Web Communication: A Content Analysis of Green Hosting Companies

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

What Crowdsourcing Platforms Do for Solvers in Problem-Solving Contests: A Content Analysis of Their Websites

Solvers’ wide and continuous participation is imperative for the sustainable development of online crowdsourcing platforms (OCPs). Prior studies have deeply investigated what and how solvers’ motives and demographics, task attributes, requester attributes, and platform designs influence solvers’ participation. However, to our knowledge, few studies concentrated on what these OCPs do for solvers in practices that are concerned with solvers and thus influence their decision to participate. To fill this gap, this study conducted a content analysis of 25 typical OCPs focusing on problem-solving contests to identify service measures that they presented for solvers. Consequently, 14 major service measures that are related to contest management, solver management, and requester management were identified. Thereafter, we discussed the roles of these service measures in solvers’ participation. They are activating solvers to participate, providing solvers opportunities to participate, and supporting solvers to participate. Our analysis, on the one hand, presents a comprehensive list of service measures for solvers distributed on these OCPs separately and on the other hand aids the OCPs to improve their solver service and for solvers to compare and analyze their preferred OCPs as a reference.