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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

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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…

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

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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.

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

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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.

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

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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…

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

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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

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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

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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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3006

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

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Article
Publication date: 17 August 2012

Hu Ming‐li, Shen Fei‐fei and Chen Ya‐huan

The purpose of this paper is to propose a multi‐attribute decision‐making method based on the concept of extended dominance relation and variable precision rough sets.

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188

Abstract

Purpose

The purpose of this paper is to propose a multi‐attribute decision‐making method based on the concept of extended dominance relation and variable precision rough sets.

Design/methodology/approach

First, the definitions of extended dominance relation and variable precision rough sets are introduced in detail. Second, two types of extended dominance rules are obtained from the pairwise comparison table. Third, a scoring function is defined and sorted to score all the objects. Finally, a case about the emergency decision making after an earthquake is discussed to demonstrate the feasibility and efficiency of the method.

Findings

It is found that the new method can deal with decision‐making problems with incomplete information. Numerical examples show that the method has good application prospects in public emergency decision making, including an earthquake emergency.

Practical implications

The method shown in the paper can be used for solving decision‐making problems with incomplete information.

Originality/value

The paper develops a novel multi‐attribute decision analysis method dealing with incomplete information based on rough sets theory.

Details

Grey Systems: Theory and Application, vol. 2 no. 2
Type: Research Article
ISSN: 2043-9377

Keywords

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Book part
Publication date: 9 July 2010

Wu-Chung Wu, Wen-Xi Chen and Tzung-Cheng Huan

A special event requiring little capital for development is regarded as a unique type of attractions. Art festival is a popular form among all special events, famous…

Abstract

A special event requiring little capital for development is regarded as a unique type of attractions. Art festival is a popular form among all special events, famous example including Edinburgh Festival in England. However, the literature on the measurement of successful factors of art festivals is limited. This study uses Chiayi International Band Festival for a case study to evaluate performance factors of art festivals. The performance attributes are developed based on Kotler's Three Levels of Product framework. Importance–Performance Analysis (IPA) is used to evaluate the performance attributes perceived by the visitors. Further, a SWOT analysis is deployed to provide managerial strategies and implications.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-84950-718-9

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