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1 – 10 of 108Soyeon Kwon and Sejin Ha
This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement…
Abstract
Purpose
This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs).
Design/methodology/approach
An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling.
Findings
Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs.
Originality/value
This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.
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Neuza Ribeiro, Ana Patrícia Duarte, Rita Filipe and Rajasekhar David
This study aims to examine the impact of authentic leadership (AL) on employees’ organizational citizenship behaviors (OCB) by investigating the mediating effect of affective…
Abstract
Purpose
This study aims to examine the impact of authentic leadership (AL) on employees’ organizational citizenship behaviors (OCB) by investigating the mediating effect of affective commitment (AC).
Design/methodology/approach
Data were collected on 194 leader-follower dyads in diverse organizations, using individual surveys. Followers reported their perceptions of AL and their AC, and leaders assessed each follower’s level of OCB.
Findings
The results support the research hypotheses proposed, confirming that employees’ perceptions of AL are positively related to both their AC and OCB. Moreover, AC completely mediates the relationship between AL and OCB, indicating that authentic leaders increase employees’ affective bonds to their organization, and therefore, strengthen workers’ tendency to engage in OCB.
Research limitations/implications
Additional studies with larger samples are needed to clarify more fully not only AL’s influence on OCB but also other psychosocial variables affecting this relationship.
Practical implications
The findings suggest that organizations can foster employees’ AC and OCB by encouraging managers to adopt a more AL style. Authentic leaders are likely to focus on the collective as they care about their teams, the wider organization and even society’s welfare and sustainability.
Social implications
Growing concerns about sustainability and business ethics and the crisis of trust in organizations can be addressed through further research on positive leadership forms such as AL. This study’s findings suggest that AL fosters employees’ affective bond to organizations and their willingness to engage in OCB, which are two indicators related to organizational sustainability.
Originality/value
This study integrated AL, AC and OCB into a single research model, thereby extending previous investigations. In addition, the data were collected from two sources (i.e. both leaders and followers in dyads) to minimize the risk of common-method variance.
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Wafa Hammedi, Jay Kandampully, Ting Ting (Christina) Zhang and Lucille Bouquiaux
The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create…
Abstract
Purpose
The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create social environments by investigating the drivers of connections to a focal online brand community and other brand communities. The purpose of this paper is to investigate the composition of multi-community networks, focussing on the density and centrality of brand communities.
Design/methodology/approach
On the basis of insights from prior literature, the proposed model examines customers’ social relationships with multiple brand communities. A survey of 290 participants spans eight brand communities. The modeling process used structural equation modeling; the analysis of the social relationship among brand communities relied on an ego network approach.
Findings
Two drivers prompt connections to other online brand communities. First, personal identification with a core brand community enhances connections to other communities. Second, some core brand members choose a functionality-driven approach in creating social environments.
Practical implications
For marketers, this study highlights the importance of positioning the brand community as part of a social environment. To strengthen customer-brand relationships, marketers should focus on community members’ multiple memberships.
Originality/value
This paper extends understanding of online brand community members’ motivations to participate in a focal brand community. It also explains the creation of a social environment, through a careful consideration of participation in different brand communities and their relationships.
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Safdar Hussain, Muhammad Haroon Shoukat, Islam Elgammal, Mukaram Ali Khan and Kareem M. Selem
Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking…
Abstract
Purpose
Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking customer-brand identification and self-representation with online brand advocacy (OBA).
Design/methodology/approach
Data were gathered from 483 Egyptian and 595 non-Egyptian Aliexpress shopping platform customers, then analyzed using SmartPLS 4.
Findings
The multigroup analysis findings revealed that customer interaction and functional/hedonic values sequentially mediated the linkages of customer-brand identification and self-presentation with OBA for Egyptian and non-Egyptian user groups.
Originality/value
The novelty of this study is that it tested and validated customer interaction with the Aliexpress service scale, allowing for reflection on the interactive nature of this platform between Egyptian and non-Egyptian customers. SIT also lends credence to the idea that self-presentation mediates the effect of customer-brand identification on Aliexpress’s OBA, potentially shedding new light on this understudied dimension using a theoretical framework.
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Stephen Bok, James Shum and Maria Lee
Consumer choice theory (CCT) and the law of diminishing marginal utility help to explain shoppers that value less and prioritize needs. Additional units provide a marginal return…
Abstract
Purpose
Consumer choice theory (CCT) and the law of diminishing marginal utility help to explain shoppers that value less and prioritize needs. Additional units provide a marginal return on investment. Buying more does not mean equivalent gains for additional money spent. The researchers developed and validated the necessity shopper scale (NSS) to study need-focused shoppers.
Design/methodology/approach
The researchers followed standard psychometric practices to create and validate the NSS. The researchers performed item development, data collection, exploratory analysis, confirmatory factor analysis, and predictive validity analysis using survey data (N = 1,266).
Findings
Discriminant and convergent validity analyses demonstrated that the measure was distinct from existing measures. Predictive validity analysis found necessity shoppers (NS) are more likely to buy one over buy one get one half off (BOGOHO). NS were associated with a higher connection to community/group (CTCG). Higher hyperopia (i.e. disinclination to indulgence) with necessity shopping beliefs heightened this CTCG. A higher CTCG was associated with a greater likelihood to select BOGOHO.
Originality/value
NS (more connected to others) buy more to share with others, while buying just enough for themselves. Social connections are long-term investments involving more people and more needs to fulfill. Brands marketed with communal values and able to enhance social connections are discussed as implications to encourage NS to buy more.
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Muhammad Talha, Zonaib Tahir and Iqra Mehroush
The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer…
Abstract
Purpose
The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement.
Design/methodology/approach
This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire.
Findings
The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.
Practical implications
The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism.
Originality/value
Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.
Propósito
El objetivo general de esta investigación es evaluar el efecto mediador de la apariencia de la fuente (SA) y la congruencia del auto-influencer (SIC) en la relación entre el contenido visual (CV) y el compromiso del cliente (CE) hacia la publicidad móvil.
Diseño/metodología/enfoque
Este estudio utiliza un enfoque cuantitativo para probar el modelo propuesto basado en la teoría estímulo-organismo-respuesta (SOR). Se utilizó la técnica de muestreo intencional no probabilístico para recoger datos de usuarios de móviles paquistaníes mediante un cuestionario autoadministrado.
Conclusiones
Nuestros resultados demuestran que el contenido visual por sí solo no puede generar el compromiso de los usuarios de móviles. La apariencia de la fuente es la clave a este respecto, que tiene una importancia relativamente mayor en comparación con la congruencia del auto-influencer. Además, el efecto de mediación en serie de SA y SIC en CE muestra que es probable que las fuentes atractivas induzcan un mayor SIC y el consiguiente compromiso del cliente.
Implicaciones prácticas
Los resultados revelan que sin una SA agradable y una SIC positiva, los usuarios de móviles omiten los anuncios al percibirlos como irritantes o interruptores. Los anuncios para móviles pueden costar relativamente menos, pero los anunciantes deben comprender la importancia de la apariencia de la fuente para minimizar el escepticismo de la publicidad móvil.
Originalidad/valor
Los anunciantes pueden mejorar la participación del usuario en los dispositivos móviles abordando tanto la AS como el SIC en sus contenidos visuales. Hasta ahora no se había evaluado el efecto combinado de la AS y el SIC en el CE. Además, este estudio ha utilizado el mecanismo del SOR para examinar el engagement del cliente.
目的
本研究的总体目标是评估源外观(SA)和自我影响者一致性(SIC)对移动广告视觉内容(VC)和客户参与(CE)之间关系的中介效应。
设计/方法/途径
本研究采用定量方法来检验基于刺激-有机体-反应(SOR)理论提出的模型。研究采用了非概率目的性抽样技术, 通过自填问卷的方式向巴基斯坦移动用户收集数据。
研究结果
我们的研究结果证明, 仅靠视觉内容并不能引起移动用户的参与。在这方面, 源外观是关键, 与自我影响者一致性相比, 源外观的重要性相对更高。此外, SA 和 SIC 对 CE 的串联中介效应表明, 有吸引力的信息源可能会诱发更高的 SIC 和随后的客户参与。
实际意义
研究结果表明, 如果没有令人愉悦的SA和积极的SIC, 移动用户就会认为广告具有刺激性或干扰性, 从而跳过广告。移动广告的成本可能相对较低, 但广告商应了解广告源外观对减少移动广告怀疑的重要性。
独创性/价值
广告商可以通过在视觉内容中同时考虑广告联盟和广告投放中心这两个因素, 提高用户在移动设备上的参与度。之前从未有人评估过 “SA “和 “SIC “对消费者参与度的综合影响。此外, 本研究还使用了 SOR 机制来考察客户参与度。
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Xiang Chen, Shuojia Guo and Shuhua Han
This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the…
Abstract
Purpose
This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.
Design/methodology/approach
Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.
Findings
The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.
Originality/value
This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.
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Jose Luis Saavedra Torres, Ashok Bhattarai, Anh Dang and Monika Rawal
This study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at…
Abstract
Purpose
This study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at roasting messages in which a brand humorously insults its peers.
Design/methodology/approach
The authors used a sampling method to recruit 286 participants from the United States. They employed an ANOVA and Tukey's post hoc analysis to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects, including Johnson–Neyman procedure.
Findings
The authors found that not all customers find roasting messages funny. Rather, consumers' personality and age will influence their perceived humor of the messages and their brand evaluations. Customers who are young and extroverted are likely to believe roasting messages to be funny. They thus perceive the brand to be cooler and more sincere when using such a communication approach, compared to when the brand neutrally interacts with others. Meanwhile, brands may find less success with old and introverted customers.
Originality/value
This research sheds light on how the consumers' perception of humor in a roasting type of brand-to-brand communication has an impact on consumers' psychological perceptions of brand coolness and brand sincerity. To guide practitioners, it explored how the interaction between a consumer's personality and age moderates the aforementioned relationship.
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Yan Zhang, Yongqiang Sun and Nan Wang
This study aims to explore the determinants of viewers’ gifting and social sharing behaviours in online streaming from a dual-attachment perspective and to explain how live…
Abstract
Purpose
This study aims to explore the determinants of viewers’ gifting and social sharing behaviours in online streaming from a dual-attachment perspective and to explain how live streaming fosters attachment through a social interaction aspect.
Design/methodology/approach
This study conducted an online survey with 316 valid responses to test the research model. The structural equation modelling approach was applied to assess both the measurement and structural models.
Findings
The results show that both bond-based and identity-based attachments promote gifting and social sharing behaviours. Participation and cognitive communion motivate viewers to establish bond-based attachment, while group interaction among viewer crowds encourages viewers to create identity-based attachment. In addition, group interaction can moderate the relationship between participation and bond-based attachment.
Originality/value
This study is one of the earliest attempts to highlight the significance of viewer crowd and viewer-viewer interaction in promoting viewers’ behaviours in live streaming context. This study also indicates that viewer-viewer interaction can moderate the impact of viewer–streamer interaction, which is among the first to investigate the interaction effects of viewer-viewer interaction and viewer–streamer interaction.
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