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1 – 10 of 136
Article
Publication date: 8 January 2018

Alexa K. Fox, Todd J. Bacile, Chinintorn Nakhata and Aleshia Weible

The present research aims to examine selfie-marketing from a consumer behavior perspective. Creating and sharing selfies are gaining popularity among millennials. The authors seek…

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Abstract

Purpose

The present research aims to examine selfie-marketing from a consumer behavior perspective. Creating and sharing selfies are gaining popularity among millennials. The authors seek to understand how this popularity relates to classic research on narcissism and self-concept and to determine the effectiveness of selfie-marketing in visual user-generated content.

Design/methodology/approach

A mixed methods approach is used across two studies. Study 1’s qualitative exploration uses the grounded theory method by analyzing semi-structured interviews with millennials. The findings produce three research propositions. These propositions are further developed into testable hypotheses in Study 2’s quantitative investigation, featuring analysis of the variance of online survey data collected from millennials.

Findings

The findings suggest that narcissism positively relates to millennials’ attitudes toward and intent to participate in selfie-marketing on visual content-sharing apps. Results also demonstrate that millennials seek to use selfies to present their self-concepts differently in various visual content-sharing environments.

Originality/value

The present research is among the first to focus on the importance of self-presentation and narcissism in regard to consumers’ attitudes and behavioral responses toward selfie-marketing. For marketers, this underscores the importance of understanding the unique nature of user-generated visual content on social media.

Details

Journal of Consumer Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 17 May 2022

Zhenzhen Zhao and Zhao Huang

Although brands have developed mobile applications (apps) to offer consumers new experiences, low app usage numbers indicate the need to develop a systematic, practical evaluation…

Abstract

Purpose

Although brands have developed mobile applications (apps) to offer consumers new experiences, low app usage numbers indicate the need to develop a systematic, practical evaluation framework for branded app design that specifies concrete design features.

Design/methodology/approach

An expert review provides an overview of the design of current branded apps. On the basis of an extensive literature review, this article classifies state-of-the-art design features for branded apps according to a proposed evaluation framework that includes human–computer interaction (HCI)–related and marketing-related evaluation criteria. In an application of these evaluation criteria, the authors evaluate 73 branded apps issued by 11 top fast-moving consumer goods (FMCG) brands.

Findings

The expert review identifies strengths and weaknesses that are common to the design of current branded apps. These findings inform the set of design recommendations that this article offers, which includes 14 features common to all types of apps and 9 features specific to particular types of apps.

Practical implications

This research offers practical implications for app designers, who need to address design dimensions contained in the proposed framework including the HCI-related (mobile, social and user experience design features) and marketing-related (branding and customer relationship management design features) to create effective branded apps.

Originality/value

Design elements identified in prior literature remain abstract and do not prescribe a systematic or pragmatic approach to using them in practice. This study takes a multidisciplinary perspective (HCI, marketing and design science) to establish a practical evaluation framework for branded app designs.

Details

Information Technology & People, vol. 36 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 16 May 2022

Charles Aaron Lawry

The purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain…

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Abstract

Purpose

The purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.

Design/methodology/approach

This conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.

Findings

First, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).

Originality/value

This conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers' embodied interactions with salespeople and relevant audiences in connected store environments.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 3
Type: Research Article
ISSN: 1361-2026

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Abstract

Details

Sex and Social Media
Type: Book
ISBN: 978-1-83909-406-4

Article
Publication date: 9 January 2023

Stephen McCarthy, Wendy Rowan, Carolanne Mahony and Antoine Vergne

Social media platforms are a pervasive technology that continues to define the modern world. While social media has brought many benefits to society in terms of connection and…

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Abstract

Purpose

Social media platforms are a pervasive technology that continues to define the modern world. While social media has brought many benefits to society in terms of connection and content sharing, numerous concerns remain for the governance of social media platforms going forward, including (but not limited to) the spread of misinformation, hate speech and online surveillance. However, the voice of citizens and other non-experts is often missing from such conversations in information systems literature, which has led to an alleged gap between research and the everyday life of citizens.

Design/methodology/approach

The authors address this gap by presenting findings from 16 h of online dialog with 25 citizens on social media platform governance. The online dialog was undertaken as part of a worldwide consultation project called “We, the internet”, which sought to provide citizens with a voice on a range of topics such as “Digitalization and Me,” “My Data, Your Data, Our Data” and “A Strong Digital Public Sphere.” Five phases of thematic analysis were undertaken by the authors to code the corpus of qualitative data.

Findings

Drawing on the Theory of Communicative Action, the authors discuss three dialogical processes critical to citizen discourse: lifeworld reasoning, rationalization and moral action. The findings point toward citizens’ perspectives of current and future issues associated with social media platform governance, including concerns around the multiplicity of digital identities, consent for vulnerable groups and transparency in content moderation. The findings also reveal citizens’ rationalization of the dilemmas faced in addressing these issues going forward, including tensions such as digital accountability vs data privacy, protection vs inclusion and algorithmic censorship vs free speech.

Originality/value

Based on outcomes from this dialogical process, moral actions in the form of policy recommendations are proposed by citizens and for citizens. The authors find that tackling these dark sides of digitalization is something too important to be left to “Big Tech” and equally requires an understanding of citizens’ perspectives to ensure an informed and positive imprint for change.

Details

Internet Research, vol. 33 no. 6
Type: Research Article
ISSN: 1066-2243

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Abstract

Details

30-Minute Website Marketing
Type: Book
ISBN: 978-1-83867-078-8

Content available

Abstract

Details

Journal of Research in Interactive Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 2040-7122

Abstract

Details

Social Recruitment in HRM
Type: Book
ISBN: 978-1-78635-695-6

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 6 March 2023

Yanli Zhang, Huy Will Nguyen, Young Hoon Jung and Isabelle Yi Ren

The social media industry has entered a new stage with intensifying competition and heightened uncertainty about future directions. The purpose of this paper is to provide…

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Abstract

Purpose

The social media industry has entered a new stage with intensifying competition and heightened uncertainty about future directions. The purpose of this paper is to provide analyses of the current challenges and to identify industry-wide trends that may offer a roadmap for the future.

Design/methodology/approach

Drawing on publicly available key performance metrics, company reports and press reports, this paper offers critical analyses of the challenges facing the major social media platforms and new trends in the social media industry.

Findings

This study identified five major trends in the current social media industry: 1) content is king, and that content is moving to visual; 2) artificial intelligence is key to competitive advantage; 3) network effects still matter, but business model innovation can overcome that barrier; 4) the need to broaden revenue sources; and 5) the strive for the everything app. In this changing environment, social media companies need to adapt and innovate their business models proactively to stay ahead.

Originality/value

This paper not only sheds light on the current challenges of individual social media platforms but also identifies industry-wide trends that may apply across all platforms. Taken together, these insights paint a comprehensive picture of the current industry landscape, as well as offer clues about its future directions.

Details

Journal of Business Strategy, vol. 45 no. 2
Type: Research Article
ISSN: 0275-6668

Keywords

1 – 10 of 136