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Article
Publication date: 8 November 2018

Mehmet 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…

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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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 22 January 2024

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.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 20 January 2020

Tiwa Park

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…

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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.

Details

The Bottom Line, vol. 33 no. 1
Type: Research Article
ISSN: 0888-045X

Keywords

Article
Publication date: 20 February 2024

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Book part
Publication date: 8 November 2021

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.

Details

Environmental, Social, and Governance Perspectives on Economic Development in Asia
Type: Book
ISBN: 978-1-80117-895-2

Keywords

Article
Publication date: 17 July 2020

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…

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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.

Details

Journal of Consumer Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 12 May 2020

Prerna Garg and Anoop Pandey

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.

Details

International Journal of Tourism Cities, vol. 6 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 24 February 2022

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…

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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.

Details

Information Technology & People, vol. 36 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

Content available
Article
Publication date: 7 September 2023

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…

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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.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 1 January 2003

Daniel Druckman

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.

Details

International Journal of Conflict Management, vol. 14 no. 1
Type: Research Article
ISSN: 1044-4068

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