Journal of Telecommunications and the Digital Economy, 2022
In a context of overabundance of information on social media, the challenge for an organization i... more In a context of overabundance of information on social media, the challenge for an organization is to stand out and to create a link with its target. A Facebook page is a means for a company to federate the users around communities and to drive their engagement. The objective of this research is to test the effect of the use of humour in Facebook posts on perception, attitude and intention of engagement of social media users. An experimental study was conducted on a sample of fans of a Facebook page where we manipulated absence/presence of humour, and humour types. Results show a positive effect of perceived humour on attitude toward the publication, which influences the Facebook user’s intention to engage. Need for humour does not moderate the effect of humour on the attitude and the results do not reveal any difference between the types of humour tested.
Originality/Value: Results show further evidence that the concept is culturally laden and that th... more Originality/Value: Results show further evidence that the concept is culturally laden and that the socio-cultural characteristics of Tunisia altered its meanings established in the West, mostly associated to its origins and emergence.
Revue Marocaine de Recherche en Management et Marketing N°9-10, Janvier-Décembre 2014, 2014
La presente recherche vise a etudier l’effet de la communication societale de l’entreprise sur l’... more La presente recherche vise a etudier l’effet de la communication societale de l’entreprise sur l’attitude des consommateurs envers la marque et sur le capital client marque, et a tester l’effet moderateur de variables individuelles ; la religiosite, la sensibilite societale du consommateur et le scepticisme. Une experimentation a ete effectuee aupres d’un echantillon d’etudiants afin de tester ces relations. Les resultats montrent que la communication societale de l’entreprise dans un contexte tunisien n’a pas d’effet direct ni sur l’attitude envers la marque ni sur le capital marque. La religiosite ainsi que la sensibilite societale du consommateur permettent cependant de moderer partiellement l’effet de la communication societale.
Over the past few years the political and economic landscape of the Middle East-North Africa (MEN... more Over the past few years the political and economic landscape of the Middle East-North Africa (MENA) region has been dramatically transformed through a series of revolutions. These events call into question the legitimacy of Western-style marketing practices in the region. Marketers are now confronted with challenges due to the continuing legacy of Western colonialism. Tunisia, like several other countries of the region, seems still to be under the influence of Western culture. Our study utilizes the concept of acculturation in situ, which may provide a novel perspective through which the tumultuous economic and political events of the region may be understood. Adopting a socio-culturally embedded approach and mobilizing several colonial/post-colonial theories, we provide insights on the evolution of marketing and communication practices in the MENA region. Through a field study conducted prior to and after the revolution in Tunisia – the first of the MENA nations to successfully rev...
Purpose Taking an emerging country perspective, this paper aims to investigate consumers’ prefere... more Purpose Taking an emerging country perspective, this paper aims to investigate consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country-of-origin (COO), brand status (branded versus generic) and price. The second purpose is to test the effect of COO and brand status on consumers’ perceptions of quality, trust and purchasing intentions. Design/methodology/approach After a preliminary qualitative study, consumers answered a follow-up questionnaire to evaluate eight product combinations (COO/brand status/price) for three categories of OTC drugs. Conjoint analysis allowed assessing the importance of COO compared to brand status and price, while ANOVA was used to test the effect of COO and branding status on consumers’ responses. Findings Findings show that, in an emerging countries context, COO is less important than brand status in consumers’ preferences. COO and brand status have a greater effect on consumers’ perceptions of drug quality and trust t...
Qualitative Market Research: An International Journal, 2015
ABSTRACT Purpose– The purpose of the current study is to attempt to contribute to the understandi... more ABSTRACT Purpose– The purpose of the current study is to attempt to contribute to the understanding of some socio-cultural factors likely to explain the preference for international products in emerging countries, and more specifically those characterising former colonised countries in the Middle East and North Africa. Design/methodology/approach– The chosen approach is exploratory and of a qualitative inductive nature. It was based on a series of semi-structured and unstructured in-depth interviews with Tunisian consumers about their relationship to local and foreign products. Findings– A set of complex and inter-related explanatory factors of the country-of-origin phenomenon emerged through the analysis, notably the complex of the decolonised, acculturation in situ, frustration towards the West and sensitivity to the Western fashion system. Research limitations/implications– The main limitation of this research is that the interviews were carried out among people living in the three main cities of Tunisia, which are urban settings. Practical implications– This research proposes a general framework and a set of new constructs that may be used by leaders of businesses, communications agencies or distribution companies. These elements may help them for segmentation, assortment and range decisions, and brand names. Social implications– Given the failure of “buy local” campaigns, this research shows the importance to revive Tunisian consumers’ feeling of identification with their local culture and to reconcile them with their own identity. Suggestions are given to reach these objectives. Originality/value– This research proposes a framework explaining how the country-of-origin effect in emerging countries operates in a different manner from what has been suggested in the studies conducted in Western contexts.
Conference proceedings of Association Française de Marketing
Résumé : L'image du pays d'origine a toujours été étudiée séparément, auprès du consommateur, et ... more Résumé : L'image du pays d'origine a toujours été étudiée séparément, auprès du consommateur, et auprès de l'acheteur industriel, les mêmes thèmes et les mêmes méthodologies de recherche ont toujours été utilisés. Et pourtant, les spécificités des comportement d'achat de chacune de ces deux parties poussent le chercheur à se poser des questions sur les différences éventuelles de perceptions et d'effet pays d'origine. Cette recherche étudie les perceptions de l'image de pays d'origine auprès des consommateurs, importateurs-distributeurs et exportateurs, soit les différents membres d'une chaîne de distribution internationale. Abstract : Research on country image concerned separately consumers, and industrial purchasers, without considering differences between them. The same methodologies has been used, and the same subjects has been studied. Since buying behavior for consumers and industrial buyers is quite different, the empirical findings from consumer research may not be readily applicable to industrial buyers. In this paper we try to identify country image perceptions of consumers, distributors and exporters, the international distribution channel partners.
The aim of the paper is to analyse similarities and differences between the brand engagement and ... more The aim of the paper is to analyse similarities and differences between the brand engagement and the brand attachment constructs. The importance and role of these two concepts in an exchange context and particularly in the brand loyalty process framework is first stressed in this article. Each of these constructs is thereafter defined and presented in regard with its theoretical anchoring, dimensionality and operationalization.
A discussion of the limits and boundaries of the two concepts
is presented in a third step, pointing out the confusion that is made by some authors between attachment construct and the affective dimension of brand engagement construct. A comparison of the two concepts is finally made based on a set of criteria.
This research aims to explore the consumer–fashion relationship in a Tunisian Arab-Muslim context... more This research aims to explore the consumer–fashion relationship in a Tunisian Arab-Muslim context and to emphasize the particular role played by the identity concept in such a relationship. A qualitative approachbased on in depth interviews is used to explore the Tunisian consumer’s fashion experience. Results reveal an interesting and complex identity–fashion relationship translating the differents ambiguities and tensions of the consumers’ with modernity, culture, religion, and society.
L'attachement émotionnel à la marque intéresse de plus en plus de chercheurs et managers et s'ins... more L'attachement émotionnel à la marque intéresse de plus en plus de chercheurs et managers et s'inscrit dans le courant actuel du marketing expérientiel. Les recherches antécédentes se sont attelées à étudier principalement le concept, sa mesure et son rôle dans la fidélité à la marque. Très peu de travaux se sont intéressés aux antécédents et testé empiriquement leur effet. Nous nous proposons dans cette étude d'explorer les facteurs explicatifs de l'intensité de l'attachement, en comparant l'effet des variables relationnelles «individu – marque » à celles relatives au produit.
L’image des produits des P.V.D. est associée à des stéréotypes négatifs. Le prix a été identifié ... more L’image des produits des P.V.D. est associée à des stéréotypes négatifs. Le prix a été identifié comme pouvant compenser l'effet négatif d'une telle image. Nous étudions l'effet de cette image sur la formation des prix auprès de consommateurs et d'importateurs-distributeurs de pays développés : significativité, sens et intensité de la relation de causalité.
L’image des produits des P.V.D. est souvent associée à des stéréotypes négatifs. La familiarité a... more L’image des produits des P.V.D. est souvent associée à des stéréotypes négatifs. La familiarité avec le pays d'origine peut modérer cette image. Nous étudions l'effet modérateur de la familiarité avec le pays d'origine auprès des consommateurs et des importateurs-distributeurs de pays industrialisés.
Journal of Telecommunications and the Digital Economy, 2022
In a context of overabundance of information on social media, the challenge for an organization i... more In a context of overabundance of information on social media, the challenge for an organization is to stand out and to create a link with its target. A Facebook page is a means for a company to federate the users around communities and to drive their engagement. The objective of this research is to test the effect of the use of humour in Facebook posts on perception, attitude and intention of engagement of social media users. An experimental study was conducted on a sample of fans of a Facebook page where we manipulated absence/presence of humour, and humour types. Results show a positive effect of perceived humour on attitude toward the publication, which influences the Facebook user’s intention to engage. Need for humour does not moderate the effect of humour on the attitude and the results do not reveal any difference between the types of humour tested.
Originality/Value: Results show further evidence that the concept is culturally laden and that th... more Originality/Value: Results show further evidence that the concept is culturally laden and that the socio-cultural characteristics of Tunisia altered its meanings established in the West, mostly associated to its origins and emergence.
Revue Marocaine de Recherche en Management et Marketing N°9-10, Janvier-Décembre 2014, 2014
La presente recherche vise a etudier l’effet de la communication societale de l’entreprise sur l’... more La presente recherche vise a etudier l’effet de la communication societale de l’entreprise sur l’attitude des consommateurs envers la marque et sur le capital client marque, et a tester l’effet moderateur de variables individuelles ; la religiosite, la sensibilite societale du consommateur et le scepticisme. Une experimentation a ete effectuee aupres d’un echantillon d’etudiants afin de tester ces relations. Les resultats montrent que la communication societale de l’entreprise dans un contexte tunisien n’a pas d’effet direct ni sur l’attitude envers la marque ni sur le capital marque. La religiosite ainsi que la sensibilite societale du consommateur permettent cependant de moderer partiellement l’effet de la communication societale.
Over the past few years the political and economic landscape of the Middle East-North Africa (MEN... more Over the past few years the political and economic landscape of the Middle East-North Africa (MENA) region has been dramatically transformed through a series of revolutions. These events call into question the legitimacy of Western-style marketing practices in the region. Marketers are now confronted with challenges due to the continuing legacy of Western colonialism. Tunisia, like several other countries of the region, seems still to be under the influence of Western culture. Our study utilizes the concept of acculturation in situ, which may provide a novel perspective through which the tumultuous economic and political events of the region may be understood. Adopting a socio-culturally embedded approach and mobilizing several colonial/post-colonial theories, we provide insights on the evolution of marketing and communication practices in the MENA region. Through a field study conducted prior to and after the revolution in Tunisia – the first of the MENA nations to successfully rev...
Purpose Taking an emerging country perspective, this paper aims to investigate consumers’ prefere... more Purpose Taking an emerging country perspective, this paper aims to investigate consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country-of-origin (COO), brand status (branded versus generic) and price. The second purpose is to test the effect of COO and brand status on consumers’ perceptions of quality, trust and purchasing intentions. Design/methodology/approach After a preliminary qualitative study, consumers answered a follow-up questionnaire to evaluate eight product combinations (COO/brand status/price) for three categories of OTC drugs. Conjoint analysis allowed assessing the importance of COO compared to brand status and price, while ANOVA was used to test the effect of COO and branding status on consumers’ responses. Findings Findings show that, in an emerging countries context, COO is less important than brand status in consumers’ preferences. COO and brand status have a greater effect on consumers’ perceptions of drug quality and trust t...
Qualitative Market Research: An International Journal, 2015
ABSTRACT Purpose– The purpose of the current study is to attempt to contribute to the understandi... more ABSTRACT Purpose– The purpose of the current study is to attempt to contribute to the understanding of some socio-cultural factors likely to explain the preference for international products in emerging countries, and more specifically those characterising former colonised countries in the Middle East and North Africa. Design/methodology/approach– The chosen approach is exploratory and of a qualitative inductive nature. It was based on a series of semi-structured and unstructured in-depth interviews with Tunisian consumers about their relationship to local and foreign products. Findings– A set of complex and inter-related explanatory factors of the country-of-origin phenomenon emerged through the analysis, notably the complex of the decolonised, acculturation in situ, frustration towards the West and sensitivity to the Western fashion system. Research limitations/implications– The main limitation of this research is that the interviews were carried out among people living in the three main cities of Tunisia, which are urban settings. Practical implications– This research proposes a general framework and a set of new constructs that may be used by leaders of businesses, communications agencies or distribution companies. These elements may help them for segmentation, assortment and range decisions, and brand names. Social implications– Given the failure of “buy local” campaigns, this research shows the importance to revive Tunisian consumers’ feeling of identification with their local culture and to reconcile them with their own identity. Suggestions are given to reach these objectives. Originality/value– This research proposes a framework explaining how the country-of-origin effect in emerging countries operates in a different manner from what has been suggested in the studies conducted in Western contexts.
Conference proceedings of Association Française de Marketing
Résumé : L'image du pays d'origine a toujours été étudiée séparément, auprès du consommateur, et ... more Résumé : L'image du pays d'origine a toujours été étudiée séparément, auprès du consommateur, et auprès de l'acheteur industriel, les mêmes thèmes et les mêmes méthodologies de recherche ont toujours été utilisés. Et pourtant, les spécificités des comportement d'achat de chacune de ces deux parties poussent le chercheur à se poser des questions sur les différences éventuelles de perceptions et d'effet pays d'origine. Cette recherche étudie les perceptions de l'image de pays d'origine auprès des consommateurs, importateurs-distributeurs et exportateurs, soit les différents membres d'une chaîne de distribution internationale. Abstract : Research on country image concerned separately consumers, and industrial purchasers, without considering differences between them. The same methodologies has been used, and the same subjects has been studied. Since buying behavior for consumers and industrial buyers is quite different, the empirical findings from consumer research may not be readily applicable to industrial buyers. In this paper we try to identify country image perceptions of consumers, distributors and exporters, the international distribution channel partners.
The aim of the paper is to analyse similarities and differences between the brand engagement and ... more The aim of the paper is to analyse similarities and differences between the brand engagement and the brand attachment constructs. The importance and role of these two concepts in an exchange context and particularly in the brand loyalty process framework is first stressed in this article. Each of these constructs is thereafter defined and presented in regard with its theoretical anchoring, dimensionality and operationalization.
A discussion of the limits and boundaries of the two concepts
is presented in a third step, pointing out the confusion that is made by some authors between attachment construct and the affective dimension of brand engagement construct. A comparison of the two concepts is finally made based on a set of criteria.
This research aims to explore the consumer–fashion relationship in a Tunisian Arab-Muslim context... more This research aims to explore the consumer–fashion relationship in a Tunisian Arab-Muslim context and to emphasize the particular role played by the identity concept in such a relationship. A qualitative approachbased on in depth interviews is used to explore the Tunisian consumer’s fashion experience. Results reveal an interesting and complex identity–fashion relationship translating the differents ambiguities and tensions of the consumers’ with modernity, culture, religion, and society.
L'attachement émotionnel à la marque intéresse de plus en plus de chercheurs et managers et s'ins... more L'attachement émotionnel à la marque intéresse de plus en plus de chercheurs et managers et s'inscrit dans le courant actuel du marketing expérientiel. Les recherches antécédentes se sont attelées à étudier principalement le concept, sa mesure et son rôle dans la fidélité à la marque. Très peu de travaux se sont intéressés aux antécédents et testé empiriquement leur effet. Nous nous proposons dans cette étude d'explorer les facteurs explicatifs de l'intensité de l'attachement, en comparant l'effet des variables relationnelles «individu – marque » à celles relatives au produit.
L’image des produits des P.V.D. est associée à des stéréotypes négatifs. Le prix a été identifié ... more L’image des produits des P.V.D. est associée à des stéréotypes négatifs. Le prix a été identifié comme pouvant compenser l'effet négatif d'une telle image. Nous étudions l'effet de cette image sur la formation des prix auprès de consommateurs et d'importateurs-distributeurs de pays développés : significativité, sens et intensité de la relation de causalité.
L’image des produits des P.V.D. est souvent associée à des stéréotypes négatifs. La familiarité a... more L’image des produits des P.V.D. est souvent associée à des stéréotypes négatifs. La familiarité avec le pays d'origine peut modérer cette image. Nous étudions l'effet modérateur de la familiarité avec le pays d'origine auprès des consommateurs et des importateurs-distributeurs de pays industrialisés.
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Papers by Fatma Smaoui
Abstract : Research on country image concerned separately consumers, and industrial purchasers, without considering differences between them. The same methodologies has been used, and the same subjects has been studied. Since buying behavior for consumers and industrial buyers is quite different, the empirical findings from consumer research may not be readily applicable to industrial buyers. In this paper we try to identify country image perceptions of consumers, distributors and exporters, the international distribution channel partners.
A discussion of the limits and boundaries of the two concepts
is presented in a third step, pointing out the confusion that is made by some authors between attachment construct and the affective dimension of brand engagement construct. A comparison of the two concepts is finally made based on a set of criteria.
Abstract : Research on country image concerned separately consumers, and industrial purchasers, without considering differences between them. The same methodologies has been used, and the same subjects has been studied. Since buying behavior for consumers and industrial buyers is quite different, the empirical findings from consumer research may not be readily applicable to industrial buyers. In this paper we try to identify country image perceptions of consumers, distributors and exporters, the international distribution channel partners.
A discussion of the limits and boundaries of the two concepts
is presented in a third step, pointing out the confusion that is made by some authors between attachment construct and the affective dimension of brand engagement construct. A comparison of the two concepts is finally made based on a set of criteria.