Relationships and networks in marketing: International perspectives

Gemünden, H.G., Ritter, T., and Walter, A. (eds.): (1997) Relationships and Networks in International Markets, NY: Pergamon, 460 pages, ISBN 0‐08‐ 043963‐5 (hardcover). Naudé, P. and Turnbull, P. (eds.): (1998) Network Dynamics in International Markets, NY: Pergamon, 321 pages, ISBN 0‐08‐043358‐8 (hardcover).     

How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships

In recent years, social media influencers (SMIs) have become part of the strategic communication of firms because the traditional form of mass media communication is losing its effectiveness. Thus, it is imperative to study the effects of communication through SMIs on marketing outcomes, such as purchase intentions. Based on the fairness dimensions, that is, information, distributive, interpersonal, and procedural, and dimensions of source credibility, that is, attractiveness, expertise, trustworthiness, and similarity, this research investigated how technology-oriented SMIs (T-SMIs) foster parasocial relationships (PSRs) with followers. Purposive sampling was employed to collect data from 506 active social media users. Data were analysed through IBM AMOS and SPSS 26. The results of the study suggested that attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness are positively related to fostering PSR with followers. In contrast, distributive fairness does not strengthen PSR with followers; furthermore, the study findings suggested an indirect positive influence of attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness on the purchase intentions of consumers via PSR. This study is useful for academia and industry since it fills important gaps in the literature and provides recommendations to brand managers of technology companies about selecting appropriate SMIs for the endorsement of their brands.     

The vices and virtues of consumption choices: price promotion and consumer decision making

As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.     

The Impact of CEO Characteristics on the Internationalization of SMEs: Evidence from the UK

This study analyses the role of chief executive officers (CEOs) in the internationalization of small‐ and medium‐sized enterprises (SMEs). Specifically, it examines the impact of CEOs' demographic characteristics on the internationalization of SMEs. Based on upper echelons theory, resource‐based view and information processing theory, it is hypothesized that CEO characteristics like age, education, tenure, and political connectedness affect SMEs' international performance. Using the panel data analysis of 283 UK SMEs for the period of 2005 to 2015, this study provides evidence that CEOs' political connections and educational level are positively related to firm internationalization, while age negatively influences firm internationalization. Tenure is found to have a curvilinear relationship with SMEs' internationalization. Copyright © 2018 ASAC. Published by John Wiley & Sons, Ltd.     

Rethinking agency theory in developing countries: A case study of Pakistan

We investigate if agency theory effectively explains agency conflict in the context of a developing country namely, Pakistan. Utilising data from 26 semi-structured interviews, we found that in Pakistan, there is no variation in risk preferences of principals (minority shareholders) and agents (majority shareholders). We also found that remuneration packages and board independence are not effective tools for governing owner managers in Pakistan. Thus, policy makers must shift their focus from soft internal governance mechanisms of appropriate remuneration and board independence. We propose for a rigorous external audit function, and appointment of independent directors and external audit firms by regulator.     

Iran on the news – exploring videos’ effects on potential tourists

ABSTRACT

While previous tourism studies on the visual have tended to focus on the analysis of photos, only recently videos have received more attention by tourism scholars. Within the emerging tourism literature on videos, little has been written on the videos produced and shared by online news and documentary networks and their persuasive effects on potential tourists’ perceptions about a destination. By focusing on Iran, this work investigates whether videos produced and shared by online news and documentary networks influence viewers’ perceptions about the country and their willingness to travel to the country. This study employs semi-structured, in-depth interviews to explore the meanings and interpretations attached to two videos about Iran, which were produced and shared by an Iranian online news and documentary network. A total of 15 participants, including a film producer and 14 respondents as audience were interviewed. Overall, the findings of this study highlight that the videos’ interpretations by the participants were multiple and often diverged from the producer’s intentions. Moreover, although the videos were perceived as tools produced to attract tourists, they were not regarded as sufficiently persuasive to totally change previously formed images about Iran and create a strong desire to visit the country.     

Cross-national research and international business: An interdisciplinary path

Comparative cross-national research is among the oldest approaches of scientific inquiry in the social sciences. We investigate the foundations of published works in cross-national research (CNR) in international business (IB), sociology, and psychology with an eye on leveraging their rich traditions for future IB research. Our approach aims to contribute and address repeated calls for taking an interdisciplinary approach in IB. We examined published CNR in 106 scholarly journals and identified 817 articles with 51,738 citations in IB, 477 works with 30,017 citations in sociology, and 835 articles with 54,519 citations in psychology. We use metric multidimensional scaling to examine the co-citation data for each field and identify knowledge and approaches commonplace in sociology and psychology to propose future research paths in IB. In particular multilevel analysis, which is scarcely used in IB, offers the potential of unfolding new dimensions within the field. Based on the emergent results from our MDS solutions, we recommend multiple future paths for CNR, particularly with respect to IB relationships, market entry, and related domains.     

Using the crowd for business model innovation: the case of Digikala

On November 15, 2015, Digikala, one of the largest online stores in the Middle East, launched its first-ever crowdsourcing contest called ‘A glance at tomorrow’. What distinguishes this contest from common crowd-based initiatives is that it was aimed at Business Model Innovation (BMI) rather than product and process innovation. Although using the crowd has proven to be an effective way for firms to boost their product and process innovation, its use for BMI is challenging. Based on real large-scale data from the Digikala’s crowdsourcing contest, this research focuses on the application of crowd-powered solutions in BMI, which has rarely been investigated previously. Our exploratory case study indicates that the crowd could contribute to the BMI process. Our findings point to a new form of ‘division of innovation labor’ in BMI. Contribution of the crowd in BMI is more likely to be relevant to Value Proposition and Value Delivery, while it might be less relevant to Value Capture and Value Creation. The results also support the notion that crowd-contributor characteristics affect the quality of proposals for BMI. We argue that this line of research could help companies design and implement customized crowd-based initiatives to better support their BMI process.     

The influence of network effects on SME performance

The notions that firms are embedded within complex networks, and that managers spend time actively networking, have long been accepted by scholars within the Industrial Marketing and Purchasing (IMP) Group. However, an issue that has not received the same attention is an assessment of how these two facets; network structure and external networking behaviors affect SME performance. In assessing their antecedents, in this research we move beyond the traditional IMP literature, using emotional intelligence and entrepreneurial style to assess CEOs' managerial style. Network structure was assessed by the extent to which structural holes and degrees of centrality were present. Data was collected from 227 CEOs of small Iranian information technology companies. To test our hypotheses, we combined the use of structural equation modeling and social network analysis — a dual methodology that has not been adopted before. The results show that emotional intelligence drives entrepreneurial style, network structure and external networking behavior. SME performance is influenced by both network structure and external networking behavior. The mediating role of network structure is also discussed. Here our results show that entrepreneurial style does not influence external networking behavior. Several managerial implications of these findings are discussed.     

The value relevance of cash flows, current accruals, and non-current accruals in the UK

Cash flow statements have a longstanding history as mandated financial statement disclosures, having replaced funds flow statements. The usefulness of such disclosures with respect to one of the main purposes of financial statements—providing information relevant to the assessment of future cash flows and their uncertainty, and the market value of firms—is still subject to debate. This study investigates whether various partitions of earnings involving combinations of a cash flow measure of performance and measures of current accruals and non-current accruals improve the ability to explain market values in the UK relative to using earnings alone. Using a valuation model-based methodology, and employing a UK sample of non-financial firms for the years 1993 to 2007, our results suggest strong support for the assertion that cash flows can have incremental value relevance relative to either earnings or funds flows. By implication, cash flows can have separate value relevance from total and, in particular, current accruals. There is slightly less consistent evidence that current and non-current accruals can have separate value relevance but, nonetheless, the results are still strongly in favour in this respect. Generally, the main source of increase in explanatory power for market values is the separate inclusion of our cash flow measure in the estimated regressions. As a consequence, we conclude that the statement of cash flows in the UK provides information useful to UK investors in valuing firms. Further, requiring a cash flow statement, as opposed to a funds flow statement, improves the information content of financial statements in the UK.