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Article
Publication date: 4 February 2020

Bettina Lis and Maximilian Fischer

This study aims to investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product…

2009

Abstract

Purpose

This study aims to investigate if different types of negative electronic word-of-mouth (eWOM) have various negative effects on the attitude of the consumer toward a product (Laptop) and whether this newfound attitude remains unaffected by the subsequent influence of positive eWOM.

Design/methodology/approach

A quantitative study in Germany was conducted. In the two-part experimental setting, first, a factorial repeated-measures between-subjects design was used in which the types of negative eWOM have been manipulated. The second part is characterized by a mixed between–within subjects design to test the durability of attitudinal changes.

Findings

The results demonstrate that destructive and ethical eWOM only provoke a small decline in consumer attitude compared to functional product criticism. Furthermore, the examination shows that renewed positive eWOM can improve the attitude, whereas ethical criticism is the most difficult to correct.

Research limitations/implications

The study views negative eWOM differentiated. Researchers could adopt this approach by analyzing online communication more precisely. Ambivalent relationships between negative eWOM and their outcomes can be explained.

Practical implications

The findings lessen the fear of permanent loss of brand reputation caused by negative reviews. The harmful effects on the attitude can be compensated through targeted marketing management actions. The study shows which content companies need to focus on.

Originality/value

Previous literature has predominantly overlooked the complex nature of negative eWOM. Therefore, the study provides first empirical results about the divergent effect of different content types of negative eWOM on consumer attitude toward a product. Additionally, the durability of consumer negativity could be measured over time.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 16 August 2023

Barış Armutcu, Rasim Zuferi and Ahmet Tan

The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is…

Abstract

Purpose

The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is one of the precursors of sustainable economic growth. This study aims to expand the theory of planned behaviour (TPB) model and contribute to the relevant literature by investigating the factors of social media usage, social media marketing and digital marketing interactions that have not been investigated before in relation to green product purchasing behaviour.

Design/methodology/approach

This study examines the effect of the extended TPB model on consumers’ intention to buy green products in Turkey, which has a Middle Eastern culture and is a developing economy. In the study, data collected from 409 participants with the questionnaire method were analysed using SmartPLS 4.0 and IBM SPSS 26 statistical programs.

Findings

The study findings revealed that all the structural elements of TPB (attitude, subjective norms, personal behaviour controls) and social media marketing and digital marketing interactions contribute to consumers’ green product purchasing behaviour. The study findings also demonstrated that the use of social media is not effective in the purchasing of green products.

Originality/value

Understanding consumers’ perspective on purchasing green products is crucial for policymakers, businesses and marketers, as it helps formulate appropriate strategies to support sustainable economic growth. In this respect, this study has important implications for sustainable consumption and production. In addition, to the best of the authors’ knowledge, the study is the first to examine consumers’ green product purchasing behaviour in the context of sustainable economy.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 28 September 2021

Surajit Bag, Gautam Srivastava, Md Mamoon Al Bashir, Sushma Kumari, Mihalis Giannakis and Abdul Hannan Chowdhury

The first research objective is to understand the role of digital [artificial intelligence (AI)] technologies on user engagement and conversion that has resulted in high online…

5399

Abstract

Purpose

The first research objective is to understand the role of digital [artificial intelligence (AI)] technologies on user engagement and conversion that has resulted in high online activities and increased online sales in current times in India. In addition, combined with changes such as social distancing and lockdown due to the COVID-19 pandemic, digital disruption has largely impacted the old ways of communication both at the individual and organizational levels, ultimately resulting in prominent social change. While interacting in the virtual world, this change is more noticeable. Therefore, the second research objective is to examine if a satisfying experience during online shopping leads to repurchase intention.

Design/methodology/approach

Using primary data collected from consumers in a developing economy (India), we tested the theoretical model to further extend the theoretical debate in consumer research.

Findings

This study empirically tests and further establishes that deploying AI technologies have a positive relationship with user engagement and conversion. Further, conversion leads to satisfying user experience. Finally, the relationship between satisfying user experience and repurchase intention is also found to be significant.

Originality/value

The uniqueness of this study is that it tests few key relationships related to user engagement during this uncertain period (COVID-19 pandemic) and examines the underlying mechanism which leads to increase in online sales.

Details

Benchmarking: An International Journal, vol. 29 no. 7
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 12 April 2022

Syed Sardar Muhammad, Bidit Lal Dey, Sharifah Faridah Syed Alwi, Muhammad Mustafa Kamal and Yousra Asaad

Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on…

Abstract

Purpose

Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on social media. The purpose of this study is to address this research gap by examining consumers' cognitive and affective attitudes simultaneously.

Design/methodology/approach

This research used quantitative method by using online survey administered to a sample of 733 social media users.

Findings

The findings indicate both cognitive and affective attitudes jointly influence consumers' behavioural intentions with trust as a key construct mediating the relationship between attitudinal antecedents and consumers' willingness to share digital footprints on social media.

Research limitations/implications

This study contributes to the information systems (IS) literature by offering a comprehensive framework constituting the joint attitudinal components as antecedents to consumers' behavioural intention for sharing digital footprints while trust works as a mediator.

Practical implications

This paper has important managerial implications. It helps marketers and IS managers in profiling consumers, understanding consumption patterns, sharing of digital footprints, which are useful for effective market segmentation, product development and future design of social media platforms. It informs social media providers of the importance of not only focussing on functional aspects but also underscores the essence of paying attention to consumers' affect towards social media platforms, especially trust.

Originality/value

The paper presents an original framework that explains the influence of joint attitudinal components on behavioural intention, with trust as a mediator.

Details

Information Technology & People, vol. 36 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Book part
Publication date: 26 November 2020

Pinar Yuruk-Kayapinar

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of…

Abstract

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Article
Publication date: 20 September 2019

Bela Florenthal

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to…

8498

Abstract

Purpose

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM).

Design/methodology/approach

A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models).

Findings

After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented.

Research limitations/implications

The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs.

Practical implications

Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook.

Originality/value

A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

Article
Publication date: 5 April 2022

Panpan Wang and Qian Huang

Social commerce platforms are prevalent in the explosion of social media and e-commerce, and they enable conversations across a broad range of topics. However, their success…

4378

Abstract

Purpose

Social commerce platforms are prevalent in the explosion of social media and e-commerce, and they enable conversations across a broad range of topics. However, their success depends on consumers' willingness to invest their time, attention and money. Digital influencers have shown prominent effects on consumers in those social commerce platforms. This study, thus, aims to attempt to unravel the role of digital influencers in affecting consumer engagement and purchase behaviour in online social commerce communities.

Design/methodology/approach

A mixed approach with a field interview, an online survey and secondary archive data are presented to confirm all the hypotheses.

Findings

Several forms of social power from digital influencers (including expert power, informational power, referent power and legitimate reciprocity power) could influence consumer engagement behaviours (including content participation and content creation). Moreover, the two types of consumer engagement behaviours could further influence consumer purchase likelihood in the social commerce community.

Research limitations/implications

Several forms of social power from digital influencers (including expert power, informational power, referent power and legitimate reciprocity power) could affect consumer engagement behaviours (including content participation and content creation). Moreover, the two types of consumer engagement behaviours could further affect consumer's purchase expenditure in the social commerce community.

Originality/value

This study draws on the theories of social power and social influence and integrates the literature on consumer engagement to explain how digital influencers affect consumer engagement and their purchase behaviour in an online social commerce community. Firstly, this work extends existing studies on the antecedents of consumer engagement in the social commerce communities by considering the role of digital influencers. Secondly, this research advances the theoretical understanding of the influence of digital influencers through a new lens of social power. The findings also contribute to community managers, users who pursue popularity and companies who target business goals.

Details

Internet Research, vol. 33 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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