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1 – 10 of 30Mehmet Gökerik, Ahmet Gürbüz, Ismail Erkan, Emmanuel Mogaji and Serap Sap
The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to…
Abstract
Purpose
The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image.
Design/methodology/approach
A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students.
Findings
The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image.
Research limitations/implications
This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study.
Practical implications
This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media.
Originality/value
Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.
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Helen Inseng Duh, Hong Yu, Marike Venter de Villiers, Vladimira Steffek and Dan Shao
Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally…
Abstract
Purpose
Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally friendly slow fashion is a challenging process and culturally dependent. The process starts with slow fashion idea adoption. Thus, the authors modified an information acceptance model (IACM) to examine information characteristics (idea/information quality, credibility, usefulness, source credibility) and consumer factors (need for idea and attitudes) impacting intentions to adopt the slow fashion idea in Canada, South Africa (individualists) and China (collectivists).
Design/methodology/approach
Cross-sectional data were collected from South African (n = 197), Chinese (n = 304) and Canadian (n = 227) young adults (18–35 years old) at universities in metropolitan cities. Partial least squares structural equation modeling was used to analyze the data.
Findings
The results show that while most information characteristics and consumer factors are vital for slow fashion attitudes and intention formation, information quality and trust in the sources were a problem in individualistic cultures as opposed to the collectivist culture. This finding confirms the greater tendency of collectivists to trust disseminated information on environmental issues. In all cultures, attitudes impacted idea adoption intentions. On testing IACM, the multigroup analyses showed no significant differences between young adults in the individualistic cultures. Attitudes mediated most relationships and were highly explained by IACM (South Africa, 49.6%; China, 74.5%; and Canada, 64.5%).
Originality/value
In emerging and developed markets, this study informs environmentalists and green fashion brands of information characteristics that can create positive attitudes and slow fashion idea adoption intentions among influential young adults.
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This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose…
Abstract
Purpose
This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome.
Design/methodology/approach
This study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM).
Findings
The study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty.
Practical implications
This study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty.
Originality/value
This study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.
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Halil Erdem Akoglu and Oğuz Özbek
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Abstract
Purpose
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Design/methodology/approach
To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.
Findings
As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.
Practical implications
Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.
Originality/value
This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.
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Muhammad Rizal, Endang Ruswanti and Moehammad Unggul Januarko
Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning and the…
Abstract
Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning and the environment for the customers. A social media user could benefit from gaining information from other users to aid their decision-making process. Instagram is an example of a social media platform that could be utilized for the application of eWOM. It could serve as a source of quality, credible and detailed information, and a channel to increase customer interactions and trust. This study aims to determine the effects of eWOM information generated through Instagram on patients’ intention to join the in vitro fertilization (IVF) programs. By adopting the information acceptance model (IACM) theory, several parameters were evaluated: information quality, credibility, usefulness, adoption, attitude toward information, and purchase intention. The structural equation modeling (SEM) was used to analyze as many as 200 respondents of Morula IVF Jakarta and were active Instagram users. The results showed that the adoption of information and attitude toward information had considerably influenced patients’ intentions to join the IVF programs. Such circumstances might have occurred as a result of the increase in information exchange about IVF, through the discussions and sharing of experiences by patients on Instagram. Furthermore, information usefulness was demonstrated to affect information adoption and was influenced by the credibility of information and attitudes toward information. Nonetheless, one variable which did not display any effects on the usefulness of information was the quality of information. In summary, the characteristics of eWOM information that were conveyed on Instagram could affect the intention of patients in joining the IVF program.
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Chananchida Ngarmwongnoi, João S. Oliveira, Majd AbedRabbo and Sahar Mousavi
This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and…
Abstract
Purpose
This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.
Design/methodology/approach
A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers. Thematic analysis was used to analyze the data.
Findings
Information validation, product evaluation, purchase and post-purchase validation are key motives for consumers to search for eWOM. Furthermore, eWOM quantity, eWOM credibility and attitudes toward eWOM play a critical role in evaluation of information usefulness and adoption. Moreover, five different types of shoppers were identified according to their purchase behavior after adapting eWOM: prompt shoppers, in-store shoppers, promotion shoppers, conservative shoppers and remedy shoppers.
Originality/value
While the implications of the adoption of eWOM have been explored in previous research, there is limited understanding in terms of the impacts of eWOM on the customer journey. This study addresses this research gap by investigating not only customers' motives to engage with eWOM but also its effect on their behavior at the purchase and post-purchase stages.
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The purpose of this study is to empirically verify the role of determinants of information quality in shaping attitudes and intention of respondents from major metro cities of…
Abstract
Purpose
The purpose of this study is to empirically verify the role of determinants of information quality in shaping attitudes and intention of respondents from major metro cities of India towards electronic word of mouth (e-WOM) using personal identifying information (PII) as a moderator.
Design/methodology/approach
For the purpose of measuring the role of information quality in predicting attitude towards e-WOM (moderated by PII), the study proposes and validates the research framework by collecting responses from 375 respondents with diverse demographics, belonging to select metro cities of India.
Findings
All the constructs of information quality have a significantly positive effect on attitude of travellers towards e-WOM. Attitude further impacts the behavioural intention to book via an online travel agency/agent (OTA). PII successfully moderated all the hypothesized relationships with attitude except review sidedness.
Research implications
The study offers a rationale to fill the gap between information quality and attitude as well as exploring new relationships using PII as a moderating variable. It further opens new avenues in researching the behavioural intention of travellers from metro cities of India with the disruptions created by Web 2.0.
Practical implications
OTAs in this competitive time must try to harmonize their systems to create content that is timely updated, unique, convincing and useful to build long-term relationships and generate continued revenues.
Originality/value
In the context of OTAs in India, this study has successfully identified the most relevant constructs of information quality and examined their effectiveness in creating a positive attitude towards e-WOM. The use of contemporary construct “PII” as a moderator will help marketers develop effective strategies for reducing anonymity in reviews and capturing the intention of experience-oriented travellers from the metro cities of India.
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Ruiqian Yang, Shizhong Ai, Na Li, Rong Du and Weiguo Fan
Social question and answer (Q&A) systems have been rapidly developed on many e-commerce websites. The purpose of this paper is to explore how social Q&A systems influence…
Abstract
Purpose
Social question and answer (Q&A) systems have been rapidly developed on many e-commerce websites. The purpose of this paper is to explore how social Q&A systems influence consumers' information processing and purchase intention.
Design/methodology/approach
The authors design this research based on the information adoption model (IAM). First, the auhors consider the impacts of the central route (information factor) and peripheral route (social factor) on consumers' perception of information usefulness in Q&A systems. Then, the authors verify the influence of information and social aspects on purchase intention and empirically test the model with structural equation modelling (SEM) using 428 effective data samples.
Findings
On the whole, the authors prove that purchase intention is influenced by information and social aspects, which are two paths in Q&A systems. Specifically, both answer quality and social presence positively influence information usefulness. Interestingly, respondent credibility and answer consistency do not significantly impact information usefulness. Moreover, information usefulness positively affects information adoption, which positively affects consumer purchase intention.
Practical implications
This paper provides insights on social Q&A system mechanism design.
Originality/value
First, this paper is a useful complement to the research on social Q&A systems on e-commerce websites. Second, the authors provide a new theoretical lens through which the impacts of social Q&A systems on e-commerce websites are understood by extending the IAM. Third, the authors add answer consistency into original information process routes, which obtains a finding that is different from those of prior research.
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Nilesh Kumar, Zubair Nawaz and Pavitra Samerguy
This study aims to investigate the impact of social media fitness influencers (SMFIs) on buyers’ purchase decisions by analyzing the factors that determine their influence…
Abstract
Purpose
This study aims to investigate the impact of social media fitness influencers (SMFIs) on buyers’ purchase decisions by analyzing the factors that determine their influence. Furthermore, it aims to determine the relative influence of different genders of SMFIs on buyers’ decisions regarding supplement purchases.
Design/methodology/approach
The research consisted of two phases: a contextual study examining the characteristics of social media influencers and their impact on supplement purchase decisions and a comparative study comparing the influence of different genders of social media influencers. A survey was conducted online involving 426 Thai social media users who follow influencers to obtain the results for both phases.
Findings
The results revealed that information credibility and expertise were significant characteristics of SMFIs that had a significant impact on buyers’ purchase decisions. However, other characteristics such as the number of followers, content and attractiveness of SMFIs did not show any correlation with the buyers’ purchase decisions. Additionally, the study identified a positive influence of gender matching between SMFIs and respondents on purchase decisions.
Originality/value
This study emphasizes how the characteristics of social media influencers in Thailand influence buyers’ decisions to purchase dietary supplements.
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The theme of this keynote address is conceptual puzzles raised by empirical research on conflict management and resolution. Three types of puzzles are highlighted: those that deal…
Abstract
The theme of this keynote address is conceptual puzzles raised by empirical research on conflict management and resolution. Three types of puzzles are highlighted: those that deal with processes, identities, and situations. The process puzzles include some counter‐intuitive implications of negotiating strategies and interaction process dynamics. The identity puzzles include the ways in which identity is negotiated, perceptions of ingroups and outgroups, and the connection between loyalty to groups and collective action. The situation puzzles address attribution issues, the distinction between passive actors and active agents, and the role of history. An attempt is then made to juxtapose the puzzles toward a larger conception of a field that emphasizes change in the phenomena we analyze in research and shape through practice. A number of these ideas are found also in the research of previous IACM lifetime award recipients, with whom connections are made.