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This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase intention.

The SOR model has been applied to formulate hypotheses. This study is based on an online survey conducted with a sample of 433 valid questionnaires from Chinese consumers on the TikTok agricultural products live platform. A partial least squares structural equation modeling (PLS-SEM) is used to test the hypotheses.

The findings indicate that (1) interactions (personalization, responsiveness, and entertainment) in the agricultural products live room have a positive effect on perceived values (utilitarian value, symbolic value, and entertainment value); (2) utilitarian value positively affects purchase intention and mediates the effects of personalization and entertainment interactions on purchase intention, respectively; (3) entertainment value positively influences purchase intention and mediates the influence of entertainment interaction on purchase intention.

This study offers theoretical insights into live marketing of agricultural products and practical implications for practitioners of agricultural products in live streaming commerce.

Continuance usage of mobile applications (apps) has attracted much attention from scholars and enterprises, while the extant research mainly focuses on continuance intention. The inner effect mechanism of the characteristics of apps is still unclear. Under the tenet of continuance usage behaviour, through analysis of characteristics derived from online reviews, this paper aims to establish an effective model and discloses the commonalities and differences between two mainstream apps, which are entertainment and knowledge apps.

The authors collected reviews of TikTok and Zhihu, which are typical representatives of entertainment and knowledge apps, respectively, from 2018 to 2020. They then derive effect factors and establish the effect model using grounded theory. A deep comparison is then conducted. They analysed the similarities and differences in the general effect model, internal effect mechanism and detailed characteristics of the two types of apps.

Entertainment app and knowledge apps share the same general effect mechanism; that is, the effect chain of characteristics to perceived value then finally to continuance usage behaviour. However, obvious differences also exist in detailed and specific effects between the two apps.

The present research is among the first to have a deep analysis of the comparison of entertainment apps and knowledge apps under the context of continuance usage behaviour. The findings contribute to understanding continuance usage behaviours. Suggestions are proposed on how to promote apps, which may benefit app managers.

The purpose of this paper is to examine how informativeness and entertainment, two important online store characteristics, influence consumers’ approach behaviors. The current research also investigates the mechanism and boundary condition behind these relationships.

The study proposed a conceptual framework that included five variables to understand consumers’ approach behaviors toward online stores. By surveying 307 Chinese online shoppers using a comprehensive questionnaire, the authors collected data that were then used to test the hypotheses. Data were examined using regression analysis.

The results showed that online store informativeness and entertainment significantly affected consumers’ approach behaviors. In the relationship between these two online store characteristics and consumers’ approach behaviors, pleasure played a mediating role. Hedonic value moderated the effect of informativeness on consumers’ approach behaviors. However, the moderating role of hedonic value was not significant in the relationship between entertainment and consumers’ approach behaviors.

The present study supplements the research on online store characteristics based on the perception of overall online store environmental cues. This paper also examines the online shopping experience of consumers in emerging markets like China.

Even though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).

A total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.

This study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.

This study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers.

A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4.

The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity.

Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance.

The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement.

El objetivo principal del marketing viral es influir positivamente en las marcas. Pero la mayoría de las investigaciones se refieren a las causas de que un anuncio se vuelva viral, no a su impacto en las marcas. En este sentido, esta investigación tiene como objetivo demostrar y comparar los impulsores de valor de los anuncios de video en las marcas y su viralización, determinando qué antecedentes maximizan los resultados en cada uno, permitiendo el mejor rendimiento publicitario para los anunciantes.

Se realizó una encuesta con 368 participantes que vieron anuncios de video virales de cinco empresas globales en YouTube. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados utilizando SmartPLS4.

Los resultados demostraron que la participación en la categoría de productos es esencial para la publicidad viral. Además, el valor de entretenimiento es el antecedente más relevante de compartir, pero no afecta el valor de la marca; es el valor social responsable del valor de la marca.

Los gerentes de marketing deben crear anuncios que generen simultáneamente entretenimiento y valores sociales, maximizando los efectos de uso compartido y de marca. Sin embargo, si solo se consigue uno de los dos efectos (marca/participación), el anunciante no conseguirá obtener el máximo rendimiento.

La corriente principal de la investigación de marketing viral se centra en los antecedentes de compartir. Sin embargo, compartir no es suficiente para proporcionar efectos de marca y ROI de publicidad. Este estudio revela que los diferentes valores de los consumidores impulsan el intercambio y el valor de la marca, lo que sugiere que las empresas deberían considerar una estrategia de generación de valor dual con respecto al rendimiento de los anuncios de video virales. Por otro lado, esta investigación concilia la literatura existente sobre los fenómenos con la importancia de la participación de la categoría de productos.

病毒式营销的主要目标是对品牌产生积极的影响。但大多数研究关注的是广告走红的原因, 而不是它对品牌的影响。在这个意义上, 本研究旨在证明和比较视频广告对品牌和分享的价值驱动因素, 确定哪些前因能使每一个因素的结果最大化, 为广告商带来最佳的广告效果。

对368名受访者进行了调查, 他们在YouTube上观看了五家全球公司的病毒视频广告。在SmartPLS4中使用结构方程模型 对提议的模型进行了测试。

结果表明, 产品类别的参与对于病毒式广告来说是至关重要的。此外, 娱乐价值是分享的最相关前因, 但它并不影响品牌资产; 对品牌资产负责的是社会价值。

营销经理应该创造同时产生娱乐和社会价值的广告, 使分享和品牌效应最大化。然而, 如果只实现两种效果（品牌/分享）中的一种, 广告商将无法获得最大的绩效。

病毒式营销研究的主流是关注分享的前因后果。然而, 分享并不足以提供品牌效应和广告的投资回报率。本研究揭示了不同消费者的价值观对分享和品牌资产的推动作用, 表明企业应该考虑关于病毒视频广告表现的双重价值产生策略。另一方面, 本研究将现有的文献与产品类别参与的重要性结合在一起。

The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.

An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.

The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).

In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.

If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.

This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.

The purpose of this paper is to examine whether experiential offerings from two types of retailers play a significant role in consumer responses toward Indian malls. Specifically, this study examined the relationships between consumer perceptions of experience economy 4E constructs (i.e. educational, entertainment, escapist, and esthetic experiences) and experiential value associated with merchandise retailers and service retailers in Indian shopping malls, and between perceived experiential value and mall patronage intention.

A mall intercept survey conducted in two shopping malls in India resulted in 552 useable responses. Structural equation modeling was used to test the hypothesized relationships.

Experience economy constructs (i.e. entertainment, escapist, and esthetic experiences) contributed to the experiential value associated with merchandise retailers and/or service retailers in the mall. Experiential value associated with both merchandise retailers and service retailers in the mall positively influenced mall patronage intention.

The results have practical implications for mall retailers, mall managers, and mall developers; particular experiential strategies for both merchandise retailers and service retailers may improve patronage intentions toward the mall, which includes a measure of purchase intentions.

Although academic articles support the idea that retailers can obtain benefits by offering experiences to consumers, this is the first study to empirically validate the role of specific consumer experiences, the 4Es, resulting from both merchandise retailers and service retailers, in a non-Western mall context on value creation for shoppers and the consequent influence on patronage intentions.

With the development of social networking service and WeMedia, virtual brand community has become a typical platform of value co-creation and customers have become a core subject of value co-creation. The high proportion of negative members and even zombie members has become an obstacle to the sustainable development of many communities. Then, how to maintain and promote the sustainable development of virtual brand community? The purpose of this article is to examine how customers prefer community or brand.

This paper obtained data through an online questionnaire survey to test the proposed hypotheses of this study.

The findings of this study indicated that practical and social values not only promote customers to be loyal toward community but also drive customers to be loyal toward brand and their influence on community loyalty is greater than on brand loyalty, but entertainment value does not significantly affect community and brand loyalty. The effect of practical and social values on community loyalty is fully mediated by the effect of brand loyalty, and the effect of practical and social values on brand loyalty is fully mediated by the effect of community loyalty.

This research enriches the research study’s results of value co-creation theory and customer assets, thus providing a new perspective for research on customer loyalty.

The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.

A survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.

The entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.

Entertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.

This research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

This study evaluates the mediating role of social media entertainment on social information (content) and social media performance, during the COVID-19 era.

Primary data were randomly gathered from 373 students from two top universities (public and private) in Ghana, a sub-Saharan African economy. Data analysis was achieved utilizing the partial least square–structural equation model (PLS-SEM).

Social media (SM) entertainment partly mediates the link between social media content and social media performance of students, suggesting that social media entertainment is almost indispensable in creating social media content to achieve optimum performance among tertiary students.

The use of cross-sectional data alone for this study does not give us the opportunity to observe the social media activities of respondents over a longer period. Future studies could, therefore, include longitudinal data.

The findings in this study suggest that faculties can modify their pedagogical activities to include social media and reflect some entertainment content, since it has an influence on student performance within the social media space.

SM has a great influence on students' performance socially and academically; therefore, educational stakeholders like university authorities, faculties, parents and guardians, and the government should consider social media as a tool for attaining educational goals.

The study extends the use of UTAUT2, in understanding students' learning and behavior processes, by linking antecedents of adoption to the post-adoption effect.