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1 – 10 of over 25000Ziqiong Zhang, Peiliang Sun, Le Wang and Zili Zhang
Counter-hedonic entertainment, characterized by evoking negative emotions in consumers, has emerged as one of the most popular and profitable forms of entertainment in Western…
Abstract
Purpose
Counter-hedonic entertainment, characterized by evoking negative emotions in consumers, has emerged as one of the most popular and profitable forms of entertainment in Western countries. However, this entertainment type is not as popular in China as in Western countries. This study examines whether the free trial of counter-hedonic entertainment can promote the consumption of such entertainment and explores the moderating effect of contextual factors on this relationship.
Design/methodology/approach
This study investigates the promotional effectiveness of the free trial strategy on counter-hedonic entertainment through a quasi-experiment involving the broadcasting of a large-scale free counter-hedonic program. This study has analyzed the counter-hedonic consumption data from 31 major cities in China and employed econometric modeling to test the hypotheses.
Findings
Results show that the free trial of counter-hedonic entertainment can promote the sales of entertainment with similar categories. The follow-up moderation analyses show that the positive effect is amplified on days with less sunlight and for consumers with abundant (vs scarce) financial resources, thereby providing evidence to support the underlying drivers of the positive effect – the need for arousal and confidence frame. Meanwhile, the free trial of counter-hedonic entertainment also has a long-term effect after airing.
Originality/value
Based on existing research on consumers’ counter-hedonic consumption motivation, this study confirms the effectiveness and boundary conditions of the free trial strategy in promoting counter-hedonic entertainment consumption for the first time. The results also offer actionable insights for counter-hedonic entertainment marketers and practitioners.
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Asmita Shukla, Narendra K. Sharma and Sanjeev Swami
Web sites are the first point of interaction in the virtual environment and information and entertainment aspects are the most important tenets of web sites. Thus, it becomes…
Abstract
Purpose
Web sites are the first point of interaction in the virtual environment and information and entertainment aspects are the most important tenets of web sites. Thus, it becomes important to know how much information and entertainment is required, is adequate and appropriate for a web site. The purpose of this paper is to classify 43 web sites into information and entertainment profiles.
Design/methodology/approach
The sites were selected from two Indian rating web sites and engineering students. From the pool of the selected web sites, the present study classified 43 web sites on information and entertainment profiles. The web site profile comprised informativeness, organisation of information elements, entertainment properties and organisation of entertainment elements. The classification was done by three independent judges.
Findings
The results revealed that out of 43 web sites, eight were high on both information and entertainment profiles, 15 were high on information and low on entertainment profiles, six were low on information and high on entertainment profiles and 14 were low on both information and entertainment profiles.
Practical implications
Marketers may take cues from the classified web sites and design their web sites to ensure that the web site content meets their goals and satisfies the users while filtering out the content which is irrelevant to their business and incorporate what is essential.
Originality/value
This study provides guidelines regarding the information and/or entertainment aspects which should be stronger in information and/or entertainment‐oriented web sites to attract users. The present study targets the marketers who should prioritise web site features depending upon the needs of their target group.
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Abul Kalam, Chai Lee Goi and Ying Ying Tiong
The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the…
Abstract
Purpose
The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations.
Design/methodology/approach
In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used.
Findings
The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers.
Originality/value
This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.
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At the end of the nineteenth century, in the era of the second industrial revolution, falling working hours, rising disposable income, increasing urbanisation, rapidly expanding…
Abstract
At the end of the nineteenth century, in the era of the second industrial revolution, falling working hours, rising disposable income, increasing urbanisation, rapidly expanding transport networks and strong population growth resulted in a sharp rise in the demand for entertainment. Initially, the expenditure was spread across different categories, such as live entertainment, sports, music, bowling alleys or skating rinks. One of these categories was cinematographic entertainment, a new service, based on a new technology. Initially it seemed not more than a fad, a novelty shown at fairs, but it quickly emerged as the dominant form of popular entertainment. This paper argues that the take-off of cinema was largely demand-driven, and that, in an evolutionary process, consumers allocated more and more expenditure to cinema. It will analyse how consumer habits and practices evolved with the new cinema technology and led to the formation of a new product/service.
Kyriakos Riskos, Paraskevi Dekoulou, Leonidas Hatzithomas and Ioanna Papasolomou
Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands…
Abstract
Purpose
Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands, especially Netflix, where hedonic and eudaimonic entertainment motives function as facilitators of consumer brand engagement.
Design/methodology/approach
An online survey was conducted. Structural Equation Modeling was used to build the model and test for various direct, mediation, and moderation effects.
Findings
The results suggest a multiple mediation model in which the relationship between the two types of entertainment and intention to use Netflix is sequentially mediated by consumer attention and consumer brand engagement. Moreover, this study confirms that female consumers, compared to male consumers, exhibit higher levels of consumer brand engagement when motivated by hedonic entertainment.
Originality/value
This is the first study to present a novel structural model for the content consumption of OTT brands and test the role of the two types of entertainment in the intention to use Netflix.
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Blair J. Berkley and John R. Thayer
Entertainment is now the largest trend in retailing and urban redevelopment, and is credited with revitalizing many downtowns. Consequently, many other cities are attempting to…
Abstract
Entertainment is now the largest trend in retailing and urban redevelopment, and is credited with revitalizing many downtowns. Consequently, many other cities are attempting to replicate this success by developing pedestrian‐oriented entertainment districts consisting of movie theaters, nightclubs, bars, restaurants, and retail shopping. This paper summarizes the results of 30 police‐manager interviews and a nationwide survey used to identify entertainment‐district features that create problems and demands for police resources, and effective strategies and tactics for policing entertainment districts. The most effective policing is done at the district planning and design stage by engineering out features that cause problems. Good entertainment‐district policing then requires continuous training and education of business managers and private security personnel. Finally, night‐time district patrol requires a multi‐prong effort to pre‐empt problems and assure public safety.
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Jie Zhang, Yongjun Sung and Wei‐Na Lee
Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and…
Abstract
Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and features of branded entertainment, and how various play themes were incorporated in branded entertainment in the context of Facebook brand profile pages. The major findings were consistent with the conceptual framework and literature on branded entertainment. Some unexpected findings were also provided and discussed. The line between entertainment and marketing communication has become increasingly blended or even erased during recent years, particularly in the Internet context. Researchers and practitioners are highly interested in the marketing potential of branded entertainment since it may boost brand awareness and build strong consumer‐brand relationships. Little academic research to date has been conducted to systematically study branded entertainment on the Internet. This study is a nascent attempt to understand branded entertainment in user‐centered social networking websites (SNWs), since young users are shifting away from other online media to SNWs. Branded entertainment may help marketers gather segmented yet fun‐seeking SNW users and deliver nonintrusive marketing messages to them.
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William T. Rupp and Alan D. Smith
Any solution that will solve the problem the entertainment industry is currently facing will need to address the underlying theme in the decline of self‐policing and morally…
Abstract
Any solution that will solve the problem the entertainment industry is currently facing will need to address the underlying theme in the decline of self‐policing and morally acceptable behavior in terms of intellectual rights. It has become a norm to download music off the Internet and transfer them onto compact discs (CDs) without compensating the artist who created the music or the firms that created, packaged, promoted, and distributed the music materials. Within the repackaged application will be technology that will allow the consumer to sample the product as well as make a purchase instantly over the Internet. This will benefit the entertainment industry in several ways: expanding the number of distribution channels (providing greater reach); utilizing the P2P‐related networks to their advantage rather than disadvantage (providing greater richness); opening international markets with relative ease; and providing faster delivery times and the ability to provide a much richer content than what is currently offered. Through a succession of models, the basic conclusion is that the Internet plays a much more important role with regards the entertainment industry than currently believed. Although the artists should rightfully be compensated for their artistic talents, it is time that a new model is created to compensate them, since the existing model is not going to work due to the inadequacies of the current distribution channels that are being used by the entertainment industry.
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Maher Georges Elmashhara and Ana Maria Soares
The purpose of this paper is to provide a broader typology and inventory of recreational facilities and activities in shopping malls. The paper then investigates the relation…
Abstract
Purpose
The purpose of this paper is to provide a broader typology and inventory of recreational facilities and activities in shopping malls. The paper then investigates the relation between the proposed entertainment types and shopper behavior both directly and indirectly by considering the mediation of shopper emotional states.
Design/methodology/approach
A survey-based study with a sample size of 484 mall shoppers is used to test the proposed model.
Findings
The results indicate that permanent entertainment predicts shopper satisfaction directly and indirectly when considering the emotional state of pleasure as a mediator. Moreover, findings indicate that permanent entertainment indirectly influences the desire to stay at the mall through pleasure and arousal. In addition, pleasure mediates the relation of temporary and special event entertainment with satisfaction and the desire to stay at the mall.
Practical implications
This study adds to a better understanding of the role of entertainment types in shopping malls. The study also reveals how each type of entertainment can enhance different emotions and behaviors. Practical suggestions to this end are offered.
Originality/value
There is a lack of studies taking into consideration the different types of entertainment in shopping malls. This study is among the first to examine the effects of each entertainment type on specific behavioral responses. Moreover, the study addresses the mediating role played by shoppers’ emotional states on the impact of entertainment types in satisfaction and desire to stay at the mall.
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