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1 – 10 of 34Xiaodong Li, Chuang Wang and Yanping Zhang
Due to customers' extensive avoidance behavior, social commerce may be less successful than anticipated. This study investigates the underlying mechanism and antecedents that…
Abstract
Purpose
Due to customers' extensive avoidance behavior, social commerce may be less successful than anticipated. This study investigates the underlying mechanism and antecedents that influence customers' avoidance of peer-generated advertisements.
Design/methodology/approach
Based on the general framework of avoidance behavior, we propose a theoretical model for the context of a mobile social network, with tie strength as the user-related factor and violation of shared language, advertisement relevance and information overload as contextual variables. Using survey data collected from 334 customers on WeChat, we empirically examine the research model and hypotheses.
Findings
Tie strength and advertisement relevance are negatively associated with avoidance behavior, whereas information overload and violation of shared language have significantly positive effects. Furthermore, tie strength weakens the negative relationship between violation of shared language and avoidance behavior but strengthens the positive relationship between advertisement relevance and avoidance behavior.
Originality/value
The findings extend understanding of advertisement avoidance behavior and can guide practitioners' improvement of advertising efficiency in mobile social networks.
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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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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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Shimin Yin, Bin Li and Qi Zhou
Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format…
Abstract
Purpose
Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.
Design/methodology/approach
The study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.
Findings
The results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.
Originality/value
This study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.
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Fatih Çelik, Selçuk Yasin Yıldız, Behcet Yalin Ozkara, Mehmet Safa Çam and Blend Ibrahim
The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to…
Abstract
Purpose
The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to internet usage over time, using a two-wave longitudinal research design. This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships.
Design/methodology/approach
The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model.
Findings
The results indicated that perceived goal impediment and prior negative experience had positive effects on affective avoidance in both ad-clutter and non-clutter periods. Further, affective avoidance had a significant positive effect on both cognitive and behavioral avoidance in either period. In addition, ad clutter moderated the effects of cognitive and behavioral avoidance on online purchase intention.
Originality/value
This research provides new evidence of the crucial role perceived goal impediment, prior negative experience and perceived control each play in driving digital ad avoidance. This paper contributes to the body of knowledge in the field by exploring how advertising clutter (both cluttered and non-cluttered settings) moderates these relationships through a two-wave longitudinal study.
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A-Reum Jung and Jun Heo
The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and…
Abstract
Purpose
The purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad attention and ad clicks.
Design/methodology/approach
To fulfill the purpose, an eye-tracking study using real-time Facebook accounts of the participants was conducted.
Findings
The findings suggest that not all types of ad format face attentional competition. Consumers have a tendency to selectively care of native advertising area, where clutter becomes a significant issue. Additionally, personalized advertising is beneficial for attracting consumer attention regardless of the clutter level.
Originality/value
This less-artificial study setting with an eye-tracker makes up for the findings from previous ad clutter studies based on self-reported data; this study was able to observe real-life interaction between consumers and social media. The personalized native format may benefit advertisers in grabbing more attention. However, the careful use of native ads is recommended, because excessive ads could increase the attentional competition among native ads.
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Xiaodong Li, Zhiwen Liu, Bengang Gong and Ai Ren
Consumers have pervasively relied on mobile reviews in digital economy. However, little knowledge exists regarding how customers adopt several mobile reviews to make purchasing…
Abstract
Purpose
Consumers have pervasively relied on mobile reviews in digital economy. However, little knowledge exists regarding how customers adopt several mobile reviews to make purchasing decisions. With the assistance of reader-response theory, this study investigates how the consistency of product reviews, in terms of their adherence to both other reviews and the prior experience of the customer, affect perceived quality, confirmation of the customer's expectations, the customer's level of trust in the seller and the consequent purchase intention.
Design/methodology/approach
Based on a scenario simulation and an online experiment to collect data, the authors employed AMOS to test the proposed hypotheses using survey data collected from 314 customers in Study 1 and 420 consumers in Study 2.
Findings
The results indicate that global consistency positively and significantly contributes to confirmation, perceived quality and trust in sellers while sequential inconsistency positively and significantly influences perceived quality. Meanwhile, purchase intention is positively and significantly promoted by confirmation, perceived quality and trust in sellers, and initial valence has some moderating effects on these relationships.
Originality/value
This study contributes to the understanding of how customers apply product reviews to make purchasing decisions from a new angle. It also elucidates the way in which the perceived consistency of product reviews affects how reviewers are perceived and the consequent effect of these perceptions on a customer's purchase intentions.
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Xiaodong Li, Chen Zhang, Juan Chen and Shengliang Zhang
The domain of monetary donation is evolving with the combination of professional donation platforms and social network sites (SNSs) in the agency process, potentially enhancing…
Abstract
Purpose
The domain of monetary donation is evolving with the combination of professional donation platforms and social network sites (SNSs) in the agency process, potentially enhancing information communication and facilitating money transfers between donors and recipients. However, SNS donation avoidance hinders the leveraging of significant economic and social values. To address the limited understanding of the phenomenon of SNS donation avoidance, this study aims to investigate the influencing factors of people's avoidance behavior in the agency process of SNS donation.
Design/methodology/approach
A model was devised containing four process-related factors (requests overload, process ambiguity, channel security concerns and perceived distributive injustice) as antecedents of SNS donation avoidance, with probable mediating paths of negative emotions, altruistic outcome expectation and egoistic outcome expectation. Data were collected through a survey of 398 users of WeChat Moment in China. Structural equation modeling was used to analyze the proposed model.
Findings
All four process-related factors have positive associations with SNS donation avoidance. Requests overload, channel security concerns and perceived distributive injustice all positively influence people's expectation of negative emotions and lead, in turn, to their SNS donation avoidance. Perceived distributive injustice also leads to SNS donation avoidance via negatively influencing people's expectations of both altruistic and egoistic outcomes.
Originality/value
Theoretically, this empirical study synthetically associates process-related factors to donation avoidance through the paths of emotional responses and rational outcome expectations. Practically, it emphasizes key factors to consider in the process management of SNS donation.
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Online reviews are increasingly available for a wide range of products and services. Several studies have demonstrated the benefits of the presence of customer reviews to an…
Abstract
Purpose
Online reviews are increasingly available for a wide range of products and services. Several studies have demonstrated the benefits of the presence of customer reviews to an online retailer, but the issue of what makes online reviews helpful to a consumer in the process of making a purchase decision remains uninvestigated. The paper aims to discuss this issue.
Design/methodology/approach
Given the strategic potential of online reviews, this study drew on past research to develop a conceptual understanding of the components of helpfulness and to further empirically test the model using actual online review data from iPeen.com in Taiwan. A content analysis of 989 reviews across four products identified the interplay effects of review sidedness, reviewer’s expertise, and product type on the helpfulness of an online review.
Findings
For search goods, consumers consider two-sided reviews to be more helpful than one-sided reviews when the reviewers are experts in writing such articles, whereas they consider two-sided reviews to be equally helpful as one-sided reviews when the reviewers are novices. Conversely, for experience goods, consumers consider one-sided reviews to be more helpful than two-sided reviews when the reviewers are experts in writing review articles, but they consider one-sided reviews to be equally helpful as two-sided reviews when the reviewers are novices.
Practical implications
With an understanding of how review sidedness affects online review helpfulness, online retailers could establish the policy for promoting the helpfulness of reviews more effectively.
Originality/value
This research yields at least three important contributions: first, it contributes to the message sidedness literature by showing which arguments (one- or two-sided) are deemed to be helpful; second, it contributes to the online peer review literature by demonstrating the importance of considering product type and heuristic cues (i.e. the reviewer’s expertise) when explaining helpfulness; and third, the results in this research demonstrate that people are drawn to dual-processing; that is, the judgment of online review helpfulness is determined by heuristic cues (e.g. the status of the reviewer) and systematic processing (e.g. review content).
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Carla Ruiz-Mafe, Enrique Bigné-Alcañiz and Rafael Currás-Pérez
This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms…
Abstract
Purpose
This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.
Design/methodology/approach
The data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.
Findings
The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.
Originality/value
While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.
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