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Article
Publication date: 1 September 2022

Attila Endre Simay, Yuling Wei, Tamás Gyulavári, Jhanghiz Syahrivar, Piotr Gaczek and Ágnes Hofmeister-Tóth

The recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China…

Abstract

Purpose

The recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China is a lucrative market for various foreign beauty products and technological innovations. This research aims to investigate the adoption of AI color cosmetics applications and their electronic word-of-mouth (e-WOM) intention among Chinese social media influencers. Several key concepts have been proposed in this research, namely body esteem, price sensitivity, social media addiction and actual purchase.

Design/methodology/approach

An online questionnaire design was used in this research. A combination of purposive sampling and snowball sampling of AI color cosmetics users who are also social media influencers in China yields 221 respondents. To analyze the data, this research employs Structural Equation Modelling (SEM) method via SPSS and AMOS software. A 2-step approach, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), is implemented to prove the hypotheses and generate the results.

Findings

1) Social media addiction is a positive predictor of AI color cosmetics usage, (2) AI color cosmetics usage is a positive predictor of actual purchase, (3) actual purchase is a positive predictor of e-WOM intention and lastly, (4) there is a full mediation effect of actual purchase.

Originality/value

This research draws on the uses and gratification (U&G) theory to investigate how specific user characteristics affect Chinese social media influencers' adoption of AI color cosmetics, as well as how this may affect their decision to purchase branded color cosmetics and their e-WOM.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 6 June 2008

François Durrieu and Agnes Toth Hofmeister

The purpose of this paper is to analyse the impact of market orientation on strategy orientation (communication, target and image strategy). This impact is studied by…

Abstract

Purpose

The purpose of this paper is to analyse the impact of market orientation on strategy orientation (communication, target and image strategy). This impact is studied by using a multicultural approach (Hungarian and French wineries).

Design/methodology/approach

A questionnaire was completed by 131 French wineries – châteaux and 66 Hungarian wineries. French wineries are located in the Bordeaux region. Participants were obtained by sending questionnaire to wineries lists provided by wine‐related organizations. Market orientation and strategy orientation scales were constructed by using confirmatory factor analysis and this impact confirmed by using structural equation modelling. To measure the differences of this impact between French and Hungarian wineries, multigroup analysis is practiced.

Findings

Market orientation as information gathering, and difficulties involved in searching and planning are defined. Concerning the impact of market orientation on strategy orientation, the main finding is that information gathering and planning impacts positively on the development of communication and target strategies; and the difficulties involved in searching for information impact positively on image strategy. Two main differences appear between French and Hungarian wineries: information gathering and difficulties in searching for information.

Research limitations/implications

One main limit concerns the characteristics of Hungarian and French wineries that are not similar especially in terms of area size. So these cultural differences could be also explained by structural differences of the wineries.

Practical implications

The majority of wineries do not have organized and large information gathering systems and marketing strategies are defined by communication objectives because they have some difficulties in defining their target.

Originality/value

The paper shows how image and communication strategies are implemented in Hungarian and French wineries.

Details

International Journal of Wine Business Research, vol. 20 no. 2
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 14 June 2011

Ágnes HofmeisterTóth and Peter Nagy

The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward…

1915

Abstract

Purpose

The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary.

Design/methodology/approach

Scientific investigation conducted by two independent researchers included the content analysis of a total of 50 advergames integrated in 11 food company affiliated web sites.

Findings

Advergames are successful promotion strategies that reinforce brand recognition and positive associations toward food products.

Practical implications

By influencing and encouraging children's cognitive processes, advergames affect their natural development.

Originality/value

A content analysis of advergames has not yet been conducted in Hungary. By introducing psychological factors, the present paper can contribute to finding additional approaches to understand the effects of advergames on children.

Details

Qualitative Market Research: An International Journal, vol. 14 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 14 June 2011

Melvin Prince

675

Abstract

Details

Qualitative Market Research: An International Journal, vol. 14 no. 3
Type: Research Article
ISSN: 1352-2752

Book part
Publication date: 29 December 2016

Haiming Hang and Agnes Nairn

The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible…

Abstract

Purpose

The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible solutions to help them cope with this implicit influence.

Methodology/approach

This chapter reviews key theories and relevant empirical evidence in the literature on advertising to children in order to highlight the implicit influence of online game advertising on children.

Findings

Children can be influenced by online game advertising outside their awareness.

Social implications

The chapter challenges the effectiveness of current advertising literacy education.

Originality/value

This chapter highlights the implicit influence of online game advertising on children. It also proposes alternative approaches to current advertising literacy education to help children cope with the implicit influence.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

Article
Publication date: 11 May 2015

Lynn Sudbury-Riley, Florian Kohlbacher and Agnes Hofmeister

The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on…

2147

Abstract

Purpose

The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age.

Design/methodology/approach

Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale.

Findings

Two distinct segments are identified, providing support for a young-at-heart consumer culture in all nations in the study. Results also find cognitive age to exhibit partial measurement invariance, which is expected given the disparate nations under study.

Research limitations/implications

This research contributes to cross-cultural global age research which is still in an early pioneering stage. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct international segments of Baby Boomers. Further research needs to delve into the antecedents of self-perceived age, particularly in the ways in which different life experiences and cultures may impact age identities.

Practical implications

The study has implications for marketing managers wishing to target the increasingly important young-at-heart Baby Boomer.

Originality/value

The study uses four non-American countries, uses samples matched for chronological age, and does not use convenience samples, which make it unique in the cognitive age literature. The study has value for marketing managers, global age researchers, and consumer culture researchers.

Details

International Marketing Review, vol. 32 no. 3/4
Type: Research Article
ISSN: 0265-1335

Keywords

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