Laila Rohani

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Laurence Dessart

Université de Liège

Anna Morgan-Thomas

University of Glasgow

Cleopatra Veloutsou

University of Glasgow

Dongmei Cao

Nebojsa Davcik, Ph.D.

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maureen duclou

Rebecca Dolan

The University of Auckland

Jodie Conduit

University of Adelaide

John Fahy

Man Lai CHEUNG (MKT)

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Papers by Laila Rohani

Socail Media As A Storytelling Landscape: Analyzing Content Engagement In Publisher's Social Media

Understanding user expectations for using specific SNS platforms may help better manage affordanc... more Understanding user expectations for using specific SNS platforms may help better manage affordances to fit characteristics of a brand’s persona. This paper attempts to gain insight into book publisher’s current social media strategies and how affordances are being used to enhance engagement. A content analysis was conducted on three publishers on their Facebook and Instagram. Posts were categorized according to type. The most engaging post types were identified, and affordances were quantified. Finally, it was determined what engagement dimensionalities were embedded in comments. Findings indicated that all publishers maintained similar post content between the two platforms, of a product-type. Dialogue-type content was the most engaging. Affective and behavioral dimensions were found in comments made by consumers, and cognitive engagement was primarily found in administrator replies. Findings provide additional insight on social media affordance use by brands, the relevance of enga...

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The Impact of the Flipped Classroom on the Instructor

Much has been written about the impact of the flipped classroom on student learning. In this piec... more Much has been written about the impact of the flipped classroom on student learning. In this piece, however, we reflect on the impact of the flipped classroom on the instructor. Drawing on our classroom experiences, we share our insights about what the flipped classroom means for instructors in terms of how they perceive themselves and their relationship with their students: the challenges posed; practical strategies to address those challenges; and, most importantly of all, the learning fostered by this model

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A Framework for Cross-Cultural Consumer Research

The aim of this paper is to construct a conceptual framework for cross-cultural consumer behaviou... more The aim of this paper is to construct a conceptual framework for cross-cultural consumer behaviour research. A conceptual background of cross-cultural consumer research was investigated based on McCracken’s culture and consumption theory and Hofstede’s national culture theory. Two theories are compared and then an integrated framework is proposed for cross-cultural consumer research. The proposed framework suggests that Hofstede’s cultural dimensions can be used to classify different cultural groups for macro level analysis and McCracken’s cultural categories, principles, and movement of meaning can be applied to explain individuals’ consumption behaviour for micro level analysis. The proposed conceptual framework offers considerable advantages for both marketing practitioners and researchers who are interested in studying consumption behaviour in two or more different culture groups.

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The Impact of Consumers Perception of Environment and Technology in Redeeming E-Coupons

Consumers are now more technologically oriented than ever before and are also more concerned abou... more Consumers are now more technologically oriented than ever before and are also more concerned about the environment compared to previous times. A new model called Technology & Environment Mediation Model (TEMM) for consumer action related to the willingness to redeem e-coupons is proposed by combining aspects of Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM). This model articulates perceived the usefulness of having the environmental benefits of e-coupons integrated with concepts of having ease of use for accessing coupons online. Technology is predicted to have mediating effects on perceived easiness of access and environment is expected to mediate perceived usefulness of using ecoupons. The paper also introduces a number of possible research propositions and relates them to managerial implications and Structure Equation Model (SEM) is suggested as an appropriate methodology for testing the proposed model.

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Exclusively Synchronous Online (VIRI) Learning: The Impact on Student Performance and Engagement Outcomes

Journal of Marketing Education, 2018

There are growing trends in postsecondary education that emphasize the importance of online and t... more There are growing trends in postsecondary education that emphasize the importance of online and technology-enabled learning. This study aims to investigate whether the use of virtual, interactive, real-time, instructor-led (VIRI) online learning can deliver the same student performance and engagement outcomes as a face-to-face (F2F) course. The data consist of 698 participants taught in eight sections, over two semesters, with two different instructors. An analysis of variance was used to compare the differences for both student performance and engagement outcomes. The findings show that a synchronous course delivered using VIRI classroom technology has the same level of student performance outcomes as F2F learning. This study suggests that VIRI technology is an effective synchronous learning environment.

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Customer Preferences toward Hotel Facilities and Service Quality: A Cross-Cultural Analysis

International Review of Business Research Papers, 2017

The objectives of this study are to identify and compare customers' preference toward hotel facil... more The objectives of this study are to identify and compare customers' preference toward hotel facility and service attributes depending on their travel purpose. Therefore, vacation and business travelers staying in participating hotels were asked to rate important attributes of hotel facility and service. Based on ANOVA results, significant differences were found between hotel guests (survey respondents

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One step closer to the field: visual methods in marketing and consumer research

Qualitative Market Research: An International Journal, 2014

Purpose – The purpose of this study is to examine the use of visual research methods in the area ... more Purpose – The purpose of this study is to examine the use of visual research methods in the area of recent marketing and consumer research. Design/methodology/approach – Content analysis was used to investigate visual method in articles from Journal of Consumer Research; Journal of Marketing; Journal of Marketing Research; Journal of Marketing Management; Consumption, Markets, and Culture and Qualitative Market Research. , key words and methodology sections of all articles published in these six journals from 2002 to 2012 were scanned to identify which of them applied visual methods in their studies. The selected articles were then closely analyzed to discover how visual research methods were used and in what manner did they contribute to the marketing and consumer behavior discipline. Findings – This study found that a growing number of marketing and consumer researchers utilized visual methods to achieve their research goals in various approaches such as cultural inventories, proj...

Interpretation of Social Media Identity in the Era of Contemporary Globalization

INTERPRETATION OF SOCIAL MEDIA IDENTITY IN THE ERA OF CONTEMPORARY GLOBALIZATION Laila Rohani Adv... more INTERPRETATION OF SOCIAL MEDIA IDENTITY IN THE ERA OF CONTEMPORARY GLOBALIZATION Laila Rohani Advisor: University of Guelph, 2015 Dr. May Aung The new reality of contemporary globalization and its impact on consumers is an on-going interest to scholars from many disciplines. This study is positioned to take the understanding of this new reality to the context of social media consumers. The primary objective of this research is to explore how consumers create and portray their social media identities in the era of contemporary globalization by reflecting the global social media context as well as their own social and cultural backgrounds. In order to achieve the research objective, this study embraced the globalization conceptual background and the concept of self/others. Specifically, this research explores the social media consumption behaviour (the creation of self and others) of two groups of Facebook (FB) consumers, Canadian FB consumers and Korean FB consumers. Three sub-sets o...

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Socail Media As A Storytelling Landscape: Analyzing Content Engagement In Publisher's Social Media

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The Impact of the Flipped Classroom on the Instructor

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A Framework for Cross-Cultural Consumer Research

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The Impact of Consumers Perception of Environment and Technology in Redeeming E-Coupons