Pub Date : 2023-11-27DOI: 10.1108/sjme-09-2022-0202
Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche, Razane Chroqui
Purpose Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL). Design/methodology/approach To assess the proposed framework, structural equation modeling was performed on the data of 314 automotive customers surveyed online. Findings Social CRM dimensions [traditional CRM (TCRM) and social media (SM) technology use] have a direct and positive effect on CS. On the other hand, only TCRM has a direct and significant influence on CL, while the SM technology use effect seems to be indirect rather than direct. Indeed, the findings have provided empirical support for the contention that CS plays a mediating role between social CRM dimensions and CL. Practical implications In the automotive sector and developing countries in particular, companies’ managers could increase CS and CL and consequently enhance their competitiveness and market share by adopting an effective social CRM strategy. From this perspective, companies should focus their social CRM campaigns on the most SM used by customers, offer personalized choices and improve customer experience, interaction and value co-creation. Originality/value This paper enriches the understanding of how social CRM can affect CS and CL. The scales of social CRM, CS and CL were validated in the context of developing countries and the automotive sector. Furthermore, the direct and mediating effect of CS between social CRM (TCRM and SM) and CL was also confirmed.
{"title":"How social CRM and customer satisfaction affect customer loyalty","authors":"Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche, Razane Chroqui","doi":"10.1108/sjme-09-2022-0202","DOIUrl":"https://doi.org/10.1108/sjme-09-2022-0202","url":null,"abstract":"Purpose Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL). Design/methodology/approach To assess the proposed framework, structural equation modeling was performed on the data of 314 automotive customers surveyed online. Findings Social CRM dimensions [traditional CRM (TCRM) and social media (SM) technology use] have a direct and positive effect on CS. On the other hand, only TCRM has a direct and significant influence on CL, while the SM technology use effect seems to be indirect rather than direct. Indeed, the findings have provided empirical support for the contention that CS plays a mediating role between social CRM dimensions and CL. Practical implications In the automotive sector and developing countries in particular, companies’ managers could increase CS and CL and consequently enhance their competitiveness and market share by adopting an effective social CRM strategy. From this perspective, companies should focus their social CRM campaigns on the most SM used by customers, offer personalized choices and improve customer experience, interaction and value co-creation. Originality/value This paper enriches the understanding of how social CRM can affect CS and CL. The scales of social CRM, CS and CL were validated in the context of developing countries and the automotive sector. Furthermore, the direct and mediating effect of CS between social CRM (TCRM and SM) and CL was also confirmed.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139233067","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 : 2023-11-27DOI: 10.1108/sjme-01-2023-0002
Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Marco Túlio Correa Barcelos, Maria Manuela Martins Guerreiro, Júlio da Costa Mendes, Luiz Rodrigo Cunha Moura
Purpose Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study aims to investigate the impacts of the quality perceived by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of the price on perceived value and satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of hotel guests’ behavioural engagement on social networking sites (HGBE-SNS) on the relationship between satisfaction and eWOM. Design/methodology/approach This survey included 371 guests who assessed their experiences at three Brazilian hotels. Structural equation modelling tested the hypothetical model supported by the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974). Findings The quality perceived by hotel guests (stimulus) positively impacts perceived value, positive emotions and satisfaction and negatively affects negative emotions (organism). Price (stimulus) negatively impacts perceived value but does not affect satisfaction. Perceived value positively impacts satisfaction. Satisfaction positively impacts WOM and eWOM (responses). The HGBE-SNS moderates the relationship between satisfaction and eWOM. Originality/value To the best of the authors’ knowledge, this study is the first that simultaneously demonstrates the relationships between perceived quality, price, perceived value, positive and negative emotions, satisfaction, WOM, eWOM and HGBE-SNS. Hotels must offer their guests high-quality services to positively impact’ perceived value, positive emotions, satisfaction and WOM. Low prices boost the perceived value but do not directly increase guest satisfaction. Satisfied hotel guests share their experiences via WOM, but high HGBE-SNS is crucial to boost eWOM.
{"title":"Emotional, cognitive and behavioural repercussions of hotel guests' experiences","authors":"Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Marco Túlio Correa Barcelos, Maria Manuela Martins Guerreiro, Júlio da Costa Mendes, Luiz Rodrigo Cunha Moura","doi":"10.1108/sjme-01-2023-0002","DOIUrl":"https://doi.org/10.1108/sjme-01-2023-0002","url":null,"abstract":"Purpose Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study aims to investigate the impacts of the quality perceived by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of the price on perceived value and satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of hotel guests’ behavioural engagement on social networking sites (HGBE-SNS) on the relationship between satisfaction and eWOM. Design/methodology/approach This survey included 371 guests who assessed their experiences at three Brazilian hotels. Structural equation modelling tested the hypothetical model supported by the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974). Findings The quality perceived by hotel guests (stimulus) positively impacts perceived value, positive emotions and satisfaction and negatively affects negative emotions (organism). Price (stimulus) negatively impacts perceived value but does not affect satisfaction. Perceived value positively impacts satisfaction. Satisfaction positively impacts WOM and eWOM (responses). The HGBE-SNS moderates the relationship between satisfaction and eWOM. Originality/value To the best of the authors’ knowledge, this study is the first that simultaneously demonstrates the relationships between perceived quality, price, perceived value, positive and negative emotions, satisfaction, WOM, eWOM and HGBE-SNS. Hotels must offer their guests high-quality services to positively impact’ perceived value, positive emotions, satisfaction and WOM. Low prices boost the perceived value but do not directly increase guest satisfaction. Satisfied hotel guests share their experiences via WOM, but high HGBE-SNS is crucial to boost eWOM.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"10 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139230038","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 : 2023-11-23DOI: 10.1108/sjme-05-2022-0120
C. Maddodi, Pallavi Upadhyaya
Purpose The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods. Findings Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in-app advertising. Originality/value This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.
{"title":"In-app advertising: a systematic literature review and implications for future research","authors":"C. Maddodi, Pallavi Upadhyaya","doi":"10.1108/sjme-05-2022-0120","DOIUrl":"https://doi.org/10.1108/sjme-05-2022-0120","url":null,"abstract":"Purpose The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions. Design/methodology/approach The authors use a systematic literature review (SLR) approach, following the PRISMA guidelines, to investigate the current state of research in in-app advertising. The study uses 44 shortlisted articles from the Scopus and Web of Science databases. Using the Theory-Context-Characteristics-Methodology (TCCM) framework, the authors analyze the gaps in theory, context, characteristics and methods. Findings Using thematic analysis, the authors identify five main themes in the in-app advertising literature, namely, ad platform optimization; mobile app user psychology and behavior; ad effectiveness; ad fraud; and security, privacy and other user concerns. The findings show the need for empirical research, with a strong theoretical foundation in emerging ad formats of in-app advertising, user behavior and buy-side of in-app advertising. Originality/value This is a maiden study to conduct a domain-based SLR in the emerging field of in-app advertising using the TCCM framework. The authors highlight the key differences between in-app advertising and mobile web advertising. The authors propose theories in the advertising field that could be used in future empirical studies of in-app advertising.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139245177","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 : 2023-11-22DOI: 10.1108/sjme-03-2023-0052
María A. Bretos, Sergio Ibáñez-Sánchez, Carlos Orús
Purpose The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them. Design/methodology/approach This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals. Findings The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism. Originality/value By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences.
{"title":"Applying virtual reality and augmented reality to the tourism experience: a comparative literature review","authors":"María A. Bretos, Sergio Ibáñez-Sánchez, Carlos Orús","doi":"10.1108/sjme-03-2023-0052","DOIUrl":"https://doi.org/10.1108/sjme-03-2023-0052","url":null,"abstract":"Purpose The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them. Design/methodology/approach This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals. Findings The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism. Originality/value By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"156 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139247565","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 : 2023-11-01DOI: 10.1108/sjme-12-2022-0253
Aijaz A. Shaikh, Francisco Liebana-Cabanillas, Majed Alharthi, Hawazen Alamoudi, Heikki Karjaluoto
Purpose Although the sharing economy improves comfort and convenience, it is yet unclear how it affects subjective well-being. This study aims to offer a conceptual model for understanding the linkages between the antecedents and consequences of subjective well-being in ridehailing services. Design/methodology/approach Using a non-probabilistic sampling method and a pre-tested survey instrument, 450 responses were collected from January to March 2020. The data were analysed using structural equation modelling. Findings Experience quality and perceived convenience are correlated with subjective well-being. Perceived value and personal innovativeness were not correlated with subjective well-being, as the former does not contribute to the latter’s development. Continuous usage intention significantly correlated with subjective well-being, followed by customer relationship proneness and advocacy. Regarding gender and age differences, men place higher value on customer relationship proneness than women, while women place higher value on subjective well-being than men. Older users value perceived convenience and customer relationship proneness in ridehailing services more than younger users. Practical implications Understanding key factors contributing to user well-being in ridehailing would promote a more affordable mobility sector globally. This understanding would enable ridehailing businesses to create more effective business and marketing plans while prioritising user well-being, thus enhancing user happiness and reducing turnover rates. Originality/value This research demonstrates how crucial it is for users’ well-being to have a positive experience and find the service convenient. It also highlights the importance of building strong customer relationships and examines how gender and age influence people’s adoption and use of these services.
{"title":"Analysing user well-being in ridehailing services","authors":"Aijaz A. Shaikh, Francisco Liebana-Cabanillas, Majed Alharthi, Hawazen Alamoudi, Heikki Karjaluoto","doi":"10.1108/sjme-12-2022-0253","DOIUrl":"https://doi.org/10.1108/sjme-12-2022-0253","url":null,"abstract":"Purpose Although the sharing economy improves comfort and convenience, it is yet unclear how it affects subjective well-being. This study aims to offer a conceptual model for understanding the linkages between the antecedents and consequences of subjective well-being in ridehailing services. Design/methodology/approach Using a non-probabilistic sampling method and a pre-tested survey instrument, 450 responses were collected from January to March 2020. The data were analysed using structural equation modelling. Findings Experience quality and perceived convenience are correlated with subjective well-being. Perceived value and personal innovativeness were not correlated with subjective well-being, as the former does not contribute to the latter’s development. Continuous usage intention significantly correlated with subjective well-being, followed by customer relationship proneness and advocacy. Regarding gender and age differences, men place higher value on customer relationship proneness than women, while women place higher value on subjective well-being than men. Older users value perceived convenience and customer relationship proneness in ridehailing services more than younger users. Practical implications Understanding key factors contributing to user well-being in ridehailing would promote a more affordable mobility sector globally. This understanding would enable ridehailing businesses to create more effective business and marketing plans while prioritising user well-being, thus enhancing user happiness and reducing turnover rates. Originality/value This research demonstrates how crucial it is for users’ well-being to have a positive experience and find the service convenient. It also highlights the importance of building strong customer relationships and examines how gender and age influence people’s adoption and use of these services.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"51 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135217510","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 : 2023-10-27DOI: 10.1108/sjme-10-2022-0220
Suha Fouad Salem, Alshaimaa Bahgat Alanadoly
Purpose This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined. Design/methodology/approach Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey ( n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict. Findings The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy. Originality/value This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.
{"title":"Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector","authors":"Suha Fouad Salem, Alshaimaa Bahgat Alanadoly","doi":"10.1108/sjme-10-2022-0220","DOIUrl":"https://doi.org/10.1108/sjme-10-2022-0220","url":null,"abstract":"Purpose This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined. Design/methodology/approach Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey ( n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict. Findings The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy. Originality/value This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"13 34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136318829","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-02DOI: 10.1108/sjme-09-2022-0190
J. P. Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia
Purpose This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty. Design/methodology/approach The participants were identified through a purposive sampling approach, and they were composed of consumers who purchased Korean-celebrity-endorsed products and services of a telecommunications company. The hypothesized relationships were gauged using a predictive approach as a research design via partial least squares (PLS) path modeling. Findings The findings show that all hypothesized relationships are supported. In particular, social media interaction was found to have a substantial, positive and significant effect on self-disclosure. Moreover, self-disclosure has a considerably significant and direct effect on parasocial relationships and was found to indirectly affect the link between social media interactions and parasocial relationships. The results further reveal that social media interactions and parasocial relationships predict source trustworthiness, leading to brand credibility and loyalty. Originality/value To the best of the authors’ knowledge, the present undertaking is the only study that examined how parasocial relationships on social media are built when foreign celebrities, in this case, the well-known Korean popular group BTS, endorse telecommunications products and services.
{"title":"Parasocial relationships and social media interactions: building brand credibility and loyalty","authors":"J. P. Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia","doi":"10.1108/sjme-09-2022-0190","DOIUrl":"https://doi.org/10.1108/sjme-09-2022-0190","url":null,"abstract":"Purpose\u0000This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty.\u0000\u0000Design/methodology/approach\u0000The participants were identified through a purposive sampling approach, and they were composed of consumers who purchased Korean-celebrity-endorsed products and services of a telecommunications company. The hypothesized relationships were gauged using a predictive approach as a research design via partial least squares (PLS) path modeling.\u0000\u0000Findings\u0000The findings show that all hypothesized relationships are supported. In particular, social media interaction was found to have a substantial, positive and significant effect on self-disclosure. Moreover, self-disclosure has a considerably significant and direct effect on parasocial relationships and was found to indirectly affect the link between social media interactions and parasocial relationships. The results further reveal that social media interactions and parasocial relationships predict source trustworthiness, leading to brand credibility and loyalty.\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, the present undertaking is the only study that examined how parasocial relationships on social media are built when foreign celebrities, in this case, the well-known Korean popular group BTS, endorse telecommunications products and services.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"13 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81582235","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 : 2023-07-18DOI: 10.1108/sjme-01-2023-0011
Carmen Zarco, A. Robles, Javier Valls-Prieto, O. Cordon
Purpose This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether these companies were truly involved in raising public awareness of the pandemic. The authors specifically focus on sustainable companies, as health communication is considered to be an important corporate social responsibility task. Design/methodology/approach To answer these questions, the authors have used data on the social media activity (Twitter and Instagram) of these brands in Spain and Italy, extracting the posts and associated hashtags that each of them has published throughout the pandemic to be processed using social network analysis and visualization techniques. Findings The detailed analysis of both the levels of activity and the content of the messages provides interesting insights into the communication models of the companies and the influence of factors such as time, country and the specific social media platform used. Originality/value The authors analyze the communication of the most sustainable businesses on social media during the pandemic, adopting a highly innovative approach. The particular originality of this study lies in the parallel analysis of two different countries that were simultaneously shaken by the pandemic in very similar circumstances. This study also presents a novel use of graphical representation tools in terms of companies’ behavior for health communication on social media.
{"title":"How did sustainable Spanish and Italian brands communicate COVID-19 on social media?","authors":"Carmen Zarco, A. Robles, Javier Valls-Prieto, O. Cordon","doi":"10.1108/sjme-01-2023-0011","DOIUrl":"https://doi.org/10.1108/sjme-01-2023-0011","url":null,"abstract":"Purpose\u0000This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether these companies were truly involved in raising public awareness of the pandemic. The authors specifically focus on sustainable companies, as health communication is considered to be an important corporate social responsibility task.\u0000\u0000Design/methodology/approach\u0000To answer these questions, the authors have used data on the social media activity (Twitter and Instagram) of these brands in Spain and Italy, extracting the posts and associated hashtags that each of them has published throughout the pandemic to be processed using social network analysis and visualization techniques.\u0000\u0000Findings\u0000The detailed analysis of both the levels of activity and the content of the messages provides interesting insights into the communication models of the companies and the influence of factors such as time, country and the specific social media platform used.\u0000\u0000Originality/value\u0000The authors analyze the communication of the most sustainable businesses on social media during the pandemic, adopting a highly innovative approach. The particular originality of this study lies in the parallel analysis of two different countries that were simultaneously shaken by the pandemic in very similar circumstances. This study also presents a novel use of graphical representation tools in terms of companies’ behavior for health communication on social media.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"42 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90633378","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 : 2023-07-18DOI: 10.1108/sjme-07-2022-0156
Michaela Jánská, Marta Žambochová, Zuzana Vacurová
Purpose This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing. Design/methodology/approach The data are evaluated using statistical tests, correlation and cluster analysis. Findings It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates. Research limitations/implications The generalizability of the results across different regional settings requires further investigation. Practical implications Good labeling of native advertising leads to greater success. Originality/value This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.
{"title":"Identifying and categorizing influencers on Instagram with eye tracker","authors":"Michaela Jánská, Marta Žambochová, Zuzana Vacurová","doi":"10.1108/sjme-07-2022-0156","DOIUrl":"https://doi.org/10.1108/sjme-07-2022-0156","url":null,"abstract":"Purpose\u0000This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.\u0000\u0000Design/methodology/approach\u0000The data are evaluated using statistical tests, correlation and cluster analysis.\u0000\u0000Findings\u0000It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.\u0000\u0000Research limitations/implications\u0000The generalizability of the results across different regional settings requires further investigation.\u0000\u0000Practical implications\u0000Good labeling of native advertising leads to greater success.\u0000\u0000Originality/value\u0000This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"51 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79714446","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 : 2023-07-11DOI: 10.1108/sjme-10-2022-0214
F. Chinelato, Cid Gonçalves Filho, Daniel Fagundes Randt
Purpose The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers. Design/methodology/approach A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4. Findings The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity. Practical implications Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance. Originality/value The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement.
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