Search results

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.

Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).

Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.

This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.

The purpose of this paper is to answer two research questions which are “What are key factors which influence Chinese to adopt mobile technology?” and “Do these key factors differ from factors which are identified from western context?”.

The findings from a pilot study with 45 in-depth interviews are used to develop questionnaires and test across 800 residents from the three research cities. The data were analyzed by structural equation modeling together with multi-group analysis.

The data suggest eight important concepts, i.e. utilitarian expectation, hedonic expectation, status gains, status loss avoidance, normative influence, external influence, cost, and quality concern, are influential factors affecting users’ intentions to adopt 3G mobile technology. Differences are found between the samples in the three research cities in the effect of hedonic expectation, status gains, status loss avoidance, and normative influence on mobile technology adoption intention.

As the stability of intentions may change over time, only measuring intentions might be inadequate in predicting actual adoption behaviors. However, the focus on potential users is thought to be appropriate, given that the development of 3G is still in its infancy in China.

Previous research into information technology adoption among Chinese users has not paid attention to regional diversity. Some research considered China as a large single market and some was conducted in only one province or one city. Culturally, China is a heterogeneous country.

The purpose of this paper is to cover the gap from the previous literature with regard to the cognitive and the behavioural component of attitude of consumers. The literature was scant in examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour of consumers. Therefore, this research paper examines the impact of different marketing strategies used by the advertisers on the components of the attitude of the consumers.

First, the perception of the consumers towards the traits was measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour of consumers was scrutinized using regression analysis, and then descriptive statistics approach was used to analyse the switching behaviour and the most important tactic used in the advertisement.

The results indicate that repeated exposure, comparison of products and sexual appeals has a significant impact on the mind of consumers which determines the influence of advertising tactics. Further, the results evaluated that information, pricing element, image of company and sexual appeal are the other important traits influencing the cognitive attitude of consumers. The consumers switch to the advertised products which indicate the behavioural change with the impact of advertisement.

This research paper is suffering from some limitations as the area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar, Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the changing behaviour and the attitude, income level and media, the response of the consumers in the present study may not be relevant in the future period. The study was confined to the working women consumers only and does not represent the whole population.

This research paper provides an insight to the marketers. The managers can measure how by using appropriate tactics can they make their advertising more effective. In case of unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics to make their products/brands more pertinent and important among the consumers.

This research paper examines the impact of TV advertisement of beauty products on the components of the attitude of the urban working women consumers. This study presents the influence of the various marketing strategies used in the advertisement to influence the purchase and the switching behaviour of consumers.

The purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to engage in co-creation. Additionally, the paper examines the effects of perceived influence on attitude toward the ad and purchase intention.

Two studies were developed. In the first study, Millennial consumers identify technology brands they feel they are able to influence and not able to influence. Using the results from Study 1, Study 2, a 2 × 2 between subjects factorial design, is used to test the impact that perceived brand influence has on co-creation, attitude toward the ad and purchase intention.

The results of this paper offer new insight into consumer co-creation. Instead of co-creation being a constant that a brand can rely on, managers must now consider the attributions that consumers have about the brand. If a brand is perceived as being unable to be influenced, then not only will consumers not engage in co-creation but attitude toward that ad and purchase intention will also decrease.

This paper focuses exclusively on Millennial consumers. While this segment of the population is large and important, validating the results with a national generalizable sample could shed additional insight into the power of the ability to influence on co-creation. The survey was created to mimic an online social media platform that a consumer interacts with on a regular basis. To further verify the test results, additional platforms for co-creation, including company websites and retail settings, could be tested.

If a brand wishes to engage Millennial consumers with active co-creation, then the perception of the brand is important for success. Brand managers must create a perception of the brand that is open to engagement with consumers – which allows for consumers to give input and help to shape the brand. Consumers should become comfortable with the idea of the brand asking for, accepting and implementing feedback from customers.

This paper is the first of its kind to combine attribution theory, theory of reasoned action and co-creation to measure the perceptions that consumers have about a brand. The results of this paper provide valuable insight to the limits and conditions in which co-creation will occur.

This study developed a new interpretation of the attitude contagion theory, with the information adoption model (IAM) as the theoretical basis. A review of electronic word-of-mouth studies was conducted by using informational and individual determinants to develop an integrated empirical model that identified the antecedents and consequences of consumer attitude toward online reviews.

This study recruited 750 members of Facebook beauty fan pages in Taiwan and used the structural equation model to test research hypotheses.

Results revealed that perceived “ electronic word-of mouth (eWOM) credibility of online reviews” and “product involvement” could be used to explain the effects of attitude toward online reviews. Regarding the attitude contagion effect, the effect of “attitude toward online review” on both “attitude toward a product” and “attitude toward a brand” is stronger than that on “eWOM adoption.”

This paper provides valuable insights into the antecedents, consequences and mediating mechanisms that determine consumer attitude toward online reviews.

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

The purpose of this paper is to provide an insight into the determinants of the customers’ attitude and behavioural intention to use Internet banking services, paying special attention to the role of perceived risk, trust, enjoyment, website design and social influence.

A research model grounded on the technology acceptance model (TAM) reflecting the effects of trust, perceived risk, perceived enjoyment, perceived website design and social influence on TAM constructs is proposed. The structural equation modelling technique is used to analyse a sample of 697 individual Internet banking users in India through an online survey.

The results of data analysis confirm some of the hypotheses drawn from the literature. Consistent with some of the other studies, perceived usefulness, perceived ease of use, trust and perceived enjoyment are found to be immediate direct determinants of customers’ attitude towards using Internet banking. Attitude, perceived risk, perceived enjoyment and trust determine the customers’ behavioural intentions to use Internet banking. Although the direct effect of perceived website design is significant only on perceived ease of use, its indirect effects are significant on perceived usefulness, attitude and behavioural intentions. Furthermore, perceived enjoyment exerts both direct and indirect effects on perceived usefulness but exerts only direct effect on perceived ease of use.

Generalizability of the research is a practical limitation in consumer research studies and the present study is not an exception to that. The current study focused only on some technological, behavioural and attitudinal factors, and many customer-specific factors and other psychographic and behavioural factors such as cost, perceived value, service quality and satisfaction, which can provide more significant insight into the adoption process, are not a part of the scope of the study.

This research specifies the implications in three perspectives, viz., theoretical, methodological and managerial. Furthermore, this study provides the practical recommendations to enhance customer trust and guidelines to reduce perceived risk. The most significant implication for the banking sector is that apart from offering useful and user-friendly services, they need to build a trusting relationship with customers.

This study extends existing body of Internet banking literature by incorporating trust and risk perceptions. The effects of website design and perceived enjoyment on Internet banking acceptance have been examined and were found to be significant in the Indian context. In addition, it enables us to contribute to the current literature on the emerging Indian Internet banking services (IBS) market, which is largely under-researched.

The current service landscape is increasingly dynamic, and consumers’ engagement in market-related behavior is constantly changing. Developments in technology further influence this continuous dynamism. Therefore, it is important to understand the factors that may cause different engagement valence, especially as only some consumers actively engage in online platforms. The purpose of this paper is to characterize factors that positively and negatively influence consumer engagement and suggest theoretical and managerial implications for the different factors that determine consumer engagement.

This paper conceptualizes factors that influence consumer engagement based on their characteristics (behavioral, emotional, and cognitive) and the type of influence (positive or negative). The study uses customer-dominant logic of service, which focuses on emancipated customers and idiosyncratic customer logic, rather than on provider-orchestrated customer experiences of brands, firms, or offerings. An abductive research approach is used to qualitatively explore consumer engagement in the context of online interest communities.

The study identifies the behavioral, emotional, and cognitive factors that positively and negatively determine consumer engagement in the context of online interest communities.

Through the focus on customer logic, the study provides a detailed and nuanced view of factors that influence consumer engagement. Future research is needed to explore how this framework can be applied to other online communities and different service contexts.

The paper provides insights into the presence of an interest area in consumers’ lives. The study indicates how firms may be involved in consumers’ lives and how firms may create successful customer relationships based on consumer engagement.

This study enhances previous research in four ways: by characterizing factors that determine engagement, paying particular attention to its negatively valenced factors and examining the interplay of the factors that positively and negatively influence engagement, by describing consumers’ connection to the interest area instead of positioning the brand as the link between the consumers and the provider, and by discussing the theoretical and practical challenges associated with understanding and managing consumer engagement.

This study aims to examine the effect of opinion leadership on individuals’ susceptibility to social influence, which eventually affects their adoption behavior and assess how these relationships vary with gender in new product adoption.

Data were collected based on a survey of young consumers regarding the adoption of new consumer electronics. The hypotheses were tested using structural equation modeling and multiple sample analyses.

The study finds that opinion leaders are more sensitive to influence from others when the mechanism of status competition is at work. Although consumers who are more susceptible to normative influence tend to adopt new products later than others, those who are more susceptible to status competition are more likely to adopt earlier. The results also provide evidence for gender differences. Female leaders are more susceptible to status competition, whereas male leaders are less sensitive to informational influence. The effects of susceptibility to normative influence and status competition on adoption behavior are stronger for female than for male consumers.

The overall structural model predicts an interesting relationship between individual influence and susceptibility, as well as the effects of these factors on adoption behavior. This study also provides deeper insights into the dynamics of the social influence mechanisms at work for each gender in new product adoption.

This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether self-expressive brands and brand tribalism influence brand loyalty and word of mouth (WOM).

A cross-sectional online survey was carried out with members of Generation Y in Ireland. Data from 675 complete responses were analysed using SPSS 20 and AMOS 20. A structural model tested nine hypothesised relationships.

Findings indicate that both online social network influence and susceptibility to interpersonal influence are antecedents of tribalism and self-expressive brands. Consumers of self-expressive brands are loyal and offer positive WOM. By contrast, those who seek tribal membership have less brand loyalty and offer less WOM than other consumers. Findings suggest that consumers may be loyal to tribes, rather than to brands. This informs our understanding of the role of tribes for consumers and brand outcomes.

This study is limited to Generation Y consumers within Ireland.

This is the first study to explore the effect of consumers’ perceptions about online social network influence on brand tribalism. In addition, their views about the influence of the social network on self-expressive brand consumption, and brand outcomes, are identified. This paper highlights consumers’ susceptibility to interpersonal influence on their brand choices and brand tribalism. In addition, it is shown that brand loyalty and WOM are not always a consequence of tribal membership. By contrast, self-expressive brand consumption enhances brand WOM and brand loyalty.