Pub Date : 2023-09-03DOI: 10.1080/10496491.2023.2251461
I. Mir, J. Salo
{"title":"Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement","authors":"I. Mir, J. Salo","doi":"10.1080/10496491.2023.2251461","DOIUrl":"https://doi.org/10.1080/10496491.2023.2251461","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44936949","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-03DOI: 10.1080/10496491.2023.2253235
Bettina Bifkovics, E. Malota, Luciana N. Faria, Luis F. Martinez
Referral reward programs (RRPs), considered as a form of stimulated word-of-mouth (WOM), provide incentives to existing customers to bring in new customers. The research here adds to previous knowledge by exploring the usage of referral codes for high and low-involvement products in three stages of the consumer decision journey, on a sample of 218 consumers analyzed by regression analysis. Results show that components of the Theory of Planned Behavior influence the behavioral intention toward participating in an RRP, with perceived behavioral control having the strongest effect, followed by subjective norm and Attitude. Referral codes have a significant effect on respondents’ behavior; high conformity of high-involvement products and low conformity of low-involvement products was found, with referral programs having a weaker effect on high-involvement products. Customers tend to follow all steps of the traditional consumer journey when buying a high-involvement product; in the case of low involvement products, low conformity was even lower when using a referral code. Low-involvement products at the need recognition stage, and high-involvement products at the active research stage, are the least affected by the RRP. Results provide insights for companies to optimize their marketing strategy through stimulated WOM, and with the usage of RRPs.
{"title":"Customer-to-Customer Communication: Referral of High and Low Involvement Products through Stimulated Word-of-Mouth","authors":"Bettina Bifkovics, E. Malota, Luciana N. Faria, Luis F. Martinez","doi":"10.1080/10496491.2023.2253235","DOIUrl":"https://doi.org/10.1080/10496491.2023.2253235","url":null,"abstract":"Referral reward programs (RRPs), considered as a form of stimulated word-of-mouth (WOM), provide incentives to existing customers to bring in new customers. The research here adds to previous knowledge by exploring the usage of referral codes for high and low-involvement products in three stages of the consumer decision journey, on a sample of 218 consumers analyzed by regression analysis. Results show that components of the Theory of Planned Behavior influence the behavioral intention toward participating in an RRP, with perceived behavioral control having the strongest effect, followed by subjective norm and Attitude. Referral codes have a significant effect on respondents’ behavior; high conformity of high-involvement products and low conformity of low-involvement products was found, with referral programs having a weaker effect on high-involvement products. Customers tend to follow all steps of the traditional consumer journey when buying a high-involvement product; in the case of low involvement products, low conformity was even lower when using a referral code. Low-involvement products at the need recognition stage, and high-involvement products at the active research stage, are the least affected by the RRP. Results provide insights for companies to optimize their marketing strategy through stimulated WOM, and with the usage of RRPs.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45156021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-03DOI: 10.1080/10496491.2023.2253228
Mansi Khetarpal, Sapna Singh
{"title":"“Limited Time Offer”: Impact of Time Scarcity Messages on Consumer’s Impulse Purchase","authors":"Mansi Khetarpal, Sapna Singh","doi":"10.1080/10496491.2023.2253228","DOIUrl":"https://doi.org/10.1080/10496491.2023.2253228","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48152571","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-31DOI: 10.1080/10496491.2023.2253244
Linda Dam, A. M. Borsai, Benjamin Burroughs
{"title":"(Over)Eating with Our Eyes: An Examination of Mukbang Influencer Marketing and Consumer Engagement with Food Brands","authors":"Linda Dam, A. M. Borsai, Benjamin Burroughs","doi":"10.1080/10496491.2023.2253244","DOIUrl":"https://doi.org/10.1080/10496491.2023.2253244","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41818710","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-31DOI: 10.1080/10496491.2023.2253240
T. Matiza, E. Slabbert
{"title":"Destination Marketing and Domestic Tourist Satisfaction: The Intervening Effect of Customer-Based Destination Brand Equity","authors":"T. Matiza, E. Slabbert","doi":"10.1080/10496491.2023.2253240","DOIUrl":"https://doi.org/10.1080/10496491.2023.2253240","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43869334","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-29DOI: 10.1080/10496491.2023.2251465
Jastina Mathai
{"title":"Young consumers’ Perceptions of AI-Powered in-Car Personalized Services in a Growing Market for Smart Cars","authors":"Jastina Mathai","doi":"10.1080/10496491.2023.2251465","DOIUrl":"https://doi.org/10.1080/10496491.2023.2251465","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43667830","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-29DOI: 10.1080/10496491.2023.2251472
Siddharth Bhatt, Srinivasan Swaminathan, R. Suri
{"title":"Restrictively Framed Promotions Hurt Retailers: The Role of Promotion Induced Reactance","authors":"Siddharth Bhatt, Srinivasan Swaminathan, R. Suri","doi":"10.1080/10496491.2023.2251472","DOIUrl":"https://doi.org/10.1080/10496491.2023.2251472","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42847390","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-29DOI: 10.1080/10496491.2023.2251473
Omar Sharief, Tamer H. Elsharnouby
{"title":"What Makes Customers More Engaged on Social Media? An Investigation of Customers’ Responses to Brand-Generated Content on Twitter","authors":"Omar Sharief, Tamer H. Elsharnouby","doi":"10.1080/10496491.2023.2251473","DOIUrl":"https://doi.org/10.1080/10496491.2023.2251473","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42590903","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-29DOI: 10.1080/10496491.2023.2251460
Abbas J. Ali, Lamya Al-Aali, K. Krishnan
{"title":"Work Ethics in Saudi Arabia: The Critical Role of Women and Expatriates","authors":"Abbas J. Ali, Lamya Al-Aali, K. Krishnan","doi":"10.1080/10496491.2023.2251460","DOIUrl":"https://doi.org/10.1080/10496491.2023.2251460","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42022594","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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