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1 – 10 of 93
Article
Publication date: 29 December 2023

Hao Chen and Shuangkang Hao

Addressing the significant differences between referral programs and traditional promotional marketing, this paper aims to investigate and examine the impact of how reward-related…

Abstract

Purpose

Addressing the significant differences between referral programs and traditional promotional marketing, this paper aims to investigate and examine the impact of how reward-related information is presented within referral programs and how it interacts with reward size and reward allocation.

Design/methodology/approach

This study adopts framing effect and equity theory to build the relationship between reward presentation, reward size and reward allocation. Then, two scenario-based experimental studies are designed and conducted on Amazon Mechanical Turk.

Findings

The results show that there is no direct impact of reward presentation on referral likelihood, while the effect relies on reward size. As the levels of reward size increase, the referral likelihood gradually shifts from percentage form to dollar form as perceived size mediates the interaction effect on referral likelihood. Further, adding information about reward allocation also indicate the different impacts of equity and inequity on influencing the above findings.

Originality/value

The study contributes to the literature by introducing reward presentation and emphasizes its impact on individual’s behavior decisions in the context of referral programs. This study extends and broadens the scope and effectiveness of the framing effect on traditional promotional marketing strategies, while also bridging the gap in the literature by examining the combined role of information about rewards.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 10 January 2024

Sai Ma, Qinghong Xie, Jiaxin Wang and Jingjing Dong

Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral…

25

Abstract

Purpose

Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral likelihood. This study aims to explore the effects of referral tasks (communication content and approach) on customers’ referral likelihood on social platforms and the role of self-construal.

Design/methodology/approach

This study establishes a theoretical model based on online social platforms and conducts three scenario-based experiments. The authors obtain data from consumers on Sojump platform and test the hypotheses using analysis of variance (ANOVA) analysis and mediation analysis in SPSS. The valid sample sizes for these three experiments are 288, 203 and 214, respectively.

Findings

Three experimental studies indicate that communication content and approach have a significant effect on referral likelihood. Furthermore, the effect of communication content on referral likelihood depends on the communication approach. Self-construal plays a moderating role in the effect of communication content and approach on perceived social costs.

Originality/value

CRPs typically involve tasks and rewards; consumers are asked to complete a referral task and then receive a reward. Both tasks and rewards can affect an individual’s willingness to participate; however, existing studies on CRP focus primarily on the reward component. To the best of the authors’ knowledge, this is the first study to systematically investigate the role of referral tasks (communication content and approach) in CRPs. The authors extend the related research by examining the impact of referral tasks on consumers’ willingness to recommend. In addition, this study introduces self-construal into CRPs research.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 17 April 2023

Le Yi Koh, Ying Sien Peh, Xueqin Wang and Kum Fai Yuen

The COVID-19 pandemic has resulted in a brand-new phenomenon in customer consumption patterns. This resulted from heightened health awareness brought on by the COVID-19 epidemic…

Abstract

Purpose

The COVID-19 pandemic has resulted in a brand-new phenomenon in customer consumption patterns. This resulted from heightened health awareness brought on by the COVID-19 epidemic. There is a dearth of appropriate health psychology perspectives in the existing study examining the effect of COVID-19 on consumers’ use of crowdsourced logistics (CL) platforms. In order to provide unique and thorough insights into how consumer health concerns can affect consumers’ subjective views and their decisions to use CL, this study combines the health belief model and the technology acceptance model.

Design/methodology/approach

Five hundred valid responses from an online survey that was created and administered in Singapore were analysed using structural equation modelling.

Findings

The findings show that all of the suggested constructs have a favourable influence on consumers’ intentions to use CL. The suggested model also demonstrates high explanatory power, with perceived usefulness serving as the primary driver, followed by perceived ease of use and self-efficacy.

Originality/value

The study advances previous academic research on CL and offers guidance to CL companies and lawmakers for promoting sustainable and secured last-mile delivery.

Details

The International Journal of Logistics Management, vol. 35 no. 2
Type: Research Article
ISSN: 0957-4093

Keywords

Article
Publication date: 28 October 2022

Ding Wang, Jianyao Jia, Shan Jiang, Tianyi Liu and Guofeng Ma

Despite the documented benefits of voice behavior for projects, little is known about antecedents of voice behavior in the project context, especially construction projects…

Abstract

Purpose

Despite the documented benefits of voice behavior for projects, little is known about antecedents of voice behavior in the project context, especially construction projects. Against this background, adopting a multi-team system perspective, this study attempts to investigate antecedents of team voice behavior from a contextual view.

Design/methodology/approach

This study identifies and examines six factors that influence team voice behavior. Specifically, project urgency, project temporality, and project complexity are identified from the project nature perspective. Satisfaction, trust, and commitment are generated from the relationship quality approach. Then, data from completed construction projects in China was collected to verify the effectiveness of these factors. Besides, the partial least squares structural equation modeling (PLS-SEM) technique was used in this study.

Findings

All six factors are found to be significant predictors of promotive team voice behavior. For prohibitive team voice behavior, only project complexity and project commitment make significant effects. Further, the differential effects of these factors on two types of voice behavior are revealed.

Originality/value

This study contributes to the literature on voice behavior in the project context, especially construction projects consisting of multiple teams. Also, this research enriches our knowledge on antecedents of team voice behavior in construction projects and thus affords practical implications to foster voice behavior.

Details

Engineering, Construction and Architectural Management, vol. 31 no. 3
Type: Research Article
ISSN: 0969-9988

Keywords

Article
Publication date: 12 January 2024

Li Chen, Yiwen Chen and Yang Pan

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares…

Abstract

Purpose

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).

Design/methodology/approach

This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.

Findings

This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.

Research limitations/implications

This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.

Practical implications

The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.

Originality/value

This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 4 September 2023

Gongli Luo, Junying Hao and He Ma

Corporate philanthropy is increasingly a vital decision-making basis for consumers to purchase and establish relationships with enterprises. However, few studies have examined…

Abstract

Purpose

Corporate philanthropy is increasingly a vital decision-making basis for consumers to purchase and establish relationships with enterprises. However, few studies have examined corporate philanthropy from the perspective of community evolution. To address this gap, this study aims to provide a more in-depth and holistic investigation of corporate philanthropy by examining the evolution of social media brand communities caused by corporate philanthropy and the characteristics of consumer interactive behavior.

Design/methodology/approach

Web crawlers developed by Python were employed to collect data of ERKE from Sina Weibo (the Chinese equivalent of Twitter). A total of 2,736 posts and 7,774 comments were collected and investigated using social network and sentiment tendency analyses.

Findings

The results showed that the evolution of the social media brand community presented a prominent three-stage characteristic influenced by corporate philanthropy. The findings not only support the benefits of corporate philanthropy but also show the possible disadvantages. Besides, this study further concluded the characteristics of consumer interactive behavior in the social media brand community.

Originality/value

This paper addresses an attractive and practical issue related to the impact of corporate philanthropy. Moreover, this study is one of the first studies to examine the impact of corporate philanthropy in the context of the social media brand community. The findings of this study will provide a valuable reference for community operations and practitioners of brands.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 2 January 2024

Jikai Zhu, Pengyu Li and Jingbo Shao

This study aims to delve into the varying impacts of different types of emotions conveyed through retailers' review request texts on consumers' intention to write a review.

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Abstract

Purpose

This study aims to delve into the varying impacts of different types of emotions conveyed through retailers' review request texts on consumers' intention to write a review.

Design/methodology/approach

To verify the relationships between these variables, two laboratory experiments were conducted in this study.

Findings

The findings indicate that when accompanied by an objective statement, texts that evoke empathy and favor have a positive influence on consumers' inclination to write a review. Moreover, by examining the underlying mechanism, this study uncovers two interconnected mediators, namely persuasive intent and cognitive (affective) resistance, along with empathy and helping intention. Additionally, the study explores the moderating role of customer satisfaction with the product, shedding light on the contextual factors that influence the effects of emotional cues in review texts.

Originality/value

This research contributes to the literature and practice by focusing on the process of retailers' generating online reviews. This is one of the first studies to systematically examine the effects of emotional text in retailers' review request on consumers' reviewing intention from the perspective of emotional evocation. The experimental findings and the underlying mechanisms emphasize the impact of different types of emotions in retailers' review requests texts on consumers' reviewing intentions. It can help retailers better understand the psychological reactions of consumers when they ask reviews, which provide theoretical support for retailers to design more reasonable asking texts.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 21 December 2023

Yue He, Zan Mo and Huijian Fu

Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by…

Abstract

Purpose

Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.

Design/methodology/approach

Four scenario-based experiments were conducted to probe the research questions.

Findings

Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).

Practical implications

This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.

Originality/value

This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

Details

Journal of Product & Brand Management, vol. 33 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 14 March 2024

Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Doaa Herzallah and Qian Fu

There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies…

Abstract

Purpose

There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies. Based on the service-dominant (S-D) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement.

Design/methodology/approach

The survey instrument is validated and the model is tested with data from active online customers using a novel methodology that blends artificial neural network (ANN) analysis with partial least squares (PLS) in both the measurement model and the path analysis.

Findings

The findings robustly support the model and yield evidence of the contribution of CPSs in effective value propositions, the interface between the S-D logic and customer engagement, and the direct effect of customer engagement on tangible forms of value for companies.

Originality/value

This study is the first scholarly effort to provide a comprehensive understanding of how and why CPSs can maximise customer value for the e-retailer, while simultaneously testing the customer value/engagement interface with a new blended ANN-PLS method.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 25 July 2023

James M. Vardaman, William E. Tabor, Darel C. Hargrove and Feigu Zhou

The role of family business staffing practices in their ultimate success remains largely unknown. The purpose of this paper is to test the notion that firms with greater family…

Abstract

Purpose

The role of family business staffing practices in their ultimate success remains largely unknown. The purpose of this paper is to test the notion that firms with greater family essence manifest their commitment by leveraging referrals as a recruitment source, which in turn is associated with higher performance. The hypothesized model posits that reduced agency costs from hiring through owner referral utilization (ORU) provide high-family essence firms with stronger performance.

Design/methodology/approach

The study draws upon a sample of 194 small and medium-sized family business owners.

Findings

Findings from OLS regression and the PROCESS model in SPSS support the hypothesis that recruiting nonfamily employees from referrals helps lessen agency conflicts and serves as an intervening mechanism in the relationship between family firm essence and firm performance.

Originality/value

This study draws on agency theory to shed light on how family firms successfully bring nonfamily employees into the fold despite their human resource limitations. The results extend theory on family businesses by demonstrating that those with higher degrees of family essence are more likely to attract applicants via ORU. Leveraging this recruiting practice allows family businesses to hire nonfamily employees who share the values and goals of the family firm, thus lowering agency costs and fostering higher performance. More broadly, the findings offer insight into the role of staffing practices in family firm success.

Details

Journal of Family Business Management, vol. 14 no. 1
Type: Research Article
ISSN: 2043-6238

Keywords

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