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Impression management for corporate brands over mobile media

Dara G. Schniederjans (College of Business Administration, University of Rhode Island, Kingston, Rhode Island, USA)
Stephen A. Atlas (College of Business Administration, University of Rhode Island, Kingston, Rhode Island, USA)
Christopher M. Starkey (College of Business Administration, University of Rhode Island, Kingston, Rhode Island, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 26 October 2018

Issue publication date: 22 November 2018

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Abstract

Purpose

As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand.

Design/methodology/approach

We surveyed 670 consumers and estimate structural equation models and repeated-measures ANOVAs to determine how short passages employing alternate impression management tactics influence consumers’ perceptions, attitudes and purchase intentions.

Findings

Results reveal that each impressions management tactic (i.e. ingratiation, intimidation, organizational promotion, supplication and exemplification) influences consumer perceptions, attitudes and intentions. The authors compare differences in how the impressions management tactics influence each stage of the perception-attitude-intentions model and find evidence that initial differences in perceptions favoring ingratiation and exemplification appeals become magnified for purchase intentions.

Research limitations/implications

Recent calls for research focus on an understanding of how consumers process information on reduced-content platforms of small-screened mobile devices. These results provide empirical evidence of the use of impression management and the difference between five impression management tactics on enhancing consumer perception-attitude-intentions model.

Practical implications

The results of this study will provide marketers with insights to optimize communications and corporate brands with consumers over mobile media.

Originality/value

This paper adds to the nascent yet vital literature on mobile marketing by focusing on how impression management tactics influence perceptions, attitudes and intentions through the short message characteristic of mobile platforms. The authors develop a framework for how corporate brand management can strategically use impressions management tactics in this novel domain.

Keywords

Citation

Schniederjans, D.G., Atlas, S.A. and Starkey, C.M. (2018), "Impression management for corporate brands over mobile media", Journal of Product & Brand Management, Vol. 27 No. 4, pp. 385-403. https://doi.org/10.1108/JPBM-09-2016-1309

Publisher

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Emerald Publishing Limited

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