Effectiveness of online behavioral targeting: A psychological perspective

Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This research looks at the role of OL eWOM as well as the effect of its valence and product type on the decision to buy or not buy from a realistic experimental online store design. In total, 300 undergraduate students were randomly assigned to one of five scenarios in a 22 experimental arrangement. Results show that OL eWOM influences consumer online decisions when purchasing experience-type goods and the valence of eWOM is positive. However, if we compare the OL eWOM with a control group, then OL eWOM does not have a significant influence. This research provides novel empirical evidence for the limited influence of OL in modeling shopping behaviors in e-commerce contexts.

https://www.mdpi.com/0718-1876/16/4/43/pdf

The Influence of Opinion Leaders’ eWOM on Online Consumer Decisions: A Study on Social Influence

Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.,This study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.,As predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.,Understanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.

The effect of green CSR skepticism on positive attitude, reactance, and behavioral intention

A review of comparative advertising research 1975–2018: Thematic and citation analyses

Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions

Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response

Priska Heinzle

Papers

Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions

Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response