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Article
Publication date: 1 March 2019

Yung Kyun Choi

The purpose of this paper is to explore advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows…

1479

Abstract

Purpose

The purpose of this paper is to explore advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows that users will tend to trust brands when characters are congruent with product type and trust propensity.

Design/methodology/approach

In a 2×2×2 factorial design, the character presence/absence condition and product type (high vs low involvement) are between-subject, manipulated and dichotomous variables. Trust propensity is a measured, continuous variable.

Findings

Findings indicate that character presence contributes to brand trust, leading to higher purchase intentions. Character presence is more effective for promoting products of low involvement; character absence is more effective for promoting products of high involvement. Moreover, in the low-involvement product condition, consumers who have low-trust propensity are more persuaded by characters. In the high-involvement product condition, consumers who have high or low-trust propensity respond similarly to both character presence and absence.

Originality/value

Although characters potentially affect how gamers react to online gaming, surprisingly few studies have attempted to identify how the characters and their interactions influence consumers’ emotions and behaviors in advergaming contexts. The current study fills the gap by focusing on the effects of characters and the interactions among other influences related to characters. This study makes new theoretical and practical contributions to the literature by showing that brand trust plays a mediating role and demonstrates that game characters can stimulate purchase intentions more persuasively depending on gamers’ trust propensity and involvement in the advertised products. The findings contribute to theory regarding congruency effects of game characters and the theory of brand trust.

Details

Internet Research, vol. 29 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 27 March 2019

Yuri Seo, Jungkeun Kim, Yung Kyun Choi and Xiaozhu Li

This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel…

2844

Abstract

Purpose

This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on how social media “likes”, advertising disclosures and the presence of firm-serving motives influence advertising effectiveness.

Design/methodology/approach

Study 1 examines how the number of “likes” influences consumer attitudes towards the sponsoring brand by strengthening advertising credibility, when social media ads are effectively (vs non-effectively) disclosed. Study 2 further establishes how the influence of the number of “likes” for effectively disclosed ads varies depending on whether the company states (vs does not state) its firm-serving motives.

Findings

The authors found that a social media ad displayed with a higher number of “likes” is perceived to be more credible, which can then yield more positive attitudes towards the brand. However, the use of effective disclosures moderates this relationship. To offset this effect, companies can restore the value of “likes” by stating their firm-serving motives openly when they develop social media advertising messages.

Research limitations/implications

The study offers a novel perspective on how consumers evaluate the number of displayed “likes” in the context of other social media features.

Practical implications

The study shows how social media marketers can become more effective in taking advantage of the number of “likes” that they accumulate on social networking site platforms.

Originality/value

The study illustrates a novel mechanism behind how and when the number of “likes” can influence the effectiveness of social media advertising.

Details

European Journal of Marketing, vol. 53 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 June 2017

Yung Kyun Choi, Yuri Seo and Sukki Yoon

The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions…

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Abstract

Purpose

The purpose of this paper is to explore the intentions to share electronic word-of-mouth (E-WOM) messages on social media websites depending on tie strength, perceptions of temporal distance and the concreteness of promotional messages.

Design/methodology/approach

A 2×2×2 mixed design is used. Temporal distance (near vs distant) and message concreteness (text vs picture) are between-subjects factors; sharing intentions (close friends vs general public) is a within-subjects factor.

Findings

Findings indicate that consumers are more likely to share promotional messages with their strong rather than weak ties. If they perceive that purchases will occur soon, concrete promotional messages will more strongly motivate them to share the message with their friends. However, if they perceive that purchases will occur in the distant future, abstract messages are more motivating. The difference occurs because construal-level theory is more effective among strong E-WOM ties.

Originality/value

By studying senders’ perspectives, the authors make a new theoretical and practical contribution to the emerging literature on E-WOM communication. Specifically, the authors show how senders are persuaded to share information with their strong- or weak-tie audiences according to the concreteness of a message and temporal distance. The authors add construal-level theory and advertising message processing to the domain of E-WOM and social ties research.

Details

Internet Research, vol. 27 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 9 September 2021

Tae Hyun Baek, Seeun Kim, Sukki Yoon, Yung Kyun Choi, Dongwon Choi and Hyejin Bang

The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.

Abstract

Purpose

The authors aim to examine how emojis interact with assertiveness in social media posts to encourage social media engagement and cooperation in environmental campaigns.

Design/methodology/approach

Two experiments were used to test three hypotheses.

Findings

Study 1 shows that when assertive Twitter messages include the smiley-face emoji, study participants indicate stronger social media engagement and behavioral intentions to recycle used jeans. In Study 2, participants indicate stronger social media engagement and behavioral intentions to sign a petition for reducing plastic pollution when (non) assertive Facebook messages (do not) include emojis.

Originality/value

The current research advances our understanding about how emojis interact with assertive and nonassertive message tonality in environmental social media campaigns. This research also provides new insights showing that positive emotion is the psychological mechanism underlying matching effects of emoji and message assertiveness.

Details

Internet Research, vol. 32 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Content available
Article
Publication date: 26 October 2012

337

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 1 September 2022

Halimin Herjanto, Muslim Amin and Yasser Mahfooz

This study aims to extend the study of COVID-19 effects by identifying different consumer behaviors beyond panic buying during the pandemic.

Abstract

Purpose

This study aims to extend the study of COVID-19 effects by identifying different consumer behaviors beyond panic buying during the pandemic.

Design/methodology/approach

A systematic review was based on Herjanto et al.’s (2020a) thematic analysis and Paul et al.’s (2021) 5W1H framework, and the authors analyzed 52 related papers.

Findings

The result findings indicated that during the COVID-19 pandemic, consumers fell into five different consumer behavior categories: health-related behaviors, consumption behaviors, ethical behaviors, behavioral intentions, and other related behaviors, and social connectedness behaviors. Findings show that consumer behaviors were increasingly complex and dynamic during the pandemic.

Originality/value

This systematic review will provide significant contributions to academia by offering general and technical insights and to practitioners by presenting guidelines on dealing with such different behaviors.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

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