The role of social media elements in driving co-creation and engagement
04 Mar 2021-Asia Pacific Journal of Marketing and Logistics (Emerald Publishing Limited)-Vol. 33, Iss: 10, pp 1994-2018
TL;DR: Wang et al. as discussed by the authors developed and empirically tested a research model examining the impact of five social media marketing (SMM) elements on consumers' intent to participate in value co-creation and on consumer engagement and perceived brand value in turn.
Abstract: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.,The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).,Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.,The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.,The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.,Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.
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TL;DR: In this paper , the authors investigated the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry and determined if brand trust mediates the relationship between them.
Abstract: The main aim of this paper was to investigate the effect of four features of social media marketing on the purchase decision of consumers in the fast-food industry. It also aimed to determine if brand trust mediates the relationship between them. Necessary data was gathered from the visitors of different fast-food cafes in UAE via a quantitative online survey. After obtaining the desired responses, the data was analyzed by the AMOS 21- structural equation modeling. The results confirmed the significance of brand trust in predicting purchase decision. Above all, the findings showed that informativeness, perceived relevance, and interactivity have positive effect on purchase decision. But, it was found that the effect of entertainment on purchase decision is insignificant. The results also confirmed that brand trust mediates the association between only two social media marketing features (interactivity and informativeness) and consumer purchase decision. Theoretically, this paper advances the current literature by exploring the mediating effect of brand trust among the four features of social media marketing and purchase decision with new empirical insights from UAE, taking into account that the earlier researches of this nature in Arab region are scarce.
22 citations
TL;DR: Wang et al. as discussed by the authors extended the commitment-trust theory from the perspective of relationship marketing and explored its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.
Abstract: PurposeThis study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.Design/methodology/approachThe study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.FindingsThe findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.Originality/valueThe study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.
19 citations
TL;DR: A two-stage analytical approach with Structural Equation Modeling (SEM) and Neural Network (NN) analysis to bring out social media's distinctive and confirmatory influence on mobile banking consumers is presented in this article .
14 citations
TL;DR: In this paper , the authors investigated the effect of advertising value on consumer value co-creation through social media advertising value and found that advertisers may enhance consumer-brand engagement by incorporating interesting content, which may encourage the customer's interaction with the social media ads and strengthen value-co-creation behavior.
Abstract: Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers’ online brand purchase intention.
10 citations
TL;DR: In this paper , the authors applied the herd mentality theory to explore local and global social media users' responses to panic buying across the USA, UK and Australia during the COVID-19 crisis to understand the implications on operations and supply chains.
Abstract: PurposeThis study applied the herd mentality theory to explore local and global social media users’ responses to panic buying across the USA, UK and Australia during the COVID-19 crisis to understand the implications on operations and supply chains.Design/methodology/approachA total of 208,806 social media user-generated content (UGC) pieces were collected from Twitter in three countries – the USA, UK and Australia. The analysis of this big qualitative data was performed using machine learning–based software – Leximancer.FindingsPositive and negative sentiment towards panic buying during the COVID-19 crisis was observed in the UGC. No significant differences in social media UGC sentiment between the three countries were found; however, differences did exist in key themes. This suggests that the focus, not the sentiment, of consumers’ responses to panic buying differed across countries. Social media users follow their location-based and topic-consonant social “herd”, rather than the global “herd”.Research limitations/implicationsThis study was the first to show that social media users’ herd mentality differs in a crisis. The herd mentality of social networks is dependent on factors such as the geographic location of the social network (herd), which can differ from the global herd’s reaction, specifically in terms of topics evident in UGC.Practical implicationsOperations and supply chain managers need to include social media UGC analysis in their strategies in crisis management responses. The topics, not the sentiment, of consumers’ responses to panic buying require managerial actions.Originality/valueThis is the first study to show that herd mentality during a crisis, such as COVID-19, is not unidimensional and varies according to the location of the social media network with profound implications for operations and supply chain managers.
7 citations
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