Pub Date : 2021-12-08DOI: 10.1108/sjme-04-2021-0072
Daniel Espinosa Sáez, P. Ortiz-Rendón, José Luis Munuera Alemán
Purpose This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in marketing and the market and business results. Methodology This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3. Findings The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control. Practical implications The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results. Originality The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.
{"title":"The influence of formal and informal control on market and financial results","authors":"Daniel Espinosa Sáez, P. Ortiz-Rendón, José Luis Munuera Alemán","doi":"10.1108/sjme-04-2021-0072","DOIUrl":"https://doi.org/10.1108/sjme-04-2021-0072","url":null,"abstract":"Purpose\u0000This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in marketing and the market and business results.\u0000\u0000Methodology\u0000This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3.\u0000\u0000Findings\u0000The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control.\u0000\u0000Practical implications\u0000The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results.\u0000\u0000Originality\u0000The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"44 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82473036","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 : 2021-12-07DOI: 10.1108/sjme-07-2021-0143
Zonaib Tahir
Purpose This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic. Methodology This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design. Findings The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon. Practical implications For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund. Originality Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.
{"title":"Effectiveness of offline and online rewards in restoring satisfaction and trust","authors":"Zonaib Tahir","doi":"10.1108/sjme-07-2021-0143","DOIUrl":"https://doi.org/10.1108/sjme-07-2021-0143","url":null,"abstract":"\u0000Purpose\u0000This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic.\u0000\u0000\u0000Methodology\u0000This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design.\u0000\u0000\u0000Findings\u0000The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon.\u0000\u0000\u0000Practical implications\u0000For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund.\u0000\u0000\u0000Originality\u0000Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"11 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73835718","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 : 2021-12-07DOI: 10.1108/sjme-07-2021-0146
Mariafrancesca Sicilia, M. C. Caro-Jiménez, E. Fernández-Sabiote
Purpose While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience is more limited. Drawing on affect transfer theory, the authors test for the mediating role of attitude towards the employee, which is proposed to mediate the effect of employees’ displayed emotion on customers’ satisfaction with recovery. As service recovery entails a critical service experience in which emotions can easily rise, this paper aims to highlight the pivotal role of employee-displayed emotions during service recovery. Methodology A scenario-based experiment in the context of an airline service failure recovery (3 × 2 between-subjects design) manipulates frontline employees’ emotions (anger vs happiness vs no specific emotion) and the quality of the solution (bad vs good). Findings Employees’ displayed emotions directly affect attitude towards the employee and indirectly affect service recovery satisfaction. Moreover, attitude towards the employee is affected more by the employee’s displayed emotion when the solution offered is bad compared to good. Practical implications Employees’ emotions displayed during service recovery can enhance or damage service recovery strategies. Employees should control for negative emotions in the case of service failure, especially when unable to provide a good solution. Originality Emotions displayed by employees can influence the customer’s service recovery evaluations. There is an interesting interaction between the quality of the solution and employees’ displayed emotions. Additionally, the mantra of “service with a smile” may not be valid in the case of service recovery: rather, employees should avoid displaying negative emotions.
{"title":"Influence of emotions displayed by employees during service recovery","authors":"Mariafrancesca Sicilia, M. C. Caro-Jiménez, E. Fernández-Sabiote","doi":"10.1108/sjme-07-2021-0146","DOIUrl":"https://doi.org/10.1108/sjme-07-2021-0146","url":null,"abstract":"\u0000Purpose\u0000While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience is more limited. Drawing on affect transfer theory, the authors test for the mediating role of attitude towards the employee, which is proposed to mediate the effect of employees’ displayed emotion on customers’ satisfaction with recovery. As service recovery entails a critical service experience in which emotions can easily rise, this paper aims to highlight the pivotal role of employee-displayed emotions during service recovery.\u0000\u0000\u0000Methodology\u0000A scenario-based experiment in the context of an airline service failure recovery (3 × 2 between-subjects design) manipulates frontline employees’ emotions (anger vs happiness vs no specific emotion) and the quality of the solution (bad vs good).\u0000\u0000\u0000Findings\u0000Employees’ displayed emotions directly affect attitude towards the employee and indirectly affect service recovery satisfaction. Moreover, attitude towards the employee is affected more by the employee’s displayed emotion when the solution offered is bad compared to good.\u0000\u0000\u0000Practical implications\u0000Employees’ emotions displayed during service recovery can enhance or damage service recovery strategies. Employees should control for negative emotions in the case of service failure, especially when unable to provide a good solution.\u0000\u0000\u0000Originality\u0000Emotions displayed by employees can influence the customer’s service recovery evaluations. There is an interesting interaction between the quality of the solution and employees’ displayed emotions. Additionally, the mantra of “service with a smile” may not be valid in the case of service recovery: rather, employees should avoid displaying negative emotions.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"38 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91391449","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 : 2021-12-07DOI: 10.1108/sjme-07-2021-0138
Shaizatulaqma Kamalul Ariffin, Mohamad Fakhrul Reza Abd Rahman, Ali Muhammad, Qi Zhang
Purpose The purpose of this paper is to investigate the key factors that explain intention to use e-wallet services (perceived usefulness, perceived ease of use, attitude, subjective norm, positive disconfirmation and perceived behavioral control). The moderating role of perceived value in the relationship between satisfaction and their intention to continue using the e-wallet is also examined. Methodology A total of 257 e-wallet users participated in an online survey and hypotheses were tested with SPSS/PLS-SEM. Findings The constructs technology acceptance model (TAM), theory of planned behavior (TPB) and user satisfaction affect intention to use. However, perceived value does not strengthen the relationship between user satisfaction and e-wallet usage intention. Practical implications The TAM, TPB and expectancy disconfirmation model (EDM) constructs help explain the use of e-wallet services. These results will help the providers of these services to understand user behavior and to design their marketing strategies more appropriately to ensure consumer satisfaction and their intention to use e-wallet services. Originality This study adopts a holistic and integrative approach to explain the continued use of e-wallet services. The model integrates three basic adoption theories: TAM, TPB and EDM.
{"title":"Understanding the consumer’s intention to use the e-wallet services","authors":"Shaizatulaqma Kamalul Ariffin, Mohamad Fakhrul Reza Abd Rahman, Ali Muhammad, Qi Zhang","doi":"10.1108/sjme-07-2021-0138","DOIUrl":"https://doi.org/10.1108/sjme-07-2021-0138","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the key factors that explain intention to use e-wallet services (perceived usefulness, perceived ease of use, attitude, subjective norm, positive disconfirmation and perceived behavioral control). The moderating role of perceived value in the relationship between satisfaction and their intention to continue using the e-wallet is also examined.\u0000\u0000\u0000Methodology\u0000A total of 257 e-wallet users participated in an online survey and hypotheses were tested with SPSS/PLS-SEM.\u0000\u0000\u0000Findings\u0000The constructs technology acceptance model (TAM), theory of planned behavior (TPB) and user satisfaction affect intention to use. However, perceived value does not strengthen the relationship between user satisfaction and e-wallet usage intention.\u0000\u0000\u0000Practical implications\u0000The TAM, TPB and expectancy disconfirmation model (EDM) constructs help explain the use of e-wallet services. These results will help the providers of these services to understand user behavior and to design their marketing strategies more appropriately to ensure consumer satisfaction and their intention to use e-wallet services.\u0000\u0000\u0000Originality\u0000This study adopts a holistic and integrative approach to explain the continued use of e-wallet services. The model integrates three basic adoption theories: TAM, TPB and EDM.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87975209","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 : 2021-11-09DOI: 10.1108/sjme-08-2021-0152
Achini Tharaka Ranaweera
Purpose Touch plays an important role in the evaluations of products. However, prior quantitative touch research does not present a holistic perspective of haptics. This study aims to provide a more comprehensive understanding of haptic information that consumers attain from touch. Design/methodology/approach Adopting a qualitative research approach, semi-structured, depth interviews were conducted with industry experts. Findings Based on the findings, this research proposes a conceptual model of consumer haptic perception consisting of seven key influences, namely, the effects of haptic sensation, haptic perception, the influence of individual factors, the influence of external environmental factors, the multi-dimensionality of haptics, haptic cue congruity and haptic dominance. Practical implications This study suggests firms to understand the importance of consumers’ haptic perception as an opportunity to engage an individual’s heart and mind through information attained through touch. Originality/value This is the first study in marketing to propose a conceptual model of haptics comprising several new haptic influences. This model contributes to the emerging literature of sensory marketing by providing directions for future touch research by capturing the dynamic nature of haptics.
{"title":"When consumers touch: a conceptual model of consumer haptic perception","authors":"Achini Tharaka Ranaweera","doi":"10.1108/sjme-08-2021-0152","DOIUrl":"https://doi.org/10.1108/sjme-08-2021-0152","url":null,"abstract":"\u0000Purpose\u0000Touch plays an important role in the evaluations of products. However, prior quantitative touch research does not present a holistic perspective of haptics. This study aims to provide a more comprehensive understanding of haptic information that consumers attain from touch.\u0000\u0000\u0000Design/methodology/approach\u0000Adopting a qualitative research approach, semi-structured, depth interviews were conducted with industry experts.\u0000\u0000\u0000Findings\u0000Based on the findings, this research proposes a conceptual model of consumer haptic perception consisting of seven key influences, namely, the effects of haptic sensation, haptic perception, the influence of individual factors, the influence of external environmental factors, the multi-dimensionality of haptics, haptic cue congruity and haptic dominance.\u0000\u0000\u0000Practical implications\u0000This study suggests firms to understand the importance of consumers’ haptic perception as an opportunity to engage an individual’s heart and mind through information attained through touch.\u0000\u0000\u0000Originality/value\u0000This is the first study in marketing to propose a conceptual model of haptics comprising several new haptic influences. This model contributes to the emerging literature of sensory marketing by providing directions for future touch research by capturing the dynamic nature of haptics.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89436090","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 : 2021-11-08DOI: 10.1108/sjme-11-2020-0201
Mauricio Santos, W. Schlesinger
Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.
{"title":"When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services","authors":"Mauricio Santos, W. Schlesinger","doi":"10.1108/sjme-11-2020-0201","DOIUrl":"https://doi.org/10.1108/sjme-11-2020-0201","url":null,"abstract":"Purpose\u0000This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.\u0000\u0000Design/methodology/approach\u0000Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).\u0000\u0000Findings\u0000The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.\u0000\u0000Practical implications\u0000In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.\u0000\u0000Originality/value\u0000This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"35 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73224135","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 : 2021-08-28DOI: 10.1108/sjme-06-2021-0099
Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi, M. Zúñiga
Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study. Findings Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model. Practical implications From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships. Originality/value This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.
{"title":"The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand","authors":"Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi, M. Zúñiga","doi":"10.1108/sjme-06-2021-0099","DOIUrl":"https://doi.org/10.1108/sjme-06-2021-0099","url":null,"abstract":"\u0000Purpose\u0000In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects.\u0000\u0000\u0000Design/methodology/approach\u0000Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study.\u0000\u0000\u0000Findings\u0000Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model.\u0000\u0000\u0000Practical implications\u0000From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships.\u0000\u0000\u0000Originality/value\u0000This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"49 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81672500","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 : 2021-08-23DOI: 10.1108/sjme-11-2020-0189
E. Ballester, C. Ruiz, Natalia Rubio
Purpose The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour. Findings The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant. Originality/value This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions.
{"title":"Engaging consumers through firm-generated content on InstagramEngagement del consumidor a través del contenido generado por las empresas en instagram企业如何通过在instagram上发布内容来吸引消费者","authors":"E. Ballester, C. Ruiz, Natalia Rubio","doi":"10.1108/sjme-11-2020-0189","DOIUrl":"https://doi.org/10.1108/sjme-11-2020-0189","url":null,"abstract":"Purpose\u0000The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour.\u0000\u0000Design/methodology/approach\u0000The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour.\u0000\u0000Findings\u0000The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant.\u0000\u0000Originality/value\u0000This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentions.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"40 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79488428","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 : 2021-08-04DOI: 10.1108/SJME-10-2020-0186
K. Akdim
This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further researched.,A literature review of relevant academic articles produced 97 works related to social communication theory, eWOM and new artificial intelligence trends in hospitality. Thereafter, potential avenues for future research were explored.,The study results showed: valence, relevance, understandability and visual cues are the most important antecedents of message usefulness and the reader’s behavioral intentions; source credibility is the sender characteristic that most affects the reader’s behavioral intentions and consumer susceptibility to interpersonal influence is the receiver characteristic that most influences their attitudes and behavioral intentions. In addition, the study highlights four relevant aspects for future research. First, more research into online fake reviews is needed to better understand sender motivations. Second, companies should actively manage negative reviews. Then, the careful choice of platforms on which companies promote their products/services. Finally, the role of artificial intelligence in increasing the effectiveness of eWOM in the hospitality industry.,This paper integrates – grounded on communication theory – results from previous studies about the central elements of communication (message, sender and receiver) and discusses the main trends in hospitality-related eWOM. In addition, the paper examines the potential of specific eWOM elements as future lines of research, in particular: fake reviews, strategies for dealing with negative reviews, the eWOM platform used and artificial intelligence applications.,Este estudio, en primer lugar, revisa la literatura existente sobre el boca-oido electronico (eWOM) y, utilizando la teoria de la comunicacion, examina su impacto en los procesos de toma de decisiones de sus lectores. En segundo lugar, proponemos algunos elementos de las comunicaciones eWOM que podrian investigarse mas adelante.,Una revision de la literatura de articulos academicos relevantes produjo 97 trabajos relacionados con la teoria de la comunicacion social, eWOM y nuevas tendencias de inteligencia artificial en hoteleria. A partir de entonces, se exploraron posibles vias de investigacion futura.,Los resultados del estudio senalaron: 1) la valencia, la relevancia, la comprensibilidad y las senales visuales son los antecedentes mas importantes de la utilidad del mensaje y las intenciones de comportamiento del lector; 2) La credibilidad de la fuente es la caracteristica del emisor que mas afecta las intenciones de comportamiento del lector; 3) La susceptibilidad del consumidor a la influencia interpersonal es la caracteristica del receptor que mas influye en sus actitudes e intenciones de comportamiento. Ademas, el estudio dest
本研究首先回顾了现有的关于电子口碑的文献，并运用传播学理论考察了电子口碑对读者决策过程的影响。其次，本文旨在提出一些可以进一步研究的eom通信要素。对相关学术文章的文献综述产生了97篇与社会传播理论、eom和酒店业人工智能新趋势相关的著作。此后，探讨了未来研究的潜在途径。研究结果表明:效价、关联性、可理解性和视觉线索是信息有用性和读者行为意图的最重要前因;信息源可信度是最能影响读者行为意图的发送者特征，而消费者对人际影响的易感性是最能影响其态度和行为意图的接收者特征。此外，本研究还强调了未来研究的四个相关方面。首先，需要对在线虚假评论进行更多研究，以更好地了解发送者的动机。第二，积极管理负面评价。然后，仔细选择公司推广其产品/服务的平台。最后，人工智能在提高酒店业eom效率方面的作用。本文以传播学理论为基础，整合前人关于传播学核心要素(信息、发送者和接收者)的研究成果，探讨了与酒店相关的eom研究的主要趋势。此外，本文还研究了特定的eom元素作为未来研究方向的潜力，特别是:虚假评论、处理负面评论的策略、使用的eom平台和人工智能应用。[1] [e] [estestudio, en primer lugar]，修订现有文献，研究电子信息技术(eom)，利用电子信息技术，研究电子信息技术在电子信息技术决策过程中的影响。在第二部分中，建议将信息传播的基本要素与信息传播的基本要素结合起来。[中文]:学术文献与相关产品的统一修订[j] .通信社会的新趋势[j] .酒店业的智能化。一方承诺，通过调查探索未来的可能性。(1)研究结果的准确性、相关性、可理解性，以及研究结果的准确性和可理解性;(2)“受托人”的可信性是“受托人”的特性，而“受托人”是“受托人”的特性;3)消费者的易感性和人际关系的影响，以及受体的特征，在行为和行为上的影响。在未来的调查中，研究人员发现了与此相关的问题。首先，有必要对犯罪嫌疑人的犯罪行为进行调查，以了解犯罪嫌疑人的主要犯罪动机。在第二种情况下，“消极的”是“消极的”，“消极的”是“消极的”。Luego, la cuidadosa electiones de las platform, as la cuidadosa electiones, as la empreses promotion of sus产品/服务。穷到最后，el paperel de la intelligent artificial en en en en en en en工业酒店时代。，Este articulo integra - con base en la teoria de la communication - resultados de studioos presobre要素centrales de la communication (mensaje, emisor or receptor)，通过分析eom关系的基本趋势和与宿舍的关系。此外，本文还探讨了未来研究中eom的潜在因素，特别是eom的修正、战略、辅助和消极因素、eom的平台利用和智能人工应用。，Palabras clave: eom, Teoria de communication, Revisiones falsas, Revisiones negativas, Inteligencia artificialTipo de articulo: Revision de literatura，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，，其次, 我们提出了一些可能需要进一步研究的电子口碑传播的要素。中文:中文:中文:中文:中文:中文:中文:此后, 对未来研究的潜在途径进行了探讨。,研究结果显示。1）价值、相关性、可理解性和视觉线索是信息有用性和读者行为意图的最重要的前因; 2）来源的可信度是最能影响读者行为意图的发送者特征; 3）消费者对人际影响的易感性是最能影响他们态度和行为意图的接受者特征。此外, 该研究还强调了未来研究的四个相关方面。首先, 需要对网上虚假评论进行更多的研究, 以更好地了解发送者的动机。其次, 公司应该积极管理负面评论。然后, 谨慎选择公司推广其产品/服务的平台。【中文翻译】,本文以传播理论为基础,整合了以往关于传播中心要素(信息,发送者和接受者)的研究结果,并讨论了与酒店业相关的电子蠕虫的主要趋势。此外,本文还研究了特定的eWOM要素作为未来研究方向的潜力,特别是:虚假评论,处理负面评论的策略,使用的eWOM平台和人工智能应用。、、、、、、、、、、、、、、、、
{"title":"The influence of eWOM. Analyzing its characteristics and consequences, and future research linesLa influencia de eWOM. Analizar sus características y consecuencias; futuras líneas de investigación的影响。分析其特点和后果, 以及未来的研究方向","authors":"K. Akdim","doi":"10.1108/SJME-10-2020-0186","DOIUrl":"https://doi.org/10.1108/SJME-10-2020-0186","url":null,"abstract":"This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further researched.,A literature review of relevant academic articles produced 97 works related to social communication theory, eWOM and new artificial intelligence trends in hospitality. Thereafter, potential avenues for future research were explored.,The study results showed: valence, relevance, understandability and visual cues are the most important antecedents of message usefulness and the reader’s behavioral intentions; source credibility is the sender characteristic that most affects the reader’s behavioral intentions and consumer susceptibility to interpersonal influence is the receiver characteristic that most influences their attitudes and behavioral intentions. In addition, the study highlights four relevant aspects for future research. First, more research into online fake reviews is needed to better understand sender motivations. Second, companies should actively manage negative reviews. Then, the careful choice of platforms on which companies promote their products/services. Finally, the role of artificial intelligence in increasing the effectiveness of eWOM in the hospitality industry.,This paper integrates – grounded on communication theory – results from previous studies about the central elements of communication (message, sender and receiver) and discusses the main trends in hospitality-related eWOM. In addition, the paper examines the potential of specific eWOM elements as future lines of research, in particular: fake reviews, strategies for dealing with negative reviews, the eWOM platform used and artificial intelligence applications.,Este estudio, en primer lugar, revisa la literatura existente sobre el boca-oido electronico (eWOM) y, utilizando la teoria de la comunicacion, examina su impacto en los procesos de toma de decisiones de sus lectores. En segundo lugar, proponemos algunos elementos de las comunicaciones eWOM que podrian investigarse mas adelante.,Una revision de la literatura de articulos academicos relevantes produjo 97 trabajos relacionados con la teoria de la comunicacion social, eWOM y nuevas tendencias de inteligencia artificial en hoteleria. A partir de entonces, se exploraron posibles vias de investigacion futura.,Los resultados del estudio senalaron: 1) la valencia, la relevancia, la comprensibilidad y las senales visuales son los antecedentes mas importantes de la utilidad del mensaje y las intenciones de comportamiento del lector; 2) La credibilidad de la fuente es la caracteristica del emisor que mas afecta las intenciones de comportamiento del lector; 3) La susceptibilidad del consumidor a la influencia interpersonal es la caracteristica del receptor que mas influye en sus actitudes e intenciones de comportamiento. Ademas, el estudio dest","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88035391","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 : 2021-08-04DOI: 10.1108/SJME-10-2020-0176
Maryna Chepurna, Josep Rialp Criado
This paper aims to determine the impact of cultural context and socio-demographic characteristics on the users’ deterrents and motivators to co-creation online.,The data from two different cultures the UK (306 users) and Spain (307 users) have been collected and compared by performing multi-group analyzes (MGAs) across cultural context, age, gender and educational level using a structural equation modeling approach.,Cultural context, age, gender and educational level moderate the effect of the deterrents and motivators on the attitude and participation in co-creation online: users from individualistic, masculine, with low uncertainty avoidance cultural contexts are expected to be more motivated and express a stronger positive attitude toward co-creation online; young male users exhibit a higher level of positive attitude and higher effect of the motivators toward attitude; on the contrary, old women are exposed to the negative effect of the deterrents; the individuals with basic educational level exhibit a higher level of the deterrents’ effect.,The generalizability of the results across different cultural contexts requires further examination and cross-validation.,The MGAs of two different cultures (Spain and the UK) and samples of different ages, gender and educational levels provide practitioners with information, which cultures and groups of users are expected to perform better in co-creation activities online.,The first study empirically examines the moderating effect of cultural context and demographic characteristics on both deterrents and motivators and their effect on the attitude toward co-creation online.,determinar el impacto del contexto cultural y de las caracteristicas sociodemograficas en los factores disuasorios y motivadores de los usuarios para la cocreacion en linea.,Se han recogido y comparado los datos de dos culturas diferentes, del Reino Unido (306 usuarios) y de Espana (307 usuarios), realizando analisis multigrupo a traves del contexto cultural, la edad, el genero y el nivel educativo, utilizando un enfoque de modelado de ecuaciones estructurales.,El contexto cultural, la edad, el genero y el nivel educativo moderan el efecto de los elementos disuasorios y motivadores sobre la actitud y la participacion en la cocreacion online: se espera que los usuarios de contextos culturales individualistas, masculinos y con baja tolerancia a la incertidumbre esten mas motivados y expresen una actitud positiva mas fuerte hacia la cocreacion en linea; los usuarios masculinos jovenes muestran un mayor nivel de actitud positiva y un mayor efecto de los motivadores sobre la actitud; por el contrario, las mujeres mayores estan expuestas al efecto negativo de los disuasores; los individuos con un nivel educativo basico muestran un mayor nivel de efecto de los disuasores.,La generalizacion de los resultados en diferentes contextos culturales requiere un examen mas profundo y una validacion cruzada.,Los analisis multigrupo de dos culturas dif
本文旨在确定文化背景和社会人口特征对用户在线共同创造的威慑和激励因素的影响。使用结构方程建模方法，通过跨文化背景、年龄、性别和教育水平的多组分析(MGAs)，收集和比较了来自两种不同文化的英国(306名用户)和西班牙(307名用户)的数据。文化背景、年龄、性别和受教育程度对网络共同创造态度和参与的影响有调节作用:来自个人主义、男性化、低不确定性回避文化背景的用户对网络共同创造的积极性和积极态度更强;年轻男性用户表现出更高水平的积极态度，态度激励因素的影响也更高;相反，老年妇女受到威慑的负面影响;受教育程度较低的个体表现出较高的威慑效应。结果在不同文化背景下的普遍性需要进一步的检验和交叉验证。两种不同文化(西班牙和英国)的MGAs以及不同年龄、性别和教育水平的样本为从业者提供了信息，哪些文化和用户群体有望在在线共同创造活动中表现更好。第一项研究实证考察了文化背景和人口特征对网络共同创造的阻碍因素和激励因素的调节作用，以及它们对网络共同创造态度的影响。社会人口特征对背景文化的决定性影响，社会人口特征和因素对动机的影响，以及通常情况下的共同作用。Se汉recogido y comparado洛拿督de dos文化不同,德尔·雷诺Unido西班牙花园(306 usuarios) y (307 usuarios), realizando分析multigrupo traves del contexto文化,洛杉矶,el genero y含量educativo,使用联合国enfoque de modelado de ecuaciones estructurales。语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化、语境文化。通常情况下，在联合国市长大会上，人们会积极参与到联合国市长大会上，鼓励人们积极参与到联合国市长大会上。与此相反的是，这些市长和市长的行为对经济危机的负面影响是有效的;联合国新教育基础设施和联合国市长新教育设施的影响。在不同的语境和文化背景下，对结果的概括需要进行深刻的检验和验证。分析多群体的文化差异(西班牙和西班牙)，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异，不同群体的文化差异。, Es el底漆工厂化examina empiricamente el efecto moderador del contexto文化y las caracteristicas demograficas太多在危险因素disuasorios科莫在洛杉矶motivadores y苏efecto en la actitud hacia la co-creacion在线,确定文化背景和社会人口特征对用户线上共同创造的阻碍因素和激励因素的影响,数据收集自英国(306名用户)和西班牙(307名用户)这两种不同的文化背景,并采用结构方程模型方法,通过跨文化背景,年龄,性别和教育水平的多组分析对数据进行了比较。,在阻碍因素和激励因素对在线共同创造态度和参与的影响中, 文化背景、年龄、性别和教育水平起到调节作用：来自个人主义、阳刚主义、低不确定性规避文化语境的用户对线上共同创造的动机更强, 表现出更积极的态度; 年轻男性用户的积极态度和动机对态度的影响程度较高;相反, 老年妇女则受到了阻碍因素的负面影响; 具有基础教育水平的个体受阻碍因素影响较高。,研究结果在不同文化背景下的普适性需要进一步检验和交叉验证。,对两种不同文化(西班牙和英国)的多组分析, 以及不同年龄、性别和教育水平的样本, 为实践者提供了哪些文化和用户群体有望在线上共同创造活动中表现更好的信息。,这是第一个检验了文化背景和人口特征对抑制因素和激励因素的调节作用, 以及它们对线上共同创造态度的影响的实证研究。，
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