Purpose Young consumers are increasing using electronic word-of-mouth (eWOM) in travel social networking sites to make purchase decisions. This paper aims to test the extended Information Adoption Model (IAM) that places perceived usefulness and information adoption as consequences of argument quality, source credibility, information quantity and emotive word comprehension, and as an antecedent of purchase intentions. Design/methodology/approach Data are collected through survey questionnaire from 405 hotel young customers in Malaysia, who had experienced travel social networking sites. The hypothesized relationships were analysed using structural equation modelling. Findings The results show that argument quality, source credibility, information quantity and emotive word comprehension have positive effect on the perceived usefulness of eWOM. Perceived usefulness has positive influence on the information adoption of eWOM, which in turn predicts the young consumers’ purchase intentions. Research limitations/implications The present study strengthens and advances the existing literature on tourism, social media and marketing by offering an extension to the IAM. The proposed extended model of IAM is verified and applied effectively in the context of eWOM for travel social networking sites. Practical implications Practitioners and marketers of travel social networking sites can improve the usability and effectiveness of eWOM to attract more young consumers. Originality/value The study contributes to the extension of IAM by adding information quantity and emotive word comprehension. This research validated the significant roles of eWOM argument quality and source credibility in predicting the information usefulness of eWOM.
Purpose This study aims to examine live streaming experiences of business students’ at the tertiary education level, and how the use of this interactive platform satisfies their affective, cognitive, social and hedonic needs in learning. Likewise, it explored the influence of live streaming class on the learning outcome needed in achieving self-directed learning. Design/methodology/approach Drawing on the uses and gratifications theory, a conceptual framework was developed to discover the impact of interactive live streaming platform in meeting learners’ needs required for self-directed learning. A survey was conducted with a sample of 402 business undergraduate students from 5 universities. Data was analyzed with covariance-based structural equation modeling. Findings This study confirmed that learners’ gratifications gained from live streaming encouraged them to collaborate with the instructors in meeting the learning outcomes. The findings also supported that the interactive nature of live streaming offers the opportunity for students to learn independently. Thus, it sheds new light on how a live streaming learning environment can be further developed in promoting self-directed learning. Originality/value This study offers a novel understanding of live stream class adoption by examining learners’ needs from a uses and gratification perspective. It also contributed new insight to the existing literature on live streaming technology use in education to promote self-directed learning.
Purpose The aim of this study is to examine the experiences of business students on case method coaching for problem-based learning and its influence on student engagement and learning performance in the context of Malaysian private higher education.Design/methodology/approach This study applied quantitative method with a self-administered questionnaire survey was used to collect data from 410 undergraduate business students from five top private universities in Malaysia using convenience sampling. Structural equation modelling (SEM) was used to analyse the data, and five hypotheses were tested.Findings The findings reported that learning assessments, analytical skills, interpersonal skills and interdisciplinary learning have significantly influenced student engagement. Student engagement is positively correlated to the learning performance. Overall, the business students have positive perception on the case method coaching approach for problem-based learning as an effective learning tool in classroom. The case method coaching is able to garner students' interest in learning, improve engagement with peers and educators and enhance their learning performance.Practical implications Higher education institutions can leverage on effective planning and implementation strategies for case method coaching for problem-based learning through more effective coaching strategies, enhance education curricula, allocation of adequate resources, and qualified and trained business educators as coaches.Originality/value The present study provides new insights on coaching in business education. This study developed a new framework integrating features of case method coaching and problem-based learning to the outcomes of student engagement and learning performance within the context of business education.
PurposeSocial media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement dimensions comprising social interaction, sharing of information, surveillance and information quantity are tested as antecedents to relationship quality. Relationship quality is examined as antecedents to brand image and brand loyalty.Design/methodology/approachData are obtained through survey questionnaire from 410 undergraduate and postgraduate students from six HEIs in Malaysia. Structural equation modelling was applied for data analysis.FindingsThe findings of this study reveal that social interaction, sharing of information, surveillance and information quantity have positive effect on relationship quality. Relationship quality has significant positive influence on brand image and brand loyalty, respectively.Originality/valueThe study contributes to the extension of social exchange theory through the development of an integrative framework of social media engagement (exchange) needed for improving relationship quality (relational responses) and brand performance (behavioural outcomes) in the HEM.
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