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  • 1.
    Cassar, Mario
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Investigating the persuasive impact of online textual content: A narrative theory approach2019Doctoral thesis, monograph (Other academic)
    Abstract [en]

    Higher levels of competition in online channels and the resulting information overload among customers is becoming an issue of increasing concern among marketers who seek to provide persuasive content. Past research has revealed that storytelling is an effective tool to achieve persuasion. Research has also suggested that consumers are essentially storytellers who narrate their experiences in the form of stories. Several researchers have looked at consumers’ stories and investigated the effect that these stories have on their receivers.

     In the last decade the research about storytelling has shifted to the online world. There is a board agreement amongst researchers that this is indeed very persuasive when compared to other forms of promotional online content. Although online content can possess various characteristics, textual content is the dominant type of content employed by both consumers and sellers/producers. This thesis asks:

     What effect do characteristics of online textual content have on persuading consumers?

     This research question is grounded in Narrative Paradigm Theory that is used to present a conceptual model that allows for the development of more specific research questions dealing with characteristics of online textual content. To do this, a distinction is first drawn between user generated content (UGC) and producer generated content (PGC). In both cases, textual content can be story- or argument-based and can possess various other characteristics, that can be basic (valence and word count), stylistic (story-/ argument-based) and semantic (use of meaning in words). The thesis seeks to investigate what effect these characteristics have on the persuasion process of customers viewing online textual content. It seeks to understand what characteristics make textual content, (whether UGC or PGC) believable and influential and whether the knowledge learnt from UGC can be used by marketers to create persuasive content. A further aim of the research, is to identify an analytical tool that can help content creators identify the persuasive potential of any given text.

    The main research question and model gave rise to the following five sub-research questions:

    RQ1: What are the themes and concepts used by reviewers expressing differing customer satisfaction when posting UGC?

    RQ 2: Does the narrative force resulting from reviews posted as UGC differ by declared customer satisfaction ratings?

    RQ3: What is the impact of different content type and length of online textual reviews on narrative believability and purchase intention?

    RQ4: Does objective knowledge effect the impact of different content type of online textual reviews on narrative believability and purchase intention?

    RQ5: Does story-based textual PGC improve website stickiness?

     To answer these research questions, four empirical studies are undertaken. Study one analyses the first two research questions whilst the remaining three studies each analyse a further research question. Different research methods for collecting and analysing data were used to address the research questions. Using different research methods is regarded advantageous because it allows for methodological rigorousness. The first study employs the qualitative analytical tools using the Diction and Leximancer software while the three other studies make us of an experimental approach. Experimental designs are preferred when the goal of the research is theory application. This doctoral thesis is presented in a monograph format comprising five chapters: Introduction, Literature review, Methodology, Empirical studies, and Conclusion. The latter indicates how the research contributes to the body of knowledge by providing multiple theoretical and managerial implications.

  • 2.
    Cassar, Mario
    et al.
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Caruana, Albert
    University of Malta Msida Malta ; University of Bologna Bologna Italy.
    Vella, Joseph
    University of Malta Msida Malta.
    Positioning of wine tourism websites across different country winescapes: a lexical analyses and implications2018In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 30, no 4, p. 394-409Article in journal (Refereed)
    Abstract [en]

    PurposeInvestigates the extent to which wine tour-operating companies are successfully using their websites to communicate persuasive and meaningful differences to customers in their quest to clearly position their product offering.

    Design/methodology/approachText data are collected from 250 websites that promote wine tourism in five different countries' winescapes. Lexical, regression and hierarchical clustering analyses are used.

    FindingsLexical analysis using DICTION can distinguish among websites from different countries' winescapes and French wines obtain the best mean review scores from customers while US, Napa Valley, websites obtain the lowest scores. DICTION dimensions allow for meaningful clusters and can also predict TripAdvisor’s mean review scores.

    Practical implicationsThere is a need to pay better attention in the development of website content and the critical role that both syntax and semantics can play in facilitating the use of a firm’s website, specifically in terms of clear positioning.

    Originality/valueUses lexical analyses of website narratives to understanding current positioning of firms.

  • 3.
    Cassar, Mario
    et al.
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Dabirian, Amir
    Royal Institute of Technology, Stockholm.
    Diba, Hoda
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Konietzny, Jirka
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Self-Affirmation of Narcissists on Social Media: A Study Proposing a New Method of Categorization on Facebook Ads2018In: Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / [ed] Nina Krey, Patricia Rossi, Cham: Springer, 2018, p. 93-101Conference paper (Refereed)
    Abstract [en]

    This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts.

  • 4.
    Cassar, Mario L.
    et al.
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Caruana, Albert
    Department of Corporate Communication, University of Malta, Msida.
    Konietzny, Jirka
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Positioning narratives of wine tourism websites: a lexical analysis across two different regions2018In: Journal of Wine Research, ISSN 0957-1264, E-ISSN 1469-9672, Vol. 29, no 1, p. 49-63Article in journal (Refereed)
    Abstract [en]

    Wine tourism is becoming an increasingly important tourism niche with various regions competing for tourism dollars. It is often assumed that differentiation in the sector is region based. This research investigates the positioning narratives from websites of a sample of top wine tour service firms across the US and Australia. Analysis is undertaken using an innovative methodology that combines computer-based lexical analysis followed by hierarchical clustering on principal components. The research seeks to determine the extent to which identified clusters are region based and whether the positioning narratives on websites can provides useful clusters across regions. Results are reported, implications are discussed, limitations are noted and possible areas for further research are indicated.

  • 5.
    Konietzny, Jirka
    et al.
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Caruana, Albert
    University of Malta.
    Cassar, Mario
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Fun and fair, and I don’t care: The role of enjoyment, fairness and subjective norms on online gambling intentions2018In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 44, p. 91-99Article in journal (Refereed)
    Abstract [en]

    Online gambling is a fast-growing phenomenon reflected in an industry experiencing rapid growth rates. Effective marketing in the industry requires a better understanding of what drives online gambling intention of recreational gamblers. This study introduces and considers the concept of anticipated enjoyment which, together with perceived fairness and social norm, impact online gambling intention. The resultant research model is tested using mediated-moderated regression among a sample of 270 respondents from an online gambling firm. Results indicate that anticipated enjoyment is an important driver of online gambling intention. Implications for management are discussed and limitations noted.

  • 6.
    Rizk, Aya
    et al.
    Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Computer Science.
    Konietzny, Jirka
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Cassar, Mario
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Wong, Richard
    KTH Royal Intstitute of Technology.
    Wallström, Åsa
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Vella, Joseph
    University of Malta.
    The Taste of Ageing: a 26-Year Analysis of Publications in the International Journal of Wine Business Research2017In: Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference, 2017Conference paper (Refereed)
    Abstract [en]

    This study analyses the content of the International Journal of Wine Business Research (IJWBR) and gives editors, reviewers, authors and practitioners an overview over the journal’s development over 26 years. The articles published in the journal since its inception in 1989 till 2014, inclusive, were analyzed in two time frames. The first time frame covers 1989 to 2006 as the International Journal of Wine Marketing (IJWM), while the second time frame covers 2007 to 2014 as IJWBR, the new name under which the journal re-launched. All types of articles are included in the analysis with the exception of editorials, guest editorials and research notes. Five main themes are addressed: the nature of authorship, the most prolific and influential authors, characteristics of the manuscripts, regional distribution of the wine’s region-of-origin and focal markets, and the most common research themes.

     

    The content analysis of this journal sheds light on how the style of the journal has evolved since its inception in 1989 onto the second time frame. The types of articles and methods used have been consistent in the early issues (1989-2006). However, since 2007 the journal has welcomed more academic and quantitative articles. The change motivated new authors to write longer articles, collaborate more, use more references, tables and figures. As a result, the journal’s impact has increased significantly. In addition, empirical studies published in the journal indicated an increase in the publications covering the Americas as both regions of origin and focal markets, as compared to other regions. This is the first time a content analysis has been carried out for IJWBR. The objective is to help authors identifying new and interesting research areas as well as to give editors and reviewers insight into the style and areas explored since the journal’s inception. By using software tools for data collection and analysis, the study is bound to the limitations inherent from these tools.

  • 7.
    Rizk, Aya
    et al.
    Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Computer Science.
    Konietzny, Jirka
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Cassar, Mario
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Wong, Richard
    Royal Intstitute of Technology (KTH), Stockholm.
    Wallström, Åsa
    Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
    Vella, Joseph
    Department of Corporate Communication, University of Malta.
    The Taste of Ageing, a 26-Year Analysis of Publications in the International Journal of Wine Business Research: An Abstract2018In: Back to the Future: Using Marketing Basics to Provide Customer Value : Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference / [ed] Nina Krey, Patricia Rossi, Cham: Springer, 2018, p. 341-342Conference paper (Refereed)
    Abstract [en]

    This study analyses the content of the International Journal of Wine Business Research (IJWBR) and gives editors, reviewers, authors and practitioners an overview over the journal’s development over 26 years. The articles published in the journal since its inception in 1989 till 2014, inclusive, were analysed in two time frames. The first time frame covers 1989–2006 as the International Journal of Wine Marketing (IJWM), while the second time frame covers 2007–2014 as IJWBR, the new name under which the journal relaunched. All types of articles are included in the analysis with the exception of editorials, guest editorials and research notes. Five main themes are addressed: the nature of authorship, the most prolific and influential authors, characteristics of the manuscripts, regional distribution of the wine’s region-of-origin and focal markets, and the most common research themes.

    The content analysis of this journal sheds light on how the style of the journal has evolved since its inception in 1989 onto the second time frame. The types of articles and methods used have been consistent in the early issues (1989–2006). However, since 2007 the journal has welcomed more academic and quantitative articles. The change motivated new authors to write longer articles, collaborate more and use more references, tables and figures. As a result, the journal’s impact has increased significantly. In addition, empirical studies published in the journal indicated an increase in the publications covering the Americas as both regions of origin and focal markets, as compared to other regions. This is the first time a content analysis has been carried out for IJWBR. The objective is to help authors identifying new and interesting research areas as well as to give editors and reviewers insight into the style and areas explored since the journal’s inception. By using software tools for data collection and analysis, the study is bound to the limitations inherent from these tools.

1 - 7 of 7
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