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1 – 10 of over 63000
Article
Publication date: 3 October 2016

Yaniv Gvili and Shalom Levy

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this…

4504

Abstract

Purpose

Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels.

Design/methodology/approach

Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study.

Findings

Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value.

Research limitations/implications

This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels.

Practical implications

Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility.

Originality/value

To the best of the authors’ knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people’s perception of these platforms.

Details

Internet Research, vol. 26 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 May 2009

Jihyun Kim, Yoon Jin Ma and Jihye Park

The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes

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Abstract

Purpose

The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes toward mobile communication and mobile commerce, and mobile technology use intention for shopping.

Design/methodology/approach

This work integrates the technology acceptance model of Davis and Fishbein and Ajzen's theory of reasoned action for its theoretical framework. In total, 341 college students in two large US universities provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses.

Findings

The results showed that the perceived ease of use, usefulness, and enjoyment, and subjective norm were the significant predictors of attitudes toward mobile communication and mobile commerce as well as mobile technology use intention for shopping. The findings also suggested that attitude toward mobile communication positively influenced attitude toward mobile commerce, which in turn positively influenced mobile technology use for shopping.

Research limitations/implications

The sample of this study is slightly biased by gender and age. However, this demographic segment is meaningful to examine consumer attitudes and mobile technology use intentions for fashion goods due to its extensive usage of mobile services.

Originality/value

This study offers an integrated theoretical framework for future studies investigating consumer behavior in a technologically advanced retail environment.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 9 November 2015

Reinhard Grohs, Heribert Reisinger and David M. Woisetschläger

The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract…

3051

Abstract

Purpose

The purpose of this study is to understand the occurrence, formation and magnitude of negative effects for sponsors of rival sports teams and to identify means to counteract negative sponsorship effects.

Design/methodology/approach

Surveys measure fans’ identification with their team as well as attitudes toward rival teams and their sponsors in a soccer context. An experiment introduces sponsorship communication activities that aim at mitigating negative sponsorship effects by shifting the focus of the sponsorship.

Findings

Results from surveys and experiments demonstrate that identification with a sports team negatively affects perceptions of a rival team, negative perceptions of a rival team negatively affect perceptions of its sponsors, this effect is stronger for fans with higher levels of team identification, companies can improve perceptions of rival team sponsors by shifting the focus of sponsorship-linked communication activities, but attenuating negative sponsorship effects is more difficult to achieve for fans with higher levels of identification with their team.

Research limitations/implications

Further studies need to disentangle mitigating effects of framing sponsorship communication and investigate in greater depth conditions under which sponsorship leverage can emphasize specific social identities of sports fans and enhance the inclusiveness of fans’ self-categorization.

Practical implications

Companies can learn from this study how they can frame, design and use sponsorship communication activities to mitigate negative sponsorship effects in the context of rival-team sponsorship.

Originality/value

The study is one of the few studies addressing negative effects of sponsorship. In particular, the study provides first insights into how social identity theory, social categorization theory and framing theory work together with theories of image transfer in both the formation and the attenuation of negative sponsorship outcomes.

Details

European Journal of Marketing, vol. 49 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 9 October 2007

Apisit Chattananon, Meredith Lawley, Jirasek Trimetsoontorn, Numchai Supparerkchaisakul and Lackana Leelayouthayothin

The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image.

5810

Abstract

Purpose

The purpose of this research is to develop and test a Thai model for societal marketing's impact on consumer's attitudes toward a corporate image.

Design/methodology/approach

A preliminary model was developed from the existing literature, followed by exploratory research consisting of three in‐depth interviews and four focus groups to refine the model. The model was then tested with data collected from a mail survey completed by 1,153 respondents, using structural equation modeling.

Findings

The findings indicate that a societal marketing program and corporate communications can create positive consumer attitudes toward corporate image. In addition both educational level and marital status of respondents significantly influence consumer attitudes towards corporate image. Moreover, societal marketing program identity, when compared with other variables, illustrates the most powerful impact on customers' attitudes toward corporate image.

Research limitations/implications

The data were gathered from one program only, hence future research could extend these findings to other programs to test their generalisability.

Practical implications

The key implications of these findings for marketing managers include support for the use of societal marketing programs at a strategic level as well as suggestions for successful implementation of these programs.

Originality/value

This study contributes to societal marketing research because a scarcity of empirical research still exists in this field, particularly in Asian countries such as Thailand.

Details

Society and Business Review, vol. 2 no. 3
Type: Research Article
ISSN: 1746-5680

Keywords

Open Access
Article
Publication date: 18 April 2017

Rodney Graeme Duffett

This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South…

199255

Abstract

Purpose

This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumers’ attitudes toward social media marketing communications.

Design/methodology/approach

A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis.

Findings

The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications.

Research limitations/implications

Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed.

Practical implications

Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers.

Originality/value

This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.

Details

Young Consumers, vol. 18 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 28 February 2023

Angie Lee and Te-Lin Doreen Chung

Retailers recently have started communicating their corporate social responsibility (CSR) commitments to their consumers directly on social media. That is to say, CSR communication

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Abstract

Purpose

Retailers recently have started communicating their corporate social responsibility (CSR) commitments to their consumers directly on social media. That is to say, CSR communication has expanded to social media that allow two-way communication, distinct from traditional CSR communication channels. As transparency has been recognised as a crucial factor influencing the effectiveness of traditional CSR communication, this study investigated its role in the social media context.

Design/methodology/approach

A two-level, single-factor (i.e. transparency of a mock retail company's CSR communication) between-subjects experimental design was employed, and 237 responses from an online survey were used for PROCESS macroanalysis.

Findings

Transparent CSR communication was found to increase the consumers' perceived CSR credibility and attitude toward the company, which influenced consumers' subsequent purchase intention (functionalistic outcome) and intention to respond to the CSR communication (constitutive outcome). The results of the study also corroborated that consumers' level of elaboration when processing CSR communication on social media depends upon their level of concern over the social issue.

Originality/value

The study extends the elaboration likelihood model (ELM) to CSR communication in the social media context by validating that consumers' level of information elaboration is determined by their level of concern over the social issue. In addition, it provides the first empirical support for the significance of transparent CSR communication on social media and explains the mechanism of transparency's influence. Transparency indirectly affects consumers' behavioural intentions by forming a favourable attitude toward a retailer. The findings can help retail practitioners communicate CSR commitments persuasively on social media. The study also integrates functionalistic and constitutive perspectives of social media CSR communication, which is notable and discussed in depth.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 July 2021

Kawther Methlouthi and Ayoub Nefzi

This paper aims to investigate the ability of threatening communication to favorably modify children’s preventive behavior (8–12 years old) in the context of dental hygiene. It…

Abstract

Purpose

This paper aims to investigate the ability of threatening communication to favorably modify children’s preventive behavior (8–12 years old) in the context of dental hygiene. It also seeks to identify the type of threat that promotes the most children's persuasion (physical/social threat). Multi-method qualitative study was conducted followed by an experimental study to test the influence of threatening communication (social or physical) on children's emotional, cognitive and behavioral responses.

Design/methodology/approach

This study applies a combination of qualitative and quantitative approaches. First, multi-method qualitative study was used to explore the experience of children's exposure to threatening dental hygiene communications (focus groups, projective technique, individual interviews with dentists, etc.). Then, an experimental study based on a survey data collection to 1496 schoolchildren was conducted to test the influence of threatening communications (social or physical) on children's emotional, cognitive and behavioral responses. Indeed, different experimental situations were created by varying at each time the type of ads to which children were exposed.

Findings

Results indicate that using threat communications can be a powerful way to convince children to adopt healthy dental hygiene behaviour, and that physical threats are more effective than social threats.

Originality/value

The originality of this study is to focus on children’s’ affective and cognitive reactions to threatening dental health communication. This by emphasizing the nature of the threat used in communication (physical or social threat).

Details

Young Consumers, vol. 22 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 24 August 2022

Galy Binyamin and Yael Brender-Ilan

As the global workforce ages, organizations face unprecedented challenges, especially managing effective communication between generations. The phenomenon of middle ageism (i.e…

Abstract

Purpose

As the global workforce ages, organizations face unprecedented challenges, especially managing effective communication between generations. The phenomenon of middle ageism (i.e. discriminating against middle-aged employees based on their age) has become more prevalent. The authors examined how contextual settings and communication affect attitudes toward middle-aged employees and hiring intentions.

Design/methodology/approach

Data were collected from 537 employees from various organizations, via questionnaires. The moderated mediation model was analyzed using Hayes' PROCESS models.

Findings

Results showed that attitudes toward middle-aged employees mediated the relationship between social climate of shared codes and language and hiring intentions. Social climate was positively related to attitudes toward their adaptability, but negatively to attitudes toward their ability. Also, decision-makers' own perceived employability moderated the relationship between attitudes toward employees' adaptability and hiring intentions, and the indirect relationship between social climate and hiring intentions.

Practical implications

Since age diversity is expected to become one of the most dominant diversity classifications in the very near future, coping with middle ageism constitutes a growing challenge for managers and HR staff. The findings indicate that in order to enhance sustainable employment and prevent discrimination, organizations need not only maintain a supportive climate for older employees, as an affirmative action, but also ensure better communication in terms of sharing codes and language that enhance positive attitudes toward middle-aged colleagues.

Originality/value

In an era where diversity and inclusion dominate human resource management decision making, this study contributes to the literature on the underexplored domain of age diversity.

Article
Publication date: 30 July 2018

Yaniv Gvili and Shalom Levy

The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this…

5624

Abstract

Purpose

The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel.

Design/methodology/approach

Based on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels.

Findings

First, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude.

Practical implications

Marketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy.

Originality/value

This is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.

Details

Online Information Review, vol. 42 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 20 September 2021

Stephen Michael Croucher, Stephanie Kelly, Chen Hui, Kenneth J. Rocker, Joanna Cullinane, Dini Homsey, George Guoyu Ding, Thao Nguyen, Kirsty Jane Anderson, Malcolm Green, Doug Ashwell, Malcolm Wright and Nitha Palakshappa

In the midst of the COVID-19 pandemic, this study aims to explore how working remotely might impact the superior–subordinate relationship. Specifically, this study examines how…

Abstract

Purpose

In the midst of the COVID-19 pandemic, this study aims to explore how working remotely might impact the superior–subordinate relationship. Specifically, this study examines how immediacy explains articulated dissent, considers how an individual’s attitudes toward online communication predicts immediacy and articulated dissent and compares these relationships in England, Australia and the USA.

Design/methodology/approach

Three nations were examined: Australia, England and the USA (n = 1,776). Surveys included demographic questions and the following measures: organizational dissent scale, perceived immediacy measure, computer-mediated immediate behaviors measure and measure of online communication attitude.

Findings

The results reveal supervisors’ computer-mediated immediate behaviors and perceived immediacy both positively predict dissent. Some aspects of online communication attitudes positively predict computer-mediated immediate behaviors and perceived immediacy. In addition, attitudes toward online communication positively predict dissent. National culture influences some of these relationships; in each case the effects were substantively larger for the USA when compared to the other nations.

Originality/value

This study is the first to cross-culturally analyze dissent and immediacy. In addition, this study considers the extent to which the COVID-19 pandemic influences the superior–subordinate relationship.

Details

International Journal of Conflict Management, vol. 33 no. 2
Type: Research Article
ISSN: 1044-4068

Keywords

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