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Publication Burnout and counterproductive workplace behaviours among frontline hospitality employees: the effect of perceived contract precarity.(Emerald, 2022-08-12) Wallace, Elaine; Coughlan, JosephPurpose: This study aims to investigate affective commitment (ACS) and leader¿member exchange (LMX) as resources mitigating against burnout and counterproductive work behaviours (CWBs) in the hospitality sector, and examines the effect of zero-hour contracts on these relationships. Design/methodology/approach: Through conservation of resources theory, this study tests a framework exploring ACS and LMX as resources against burnout and CWBs, using a data set of 260 frontline hospitality employees working in Ireland, considering zero-hour contracts as a moderator. Findings: Findings indicate that burnout is associated with CWB, and ACS and LMX are resources against burnout and CWB. Furthermore, zero-hour contract perceptions moderate the resource effect of ACS and LMX. Yet, zero-hour contract perceptions do not moderate the relationship between burnout and CWB, indicating these employees may be caught in a resource-loss spiral. Practical implications: This study proposes mechanisms to enhance resources against burnout, with specific strategies to support young employees who are more likely to experience burnout. As findings suggest unique negative impacts of burnout for employees on zero-hour contracts, this paper also provides guidance to support these vulnerable employees. Originality/value: This study provides unique insights into hospitality employees¿ ability to harness resources against burnout and CWB consequences of burnout. The results indicate that perceived precarity does not moderate these relationships, suggesting that burnout affects this cohort differently.Publication A typology of conspicuous donation on Facebook(Emerald, 2021-02-05) Wallace, Elaine; Buil, Isabel; European Regional Development Fund; Gobierno de Aragón; J.E. Cairnes School of Business and Economics, National University of Ireland GalwayPurpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis. Findings Four segments were identified, common to both samples. Quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity. They follow a charity if it offers intrinsic meaning, and they quietly donate money. Facebook expressives mention charities on Facebook to impress others, but have low intention to donate. Following the charity on Facebook is a means to virtue signal, but it helps to spread word of mouth. Friendly donors are active on social media and engage with charities on Facebook when there is personal meaning, and they will donate. Following the charity offers them intrinsic value, and their Facebook mentions promote the charity online. Finally, dirty altruists are motivated by a desire to help, but also to impress others. They will donate, but they will ensure to highlight their good deed on Facebook, to virtue signal. Originality/value The study contributes to the literature investigating individuals’ motivations to connect with charities through social media and suggests value co-created by types of charity followers on Facebook.Publication Facebook and luxury fashion brands: self-congruent posts and purchase intentions(Emerald, 2020-04-07) Wallace, Elaine; Buil, Isabel; Catalán, SaraThis study explores consumers self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and whether ASC or ISC of luxury fashion brands on Facebook predicts purchase intention. It also examines trait antecedents of both ASC and ISC Facebook mentions of luxury fashion brands, specifically materialism, self-monitoring, and self-esteem. Findings are presented from a survey of Facebook users who mention luxury fashion brands on the social medium. Self-esteem was revealed as an antecedent of ASC luxury fashion brands mentioned on Facebook, while materialism and high self-monitoring predicted ISC luxury fashion brands. Only ASC luxury fashion brands mentioned online were positively associated with purchase intention. Results are exploratory and they are limited to those who are active Facebook users, and who mention a luxury fashion brand on Facebook. The study offers implications for managers of luxury fashion brands seeking to utilise Facebook to enhance the purchase intention for their brands or to increase the idealization of the brand. The paper provides new insights into the relationship between self-congruent mentions of luxury fashion brands on Facebook and purchase intention of those brands, distinguishing between ISC and ASC. This research also offers valuable and useful insights into ISC and ASC antecedents.Publication The role of flow for mobile advergaming effectiveness(Emerald, 2019-11-11) Catalán, Sara; Martínez, Eva; Wallace, ElaineBased on flow theory, this paper seeks to explain why the use of mobile advergames can enhance players brand perceptions and purchase intentions, as well as the factors that affect players flow experience. Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model. The results reveal that challenge, interactivity, focused attention, and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude toward the featured brand and the greater the purchase intention. Practical implications: The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most. This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players brand perceptions and purchase intentions.Publication Improving consumers’ willingness to pay using social media activities(Emerald, 2018-10-05) Torres, Pedro; Augusto, Mário; Wallace, ElainePurpose: This study examines the impact of social media activities on consumers willingness to pay a premium (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this relationship. For the first time, the effect of electronic word-of-mouth (eWOM) is considered separately from other social media marketing efforts (SMME). Design/methodology/approach: Data from a sample of 145 banking customers that follow bank social networks was analysed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to test a proposed structural model. Findings: Findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. The results uncover a viable path to achieve WTPp in the banking industry, which includes the joint presence of SMME, eWOM, and CBI. Research limitations/implications: The study was conducted in the banking sector in Portugal. It is advocated that further research would investigate the results in other service sectors, across different countries. Practical implications: Findings highlight the importance of social media marketing in banking. Results reveal opportunities for managers in the banking sector to enhance CBI and ultimately WTPp, through SMME and eWOM. Originality/value: The study is the first to consider the influence of SMME and eWOM as separate antecedents of WTPp. The findings indicate that the effect of eWOM and SMME on WTPp is fully mediated by CBI. In particular, the results of the fsQCA indicate that the combined presence of SMME, eWOM, and CBI, is sufficient to obtain WTPp.Publication Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity(Emerald, 2019-01-16) Catalán, Sara; Martínez, Eva; Wallace, ElaineThis paper seeks to explain the effect of flow, game repetition, and brand familiarity on players brand attitude and purchase intention in the context of mobile advergaming. Data from 227 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model. The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players flow experience, which in turn significantly affects players purchase intentions. The findings of this study are important for advertising practitioners and advergames developers as understanding the determinants of mobile advergaming effectiveness is crucial to designing successful advergames that persuade players most. This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow, and brand familiarity on mobile advergaming effectiveness.Publication Creating and capturing value in technology ventures - from market validation to business model development(The European Financial Review, 2015-04) Evers, Natasha; Cunningham, James; Hoholm, ThomasThe business validation phase can be a tough time for an entrepreneur, which is why it’s important that they use any and all tools necessary to help them at this stage of their business development. In this article, Natasha Evers, James Cunningham and Thomas Hoholm outline the key principles from their new book, Technology Entrepreneurship – Bringing Innovation to the Marketplace, behind market validation and business model development for successfully creating, and capturing, value.Publication Entrepreneurial marketing and born global internationalisation in China(Emerald, 2017-11-10) Andersson, Svante; Evers, Natasha; Gliga, GligaPurpose This study aims to explore the entrepreneurial marketing (EM) behaviour of Swedish born globals entering the Chinese market through their international networks. Drawing from the network theory of small firm internationalisation, this study is positioned in the domain of EM, and thus captures the relevance of EM behaviour to explain how born globals internationalise through their networks.Design/methodology/approach A qualitative case study approach of two Swedish born global companies active in the Chinese market is used. The network theory helps analyse the data in the three phases of firm internationalisation processes.Findings The study shows the importance of networks for the enactment of EM for born globals. The study traces the evolution of network development in the market entry process of born globals and highlights the importance of aligning network leverage with contextual factors for market performance.Research limitations/implications The generalisation of the findings is limited due to the exploratory nature of the study and the size of the research sample.Practical implications Management of different types of networks is essential in the entry process and further growth of born globals in the Chinese market. In addition, born globals operating in psychically distant and complex institutionally contexts can especially gain support from intermediary networks.Originality/value This study extends knowledge of international entrepreneurship by demonstrating that born global managers can enact EM behaviour by leveraging networks to gain rapid entry into the Chinese market. It further highlights the role of firms' networks in the EM activities in their internationalisation. The conceptual underpinnings of EM and network theory provide greater understanding of how born globals enter and grow their psychically distant markets.Publication Extending the international new venture phenomenon to digital platform providers: a longitudinal case study(Elsevier, 2018-05-28) Ojala, Arto; Evers, Natasha; Rialp, AlexPeople increasingly interact with services enabled by digital platforms. This has been a consequence of the digitalization of artifacts, which has transmuted traditional businesses into digital forms. With the increasing digitalization and modularization of services, digital platforms have given many digital service providers possibilities to scale globally, and to rapidly transcend national borders by serving multi-sided markets. However, we still know very little about how digital platform providers actually internationalize their services, or how they make their platforms available for global markets. In this paper, we contribute to the increasing literature on digital-based INVs, examining how firms of this type internationalize their services, and more specifically, how recent technological developments have shaped the firms’ internationalization processes. Drawing on concepts from the network approach to internationalization, resource dependency theory, and INV theory, we extend the scope of INV theory via a model that encompasses the internationalization process of digital platform providers. We report on a longitudinal case study of a digital platform provider (covering the period 2000–2017), which allowed us to gain in-depth insight into the INV phenomenon.Publication Investigating components and causes of sabotage by academics using collective intelligence analysis(Taylor & Francis, 2018-05-24) Wallace, Elaine; Hogan, Michael; Noone, Chris; Groarke, JennyMentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour literature, we investigate ‘conspicuous virtue signalling’ (CVS), as conspicuous consumption on Facebook. CVS occurs when an individual mentions a charity on their Facebook profile. We investigate need for uniqueness (NFU) and attention to social comparison information (ATSCI) as antecedents of two types of CVS–self-oriented (to gain intrinsic benefits) and other-oriented (to impress others). We also explore the relationship between CVS and self-esteem, and offline prosocial (donation to the charity) and unethical (counterfeit purchase) behaviour intentions. Data from two studies, a college survey (N = 234) and an adult survey via MTurk (N = 296), were analysed using structural equation modelling. Results indicate that NFU predicts both forms of CVS, while ATSCI influences both forms of CVS for adults and other-oriented CVS for students. Self-esteem is enhanced by self-oriented CVS. Self-oriented CVS predicts donation intention whereas other-oriented CVS significantly reduces donation intention for both samples. Furthermore, a significant relationship between CVS and purchase intention of counterfeit luxury goods is revealed. Findings provide insights into conspicuous virtue signalling and the relationship between CVS on Facebook and offline behavioural intentions.Publication 'Consuming good' on social media: What can conspicuous virtue signalling on Facebook tell us about prosocial and unethical intentions?(Springer Verlag, 2018-08-21) Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie; Government of Spain; Government of Aragón; European Social FundMentioning products or brands on Facebook enables individuals to display an ideal self to others through a form of virtual conspicuous consumption. Drawing on conspicuous donation behaviour (CDB) literature, we investigate conspicuous virtue signalling (CVS), as conspicuous consumption on Facebook. CVS occurs when an individual mentions a charity on their Facebook profile. We investigate need for uniqueness (NFU) and attention to social comparison information (ATSCI) as antecedents of two types of CVS self-oriented (to gain intrinsic benefits) and other-oriented (to impress others). We also explore the relationship between CVS and self-esteem, and offline prosocial (donation to the charity) and unethical (counterfeit purchase) behaviour intentions. Data from two studies: a college survey (N = 234), and an adult survey via MTurk (N = 296), were analysed using structural equation modeling. Results indicate that NFU predicts both forms of CVS, while ATSCI influences both forms of CVS for adults and other-oriented CVS for students. Self-esteem is enhanced by self-oriented CVS. Self-oriented CVS predicts donation intention whereas other-oriented CVS significantly reduces donation intention for both samples. Furthermore, a significant relationship between CVS and purchase intention of counterfeit luxury goods is revealed. Findings provide insights into conspicuous virtue signalling and the relationship between CVS on Facebook and offline behavioural intentions.Publication When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms(Emerald, 2017-11) Wallace, Elaine; Buil, Isabel; de Chernatony, LesliePurpose This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships. Design/methodology/approach A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants were analysed and hypotheses tested using structural equation modeling. Findings Results confirm two forms of CDB – self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Self-oriented CDB is positively associated with donation intentions, but other-oriented CDB is negatively associated. Findings reveal how altruism moderates this model. Research limitations/implications Findings show how personality traits influence CDB and reveal the relationship between CDB, as virtual conspicuous consumption on social media platforms, and donation behaviour. Practical implications The study provides implications for managers about enhancing charitable donations through social media. Originality/value This is the first study to explore donation behaviour as a form of conspicuous consumption on social media, where virtual conspicuous consumption (i) does not require any offline consumption and (ii) may achieve the desired recognition, without any charitable act. It provides new insights into CDB, its antecedents and influence on donation behaviour.Publication Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes(Emerald, 2017) Wallace, Elaine; Buil, Isabel; de Chernatony, LesliePurpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.Publication Brand tribalism and self-expressive brands: social influences and brand outcomes(Emerald, 2015) Ruane, Lorna; Wallace, Elaine; |~|Purpose - This study aims to examine the relationship between social influence and consumers' self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether self-expressive brands and brand tribalism influence brand loyalty and word of mouth (WOM).Design/methodology/approach - A cross-sectional online survey was carried out with members of Generation Y in Ireland. Data from 675 complete responses were analysed using SPSS 20 and AMOS 20. A structural model tested nine hypothesised relationships.Findings - Findings indicate that both online social network influence and susceptibility to interpersonal influence are antecedents of tribalism and self-expressive brands. Consumers of self-expressive brands are loyal and offer positive WOM. By contrast, those who seek tribal membership have less brand loyalty and offer less WOM than other consumers. Findings suggest that consumers may be loyal to tribes, rather than to brands. This informs our understanding of the role of tribes for consumers and brand outcomes.Research limitations/implications - This study is limited to Generation Y consumers within Ireland.Originality/value - This is the first study to explore the effect of consumers' perceptions about online social network influence on brand tribalism. In addition, their views about the influence of the social network on self-expressive brand consumption, and brand outcomes, are identified. This paper highlights consumers' susceptibility to interpersonal influence on their brand choices and brand tribalism. In addition, it is shown that brand loyalty and WOM are not always a consequence of tribal membership. By contrast, self-expressive brand consumption enhances brand WOM and brand loyalty.Publication Low-Cost Carriers and High-Tech Barriers - User Views on Questionable Web Design Practices in Ireland(Irish Academy of Management, 2011) Barry, Chris; Hogan, Mairéad; Torres, Ann M.; |~|hat information systems/information technology (IS/IT) practitioners should use best practice in information systems development is universally agreed. We expect systems to enhance the user experience and allow them to engage in a satisfying, productive inter-action. This paper posits all is not well with this hypothesis and suggests many firms in the low-cost carrier (LCC) sector are using web technologies to inhibit or avoid customer service and to construct IS-enabled barriers behind which firms profit from their distance. The emergence of the LCC model is explored before a study is presented that scrutinises LCC web practices. Participants were found to be wary in online interactions and cynical about problematic or omitted features. Teaching of good practice is suggested and improved ethics in IS design is merited.Publication Who Likes You and Why? A typology of Facebook Fans(2014) Wallace, ElaineAlthough many managers recognize that Facebook fans represent a marketing opportunity, little is known about fan types. This study explores a typology of fans, drawn from a sample of 438 individuals who Like brands on Facebook. Fans brand loyalty, brand love, use of self-expressive brands, and word of mouth (WOM) for Liked brands were used to suggest four fan types: the fan-atic, the utilitarian, the self-expressive and the authentic. The results of this exploratory study highlight the value of cluster analysis as a strategy for identifying different fan types and provide insights to prompt further research into Facebook fan types.Publication Winning Success in Aquaculture Marketing(Dublin Institute of Technology, 1993) Torres, Ann M.; |~|A decade ago aquaculture in Ireland was essentially a cottage industry, fragmented, undercapitalised with uneven product quality and at the mercy of larger, often foreign owned distributors. Today, a rapidly growing aquaculture industry is achieving profitable prices for a quality product in competitive international markets. Key to this success has been a fuller understanding and reshaping of the aquabusiness value chain- the chain of value adding activities from raw materials to final consumer that characterises the industry. Producers, using cooperative and relationship based marketing approaches, have essentially changed the rules of the game and won more control over and profit from downstream activities.Publication Social networking and online privacy: Facebook users' perceptions(Irish Academy of Management, 2012) O'Brien, Deirdre; Torres, Ann M.This study investigates Facebook users' perceptions of online privacy, exploring their awareness of privacy issues and how their behaviour is influenced by this awareness, as well as the role of trust in an online social networking environment. A cross-sectional survey design is used. The sample frame is a network of Facebook friends; 285 survey responses were collected giving a response rate of 47.5 percent. The study reveals over half of Facebook users have a high level of privacy awareness; however, an element of uncertainty is evident. Privacy concerns are prevalent especially relating to third parties' access to Facebook users' information. Over three-quarters of users have changed their privacy settings to tighter controls, prompted largely by privacy concerns. The most active period for change to privacy settings was 2010, reflecting a response to the controversy surrounding Facebook's privacy approach. Only one-quarter of users trust Facebook, yet the majority of users believe both Facebook and users have an equal obligation to protect users' information.Publication A Comparison of Wine Purchasing Behaviors in Ireland and California When the Celtic Tiger Roared, American Association of Wine Economics,(2012) McGarry-Wolf, Marianne; Higgins, Lindsey; Torres, Ann M.; |~|In 2006 the Irish wine market was growing rapidly along with its Celtic Tiger economy (Euromonitor, 2008). Total wine sales in Ireland more than quadrupled in the seventeen-year span from 1990 to 2007 (Geraghty and Torres, 2009). While wine consumption in Ireland was growing at a rapid rate, US consumption was growing, but at a slower rate. (Euromonitor, 2010). According to Moran, Ireland sincreased consumption of wine was due primarily to improved accessibility, affordability, and branding of wine. Geraghty and Torres conducted research in Galway Ireland in 2006 among 307 wine consumers and identified three clusters of wine consumers in Ireland: the casual wine buyer, the value seeking wine buyer, and the wine traditionalist (Geraghty , 2009). These clusters provided insight into the consumers behind the increase in wine consumption. The recent recession however, has caused the wine sector in Ireland to plummet (Euromonitor, 2010). The purpose of this research was to compare the California market consumers to the consumers in the Irish market that was growing at a rapid rate to identify similarities and differences in the factors that impact wine demand in the two countries.Publication Opening the Doors to a Global Classroom: An International Social Media Collaboration in North American Colleges & Teachers of Agriculture, Special Issue: Globalization: Implications for Teaching and Learning in Post-secondary Agricultural Education(North American Colleges & Teachers of Agriculture, 2013-09-01) McGarry-Wolf, Marianne; Higgins, Lindsey; Torres, Ann M.; |~|A social media platform (ValuePulse) linked California agribusiness undergraduates in a marketing class to students in a marketing course in Ireland. The social media platform was used to create a combined group allowing students in both classes to contribute to discussion board posts on current news articles related to marketing. Instructors from each course alternatively posted articles. A survey tool was used to gauge student perceptions of the experience. Results were compared to a control group of California undergraduates using the same social media platform to discuss articles related to their courses, but without the international contingent. Survey results show an increased level of engagement by the international collaboration group. A greater proportion of students in the international collaboration said they learned from their classmates comments on the discussion board (73% to 86%) and said that they found the experience rewarding. These results are consisten with prior studies on the internatonalization of higher education classrooms and suggest vast potential associated with the incorporation of technology-aided global classrooms.