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This study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures.

We collect data from a variety of sources, including Interbrand, Facebook and financial statements, to validate the research model using partial least squares structural equation modeling.

The results revealed that owned media content had a stronger positive effect on CE than did earned media content. In addition, information richness was found to have a positive effect on CE, but links to additional information had a negative effect. In addition, CE positively affected brand equity. The national comparison analysis revealed a difference in the coefficients between the United States and Korea for most paths.

This study contributes to the relevant literature by finding evidence that OM has a stronger effect on CE than does EM. In addition, this study expands the related literature by clarifying the effects of information richness in a CE context and exploring differences determined by cultural dimensions. Most importantly, this study expands CE and international marketing literature by finding that the relationship between CE determinants and outcomes in a social media environment differs between national cultures.

This study explores the relationship between CE and social media content, which has not been sufficiently investigated in previous studies, by collecting actual social media data. In addition, unlike previous survey-based studies, we find evidence that CE contributes to brand equity at a corporate level. Finally, our exploratory analysis indicates that the relationship between the characteristics of social media content, CE and brand equity differs between national cultures.

The purpose of this paper is to offer a theory-driven, evidence-based approach to developing a brand’s messaging strategies on social media encompassing three messaging dimensions, namely, appeal, content, and richness.

Using longitudinal data from three Fortune 200 companies – Delta Airlines, Wal-Mart, and McDonald’s – the authors empirically investigate comprehensive strategic messaging framework. Using ANOVAs and regression analyses, the authors test a set of hypotheses regarding the relations between a brand ' s purchase involvement, its message appeal, message content, and message richness, and engagement.

Findings reveal significant relations between purchase involvement and appeal. Furthermore, the authors find that abstract content categories are best combined with richer media. Finally, both transformation appeal and richer media have a highly significant and positive effect on engagement.

The authors offer a theoretical ground and empirical validation of both a comprehensive typology of content categories and a holistic strategic messaging framework that can fill a significant void in the social media marketing literature that lacks integrative models for assessing, classifying, analyzing, and in turn, informing future social media marketing strategies.

The validated framework can help managers better understand the diversity of messaging components as well as offer an analytical tool for assessing the nature of engagement associated with each appeal and category.

To the best of the author’s knowledge, this paper offers the first comprehensive typology of content categories and validates it in the context of a strategic messages framework using real-world data finding strong support for all hypotheses.

It is well known that the results of academic marketing research are not widely used by practitioners. This is attributed to a range of factors including language barriers and poor communication between the academic and practitioner communities. In spite of this, there exists little research within marketing that has focused on how potential users of academic research such as business or marketing managers prefer to receive research information. To start filling this void in the research literature, we report a study of managers' media preferences for receiving academic research information.

A survey of managers who had taken part in a larger study into the competitiveness of service enterprises was conducted. Cluster analysis was used to assess different media preference segments.

Findings contradict expectations derived from media richness theory. For example, a substantial number of managers prefer written communication modes, which according to media richness theory are not effective ways of communicating complex information such as academic research results. Cluster analysis suggested that three media preference segments existed.

Further research should investigate why managers appear to prefer particular communication modes, particularly printed media.

The paper examines the appropriateness of different types of media used to communicate complex academic research information to practitioners. Findings should be useful to academics that aim to disseminate effectively their findings to practitioners.

The purpose of this research is to examine the effectiveness of using social media to increase knowledge about and motivate purchase behaviors of fair-trade products, focusing specifically on the influence of information format (media richness) and characteristics (information quality and quantity).

One-way analysis of variance (ANOVA) was conducted to test whether consumer responses differ based on the information format. Additionally, structural equation modeling (SEM) was performed to examine the relationship among constructs of the hierarchy of effects model.

Participants exposed to the video format (rich media) had higher scores on information quality, subjective knowledge and emotion than those exposed to the text only format (lean media). SEM results showed that both objective and subjective knowledge had significant influences on emotion and emotion, in turn, had a significant influence on purchase intentions. In addition, information quantity and quality had direct and significant effects on emotion.

This study focused on the crucial role of knowledge related to fair-trade products by distinguishing two different types: objective and subjective knowledge. Despite the growing body of literature concerning socially responsible consumer behavior (SRCB), there are very few studies that specifically examine the differential impact of objective and subjective knowledge on consumer behaviors. Furthermore, the original hierarchy of effects model does not include antecedents of the cognitive dimension. Because developing knowledge plays a key role in motivating SRCB, this study added characteristics of information to the model to examine their influence on knowledge level.

This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers.

Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy.

The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension.

This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites.

Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.

The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT).

A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling.

Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness.

Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.

This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.

The purpose of this paper is to explore the impact of small business managers ' objectives and preferred methods of communicating on the communications aspect of accountants ' advisory relationship with small business. Through exploring and reporting on these issues, the paper seeks to contribute to understanding of accounting ' s capacity to satisfy the communication needs of its users.

The study employs a mixed methodology, comprising a questionnaire to access evidence from small business managers and semi-structured interviews with accountants, which provide a complementary perspective to accountant/small business communications. The analysis of the findings is informed by media richness theory.

Small business managers prefer direct forms of contact with their accountants and the richness of verbal communications. This is demonstrated in accountants ' use of visual and audio cues, including reinforcing and adjusting techniques, which enhance the appeal and utility of verbal communications. Accountants ' documents have been relegated to a supplementary reinforcing function in the profession ' s communications with small business. Small firm managers ' objectives influence their interest in and use of accounting information and the communications approach that their accountant implements. The findings indicate that accountants adopt communications approaches with small business managers, which satisfy the communication needs of the economically significant small business sector, a significant user of accounting information and services.

The paper contributes to redressing a gap in the accounting discipline ' s literature regarding accountants ' communications with small business, while offering insights that may be useful to practitioners in their advisory relationships with small business managers.

Previous studies have attempted to address online uncertainties from the relationship marketing perspective. The purpose of this paper is to argue that the integration of media richness theory (MRT) and cognitive fit theory (CFT) can contribute a new perspective in addressing consumers’ transaction-specific uncertainties in online retailing.

On the basis of MRT and CFT, a research model was developed by correlating online channel media richness (OCMR), online–offline information integration (OOII), information privacy concern, perceived deception and online loyalty. The model was empirically examined based on survey data collected from 258 multi-channel consumers in China.

An analysis of structural equation model showed that OCMR is negatively associated with information privacy concern and perceived deception but is not significant to online loyalty. Information privacy concern has a negative influence on online loyalty, but the effect of perceived deception is not significant. Moreover, information privacy concern is positively related to perceived deception. The OOII strengthens the influence of OCMR but not the moderating effect of integrated promotion, product and price information on the relationship between OCMR and online loyalty.

This study contributes to the extant literature on online retailing by examining the effect of OCMR on online transaction uncertainties. Information integrity in the form of OOII was proposed to complement OCMR. Results have shown that OCMR is significant in reducing online uncertainties, and OOII strengthens this effect, thereby enhancing online loyalty.

In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This study examines how fans who have watched celebrities’ online videos become tourists who attend concerts held at destinations based on celebrity and destination endorsements.

This study builds for celebrity and destination endorsements on online videos by combining media richness and source model theory. This research adopts partial least squares structural equation modeling to analyze the mechanism triggered by online media.

Watching online media influences celebrity and destination endorsements, which, in turn, affects the concert experience and intention to return to the destination. Results reveal less intertwined relationships between celebrity and destination endorsements and the complex mechanisms between the two endorsements.

With the rise in popularity of online media, online content has become a major source of information in the tourism industry and a means of enjoying travel seamlessly. This study highlights not only the role of “watching online videos” as one of the richest media but also the role of live concerts in cultural tourism for understanding complex cultural tourism.

为了探讨在线视频对文化旅游业的影响, 本研究探讨了观看在线视频所触发旅游行为的机制。本研究考察了在名人和景区的宣传下, 观看名人在线视频的粉丝如何成为参加目的地举办的演唱会的旅游者。

基于媒体丰富度和来源模型理论, 本研究调查了名人与景区的宣传视频。本研究采用partial least squares（PLS）结构方程建模来分析在线媒体所引发的机制。

观看在线媒体影响了名人和目的地宣传效应, 进而影响了演唱会的体验和到访目的地的意愿。研究结果揭示了名人和目的地宣传之间的关系并不紧密, 这两种宣传之间存在着复杂的机制。

随着在线媒体的普及, 在线内容已成为旅游业中信息的主要来源和享受旅游的手段。本研究不仅突出了“观看在线视频”作为最丰富的媒体之一的作用, 也突出了演唱会在文化旅游中的功能, 以更全面地理解复杂的文化旅游。

This paper aims to investigate whether digital connectedness between family members, attained through social media, increases the intention to travel overseas to visit family or relatives. In the context of the education sector, this paper specifically investigates the likelihood of a family member traveling to see a family member who is currently studying in Australia, despite their regular interactions on digital social platforms.

This paper draws on the perspectives of earlier conceptual papers by Chacko et al. (2012) and Solnet and Hood (2008) in an effort to identify root causes and a possible solution. The context of Singapore and the international literature are also reviewed to establish theoretical and practical gaps that need to be filled.

The study finds that both “perceived media richness” of social media and communication applications and the “perceived connectedness” gained through social media and communication applications have a positive effect on the “intention to travel to the study destination.” Of the two variables measured in the study, perceived connectedness provides the strongest influence with nearly double the path coefficient as compared to the perceived media richness. Overall, an explanation of 32 per cent in one’s intention to travel provides a substantial discovery of travel intentions.

The role that digital social media like Facebook plays in human connectivity is not a foregone conclusion, when one could argue that digital connectivity especially enhanced by the richness of social media has the potential to replace or minimize physical relationships. Yet, this study demonstrates that such associations between the family members are in fact augmented by social media.