.
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| 5. |
- Ferreira, Caitlin, et al.
(författare)
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Entrepreneurial marketing and hybrid entrepreneurship : the case of JM Reid Bamboo Rods
- 2019
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Ingår i: Journal of Marketing Management. - : Taylor & Francis. - 0267-257X .- 1472-1376. ; 35:9-10, s. 867-885
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Tidskriftsartikel (refereegranskat)abstract
- Through the presentation of the case of James Reid, a hybrid entrepreneur that transitioned towards full-time entrepreneurship, this paper discusses a number of entrepreneurial marketing issues faced by a small business. When presented with several opportunities for business growth, Reid evaluates the extent to which growth could impact his business model, brand image and his passion. The case study demonstrates the importance of maintaining brand values and establishing a clear strategic orientation in order to create a strong brand. However, these are shown to also significantly limit the growth prospects of the business. The discussion of the case delves into these issues together with an examination of the entrepreneurial journey of a highly skilled transitory hybrid entrepreneur. This paper further introduces the concept of a comfort entrepreneur, one that willingly halts the growth of their venture, and examines the business implications thereof.
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| 6. |
- Ferreira, Caitlin, et al.
(författare)
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Unlocking Student Creativity with LEGO® Serious Play: A Case Study from the Graduate Marketing Classroom
- 2024
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Ingår i: Marketing Education Review. - : Taylor & Francis. - 1052-8008 .- 2153-9987. ; 34:2, s. 153-163
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Tidskriftsartikel (refereegranskat)abstract
- The importance of play is well established in early childhood development; however the importance of play appears to diminish in more advanced levels of education. Despite this, the demand for experiential, engaging learning experiences that seek to differentiate graduate-level programs in a fiercely competitive market continues to increase. This research sought to explore the phenomenon of bringing play and playfulness to the graduate-level classroom as a means through which to enhance creativity, student engagement, and teamwork. The LEGO® Serious Play (LSP) activity was originally created to be used as a facilitation strategy for business executives seeking to enhance innovation and business performance. This research sought to develop a protocol to adapt the LSP activity for masters’ students completing a mandatory marketing course. The primary aim of the research considered whether LSP would provide a valuable learning activity for future graduate-level marketing classes. As such, feedback was collected on the activity from students following engagement with LSP. The results of the study provide guidelines for marketing educators to seamlessly incorporate novel activities, such as LSP, into their teaching practice.
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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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| 9. |
- Robertson, Jeandri, et al.
(författare)
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The brand personality dimensions of business-to-business firms : a contentanalysis of employer reviews on social media
- 2019
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Ingår i: Journal of Business-to-Business Marketing. - : Taylor & Francis. - 1051-712X .- 1547-0628. ; 26:2, s. 109-124
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this paper is to explore the brand personalities that employees are creating of their employer brands, in particular business-to-business (B-to-B) brands, when describing these brands on social media. We examine how the brand personalities, based on written online reviews, differ between high- and low-ranked, and high- and low-rated brands.Methodology/Approach: 6,300 written employee reviews from a social media platform, Glassdoor, are used for content analysis in DICTION, to determine the brand personality dimensions they communicate (J. L). An independent B-to-B brand ranking data source, Brandwatch, is used as a reference to various brands’ level of ranking, while an ANOVA test is used to determine whether there is a difference in the brand personality trait means when comparing high and low-ranked, and high- and low-rated brands.Findings: Our findings suggest that a strong social media presence does not equate to a strong employer brand personality perception among employees, since there are no significant differences between B-to-B firms based on their rankings.Research Implications: Extant literature has mostly explored the impact of either critical reviews or favourable customer ratings and reviews on company performance, with very little research focusing on the B-to-B context. In addition, research employing DICTION for the purposes of content analysis of reviews is sparse. The methodology used in this study could thus be employed to further compare and contrast the reviews from a single company, dividing top and low starred reviews to compare discrepancies.Practical Implications: The results of this study show how online shared employee experiences of employer brands contribute to the formation of a distinct employer brand personality. From a managerial viewpoint, engaging with current and past employees and being cognizant of the online narratives that they share on social media, may be an early indicator of where the firm is lacking (or showing strength) in its’ employee engagement. This would offer a way for firms to both understand their employer brand personality as well as gauge how they compare to top employers in a specific sector or industry.Originality/Value/Contribution: The study attempts to grow the literature of employee brand engagement in a B-to-B context, by recognizing the important role that employees play in engaging with their employer brand online. Two main contributions are offered. The first contribution relates to the finding that employees perceive highly-rated B-to-B brands as being more competent, exciting, sincere and sophisticated than low-rated B-to-B brands. Second, the methodology used in this study proves to be a novel and accurate way of comparing employee reviews and perceived employer brand personality, with the employer-created intended brand image.
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