Enablers Of Engagement Research Articles

Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective

AbstractAlthough virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, this study: (a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Drawing on Social Influence Theory, we first conducted a comprehensive literature review to extract the key attributes of virtual influencers (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility) as enablers of engagement that can determine influence acceptance. Then, based on 601 survey responses and using a fuzzy‐set qualitative comparative analysis, we analysed the associations between the enablers of engagement, influence acceptance processes (i.e. compliance, identification and internalization) and behavioural responses (purchase intention and behaviour adoption). Our findings highlight various sets of virtual influencer attributes that lead to high degrees of compliance, identification and internalization, and behavioural responses. We contribute to the influencer literature by explaining the causes of the persuasiveness of virtual influencers and their effectiveness in stimulating behaviour. Our study also offers practical insights into how brand managers can leverage virtual influencers in online marketing strategies.

Fostering engagement in virtual anatomy learning for healthcare students

BackgroundThe use of virtual learning platforms is on the rise internationally, however, successful integration into existing curricula is a complex undertaking fraught with unintended consequences. Looking beyond medical and pedagogic literature can provide insight into factors affecting the user experience. The technology acceptance model, widely used in software evaluation, can be used to identify barriers and enablers of engagement with virtual learning platforms. Here, the technology acceptance model was used to scaffold the exploration of the factors that influenced students' perceptions of the virtual anatomy platform, Anatomage and how these shaped their intention to use it.MethodsFocus groups identified factors influencing students use of the Anatomage tables. Interventions were rolled out to address these findings, then further focus groups and the technology acceptance model identified how factors including self-efficacy, enjoyment, and social norms influenced students’ intention to use the Anatomage table in the future.ResultsStudents raised significant concerns about understanding how to use the Anatomage table. Moreover, students who considered themselves to be poor at using technology perceived the Anatomage table as more complicated to use. The subjective norm of the group significantly altered the perceived ease of use and usefulness of the Anatomage. However, enjoyment had the greatest impact in influencing both perceived usefulness and perceived ease of use. Indicating that enjoyment is the largest contributing factor in altering technology engagement in healthcare cohorts and has the biggest potential to be manipulated to promote engagement.ConclusionsFocus groups used in tandem with the technology acceptance model provide an effective way to understand student perceptions around technology used in the healthcare curricula. This research determined interventions that promote student engagement with virtual learning platforms, which are important in supporting all healthcare programmes that incorporate technology enhanced learning.

What enables and prevents sugarcane growing practice change? A review of publicly available sources for practice change projects

ABSTRACT The Reef 2050 Water Quality Improvement Plan 2017–2022 identified that changes to evaluation practices were an urgent need if ambitious water quality targets were to be realised. To understand if progress had been made, this study synthesised publicly available evidence for ten projects aiming to engage sugarcane growers in practice change. The aims of this study were to identify factors facilitating or preventing practice change in sugarcane growing, drawing on monitoring and evaluation evidence that was publicly available for the ten projects. Twenty-one peer-reviewed articles and government and industry reports were collated and analysed. Thematic analysis identified seven enablers of engagement with practice changes resulting from project participation: government and industry partnerships, effective communication, training and education, grower or community leadership, financial support, return on investment and social factors. This review showed that a lack of enabling factors is a barrier to program adoption and practice change. Additional barriers were lack of availability of alternatives, lack of clear and transparent monitoring and evaluation for projects, lack of trust between stakeholders and competing stakeholder interests.

Developing clinical academic researchers: insights from practitioners and managers in nursing, midwifery and allied health

Background/Aims Developing a clinical academic role in nursing, midwifery and the allied health professions is challenging because of the lack of a national career pathway, recognition and understanding of the role. This evaluation aimed to explore perspectives of aspiring, or active clinical academics, and healthcare managers in nursing, midwifery and the allied health professions about the benefits, barriers and enablers of engagement in these career pathways. Methods In total, eight workshops were facilitated across England (four each for managers and prospective clinical academics), where 162 participants shared their experiences and perceptions of clinical academic research activities. Results Three major themes were identified that related to the perceived benefits, barriers and enablers of engagement in these career pathways: building health research capacity, building individuals' health research capability, and improving patient care. Conclusion This article demonstrates factors that are valued and perceived to be working well by practitioners and their clinical service managers, and highlights key priorities for further strategic support.