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Article
Publication date: 28 November 2022

Sara H. Hsieh, Timmy H. Tseng and Crystal T. Lee

Enabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile apps…

Abstract

Purpose

Enabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile apps, brands are struggling to engage users. Without engagement, a mobile app is unable to attract continued usage and brands are unable to establish relationships with consumers. Grounded in construal level theory, this study aims to adopt a fresh perspective to examine the determinants of psychological distance, which plays a key role in branded app engagement.

Design/methodology/approach

An online survey with valid data from 396 app users of UberEats, Foodpanda, 7-11 and FamilyMart in Taiwan was conducted.

Findings

Perceived synchronicity, localization, homophily, ease of use and design aesthetics are the key determinants that drive branded app engagement, which, in turn, facilitates continuous app usage intention, a positive brand attitude and brand loyalty.

Originality/value

This study contributes to the literature by revealing the five determinants of psychological distance that exert impacts on the establishment of branded app engagement. This research provides valuable findings that practitioners can emphasize to drive branded app engagement.

Details

Journal of Product & Brand Management, vol. 32 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 28 January 2021

Timmy H. Tseng, Sara H. Hsieh and Crystal T. Lee

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the…

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Abstract

Purpose

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded applications (apps) with gamification features.

Design/methodology/approach

This study investigates branded apps covering various industries such as hospitality, retail and financial services. A total of 296 respondents were recruited from an online questionnaire platform.

Findings

The results show that playability, design aesthetics, goal clarity, incentive provision and symbolic benefits were drivers of consumer–brand engagement, which in turn generated purchase intention, app continuance intention and brand loyalty.

Originality/value

Based on the elemental tetrad model, this study specified relevant factors identified in the literature to represent the technology, aesthetic, mechanical and story elements. The authors contribute to the literature by identifying design factors as drivers of consumer–brand engagement in the branded app context.

Details

Marketing Intelligence & Planning, vol. 39 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 July 2019

Crystal T. Lee and Sara H. Hsieh

With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the…

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Abstract

Purpose

With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the apparent promise of branded emoticon usage, there is only limited academic research on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self-concept.

Design/methodology/approach

Consumers with usage experience of branded emoticons in MIM apps were recruited to complete an online survey. Partial least squares structural equation modelling was used to analyze the data.

Findings

Two facets of cuteness – kindchenschema cuteness and whimsical cuteness – can project a favourable social image to consumers that facilitates playfulness in social interaction and enhances brand engagement in self-concept, which leads to their willingness to purchase the brand and stickiness to the MIM apps.

Originality/value

The popularity of branded emoticons represents a new form of social interaction and an innovative way to build brand relationships. The present study is the first to examine the design aspects of branded emoticons and highlights that the cuteness of a branded emoticon may be a crucial factor in engaging consumers in MIM.

Details

Journal of Product & Brand Management, vol. 28 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 21 December 2021

Timmy H. Tseng, Sara H. Hsieh and Crystal T. Lee

Numerous companies have launched branded applications to foster consumer–brand relationships. Due to fierce competition among branded apps, the retention rate is quite low. The…

Abstract

Purpose

Numerous companies have launched branded applications to foster consumer–brand relationships. Due to fierce competition among branded apps, the retention rate is quite low. The facilitation of behavioural outcomes through branded apps is a highly relevant research area. This paper investigates the drivers of behavioural outcomes in the context of branded apps from an investment model perspective.

Design/methodology/approach

This work examines various branded apps primarily used by consumers in disparate product categories, namely, Target, Walmart, Under Armour, Nike, Pandora, Spotify, Starbucks, Burger King, Disney and Netflix. Four hundred and one valid online questionnaires were obtained and partial least squares structural equation modelling was used for data analysis.

Findings

The results obtained extend the investment model to the context of branded apps and show that app investment size and app satisfaction facilitate brand relationship commitment, successively enhancing app continuance intention, brand purchase intention and app word-of-mouth (WOM) intention. Furthermore, app confidence benefits and self-enhancement benefits facilitate app satisfaction, while app social benefits and special treatment benefits facilitate app investment size.

Originality/value

The present work applies an investment model to various branded apps to show how relationship components facilitate behavioural outcomes. We contribute to the literature by identifying four types of app relational benefits as drivers of relationship components in the context of branded apps.

Details

Internet Research, vol. 32 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 11 June 2024

Sara H. Hsieh and Crystal T. Lee

The growing integration of artificial intelligence (AI) assistants and voice assistants provides a platform for AI to enter consumers’ everyday lives. As these voice assistants…

Abstract

Purpose

The growing integration of artificial intelligence (AI) assistants and voice assistants provides a platform for AI to enter consumers’ everyday lives. As these voice assistants become ubiquitous, their widespread adoption underscores the need to understand how to create voice assistants that can naturally interact with and support users. Grounded in the stereotype content model from social psychology, this study aims to investigate the influence of perceived humanness and personality on building trust and continuous usage intentions in voice assistants. Specifically, a fresh perspective examining the determining factors that shape personality trait perceptions of competence and warmth in voice assistants is proposed.

Design/methodology/approach

An online survey of 457 participants and structural equation modeling is conducted to validate the research model.

Findings

Anthropomorphism, social presence and interactivity drive perceived warmth, whereas performance and effort expectations drive perceived competence. Perceived competence and perceived warmth together positively affect users’ trust in voice assistants, leading to a higher likelihood of continuous usage intentions.

Originality/value

This research provides profound theoretical contributions to the emerging field of human-AI interaction and offer practical implications for marketers aiming to leverage voice assistant personalities to build trusted and long-lasting interactions.

Details

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

Keywords

Article
Publication date: 24 December 2021

Crystal T. Lee, Ling-Yen Pan and Sara H. Hsieh

This study investigates the determinants of effective human and artificial intelligence (AI) relationship-building strategies for brands. It explores the antecedents and…

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Abstract

Purpose

This study investigates the determinants of effective human and artificial intelligence (AI) relationship-building strategies for brands. It explores the antecedents and consequences of consumers' interactant satisfaction with communication and identifies ways to enhance consumer purchase intention via AI chatbot promotion.

Design/methodology/approach

Microsoft Xiaoice served as the focal AI chatbot, and 331 valid samples were obtained. A two-stage structural equation modeling-artificial neural network approach was adopted to verify the proposed theoretical model.

Findings

Regarding the IQ (intelligence quotient) and EQ (emotional quotient) of AI chatbots, the multi-dimensional social support model helps explain consumers' interactant satisfaction with communication, which facilitates affective attachment and purchase intention. The results also show that chatbots should emphasize emotional and esteem social support more than informational support.

Practical implications

Brands should focus more on AI chatbots' emotional and empathetic responses than functional aspects when designing dialogue content for human–AI interactions. Well-designed AI chatbots can help marketers develop effective brand promotion strategies.

Originality/value

This research enriches the human–AI interaction literature by adopting a multi-dimensional social support theoretical lens that can enhance the interactant satisfaction with communication, affective attachment and purchase intention of AI chatbot users.

Article
Publication date: 6 May 2021

Sara H. Hsieh and Crystal T. Lee

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but…

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Abstract

Purpose

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but also can facilitate two-way conversations with individuals, thus resembling a human interaction. Although smart speakers have substantial implications for practitioners, the knowledge of the underlying psychological factors that drive continuance usage remains limited. Drawing on social response theory and the technology acceptance model, this study aims to elucidate the adoption process of smart speakers.

Design/methodology/approach

A field survey of 391 smart speaker users were obtained. Partial least squares structural equation modeling was used to analyze the data.

Findings

Media richness (social cues) and parasocial interactions (social role) are key determinants affecting the establishment of trust, perceived usefulness and perceived ease of use, which, in turn, affect attitude, continuance usage intentions and online purchase intentions through AI assistants.

Originality/value

AI assistant-enabled smart speakers are revolutionizing how people interact with smart products. Studies of smart speakers have mainly focused on functional or technical perspectives. This study is the first to propose a comprehensive model from both functional and social perspectives of continuance usage intention of the smart speaker and online purchase intentions through AI assistants.

Article
Publication date: 5 July 2022

Sara H. Hsieh and Crystal T. Lee

Mobile promotion has become an important and popular mechanism for mobile commerce, with many companies using this approach to increase sales and drive brand satisfaction toward…

Abstract

Purpose

Mobile promotion has become an important and popular mechanism for mobile commerce, with many companies using this approach to increase sales and drive brand satisfaction toward the use of mobile apps. Despite the crucial nature of this topic, knowledge on the value of mobile promotion remains insufficient. Drawing upon consumption value theory (CVT), this study aims to examine the underlying mechanism that drives app satisfaction and in-app purchase.

Design/methodology/approach

In this research, the authors selected retail mobile apps for empirical testing. The authors recruited 476 users to complete a survey and analyzed the results using partial least squares structural equation modeling.

Findings

The results revealed that functional (monetary savings and localization), social (self-expression), emotional (entertainment), epistemic (exploration) and conditional (personalization) value increase the desirability of mobile promotion, thereby facilitating app satisfaction and in-app purchase.

Originality/value

Amid the vast business opportunities of mobile commerce, numerous brands have developed mobile apps that function as platforms for the promotion, provision and purchase of products and services. With the prevalence of mobile app downloads, apps have become the primary mobile platform for conducting mobile promotion. This research contributes to the literature and offers retailers insight into how to create value that can increase app satisfaction and in-app purchasing through mobile promotion.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 9 August 2013

Aihwa Chang, Sara H. Hsieh and Timmy H. Tseng

Brand communities now play a significant role in building brand loyalty. Past researches focus on how brand community facilitates brand loyalty under normal market situations…

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Abstract

Purpose

Brand communities now play a significant role in building brand loyalty. Past researches focus on how brand community facilitates brand loyalty under normal market situations. Yet, limited research examines consumer responses to negative events within the brand community context. Drawing from social identity theory and the theory of involvement, the present study aims to reveal the role that group eWOM plays in influencing brand community members’ evaluation on negative brand decisions.

Design/methodology/approach

By using an experimental study, the current research adopts far brand extension as the empirical testing ground.

Findings

This research illustrates that group eWOM's influence on brand community member's attitude toward the negative brand information is affected by member's level of brand community identification and brand involvement. When the group eWOM opposes far extension, high brand community identified members are driven by social creativity to resist negative impacts to the brand. However, when the group eWOM supports far extension, high brand involved members are strengthened by group eWOM to promote favorable brand evaluations and attenuate negative impacts to the brand.

Practical implications

Firms should leverage the ingrained associations between brand community identification, brand involvement and group eWOM in affecting brand community’s responses to insulate brand community from the impacts of negative events.

Originality/value

The present study extends prior research on customer loyalty from an individual perspective to reveal the significance of group dynamics in influencing brand community’s response to negative events.

Article
Publication date: 29 April 2021

Mikael Ohrling, Sara Tolf, Karin Solberg-Carlsson and Mats Brommels

Decentralisation in health care has been proposed as a way to make services more responsive to local needs and by that improve patient care. This study analyses how the senior…

Abstract

Purpose

Decentralisation in health care has been proposed as a way to make services more responsive to local needs and by that improve patient care. This study analyses how the senior management team conceptualised and implemented a decentralised management model within a large public health care delivery organisation.

Design/methodology/approach

Data from in-depth interviews with a senior management team were used in a directed content analysis. Underlying assumptions and activities in the decentralisation process are presented in the logic model and scrutinised in an a priori logic analysis using relevant scientific literature.

Findings

The study found support in the scientific literature for the underlying assumptions that increased responsibility will empower managers as clinical directors know their local prerequisites best and are able to adapt to patient needs. Top management should function like an air traffic control tower, trust and loyalty improve managerial capacity, increased managerial skills release creativity and engagement and a system perspective will support collaboration and learning.

Originality/value

To the authors’ knowledge this is the first a priori logic analysis of a decentralised management model in a healthcare delivery organisation in primary and community care. It shows that the activities consist with underlying assumptions, supported by evidence, and timely planned give managers decision space and ability to use their delegated authority, not disregarding accountability and fostering necessary organisational and individual capacities to avoid suboptimisation.

Details

Journal of Health Organization and Management, vol. 35 no. 5
Type: Research Article
ISSN: 1477-7266

Keywords

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