Transforming visitors into members in online brand communities: Evidence from China

Using observational learning theory, this study investigates how simply viewing posts can affect visitors' intentions to join an online brand community. The study finds that the viewing of posts leads to informational value and perceived social value, which in turn increases visitors' intentions to participate in the community. For visitors with brand ownership, both informational value and perceived social value play full mediating roles; for visitors without brand ownership, both values play partial mediating roles. In addition, for visitors with brand ownership, informational value is just as important as perceived social value in shaping their participation intentions; for those without brand ownership, perceived social value is more important than informational value. The findings enrich the brand community literature and provide implications for brand community development.     

Selling to the urban Chinese in East Asia: Do CSR and value orientation matter?

Most multinationals have a presence in the East Asian region and target the urban Chinese population. In an effort to win over the loyalty of consumers, Corporate Social Responsibility (CSR) has been used increasingly as a marketing strategy. This paper explores how personal values influence the attitude and behavior towards CSR among Chinese consumers. By collecting data from three major East Asian cities — Hong Kong, Shanghai and Singapore, and employing factor, cluster, conjoint and correspondence analyses, the authors demonstrate that Confucian value orientation can be a powerful antecedent of CSR support.     

A Comparative Analysis of Curriculum in International Marketing and Business Between Peruvian and Guatemalan University Students

Business education is important for economic development. A skilled workforce allows for greater advancements in productivity, the creation of new business opportunities, increased employment, and enhances the quality of life of the citizenry. With the changing international business environment it is important for academics and practitioners alike to understand the methods, techniques, and activities being used to train future business leaders. This article investigates the context, content, and delivery of business education in Peru and Guatemala. It analyzes the business education structure and curriculum content of two universities that have successfully implemented comprehensive international business programs. Data for this article was collected in Peru and Guatemala and reflects the students' perspective on the international business curriculums of their respective programs of study.     

How Can Social Enterprise Address Disadvantage? Evidence from an Inner City Community

This article examines the potential impact of social enterprise on disadvantage. The case study research involved participant observation over a 2-year period. Selection of cases was based on a preliminary typology for social enterprise and disadvantage was conceptualized using the European concept of social exclusion. This sees exclusion as multidimensional and relative to the standards of the society in which a person lives. The existing research literature suggests that the aggregate economic impact of social enterprise upon exclusion is marginal. This is a consequence of a mismatch between policy expectations and what is happening in the field. This study found that different forms of social enterprise impacted on exclusion in different ways. This article outlines these different impacts in order to open up a more balanced perspective on the potential and limitation of social enterprise in combating disadvantage.     

Health Belief Model: Evaluating Marketing Promotion in a Public Vaccination Program

National health objectives are driven to increase participation rates. Individual health decisions are determined by attitudes, behavior, lifestyles, and government policies. This research, therefore, examined not just the development and delivery of a message targeting individual voluntary behavior change, but the intention of changes in social structures that will facilitate individuals reaching their potential; thus the purpose of this article is to shed light on the uptake of the human papillomavirus (HPV) immunization using the health belief model (HBM). Research was conducted with the use of focus groups by drawing on the framework of the HBM. This research approach is conceptual by nature, based on the virtue of marketing promotion and on HBM literature. Though offering the vaccine free to the general public provides additional evidence to certain groups on the intention to act or uptake of the vaccine, awareness levels were found to be poor despite increased efforts by the government trying to promote this vaccine. There was evidence that social capital and trust can produce effective communication message strategies that reinforce social bonds. This article provides an interesting basis for further investigation; however, as implausible as it seems the article also contributes to the concept of perceived benefits and of self-efficacy.     

Theoretical Perspectives on Corporate Social and Environmental Disclosure: Evidence From China

Using a data set of top 56 corporate social and environmental reporting (CSER) disclosing firms with 112 observations on the H-share and Red-chip lists of the Hong Kong Stock Exchange, results suggest that charitable donations, firm size, and the Songhua River incident response are positively related to the CSER disclosure, whereas debt–equity ratio, profit margin, and firm age revealed counterdirectional relationships. Other variables including media attention and market risk were found to have no impact. Findings imply that the Chinese government and its agencies need to prescribe CSER guidelines and make them mandatory for listed firms.     

Social relationships and knowledge creation: the mediate of critical network position

The purpose of this study is to examine the roles of the two important components of intellectual capital, including social relationships and the critical network position in knowledge creation. Two regression models were used to test the hypotheses in a sample of 77 knowledge creation samples. The findings of this study contribute to the theoretical development of a conceptual model for explaining the inter-relationships among the aspects of intellectual capital and knowledge creation performance. The empirical evidence of the Sobel test, in line with Baron and Kenny's procedure, supports the process-oriented view and indicates that the network position would mediate the effects of social relationships on knowledge creation performance.     

Entrepreneurial resource acquisition via personal networks: an empirical study of German start-ups

This paper presents a resource-based theoretical model for an extended version of the network success hypothesis. It derives four main hypotheses for the relationships between resources obtained from personal networks of the founders and a new venture's success. The model takes into account a broad range of control variables. In the empirical study, based on a sample of 123 German entrepreneurs, we do not find much support for our hypotheses. We conclude that, quite in contrast to most existing theories, network links have close to no impact on getting cheap or exclusive resources.     

Social expertise: a new view to explain spatial divergences in personal consumer loan prices

The objective of this paper is to explain geographical divergences in interest rates on personal loans to households using aggregated consumer knowledge-related metrics as predictors. The researchers quantitatively test their approach in countries in the Eurozone and in the Italian and Spanish regions. Social expertise explains between 69% and 84% of variance in household loan market prices at an international and inter-regional level. The approach taken is tested using real market data established after real service encounters and not published or recommended prices.