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Article
Publication date: 3 May 2019

Xi Y. Leung

The purpose of this study is to explore how following a destination’s Facebook page changes fans’ visit intentions.

Abstract

Purpose

The purpose of this study is to explore how following a destination’s Facebook page changes fans’ visit intentions.

Design/methodology/approach

The study conducted two waves of data collection before and after following a Facebook page over a three-month period and collected 297 and 172 usable responses. The theory of planned behavior was adopted to build the evolution model. Partial Least Squares Structural Equation Model was used in testing the proposed evolution model and exploring the changes over time.

Findings

Fans’ visit intentions significantly improved after following a Facebook page with a strengthened impact of subjective norm on visit intention. The effect of attitude on visit intention showed significant decrease after following the Facebook page, making attitude less important in travelers’ decision-making processes.

Practical implications

This study proves that destinations’ Facebook pages are effective in terms of improving fans’ visit intentions. Therefore, destination marketing organizations (DMOs) should focus on increasing the number of their Facebook fans and pay most attention to the social influence of Facebook pages.

Originality/value

This study is one of the first attempts to prove the effectiveness of Facebook marketing using a longitudinal approach. The study also contributes to the literature of utilizing PLS-SEM in hospitality and tourism research through applying the procedure of analyzing longitudinal data.

研究目的

本论文旨在探索旅游目的地Facebook官网对吸引粉丝旅游的影响力。

研究设计/方法/途径

样本数据搜集历时三个月, 分别在游客粉丝一个旅游目的地Facebook官网前和三个月后进行问卷收集。样本数量分别为297份(粉丝前)和172份(粉丝后)。计划行为理论(TPB)作为本论文的理论基础以建立研究模型。PLS-SEM为数据分析方法来测试假设模型和探索因时间而产生的变化。

研究结果

游客的旅游意向明显加强了, 在粉丝旅游目的地Facebook之后, 显示为增强的主观规范对旅游意向的影响。游客态度对旅游意向的影响在粉丝Facebook官网后明显降低, 使得游客的态度对旅游决策的作用重要性降低。

研究实践意义

本论文结果显示旅游目的地Facebook官网对增加粉丝游客有效用。因此, DMO应该重视吸引更多Facebook粉丝, 以及尤其重视Facebook中的社会影响。

研究原创性/价值

本论文是极少数文章通过纵向研究方法来证明Facebook营销的效用性的研究。本论文还对酒店旅游研究文献采用PLS-SEM分析方法进行纵向研究有着理论贡献。

关键词 – 旅游目的地facebook官网, 纵向, 计划行为理论(TPB), 旅游倾向。

纸张类型 – 文献综述

Details

Journal of Hospitality and Tourism Technology, vol. 10 no. 2
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 7 September 2018

Zoha Rahman, Sedigheh Moghavvemmi, Kumaran Suberamanaian, Hasmah Zanuddin and Hairul Nizam Bin Md Nasir

The purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust…

Abstract

Purpose

The purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.

Design/methodology/approach

This study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.

Findings

It was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.

Research limitations/implications

The study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.

Practical implications

The research provides information for business-to-consumer companies in utilising fan page based on user categories.

Originality/value

This study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 13 November 2017

Luis V. Casaló, Carlos Flavián and Sergio Ibáñez-Sánchez

The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a…

Abstract

Purpose

The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain.

Design/methodology/approach

The present study suggests that both perceived enjoyment and usefulness have a positive influence on satisfaction, which in turn affects intended following and recommendation of an account on Instagram. Data are collected from 548 members of a fashion brand community official Instagram account. After the validation of measurement scales, the hypotheses are contrasted using a structural equation model.

Findings

Results show that both perceived enjoyment and usefulness have a positive effect on satisfaction with the Instagram account, which in turn positively affects the intention to follow and recommend the account. Specifically, satisfaction fully mediates the influence of perceptions on intentions, except for the influence of perceived usefulness on intended recommendation as these variables are also directly linked.

Practical implications

The findings help managers to understand consumers’ behavioral intentions on Instagram and note the relevant role of perceived enjoyment and usefulness in creating a satisfactory experience in this context.

Originality/value

Nowadays, brands and users are continuously joining Instagram and, as a result of its growing importance, there is a need to better understand consumer behavior in this context. This research analyses the antecedents of both the intention to follow and recommend an account on Instagram.

Details

Online Information Review, vol. 41 no. 7
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 11 February 2021

Aloisio Henrique Mazzarolo, Emerson Wagner Mainardes and Felipe Almeida Innocencio

The purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an…

Abstract

Purpose

The purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an account and interact with it positively influences the endorsed brand attitude, resulting in purchase intention on Instagram.

Design/methodology/approach

We undertook primary data collection through a quantitative, descriptive and cross-sectional approach, applying a nonprobabilistic sampling method by convenience and accessibility. We conducted data collection by means of an online questionnaire, which gained 447 respondents. The data analysis technique was SEM-PLS.

Findings

The results indicated that utility, entertainment and socialization tend to predict user satisfaction when using Instagram, and this satisfaction tends to generate a following and interacting behavior with other users. The results also suggest that by establishing this continuous relationship with other users, there is a greater possibility of users endorsing the brands presented to them, which may lead to greater purchase intention.

Research limitations/implications

We bring relevant information to companies for the development of virtual engagement, allowing them to better develop a strategy for reaching new Instagram followers by analyzing their behavior.

Originality/value

The study expands the field of uses and gratifications (U&G) theory in the use of Instagram, using antecedents of satisfaction. In relation to consequences, this study includes in the model a commercial base in terms of endorsed brand attitude and purchase intention.

Details

Marketing Intelligence & Planning, vol. 39 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 6 July 2018

Zhenya Tang, Leida Chen and Mark L. Gillenson

Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness and engage customers. A common challenge…

Abstract

Purpose

Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness and engage customers. A common challenge facing BFPs is how to attract and retain followers effectively. Through the lens of the theory of person–environment fit (TPEF), the purpose of this paper is to develop and validate a theoretical model to explain the role of multidimensional fit perceptions in cultivating BFP users’ continued following intention.

Design/methodology/approach

Data collected from 193 active followers of BFPs on Sina Weibo, the most prevalent social media platform in China, were used to test the proposed model. The partial least squares method was employed to assess the relationships in the model.

Findings

The findings reveal that users will continue to follow the BFP if their needs align with what the BFP provides, and if they perceive their values and characteristics to match those of the brand and fellow followers.

Originality/value

This study is among the first to extend the research context of the TPEF from organizational behaviors to examining how perceived fit influences users’ continued intention to follow in the social media context. In addition to the theoretical contributions, the findings of this study have important implications for practitioners who undertake social media management or user behavior analysis.

Details

Information Technology & People, vol. 31 no. 4
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 1 December 2020

Anjan Pal and Snehasish Banerjee

The Internet is a breeding ground for rumors. A way to tackle the problem involves the use of counter-rumor messages that refute rumors. This paper analyzes users'…

Abstract

Purpose

The Internet is a breeding ground for rumors. A way to tackle the problem involves the use of counter-rumor messages that refute rumors. This paper analyzes users' intention to follow rumors and counter-rumors as a function of two factors: individuals' risk propensity and messages' prior endorsement.

Design/methodology/approach

The paper conducted an online experiment. Complete responses from 134 participants were analyzed statistically.

Findings

Risk-seeking users were keener to follow counter-rumors compared with risk-averse ones. No difference was detected in terms of their intention to follow rumors. Users' intention to follow rumors always exceeded their intention to follow counter-rumors regardless of whether prior endorsement was low or high.

Research limitations/implications

This paper contributes to the scholarly understanding of people's behavioral responses when, unknowingly, exposed to rumors and counter-rumors on the Internet. Moreover, it dovetails the literature by examining how risk-averse and risk-seeking individuals differ in terms of intention to follow rumors and counter-rumors. It also shows how prior endorsement of such messages drives their likelihood to be followed.

Originality/value

The paper explores the hitherto elusive question: When users are unknowingly exposed to both a rumor and its counter-rumor, which entry is likely to be followed more than the other? It also takes into consideration the roles played by individuals' risk propensity and messages' prior endorsement.

Details

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

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Article
Publication date: 7 September 2015

Ramasamy Murugesan and Rathinam Jayavelu

The purpose of this study is to test the impact of entrepreneurship education on business, engineering and arts and science students using the theory of planned behaviour…

Abstract

Purpose

The purpose of this study is to test the impact of entrepreneurship education on business, engineering and arts and science students using the theory of planned behaviour. The study adopted a pre-test–post-test (time 1, t1 and time 2, t2) to measure the change of attitudes and intentions over a period of six months. The participants who took entrepreneurship as a compulsory or elective course within their curriculum are 450 in total. To measure attitude, the subjective norm and perceived behavioural control, the study adopted a measure proposed by Kolvereid (1996b). For the intention to become self-employed, the study adopted a three-item measure of career intention, proposed by Kolvereid (1996b), which captures the intention of an individual to start a business. The results showed that the post-programme mean values of subjective norm, attitude towards self-employment, perceived behavioural control and intention towards self-employment increased in relation to the pre-programme ones. But the mean difference value in all four variables is higher for business students when compared to the other two student groups. Also, t-tests indicated no significant differences between respondents and “incomplete” non-respondents (students who filled the t1 questionnaire but failed to respond at t2).

Design/methodology/approach

The study adopted a pre-test–post-test (time 1, t1 and time 2, t2) to measure the change of attitudes and intentions over a period of six months – one semester. A convenient sample technique has been used. The participants who took entrepreneurship as a compulsory or elective course within their curriculum are 450 in total – 100 (Bharathidasan University, Trichy) from business, 100 (National Institute of Technology, Trichy) from engineering and 250 (Bharathidasan University, Trichy) from art and science). The total 250 arts and science students were selected from four reputed art and science colleges in India where entrepreneurship course is offered either as compulsory or elective course, and due share of 60 was given to each college where the total number of students in the final year was 1,000 to 1,500 in each college. The 100 engineering students were selected from one reputed engineering college where the total number of final year students was 750. Finally, 100 business students were selected from two reputed business schools where the number of final year students was 600. All the students from arts and science and engineering were soon-to-graduate undergraduates and business students were soon-to-graduate postgraduates. It was clearly explained to the surveyed students that the questionnaires were for research purposes only, participation was voluntary and their views would not affect their grades. Both time 1 (t1) and time 2 (t2) questionnaires were reviewed by three academics and five non-participating students to ensure clarity of wording and face validity of the constructs.

Findings

The overall response rate was 55.3 per cent. The mean and standard deviation of variables, attitude towards self-employment, subjective norm, perceived behavioural control and intention towards self-employment for the samples of business students, engineering students and arts and science students are presented in . To test the hypothesis, the present study used the following tests: Correlation (Tables III-V) and regression (Table VI) to test the relationship between attitudes and intention at t1 and t2. To test the effect of the programme on the change of attitudes and intentions, the current study used one-way ANOVA on the difference scores (for sample of business, engineering and arts and science) with the group membership (programme) as the independent variable. The “difference scores” method is preferable to split-plot repeated measures ANOVA for pre-test–post-test designs, because it gives equivalent results in a simpler and less confusing way (Girden, 1992). No significant violations of the assumptions for t-test, repeated measured ANOVA and regression were identified. Specifically, the common problem of multicollinearity was not evident for all the three majors of students, as the correlations between independent variables were moderate and the tolerance values were all higher than 0.70 for business group, 0.72 for engineering group and 0.73 for arts and science group.

Research limitations/implications

The study aimed to address the attitudes and intentions among business, engineering students and art and science students, but not actual behaviour, and therefore, the study echoes the suggestion that longitudinal studies following the subjects for years after graduation are the only way to prove with accuracy the intention–behaviour link (Kolvereid, 1996b). The study is a comparative study on the effect of entrepreneurship education through the Azjen’s theory of planned behaviour on the scores of variable attitudes towards self-employment, subjective norms, perceived behavioural control and intention towards self-employment and has not made any attempt to find out the causes for such scores.

Originality/value

Using the theory of planned behaviour, the study tested the impact of entrepreneurship education on business, engineering and arts and science students. The study adopted a pre-test–post-test (time 1, t1 and time 2, t2) to measure the change of attitudes and intentions over a period of six months. The participants who took entrepreneurship as a compulsory or elective course within their curriculum are in total 450. To measure attitude, the subjective norm and perceived behavioural control, the study adopted a measure proposed by Kolvereid (1996b). For the intention of becoming self-employed, the study adopted a three-item measure of career intention, proposed by Kolvereid (1996b), which captures the intention of an individual to start a business. The results showed that the post-programme mean values of subjective norm, attitude towards self-employment, perceived behavioural control and intention towards self-employment increased in relation to the pre-programme ones. But the mean difference value in all four variables is higher for business students when compared to the other two student groups.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 7 no. 3
Type: Research Article
ISSN: 2053-4604

Keywords

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Article
Publication date: 21 September 2018

Daniel Belanche, Luis V. Casaló, Carlos Flavián and Miguel Guinalíu

With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial…

Abstract

Purpose

With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.

Design/methodology/approach

Data from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.

Findings

Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.

Practical implications

Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.

Originality/value

This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.

Details

Industrial Management & Data Systems, vol. 119 no. 2
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 9 October 2009

Celso Augusto de Matos, Carlos Alberto Vargas Rossi, Ricardo Teixeira Veiga and Valter Afonso Vieira

The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how…

Abstract

Purpose

The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how satisfaction influences repatronage intentions, word‐of‐mouth, and complaint intentions, and how consumer attitude toward complaining (ATC) moderates these relationships.

Design/methodology/approach

An integrated model is proposed, following recent developments in the service recovery literature. This model is tested using data from a survey with 204 complaining customers.

Findings

Service recovery affected satisfaction more strongly for consumers with high ATC, indicating a moderating role of ATC. This moderator was also supported in the link between satisfaction and complaining intentions. Also, failure severity and perceived justice influenced satisfaction, which affected repurchase intentions, word‐of‐mouth, and complaining intentions.

Practical implications

Service managers should consider the differences between customers with low versus high ATC when providing recovery for a service failure. For instance, the importance of responsiveness in service recovery is even greater for those customers with high ATC, and those customers with low ATC have their complaint decision more dependent on their satisfaction level. Also, it is important to improve the customers' perceived fairness in the complaint resolution process.

Originality/value

This paper investigates the key antecedents and consequences of satisfaction in a context of service failure and recovery by integrating previous research in a comprehensive model. ATC is proposed and tested as a moderator when complainers and non‐complainers are compared in the level of the strength of the relationships. Previous research has not found a moderation effect in this level.

Details

Journal of Services Marketing, vol. 23 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 15 January 2019

Jordi Pujadas-Hostench, Ramon Palau-Saumell, Santiago Forgas-Coll and Javier Sánchez-García

The purpose of this paper is to investigate the intention to purchase products through clothing brands’ social network sites (SNS) based on the theory of planned behavior…

Abstract

Purpose

The purpose of this paper is to investigate the intention to purchase products through clothing brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory (U&G), and the moderating effects of self-image congruity (SIC).

Design/methodology/approach

Data were collected from 1,003 followers of their favorite clothing brands’ SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM analysis. The models were estimated from the matrices of variances and covariances by the maximum likelihood procedure using EQS 6.1.

Findings

The results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions. Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and between SNS intentions and SNS use.

Practical implications

This research can help clothing brands understand the need to generate brand beliefs, and to develop contents or events to help accomplish the transition from use to purchase.

Originality/value

This research contributes to the literature by providing a better understanding of intention to use and purchase intention through clothing brands’ SNS pages.

Details

Online Information Review, vol. 43 no. 5
Type: Research Article
ISSN: 1468-4527

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