Pub Date : 2023-05-30DOI: 10.1080/10496491.2023.2216292
S. Rana, Sudin Bag, Indrajit Ghosal, Bikram Prasad
Abstract This study investigates the effects of reviewers’ comments and rating scores on online buyers purchase motives, employing the ‘stimuli–organism–response’ (S-O-R) framework. The study considers three stimuli, that is, review rating, security and privacy and review content, that impacted consumers’ emotions (organism) toward online buying (response). In total, 400 responses are collected from millennial online buyers using a survey method with a structured research instrument, and structural equation modeling is applied to analyze empirical results. The result reveals that when people have high level of satisfaction and trustworthiness with the online review rating, content and security policy, their online purchase motives are stronger. Moreover, the study also examines the influencers’ role in purchase motives as moderators and reveals that influencers are important determinants in the purchase motive through online purchases. Thus, the results of this study encourage online marketers to focus on customer reviews and rating scores, ultimately designing the consumer organism that leads to online purchases.
{"title":"How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase","authors":"S. Rana, Sudin Bag, Indrajit Ghosal, Bikram Prasad","doi":"10.1080/10496491.2023.2216292","DOIUrl":"https://doi.org/10.1080/10496491.2023.2216292","url":null,"abstract":"Abstract This study investigates the effects of reviewers’ comments and rating scores on online buyers purchase motives, employing the ‘stimuli–organism–response’ (S-O-R) framework. The study considers three stimuli, that is, review rating, security and privacy and review content, that impacted consumers’ emotions (organism) toward online buying (response). In total, 400 responses are collected from millennial online buyers using a survey method with a structured research instrument, and structural equation modeling is applied to analyze empirical results. The result reveals that when people have high level of satisfaction and trustworthiness with the online review rating, content and security policy, their online purchase motives are stronger. Moreover, the study also examines the influencers’ role in purchase motives as moderators and reveals that influencers are important determinants in the purchase motive through online purchases. Thus, the results of this study encourage online marketers to focus on customer reviews and rating scores, ultimately designing the consumer organism that leads to online purchases.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1168 - 1197"},"PeriodicalIF":0.0,"publicationDate":"2023-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42547358","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 : 2023-05-24DOI: 10.1080/10496491.2023.2216197
Caleb Huanyong Chen, Yilin Huang, Yang Liu, Kaiwen Gao
Abstract With the popularization of social media and review platforms, customers play a role as reviewers and realize an online power to influence others. This paper attempts to examine the effect of power, and its underlying mechanisms, on the intention to share negative word-of-mouth (NWOM). Integrating self-determination theory with the agentic-communal framework, we propose a research model investigating communal and agentic drives on NWOM sharing. The results show that power is positively related to NWOM, while both prosocial motivation (the communal drive) and self-enhancement (the agentic drive) mediate the relationship. As extrinsic conditions, brand awareness and compensation buffer the mediating effect of power on NWOM through prosocial motivation and self-enhancement. In addition, three-way interaction results indicate that the indirect effects through prosocial motivation and self-enhancement are both the strongest when brand awareness is lower and there is no compensation. Yet the indirect effects become non-significant when well-known brands offer compensation. This study contributes new insights to the theoretical development and provides practical implications for WOM marketing.
{"title":"Will Great Power Come with Great Responsibility Only? A Dual Model of Consumer Power and Negative WOM on Social Media Review Platforms","authors":"Caleb Huanyong Chen, Yilin Huang, Yang Liu, Kaiwen Gao","doi":"10.1080/10496491.2023.2216197","DOIUrl":"https://doi.org/10.1080/10496491.2023.2216197","url":null,"abstract":"Abstract With the popularization of social media and review platforms, customers play a role as reviewers and realize an online power to influence others. This paper attempts to examine the effect of power, and its underlying mechanisms, on the intention to share negative word-of-mouth (NWOM). Integrating self-determination theory with the agentic-communal framework, we propose a research model investigating communal and agentic drives on NWOM sharing. The results show that power is positively related to NWOM, while both prosocial motivation (the communal drive) and self-enhancement (the agentic drive) mediate the relationship. As extrinsic conditions, brand awareness and compensation buffer the mediating effect of power on NWOM through prosocial motivation and self-enhancement. In addition, three-way interaction results indicate that the indirect effects through prosocial motivation and self-enhancement are both the strongest when brand awareness is lower and there is no compensation. Yet the indirect effects become non-significant when well-known brands offer compensation. This study contributes new insights to the theoretical development and provides practical implications for WOM marketing.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1138 - 1167"},"PeriodicalIF":0.0,"publicationDate":"2023-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46307477","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 : 2023-05-22DOI: 10.1080/10496491.2023.2176964
Fereshte Rasty, Seyed Mohammad Tabataba’i-Nasab, M. Poorrezaei, Seyed Mahdi Alhosseini Almodarresi, Saeid Saeida Ardekani
Abstract This research, by adopting the Societal Marketing approach, aims to identify and categorize the antecedents and consequences of online consumer-brand engagement in the foodservice industry at three dimensions of consumer, society, and brand. A total of 46 interviews were conducted with Iranian Instagram users who manifested some behavioral engagement activities on restaurants/coffee shops pages. Then, by applying thematic analysis, the antecedents and consequences of engagement at three dimensions were extracted. The research suggested some valuable insights on how marketers should improve consumer- and society-related antecedents as well as brand-related antecedents to persuade consumers to engage with the brand pages.
{"title":"Consumer Engagement with Restaurant Brand Pages: A Multidimensional Categorization of Antecedents and Consequences","authors":"Fereshte Rasty, Seyed Mohammad Tabataba’i-Nasab, M. Poorrezaei, Seyed Mahdi Alhosseini Almodarresi, Saeid Saeida Ardekani","doi":"10.1080/10496491.2023.2176964","DOIUrl":"https://doi.org/10.1080/10496491.2023.2176964","url":null,"abstract":"Abstract This research, by adopting the Societal Marketing approach, aims to identify and categorize the antecedents and consequences of online consumer-brand engagement in the foodservice industry at three dimensions of consumer, society, and brand. A total of 46 interviews were conducted with Iranian Instagram users who manifested some behavioral engagement activities on restaurants/coffee shops pages. Then, by applying thematic analysis, the antecedents and consequences of engagement at three dimensions were extracted. The research suggested some valuable insights on how marketers should improve consumer- and society-related antecedents as well as brand-related antecedents to persuade consumers to engage with the brand pages.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1015 - 1052"},"PeriodicalIF":0.0,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48392249","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 : 2023-03-19DOI: 10.1080/10496491.2023.2189204
Alexander Garcia‐Davalos, J. García-Duque
Abstract Research on mobile advertising has evolved considerably over the last few years. However, several under-researched topics remain, including mobile advertising spreading by leveraging users’ personal social networks. The present research addresses this gap by proposing a model for studying advertising spreading through personal networks using a viral approach and branded apps. The proposed model simulation suggests that the influence of spreader users’ percentage in ad spreading was significant, but increasing it beyond 20% did not impact the spreading growth. Additionally, including user privacy perception in the model positively affected spreading by increasing advertising propagation risk.
{"title":"A Simplified Mobile Advertising Model to Study Advertising Spreading through Personal Social Networks and Branded Apps","authors":"Alexander Garcia‐Davalos, J. García-Duque","doi":"10.1080/10496491.2023.2189204","DOIUrl":"https://doi.org/10.1080/10496491.2023.2189204","url":null,"abstract":"Abstract Research on mobile advertising has evolved considerably over the last few years. However, several under-researched topics remain, including mobile advertising spreading by leveraging users’ personal social networks. The present research addresses this gap by proposing a model for studying advertising spreading through personal networks using a viral approach and branded apps. The proposed model simulation suggests that the influence of spreader users’ percentage in ad spreading was significant, but increasing it beyond 20% did not impact the spreading growth. Additionally, including user privacy perception in the model positively affected spreading by increasing advertising propagation risk.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1104 - 1137"},"PeriodicalIF":0.0,"publicationDate":"2023-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49042648","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 : 2023-03-06DOI: 10.1080/10496491.2023.2187001
Aaliyah Siddiqui, Debarun Chakraborty, Mujahid J. Siddiqui
Abstract This study intended to identify the barriers that inhibit the adoption of online dating apps (ODAs). It applied innovation resistance theory, with attitude being used as a moderator. A sample of 440 responses from ODAs users was analyzed using structural equation modeling. The three barriers of risk, usage, and tradition have a significant negative influence on the adoption intention of ODAs. Attitude was found to moderate the association between the usage barrier and adoption intention, whereas attitude did not moderate the association between the risk barrier and adoption intention or that between the tradition barrier and adoption intention. Age, gender, income, educational qualification, and household size were used as control variables. The study contributes to the current body of knowledge by identifying the barriers that influence the adoption intention of ODAs. Practical implications for the professionals and firms engaged in ODAs, as well as theoretical contributions, demonstrate the benefits of the study.
{"title":"Dating Dilemma: Predicting the barriers to adoption of Online Dating Apps (ODAs) Applying Innovation Resistance Theory","authors":"Aaliyah Siddiqui, Debarun Chakraborty, Mujahid J. Siddiqui","doi":"10.1080/10496491.2023.2187001","DOIUrl":"https://doi.org/10.1080/10496491.2023.2187001","url":null,"abstract":"Abstract This study intended to identify the barriers that inhibit the adoption of online dating apps (ODAs). It applied innovation resistance theory, with attitude being used as a moderator. A sample of 440 responses from ODAs users was analyzed using structural equation modeling. The three barriers of risk, usage, and tradition have a significant negative influence on the adoption intention of ODAs. Attitude was found to moderate the association between the usage barrier and adoption intention, whereas attitude did not moderate the association between the risk barrier and adoption intention or that between the tradition barrier and adoption intention. Age, gender, income, educational qualification, and household size were used as control variables. The study contributes to the current body of knowledge by identifying the barriers that influence the adoption intention of ODAs. Practical implications for the professionals and firms engaged in ODAs, as well as theoretical contributions, demonstrate the benefits of the study.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1082 - 1103"},"PeriodicalIF":0.0,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43868078","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}
Abstract Our study describes the conceptualization, development, and validation of a reliable scale to measure the Consumers’ Preferences for Ethical Entertainment Consumption (CPEEC) in the context of OTT platforms. Past literature has addressed Ethical Consumption in various contexts that hold significant importance among consumers. However, there is limited literature on the Ethical Consumption in the domain of OTT entertainment, which is a new and burgeoning field of literature. Conceptualizing and developing a measurement scale for CPEEC will help measure the ethicality of entertainment like films, web shows and reality shows. The CPEEC scale is developed and validated by performing 33 in-depth interviews, focus group discussions with 20 participants, and three online surveys with 707 respondents. Our findings highlight that the CPEEC construct is a formative second-order construct that consists of three first-order dimensions. Entertainment executives can use the CPEEC scale to strategize their existing and new content catalogs according to consumer values and beliefs.
{"title":"Consumers’ Preferences for Ethical Entertainment Consumption: Conceptualization, Development, and Validation of a Scale","authors":"Avirupa Basu, Tamas Makany, Pratap Chandra Mandal, Ashutosh Bishnu Murti","doi":"10.1080/10496491.2023.2184441","DOIUrl":"https://doi.org/10.1080/10496491.2023.2184441","url":null,"abstract":"Abstract Our study describes the conceptualization, development, and validation of a reliable scale to measure the Consumers’ Preferences for Ethical Entertainment Consumption (CPEEC) in the context of OTT platforms. Past literature has addressed Ethical Consumption in various contexts that hold significant importance among consumers. However, there is limited literature on the Ethical Consumption in the domain of OTT entertainment, which is a new and burgeoning field of literature. Conceptualizing and developing a measurement scale for CPEEC will help measure the ethicality of entertainment like films, web shows and reality shows. The CPEEC scale is developed and validated by performing 33 in-depth interviews, focus group discussions with 20 participants, and three online surveys with 707 respondents. Our findings highlight that the CPEEC construct is a formative second-order construct that consists of three first-order dimensions. Entertainment executives can use the CPEEC scale to strategize their existing and new content catalogs according to consumer values and beliefs.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1053 - 1081"},"PeriodicalIF":0.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41741489","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 : 2023-02-17DOI: 10.1080/10496491.2022.2143988
Jing Yang, M. Jiang, Taeyoung Kim
Abstract This study investigated the impact of the perceived authenticity of brands’ COVID-19 advertisements on consumers’ perception of brand warmth and the subsequent responses on brand attitude and engagement intention. An online survey was used to acquire consumers’ evaluations of COVID-19 video ads published between March and August in 2020. Results showed that the message authenticity significantly increased consumers’ perception of brand warmth, brand attitude, and engagement intention. Furthermore, the serial mediation results revealed the underlying mechanism that authentic ads evoked positively valenced emotional responses, which increased perceived brand warmth and further resulted in positive brand attitudes and engagement intentions. Practical implications and theoretical advancement are also discussed.
{"title":"“Authentic Warmth in These Uncertain Times”: The Impact of Authenticity in COVID-19 Advertising on Brand Warmth and Consumer Responses","authors":"Jing Yang, M. Jiang, Taeyoung Kim","doi":"10.1080/10496491.2022.2143988","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143988","url":null,"abstract":"Abstract This study investigated the impact of the perceived authenticity of brands’ COVID-19 advertisements on consumers’ perception of brand warmth and the subsequent responses on brand attitude and engagement intention. An online survey was used to acquire consumers’ evaluations of COVID-19 video ads published between March and August in 2020. Results showed that the message authenticity significantly increased consumers’ perception of brand warmth, brand attitude, and engagement intention. Furthermore, the serial mediation results revealed the underlying mechanism that authentic ads evoked positively valenced emotional responses, which increased perceived brand warmth and further resulted in positive brand attitudes and engagement intentions. Practical implications and theoretical advancement are also discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"259 - 279"},"PeriodicalIF":0.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42395737","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 : 2023-01-22DOI: 10.1080/10496491.2023.2168325
Kang Li, Fuyuan Shen
Abstract This research explored the underlying mechanisms of soft-text native advertising’s effectiveness, as well as the impact of engagement metrics of social media advertising. An online experiment among Chinese consumers was conducted. The results showed that compared to hard-sell social media advertising, soft-text native advertising is more effective in inducing favorable attitudes toward ads and products as well as greater purchase intentions. This is achieved through inducing higher perceived entertainment, flow experience, ad value and lower perceived irritation. In addition, social media engagement metrics can significantly affect consumers’ purchase intentions through influencing perceived ad entertainment. The findings contributed to the native advertising literature and provided practical implications to advertising practitioners.
{"title":"Irritating or Enjoyable? Exploring the Effects of Soft-Text Native Advertising and Social Media Engagement Metrics","authors":"Kang Li, Fuyuan Shen","doi":"10.1080/10496491.2023.2168325","DOIUrl":"https://doi.org/10.1080/10496491.2023.2168325","url":null,"abstract":"Abstract This research explored the underlying mechanisms of soft-text native advertising’s effectiveness, as well as the impact of engagement metrics of social media advertising. An online experiment among Chinese consumers was conducted. The results showed that compared to hard-sell social media advertising, soft-text native advertising is more effective in inducing favorable attitudes toward ads and products as well as greater purchase intentions. This is achieved through inducing higher perceived entertainment, flow experience, ad value and lower perceived irritation. In addition, social media engagement metrics can significantly affect consumers’ purchase intentions through influencing perceived ad entertainment. The findings contributed to the native advertising literature and provided practical implications to advertising practitioners.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"992 - 1014"},"PeriodicalIF":0.0,"publicationDate":"2023-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43194966","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 : 2023-01-18DOI: 10.1080/10496491.2023.2167897
E. Mainardes, Patrícia Helena Mendes Portelada, F. Damasceno
Abstract This study analyzes the influence of electronic word of mouth (eWOM) on Instagram on cosmetics purchase intention to identify whether eWOM credibility and quality directly and indirectly influence consumers’ attitudes and purchase intentions, respectively. The hypotheses were tested using the structural equation model partial least squares (SEM-PLS) method based on online questionnaire data collected from 595 Instagram users. We find that eWOM credibility and quality and influence consumers’ attitudes toward eWOM and their cosmetics purchase intention. Moreover, involvement with cosmetics products can mediate the relationship between eWOM credibility, quality, and attitude. The results suggest that developing activities that stimulate eWOM about cosmetics on Instagram can create favorable attitudes and positively influence purchase intention. The findings can help companies and marketers use Instagram to advertise products by identifying the information needed to predict and understand consumer purchasing behavior.
{"title":"The Influence on Cosmetics Purchase Intention of Electronic Word of Mouth on Instagram","authors":"E. Mainardes, Patrícia Helena Mendes Portelada, F. Damasceno","doi":"10.1080/10496491.2023.2167897","DOIUrl":"https://doi.org/10.1080/10496491.2023.2167897","url":null,"abstract":"Abstract This study analyzes the influence of electronic word of mouth (eWOM) on Instagram on cosmetics purchase intention to identify whether eWOM credibility and quality directly and indirectly influence consumers’ attitudes and purchase intentions, respectively. The hypotheses were tested using the structural equation model partial least squares (SEM-PLS) method based on online questionnaire data collected from 595 Instagram users. We find that eWOM credibility and quality and influence consumers’ attitudes toward eWOM and their cosmetics purchase intention. Moreover, involvement with cosmetics products can mediate the relationship between eWOM credibility, quality, and attitude. The results suggest that developing activities that stimulate eWOM about cosmetics on Instagram can create favorable attitudes and positively influence purchase intention. The findings can help companies and marketers use Instagram to advertise products by identifying the information needed to predict and understand consumer purchasing behavior.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"961 - 991"},"PeriodicalIF":0.0,"publicationDate":"2023-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42765796","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 : 2023-01-15DOI: 10.1080/10496491.2023.2165211
J. Kumar, A. Tapar, Aayushee Gupta, Jayanthi Ranjan
Abstract The purpose of the study is to understand how threat as a message appeal in social cause advertising impacts consumer behavior. The study extends the protection motivation theory by involving threat as a message appeal and agency and communal orientation as possible moderators between social cause messages, consumers’ behavior, and intention to follow social distancing under the ambit of the ongoing COVID-19 pandemic. The study considered 2 Social cause Ads VizPromotional Social Cause (PSC) vs Partake-in-our-cause (PIOC) X 2 Orientation (Agency vs Communal) X Message Appeal (With Threat vs Without Threat) factorial experimental design. The study manipulated the PSC versus PIOC message appeals by including threats and understanding the impact on both the agency and communal-orientated people. Two pretests followed by a pilot test were conducted before the main experiment. A factorial design experiment reveals that people with agency and communal orientation do get impacted if a threat is involved in the advertisement, while it follows social distancing norms.
摘要本研究的目的是了解威胁作为社会公益广告中的信息诉求如何影响消费者行为。该研究扩展了保护动机理论，将威胁作为一种信息吸引力，将代理和社区取向作为社会原因信息、消费者行为和在新冠肺炎大流行范围内保持社交距离的意图之间的可能调节者。本研究在我们的事业（PIOC）X 2定向（机构与社区）X信息呼吁（有威胁与无威胁）析因实验设计中考虑了2个社会事业广告VizPromotion Social cause（PSC）vs Partake。该研究通过包括威胁并了解对机构和社区导向者的影响，操纵了PSC与PIOC的信息诉求。在主要实验之前进行了两次预测试和一次试点测试。一项析因设计实验表明，如果广告中涉及威胁，具有代理和社区取向的人确实会受到影响，而广告遵循社交距离规范。
{"title":"Investigating the Role of Consumer Personality Orientations and Use of Threat in Social Cause Advertising during Covid 19","authors":"J. Kumar, A. Tapar, Aayushee Gupta, Jayanthi Ranjan","doi":"10.1080/10496491.2023.2165211","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165211","url":null,"abstract":"Abstract The purpose of the study is to understand how threat as a message appeal in social cause advertising impacts consumer behavior. The study extends the protection motivation theory by involving threat as a message appeal and agency and communal orientation as possible moderators between social cause messages, consumers’ behavior, and intention to follow social distancing under the ambit of the ongoing COVID-19 pandemic. The study considered 2 Social cause Ads VizPromotional Social Cause (PSC) vs Partake-in-our-cause (PIOC) X 2 Orientation (Agency vs Communal) X Message Appeal (With Threat vs Without Threat) factorial experimental design. The study manipulated the PSC versus PIOC message appeals by including threats and understanding the impact on both the agency and communal-orientated people. Two pretests followed by a pilot test were conducted before the main experiment. A factorial design experiment reveals that people with agency and communal orientation do get impacted if a threat is involved in the advertisement, while it follows social distancing norms.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"791 - 823"},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47662678","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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