a Gabriela Andrei

Harnessing network-based intellectual capital in online academic networks. From the organizational policies and practices towards competitiveness

Purpose The paper aims to investigate the standpoints and practices of university members from European developing countries regarding the harnessing of the intellectual capital (IC) within online academic social networks. Design/methodology/approach A questionnaire-based survey with 210 university members was conducted, with the indicators adopting prior measurement scales which were further adapted to a network framework. Findings The organizational policies and practices relate positively and highly significantly with the valuation of the network-based IC components. Moreover, 63 per cent of the professional and organizational competitiveness of higher education institutions is determined by the exploitation of the IC embedded in online academic networks. Research limitations/implications All survey respondents were from the European developing countries, which may limit the general applicability of the findings. Also, the emphasis is laid solely on online academic networks. Practical implications This paper brings to the fore both the potential and the state-of-the-art in leveraging the IC of online specialized networks which are indicative of the academic field. When acknowledged as such, the network-based IC is liable to generate substantial competitive advantages at the professional and organizational levels at the same time. Originality/value This research adds to the extant literature in two main ways. First, it advances a new construct – network-based IC – in the context of the online academic social networks. Second, it proposes a research model for addressing the network-based IC from a competitive advantage perspective.

Word-of-mouth generation and brand communication strategy: Findings from an experimental study explored with PLS-SEM

Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach The research uses a two-level single factor experiment to test the effects of launch communication strategy (warmth-competence vs competence-warmth) on people’s perceptions and behavioral intents, and applies partial least squares structural equation modeling to explore the collected data. Findings Results offer valuable insights into the usage of communication strategy with a view to favor brand perception, referrals, and sales, laying stress on the underlying mechanisms. Research finds that warmth-competence communication strategy has a higher positive influence on brand perception than the reversed strategy. Revealing people’s proneness to promote the new companies perceived as warm and competent, results indicate that perception of warmth mediates word-of-mouth propensity. Research limitations/implications The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and WOM propensity (supportive or denigrating), the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions. Practical implications From a managerial perspective, findings offer practical hints about how to use launch communication to improve brand perception and consumer supportive behaviors. Originality/value The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and word-of-mouth propensity, the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions.

Modeling socially responsible consumption and the need for uniqueness: a PLS-SEM approach

Purpose The purpose of the present study is intended to fill a research gap, by advancing a conceptual model which brings novel insights on the relationships between socially responsible consumption and consumer’s need for uniqueness. Design/methodology/approach Relying on a questionnaire-based survey for data collection, the proposed model was tested using the partial least squares (PLS) algorithm for structural equation modeling (SEM), which allows the assessment of the models containing both formative and reflective constructs. Findings The research found that 73.7 per cent of the variance in the consumer’s belief in the importance of personal power to make a difference through socially responsible choices is explained by the proposed model. Moreover, four of the five factors of socially responsible consumption fully mediate the positive effect of the consumer’s need for uniqueness on the importance attached to personal socially responsible choices in driving positive change. Research limitations/implications The study avails a phenomenological perspective by offering novel insights from a Romanian sample. The limitation associated with a country-centric vision is compensated through the contextual analysis and integration of a new point of reference in the overall framework of socially responsible consumption. Practical implications The evidence is indicative of new consumption insights and should be closely considered by companies. Originality/value The study draws upon a conceptual model integrating the relationships between socially responsible consumption and a psychological characteristic – the consumer’s need for uniqueness – which has been never tested as such before.

Investigating the online social network development through the Five Cs Model of Similarity: The Facebook case

Purpose The paper aimed at exploring the influence of five dimensions of similarity (i.e. condition similarity, context similarity, catalyst similarity, consequence similarity and connection similarity) on Facebook social networks development. Design/methodology/approach A questionnaire-based survey was conducted with 245 Romanian college students. SmartPLS 3 statistical software for partial least squares structural equation modeling (PLS-SEM) was chosen as the most adequate technique for the assessment of models with both composites and reflective constructs. Findings More than 52% of the variance in social network development was explained by the advanced similarity model. Each dimension had a positive effect on Facebook social networks development, the highest influences being exerted by condition similarity, context similarity and consequence similarity. Research limitations/implications The current approach is substantively based on the homophily paradigm in explaining social network development. Fut...

The Influence of Competitiveness on SMEs Internationalization Effectiveness. Online Versus Offline Business Networking

ABSTRACT The article aims to analyze the importance of reinforcing the relational capital of the small- and medium-sized enterprises (SMEs) in the context of a globalized market. It elaborates on the influences of competitiveness on online versus offline business networking with a view to achieve effectiveness in the European steel pipe SMEs internationalization process. The results indicate that internationalization effectiveness is indirectly influenced by competitiveness, with online and offline networking mediating the relationship between the two variables.

Online Academic Networks as Knowledge Brokers: The Mediating Role of Organizational Support

Placing online academic networks in the framework of social, cultural and institutional “deterritorialization,” the current paper aims at investigating the functionality of these new forms of transnational and trans-organizational aggregations as knowledge brokers. The emphasis is laid on the influence of human collective intelligence and consistent knowledge flows on research innovation, considering the role of organizational support within higher education systems. In this respect, the research relied on a questionnaire-based survey with 140 academics from European emerging countries, the data collected being processed via a partial least squares structural equation modelling technique. Evidence was brought that, as knowledge brokers, online academic networks are systems aimed to support the access to human collective intelligence and consistent knowledge flows which exert a positive influence on research innovation, both directly and indirectly, by means of formal and informal organizational support. As facilitators of collaborative environments for individuals with specialized knowledge, competence, expertise and experience, online academic networks have set themselves up as an agora for academics worldwide and as an outlet for their acumen and literacy.

Organic Food Consumer in Romania

Food consumption patterns are rapidly changing nowadays as a result of environmental issues, concern about the nutritional value of food and health issues. Issues such as quality and safety in food attract consumer interest in organic food that is free from pesticides and chemical residues (Childs and Polyzees, 1997; Zotos et al., 1999; Baltas, 2001; Fotopoulos and Krystallis, 2002). This study is attempted to gain knowledge about organic food consumer demographic characteristics and purchase behaviour of organic food in Romania. The research method used was online survey. A structured questionnaire was used which employed with true-false questions, multiple-choice questions and Likert scale questions. A convenience sample was used for this research.

The Sharing Economy in Post-communist Societies: Insights from Romania

This chapter presents the results of a qualitative study on the sharing economy themes such as: peer-to-peer accommodation, transportation, item-sharing and crowdfunding. The study is based on in-depth interviews conducted with 63 participants from two of Romania’s four largest university cities. The results depict country’s specifics and indicate the main reasons which motivate or impede Romanians’ participation as consumers and providers in each of the four areas. Finding a considerable level of reluctance to item-sharing, positive attitudes towards crowdfunding and an increased demand in accommodation and transportation domains (coupled with scarce internal offers), the chapter indicates the most promising domains of the sharing economy development in Romania, and highlights contextual factors related to the post-communist specificity. Offering valuable insights for researchers and entrepreneurs, this section has the merit of introducing the first report regarding the perspectives on the sharing economy development in Romania, and it is, to date, one of the few academic works offering on-topic insights from Eastern-Europe.

Online Buyer's Perspective of E-shops Credibility: Measurement Dimensions

Addressing the debated topic of credibility in online sales, the present study analyses buyers perspective. The study develops from the literature to test and refine a multi-dimensional measurement of e-shops credibility. Consumers criteria for assessing e-shops credibility are empirically examined with 817 Romanian student participants. Detailed approach and methodology, as well as the results obtained, research conclusions, limitations, and implications, are presented. The study advances an instrument which reveals new dimensions of establishing credibility although most aspects were found to be similar to results previously presented in other studies. The proposed instrument offers a new multidimensional measurement and knowledge resources for business committed to using Internet advantages, and it might be viewed as a strategic tool which enables e-shops owners to strengthen their market presence, e-sales and customer base through an adequate management of the knowledge regarding online credibility.