Understanding Influences of the Typographic Quality of Text

ABSTRACT

In an electronic-society the production of texts is increasingly enabled or mediated through ICT. Existing typographic research seems to focus on isolated, rule-formulating studies that often have little impact on typographic practice. Our proposed framework aims to overcome these problems, by providing as complete and holistic explanation as possible of influences on a typographic quality in an emerging e-society. Five field studies were conducted in various locations in Sydney in 2005. The participants photographed examples of typographic text that they considered meaningful to their experiences. These were then used in subsequent photo-elicitation interviews. The results of data analysis supported by the literature led to the formation of a framework that synthesizes the influences on the quality of typographic text perceived by the audience. These include the typographic text's form and content, its immediate context, as well as the audience's own personal background and the purpose behind their reading activity. The framework aims to be generic and apply to texts in all various forms, including in print but also text presented on computer screens for e-commerce, e-government and other Internet applications supporting the electronic-society.     

Prevalence and attitude of university students towards mobile phone use while driving in Jeddah,Saudi Arabia

ABSTRACT

This study aimed to investigate the prevalence and attitude of university students towards mobile phone use while driving. The present study was conducted at King Abdulaziz University, Jeddah, Saudi Arabia. Five hundred and ninety-three participants were recruited for this study. Attitude, consequences and their involvement in various reckless behaviours pertaining to the use of mobile phone while driving were checked by a questionnaire. Overall, the majority of the respondents (90%) use a mobile phone while driving. About half of the participants had experienced consequences regarding texting while driving and had engaged in reckless behaviour. The majority of the students of Faculty of Medicine, Engineering Sciences, Earth Sciences, Administration and Economics and Orientation Classes were more frequently texting while driving (p < .001). The unmarried students were more often texting while driving as compared to married (p < .001). Overall, the majority of the respondents use the mobile phone while driving.     

Are we who we follow? Computationally analyzing human personality and brand following on Twitter

Abstract

In this study, we present a computational method for analyzing the congruence between personality of a brand’s Twitter account and the personality of their followers. We investigated attachment to brands on Twitter by computing personalities through a machine-learned computational analysis of Twitter postings rather than traditional personality tests. By studying three different brands, results revealed that on average, brand followers have personalities that are more congruent with the personality of brands they follow compared to users that do not follow those brands. Taking these findings into consideration, we discuss some considerations for advertising researchers and practitioners, as well as provide a new tool, the Brand Analytics Environment (BAE), to allow individuals without computer programming backgrounds to conduct this method themselves.     

Banks' Efficiency and Stock Prices in Emerging Markets: Evidence from Malaysia

ABSTRACT

This paper empirically investigates the X-efficiency and P-efficiencies of Malaysian banks listed in the Kuala Lumpur Stock Exchange (KLSE) during 2002–2003 by applying a non-parametric Data Envelopment Analysis (DEA) method. We find that during the period of study, the X-efficiency of Malaysian listed banks was on average significantly higher compared to the P-efficiencies. The P-inefficiency was largely due to inefficient production of profits rather than the wrong scale of operations. Our results also suggest that the large banking groups were on average more X-efficient whereas the smaller banking groups were found to be more P-efficient. We further link the X-efficiency and P-efficiency to the respective banks' share prices and find that the stock prices of Malaysian banks react more towards the improvements in P-efficiency rather than the improvements in X-efficiency.     

Does Sleep Really Matter? Examining Sleep among Salespeople as Boundary Role Personnel for Key Job Factors

ABSTRACT

Purpose: Sleep deprivation among employees has become commonplace in the workforce. In the United States, the number of hours individuals sleep per night has declined by an hour and a half per night since the 1960s. As of 2005, seventy-four percent of individuals were getting less than eight hours of sleep per night on weekdays. There are negative ramifications to the organization when employees are sleep deprived such as lost productivity, increased accident rate, and increased absenteeism.

Originality/Value/Contribution of the paper: Although prior research has investigated the impact that sleep deprivation has on unique job positions (e.g., shift workers, transportation), no research has investigated how sleep impacts business-to-business sales employees. Due to the responsibilities of business-to-business sales employees, this type of position should not just be lumped in with other organizational employees. For example, business-to-business sales employees are boundary spanning employees that are responsible for generating revenue for the organization. These sales employees are also more likely to be physically, socially, and psychologically separated from the organization since they frequently work outside of the office. Because of these distinctive roles, this study examines if differences based on sleep duration exist for business-to-business sales employees for two individual and five organizational factors. The two individual factors consisted of grit and happiness while the five organizational factors consisted of perceived organizational support, perceived supervisory support, job satisfaction, organizational commitment, and turnover intentions.

Methodology/Approach: Data was collected from 320 business-to-business sales employees using a cross industry survey. The survey was conducted using a Qualtrics panel. Sleep duration was broken into two groups with one group consisting of business-to-business sales employees who sleep, on average, seven or more hours per night and the other group consisting of business-to-business sales employees who sleep, on average, six or less hours per night. The sleep duration groups were determined based on prior research that found adults should regularly sleep seven or more hours per night in order to support optimal health. There were one hundred thirty-four respondents who slept six hours or less and one hundred eighty-six respondents who slept seven or more hours, on average, per night.

Findings: The research question developed was answered by examining the differences between means for the two individual constructs and the five key organizational constructs. Differences in sleep duration for six of the seven sales constructs. There were significant differences between those that slept seven or more hours per night from those that slept six or less for grit, perceived organizational support, perceived supervisory support, job satisfaction, organizational commitment, and turnover intentions. Results found that business-to-business sales employees that slept seven or more hours per night exhibited more grit than those that slept six or less hours per night. In addition, business-to-business sales employees that slept six or less hours per night had higher perceptions of both organizational and supervisory support than those that slept seven or more hours per night. Furthermore, business-to-business sales employees that slept six or less hours per night displayed higher job satisfaction and organizational commitment than sales employees that slept seven or more hours per night. Finally, business-to-business sales employees that slept seven or more hours per night indicated higher levels of turnover intentions than sales employees that slept six or less hours per night. There were no significant differences between the two sleep groups for sales employee happiness. Although some of these results may appear to be counterintuitive, conservation of resources theory can be used to explain these findings.

Research Implications: This exploratory study showcases the importance of good sleep among business-to-business sales employees. This study draws on the conservation of resources theory literature to explain the counterintuitive findings. This theory posits that individuals will retain and guard against resource depletion. Additionally, as resources become depleted, other resources are valued to a greater extent. In this study, the resource being depleted is the condition of sleep. When business-to-business sales employees experience a lower average amount of sleep per night (i.e., six hours or less), they perceive higher levels of support, job satisfaction, and organizational commitment than business-to-business sales employees who experience a higher average amount of sleep per night (i.e., seven hours or more). Although this study provides a good initial examination of how sleep impacts sales organizations, this study also highlights the need for additional business-to-business sales employee sleep research. This is the first study that has examined how sleep duration impacts business-to-business sales employees.

Practical Implications: This study is important to sales research because it highlights the impact that poor sleep of business-to-business sales employees has on the organization. For sales organizations, we provide guidance on ways a sales organization can help promote healthy sleep for their business-to-business sales employees. Some examples of guidance provided can be categorized into four primary categories. These categories include (1) proper sleep education, (2) sales management training, (3) creating a sleep friendly workplace environment, and (4) creating specific workplace policies to minimize sleep disturbances such as setting reasonable work hours and sleep accommodating travel schedules.     

Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media

ABSTRACT

Further study is needed to validate concerns over gay-themed ads appearing in mainstream media. This study investigates the effects of such ads by comparing them to the effects of gay-themed ads placed in gay media. The study delves into the differential effects of implicit and explicit visual messages. It also examines how consumers' attitudes toward homosexuality affect their purchase intention as well as advertising and brand evaluation. The study's findings suggest that implicit, rather than explicit, gay-themed ads lead to higher purchase intention and more favorable advertising and brand evaluation. The study results show that the type of advertising message (i.e., implicit or explicit gay-themed ads) moderates the relationship between gay-media and mainstream media. Finally, this study finds that a low level of tolerance toward homosexuality results in lower purchase intention as well as less favorable evaluations of both the advertising and brand. Managerial implications are also discussed.     

Toward a Model to Enhance Synergy of Out-of-Home Advertising Media Integration Strategies

ABSTRACT

For media planners to combine multiple media across platforms to maximize synergy is a critical challenge within integrated marketing communication. For this study, in-depth interviews were conducted with experienced media specialists in leading agencies to explore how they integrate different out-of-home advertising media platforms in IMC strategies. The feedback of these experts was then used to propose a model of strategies to enhance synergy within out-of-home advertising campaigns. This model is a first of its kind for planning out-of-home advertising media across platforms and bridges a gap in the existing literature on media synergy and out-of-home advertising media strategy.     

Servbrand Framework: A Business-To-Business Services Brand Equity Framework

ABSTRACT

Purpose: The research reported on here set out to develop a tailored branding model for business to business (B-to-B) services by applying the brand resonance pyramid to a selected B-to-B services context.

The brand resonance pyramid was developed based on research that was predominantly consumer product or individual brand oriented, though one of the objectives when the model was developed was that “the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people, places, and so forth, the model needed to have far-ranging relevance”. The brand resonance pyramid therefore had to be applicable to any context, including B-to-B services contexts. However, consumer goods branding strategies are not directly transferable to B-to-B or services markets and there are documented differences between the B-to-B and business-to-consumer (B2C) markets and products and services contexts. There is also doubt regarding the validity of the contention that the brand resonance pyramid should be applicable to the B-to-B sector.

Methodology: Using an interpretivist qualitative research approach and an exploratory research strategy, the Servbrand framework was developed empirically by applying the brand resonance pyramid to a selected B-to-B services context. Fourteen useful in-depth interviews were obtained from appropriate and information rich participants that represented more than 14 of the 89 organization that were included in the selection frame. Some of the participants were responsible for the relevant decisions of more than one organization.

Findings: The results from the study reported on here (summarized as Figure 5) prompted the inclusion of a people dimension and elevated the importance of relationships in an amended B-to-B services brand equity framework. The people brand-building block includes the dimensions of attitude and demeanor, personality and values, personableness, product knowledge and client knowledge. Relationships, as the ultimate aim of the framework, concern both interpersonal relationships and partnerships.

The article presents a conceptual framework to guide effective brand building strategies in a selected B-to-B services context. Researchers can use the framework to test its applicability in other contexts, which will contribute to the amendment of a significant brand equity management framework.

The Servbrand framework can assist marketing practitioners to improve the effectiveness of strategic brand management for B-to-B services.

Contribution: The empirical research contributes to three areas of brand equity research, namely: 1) the offering type – by investigating service offerings rather than product offerings; 2) the brand level – by investigating organization-level brands rather than product-level brands; and 3) context – by investigating a B-to-B context rather than a B2C context. A revised brand resonance pyramid is proposed and called the Servbrand framework.     

The Influence of High-/Low-Context Culture on Perceived Ad Complexity and Liking

ABSTRACT

According to Hall's context theory, people from different cultures may react differently to complex messages. The current study is the first empirical examination of context theory's role on message comprehension and appreciation. In a comparative survey-based study (N = 289), Belgian and Dutch participants judged 12 complex product advertisements with visual metaphors. As expected by context theory, perceived complexity was lower for Belgian (a higher-context culture) than for Dutch participants (a lower-context culture), and participants' personal context culture score fully accounted for this difference. Similarly, ad liking was higher for Belgian than for Dutch participants, and again, this difference was explained by context score.     

Problem versus benefit focus: phrasing questions to enhance self-referencing and persuasion

ABSTRACT

This investigation adopts self-referencing as an underlying mechanism for measuring how question phrasing (problem versus benefit focus) in advertising may interact with consumer’s issue concern in determining the impact on persuasion. Research shows that issue-concerned participants were more strongly persuaded by a problem than a benefit-focused question. Those who demonstrated low concern about an issue exhibited exactly the opposite tendency. Self-referencing mediates the results. Furthermore, a variety of issue elements led to increased self-referencing and persuasion among issue-concerned participants. Emphasis on multiple benefits, however, reduced self-referencing and message influence for those low in issue concern. Finally, issue-concerned participants responded more favourably with a problem framed as perpetually unsolved, whereas for unconcerned participants, questions focusing on continued desires showed decreased persuasive effect.     

Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR

ABSTRACT

Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers’ perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as system-generated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised.     

The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media

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.     

Investigating the persuasive impact and underlying processes of interactive magazine ads in a real-life setting

ABSTRACT

This study tests a theoretical framework to explain the persuasive impact of interactive magazine ads on consumers’ ad and brand attitudes. To obtain realistic (unforced) responses, a field experiment was conducted with a one-factor (interactive vs. non-interactive magazine ad) between-subjects design (N = 98). Results showed that, although they rarely used it, participants positively evaluated the presence of an interactive feature in a digital magazine ad. Furthermore, parallel-mediation analyses revealed that the interactive magazine ad was perceived as more interactive and more surprising than the non-interactive ad, which ultimately positively impacted consumers’ attitudes towards the magazine. A second real-life setting experiment (N = 121) confirmed and extended these findings by revealing that the mediation effects were even stronger when consumers had used the interactive feature (vs. only seen). In addition, the relationship between interactive magazine ads and consumers’ attitudinal responses was explained slightly better by ‘perceived surprise’ than by ‘perceived interactivity.’     

Identifying an Advertisement Presenter's Tribe

ABSTRACT

In African countries it is generally important to identify another person's tribe when meeting that person for the first time. A similar process of identification also seems to take place when a consumer sees a presenter in an advertisement. This paper identifies the cues that are used in tribal identification, demonstrates that multiple cues are employed, and shows that nonvisual cues are generally more important than visual ones. It also finds that audience members notice a presenter's tribe more frequently in advertisements appearing on television than in those appearing in print or outdoor media. The managerial implications of these findings are discussed.     

Effect of Message Interactivity on Product Attitudes and Purchase Intentions

ABSTRACT

Social media increasingly allows consumers to interact with businesses, although the effects of this novel technology in the context of public relations are under-examined. Consistent with the ideas proposed by the Elaboration Likelihood Model, the present study conducted a 2 × 3 online experiment with a sample of 131 participants to examine the effect of message interactivity and source authority on consumers' ad attitudes, brand attitudes, and purchase intentions. Message interactivity had a positive effect on ad effectiveness via the indirect pathway of perceived informativeness. These findings relate to the ELM in that they suggest that users processed information more centrally than peripherally, or that interactivity had a larger effect on consumer attitudes than authority. Theoretical and practical implications of study results are discussed.     

Temporal and financial risk assessments: How time and money constrain shopper behavior and influence purchase solutions

PurposeThe purpose of this paper is to better understand the constraints that make shopper behavior unique from consumers and how those constraints manifest themselves in retail purchase solutions.Design/methodology/approachThis study utilized value laddering and phenomenological research methodologies to explore the data gathered from 39 interviews of male and female grocery shoppers.FindingsThis research examines the perceived constraints on shopper resources. The data reveal that all shoppers perceive themselves to be constrained by both finances and time. These findings hold across all income, age, and employment strata. As a result, price and convenience no longer function as segmentation tools. Instead, pricing and convenience become thresholds setting shopper “floor” expectations for retailers, service providers and brands.Research limitations/implicationsThis study was limited to grocery shoppers largely located in the southern US. Future research could expand on the variety of product categories and conditions explored, along with the cultural diversity of the participants.Practical implicationsShoppers' broader view of purchase relationships reduces the importance of transactional savings. Shopper consideration of total market basket value, allows for more focus on services and relationships to drive shopper value. Shopper constraints can result in purchase outcomes different than what consumer research would indicate.Originality/valueThis research is the first to examine elements which may constrain shoppers, particularly temporal and financial risk assessments, and how they impact shopper purchase solutions.     

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Abstract

Social media are increasingly populated with brand messages that are linked to timely events, a practice that is also known as real-time marketing (RTM). In this study, we examine whether RTM is an effective strategy to boost sharing behaviour, and if so, what moment- and content-related characteristics contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n?=?1500) shows that RTM positively affects word of mouth. RTM is especially a more effective strategy when brand messages are linked with unpredictable events (vs. predictable). This can be explained by the meaningfulness dimension of creativity; brands make a more meaningful connection to timely moments in unpredictable RTM than in predictable RTM. Furthermore, we found support for the beneficial effects of moment-driven visuals; RTM messages are shared more when public events are visually integrated with those messages. No such effect was found for moment-driven hashtags.     

Prevalence of mortality in cannabis consumer motorcyclists: meta-analysis of international studies

Abstract

The purpose of this study was to estimate prevalence of mortality in cannabis consumer motorcyclists across the world. A systematic review was conducted from publications PubMed/Medline, ISI Web of Knowledge, EMBASE, Scopus, and Google Scholar from August 2010 to March2019. The variances of each study were calculated using the binomial distribution formula and the heterogeneity among the studies was analyzed by Q-Cochran test with a significant level less than 0.1 and the index of changes attributed to I² heterogeneity. The prevalence of mortality in cannabis consumer motorcyclists was estimated 0.15 (95% CI = 0.08–0.22). Subgroup analysis based on country type showed that the mortality rate of cannabis consumer motorcyclists in developed countries is 16% (0.08–0.24) and in developing countries is 8% (0.04–0.10). These findings have implications for developing interventions through presenting appropriate solution, educating people and raising awareness to address the changing nature of drug use among motorcyclists in the world.     

Trade Fair or Sales Fair

Abstract

The central aims of this study were to investigate the objectives of participants at the Botswana International Trade Fair, effectiveness of management of the Fair and linkage effects of the Fair on its host city. Data were collected from a convenience sample of exhibitors and visitors, selected on a “mall intercept” basis, using a self-administered questionnaire under the supervision of trained assistants. The study found that the motives of the exhibitors and those of the visitors were highly complementary, as majority of both were motivated by business objectives. Despite the complementarity, the relative dominance of the business objectives was different. While practically all exhibitors were motivated by business objectives, a significant percentage (29) of visitors included social objectives in their motivation. Most of the participants, visitors as well as exhibitors, expressed satisfaction with the achievement of their objectives. They also rated the organisation and management of the fair favourably, except for cost or charges, catering facilities and car park facilities. The preponderance of retailing activities found at the fair gave it the image of a flea market rather than a true trade exhibition. A greater selectivity of exhibitors might help attract more quality visitors, with higher income and greater decision-making authority as well as more business-to-business transactions.     

An Exploratory Content Analysis of Product Placement in Top Grossing Films

ABSTRACT

The current study examines the prevalence and characteristics of brand appearances in the top grossing films broadcast in the United Kingdom (U.K.) and Hong Kong (H.K.). An average of 13 brand appearances per film was recorded and similarities and differences in brand execution features were revealed in the two cultural markets. Most of the films registered on the U.K. and H.K. top grossing lists are US production, which demonstrates that product placements are increasingly exported to other cultures. It suggests the importance of examining product placement effectiveness across cultures and provides valuable insights for brand practitioners.