Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market
TL;DR: Despite a growing body of work on the impact of cultural orientation on consumers' attitudes and behavior, research investigating the effects of individualism-collectivism in social media advertisi....
Abstract: Despite a growing body of work on the impact of cultural orientation on consumers’ attitudes and behavior, research investigating the effects of individualism-collectivism in social media advertisi...
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15 Sep 2021
TL;DR: The internet has transformed the consumer approach to evaluate products and services as discussed by the authors, and consumers follow various internet-based platforms (e.g., e-word of mouth) to evaluate product and services.
Abstract: The internet has transformed the consumer approach to evaluate products and services. Consumers follow various internet-based platforms to evaluate products and services. Electronic word of mouth (...
20 citations
TL;DR: In this article , the authors investigated the effect of social media marketing activities on consumers' purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI.
Abstract:
Purpose
Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM).
Design/methodology/approach
Using a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis.
Findings
The findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS.
Research limitations/implications
In terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers.
Originality/value
This study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.
16 citations
TL;DR: In this article , the role of social media destination images' features (entertainment, informativeness, irritation, credibility, personalization, and incentives) on consumer's perceived value and eWOM through consumer engagement and involvement was investigated.
15 citations
TL;DR: In this paper, the authors explored the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine and proposed a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention.
Abstract: Purpose: This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention. The authors also explore the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine. Design/methodology/approach: Survey data from a sample of 561 consumers from Morocco were analyzed to test the hypotheses using structural equation modeling. Findings: First, attitude toward COVID-19 cause-related campaigns has a significant effect on consumer purchase intention;at the same time, it is influenced by identification with the cause, donation size, emotional arousal and subjective norms. Second, the results confirm the mediating effect of attitude toward COVID-19 cause-related campaigns, e.g. higher emotional arousal triggers positive attitude towards COVID-19 cause campaigns, which shapes consumer purchase intention. Third, Islamic religiosity acts as a moderator, e.g. individuals who feel themselves as highly religious are more likely to develop favorable attitude towards cause brands and therefore form stronger purchase intentions when exposed to COVID-19 cause campaigns. Practical implications: The findings of this research suggest a number of practical and social implications for both academics and practitioners. Successful cause-related marketing (CrM) campaigns should include facets inducing emotional arousal, superior donation size, identification with the cause and subjective norms, which, in turn, enhances consumers’ attitude toward the campaign, their attitude towards the brand and purchase intentions. Practitioners interested in expanding into majority-Muslim markets should also consider the use of faith-based messages and religious morals when planning CrM campaigns. Originality/value: While preliminary studies have already attempted to provide knowledge about the impact of COVID-19 on individuals’ health and well-being, potential effects on consumers’ decisions and behavior have not been considered much and are yet to be empirically investigated. This original research is among the first to provide insights about the potential use of COVID-19 cause to shape consumer purchase intention and behavior. This will strengthen our cross-cultural appreciation of the disparities in consumer perception of CrM among Muslim and non-Muslim communities. © 2021, Emerald Publishing Limited.
10 citations
TL;DR: In this paper , a theoretical framework was proposed and tested to identify the antecedents of giving charitable donations (Sadaqah) during the COVID-19 pandemic in a majority-Muslim country.
Abstract:
Purpose
This paper aims to identify the antecedents of giving charitable donations (Sadaqah) during the pandemic in a majority-Muslim country. This paper proposes and tests a theoretical framework in which attitude toward giving donations mediates the effects of perceived behavioral control, subjective norms and past behavior on giving charitable donations (Sadaqah). The authors also investigate the mediating effect of attitude toward giving donations and the moderating effect of Islamic religiosity in an emerging nation characterized by the dominance of the Islamic doctrine. Gender, age and income have been examined as control variables.
Design/methodology/approach
Survey data from a sample of 377 respondents from Morocco were analyzed to test the hypotheses using structural equation modeling.
Findings
The results indicate that past behavior, subjective norms, attitude toward giving donations and intention to donate are key predictors of giving charitable donation during the COVID-19 pandemic. This paper also confirms the mediating effect of attitude toward giving donations, e.g. subjective norms trigger positive attitude toward giving donations, which increases respondents’ donation frequency. The results also suggest a significant moderating effect of Islamic religiosity, e.g. individuals who feel themselves as highly religious are more likely to develop a favorable attitude toward giving donations and are therefore more likely to donate during the pandemic.
Practical implications
The findings suggest practical and social implications for both academics and practitioners. As attitude, subjective norm, past behavior and intention are found to significantly influence giving charitable donations (Sadaqah), fundraising organizations should give serious attention on these factors to improve individuals’ charitable giving (Sadaqah). Such organizations should also consider the use of faith-based messages and religious morals when planning their advertising campaigns in majority-Muslim markets.
Originality/value
Although preliminary studies have already attempted to provide knowledge about the factors influencing giving donations among both Muslims and nonMuslims, potential antecedents of giving donations (Sadaqah) during the COVID-19 pandemic have not been considered and are yet to be empirically investigated. This paper provides new perceptions on factors influencing giving donations on a majority-Muslim majority country where no zakat institution operates. Such findings can be useful for both academicians, fundraising organizations and policymakers in Morocco to promote charitable actions and boost its socio-economic affects.
8 citations
References
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TL;DR: Ajzen, 1985, 1987, this article reviewed the theory of planned behavior and some unresolved issues and concluded that the theory is well supported by empirical evidence and that intention to perform behaviors of different kinds can be predicted with high accuracy from attitudes toward the behavior, subjective norms, and perceived behavioral control; and these intentions, together with perceptions of behavioral control, account for considerable variance in actual behavior.
65,095 citations
"Facebook advertising, eWOM and cons..." refers background in this paper
...Attitudes toward Facebook advertising ATT1 Overall, I consider Facebook Ads a good advertising channel Ajzen (2011); Boateng and Okoe (2015) ATT2 Overall, I like Facebook Advertisements ATT3 I consider Facebook advertising very essential ATT4 I would describe my overall attitude toward Facebook advertising very favorably Corporate reputation CR1 I believe in Facebook advertisements of companies that are concerned about their customers Boateng and Okoe (2015); Walsh et al. (2009) CR2 I believe in Facebook advertisements of companies recommended by friends and relatives CR3 I believe in Facebook advertisements of companies that can be generally be trusted CR4 My perception of Facebook Ads depends on my experience with the company’s products/services...
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...Purchase intention PI1 I look for information about products advertised on Facebook Ajzen (1991); Duffett (2015); Hsu and Lin (2015); Martins et al....
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...Attitudes toward Facebook advertising ATT1 Overall, I consider Facebook Ads a good advertising channel Ajzen (2011); Boateng and Okoe (2015) ATT2 Overall, I like Facebook Advertisements ATT3 I consider Facebook advertising very essential ATT4 I would describe my overall attitude toward Facebook advertising very favorably Corporate reputation CR1 I believe in Facebook advertisements of companies that are concerned about their customers Boateng and Okoe (2015); Walsh et al....
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...Purchase intention PI1 I look for information about products advertised on Facebook Ajzen (1991); Duffett (2015); Hsu and Lin (2015); Martins et al. (2019) PI2 I buy products/services advertised on Facebook PI3 My buying decisions/choices are highly influenced by Facebook advertisements JOURNAL OF GLOBAL MARKETING 237...
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...…Ads depends on my experience with the company’s products/services Purchase intention PI1 I look for information about products advertised on Facebook Ajzen (1991); Duffett (2015); Hsu and Lin (2015); Martins et al. (2019) PI2 I buy products/services advertised on Facebook PI3 My buying…...
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Book•
27 May 1998TL;DR: The book aims to provide the skills necessary to begin to use SEM in research and to interpret and critique the use of method by others.
Abstract: Designed for students and researchers without an extensive quantitative background, this book offers an informative guide to the application, interpretation and pitfalls of structural equation modelling (SEM) in the social sciences. The book covers introductory techniques including path analysis and confirmatory factor analysis, and provides an overview of more advanced methods such as the evaluation of non-linear effects, the analysis of means in convariance structure models, and latent growth models for longitudinal data. Providing examples from various disciplines to illustrate all aspects of SEM, the book offers clear instructions on the preparation and screening of data, common mistakes to avoid and widely used software programs (Amos, EQS and LISREL). The book aims to provide the skills necessary to begin to use SEM in research and to interpret and critique the use of method by others.
42,102 citations
"Facebook advertising, eWOM and cons..." refers methods in this paper
...Based on sampling prior research, and taking into account the number of items used for the purpose of the current study, we presume that the sample size of 298 Facebook users is largely adequate for achieving the study objectives (Kline, 2011)....
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Book•
30 Oct 1996
TL;DR: How to use this book Guided tour Preface Contributors The nature of business and management research and structure of this book and the research topic are explained.
Abstract: How to use this book Guided tour Preface Contributors 1 The nature of business and management research and structure of this book 2 Formulating and clarifying the research topic 3 Critically reviewing the literature 4 Understanding research philosophies and approaches 5 Formulating the research design 6 Negotiating access and research ethics 7 Selecting samples 8 Using secondary data 9 Collecting primary data through observation 10 Collecting primary data using semi-structured, in-depth and group interviews 11 Collecting primary data using questionnaires 12 Analysing quantitative data 13 Analysing qualitative data 14 Writing and presenting your project report Appendices Glossary Index
19,739 citations
"Facebook advertising, eWOM and cons..." refers methods in this paper
...The questionnaire was distributed on Facebook as a controlled selection method where individuals expressed desire to take part in the study (Saunders et al., 2012)....
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TL;DR: In this article, the authors present a model that incorporates this overall argument in the form of a series of hypothesized relationships between different dimensions of social capital and the main mechanisms and proces.
Abstract: Scholars of the theory of the firm have begun to emphasize the sources and conditions of what has been described as “the organizational advantage,” rather than focus on the causes and consequences of market failure. Typically, researchers see such organizational advantage as accruing from the particular capabilities organizations have for creating and sharing knowledge. In this article we seek to contribute to this body of work by developing the following arguments: (1) social capital facilitates the creation of new intellectual capital; (2) organizations, as institutional settings, are conducive to the development of high levels of social capital; and (3) it is because of their more dense social capital that firms, within certain limits, have an advantage over markets in creating and sharing intellectual capital. We present a model that incorporates this overall argument in the form of a series of hypothesized relationships between different dimensions of social capital and the main mechanisms and proces...
15,365 citations
"Facebook advertising, eWOM and cons..." refers background in this paper
...Social capital is defined as “the sum of the actual and potential resources embedded within, available through, and derived from the network of relationships possessed by an individual or social unit” (Nahapiet & Ghoshal, 1998, p. 243)....
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TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.
13,932 citations
"Facebook advertising, eWOM and cons..." refers background in this paper
...While several researchers confirm that entertaining and fun eWOM messages increase consumers’ tendency to share them with others (Kaplan & Haenlein, 2010; Woerndl et al., 2008), others view entertainment as an essential component of eWOM (Golan & Zaidner, 2008; Lance & Guy, 2006)....
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