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Misperceptions hinder our ability to effectively respond to health crises such as the COVID-19. We aimed to examine the dynamic influences between information exposure, information trust and misperceptions during the early phase of the COVID-19 pandemic. Specifically, we focused on the relative influence of exposure to COVID-19-related information via social media versus interpersonal offline communication.

The current study conducted a two-wave national survey of US adults in May and June of 2020 with a two-week time interval. A professional polling firm recruited participants, and 911 and 679 respondents participated in the first and the second wave survey, respectively. To test proposed hypotheses, researchers conducted path analyses using AMOS 27.0.

Findings show that individuals exposed to COVID-19-related information via social media are likely to hold increased misperceptions. In contrast, exposure to COVID-19-related information offline did not elicit any effects on misperceptions. The exposure to information on social media was positively associated with trust in that information, which, in turn, contributed to an increase in misperceptions. Furthermore, when examining the effects of misperception, it was found that misperceptions increased the likelihood of individuals being exposed to and having trust in COVID-19-related information on social media. The findings provide valuable insights into the role of social media as a platform where a detrimental cycle thrives, shaping the formation of misperceptions and cultivating a heightened dependence among individuals with elevated misperceptions.

The current study significantly extends the findings of prior research by examining the differential effects of social media and interpersonal communication offline on misperception and by revealing the intricate dynamics between information exposure and misperception by focusing on the role of trust. The findings emphasize the detrimental role of social media in generating a vicious information cycle. That said, seemingly superficial discussions about health crises within a social media environment rich in misinformation can contribute to fueling a self-reinforcing loop, making it challenging to effectively counteract misperceptions.

This paper aims to explore the moderating impact of four moderators, namely, retailer brand strength, customer’s perceived purchase regularity, gender and purchase channel (online and offline) on the relationship between relationship marketing investments (RMIs) and customer gratitude, and customer gratitude and customer loyalty. The context of research is the purchase of a high-involvement product by Indian customers.

This study adapts Huang RMIs-Gratitude-Loyalty model and empirically validates the associated hypotheses using structural equation modeling. Data is collected through the survey method.

The study (N = 385) results suggest a significant impact of preferential treatment and interpersonal communication investments on customer’s feeling of gratitude toward the retailer and, consequently, on loyalty. Purchase channel, gender and, to a lesser extent, customer perceived regularity each moderates the relationships between marketing investment and gratitude, and that between gratitude and loyalty; surprisingly, retailer brand is not a significant moderator.

Future research can factor in the impact of loyalty program on the proposed relationships.

This research offers helpful guidelines for retailers, especially for those who currently have a multichannel presence and invest or plan to invest in relationship marketing to obtain benefits from customer loyalty.

This investigation explores not only the relevance of RMIs–gratitude–loyalty model in the Indian retail context but also the influence of moderating variables on the retailers’ efforts of gaining consumer loyalty.

The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC).

The authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses.

The results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC.

This study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

Emphasizing the increasing need for social presence in interpersonal interactions and the irreplaceable aspects of face-to-face communications, this study aims to explore the emotional impact of interpersonal influence on consumers after purchase. As individuals respond differently to others’ feedback (positive and negative/verbal and nonverbal), the author investigates potential moderating factors of the impact of feedback on consumer’s emotions in a postpurchase context.

A qualitative study was conducted using the method of semistructured individual interviews to collect data. The author selected a heterogeneous group of 30 consumers belonging to two categories: 13 adults (including seven women and six men) and 17 adolescents (including eight girls and nine boys). The author took into account this type of sampling in the selection of respondents, as investigating the influence of the respondent’s gender is one of the research objectives.

The thematic content analysis method released a set of propositions the author suggests for future validation: five moderating factors the author established from the literature review (strength of social ties, level of expertise, type of the product and consumer’s age and gender), while four factors sprang from the collected data (consumer’s level of conviction, repetition of the feedback, the feedback’s argumentation and its level of discretion).

The subjectivity of the interviewees’ personal descriptions of their felt internal states affects the accuracy of their responses. In addition, the psychological aspect of the study provoked reluctance and discretion from some respondents. Further research studies could target these limitations to study each identified moderating factor separately and search for the secondary variables that tend to be linked to these factors (e.g. the expertise level is linked to personality variables, such as the perceived level of self-confidence). Furthermore, subsequent studies can go beyond the affective impact of feedback and investigate the behavioral aspect (repurchase intentions).

This study is of great importance in providing more explanations for the reasons why consumers repurchase or abandon a product. The importance of the emotional power of others’ feedback suggests that, when positioning their offers, marketers must ensure that their product has a strong chance of acceptance by consumer’s significant other. In addition, companies must argue their offers, allowing consumers to increase their knowledge about the product. Moreover, interpersonal cues and expertise level are more important competences to find in employees. Who is more than a vendor, for example, to be perceived as having a high level of expertise in his field?

This study stresses the importance of face-to-face interpersonal interaction in a time when social lives are submerged by social media and virtual communications. The findings suggest that offline social power still matters, and its impact is relative to multiple factors that count for consumers. Face-to-face interaction has been viewed as the most efficient way to satisfy individuals’ social needs for connectedness.

This paper provides new insights into the impact of offline interpersonal verbal and nonverbal feedbacks. The feedback-affect process within consumers was explored, and the postpurchase context was precisely emphasized.

The purpose of this paper is to examine how subjective characteristics of social network sites (SNSs) affect consumers' positive and negative word-of-mouth (WOM) sharing.

The data used for this study were obtained from an online survey with a sample size of 369 consumers. Structural equation modeling was performed to test hypotheses and examine the research questions.

The authors found that the perceived anonymity of an SNS is negatively correlated with its perceived interpersonal closeness of friends, and the number of friends in an SNS is positively correlated with its perceived interpersonal closeness of friends. With regard to positive WOM, the perceived anonymity of the SNS has a significant negative influence on consumers' WOM, and both perceived interpersonal closeness and the number of friends have a significant positive influence on consumers' WOM. But, in the case of negative WOM, only perceived interpersonal closeness of friends has a significant positive influence on consumers' WOM.

When attempting to promote positive WOM, marketers should choose consumers who possess the “right” subjective characteristics of SNSs (i.e. low anonymity, high interpersonal closeness of friends and a large number of friends). At the same time, marketers should monitor the emergence of consumers' negative WOM, especially those consumers who have a high level of interpersonal closeness of friends in SNSs, and respond to the content of negative WOM without delay.

This study investigates the influence that subjective characteristics of SNSs have on consumers' WOM sharing and therefore contributes to the literature on the antecedents of WOM generation and also contributes to the research that compares positive WOM with its negative counterpart.

Nowadays, companies are seeking to create meaningful and long-term relationships with their customers. Therefore, the purpose of this paper is to examine the role of parasocial and social aspects of consumption in building trustworthy and loyal relationships in both offline and online services.

Two studies were conducted using the survey research method. The first study collected data from 285 soccer fans, and the second study collected data from 298 Facebook consumers.

The study confirms the proposed model and suggests that parasocial and social relationships act as significant antecedents of service brand loyalty in both offline and online services.

This is the first study that examines parasocial and social relationships in tandem and their role in developing loyal relationships with service brands. It also confirms that social relationships in a service setting play a significant role in predicting brand trust and loyalty.

This study aims to examine the relationship between social influence and consumers’ self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive brands and brand tribalism. The study examines whether self-expressive brands and brand tribalism influence brand loyalty and word of mouth (WOM).

A cross-sectional online survey was carried out with members of Generation Y in Ireland. Data from 675 complete responses were analysed using SPSS 20 and AMOS 20. A structural model tested nine hypothesised relationships.

Findings indicate that both online social network influence and susceptibility to interpersonal influence are antecedents of tribalism and self-expressive brands. Consumers of self-expressive brands are loyal and offer positive WOM. By contrast, those who seek tribal membership have less brand loyalty and offer less WOM than other consumers. Findings suggest that consumers may be loyal to tribes, rather than to brands. This informs our understanding of the role of tribes for consumers and brand outcomes.

This study is limited to Generation Y consumers within Ireland.

This is the first study to explore the effect of consumers’ perceptions about online social network influence on brand tribalism. In addition, their views about the influence of the social network on self-expressive brand consumption, and brand outcomes, are identified. This paper highlights consumers’ susceptibility to interpersonal influence on their brand choices and brand tribalism. In addition, it is shown that brand loyalty and WOM are not always a consequence of tribal membership. By contrast, self-expressive brand consumption enhances brand WOM and brand loyalty.

Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”.

A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling.

Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved.

Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables.

Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands.

The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

The purpose of this study is to investigate the impact of enterprise social media (ESM) use on two trust dimensions – affect-based trust (ABT) and cognition-based trust (CBT) – as mediators in the relationship between ESM use and knowledge sharing. In the first stage of the proposed model, the authors also consider transparent communication (TC) and personal blogging with colleagues (PBC) during work and non-work hours as moderators that reshape trust levels and subsequently promote knowledge sharing within the organisation.

The authors collected the data in three waves from employees in China, the world’s largest market for social media. Five companies, including three information technology companies and two software companies, were targeted for data collection. Initially, a total of 403 ESM users were recruited, but the final sample in the final round was reduced to N = 292. The authors used Mplus (v8.5) to calculate direct path coefficients and indirect moderated-mediation effects.

The use of ESM promotes ABT and CBT, thereby improving knowledge sharing. ABT and CBT both fully mediate the effect of ESM use on knowledge sharing. However, the research reveals paradoxical findings regarding moderation. For example, on the one hand, TC negatively moderates the association between ESM use and ABT, thereby reducing knowledge sharing in the workplace. On the other hand, TC strengthens the relationship between the use of ESM and CBT, thereby increasing knowledge sharing. These contradictory findings indicate that TC functions as a double-edged sword; thus, the effective use of ESM in the workplace requires managers’ intervention. Finally, the analysis reveals that the moderating role of PBC strengthens the association between ESM use and both ABT and CBT, thereby increasing knowledge sharing.

While stakeholders have expressed concern regarding the adverse impacts of workplace ESM adoption on employee performance, the authors provide a broad, novel perspective on the potential of ESM use to enhance knowledge sharing via trust (i.e. ABT and CBT). To the best of the authors’ knowledge, this is the first study to offer a comparative view of trust dimensions, such as ABT and CBT, and to discuss how, why and when TC and PBC interactions moderate the relationship of ESM to ABT and CBT and thereby lead to knowledge sharing. These interesting findings guide further research into the role of ESM in the workplace, especially research based on rational choice theory and communication visibility theory, by illuminating the ways in which employees can use ESM to reshape social communication in the workplace and thereby enhance knowledge sharing.

This study examines the direct and indirect effect mechanisms of how using smartphones for social media is associated with college students' civic engagement via levels of communication network heterogeneity and social capital. In addition, this study tests whether such indirect effects mechanisms are moderated by the need to belong.

The study analyzes data from an online survey (N = 580) conducted at a public university. The PROCESS macro is used to examine the mediation association between mobile social media use, communication network heterogeneity, social capital, and civic engagement and the moderated mediation conditional upon need to belong.

College students who often use smartphones for social media were more likely to communicate with people who have different socio-demographic characteristics and different opinions. There was also a positive mediation mechanism between smartphone use for social media, network heterogeneity, social capital and civic engagement, which means that college students who often use mobile social media are more likely to communicate with heterogeneous others and develop a sense of social capital, which in turn led to greater levels of civic engagement. Importantly, these indirect effects of smartphone use for social media on civic engagement were stronger for those with greater levels of need to belong.

The findings of the current study are significant given that little is known about how young adults' mobile social media use is associated with communication network heterogeneity and civic engagement in their everyday life. The research expands the research agenda by investigating the most popular interactive communication media platforms.