Marcos Komodromos

Corporate Reputation Through Strategic Corporate Social Responsibility: Insights From Service Industry Companies

Corporate social responsibility (CSR) has gained global awareness in recent years. The proponents of CSR state that a good corporate reputation may be beneficial to an organization. This research paper reviews the theoretical basis of CSR, and by adopting a qualitative methodology examines the characteristics of CSR strategies and CSR communication tactics of eight companies in Cyprus market through personal in-depth interviews. Results reveal that CSR has a positive impact on the companys employees, the environment, stakeholders and the general public, and highlight that CSR is an important ingredient for the success of the organizations in the Cyprus market.

A STUDY OF PR PRACTITIONERS' USE OF SOCIAL MEDIA TOOLS IN CYPRUS

This study is aimed at both researchers and public relations (PR) practitioners. The use of social media tools and technologies — such as blogs, social networking, microblogging, podcasts, etc. — is a very important factor for PR practitioners, helping them to improve important organizational processes. The research employs a mixed methodology, with data being analyzed both quantitatively and qualitatively. A sample of 25 senior PR practitioners was purposively selected from different sectors in Cyprus using a mixed methodology approach. Understanding how PR practitioners use social media tools in organizations in Cyprus can have a positive impact in terms of more effective branding, stronger brand loyalty and improved marketing, including stronger customer dialogue, reduced internal communications costs, ability to mine and analyze customer data more effectively, improved customer service and support, increased customer satisfaction, and better product development (such as social networking). Previous studies describe the implementation of social media in terms of yes/no. This paper is original and innovative in that it explores how PR practitioners use social media in Cyprus (and to what extent), and how this can benefit their organization as a whole.

Employees' perceptions of trust, fairness, and management of change using an organisational justice framework: a brief review of the literature

A theoretical approach is presented of an organisational justice framework that may provide an enriched perspective to examine strategic change, enhancing the understanding, design, implementation, and effectiveness of strategic change initiatives. The organisational justice framework provides an understanding of employees’ perceptions on trust and fairness during an organisational strategic change process in the context of the justice approach, although perceived fairness has been seen as playing an important role in the process of sustaining trust in the organisation. The study demonstrates the importance of analysis of the response to strategic change by employees, the impact on organisational trust, and the influence of the fairness judgment.

MEASURING LUXURY BRAND CONSUMPTION AND FEMALE CONSUMERS' RELIGIOSITY IN THE UAE

Luxury brand consumption by female consumers in the rich Arab Gulf states has never been systematically studied, and thus most of our knowledge in this area remains shaped by preconceived notions that are not likely to withstand scientific scrutiny. This study fills that gap in research and provides significant evidence on the actual consumption behavior of this enigmatic consumer segment. In our study, focus groups and expert feedback were used to construct a Luxury Consumption Scale (LCS) to measure actual luxury purchases, while Tiliouines Scale (RS) was used to measure religiosity. Results show that the sample tended to be religious with moderate luxury consumption, but no relationship was observed between these two. Results also demonstrate that brands transcend boundaries; ridges created by politicians and extremists are bridged by Burberry, Hermes and Versace. Religious Arab women did not perceive a problem in being defined by international brands of non-Muslim origin. This study contributes to the literature by examining the underexplored intersection of female luxury brand consumption and religiosity in the lucrative markets of the Arab Gulf.

Social networking: how small organisations are using Facebook and Twitter in engaging customers

Social networking sites, such as Facebook, Twitter, LinkedIn or Google+, allow organisations to create profiles and become active members, small organisations have started incorporating these strategies into their public relations strategy. For large organisations have used these sites to engage more with their consumers and strengthen their existing brands; however, little is known about how small organisations are taking advantage of the social networking popularity. This qualitative study examines 55 small organisations in Cyprus and Greece on how they use these social networking sites to advance their organisations PR and marketing programs and increase engagement with their customers. The results highlight the importance of social networking as a platform to engage and connect with their consumers and their consideration as a social media management tool. Careful planning and research will greatly benefit small organisations as they attempt to develop social networking relationships and increase engagement with their customers.

How web 2.0 and social media are changing public relations practitioners' work: a qualitative study

This study employs a qualitative study with forty-three in-depth interviews, to explore the perceptions of 20 public relations executives working in digital interactive agencies on the use of web 2.0 and social media in communication practice of Public Relations, and the adoption of online interactivity within their communication strategies. The study took place in four countries: Cyprus, Greece, Romania and Malta. The results highlight the serious challenges these practices post to organisations, and identify internal and external factors that affect the day-to-day communication practices and decision-making processes. It concludes that the communication sector perceives the current context as a great opportunity for growing and consolidating the strategic conception of marketing and public relations.

Public relations' practitioners view on public relations and digital media: a brief literature review

This paper is aimed at both researchers and academics in the areas of management and communication, and brings together key findings from across the recent literature to enhance overall understanding of current and future challenges posed by new media to public relations. Based on literature, today companies and organisations are investing more in digital media and particularly in social media initiatives. Public relations practitioners support that the environment nowadays is extremely different to offline environments but in many aspects it is also very similar. It remains unclear whether current theoretical frameworks can fully accommodate new media in public relations strategies, and evidence suggests that many public relations practitioners are struggling with the impact of digital media on their practice. Possible challenges and opportunities for public relations and digital media are explored and directions for further research in this area are suggested.

The marketing mix: a conceptual framework for teaching public relations and other corporate communication

This paper examines the concepts that are so often used interchangeably in the broad field of corporate communication. The authors first seek to define the field of marketing and how it has adapted to the fast pace of commerce and technology. In addition, the authors address one specific component of marketing in detail – that of advertising. This area of activity is no doubt the most conspicuous – and arguably – creative element of corporate communication. Because of this, advertising is often the one sector that becomes entangled in just how other areas of an organisation communicate. Indeed, there are cases where public relations professionals need to use the tools, tactics, know-how and accessibility of advertising in the same manner as advertisers often do when similar expertise is required from public relations (PR). Following, the study contributes to existing knowledge regarding the area of the marketing mix, which is used to communicate with customers within the public relations and corporate communications literature.

Employees’ perceptions of trust using an organisational justice framework in a media organisation in Cyprus

This paper examines how an organisational justice framework can be used to explore employees’ perceptions of trust during a period of strategic change in a privately-owned media organisation based in Cyprus. A multiple-case study research design was used and data were collected through multiple sources, including in-depth individual interviews and subject matter expert reviews and reflections. Relying on in-depth case study data from eight non-managerial employees, selected through purposive sampling, the paper conceptualises employees’ perceptions of trust during a period of strategic change in a media organisation, using an organisational justice framework, and identifies several important challenges to overcome to enable organisations to build more effective strategies. The results of this study contribute to a richer understanding of employees’ perceptions of trust, using an organisational justice framework within a media organisation in Cyprus. Following, the study contributes to existing knowledge r...