This study builds on the innovation management and organizational knowledge networks to examine the user interactions in an intra‐organizational innovation platform of a Norwegian telecommunications operator, as well as the influence of user interactions on idea development. Although current studies mainly focus on user interactions and idea quality in innovation processes, little attention has been paid to the layered nature of user interactions that impact on idea development. Data from an intra‐organizational innovation platform, called Explorathon, was used in an exploratory study, with a mixed‐methods approach. For 10 days, 3200 employees posted 390 ideas, with 1435 comments. Results show that employees communicated through the innovation platform with 11 interaction types, eight contribution types and three collaboration types. The findings demonstrate that diverse platform interactions coexist and have a diverse impact on ideas. The authors suggest three types of contribution qualities—passive, efficient and balanced—that reflect the degree of meaningful interactions around an idea. The contribution qualities are only indicative of the content of interactions and they complement other evaluation metrics of the innovation platform. The findings also suggest that the user roles of idea contributors and platform moderators or facilitators are significant in maintaining interactions and weighted contributions over time. The study has implications both for research and practice.
The objective of this article is to show the effects of the use of Free Association Technique on the elicitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms. The use of Western techniques for eliciting brand emotions may prove challenging for marketers in East Asian markets because of the different styles of thinking and feeling of consumers in the West versus East Asia. This investigation focuses on the role of visual context (individual vs social), in which brands are presented when eliciting brand associations in the West and in East Asia. The study shows that elicitation context significantly influences the type of brand emotions and functional associations across two distinct cultures: Norway and Thailand. Consumers’ self-construal and thinking style mediate the effects of culture, as interdependent self-construal and holistic thinking explain more context-dependent brand emotions generated by Thai than Norwegian consumers. This research has important implications for studying and managing brand associations and emotions across markets. The traditional view of brands as possessing abstract, stable associations, and emotions should be reconsidered in the East Asian cultural context. Marketing managers should adapt established Western elicitation techniques to the characteristics of East Asian consumers to increase their validity.
Purpose The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences. Design/methodology/approach The study uses factorial between-subjects design. Random samples of the populations were solicited from the panels of an international data provider in Norway and Thailand. Findings This research shows that Thai consumers experience more positive socially engaging and disengaging brand emotions and fewer negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers. Research limitations/implications The results highlight the importance of incorporating social orientation of emotions and adverting context in cross-cultural studies of brand emotions. The finding that Thai consumers (relative to Norwegian) experience higher levels of atypical for their culture – positive socially disengaging brand emotions requires further research. Practical implications The findings suggest that advertising stimuli need to be adapted to the cultural context. Marketing managers should use extensive pretesting in culturally distinct markets to make sure that advertising evokes brand emotions in line with the strategy. Originality/value Despite extensive research on brand emotions, extant studies on brand emotions across cultures are limited. This study is among the first to advance the understanding of how social orientation of emotions and advertising context underlie experience of brand emotions across cultures.
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