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1 – 10 of 27
Article
Publication date: 15 February 2023

Isha Sharma, Kokil Jain, Abhishek Behl, Abdullah Baabdullah, Mihalis Giannakis and Yogesh Dwivedi

Deepfakes are fabricated content created by replacing an original image or video with someone else. Deepfakes have recently become commonplace in politics, posing serious…

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Abstract

Purpose

Deepfakes are fabricated content created by replacing an original image or video with someone else. Deepfakes have recently become commonplace in politics, posing serious challenges to democratic integrity. The advancement of AI-enabled technology and machine learning has made creating synthetic videos relatively easy. This study explores the role of political brand hate and individual moral consciousness in influencing electorates' intention to share political deepfake content.

Design/methodology/approach

The study creates and uses a fictional deepfake video to test the proposed model. Data are collected from N = 310 respondents in India and tested using partial least square–structural equation modelling (PLS-SEM) with SmartPLS v3.

Findings

The findings support that ideological incompatibility with the political party leads to political brand hate, positively affecting the electorates' intention to share political deepfake videos. This effect is partially mediated by users' reduced intention to verify political deepfake videos. In addition, it is observed that individual moral consciousness positively moderates the effect of political brand hate on the intention to share political deepfake videos. Intention to share political deepfake videos thus becomes a motive to seek revenge on the hated party, an expression of an individual's ideological hate and a means to preserve one's moral self-concept and strengthen their ideologies and moral beliefs.

Originality/value

The study expands the growing discussion about disseminating political deepfake videos using the theoretical lens of the negative consumer-brand relationship. It validates the effect of political brand hate on irrational behavior that is intended to cause harm to the hated party. Further, it provides a novel perspective that individual moral consciousness may fuel the haters' desire to engage in anti-branding behavior. Political ideological incompatibility reflects ethical reasons for brand hate. Therefore, hate among individuals with high moral consciousness serves to preserve their moral self.

Details

Internet Research, vol. 33 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 February 2024

Xinyu Dong, Cleopatra Veloutsou and Anna Morgan-Thomas

Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is…

Abstract

Purpose

Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement.

Design/methodology/approach

This paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9.

Findings

The results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items.

Originality/value

Progress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 14 December 2023

Latifa Mednini and Mouna Damak Turki

Consumers' responses to service failures are influenced not just by company-related issues but also by one's ability to react to stressful situations. The aim of this research is…

Abstract

Purpose

Consumers' responses to service failures are influenced not just by company-related issues but also by one's ability to react to stressful situations. The aim of this research is to explore the emotional intelligence of brand haters and transform them into forgivers.

Design/methodology/approach

This study used two qualitative methods, namely in-depth semi-structured interviews with a total of 17 participants who have different emotional intelligence levels (high, medium and low) and projective techniques with 6 participants.

Findings

This study's results showed that consumers with high and medium emotional intelligence feel less hate toward a brand and are more likely to forgive it, whereas consumers with low emotional intelligence feel more hate toward a brand and are unwilling to forgive it.

Originality/value

To the best of the authors' knowledge, this study is among the first to shed light on the importance of managing hate by consumers. Findings will help managers understand the importance of consumer personality in a management strategy and explain why some consumers forgive brands while others participate in anti-brand activities.

Details

Management Decision, vol. 62 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 12 March 2024

Sophie Louise Johnson

This systematic literature review presents the state of the field of fashion and crisis communication. The quantitative coding offers insight into dominant and emergent themes in…

Abstract

Purpose

This systematic literature review presents the state of the field of fashion and crisis communication. The quantitative coding offers insight into dominant and emergent themes in one of the most crisis-prone industries. This review also offers a framework for future research.

Design/methodology/approach

This study uses a systematic literature review approach. 205 academic articles were gathered in total using the search term “fashion industry crisis”. Subsequently, they were quantitatively coded using the Diers-Lawson (2016) Crisis Communication Code Book.

Findings

Findings show an increase in the fashion industry crisis with clear emergent themes such as sustainability, emphasising the truly global and multidisciplinary nature of the industry. Findings also reveal a genuine lack of theoretical grounding, with over 80% of the articles coded using no crisis communication theory. The findings also suggest value co-creation ought to be a priority for this agenda moving forward, as it overlaps with emerging themes and is a practical tool and concept to support crisis prevention and management through an extension of the Stakeholder Relationship Model (SRM) Model.

Research limitations/implications

As a largely under-researched area in crisis communication, the findings present a new opportunity to explore fashion within its context and contribute. At this point, the research field is lacking, and there is room for theory testing and hypothesis building. The findings and themes from the research present a development of the original SRM model, SRM Val-Co.

Practical implications

As well as research implications, the proposed framework provides practical solutions for the future of the fashion industry.

Originality/value

As a largely under-researched area in crisis communication, the findings demonstrate a new opportunity to explore fashion within its context and contribute because there is a dearth of research and a lack of theoretical development. Therefore, the proposed framework provides practical solutions for the fashion industry’s future. The findings and themes from the research present a development of the original SRM model, SRM Val-Co.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 7 April 2023

Anwar Sadat Shimul, Anisur R. Faroque and Isaac Cheah

This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In…

Abstract

Purpose

This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive brands is examined in a post-misconduct scenario.

Design/methodology/approach

Data were collected through a self-administered online survey questionnaire. A total of 304 valid and usable responses from Australian participants were analysed using IBM SPSS 27.0.

Findings

The findings reveal that brand attachment mediates the positive relationship between trust and advocacy intention. Furthermore, brand attachment (1) dilutes consumers' switching intention and (2) strengthens their willingness to forgive the bank after misconduct.

Practical implications

Results suggest that retail banks should create strong brand attachments with their consumers. In addition to brand trust, brand attachment will generate greater advocacy intention among consumers. Moreover, practitioners in retail banking can leverage brand attachment to mitigate the negative impact of brand misconduct.

Originality/value

To the best of the authors' knowledge, this study is the first to examine the impact of brand attachment on the consumer–bank relationship within the context of brand misconduct. The study is also unique in its analysis of the mediating role of brand attachment between brand trust and advocacy. This research further adds to the current literature by suggesting that strong and positive customer connections to the brand facilitate communication and marketing efforts after brand misconduct and that these are effective in maintaining consumer-bank relationship.

Details

International Journal of Bank Marketing, vol. 42 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 10 January 2023

Denitsa Dineva and Kate L. Daunt

Research into the dark side of online brand-managed communities (OBCs) and, specifically, consumer-to-consumer (C2C) conflicts within this context are scarce. This paper aims to…

Abstract

Purpose

Research into the dark side of online brand-managed communities (OBCs) and, specifically, consumer-to-consumer (C2C) conflicts within this context are scarce. This paper aims to explore the different forms of C2C conflicts in OBCs, measure their direct impact on observing consumers and brands and investigate their appropriate moderation by exclusively focusing on two actors: brands versus consumers.

Design/methodology/approach

This research adopts a sequential exploratory approach. First, the authors capture different forms of C2C conflict via netnographic observations of five brand-managed communities. Second, the identified forms of C2C conflict are used in an online experiment to examine their impact on OBCs’ social and commercial outcomes. Third, further two online experiments were used to assess how brand versus consumer conflict moderators impact perceived credibility and conflict de-escalation.

Findings

The authors uncover three prominent forms of C2C conflict based on whether conflict occurs between supporters, non-supporters or outsiders of the OBC. The authors further show that these affect consumers’ engagement behaviours and emotional responses, while brands suffer from diminished credibility and could be targets of unfavourable electronic word-of-mouth. Finally, for managing C2C conflict, the findings confirm that brands are perceived as more suitable, while under certain conditions consumers can also be viewed as appropriate moderators.

Research limitations/implications

This research used a range of participant self-selected brands and is limited to brand-managed (as opposed to consumer-managed) communities on Facebook. While beyond the scope of this paper, the dynamics for consumer-managed communities may differ.

Practical implications

This article offers guidance to marketing practitioners on the different nuances of undesirable consumer interactions in brand-managed communities on social media, their impact on customer engagement and brand perceptions and when/whether brands or consumers may be suited to moderating these.

Originality/value

This paper makes novel contributions to the literature on consumer (mis)behaviours and OBC management. The findings are among the first, to the best of the authors’ knowledge, to examine the direct social and commercial consequences of C2C conflicts and to provide comparative insights into the appropriateness of two different moderators in OBCs.

Details

European Journal of Marketing, vol. 57 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 13 March 2024

Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas and Christos Anagnostopoulos

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The…

Abstract

Purpose

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Design/methodology/approach

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Findings

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

Originality/value

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 21 October 2023

Hoang Tran Phuoc Mai Le, Jungkun Park, Trang Thi Nguyen and Jeewoo Yun

The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose…

Abstract

Purpose

The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.

Design/methodology/approach

A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package KH Coder through word-frequency analysis and an inductive technique.

Findings

The analysis identified the presence of eight types of online anti-luxurians: true luxurians, nature-experienced lovers, life simplifiers, anti-haulers, highly expected consumers, natural environment protectors, antidiscrimination consumers and historic-politic antagonists. Their degree of disengagement and opposition were discussed and graphically mapped.

Originality/value

This is the first study to discover various types of anti-luxurians on SM platforms and graphically map their level of disengagement and opposition toward luxury brands. This study fills an existing critical gap in the luxury marketing literature.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Open Access
Article
Publication date: 19 May 2023

Wolfgang J. Weitzl, Clemens Hutzinger and Udo Wagner

The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant…

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Abstract

Purpose

The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences involving their favorite brand. The moderating role of relational tie strength between consumers and their favorite brand existing prior to symbolic failures is examined.

Design/methodology/approach

A scenario-based, online survey (n = 660) among consumers who have recently experienced a self-relevant failure with their favorite brand was conducted. Confirmatory factor analysis ensured the reliability and validity of the measurement model. For testing the conceptual model, data was analyzed by means of a moderated mediation analysis. The proposed model was tested against, among others, common method bias and alternative models. The findings were cross-validated with a scenario-based online experiment (n = 1,616).

Findings

Results show that brand shame is a key mediator between customer dissatisfaction and brand anger when self-relevant, symbolic failures happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It is shown to influence the connection between consumers’ inward- (i.e. brand shame) and resulting outward-directed (i.e. brand anger) negative emotions on brands, which lead to consumer vengeance.

Originality/value

To the best of the authors’ knowledge, this research is the first to introduce the concept of situational brand shame to the literature on favorite brands. Furthermore, it shows that consumer-brand identification moderates the direct and indirect (via brand shame) unfavorable effects of failure-induced dissatisfaction on brand anger. This research adds insights to the investigation of the “love-becomes-hate” effect arising after self-relevant failures involving consumers’ most preferred brand.

Details

Journal of Product & Brand Management, vol. 33 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 14 March 2023

Lauren Reiter Copeland, Gargi Bhaduri and Ouya Huang

The purpose of this study is to examine the ease of use and usefulness of the application Taobao and whether involvement, self-confidence and self-expression of users are related…

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Abstract

Purpose

The purpose of this study is to examine the ease of use and usefulness of the application Taobao and whether involvement, self-confidence and self-expression of users are related and ultimately affect the purchase intention of Gen Z Chinese users on the site.

Design/methodology/approach

The theoretical basis of Technology Acceptance Model (TAM) was utilized. An online survey of 46 questions and 190 responses of Chinese consumers between the ages of 18 and 23 was conducted. PROCESS and a linear regression were used to analyze the results.

Findings

Through the lens of the TAM (Davis, 1989), the findings of this study determined that for participants TAM was deemed more useful when TAM was viewed than as easier to use. However, in this case perceived ease of use and usefulness did not directly relate to attitude. Instead, attitude was directly related to self-expression, confidence and involvement as the determining factors of positive attitude leading to intention. The study found that self-expression was most significant regarding attitude. To influence perceived self-expression though, ease of use and usefulness were crucial to obtain this effective characteristic.

Originality/value

In this study how the ease of use and usefulness of the application and involvement, self-confidence and self-expression of users are related and affect the purchase intention is examined.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 10
Type: Research Article
ISSN: 1355-5855

Keywords

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