Science (Universidade Europeia)
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El papel de lapasión y la autoeficacia en las actividades emprendedoras en la economía gig: Un análisis de aprendizaje automático no supervisado con modelación temática
No full textThis research examines passion and self-efficacy through experience and knowledge, as motivational factors that
support entrepreneurs within the gig economy (GE). It sheds light on entrepreneurs’ sources of passion in the GE
literature. The sample is composed of all the 1164 entrepreneurship activities offered worldwide through Airbnb,
Tour by Locals, and Withlocals on 5 May 2022. The study is supported by unsupervised machine learning models
and seeks to find latent topics emerging from the analysis of the entrepreneurs’ descriptions and exposes the
main correlated clustered dimensions. There are six main motivators behind GE platforms as a first step toward
entrepreneurship: Experience, Passion for share, Knowledge, Classic traditions, Empowered community and local
activities, and Well-being. It also confirms the correlation between passion and self-efficacy through experience,
pointing them as main factors behind entrepreneurship in the GE. Five of the six sources of passion previously
pointed by theory were found: Passion for growth, for people, for product/service, for innovation and for social
mission. This study discloses self-efficacy and the sources of passion and points directions to practitioners
involved in entrepreneurial activities in the GE ecosystem. This work used machine learning models to access
quantitatively a paradigm that is inductive by nature. The results point to well-being as a significant factor to be
addressed in future research regarding entrepreneurship. This research only studies individuals involved in the
GE; as such, further studies should cohort new populations from different fields
Innovative digital marketing in business
No full textInnovative digital marketing strategies are essential for businesses to stay competitive and reach their target audience effectively in the digital age. Augmented reality and virtual reality can provide immersive and interactive experiences for customers. Businesses can use these technologies for product demonstrations, virtual showrooms, or interactive advertising campaigns. User-generated content and influencers can help you reach a wider audience and build trust with their followers. Highlight your company's commitment to social responsibility and sustainability in your marketing efforts. Innovation in digital marketing involves staying updated with the latest technologies and trends and being willing to experiment with new strategies. Based on the above, it is intended to systematically review the bibliometric literature on how Innovative digital marketing in business uses the Scopus database with the analysis of 106 academic and/or scientific documents
Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism
No full textPurpose: The lesbian, gay, bisexual, transgender, queer, intersex and others (LGBTQI+) movement has been the focus of companies that seek to win over consumers by supporting diversity. Any positioning, however, that is not perceived as being consistent and genuine can harm the brand's image. Through a queer theoretical perspective, the authors explore perceptions of LGBTQI+ consumers regarding brand activism. Design/methodology/approach: Qualitative research was carried out that involved interviewing Brazilian consumers who are part of the LGBTQI+ community. Findings: Aspects of the identity of these individuals draw closer to those brands that share the same values the individuals have. Brand activism is perceived positively in terms of the brand's representativeness and social impact. When activism is perceived as inauthentic, activism generates a backlash and consumers begin to boycott brands as the consumers associate positioning with woke-washing practices. Originality/value: The results indicate that to adopt an activist stance with regard to the LGBTQI+ public, brands need to be consistent in the brands' communication and advertising and in brands' organizational culture and diversity. This research provides important indicators for brands that genuinely want to support the LGBTQI+ community and is the first to use queer theory to analyze brand activism
COVID-sumers: Consumers’ feelings due Covid-19 pandemic in Brazil and potential implications for services marketing
No full textPurpose – The changes in the service context due to COVID-19 have challenged service marketers to
understand and react to consumers’ feelings that impact their shopping behavior in services. Moreover,
consumers had to face a challenging situation with an impact on mental health. This study aims to assess the
impact of spirituality and compassionate love as coping mechanisms that might increase hope, which, in turn,
decreases anxiety. Hope also mitigates the impact of fear on anxiety. The authors also investigate the mediate
effect of hope in its relationship to spirituality and well-being during the pandemic in Brazil and its potential
impact on services marketing.
Design/methodology/approach – To investigate the relationship between fear, anxiety, hope,
compassionate love, spirituality and well-being, the authors conducted an online survey with 469 Brazilians
who had been in quarantine for more than 45 days. To conduct the investigation, the authors used a purposive
sampling to reach respondents due to the exceptional situation of the COVID-19 pandemic.
Findings – Using a structural equation model, the authors found that hope is a mediator with a buffer effect
on the relationships between anxiety and fear and between spirituality and anxiety. Moreover, the authors
found that hope mediates the relationship between spirituality and well-being, leading to greater levels of
well-being. Service companies in general can benefit from using these findings to better manage their
relationships with consumers during and after COVID-19 pandemic.
Research limitations/implications – The sample included only Brazilian respondents, and prepandemic
well-being was not measured.
Originality/value – There is evidence that traumatic events (e.g. war) influence feelings and consumer
behavior. The findings suggest that the adoption of practices related to spirituality during an extreme,
stressful situation has an influence on people’s hope and potentially mitigates anxiety. Increasing spirituality
and hope can also benefit perceptions of well-being. Besides, in this context, the authors recommend that
service providers communicate unobservable elements in a transaction (e.g. care, safety) by providing
observable signals of spirituality and hope to reduce negative emotions
Cyber resilience and healthcare information systems, a systematic review
No full textThe systematic review reported by this article aimed to analyze and synthesize state-of-the-art studies focused on the cyber resilience of healthcare information systems, namely in terms of (i) their purposes and (ii) methods being used to validate the proposed solutions. An electronic search was conducted, and 14 studies were included in this systematic review after the selection process. The research related to cyber resilience in the context of healthcare information systems is relatively recent and it is increasing, and according to the findings five different purposes were identified: (i) strategies to improve the cyber resilience of healthcare information systems; (ii) methods to design cyber resilient healthcare information systems; (iii) risk assessment; (iv) cyber resilience frameworks; and (v) development of cyber resilient healthcare information systems. Moreover, the solutions reported by the included articles present a low maturity level, which means that further research is required to increase the cyber resilience of healthcare information systems that constitute critical assets of the healthcare provision
Chromatic symbolic language and color blindness: A comparative analysis in advertising
No full textThe present research explores the impact of chromatic symbolic language as a mutable sign in advertising communication on the condition that can affect the perception of an interpreter with color blindness. It is noteworthy that colors play a crucial role in perceptual response and are essential tools in advertising. However, it is important to emphasize that vision is the most reliable sense for humans and is fundamental in advertising, even though approximately 90% of communication uses color as a visual means to convey information. It is estimated that around 350 million people worldwide have some degree of color blindness. The determination of the results was achieved through (1) the use of artificial intelligence to generate information and speculate symbolic processes, including messages, images, and colors; (2) in-depth interviews; and (3) the creation of a comparative analysis based on the semiotic knowledge of C.S. Peirce. In this way, the results allowed for the identification of points of interference in the perception of advertising pieces, contributing to a more detailed understanding of the different perspectives of the individuals involved in the study
Engagement and creativity in gamified remote codesign workshops: A comparison experimental study
No full textThe co-design approach is increasingly popular in facilitating the interchange of knowledge among multiple stakeholders. However, a new challenge emerged during the post-pandemic era when working from home became normal: how to facilitate co-design workshops remotely? The gamification tools, which involve the use of game elements in non-game contexts, appear to be a promising solution for re-engaging teams in online co-design workshops. To investigate this potential, we conducted an explorative experiment in an educational co-design setting with 46 Master’s students participating. By comparing the use of an online gamification tool ‘ideaGardener’ in the gamified workshops with an ad hoc ‘non-game’ tool in the comparison non-game workshops, we found that participants experiencing gamified workshops reported significantly higher levels of engagement. Moreover, we invited five experts to rate all the developed concepts from these workshops regarding the students’ performance of creativity. The results indicated that the concepts developed from the gamified workshops were acknowledged by the experts as having more novelty. This article provides practical implications that suggest the use of gamification tools in remote co-design workshops to achieve a higher level of participant engagement and more novel outcomes. It also discusses several educational implications based on the educational experimental context
Tourism in the metaverse: Opportunities and challenges
No full textMetaverse tourism is an emerging concept that refers to the practice of exploring and experiencing virtual worlds and digital environments. It offers a wide range of immersive experiences, social interactions, and exploration opportunities. In the metaverse, tourists can visit and interact with various virtual destinations, which can be designed to replicate real-world locations, historical periods, fantasy realms, or entirely new and imaginative landscapes. Tourists can embark on virtual adventures, solve puzzles, or participate in multiplayer games with people worldwide. It is important to note that the metaverse concept is still evolving, and the extent of its development and adoption may vary over time. However, as technology advances and virtual experiences become more immersive, metaverse tourism will likely become an increasingly popular and accessible form of travel and exploration. Based on the above, the authors intend to systematically review the bibliometric literature on tourism in the metaverse using the Scopus database with the analysis of 75 academic and/or scientific documents
The unified tradeoff model
No full textEvidence is steadily mounting that attribute-based models offer a more accurate description of intertemporal choices than traditional alternative-based models. Among the attribute-based models, the tradeoff model offers the broadest coverage of research findings, but at the cost of considerable complexity: There now are various instantiations of the model dealing with partially overlapping universes of choice options and preference patterns. Moreover, there are reports of preference patterns in intertemporal decisions about monetary losses that contradict all attribute-based models proposed so far. Taking stock of these core challenges, and all other evidence, we develop an account of intertemporal choice, the unified tradeoff model, that is simpler, yet more comprehensive, than all currently available versions of the tradeoff model taken together. It borrows extensively from its predecessors, but it introduces a new element, time bias, that enables it to accommodate an extraordinarily broad range of preference patterns, and also generate new predictions that contradict all existing models of intertemporal choice. We report four studies that test and confirm its predictions regarding delay, interval, sign, and magnitude dependence in choices between single-dated outcomes, and a fifth study that tests and confirms its predictions regarding the relation between delay preference in choices that only involve single-dated payments and duration preference in choices that also involve sequences of payments. Having subjected the unified tradeoff model to an elevated risk of disconfirmation, we discuss its parsimony and scope in relation to yet other phenomena, most notably, preference patterns in consumption decisions, the final frontier for attribute-based models
Understanding the dynamics of customer satisfaction and repurchase intentions in the era of platform service supply chain: A case study of Foodpanda in Pakistan
No full textThis study investigates the evolving restaurant sector in
Pakistan, highlighting the significant role of Platform Service
Supply Chains (PSSC) facilitated by food ordering apps like
Foodpanda. Understanding PSSC is essential for businesses to
thrive in the digital age and effectively manage the dynamics of
digital service delivery. Foodpanda exemplifies a complex multistakeholder
ecosystem that involves intricate technology integration,
logistics challenges, robust data management, and
a continuous need for innovation in a competitive market. This
research aims to identify the key factors driving customer satisfaction
and repurchase intention in this dynamic environment,
acknowledging the transformative impact on consumer behavior.
It also examines how health consciousness and food safety
concerns influence these relationships in Pakistan. The study
employs an integrated model based on the Theory of Planned
Behaviour (TPB) and the Unified Theory of Acceptance and Use
of Technology (UTAUT), collecting data from a convenient sample
of Foodpanda app users. Using structural equation modeling,
the findings highlight critical determinants such as effort
expectancy, perceived usefulness, information quality, perceived
risk, social influence, and trust in shaping customer
satisfaction. This satisfaction, in turn, positively affects repurchase
intention. Importantly, the study reveals that health consciousness
and food safety concerns negatively impact the
positive relationship between customer satisfaction and
repurchase intention. The paper contributes theoretically by
exploring customer behavior intricacies within the PSSC framework
and offers practical insights for researchers and professionals
in the food app industry. However, it acknowledges
limitations, such as the use of a convenient sample, and suggests
avenues for further research in this growing field