Pub Date : 2023-01-09DOI: 10.1108/jcm-02-2021-4450
Janine Williams, Jayne Krisjanous
Purpose The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles. Design/methodology/approach Qualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing. Findings The social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent. Originality/value This work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.
{"title":"Spreading the word: exploring spiritual consumption on social media","authors":"Janine Williams, Jayne Krisjanous","doi":"10.1108/jcm-02-2021-4450","DOIUrl":"https://doi.org/10.1108/jcm-02-2021-4450","url":null,"abstract":"\u0000Purpose\u0000The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles.\u0000\u0000\u0000Design/methodology/approach\u0000Qualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing.\u0000\u0000\u0000Findings\u0000The social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent.\u0000\u0000\u0000Originality/value\u0000This work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44383031","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 : 2022-12-27DOI: 10.1108/jcm-05-2021-4661
Sorush Sepehr, Jamie Carlson, Philip J. Rosenberger III, Ameet Pandit
Purpose Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country through social media are largely overlooked in previous research. This study aims to investigate the acculturative processes and outcomes resulting from interacting with the home country through social media. Design/methodology/approach A netnographic approach is used to collect data from a social media platform that provides an interactive social context in which Iranian immigrants in Australia share their experiences of immigration with non-immigrants who are considering and planning to migrate to Australia. Findings Findings show how both immigrants and non-immigrant users via social media reflexively contribute to the formation of two competing collective narratives, namely, the dominant, romanticizing narrative and counter, pragmatic narratives. Findings highlight how notions of the home and host countries, and the idea of migrating from home to host, are constructed as the result of the circulation of the dominant and counter narratives. Further findings include how these two collective narratives come into play in the formation of three acculturative outcomes, namely, self-validating, ordinary experts and wellbeing. These insights extend consumer acculturation theory through highlighting the acculturative processes and outcomes of interactions with the home country via a social media platform. This includes, for example, how interacting with the home culture can take on assimilationist properties through the construction of a romanticized representation of the hosting society (i.e. Australia) in the dominant collective narrative. Practical implications Implications for ethnic marketing practice, policymakers and non-governmental organisations are advanced, especially regarding using social media as a channel to communicate with current and potential immigrant consumers. Notably, policymakers can use social media to engage with immigrants before and after migration to reduce the potential for cognitive dissonance in recent arrivals. Managerially, brands can advertise on Web-based forums, independent websites and social media platforms to target potential immigrants to sell relevant products immigrants needs after migrating to the host country. Social implications Findings broaden the understanding of the potential acculturative outcomes on social media by moving away from the traditional outcomes, which are restricted to the dichotomy between the home and host cultures. Originality/value Scholarly attention is deficient on the role of direct interaction with the home country in immigrant consumer acculturation, especially through social media, which is the focus of this study.
{"title":"Social media discussion forums, home country and immigrant consumer acculturation: the case of Iranian immigrants in Australia","authors":"Sorush Sepehr, Jamie Carlson, Philip J. Rosenberger III, Ameet Pandit","doi":"10.1108/jcm-05-2021-4661","DOIUrl":"https://doi.org/10.1108/jcm-05-2021-4661","url":null,"abstract":"\u0000Purpose\u0000Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country through social media are largely overlooked in previous research. This study aims to investigate the acculturative processes and outcomes resulting from interacting with the home country through social media.\u0000\u0000\u0000Design/methodology/approach\u0000A netnographic approach is used to collect data from a social media platform that provides an interactive social context in which Iranian immigrants in Australia share their experiences of immigration with non-immigrants who are considering and planning to migrate to Australia.\u0000\u0000\u0000Findings\u0000Findings show how both immigrants and non-immigrant users via social media reflexively contribute to the formation of two competing collective narratives, namely, the dominant, romanticizing narrative and counter, pragmatic narratives. Findings highlight how notions of the home and host countries, and the idea of migrating from home to host, are constructed as the result of the circulation of the dominant and counter narratives. Further findings include how these two collective narratives come into play in the formation of three acculturative outcomes, namely, self-validating, ordinary experts and wellbeing. These insights extend consumer acculturation theory through highlighting the acculturative processes and outcomes of interactions with the home country via a social media platform. This includes, for example, how interacting with the home culture can take on assimilationist properties through the construction of a romanticized representation of the hosting society (i.e. Australia) in the dominant collective narrative.\u0000\u0000\u0000Practical implications\u0000Implications for ethnic marketing practice, policymakers and non-governmental organisations are advanced, especially regarding using social media as a channel to communicate with current and potential immigrant consumers. Notably, policymakers can use social media to engage with immigrants before and after migration to reduce the potential for cognitive dissonance in recent arrivals. Managerially, brands can advertise on Web-based forums, independent websites and social media platforms to target potential immigrants to sell relevant products immigrants needs after migrating to the host country.\u0000\u0000\u0000Social implications\u0000Findings broaden the understanding of the potential acculturative outcomes on social media by moving away from the traditional outcomes, which are restricted to the dichotomy between the home and host cultures.\u0000\u0000\u0000Originality/value\u0000Scholarly attention is deficient on the role of direct interaction with the home country in immigrant consumer acculturation, especially through social media, which is the focus of this study.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45717564","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 : 2022-12-15DOI: 10.1108/jcm-01-2022-5121
Alexander Jakubanecs, M. Supphellen, James G. Helgeson, H. Haugen, Njål Sivertstøl
Purpose This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand). Design/methodology/approach This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288). Findings In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture. Research limitations/implications This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions. Practical implications These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF. Originality/value Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.
{"title":"The impact of cultural variability on brand stereotype, emotion and purchase intention","authors":"Alexander Jakubanecs, M. Supphellen, James G. Helgeson, H. Haugen, Njål Sivertstøl","doi":"10.1108/jcm-01-2022-5121","DOIUrl":"https://doi.org/10.1108/jcm-01-2022-5121","url":null,"abstract":"\u0000Purpose\u0000This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand).\u0000\u0000\u0000Design/methodology/approach\u0000This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288).\u0000\u0000\u0000Findings\u0000In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture.\u0000\u0000\u0000Research limitations/implications\u0000This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions.\u0000\u0000\u0000Practical implications\u0000These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF.\u0000\u0000\u0000Originality/value\u0000Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46884107","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 : 2022-12-09DOI: 10.1108/jcm-02-2022-5179
Sydney Chinchanachokchai, Nancy Hanson-Rasmussen, Ronald J. Faber
Purpose To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This study aims to examine situational factors that affect the responses to gay presenters in mainstream media. Design/methodology/approach Two experimental studies were conducted in a 2 (luxury vs value brand) × 2 (gay vs heterosexual presenters) between-subjects design. Study 1 explores the interaction effects, whereas Study 2 introduces perceived congruence between the presenters and the product as a mediator. Findings The results show that using gay presenters in luxury brand ads leads to a more positive attitude toward the advertisement and higher product evaluation than using heterosexual presenters, whereas using heterosexual presenters to represent a value brand leads to a higher attitude and product evaluation than using gay presenters. Practical implications Nowadays, there is a greater need for inclusiveness and diversity in advertising. Brands need to pay attention to various underrepresented groups and adapt their strategy accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers. Originality/value Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also the social category the endorser represents and stereotypical beliefs associated with that group.
{"title":"Using gay models in mainstream media: an expanded match-up hypothesis perspective","authors":"Sydney Chinchanachokchai, Nancy Hanson-Rasmussen, Ronald J. Faber","doi":"10.1108/jcm-02-2022-5179","DOIUrl":"https://doi.org/10.1108/jcm-02-2022-5179","url":null,"abstract":"\u0000Purpose\u0000To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This study aims to examine situational factors that affect the responses to gay presenters in mainstream media.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted in a 2 (luxury vs value brand) × 2 (gay vs heterosexual presenters) between-subjects design. Study 1 explores the interaction effects, whereas Study 2 introduces perceived congruence between the presenters and the product as a mediator.\u0000\u0000\u0000Findings\u0000The results show that using gay presenters in luxury brand ads leads to a more positive attitude toward the advertisement and higher product evaluation than using heterosexual presenters, whereas using heterosexual presenters to represent a value brand leads to a higher attitude and product evaluation than using gay presenters.\u0000\u0000\u0000Practical implications\u0000Nowadays, there is a greater need for inclusiveness and diversity in advertising. Brands need to pay attention to various underrepresented groups and adapt their strategy accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers.\u0000\u0000\u0000Originality/value\u0000Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also the social category the endorser represents and stereotypical beliefs associated with that group.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46223959","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 : 2022-11-15DOI: 10.1108/jcm-11-2020-4236
Sameeullah Khan, A. Fazili, I. Bashir
Purpose This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals. Design/methodology/approach This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses. Findings The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience. Practical implications To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand. Originality/value This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.
{"title":"I feel so embarrassed, still, I want it! The self-presentational dilemma of counterfeit luxury buyers","authors":"Sameeullah Khan, A. Fazili, I. Bashir","doi":"10.1108/jcm-11-2020-4236","DOIUrl":"https://doi.org/10.1108/jcm-11-2020-4236","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience.\u0000\u0000\u0000Practical implications\u0000To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand.\u0000\u0000\u0000Originality/value\u0000This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49556308","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 : 2022-10-25DOI: 10.1108/jcm-04-2021-4615
S. Attiq, Muhammad Junaid Shahid Hasni, Chun Zhang
Purpose This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’ behavioural responses. Design/methodology/approach This study used a questionnaire to collect data from 403 consumers of Pakistan’s mobile telecommunication industry. Smart partial least square was then used to analyse the data. Findings This study provides insights into the conception of brand hate in the context of Pakistani consumers. This study’s findings indicate that “neuroticism”, as a consumer-related antecedent, “perceived price unfairness”, “poor product/service quality” and “post-purchase service failures” as company-controlled determinants have significant impacts on brand hate. This, in turn, leads to brand avoidance and brand retaliation. Managerial implications and avenues for future research are also discussed. This study provides insights into the conception of brand hate in the context of Pakistani consumers. Originality/value The original findings of this work can thus provide meaningful guidance for companies to mitigate the spread of brand hate among consumers.
{"title":"Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry","authors":"S. Attiq, Muhammad Junaid Shahid Hasni, Chun Zhang","doi":"10.1108/jcm-04-2021-4615","DOIUrl":"https://doi.org/10.1108/jcm-04-2021-4615","url":null,"abstract":"Purpose\u0000This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’ behavioural responses.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a questionnaire to collect data from 403 consumers of Pakistan’s mobile telecommunication industry. Smart partial least square was then used to analyse the data.\u0000\u0000\u0000Findings\u0000This study provides insights into the conception of brand hate in the context of Pakistani consumers. This study’s findings indicate that “neuroticism”, as a consumer-related antecedent, “perceived price unfairness”, “poor product/service quality” and “post-purchase service failures” as company-controlled determinants have significant impacts on brand hate. This, in turn, leads to brand avoidance and brand retaliation. Managerial implications and avenues for future research are also discussed. This study provides insights into the conception of brand hate in the context of Pakistani consumers.\u0000\u0000\u0000Originality/value\u0000The original findings of this work can thus provide meaningful guidance for companies to mitigate the spread of brand hate among consumers.","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49521285","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 : 2022-10-14DOI: 10.1108/jcm-03-2022-5230
S. Angeloni
Purpose This study aims to propose a conceptual framework to capture the essence of memorable experiences. Design/methodology/approach A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data. Findings The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences. Research limitations/implications This study aids researchers and managers in understanding and co-creating memorable customer experiences. Originality/value The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.
{"title":"A conceptual framework for co-creating memorable experiences: the metaphor of the journey","authors":"S. Angeloni","doi":"10.1108/jcm-03-2022-5230","DOIUrl":"https://doi.org/10.1108/jcm-03-2022-5230","url":null,"abstract":"\u0000Purpose\u0000This study aims to propose a conceptual framework to capture the essence of memorable experiences.\u0000\u0000\u0000Design/methodology/approach\u0000A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data.\u0000\u0000\u0000Findings\u0000The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences.\u0000\u0000\u0000Research limitations/implications\u0000This study aids researchers and managers in understanding and co-creating memorable customer experiences.\u0000\u0000\u0000Originality/value\u0000The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"42 35","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41278405","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 : 2022-10-12DOI: 10.1108/jcm-10-2019-3454
Yukti Sharma, S. Jaikumar
Purpose Subsistence marketplace can be characterized as a marketplace with widespread cognitive and social vulnerabilities, due to low income and low literacy levels. This may result in retailers exploiting the consumers. The purpose of this research paper is to develop a holistic learning program to impart marketplace intelligence to overcome these vulnerabilities of subsistence consumers. Design/methodology/approach Using vicious cycle approach, the authors illustrate the self-perpetuating nature of consumer vulnerabilities. The authors argue that retailers behave in an opportunistic manner and exploit the consumers. This further reinforces the vulnerabilities of subsistence consumers resulting in a vicious cycle. The authors draw insights from Sen’s capability approach and propose marketplace intelligence as a potential solution to eradicate consumers’ vulnerabilities. The authors apply Biggs’s 3Ps model to design a learning program to impart two types of marketplace intelligence – marketplace metacognition and marketplace social intelligence. Findings Based on a review of literature on subsistence marketplace initiatives, persuasive knowledge management and education research, the authors have devised a holistic learning program comprising an integrated learning environment (presage), problem-based approach (process) and assessment strategies for learning outcomes (product). Originality/value This study marks a pioneering effort toward liberating subsistence consumers from the vicious cycle of retailers’ exploitation by empowering them with marketplace intelligence. This study’s novelty lies in conceptualizing consumer vulnerabilities in the subsistence marketplace as a self-perpetuating phenomenon and subsequently designing a holistic learning program to impart intelligence toward alleviating these vulnerabilities.
{"title":"Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers","authors":"Yukti Sharma, S. Jaikumar","doi":"10.1108/jcm-10-2019-3454","DOIUrl":"https://doi.org/10.1108/jcm-10-2019-3454","url":null,"abstract":"\u0000Purpose\u0000Subsistence marketplace can be characterized as a marketplace with widespread cognitive and social vulnerabilities, due to low income and low literacy levels. This may result in retailers exploiting the consumers. The purpose of this research paper is to develop a holistic learning program to impart marketplace intelligence to overcome these vulnerabilities of subsistence consumers.\u0000\u0000\u0000Design/methodology/approach\u0000Using vicious cycle approach, the authors illustrate the self-perpetuating nature of consumer vulnerabilities. The authors argue that retailers behave in an opportunistic manner and exploit the consumers. This further reinforces the vulnerabilities of subsistence consumers resulting in a vicious cycle. The authors draw insights from Sen’s capability approach and propose marketplace intelligence as a potential solution to eradicate consumers’ vulnerabilities. The authors apply Biggs’s 3Ps model to design a learning program to impart two types of marketplace intelligence – marketplace metacognition and marketplace social intelligence.\u0000\u0000\u0000Findings\u0000Based on a review of literature on subsistence marketplace initiatives, persuasive knowledge management and education research, the authors have devised a holistic learning program comprising an integrated learning environment (presage), problem-based approach (process) and assessment strategies for learning outcomes (product).\u0000\u0000\u0000Originality/value\u0000This study marks a pioneering effort toward liberating subsistence consumers from the vicious cycle of retailers’ exploitation by empowering them with marketplace intelligence. This study’s novelty lies in conceptualizing consumer vulnerabilities in the subsistence marketplace as a self-perpetuating phenomenon and subsequently designing a holistic learning program to impart intelligence toward alleviating these vulnerabilities.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45282126","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 : 2022-10-10DOI: 10.1108/jcm-02-2020-3629
Onochie Fan-Osuala
Purpose This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images and OCR-perceived coolness. It also demonstrates how reviewers and brands can create or identify cool OCRs. Design/methodology/approach Two studies – one experimental and the other using archival data from an OCR platform – were used to test three hypotheses on the effect of OCR framing and pictorial images on perceived OCR coolness. Findings The results reveal that OCRs framed with negative words but reflecting positive views about products are perceived as cooler than OCRs framed with positive words and reflecting positive views. OCRs with pictorial images are perceived to be cooler than those without pictorial images. Originality/value Studies on coolness have focused on people and products but not message content. This research links a message’s framing and pictorial images to its perceived coolness in the OCR context. It provides practical suggestions to marketers, coolhunters and individuals interested in creating cool message content.
{"title":"Exploring the relationship between online review framing, pictorial image and review “coolness”","authors":"Onochie Fan-Osuala","doi":"10.1108/jcm-02-2020-3629","DOIUrl":"https://doi.org/10.1108/jcm-02-2020-3629","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images and OCR-perceived coolness. It also demonstrates how reviewers and brands can create or identify cool OCRs.\u0000\u0000\u0000Design/methodology/approach\u0000Two studies – one experimental and the other using archival data from an OCR platform – were used to test three hypotheses on the effect of OCR framing and pictorial images on perceived OCR coolness.\u0000\u0000\u0000Findings\u0000The results reveal that OCRs framed with negative words but reflecting positive views about products are perceived as cooler than OCRs framed with positive words and reflecting positive views. OCRs with pictorial images are perceived to be cooler than those without pictorial images.\u0000\u0000\u0000Originality/value\u0000Studies on coolness have focused on people and products but not message content. This research links a message’s framing and pictorial images to its perceived coolness in the OCR context. It provides practical suggestions to marketers, coolhunters and individuals interested in creating cool message content.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47145374","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 : 2022-10-06DOI: 10.1108/jcm-08-2020-4046
Parthasarathi Das, Venugopal Pingali
Purpose The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour. Design/methodology/approach Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept. Findings The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses. Originality/value To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research.
{"title":"Integrating an evolutionary perspective of “self-concept” in consumer research","authors":"Parthasarathi Das, Venugopal Pingali","doi":"10.1108/jcm-08-2020-4046","DOIUrl":"https://doi.org/10.1108/jcm-08-2020-4046","url":null,"abstract":"\u0000Purpose\u0000The purpose of the study is to propose a framework for understanding the dynamism of the human self-system from evolutionary and socio-psychological perspective. The study aims to help scholars interested to use an evolutionary lens for examining consumer behaviour.\u0000\u0000\u0000Design/methodology/approach\u0000Relying on the principle of self-cybernetics, the study proposed a general framework explaining the operating mechanism of human self-system. The proposed framework incorporates the socio-psychological and the evolutionary perspective of the human self-concept.\u0000\u0000\u0000Findings\u0000The framework may help consumer scholars to integrate socio-psychological and evolutionary theories to produce novel and testable hypotheses.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first attempt to propose a framework based on the principle of cybernetics to facilitate the use of an evolutionary lens in consumer research.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.8,"publicationDate":"2022-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42598716","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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