Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

Exploration de l'effet anticipé d'un profil de compétences sur les motivations psychologiques et les tensions de rôle d'infirmières en santé mentale

Les exigences pour pratiquer comme infirmière en santé mentale au Québec augmentent et se modifient sans cesse, et ce, à une vitesse effarante. Sur le terrain, des constats tels que des tensions de rôles et un important taux de roulement du personnel infirmier dénotent des difficultés de la part des infirmières à exercer pleinement leurs fonctions. L’écart se creusant entre le rôle prescrit et le rôle exercé, les organisations se tournent de plus en plus vers les démarches qui permettent de gérer les compétences. Ces démarches s'accompagnent d'un arsenal d'outils dont fait souvent partie le profil de compétences qui vise à répertorier les compétences attendues d'un employé en vue d'orienter son développement professionnel entre autres. Face aux nombreux échecs que connaissent les démarches compétence, des études tendent à démontrer la pertinence d'aborder cet outil à partir du vécu subjectif du principal intéressé, soit l'utilisateur, et non l'inverse. La présente recherche vise donc à explorer l’effet anticipé d’un profil de compétences sur les motivations psychologiques et les tensions de rôle des infirmières en santé mentale. Six infirmières se sont projetées dans le futur, le temps d'un entretien semi-dirigé, afin de s'imaginer utiliser le profil de compétences élaboré dans le cadre d'une démarche compétence en cours d'implantation dans le centre de soins en santé mentale où elles travaillent. Un devis qualitatif et un traitement des informations à l’aide de la théorisation ancrée ont servi de cadre d’analyse pour explorer l’expérience des infirmières. Les résultats ont permis de révéler que le profil de compétences constitue bien plus qu'un outil de gestion; il véhicule une identité de rôle suggéré s'érigeant comme un miroir devant l'infirmière, qui est invitée à porter un regard sur sa propre identité de rôle et à traiter cette dualité. Plus précisément, il ressort que, suite à un traitement cognitif du rôle suggéré par le profil de compétences, les infirmières s'attendent à s'y identifier de trois façons différentes, celles-ci prenant la forme de reflets du rôle professionnel exercé ou souhaité renvoyés par le profil de compétences : un reflet dissocié du rôle, un reflet structurant du rôle et un reflet édifiant du rôle. Les résultats révèlent également que la façon dont les infirmières s'identifient par anticipation au profil de compétences influence leurs intentions de l'utiliser : le reflet dissocié du rôle est associé à une dérogation, le reflet structurant du rôle est associé à une adoption et le reflet du rôle édifiant est associé à une appropriation. Des résultats inattendus ont permis de dégager des facteurs incitatifs à l'identification au profil de compétences ainsi que l'idéalisation d'une dimension collective du profil de compétences. Les trois reflets de l'identification anticipée au profil de compétences et les intentions d'utilisation associées offrent ainsi une grille de lecture pertinente pour les gestionnaires et les consultants souhaitant accompagner les infirmières dans l'appropriation de leur profil de compétences. Les résultats soutiennent l'importance d'explorer les intentions d'utilisation des infirmières en identifiant les motivations psychologiques sous-jacentes et, partant, de mieux comprendre comment et à quel point elles s'identifient ou non au rôle suggéré par le profil de compétences. Cette compréhension permet aux infirmières de réfléchir à la construction de leur identité professionnelle et à s'outiller de stratégies identitaires leur permettant de négocier plus harmonieusement l'intériorisation de l'identité de rôle suggéré par le profil de compétences. Bien que d'autres recherches soient nécessaires pour approfondir l'identification au profil de compétences, les résultats apportent une clé de compréhension dans le domaine scientifique de la gestion des compétences au Québec, jusqu'ici peu documenté.

The call for sailing uncharted seas: Motivations and expectations of recently graduated individuals

We explore the motivations and expectations that are impacting Portuguese recently graduated individuals in their decision of becoming international managers. Throughout a qualitative analysis over 20 interviews we construct a theoretical framework of recent graduates actual expectations and motivations regarding their international assignments. Accordingly, individuals are conducted by the desire of cultural-diversity experiences, social pressures and challenging environments. Expectations are not a result of a straightforward process; instead, they are dynamic and influenced by the challenges that international managers have to cope with during their international journey. Moreover, expectations and motivations are not mutually exclusive; they produce impact on each other, characterizing a dynamic process of international managers‟ lives.

Perceived benefits, motivations and preferences for foreign language learning by older adults. Insights from an initiative in Cuenca, Ecuador

El presente estudio analiza las percepciones y actitudes que tienen los adultos mayores de la ciudad de Cuenca, Ecuador hacia el aprendizaje del inglés. Un total de 151 adultos mayores (con edad promedio de 70.3 años) respondió a un cuestionario con 50 ítems. Se llevó a cabo análisis factoriales, de regresión múltiple y cluster con el propósito de definir las dimensiones subyacentes en las percepciones, motivaciones y ambiciones de los adultos mayores para aprender un idioma extranjero, y su relación con las características sociodemográficas de los participantes. Los resultados señalan que el interés por estudiar un idioma extranjero está basado en la percepción de que aquello mejora la interacción social de las personas, su desarrollo personal, el funcionamiento y mantenimiento de la mente y memoria, y que activa y vuelve su vida más dinámica. Los resultados además revelaron que la principal motivación de los participantes para tomar un curso de inglés está relacionada con el potencial de usar este idioma en la vida diaria y el de leer profusamente en esa lengua extranjera. La duración del curso y la obtención de un certificado fueron factores determinantes que permitieron agrupar a los participantes en función de sus preferencias en lo que respecta al diseño práctico de un curso de inglés. Adicionalmente, la edad y el nivel de instrucción fueron variables determinantes de motivación que influyeron en la mayor parte de las respuestas dadas por los participantes.

Entrepreneurial Motivations Questionnaire: AFC and CFA in academy.

Background Entrepreneurship has been considered essential to create value, being a powerful driver of economic and social development. Academy must invest in the development of entrepreneurial skills in students ("Entrepreneurial Academy"). Objective: To analyse the psychometric proprieties of the EMQ-Entrepreneurial Motivations Questionnaire. Methods Sample: 6,532 students from 17 polytechnic Institutes of Portugal. Measure: EMQ, composed by measures of Entrepreneurial motives for the business, Entrepreneurial influences, and Support Services. Results Exploratory factor analysis (EFA) for Entrepreneurial-Motives-for-thebusiness (KMO = .921, X2 = 54387.94, p < .001) extracted 4 factors, explaining 53.81 % of variance (EV): F1-Family security (19.92 % EV; M= 4.07, SD = 0.67), F2-Prestige (14.60 % EV; M= 3.25, SD = 0.75), F3- Independence (13.13 % EV; M= 3.33, SD = 0.75), and F4-Realization of an opportunity (11.15 % EV; M= 4.08, SD = 0.56). This factorial structure was supported by Confirmatory factor analysis (CFA), with an acceptable fit: RMSEA = .084. EFA of Entrepreneurial-Influences (KMO = .916, X2 = 60584.93, p < .001), extracted 4 factors, EV 60.08 %: F1-Resources availability (21.25 % EV; M= 3.86, SD = 0.68), F2-Stable customers and incentives (19.70 % EV; M= 3.82, SD = 0.65), F3-Social and economic instability (11.11 % EV; M= 2.96, SD = 1.06), and F4-Opportunities in the sector and residence area (8.03 % EV; M= 3.29, SD = 0.95). This factorial structure was supported by CFA, with an acceptable fit: RMSEA = .073. EFA of Support-Services (KMO = .995, X2 = 57311.43, p < .001) extracted 2 factors, EV 58.43 %: F1-Financial support (32.59 % EV; M= 3.93, SD = 0.69) and F2-Prestige (25.84 % EV; M= 3.95, SD = 0.65). This factorial structure was supported by CFA, with an acceptable fit: RMSEA = .090. The health group showed scores mostly above global average in factors. Conclusions EMQ showed adequate psychometric properties. The instrument is useful for measuring entrepreneurships motivations in health.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz (1959) to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (1) social influence, (2) search for information, (3) entertainment, (4) trust and (5) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (1) “brand detached”, (2) “brand profiteers”, (3) “brand companions” and (4) “brand reliants”. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

Consumers motivations for buying local and organic products in developing vs developed countries.

Despite numerous studies reporting on organic consumer profiles, little is known on consumers motivations for buying local and organic products. More precisely, do consumers prefer local products because they want to support local producers or do environment and the question of food miles matter in their choice ? Besides, very little is known about organic consumers in developing countries, since most surveys are generally conducted in developed countries. Our purpose is to fill this double gap. By conducting qualitative surveys based on individual interviews in four developing countries (Brazil, Egypt, Uganda and China) and two European countries, France and Denmark, we plan to study consumers choice for organic products from supermarkets, farmers markets or local organic food network respectively. Products are selected to cover examples of imported organic products that compete with comparable products of local origin. First results from Brazil and France show that French consumers are more concerned by the environment than Brazilian consumers, but that most consumers in both samples are not concerned by food miles and their subsequent environmental impacts. Results also shed light on different patterns related to commitment of supporting small or local farmers, and suggest implications for policy makers.

Consumers motivations for buying local and organic products in developing vs developed countries.

2008

Reasons For Brazilian Women To Switch From Different Contraceptives To Long-acting Reversible Contraceptives.

Long-acting reversible contraceptives (LARCs) include the copper-releasing intrauterine device (IUD), the levonorgestrel-releasing intrauterine system (LNG-IUS) and implants. Despite the high contraceptive efficacy of LARCs, their prevalence of use remains low in many countries. The objective of this study was to assess the main reasons for switching from contraceptive methods requiring daily or monthly compliance to LARC methods within a Brazilian cohort. Women of 18-50 years of age using different contraceptives and wishing to switch to a LARC method answered a questionnaire regarding their motivations for switching from their current contraceptive. Continuation rates were evaluated 1 year after method initiation. Sample size was calculated at 1040 women. Clinical performance was evaluated by life table analysis. The cutoff date for analysis was May 23, 2013. Overall, 1167 women were interviewed; however, after 1 year of use, the medical records of only 1154 women were available for review. The main personal reason for switching, as reported by the women, was fear of becoming pregnant while the main medical reasons were nausea and vomiting and unscheduled bleeding. No pregnancies occurred during LARC use, and the main reasons for discontinuation were expulsion (in the case of the IUD and LNG-IUS) and a decision to undergo surgical sterilization (in the case of the etonogestrel-releasing implant). Continuation rate was ~95.0/100 women/year for the three methods. Most women chose a LARC method for its safety and for practical reasons, and after 1 year of use, most women continued with the method.

Hipotaxe e Gramaticalização: uma Análise das Construções de Tempo e de Condição

This paper studies complex sentences with temporal hypotatic clauses and with conditional hypotatic clauses in order to investigate the degree of grammaticalization shown by these two kinds of utterances. Our hypothesis is that the more the hypotatic clause is integrated to the nuclear clause, the greater is the degree of grammaticalization. Such degree of integration was measured according to three groups of factors, and the results show that, regarding two of the variables evaluated, the conditional clauses are the most integrated to their nucleus, but, in another rank of evaluation, the temporal clauses are the most integrated ones. Considering that this study is based on a functionalist view, the results may be interpreted according to the principle that there is a competition of motivations in the use of language, so that each utterance reflects the balance of such forces.

Da natureza do espaço ao espaço da natureza : reflexões sobre a relação corpo-natureza em parque publicos urbanos

Universidade Estadual de Campinas. Faculdade de Educação Física

Práticas corporais alternativas e educação física : entre a formação e a intervenção

Universidade Estadual de Campinas. Faculdade de Educação Física

Motivação intrinseca e extrinseca nas aulas de educação fisica

Universidade Estadual de Campinas . Faculdade de Educação Física

A pratica do basquetebol feminino no estado de São Paulo : conhecendo e analisando seu contexto

Universidade Estadual de Campinas . Faculdade de Educação Física