The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures

Faced with competitive labor markets, firms increasingly use employer branding to build a qualified workforce and engage their employees. However, our understanding of the impact of employer branding orientation on firm performance and the theoretical firm-level mechanisms underlying this potential impact is very limited. To address this gap, we integrate brand marketing theory with human resource management (HRM) research to develop a model explicating how employer branding orientation is linked to firm performance through a dual route by enhancing both recruitment efficiency (i.e., external route: applicants) and positive affective climate (i.e., internal route: incumbent employees). The results of a multisource study (i.e., top management, human resource managers, employees) with 93 firms show employer branding orientation is positively related to firm performance through positive affective climate but not recruitment efficiency. Using a brand equity approach to HRM, our results advance the literature by demonstrating the generalizability of employer branding effects independent of concrete brand attributes and explaining the firm- level mediating mechanisms linking it to firm performance.

Linking employer branding orientation and firm performance: Testing a dual mediation route of recruitment efficiency and positive affective climate

This study aims to examine the factors that influence peer-to-peer online host advertising effectiveness (POHAE). The study posits that POHAE is a multidimensional construct supported by emotional appeal, information completeness, advertising creativity and social responsibility practices influencing purchase intention and positive word of mouth. Perceived value is hypothesised as the moderating variable for the relationship between POHAE and purchase intention.,Quantitative data were collected from New Zealand through a quasi-experimental survey. A total of 95 people participated in the experiment. The study uses one-way repeated measures design ANOVA to test Hypothesis 1 and MEMORE model to test the effects of mediation and moderation for repeated measures.,Results are significant to the study model. ANOVA results show that the assumption of sphericity is not violated: Mauchly’s W, Greenhouse–Geisser, Huynh–Feldt estimates are equal to one, suggesting that the data are perfectly spherical. The mediation and moderation effects for repeated measure designs are also significant. The tests are based on 95 per cent Monte Carlo confidence interval and 20,000 bootstrapping samples.,This study enhances the hierarchy of effects theory (HOE) (Lavidge and Steiner, 1961), which posits that consumers respond to a specific marketing communication through three components: the cognitive component, which is measured by an individual’s intellectual, mental or rational states; the affective component that refers to an individual’s emotional and feeling states; and finally the conative or motivational state, that is, the striving state relating to the tendency to treat objects as positive or negative. This study observes significant paths from POHAE to purchase intention and word of mouth. Limitations include a small sample size (95) and not regressing the POHAE variables individually on purchase intention and word of mouth.,Given the absence of a brand, as in the Airbnb host advertisement, attention should be given to writing the adverts effectively. Advertising creativity does not only hold for graphics and personal pictures but also for the hosts who need to be creative in crafting their advertisement text. Elements such as social responsibility practice and creativity should also not be overlooked.,This study provides insights on how to effectively communicate with potential customers in a peer-to-peer marketplace.,This study provides an insight into peer-to-peer marketplaces on the importance of marketing communication strategies by providing more attention to writing advertisement texts. It is important to understand the variables that influence consumers’ motivation in responding to Airbnb online advertisements.

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Modelling P2P Airbnb online host advertising effectiveness: the role of emotional appeal information completeness creativity and social responsibility

Equity crowdfunding allows entrepreneurs to raise much needed capital by selling shares of ownership to individuals while avoiding the challenges associated with an initial public offering. However...

Search behavior and decision confidence in equity crowdfunding: An information search process model perspective

The goal of this paper is to examine how cultural differences moderate the effectiveness of an organization’s enterprise risk management (ERM) program in sustainable decision-making. Using an experimental design, this study found that Chinese participants, characterized by a stronger prevention focus, were more proactive in mitigating environmental, social and governance (ESG)-related risks under a loss-framed risk management philosophy, whereas American participants, characterized by a stronger promotion focus, were more proactive in mitigating ESG-related risks under a gain-framed risk management philosophy. This interactive effect of matching the risk management philosophy frame to the participants’ regulatory focus was mediated by their perceived processing fluency. The implications for the literature and practice are discussed.

https://www.mdpi.com/2071-1050/11/10/2939/pdf

The Role of Enterprise Risk Management in Sustainable Decision-Making: A Cross-Cultural Comparison

Summary
We investigated the impact of the type of emotional appeal (ego-focused vs. other-focused) used in recruiting advertisements on applicant attraction to firms through two experimental studies across three countries (the United States, China, and Singapore). In Study 1, we made a traditional cultural comparison between the United States and China, whose dominant cultural values are characterized by individualism and collectivism, respectively. We found applicants in the United States were more strongly attracted to firms whose recruiting advertisements were based on an ego-focused emotional appeal, while applicants in China were more attracted to firms that used ads with an other-focused emotional appeal. Study 2 was conducted in bicultural Singapore. We primed bicultural applicants to be either the individualistic or collectivistic aspect of their cultural heritage. Applicants with individualist priming were attracted to recruiting advertisements with an ego-focused emotional appeal, whereas applicants with collectivist priming were attracted to advertisements with an other-focused emotional appeal. In addition, both studies revealed that a job applicant's regulatory focus (promotion vs. prevention) mediated the influence of national culture on the relationship between type of emotional appeal and applicant attraction to firms. Practical implications and suggestions for future research also are discussed. Copyright © 2016 John Wiley & Sons, Ltd.

Juan Ling

Papers

Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences