In spite of the over 50 years which have passed since the original experiments conducted by Stanley Milgram on obedience, these experiments are still considered a turning point in our thinking about the role of the situation in human behavior. While ethical considerations prevent a full replication of the experiments from being prepared, a certain picture of the level of obedience of participants can be drawn using the procedure proposed by Burger. In our experiment, we have expanded it by controlling for the sex of participants and of the learner. The results achieved show a level of participants’ obedience toward instructions similarly high to that of the original Milgram studies. Results regarding the influence of the sex of participants and of the “learner,” as well as of personality characteristics, do not allow us to unequivocally accept or reject the hypotheses offered.
Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer‐firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.
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