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Article

Razaz Waheeb Attar, Mohana Shanmugam and Nick Hajli

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and…

Abstract

Purpose

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.

Design/methodology/approach

Drawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.

Findings

Results indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.

Originality/value

The results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

Details

British Food Journal, vol. 123 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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Article

Alessandro Lovari and Letizia Materassi

The study aims at investigating the role of social media managers (SMMs) as trust mediators and access points in the context of local government. Little empirical work is…

Abstract

Purpose

The study aims at investigating the role of social media managers (SMMs) as trust mediators and access points in the context of local government. Little empirical work is devoted to this issue and the purpose of the paper is to provide a better understanding of the trust work routines.

Design/methodology/approach

This paper presents the results of a pilot study. Authors adopt a qualitative approach, using semi-structured in-depth interviews with a selected panel of PR professionals, managing social media channels on behalf of eleven Italian municipalities.

Findings

SMMs are aware of having a key-role in nurturing trust, and trust is a design value of their work. This article shows many “signs of trust” that SMMs perceive as important to foster trust in the digital environment and in relations with citizens within the municipal context.

Research limitations/implications

This pilot study draws upon a small sample and a single country-focus.

Practical implications

The detected “signs of trust” can be useful for further investigations and provide SMMs with practical suggestions to integrate into their strategies.

Originality/value

Two main fields – the use of social media and the impact on public sector communication and the institution/citizen trust relationships – are connected to the specific role played by SMMs: an emerging figure as yet little analyzed by scholars.

Details

Corporate Communications: An International Journal, vol. 26 no. 1
Type: Research Article
ISSN: 1356-3289

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Article

Madeeha Irshad, Muhammad Shakil Ahmad and Omer Farooq Malik

The purpose of this study was to examine the impacts of consumers’ motivations (i.e. remuneration, social, and empowerment) on online purchase intentions mediated through…

Abstract

Purpose

The purpose of this study was to examine the impacts of consumers’ motivations (i.e. remuneration, social, and empowerment) on online purchase intentions mediated through trust towards retailers present on social media.

Design/methodology/approach

Data were collected from consumers residing in the three metropolitan cities of Pakistan, and the research model was tested using the covariance-based structural equation modelling in Amos.

Findings

The results showed that remuneration and social motivations positively influenced consumers’ online purchase intentions directly, as well as indirectly mediated through trust. However, trust fully mediated the relationship between empowerment motivation and consumers’ online purchase intentions.

Originality/value

The existing literature reveals that only a handful of studies have endeavoured to understand consumers’ trust in the context of social media marketing, and the literature in this field is not matured yet. The novelty of this research lies in its contribution to understanding the impacts of consumers’ motives (i.e. remuneration, social, and empowerment) on trust towards retailers present on social media, which have not been explored before. In addition, it examines trust towards retailers present on social media as an underlying mechanism that affects the relationships between consumers’ motives and online purchase intentions.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 11
Type: Research Article
ISSN: 0959-0552

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Article

Yongqiang Sun, Yan Zhang, Xiao-Liang Shen, Nan Wang, Xi Zhang and Yanqiu Wu

Although the impacts of trust on information disclosure have been well recognized, the trust building mechanisms in social media are still underexplored. To fill this gap…

Abstract

Purpose

Although the impacts of trust on information disclosure have been well recognized, the trust building mechanisms in social media are still underexplored. To fill this gap, the purpose of this paper is to explore two trust building mechanisms, namely, institution-based and transference-based trust building and identify how these two mechanisms vary across gender.

Design/methodology/approach

An online survey was conducted to collect data. The partial least squares method was used to examine the relationships among regulatory effectiveness, three trusting perceptions and disclosure intention. A cross-group path coefficient comparison method was used to test gender differences.

Findings

The results suggest that regulatory effectiveness affects competence- and character-based trust and these impacts are stronger for males than for females. Both competence- and character-based trust influence general trust in members while their impacts vary. Competence-based trust is more important for males while character-based trust is more important for females.

Originality/value

This study contributes to social media literature by identifying the two trust building mechanisms with special attention to the role of regulatory effectiveness and trust transfer. Further, this study also sheds light on how these two mechanisms vary across gender.

Details

Aslib Journal of Information Management, vol. 70 no. 5
Type: Research Article
ISSN: 2050-3806

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Article

Mona Jami Pour and Fatemeh Taheri

Over the past decade, social media have significantly changed the way people communicate and interact with one another, which might result in positive or negative…

Abstract

Purpose

Over the past decade, social media have significantly changed the way people communicate and interact with one another, which might result in positive or negative consequences. Every day, people use these technologies to share knowledge in the form of short messages, articles, images, videos and voice. Universities use social media to better connect the learners and educational communities. Previous studies have reported the positive impact of using social media by students to share knowledge. Despite the significance of social media usage in educational activities, there still remain limitations. Few studies have empirically investigated drivers related to knowledge sharing behavior in social media, and there are some inconsistent findings concerning effective factors. Therefore, the purpose of this study is to empirically examine the effect of personality traits on knowledge sharing behavior in social media among students by the mediating role of trust and subjective well-being (SWB).

Design/methodology/approach

To obtain this aim, cross-sectional survey was conducted. Convenience sampling technique was used to select the sample of 527 Iranian students, out of which 425 were used in the final analysis. Regression analysis and bootstrap method were used to test the research hypotheses.

Findings

The research findings revealed that the big five personality traits are associated with SWB, perceived trust and knowledge sharing behavior among students. With the exception of conscientiousness trait, all the traits used in this study lead to a significant change of the knowledge sharing behavior among students.

Practical implications

The findings offer further understanding about the mechanisms by which personality traits lead to knowledge sharing behavior through trust and SWB. They suggest the students to enhance personality profile and improve SWB for the benefit of these new educational platforms. Also, policymakers are encouraged to create trustworthy social media platforms to increase perceived trust and eventually knowledge sharing behavior among students.

Originality/value

Little is known about the effect of personality traits, as well as trust and SWB on knowledge sharing behavior among students. The study contributes to the related literature through empirically indicating how personality traits influence knowledge sharing behavior by the mediating role of trust and SWB.

Details

On the Horizon , vol. 27 no. 2
Type: Research Article
ISSN: 1074-8121

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Article

Karine Aoun Barakat, Amal Dabbous and Abbas Tarhini

During the past few years, the rise in social media use for information purposes in the absence of adequate control mechanisms has led to growing concerns about the…

Abstract

Purpose

During the past few years, the rise in social media use for information purposes in the absence of adequate control mechanisms has led to growing concerns about the reliability of the information in circulation and increased the presence of fake news. While this topic has recently gained researchers' attention, very little is known about users' fake news identification behavior. Hence, the purpose of this study is to understand the factors that contribute to individuals' identification of fake news on social media.

Design/methodology/approach

This study employs a quantitative approach and proposes a behavioral model that explores the factors influencing users' identification of fake news on social media. It relies on data collected from a sample of 211 social media users which is tested using SEM.

Findings

The findings show that expertise in social media use and verification behavior have a positive impact on fake news identification, while trust in social media as an information channel decreases this identification behavior. Furthermore, results establish the mediating role of social media information trust and verification behavior.

Originality/value

The present study enhances our understanding of social media users' fake news identification by presenting a behavioral model. It is one of the few that focuses on the individual and argues that by identifying the factors that reinforce users' fake news identification behavior on social media, this type of misinformation can be reduced. It offers several theoretical and practical contributions.

Details

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

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Article

Anupama Vohra and Neha Bhardwaj

The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of…

Abstract

Purpose

The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of customer engagement were identified and tested to arrive at the best suited model for the given contexts. The alternative conceptual frameworks involve the constructs of active participation, community trust and community commitment in relation to customer engagement.

Design/methodology/approach

Data were collected using questionnaires sent via e-mail to respondents. Structural equation modelling was then used to arrive at the best suited model, while also empirically testing for the relationships among the constructs.

Findings

The study, by way of an empirical comparison of alternative conceptual frameworks, presents a customer engagement framework best suiting the social media context for emerging markets. The study also outlines active participation, community trust and community commitment to be acting as antecedents to customer engagement. Further active participation is identified as a necessary antecedent to customer engagement based on the comparative assessment of the frameworks.

Research limitations/implications

While there is not much consensus on the nature of customer engagement, the study offers insights to marketers in terms of managing customer engagement with their brand communities. The study identifies the role and importance of inducing active participation in a brand community context. Further, it also identifies community trust and community commitment to be occurring as antecedents to customer engagement, with commitment implying for a more pronounced role in the framework.

Originality/value

There is no consensus among researchers regarding the nomological network surrounding customer engagement. Further, very few of these studies have focussed on this construct in the context of emerging markets. This study thus attempts to close the above gap, by testing for alternative conceptual frameworks involving customer engagement, in the context of social media for emerging markets.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 2040-7122

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Article

Deepak Trehan and Rajat Sharma

This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions…

Abstract

Purpose

This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers.

Design/methodology/approach

Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy.

Findings

The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension.

Research limitations/implications

This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites.

Originality/value

Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.

Details

Journal of Consumer Marketing, vol. 37 no. 4
Type: Research Article
ISSN: 0736-3761

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Article

Ana Jakic, Maximilian Oskar Wagner and Anton Meyer

Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain…

Abstract

Purpose

Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain importance, since non-verbal and paraverbal cues are hard to convey via social media. Looking at interpersonal interactions, interlocutors adopt each other’s language styles or maintain their own language style during interactions to build trust. Transferring these insights to social media, the purpose of this paper is to test the effects of a brand’s language style accommodation in brand-customer interactions on brand trust and on its antecedents.

Design/methodology/approach

Two quantitative pre-studies (n1 (questionnaire)=32, n2 (laboratory experiment)=199), and one quantitative main study (n3 (laboratory experiment)=427) were conducted to determine the effects of a brand’s language style accommodation on brand trust.

Findings

In line with communication accommodation theory, this paper reveals that the impact of a brand’s accommodation strategy on brand trust is mediated by perceived relationship investments, such as perceived interaction effort, benevolence, and quality of interaction. This paper also underscores language style’s roles and its fit, and sheds light on situational factors such as purchase decision involvement and the valence of the content.

Originality/value

This paper is the first to transfer cross-disciplinary theories on interpersonal interactions to brand-customer interactions in social media. Thus, the authors derive the effects of language style accommodation on brand trust as well as further mediating effects.

Details

Journal of Service Management, vol. 28 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

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Book part

Nilay Balkan

By the end of this chapter, you should be able to demonstrate an understanding of:Understand the complex and nuanced nature of relationship marketing.Define the…

Abstract

By the end of this chapter, you should be able to demonstrate an understanding of:

Understand the complex and nuanced nature of relationship marketing.

Define the relationship dimensions in human relationships and the variables relationship marketing which develop the customer–company relationship.

Develop a conceptual understanding of how these dimensions and variables build customer–company relationships.

Understand how the key characteristics of social media can be leveraged to build customer–company relationships.

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

Keywords

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