Showing papers in "Marketing Intelligence & Planning in 2022"

Green innovation and environmental awareness driven green purchase intentions

Abstract: PurposeThe purpose of this study is to explore the role of environmental awareness, environmental concerns, and green innovation toward green purchase intentions. This paper theoretically extends the existing knowledge on the subject matter and adds value to the existing knowledge.Design/methodology/approachBased upon the existing literature and relevant theories the study developed several assumptions/hypotheses. To test the hypothesis, a comprehensive data set that was collected through online survey method was utilized. For the empirical analysis the study employed structural equation modeling technique.FindingsThe results from the study indicated that environmental awareness significantly reinforce green purchase intentions. Whereas, the authors could not find evidence for the direct influence of green innovation on green purchase intentions. The analysis show, green product knowledge and environmental concerns partially mediate the relationship among environmental awareness and green purchase intentions. However, green product knowledge and environmental concerns fully mediate the relationship among green innovation and green purchase intentions.Originality/valueThe study measures the role of green innovation, environmental awareness, environmental concerns, and green product knowledge toward green purchase intentions which is pivotal for sustainable consumption. Similarly, the study adds value to the existing research on the management of environmental awareness and protection through reinforcing green purchases.

Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage

Abstract: PurposeThe main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage framework of pre-adoption and post-adoption dynamics to understand consumers' psyche of m-wallets usage and (3) to examine the moderation of select demographic variables in the path of consumers' continued usage of m-wallets.Design/methodology/approachThe study considered a cross-sectional approach using a questionnaire survey method. The research model encapsulating pre- and post-adoption dynamics of the m-wallet was examined using a sample of 574 users. The analysis also comprised mediation, moderation and multi-group analysis (MGA).FindingsThe results identified key antecedents of confirmation, such as performance expectancy, effort expectancy, facilitating conditions and individual mobility. Findings also confirmed the partial mediation effects of satisfaction between confirmation and continuance intentions. Results also confirmed the moderating effects of age and education on the relationship between confirmation and satisfaction.Originality/valueThe key contribution of the study is in the form of research progression related to m-wallet usage to test the extended expectation-confirmation model (EECM) in the Indian context by linking the pre-adoption paradigm of extended (unified theory of acceptance and use of technology) UTAUT with individual mobility and post-adoption dynamics of the ECM. The considered framework study also draws support for the role of select demographic variables.

Computer-generated influencers: the rise of digital personalities

Abstract: PurposeThe purpose of this study is to identify the key components pertaining and governing a Computer-Generated Influencer’s (CGI’s) identity and explores and analyzes the ensuing relationship between the CGI and its digital environment.Design/methodology/approachThis study follows an exploratory approach using in-depth interviews of CGI followers. A total of 37 in-depth interviews were then analyzed using an inductive thematic approach to steer data coding.FindingsCGIs are considered as brand entities that have a combination of components under their overall perceived identity. This study encompasses the different relational dimensions, whether from a follower’s followers, CGI-follower’s, CGI–human influencer’s or CGI-endorsed brand’s perspective.Originality/valueThis research contributes a seminal work in the field of virtual influencers.

Meta-analysis of augmented reality marketing

Abstract: PurposeAmidst the ambiguity about the impact of augmented reality (AR) attributes on hedonic or utilitarian values, the present study aims to understand what AR attributes create hedonic and utilitarian values and how their interaction determines consumers' behavioral intention.Design/methodology/approachThe study synthesizes the results of 19 quantitative studies on AR marketing by using the meta-analysis technique.FindingsThe findings reveal that interactivity and augmentation are salient AR attributes that offer users both hedonic and utilitarian values. They are instrumental in fostering users' behavioral intention. However, interactivity does not have any direct influence on the behavioral intentions.Originality/valueBeing one of the first meta-analyses on AR marketing; theoretically, it synthesizes the statistical data of the state of art literature on AR marketing. The results of the study would allow AR practitioners to decide on their AR marketing related activities in a better way.

Charting the intellectual structure of customer experience research

Abstract: PurposeContemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain a sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspectives, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing this gap, the authors review and map the existing corpus of CX literature, from which important implications are drawn.Design/methodology/approachAfter inventorizing the CX literature (1997–2021), the authors apply bibliometric (e.g. co-citation) analysis to identify key CX articles and pertinent CX-publishing journals, followed by the identification of key CX research themes through network analysis.FindingsThe authors first document chief CX-publishing journals and articles and identify their respective contributions. The authors, then, derive five core CX themes, including CX through the customer journey, S-D Logic-informed CX, interactive service–based CX, CX in the servicescape and CX and consumption. The authors conclude by developing an agenda for future CX research based on the study findings.Originality/valueBy offering a pioneering analysis of the corpus of CX research (1997–2021), these analyses offer a pertinent theoretical contribution.

Reference price research in marketing: a bibliometric analysis

Abstract: PurposeReference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain.Design/methodology/approachUsing a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price.FindingsThe content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted.Originality/valueThis is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.

Do celebrity endorsements influence stock investment intentions?

Abstract: PurposeCelebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.Design/methodology/approachThe study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.FindingsThe results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.Originality/valueThe study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

Reinforcing purchase behaviors through CSR and ethical practices

Abstract: PurposeThe study examines the relationship between consumers’ ethical sensitivity, corporate social responsibility (CSR) practices and impulse behaviors. Ethical behavior has been a subject of increasing research interest. However, there is an imperious need to inspect ethical decision-making through holistic attention to impulse purchasing.Design/methodology/approachThe study develops a set of hypotheses to understand the relationships. The online survey method was used to collect data, and 420 valid questionnaires, in total, were retrieved. In a two-step process, first, reliability and validity were initially measured. Second, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to test the hypotheses.FindingsThe analyses support the social marketing theory (SMT) and the general theory of marketing (GTM) ethics related to business strategy. Moreover, the study examines the mediating role of organizational trust, organizational identification and eco-branding in these relationships. The ethical and CSR practices for stakeholders positively affect organizational identification and trust that mediate the relationship between impulse buying and ethical attempts. Furthermore, from an ethical and climate change perspective, eco-branding positively mediates the relationship between impulse buying and environmental advertising. The moderating role of trust is significant in the relationship between impulse buying behavior (IBB) and repurchase behavior.Originality/valueA critical factor explaining individuals’ behaviors has never been investigated using a holistic approach to IBB with ethical and CSR practices. The study profoundly contributes to knowledge about consumer ethics, with potential effects for ethical public relations, while also offering new research avenues for future exploration.

How online shopping experiences shape consumer webrooming behavior

Abstract: PurposeDue to increasing use of the Internet to purchase products, this article aimed to investigate how poor experiences during online purchases lead consumers to perform webrooming.Design/methodology/approachThe authors performed three laboratory experiments and analyzed secondary data to investigate this issue.FindingsThe findings revealed that (a) poor online experiences increased consumers' intentions to perform webrooming (studies 1, 2 and 3); (b) frustration is a mechanism that explains why consumers choose to perform webrooming in the same or rival stores (Studies 1, 2 and 3); (c) Perceived channel integration increases consumer's intentions to perform webrooming in the same retailer (study 3).Originality/valueThis research contributes to webrooming literature by highlighting one more antecedent of this behavior and its psychological mechanism. To the authors’ knowledge, this research is the first one shedding light on the differentiation between webrooming in the same or rival stores. The findings also complement omnichannel literature by exploring how poor experiences and frustration change channel preferences. Finally, the article demonstrated how managers could retain consumers by improving channel integration.

Salesforce output control and customer-oriented selling behaviours

Abstract: Purpose This study sets out to empirically investigate the effect of salesforce output control on perceived job autonomy, customer-oriented selling behaviours and sales performance. Design/methodology/approach Data are gathered from 704 salespeople and their visiting customers in Ghana. The hypotheses are tested using the structural equations modelling technique (SEM). Findings According to the findings of the study, output control has a significant and positive impact on perceived job autonomy. It also discovers that perceived job autonomy improves both customer-directed problem solving and adaptive selling behaviours. Furthermore, the study finds that customer-directed problem solving and adaptive selling behaviours both improve sales performance. Moreover, the study uncovers that perceived job autonomy mediates the relationship between output control and customer-oriented selling behaviours, whereas both customer-oriented selling behaviours mediate the relationship between perceived job autonomy and sales performance. Practical implications The current study provides both practical and theoretical insights into salesforce control dynamics, job autonomy, adaptive selling behaviour, customer-directed problem-solving behaviour and sales performance. The findings have important implications for sales organisations because they can assist sales managers in determining the best type of salesforce control systems to deploy and highlight the strategic role job autonomy plays in enhancing sales performance. Originality/value The current study shows how output control can influence salespeople's perceived job autonomy, adaptive selling and customer-directed problem-solving behaviours, and how these can improve sales performance.

What drives electric vehicles in an emerging market?

Abstract: PurposeThe study aims to investigate the consumers' adoption of battery electric vehicles (BEVs) using socio-cognitive perceptions and socio-demographic moderators in an emerging sustainable mobility market.Design/methodology/approachThe conceptual model is analyzed via path analysis using online survey data collected from Indian respondents.FindingsThe findings substantiate to a greater extent the linkage of social-cognitive perceptions-attitude-intention with the moderation of socio-demographic variables and mediation of attitude towards BEV.Research limitations/implicationsThe study advocates several interesting theoretical and policy implications offering guidance to academics, policymakers and corporate professionals to encourage the adoption of BEVs in the milieu of the budding transportation industry.Originality/valueThe study is built upon a social-psychological linkage framework of ‘perceptions-attitude-intention’. Previous studies have overlooked the impact of social-psychological attributes and the socio-demographic moderators in envisaging the adoption of BEV, which largely remained understudied in the Indian backdrop.

Digital marketing capability: the mystery of business capabilities

Abstract: PurposeThis study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level.Design/methodology/approachThe study utilizes categorization and contextualization of qualitative methodologies to review the literature, using Scopus databases to collect 57 journals with 143 peer-reviewed papers as the main focus. The research gaps and DMCs were analyzed and synthesized and presented as collective categorization together with the proposed future direction framework.FindingsThis study proposed the relevance of digital marketing capabilities for businesses and the key measurement of business performance. The proposed dimensions of the digital marketing capabilities framework are to identify new research directions for both marketing and IT strands.Originality/valueThis study classify five main different themes in digital marketing incorporating with digital technologies (DTs) era and proposed relevance of digital marketing capabilities for businesses (B2C and B2B) and keys measurement of business performances.

Technology readiness and e-service quality – impact on purchase intention and loyalty

Abstract: Purpose This paper aims to explore impact of technology readiness (TR) on e-service quality (ESQ) and effect of ESQ and TR on purchase intention (PI) and behavioral loyalty (BL) in the context of online shopping. Design/methodology/approach With the help of the existing literature, the authors propose a conceptual model. Questionnaire was designed to collect data, and analysis has been done using a final sample of 341 respondents. Findings The results show how TR has a significant impact on ESQ, PI and BL. Outcomes also highlight that only three dimensions of ESQ have a positive impact on both PI and BL. System availability dimension of ESQ impacts neither PI nor BL. Therefore, TR and ESQ together play a vital role as enablers in influencing BL and PI in online shopping context. Practical implications The study results will serve as a guide to business-to-consumer e-commerce players and help them to determine how TR and ESQ dimensions will help them to build BL and PI for online shopping. Originality/value This is one of the first studies that takes into consideration both TR and ESQ and check how they impact PI and BL. Also, in the Indian context, it is an under-researched area and tries to fulfill this gap.

How do CSR disclosures facilitate knowledge-sharing behaviors?

Abstract: PurposeDrawing on the stakeholder theory and stimulus-organism-response (S-O-R) model, this study examines the relationship between corporate social responsibility (CSR) disclosures and users' knowledge-sharing behaviors on social media (SM). Two underlying mechanisms are used to explain the relationship between CSR disclosures and knowledge sharing, namely, CSR identification and content richness.Design/methodology/approachAn empirical analysis based on a negative binomial regression model is conducted using CSR data disclosed on corporate official Microblog in the past year on 30 companies with a high CSR development index in China.FindingsCSR disclosures are positively related to users' knowledge-sharing behaviors, and this relationship is mediated by CSR identification. Content richness strengthens the positive relationship between CSR disclosures and users' CSR identification. User's retweeting behavior is positively related to commenting behavior.Originality/valueThis is one of the few studies to investigate the relationship between CSR disclosures and knowledge sharing on SM. The findings of this study can help companies formulate and implement effective CSR disclosure strategies to achieve sustainable development of companies.

Retail tenant mix effect on shopping mall’s performance

Abstract: Purpose Achieving a balanced tenant mix is a long-standing discourse in the retailing and consumer marketing literature. From the perspective of marketing mix planning, the diversity of tenants is beneficial to the performance of shopping malls. This paper aims to use a revealed preference approach to study empirically the effect of retail tenant mix planning on the rents of shopping malls. Design/methodology/approach This study adopts a cross-disciplinary approach to develop the Island-Species-Area-Energy model to study the shopping mall marketing and management framework. The empirical data are obtained from the 129 major shopping malls in the UK. Findings The results confirm that the retail tenant mix is positively associated with mall size and shopping district purchasing power, implying a tenant mix equilibrium. Any deviations from the tenant mix equilibrium will impose a negative impact on total retail rents. Further, five factors, i.e. tenant mix equilibrium, building quality, locational convenience, leasing strategy and anchorage, are found to be contributing factors to retail rents. Originality/value The findings contribute to the current body of marketing knowledge from two perspectives: first, tenant mix effects on retail rents are empirically analysed based on the biogeography theory, which shows a tenant mix equilibrium for retail marketing planning. Second, a five-factor model on shopping mall marketing and management mix framework is developed and tested for the performance of shopping malls.

Luxury experience and consumer behavior: a literature review

Abstract: PurposeThe luxury experience is a growing and crucial component of luxury marketing. Experiences inspire consumers to engage with luxury brands. Although several research studies have shed light on the origin, development, and prominence of luxury experiences among consumers, there is a scarcity of research that analyzes the current knowledge holistically. As a result, this study uses a systematic literature review technique to better understand the trends in the luxury experience and consumer behavior literature and suggests future research directions to further develop the subject area.Design/methodology/approachUsing the theory-context-characteristics-methodology (TCCM) framework, this study examines 130 articles on the luxury experience and consumer behavior.FindingsMost research on luxury experiences has focused on the luxury service experience in the context of hospitality and tourism. Future researchers should explore avenues for providing luxury experience to consumers in the luxury products industry. In addition, more research is needed into the influences of the recent COVID-19 outbreak and technological advancements on consumers' luxury experiences.Originality/valueThe study is unique as it (1) presents a state-of-the-art understanding of the luxury experience and consumer behavior literature by analyzing the applied theories, research contexts, study characteristics, and methods used in the past studies and (2) suggests future research opportunities to advance the field. The findings will also assist luxury brand managers in designing a consumer's exceptional luxury experience.

How do e-stores grow their market share?

Abstract: PurposeThe purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential performance metrics.Design/methodology/approachAn empirical generalization approach where patterns in data appearing across studies are described by a mathematical or graphical method is used. To do that, the authors observed real transactional data and the effect of how e-stores benefit from new and returning customers and gain a larger market share. The authors have analysed behavioural data from nearly 124,000 e-commerce customers in two highly popular product categories (fashion and cosmetics) in the size of 10,000,000 euros in sales or more.FindingsFashion and cosmetics e-stores with more market penetration tend to have a higher market share measured both by the number of total purchases and the number of sales in euro. In other words, market penetration is a solid predictor of market share in all circumstances. Interestingly, no significant difference in loyalty has been observed in relation to market share growth except in the situation where the market partition was excluded from the product category.Research limitations/implicationsThe businesses under study derived only from one country and only two product categories were observed. Thus, there is a potential limitation in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying.Practical implicationsE-commerce managers can gain long-term market share growth mainly via higher market penetration (acquisition of new customers) and should avoid misleading overfocus on loyalty tactics (retention of current customers). The study also provides important benchmarks for e-commerce businesses in the fashion and cosmetic categories.Originality/valueIn the market share growth literature, only a handful of studies focus on stores and not on products. Moreover, there is a dominance of fast-moving consumer goods categories. Surprisingly, studies analysing ever-growing e-commerce markets are scarce. Thus, this research is original because it describes, using empirical data, how brands online, at the store level and within the fashion and cosmetics category, grow their market share. It is also one of the few studies that work with real business transactional data.

Shopping with perceived benefits of sustainable consumption in online resale platforms

Abstract: Purpose Interest is increasing in sustainable consumption, including the purchase of used products instead of new ones. This study aims to examine customer behaviors in the context of resale websites. Specifically, it aims to identify the relative role of multidimensional perceived benefits associated with customer attitudes. Design/methodology/approach Data are derived from a survey conducted among 169 resale website customers in the USA. Structural equation modeling (using SmartPLS software) is used to examine the hypothesized relationships. Findings Results show that epistemic benefits mostly serve to create positive attitudes, followed by economic and functional benefits. However, emotional and social benefits from purchase experience with resale websites fail to influence customers' positive attitudes. Research limitations/implications The main limitation of the study lies in the generalizability of findings given that the results and conclusions are based on the study of a single industry. More studies would help to provide a deeper understanding of sustainable consumption across different types of product categories. Originality/value This study shows that customers' positive attitudes increase their intention to repurchase from resale websites, suggesting an area of opportunity for resale service providers to design websites to facilitate customer self-expression, to reinforce economic efficiency and to highlight the performance of products and services.

Customer brand co-creation on social media: a systematic review

Abstract: PurposeThis study aims to map existing literature on customer brand co-creation (CBC) in the context of social media and highlight multiple avenues for future research.Design/methodology/approachA systematic literature review (SLR) was used to identify relevant articles in Scopus and ISI Web of Science (WoS) databases to get access to the articles. The final sample of 59 articles on CBC on social media published from 2009 to 2021 was selected for review.FindingsThe findings clarified the conceptualization of CBC and revealed three groups of theories, seven groups of antecedents and two groups of consequences. Then, these components were synthesized into an integrative framework as a basis for further developing this research area.Originality/valueThe findings contribute to the implementation of branding strategies aimed at involving customers in co-creating value for the brand.

Mobile banking affordances and constraints by the elderly

Abstract: PurposeThe study explores the affordances and constraints perceived by older adults through their experiences using mobile banking apps.Design/methodology/approachTwenty-five interviews via Skype were carried out with older adults aged 65 years and over between April and May 2021 (during the COVID-19 pandemic).FindingsBased on their usage experiences with mobile banking, older adults identified functional (saving time, avoiding physical risk and having control over their finances) and social affordances (supporting and bonding with family and friends), as well as non-technological (lack of useful information and patience from bank employees) and technological constraints (concerns about cybersecurity, data privacy and passwords).Originality/valueThe study offers a novel approach to customer experience research in mobile banking by adopting a customer-centered perspective and applying the theoretical framework of affordances and constraints to analyze the experiences of older adults as active mobile banking users.

Customer participation, innovative aspects of services and outcomes

Abstract: PurposeThis study aims to investigate how customers' perception of service innovation aspects (innovativeness, service newness and relative advantage) and their participation impact value perception, satisfaction and loyalty.Design/methodology/approachThe conceptual model was tested using a nationwide survey from 430 Australian customers of Uber, using structural equation modeling.FindingsResults show that customer participation (CP) and innovativeness positively influence perceived value. Satisfaction is positively influenced by perceived value, innovativeness and relative advantage. Both perceived value and satisfaction drive loyalty. Yet, CP did not influence satisfaction. The study’s findings generally support the mediating roles of perceived value and satisfaction.Research limitations/implicationsCross-sectional data were used. Thus, the results only provide a snapshot of the relationships among constructs.Practical implicationsTo promote loyalty, service organizations emphasize how innovative aspects of services (innovativeness and relative advantage) can create value and satisfaction. Also, CP is critical in promoting customer perceived value and loyalty.Originality/valueBuilding on service-dominant logic (SDL), this study proposes a conceptual model investigating how perceived innovative aspects of service and CP influence perceived value, satisfaction and loyalty of service organizations.

Chinese cultural element in brand logo and purchase intention

Abstract: PurposeThis paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.Design/methodology/approachAn online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.FindingsCCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.Originality/valueThis is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.

Exploring marketing control mechanisms from a strategy perspective

Abstract: PurposeManagement is constantly looking for ways to show how exactly the competitive advantage can be enhanced to achieve the desired results. As such, control mechanisms that are designed to ensure that the desired results are achieved play an important part in the successful implementation of a business strategy, which is why, in this study, the authors analyze how formal and informal control levels are deduced from the marketing decisions that operationalize the organizational strategy.Design/methodology/approachThe authors conducted a cross-section survey among 301 marketing managers. To determine which types of strategies are prevalent, the authors performed a hierarchical cluster analysis using the IBM SPSS Statistics 24 software and then constructed an ANOVA table to see whether there are differences in the characteristics of the different clusters. To determine the configuration of marketing control across strategy typologies, the authors conducted a mean difference test, aligning marketing control mechanisms with the strategies under study, significantly changing the intensity levels from one to another.FindingsIt is worth emphasizing that higher levels of control are related to prospector strategic business units (SBUs) and that informal control was significantly more prevalent than formal control for all the strategy typologies the authors' studied.Originality/valueThis research provides empirical evidence to gain a better understanding of the role marketing decisions play on formal and informal control mechanisms.

What drives liking different brand-related social media content?

Abstract: PurposeThe purpose of this study is to analyze the interrelationships between incentives and social media users’ intentions to like different brand-related social media content. The study is based on the uses and gratification (U&G) theory and investigates three types of incentives i.e. communal, self-interest, and reward incentives which act as antecedents of customers’ intentions to like three types of brand-related content (commercial messages, personal opinion messages, and lifestyle messages).Design/methodology/approachA data set of 415 effective responses was collected and structural equation modeling (SEM) was used for analyzing the data.FindingsThe obtained results indicate that communal and reward incentives enhance the intentions to like brand-related commercial, personal opinion, and lifestyle content. Self-interest incentives reduce the intentions to like three types of analyzed brand-related content with the strongest negative influence on intentions to like lifestyle content. Regarding the content type, the main drivers for liking lifestyle content and commercial content are reward incentives, whereas liking personal opinion content is mostly motivated by communal incentives.Originality/valueThis study provides valuable insights about users’ motivation to like brand-related content on social media with a focus on different types of brand-related content. The study has strong theoretical contributions as well as practical implications.

Sustainable, therefore reputable: linking sustainability, reputation, and consumer behaviour

Abstract: PurposeThis paper aims to test the effect of sustainability-driven reputation on purchase intention and willingness to pay a price premium along with the mediating roles of consumer trust and perceived risk.Design/methodology/approachA structural equation model was used on survey data collected from 660 participants to test the model and corresponding hypotheses.FindingsThe results show that sustainability has a positive effect on reputation, which in turn, while enhancing trust, decreases consumers' perceived risk. Further, trust is positively related to purchase intention and price premium, while perceived risk is negatively related to them. Finally, mediation analyses show the mediating roles of both trust and perceived risk between sustainability reputation and consumer behaviour.Originality/valueThis paper makes three major contributions: First, it takes all three dimensions of sustainability into account simultaneously in an empirical study in contrast with the disposition in the academic literature to address each dimension separately. Second, it explores the impact of reputation obtained primarily through sustainability on consumer behaviour. Third, it sheds light on the inner mechanism of the relational outcomes by testing the mediating effect of trust and perceived risk.

Influencers' smiles work regardless of product and message

Abstract: PurposeThe purpose of this paper is to examine how influencers' visual content affects consumer attitudinal and behavioral responses to influencer advertising. The proposed model includes smile intensity of influencers as the independent variable, warmth and admiration as the mediators and product category (Study 1) and orientation of advertising messages (self vs social, Study 2) as the moderators.Design/methodology/approachTwo experimental studies (Study 1 and 2) were conducted. A total of 337 online panelists were collected via Qualtrics in Study 1 and responses from 409 online panelists were collected via Qualtrics in Study 2.FindingsThe results of two experimental studies showed that smiling influencers increased perceptions of warmth and feelings of admiration, thereby evoking positive consumer attitudes and behavioral intention. The strong positive impact of smiling on responses to influencer advertising was present regardless of product categories (Study 1) and the orientation of advertising messages (Study 2).Originality/valueThis study empirically examined the role of visual content on consumers' attitudinal, emotional and behavioral responses to influencer advertising by adopting theoretical models in social psychology. This paper also provides strong managerial implications for marketers who seek the most effective strategies for leading consumers to evaluate influencers positively and ultimately, accepting marketing messages favorably.

Influencer marketing: sponsorship disclosure and value co-creation behaviour

Abstract: PurposeThis study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.Design/methodology/approachThis study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.FindingsThis study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.Originality/valueThis study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.

Marketing's take on socio-economic performance

Abstract: PurposeThe purpose of this paper is to propose that a stakeholder orientation (SO) can explain social and economic performances. It happens because the more the organisation acquires and disseminates stakeholder intelligence, the more it will be aware of the needs of different stakeholder groups, bending the decision making towards less powerful stakeholders and creating social performance. At the same time, more stakeholder intelligence is a strategic resource to be exploited favouring the economic performance. Moreover, it is proposed this effect is mediated by social motivations.Design/methodology/approachIn all, 251 Brazilian agricultural cooperatives were sampled and a survey primary data collection method was applied. To test our hypothesis, the partial least squares structural equation modelling method is used.FindingsIt is found that SO positively influences social and economic performances. Social motivation mediates the relationship between SO and social performance.Originality/valueSocial performance has gained importance because strategies harmful to society are not acceptable anymore and because of the link with economic performance. However, the strategic marketing literature is still scant on how marketing can drive economic and social performance at the same time.

Rise and fall of interactions with brand communities

Abstract: PurposeThis paper investigates the impact of consumer relationships with brand communities on behavioral interactions on Instagram. The objective is to identify different types and stages of relationships between consumers and brand communities on Instagram using social penetration theory and explain the behavioral interactions of consumers resulting from these relationships across different stages.Design/methodology/approachA mixed method strategy was employed combining a qualitative multi-case study and an online survey. Eight individuals following restaurant and apparel brands on Instagram participated in the first study and 202 samples participated in the online survey.FindingsFifteen different types of relationships were identified between consumers and brand communities on Instagram and were classified into five stages ranging from orientation to de-penetration. The results reveal that behavioral interactions (i.e. consuming and participating) rise across the first four stages of brand community relationship development and fall down at the fifth stage.Originality/valueThis paper introduces new relationship types and stages and brings together different pieces of extant literature to explain the rising and falling of behavioral interactions resulting from consumer relationships with brand communities on Instagram.

How customers respond to social media advertising

Abstract: PurposeThe purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.Design/methodology/approachThe sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.FindingsResults showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.Originality/valueThis study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.