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1 – 8 of 8Eunjoo Jin and Matthew S. Eastin
AI-driven product recommendation chatbots have markedly reduced operating costs and increased sales for marketers. However, previous literature has paid little attention to the…
Abstract
Purpose
AI-driven product recommendation chatbots have markedly reduced operating costs and increased sales for marketers. However, previous literature has paid little attention to the effects of the personality of e-commerce chatbots. This study aimed to examine the ways that the interplay between the chatbot's and the user's personality can increase favorable product attitudes and future intentions to use the chatbot. Based on prior literature, we specifically focused on the degree of extroversion of both chatbot and user.
Design/methodology/approach
A total of 291 individuals participated in this study. Two different versions of chatbot were created for this study (i.e. extroversion: high vs. low). Participants self-reported their degree of extroversion. The PROCESS macro Model 1 and Model 7 with the Johnson–Neyman technique were employed to test the hypotheses.
Findings
The results showed that the high extroversion chatbot elicited greater user satisfactions and perceptions of chatbot friendliness among users with a high level of extroversion. On the contrary, the low extroversion chatbot resulted in greater user satisfactions and perceived chatbot friendliness among users with a low level of extroversion. This study further found that user satisfactions and perceived chatbot friendliness mediated the effects of the chatbot on greater intentions to use the chatbot and more favorable product attitudes.
Originality/value
By showing the effects of matching the personality of the chatbot and user, this study revealed that similarity-attraction effects also apply to human–chatbot interaction in e-commerce. Future studies would benefit by investigating the similarity-attraction effects in different characteristics, such as appearance, opinion and preference. This study also provides useful information for e-commerce marketers and chatbot UX/UI designers.
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Matthew A. Hawkins and Fathima Z. Saleem
Recent literature identifies the importance of influencer-brand fit, a congruence between the narrative of the social media influencer (SMI) and the branded product being…
Abstract
Purpose
Recent literature identifies the importance of influencer-brand fit, a congruence between the narrative of the social media influencer (SMI) and the branded product being reviewed, on purchase intentions. In creating brand-related content, SMIs can post content that can be either sponsored by the brand or unsponsored. This research merges these literature streams to examine how influencer-brand fit impacts purchase decisions and whether sponsorship status moderates this relationship.
Design/methodology/approach
Using a 2 (poor vs good influencer-brand fit) × 2 (sponsored vs unsponsored post) experimental design (n = 198), the relationship between influencer-brand fit and purchase intention, the mediating role of SMI trust and the moderating role of perceived sponsorship are tested. The PROCESS macro was used to analyze direct and indirect paths.
Findings
The results demonstrate that influencer trust mediates the relationship between influencer-brand fit and purchase intention, highlighting the importance of a congruent influencer and brand image in both increasing influencer trust and purchase intentions. Surprisingly, despite the reductions in purchase intentions from conducting a poor-fitting review, purchase intentions are the same between a poor-fitting unsponsored review and a good fitting sponsored review.
Practical implications
Decision-makers of both corporations and SMI personal brands should consider influencer-brand fit when selecting SMI partners to sponsor and brands to work with, respectively, and should aim for good fit between both parties. SMIs should avoid conducting sponsored, poor-fitting product reviews to limit reductions in trust. Influencers seeking to branch out of their area of expertise can initially consider unsponsored content before venturing into sponsored partnerships. Companies seeking to widen their reach through poor-fitting SMIs should consider alternative strategies to sponsorship.
Originality/value
As sponsored content is common, it is necessary to merge the influencer-brand fit and influencer sponsorship literature. Additionally, this study considers the mediating role of influencer trust, an important variable in predicating purchase intentions as well as helping SMI grow their audience.
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Muhammad Sabbir Rahman, Md Afnan Hossain, Md Rifayat Islam Rushan, Hasliza Hassan and Vishal Talwar
The mental healthcare is experiencing an ever-growing surge in understanding the consumer (e.g., patient) engagement paradox, aiming to vouch for the quality of care. Despite this…
Abstract
Purpose
The mental healthcare is experiencing an ever-growing surge in understanding the consumer (e.g., patient) engagement paradox, aiming to vouch for the quality of care. Despite this surge, scant attention has been given in academia to conceptualize and empirically investigate this particular aspect. Thus, drawing on the Stimulus-Organism-Response (S-O-R) paradigm, the study explores how patients engage with healthcare service providers and how they perceive the quality of the healthcare services.
Design/methodology/approach
Data were collected from 279 respondents, and the derived conceptual model was tested by using Smart PLS 3.2.7 and PROCESS. To complement the findings of partial least squares (PLS)-based structural equation modeling (SEM), the present study also applied fuzzy set qualitative comparative analysis (fsQCA) to identify the necessary and sufficient conditions to explore substitute conjunctive paths that emerge.
Findings
Findings show that patients’ perceived intimacy (PI), cohesion and privacy enhance the quality of mental healthcare service providers. The results also suggest that patients’ PI, cohesion and privacy have indirect effects on the perceived quality of care (PQC) by the service providers through consumer engagement. The fsQCA results derive that the relationship among conditions leading to patients’ perception of the quality of care in regard to mental healthcare service providers is complex and is best reflected as multiple and conjectural causation configurations.
Research limitations/implications
The findings from this research contribute to the advancement of studies on patients’ experiences by empirically examining the unique dynamics of interaction between consumers (patients) and mental healthcare service providers, thereby enriching both the literature on social interactions and the understanding of the consumer–provider relationship.
Practical implications
The results of this study provide practical implications for mental healthcare service providers on how to combine the study variables to enhance the quality of care and satisfy more patients.
Originality/value
A significant research gap has ascertained the inter-relationship between PI, cohesion, privacy, engagement and PQC from the perspective of mental healthcare service providers. This research is one of the primary studies from a managerial and methodological standpoint. The study contributes by combining symmetric and asymmetric statistical tools in service marketing and healthcare research. Furthermore, the application of fsQCA helps to understand the interactions that might not be immediately obvious through traditional symmetric methods.
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S.M. Sayem, Azharul Islam, Mohammad Rajib Uddin and Jarin Sadia Promy
The study aims to identify the determinants of customer satisfaction in the electronic commerce (e-commerce) industry in Bangladesh. It also investigates whether acceptance of IT…
Abstract
Purpose
The study aims to identify the determinants of customer satisfaction in the electronic commerce (e-commerce) industry in Bangladesh. It also investigates whether acceptance of IT innovation mediates the relationship between the determinants of e-commerce and customer satisfaction.
Design/methodology/approach
A survey questionnaire had been designed and distributed among the customers of e-commerce businesses. Data were collected from 408 respondents, who were mostly from urban areas of the country. The collected data had been analysed with the application of the partial least square approach using SmartPLS4. First, the measurement model was applied to determine the validity and reliability of the dataset. Then, the structural model was utilized to justify the hypothesis.
Findings
The results showed that customer service, perceived ease of use and customer trust in e-commerce services have a significant positive impact on customer satisfaction. The acceptance of IT innovation, which showed a positive influence on customer satisfaction, enhanced customer satisfaction when accompanied by perceived ease of use and digital literacy.
Practical implications
The results would have valuable insight for the e-commerce business in designing their products and services and taking policies to achieve long-term customer loyalty.
Originality/value
This is the first study that incorporates IT innovation acceptance as a mediating variable. Although a number of factors have been identified as the determinants of customer satisfaction, the specific mechanism of IT innovation acceptance as a mediator between predictors and customer satisfaction is unique in this study.
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Sha Zhou, Yaqin Su, Muhammad Aamir Shahzad and Zhengchi Liu
The integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers…
Abstract
Purpose
The integration of social media and e-commerce has resulted in a rising phenomenon among individual content providers (ICPs), who used to offer free content, to provide consumers with paid content, such as online courses, Q&As or consultations. Despite the prevalence of ICPs’ content monetization, empirical research has rarely studied its underlying mechanism. This paper examines how the characteristics of free content contributed by ICPs on social media platforms influence their paid content sales, focusing on the perspective of human brand.
Design/methodology/approach
The empirical setting is an online knowledge exchange platform, where users are allowed to provide free content (e.g. answers) on the social media platform and launch paid content (e.g. lectures) on the e-commerce platform. A machine learning technique is employed to construct measures for the characteristics of free content, and fixed-effects estimation is presented to confirm which factors have a significant influence on the sales of paid content.
Findings
The empirical results show that the quality, diversity and expertness of free content have a significant positive impact on the sales of the ICP-paid content, with the brand popularity of ICP playing a mediating role.
Originality/value
This study is the first attempt to demystify the relationship between content contribution and ICPs’ content monetization from the perspective of human brand. The findings validate the effectiveness of the “Selling by Contribution” strategy and provide valuable insights for ICPs and social media platforms.
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Qianling Jiang, Zheng Wang and Jie Sun
The rise of interactive fitness games in the post-epidemic era has resulted in the need to establish a quality evaluation index system. This study aims to develop such a system…
Abstract
Purpose
The rise of interactive fitness games in the post-epidemic era has resulted in the need to establish a quality evaluation index system. This study aims to develop such a system and provide a reference for enhancing the quality of interactive fitness games.
Design/methodology/approach
To achieve this, interviews and questionnaires were conducted to identify the factors that influence the quality of interactive fitness games. The Kano model and SII (Satisfaction Increment Index)-Dissatisfaction Decrement Index (DDI) two-dimensional quadrant analysis were then used to explore differences in quality judgment between males and females, as well as their priorities for improving interactive fitness games.
Findings
The study revealed that males and females have different quality judgments for “rich and diverse content,” “motivational value,” “sensitive motion recognition detection” and “portability.” However, both genders share similar views on the other quality factors. In addition, the study identified differences in the priority of improvement between men and women. “Very interesting,” “effective fitness achievement,” “motivating fitness maintenance,” “sensitive motion recognition detection,” “portability” and “educational value” were found to be of higher priority for men than women.
Originality/value
These findings provide a valuable theoretical reference for developers and designers of interactive fitness games seeking to enhance the user experience.
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Quan Xie and Sidharth Muralidharan
Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding…
Abstract
Purpose
Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing, subsequently impacting experiential evaluations, willingness to purchase NFTs and brand loyalty.
Design/methodology/approach
We conducted two experiments to test our model. Study 1 used a quasi-experiment with 1,053 participants and tested the model using partial least squares–based structural equation modeling. In Study 2, we aimed to investigate the causal influence of SCO on NFT marketing effectiveness. We employed a one-factor experiment (social comparison prime: high SCO vs. control) with 123 participants.
Findings
NFT users frequently engage in social comparisons and prefer branded NFTs that offer exclusivity (social value) and financial benefits (economic value). Social and financial superiority derived from NFTs enhances branded NFT experiences, leading to a stronger willingness to purchase NFTs and building brand loyalty. Perceived exclusivity, financial benefits and experiential evaluation mediate the effects of SCO on willingness to purchase NFTs and brand loyalty.
Originality/value
This study explores the effectiveness of NFT marketing through the lens of social comparison theory. In doing so, we examined the relationship between SCO and NFT marketing outcomes, revealed the causal influence of SCO on perceived exclusivity and perceived benefits in NFT marketing and shed light on the serial mediation of value- and experience-related constructs.
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Lingling Yu, Ying Chen, Shanshan Zhang, Bao Dai and Suqin Liao
This study aims to investigate the antecedents and outcomes of excessive use of personal social media at work. The prevalence of personal social media in the work environment can…
Abstract
Purpose
This study aims to investigate the antecedents and outcomes of excessive use of personal social media at work. The prevalence of personal social media in the work environment can easily lead to excessive use and negative consequences. Understanding the predictive factors and negative consequences of employees' excessive use of personal social media at work is important to develop their appropriate use of social media and improve their job performance.
Design/methodology/approach
Based on dual-system theory and the person-environment fit model, this study develops a research model to examine the effect of habit and self-regulation on excessive use of personal social media at work and that of the outcomes of excessive use on employee job performance through strain. This study conducts a questionnaire survey on 408 employees to test the research model and hypotheses empirically.
Findings
Results suggest that the imbalance between habit and self-regulation drives excessive personal social media use of employees at work. Furthermore, excessive use of personal social media has a strong impact on employee strain, which can significantly decrease job performance.
Originality/value
First, this study considers excessive use of personal social media at work as a result of two different cognitive systems, that is, an automatic system and a controlled system, thereby extending the dual-system theory to explain excessive use of personal social media in the work context. Second, unlike previous studies that focused on the outcomes or explored the antecedents of excessive social media use at work respectively, the study employs the person-environment fit model and examines the systematic influence of excessive social media use at work from a broad perspective by linking its antecedents and outcomes.
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