Pub Date : 2023-01-12DOI: 10.1080/10496491.2023.2165208
T. Natarajan, Jegan Jayapal, Sinthubairavi Jegan, Nakul Gangadharan, Poongkundran Thamaraiselvan
Abstract The study examines the influence of endorser credibility on brand placement effectiveness in reality shows through different placement appeals. In addition, it explores the direct and indirect effects through attitude toward brand placements and brand, brand image, and purchase likelihood in emotional and rational placement appeals. A separate stimuli-based questionnaire for emotional and rational appeals was used to collect the data. The findings revealed that endorsers’ credibility has a direct, positive, and significant impact on attitudes toward the brand placements, the brand, brand image, and purchase likelihood for emotional and rational brand placement appeals.
{"title":"Examining the Influence of Endorser Credibility on Brand Placements in Reality Shows through Placement Appeal: Emotional Vs Rational Appeal","authors":"T. Natarajan, Jegan Jayapal, Sinthubairavi Jegan, Nakul Gangadharan, Poongkundran Thamaraiselvan","doi":"10.1080/10496491.2023.2165208","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165208","url":null,"abstract":"Abstract The study examines the influence of endorser credibility on brand placement effectiveness in reality shows through different placement appeals. In addition, it explores the direct and indirect effects through attitude toward brand placements and brand, brand image, and purchase likelihood in emotional and rational placement appeals. A separate stimuli-based questionnaire for emotional and rational appeals was used to collect the data. The findings revealed that endorsers’ credibility has a direct, positive, and significant impact on attitudes toward the brand placements, the brand, brand image, and purchase likelihood for emotional and rational brand placement appeals.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"759 - 790"},"PeriodicalIF":0.0,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44841283","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 : 2023-01-10DOI: 10.1080/10496491.2023.2165213
Saubhagya Bhalla, Mohit Pathak
Abstract The present research investigates brand love for luxury cars and extends the knowledge on brand love by testing and validating psychographic consumer qualities, including emotional stability. Data for the present research study was collected through an online survey administered to 700 respondents. A total of 426 responses were received, and after deleting 26 unfilled responses, the total sample size came to 400 responses. In the first stage, the data were tested for the construct reliability. After testing the composite reliability of constructs, convergent validity, and discriminant validity was estimated. AMOS 26 was employed for path analysis which revealed the robustness of the conceptual model. Using Model 1 and Model 4 in the PROCESS macro in SPSS Version 26, the present study performed mediation and moderation analysis. The results revealed that consumers brand love mediates the relationship between brand anthropomorphism and consumer’s intention to purchase and it also mediates the relationship of NWOM with purchase intention. Further, the analysis revealed that consumer’s brand attitude mediates the relationship between brand anthropomorphism and NWOM with purchase intention. The moderation results showed that emotional stability moderates the association of brand anthropomorphism with brand love and it also moderates the association of brand anthropomorphism with brand attitude. Further, emotional stability has a moderating effect on the relationship between NWOM and brand attitude.
摘要本研究调查了品牌对豪华汽车的喜爱，并通过测试和验证消费者的心理素质，包括情绪稳定性，扩展了品牌喜爱的知识。本研究的数据是通过对700名受访者进行的在线调查收集的。共收到426份回复，删除26份未填写的回复后，总样本量达到400份。在第一阶段，对数据进行了结构可靠性测试。在测试了结构的综合信度后，估计了收敛有效性和判别有效性。AMOS 26被用于路径分析，这揭示了概念模型的稳健性。本研究使用SPSS Version 26中PROCESS宏中的模型1和模型4进行中介和调节分析。研究结果表明，消费者对品牌的喜爱对品牌拟人化与消费者购买意愿之间的关系起到了中介作用，也对NWOM与购买意愿的关系起了中介作用。此外，分析表明，消费者的品牌态度在品牌拟人化与购买意愿之间起着中介作用。调节结果表明，情绪稳定性调节了品牌拟人化与品牌爱的关联，也调节了品牌人格化与品牌态度的关联。此外，情绪稳定性对NWOM与品牌态度之间的关系具有调节作用。
{"title":"Demystifying Brand Love for Luxury Cars: Testing the Moderating Impact of Emotional Stability","authors":"Saubhagya Bhalla, Mohit Pathak","doi":"10.1080/10496491.2023.2165213","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165213","url":null,"abstract":"Abstract The present research investigates brand love for luxury cars and extends the knowledge on brand love by testing and validating psychographic consumer qualities, including emotional stability. Data for the present research study was collected through an online survey administered to 700 respondents. A total of 426 responses were received, and after deleting 26 unfilled responses, the total sample size came to 400 responses. In the first stage, the data were tested for the construct reliability. After testing the composite reliability of constructs, convergent validity, and discriminant validity was estimated. AMOS 26 was employed for path analysis which revealed the robustness of the conceptual model. Using Model 1 and Model 4 in the PROCESS macro in SPSS Version 26, the present study performed mediation and moderation analysis. The results revealed that consumers brand love mediates the relationship between brand anthropomorphism and consumer’s intention to purchase and it also mediates the relationship of NWOM with purchase intention. Further, the analysis revealed that consumer’s brand attitude mediates the relationship between brand anthropomorphism and NWOM with purchase intention. The moderation results showed that emotional stability moderates the association of brand anthropomorphism with brand love and it also moderates the association of brand anthropomorphism with brand attitude. Further, emotional stability has a moderating effect on the relationship between NWOM and brand attitude.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"873 - 903"},"PeriodicalIF":0.0,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45831770","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 : 2023-01-10DOI: 10.1080/10496491.2023.2165207
Lan Ni, Wenlin Liu, Yan Huang, Miao Pan
Abstract Expanding the theoretical framework of technology adoption and promotion, this study examined multi-domain predictors of the intention to adopt COVID-19-related mobile technology: technological (user-friendliness and privacy concern), human (relational and cultural), and situational (problem recognition, involvement recognition, and constraint recognition about the pandemic itself). An online survey (N = 745) of residents in a Southern U.S. city was conducted and analyzed using hierarchical ordinary least squares (OLS) regressions. Results showed that technology adoption intention was negatively related to privacy concern and positively related to trust in government. However, neither user-friendliness nor the cultural values of conformity and self-direction played a significant role. While interdependent self-construal was positively related to adoption intention, independent self-construal was not a significant predictor. Regarding situational perceptions, problem recognition and constraint recognition significantly predicted adoption intention, whereas involvement recognition did not. Theoretically, the study advances technology promotion literature by identifying multiple domains of barriers. Practically, it provides implications for promoting mobile technology in public health crises.
{"title":"Technology Adoption and Promotion in the Age of Skepticism: Examining COVID-19 Mitigation through Technological and Human Factors","authors":"Lan Ni, Wenlin Liu, Yan Huang, Miao Pan","doi":"10.1080/10496491.2023.2165207","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165207","url":null,"abstract":"Abstract Expanding the theoretical framework of technology adoption and promotion, this study examined multi-domain predictors of the intention to adopt COVID-19-related mobile technology: technological (user-friendliness and privacy concern), human (relational and cultural), and situational (problem recognition, involvement recognition, and constraint recognition about the pandemic itself). An online survey (N = 745) of residents in a Southern U.S. city was conducted and analyzed using hierarchical ordinary least squares (OLS) regressions. Results showed that technology adoption intention was negatively related to privacy concern and positively related to trust in government. However, neither user-friendliness nor the cultural values of conformity and self-direction played a significant role. While interdependent self-construal was positively related to adoption intention, independent self-construal was not a significant predictor. Regarding situational perceptions, problem recognition and constraint recognition significantly predicted adoption intention, whereas involvement recognition did not. Theoretically, the study advances technology promotion literature by identifying multiple domains of barriers. Practically, it provides implications for promoting mobile technology in public health crises.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"905 - 926"},"PeriodicalIF":0.0,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43165313","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 : 2023-01-08DOI: 10.1080/10496491.2023.2165209
K. Dinh, Bang Nguyen-Viet, Hang Nguyet Phuong Vo
Abstract Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Research on the green promotion mix, green brand equity, and green purchase intentions has been fragmented. This study used the stimulus–organism–response framework to test the direct influence of green promotion tools on green brand equity dimensions and green purchase intention. A survey-based questionnaire was utilized to gather the data from participants who purchased milk products in Vietnam (n = 780). We analyzed the data using the partial least squares (PLS) method, a structural equation modeling (SEM) technique, with the assistance of SmartPLS computer program 3.0. The results reveal that green promotion tools have a significantly positive influence on green brand equity dimensions as well as green purchase intention. The results also reveal a relationship between green brand equity components, which is important for understanding corporate branding. The findings of this study provide valuable insights into how attitudes toward green advertising and sponsorship affect various elements of green brand equity, green purchase intention to generate and manage green brand equity, and green purchase intention.
{"title":"Toward Sustainable Development and Consumption: The Role of the Green Promotion Mix in Driving Green Brand Equity and Green Purchase Intention","authors":"K. Dinh, Bang Nguyen-Viet, Hang Nguyet Phuong Vo","doi":"10.1080/10496491.2023.2165209","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165209","url":null,"abstract":"Abstract Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Research on the green promotion mix, green brand equity, and green purchase intentions has been fragmented. This study used the stimulus–organism–response framework to test the direct influence of green promotion tools on green brand equity dimensions and green purchase intention. A survey-based questionnaire was utilized to gather the data from participants who purchased milk products in Vietnam (n = 780). We analyzed the data using the partial least squares (PLS) method, a structural equation modeling (SEM) technique, with the assistance of SmartPLS computer program 3.0. The results reveal that green promotion tools have a significantly positive influence on green brand equity dimensions as well as green purchase intention. The results also reveal a relationship between green brand equity components, which is important for understanding corporate branding. The findings of this study provide valuable insights into how attitudes toward green advertising and sponsorship affect various elements of green brand equity, green purchase intention to generate and manage green brand equity, and green purchase intention.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"824 - 848"},"PeriodicalIF":0.0,"publicationDate":"2023-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49347666","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 : 2023-01-08DOI: 10.1080/10496491.2022.2163032
Lorena Carrete, P. Arroyo, Amaranta Arroyo
Abstract The COVID-19 pandemic has marked key milestones including a transition to sustainable consumption. Eco-brands could exploit this conjuncture to advertise their products while pondering how green ad claims are judged as misleading, unsubstantiated, and opportunistic, but also useful and efficient. This study revises the notion that green consumers distrust green advertising by analyzing how green consumerism, conceptualized as a hierarchical construct, moderates the effect of three factors on the credibility of green advertising. An experiment involving the ad claim, product type, and familiarity with the eco-brand was performed in the context of an emerging economy. The statistical analyses show complex interrelationships between the experimental factors and cross effects between factors and the dimensions of green consumerism. Results indicate that eco-brand familiarity increases green ad credibility for products that were designed and launched as green (e.g., hybrid cars and tissue paper) while the type of ad claim (environmental vs. self-benefit) has no significant effect if the product is recognized as green. Results also indicate that of the three dimensions comprising green consumerism, only green purchasing has a direct negative effect on ad credibility. This effect is stronger for low-cost goods whose environmental benefits against regular products are easier to confirm.
{"title":"Should Green Products Be Advertised as Green? Exploring the Factors That Affect Ad Credibility","authors":"Lorena Carrete, P. Arroyo, Amaranta Arroyo","doi":"10.1080/10496491.2022.2163032","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163032","url":null,"abstract":"Abstract The COVID-19 pandemic has marked key milestones including a transition to sustainable consumption. Eco-brands could exploit this conjuncture to advertise their products while pondering how green ad claims are judged as misleading, unsubstantiated, and opportunistic, but also useful and efficient. This study revises the notion that green consumers distrust green advertising by analyzing how green consumerism, conceptualized as a hierarchical construct, moderates the effect of three factors on the credibility of green advertising. An experiment involving the ad claim, product type, and familiarity with the eco-brand was performed in the context of an emerging economy. The statistical analyses show complex interrelationships between the experimental factors and cross effects between factors and the dimensions of green consumerism. Results indicate that eco-brand familiarity increases green ad credibility for products that were designed and launched as green (e.g., hybrid cars and tissue paper) while the type of ad claim (environmental vs. self-benefit) has no significant effect if the product is recognized as green. Results also indicate that of the three dimensions comprising green consumerism, only green purchasing has a direct negative effect on ad credibility. This effect is stronger for low-cost goods whose environmental benefits against regular products are easier to confirm.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"427 - 460"},"PeriodicalIF":0.0,"publicationDate":"2023-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48526486","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 : 2023-01-08DOI: 10.1080/10496491.2023.2165212
Devon DelVecchio, Haeran Jae
Abstract Recent research identifies consumer aliteracy, the habit of not reading marketing-related information when engaging in consumer-related activities despite the ability to do so, as likely affecting a large population of shoppers. To date, there is scant knowledge on who aliterate consumers are and how they process written information. To aid marketers hoping to reach aliterate consumers and public policymakers looking to aid them, this work identifies key demographic, psychographic, and behavioral characteristics of the highly aliterate consumer segment. Next, this work details how consumer aliteracy affects responses to written ads. Finally, this research confirms that consumer aliteracy is a domain-specific trait in that it does not affect the processing of non-marketing text.
{"title":"Characteristics of Aliterate Consumers and Their Responses to Advertising and Non-Advertising Communications","authors":"Devon DelVecchio, Haeran Jae","doi":"10.1080/10496491.2023.2165212","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165212","url":null,"abstract":"Abstract Recent research identifies consumer aliteracy, the habit of not reading marketing-related information when engaging in consumer-related activities despite the ability to do so, as likely affecting a large population of shoppers. To date, there is scant knowledge on who aliterate consumers are and how they process written information. To aid marketers hoping to reach aliterate consumers and public policymakers looking to aid them, this work identifies key demographic, psychographic, and behavioral characteristics of the highly aliterate consumer segment. Next, this work details how consumer aliteracy affects responses to written ads. Finally, this research confirms that consumer aliteracy is a domain-specific trait in that it does not affect the processing of non-marketing text.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"927 - 960"},"PeriodicalIF":0.0,"publicationDate":"2023-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48993823","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 : 2023-01-08DOI: 10.1080/10496491.2023.2165210
Eunyoung Kim, Sung Eun Park
Abstract Various social media platforms allow people to participate in activities on social causes, including donating money online. We have sought to clarify internal (attitudes toward online donation, social identification, cause involvement, relationships with SNS connectors) and external factors (perception of SNS features) that predict the publics’ behavioral intentions, such as online donation and sharing words via SNS. This study conducted an online survey to examine the proposed hypotheses based on the literature review. The results of regressions show that social identification, cause involvement, and relationships with SNS connectors predict the intention to donate via SNS, while social identification, cause involvement, relationships with SNS connectors, and perception of SNS features affect the intention of Word-of-Mouth. Theoretical and practical implications are presented in the discussion and conclusion.
{"title":"Do Facebook Friends Make Me Donate? Factors Involved in Online Donations via SNS","authors":"Eunyoung Kim, Sung Eun Park","doi":"10.1080/10496491.2023.2165210","DOIUrl":"https://doi.org/10.1080/10496491.2023.2165210","url":null,"abstract":"Abstract Various social media platforms allow people to participate in activities on social causes, including donating money online. We have sought to clarify internal (attitudes toward online donation, social identification, cause involvement, relationships with SNS connectors) and external factors (perception of SNS features) that predict the publics’ behavioral intentions, such as online donation and sharing words via SNS. This study conducted an online survey to examine the proposed hypotheses based on the literature review. The results of regressions show that social identification, cause involvement, and relationships with SNS connectors predict the intention to donate via SNS, while social identification, cause involvement, relationships with SNS connectors, and perception of SNS features affect the intention of Word-of-Mouth. Theoretical and practical implications are presented in the discussion and conclusion.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"849 - 872"},"PeriodicalIF":0.0,"publicationDate":"2023-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47304468","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 : 2023-01-02DOI: 10.1080/10496491.2022.2163038
Nilesh Arora, M. Rana, S. Prashar
Abstract As social media platforms have evolved to be superfluously prevalent, social media advertising comes out as an appealing avenue for expanding promotion viability. Hence, the study investigates the impact of the identified social media advertising antecedents namely, perceived uniqueness, perceived herd behavior, perceived vividness, and perceived customization on consumer’s attitude toward empathy expression. Furthermore, the impact of consumer’s attitude toward empathy expression on the intention to express empathy and consumer’s brand engagement with the moderating role of intrusiveness were also studied. The results largely supported the influence of all the social media advertising antecedents on consumer’s attitude toward empathy expression except the perceived uniqueness. Intrusiveness acts as a moderator between the attitude and intention to express empathy and attitude and brand engagement. Thus, the study offers a noteworthy contribution by providing the marketing practitioners with a framework for social media advertising to help them utilize their marketing penny in optimal and best rewarding terms.
{"title":"Empathy toward Social Media Advertisements: The Moderating Role of Ad Intrusiveness","authors":"Nilesh Arora, M. Rana, S. Prashar","doi":"10.1080/10496491.2022.2163038","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163038","url":null,"abstract":"Abstract As social media platforms have evolved to be superfluously prevalent, social media advertising comes out as an appealing avenue for expanding promotion viability. Hence, the study investigates the impact of the identified social media advertising antecedents namely, perceived uniqueness, perceived herd behavior, perceived vividness, and perceived customization on consumer’s attitude toward empathy expression. Furthermore, the impact of consumer’s attitude toward empathy expression on the intention to express empathy and consumer’s brand engagement with the moderating role of intrusiveness were also studied. The results largely supported the influence of all the social media advertising antecedents on consumer’s attitude toward empathy expression except the perceived uniqueness. Intrusiveness acts as a moderator between the attitude and intention to express empathy and attitude and brand engagement. Thus, the study offers a noteworthy contribution by providing the marketing practitioners with a framework for social media advertising to help them utilize their marketing penny in optimal and best rewarding terms.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"535 - 568"},"PeriodicalIF":0.0,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42943970","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 : 2023-01-01DOI: 10.1080/10496491.2022.2163036
Yuling Wei, Attila Endre Simay, Irma Agárdi, Jhanghiz Syahrivar, Ágnes Hofmeister-Tóth
Abstract Artificial Intelligence (AI) color cosmetics applications emerged as an innovative solution to promote branded color cosmetics and enhance consumer decision making, primarily as a trial function. This research aims to investigate factors influencing AI color cosmetics applications adoption in the lens of social comparison theory. The data was analyzed using Structural Equation Modeling (SEM) via SPSS and AMOS software. The results suggest that 1) the positive-view (versus negative-view) of body esteem increases price consciousness to a larger extent 2) the negative-view (versus positive-view) of body esteem increases AI color cosmetics applications adoption to a larger extent 3) price consciousness mediates the effect of body esteem on AI color cosmetics applications adoption 4) price consciousness moderates the effect of body esteem on AI color cosmetics applications adoption. Managerial implications of this research are provided for promotion managers of cosmetic retailers and AI color cosmetics applications developers seeking to promote and reach a larger segment.
{"title":"Using Artificial Intelligence to Promote Branded Color Cosmetics: Evidence from Indonesia","authors":"Yuling Wei, Attila Endre Simay, Irma Agárdi, Jhanghiz Syahrivar, Ágnes Hofmeister-Tóth","doi":"10.1080/10496491.2022.2163036","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163036","url":null,"abstract":"Abstract Artificial Intelligence (AI) color cosmetics applications emerged as an innovative solution to promote branded color cosmetics and enhance consumer decision making, primarily as a trial function. This research aims to investigate factors influencing AI color cosmetics applications adoption in the lens of social comparison theory. The data was analyzed using Structural Equation Modeling (SEM) via SPSS and AMOS software. The results suggest that 1) the positive-view (versus negative-view) of body esteem increases price consciousness to a larger extent 2) the negative-view (versus positive-view) of body esteem increases AI color cosmetics applications adoption to a larger extent 3) price consciousness mediates the effect of body esteem on AI color cosmetics applications adoption 4) price consciousness moderates the effect of body esteem on AI color cosmetics applications adoption. Managerial implications of this research are provided for promotion managers of cosmetic retailers and AI color cosmetics applications developers seeking to promote and reach a larger segment.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"644 - 675"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47678653","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 : 2022-12-29DOI: 10.1080/10496491.2022.2163035
Khwanjira Ponsree, Taksin Phongpaew, P. Naruetharadhol
Abstract Digital payment or e-payment is well known in the present digital age and cashless society because of its variety and benefit. With an increasing amount of digital payment technology, the unified theory of acceptance and use of technology (UTAUT) has been utilized for decades to investigate consumers’ acceptance. However, youths’ behavioral intention toward digital payment usage in northeastern Thailand is unknown. We thus collected the data from 384 participants of Thai youths in the northeastern region. We discovered that performance expectancy, effort expectancy, and social influence expectancy positively influence youth’s behavioral intention. In addition, facilitating conditions and behavioral intention have a positive effect on youth’s use behavior. Furthermore, we found behavioral intention to be the strongest determinant in use behavior and that behavioral intention is the most influenced by performance expectancy. This result implies that more functional digital payment solutions lead to a robust intention to use by consumers. We anticipate that digital payment service providers will develop functional services and a user-friendly interface for the market. In a similar vein, we also expect businesses and entrepreneurs, as well as virtual or physical operations, to adopt digital payments and offer them to both existing and potential consumers.
{"title":"Study of Thai Youths in the Northeastern Region of Thailand on the Effectiveness of Digital Payment Behavior","authors":"Khwanjira Ponsree, Taksin Phongpaew, P. Naruetharadhol","doi":"10.1080/10496491.2022.2163035","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163035","url":null,"abstract":"Abstract Digital payment or e-payment is well known in the present digital age and cashless society because of its variety and benefit. With an increasing amount of digital payment technology, the unified theory of acceptance and use of technology (UTAUT) has been utilized for decades to investigate consumers’ acceptance. However, youths’ behavioral intention toward digital payment usage in northeastern Thailand is unknown. We thus collected the data from 384 participants of Thai youths in the northeastern region. We discovered that performance expectancy, effort expectancy, and social influence expectancy positively influence youth’s behavioral intention. In addition, facilitating conditions and behavioral intention have a positive effect on youth’s use behavior. Furthermore, we found behavioral intention to be the strongest determinant in use behavior and that behavioral intention is the most influenced by performance expectancy. This result implies that more functional digital payment solutions lead to a robust intention to use by consumers. We anticipate that digital payment service providers will develop functional services and a user-friendly interface for the market. In a similar vein, we also expect businesses and entrepreneurs, as well as virtual or physical operations, to adopt digital payments and offer them to both existing and potential consumers.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"569 - 605"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45984102","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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