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Article
Publication date: 19 June 2017

Blandína Šramová and Jirí Pavelka

The purpose of the study was to ascertain how preschool children consume media, which types of media content they are sensitive to and how children affect the shopping…

Abstract

Purpose

The purpose of the study was to ascertain how preschool children consume media, which types of media content they are sensitive to and how children affect the shopping behavior of their parents. In other words, the study aimed at revealing whether distinctions occur among the selection of the media, among preferences of media products and forms, among concepts within advertising, among the attractiveness of media contents, among the types of influence by advertising products and among the means by which boys and girls have impact on their parents.

Design/methodology/approach

The paper is focused on the analyses of the perception of advertising messages and media consumption of children aged from two to seven years (N = 55) and their parents (N = 55) in the Czech Republic. The semi-structured interviews with the parents and children were used as the main research method. The children’s drawings focused on popular advertising were used as a supplementary method. The final findings were subjected to qualitative analyses – to thematic content analyses.

Findings

The analyzed interviews have revealed four key factors which frame and express the Czech preschool children’s reception and consumption of the media and their consumer behavior: media, media format and media content choice of preschool children; ritualization of the media consumption processes in preschool children; identification of advertising appeals within the media content in preschool children; and influence of media (and a social and cultural environment) on shopping behavior of preschool children. The findings are summarized in the table and visualized in thematic map.

Research limitations/implications

The sample size is small; therefore, it is not possible to generalize the results to all preschool children.

Originality/value

The study provides an explanation of the perception of media messages by preschool children from a broader perspective, from the children and their parents’ point of view.

Details

Young Consumers, vol. 18 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 6 February 2017

Madhupa Bakshi and Prashant Mishra

The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.

Abstract

Purpose

The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.

Design/methodology/approach

The study adopted structural equation modelling (SEM) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels.

Findings

The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent analysis using SEM indicated that apart from the sole negative impact of entertainment, all the variables had positive impact on brand equity.

Research limitations/implications

This study is confined to one of the metros of emerging market hence it cannot be generalized. Also the variables that indicate brand equity have been tested only for television news channels hence they may not hold true for other form of television stations.

Practical implications

For marketers of news channels this study identifies the factors that they need to focus on if they want to garner the equity of the brand in an emerging market scenario.

Social implications

The content factors identified that influence television news brand equity are reflections of the social requirements of an emerging market. It indicates what the audiences in such markets expect from their television news channels and is part of the social discussion.

Originality/value

The study contributes to brand equity literature by finding the antecedents that can influence any media brand in the emerging market scenario.

Details

Marketing Intelligence & Planning, vol. 35 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 7 January 2019

Blandina Sramova and Jiri Pavelka

The purpose of this paper is to determine the gender differentiation of adolescents in their online shopping motivation based on utilitarian and hedonic values as an…

Abstract

Purpose

The purpose of this paper is to determine the gender differentiation of adolescents in their online shopping motivation based on utilitarian and hedonic values as an expression of well-being. It is necessary to find out whether and to what extent utilitarian and hedonic values act as motivations in online shopping. The aim was to find whether boys and girls differ in their average individual values representing motivators in a specific, individual online shopping behavior, while assuming that a higher frequency of occurrence of the value areas represents a higher level of well-being.

Design/methodology/approach

The research focused on finding if individual motivational areas of online shopping, in which utilitarian and hedonic values are applied, are differently represented by Slovak boys and girls. The research sample comprised of the Slovak adolescents (n=420, AM age=16.75). A modified questionnaire investigated the motivation for online shopping.

Findings

Research findings pointed to a higher degree of well-being in adolescents’ online shopping motivational structures based on utilitarian and hedonic motivations. The research study indicated different motivational structure based on utilitarian and hedonic values which are associated with online shopping behavior of the adolescents in relation to their gender. The outcomes showed that there was a larger representation of the utilitarian values related to online shopping by adolescent boys. The adolescent boys more often appreciated choice, availability of information, lack of sociality and cost savings. Adolescent boys and girls had equal hedonistic value motivations.

Practical implications

At the time of the digital marketing boom, the knowledge of adolescents’ behavior in the online shopping environment is important for marketing communication. Adolescents will represent a strong segment of buyers in the digital market in the near future. Thus, aiming for the improvement in well-being by respecting the gender differentiation, retailers could create a more effective marketing communication design that would be targeted at the current Generation Z. The findings are important for the preparation and creation of the design of the online-activities marketing in individual cultural regions.

Originality/value

There is a notable absence in the monitoring of the well-being values in adolescent online shopping in Europe, especially in the post-communist EU countries. The Slovak Republic is one of the dynamically developing post-communist countries of the EU. Its position in the OECD which measures subjective well-being is very low. The research can become a starting point for forming the theory of online shopping behavior, assuming gender unification in the areas of hedonic values and motivations not only for the Generation Z but for all online shopping consumers in the second decade of the twenty-first century. The presented research is thus practical in order to adequately set up the online communication and the research use of a diagnostic tool in the European space. The authors see the research as a pilot study, which gives the opportunity for subsequent intercultural comparison. Knowledge of gender differences and indicators of well-being tendencies in the motivational structure of adolescents may be applicable for supporting and regulating the online shopping behavior of adolescents, as well as for the explanation and theoretical modeling of this behavior.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 30 May 2018

Ruoxu Wang and Yan Huang

The purpose of this paper is to examine the effects of message source and types of corporate social responsibility (CSR) message on stakeholder’s perception toward CSR and…

Abstract

Purpose

The purpose of this paper is to examine the effects of message source and types of corporate social responsibility (CSR) message on stakeholder’s perception toward CSR and behavioral intention toward the company.

Design/methodology/approach

A 2 (message source: CEO’s Facebook account vs organization’s Facebook account) × 3 (types of CSR messages: internal CSR vs external CSR vs control) between-subjects online experiment (n=242) was conducted online.

Findings

Internal CSR message elicited greater perceptions of trust, satisfaction, control mutuality, and commitment toward the organization among the stakeholders than the external CSR message and the CEO’s personal life message. A significant two-way interaction between the message source and the type of CSR message on behavior intention toward the organization was obtained.

Originality/value

Internal CSR message does matter when it comes to social media posting. The general public do pay attention to what the CEO and the organizations are posting on their social media accounts. Message source does not matter when it comes to social media message posting. However, organizations and CEOs should try to stay consistent when it comes to creating a public CSR message.

Details

Corporate Communications: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 23 July 2019

Danielle LaGree, Douglas Wilbur and Glen T. Cameron

Using the National Football League (NFL) concussion crisis context, the purpose of this paper is to provide sports marketers with a strategic approach to sports crisis…

Abstract

Purpose

Using the National Football League (NFL) concussion crisis context, the purpose of this paper is to provide sports marketers with a strategic approach to sports crisis management through consideration of crisis media coverage and organizational reputation.

Design/methodology/approach

An online experiment assessed the impact of two crisis response strategies, fan involvement and exposure to crisis media coverage on emotional response, corporate message credibility, crisis perception and perceived corporate reputation.

Findings

The accident response strategy was associated with more favorable perceptions of the NFL and corporate message credibility. Sports fan involvement facilitated more favorable perceptions of the NFL’s reputation, while exposure to media coverage of the NFL’s crisis created negative perceptions of the NFL’s reputation. Exposure to media coverage of the NFL concussion crisis increased feelings of anger, which in turn decreased perceptions of corporate message credibility.

Research limitations/implications

A limitation for this study is the specific crisis scenario that was used. The NFL concussion crisis is different from other crisis types in that it does not directly impact the audience’s well-being, but instead affects their perceptions of an iconic institution.

Practical implications

In light of study findings, it is suggested that sports marketers consider the following when dealing with crises: carefully determine proper framing methods when crafting a crisis response as different response types affect consumers in different ways; leverage public relations (PR) practices by engaging in media monitoring to inform an appropriate crisis response to control the narrative; and examine forces exernal of the organization that influence consumer emotions, paying special attention to feelings of anger as anger negatively impacts consumer perceptions of corporate credibility.

Originality/value

This paper addresses sports crisis strategy from both marketing and public relations perspectives. It describes how strategic efforts protect a sports organization’s reputation, thus increasing marketing effectiveness.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 3
Type: Research Article
ISSN: 1464-6668

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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: 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

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Article
Publication date: 29 October 2019

Hue Trong Duong, Long Thang Van Nguyen and Hong Tien Vu

The purpose of this study is to investigate the effects of congruent and incongruent anonymous comments posted to an online health news article on personal risk perception

Abstract

Purpose

The purpose of this study is to investigate the effects of congruent and incongruent anonymous comments posted to an online health news article on personal risk perception. This association is examined through testing the moderating roles of perceived similarity and approval ratings, and the mediating roles of source credibility and content credibility.

Design/methodology/approach

Hypotheses regarding the impact of comments on personal risk perception were tested experimentally using a news article, comments and approval ratings about the ear picking behavior. Data were collected from 391 young Vietnamese respondents.

Findings

The influence of online comments (congruent vs incongruent) on personal risk perception was mediated by source credibility and content credibility. Further, data showed a direct effect of online comments on personal risk perception. Interestingly, the direct and indirect effects of online comments on personal risk perception were observed among participants who perceived that anonymous commenters were similar to them. Approval ratings had neither a main nor interaction effect with comments on the dependent variables.

Practical implications

The results indicate that marketers should consider online comments as a powerful form of social influence, which may alter consumers’ personal risk perception.

Originality/value

The present study adds to social marketing literature by showing how consumers’ online comments influence personal risk perception in the context of changing media ecosystem.

Details

Journal of Social Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 3 February 2021

Payal S. Kapoor, M.S. Balaji and Yangyang Jiang

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and…

Abstract

Purpose

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined.

Design/methodology/approach

Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions.

Findings

Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship.

Research limitations/implications

This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels.

Practical implications

According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media.

Originality/value

This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 29 June 2020

Ye Wang and Huan Chen

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social…

Abstract

Purpose

This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.

Design/methodology/approach

Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.

Findings

Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Research limitations/implications

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Practical implications

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.

Originality/value

A theoretical model of luxury brands’ advertising was generated from the findings.

Details

Journal of Product & Brand Management, vol. 30 no. 5
Type: Research Article
ISSN: 1061-0421

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