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1 – 6 of 6
Article
Publication date: 2 March 2020

Aneesh Banerjee, Jörg M. Ries and Caroline Wiertz

Online B2B markets offer buyers a new source of information provided by social media signals about suppliers. These signals have not yet received much attention in the supplier…

1531

Abstract

Purpose

Online B2B markets offer buyers a new source of information provided by social media signals about suppliers. These signals have not yet received much attention in the supplier selection literature. This study advances our understanding of how buyers respond to social media signals in the supplier selection process.

Design/methodology/approach

We develop a choice-based conjoint experimental design to isolate and manipulate two signals from social media: volume (the number of ratings) and valence (average evaluation of the ratings). We test how these signals are interpreted in the context of varying deal sizes and price points.

Findings

Both volume and valence are positively correlated with supplier selection. However, (1) the signals exhibit diminishing returns and (2) the efficacy of valence is interpreted in the context of volume. We also find that (3) there is no influence of the deal size and that (4) the relationships between signals and supplier selection are negatively moderated by deviations from the reference price.

Research limitations/implications

Social media signals should be considered in supplier selection decisions as they convey valuable information to the buyer. However, signals go through a process of interpretation which has implications for buyers, suppliers, and owners of online B2B markets.

Originality/value

Our research opens new lines of inquiry in behavioural operations management research regarding the mechanisms by which buyers interpret social media signals and how these ultimately influence their choice.

Details

International Journal of Operations & Production Management, vol. 40 no. 5
Type: Research Article
ISSN: 0144-3577

Keywords

Book part
Publication date: 10 November 2010

Matthew S. OHern and Aric Rindfleisch

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

Article
Publication date: 23 April 2020

Edwin Cheng, Hugo K.S. Lam, Andrew C. Lyons and Andy C.L. Yeung

Abstract

Details

International Journal of Operations & Production Management, vol. 40 no. 5
Type: Research Article
ISSN: 0144-3577

Article
Publication date: 10 August 2020

Mohammed Alhashem, Caroline Moraes and Isabelle T. Szmigin

This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its…

904

Abstract

Purpose

This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its distinctiveness compared to similar phenomena, particularly co-creation.

Design/methodology/approach

This work uses a netnography-informed research approach, involving Instructables community observations, participation and 15 online interviews with members of the community.

Findings

Prosumption provides personal benefits including hedonic elements of enjoyment and fun, functional elements of monetary saving and self-sufficiency, and cognitive benefits such as problem solving and learning. Further, extra-personal benefits include community-, environment-, market-, family- and friends-oriented benefits.

Research limitations/implications

Personal and extra-personal prosumption benefits generate use and social value, progressing understanding of value through a type of prosumption that the authors term peer-to-peer.

Practical implications

An understanding of the differences among concepts can set expectations, responsibilities and opportunities for both firms and prosumers in an increasingly collaborative marketplace.

Originality/value

By critically analyzing the nature of value through a particular kind of prosumption, the paper makes three theoretical contributions. First, it transforms and broadens the scope of empirical research by clarifying critical distinctions between co-creation and prosumption and establishing them as higher-order concepts. Second, the paper determines the benefits, use and social value participants derive from particular forms of participation in the marketplace. Finally, the paper establishes a new concept, namely peer-to-peer prosumption, which the authors define as a type of prosumption that prioritizes collective, peer-to-peer use and social value over exchange value. The paper contributes to marketing literature on the ongoing evolution of consumer roles and participation in the marketplace, by furthering theorization in this field.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 19 June 2021

Laurence Dessart and Cleopatra Veloutsou

In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant…

1244

Abstract

Purpose

In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the uses and gratification theory. Brand community identification is also expected to lead to higher levels of brand loyalty for these members.

Design/methodology/approach

This research reports the results of a quantitative with survey data from 389 members of a variety of different official Facebook pages.

Findings

The results reveal that inactive members of Facebook pages can be influenced to act in a way that is beneficial for a company. Perceived human and information value of the brand Facebook page lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand.

Practical implications

This paper provides suggestions to managers on the development of brand community value that can increase brand community identification and loyalty of apparently inactive brand community members.

Originality/value

By showing that brand community identification and loyalty exist for users with low activity levels, this research challenges the widely accepted idea that only highly active members are valuable in online brand communities. Specifically, it reveals the most important motivations for these members to identify with the community and be loyal to the brand.

Article
Publication date: 9 January 2023

Janine Williams and Jayne Krisjanous

The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is…

Abstract

Purpose

The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles.

Design/methodology/approach

Qualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing.

Findings

The social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent.

Originality/value

This work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.

Details

Journal of Consumer Marketing, vol. 40 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

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