Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors. Findings indicate that consumer engagement behaviors (CEBs) have dif...

Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations.

The purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the empirical CBA studies containing CBA as a measured variable is carried out. The antecedents’ strengths of association with CBA are compared.,The literature is synthesised using the technique of meta-analysis (Hedges and Olkin, 1985). A total of 63 empirical research papers containing 66 data sets, published between 1988 and 2019, are analysed. For each antecedent – CBA relationship, the statistics calculated include point estimate of the reliability adjusted correlation coefficient (ρ), 95% confidence interval of the computed effect size, Cochran’s Q statistic and fail safe-N. The effect of study context as a possible moderator is assessed.,The major antecedents of CBA, identified in the study, are categorised into personal factor (opinion leadership), relational factors (brand trust, customer satisfaction, brand identification, customer-based brand equity, affective commitment and normative commitment) and social factor (normative influence). Significant heterogeneity was found across studies for the paired relationships, pointing towards the presence of theoretical and/or methodological moderators.,The nascent CBA literature reports mixed findings. This creates confusion. This synthesis study contributes to the present body of knowledge of the concept of CBA. It is the only study that uses the technique of meta-analysis to the CBA literature.

Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence

The COVID-19 pandemic has impacted consumers’ lives and their shopping patterns, leading them towards mobile commerce. To address current shopping circumstances, an adapted UTAUT2 model aims to integrate trust and perceptions of the effects of the COVID-19 pandemic on consumers’ behavioral intention to rely on m-commerce during this period. The study proposes a research model which is investigated with the help of structural equation modelling in AMOS. Using the framework of a cross-sectional study, data were collected from an emerging market in Romania, where internet speed ranks 4th worldwide and where the yearly increase in internet and social media users is approximately 10%. By using confirmatory factor analysis and structural equation modelling, the research validates the applicability of UTAUT2 in examining consumers’ behavioral intent of using m-commerce during a pandemic. Hedonic motivation is the strongest predictor of consumers’ behavioral intentions to continue using m-commerce. The findings contribute to understandings of consumers’ behavior with m-commerce in an emerging market, extending knowledge based on the adapted UTAUT2 model and allowing for comprehension of the key role of trust and social influences in affecting consumers’ perceptions of the COVID-19 outbreak in relation to shopping patterns.

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Assessing the Effects of the COVID-19 Pandemic on M-Commerce Adoption: An Adapted UTAUT2 Approach

Mobile payment services (MPSs) are expected to be one of the fastest growing segments of mobile marketing. However, MPSs in the U.S. are less popular than in other parts of the world such as Western Europe and Asia. By applying the Unified Theory of Acceptance and Use of Technology (UTAUT), this research explores the motivations and obstacles of accepting MPSs in the U.S. An online survey (n ​= ​327) was conducted and the data were analyzed by multiple-regression and descriptive statistics. The study results demonstrate that U.S. consumers’ intention to use MPSs is largely determined by their perceptions of performance expectancy, social influence, compatibility, knowledge, and trust. Especially, performance expectancy of MPSs was the most important factor for predicting U.S. consumers’ intention to use MPSs. These findings provide important theoretical and practical implications for enhanced understanding of consumer behavior and MPSs.

Mobile payment service usage: U.S. consumers' motivations and intentions

Consumers can take advocacy actions on social media websites that validate and amplify brand messages and brand meanings. But why do some consumers choose to become brand advocates in social media while others do not? We propose and test an exploratory framework for the likelihood of consumers' social media advocacy behaviors (SABs; e.g., “Liking” brand pages, share brand postings) using the context of luxury brands. We posit that brand-level, social-influence, and individual-difference variables will influence the likelihood of SABs. Further, the effects of these independent variables will be mediated by three motivating variables—consumer perceptions of self-enhancement benefit, community identification benefit, and utilitarian benefit from SABs—and one inhibiting variable, social-evaluative anxiety from SABs. A study with 413 nonstudent, female participants supported our framework.

Eunseon (Penny) Kwon

Papers

Mobile payment service usage: U.S. consumers' motivations and intentions

Consumers' Social Media Advocacy Behaviors Regarding Luxury Brands: An Explanatory Framework