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1 – 10 of 19Xuebing Dong, Yaping Chang and Xiaojun Fan
Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the…
Abstract
Purpose
Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues.
Design/methodology/approach
A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model.
Findings
The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility.
Research limitations/implications
The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers.
Practical implications
This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices.
Originality/value
This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.
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Junyun Liao, Xuebing Dong, Ziwei Luo and Rui Guo
Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on…
Abstract
Purpose
Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty.
Design/methodology/approach
Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement.
Findings
The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty.
Practical implications
Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity.
Originality/value
This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.
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Xuebing Dong, Hong Liu, Nannan Xi, Junyun Liao and Zhi Yang
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer…
Abstract
Purpose
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.
Design/methodology/approach
This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.
Findings
Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.
Practical implications
The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.
Originality/value
From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.
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Xuebing Dong, Yaping Chang, Shichang Liang and Xiaojun Fan
The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).
Abstract
Purpose
The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).
Design/methodology/approach
The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).
Findings
The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.
Research limitations/implications
In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.
Practical implications
This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.
Originality/value
The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).
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Xuebing Dong, Xin Wen, Kui Wang and Chuangneng Cai
Negative media coverage has important impacts on firm financial performance, but existing studies have inconsistent views of this relationship and lack a unified theoretical…
Abstract
Purpose
Negative media coverage has important impacts on firm financial performance, but existing studies have inconsistent views of this relationship and lack a unified theoretical framework to explain how such impacts arise. This study aims to bridge this gap in the literature.
Design/methodology/approach
This study uses two sets of data encompassing publicly listed companies in Shanghai and Shenzhen stock exchanges from 2013 to 2019, which are covered by the China Stock Market and Accounting Research Database.
Findings
This study finds that the number of negative news coverages has an inverted U-shaped relationship with firm financial performance; this relationship is weakened by the proportion of shares held by institutional investors and strengthened by advertising intensity.
Practical implications
This study suggests that corporate executives should be aware of the potential value of a limited amount of negative news coverage and react with tolerance and caution when their companies encounter it.
Originality/value
This study uses two different routes provided in the elaboration likelihood model theory to fully explain the processes underlying changes in investors’ attitudes toward firms experiencing negative media coverage.
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Xuebing Dong, Yaping Chang, Yawei Wang and Jun Yan
The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between…
Abstract
Purpose
The purpose of this paper is to answer “Why do Chinese consumers use IOT systems?” and “Do consumers’ cognitive and affect experiences moderate the relationship between psychological perception factors and perceived usefulness?”
Design/methodology/approach
In-depth interview with consumers and experts had been conducted and then the perceived psychological factors that influence perceived usefulness had been summarized. Based on a survey test of 337 smart home users, this study applies partial least squares technique analysis to test the research model.
Findings
The research results show that perceived psychological factors (perceived ease of use, perceived intelligence, perceived convenience and perceived privacy risk) have significant effect on the intention and behavior of IOT systems usage through perceived usefulness. Cognitive experience moderates the relationship between perceived ease of use and perceived usefulness, perceived privacy risk and perceived usefulness; affect experience moderates the relationship between perceived ease of use and perceived usefulness.
Research limitations/implications
The current study mainly tested the antecedents of consumers’ usage of IOT systems, and the outcome of using the system was not investigated. Future research can examine the outcome (e.g. satisfaction, perceived value) by using the expectation-confirmation theory.
Originality/value
This study provides a useful insight into the key driving factors in consumers’ intention and behavior of using IOT systems. The previous studies over IOT systems have not observed consumers’ perception of IOT systems, but in fact IOT systems are being applied to more and more personal users.
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Xuebing Dong, Biao Wang, Yan Liu, Nannan Xi and Donghong Zhu
Utilizing the extended transportation-imagery model, this study categorizes three storytelling elements into six distinct factors – character types, influencer-character…
Abstract
Purpose
Utilizing the extended transportation-imagery model, this study categorizes three storytelling elements into six distinct factors – character types, influencer-character congruence, imaginable titles, concrete details, replication difficulty and artistic processing – to explore how these factors enhance influencer engagement.
Design/methodology/approach
This study utilized a quantitative research design, analyzing 1,660 influencer-created videos over a six-month period. Narrative elements were examined through manual coding, and their impact on live comments was assessed using negative binomial regression to identify key factors driving audience engagement.
Findings
Research results show that non-fictional characters, imaginable titles and concrete details significantly increased live comments. Conversely, high replication difficulty negatively influenced engagement. Notably, influencer-character congruence and artistic processing showed no significant effect.
Originality/value
This study advances the extended transportation-imagery model by integrating narrative elements with live comments, offering new perspectives on real-time audience engagement. The findings deepen our understanding of how storytelling techniques enhance the effectiveness of influencer marketing. From a managerial standpoint, this research provides strategic insights for influencers and brands to refine their content strategies, ultimately boosting audience engagement.
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Xuebing Dong, Yaping Chang, Junyun Liao, Xiancheng Hao and Xiaoyu Yu
Companies are increasingly designing pro-environmental games to motivate users to implement pro-environmental behaviors (PEBs). However, how different types of virtual…
Abstract
Purpose
Companies are increasingly designing pro-environmental games to motivate users to implement pro-environmental behaviors (PEBs). However, how different types of virtual interactions affect PEBs in pro-environmental games is not clear. Thus, the authors propose that two types of virtual interaction, interactions with game objects and interactions with other users, can induce platform intimacy and love for nature and that platform intimacy has a direct effect on love for nature. Simultaneously, the authors examine the moderating effect of network externality on the relationship between the two types of virtual interaction and platform intimacy.
Design/methodology/approach
The authors, respectively, employed data from 92 students and 574 Chinese mobile users to empirically investigate the research framework.
Findings
The findings indicate that participants in interactions with game objects and interactions with other users reported stronger feelings regarding platform intimacy and love for nature, which, in turn, positively influences PEBs. Consumers with stronger perceptions of network externalities were more likely to be affected by the initiation effect of the interaction with game objects.
Originality/value
The authors introduce the notion of love for nature to the pro-environmental behaviors field and discuss the priming effect of two types of interactions on platform intimacy and love for nature. In addition, the authors focus on the important effect of network externality on users' emotions.
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Xuebing Dong, Run Zhou and Junyun Liao
In influencer advertising, followers engage in more frequent and timely interactions compared to nonfollowers, making them the primary audience for these advertisements. Building…
Abstract
Purpose
In influencer advertising, followers engage in more frequent and timely interactions compared to nonfollowers, making them the primary audience for these advertisements. Building on this premise, this study aims to examine the impact of different influencer types, categorized by follower count, on the advertised brands.
Design/methodology/approach
The authors tested the hypotheses in four studies, including one secondary data analysis and three experiments.
Findings
Combining real-world data with a series of experiments, the authors show that the followers of mega-influencers (vs micro influencers) have a more positive response to the advertised brands, with more positive brand attitudes, greater purchase intentions and higher engagement. The authors call this the “mega-influencer follower effect.” It is driven by the sense of control. This effect only occurs among the followers and not nonfollowers. Moreover, the mega-influencer follower effect only existed in human influencers, not virtual influencers.
Research limitations/implications
This study takes influencer followers as influencer advertising audiences and investigates the effect of influencer types (based on the number of followers) on the advertised brands; however, future research may investigate how consumers respond to brands in different categories endorsed by influencers.
Practical implications
The authors argue that influencer advertising audiences are more likely to be followers of the influencer. From this perspective, the results suggest that marketers should cooperate with mega-influencers.
Originality/value
Through emphasizing the value of followers rather than nonfollowers as audiences, this study expands the literature on influencer marketing and the explanatory mechanisms regarding which types of influencers are more effective.
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Run Zhou and Xuebing Dong
The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has…
Abstract
Purpose
The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has demonstrated that providing sensory cues is an effective way to promote imaginative use or experience. However, such an approach seems to have been proposed for product that requires the use of body-related information (e.g. sensory information) for evaluation (high body-involving product). There is less literature on how to facilitate consumers’ imaginative use of product that requires relatively less bodily information (low body-involving product). Considering this, this research proposes a factor that influences the imaginative use of both high and low body-involving products, the character cues in the product image.
Design/methodology/approach
In this paper, two studies are conducted to verify the matching effect about presence or absence of character cues with product type (high body-involving vs. low body-involving) in facilitating imaginative use and the downstream effect.
Findings
The experimental results indicate that high (low) body-involving product display images are suitable for present (absent) character cues, which can promote the mental imagery of use the product, increase perceived image attractiveness and ultimately increase purchase intentions. The research also verified the influence of distance between the product and the character cues on the above effects.
Originality/value
We expand on the importance of character cues in product display images in an e-commerce environment and enrich the research about imaginative use in online environment.
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