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Sponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate information on social media ads affects how consumers perceive them. It also investigates whether an ad's evaluation metrics on Twitter (e.g. number of likes/comments) influence its persuasiveness and consumers' behavioral intentions towards the sponsoring company. Underlying cognitive and affective mechanisms through which sponsored content operates are also investigated.

A 2 (corporate credibility: low vs high) by 2 (bandwagon cues: low vs high) between-subjects experiment was conducted.

The findings showed that corporate credibility and bandwagon cues can influence social media ad effectiveness. Sponsored content from high-credibility companies – evoked more favorable attitudes and behavioral intentions – is perceived as less intrusive, and elicits less anger than equivalent posts from low-credibility companies. Furthermore, it was found that bandwagon cues work via different pathways. For high-credibility corporations, a high number of bandwagon cues improved ad persuasiveness by mitigating consumers' anger towards intrusive sponsored content. Conversely, for low-credibility corporations high bandwagon cues enhanced ad persuasiveness, and this triggered more positive attitudes towards it.

This paper is the first to test corporate credibility and bandwagon effects in social media ads, while also exploring consumers' cognitive and affective responses to sponsored content. Implications for how companies with varying popularity levels should promote products on social media are discussed.

The purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the effects of consumers’ interdependent and independent orientations on their personality traits, such as conformity, need for uniqueness and status consumption, which in turn affect their bandwagon luxury brand consumption.

A paper-based survey method is used to collect data from more than 400 Pakistani consumers indulging in bandwagon luxury brand consumption. The model is estimated through structural equation modeling.

The results show that individuals’ personality traits significantly affect their bandwagon luxury brand consumption. Further, the results suggest that the relationship between individuals’ interdependent/independent orientation and bandwagon luxury brand consumption is partially/fully mediated by their personality traits.

These findings offer insights into consumers’ perceptions about bandwagon luxury brand consumption and provide useful managerial implications for the managers/marketers to build reputable luxury brands.

This research contributes to the literature by investigating the mediating role of consumers’ personality traits in the relationship between their interdependent/independent orientation and bandwagon luxury brand consumption behavior. There is scant literature on bandwagon luxury brand consumption, especially in the context of collectivistic society where the proposed framework has been empirically tested.

The purpose of this paper is to investigate how consumers’ luxury purchase behavior has been affected by COVID-19. A theoretical framework is proposed to determine how isolation leads to intention to purchase luxury brands through bandwagon luxury consumption behavior. Additionally, the moderating effects of COVID-19 anxiety and social capital on the relationship between bandwagon luxury consumption behavior and subjective well-being and intention to purchase luxury brands are tested.

Survey responses from a national sample of 261 luxury consumers in the USA were collected. The data were analyzed using a covariance-based structural equation modeling technique.

The results confirm that the feeling of isolation leads to a higher intention to purchase luxury brands. Both COVID-19 anxiety and social capital moderate the relationship between bandwagon luxury consumption behavior and intention to purchase luxury brands/subjective well-being related to the luxury brand purchase.

Luxury marketers should focus on highlighting bandwagon elements of their brands, such as their popularity and how they enhance social connectedness when tailoring their brand communication to isolated consumers. The data is limited to luxury consumers in the USA; thus, the findings are specific to the US market.

Given the paucity of research on luxury consumption for isolated consumers, this study adds to the literature on luxury brands by examining how the feeling of isolation affects the intention to purchase luxury brands.

Due to the rapidly increasing volume of users and products in virtual worlds, recommender systems are an important feature in virtual worlds; they can help solve information overload problems. Virtual world users are able to perform several actions that promote the enjoyment of their virtual life, including interacting with others, visiting virtual houses and shopping for virtual products. This study aims to concentrate on the following two important factors: the social neighbors’ influences and the virtual house bandwagon phenomenon, which affects users’ preferences during their virtual house visits and purchasing processes.

The authors determine social influence by considering the interactions between the target user and social circle neighbors. The degree of influence of the virtual house bandwagon effect is derived by analyzing the preferences of the virtual house hosts who have been visited by target users during their successive visits. A novel hybrid recommendation method is proposed herein to predict users’ preferences by combining the analyses of both factors.

The recommendation performance of the proposed method is evaluated by conducting experiments with a data set collected from a virtual world platform. The experimental results show that the proposed method outperforms the conventional recommendation methods, and they also exhibit the effectiveness of considering both the social influence and the virtual house bandwagon effect for making effective recommendations.

Existing studies on recommendation methods did not investigate the virtual house bandwagon effects that are unique to the virtual worlds. The novel idea of the virtual house bandwagon effect is proposed and analyzed for predicting users’ preferences. Moreover, a novel hybrid recommendation approach is proposed herein for generating virtual product recommendations. The proposed approach is able to improve the accuracy of preference predictions and enhance the innovative value of recommender systems for virtual worlds.

The aim of this paper is to look at the extent to which the bandwagon effect played a part in digital subscriber line (DSL) broadband adoption combined with the regulatory measures, the slowdown in the cable industry and the changes within the telecommunications industry in the United Kingdom (UK). The dynamics of broadband deployment, broadband adoption against a real‐world supply‐demand equation and the factors that influenced the outcome in the UK are examined in detail.

This paper combines historic facts and socio‐economic analysis done from archival research and interview material to examine the outcome in which the less‐heralded copper DSL technology outpaced cable broadband adoption. The analysis delves into the influence of the bandwagon effect and the two types of outcome associated with it i.e. network externalities and the complementary bandwagon effects.

The paper argues that the deployment of broadband technologies in the UK has not taken place solely on the merits of the technology or factors such as speed, end‐user demand and costs. A combination of factors related to regulatory decisions, status of industry finances, commercial expediency, short‐term technical benefits and the bandwagon effect are argued to be at work.

The paper is useful for historians, policy makers, regulators and communications industry analysts given its focus on broadband deployment in the UK in correlation to the bandwagon economics.

This paper aims to investigate the impact of executives’ self-interested behaviors induced by the pay bandwagon on stock price crash risk in Chinese listed firms and attempt to shed light on the influencing channels of this effect.

The empirical analysis is based on the panel data set which contains information on the executives and stock price of 11,710 firm-year observations over the period 2007–2015. The multiple linear regression models are implemented to examine whether the executive pay bandwagon affects corporate future stock price crash risk. Then, earnings management, tax avoidance and overinvestment are applied as the behavior choice of executive pay bandwagon to analyze the potential influencing channels.

Results indicate that the lower the executives’ pay is than the median pay level of executives in firms of similar size and industry, incentives of pay bandwagon are stronger, leading to a higher future stock price crash risk. Moreover, evidence shows that the positive relationship between executive pay bandwagon and crash risk is attenuated when firms have strong external monitoring mechanisms such as Big Four auditors, cross-listing in the Hong Kong stock exchange, high marketization process and high institutional ownership. Then, some weak evidence supports that internal governance such as internal control plays the same moderating role. In addition, based on the path test, the stock price crash effect of the executive pay bandwagon has a complete tax avoidance intermediary effect and a partial earnings management intermediary effect.

This study contributes to the executive compensation literature from a psychological perspective on the economic consequences research brought about by the pay bandwagon for China’s listed firms. Moreover, this paper provides a supplement to the literature on factors which is completely different from previous studies that affect the future stock price crash risk.

Although extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes’ decision-making processes to consume luxury brands.

The study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.

Findings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.

The study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.

South Africa is increasingly becoming an attractive market for luxury fashion brands due to the growing middle-income consumer segment, which is perceived to be upwardly mobile. Despite evidence of black South African's exhibition of heightened interest in conspicuous consumption (CC), there seems to be limited research addressing the drivers and implications of such behaviour. This study aims to investigate the antecedents of CC by middle-income black South Africans and the marketing implications thereof.

This study employed a survey questionnaire approach and a quantitative methodology for primary data collection. Data were gathered from a sample of 170 respondents across South Africa and analysed using structural equation modelling (SEM) through SPSS and Mplus software. Confirmatory factor analysis was used to test model fit, reliability and validity of measurement instruments, while path modelling was used to test hypotheses adopted by this report.

Among the major findings made by this report was that social class signalling positively influenced CC. In contrast, CC was not predicted by status consumption (SC). This study concluded that social factors motivated the CC of luxury fashion brands by middle-income black South Africans.

This study's key recommendations were for marketing professionals to imbue overt status cues in their brand campaigns to drive the consumption of luxury fashion brands. Future studies could investigate whether or not the findings of this study are applicable across ethnic demographics in South Africa.

The study extends the discourse of the antecedents of ethnic consumer behavioural patterns in a historically segregated market. It weighs in on the growing research addressing factors driving the middle-income population from emerging economies to consume luxury fashion brands conspicuously.

At the onset of the COVID-19 pandemic, social distancing measures and diffuse communication by media led to consumers’ uncontrolled product purchases worldwide. This phenomenon was described as a psychological effect experienced by fictitious scarcity, anxiety and herd mentality exacerbated by the media. This exploratory study aims to analyze the impact of risk communication on the perceived risk from the psychological dimension of consumer behavior amid the COVID-19 pandemic.

An exploratory study was conducted through an electronic survey one week after implementing social distancing measures in Puerto Rico. With a sample of 353 participants, the data analysis was carried out by PLS-SEM, partial least squares structural equations (PLS-MGA), multi group test (MGA) and hierarchical component models to answer the research hypotheses.

The results revealed that risk communication activates the perceived psychological risk during the COVID-19 pandemic, and the way in which the consumer faces the psychological risk is explained by the perceptions of scarcity and the bandwagon effect.

To the best of the authors’ knowledge, this study is a pioneer in presenting relationships between risk communication and perceived risk in consumer behavior, a topic that needs to be addressed in the academic literature. The research makes significant contributions to the study of consumer behavior by empirically validating the three phases of the Conchar model – risk framing, risk assessment and risk evaluation – where risk communication offers an excellent delineation to understand the consumer’s behavior during a pandemic.

The current chapter focuses on environmental and organizational factors that affect the performance appraisal context, performance evaluations, and rating accuracy. Drawing on the extant literature and focusing on current organizational practices, we propose a dynamic multi-level model of performance rating that takes these distal factors into consideration. In doing so, we also provide propositions explicating causal linkages between these distal factors, more proximal performance appraisal factors, and ultimately the accuracy of performance ratings. Furthermore, we identify current and emerging directions in performance appraisal research and practice. The implications of the current and emerging trends are then discussed in the context of our proposed model.