What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement

Product-harm crises are among a firm's worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival firms' marketing-mix activities, and (iv) a decreased cross impact of its marketing-mix instruments on the sales of competing, unaffected brands. We find that this quadruple jeopardy materialized in a case study of an Australian product-harm crisis faced by Kraft peanut butter. We arrive at this conclusion by using a time-varying error-correction model that quantifies the consequences of this crisis on base sales, and on own-and cross-brand short-and long-term effectiveness. The proposed modeling approach allows managers to make more informed decisions on how to regain the brands' pre-crisis performance levels.

the impact of a product-harm crisis on marketing effectiveness

Social media influencers are first explored in the advertising field, particularly to create buzz in the younger markets and further expand social media coverage in businesses. This study is designed to investigate the effectiveness of social media influencers, focusing on source credibility, source attractiveness, product match-up, and meaning transfer. Consumer attitude is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using the purposive sampling method and the dataset of 200 respondents was then analysed using PLS-SEM technique. All hypotheses are found to be supported except for source credibility. Mediating effects of consumer attitude are also determined. Implications, limitations, and suggestion for recommended research are further discussed.

The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude

Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In thi...

Grace Hsiu-Ying Kao

Papers

Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector

Modeling Airline Crisis Management Capability: Brand attitude, brand credibility and intention.

Rethinking Surrogacy from an Asian American Christian Ethical Perspective

Introduction