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Article
Publication date: 26 August 2020

Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III and Mauro Jose De Oliveira

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers'…

Abstract

Purpose

This study aims to examine the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness via WeChat, on consumers' online brand-related activities (COBRAs) and their related outcomes, including on-going search behaviour and repurchase intention.

Design/methodology/approach

The theoretical framework is tested for luxury cosmetics brands. Data were collected in China from 433 WeChat users utilising a self-administered online survey. Data analysis uses partial least squares–structural equation modelling.

Findings

Entertainment and interaction drive consumers' consuming, contributing and creating behaviours, whilst trendiness drives creating behaviour only. Inconsistent with previous research findings, customisation has a non-significant impact on consumers' consuming, contributing and creating behaviours. Consuming and creating behaviours assist in driving on-going search behaviour and repurchase intention. Contributing behaviours assist in driving on-going search behaviour only.

Research limitations/implications

Cross-sectional in nature, this research adds to the marketing literature by explaining how to use SMM to drive COBRAs for luxury cosmetics in China using WeChat. To enhance the generalisability of the findings, future research might consider a longitudinal design, including comparisons between countries with diverse cultures as well as other industries and product types.

Practical implications

COBRAs may be heightened by using entertaining and trendy content. Incorporating interactive content on social media platforms encourages consumers to consume, contribute and create content on social media brand communities, further driving their on-going search behaviour and repurchase intention.

Originality/value

Examination of SMM's role in the marketing literature largely overlooks the impact of SMM elements on COBRAs. This study contributes to the SMM research by empirically testing a theoretical model, confirming that specific SMM elements – including entertainment and interaction – are key factors in driving consumers' consuming, contributing and creating behaviour on social media brand communities, influencing consumers' on-going search behaviour and repurchase intention.

Details

Marketing Intelligence & Planning, vol. 39 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 4 March 2021

Man Lai Cheung, Guilherme Pires, Philip J. Rosenberger III, Wilson K.S. Leung and Man Kit Chang

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment…

Abstract

Purpose

The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn.

Design/methodology/approach

The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM).

Findings

Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant.

Research limitations/implications

The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products.

Practical implications

The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms.

Originality/value

Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 December 2003

Guilherme Pires, John Stanton and Bruce Cheek

The potential for segmenting and targeting consumers, using ethnicity as a segmenting variable, is widely recognised in the marketing literature. However, attention to the…

Abstract

The potential for segmenting and targeting consumers, using ethnicity as a segmenting variable, is widely recognised in the marketing literature. However, attention to the problems of identifying and reaching a single, often relatively small, ethnic group, as opposed to some aggregate of groups, has been minimal. This paper proposes a framework for ethnic marketing research that is currently lacking. A method for conducting exploratory qualitative research of an ethnic group, for which little published information is available, is discussed with particular attention given to the sampling process. The proposed methodology, involving a symbiosis of symbolic interaction with phenomenological description, yields rich information about the group.

Details

Qualitative Market Research: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 5 September 2020

Man Lai Cheung, Guilherme D. Pires and Philip J. Rosenberger III

This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing…

Abstract

Purpose

This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong.

Design/methodology/approach

The theoretical framework is tested using data from 302 customers of a durable technology product, a smartphone, in Hong Kong, collected using a self-administered online survey. Partial least squares-structural equation modelling was used to analyse the data.

Findings

The results reveal that consumers’ enduring involvement and ongoing information search behaviour are key drivers of CBE, ultimately enhancing customers’ brand attitude. The importance of enduring involvement in strengthening ongoing search behaviour, online engagement behaviour and CBE is confirmed, together with the importance of ongoing search behaviour in strengthening CBE. Further analysis demonstrated the full mediating role of ongoing search behaviour in the relationship between enduring involvement and online engagement behaviour, such that CBE fully mediates the impact of ongoing search behaviour on brand attitude.

Research limitations/implications

The research contributes to the extant literature by providing an understanding of how to strengthen CBE for durable technology products, such as smartphones. However, this study is cross-sectional in nature, focusing on smartphones in Hong Kong only. Thus, future research should consider comparisons between countries with diverse cultures as well as other industries, such as the service sector, to enhance the generalisability of the study’s findings.

Practical implications

Marketers should seek to heighten customers’ involvement levels by encouraging customer–brand interactions, which is not only useful in encouraging customers’ ongoing search and online engagement behaviour but also critical in strengthening CBE. Additionally, marketers are recommended to encourage customers’ ongoing search behaviour (at the category level), which is useful in encouraging consumers’ online engagement behaviour as well as strengthening CBE.

Originality/value

The role of ongoing search behaviour in brand building has received little attention in the branding literature. This paper makes a noteworthy contribution to CBE research by empirically testing a holistic framework, confirming that enduring involvement and ongoing search behaviour are critical drivers in the process of strengthening CBE. This paper also demonstrates the mediation roles of ongoing search behaviour and CBE in the holistic framework.

Details

European Business Review, vol. 33 no. 1
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 18 May 2020

Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger and Mauro Jose De Oliveira

This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of…

Abstract

Purpose

This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.

Design/methodology/approach

The theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).

Findings

Entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.

Research limitations/implications

The research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.

Practical implications

Marketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.

Originality/value

Examination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

Details

Marketing Intelligence & Planning, vol. 38 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 1 April 2020

Man Lai Cheung, Guilherme Pires and Philip J. Rosenberger

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on…

Abstract

Purpose

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.

Design/methodology/approach

Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.

Findings

The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.

Research limitations/implications

Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.

Practical implications

Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.

Originality/value

This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 27 August 2019

Tommy Lau, Man Lai Cheung, Guilherme D. Pires and Carol Chan

The abolishment of the wine tax in Hong Kong has led to increased wine consumption and increased demand for wine-related professionals, such as sommeliers. Yet the…

Abstract

Purpose

The abolishment of the wine tax in Hong Kong has led to increased wine consumption and increased demand for wine-related professionals, such as sommeliers. Yet the importance of sommeliers’ value-adding performance in the context of upscale Chinese restaurants has not been examined. To address this gap, the SERVQUAL framework is adopted to examine the influence of sommeliers’ service quality (SQ) on customer satisfaction (CS) and loyalty in the context of upscale Chinese restaurants in Hong Kong.

Design/methodology/approach

The survey method is used to collect data from 302 units of the population of interest, partial least square-structural equation modelling (PLS-SEM) is used to test the links between constructs.

Findings

Four of the seven dimensions of sommeliers’ service quality, namely, empathy, tangibles, credibility and assurance, have a significant positive impact on customer satisfaction and customer loyalty, whereas the impact of perceived value and responsiveness on customer satisfaction and customer loyalty is positive but only marginally significant. Reliability has a weak and non-significant impact on customer satisfaction and customer loyalty.

Research limitations/implications

Examining a small number of upscale Chinese restaurants in Hong Kong limits generalisation of the findings to other contexts. Replication of the research in different contexts will enhance generalizability. In terms of implications, the discussion highlights the importance of sommeliers’ service performance on customers’ SQ perceptions SQ, CS and loyalty, all of which are important variables for restaurateurs.

Originality/value

To the best of the authors’ knowledge, this is the first study of the influence of the quality of sommelier’s SQ on CS and loyalty in upscale Chinese restaurants in Hong Kong. Given the lack of attention to this service role in the literature, the study contributes theory from which further understanding can develop.

Details

International Journal of Wine Business Research, vol. 31 no. 4
Type: Research Article
ISSN: 1751-1062

Keywords

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Article
Publication date: 1 December 2000

Guilherme Pires and John Stanton

Ethnic consumers arriving in an ethnically diverse nation such as Australia are likely to have a limited knowledge of the marketplace. Combined with possible communication…

Abstract

Ethnic consumers arriving in an ethnically diverse nation such as Australia are likely to have a limited knowledge of the marketplace. Combined with possible communication difficulties, constrained decision making may result when selecting both products and suppliers. Services are significantly different from tangible products to warrant a distinct marketing literature but within it marketing to ethnic consumers is not distinguished. This paper argues that the marketing of services to ethnic consumers in culturally diverse markets requires this focus. A review of the literature identifies service selection difficulties that are likely to be endemic to minority ethnic groups residing in a culturally diverse society. The task of inexperienced ethnic consumers in selecting a service provider is used to identify potential constraints in the decision‐making process, to explain how membership of an ethnic group can reduce selection difficulties and to discuss how group recommendation influences an individual’s behaviour and vice versa.

Details

Journal of Services Marketing, vol. 14 no. 7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 April 2006

Guilherme Pires, John Stanton and Shane Ostenfeld

Purpose – Sets out to argue that training and adjustment strategies based on immersion in a foreign culture, in order to reduce expatriate culture shock, can be improved…

Abstract

Purpose – Sets out to argue that training and adjustment strategies based on immersion in a foreign culture, in order to reduce expatriate culture shock, can be improved by training that addresses how to use related ethnic networks within the host country. Design/methodology/approach – A framework used for the examination of the cultural adjustment process of long‐term migrants is used to draw implications for the adjustment process of expatriates. The components of analysis include the U‐curve, social learning theory, and oral deprivation. How long‐term arrivals overcome their culture shock is extended to a discussion of expatriates, their problems, and the need for further areas of training. Findings – Significant similarities in the adjustment problems of the two groups point to similar processes in operation and the potential to apply similar solutions to ease the expatriate adjustment process. Research limitation/implications – The study draws from findings in one discipline area and argues by analogy to the field of international human resource management. Implications of this extension include a widening of expatriate training to include greater awareness of host country ethnic networks and how they can be a useful adjustment resource. Practical implications – Expatriate worker failure is common and costly. While there is considerable emphasis on the technical competency of expatriates, social competency is critical but often neglected. Measures to reduce such social failure that focus on reducing the culture shock encountered, need to be examined carefully. This paper has suggested one approach drawing from an analogous situation. Originality/value – The paper links specific elements of the marketing literature dealing with arrivals from a different culture with the expatriate adjustment problem of international human resource management.

Details

Cross Cultural Management: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1352-7606

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Article
Publication date: 1 September 2006

Guilherme D. Pires, John Stanton and Paulo Rita

Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is…

Abstract

Purpose

Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment are examined in terms of a process where control and management by suppliers over consumer access and enablement are increasingly difficult.

Design/methodology/approach

Consumer empowerment is examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed.

Findings

The role of marketing strategies in fostering controlled consumer empowerment is reflected in the development of information‐based consumer‐centric marketing strategies that seek to enable and control delegation. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process.

Research limitations/implications

The approach is literature‐based, focussing on the ICT enabled process. It does not address the psychology of empowerment. Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements.

Practical implications

Marketing strategy rests on a control premise and the analysis of the consumer empowerment process implies that current customer‐centric strategies are operating under a false premise. There is a need to regain control over the marketing process, that is, to either manage the technological empowerment of consumers, or to devise new strategies cognisant of the possibility that such technological empowerment cannot be managed. The valuation of consumer loyalty in this environment rises significantly.

Originality/value

An historical perspective to consumer empowerment exposes the tensions between suppliers and consumers arising from ICT usage. A separation of consumer access and enablement from control and management by suppliers is shown to have important marketing strategy design implications.

Details

European Journal of Marketing, vol. 40 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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