Search results

The purpose of this paper is to add to the growing literature addressing whether, and to what extent, brand meaning is determined by corporate and consumer-generated processes. To do this, the authors compared the expression of brand meaning across three key sources i.e. first, brand strategy (i.e. traditional marketing mix); second, corporate-generated media (i.e. web site); and third, consumer-generated media (Facebook).

To address the research question of this study, the authors conducted an in-depth investigation into consumer co-creation experiences in the context of Facebook brand communities. The authors then interpreted the findings in relation to the brand strategy (i.e. marketing mix) and brand meaning expressed via corporate-generated online media (i.e. corporate web site). The authors achieved this by applying a narrative discourse analysis to textual data. To effectively handle the high quantity of textual data spawned via consumer-generated media (i.e. Facebook), the authors used a computer-assisted content analysis application (i.e. Leximancer).

In the analyses the authors found that brand expressions varied considerably across the chosen retail brands, but in all cases strong integration and alignment were present between the corporate and consumer-generated media. Specifically, the authors found that Facebook interactions echoed the brand meanings espoused on the corporate web sites. The findings indicate that online marketers can define the nature of brand co-creation, especially in the context of Facebook interactions.

For marketers who are eager to take advantage of Web 2.0 to build their brand, the findings of this research are highly significant. The authors showed that the brands developed their own interaction profiles, which allowed them to align the Facebook content with their core brand values. The results indicate that sound brand governance is articulated through the effective management of social media touchpoints by providing interactive, content rich, and relevant Facebook sites that echo core brand values.

Even though businesses have now started to penetrate the online social networks and offer direct links from corporate web sites to social networking sites like Facebook and Twitter, little is known regarding the relationship between social media and traditional media in brand building. This research addresses this gap by undertaking an exploratory study of Facebook brand communities with implications for brand co-creation and brand governance.

This paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer purchase decisions (CPD) through the lens of perceived brand authenticity (PBA). This paper also investigates the moderating influence of brand prestige (BP) and brand familiarity in the luxury hotel sector.

This study collected data from 390 consumers who were regularly using social media platforms, traveled frequently and stayed in luxury hotels. Following stringent data filtering, 371 responses were analyzed via structural equation modeling.

The findings indicate that FGC and CGC significantly strengthened PBA. However, CGC was the effective driver that directly influenced CPD. Likewise, PBA directly and indirectly substantially impacted CPD. Finally, BP’s direct and moderating effects significantly influenced CPD in the luxury hotel sector.

This novel study contributes to signaling theory, social media communications and branding literature in the luxury hotel sector.

The purpose of this study is to understand the factors influencing Iranian tourists’ behavioural intention to use consumer-generated contents (CGC) websites whilst browsing the web when it comes to travel planning, based upon the Technology Acceptance Model (TAM) extension.

The total of 211 valid responses were collected through an online questionnaire survey. Data collected from Iranian online tourists were used to test the proposed research model by using the partial least squares structural equation modeling method of analysis.

The results of the study indicate that perceived source credibility is the strongest predictor for behavioural intention. Furthermore, in this study, the most significant relationship is between perceived enjoyment and perceived ease of use. However, the findings of this study show that perceived ease of use is unable to predict behavioural intention of Iranian tourists while using CGC websites.

This study provides clear evidence for the importance of additional key variables in improving the authors’ understanding of the Iranian adoption behaviour concerning CGC websites for travel planning purposes. Implications of this research can aid both academicians and practitioners towards a better understanding of tourists’ adoption behaviour when associated with the social media.

This paper adopts TAM and extends it with other variables, namely, perceived enjoyment, perceived source credibility and perceived risk. It examines their influence in the behavioural intention of using CGC for travel planning in the context of Iran for the first time.

The purpose of this paper is to examine the impact of social media sharing on tourists’ willingness to pay more (WPM) at destinations. The moderating effects of tourists’ preferred route in decision-making or obtaining information (i.e. central or peripheral routes) were also examined.

A theoretical model was developed and tested using partial least squares structural equation modeling (PLS-SEM). Moderating effects of central and peripheral routes were tested using PLS multi-group analysis. Data were collected from 478 tourists in Antalya, Turkey, a sea, sun and sand tourist destination.

Findings indicate that importance attached to participant sharing (IPS) and importance attached to non-participant sharing (INPS) are significant antecedents of tourists’ WPM intentions. Moderating effects of tourists’ preferred route in decision-making reveal that the effect of IPS on WPM intention is more influential for those with high central route preferences than those with low central route preferences. While the effects of INPS and IPS on WPM intention is more determinative for those with higher peripheral route preferences.

Although it is known by the practitioners that consumer-generated contents are important, this research suggests and supports that these contents trigger tourists to pay higher prices.

How WPM is motivated by others’ social media sharing was not very clear in the literature. Therefore, this research gap was addressed in part by examining the social media sharing structure in terms of whether others posted on organization-related sites or on personal sites.

标题探索可能性路线在用户生成内容和支付意愿关系中的作用

本研究旨在探讨社交媒体分享对旅游者在目的地的支付意愿（WPM）的影响。还考察了旅游者在决策或获取信息时偏好路线（即中心或外围路线）的调节效应。

本文利用偏最小二乘结构方程模型（PLS-SEM）建立了理论模型并进行了验证, 使用PLS多组分析法检验了中心和外围路线的调节作用。从土耳其安塔利亚的478名游客中收集了数据。安塔利亚是一个拥有海洋、阳光和沙滩的旅游胜地。

结果表明, 游客对参与式分享（IPS）的重视程度和对非参与式分享（INPS）的重视程度是游客支付意愿 (WPM) 的显著前因。旅游者偏好路线在决策中的调节效应表明, IPS对WPM意图的影响, 对中心路线偏好高的游客比中心路线偏好低的游客更为显著。而INPS和IPS对WPM意图的影响对周边路线偏好较高者更具决定性。

尽管用户生成内容的重要性广为从业人员了解, 但本研究表明, 这些内容还能促使游客支付更高的价格。

在现有文献中, 他人的社交媒体分享是如何激励产生WPM的还不是很清楚。因此, 本文通过考察社交媒体分享的结构来填补这一研究空白, 即考察他人的内容是发布在组织相关的网站上还是个人网站上。

关键词: 社交媒体分享, 精化可能性模型, 中心路线, 外围路线, 支付意愿

研究论文

El papel de las rutas ELM (modelo de probabilidad de elección) en la relación entre el contenido generado por usuarios y la disposición a pagar

El propósito de esta investigación es examinar el impacto de la compartición en redes sociales con la disposición de los turistas a pagar más (willness pay more: WPM) en los destinos. También se examinaron los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones u obtención de información (es decir, rutas centrales o periféricas).

Se desarrolló y probó un modelo teórico utilizando modelos de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). Los efectos moderadores de las rutas centrales y periféricas se probaron mediante análisis multigrupo de PLS. Se recopilaron datos de 478 turistas en Antalya, Turquía, un destino turístico de mar, sol y arena.

Los resultados indican que la importancia atribuida a la compartición de los participantes (importance participant sharing: IPS) y la importancia atribuida al la compartición de los no participantes (importance no participant saharing: INPS) son antecedentes importantes de las intenciones de los WPM de los turistas. Los efectos moderadores de la ruta preferida de los turistas en la toma de decisiones revelan que el efecto de IPS en la intención de WPM es más influyente para aquellos con altas preferencias de ruta central que aquellos con bajas preferencias de ruta central. Mientras que los efectos de INPS e IPS en la intención de WPM son más determinantes para aquellos con mayores preferencias de ruta periférica.

Aunque los profesionales saben que los contenidos generados por los consumidores son importantes, esta investigación sugiere y respalda que estos contenidos provocan que los turistas paguen precios más altos.

Al no estar clara en la literatura la relación de la WPM con la compartición en redes sociales y existir una brecha de investigación en este aspecto, este trabajo pretende abordar este tema, examinando la estructura de la compartición en redes sociales en términos de si otros publicaron en sitios relacionados con la organización o en sitios personales.

Compartición en redes sociales, Modelo de probabilidad de elección (ELM), Ruta Central, Ruta periférica, Disposición a pagar más

Trabajo de investigación

Electronic word of mouth in the form of user-generated content (UGC) in social media plays an important role in influencing customer decision-making and enhancing service providers’ brand images, sales and service innovations. While few research studies have explored real content generated by hotel guests in social media, business analytics techniques are still not widely seen in the literature and how such techniques can be deployed to benefit hoteliers has not been fully explored. Thus, this study aims to explore the significant factors that affect hotel guest satisfaction via UGC and business analytics and also to showcase the use of business analytics tools for both the hospitality industry and the academic world.

This study uses big data and business analytics techniques. Big data and business analytics enable hoteliers to develop effective and efficient strategies improving products and services for guest satisfaction. Therefore, this study analyzes 200,431 hotel reviews on Tripadvisor.com through business analytics to explore and assess the significant factors affecting guest satisfaction.

The findings show that service, room and value evaluations are the top-three factors affecting overall guests’ satisfaction. While brand type and negative emotions are negatively associated with guests’ satisfaction, all other factors considered were positively associated with guests’ satisfaction.

The current study serves as a great starting point to further explore the relationship between specific evaluation factors and guests’ overall satisfaction by analyzing user-generated online reviews through business analytics so as to assist hoteliers to resolve performance-related problems by analyzing service gaps that exist in these influential factors.

以消费者评论为主体的社交网络口碑营销对于影响消费者决策和提高服务提供商的品牌形象、销量、和服务创新起到重要作用。然而, 很少研究探索社交媒体上的真正酒店客人评论。因此, 商务分析技术在文献中还是很少使用的, 这种技术应该更多得到科研上的应用以给酒店从业人员给与启示。因此, 本论文旨在探究影响酒店顾客满意度的因素, 通过消费者评论和商务分析, 以展示商务分析技术是如何为酒店业和科研界来使用的。

本论文使用大数据和商务分析技术来进行数据分析。大数据和商务分析能够为酒店从业人员开发有效战略以提高产品和服务质量, 最后达到顾客满意。因此, 本论文分析了Tripadvisor.com的200, 431酒店评论数, 通过商务分析技术, 以探索和审视影响顾客满意度的重要因素。

研究结果显示服务、客房、和价值比成为影响顾客满意度的前三项因素。品牌类型和负面情绪是影响顾客满意度的负面因素。其他因素成为影响顾客满意度的正面因素。

本论文是利用消费者评论的商务分析来探究影响顾客满意度与具体衡量因素之间关系的起点范例, 以此, 帮助酒店从业商来解决服务中的欠缺因素, 提高绩效。

This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.

This paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users.

The need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts.

This study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content.

Marketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users.

This study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further.

This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.

This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.

Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.

The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.

The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.

This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.

Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of this paper is to develop understanding of consumers online-generated contents in terms of positive or negative comments to increase marketing intelligence.

The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning.

Findings provide the comparison and contrast of consumers’ response toward the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence.

The research provides an effective and systemic approach to accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online and investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence.

To best of the authors’ knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

Driven by functional theories of attitude and addressing the emerging themes of luxury brands and social media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management.

A survey was conducted to prompt participants to explore Louis Vuitton's Facebook page and complete a questionnaire designed to measure their satisfaction with the luxury brand's Facebook page and various endogenous variables.

Structural equation modeling (SEM) analyses uncovered dynamic relationships among consumers’ perceptions of value‐expressive and social‐adjustive functions of luxury brands, satisfaction with a luxury brand's (Louis Vuitton) Facebook page, attitudes toward the brand, intentions to utilize the brand's social media (Facebook and Twitter) for online shopping, and intentions to research online and purchase offline (ROPO).

This paper marks an exploratory step toward our understanding of the dynamic roles user‐generated content and social media play in the formation and maintenance of the emerging consumer‐brand‐consumer triad culture. Theoretical and managerial implications of this exploratory research are discussed.

The purpose of this paper is twofold: to perform a synthesis of academic research published between 2009 and 2016 regarding the changes in tourism consumer behavior brought about by the use of social media (SM); and to suggest a set of strategies for tourism businesses to seize opportunities and deal with resulting challenges.

A volume of 146 peer-reviewed journal articles were retrieved from two major databases. Content analysis of this academic research has been performed, exploring the effects of online reviews on tourism consumers and providers.

The content analysis identified three main research themes that were investigated by scholars and classified into two major categories, namely, consumer perspective and provider perspective: the antecedents (factors motivating and influencing tourists); the influence of online reviews on consumer behaviour; and the impact of these reviews on tourism businesses (providers’ perspective).

This study is based on a literature review and outcomes reported by previous studies; hence, the suggestions are indicative rather than conclusive. Some publication sources were not included.

This paper suggests a range of adequate strategies, along with operational actions, formulated for industry practitioners in the fields of management and marketing.

It provides an update of the state of published academic research into SM and an integrated set of management and marketing strategies for tourism providers in seizing the opportunities and dealing with the challenges raised in a digital context.