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Open Access
Article
Publication date: 27 March 2024

Sara Osama Hassan Hosny and Gamal Sayed AbdelAziz

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR…

Abstract

Purpose

The current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.

Design/methodology/approach

A between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.

Findings

The most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.

Originality/value

Several studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

Details

Journal of Humanities and Applied Social Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2632-279X

Keywords

Article
Publication date: 12 December 2023

Nguyen Sinh My, Long T.V. Nguyen and Hiep Cong Pham

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This…

Abstract

Purpose

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).

Design/methodology/approach

Around 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.

Findings

Results indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.

Research limitations/implications

Data and sample size were limited to meet the generalisation from different nations and cross cultures.

Practical implications

The authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.

Originality/value

This study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 20 November 2023

Brittany Beck, Melanie Moore Koskie and William Locander

This study aims to contribute to the ongoing discussion of how consumers approach shopping directly via social media by explicating decisions related to trust on social media and…

Abstract

Purpose

This study aims to contribute to the ongoing discussion of how consumers approach shopping directly via social media by explicating decisions related to trust on social media and how various types of electronic word of mouth (eWOM; ratings and reviews, recommendations and referrals and social media communities) contribute to these decisions.

Design/methodology/approach

A total of 198 respondents with experience shopping directly via social media were instructed to select the platform on which they had the most shopping experience (Facebook, Instagram, TikTok, Pinterest, etc.) to answer relevant survey questions. Structural equation modeling (SEM) was used for analyzing the results.

Findings

Findings reveal that eWOM provided by strong ties (recommendations and referrals; social media communities) is superior to weak ties (ratings and reviews). Surprisingly, ratings and reviews do not significantly relate to trust in the retailer, suggesting that this information may be necessary but not sufficient for trusting retailers on social media.

Originality/value

This research distinguishes trust decisions related to shopping on social media and clarifies how each type of eWOM uniquely influences trust in the retailer by using tie strength theory.

Details

Journal of Consumer Marketing, vol. 40 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 12 December 2023

Chien Hsiang Liao, Jung-Kuei Hsieh and Sushant Kumar

On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge…

Abstract

Purpose

On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following. This research aims to investigate the impact of verified badges on followers' trust and behavioral intentions.

Design/methodology/approach

This research conducts three experiments to investigate the impact of the verified badge on consumer attitudes and behavioral intentions, recruiting participants from freelance recruiting website in all three experiments.

Findings

The results show that a verified badge can sequentially influence consumer trust, attitude and sharing intentions. Furthermore, the impact of the verified badge on trust is more pronounced among micro-influencers as opposed to macro-influencers, and it can mitigate the negative attitude toward commercial postings.

Originality/value

Based on trust transfer theory, this research is a pioneer in investigating the effectiveness of verified badges on social media. These findings contribute to the field of influencer marketing by considering influencers' characteristics and the commercial intent of postings as moderators. Additionally, the results offer managerial insights for developing influencer marketing strategies.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 7 November 2023

Hsiao-Ting Tseng, Waqar Nadeem, M. Sam Hajli, Mauricio Featherman and Nick Hajli

Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the…

Abstract

Purpose

Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP.

Design/methodology/approach

Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) (n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights.

Findings

Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites.

Originality/value

This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 31 October 2023

Tri Lam, Jon Heales and Nicole Hartley

The continuing development of digital technologies creates expanding opportunities for information transparency. Consumers use social media to provide online reviews that are…

Abstract

Purpose

The continuing development of digital technologies creates expanding opportunities for information transparency. Consumers use social media to provide online reviews that are focused on changing levels of consumer trust. This study examines the effect of perceived risk that prompts consumers to search for online reviews in the context of food safety.

Design/methodology/approach

Commitment-trust theory forms the theoretical lens to model changes in consumer trust resulting from online reviews. Consumer-based questionnaire surveys collected data to test the structural model, using structural equation modelling (SEM).

Findings

The findings show when consumers perceive high levels of risk, they use social media to obtain additional product-related information. The objective, unanimous, evidential and noticeable online reviews are perceived as informative to consumers. Perceived informativeness of positive online reviews is found to increase consumers trust and, in turn, increase their purchase intentions.

Originality/value

The findings contribute to the knowledge of online review-based trust literature and provide far-reaching implications for information system (IS)-practitioners in business.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 31 October 2023

Shailesh Pandita, Hari Govind Mishra and Aasif Ali Bhat

The sharing economy is changing the way people use products and services, and the success of sharing-based apps like bicycle and automobile sharing has drawn a lot of interest…

Abstract

Purpose

The sharing economy is changing the way people use products and services, and the success of sharing-based apps like bicycle and automobile sharing has drawn a lot of interest across the world. The purpose of this research is to investigate the factors affecting the consumer's adoption of ride-sharing services.

Design/methodology/approach

With this aim, the current study integrates the Technology Acceptance Model (TAM) and Expectancy Confirmation Model (ECM) with a further extension of consumer trust and social norms. Using a survey-based research design, data were collected from 558 respondents using multi-stage convenience sampling on 5 point Likert scale. Confirmatory factor analysis is conducted followed by structural equation modelling using IBM AMOS-22.

Findings

The findings of the study report crucial determinants for the consumer's continuance intention and actual use of these services. Perceived usefulness, consumer satisfaction, trust and subjective norms were found positively associated with the continuous intention to use ride-sharing services, whereas perceived ease of use was found to be insignificant. This study also highlights antecedents for the consumer's trust towards these services and found reputation, propensity to trust as a significant contributor whereas structural assurance was found insignificant to establish the trust among the users.

Originality/value

The research on consumer adoption towards ride-sharing services are meagre and this study adds the value to the field by integrating TAM and ECM model with further extension of consumer trust and social norms and empirically test the proposed model.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 17 May 2023

Songshan (Sam) Huang, Hua Qu and Xuequn Wang

This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P…

1083

Abstract

Purpose

This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P accommodation platforms through the mediation of trust and consumer identification.

Design/methodology/approach

A questionnaire survey was applied to collect data from a sample of 488 consumers in China who had used P2P accommodation platforms in the past six months. Partial least squares structural equation modelling was used to analyse the data.

Findings

The study found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore, consumer trust had a positive effect on consumer identification and both trust and identification mediated the relationship between green marketing and repurchase intention and that between green marketing and positive WOM.

Practical implications

The findings of this study provide P2P accommodation platform operators with important insights to apply green marketing and focus on consumer trust and identification in sustaining their business and coping with the intense market competition.

Originality/value

This study contributes to better understanding of the impact of green business practices on consumers in sharing economy and offers practical implications on sustainable P2P accommodation practices.

Details

International Journal of Contemporary Hospitality Management, vol. 36 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 29 June 2023

Kim-Lim Tan, Ivy S.H. Hii, Xin-Jean Lim and Caroline Y.L. Wong

Drawing on the stimulus-organism-response (SOR) model, this study examines how live-streaming shopping influences purchase intentions in young consumers. The multigroup analysis…

1104

Abstract

Purpose

Drawing on the stimulus-organism-response (SOR) model, this study examines how live-streaming shopping influences purchase intentions in young consumers. The multigroup analysis is applied to understand the similarities and differences of factors that trigger purchase intentions among buyers and non-buyers in live-streaming shopping.

Design/methodology/approach

A snowball sampling was used to collect data from 507 Chinese consumers between June and September 2022 using Wenjuanxing, i.e., an online survey platform in China. The data was analyzed using the partial least squares method of structural equation modeling.

Findings

The findings revealed that amongst the three relational bonds, social and structural bonds were positively associated with trust, whereas financial bonds had no significant relationship with trust. This implies that while price discount might not have any significant relationship with trust, the social interactions that college students have with the live-streamers and their products build trust, which in turn translates to purchasing decisions. Comparing buyers and non-buyers, the results support that buyers have a higher level of trust in live-streaming shopping than non-buyers. This is indicative of the authentic and immersive experiences enjoyed by consumers in live streaming that generate structural bonds and foster stronger connections (relational bonds), thereby establishing trust.

Originality/value

This study is one of the first empirical studies targeting college students as participants in live streaming. These findings are expected to provide actionable insights to streamers especially in converting non-buyers to buyers in live-streaming broadcast.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 30 May 2023

Darius-Aurel Frank, Lina Fogt Jacobsen, Helle Alsted Søndergaard and Tobias Otterbring

Companies utilize increasingly capable Artificial Intelligence (AI) technologies to deliver modern services across a range of consumer service industries. AI autonomy, however…

3673

Abstract

Purpose

Companies utilize increasingly capable Artificial Intelligence (AI) technologies to deliver modern services across a range of consumer service industries. AI autonomy, however, sparks skepticism among consumers leading to a decrease in their willingness to adopt AI services. This raises the question as to whether consumer trust in companies can overcome consumer reluctance in their decisions to adopt high (vs low) autonomy AI services.

Design/methodology/approach

Using a representative survey (N = 503 consumers corresponding to N = 3,690 observations), this article investigated the link between consumer trust in a company and consumers' intentions to adopt high (vs low) autonomy AI services from the company across 23 consumer service companies accounting for six distinct service industries.

Findings

The results confirm a significant and positive relationship between consumer trust in a company and consumers' intentions to adopt AI services from the same company. AI autonomy, however, moderates this relationship, such that high (vs low) AI autonomy weakens the positive link between trust in a company and AI service adoption. This finding replicates across all 23 companies and the associated six industries and is robust to the inclusion of several theoretically important control variables.

Originality/value

The current research contributes to the recent stream of AI research by drawing attention to the interplay between trust in companies and adoption of high autonomy AI services, with implications for the successful deployment and marketing of AI services.

Details

Information Technology & People, vol. 36 no. 8
Type: Research Article
ISSN: 0959-3845

Keywords

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