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This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM.

To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results.

The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website).

Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework.

Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies.

This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.

The purpose of the study was to examine the effect of corporate social responsibility (CSR) and marketing capability on consumer behavioral responses in the mobile telecommunication industry in Ghana. Particularly, the study estimated the moderating effect of marketing capability on the relationship between CSR and consumer behavioral responses.

Both customers and employees of three major mobile telecommunication companies were sampled for this work. A mixed linear regression technique was used to examine the relationship between corporate responsibility, marketing capability and customer behavioral responses.

The empirical results revealed that marketing capabilities moderate the relationship between CSR and consumer responses in the telecommunication industry.

The study proposes practical dimensions to the mobile telecommunication companies that the extensive development of strong marketing capabilities serves a conduit for CSR to achieve favorable consumer responses.

The results have opened up rather a limitation studies on the moderation role marketing capabilities in relationship between CSR and consumer behavioral responses in the telecommunication industry.

Guided by the Stimulus-Organism-Response (S-O-R) model, this study aimed to investigate direct and indirect effects of apparel store environmental characteristics and consumers' positive emotional responses to the environment on impulse buying behavior. Also, this study sought to examine how situational variables interact with consumers' positive emotional responses in influencing impulse buying behavior.

Survey data were collected using a store intercept method from 118 female consumers of an outdoor retail store in the western region of the USA.

The study found direct effects of ambient/design characteristics on consumers' positive emotional responses and direct effects of consumers' positive emotional responses to the retail environment on impulse buying behavior. Money availability and task definition moderated the relationship between consumers' positive emotional responses and impulse buying behavior.

The conceptualization of a theoretical framework of impulse buying behavior for apparel resulted from this study.

Managing appealing store design characteristics may increase consumers' positive emotions and impulse purchases. Displays designed to attract impulse purchasers should target browsers without restricted budgets.

This study expands the application of the S-O-R model in the context of apparel by including situational factors as moderating variables.

Food packaging pictures are one of the most important extrinsic cues for consumers to evaluate food products before purchasing. Over the past decades, marketers have used exaggerated pictures to attract consumers' attention, enhance their attitude toward a product and increase their purchase intention. This study examined the interplay of “puff-up” product picture, food type and picture type in influencing consumers' responses via persuasion knowledge.

The research comprises two 2 × 2 factorial experiments. Study 1 tested the interaction effect of puffery (high vs low) and food type (utilitarian vs. hedonic) on consumers' responses using two fictitious brands of prepared food, whereas Study 2 tested the interaction effect of puffery (high vs. low) and picture type (ingredients vs. cooked food) using a fictitious brand of Chinese delicacy.

Results demonstrated that the degree of picture puffery did not influence consumers' responses to utilitarian food and ingredient image. Conversely, consumers were sensitive to puffery when they see hedonic food and cooked-food image. Our findings also suggested that consumers' persuasion knowledge mediates the relationship between puffery and their responses.

The presented findings facilitate marketers to know consumers' attitude about food puffery pictures.

This research is one of the first efforts to empirically explore the influences of persuasion knowledge on food puffery pictures. The importance of this work is underscored by the fact that a growing number of visual exaggerations are adopted on food packaging.

The purpose of this paper is to explore the effects of consumer role (involved vs observing) on consumer responses in the context of online group buying (OGB) service failures.

A scenario simulation method with a 2×3 factorial design was used to investigate the impact of consumer role (i.e. involved consumers and observing consumers) on consumer responses (i.e. perceived quality, negative electronic word-of-mouth (eWOM), and switching intention). The moderating role of seller offering type (i.e. physical products, true services, and pseudo services) on the relationship between the consumer role and responses was also tested.

The differences in perceived quality, negative eWOM, and switching intention between involved consumers and observing consumers were significant. Further, seller offering type moderated the relationship between consumer role and consumer response.

These findings provide several important theoretical and practical implications in regard to OGB service failure and recovery.

This study enriches OGB and service failure literature by a pioneering investigation of how consumer roles respond to OGB service failures and how different seller offering types influence the relationship between consumer role and consumer response. The results will help service providers of OGB benefit from enhancing their service recovery strategies to cope with OGB service failures.

Management response to consumer comments has become a widely adopted marketing strategy to address the undesirable effects caused by negative remarks. Yet, when and what management response is more effective and under what circumstances remains under-researched. This study aims to fill this gap.

In three experiments using five different products, the authors manipulate psychological construal level (psychological distance: distant vs proximal) and management response (response of primary vs secondary features) and thereafter assess their bearings on consumer psychological and behavioral reaction toward products of two distinctive natures (hedonic vs utilitarian).

At a psychological distance, consumers show a preferable reaction to management response of primary over secondary features. In contrast, when the psychological distance is proximal, consumers react more positively to management response of secondary than primary features. In addition, these effects vary as a function of product nature, hedonic vs utilitarian.

The findings of this research bring a significant contribution to marketing communication literature and extend the construal level theory.

A better understanding of the relative effectiveness of distinct types of management response to negative consumer comments is essential for more targeted and effective marketing strategies.

Little research has documented the effects of distinct types of management response. How psychological distance might underpin these effects has not been explored. In addition, whether the interaction effect of management response and psychological distance varies with differences in product nature, namely, hedonic and utilitarian, remains unanswered until this research.

This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the context of negative information about a brand, analyzing the relationships between the brand association types, brand-customer relationship strength and consumers’ responses depending on the types of brand crises.

This study uses an integrative approach based on qualitative and quantitative methods: a focus-group interview and an experiment.

The results indicated that consumers’ responses were more favorable in the corporate ability (CA) crisis than in the corporate social responsibility (CSR) crisis. In addition, consumers with high brand-customer relationship strength and brand associations for CA (CSR) showed more favorable responses to a brand crisis related to CA (CSR) than to that related to CSR (CA).

Managerially, firms should improve their marketing activity to reinforce particular brand association type that strongly related customers mainly have. In addition, firms should carefully find the best timing and channel that strongly related customers usually access, to present corporate corresponding statements in brand crisis and information of their corporate crisis-coping process.

Theoretically, this study will contribute to the literature on brand crises by providing critical insights into the mechanism underlying consumers’ responses to brand crises.

Social networks offer consumers the ability to voice their opinions of brands in a real-time, public setting. This represents a unique challenge for firms as brand managers must develop new strategies for properly communicating with consumers, especially in the event of a service failure. The purpose of this research is to explore the impact of various adaptive service recovery strategies via social media, specifically Twitter.

Through a series of experimental manipulations, four service recovery strategies are tested alongside two variations of consumer complaint tweets. The service recovery responses vary in their degree of adaptiveness, which have differential impacts on numerous consumer outcome variables.

The findings indicate that highly adaptive recoveries responses positively impact consumers’ evaluations of service recovery satisfaction, leading to greater consumer behavioral intentions. Additionally, the type of tweet the consumer sends may further reveal their expectations for adequate service recovery responses.

This study is the first to empirically test the use of social media platforms in the service failure and recovery context. Although social media is commonly used for such purposes by practitioners, academic research up to this point has predominately focused on social media for generating word-of-mouth. Further, this study seeks to examine how service adaptability is perceived from the customer perspective, as opposed to the more traditional employee viewpoint.

The purpose of this research was to examine how consumers in four Central European countries respond to positively and negatively framed message appeals in advertising.

Emotional, cognitive and attitudinal reactions to four advertisements for food products were collected from matched homogeneous student samples in Croatia, The Czech Republic, Hungary, and Poland. In addition to analysis of variance, a comprehensive structural equation model was tested separately for each country.

The findings not only indicate different emotional, cognitive and attitudinal responses across countries, but additionally reveal differences in how positively versus negatively framed advertisements are being processed by consumers.

Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross‐cultural robustness of the underlying advertising‐processing framework. Future studies should employ larger consumer samples to verify the descriptive findings.

Advertisers and their clientele need to recognize that an advertisement that has been designed for an international audience featuring a specific frame may elicit a variety of emotional and attitudinal responses due to national differences between consumers. Neglecting even subtle national differences can lead to consumer misperceptions and may result in serious damage to the brand image

New insights and evidence have been generated showing that using one advertising campaign is questionable, if not potentially damaging to advertisers' efforts. The identification of differences in how consumers in selected countries respond to a perceived appeal also helps clarifying the general direction of future research, which should focus on the underlying mechanism responsible for differences in how appeals affect consumer emotional response in different countries.

This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry.

A scenario-based experimental design was used to examine changes in consumers’ brand evaluation depending on level of brand equity and corporate choice of response strategy.

It was found that the impact of brand rumors on consumer responses is more negative when the restaurant’s brand equity is low compared to when it is high. It was also found that a company's use of active response strategies is more effective in combating brand rumor than a strategy of simple denial.

The findings have significant implications for both academics and practitioners in terms of developing effective response strategies for counteracting brand rumors.

Given the frequency of brand rumors in the restaurant industry and their serious negative impacts, this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies.