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PurposeThe purpose of this study is to examine how "homefluencers" sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory.Design/methodology/approachThis research applies structural equation modeling (SEM) and mediation analysis as the data analysis method using non-probability purposive sampling of a total of 217 local millennial Instagram and Facebook users, who have followed homefluencers sponsored posts in fashion-beauty, yoga-fitness and food sectors.FindingsBased on hypothesis testing, advertising recognition strongly mediates purchase intention with the indirect effects of expertise and trustworthiness than attractiveness.Research limitations/implicationsThis research extends the international marketing literature on source credibility, PSI, PKM and purchase intention theory in the new normal by proposing "Homefluencer's Endorsement Model for Purchase Intention" (HEMPI). Specifically, the mediating role of ad recognition of homefluencers sponsorship disclosure (#paidad, #sponsored), positively affects "change-of-persuasion meaning" on Instagram and Facebook, where research is rare.Practical implicationsThis research provides valuable suggestions for global brand owners, consumers and authorities of Instagram and Facebook to consider post-COVID consumer behavior highlighting homefluencers sponsored collaboration.Originality/valueThe authors have contributed to the use of the source credibility model and PSI to identify the antecedents in determining how the homefluencer's effective sponsorship disclosure can positively activate ad recognition on millennial consumers' purchase intention in a crisis period from an international standpoint with the practical implications in post-COVID.
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The use of social media (SoMe) has spread worldwide among doctors, scientific societies, and researchers. SoMe offer a powerful platform to accelerate or create new contacts, spread scientific news, and increase visibility. A social media promotion strategy for cardiovascular medicine papers seems to be associated with increased online visibility and a higher number of citations. This effect is independent of the type of article and the total number of followers of the authors. Indeed, SoMe are democratic and even non-senior researchers may be popular on Twitter: your title is not as important as what you do on Twitter. Nevertheless, some physicians may be over-celebrated due to their presence on SoMe. This is why a new author index, the K-index, has been proposed. The K-index correlates the citations of a scientist with the number of Twitter followers. Even scientific journals and societies have recognized the importance of SoMe and in the last years they have appeared on SoMe with official accounts. Therefore, besides the classic impact factor, publishers now pay more and more attention to other parameters, such as the Altmetric score, which takes into account the number of citations, but also the number of downloads, mentions on SoMe, newspapers and tv news, web sites, and blogs. The COVID-19 pandemic has boosted the importance of SoMe for scientific content distribution, particularly for congresses. For all these reasons, it is important to understand the pros and cons of SoMe. It is also possible that SoMe will become a new education medium for continuing medical education.
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Considering the changes that the world is going through, since the emergence of the Coronavirus 'COVID 19' and the following versions of the same virus which has fast spreading behavior among all countries and sometimes worse health effects on the human. It seems that its economic and social repercussions will be significant and influential at the global and national levels, as the outbreak imposed by taking a set of precautionary measures and measures represented in 'isolation' with quarantine or social distancing and restaurant closures. These procedures cause poverty among workers in malls and restaurants and economical losses, so countries start to relax the lockdown. This work aims to propose some procedures in designing restaurants for reopening during the relaxation of lockdown to reduce human contact through designing a waiter robot moves by line follower approach in a restaurant to serve meals to customers and also designing a wireless network to send the customizers orders from the tables to the kitchen. © 2022 IEEE.
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This study aims to demonstrate the digital leadership roles of Turkish sports journalists on Twitter individually and institutionally. During the Post Covid-19 pandemic process, journalists from institutional newspapers gained more active visibility, particularly on Twitter. Unlike traditional leadership roles, digital leadership is measured more within the context of interconnected relationships with followers and interactions on Twitter. Along with engaging followers on Twitter and attempting to address their interests and needs, sports journalists also compile their institutional and personal opinions and post them on Twitter. For this reason, in the present study, we analyzed the Twitter accounts of five well-known sports journalists actively engaged in Turkey and their institutional newspapers for one month. Then, we compared their followers, interactions, and contents. Accordingly, although online posts of sports journalists were less (n = 922) than the institutions they were employed in, they contrarily received more online interaction (e.g., retweet, mention, like). While 51.82% of Twitter posts shared by sports journalists reflected their own opinions and comments, the remaining 48.18% were typically in the form of mentions and retweets. The interactions of the sports journalists with their followers, at a rate of 28.83% in particular, were a significant rate for satisfying their followers' informational, enquiring, and practical needs. Indeed, such an attempt plays a critical role in the adoption of digital leadership roles by the followers of sports journalists. Contrary to traditional leadership roles, the number of followers and interaction rate were the main factors to signify digital leadership;however, aspects such as institution, age, and economic and social statuses were insignificant in the adoption of sports journalists as digital leaders on Twitter. (C) CIKD Publishing
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This research asks: 'were there any objectively identifiable signals in the words leaders used in the early stages of the Covid-19 pandemic that can be associated with ineffective management of the crisis?' We chose to focus on the leaders of the two English-speaking nations that fared worst and best in the pandemic, the United States and New Zealand. By way of background and in order to contextualise the research, we compared and contrasted Trump's and Ardern's leaderships using the toxic triangle framework of destructive leadership. We then focused on the leader behaviour element of the triangle by using computerised text analysis (CTA) to analyse Trump's and Ardern's public pronouncements during the critical early stages of the pandemic. Based on a similarity index (S), we identified linguistic markers associated with destructive leader behaviours and negative outcomes (Trump) and non-destructive leader behaviours and positive outcomes (Ardern). We discuss future applications of these linguistic markers for the diagnosis both of incumbent and potential leaders' responses to crises management.
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Purpose This paper aims to examine the relation between resonant leadership (RL) and organizational citizenship behaviors while testing for the mediation effects of followers' resilience (FR) and gender as a moderating effect, all within the United Arab Emirates (UAE) business environment. Design/methodology/approach The paper uses cross-sectional data collected through a questionnaire from 467 employees working at various organizations in the UAE. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) software. The mediating and moderating effects were tested using Preacher and Hayes's (2008) macro models. Findings Results confirmed that RL positively affected employees' organizational citizenship behaviors (OCBs). It also confirmed the mediating role of FR between RL and organizational citizenship behavior. Gender moderated the relation between RL and OCB but not between RL and FR. Practical implications Managers can use RL styles to improve workers' resilience and OCB of employees, especially females. Originality/value It is important to understand the relation between such variables in times of crisis, such as the COVID-19 pandemic, where the relationship between the leadership style of the organizational managers and employees can greatly impact employees' behaviors and organizational performance.
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Purpose>The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine the manners of product placement by SMIs who have become “homefluencers” by their skills.Design/methodology/approach>This research applies a qualitative approach of thematic content analysis of a total of 49 micro and nano-homefluencer's contents in beauty fashion, clothing, workout-yoga, food and lifestyle sectors on Instagram.Findings>The findings of this study identify the main five themes of homefluencers by analyzing UGC in the new normal portraying both positive and negative comments incorporating four manners of product placement as a framework backed by two identified skills: relevance and relationship.Research limitations/implications>This research pioneers the study on how SMIs as “homefluencers” can adapt product placement skills in crises strengthening UGC by proposing a framework in the existing influencer marketing literature, where research is scarce.Practical implications>The findings of this research represent a guideline for effective SMI marketing development in the new normal and post-COVID. Based on the findings, recommendations are provided for the brand managers and influencers uplifting UGC blending skill of relevancy and relationship in product placement.Originality/value>The author has contributed to the body of research by qualitatively analyzing how “homefluencer's” product placement in a crisis period can manage consistency and humanitarian association amplifying UGC and the practical implications in post-COVID.
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Due to the global pandemic of Coronavirus 2019 disease (COVID-19), which began in late 2019, the world has changed and forced all human life to adapt by living in new forms, isolated from the community for both works and learning from their residences. COVID-19 disease undoubtedly has had an impact on the transportation ecosystem. Food, groceries, and even medications are delivered directly from restaurants to customers by deliverers, who can cause exposure and easily infect. Delivery solutions have been proposed and solved through the application of Internet of Things (IoT) knowledge to reduce customer-deliverer exposure. The Internet of Things concept can assist us in developing a mobility object or simulated car that operates without human intervention. The vehicle is programmed to run parallel to the surface of a continuous line, which is referred to as line following. Calibration of the line follower sensor is required to achieve a higher effective tracking accuracy under various conditions, such as line width or rough surface. This research examines and compares how the simulated car behaves when run on various linewidths in preparation for future application and development. © 2022 ACM.
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Drawing from social learning theory and the mobile advertising literature on key performance indicators (KPIs), two experiments examined the influence of peer users' conversion in mobile social commerce. Experiment 1 (N = 211, between-subjects [high vs. low number of “sold items”]) tested the effects of peer users' conversion, operationalized as the number of “sold items” in the seller's profile, on the seller-and-profile-related outcomes. The main effect of peer users' conversion was found such that high conversion induced greater cognitive and affective appraisals, higher seller credibility, a more positive profile attitude, greater perceived entrepreneurial talent of the seller, and stronger social commerce conversion intentions. The mediating effect of social learning (mainly affective appraisal) was found. Experiment 2 (N = 348, 2 [high vs. low number of “sold items”] x 2 [high vs. low “followers”] between-subjects factorial design) showed the interaction effects of the number of “sold items” (seller's sales performance) and the number of “followers” (seller's relationship performance) on cognitive and affective appraisals, seller credibility, and profile attitude. Moderated mediation analyses revealed that peer users' conversion exerts a positive impact on the outcome variables through cognitive and affective appraisals when the number of followers is high but not when it is low. © 2022 Elsevier Ltd
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Shortly after setting foot in the Santa Teresa de Jornet Nursing Home in Novelda, I had the real need to tell how that experience had changed my life in a certain way. It was so evident that colleagues and friends saw in me the flame of a passion for a job that I love deeply, nursing. Two very distinct ways of caring, but joined in content.
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Digital social networking platforms become the mechanism for fans and celebrities to have digital communication and interation. Marketers and celebrities may take advantage of this opportunity to promote merchandise to consumers and fans by leveraging the wishful identification and parasocial relationship between digital celebrities and their followers. This study investigates the effect of wishful identification on parasocial relationships, which then enhance behavioral loyalty and purchase intentions sequentially. An online survey was administered to 300 Vietnamese social network sites (SNS) users, who were following digital celebrities. The statistical results indicate that higher levels of wishful identification positively associated with higher levels of parasocial relationship, which then trigger higher levels of behavioral loyalty and purchase intention sequentially. This study therefore sheds light on fans’ behavioral loyalty with digital celebrities through their purchase identification during Covid-19 time. © 2021 CEUR-WS. All rights reserved.