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Publications (10 of 68) Show all publications
Ek Styvén, M. & Wallström, Å. (2019). Benefits and barriers for the use of digital channels among small tourism companies. Scandinavian Journal of Hospitality and Tourism, 19(1), 27-46
Open this publication in new window or tab >>Benefits and barriers for the use of digital channels among small tourism companies
2019 (English)In: Scandinavian Journal of Hospitality and Tourism, ISSN 1502-2250, E-ISSN 1502-2269, Vol. 19, no 1, p. 27-46Article in journal (Refereed) Published
Abstract [en]

This study aims to identify and explain perceived benefits and barriers for the use of digital channels by tourism companies in Swedish Lapland. Data were collected through exploratory interviews and an online survey to tourism companies in the region, most of which are small firms. Through factor analysis, we identified four barriers (Financial risk, Time constraints, External environment, and Lack of IT expertise and strategy) and three benefits (Internal efficiency, Marketing and competition, and Financial benefit) connected to the use of digital channels for customer communication. Results suggest that having staff with work time specifically reserved for working with digital channels, rather than trying to manage this alongside other tasks, increases the perceived benefits and decreases barriers related to Information and Communication (ICT) use. Moreover, analysis shows that the most important factors explaining tourism firms’ intentions to use digital channels are the perceived benefits connected to marketing and competition, as well as the perceived financial risk, which works as a barrier. Contrary to expectations, time constraints had a significant positive correlation with the intention to use digital channels. This implies that tourism firms in Swedish Lapland increasingly recognize the necessity of investing time in online communications in order to attract more visitors.

Place, publisher, year, edition, pages
Taylor & Francis, 2019
Keywords
Digital channel, ICT use, small firm, peripheral area
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-65734 (URN)10.1080/15022250.2017.1379434 (DOI)000451683500002 ()2-s2.0-85029715420 (Scopus ID)
Projects
DIGIVÄX
Note

Validerad;2018;Nivå 2;2018-12-03 (johcin)

Available from: 2017-09-19 Created: 2017-09-19 Last updated: 2019-01-10Bibliographically approved
Mariani, M. M., Ek Styvén, M. & Ayeh, J. K. (2019). Using Facebook for travel decision-making: An international study of antecedents. International Journal of Contemporary Hospitality Management, 31(2), 1021-1044
Open this publication in new window or tab >>Using Facebook for travel decision-making: An international study of antecedents
2019 (English)In: International Journal of Contemporary Hospitality Management, ISSN 0959-6119, E-ISSN 1757-1049, Vol. 31, no 2, p. 1021-1044Article in journal (Refereed) Published
Abstract [en]

Purpose

This paper aims to investigate antecedents of using non-travel-specific social media (specifically Facebook) for travel decision-making before a leisure trip.

Design/methodology/approach

Based on an online survey of 426 young travel consumers from Italy and Sweden, this work applies structural equation modeling and multi-group analysis.

Findings

The study finds support for most of the conventional TAM-related constructs: perceived usefulness, perceived enjoyment and intention, while ease of use is not found relevant in this context.

Research limitations/implications

Results shed light on the antecedents of using non-travel specific social media in two countries. Future research might focus on validating the factors identified and add others that might shape usage in the selected countries. Future studies could further investigate possible differences arising from culture, country of origin and age. The analysis can also be extended to other countries.

Practical implications

The analysis might help managers in the hospitality and tourism sector by providing an understanding of the cognitive factors which determine travelers’ decision to use Facebook for trip planning. Thus, managers should get to know these factors in their effort to influence social media in hospitality and tourism settings.

Originality/value

The findings offer interesting perspectives on the applicability of conventional models to the context of non-travel-specific social media platforms. The exploration of cross-cultural differences also adds to the extant body of knowledge.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
Facebook, Social media, Technology acceptance model, Enjoyment, Young travelers
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-71426 (URN)10.1108/IJCHM-02-2018-0158 (DOI)000458882300025 ()2-s2.0-85060163920 (Scopus ID)
Note

Validerad;2019;Nivå 2;2019-02-27 (johcin)

Available from: 2018-11-02 Created: 2018-11-02 Last updated: 2019-03-11Bibliographically approved
Strandberg, C. & Styvén, M. (2019). What’s love got to do with it?: Place brand love and viral videos. Internet Research
Open this publication in new window or tab >>What’s love got to do with it?: Place brand love and viral videos
2019 (English)In: Internet Research, ISSN 1066-2243Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose

The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting.

Design/methodology/approach

Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model.

Findings

Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message.

Research limitations/implications

The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness.

Practical implications

Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message.

Originality/value

Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
word of mouth, social media, social identity theory, self-expressiveness, identity theory, message sharing, place brand love, self-brand congruity, intention to forward, viral marketing
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-76259 (URN)10.1108/INTR-07-2018-0311 (DOI)
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314
Available from: 2019-10-06 Created: 2019-10-06 Last updated: 2019-10-07
Strandberg, C. & Ek Styvén, M. (2018). Places in good graces: The mediating role of emotional connections to a place on word-of-mouth. In: : . Paper presented at 4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 september, Calabria, Italien.
Open this publication in new window or tab >>Places in good graces: The mediating role of emotional connections to a place on word-of-mouth
2018 (English)Conference paper, Oral presentation with published abstract (Refereed)
Keywords
Place image, self-brand congruity, place attachment, positive word-of-mouth
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-70315 (URN)
Conference
4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 september, Calabria, Italien
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314
Available from: 2018-08-09 Created: 2018-08-09 Last updated: 2018-10-12
Näppä, A. & Ek Styvén, M. (2018). Technology Infusion into the Retail Employer Brand. In: : . Paper presented at 4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 september, Calabria, Italien.
Open this publication in new window or tab >>Technology Infusion into the Retail Employer Brand
2018 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-70314 (URN)
Conference
4th International Colloquium on Corporate Branding, Identity, Image and Reputation, 3-4 september, Calabria, Italien
Projects
Attraktiva arbetsgivare
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48315Swedish Retail and Wholesale Development Council, 48315
Available from: 2018-08-09 Created: 2018-08-09 Last updated: 2018-08-14
Styvén, M. & Foster, T. (2018). Who am I if you can’t see me?: The “self” of young travellers as driver of eWOM in social media. Journal of Tourism Futures, 4(1), 80-92
Open this publication in new window or tab >>Who am I if you can’t see me?: The “self” of young travellers as driver of eWOM in social media
2018 (English)In: Journal of Tourism Futures, ISSN 2055-5911, E-ISSN 2055-592X, Vol. 4, no 1, p. 80-92Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this paper is to analyse factors influencing the propensity to share travel experiences in social media during a trip, across a sample of Millennial and Generation Z consumers in three different countries.

Design/methodology/approach

An online survey was sent to consumers between 16 and 30 years in Sweden, UK and India. Structural equation modelling and multigroup analysis was conducted to compare results between countries and generations.

Findings

Young travellers’ need for uniqueness (NFU) and opinion leadership (OL) with regard to travel tends to increase their propensity to share travel experiences in social media during a trip. Reflected appraisal of self is strongly related to NFU and OL and may therefore indirectly influence the propensity to share. Some differences were found between generations and countries.

Research limitations/implications

Future research could consider comparisons between travellers from younger and older generations. The hypotheses formulated in this study could be tested in other countries. Further adaptions or extensions of existing NFU scales to fit in the travel and tourism context are suggested.

Practical implications

Millennial and Gen Z consumers will constitute an increasing part of travellers and visitors in the future. Through a better understanding of their behaviour, tourism managers can design strategies to engage them and increase electronic word-of-mouth (eWOM).

Originality/value

This study contributes by addressing the lack of research on “self”-related drivers of eWOM in general social media during the trip, and by providing an international perspective through cross-cultural comparisons.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
eWOM, Generation Z, Millennials, social media, self, travel experience
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-66904 (URN)10.1108/JTF-12-2017-0057 (DOI)000444917500008 ()2-s2.0-85051297398 (Scopus ID)
Projects
Morgondagens turist
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 4831215
Note

Validerad;2018;Nivå 2;2018-06-07 (andbra)

Available from: 2017-12-05 Created: 2017-12-05 Last updated: 2018-10-10Bibliographically approved
Strandberg, C., Näppä, A. & Ek Styvén, M. (2017). An image worth a thousand words: Dual perspectives of Swedish city brand images. In: : . Paper presented at 26th Nordic Symposium of Tourism and Hospitality Research, Falun, October 4-6, 2017.
Open this publication in new window or tab >>An image worth a thousand words: Dual perspectives of Swedish city brand images
2017 (English)Conference paper, Oral presentation with published abstract (Refereed)
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-66110 (URN)
Conference
26th Nordic Symposium of Tourism and Hospitality Research, Falun, October 4-6, 2017
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF), 48314
Available from: 2017-10-13 Created: 2017-10-13 Last updated: 2017-11-24Bibliographically approved
Ek Styvén, M. & Strandberg, C. (2017). From Santa Claus to yodeling: International tourists' brand knowledge of Swedish Lapland. In: Proceedings of the 12th Global Brand Conference of the Academy of Marketing,School of Business and Economic, Linnaeus Univeristy, Kalmar, 26th-28th, April, 2017: . Paper presented at 12th Global Brand Conference of the Academy of Marketing, Kalmar, 26-28 April 2017 (pp. 413-420). Kalmar: Linnaeus University School of Business and Economics
Open this publication in new window or tab >>From Santa Claus to yodeling: International tourists' brand knowledge of Swedish Lapland
2017 (English)In: Proceedings of the 12th Global Brand Conference of the Academy of Marketing,School of Business and Economic, Linnaeus Univeristy, Kalmar, 26th-28th, April, 2017, Kalmar: Linnaeus University School of Business and Economics , 2017, p. 413-420Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
Kalmar: Linnaeus University School of Business and Economics, 2017
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-63459 (URN)978-91-88357-69-4 (ISBN)
Conference
12th Global Brand Conference of the Academy of Marketing, Kalmar, 26-28 April 2017
Projects
Attraktiva varumärken i besöksnäringen
Funder
The R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF)
Available from: 2017-05-19 Created: 2017-05-19 Last updated: 2017-11-24Bibliographically approved
Ek Styvén, M., Strandberg, C. & Wallström, Å. (2017). Here, There, and Everywhere: Profiling Multi-Channel Shoppers across Three Product Categories. In: EMAC 2017: Leaving footprints. Paper presented at EMAC 2017, Groningen, 23-26 May 2017.
Open this publication in new window or tab >>Here, There, and Everywhere: Profiling Multi-Channel Shoppers across Three Product Categories
2017 (English)In: EMAC 2017: Leaving footprints, 2017Conference paper, Poster (with or without abstract) (Refereed)
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-64602 (URN)
Conference
EMAC 2017, Groningen, 23-26 May 2017
Projects
Kundens kanal(k)val
Funder
Swedish Retail and Wholesale Development Council
Available from: 2017-06-28 Created: 2017-06-28 Last updated: 2018-04-10Bibliographically approved
Ek Styvén, M., Foster, T. & Wallström, Å. (2017). Impulse buying tendencies among online shoppers in Sweden. Journal of Research in Interactive Marketing, 11(4), 416-431
Open this publication in new window or tab >>Impulse buying tendencies among online shoppers in Sweden
2017 (English)In: Journal of Research in Interactive Marketing, ISSN 2040-7122, Vol. 11, no 4, p. 416-431Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context.

Design/methodology/approach: Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.

Findings: Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty.

Practical implications: The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future.

Originality/value: The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2017
Keywords
Impulse buying tendency, trust, shopping cart abandonment, online shopping, consumer behaviour
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-64981 (URN)10.1108/JRIM-05-2016-0054 (DOI)2-s2.0-85032223967 (Scopus ID)
Projects
Kundens kanal(k)val
Funder
Swedish Retail and Wholesale Development Council
Note

Validerad;2017;Nivå 2;2017-10-25 (andbra)

Available from: 2017-08-08 Created: 2017-08-08 Last updated: 2018-04-10Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-4397-6965

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