Search results

This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual consumers of a national oil change retailer contemplating various service brand extensions.

Data for the study were collected in two separate surveys using structured self-administered questionnaires. Three drivers were measured for their effect on consumers’ usage consideration for service brand extensions (dependent variable), namely, parent brand evaluation, extension fit and degree of service intensity of the extension.

The results indicate that parent brand evaluations are the strongest drivers of brand extension usage consideration, regardless of the extension fit or the degree of service intensity of the extension. In addition, the findings suggest that the closer the fit to the parent brand, the more likely the extension will be considered. In contrast, consumers are less likely to consider using an extension as the level of service intensity increases.

This study’s use of actual customers of the brand, for real service brand extensions provides a higher degree of external validity than previous work in this area, and it yields a deeper understanding of the criteria used by consumers when evaluating service brand extensions. The study also provides managerial implications that are of practical value to academics and practitioners alike.

The purpose of this study is to examine factors affecting the extent of consumers’ use of electronic word-of-mouth (eWOM), specifically online product reviews (OPRs), during their decision-making process. It also examines their motives for using OPRs.

The study uses an exploratory qualitative research methodology involving observation and free-flowing face-to-face interviews with consumers who have previously made a purchase online and who read OPRs during the decision-making process. An adaptation of the grounded theory method is used for collection, coding and data analysis.

Findings confirm previously uncovered motives for consumers’ use of OPRs. In addition, the findings suggest that two previously unidentified factors influence the extent of consumers’ use of OPRs: “decision-making drive” and “decision-making drag”. Decision-making drive is a mental momentum created when one or more factors that enhance decision-making readiness are present. This momentum tends to accelerate the decision-making process and shorten the information search process, leading to a reduction in the extent of OPR use. In contrast, decision-making drag is a mental resistance created when one or more factors that impede decision-making readiness are present. This resistance tends to decelerate the decision-making process and lengthen the information search process, leading to an increase in the extent of OPR use.

Focused on the pre-consumption phase of eWOM, between the stages of product need recognition and information search, this study is the first to identify decision-making drive and decision-making drag as additional psychological mechanisms affecting the extent of OPR use by consumers. For marketers, understanding these mechanisms has strategic marketing implications that can provide guidance to brands, websites and online review systems.

The purpose of this paper is to determine how best to build online advocates for a food company’s brand based on data available from the brand’s Facebook pages. Specific research objectives are to study examine whether incentivizing actions such as “liking,” sharing or commenting on a brand’s Facebook impacts the brand community’s sentiment and engagement with the brand, and whether such engagement is different for different actions (e.g. liking vs sharing).

To achieve the objectives of this research, sentiment analysis is performed on Facebook insight data from a Fortune 500 company, consisting of fans’ comments, shares and “likes” for promotional and fan posts pertaining to one of its brands. Paired samples t-tests are performed to assess differences in sentiment and engagement before and after each promotional post.

The results do not support a strong impact of promotional posts on overall sentiment. However, there is evidence in support of a positive impact of the campaigns on overall wall-level engagement with the brand. Moreover, the levels of engagement are not the same for all promotional posts. Rather, some posts resulted in much higher engagement levels than others, suggesting that not all incentivized campaigns are created equal.

The study used the data from only one of company’s many brands. Therefore, similar studies on other brands are warranted.

Social networking sites are increasing in numbers, and more and more businesses are embracing social networks and/or blogs as part of their marketing platforms. Many companies offer coupons and incentives on social media to entice customers to engage with their social media platforms as well as buy products. The study results provide valuable insight into the effectiveness of different kinds of social media promotional campaigns, and can help managers decide which campaigns to implement to achieve specific objectives.

This research adds to the literature in two ways. First, it contributes to the limited literature on the effectiveness of incentivized social media campaign. Second, it contributes to the social media analytics literature by demonstrating how sentiment analysis can be used along with other statistical procedures to make sense of qualitative social media data.

This paper examines the role that attitudes toward online product reviews (OPRs), perceived credibility of OPRs and perceived benefit of OPRs play as antecedents of consumers’ reliance on OPRs in purchase decisions. A conceptual model of relationships investigated posits that attitudes drive reliance and are in turn driven by perceived benefit and credibility of OPRs. The study also examines gender differences in the constructs and their inter-relationships.

Data from a structured self-administered survey of US consumers are used to estimate parameters of a structural equation model (SEM) of the relationships. Gender differences in the structural relationships are tested using multi-group SEM, while gender differences in reliance, attitudes, benefit and credibility are tested using independent-samples t-tests.

Results show a strong positive effect of attitudes toward OPRs on reliance on OPRs. In turn, perceived benefit and credibility of OPRs are strong positive drivers of attitudes toward OPRs, with benefit having a greater impact. Structural relationships among the constructs are invariant across the two gender groups. However, there is a statistically significant difference between males and females in reliance on OPRs, with males exhibiting a tendency to rely more on OPRs than females.

The study introduces two new constructs to the literature – reliance on OPRs and global attitudes toward OPRs – and provides initial conceptualizations and operationalizations. The specific results underscore the relevance and importance of further research on these constructs and their relationships with other OPR-relevant constructs. They also provide initial indications of gender differences in consumers’ perceptions of OPRs and relationships among these and reliance on OPRs that are worthy of additional research attention.

While several existing panel studies have focused on the linear specifications of the effect of remittances and financial development on carbon emissions, nonlinear panel studies on this subject remain thin on the ground. The purpose of this paper is to examine the asymmetric effect of remittances and financial development on carbon emissions in 31 selected sub-Saharan African countries for the period spanning from 1996 to 2018.

The Kao, Pedroni and Johansen–Fisher co-integration tests were conducted to ascertain a long-run relationship among the studied variables, whereas the nonlinear panel autoregressive distributed lag approach was applied to account for asymmetries.

The study revealed, among other things, that remittances and financial development asymmetrically influence carbon emissions in the selected panel of sub-Saharan African countries. In the long run, the positive shock in remittances on carbon emissions is greater than in the negative shock in remittances. Additionally, both positive and negative shocks in financial development mitigate carbon emissions.

The implications of this study include the need to provide tax incentives to remitters and encourage them to invest in clean technologies so as to maintain sustainable development and low carbon emissions in the environment. There is also the need for governments and policymakers to formulate policies aimed at improving the functioning of the financial sectors in sub-Saharan Africa.

The positive and negative shocks of remittances and financial development on carbon emissions are examined to ascertain their asymmetric relationships.

This study investigates implications of crop and income diversifications on consumption expenditure (welfare) of rice-producing households in Ghana. It further compares diversification by three rice production systems: two-season rain-fed, two-season irrigated and one-season rain-fed rice production.

Primary data were sourced from 225 rice farmers. Margalef index and three-stage least-squares were employed.

Majority of rice-farming households in Ghana diversify livelihoods. The extent of livelihood diversification differs among two-season rain-fed, two-season irrigated and one-season rain-fed rice-producing households. Credit, distance to district capitals, production purpose and number of farming seasons influence crop and income diversifications, and consumption expenditure of rice-producing households. While crop diversification reduces consumption expenditure, income diversification increases it. Crop and income diversifications positively influence each other. Consumption expenditure reduces crop diversification but increases income diversification.

Policy should be directed towards the promotion of more livelihood activities to boost rice farmers' welfare. There should be awareness creation and training programmes to enable rice farmers realize different economic activities within and outside the agricultural value chain.

Crop and income diversifications were measured as continuous response variables, unlike previous studies that used a binary response variable. The authors established a synergy among crop and income diversifications, and consumption expenditure (welfare). The authors further compared crop and income diversifications by three rice production systems: two-season rain-fed, two-season irrigated and one-season rain-fed rice production systems.