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Article
Publication date: 29 June 2020

Ye Wang and Huan Chen

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social…

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Abstract

Purpose

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Design/methodology/approach

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Findings

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Research limitations/implications

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Practical implications

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

Originality/value

A theoretical model of luxury brands’ advertising was generated from the findings.

Details

Journal of Product & Brand Management, vol. 30 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 June 2021

Susanna S. Lee, Huan Chen and Yu-Hao Lee

The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram…

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Abstract

Purpose

The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity.

Design/methodology/approach

This study was administered online using a 2 (product type: high self-expressive vs low self-expressive) × 2 (micro-celebrity and product congruity: congruent vs incongruent) between-subjects factorial design to test the hypotheses. A total of 186 participants, all Instagram users living in the USA, were recruited using an Amazon Mechanical Turk (MTurk). After screening out 14 respondents who were not Instagram users or did not fully answer the questions, a total sample of 172 valid and complete responses were included for hypotheses testing.

Findings

The results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility and higher electronic word-of-mouth intention. In addition, advertising skepticism was found to moderate the effect of micro-celebrity-product fit on source credibility.

Originality/value

This study is the first to examine the effect of micro-celebrity and product congruence on native advertising effectiveness. Moreover, the study provides a better understanding of the advertising skepticism and its influence on source credibility. It discusses why a micro-celebrity’s image is a critical factor in shaping attitudes toward native advertising. This study contributes to both the native adverting and influencer marketing literature.

Details

Journal of Product & Brand Management, vol. 31 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 22 September 2021

Huan Chen, Dalong Ma and Ruowen Wang

This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices.

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Abstract

Purpose

This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices.

Design/methodology/approach

A qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM.

Findings

Findings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media.

Originality/value

Findings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 23 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 23 December 2021

Huan Chen, Slyvia Chan-Olmsted, Julia Kim and Irene Mayor Sanabria

This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication.

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Abstract

Purpose

This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication.

Design/methodology/approach

Twenty in-depth interviews were conducted to collect data and phenomenological reduction was used to analyze data.

Findings

Findings suggest that consumers’ interpretation of AI is multidimensional and relational with a focus on functionality and emotion, as well as comparison and contrast between AI and human beings; consumers’ perception of voice-assisted AI centers on the aspects of function, communication, adaptation, relationship and privacy; consumers consider AI marketing communication to be unavoidable and generally acceptable; and consumers believe that AI marketing communication to be limited in its effect on influencing their evaluation of products/brands or shaping their consumptive behaviors.

Originality/value

According to the authors' knowledge, this study is the first research project to gauge consumers' perception on AI and AI marketing communication.

Details

Qualitative Market Research: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 9 December 2022

Hyehyun Kim, Sylvia Chan-Olmsted and Huan Chen

This study explores information behavior and perception and vaccination among America's three largest ethnic minorities, Hispanic, Black/African American and Asian, in…

Abstract

Purpose

This study explores information behavior and perception and vaccination among America's three largest ethnic minorities, Hispanic, Black/African American and Asian, in COVID-19 context. Information behavior and perception are investigated from cultural and demographic characteristics, while vaccination is explored from COVID-19 related information behavior and utility/value of COVID-19 vaccine information.

Design/methodology/approach

Using Qualtrics survey panel, a national survey of America's Hispanic, Black/African American and Asian population was conducted to better understand the impact of cultural and demographic factors on COVID-19 related information. Data were collected in Fall 2021. Multiple and logistic regression were conducted to analyze data.

Findings

Results show that cultural factors (i.e. cultural identity, social identity, social capital and religiousness) exert significant impact on information value and seeking across all three minority groups, while some demographic factors, Republicanism and age, also significantly predict COVID-19 related information seeking and value for Black/African Americans and Hispanics, but less for Asian Americans. Lastly, information value was found to significantly predict vaccine status, willingness and eagerness, the three facets of vaccination as conceptualized in this study, for top three racial/ethic minorities.

Originality/value

The finding of this study reveal that there are variations in terms of the level and type of attachment to one's culture/social group in COVID-19 informational context. Between the three groups, granular differences were observed regarding the relationship between cultural factors and perceived COVID-19 information value. While cultural identity is most associated with African Americans, social capital is most evident for the Asian Americans, but social identity was the strongest predictor among Hispanics. Thus, this study offers important strategic insights into a unique population sample to better understand the impact of COVID-19 related information perception and vaccination implication.

Details

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

Keywords

Article
Publication date: 31 May 2021

Yang Feng, Huan Chen and Ho-Young (Anthony) Ahn

Guided by a synthesis of social norms theory (SNT), the social identity model of deindividuation effects (SIDE) and information cascades theory (ICT), this study aims to…

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Abstract

Purpose

Guided by a synthesis of social norms theory (SNT), the social identity model of deindividuation effects (SIDE) and information cascades theory (ICT), this study aims to unveil the mechanism underlying the role of social norms in shaping consumer responses to woke advertising in the algorithmic social media environment.

Design/methodology/approach

This paper analyzed 125,481 unique comments on a woke campaign, which represented the dynamic social norms condition in which the prominence of popularity information sets a social norm that can be passed on through a sequential commenting process. Also, this paper conducted an experiment with two conditions, namely, static social norms condition, representing a situation in which the prominence of popularity information sets a social norm through a non-sequential commenting process; without social norms condition, epitomizing the situation in which there is no popularity information that can set a social norm.

Findings

The results revealed that when evaluating a social media-based woke ad, depersonalized consumers in a dynamic social norms condition were more likely to be influenced by the prevailing norms than those in a static social norms condition were.

Originality/value

Through the lens of ICT, this research extends SNT and SIDE by detailing the procedure regarding how perceived social norms shape the formation of consumer opinions in a sequential fashion.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 18 April 2018

Juelin Yin and Huan Chen

Taking China as a research context, the purpose of this paper is to delineate how social and business tensions manifest in Chinese nascent social enterprises and to…

Abstract

Purpose

Taking China as a research context, the purpose of this paper is to delineate how social and business tensions manifest in Chinese nascent social enterprises and to disentangle the strategies that they adopt to manage the business-social dual goals to achieve organizational viability.

Design/methodology/approach

A qualitative multiple-case study is used to collect and analyze data. Empirical data are drawn from in-depth semi-structured interviews with Chinese social entrepreneurs, ethnographic observation of social enterprises as well as secondary sources.

Findings

Depending on personal motivations and resource availability, social entrepreneurs’ perceptions toward pursuit of dual goals range from integration to differentiation in the short term, despite consensus on the concurrent development in the long term. The leverage of resources, image management, continuous innovation and need-based services are viable approaches that Chinese social enterprises adopt to manage the dual goals in order to create both social and economic value.

Research limitations/implications

This paper reveals understanding of the concrete tensions experienced among Chinese nascent social enterprises in pursuing business and social goals and how they manage to integrate the synergistic aspects of social and business goals to achieve survival and growth. Based primarily on qualitative case study method, the research findings are context specific and may not be ideal for generalization.

Practical implications

The authors reveal strategies by which synergistic benefits between dual goals may be achieved. Innovation (e.g. in resource utilization, in service format and content) and differentiation (e.g. in organization positioning) would be beneficial in enhancing the competitiveness of social enterprises. To enhance organizations’ credibility, quality of products and service should be monitored and organizational transparency needs to be enhanced.

Social implications

It is suggested that the government specifies legal forms and legitimates interests of social enterprises, formulates preferential policies to stimulate the development of social enterprises, and develops a set of qualification authentication system to regulate this emerging sector.

Originality/value

The study examines the manifestation of business and social tensions and presents dual-goal management strategies from a non-western perspective. As an original contribution to the field of social entrepreneurship, the study responds to calls for in-depth analysis of conflicting objectives and tension management in social enterprises.

Details

Management Decision, vol. 57 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 20 September 2014

Li-Hui Chang, Chih-Hsin Tsai and Shih-Shuo Yeh

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying…

Abstract

Green or ecological consumers can gradually become a prominent market segment. The purpose of this study is to investigate tourists’ behavior intentions for staying overnight at green hotels by integrating environmental education (EE) from the Theory of Planned Behavior (TPB) perspective. Data of 350 usable questionnaires for this research were collected from a quasi-random selection of people at the checkout counter of three of the 19 winners of the 2008 green hotel competition in Taiwan. This result indicates that a green hotel that provides green service can be supported by supporting EE. The findings and applications of this study are useful for both academia and practitioners.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78441-174-9

Keywords

Article
Publication date: 4 November 2022

Jiaying Lyu, Yao Li, Zhenxing Mao and Huan Huang

Drawing on Schumpeter’s theory of innovation and stereotype content model, this study aims to arrive at an integrated model that relates destination innovation type…

Abstract

Purpose

Drawing on Schumpeter’s theory of innovation and stereotype content model, this study aims to arrive at an integrated model that relates destination innovation type, destination innovativeness and revisit intention to uncover more about the drivers and outcomes of destination innovativeness from a consumer-centric perspective.

Design/methodology/approach

Three studies, including content analysis of news media, an onsite survey and an online survey in Chinese special featured towns, were conducted.

Findings

This study develops a consumer-centric destination innovation measure. The results reveal that input innovation and product innovation positively influence revisit intention through the serial mediation of destination innovativeness and perceived competence.

Research limitations/implications

As the data was collected from tourists in China, any generalization of the results to other regions should be made with caution; accordingly, replication is needed to test the proposed model in different cultural contexts. Second, during the onsite data collection period, special featured town destinations were still recovering from the COVID-19 pandemic, which may have affected the perceptions of tourists. Third, the second round of data was collected using an online survey, which may have introduced bias due to a potential lack of representativeness. Fourth, some potential missing variables could also influence the links among innovation, destination innovativeness and revisit intention.

Originality/value

This study presents the first empirical test of the impact of innovation type and innovativeness on tourists’ response to tourism destinations. The results of this study could guide destinations to deliver more effective consumer-centric innovations to generate competitiveness.

研究目的

本研究基于熊彼特的创新理论和刻板印象内容模型构建并且实证检验了目的地创新对游客重游意愿的中介影响机制, 旨在从消费者视角探究目的地创新性的驱动因素和影响结果。

设计/方法/路径

本研究通过收集研究主题相关新闻稿件并进行内容分析获得高度情境化的测量问项, 并通过开展两轮问卷调查收集的数据对研究模型进行了检验。共回收有效问卷598份。

结果

本研究开发了以消费者为中心的目的地创新量表。研究结果表明, 目的地投入创新和产品创新可能会影响游客对目的地创新性和感知能力的评价, 进而提升他们的重游意愿。并且, 研究发现目的地创新性和感知能力发挥了连续中介作用。

原创性/价值

本研究从消费者感知角度出发, 揭示了目的地创新对游客重游意愿的影响作用及其内在机制, 为旅游目的地创新提供了启示。

Propósito

Basándose en la teoría de la innovación de Schumpeter y en el modelo de contenido de los estereotipos, este estudio tiene como objetivo llegar a un modelo integrado que relacione el tipo de innovación del destino, capacidad de innovación del destino e intención de revisita del destino, para descubrir más acerca de los impulsores y resultados de la innovación desde una perspectiva centrada en el consumidor.

Diseño/metodología/enfoque

Se han llevado a cabo tres estudios entre los que se han incluido, el análisis del contenido de los medios de comunicación informativos, encuesta «in situ», además de una encuesta en línea en pueblos chinos que destacan por sus características especiales.

Hallazgos

Esta investigación desarrolla una medición de la innovación del destino desde una perspectiva centrada en el consumidor. Los resultados revelan que la innovación en los recursos y la innovación del producto, influyen positivamente en la intención de revisitar a través de la mediación en serie de la innovación del destino y la competencia percibida.

Originalidad

Este trabajo presenta la primera prueba empírica del impacto del tipo de innovación, así como de innovaciones sobre la respuesta de los turistas a los destinos turísticos. Los resultados de este estudio podrían guiar a los gestores de los destinos en el ofrecimiento de innovaciones más efectivas centradas en el consumidor con el fin de generar competitividad.

Article
Publication date: 15 June 2015

Huan Chen

– The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter.

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Abstract

Purpose

The purpose of this paper is to investigate young consumers’ perceptions toward Twitter and marketing information on Twitter.

Design/methodology/approach

The theoretical perspective guiding the study is interpretative phenomenology analysis, and the essay assignment and in-depth interviews were used to collect data.

Findings

Five themes emerged from the current data regarding the participants’ perception of Twitter: trendy and cool; adoption, incubation and action; dependence on smartphone; entertainment and fun; and low involvement and high frequency; and three themes emerged toward their interpretation of marketing information on Twitter: randomness, awareness builder and relevance and fun.

Originality/value

The previous research on the topic of Twitter and marketing is rather sporadic, lacking both breadth and depth. Specifically, two research gaps can be identified from the literature: first, companies and organizations’ strategic use of Twitter is the single focus of the previous research, and second, the dominate research orientation of the previous research has been quantitative, with a positivistic paradigm. The current study is designed to fill the above two research gaps by exploring young consumers’ interpretation of Twitter and marketing information on this particular social media platform from the perspective of consumers.

Details

Young Consumers, vol. 16 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

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