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Journal ArticleDOI: 10.1108/APJML-03-2020-0176

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
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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Topics: Brand equity (56%)

5 results found

Journal ArticleDOI: 10.1108/APJML-08-2020-0626
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.

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Topics: Relationship marketing (55%)

1 Citations

Open accessJournal ArticleDOI: 10.1007/S13278-021-00790-8
Abstract: Content marketing has become a mainstream channel for brands to engage the market with value propositions. Through content, brands control, instigate and co-create value with its target audience. However, the nature of value propositions embedded within the cycle of content co-creation and their impact on eWOM outcomes has received scant attention from an empirical perspective. In this paper, we propose a value proposition-based framework around content marketing using established business perspectives. We employ bidirectional Twitter data from brands and customers to unearth descriptive, diagnostic and predictive insights into value propositions. Using a sample of marketer- and user-generated data from 10 Coffee (n(MGC) = 290, n(UGC) = 8811) and Car brands (n(MGC) = 635, n(UGC) = 7035) in 2018, a taxonomy of value propositions based on the literature was proposed and validated. The results of our study identify (a) descriptive insights explaining differentiation of brand value propositions, (b) diagnostic insights relating to consumer sentiments in response to the value proposition mix and (c) predictive insights of models predicting brand-specific values’ influencing Like, Share, Comment and Positive/Negative valence. Our results show that an effective social media marketing strategy selectively uses elements of the marketing mix (i.e. 4 P’s) within value propositions to attract favourable eWOM outcomes.

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Topics: Content marketing (58%), Value proposition (57%), Marketing mix (54%) ... show more

Open accessJournal ArticleDOI: 10.1108/APJML-06-2021-0421
Abstract: This study highlights the effect of an inductee's altruism on referral reward programs (RRPs) on an online shopping guide platform to determine the optimal RRP and referral reward allocation under a Cashback and Referral RRP.,The authors consider a Stackelberg game with a platform, seller, inductor and inductee, where the inductee's altruism plays a vital role in determining the optimal RRP in equilibrium.,The authors show that the conditions under which it is optimal to reward the inductor only or reward both inductor and inductee are equal or unequal depending on the degree of the inductee's altruism. Suppose the platform is unable to dynamically decide the commission fee. In that case, the platform may not always be involved in RRPs and will gradually reduce the rewards for inductees as the altruism increases.,This study focuses on a free-to-consumers model where sellers pay membership fees. Thus, this study has limitations regarding other pricing schemes such as a model in which consumers pay a fee while sellers do not or a model in which both types of users pay fees.,This analytical work can help platforms optimize referral reward strategies and referral reward allocation considering the influence of an inductee's altruism.,In a Cashback and Referral RRP on a shopping guide platform, the authors provide applicable conditions for the platform to involve in the RRPs when rewarding an equal bonus for the inductor and inductee first. Further, the authors show the optimal referral reward strategy and referral reward allocation when giving the different bonuses to the inductor and inductee.

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Open accessJournal ArticleDOI: 10.1108/APJML-07-2021-0465
Abstract: The ease and convenience of online shopping are shifting the customers to e-tailers. This has prompted offline retailers to re-examine behavioural patterns along with a reconfiguration for a responsive retail model. The paper investigates the influence of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour.,Data were collected via a survey answered by 793 fashion customers from India, and for data analysis, partial least square structural equation modelling (PLS-SEM) was employed. Path analysis was used to determine the interrelationships amongst the constructs used in the study.,The standardized path coefficients depict competitive responsiveness as the highest contributor of retailers' responsiveness followed by service responsiveness, employee responsiveness and customer responsiveness. The findings suggest that customer satisfaction acts as the biggest contributor to referral behaviour followed by cross-buying behaviour and revisit intentions.,This study has made a substantial contribution to fashion apparel retailing. The findings revealed that responsive retailing influences the customers' post-purchase behaviour as they engage in more cross-buying, revisiting and referral behaviour. The retailers are encouraged to carefully monitor their preparedness to deliver a combination of sensory, emotional, cognitive and social experience to their customers.

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131 results found

Journal ArticleDOI: 10.2307/3151312
Claes Fornell1, David F. Larcker2Institutions (2)
Abstract: The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addit...

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53,384 Citations

Open accessJournal ArticleDOI: 10.2307/1251446
Valarie A. Zeithaml1Institutions (1)
Abstract: Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions ab...

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Topics: Use value (52%), Value (economics) (51%)

13,376 Citations

Journal ArticleDOI: 10.1016/J.BUSHOR.2009.09.003
Andreas M. Kaplan1, Michael Haenlein1Institutions (1)
01 Jan 2010-Business Horizons
Abstract: The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term ''Social Media'' exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media 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. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.

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Topics: Social media (68%), Social media optimization (67%), User-generated content (64%) ... show more

12,452 Citations

Journal ArticleDOI: 10.1177/135910457000100301
Richard W. Brislin1Institutions (1)
Abstract: Two aspects of translation were investigated: (1) factors that affect translation quality, and (2) how equivalence between source and target versions can be evaluated. The variables of language, content, and difficulty were studied through an analysis of variance design. Ninety-four bilinguals from the University of Guam, representing ten languages, translated or back-translated six essays incorporating three content areas and two levels of difficulty. The five criteria for equivalence were based on comparisons of meaning or predictions of similar responses to original or translated versions. The factors of content, difficulty, language and content-language interaction were significant, and the five equivalence criteria proved workable. Conclusions are that translation quality can be predicted, and that a functionally equivalent translation can be demonstrated when responses to the original and target versions are studied.

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7,927 Citations

Open accessJournal ArticleDOI: 10.1086/651257
Abstract: Baron and Kenny’s procedure for determining if an independent variable affects a dependent variable through some mediator is so well known that it is used by authors and requested by reviewers almost reflexively. Many research projects have been terminated early in a research program or later in the review process because the data did not conform to Baron and Kenny’s criteria, impeding theoretical development. While the technical literature has disputed some of Baron and Kenny’s tests, this literature has not diffused to practicing researchers. We present a nontechnical summary of the flaws in the Baron and Kenny logic, some of which have not been previously noted. We provide a decision tree and a step-by-step procedure for testing mediation, classifying its type, and interpreting the implications of findings for theory building and future research.

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6,199 Citations