Tweet this,not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets

Despite the popularity of social media in general and Twitter specifically, little empirical research exists to assist marketers in how to successfully connect with consumers in these environments. The purpose of this study was to identify the ways in which brands can connect with consumers through Twitter and to examine how the category of Tweet impacts brand engagement. Findings reveal that whereas celebrity Tweets may be successful at capturing attention and disseminating brand information, they have minimal impact on changing brand opinions. What influence celebrities do have may be best served with unfamiliar brands rather than familiar ones – results suggest that not unlike in traditional offline media, in social media celebrities may be influential in drawing attention to unfamiliar brands. Our results also suggest that companies with established familiar brands should be cautious about paying to seed their own Tweets using Twitter's ‘Promoted by’ option, particularly if the brand is one that consumers have a neutral opinion of, as this can lower consumers' opinion of the brand. Instead, these companies should encourage consumers to follow them on Twitter as this will enable the brand to interact directly with consumers.     

Expatriates' identity salience,work stressors,and work–nonwork conflict: Moderating role of gender and marital status

Drawing from identity theory, we proposed individuals with high work salience experienced high work stressors (interpersonal conflict, workhours, and workload), resulting in positive work‐nonwork conflict (WNWC), and individuals with high nonwork salience experienced lower work stressors, resulting in negative WNWC. Furthermore, we tested for the moderating role of gender and marital status in the relationship. The sample for this study consisted of 415 Indian expatriates working in the U.S. information technology (IT) industry. Findings supported the proposed model where work stressors completely conditioned the relationship between work/nonwork salience and WNWC. Work‐salient men worked longer hours compared to work‐salient women and were more prone to WNWC. In married individuals (in both work‐ and nonwork‐salient individuals), increased workload was positively associated with WNWC and long working hours were negatively associated with WNWC. These findings further suggested nonmarried individuals faced more WNWC when compared to married individuals when managing long working hours. Therefore, being married does not necessarily lead to higher levels of all forms of WNWC. Additionally, the participants in this study identified themselves to be more nonwork‐salient. We argue that identity salience predicts role behavioral intentions and emphasize the importance of differentiating expatriates based on their salience. This in turn could help organizations contextualize various challenges faced by work‐ and nonwork‐salient individuals and manage issues in a cost‐effective manner.     

Building brand credibility: The role of involvement,identification, reputation and attachment

The aim of this study is to propose a conceptual framework for building destination brand credibility. This research proposes a novel framework to explore the antecedents of destination brand credibility based on four constructs: enduring culture involvement, destination brand identification, destination brand reputation and destination brand attachment. The data used to assess the proposed research model was collected through in-person-administered surveys conducted in Indonesia and Spain. The study shows that destination brand credibility is influenced by enduring cultural involvement, destination brand identification and destination brand reputation. In addition, destination brand attachment partially mediates the relationship between destination credibility and the three antecedents. The findings contribute to the relevant literature by improving the knowledge of the antecedents of destination brand attachment and destination brand credibility.     

Nonprofit Advertising: Impact of Celebrity Connection,Involvement and Gender on Source Credibility and Intention to Volunteer Time or Donate Money

Two studies examine celebrity endorsers in a nonprofit context. In Study One a framework is developed incorporating connection (congruence), source credibility, involvement, and gender as key elements in understanding the impact of celebrity endorsers on nonprofit advertising effectiveness. Hypotheses are tested in the course of the studies that manipulate celebrity connection and advertising involvement. Results support the primary model viewing a relationship between the celebrity's connection, source credibility, and intention. Study Two verifies the connection and source credibility findings of Study One, but cannot confirm the impact of the celebrity connection on intention. Study Two includes attractiveness as a source credibility dimension, and increases the number of endorser types. An attractiveness main effect on intention is identified.