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1 – 10 of 135
Article
Publication date: 7 February 2023

Min Qin, Wei Zhu, Jinxia Pan, Shuqin Li and Shanshan Qiu

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous…

Abstract

Purpose

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

Design/methodology/approach

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

Findings

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Research limitations/implications

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

Originality/value

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

Details

Aslib Journal of Information Management, vol. 76 no. 2
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 2 February 2024

Renming Liu, Abu Bakar Abdul Hamid and Noor Inayah Ya'akub

Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this…

Abstract

Purpose

Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior.

Design/methodology/approach

Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique.

Findings

The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases.

Practical implications

This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior.

Originality/value

The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

Details

Journal of Systems and Information Technology, vol. 26 no. 1
Type: Research Article
ISSN: 1328-7265

Keywords

Article
Publication date: 19 December 2023

Revanth Kumar Guttena, Cedric Hsi-Jui Wu and Ferry Tema Atmaja

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Abstract

Purpose

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Design/methodology/approach

Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.

Findings

The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.

Practical implications

The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.

Originality/value

This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

Details

Journal of Product & Brand Management, vol. 33 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 30 October 2023

Huan Chen, Dalong Ma and Bhakti Sharma

This study aims to delve into entrepreneurs’ perceptions and interpretations of short video marketing on TikTok.

1725

Abstract

Purpose

This study aims to delve into entrepreneurs’ perceptions and interpretations of short video marketing on TikTok.

Design/methodology/approach

In light of the study’s exploratory nature, a qualitative approach was used. The authors conducted in-depth interviews with 17 entrepreneurs to uncover their insights on short video marketing via TikTok. Data analysis was carried out using thematic analysis and NVivo, and rigorous measures were in place to ensure the quality of the study.

Findings

This study’s findings suggested that entrepreneurs’ usage of TikTok is customer-oriented, with the purposes of promoting their businesses, generating word-of-mouth and managing customer relationships. As such, the gratification of connection with their audience, entertainment and information provision needs motivate entrepreneurs’ use of TikTok for social media marketing. Additionally, entrepreneurs’ use of TikTok may also contribute to their gratification of creativity and spontaneity needs, which may otherwise be limited in the context of other social media platforms.

Originality/value

This study expands the previous literature on entrepreneurship, social media marketing and the uses and gratification approach by revealing the specifics, nuances and dynamics of TikTok marketing from the entrepreneurs’ emic perspective.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 26 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 2 January 2024

Ishfaq Hussain Bhat, Shilpi Gupta, Shakir Hussain Parray, Dhiraj Sharma, Faizan Ali and Rais Ahmad Itoo

This study delves into the complex realm of consumer behavior by exploring the impact of distinct shopping motives, encompassing status, value and gratification, on store…

Abstract

Purpose

This study delves into the complex realm of consumer behavior by exploring the impact of distinct shopping motives, encompassing status, value and gratification, on store satisfaction within the domain of organic food retail. Moreover, it seeks to decipher the influence of perceptual disparities between male and female patrons on the intricate nexus between shopping experience and consumer loyalty within organic food stores.

Design/methodology/approach

A comprehensive dataset comprising responses from 400 participants was gathered and subjected to confirmatory analysis and structural equation modeling. These analytical tools were employed to dissect the data, validate the underlying research framework and unveil critical insights.

Findings

The empirical analysis, facilitated by structural equation modeling, substantiates that organic food stores prioritize the organic attribute, primarily centered on healthiness, often to the detriment of broader conceptual and social aspects. This validates the interplay between shopping experience dimensions, customer contentment, loyalty and the intent to revisit. Gender, as a moderator, exerts a discernible influence on these relationships, highlighting distinct shopping behaviors among male and female consumers when gauging the influence of shopping experience dimensions within organic food retail establishments.

Practical implications

The implications of this research resonate deeply within the organic food retail landscape. The insights garnered provide valuable guidance to organic food retailers aiming to enhance their store ambiance and allure, thereby fostering sustained customer satisfaction. This, in turn, augments the propensity for customer loyalty and repeat patronage, a particularly pressing concern in today's fiercely competitive retail milieu. Furthermore, the study carries significant ramifications for organic food producers and governmental entities, outlining a framework for augmenting the value proposition of organic foods in alignment with customer experiential paradigms.

Originality/value

In a milieu characterized by the emergence of novel product categories and industry entrants, the study fills a critical void by investigating customer satisfaction within the broader retail food sector, with specific focus on organic food stores. Moreover, the research embarks on a pioneering exploration of the prospective trajectory of organic food stores in the Indian context, employing a marketing lens and grounded in the theory of needs satisfaction.

Details

British Food Journal, vol. 126 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 27 January 2023

Ernest Emeka Izogo and Mercy Mpinganjira

Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing…

Abstract

Purpose

Although digital content marketing (DCM) research and industry-wide expenditure is growing very rapidly owing to the positive outcomes associated with this new pull marketing strategy, research has not completely mapped how DCM activities can be optimized in the social media brand community context. This paper seeks to understand how social media DCM activities can be optimized to achieve greater relational and monetary outcomes for different products.

Design/methodology/approach

A structural equation modeling procedure was used to analyze 416 survey responses obtained from members of Facebook brand communities in South Africa.

Findings

The results reveal that social media DCM consumption motives exert significant differential effects on both relational and monetary marketing outcomes in search and experience product contexts while also demonstrating the mechanism through which social media DCM consumption motives lead to contributing social media engagement behaviors.

Practical implications

The study findings call for the need for firms to understand the motives that drive the consumption of DCM in social media brand communities. Specifically, marketers of search products should deploy more of hedonic contents such as images while simultaneously keeping highly textual DCM to a minimum in Facebook brand communities as this works better for experience products. Finally, more authentic SM-DCM activities that effectively address the authenticity SM-DCM consumption motive can result from the DCM activities of social media opinion leaders and genuine consumer–brand interactions in the context of Facebook brand communities.

Originality/value

This paper broke new grounds in three unique directions in terms of: (1) the relative salience of SM-DCM consumption motives in enhancing WTP and different aspects of SMBE; (2) the contextual influence of product type on SM-DCM activities optimization and (3) the mechanisms that underlie the effects of SM-DCM consumption motives on contributing SMBE in the Facebook brand community context.

Details

Aslib Journal of Information Management, vol. 76 no. 2
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 4 August 2023

Reema Mazhar, Abdul Qayyum and Raja Ahmed Jamil

By integrating uses and gratification theory (UGT) and online buying behavior theory (OBBT), this study aims to examine the impact of escapism motives (self-suppression and…

Abstract

Purpose

By integrating uses and gratification theory (UGT) and online buying behavior theory (OBBT), this study aims to examine the impact of escapism motives (self-suppression and self-expansion) and attitude toward online shopping (ATS) on eCart abandonment. In addition, the mediating role of ATS between escapism motives and eCart abandonment is examined.

Design/methodology/approach

Structural equations modeling was performed on the data of 400 consumers using AMOS 26.

Findings

The results indicated that escapism motivations impacted users’ eCart abandonment, and the attitude toward online shopping mediated this relationship.

Practical implications

The findings of this study imply that online sellers should understand the consumer motives for website use. In response, better strategies should be developed to reduce eCart abandonment.

Originality/value

This study extends knowledge of eCart abandonment by theoretical integration of UGT and OBBT and identification of the intrinsic predictors of virtual cart abandonment behavior. In addition, it is one of the early attempts to examine the dimensional impact of escapism on eCart abandonment.

Book part
Publication date: 14 March 2024

Aman Abid and Sanjit K. Roy

Social media has become an indispensable part of modern politics. Its rise in the political arena has coincided with the decline in trust toward mainstream media. Today, more than…

Abstract

Social media has become an indispensable part of modern politics. Its rise in the political arena has coincided with the decline in trust toward mainstream media. Today, more than half of the population gets their political news and information through social media platforms like Twitter and Facebook. Social media offers a great marketing opportunity to politicians as they allow them to bypass traditional media and communicate directly with voters, engage citizens during campaign and noncampaign periods, and create a brand image. As social media's influence in politics grows, so has the research devoted to political marketing on social media. It is against this backdrop that this chapter is written, which provides readers with an overview of the academic domain and the current state of literature. The chapter highlights the various research areas that have been explored in the literature and the implications of social media for political marketing strategy, along with the domain's current limitations and possible avenues of further research.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Article
Publication date: 6 March 2024

James Welch

In response to the prevalent emphasis on short-term leadership, this article introduces a leadership framework that emphasizes four essential principles. These principles are…

Abstract

Purpose

In response to the prevalent emphasis on short-term leadership, this article introduces a leadership framework that emphasizes four essential principles. These principles are aimed at promoting long-term effectiveness and sustainability in organizations centered on responsible leadership. These principles include developing long-term orientation, embracing organizational diversity, demonstrating emotional intelligence, and prioritizing ethical decision-making. These responsible leadership principles play a critical role in fostering long-term organizational success.

Design/methodology/approach

This article presents a conceptual framework that organizes and structures the key concepts, ideas, and theories regarding organizational effectiveness and long term viability.

Findings

For a responsible leader to establish a lasting social legacy and foster sustainable development, it is crucial for them to cultivate a robust and viable corporate culture, built around these four leadership principles. These principles bear witness to the fact that true evidence of sustainable leadership achievement emerges only after the leader's departure. Responsible leaders, through their track record, leave behind a social legacy by nurturing long-term organizational viability. To ensure a positive and enduring legacy beyond their leadership tenure, leaders can adopt these five principles that provide a foundation for the organization to thrive well into the future.

Originality/value

In the modern context, many leaders hesitate to make tough decisions due to the prevailing focus on immediate results. Followers, stakeholders, and investors prioritize quick responses, often at the expense of long-term considerations. However, by prioritizing the implementation of these four principles, leaders can overcome the allure of immediate gratification and instead, shift their focus toward long-term success measured in years, not just months. In leadership, the legacy left behind holds greater significance than we often realize, and recognizing this importance is crucial for the future prosperity of our organizations.

Details

Development and Learning in Organizations: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7282

Keywords

Article
Publication date: 14 March 2024

Fangfang Hou, Boying Li, Zhengzhi Guan, Alain Yee Loong Chong and Chee Wei Phang

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social…

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Abstract

Purpose

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Design/methodology/approach

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Findings

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

Originality/value

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

1 – 10 of 135