Social Media, Quo Vadis? Prospective Development and Implications

Insights into How Vietnamese Retailers Utilize Social Media to Facilitate Knowledge Creation through the Process of Value Co-Creation

Social media usage is a direct result of Internet connectivity and is gaining increased prominence in business-to-consumer (B2C), business-to-business (B2B), and consumer-to-business (C2B) relationship building, which is allowing marketers to devise and implement digital marketing strategies that are perceived as enhancing a customer’s well-being. Through the process of utilizing social media (SM) to share information with consumers, marketers are affording themselves with the concept of value co-creation and ensuring that the development of knowledge is given priority. To explain how this happens in an emerging economy, in-depth personal interviews were undertaken with the owners of five retail fashion companies in Vietnam. The findings indicate that fashion retail companies in Vietnam are deploying digital marketing strategies that deliver perceived enhanced value to consumers through the process of value co-creation. This highlights the advantage of using SM in relation to increasing retail staff’s ability to convert information into usable resources such as intelligence and knowledge. By achieving knowledge conversion, retail staff fulfill the role of ‘knowledge broker’ and ‘knowledge connector’, and identify how organizational intervention, such as new operating structures, can help to deliver perceived enhanced value to customers.

Comparing virtual political campaigns with traditional political campaigns: evidence from Kuwait during the COVID-19 pandemic

Purpose

This study aims to focus on how virtual campaigns are affecting voters in the elections of Kuwait, as well as whether such virtual campaigns will replace traditional campaigns in the post-COVID era.

Design/methodology/approach

This qualitative research adopts a purposeful sample when selecting participants from candidates and the managers of electoral campaigns in Kuwait. Fifteen participants were selected, which has been sufficient to achieve data saturation, and then, textual data were collected via semistructured interviews from 15 candidates and the managers of electoral campaigns in Kuwait during the COVID-19 pandemic.

Findings

The findings indicate that candidates preferred using virtual campaigns which enabled them to reach voters during the time of COVID-19’s lockdown. Majority of responses underlined that social media platforms do direct political messages to the voters. Hence, social media platforms should be perceived as preferred medium for communicating with supporters, especially in the post-COVID-19 era. However, some responses uphold the importance of keeping traditional political campaigns due to the peculiar nature of the Kuwaiti community where there is a need for socialization and meeting face-to-face with voters.

Originality/value

This research provides a new evaluation about the role of virtual political campaigns in Kuwait. It highlights the crucial and increasing role of virtual political campaigns in attracting voters; nevertheless, it found that virtual campaigns should be used as addendum to conventional political campaigns in the post-COVID-19 era in Kuwait.

Adopting wearables to customize health insurance contributions: a ranking-type Delphi

Background

Wearables, as small portable computer systems worn on the body, can track user fitness and health data, which can be used to customize health insurance contributions individually. In particular, insured individuals with a healthy lifestyle can receive a reduction of their contributions to be paid. However, this potential is hardly used in practice.

Objective

This study aims to identify which barrier factors impede the usage of wearables for assessing individual risk scores for health insurances, despite its technological feasibility, and to rank these barriers according to their relevance.

Methods

To reach these goals, we conduct a ranking-type Delphi study with the following three stages. First, we collected possible barrier factors from a panel of 16 experts and consolidated them to a list of 11 barrier categories. Second, the panel was asked to rank them regarding their relevance. Third, to enhance the panel consensus, the ranking was revealed to the experts, who were then asked to re-rank the barriers.

Results

The results suggest that regulation is the most important barrier. Other relevant barriers are false or inaccurate measurements and application errors caused by the users. Additionally, insurers could lack the required technological competence to use the wearable data appropriately.

Conclusion

A wider use of wearables and health apps could be achieved through regulatory modifications, especially regarding privacy issues. Even after assuring stricter regulations, users’ privacy concerns could partly remain, if the data exchange between wearables manufacturers, health app providers, and health insurers does not become more transparent.

How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand attitude. To accomplish this, this research was developed using a quantitative methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses were tested by a structural equation modeling (SEM). A questionnaire was applied to Portuguese consumers who use the “Nike Run Club” application, from which 203 valid responses were received. The results confirm the influence of social circles and their impact on the intention to interact with the brand. For theoretical contributions, this research contributes to the existing literature and academic knowledge in the areas of marketing and gamification, providing a suggestion for the TAM model to be used in this type of research. It also contributes to a better understanding of the relationship between gamification and marketing, demonstrating that the use of gamified applications as engagement tools can have a positive impact on the brand attitude. On the practical side, it contributes as a consultation tool for brands, application designers, and marketers when defining engagement strategies, allowing a better understanding of the factors that may or may not influence the public’s relationship with the brands and what dynamics they should use in the development of new Gamified marketing solutions.

Symmetric and Asymmetric Data in Solution Models

This Special Issue covers symmetric and asymmetric data that occur in real-life problems. We invited authors to submit their theoretical or experimental research to present engineering and economic problem solution models that deal with symmetry or asymmetry of different data types. The Special Issue gained interest in the research community and received many submissions. After rigorous scientific evaluation by editors and reviewers, seventeen papers were accepted and published. The authors proposed different solution models, mainly covering uncertain data in multi-criteria decision-making problems as complex tools to balance the symmetry between goals, risks, and constraints to cope with the complicated problems in engineering or management. Therefore, we invite researchers interested in the topics to read the papers provided in the Special Issue.

Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption

Small and medium enterprises (SMEs) have become a vibrant and dynamic sector of the world economy. Information technology plays a vital role in improving the productivity and competitiveness of SMEs. The dynamic business environment has brought fierce competition among SMEs and, therefore, requires the owners to interact with internal and external members actively. Hence, this study aims to investigate the impact of technology, organization, and environment as important factors in the performance of small and medium-sized enterprises. It also examines the mediating role of social media adoption. Items were developed to measure the various purposes of social media use in organizations, which contribute to increasing the measurement of social media usage. For the empirical investigation, this paper used a closed-ended questionnaire. Using a quantitative method, we observed 423 responses through structural equation modeling. The findings of the study indicate that technology, organization, and the environment play effective roles for SME performance. More importantly, social media adoption positively mediates the relationship between technology, organization, environment, and SME performance. The study also helps organizations realize the advantages of using social media and specifies the rationale behind an organization’s investment in social media.

Risk Perceptions on Social Media Use in Norway

Social media are getting more and more ingrained into everybody’s lives. With people’s more substantial presence on social media, threat actors exploit the platforms and the information that people share there to deploy and execute various types of attacks. This paper focuses on the Norwegian population, exploring how people perceive risks arising from the use of social media, focusing on the analysis of specific indicators such as age, sexes and differences among the users of distinct social media platforms. For data collection, a questionnaire was structured and deployed towards the users of multiple social media platforms (total n = 329). The analysis compares risk perceptions of using the social media platforms Facebook (n = 288), Twitter (n = 134), Reddit (n = 189) and Snapchat (n = 267). Furthermore, the paper analyses the differences between the sexes and between the digital natives and non-natives. Our sample also includes sufferers of ID theft (n = 50). We analyse how account compromise occurs and how suffering ID theft changes behaviour and perception. The results show significant discrepancies in the risk perception among the social media platform users across the examined indicators, but also explicit variations on how this affects the associated usage patterns. Based on the results, we propose a generic risk ranking of social media platforms, activities, sharing and a threat model for SoMe users. The results show the lack of a unified perception of risk on social media, indicating the need for targeted security awareness enhancement mechanisms focusing on this topic.

Exploring the future of startup leadership development

Leadership development (LD) is a crucial success factor for startups to increase their human capital, survival rate, and overall performance. However, only a minority of young ventures actively engage in LD, and research rather focuses on large corporations and SMEs, which do not share the typical startup characteristics such as a rather young workforce, flat hierarchies, resource scarcity, and high time pressure. To overcome this practical and theoretical lack of knowledge, we engage in foresight and explore which leadership development techniques will be most relevant for startups within the next five to ten years. To formulate the most probable scenario, we conduct an international, two-stage Delphi study with 27 projections among industry experts. According to the expert panel, the majority of startups will engage in leadership development over the next decade. Most startups will aim to develop the leadership capabilities of their workforce as a whole and use external support. The most prominent prospective LD measures in startups include experiential learning methods, such as action learning, developmental job assignments, multi-rater feedback, as well as digital experiential learning programs, and developmental relationships such as coaching in digital one-to-one sessions. Self-managed learning will play a more important role than formal training.

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The majority of startups will develop the leadership capabilities of all their employees.

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Leadership development will be largely outsourced.

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A focus will be on experiential learning methods.

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Coaching will take place in digital one-to-one sessions.

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Formal training and education measures will have a low relevance.

How Will We Dine? Prospective Shifts in International Haute Cuisine and Innovation beyond Kitchen and Plate

Haute cuisine, the cooking style for fine dining at gourmet restaurants, has changed over the last decades and can be expected to evolve in the upcoming years. To engage in foresight, the purpose of this study is to identify a plausible future trend scenario for the haute cuisine sector within the next five to ten years, based on today’s chefs’ views. To achieve this goal, an international, two-stage Delphi study was conducted. The derived scenario suggests that the coronavirus disease 2019 (COVID-19) pandemic will lead to significant restaurant bankruptcies and will raise creativity and innovation among the remaining ones. It is expected that haute cuisine tourism will grow and that menu prices will differ for customer segments. More haute cuisine restaurants will open in Asia and America. Local food will remain a major trend and will be complemented by insect as well as plant-based proteins and sophisticated nonalcoholic food pairings. Restaurant design and the use of scents will become more relevant. Also, private dining and fine dining at home will become more important. The scenario also includes negative projections. These findings can serve as a research agenda for future research in haute cuisine, including the extension of the innovation lens towards the restaurant and the business model. Practical implications include the necessity for haute cuisine restaurants to innovate to cope with increasing competition in several regions. Customers should be seen as co-creators of the value of haute cuisine.