- P-ISSN2765-6934
- E-ISSN2765-7027
- KCI
ISSN : 2765-6934
Vol.8 No.3
Abstract
Purpose - The purpose of current paper is to identify features of advertisements at social media that generate the ad-click and to further identify if these advertisements lead to purchase. If no purchase is made, then reasons for not making purchase are identified. Users' purchase experience after users clicked at advertisements are also studied. Research design, data, and methodology - Research design followed is exploratory research, where various factors leading to ad-clicks and generating purchase at social media platform were explored. Raw data was gathered by means of survey among a sample of 185 respondents in India using online structured questionnaire. GLM model and multinomial regression were used to analyze the data. Results - Several factors including endorsement by friends, advertisement aesthetics, product reviews, and aggressive pricing played major role in generating ad-clicks. Major impediment to purchase on were product misrepresentation in advertisement, false discounts, and site security. Female users clicked more on social media advertisements and made more purchases compared to their male counterpart. Conclusions - Social media advertisements have significant positive effect on buying behavior of online customers. Transactions culminating from social media ad-click generated significant positive experience for social media users. Thus, social media can be effective marketing tool.
Abstract
Purpose - This study examined workplace bullying as a situational antecedent of workaholism and burnout as a consequence of workaholism and explored the mediating role of workaholism and the moderation effect of perceived organizational support. Research design, data, and methodology - This study collected data from 319 employees in South Korean companies through a survey method. Results - First, job-related bullying promotes a compulsive and excessive drive to work. However, person-related bullying was positively related to the tendency to work excessively hard. Second, only working excessively shows positive relationship with only exhaustion excepting cynicism. Third, although bullied employees may reserve their personal resources through workaholism in short time, it drives them to be workaholic, which leads them exhausted in turn. Finally, perceived organizational support decreases the effect of job-related bulling on both of working compulsively and working excessively. Conclusions - First, this study suggests workplace bullying as a situational antecedent and verify burnout as a consequence of workaholism. Second, it investigate the mediating role of workaholism and the moderation effect of perceived organizational support. Practically, When they find workaholic employees, they should investigate if workplace bullying exists through face-to-face talk. If necessary, they should decide personal transfer to the other department or work team.
Abstract
Purpose - The purpose of this study is to analyze the comparative financial performance of outsourcing and vertically integrated corporations from Footwear and Apparel industry. Research design, data, and methodology - Secondary data is collected from the published audited annual reports of the footwear and apparel corporations listed on stock exchanges globally. In the current study, 40 footwear firms have been opted that include 20 vertically integrated and 20 outsourcing firms. The sample is distributed into two groups based on threshold up-to 50 percent respectively outsourcing and vertically integrated companies. Sample independent t-test is applied to compare the financial performance of outsourcing and vertically integrated firms. Results - Based on the investigation of 10 years’ data of financial ratio, the results of the study show that there is significant difference between outsourcing and vertical integration strategy on return on assets, return on equity while insignificant difference has found with profit margin. Conclusions - The findings of the current study indicates that there is significant difference between the financial performance of outsourcing and vertically integrated firms in terms of return on asset, return on equity and insignificant difference in terms of profit margin.
Abstract
Purpose - This study focused on the attitude differences towards harmony-focused Ad and uniqueness-focused Ad, also those towards brand advertised in each of the two type Ads between self-construals. Research design, data, and methodology - Main survey was conducted online with the people in China, and collected 107 data through harmony Ad questionnaire and 109 data through uniqueness Ad questionnaire. Anova and t-test were used to verify hypotheses. Results - First, More positive attitude towards harmony-focused Ad and the brand in it there was at interdependent Chinese consumers than at independent Chinese consumers. Second, the independent Chinese consumers and the interdependent Chinese consumers did not form significant attitude difference towards uniqueness-focused Ad. However the independent Chinese consumers showed more positive attitude towards the brand in the uniqueness-focused Ad than the interdependent Chinese consumers. Conclusions - By highlighting the attributes of Chinese consumers' self-construal, to appeal to interdependent Chinese consumers, marketers should develop harmony-focused advertisement, and they should appeal to independent Chinese consumers by using uniqueness-focused advertisement. However the harmony might be pursued as the main content in the overall environment by Chinese people. Therefore it is necessary for the marketers to consider the harmony even when appealing them by emphasizing the uniqueness.