Gene Van Heerden

From whence it came: Understanding source effects in consumer generated advertising

Web 2.0 technologies are empowering consumers to co-produce online brand communications and thereby co-create brand meaning. As both consumers and marketers are increasingly using video-sharing websites to showcase their brand communication efforts, viewers of these ads are inadvertently becoming part of the co-production process as they create context around the ads (in the forms of reviews, comments and ratings). The environment in which such online advertisements are viewed has significant effects on consumer perceptions of the ad message, and ultimately impacts the persuasive properties and efficacy of the ad. This study reports on research conducted to test the source effects of consumer-generated advertising. Schlinger’s Viewer Response Profile (VRP) is used to assess the impact of three source variables: ad creator, ad popularity and motivation for creation of the ad. Findings confirm the importance of popularity ratings on consumer ad evaluation, and also suggest that certain source effects result in consumers being more critical in their evaluation of the ads.

Eleven years of scholarly research in the Journal of Services Marketing

Purpose – The publication of papers in scholarly journals is an important channel for the dissemination of academic knowledge. Analyzing academic content provides useful insights into how services marketing evolves over a selected time frame. The purpose of this paper is to determine key trends published in the Journal of Services Marketing during the recent 11‐year period from 1998 to 2008.Design/methodology/approach – This paper presents a content analysis of the papers published in the Journal of Services Marketing during the period 1998‐2008. A total of 417 papers, excluding book reviews, were analyzed. Descriptive statistics provide an overview of the research contributions.Findings – The main finding is that most of the papers published in the Journal of Services Marketing during the recent 11‐year period are research‐based papers. Other findings include a trend towards co‐authorship, the use of surveys and empirical data, adults as research subjects, factor analysis, structural equation modeling, a...

Online privacy-related predictors of Facebook usage intensity

PurposeThe paper aims to assess which aspects of online privacy concern and reported privacy behavior predict Facebook usage intensity. Design/methodology/approachThe data were obtained by collecting 598 surveys via a non-probability, convenience sampling method. A logistic regression was conducted to predict high and low Facebook usage intensity with regard to online privacy-related attributes. FindingsThe findings indicated that only five of the 16 online privacy-related items predicted Facebook usage intensity. The top three items related mainly to the control of online privacy. Research limitations/implicationsThe results of the study identify the most important privacy concern and privacy behavior aspects that Facebook should take note of. The significant predictors of Facebook usage intensity could provide insight into those privacy attributes, which are the most critical to address, when considering the continuous evolution of the online privacy model for Facebook. Originality/valueThe uses-and-gratification theory and the third-person theory provide a framework for understanding and describing the empirical results by referring to the tension experienced between online privacy concerns and online privacy behavior. The value of this study lies in the identification of the online privacy-related attributes that significantly predict Facebook usage intensity. Predicts high/low Facebook usage intensity of online privacy concern and behavior.Framework of uses-and-gratifications theory and third-person theory.Results identify the most important privacy concern and behavior aspects for Facebook.Loss of privacy control is strongest predictor of Facebook usage intensity.Results can assist Facebook to focus on relevant concern and behavior changes.

Global text project : new horizons in textbook marketing

Purpose – The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created within the open source movement.Design/methodology/approach – A case study was used to illustrate some of the most pertinent and interesting developments in the field of marketing, alluding to the open source environment. A Wikibook was created in collaboration with all the participants of a graduate course and the development of this offering initiated a project called the GTP.Findings – The open source movement has created new ways of thinking and acting. The contributions, modifications and improvements by all users to the original product provide a platform of continuous improvement and development.Originality/value – The value of the paper lies in the lessons and challenges learnt from the case especially by those managing the GTP.

Mapping Country Wine Brand Personalities, Examples from Five Nations: An Abstract

This paper presents a study of wine estate websites in five different countries and regions designed to explore which dimensions of brand personality wine estates exhibit online, to determine whether wine estates in different countries portray different dimensions of brand personality. The study uses text content from wine estate websites and analyzes it using the text analysis software Diction. Typical applications of the BPS include comparisons of brand personalities within an offering category utilizing questionnaires in which respondents indicate the extent to which the brands being compared possess dimensions of brand personality, namely, sincerity, excitement, competence, sophistication, and ruggedness.

When Second-Best Becomes the First-Best Option: The Education Dilemma

Education is a public good that should be utilized to help build an educated workforce that can contribute to economic growth and prosperity. A relationship exists between industry, secondary and tertiary education as role players in contributing to an effective workforce. This relationship seems to be linear in nature and therefore, when an imbalance in any of these environments occurs it can potentially have an effect on the overall economic wellbeing of the specific country.

Trustworthiness of product review blogs: A source trustworthiness scale validation

The authors would like to acknowledge the data collection in Australia sponsored by Pulse Group PLC, a global provider of online consumer panels.