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Will Communication of Job Creation Facilitate Diffusion of Innovations in the Automobile Industry?

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  • Fan Zeng

    (School of Business, Macau University of Science and Technology, Taipa, Macao 999078, China
    Institute of Textile and Clothing, The Hong Kong Polytechnic University, Kowloon, Hong Kong 999077, China)

  • Chris Kwan Yu Lo

    (Institute of Textile and Clothing, The Hong Kong Polytechnic University, Kowloon, Hong Kong 999077, China)

  • Stacy Hyun Nam Lee

    (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

Abstract

The electrification and automation of vehicles are two upcoming trends in the automobile industry. However, these two new technologies also raise public concerns related to road safety, range, and, most crucially, job creation in the automotive and transportation industries. This study investigates if job creation facilitates the diffusion of innovation. Analysis of 32,006 tweets from 33 global automobile manufacturers and their international job creation records revealed that communication of job creation can improve stakeholders’ adverse social media engagement on vehicle electrification and automation, the latest innovations in transportation and logistics. Car manufacturers should continually communicate their job creation achievements to gain public acceptance when introducing innovations, which may improve the diffusion of innovations.

Suggested Citation

  • Fan Zeng & Chris Kwan Yu Lo & Stacy Hyun Nam Lee, 2021. "Will Communication of Job Creation Facilitate Diffusion of Innovations in the Automobile Industry?," Sustainability, MDPI, vol. 14(1), pages 1-22, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2021:i:1:p:36-:d:707812
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    References listed on IDEAS

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