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Article
Publication date: 24 January 2023

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…

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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.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 20 March 2024

Anni Rahimah, Ben-Roy Do, Angelina Nhat Hanh Le and Julian Ming Sung Cheng

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and…

Abstract

Purpose

This study aims to investigate specific green-brand affect in terms of commitment and connection through the morality–mortality determinants of consumer social responsibility and the assumptions of terror management theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework.

Design/methodology/approach

Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied for data analysis.

Findings

With the contingent role of religiosity, consumer social responsibility influences socially conscious consumption, which in turn drives the commitment and connection of green-brand affect. The death anxiety and self-esteem outlined in terror management theory influence materialism, which then drives green-brand commitment; however, contrary to expectations, they do not drive green-brand connection.

Originality/value

By considering green brands beyond their cognitive aspects and into their affective counterparts, morality–mortality drivers of green-brand commitment and green-grand connection are explored to provide unique contributions so as to better understand socially responsible consumption.

Details

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

Keywords

Article
Publication date: 23 October 2023

Tessa Garcia-Collart

In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during…

Abstract

Purpose

In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content.

Design/methodology/approach

This research introduces two empirical studies (combined sample = 490), using student and online participant samples.

Findings

Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).

Research limitations/implications

While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects.

Practical implications

This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand.

Social implications

Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times.

Originality/value

Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.

Details

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

Keywords

Article
Publication date: 20 September 2022

Shubhomoy Banerjee and S. Sreejesh

The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of…

Abstract

Purpose

The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of pyramid (BOP) markets in the Indian context. In addition, the study seeks to evaluate the conditions (viz. extent of media usage, brand distribution intensity and brand social connections) under which WOM leads to the initiation and maintenance of consumer brand loyalty.

Design/methodology/approach

The study hypotheses were formulated following the social identity theory. Later, a questionnaire-based survey was conducted among 898 rural BOP consumers. Structural equation modelling technique was applied to test the study hypotheses.

Findings

Results suggested a positive effect of WOM on brand credibility and self-brand connections-indicative of the initiation of strong cognitive and affective relationships respectively. Brand credibility and self-brand connections also mediated the paths between WOM and brand loyalty-indicative of the maintenance and continuation of strong affect-laden relationships. These indirect relationships were moderated by the extent of media usage, brand distribution intensity and brand social connections.

Originality/value

This is among the first studies that holistically evaluate the role of WOM in developing customer loyalty to rural BOP consumers against the backdrop of the systemic deficiencies in these markets.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 26 March 2024

Min Ji, Detian Deng and Guangyu Liu

Charitable giving in China has moved from being subjected to government attention and public skepticism to receiving government encouragement and public support. The role played…

Abstract

Purpose

Charitable giving in China has moved from being subjected to government attention and public skepticism to receiving government encouragement and public support. The role played by political connections in philanthropy is indisputable, although very few studies have explored their association from the perspective of the country’s first Charity Law of 2016. This study aims to contribute to the ongoing debate about the 2016 Charity Law and offers an understanding of the future trends in corporate charitable giving.

Design/methodology/approach

Using empirical analysis of data collected from listed companies in China, this study analyzes the impact of political connections on corporate charitable giving before and after the 2016 Charity Law. The study adopts three leading theories from previous research into corporate charitable giving and political connections: corporate social responsibility, resource dependence theory and stakeholder theory. A conceptual framework is outlined, and hypotheses are formulated accordingly.

Findings

The results show that political connections have a substantial positive impact on corporate charitable giving, both before and after the implementation of the 2016 Charity Law, which has significantly promoted and increased the amount and proportion of charitable giving. Although the 2016 Charity Law attempted to weaken the political connections of enterprises, the influence of political connections on corporate charitable giving has proved difficult to diminish or eliminate, as charity is dominated by the state.

Originality/value

This study explores the association between political connections and corporate charitable giving from the perspective of China’s Charity Law of 2016.

Details

Chinese Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-614X

Keywords

Article
Publication date: 14 March 2024

Fangfang Hou, Boying Li, Zhengzhi Guan, Alain Yee Loong Chong and Chee Wei Phang

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social…

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Abstract

Purpose

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Design/methodology/approach

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Findings

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

Originality/value

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 7 March 2024

Lisa H. Rosen, Linda J. Rubin, Savannah Dali, Daisie M. Llanes, Ahissa Lopez, Ashton E. Romines and Samantha A. Saunders

The COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer…

Abstract

Purpose

The COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer relationships. As children sought peer connection during the pandemic, technology usage soared. The second purpose of the current study was to assess how greater time on social media affected adjustment among Gen Z and whether this effect was mediated by experiences of cyber victimization.

Design/methodology/approach

In total, 250 U.S. parent-child dyads participated in the study. Parents reported on their children’s social media use and described how they believed the pandemic affected their children’s peer relationships. Child participants were transitioning to middle school and reported on cyber victimization and adjustment.

Findings

Thematic analysis of parental reflections revealed three themes: children spent more time online since the onset of the pandemic, there were negative implications of increased time online and there were positive and protective implications of being online. Analysis also indicated significant indirect effects of social media use on internalizing and externalizing problems through victimization.

Originality/value

Parents reported Gen Z continues to use electronic forms of communication and social media at high rates even after pandemic-related restrictions eased with some suggesting that their children prefer digital over face-to-face communication because they have become accustomed to this way of connecting and may find it easier than in-person interaction. Current findings highlight concerns about this increased time online as social media use negatively affected adjustment via cyber victimization.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 22 January 2024

Lingshu Hu

This study develops a computational method to investigate the predominant language styles in political discussions on Twitter and their connections with users' online…

Abstract

Purpose

This study develops a computational method to investigate the predominant language styles in political discussions on Twitter and their connections with users' online characteristics.

Design/methodology/approach

This study gathers a large Twitter dataset comprising political discussions across various topics from general users. It utilizes an unsupervised machine learning algorithm with pre-defined language features to detect language styles in political discussions on Twitter. Furthermore, it employs a multinomial model to explore the relationships between language styles and users' online characteristics.

Findings

Through the analysis of over 700,000 political tweets, this study identifies six language styles: mobilizing, self-expressive, argumentative, narrative, analytic and informational. Furthermore, by investigating the covariation between language styles and users' online characteristics, such as social connections, expressive desires and gender, this study reveals a preference for an informational style and an aversion to an argumentative style in political discussions. It also uncovers gender differences in language styles, with women being more likely to belong to the mobilizing group but less likely to belong to the analytic and informational groups.

Practical implications

This study provides insights into the psychological mechanisms and social statuses of users who adopt particular language styles. It assists political communicators in understanding their audience and tailoring their language to suit specific contexts and communication objectives.

Social implications

This study reveals gender differences in language styles, suggesting that women may have a heightened desire for social support in political discussions. It highlights that traditional gender disparities in politics might persist in online public spaces.

Originality/value

This study develops a computational methodology by combining cluster analysis with pre-defined linguistic features to categorize language styles. This approach integrates statistical algorithms with communication and linguistic theories, providing researchers with an unsupervised method for analyzing textual data. It focuses on detecting language styles rather than topics or themes in the text, complementing widely used text classification methods such as topic modeling. Additionally, this study explores the associations between language styles and the online characteristics of social media users in a political context.

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 30 January 2024

Bohee So and Ki Han Kwon

This study, a narrative literature review, aims to examine the combined benefits of the active and passive use of social media (SM) for well-being (WB), physical and mental health…

Abstract

Purpose

This study, a narrative literature review, aims to examine the combined benefits of the active and passive use of social media (SM) for well-being (WB), physical and mental health during the COVID-19 pandemic.

Design/methodology/approach

A search strategy has been carried out in the databases: Riss, PubMed, Medline, Scopus and Google Scholar, including all the articles published until 19 October 2023.

Findings

SM offers various benefits, including global risk awareness, health information, social connections and support. With the natural increase in physical inactivity due to COVID-19 social restrictions, SM has been identified as an appropriate tool for promoting physical activity (PA) at home to improve health.

Research limitations/implications

It suggests that the combined use of active and passive benefits of SM could potentially play an important role in public health by increasing individuals’ health behaviours. In addition, dissemination, sharing and social interaction of information provided by YouTube can encourage healthy behaviours, contribute to WB, physical and mental health and raise public health awareness.

Originality/value

The findings presented in this study highlight the combined benefits of differentiating the features of SM use. Compared to other SM platforms, YouTube can be used as a useful tool for home-based PA that promotes health by enabling people to remain active and avoid barriers to PA due to social restrictions during the global crisis. In addition, some recommendations from the findings may help protect against potential risks and improve public health outcomes during global crises, such as the COVID-19 pandemic, among the general public using SM.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 18 January 2024

Noa Willys, Wenyuan Li, Otu Larbi-Siaw and Ettien Fulgence Brou

As the backbone of the social open innovation (SOI) system, social enterprises (SEs) are the key drivers of social value creation (SVC). However, at the micro-level, research in…

Abstract

Purpose

As the backbone of the social open innovation (SOI) system, social enterprises (SEs) are the key drivers of social value creation (SVC). However, at the micro-level, research in this area is lacking, as attention is scantly paid on the comprehensive capabilities of renewable energy enterprises, their industrial heterogeneity and heterogeneous social connections, including bricolage and utility innovation. Drawing from the social resource-based view theory and institutional theory, the research investigates SOI effect on SVC, the moderating role of social ties (ST) and entrepreneurial bricolage (EB) mediation.

Design/methodology/approach

The research methodology encompassed several key steps. Initially, a research framework was constructed based on a comprehensive literature review. Subsequently, data were collected by surveying 133 middle to senior-level managers. To assess the proposed hypotheses, a structured equation modeling analysis was conducted using a two-stage approach, which involved partial least squares and hierarchical regression techniques.

Findings

The study reveals that SOI affects SVC significantly, and SOI positively impacts EB. Furthermore, political ties strengthen the positive impact of SOI on EB. Moreover, EB positively impacts SVC. Additionally, EB mediates the relationship between SOI and SVC.

Research limitations/implications

Firstly, the measurement of variables relies on a subjective approach. Future research could employ a quantitative comprehensive index evaluation method of assessment, thereby providing additional validation for the authors' findings. Secondly, although cross-sectional data can be utilized to explore the relationships between variables, there may be inherent biases in the results. Therefore, longitudinal data collection in future research would enable the observation of the long-term effects of SOI and EB on SVC and ST. Thirdly, it would be beneficial to examine other potential factors that could contribute to a more comprehensive understanding of the mechanisms linking SOI to SVC.

Practical implications

First, the study underscores the significance of EB in the interplay between SOI and SVC. By embracing innovative approaches and fostering collaborations, SEs can harness EB as a powerful tool for achieving their social missions while overcoming resource constraints. Second, it is imperative for managers to foster a conducive environment for SVC within their organizations, characterized by network ties and partnerships. Simultaneously, they should proactively drive ST initiatives and remain attuned to evolving changes in external environmental laws and regulations. Third, the Malagasy government is actively advocating for social interventions and the establishment of social milieus reminiscent of corporate social responsibility.

Social implications

This study emphasizes the importance of ST and recognizes the pivotal role of EB in generating social value within an ecosystem that supports SOI. SEs can create lasting positive impacts on society (e.g. improving access to electricity) by embracing these principles and collaborating with stakeholders.

Originality/value

These findings serve to enhance the underlying theoretical context of social entrepreneurship, propose nuanced insight into the methodologies for implementing SVC within the context of renewable energy enterprises and make significant contributions to the ongoing progress of research in the domains of open innovation and social entrepreneurship.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

1 – 10 of over 4000