1,720,961 research outputs found
What drives influencer's impact
No full textWord-of-mouth drives consumer attitudes and choice, but not all products and services are naturally discussed. Consequently, companies have started using influencers to generate awareness and drive purchase. But while some influencers' posts get lots of engagement and boost sales, others do not. What makes some posts more impactful? The present dissertation work leverages a multimethod approach (combining automated text, image, and video analysis of thuousands of social media posts with controlled experiments) to examine how features like the language influencers use, and the images they post, shape their impact. The first essay investigates sensory language (e.g., "tasty"), the second essay examines language arousal (e.g., "AMAZING!!"), and the third essay examines social tie presence (e.g., appearing with someone else) in photos. The findings shed light on what drives word-of-mouth, the psychology of social influence, and strategies for developing more effective social media content
Too good to be true! The effects of number of followers and language intensity on consumer responses to influencers’ sponsored content
Full text linkMarketers increasingly enlist influencers to spread information about brands, products and services. However, it remains unclear what, how, and when the influencer perceived credibility is affected. Drawing on language expectancy theory, this study offers a granular assessment of the language intensity effects on consumer responses to sponsored content. Three online experiments demonstrate the joint impact of number of followers (micro vs. macro influencer) and language intensity (moderate vs. high) on influencer credibility. Specifically, results suggest that the use of high intensity appeals enhances micro influencer credibility but reduces macro influencer credibility. The findings shed more light on how verbal elements affect consumer responses to influencer marketing and thus offer guidance to influencers for developing
more effective communication strategies in social media marketing campaigns
Green practices and operational performance: The moderating role of agility
No full textThis research paper seeks to verify how the impact of green practices on operational performance can be improved when firms are agile. In fact, agility can offer original and effective contributions to make the firms' operations greener. Using a combination of statistical techniques, our analysis develops in two steps. First, it investigates the relationships between green practices and operational performance; second, it verifies the moderating role of agility within the aforementioned relationships. The findings of the first step are twofold: 1) firms can enjoy increasing levels of operational performance when focusing on green practices linked to the circular economy, specifically: recycling, recovery, and reuse; 2) eco-materials and green packaging do not have any significant impact on operational performance. In the second step, our findings suggest that agility can completely reverse the impact of green practices on operational performance. In fact, when agility plays a moderating role, recycling, recovery, and reuse do not provide any significant impact on operational perfor-mance, while eco-materials and green packaging have a positive influence on firms' operations. Accordingly, firms seeking to improve their operational performance through green practices should focus their investments on the capability to be agile
From Gram to Groove: deciphering music festival vibes on social media for ticket triumph
No full textHow Argument Numerosity Shapes Firm-Generated Content Effectiveness
Full text linkDespite the growing popularity of firm-generated content (FGC), defined as product-oriented communication that an organization initiates on its official social media pages, there is persistent uncertainty about its effectiveness. Some posts elicit positive responses while others do not, which raises questions about what firms can do to improve social media user responses to FGC and achieve their business goals. This research demonstrates that the number of arguments (i.e., the product attributes listed in the promotional message) included in FGC tends to benefit utilitarian products more than hedonic ones, which has systematic effects on users' perceptions of and responses to the FGC. In the contexts of FGC, argument numerosity can be effective in mitigating the tension and uncertainty related to online shopping (due to psychological risk), but we argue this is only the case for utilitarian products and not for hedonic ones. To test our predictions, we present five studies that represent a mix of controlled experiments with fictitious Instagram posts and an automated text analysis, on Twitter, of thousands of real branded tweets. As predicted, the results demonstrate that argument numerosity reduces the perceived psychological risk (manifested in the uncertainty and tension associated with typical social commerce behaviors), which in turn enhances users' engagement with FGC and purchase intention—but only for utilitarian products. These findings have important implications for firms and managers looking for actionable insights on how to improve the effectiveness of their FGC
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Collaborative Recommendations with Deep Feed-Forward Networks: An Approach to Service Personalization
No full textThe aim of this article is to discuss an advanced approach to recommendation systems, based on the adoption of Deep Feed-Forward Neural Networks. Recommendation engines are data-driven infrastructures designed to help customers in their decision-making process, and nowadays represent the “state of the art” in designing smart and personalized services, in accordance with the new customer-centric perspective. For this purpose, we followed a quantitative methodological approach, comparing the predictive ability of traditional “Collaborative” recommendation algorithms, like the k-Nearest Neighbors (k-NN) and the Singular Value Decomposition (SVD), with Feed-Forward Neural Networks; given these assumptions, we finally demonstrated that a “Deep” Neural architecture could achieve better results in terms of “loss” generated by the model, laying the foundations for a new, innovative paradigm in service recommendation science
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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