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1 – 10 of over 37000Valeria Noguti and David S. Waller
This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary…
Abstract
Purpose
This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.
Design/methodology/approach
Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.
Findings
The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.
Research limitations/implications
This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.
Practical implications
By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.
Social implications
This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.
Originality/value
While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.
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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 with…
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.
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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 and an…
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.
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Ana Paula Kieling, Rafael Tezza and Guilherme Lima Vargas
This study aims to expand previous work on website stage models by proposing a new model including a dimension encompassing digital integration and the context of mobile, digital…
Abstract
Purpose
This study aims to expand previous work on website stage models by proposing a new model including a dimension encompassing digital integration and the context of mobile, digital marketing and new technologies. Also, this study aims to classify Brazilian wineries using the stage model proposed and verify if the designated stages influence the wineries’ presence in digital and mobile media.
Design/methodology/approach
Observational research and quantitative content analysis were adopted to examine a sample of winery websites (N = 150) located in different states and regions of Brazil and create a new website stage model. After the new model’s development, the authors conducted a statistic analysis by running a one-factor analysis of variance to assess the influence of the company’s stage in the use of digital media and mobile strategies, as well as its impacts on market development.
Findings
The results suggested a quite mature market regarding website stage position, even though there is still room for growth and technological innovation. Also, the research findings show that there is a positive association between the company’s stage in the use of digital and mobile media strategies. In other words, the more advanced the winery stage, the greater its digital media and mobile presence.
Originality/value
While previous studies attempted to identify wineries’ stages through models, this study presents a new approach by updating the past studies’ stages as well as providing and testing a digital media and mobile dimension. This research contributes to consolidating the Brazilian wine industry position regarding its presence in digital and mobile media, bringing reflections to organizations, society and theory development.
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Xiaodong Li, Zibing Liu, Yuan Chen and Ai Ren
Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance…
Abstract
Purpose
Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.
Design/methodology/approach
A face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.
Findings
Results revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).
Originality/value
The study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.
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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 perspective of…
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.
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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…
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.
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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…
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.
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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 sustainable…
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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