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1 – 10 of 66Aaisha Al Badi and Diane Rasmussen McAdie
This study aims to investigate the use of social networking sites (SNS) by researchers and their behaviours when conducting research-related activities by applying the unified…
Abstract
Purpose
This study aims to investigate the use of social networking sites (SNS) by researchers and their behaviours when conducting research-related activities by applying the unified theory of acceptance and use of technology (UTAUT) theory.
Design/methodology/approach
An online survey was distributed. This study’s design is derived from the UTAUT framework’s questionnaire items. The sample of this study comprised 216 respondents from 40 universities in the United Kingdom. Descriptive statistics were used to analyse the data.
Findings
Respondents revealed a positive relationship between the four constructs of the UTAUT framework (performance expectancy, effort expectancy, social influence and facilitating condition) associated with their intention to use SNS.
Research limitations/implications
Most of the respondents were from the University of Strathclyde, so the authors cannot generalize the findings to other universities.
Practical implications
The findings will offer an extensive understanding of the value of SNSs, which will aid researchers to increase their visibility, and research activities online.
Originality/value
The results will provide an in-depth knowledge of the importance of SNSs, helping scholars to become more visible and engage in online research. A number of factors impacted how researchers behaved on SNSs and what they intended to use for research-related activity. School administrators, experts and other sponsors could take action to promote the use of SNSs in educational settings based on the findings. The study’s findings offer insightful knowledge to those who create SNS websites. By using this information, they will be able to improve these sites for research and study and gain a better understanding of the demands of SNS users.
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Edward Shih-Tse Wang and Hung-Chou Lin
In this study, we drew on the theories of social exchange and social learning and hypothesized that the online social capital (SC) and offline SC of social networking affect the…
Abstract
Purpose
In this study, we drew on the theories of social exchange and social learning and hypothesized that the online social capital (SC) and offline SC of social networking affect the online self-disclosure (OSD) of individuals through social self-efficacy (SSE).
Design/methodology/approach
After retrieving 514 valid questionnaires, we used structural equation modeling to analyze the data.
Findings
The results indicated that the users’ SSE affected their OSD, and that both online and offline bridging and bonding SC increased their SSE. However, online bonding SC directly affected their OSD, whereas online bridging SC did not considerably affect their OSD. Given these findings, we presented both theoretical and practical implications to elucidate SSE and OSD behavior from the perspective of online and offline bridging and bonding SC.
Originality/value
In this study, we drew on theories of social exchange and social learning to examine the effects of online and offline bridging and bonding SC on users’ SSE and OSD on SNSs. Given the importance of SC and SSE in social relationships and the effects of OSD on SNSs, our goal was to provide SNS marketers with a thorough understanding of how to facilitate SSE and OSD from the perspective of online and offline bridging and bonding SC.
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Wenjia Han, Ozgur Ozdemir and Shivam Agarwal
Built upon customer engagement marketing theory and uses and gratification theory, this study examines the link between individual social media marketing (SMM) performance…
Abstract
Purpose
Built upon customer engagement marketing theory and uses and gratification theory, this study examines the link between individual social media marketing (SMM) performance indicators and restaurant sales performance at the firm level. Moreover, the study investigates the moderating effect of advertising expenditure on this proposed relationship.
Design/methodology/approach
Random effect regression models were developed in Stata to examine the associations between SMM performance indicators, advertising expenditure, and restaurant firm revenue. Twelve years of SMM data from brands' Facebook pages were collected with a web scraper built in Python. Natural language processing was used to analyze the sentiment of user-generated content (UGC).
Findings
The results suggest that restaurant annual sales revenue increases as the volume of brand posts, “like”s, “share”s and positive comments on restaurants' Facebook pages increase. However, the total number of comments and the number of negative comments show non-significant associations with revenue. Firm advertising expenditure negatively moderates the relationships between sales revenue and the number of “like”s, “share”s, total comments and positive comments.
Practical implications
Restaurants benefit from making frequent posts on SNSs. Promotions that motivate online users to “like”, share, and comment on brand posts should be implemented. Firms with limited advertising budgets are encouraged to actively create buzz on SNSs due to evidenced stronger effects of UGC on sales performance than large advertisers.
Originality/value
This research bridges the gap by studying the effects of individual SMM performance indicators on restaurant financial outcomes. The findings support the effectiveness of SMM; and, for the first time, demonstrate that SMM could generate a more profound impact for firms with low advertising budgets.
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Shahid Khokhar, Maayda Shahid, Sana Hafeez and Muhammad Shahid Tufail
The purpose is to understand the fundamental mechanism of the consumer decision-making process and how perceived financial risk of search and experience goods influences…
Abstract
Purpose
The purpose is to understand the fundamental mechanism of the consumer decision-making process and how perceived financial risk of search and experience goods influences electronic word-of-mouth adoption (e-WOMA) on social networking sites (SNSs), which will lead to purchase intention.
Design/methodology/approach
Drawing on information processing theory, the study conceptualizes a moderated mediation model to investigate the underlying influence of perceived financial risk and online social ties on e-WOMA and the subsequent effect on online purchase intention. Survey data from 275 individuals were analyzed through statistical tools using Statistical Package for the Social Sciences (SPSS).
Findings
The results revealed that e-WOMA mediates the effect of perceived financial risk of search and experience goods on online purchase intention. Strength of online social ties on SNSs positively moderates the electric word of mouth adoption for both the experience and search goods.
Research limitations
The limitation of this study was about the researcher's restrictions related to the length of the survey. Moreover, causal explanations can't be deduced as this is a cross-sectional study.
Practical implications
This research offers insight into the consumers that allow marketers to dive into the target market. Marketers should focus on social ties importance while selling products/services of markets online.
Originality/value
The study is novel in the context of an emerging economy to educate marketers on the product categorization of search goods and experience goods based on financial risk.
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Facilitating members' continual participation in a community is crucial for ensuring the community's long-term survival. However, knowledge regarding whether member similarity is…
Abstract
Purpose
Facilitating members' continual participation in a community is crucial for ensuring the community's long-term survival. However, knowledge regarding whether member similarity is related to member participation and the mechanism underlying this relationship is limited. Drawing on similarity–attraction, social exchange and social identity theories, this study explored the influences of different facets of similarity (i.e. value, personality and goal similarity) on group norm conformity, group identity and social participation.
Design/methodology/approach
Data were collected from 444 Taiwanese members of social networking sites (SNSs), and structural equation modeling was employed to examine the hypothesized relationships.
Findings
The results revealed that value similarity directly affected group norm conformity but did not directly affect group identity; personality similarity influenced group identity but not group norm conformity. Goal similarity had positive influences on group norm conformity and group identity. Moreover, group norm conformity had direct and positive influences on group identity and social participation; group identity also had a positive influence on social participation.
Originality/value
On the basis of the aforementioned findings, this study contributes to the understanding of factors facilitating SNS members' participation from the perspective of similarity. These findings can serve as a reference for SNS administrators to facilitate social participation by emphasizing member similarity.
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Technology addiction is an increasingly severe problem. TikTok has become increasingly popular recently, and its addiction is also a major concern. This study aims to examine the…
Abstract
Purpose
Technology addiction is an increasingly severe problem. TikTok has become increasingly popular recently, and its addiction is also a major concern. This study aims to examine the antecedents and outcomes of TikTok addiction.
Design/methodology/approach
The authors collect 579 data from Chinese users using an online survey. The authors use structural equation modeling with partial least squares (PLS-SEM) to analyze data and test hypotheses.
Findings
The results illustrate that perceived enjoyment, social relationship, utilitarian need and social influence positively affect TikTok addiction. Both social anxiety and loneliness have positive effects on TikTok addiction. Moreover, parasocial relationships positively moderate the association between the antecedents of self-determination theory (SDT) (perceived enjoyment, social relationship, utilitarian needs, social influence, social anxiety and loneliness) and TikTok addiction. Meanwhile, TikTok addiction intensifies conflicts, including technology-family conflict, technology-person conflict and technology-work conflict. These conflicts reduce life satisfaction.
Practical implications
It offers practical implications for preventing and avoiding TikTok addiction to create a healthy environment.
Originality/value
This study is one of the few to provide a complete process of TikTok addiction. It systematically investigates the antecedents and outcomes of TikTok addiction.
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Mohd Azhar, Mohd Junaid Akhtar, Mohd Nayyer Rahman and Fawaz Ahmad Khan
The present study intends to measure buying intention of Generation Z (Gen Z) on social networking sites (SNSs) incorporating perceived risk with the social commerce adoption…
Abstract
Purpose
The present study intends to measure buying intention of Generation Z (Gen Z) on social networking sites (SNSs) incorporating perceived risk with the social commerce adoption model (SCAM).
Design/methodology/approach
Data were collected via an online questionnaire, and the study used a total of 349 accurate and useable responses. The population of the study includes Indian young consumers coming from the Gen Z cohort. Data were analyzed using SPSS 20 and AMOS 22.0. The proposed hypotheses were statistically tested.
Findings
The empirical results show that perceived risk is a significant and strong predictor of perceived usefulness that, in turn, negatively influences buying intention. Among all the constructs of SCAM, perceived usefulness is the most influential and strongest predictor of buying intention. The proposed model explained approximately 34% of the variance in the behavioral intention.
Research limitations/implications
Based on the findings of this study, many theoretical and practical implications may be inferred that can be used to make recommendations to social commerce companies and help them understand the buying intention of Gen Z.
Originality/value
There are many studies that have examined buying intention and a few have measured it on Gen Z. The present study is novel in itself as it has measured the buying intention of Gen Z using the SCAM in the Indian context. Hence, the present research attempts to comprehend the variables influencing buying intention and analyses the relationship between these factors in the social media setting.
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Blend Ibrahim and Ahmad Aljarah
This study explores central questions related to the connection between social media marketing activities (SMMAs), user engagement and the self-brand connection of restaurant…
Abstract
Purpose
This study explores central questions related to the connection between social media marketing activities (SMMAs), user engagement and the self-brand connection of restaurant Instagram pages. The study examines the mediating role of user engagement between SMMAs and self–brand connections. Also, this study explores the connection between SMMAs and user engagement through the moderating role of gender and trust.
Design/methodology/approach
A convenience sample method was employed to collect data from customers (18–24 years old). A structural equation modeling approach and PROCESS macro were applied based on 298 online questionnaires completed by customers who follow restaurant Instagram pages. The mediating effect for user engagement and the moderating effect for gender and trust were performed.
Findings
The findings revealed that SMMAs have a significant positive influence on self–brand connection and user engagement. Further, user engagement acts as a mediator between SMMAs and self–brand connection. The results illustrate the importance of SMMAs in enhancing user engagement in light of gender and trust.
Practical implications
This paper presents significant managerial implications for restaurant businesses about how SMMAs can effectively enhance user engagement behavior and self–brand connection on Instagram pages.
Originality/value
This research developed a theoretical model to understand how SMMAs might enhance user engagement in the restaurant industry by invoking gender and trust as moderating variables in the relationship between SMMAs and user engagement. This paper offers new theoretical and practical contributions that add value to social media marketing (SMM) literature by testing the moderated–mediation model of these constructs in the hospitality sector.
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Muliadi Muliadi, Mas'ud Muhammadiah, Kasma F. Amin, Kaharuddin Kaharuddin, Junaidi Junaidi, Berlin Insan Pratiwi and Fitriani Fitriani
This study aims to investigate how social capital (e.g. cognitive and relational) influences students’ trust (e.g. cognitive and affective) as mediator variables, affecting…
Abstract
Purpose
This study aims to investigate how social capital (e.g. cognitive and relational) influences students’ trust (e.g. cognitive and affective) as mediator variables, affecting students’ information sharing activity on Facebook.
Design/methodology/approach
The sample consists of 398 valid participants obtained through an online survey and using structural equation modeling (SEM) to test the research hypotheses.
Findings
The empirical results indicate that social capital has significant and positive effects on students’ trust (e.g. cognitive and affective-based trust), also mediator variables. Furthermore, the mediator variables partially mediate social capital and information sharing based on the concept of cognition-affection-behavior (CAB).
Research limitations/implications
This study was limited to Indonesian students. Therefore, future study is needed to analyze across cultures and regions. It can help practitioners, regulators and researchers to observe the dynamic behavior on the impact of social capital on social media users’ activities.
Practical implications
Education stakeholders (e.g. lecturers and teachers) can identify the students’ goal and rational concerns to improve their social capital and trust to share information. The government as a regulator needs to support students’ activities on social media to provide updated information regarding economic and social conditions during and after the COVID-19 pandemic.
Originality/value
This study contributes to the literature on virtual communities. Specifically, it considers how social capital influences trust, which subsequently affects information sharing based on the CAB context among Indonesian student’ Facebook users.
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Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between…
Abstract
Purpose
Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.
Design/methodology/approach
The data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.
Findings
Path analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.
Research limitations/implications
Theoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.
Originality/value
Although mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.
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