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1 – 10 of 480Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the…
Abstract
Purpose
Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB).
Design/methodology/approach
Through collecting cross-sectional data from 608 valid replies, this study adopts an integrated method that combines partial least squares structural equation modeling (PLS-SEM), artificial neural network (ANN) and fuzzy-set qualitative comparative analysis (fsQCA) to analyse.
Findings
The results reveal that the credibility and relevance of live content, the empathy and professionalism of SMIs, and their congruence are critical antecedents of consumers' attachments to live content and SMIs, thus triggering their attachment to endorsement and IB.
Originality/value
In knowledge, this study benefits the scope of the elaboration likelihood model and attachment theory and enriches live streaming commerce literature. In method, an integrated analytical method is used to cope with complex structural relationships in non-linear patterns and predictions, as well as examine the complex causal configurations. In practice, this study facilitates practitioners to further ascertain what attributes in live content and SMIs can foster customer's emotional attachments in choosing endorsers and developing endorsement strategies, thus driving their IB.
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Astha Sanjeev Gupta and Jaydeep Mukherjee
Consumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening…
Abstract
Purpose
Consumers can spend their disposable income on hedonic consumption or save for the future. Their preferences were altered by the prolonged life and livelihood-threatening experiences of the pandemic. This paper aims to study the spillover effect of the pandemic experience on consumer savings attitudes and hedonic purchase preferences in the new normal.
Design/methodology/approach
The authors conducted 35 in-depth interviews with consumers in India. The data were analysed thematically.
Findings
The results showed that when fear of life and negative emotions of the pandemic persisted, consumers became short-term focused, moved towards materialism and increased hedonic spending. Alternatively, individuals who faced substantial financial hardships resorted to an increased preference for savings. The relationship between changes in savings orientation and hedonic consumption was found to be moderated by consumer's individual differences in financial vulnerability and life history strategies.
Practical implications
As the trend towards increased hedonic consumption and preference for luxury products continues, the study findings can be used to devise effective marketing strategies to tap the emerging segment of mass luxury consumption.
Originality/value
Despite ample work being conducted in the hedonic consumption domain, it has not been studied in conjunction with savings orientation, a significant determinant. This research links personal savings orientation with hedonic spending and substantiates that purchase decisions are cognitively weighted as a choice of discretionary spending against the opportunity to save.
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Min Qin, Wei Zhu, Jinxia Pan, Shuqin Li and Shanshan Qiu
Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous…
Abstract
Purpose
Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.
Design/methodology/approach
This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.
Findings
The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.
Research limitations/implications
Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.
Originality/value
This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.
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Ernest Emeka Izogo and Mercy Mpinganjira
Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing…
Abstract
Purpose
Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing strategy, research has not completely mapped how DCM activities can be optimized in the social media brand community context. This paper seeks to understand how social media DCM activities can be optimized to achieve greater relational and monetary outcomes for different products.
Design/methodology/approach
A structural equation modeling procedure was used to analyze 416 survey responses obtained from members of Facebook brand communities in South Africa.
Findings
The results reveal that social media DCM consumption motives exert significant differential effects on both relational and monetary marketing outcomes in search and experience product contexts while also demonstrating the mechanism through which social media DCM consumption motives lead to contributing social media engagement behaviors.
Practical implications
The study findings call for the need for firms to understand the motives that drive the consumption of DCM in social media brand communities. Specifically, marketers of search products should deploy more of hedonic contents such as images while simultaneously keeping highly textual DCM to a minimum in Facebook brand communities as this works better for experience products. Finally, more authentic SM-DCM activities that effectively address the authenticity SM-DCM consumption motive can result from the DCM activities of social media opinion leaders and genuine consumer–brand interactions in the context of Facebook brand communities.
Originality/value
This paper broke new grounds in three unique directions in terms of: (1) the relative salience of SM-DCM consumption motives in enhancing WTP and different aspects of SMBE; (2) the contextual influence of product type on SM-DCM activities optimization and (3) the mechanisms that underlie the effects of SM-DCM consumption motives on contributing SMBE in the Facebook brand community context.
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Pallavi Chaturvedi, Kushagra Kulshreshtha, Vikas Tripathi and Durgesh Agnihotri
The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior…
Abstract
Purpose
The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior for electric vehicle (EV).
Design/methodology/approach
A total of 411 valid survey responses were collected using a structured questionnaire. Data were analyzed using confirmatory factor analysis and structural equation modeling to investigate the empirical fit of the hypothesized framework.
Findings
The results of structural equation modeling revealed that all three motives were positively correlated with purchase intentions for EV. Hedonic motives were found to have the strongest influence on purchase intentions. In addition, gain and normative motives were also found to be significant predictors of EV buying behavior. Further analysis revealed a positive correlation between gain, normative and hedonic motives. Moreover, personal moral standards seem to have a significant and positive impact on the positive emotions associated with buying EV.
Practical implications
The results of current research can be useful for marketers while designing promotional strategies for all the high-involvement green products. Marketing professionals and policymakers can use these results to build effective marketing strategies for EVs and reduce greenhouse gas emissions resulting from personal vehicle use.
Originality/value
To the best of the authors' knowledge, this is the first study in the South Asian region that explores consumers' motives for EV purchase behavior. Further, this is among a few studies, which have attempted to investigate the impact of hedonic, gain and normative motives on green purchase behavior in the context of high involvement green products.
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Ismah Osman, Junainah Junid, Husniyati Ali, Siti Zahrah Buyong, Sharifah Zannierah Syed Marzuki and Nor'ain Othman
This study aims to ascertain consumption values of Muslim tourists, attitudes, satisfaction and loyalty towards a Muslim-friendly accommodation, which has gained recognition from…
Abstract
Purpose
This study aims to ascertain consumption values of Muslim tourists, attitudes, satisfaction and loyalty towards a Muslim-friendly accommodation, which has gained recognition from the Malaysian Government. Subsequently, an overall Muslim-friendly image was examined as a moderating variable within the associated relationship.
Design/methodology/approach
A quantitative research design with a purposive sampling technique was chosen through a sample size of 378 people in Malaysia and distributed via social media. The respondents were selected based on the Muslim-friendly accommodation recognition (MFAR) initiatives, a procedure of accreditation which acknowledges Muslim-friendly accommodation for tourists. To obtain data from those travellers, structured questionnaires were used. SmartPLS was used for data analysis in this study.
Findings
The values which were found to have an influence on attitude towards a Muslim-friendly accommodation are related to social, emotional, economic, functional, monetary and epistemic elements. On the other hand, hedonic, conditional, Islamic and altruistic values were found to be insignificant in determining the attitude towards a Muslim-friendly accommodation. Subsequently, an overall Muslim-friendly image was found to moderate the relationship between social, monetary and altruistic values and its link concerning attitude towards the accommodation, while the rest of the relationships were not significant. More importantly, attitude seems to have an impact on satisfaction, as well as its loyalty towards a Muslim-friendly accommodation.
Research limitations/implications
Firstly, it begins with understanding Malaysia, one of the developing countries in Southeast Asia. Secondly, data was collected from participants using a survey method, from purposive sampling which may limit the findings’ generalizability. Thirdly, this study focussed exclusively on the perceived value dimensions associated with Muslim-friendly accommodation, thus, disregarding consumers who may associate with other types of tourism and hospitality elements.
Practical implications
The results provide a fresh insight and a better understanding regarding the consumption values and all of its related components towards customer loyalty of the Muslim-friendly accommodation in Malaysia. In addition, the findings deliver new information and a deeper understanding of relevant values in Malaysia’s Muslim-friendly accommodation, which can be used as a standard guideline by industry practitioners, local and abroad.
Social implications
This research supports service providers in developing effective brand management strategies for their own businesses. Apparently, this study discovers that emotional values tend to be the most important values in determining attitude towards Muslim-friendly accommodation.
Originality/value
To the best of the authors’ knowledge, this is one of the studies examining the overall perceived Muslim-friendly image within the consumption values that are relevant from an Islamic viewpoint. It provides policymakers, as well as the industry players, some reliable approaches for enhancing Muslim-friendly accommodation.
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Yi-Hui Ho, Syed Shah Alam, Mst. Nilufar Ahsan and Chieh-Yu Lin
While many companies begin to promote ethically produced products, much remains to be known about consumers' buying intention toward these products. This paper attempts to…
Abstract
Purpose
While many companies begin to promote ethically produced products, much remains to be known about consumers' buying intention toward these products. This paper attempts to integrate the theory of planned behavior and the Hunt–Vitell theory of marketing ethics to explore the buying intention toward ethically produced food products in a developing economy.
Design/methodology/approach
Data were collected through a questionnaire survey in Bangladesh. Structural equation modeling technique was used to test the research model.
Findings
Research findings showed that deontological evaluation and teleological evaluation have significantly positive effects on perceived behavioral control and subjective norm. Perceived behavioral control, subjective norm, attitude, hedonic and utilitarian value have significantly positive effects on buying intention toward ethically produced foods.
Originality/value
The results are practically and theoretically meaningful because the integrated model holds well explanatory power to predict consumers' intention toward buying ethical foods and thereby understand consumers' ethical decision-makings.
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This paper aims to explore the construction of a valid and reliable measure for the competitiveness of cities that excludes the drivers of competitiveness from the index…
Abstract
Purpose
This paper aims to explore the construction of a valid and reliable measure for the competitiveness of cities that excludes the drivers of competitiveness from the index construction. Not incorporating these drivers in the index avoids the problem of assuming relative contributions (i.e. weights) of these drivers on competitiveness as a maintained hypothesis.
Design/methodology/approach
From the definition that competitiveness is the ability of a city to sustain prosperity, this study derives a model called the hedonic well-being index (HWI) in which prosperity is measured by using the consumption of goods and service including leisure. This study then uses secondary data sources to construct an exploratory HWI (assuming a Cobb Douglas functional form) and compare this index to three benchmarks, namely, income, gross domestic product (GDP) per capita and the World Happiness Report (WHR) index. This study also review the component expenditure of the index across geographical locations.
Findings
The HWI is better predicted by the WHR index (a subjective well-being index) than by the GDP per capita (a measure of output), owing to the inclusion of leisure and household production absent in per capita GDP. This study explored and found regional variations in the distribution of the expenditure components in the HWI.
Originality/value
This paper demonstrates the feasibility of constructing an exploratory HWI to measure the competitiveness of cities using secondary data. The reliability of the index can be improved using primary data in future research. Separating the drivers from the definition of competitiveness allows testing of the contribution and interaction of these drivers on competitiveness.
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Zoltán Pápai, Péter Nagy and Aliz McLean
This study aims to estimate the quality-adjusted changes in residential mobile consumer prices by controlling for the changes in the relevant service characteristics and quality…
Abstract
Purpose
This study aims to estimate the quality-adjusted changes in residential mobile consumer prices by controlling for the changes in the relevant service characteristics and quality, in a case study on Hungary between 2015 and 2021; compare the results with changes measured by the traditionally calculated official telecommunications price index of the Statistical Office; and discuss separating the hedonic price changes from the effect of a specific government intervention that occurred in Hungary, namely, the significant reduction in the value added tax rate (VAT) levied on internet services.
Design/methodology/approach
Since the price of commercial mobile offers does not directly reflect the continuous improvements in service characteristics and functionalities over time, the price changes need to be adjusted for changes in quality. The authors use hedonic regression analysis to address this issue.
Findings
The results show significant hedonic price changes over the observed seven-year period of over 30%, which turns out to be primarily driven by the significant developments in the comprising service characteristics and not the VAT policy change.
Originality/value
This paper contributes to the literature on hedonic price analyses on complex telecommunications service plans and enhances this methodology by using weights and analysing the content-related features of the mobile packages.
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Khan Md. Raziuddin Taufique, Md. Mahiuddin Sabbir, Sarah Quinton and Syed Saad Andaleeb
Acknowledging previous scholarly focus on functional attributes in understanding technology acceptance behaviour, the current study aims to offer a novel perspective by…
Abstract
Purpose
Acknowledging previous scholarly focus on functional attributes in understanding technology acceptance behaviour, the current study aims to offer a novel perspective by integrating eight different dimensions of utilitarian and hedonic attributes to examine their influence in delivering a holistic web-based retail shopping experience.
Design/methodology/approach
The research model was tested and validated through data collected from 370 online shoppers across both hedonic and utilitarian product ranges. Hypotheses were tested using covariance-based structural equation modelling with multi-group analysis to examine the moderation effect.
Findings
The findings strongly support the model confirming eight new utilitarian and hedonic dimensions that influence web-based retail shopping behaviour. The findings also confirm that hedonic attributes remain important even for utilitarian product purchasing.
Practical implications
The key managerial implication is the demonstrated need to balance utilitarian and hedonic attributes in web-based retail platforms, where previously, there has been an overemphasis on functional features. Web-based retailers should consider the optimal blend of utilitarian (e.g. information quality) and hedonic (e.g. aesthetic) attributes in the design of a retail shopping site, irrespective of the product category.
Originality/value
This study integrates multiple dimensions of utilitarian and hedonic attributes into a single model and highlights the interplay of these attributes, thus extending the technology acceptance model. This paper also advances scholarship through its identification of attribute impact across different product categories.
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