The mediating role of mental imagery in mobile advertising

The future of communication and advertising is mobile. There is, however, little empirical evidence as to exactly how mobile advertising works. This research examines the role of mental imagery elicited by mobile advertising and its mediating effect on trust in the advertising message (ad trust) and purchase intention. Using a 2 × 2 factorial experimental design, we examined the influence of the type of message – SMS vs. MMS – and type of content – informational vs. transformational – on the three dimensions of mental imagery: vividness, quantity and elaboration. Results show a greater impact of MMS mobile ads and transformational ads on vividness and elaboration, while SMS mobile ads have a greater impact on the quantity dimension. The study also suggests that ad trust can be improved by enhancing the mental imagery elicited by mobile ads. Vivid and elaborate mental imagery mediates the effect of the type of ad on ad trust and exerts a positive influence on purchase intention. These findings have important implications for mobile advertisers since overcoming trust issues remains a major obstacle in the adoption of this medium. In addition, practical aspects of mobile ads’ conception and design are discussed and directions for future research are suggested.     

The Split-Ballot Multitrait-Multimethod Approach: Implementation and Problems

Saris, Satorra, and Coenders (2004) proposed a new approach to estimate the quality of survey questions, combining the advantages of 2 existing approaches: the multitrait–multimethod (MTMM) and the split-ballot (SB) ones. Implemented in practice, this new approach led to frequent problems of nonconvergence and improper solutions. This article uses Monte Carlo simulations to understand why the SB-MTMM is working well in some cases but not in others. The number of SB groups is a crucial element: The 3-group design is performing better. However, the 2-group design can also perform well: The analyses suggest that the interaction between the absolute values of the correlations between the traits and the relative values of the different correlations between traits plays an important role.     

Teacher research and the aims of education

We report on the development of a course for experienced teachers in the Netherlands, intended to enhance their professionalism by engaging them in doing research based on reflection on the aims of their educational efforts. The course was accompanied by design-based research. The research question was whether and how the course stimulated teachers to connect doing research and taking a reflective stance; the results were used to improve the course, thus creating a cyclical design. Although the course was positively evaluated by the participants, reflection on its results made clear to us that our approach in the combination of learning to do research and reflecting on aims is not enough to make teachers into critical research-minded professionals. A more context-aware view of their learning process is necessary: the institution school limits their possibilities. The implication is that both our course and our research effort have to be critically revised. Instead of looking for causal effects, one should be aware of traces of development that may or may not be caused by the intervention.     

The contested professionalism of teachers meeting radicalising youth in their classrooms

In a diverse and unjust world, teachers experience difficulties to achieve inclusive education. In parts of the western world, including the Netherlands, the very possibility of a combination of ethnic and cultural diversity and common citizenship has come into question. Meanwhile some youngsters are in the process of radicalisation. We illustrate the problem definitions of teachers and teacher trainers with a case study of a professional learning activity in Amsterdam. This is followed by a critical discussion based on a pedagogical view on education.     

The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing

Given that e-tailing service failure is inevitable, a better understanding of how service failure and recovery affect customer loyalty represents an important topic for academics and practitioners. This study explores the relationship of service failure severity, service recovery justice (i.e., interactional justice, procedural justice, and distributive justice), and perceived switching costs with customer loyalty; as well, the moderating relationship of service recovery justice and perceived switching costs on the link between service failure severity and customer loyalty in the context of e-tailing are investigated. Data collected from 221 useful respondents are tested against the research model using the partial least squares (PLS) approach. The results indicate that service failure severity, interactional justice, procedural justice and perceived switching costs have a significant relationship with customer loyalty, and that interactional justice can mitigate the negative relationship between service failure severity and customer loyalty. These findings provide several important theoretical and practical implications in terms of e-tailing service failure and recovery.     

A framework for portal implementation: A case for Saudi organizations

Portals provide an aggregated and personalized view of information through a large application integrating information, people, and processes across organizational boundaries. As such, portals can significantly impact organizations, completely changing how they work and operate. In addition, many critical success factors can affect portals at any stage of implementation. Many organizations lack suitable frameworks for implementing portals to ensure success in the organization, customer satisfaction, and employee morale. To address this gap, we proposed a comprehensive framework to develop and operate portal projects by considering specific critical success factors. We have evaluated and compared this work with previous work in the same field, more accurate and significant results.     

An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust

Rapid advances in mobile technologies and devices have made mobile banking increasingly important in mobile commerce and financial services. Using innovation diffusion theory and knowledge-based trust literature, this study develops a research model to examine the effect of innovation attributes (perceived relative advantage, ease of use and compatibility) and knowledge-based trust (perceived competence, benevolence and integrity) on attitude and behavioral intention about adopting (or continuing to use) mobile banking across potential and repeat customers. Based on a survey of 368 participants (177 for potential customers and 191 for repeat customers), this study uses a structural equation modeling approach to investigate the research model. The results indicate that perceived relative advantage, ease of use, compatibility, competence and integrity significantly influence attitude, which in turn lead to behavioral intention to adopt (or continue-to-use) mobile banking. Additionally, by using multi-group analysis with t-statistics, the results found that the antecedents of attitude toward mobile banking differ between potential and repeat customers. The implications for research and practice and future research directions are discussed.     

Innovations and communication through innovative users: An exploratory mechanism of social networking website

The study focuses on which users to target and why and how to inspire their participation by applying combination of von Hippel's lead user and user innovation toolkits with Rogers’ innovation diffusion theories. After an investigation of a social networking website, this study finds that individuals with large number of hits are highly active users of new functions. Moreover, they are likely to use toolkits to customize their personal uses and respond to others’ problems. Therefore, they garner appreciation from others in return, achieve higher ranks in the top hit parade, and obtain better-expected benefits from the website's incentive compensation. This study also evaluates the toolkits’ efficacy in the Web 2.0 context and finds that they are not equivalents. This research offers insights useful for web service providers to target innovative users and create an environment using web toolkits to induce user-generated innovation and achieve better effect of innovation communication.     

Email overload: Exploring the moderating role of the perception of email as a ‘business critical’ tool

The management of email remains a major challenge for organisations. In this article, we explore the extent of the perceptions of email as a business critical tool within an organisation and how the level of such perceptions may moderate the level of email overload experienced by individuals within the organisation. Data from a sample of 1100 employees of a multinational technology firm are analysed using multivariate techniques. The results suggest that without a clearly stated code of email practice within an organisation, there are likely to be large variations in what is perceived as ‘business-critical’ email and, as a result, a substantial amount of email generated within the organisation may not be ‘business-critical’, potentially increasing the level of ‘email-overload’ experienced by individuals within the organisation.