AI-enabled biometrics in recruiting: Insights from marketers for managers
بیومتریک با استفاده از هوش مصنوعی در جذب نیرو: بینش بازاریابان برای مدیران-2020
Both researchers and practitioners are only in the early stages of examining and understanding the ap- plication of artificial intelligence (AI) in terms of marketing themselves as employers or the open jobs they have. AI has the potential to significantly affect how firms reach, identify, attract, and select human capital. We examine factors that can influence a job candidate’s intent to complete AI-enabled recruiting processes, especially the influence of a firm’s use of biometrics in that process. The results show that (1) social media can increase technology use motivation and AI-enabled recruiting with (2) trendiness as a first stage boundary condition and (3) biometrics as a second stage boundary condition. We contribute to marketing knowledge by identifying that for managers wanting to influence job seekers’ technology use motivation in order to increase their participation in AI-enabled recruiting; they must focus on the indirect effects of trendiness, biometrics, and their social media usage.
Keywords: AI-enabled | Biometrics | Technology use motivation | Trendiness | Recruiting | Social media usage
An empirical comparison of two brand personality scales: Evidence from India
مقایسه تجربی دو مقیاس شخصیت برند: شواهد از هند-2017
Aakers (1997) brand personality scale has been widely used to measure the personality of brands. However, studies also show that Aakers brand personality dimensions are not stable across cultures. In pursuance of this issue, we examine the structure of brand personality dimensions in India. This research presents the results of two studies conducted to develop a brand personality scale in Indian context, and to make an empirical comparison between Indian brand personality scale and Aakers brand personality scale. Results reveal that brand personality in India can be described in six dimensions: sophistication, excitement, popularity, competence, trendiness and integrity. The findings empirically support the reliability and validity of the scale developed. The results also reveal that Indian brand personality scale is a suitable alternative to Aakers brand personality scale in Indian context.
Keywords: Brand personality | Brand equity | Consumer – Brand Relationship | Brand Trust | Brand Attachment | Brand Commitment