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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 media…

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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: 7 March 2023

Wei Yan, Huan Chen, Yan He and Cuilian Zhang

This study aims to understand how abusive supervision influences employees’ unethical pro-organizational behavior (UPB). In particular, the mediating effect of moral disengagement…

Abstract

Purpose

This study aims to understand how abusive supervision influences employees’ unethical pro-organizational behavior (UPB). In particular, the mediating effect of moral disengagement and moderating role of traditionality on this relationship were examined.

Design/methodology/approach

This study conducted a two-wave questionnaire survey using data collected from 629 employees from different companies in China. Moderated mediation analysis was conducted to test the hypotheses.

Findings

The results show that moral disengagement mediates the relationship between abusive supervision and employees’ UPB. Employee traditionality enhances the relationship between abusive supervision and moral disengagement as well as the indirect effect of abusive supervision on employees’ UPB via moral disengagement.

Originality/value

First, by exploring the positive impact of abusive supervision on UPB, the authors enhance the current understanding of the role of negative leadership in the development of UPB and enrich the research on the antecedents of UPB and outcomes of abusive supervision. Second, based on social cognitive theory, this study enriches the literature on abusive supervision and employee UPB by identifying moral disengagement as a mediator. Third, to the best of the authors’ knowledge, the authors are among the first to incorporate traditionality to tell a Chinese story about how traditional employees respond to the effects of abusive supervision on UPB, providing a new lens for the cultural boundary condition in the occurrence mechanism of UPB.

Details

Chinese Management Studies, vol. 18 no. 2
Type: Research Article
ISSN: 1750-614X

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.

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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: 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

Open Access
Article
Publication date: 15 October 2018

Sky V. Georges and Huan Chen

International students develop perceptions about leadership based on cultural practices in their home country. What is the leadership experience of international students in the…

Abstract

International students develop perceptions about leadership based on cultural practices in their home country. What is the leadership experience of international students in the United States? This study sought to describe the lived leadership experiences of international graduate students. A total of 17 participants, from 11 different countries were recruited for face-to-face in- depth interviews. The participants were enrolled in a large public university and served in a formal leadership position on campus. Four themes emerged concerning graduate students’ leadership experience with leadership and were categorized as: (1) contextually challenging; (2) essential; (3) task and people oriented, and; (4) rewarding. Recommendations are made for campus personnel and leadership educators who support international students.

Details

Journal of Leadership Education, vol. 17 no. 4
Type: Research Article
ISSN: 1552-9045

Content available
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: 15 May 2024

Jie Jin and Huan Chen

This study aims to explore why Chinese consumers pay for digital content products by investigating the experiences of Chinese consumers living in first-tier and second-tier cities…

Abstract

Purpose

This study aims to explore why Chinese consumers pay for digital content products by investigating the experiences of Chinese consumers living in first-tier and second-tier cities regarding paid digital knowledge products.

Design/methodology/approach

A total of 19 in-depth interviews were conducted to collect data, and the phenomenological reduction was adopted to analyze data.

Findings

This study reveals that Chinese consumers use paid digital knowledge products to alleviate stress and anxiety stemming from real-life competition and the fear of falling behind. While consumers acknowledge the limited assistance that paid knowledge products can offer, their acceptance and expectations of paid digital knowledge products remain positive.

Originality/value

Paid digital knowledge represents an innovative phenomenon, with few scholars outside China having studied it. This study contributes a conceptual framework to understand the motivations of Chinese consumers with high purchasing power residing in first-tier and second-tier cities to invest in digital content.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 24 November 2023

Huan Chen and Yang Feng

This study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as…

Abstract

Purpose

This study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as relationships among commenters.

Design/methodology/approach

This study adopted a mixed research methods design. A user analysis and a qualitative content analysis were conducted to examine the replies of the top 10 comments with the most replies to reveal not only the topics but also relationships and patterns among those comments and commenters.

Findings

The user analysis found that across all the 10 comment-and-reply units, in 8 units, the user of the original primary comment, the conversation starter, was also the user who was targeted most often. The qualitative content analysis revealed four themes from the 10 comment-and-reply units: multilayered emotional responses, a gendered society, complex coexisting relationships and a melting pot.

Research limitations/implications

The findings of this research offer significant extensions to the understanding of public sphere theory within the contemporary digital media landscape. By analyzing the nature of replies to digital advertisements, the study illuminates how various types of user engagement–whether it be inquiry, laudation, debate, or flame–play a critical role in shaping the digital public sphere.

Practical implications

The study underscores the importance for marketers to scrutinize both comments and replies to effectively utilize femvertising on social media, particularly YouTube. By understanding the emotional dynamics of user interactions, marketers can craft strategies that evoke positive responses and mitigate negative ones. Engaging with users who are open to changing their views or mediating discussions can also be beneficial, as can the use of AI tools to maintain focus on the content rather than on individual commenters. Such approaches can enhance the perception of femvertising campaigns and foster a more constructive dialogue within the social media space.

Originality/value

This study contributes to the literature by investigating the replies of comments, interactions, relationships and patterns among YouTube commenters that may generate valuable insights for advertisers and marketers to be aware of the possible issues and monitor the sentiment of commentaries, thus, developing effective strategies to better connect with consumers. This extends the understanding of public sphere theory in the contemporary digital media landscape.

Details

Qualitative Market Research: An International Journal, vol. 27 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 COVID-19…

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. 36 no. 7
Type: Research Article
ISSN: 0959-3845

Keywords

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