Search results
1 – 10 of over 117000
Estefania Ballester, Carla Ruiz and Natalia Rubio
The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective…
Abstract
Purpose
The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour.
Design/methodology/approach
The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour.
Findings
The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant.
Originality/value
This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions.
Propósito
El objetivo de este trabajo es analizar el impacto de las percepciones de los consumidores sobre el disfrute y la originalidad del contenido generado por la empresa (CGE) publicado en Instagram en el engagement afectivo del cliente. Además, se examina el engagement afectivo del cliente como impulsor de su comportamiento.
Diseño/metodología/enfoque
El artículo adopta un enfoque cuantitativo utilizando una muestra de 334 mujeres seguidoras de la cuenta de Instagram de un restaurante ecológico. Tras la validación de las escalas de medición, las hipótesis se testaron mediante un modelo de ecuaciones estructurales. Basándonos en el marco S-O-R, se postula que las percepciones de los consumidores sobre el disfrute y la originalidad de las publicaciones de Instagram generan un engagement afectivo del cliente que, a su vez, influye en su comportamiento.
Hallazgos
Los resultados mostraron que la percepción de disfrute y la percepción de originalidad de las publicaciones de Instagram generadas por un restaurante ecológico tienen una influencia positiva en el engagement afectivo del cliente, que, a su vez, afecta a los comportamientos de recomendación de los consumidores, la intención de seguir los consejos del restaurante en Instagram y la intención de volver a visitar el restaurante.
Originalidad/valor
Esta investigación proporciona una visión novedosa sobre cómo la percepción del disfrute y la originalidad de los CGE publicados en Instagram aumenta el engagement afectivo de las mujeres, y amplía el conocimiento sobre cómo el engagement afectivo de los clientes podría aumentar la comunicación boca-oído electrónica (eCBO) positiva, la intención de seguir los consejos del restaurante y las intenciones de recompra.
目的
本文旨在分析消费者对Instagram上发布的企业生成内容(FGC)的愉悦度和原创性的感知对情感性顾客契合的影响。此外, 本文还对作为顾客行为驱动因素之一的情感性顾客契合进行了研究。
设计/方法/途径
本文采用定量方法, 以一家生态友好餐厅的Instagram账户的334名女性粉丝为研究样本。在验证了测量量表有效性后, 通过结构方程模型对假设进行了检验。基于S-O-R框架, 我们认为消费者对Instagram帖子的愉悦度和原创性的感知会产生情感性的顾客契合, 进而影响顾客行为。
研究结果
研究结果显示, 消费者对生态友好餐厅在Instagram上所发帖子的愉悦度和原创性的感知对情感性顾客参与有正向影响, 而情感性顾客契合进而影响消费者在Instagram上的推荐行为、采纳餐厅建议的意愿和重访该餐厅的意愿。
原创性/价值
这项研究对Instagram上发布的FGC的愉悦度和原创性消费者感知如何增加女性的情感契合提供了新的见解, 并扩展了关于情感性顾客契合如何增加积极的电子口碑、采纳餐厅建议的意愿和再次购买意愿的知识。
Details
Keywords
Yeeun Kwon, Jaecheol Park and Jai-Yeol Son
Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is…
Abstract
Purpose
Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is still no clear empirical evidence that indicates what recommendation agent values affect the users' search experience while using the OTT services and how it leads to continuous subscription. To address this gap, this study aims to examine recommendation agent values influencing search experience, which in turn affects decision satisfaction and continuance intention.
Design/methodology/approach
This study empirically develops and tests a research model with data obtained from 212 survey respondents in Korea. Structural equation modeling with partial least square approach was used to analyze the data.
Findings
(1) Recommendation agent variables such as match score accuracy, recommended content variety and thumbnail image appeal affect search experience variables such as perceived diagnosticity and perceived serendipity; (2) perceived diagnosticity and perceived serendipity of search experience increase decision satisfaction; and (3) decision satisfaction increases intention to continue to subscribe to OTT services.
Originality/value
Despite the widespread use of recommendation agents in OTT services, limited attention has been paid to understand what specific values of recommendation agents lead subscribers to continue their subscription. The findings of this study clarify subscribers' continuous subscription behavior in OTT services in terms of the recommendation agent values and search experience perspective.
Details
Keywords
Kristien Philippaers, Nele De Cuyper and Anneleen Forrier
The purpose of this paper is to advance two seemingly conflicting paths from perceived employability to employee performance. Both paths start from the idea that feeling…
Abstract
Purpose
The purpose of this paper is to advance two seemingly conflicting paths from perceived employability to employee performance. Both paths start from the idea that feeling employable makes employees more independent from their employer. Framed positively, independence implies the perception of being in control, and perceived control may promote employee performance. Framed negatively, independence implies reduced attachment to the organization, while such ties drive employee performance. Innovative features in this study are threefold. First, the authors introduce perceived justice as a moderator. Second, the authors distinguish between perceived quantitative and qualitative employability: this relates to seeing “other” vs “better” job opportunities. Third, the authors include a range of performance indicators: task performance, organizational citizenship behavior and counterproductive work behavior.
Design/methodology/approach
Survey data were collected within one Belgian public-sector organization (n=1,500 employees) and analyzed using structural equation modeling.
Findings
Perceived control mediated the relationship between perceived employability and employee performance, yet only upon high perceived justice. Affective organizational commitment mediated the relationship between perceived employability and employee performance, regardless of perceived justice. Those relationships were positive for quantitative perceived employability and negative for qualitative perceived employability.
Originality/value
Perceived employability relates positively to employee performance, especially upon high perceived justice. Yet this relationship is bounded to which job alternatives are perceived, just “other” or instead “better.”
Details
Keywords
L. Martínez‐Carrasco, M. Brugarolas, A. Martínez‐Poveda, J.J. Ruiz and S. García‐Martínez
This paper aims to further progress in research on perceived quality of fresh fruit and vegetables. It seeks to develop and discuss two models for perceived quality of tomato…
Abstract
Purpose
This paper aims to further progress in research on perceived quality of fresh fruit and vegetables. It seeks to develop and discuss two models for perceived quality of tomato, including the price variable as an indicator for perceived quality of tomato.
Design/methodology/approach
The data come from a survey of 400 consumers that measures the importance of a set of tomato attributes on a Likert scale. The models were adjusted by means of structural equation analysis. Two procedures were followed for model development: the first started from an exploratory factor analysis. In the second, relations and correlations among variables were established starting from the theoretical framework that differentiates among search, experience and credence attributes.
Findings
Two models of tomato perceived quality are formulated and discussed. Both established that the perceived quality of fresh tomato could be explained through nine attributes. Some of them can be deduced at the place of purchase; some, during consumption while others are a question of trust. With regard to using price as an indicator of the perceived quality of tomato, both models suggested the elimination of this variable from the model for perceived quality.
Originality/value
Studying perceived quality has received much attention in research on the behaviour of food consumers. Nevertheless, there are not many attempts to establish models for the perceived quality of fresh fruit and vegetables. Specifically, there are very few studies on consumer behaviour that analyse the perceived quality of tomato. Thus, this study is one of the first attempts to establish a model for perceived quality of tomato.
Details
Keywords
Jian Li, Yanping Gong, Julan Xie and Yuxuan Tan
The purpose of this study is to employ a user-centered approach to identify subgroups of people with similar profiles based on their perceptions of multiple dimensions of digital…
Abstract
Purpose
The purpose of this study is to employ a user-centered approach to identify subgroups of people with similar profiles based on their perceptions of multiple dimensions of digital products' coolness and to test the differences across subgroups in the intention to use these products.
Design/methodology/approach
In Study 1, 1,161 adults rated a virtual digital product on four dimensions of coolness. In Study 2, 660 college students made similar ratings and also reported their intention to use a real digital product. Participants' ratings were analyzed using a user-centered approach, namely latent profile analysis.
Findings
Study 1 identified groups of participants who had similar profiles of product ratings on the four dimensions of coolness: niche cool, mass cool, uncertain cool and uncool. Study 2 replicated the findings of Study 1 and in addition showed that these groups varied in their intention to use the product and in whether a specific dimension increased or decreased this intention.
Research limitations/implications
The cross-sectional data preclude inferences about causality, calling for experimental or longitudinal research. Additionally, future research should explore whether the results generalize to other product categories and other age groups.
Practical implications
Managers should design digital products, segment the market and develop flexible strategies based on combined responses to dimensions of coolness perception.
Originality/value
The present research employed a user-centered approach to identify groups of people who share similar patterns of coolness perception. This study provides new insight that was not available in variable-centered research.
Details
Keywords
Jing Yang and Ava Francesca Battocchio
This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived…
Abstract
Purpose
This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust and behavioral intentions.
Design/methodology/approach
Two between-participants factorial design experiments (n = 176 for Study 1 and n = 169 for Study 2) were conducted to examine consumers’ responses to a brand’s cost transparency and production transparency.
Findings
The results revealed that transparency in the focal brand’s communication of production and cost would increase consumers’ perceptions of the brand’s transparency and authenticity because of its perceived information sensitivity. Such positive effects were found to similarly impact consumers’ attitude, trust and behavioral intention toward the brand.
Practical implications
The results point to the importance of brand transparency in marketing communication, specifically as it pertains to the influence that the inclusion of transparent cost and production information can have on consumers’ perceptions of authenticity, trust and attitude, as well as how these perceptions translate into behavioral intention.
Originality/value
To the best of the authors’ knowledge, this study is among the first to explore the differences between production transparency and cost transparency in influencing consumer responses and the underlying mechanisms. The findings also expand to the literature on brand transparency and brand authenticity.
Details
Keywords
Maja Arslanagic-Kalajdzic and Vesna Zabkar
Corporate communication practices are becoming ever more important for business service clients, as they signal quality and hence are related to client-perceived value. The…
Abstract
Purpose
Corporate communication practices are becoming ever more important for business service clients, as they signal quality and hence are related to client-perceived value. The purpose of this paper is to examine the interplay between corporate social responsibility (CSR), corporate reputation and client-perceived value, and to assess the moderating role of strategic orientation in business service relationships.
Design/methodology/approach
The conceptual framework based on the corporate communication framework, signaling theory and relationship marketing theory has been tested on a survey sample of 228 client firms, using covariance-based SEM and additional procedures for assessment of mediation and moderated mediation.
Findings
This paper reveals that communication practices concerning CSR positively and significantly influence client-perceived value. The authors show that reputation fully mediates the effect of CSR on client-perceived value. Finally, the effect of CSR on value is stronger if the client firm has a short-term strategic orientation, while long-term strategic orientation boosts the effect of corporate reputation on customer-perceived value.
Research limitations/implications
Further research on the topic may involve developing links between other elements of the corporate communication framework and client-perceived value.
Originality/value
The originality of the paper lies in better understanding the effects of CSR and corporate reputation on client-perceived value. The authors provide empirical evidence of the mediating role of reputation between the CSR (seen as “actions”) and client-perceived value.
Details
Keywords
Kazım Dağ, Sinan Çavuşoğlu and Yakup Durmaz
This study aims to measure the effect of augmented reality (AR) on immersive experiences, place satisfaction, user engagement and perceived authenticity.
Abstract
Purpose
This study aims to measure the effect of augmented reality (AR) on immersive experiences, place satisfaction, user engagement and perceived authenticity.
Design/methodology/approach
The population of the research consists of museum visitors visiting the Sakip Sabanci Museum in Turkey, which provides an interactive experience to the audience using AR technology via iPads. The data were collected both online and offline. The research was carried out with 397 questionnaire forms. The hypotheses were tested through smart partial least squares (PLS) 3.
Findings
Immersive experience positively affects place satisfaction, user engagement and perceived authenticity. It was also concluded that user engagement and perceived authenticity mediated the relationship between immersive experience and place satisfaction.
Research limitations/implications
The entire universe could not be reached, as the study had limitations in terms of time, cost, accessibility and control difficulties. Therefore, the study was carried out with 397 visitors who visited the Sakip Sabanci Museum (SSM) in Turkey and used AR technology.
Practical implications
The study emphasized the importance of AR in cultural tourism. The interactions of museum visitors with AR can be greatly enhanced by immersive experiences. Expanding AR to provide different experiences can increase the number of visitors.
Originality/value
Although there are recent studies on AR, it seems insufficient to investigate and empirically examine this subject in the context of museums. No studies conducted in Turkey have investigated the current topic of this study. Conducting this research in Turkey with the proposed research model will make the topic easier to understand, proving the study's originality.
Details
Keywords
Jenniina Sihvonen and Linda Lisa Maria Turunen
Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers…
Abstract
Purpose
Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers determine the perceived value of fashion brands in online flea markets. In addition, this study aims to illustrate how fashion brands are perceived when sold second-hand in Facebook flea markets.
Design/methodology/approach
Empirical data, consisting of internet discussions, were collected for this study from seven Facebook flea market forums between Fall 2014 and Fall 2015. The discussions were analyzed by means of qualitative content analysis.
Findings
In the context of flea markets, the perceived value is negotiated and evaluated through six antecedents: perceived quality, price, design, origin, authenticity and brand availability. Not surprisingly, price and quality appear as focal aspects when determining the value of a used brand in second-hand markets. However, the aspects of availability, origin and design complicate the considerations of the perceived value and can distinguish between different flea markets for fashion brands. In online second-hand markets for fashion brands, the passing of time appears to be an important factor grounding the consumers’ considerations of the perceived value.
Originality/value
This study brings forward novel viewpoints to brand marketing by discussing the formation of the consumer-perceived value in the growing field of online second-hand sales of fashion brands.
Details