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1 – 10 of over 9000Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects…
Abstract
Purpose
Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.
Design/methodology/approach
By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.
Findings
The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.
Practical implications
This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.
Originality/value
This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.
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Jitpisut Bubphapant and Amélia Brandão
Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in…
Abstract
Purpose
Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).
Design/methodology/approach
Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.
Findings
According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.
Originality/value
This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.
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Abhay M. Vyas and Gyaneshwar Singh Kushwaha
This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements…
Abstract
Purpose
This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.
Design/methodology/approach
A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.
Findings
The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.
Research limitations/implications
A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.
Originality/value
The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.
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Halil Erdem Akoglu and Oğuz Özbek
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Abstract
Purpose
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Design/methodology/approach
To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.
Findings
As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.
Practical implications
Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.
Originality/value
This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.
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Jitpisut Bubphapant and Amélia Brandão
This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content…
Abstract
Purpose
This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.
Design/methodology/approach
A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.
Findings
Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.
Originality/value
The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.
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Todd Drennan, Emilia Rovira Nordman and Aswo Safari
This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many…
Abstract
This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.
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Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of…
Abstract
Purpose
Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of ethics, privacy and ads' perceived benefits (ad effectiveness and ad relevance) on consumers' attitudes toward online advertising. Secondly, the study investigates the mediating effect of attitudes toward re-targeting online advertising on consumers' purchase intentions. Finally, the study investigates the moderating effect of the perceived ethicality of re-targeting online advertising on consumers' purchase intentions.
Design/methodology/approach
Participants (n = 307) were recruited through an online survey platform (MTurk) in the USA. The sample consisted of 65% male and 35% female respondents. The majority are aged 25–34 years, followed by 35–44 years (20%), 45–54 years (14%), 18–24 years (8%) and 55 years and older (6%).
Findings
The results show that ad effectiveness and ad relevance influenced consumers' attitudes toward re-targeting. This study shows that consumers are willing to trade their privacy for better search quality. Moreover, perceptions toward the ethicality of re-targeting ads moderated the relationship between consumers' attitudes and purchase intentions.
Research limitations/implications
This study will make several contributions. First, the study will extend the consequential theory in the context of online advertising. Second, the study will assist companies in using re-targeting strategies. The results will reveal which factor is the most important factor impacting consumers' attitudes toward re-targeting strategies.
Originality/value
This is one of the first few papers investigating consumers' perceptions of the ethicality of re-targeting online advertising.
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Xiaoguang Wang, Yue Cheng, Tao Lv and Rongjiang Cai
The authors hope to filter valuable information from online reviews, obtain objective and accurate information about the demands of auto consumers and help auto companies develop…
Abstract
Purpose
The authors hope to filter valuable information from online reviews, obtain objective and accurate information about the demands of auto consumers and help auto companies develop more reasonable production and marketing strategies for healthy and sustainable development. This paper aims to discuss the aforementioned objectives.
Design/methodology/approach
The authors collected review data from online automotive forums and generated a corpus after pre-processing. Then, the authors extracted consumer demands and topics using the LDA model. Finally, the authors used a trained Word2vec tool to extend the consumer demand topics.
Findings
Different types of vehicle consumers have the same demands, such as “Space,” “Power Performance,” and “Brand Comparison,” and distinct demands, such as “Appearance,” “Safety,” “Service,” and “New Energy Features”; consumers who buy new energy vehicles are still accustomed to comparing with the brands or models of fuel vehicles; new energy vehicles consumers pay more attention to services and service quality during the purchasing and using process.
Research limitations/implications
The development time of new energy vehicles is relatively short, with some models being available for only one year or even six months. The smaller amount of available data may impact the applicability of topic models. The sample size, especially for new energy vehicles, needs to be increased to improve the general applicability of topic models further.
Practical implications
First, this measure helps online review websites improve their existing review publication mechanisms, enhance the overall quality of online review content, increase user traffic and promote the healthy development of online review websites. Second, this allows for timely adjustments in future product production and sales plans and further enhances automotive companies' ability to leverage online reviews for Internet marketing.
Originality/value
The authors have improved the accuracy and stability of the fused topic model, providing a scientific and efficient research tool for multi-dimensional topic mining of online reviews. With the help of research results, consumers can more easily understand the discussion topics and thus filter out valuable reference information. As a result, automotive companies may gain information about consumer demands and product quality feedback and thus quickly adjust production and marketing strategies to increase sales and market share.
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Hyo-Jeong Kim and Sang Man Han
This study aims to understand why consumers continue to visit physical stores despite the rise in mobile shopping and online channels. Mobile shopping has changed how consumers…
Abstract
Purpose
This study aims to understand why consumers continue to visit physical stores despite the rise in mobile shopping and online channels. Mobile shopping has changed how consumers shop, allowing them to easily switch between channels. However, physical stores continue to remain significant because some consumers still prefer them, challenging the belief that online markets always surpass offline markets. To serve their needs effectively, retailers must understand the motivations and behaviors of shoppers in both channels. Therefore, this study aims to explore why people cross the online channel to offline by examining their dissatisfaction with online shopping, using E-SERVQUAL variables.
Design/methodology/approach
This study uses a two-method approach that involves in-depth interviews to develop questions related to E-SERVQUAL variables and a survey to assess respondents’ likelihood of switching from online to offline. Data was collected from 203 participants.
Findings
The results indicate that dissatisfaction with the timeliness and condition of online shopping services is a significant factor driving consumers to switch to physical stores. This challenges the notion that online markets always surpass offline markets, emphasizing the continued significance of physical stores in the retail landscape.
Originality/value
This study recognizes the importance and relevance of physical stores in the retail environment while challenging the assumption that online markets always outperform brick-and-mortar markets. In terms of dissatisfaction and satisfaction, it is possible to identify under what circumstances dissatisfied consumers go from online to offline by considering the distribution channel migration phenomenon.
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Muhammad Arslan Sarwar, Jawaria Nasir, Binesh Sarwar, Muzzammil Hussain and Ali Abbas
Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products…
Abstract
Purpose
Impulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products spontaneously. This paper aims to examine key cognitive aspects of impulsive buying behaviour and purchase regret in an online context.
Design/methodology/approach
An online survey was conducted to collect the data of 317 online consumers with the help of a convenience sampling technique. The structural equation modelling technique was carried out to establish the validity and reliability of measures and examine the proposed relational paths.
Findings
The study results suggest that cognitive aspects recede impulsive buying, resulting in purchase regret. The empirical findings on the impulsive buying behaviour and purchase regret to yield several important implications, including developing marketing strategies and policies to evoke the intentions for impulsive buying behaviour, consumer innovation and balancing the feelings of regret.
Practical implications
The study also provides some significant contributions to the literature on online impulse buying and its related paradigms.
Originality/value
This study mainly attempted to determine the precursors of online impulse buying and purchase regret from the perspective of hedonic and experiential consumption motivation and consumer innovation. Getting reflections from cognitive dissonance theory and the post purchase evaluation, a theoretical model was developed and empirically tested for impulsive online buyers.
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