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  • Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism

    Purpose: This study aims to gain insight on evaluation of cause-related marketing (CrM) campaigns by the millennial with focus on skepticism, brand identity and patronage intention. Design/methodology/approach: To attain the above objective a conceptual model was developed and tested using structural equation modeling and confirmatory factor analysis. Findings: The finding suggests that sub-segments exist among millennial segments. They can be classified into hedonic, utilitarian, individualistic and collectivists. Compared to utilitarian and individualistic customers hedonic and collectivists were found to evaluate CrM campaign more favorably. Utilitarian and individualistic depict skepticism toward CrM campaign. Practical implications: The in-depth knowledge gained about millennials is expected to benefit academicians and marketers alike. Academicians will be enriched by the knowledge of the micro-segments that exists among the millennial and how that had differential impact on their skepticism while evaluating CrM campaign. The marketers involved in the designing and implementation of the CrM campaign will be benefited from the in-depth knowledge of segments with lower and higher levels of skepticism. Such knowledge gained will help them develop more effective CrM campaign. Originality/value: One of the contributions of the present study is that it extends the existing knowledge about millennials, particularly in the context of CrM campaign evaluation integrating it with other important variables such as skepticism, brand identity and patronage intention.

  • Between trust and control in R&D alliances

    Purpose: Trust and control through contracting have been juxtaposed in many studies addressing interorganizational collaboration and knowledge exchange. In this study, the authors move from the opposite ends of a continuum between trust as an attitude and control exercised through formal contracts toward the center of the continuum where trust and contracting start to show similar features. The authors ask how trust in its analytical form and control gained through establishing informal protection for knowledge assets affect the innovation and market performance of firms engaged in research and development (R&D) alliances. Design/methodology/approach: The authors examine the existing literature and conduct a quantitative empirical study to answer the research question. Findings: The authors find, first, that controlling an organization’s own knowledge assets in R&D alliances with informal means of protection can be more effective than a strategy of controlling the alliance through formal contracts. Second, the authors find that an analytical audit of partner trustworthiness, and especially partner capabilities and goodwill can be more effective than trust as an attitude. Research limitations/implications: The findings support softening the sharp distinction between trust and control and provide evidence on the relevance of highlighting the firm point of view in knowledge management in R&D alliance governance. Originality/value: The study adds to the existing understanding of trust and control in R&D alliance governance. Specifically, the authors turn the focus from interorganizational governance to intra-organizational knowledge management measures, and particularly toward how a focal actor can take an analytical approach to evaluate partner trustworthiness and use informal control in protecting its own knowledge assets. Consequently, this study also provides a plausible explanation for the contradictory findings in studies that examine the relationship between trust and control. The study indicates that depending on the specific nature of trust and control, they can be either a complement or a supplement factors: the extreme forms of trust and control are notably different from those forms that share similar features.

  • Do extrinsic motivation and organisational culture additively strengthen intrinsic motivation in online knowledge sharing?. An empirical study

    Purpose: This study aims to examine the relationship between intrinsic motivation and online knowledge sharing intentions (KSIs) and the moderating effect of extrinsic motivation and organisational culture on this relationship. The influence of online KSI on two dimensions of online knowledge sharing behaviour, knowledge donating and knowledge collecting, was also investigated. Design/methodology/approach: Based on the extensive literature review, a questionnaire was designed. In total, 290 questionnaires from employees in Vietnamese companies in the banking and insurance industry were collected and tested using structural equation modelling. Statistical analysis was conducted using SPSS and PLS 3 software to examine the research hypotheses. Findings: This study found that rewards and reciprocity undermined the influence of self-enjoyment on online KSI, while top management support and social interaction ties undermined the relationship between self-efficacy and online KSI. Top management support positively moderated the effect of self-enjoyment on online KSI. The results also suggested that online KSI was a good predictor of online knowledge donating and collecting. Originality/value: Little is empirically known about the moderating effect of extrinsic motivation and organizational culture on intrinsic motivation. The study brings new insights to further understand about online knowledge sharing in an organisation.

  • Enterprise social network (ESN) systems and knowledge sharing: what makes it work for users?

    Purpose: Enterprise Social Network (ESN) systems have emerged as the technology of choice to bolster and support organizational efforts for harnessing embedded knowledge. However, a lack of understanding about it limits the optimization of its potential. Hence, this paper aims to assess the role of hedonic motivation, network externalities (NE) and top management support in conjugation with the unified theory of acceptance and use of technology theory to understand ESN’s usage for knowledge sharing. Design/methodology/approach: Data were collected from 187 ESN users through a survey questionnaire and subsequently analyzed using variance-based structural equation modeling using the partial least squares method. Findings: ESNs are used both for utilitarian and hedonic purposes. Furthermore, the results also bring out the importance of externalities arising from an extensive network of users and complimentary services, as well as support regarding resources and recognition from the top management toward reinforcing the benefits of using ESNs. Research limitations/implications: This study advances earlier knowledge by assessing the actual usage of ESNs for knowledge sharing. It takes into consideration multiple input variables, namely, performance expectancy, effort expectancy, NE amongst others to best resonate with the key factors driving its adoption and usage by an individual. However, because of the cross-sectional research design, causality can only be inferred. Practical implications: The organizations are recommended to have in place the measures for attaining optimal usage of ESNs, and in turn, witness knowledge moves around in ways unfathomable. Steps should be taken to develop tools and ecosystems to provide users affordances for both increasing productivity, as well as opportunities for gaining pleasure. Originality/value: This study is one of its kind effort to synthesize the knowledge about the ESNs in an Indian context. It provides fascinating insights into the determinants of intention and usage of ESNs for knowledge sharing.

  • Self-evaluation of knowledge sharing through the lens of social comparison theory

    Purpose: The purpose of this study is to investigate how different types of contribution awareness information influence knowledge sharing motivation and contribution persistence. Design/methodology/approach: The independent variable of this experimental study was contribution awareness information with four levels: self-contribution, absolute social-comparison, relative social-comparison and control. The dependent variables were self-rated knowledge sharing motivation measured on a six-point Likert scale and contribution persistence measured by number of contributions. A total of 182 knowledge workers voluntarily completed online participation. Participants were randomly assigned to one of the four intervention groups. Findings: The study found that the self-contribution group outperformed the other groups in both knowledge sharing motivation and contribution persistence; this observation was significant compared with the absolute social-comparison and control groups. The impact of self-contribution frequency information was stronger for contribution persistence than for self-evaluated knowledge sharing motivation, highlighting the gap between perception and behavior. It is also noteworthy that comparative information negatively influenced knowledge sharing motivation and contribution persistence, implying that social comparison played a role in priming individuals to focus on dissimilarities between the comparison target and themselves. Originality/value: This study provides behavior-based evidence supporting social comparison theory and the selective accessibility model in the field of knowledge sharing outside of an organizational context. This study also offers the practical advice that participants’ knowledge sharing motivation and contribution persistence, especially newly joining members, can be increased by the inclusion of self-contribution information and conversely decreased by comparative information.

  • Do social networking applications support the antecedents of knowledge sharing practices?

    Purpose: Many organizations are struggling to achieve competitiveness due to lack of knowledge sharing (KS) practices. The sustainability of the service sector is linked to KS practices and creativity. Therefore, to survive in a dynamic business environment, universities have to formulate and implement such practices and innovative learning systems. This paper aims to highlight how social media networking apps can be used efficiently and effectively to support the antecedents of KS among the employees in public and private universities. Design/methodology/approach: This study is based on a positivistic approach and a quantitative research design. A survey was carried out with employees at public and private universities. The respondents were chosen based on simple random sampling with the purpose of increasing the validity and generalizability of the results in the context of university settings and for other sectors as well. Findings: Certain individual and organizational factors have been found, which have been supported by social networking tools. These factors can enhance KS practices, such as informal relationships and social networking, effective communication and collaboration, mutual trust and the intention to share knowledge, the KS culture and new ideas. The results of this study reveal that social networking applications such as WhatsApp, Viber, Skype, Facebook, Research-gate, YouTube and personal blogs are more productive in supporting the antecedents of KS stated above in university settings. Research limitations/implications: Social networking applications have received attention because executives and researchers are increasingly focusing on finding new ways to use social networking tools for business purposes. The effective and efficient use of social networking tools helps organizations to foster knowledge amongst employees to address various critical issues, such as knowledge hoarding, lower levels of skills and knowledge, lower levels of communication and employee involvement, a lack of the intention to share knowledge and resistance toward the adoption of new technology. Originality/value: There is rare literature available on how social networking tools can support the antecedents of KS in university settings. Most of such literature has investigated the link between social media and KS using a systematic literature and qualitative research approach. This research is based on empirical study and it is unique as it investigates the hitherto under-researched issue of the adoption of social networking applications to foster the antecedents of KS in university settings.

  • Optimization driven actor-critic neural network for sentiment analysis in social media

    Purpose: Sentiment analysis is the subfield of data mining, which is profusely used for studying the opinions of the users by analyzing their suggestions on the Web platform. It plays an important role in the daily decision-making process, and every decision has a great impact on daily life. Various techniques including machine learning algorithms have been proposed for sentiment analysis, but still, they are inefficient for extracting the sentiment features from the given text. Although the improvement in sentiment analysis approaches, there are several problems, which make the analysis inefficient and inaccurate. This paper aims to develop the sentiment analysis scheme on movie reviews by proposing a novel classifier. Design/methodology/approach: For the analysis, the movie reviews are collected and subjected to pre-processing. From the pre-processed review, a total of nine sentiment related features are extracted and provided to the proposed exponential-salp swarm algorithm based actor-critic neural network (ESSA-ACNN) classifier for the sentiment classification. The ESSA algorithm is developed by integrating the exponentially weighted moving average (EWMA) and SSA for selecting the optimal weight of ACNN. Finally, the proposed classifier classifies the reviews into positive or negative class. Findings: The performance of the ESSA-ACNN classifier is analyzed by considering the reviews present in the movie review database. From, the simulation results, it is evident that the proposed ESSA-ACNN classifier has improved performance than the existing works by having the performance of 0.7417, 0.8807 and 0.8119, for sensitivity, specificity and accuracy, respectively. Originality/value: The proposed classifier can be applicable for real-world problems, such as business, political activities and so on.

  • Testing customer’s knowledge on customer intimacy and its impact on repurchase intention

    Purpose: The purpose of this paper is testing customer’s knowledge on customer intimacy and its impact on repurchase intention, specifically to Bank Muamalat’s customers in Jakarta, Indonesia. Design/methodology/approach: This research was conducted at sharia bank with research subject that is a customer of Bank Muamalat reasons to choose Bank Muamalat as a representative of other sharia banks as a place of research because it is the first sharia bank in Indonesia and more experienced in implementing sharia practices. The branch offices approved as research sites are only seven branch offices (Panglima Polim, Slipi, Tanah Abang, Kemayoran, Mangga Dua, Buaran and Kalimalang) in five areas of DKI Jakarta (Central Jakarta, West Jakarta, South Jakarta, East Jakarta and North Jakarta). Respondents at the seven branch offices are considered to represent customers of Bank Muamalat in the area of Jakarta. Data were collected from August to December 2017. Findings: High customer knowledge is able to encourage customer intimacy, and high customer intimacy is also able to encourage repurchase intention. On the other hand, it was found that customer knowledge was not directly able to increase the intention of repeat purchase. However, from the mediation test (indirect effect) is seen with high customer knowledge, supported by the high customer intimacy, it can indirectly increase the high repurchasing intention. Originality/value: Originality is seen from testing the mediation effect of customer intimacy on the influence of customer knowledge on purchase intentions. Furthermore, inconsistencies put the customer’s familiarity with familiarity, and familiarity with the intention of repeat purchase, are re-examined in the context of sharia banks. It is assumed the test results will be different if done in different countries and institutions.

  • The effect of knowledge management on perceived software process improvement. Mediating effects of critical success factors and moderating effect of the use of information technology

    Purpose: This study aims to present insights on the relationship between perceived software process improvement (PSPI) and information technology (IT)-enabled knowledge management (KM). Moreover, the study provides an understanding of the mediating effect of critical success factors (CSFs) for effective IT-enabled KM on the previously mentioned relationship. Design/methodology/approach: The respondents in the study involved employees in the software engineering (SE) organizations in national capital region in India. The structured equation modeling technique carried out through IBM.SPSS.Amos.v21-EQUiNOX was used to develop and evaluate the proposed framework. The proposed hypothesis testing has been carried out by path analysis using SPSS process macro. Findings: The findings of the empirical study reveal that a significant relationship exists between the variables under investigation. Moreover, it was observed that CSFs act as a mediator between PSPI and IT-enabled KM. The identified factors are associated with various aspects as managerial, infrastructure, financial, systems and processes for IT-enabled KM. IT acts as a moderator between KM and PSPI and facilitate the various phases of KM as knowledge creation, storage and retrieval, sharing and application of knowledge. Practical implications: The present study introduces a framework for identifying and applying the CSFs that influence the KM initiatives for PSPI in an SE organization. The practitioners can use the CSFs for assessing the performance (strengths and weaknesses) in process of software development and KM practices. Researchers can use the resultant framework proposed in the empirical study for PSPI, IT-enabled KM, and in academia, the framework supports to organize the study of IT-enabled KM for PSPI. Originality/value: The general comprehension of the relationship between IT-enabled KM and PSPI for Indian SE organizations is scarce in the literature. Following, the analysis expands the earlier research by exploring the mediating role of the CSFs and the moderating effect of IT for KM and PSPI relationship.

  • Impact of knowledge management on organizational performance. An application of structural equation modeling

    Purpose: The purpose of this paper is to explore the dynamic relationships among the essential knowledge management (KM) constructs, i.e. strategy, enablers and processes, and to establish their links to organizational performance using a holistic integrated model. Design/methodology/approach: The structural equation modeling approach was used in the research study. The primary data were collected from IT managers in Indian software firms. Findings: The study successfully tested an integrated KM model in an Indian scenario. The study found that the KM strategy, enablers and processes had a significant positive relationship with the organizational performance. An appropriately designed KM strategy significantly influenced the KM enablers and KM process. KM enablers nurtured in an organization positively impacted the KM process. Furthermore, the KM process partially mediated the relationship between the KM strategy and organizational performance, and partially mediated the relationship between KM enablers and organizational performance. Originality/value: This study is one of the few to empirically establish how the essential KM constructs of strategy, enablers and processes together impact organizational performance.

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