Search results

Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.

Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.

Results demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.

Implications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.

Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification.

A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods.

Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention.

Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.

The purpose of this paper was to examine the interplay between sports fanship and brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self-enhancement strategies: Basking in reflected glory (BIRGing) and cutting off reflected failure (CORFing) were investigated in response to how sports fans connected themselves to a sponsor brand as well as whether their sponsor brand trust and loyalty were activated.

An experiment was designed in the first study to examine immediate effects of team performance and sports fandom on sports fans' connection to the sponsor brand, while an online survey was conducted in the second study to investigate the joint effects of team performance and game venue on sports fans' sponsor brand trust and loyalty.

The first study found that both team performance and sports fandom yielded significant effects on sports fans' connection to the sponsor brand. Specifically, sports fans with higher fandom reported the highest connection to the sponsor brand after the success of their favorite team, while others with lower fandom exhibited the lowest connection after the failure of their favorite team. The second study suggested that team performance and game venue yielded both main and joint effects on sponsor brand trust and loyalty. Moreover, fan identification mediated the joint effects of team performance and game venue on both sponsor brand trust and loyalty.

Replicating the concepts of BIRGing and CORFing into the context of sports sponsorship, this paper verified the vigorous roles of BIRGing and CORFing in influencing sports fans' perceptions of the sponsor brand. Moreover, both theoretical and practical insights into BIRGing and CORFing concepts applicable to examine the impact of the fan–team relationships on sport fans' perceptions of the sponsor brand through sports sponsorship would be generated for the advancement of sports business research.

The “sharing economy” has blurred the lines between personal and commercial operations for many sectors of the economy. A convergence has occurred between hotel companies and home sharing platforms, as Airbnb is investing in brick-and-mortar hotels, and conversely hotel companies are investing in home sharing platforms as each of the sectors tends to mimic the other. Important aspects for the hosts of Airbnb are the quality of social interaction between guest and host and the level of authenticity of social exchanges provided by interactions with locals. There is both a quantitative and qualitative demonstration of professionalization within Airbnb's organization. The aim of this research is twofold: to measure to what extent guests are aware of the professional level of the host and to evaluate the importance of these professional aspects at the different moment of the vacation process (booking, stay, and post experience).

Halal food endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such potentially controversial endorsements, in-group animosity against out-group associated product endorsements could lead to a rejection and even an outspoken disapproval of these food products. The purpose of this paper is to explain what drives in-group reactions to Halal endorsements.

The authors use Social Identity Theory and the Social Dominance Theory in explaining animosity toward out-groups and willingness to buy products with Halal endorsements. Specifically, the authors analyze the reaction of more than 800 in-group majority Christians toward out-group minority Muslim directed Halal endorsements. Following the development of hypotheses and a conceptual model, structural equation modeling is used to measure the relationships between the constructs.

Constructs based on Social Dominance Theory and Social Identity Theory predict animosity toward out-group endorsements, but the relationship between Social Dominance Theory and animosity is much stronger. Animosity is a mediator between these two constructs and willingness to purchase products with out-group focussed endorsements (Halal).

The research has been conducted in one particular country (Austria) and focusses on a specific type of controversial endorsement, namely a religious (Halal) endorsement. Other research contexts (i.e. other countries and/or different types of controversial endorsements) should be used to widen the empirical base and validate the findings.

Marketers should be aware of a possible negative impact of out-group focussed endorsements. In particular, they should be cognizant that racism and ethnocentrism prevailing in a society could reduce the purchase intent of in-groups.

Efforts are required to combat the drivers of animosity between in-groups and out-groups. This paper provides insights on how this may be achieved.

This study focusses on a hitherto neglected phenomenon, i.e. controversial endorsements. It uses two alternative theories and advances the understanding of the role of animosity in a domestic consumer setting; an issue that has nearly exclusively been discussed with regard to cross-border purchasing.

Growing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does not reveal the influence of emerging digital celebrities and their communities on impulse buying, although users may encounter them synchronously. Hence, this study explores the impact of parasocial relationships and social climate on impulse buying following the stimulus–organism–response framework with the incorporation of the urge to buy. Besides, this research investigates the role of hedonic and utility gratification-seeking behavior in parasocial relationships following uses and gratifications theory (UGT).

An empirical research study was conducted on Facebook, and data were collected from Pakistani users who followed digital celebrities. Partial least squares structural equation modeling (PLS-SEM) approach was employed to analyze the valid data of 231 respondents.

The results indicate that integrated constructs significantly influence impulse buying with complementary partial mediation of urge to buy. Besides, social climate significantly interacts the relationship of parasocial relationships and impulse buying. Further, passing time, enjoyment and information seeking has a significant impact on parasocial relationships, except for self-presentation.

This research provides key knowledge to comprehend the overall phenomenon of emerging digital celebrities through the integration of their parasocial relationships and the social climate of their communities, with potential intervening and interaction effects. This study also unveils the role of gratifications in building digital celebrities' parasocial relationships.

Accommodation sharing is a major trend shaping the hospitality industry, and Airbnb is the most prominent sharing platform driving this growth. While price convenience is reported as one of the main strengths of Airbnb accommodations, only a few studies have examined price determinants. In particular, it is unclear whether hosts dynamically adjust prices for shared accommodation based on their experience with price management and on the level of market demand. The purpose of this paper is to fill this gap by suggesting and testing a comprehensive hedonic pricing model.

Data from all 1,056 Airbnb listings for accommodations available in the city of Verona, Italy on four booking dates in 2016 are collected and analysed through regression analysis.

The results highlight that price is significantly related to the level of the host’s accumulated experience and the level of market demand on a specific booking date. The findings provide support for the ability of hosts to dynamically adjust prices for their accommodations.

Drawing on the innovator’s dilemma theory, this study suggests some strategies that traditional hotels may adopt to react to the disruptive nature of Airbnb.

This is one of the few studies to address hosts’ pricing strategies and specifically consider price adjustments owing to variations in host experience and market demand.

The purpose of this study is to propose environmental efficacy as the perception of social, physical resource and temporal factors at one’s disposal that promote or impede behavior. In this exploratory study, four focus groups and a two-country survey provide support for a new environmental efficacy construct as an adjunct to self and response efficacies.

This research examines environmental efficacy within the context of workplace safety. The research engaged participants from four focus groups as well as a survey of 358 young Canadian males and 494 young American males to test the proposed construct.

First, qualitative responses from the focus groups supported environmental efficacy as a viable construct. Second, a factor analysis demonstrated environmental efficacy is distinct from self- and response efficacies. Third, regressions demonstrated that environmental efficacy predicts motivation to act, above and beyond self- and response efficacies.

As an exploratory study, only a limited number of scale items were included. The research was conducted within the workplace safety context, using young males, and the stimuli involved the use of fear appeals. These restrictions warrant additional research in the area of environmental efficacy.

This study suggests that further development of the environmental efficacy construct may offer social marketers a more effective means of identifying and addressing barriers to desired behavior change. Such a measure should allow social marketers to improve understanding of the importance of environmental forces.

This research introduces a novel concept, environmental efficacy, and demonstrates that it is a distinctive and useful concept for understanding motivation to act. This concept is potentially valuable to social marketers seeking to enhance the effectiveness of their programs. It offers a tool to help identify barriers that can thwart the effectiveness of interventions.

The purpose of this paper is to examine whether different corporate social responsibility (CSR) dimensions, namely, workplace economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and environmental responsibility, have different influence on job pursuit intention among undergraduate students in Malaysia.

The target respondents are undergraduate business students from five leading private universities in Malaysia. Primary data were collected through survey questionnaires via face-to-face method. Five-point Likert scale was used to assess the variables and to measure the items. Collected data were tested through SAS software and analysed with descriptive and inferential analyses.

Four out of the five CSR dimensions significantly influence job pursuit intention with ethical responsibility being the exception.

This study proved that the adoption of CSR in an organisation will become a competitive advantage to attract new talents. Also, this is an improved research model by adopting multi-dimensional perspectives of CSR.

This proposed framework with a combination of five CSR dimensions (workplace economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and environmental responsibility) is useful to future researchers as it enables them to have a broader view on CSR and its effect on job pursuit intention.

This study aims to understand the complex relationship between religiosity and citizenship behaviour by examining the role of materialism attitude and empathy.

This study developed a structural equation model with some measures taken from the previous literature. This study conducted a survey of young people in Indonesia context and used partial least square to test the proposed hypothesis.

The empirical results indicate the mechanism from religiosity to citizenship behaviour involves empathy. However, under high materialism attitude, an increasing level of religiosity will have a lower impact on citizenship than the individual under low materialism attitude.

This study extends to the discussion on the complicated relationship between religiosity and citizenship behaviour by introducing the moderating effect of materialism attitude and the mediating effect of empathy.