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1 – 10 of over 4000Fuzhen Liu, Chaocheng He and Kee-Hung Lai
Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the…
Abstract
Purpose
Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the literature lacks an understanding of conversational self-presentation, which offers more informal and personal communication.
Design/methodology/approach
Drawing upon social interaction theory and uncertainty reduction theory, this study explores the impact of conversational self-presentation and its interplay with space sharing and review ratings on customer purchases.
Findings
Utilizing the fixed effects model on a panel dataset comprising 498,817 observations from Airbnb, we discover a positive association between conversational self-presentation and customer purchases. Furthermore, our analysis reveals that space sharing reinforces this positive effect, while review ratings tend to diminish it. A deeper mechanism analysis indicates that perceived authenticity plays a mediating role in the relationship between conversational self-presentation and customer purchases.
Research limitations/implications
This study highlights the importance of conversational communication in enhancing host–guest relationships under information asymmetry. However, the proposed model can be extended to other accommodation-sharing platforms in various regions, identifying whether cultural differences exist in explaining the importance of conversational self-presentation.
Practical implications
Marketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication.
Originality/value
This study adds valuable insights to the literature about self-presentation, social interaction and customer behavior by revealing the significance of conversational self-presentation in driving the growth of P2P accommodation businesses.
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Eva A. van Reijmersdal, Marieke Walet and Andrea Gudmundsdóttir
Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…
Abstract
Purpose
Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the self-presentation strategies of a layperson, opinion leadership and micro-celebrity influence source credibility (i.e. trustworthiness, expertise, physical attractiveness and social attractiveness) and how source credibility, in turn, affects brand responses.
Design/methodology/approach
An online experiment among female participants (N = 229) was conducted. Participants were shown a sponsored blog in which the influencer presented herself as either a layperson, an opinion leader or a micro-celebrity.
Findings
The study demonstrated that the presentation strategy of a layperson was more persuasive than a micro-celebrity presentation because of higher levels of (1) trust and (2) social attractiveness. In addition, opinion leaders were perceived as having more expertise than laypeople and, therefore, positively enhanced brand responses.
Research limitations/implications
The current findings provide relevant insights into the theoretical mechanisms (i.e. expertise, trustworthiness and social attractiveness) that explain the effects of self-presentation strategies on brand responses.
Practical implications
Our findings imply that credibility perceptions determine the persuasiveness of the SMI. This study showed that layperson and opinion leadership self-presentation strategies are relatively more persuasive.
Originality/value
This study is the first to show that influencers’ self-presentation strategies determine how people respond to the brands that influencers promote. In addition, we show that these effects are explained by the influencers’ trust, social attractiveness and expertise.
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Sigen Song, Hengqin Wang and Cheng Lu Wang
Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the…
Abstract
Purpose
Secret consumption refers to consumption of a product in a private situation, with the intent or behavior of hiding the consumption from others. This study contributes to the secret consumption literature by identifying the antecedents of secret consumption along with the explaining mechanism and boundary condition.
Design/methodology/approach
An online study with experiment design was conducted to examine the impact of extroversion/introversion, self-presentation and product scarcity on secrete consumption.
Findings
The results show that consumer extraverted disposition and the self-presentation motive negatively influence secret consumption intention and suggest this relationship is explained by the self-presentation need. The findings also revealed that perceived product scarcity attenuated the negative impact of extraversion and self-presentation on secret consumption intention.
Research limitations/implications
The findings provide interesting insights into advertising and retailing. In recognizing that secret consumption is a prevalent phenomenon in consumer behavior that may improve actual consumer product evaluation and preference, retailers or brand managers may encourage consumers to consume secretly.
Originality/value
This empirical study is a first attempt to explore the antecedents, mediating mechanism and boundary condition of consumer intention to engage in secrete consumption. The findings of the study provide important implication to theoretical development and managerial applications in advertising and retailing.
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Fuzhen Liu, Kee-hung Lai and Chaocheng He
To promote the success of peer-to-peer accommodation, this study examines the effects of online host–guest interaction as well as the interaction's boundary conditions of listing…
Abstract
Purpose
To promote the success of peer-to-peer accommodation, this study examines the effects of online host–guest interaction as well as the interaction's boundary conditions of listing price and reputation on listing popularity.
Design/methodology/approach
Using 330,686 data collected from Airbnb in the United States of America, the authors provide empirical evidence to answer whether social-oriented self-presentation and response rate influence listing popularity from the perspective of social exchange theory (SET). In addition, the authors investigate how these two kinds of online host–guest interactions work with listing price and reputation to influence listing popularity.
Findings
The results reveal the positive association between online host–guest interaction and listing popularity. Notably, the authors find that listing price strengthens but listing reputation weakens the positive effects of online host–guest interactions on listing popularity in peer-to-peer accommodation.
Originality/value
This study is the first attempt to adopt SET to explain the importance of online host–guest interactions in influencing listing popularity as well as examine the moderating role of listing price and reputation on the above relationship.
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Haroon Shaukat, Islam Elgammal, Mukaram Ali Khan and Kareem M. Selem
Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA)…
Abstract
Purpose
Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).
Design/methodology/approach
Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.
Findings
Self-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.
Social implications
Our findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.
Originality/value
This paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.
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Varqa Shamsi Bahar and Mahmudul Hasan
Credible influencers play a key role in shaping the views and preferences of social media users. However, many influencers intentionally use disinformation (e.g. false narratives…
Abstract
Purpose
Credible influencers play a key role in shaping the views and preferences of social media users. However, many influencers intentionally use disinformation (e.g. false narratives) to deceive users and gain their trust. This can have serious repercussions, not only for the firms that associate with these influencers but also for users. Further, and alarmingly, many influencers who use disinformation can sustain their credibility over time. This research explores how influencers use disinformation to establish long-term credibility on social media.
Design/methodology/approach
Drawing on self-presentation theory, we use an in-depth qualitative case study to address our research question, primarily relying on archival data obtained from multiple sources.
Findings
Our findings suggest that three stages of self-presentation are required to establish influencer credibility based on disinformation: backstage (preparing to deceive), experimentation (testing deception), and frontstage (launching deceptive ideas on a large scale). We also find that when fraudulent influencers simultaneously weaponise a counterculture and mindfully encase disinformation, users view them as highly credible.
Practical implications
We offer practical suggestions for regulating fraudulent influencers, including enacting fact-checking procedures, using IT artefacts as reliability signals, and building awareness programmes to develop vigilance in social media communities.
Originality/value
We contribute to self-presentation theory by adding experimentation as a critical stage in developing disinformation that works for long periods. We also contribute to the literature at the intersection of social media influencers and disinformation research by revealing why social media users believe in fraudulent influencers.
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Lijuan Luo, Yuwei Wang, Siqi Duan, Shanshan Shang, Baojun Ma and Xiaoli Zhou
Based on the perspectives of social capital, image motivation and motivation affordances, this paper explores the direct and moderation effects of different kinds of motivations…
Abstract
Purpose
Based on the perspectives of social capital, image motivation and motivation affordances, this paper explores the direct and moderation effects of different kinds of motivations (i.e. relationship-based motivation, community-based motivation and individual-based motivation) on users' continuous knowledge contributions in social question and answer (Q&A) communities.
Design/methodology/approach
The authors collect the panel data of 10,193 users from a popular social Q&A community in China. Then, a negative binomial regression model is adopted to analyze the collected data.
Findings
The paper demonstrates that social learning, peer recognition and knowledge seeking positively affect users' continuous contribution behaviors. However, the results also show that social exposure has the opposite effect. In addition, self-presentation is found to moderate the influence of social factors on users' continuous use behaviors, while the moderation effect of motivation affordances has no significance.
Originality/value
First, this study develops a comprehensive motivation framework that helps gain deeper insights into the underlying mechanism of knowledge contribution in social Q&A communities. Second, this study conducts panel data analysis to capture the impacts of motivations over time, rather than intentions at a fixed time point. Third, the findings can help operators of social Q&A communities to optimize community norms and incentive mechanisms.
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This study explored how the use of different social media is related to subjective well-being among university students during the COVID-19 pandemic in Japan.
Abstract
Purpose
This study explored how the use of different social media is related to subjective well-being among university students during the COVID-19 pandemic in Japan.
Design/methodology/approach
We surveyed 1,681 university students in the Kanto region of Japan in May 2021 to investigate how social media use relates to subjective well-being. We also examined the effects of self-consciousness and friendship, self-presentation desire, generalized trust, online communication skills, depression tendency and social support from others.
Findings
The responses revealed 15 possible patterns of social media usage on four widely used social media in Japan (LINE, Twitter, Instagram and Facebook). We selected users with the top five patterns for further statistical analyses: LINE/Twitter/Instagram/Facebook, LINE/Twitter/Instagram, LINE/Twitter, LINE/Instagram and LINE only. Overall, self-establishment as a factor of self-consciousness and friendship, and social support from others had positive effects on the improvement of subjective well-being, whereas depression tendency had negative effects on their subjective well-being regardless of their usage patterns, of which the results of social support from others and depression tendency were consistent with the results of previous studies. Regarding other factors, they had different effects on subjective well-being due to different patterns. Effects on subjective well-being from self-indeterminate and self-independency as factors of self-consciousness and friendship, praise acquisition, self-appeal and topic avoidance as factors of self-presentation desire were observed.
Originality/value
This is among the earliest studies on the relationship between young generations’ social media use and subjective well-being through social media usage patterns during the COVID-19 pandemic in Japan.
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Shanshan Zhang, Fengchun Huang, Lingling Yu, Jeremy Fei Wang and Paul Benjamin Lowry
Researchers continue to address the concept of self-disclosure because it is foundational for helping social networking sites (SNS) function and thrive. Nevertheless, the authors'…
Abstract
Purpose
Researchers continue to address the concept of self-disclosure because it is foundational for helping social networking sites (SNS) function and thrive. Nevertheless, the authors' literature review indicates that uncertainty remains around the underlying mechanisms and factors involved in the self-disclosure process. The purpose of this research is to better understand the self-disclosure process from the lens of dual-process theory (DPT). The authors consider both the controlled factors (i.e. self-presentation and reciprocity) and an automatic factor (i.e. social influence to use an SNS) involved in self-disclosure and broaden The authors proposed a model to include the interactive facets of enjoyment.
Design/methodology/approach
The proposed model was empirically validated by conducting a survey among users of WeChat Moments in China.
Findings
As hypothesized, this research confirms that enjoyment and automatic processing (i.e. social influence to use an SNS) are complementary in the SNS self-disclosure process and enjoyment negatively moderates the positive relationship between controlled factor (i.e. self-presentation) and self-disclosure.
Originality/value
Theoretically, this study offers a new perspective on explaining SNS self-disclosure by adopting DPT. Specifically, this study contributes to the extant SNS research by applying DPT to examine how the controlled factors and the automatic factor shape self-disclosure processes and how enjoyment influences vary across these processes – enriching knowledge about SNS self-disclosure behaviors. Practically, the authors provide important design guidelines to practitioners concerning devising mechanisms to foster more automatic-enjoyable value-added functions to improve SNS users' participation and engagement.
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Yafei Feng, Yan Zhang and Lifu Li
The privacy calculus based on a single stakeholder failed to explain users' co-owned information disclosure owing to the uniqueness of co-owned information. Drawing on collective…
Abstract
Purpose
The privacy calculus based on a single stakeholder failed to explain users' co-owned information disclosure owing to the uniqueness of co-owned information. Drawing on collective privacy calculus theory and impression management theory, this study attempts to explore the co-owned information disclosure of social network platform users from a collective perspective rather than an individual perspective.
Design/methodology/approach
Drawing on collective privacy calculus theory and impression management theory, this study explores the co-owned information disclosure of social network platform users from a collective perspective rather than an individual perspective based on a survey of 740 respondents.
Findings
This study finds that self-presentation and others presentation directly positively affect users' co-owned information disclosure. Also, self-presentation, others presentation and relationship presentation indirectly positively affect users' co-owned information disclosure via relationship support. Furthermore, personal privacy concern, others' privacy concern and relationship privacy concern indirectly negatively affect users' co-owned information disclosure via relationship risk.
Originality/value
The findings develop the theory of collective privacy calculus and impression management, which offer insights into the design of the collective privacy protection function of social network platform service providers.
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