Pub Date : 2022-08-08DOI: 10.1080/10496491.2022.2108191
Amrita Bansal, G. Spais, Varsha Jain
Abstract The article aims to understand the product storytelling process while co-creating the content with suppliers and consumers for an end-to-end brand experience by integrating stages of storytelling with S-D logic actors and activities, using the DART value creation model. Marketing-oriented ethnography was conducted for thirty days for the research needs of this study. We collected findings of in-depth interviews with various stakeholders of two organizations. The data analysis resulted in a unified framework of different activities performed by suppliers, organizations, and consumers at various product storytelling stages. We find that suppliers focused on sensory, affected, and relational dimensions; the organization emphasized cognitive, relational, and behavioral dimensions, and consumers aimed at sensory, behavioral, cognitive, relational, and affective dimensions. The framework states that different brand experience dimensions can be understood by multiple stakeholders while co-creating the content.
{"title":"A Proposed Framework of Market-Oriented Ethnography (MOE) Approach to Study Co-Creation of Content Through Product Storytelling","authors":"Amrita Bansal, G. Spais, Varsha Jain","doi":"10.1080/10496491.2022.2108191","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108191","url":null,"abstract":"Abstract The article aims to understand the product storytelling process while co-creating the content with suppliers and consumers for an end-to-end brand experience by integrating stages of storytelling with S-D logic actors and activities, using the DART value creation model. Marketing-oriented ethnography was conducted for thirty days for the research needs of this study. We collected findings of in-depth interviews with various stakeholders of two organizations. The data analysis resulted in a unified framework of different activities performed by suppliers, organizations, and consumers at various product storytelling stages. We find that suppliers focused on sensory, affected, and relational dimensions; the organization emphasized cognitive, relational, and behavioral dimensions, and consumers aimed at sensory, behavioral, cognitive, relational, and affective dimensions. The framework states that different brand experience dimensions can be understood by multiple stakeholders while co-creating the content.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1 - 26"},"PeriodicalIF":0.0,"publicationDate":"2022-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45487537","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 : 2022-08-08DOI: 10.1080/10496491.2022.2108185
Ali Hussain, Ding Hooi Ting, Amir Zaib Abbasi, Umair Rehman
Abstract This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe’s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers’ cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers’ purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals.
{"title":"Integrating the S-O-R Model to Examine Purchase Intention Based on Instagram Sponsored Advertising","authors":"Ali Hussain, Ding Hooi Ting, Amir Zaib Abbasi, Umair Rehman","doi":"10.1080/10496491.2022.2108185","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108185","url":null,"abstract":"Abstract This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe’s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers’ cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers’ purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"77 - 105"},"PeriodicalIF":0.0,"publicationDate":"2022-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46278819","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 : 2022-08-08DOI: 10.1080/10496491.2022.2108189
Sigal Segev, Juliana Fernandes
Abstract This study is a quantitative content analysis of 445 viral video ads shared online between 2009 and 2019. Using the framework of the Elaboration Likelihood Model (ELM) that distinguishes between peripheral and central ad cues, our findings highlight the dominance of peripheral cues over central cues. Viral ads included more emotional than rational appeals and integrated music and sound effects, while the use of substantial arguments was kept to a minimum. The dominance of peripheral cues was also evident across product categories; however, they mainly characterized ads for technology products. Our findings provide more than a mere description of the characteristics of viral ads, but detail the dominant creative elements that viral ads feature, which might infer the effectiveness of specific message elements in driving ad sharing. The theoretical and managerial implications of this study are also discussed.
{"title":"The Anatomy of Viral Advertising: A Content Analysis of Viral Advertising from the Elaboration Likelihood Model Perspective","authors":"Sigal Segev, Juliana Fernandes","doi":"10.1080/10496491.2022.2108189","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108189","url":null,"abstract":"Abstract This study is a quantitative content analysis of 445 viral video ads shared online between 2009 and 2019. Using the framework of the Elaboration Likelihood Model (ELM) that distinguishes between peripheral and central ad cues, our findings highlight the dominance of peripheral cues over central cues. Viral ads included more emotional than rational appeals and integrated music and sound effects, while the use of substantial arguments was kept to a minimum. The dominance of peripheral cues was also evident across product categories; however, they mainly characterized ads for technology products. Our findings provide more than a mere description of the characteristics of viral ads, but detail the dominant creative elements that viral ads feature, which might infer the effectiveness of specific message elements in driving ad sharing. The theoretical and managerial implications of this study are also discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"125 - 154"},"PeriodicalIF":0.0,"publicationDate":"2022-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46087890","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 : 2022-05-12DOI: 10.1080/10496491.2022.2060414
Eunyoung Kim, Yeojin Kim
Abstract This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.
{"title":"Factors Affecting the Attitudes and Behavioral Intentions of Followers toward Advertising Content Embedded within YouTube Influencers' Videos","authors":"Eunyoung Kim, Yeojin Kim","doi":"10.1080/10496491.2022.2060414","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060414","url":null,"abstract":"Abstract This study seeks which antecedents affect YouTube followers’ intention to purchase products mentioned in YouTube videos posted by the influencers. We conducted an online survey after reviewing the concept of social media influencer marketing and the theoretical framework of the persuasive knowledge model. The results confirmed that followers’ various evaluations on contributions of YouTube influencers and the platform and their persuasive knowledge affect their attitudes and the behavioral intention on the persuasive content posted by YouTube influencers. Source attractiveness, trustworthiness, evaluation of video qualities, awareness of paid endorsement, and advertising recognition were influential to the attitudes and intentions of the followers. In addition, the suggested model confirmed the mediating effect of attitudes among antecedents and purchase intention. Theoretical and practical implications are presented in the discussion and conclusion.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1235 - 1256"},"PeriodicalIF":0.0,"publicationDate":"2022-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46159150","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 : 2022-04-14DOI: 10.1080/10496491.2022.2060416
S. Purohit, Nilesh Arora
Abstract The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affect the endorsement effectiveness. The Partial least square structural equation modeling (PLS-SEM) applied on data collected from 409 respondents revealed that social influence and endorser identification substantially and positively affects the individual’s purchase intentions, attitude, celebrity attachment, and perceived celebrity credibility. The theoretical framework used in this study empirically validates the role of social influence in arbitrating the efficacy of celebrity endorsement and purchase intention for the first time to the researcher’s best knowledge. The findings are vital to the marketing managers to create an appropriate promotion strategy. The implications for theory and practice are discussed.
{"title":"The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective","authors":"S. Purohit, Nilesh Arora","doi":"10.1080/10496491.2022.2060416","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060416","url":null,"abstract":"Abstract The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affect the endorsement effectiveness. The Partial least square structural equation modeling (PLS-SEM) applied on data collected from 409 respondents revealed that social influence and endorser identification substantially and positively affects the individual’s purchase intentions, attitude, celebrity attachment, and perceived celebrity credibility. The theoretical framework used in this study empirically validates the role of social influence in arbitrating the efficacy of celebrity endorsement and purchase intention for the first time to the researcher’s best knowledge. The findings are vital to the marketing managers to create an appropriate promotion strategy. The implications for theory and practice are discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1257 - 1279"},"PeriodicalIF":0.0,"publicationDate":"2022-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47926868","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 : 2022-04-07DOI: 10.1080/10496491.2022.2060410
Garim Lee, Hye-young Kim
Abstract This study explored the interaction of a message appeal of online reviews and shopping orientation on perceived congruence. The effects of perceived congruence, perceived information relevance, cumulative satisfaction, and perceived risk on purchase intention were also examined. The participants with hedonic (vs. utilitarian) shopping orientation perceived higher congruence when viewing an emotional (vs. rational) review than a rational (vs. emotional) review. Perceived information relevance mediated the effects of perceived congruence on purchase intention. Cumulative satisfaction positively affected purchase intention, while the effects of perceived risk were found to be insignificant. The findings contribute to the online review literature by providing evidence of congruence effects between consumers’ internal factors and review characteristics. The finding that perceived information relevance serves as an underlying mechanism of the congruence effects expands the existing knowledge of electronic word-of-mouth. Practitioners are recommended to find ways to increase perceived information relevance by tailoring to consumers’ shopping orientation and utilizing the message appeal of online reviews with website designs and algorithms.
{"title":"That’s What I Was Looking For! Congruence and Perceived Information Relevance of Online Customer Reviews","authors":"Garim Lee, Hye-young Kim","doi":"10.1080/10496491.2022.2060410","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060410","url":null,"abstract":"Abstract This study explored the interaction of a message appeal of online reviews and shopping orientation on perceived congruence. The effects of perceived congruence, perceived information relevance, cumulative satisfaction, and perceived risk on purchase intention were also examined. The participants with hedonic (vs. utilitarian) shopping orientation perceived higher congruence when viewing an emotional (vs. rational) review than a rational (vs. emotional) review. Perceived information relevance mediated the effects of perceived congruence on purchase intention. Cumulative satisfaction positively affected purchase intention, while the effects of perceived risk were found to be insignificant. The findings contribute to the online review literature by providing evidence of congruence effects between consumers’ internal factors and review characteristics. The finding that perceived information relevance serves as an underlying mechanism of the congruence effects expands the existing knowledge of electronic word-of-mouth. Practitioners are recommended to find ways to increase perceived information relevance by tailoring to consumers’ shopping orientation and utilizing the message appeal of online reviews with website designs and algorithms.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1165 - 1189"},"PeriodicalIF":0.0,"publicationDate":"2022-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45960546","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 : 2022-04-06DOI: 10.1080/10496491.2022.2060415
Marco Mandolfo, Debora Bettiga, L. Lamberti, G. Noci
Abstract This study investigates how sales promotions influence the psychological processing that precedes impulse buying. Applying a dual process theory, we distinguish between Reflective and Impulsive processing pathways. Through a survey study on 470 consumers, we tested four sales promotions characterized by different rewards (monetary versus nonmonetary) and gratification typologies (immediate-reward versus delayed-reward). The study further analyses the effects of promotion-induced affect, in terms of arousal and valence, as well as the influence of individual impulse buying tendency and sales proneness. Results show that impulsive responses are influenced by promotion-induced affect and individual differences, while reflective responses differ depending on the reward typology. The results contribute to the extant literature by discriminating the effects of sales promotions on the Reflective and Impulsive systems. Implications for retailers and promotion managers concerning the formulation of effective promotion strategies are discussed.
{"title":"Influence of Sales Promotion on Impulse Buying: A Dual Process Approach","authors":"Marco Mandolfo, Debora Bettiga, L. Lamberti, G. Noci","doi":"10.1080/10496491.2022.2060415","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060415","url":null,"abstract":"Abstract This study investigates how sales promotions influence the psychological processing that precedes impulse buying. Applying a dual process theory, we distinguish between Reflective and Impulsive processing pathways. Through a survey study on 470 consumers, we tested four sales promotions characterized by different rewards (monetary versus nonmonetary) and gratification typologies (immediate-reward versus delayed-reward). The study further analyses the effects of promotion-induced affect, in terms of arousal and valence, as well as the influence of individual impulse buying tendency and sales proneness. Results show that impulsive responses are influenced by promotion-induced affect and individual differences, while reflective responses differ depending on the reward typology. The results contribute to the extant literature by discriminating the effects of sales promotions on the Reflective and Impulsive systems. Implications for retailers and promotion managers concerning the formulation of effective promotion strategies are discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1212 - 1234"},"PeriodicalIF":0.0,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43370374","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 : 2022-04-05DOI: 10.1080/10496491.2022.2060409
Bang Nguyen-Viet, Tuan Nguyen Anh
Abstract Companies increasingly develop green marketing functions and target green consumer segments since “green issues” have become mainstream. This study evaluates the influence of consumers’ perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges.
{"title":"Green Marketing Functions: The Drivers of Brand Equity Creation in Vietnam","authors":"Bang Nguyen-Viet, Tuan Nguyen Anh","doi":"10.1080/10496491.2022.2060409","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060409","url":null,"abstract":"Abstract Companies increasingly develop green marketing functions and target green consumer segments since “green issues” have become mainstream. This study evaluates the influence of consumers’ perceptions of green marketing mix functions on brand equity dimensions in the Vietnamese milk industry. The quantitative research results, through direct interviews with 477 consumers, suggest that green marketing mix tools positively impact brand equity creation and inter-relationships among the dimensions of this brand equity. The results provide valuable inputs for manufacturers to commence green marketing programs and campaigns that fit discrete market segments to improve marketing performance and overcome green challenges.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1055 - 1076"},"PeriodicalIF":0.0,"publicationDate":"2022-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41975558","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 : 2022-04-05DOI: 10.1080/10496491.2022.2060413
B. Trifiro, Akanksa Upadahay, Siyu Liu, Zhimin Zhang, Kelsey Prena
Abstract To date, there has been ample work dedicated to understanding how framing typologies impact audiences. However, there has been rather little empirical evidence pertaining to the relationship between framing typologies and subsequent user engagement, specifically in regards to how frames impact how users engage with online content. The goal of the present study seeks to expand upon the existing literature, with a specific focus on some of the most prolific typologies used within the communication discipline. In an analysis of Facebook content produced by 239 Down syndrome nonprofits over the course of one year, we offer several findings regarding the relationship between the frames used within Facebook content and the subsequent user engagement that they received. Most notably, results indicate that Facebook posts that utilized elements of the human-interest frame were associated with higher user engagement. Further, despite existing literature indicating the contrary, there does not appear to be a statistically significant difference in user engagement between posts that utilized episodic as opposed to thematic framing. The results presented here offer recommendations for practitioners, marketing professionals, as well as individuals looking to grow their social media presence.
{"title":"Framing Facebook Content: An Analysis of How Framing Strategies Drive Facebook Engagement","authors":"B. Trifiro, Akanksa Upadahay, Siyu Liu, Zhimin Zhang, Kelsey Prena","doi":"10.1080/10496491.2022.2060413","DOIUrl":"https://doi.org/10.1080/10496491.2022.2060413","url":null,"abstract":"Abstract To date, there has been ample work dedicated to understanding how framing typologies impact audiences. However, there has been rather little empirical evidence pertaining to the relationship between framing typologies and subsequent user engagement, specifically in regards to how frames impact how users engage with online content. The goal of the present study seeks to expand upon the existing literature, with a specific focus on some of the most prolific typologies used within the communication discipline. In an analysis of Facebook content produced by 239 Down syndrome nonprofits over the course of one year, we offer several findings regarding the relationship between the frames used within Facebook content and the subsequent user engagement that they received. Most notably, results indicate that Facebook posts that utilized elements of the human-interest frame were associated with higher user engagement. Further, despite existing literature indicating the contrary, there does not appear to be a statistically significant difference in user engagement between posts that utilized episodic as opposed to thematic framing. The results presented here offer recommendations for practitioners, marketing professionals, as well as individuals looking to grow their social media presence.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"1229 - 1249"},"PeriodicalIF":0.0,"publicationDate":"2022-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45001304","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 : 2022-04-05DOI: 10.1080/10496491.2022.2054903
Inês Santos do Carmo, Susana Marques, Á. Dias
Abstract Today, experiences are considered a key differentiating factor for companies as products and services have become similar in terms of their functional attributes. Moreover, individuals' choices are increasingly influenced not only by rational factors, but mainly by emotional factors. This study aims to understand whether the dimensions of experience influence consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on survey data. The results show that satisfaction is influenced positively and directly by affective and sensorial experience and loyalty is influenced positively and directly by affective and behavioral experience. The results also indicate the existence of an indirect relationship between the sensory experience and the affective experience with the loyalty having the mediating effect of satisfaction.
{"title":"The Influence of Experiential Marketing on Customer Satisfaction and Loyalty","authors":"Inês Santos do Carmo, Susana Marques, Á. Dias","doi":"10.1080/10496491.2022.2054903","DOIUrl":"https://doi.org/10.1080/10496491.2022.2054903","url":null,"abstract":"Abstract Today, experiences are considered a key differentiating factor for companies as products and services have become similar in terms of their functional attributes. Moreover, individuals' choices are increasingly influenced not only by rational factors, but mainly by emotional factors. This study aims to understand whether the dimensions of experience influence consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on survey data. The results show that satisfaction is influenced positively and directly by affective and sensorial experience and loyalty is influenced positively and directly by affective and behavioral experience. The results also indicate the existence of an indirect relationship between the sensory experience and the affective experience with the loyalty having the mediating effect of satisfaction.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"994 - 1018"},"PeriodicalIF":0.0,"publicationDate":"2022-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49569199","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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