Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known about why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literatures. Empirical results reveal perceived usefulness and visibility as important factors that drive adoption intention, suggesting that smartwatches represent a type of 'fashnology' (i.e., fashion and technology). The magnitude of these antecedents is influenced by an individual's perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed.
Research Highlights:The present study focuses on the knowledge acquired from social media channels leading to brand innovation.Brand innovation is affected by both knowledge acquisition from social media and market orientation (pro-and reactive).Social media strategic capability acts as a moderator between knowledge acquisition, market orientation, and brand innovation.On social media, a customer's needs can be identified more comprehensively than that of the traditional setting.The context of social media provides a different set of rules for competition and strategic behavior.
AbstractThe study examines the relationships between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China's online technology industry.Analysis of 357 online technology ventures, created during the past 6 years, suggests that brand innovation is affected by both knowledge acquisition from social media and market orientation. Social media strategic capability positively affects brand innovation and acts as a moderator between knowledge acquisition, market orientation, and brand innovation. It further enhances both types of market orientations in achieving brand innovation, suggesting that on social media, a customer's needs, both expressed and latent (or unexpressed), can be identified more comprehensively than that of the traditional setting.Hence, the context of social media provides a different set of rules for competition and strategic behavior, which online technology ventures should note. Implications are useful to improve the current understanding of social media brand innovation strategy, here in China's dynamic social media scene.
Exploring the corporate image formation processPurpose (mandatory) Diminishing trust in managers has created increasingly negative perceptions towards corporations. Stakeholders are constantly evaluating and scrutinizing corporations to determine their trustworthiness and authenticity. To develop their perceptions towards these corporations, stakeholders rely on the key role of corporate image.In the present study, we investigate the complex relationships between corporate image, corporate reputation, corporate communication, and corporate personality. These concepts form a corporation's image formation process. We demonstrate the need to explore this formation process further in order to develop a more holistic definition of corporate image.Design/methodology/approach (mandatory) Radley Yeldar (RY), the communications agency collaborating in this research, facilitated 15 interviews with their employees. Using a semi-structured interviewing method, discussions were guided towards the topic of corporate image among the respondents.
Purpose -This paper develops a framework that links the concepts of place branding, place image, and place reputation. Focusing on the antecedents and outcomes of place branding in the context of an emerging country, namely Iran, the model further examines critical moderation variables.Design/methodology/approach -A qualitative approach was undertaken, comprising face-toface in-depth interviews with fifteen respondents, involved in communicating about their country for various purposes such as encouraging tourism, promoting exports, and attracting investments. Based on analysis of the qualitative data, a comprehensive framework for place branding was formulated.Findings -Findings indicate that the key indicators of identifying a place brand come under two headings, namely national culture (country's name, country's brand, country attributes, social changes, geography and environment, people, culture (history, language, etc.), and infrastructure (security, economic condition, technological advancement, tourism development goals, place marketing and promotional strategy), which influences on the favorability of place branding. In addition, five main moderators of the outcomes of place branding were identified, namely, political perception, social media and news, place awareness, place association, and tourism experience.Practical implications -Effective place branding could help a country attract tourists, visitors, traders, and investors. Place branding should be considered a constructive tool that can be successfully applied to managing a country's image.Originality/value -Place branding has received little attention in the context of emerging markets. This is the first known study undertaken with a view to understand and develop a place branding model that links with place image and place reputation in an emerging country. The study identifies twelve antecedents of place branding and five important moderators. Findings will help policy makers, country brand managers, and communication professionals more generally who deal with a country's image and reputation and those involved in improving the tourism industry in Iran.
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