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1 – 10 of 14Hao Zhang, Dewen Meng and Xiaolin Lv
The purpose of this research is to explore the effect of goal type of user-generated content (UGC) on consumers' intention of within-domain and across-domain compensatory…
Abstract
Purpose
The purpose of this research is to explore the effect of goal type of user-generated content (UGC) on consumers' intention of within-domain and across-domain compensatory consumption in closed social media platforms, the mediating effect of self-threat, self-enhancement and self-protection motivation and the moderating effect of self-efficacy.
Design/methodology/approach
Four between-subject experiments were conducted to verify the hypotheses presented in this research. Study 1a had a sample size of 60 respondents and examined the effect of goal type of UGC on compensatory consumption. Study1b replicated the effect by using a sample size of 60 respondents. Study 2 had a sample size of 70 respondents and verified the mediating role of self-threat, self-enhancement motivation and self-protection motivation. Study 3 examined self-efficacy as a critical moderator by using a sample of 255 participants.
Findings
Study 1a and Study 1b demonstrate that UGC with an attainment goal (vs maintenance goal) is more easily produced within-domain and across-domain compensatory consumption. Study 2 verifies that the effect of goal type of UGC on within-domain compensatory consumption is serially mediated by self-threat and self-enhancement motivation, and the effect of goal type of UGC on across-domain compensatory consumption is serially mediated by self-threat and self-protection motivation. Study 3 demonstrates that self-efficacy not only moderates the effects of self-threat on within-domain or across-domain compensatory consumption respectively, but also moderates the whole mediating path structure.
Originality/value
This research extends the understanding of UGC and addresses the inconclusive evidence of the impact of goal type of UGC on consumer compensatory behavior in the context of closed social media platforms. The authors identify the moderating role of self-efficacy, which explains why consumers adopt different compensatory strategies.
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Liezl-Marié van der Westhuizen and Stefanie Wilhelmina Kuhn
This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of…
Abstract
Purpose
This study examines handmade clothing consumption as a means of self-expression by exploring the interrelationships between consumers' self-expression, brand love and word of mouth.
Design/methodology/approach
Using a descriptive research design, data were collected from 295 respondents in South Africa who posted about fashion on social media and who had bought handmade clothing in the 6 months prior to data collection. Structural equation modelling was used to examine the interrelationships between consumers' self-expression, brand love and word of mouth.
Findings
Brand love intervenes between consumers' self-brand connections and word of mouth about handmade clothing. More specifically, brand love strengthens positive word of mouth online and mitigates negative word-of-mouth intentions following a handmade clothing product failure scenario.
Research limitations/implications
The study enlightens scholarly understanding of consumers' self-expression motivations for using ready-made handmade clothing that results in brand love and positive word of mouth.
Practical implications
Handmade clothing marketers who tap into consumers' self-expression and who can establish brand love among consumers can similarly create beneficial consumer–brand relationships.
Originality/value
Consumers often use handmade clothing for the purpose of self-expression, which provides subsequent spin-offs for brands in the form of brand love and positive word of mouth. Objective self-awareness theory provides a parsimonious lens to reveal the important role that brand love plays as a mechanism to explain the linkage of consumers' self-brand connections to word of mouth about handmade clothing.
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Siyun Wang, Feng Li and Huanzhang Wang
From a relational maintenance perspective, this study explores the impact of being envied (benignly vs maliciously) on consumers' feelings of social anxiety and its influence on…
Abstract
Purpose
From a relational maintenance perspective, this study explores the impact of being envied (benignly vs maliciously) on consumers' feelings of social anxiety and its influence on their tendencies toward inconspicuous consumption, based on the resource conservation theory and the model of “Sensitivity about Being the Target of a Threatening Upward Comparison.” (STTUC)
Design/methodology/approach
Four studies were conducted in this paper. Studies 1a and 1b tested the main hypothesis that being maliciously envied (vs benignly) can increase consumers' inconspicuous consumption of luxury products and luxury hotel experiences. Study 2 replicated this finding and examined the mediating role of social anxiety. Study 3 investigated the moderating effect of ideal self-congruity (low vs high).
Findings
The findings reveal that being maliciously envied (vs benignly) is associated with higher levels of inconspicuous consumption and social anxiety acts as a mediating role. Moreover, when individuals have a strong sense of ideal self-congruity, the positive impact of being maliciously envied (vs benignly) on inconspicuous consumption is further amplified, confirming the moderating role of ideal self-congruity.
Originality/value
This study sheds light on a novel mechanism that elucidates how different types of being envied influence consumers' inconspicuous consumption and the conditions under which this impact is heightened.
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Lin Wang, Meng Zhao, Jiangli Zhang and Yufang Wang
Compensatory consumption focuses on the psychological value of products. Special agricultural products have symbolic and social functions that effectively meet psychological needs…
Abstract
Purpose
Compensatory consumption focuses on the psychological value of products. Special agricultural products have symbolic and social functions that effectively meet psychological needs and stimulate compensatory consumption behavior. The social commerce context not only enriches consumer experience but also influences consumer purchase decisions. This study constructs a model based on the elaboration likelihood model (ELM) and the stimulus-organism-response (SOR) theory to explore the mechanism of compensatory consumption behavior of special agricultural products in a social commerce context.
Design/methodology/approach
This study uses a two-stage method of partial least squares structural equation model (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze 523 valid samples collected through random sampling. PLS-SEM was used to examine the relationships and effects between the variables; fsQCA was used to conduct a cohort analysis between the variables to further reveal the complexity and diversity of compensatory consumption behaviors.
Findings
PLS-SEM indicates that product attributes and social affordances influence consumers’ triggering of compensatory consumption behavior for control and belongingness needs. fsQCA shows that there are three different modes, and the satisfaction of belongingness or control needs is a necessary condition for triggering compensatory consumption behavior.
Originality/value
There is limited research on compensatory consumption behavior specifically focused on special agricultural products. This study explores the influencing factors and mechanisms of compensatory consumption behavior related to special agricultural products. The occurrence of compensatory consumption behavior is not only influenced by product attributes but also by the social commerce environment. In marketing strategies, it is important to not only consider product characteristics but also pay attention to consumers’ social and psychological needs.
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Claire Heeryung Kim and Da Hee Han
This paper aims to investigate a condition under which identity salience effects are weakened. By examining how identity salience influences individuals’ product judgment in a…
Abstract
Purpose
This paper aims to investigate a condition under which identity salience effects are weakened. By examining how identity salience influences individuals’ product judgment in a domain of trade-offs, the current research demonstrates that the utilitarian value of a product is an important determinant of the effectiveness of identity salience on product judgment.
Design/methodology/approach
This research consists of two experiments. In Experiment 1, the authors examined whether identity salience effects were mitigated when the level of the perceived utilitarian value of an identity-incongruent product was greater than that of an identity-congruent product. In Experiment 2, the authors examined the effectiveness of internal attribution as a moderator that strengthens identity salience effects when the perceived utilitarian value of an identity-incongruent (vs. identity-congruent) product is higher.
Findings
In Experiment 1, the authors show that when the utilitarian value of a product with an attribute congruent (vs. incongruent) with one’s salient identity is lower, individuals do not show a greater preference for the identity-congruent (vs. identity-incongruent) product, mitigating the identity salience effects. Experiment 2 demonstrates that when individuals with a salient identity attribute a decision outcome to the self, they display a greater preference for the identity-congruent product even when its utilitarian value is lower compared to that of the identity-incongruent product.
Research limitations/implications
The research contributes to previous research examining conditions under which identity salience effects are weakened [e.g. social influence by others (Bolton and Reed, 2004); self-affirmation (Cohen et al., 2007)] by exploring the role of the utilitarian value of a product, which has not been examined yet in prior research. Also, by doing so, the current research adds to the literature on identity salience in a domain of trade-offs (Benjamin et al., 2010; Shaddy et al., 2020, 2021). Finally, this research reveals that when a decision outcome is attributed to the self, identity salience effects become greater. By finding a novel determinant of identity salience effects (i.e. internal attribution), the present research contributes to the literature that has examined factors that amplify identity salience effects [e.g. cultural relevance (Chattaraman et al., 2009); social distinctiveness (Forehand et al., 2002); different types of groups (White and Dahl, 2007)].
Practical implications
The findings provide managerial insights on identity-based marketing by showing a condition under which identity-based marketing does not work [i.e. when the utilitarian value of an identity-congruent (vs. identity-incongruent) product is lower] and how to enhance the effectiveness of identity-based marketing by using internal attribution.
Originality/value
By exploring the role of utilitarian value, not yet examined in prior research, the present research adds to the knowledge of the conditions under which identity salience effects are weakened. Furthermore, by finding a novel determinant of identity salience effects (i.e. internal attribution), the research contributes to the literature on factors that amplify identity salience effects.
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Priyanka Thakral, Koustab Ghosh and Dheeraj Sharma
The purpose of this paper is to integrate academic research on hubristic organizational leaders by proposing a comprehensive conceptual framework and research directions on the…
Abstract
Purpose
The purpose of this paper is to integrate academic research on hubristic organizational leaders by proposing a comprehensive conceptual framework and research directions on the hubristic literature.
Design/methodology/approach
The paper systematically reviewed 25 years of literature on hubristic organizational leaders based on the PRISMA methodology.
Findings
The literature on hubristic leaders is analyzed, and a conceptual framework is presented that highlights the antecedent, consequence, mediators and moderators. Literature has primarily focused on the negative impact of hubris leadership concerning firm performance and destructive behaviors. Few scholars have explored the positive side of hubris leadership, relating it to innovation and product success.
Originality/value
This paper presents the first systematic review of hubristic organizational leaders, to the best of the authors’ knowledge. The review provides an improved grasp of the current status of research, trends and potential future research directions.
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Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham and Ai-Phuong Hoang
Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most…
Abstract
Purpose
Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications.
Design/methodology/approach
Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes.
Findings
The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship.
Practical implications
The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions.
Originality/value
This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).
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Indrila Goswami Varma, Bhawana Chanana, Rambabu Lavuri and Jaspreet Kaur
The unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due…
Abstract
Purpose
The unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.
Design/methodology/approach
The data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.
Findings
Reincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.
Originality/value
The study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.
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Xinyuan (Roy) Zhao, Fujin Wang, Anna S. Mattila, Aliana Man Wai Leong, Zhenzhen Cui and Huan Yang
Customer misbehavior has a negative impact on frontline employees. However, the underlying mechanisms from customer misbehavior to employees’ negative outcomes need to be further…
Abstract
Purpose
Customer misbehavior has a negative impact on frontline employees. However, the underlying mechanisms from customer misbehavior to employees’ negative outcomes need to be further unfolded and examined. This study aims to propose that employees’ affective rumination and problem-solving pondering could be the explanatory processes of customer misbehavior influencing employee attitudes in which coworker support could be a moderator.
Design/methodology/approach
A mixed-method approach was designed to test this study’s predictions. Study 1 conducted a scenario-based experiment among 215 full-time hospitality employees, and Study 2 used a two-wave, longitudinal survey of 305 participants.
Findings
The results demonstrate the impact of customer misbehavior on work–family conflict and withdrawal behaviors. The mediating role of affective rumination is supported and coworker support moderates the processes.
Practical implications
Customer misbehavior leads to negative outcomes among frontline employees both at work and family domains. Hotel managers should help frontline employees to cope with customer misbehavior by avoiding negative affective spillover and providing support properly.
Originality/value
The studies have unfolded the processes of affective rumination and problem-solving pondering through which customer misbehavior influences work–family conflict and withdrawal behaviors among frontline employees. The surprising findings that coworker support magnified the negative effects have also been discussed.
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Jianhua Zhang, Jiake Li, Sajjad Alam, Fredrick Ahenkora Boamah and Dandan Wen
This study examines the relationship between higher education improvement and tacit knowledge importance. In this context, the scarcity of empirical and theoretical studies on…
Abstract
Purpose
This study examines the relationship between higher education improvement and tacit knowledge importance. In this context, the scarcity of empirical and theoretical studies on acquiring tacit knowledge to enhance academic performance in higher education suggests that this research area holds significant importance for experts and policymakers. Consequently, this study aims to explore the factors that influence academic research performance at Chinese universities by acquiring tacit knowledge.
Design/methodology/approach
To achieve the study aims, the current approach utilizes the research technique based on the socialization, externalization, internalization and combination (SECI) model and knowledge management (KM) theory. To analyze the study objective, the authors collected data from post-graduate students at Chinese universities and analyzed it using structural equation modeling (SEM) to test the model and hypotheses.
Findings
The results indicated that social interaction, internalization and self-motivation have a positive impact on academic research performance through the acquisition of tacit knowledge. Furthermore, the findings suggest that academic researchers can acquire more knowledge through social interaction than self-motivation, thereby advancing research progress.
Originality/value
This study addresses the critical issues surrounding the acquisition of tacit knowledge and presents a comprehensive framework and achievements that can contribute to achieving exceptional academic performance.
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