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Article
Publication date: 26 October 2018

Dara G. Schniederjans, Stephen A. Atlas and Christopher M. Starkey

As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms…

Abstract

Purpose

As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand.

Design/methodology/approach

We surveyed 670 consumers and estimate structural equation models and repeated-measures ANOVAs to determine how short passages employing alternate impression management tactics influence consumers’ perceptions, attitudes and purchase intentions.

Findings

Results reveal that each impressions management tactic (i.e. ingratiation, intimidation, organizational promotion, supplication and exemplification) influences consumer perceptions, attitudes and intentions. The authors compare differences in how the impressions management tactics influence each stage of the perception-attitude-intentions model and find evidence that initial differences in perceptions favoring ingratiation and exemplification appeals become magnified for purchase intentions.

Research limitations/implications

Recent calls for research focus on an understanding of how consumers process information on reduced-content platforms of small-screened mobile devices. These results provide empirical evidence of the use of impression management and the difference between five impression management tactics on enhancing consumer perception-attitude-intentions model.

Practical implications

The results of this study will provide marketers with insights to optimize communications and corporate brands with consumers over mobile media.

Originality/value

This paper adds to the nascent yet vital literature on mobile marketing by focusing on how impression management tactics influence perceptions, attitudes and intentions through the short message characteristic of mobile platforms. The authors develop a framework for how corporate brand management can strategically use impressions management tactics in this novel domain.

Details

Journal of Product & Brand Management, vol. 27 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 16 July 2021

Xingting Ju, Raquel Chocarro and Oscar Martín Martín

The purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers…

Abstract

Purpose

The purpose of this study is to provide a systematic review of the current state of research regarding mobile social media use for value creation by firms and customers and an agenda for future research.

Design/methodology/approach

The authors conducted a systematic review following three main steps: keyword search, study selection and data extraction. A total of 53 articles were identified using academic databases and manual cross-referencing. By means of a thematic analysis method, the study addresses issues related to theory, methods, context, findings and gaps.

Findings

The study reviews and illustrates 14 value aspects of the mobile social media and value creation literature. The findings indicate that mobile social media are effective tools for firms to create and capture value from customers and for customers to co-create value.

Originality/value

The study contributes to the marketing and social media literature by proposing a conceptual framework that integrates the core components of value creation by firms and customers in the mobile social media context and by proposing an agenda for future research.

Details

Baltic Journal of Management, vol. 16 no. 5
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 7 October 2020

Yanping Zhang, Xiaodong Li and Juho Hamari

This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the…

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1208

Abstract

Purpose

This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.

Design/methodology/approach

Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.

Findings

Consumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.

Research limitations/implications

The findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.

Originality/value

This paper fills the research gap on the role of mobility in social media advertising.

Details

Industrial Management & Data Systems, vol. 120 no. 11
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 25 November 2013

Wu He

As mobile malware and virus are rapidly increasing in frequency and sophistication, mobile social media has recently become a very popular attack vector. The purpose of…

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4010

Abstract

Purpose

As mobile malware and virus are rapidly increasing in frequency and sophistication, mobile social media has recently become a very popular attack vector. The purpose of this paper is to survey the state-of-the-art of security aspect of mobile social media, identify recent trends, and provide recommendations for researchers and practitioners in this fast moving field.

Design/methodology/approach

This paper reviews disparate discussions in literature on security aspect of mobile social media though blog mining and an extensive literature search. Based on the detailed review, the author summarizes some key insights to help enterprises understand security risks associated with mobile social media.

Findings

Risks related to mobile social media are identified based on the results of the review. Best practices and useful tips are offered to help enterprises mitigate risks of mobile social media. This paper also provides insights and guidance for enterprises to mitigate the security risks of mobile social media.

Originality/value

The paper consolidates the fragmented discussion in literature and provides an in-depth review to help researchers understand the latest development of security risks associated with mobile social media.

Details

Information Management & Computer Security, vol. 21 no. 5
Type: Research Article
ISSN: 0968-5227

Keywords

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Article
Publication date: 9 July 2019

Helen S. Du, Xiaobo Ke, Wei He, Samuel K.W. Chu and Christian Wagner

The purpose of this paper is to draw on social exchange theory and heuristic–systematic model to examine how peer-to-peer (P2P) lending firms can enhance their customer…

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1011

Abstract

Purpose

The purpose of this paper is to draw on social exchange theory and heuristic–systematic model to examine how peer-to-peer (P2P) lending firms can enhance their customer acquisition by achieving mobile social media popularity.

Design/methodology/approach

Content data collected from multiple sources (websites and mobile applications) were employed to validate the research model.

Findings

The mobile social media popularity of P2P lending firms positively influences their customer acquisition. Furthermore, the heuristic cues (i.e. source credibility and content freshness) and the systematic cue (i.e. transaction relevance) potentially affect the firms’ mobile social media popularity.

Research limitations/implications

Mobile social media is not only a platform for firms’ image-building but a critical means of acquiring actual customers. The appropriate use of heuristic–systematic cues in a mobile interface is useful for firms to achieve high user popularity despite the challenges derived from the mobile context.

Practical implications

To achieve higher user popularity in the competitive online world, firms should dedicate greater effort in determining the adequate heuristic–systematic cues designed for the interface of their mobile social media account. The effect of popularity can then help the firms acquire more customers.

Originality/value

This study extends the understanding of social exchange in the context of mobile social media accounts and enriches the knowledge on business value of mobile social media popularity. This paper also contributes to the literature by relating heuristic–systematic cues to firms’ mobile social media popularity.

Details

Internet Research, vol. 29 no. 6
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 21 August 2020

Zhao Pan, Yaobin Lu, Sumeet Gupta and Qian Hu

The intense competitive and dynamic environment in mobile social-media market forces service providers to introduce incremental technological changes to achieve…

Abstract

Purpose

The intense competitive and dynamic environment in mobile social-media market forces service providers to introduce incremental technological changes to achieve sustainable competitive advantage. The purpose of this paper is to investigate what and how the user attitude to change influences members' behavioral support for incremental technological change in mobile social media service.

Design/methodology/approach

Using the tripartite model of attitude, this study examines the influence of the cognitive aspect (empowerment with change), affective aspect (arousal with change) and behavioral aspect (habit to change) of attitude toward change on members' behavioral support for incremental technological change. Drawing on the commitment to change theory, we assessed the underlying mechanism by which attitudes toward change influences behavioral support for incremental technological change through the two components of commitment to change (i.e. affective and normative commitment to change). We tested the model using structural equation modeling on the data collected from the popular mobile social media services in China.

Findings

Our results indicate that the effect of empowerment with change, arousal with change and habit to change varies with different dimensions of commitment to change and significant influence of commitment to change on members' behavioral support for incremental technological change.

Practical implications

The findings of this study contribute to better insights for services providers for implementing incremental technological change strategies.

Originality/value

This study contributes to the theory of incremental technological changes by empirical examination of the impacts of users' attitudes toward change on members' behavioral support for incremental technological change in mobile social media. The paper extends the commitment to change theory with the discussion of the mediating effect of commitment to change in the continuing members' behavioral support for incremental technological change in mobile social media.

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 3 October 2016

Elvira Bolat, Kaouther Kooli and Len Tiu Wright

Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that…

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4212

Abstract

Purpose

Mobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that drives forward evolution of the online world. Fewer academic studies have touched upon the MSM subject, with all the papers being of a conceptual nature to provide recommendations to business-to-business (B2B) firms. This paper aims to explore how B2B firms use MSM in reality.

Design/methodology/approach

This paper adopts the grounded theory approach to analyse interviews conducted in 26 B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these 18 firms focus on strategic orientation, processes, routines and skills required for using MSM.

Findings

This paper found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms’ competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills’ interactions.

Originality/value

This study is amongst the first to provide insights into B2B firms’ practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals’ and organisational knowledge and memory, contradicting existing theory on the subject.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 4 March 2021

Najat AlSaied and Fokiya Akhtar

A variety of alternate technology-enhanced teaching approaches are now available to university students to broaden their learning experiences and complement conventional…

Abstract

Purpose

A variety of alternate technology-enhanced teaching approaches are now available to university students to broaden their learning experiences and complement conventional face-to-face teaching. This paper aims to outline a study conducted at an English Medium Instruction (EMI) University in the Arabian Gulf where students were studying media. The study explored an innovative teaching approach that sought to enhance the students’ interaction with mobile phone applications as part of their learning experiences during the course.

Design/methodology/approach

The focus of the study was on enhancing the students’ English writing skills such as vocabulary, spelling and grammar and on improving their technical skills such as in video production. The study collected both quantitative and qualitative data.

Findings

The results indicated that mobile phone applications were helpful in improving students’ journalistic writing skills where they had a good level of proficiency in English, more so than students with poor English who are more dependent on traditional learning methods. Students also benefitted from mobile phone video production workshops that were intensive and creative. Based on the results of this study, it is recommended that courses and labs in media courses have skilled technicians that can train students in creative mobile phone video production while faculty members need to be trained and proactively encouraged to use mobile phones for teaching and learning purposes.

Originality/value

wBased on the results of this study, it is recommended that courses and labs in media courses have skilled technicians that can train students in creative mobile phone video production while faculty members need to be trained and proactively encouraged to use mobile phones for teaching and learning purposes.

Details

Learning and Teaching in Higher Education: Gulf Perspectives, vol. 17 no. 1
Type: Research Article
ISSN: 2077-5504

Keywords

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Book part
Publication date: 11 November 2019

Vered Elishar-Malka, Yaron Ariel and Ruth Avidar

Usage patterns of mobile phones in Israel position them as instruments of great importance and as everyday, multipurpose, and interpersonal devices. This study utilizes a…

Abstract

Usage patterns of mobile phones in Israel position them as instruments of great importance and as everyday, multipurpose, and interpersonal devices. This study utilizes a critical perspective of the “uses and gratifications” approach to explore the usage of and gratification sought from smartphone usage of millennials. Sixty personal in-depth interviews were conducted during 2013 with millennials (undergraduate students) with the primary goal of exploring millennials’ perceptions of smartphone usages, as well as their personal experiences with smartphones and the role of smartphones in their lives. A grounded theory approach was used to analyze students’ reflections on the roles of smartphones in their lives. Participants have expressed a great bonding with their smartphone and relationships that can be described in term of "love and hate.” The thematic analysis highlighted the addictive elements of using their smartphone, that is, using it more frequently and under undesired circumstances than one would like to, and even becoming anxious about losing the device or even getting too far away from it. Other leading themes included the influence of external pressures to use smartphones, the varied usefulness that smartphones serve in participants’ lives, and a strong sense of "Fear of missing out" as an explanation for their extensive use of their smartphones. The findings of this chapter indicate that smartphones have become an indispensable medium among young adults, used due to practical, as well as to emotional reasons; inner, as well as external impulses.

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