Pub Date : 2023-08-23DOI: 10.1108/mip-04-2023-0156
Fatma Hilal Ergen Keleş, E. Keleş
PurposeThis study aims to examine whether social capital contributes to service firms' resilience during crisis.Design/methodology/approachThis study measures social capital via environmental and social (ES) ratings and firm performance via buy-and-hold-abnormal returns derived from Refinitiv ESG and CRSP databases. Using a sample of 404 US service firms, this study runs cross-sectional regressions to estimate the effect of social capital on service firms' crisis returns.FindingsThis study finds that high-social capital service firms outperformed in the first quarter of 2020. The crisis response is heterogeneous among service sub-sectors and diverges (i.e. calming or deepening) over time depending on social capital. Service sub-sector analysis notably posits that social capital impact is positively related to returns of Health- and Business Services and firms with utilitarian nature. The study also indicates that ES commitments targeting internal stakeholders contribute more to resilience. Overall, social capital might be a relevant value driver, generate real impact and provide insurance-like protection for service firms during turmoil.Originality/valueThe service industry is one of the most severely hit industries during COVID-19. However, there is limited knowledge about whether and when social capital creates value in the service industry during crises. This study makes two main contributions: first, it extends to the continuous efforts toward the role of social capital in firm performance, and second, it provides important insights related to the resilience search for service firms.
{"title":"Resilience in service firms: the impact of social capital on firm performance during turmoil","authors":"Fatma Hilal Ergen Keleş, E. Keleş","doi":"10.1108/mip-04-2023-0156","DOIUrl":"https://doi.org/10.1108/mip-04-2023-0156","url":null,"abstract":"PurposeThis study aims to examine whether social capital contributes to service firms' resilience during crisis.Design/methodology/approachThis study measures social capital via environmental and social (ES) ratings and firm performance via buy-and-hold-abnormal returns derived from Refinitiv ESG and CRSP databases. Using a sample of 404 US service firms, this study runs cross-sectional regressions to estimate the effect of social capital on service firms' crisis returns.FindingsThis study finds that high-social capital service firms outperformed in the first quarter of 2020. The crisis response is heterogeneous among service sub-sectors and diverges (i.e. calming or deepening) over time depending on social capital. Service sub-sector analysis notably posits that social capital impact is positively related to returns of Health- and Business Services and firms with utilitarian nature. The study also indicates that ES commitments targeting internal stakeholders contribute more to resilience. Overall, social capital might be a relevant value driver, generate real impact and provide insurance-like protection for service firms during turmoil.Originality/valueThe service industry is one of the most severely hit industries during COVID-19. However, there is limited knowledge about whether and when social capital creates value in the service industry during crises. This study makes two main contributions: first, it extends to the continuous efforts toward the role of social capital in firm performance, and second, it provides important insights related to the resilience search for service firms.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"136 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127376287","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 : 2023-08-18DOI: 10.1108/mip-03-2023-0082
F. E. Amenuvor, Frank Akasreku, Kobby A. Mensah
PurposeThe purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users.Design/methodology/approachData are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique.FindingsThe study's findings show that consumers' perceptions of brand coolness have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand connection are identified as important mediating variables in the relationship between brand coolness and both brand loyalty and brand trust.Practical implicationsThe study underlines the significance of developing cool brand images and communicating same effectively to current and prospective customers, along with other stakeholders.Originality/valueThe study highlights the fact that properly creating cool brands can lead to increased communal brand connection, brand commitment, and, consequently, brand trust and loyalty.
{"title":"Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective","authors":"F. E. Amenuvor, Frank Akasreku, Kobby A. Mensah","doi":"10.1108/mip-03-2023-0082","DOIUrl":"https://doi.org/10.1108/mip-03-2023-0082","url":null,"abstract":"PurposeThe purpose of this study, which draws on the stimulus organism response (S-O-R) theory, is to empirically examine the effect of brand coolness on communal brand connection and brand commitment, while assessing how the latter fosters brand trust and loyalty among smartphone users.Design/methodology/approachData are collected from 410 smartphone users in Ghana and analyzed with Smart-PLS utilizing the structural equations modeling technique.FindingsThe study's findings show that consumers' perceptions of brand coolness have a positive influence on their communal brand connection and brand commitment. The study also discovers that brand commitment influences brand loyalty, whereas communal brand connection influences brand commitment, loyalty and trust, respectively. Similarly, brand commitment and communal brand connection are identified as important mediating variables in the relationship between brand coolness and both brand loyalty and brand trust.Practical implicationsThe study underlines the significance of developing cool brand images and communicating same effectively to current and prospective customers, along with other stakeholders.Originality/valueThe study highlights the fact that properly creating cool brands can lead to increased communal brand connection, brand commitment, and, consequently, brand trust and loyalty.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"145 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117280736","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 : 2023-08-16DOI: 10.1108/mip-09-2022-0417
Dhananjay Bapat, L. Hollebeek
PurposeThe objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.Design/methodology/approachPartial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.FindingsThe findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.Originality/valueThis study contributes novel insight to S-O-R, customer engagement, and customer value research.
{"title":"Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app","authors":"Dhananjay Bapat, L. Hollebeek","doi":"10.1108/mip-09-2022-0417","DOIUrl":"https://doi.org/10.1108/mip-09-2022-0417","url":null,"abstract":"PurposeThe objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.Design/methodology/approachPartial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.FindingsThe findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.Originality/valueThis study contributes novel insight to S-O-R, customer engagement, and customer value research.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126844363","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 : 2023-08-15DOI: 10.1108/mip-05-2023-0230
Vijaya Patil, Weng Marc Lim, Hema Date, Naveen Donthu, S Kumar
PurposeThis study aims to examine the intricate relationships in the making of a box office through a stakeholder lens that considers the influence of filmmakers and theatres on moviegoers' intention to watch a movie at the theatre.Design/methodology/approachEmploying covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal.FindingsThe findings elucidate that movie branding, movie genre and theatre preference positively influence moviegoers' intention to watch a movie at the theatre. Furthermore, the study unveils that theatre preference is swayed by an array of personal and social factors, including control belief and social companion. Intriguingly, promotional elements, both commercial and non-commercial, were found to influence movie branding, yet not the genre when predicting theatre attendance intentions.Research limitations/implicationsAmid the burgeoning alternatives for watching movies (e.g. cable television and online streaming platforms), this article offers a contemporary exploration of the variables that motivate audiences to partake in the cinema-going experience, thereby serving as a proxy to decipher the factors that drive a movie's box-office success in digital era.Originality/valueUnlike prior studies relying on archival data, the present study collects and uses survey data to develop a novel stakeholder theory-based marketing framework for the box office and moviegoers. The study also provides seminal insights on the box office and moviegoers in the digital era of a new normal.
{"title":"The blockbuster blueprint: towards a stakeholder theory-based marketing framework","authors":"Vijaya Patil, Weng Marc Lim, Hema Date, Naveen Donthu, S Kumar","doi":"10.1108/mip-05-2023-0230","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0230","url":null,"abstract":"PurposeThis study aims to examine the intricate relationships in the making of a box office through a stakeholder lens that considers the influence of filmmakers and theatres on moviegoers' intention to watch a movie at the theatre.Design/methodology/approachEmploying covariance-based structural equation modelling (CB-SEM), this study analyses survey data on cinema-going experience collected from 673 moviegoers in digital era of a new normal.FindingsThe findings elucidate that movie branding, movie genre and theatre preference positively influence moviegoers' intention to watch a movie at the theatre. Furthermore, the study unveils that theatre preference is swayed by an array of personal and social factors, including control belief and social companion. Intriguingly, promotional elements, both commercial and non-commercial, were found to influence movie branding, yet not the genre when predicting theatre attendance intentions.Research limitations/implicationsAmid the burgeoning alternatives for watching movies (e.g. cable television and online streaming platforms), this article offers a contemporary exploration of the variables that motivate audiences to partake in the cinema-going experience, thereby serving as a proxy to decipher the factors that drive a movie's box-office success in digital era.Originality/valueUnlike prior studies relying on archival data, the present study collects and uses survey data to develop a novel stakeholder theory-based marketing framework for the box office and moviegoers. The study also provides seminal insights on the box office and moviegoers in the digital era of a new normal.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"75 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125998686","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 : 2023-08-09DOI: 10.1108/mip-05-2023-0223
N. Rana, Anurag Singh, Satyanarayana Parayitam, Anubhav A. Mishra, Deepa Bhatt Mishra
PurposeThe pandemic has severely affected sharing economy businesses specially ride-hailing services due to high levels of human-touch points. This research investigates the impact of COVID-19 infodemic, identification, and emotional support on intention to use ride-hailing. The authors further examine the moderating effects of internalization, compliance, social currency and informational support in the proposed conceptual model.Design/methodology/approachThe data were collected from 412 respondents from Delhi in India, and hypothesized relationships were tested using hierarchical regression.FindingsThe results indicate that COVID-19 infodemic has a negative association with intention to use ride-hailing. Identification and emotional support show a positive association with intention to use ride-hailing. The results also support internalization and compliance as moderators between infodemic, identification and intention to use ride-hailing. Further, social currency and information support moderate the relationship between emotional support and intention to use.Originality/valueThis is the first research, which adds to the expanding literature on ride-hailing, especially during the post-pandemic period of “new normal”.
{"title":"The influence of social drivers on using ride-hailing services","authors":"N. Rana, Anurag Singh, Satyanarayana Parayitam, Anubhav A. Mishra, Deepa Bhatt Mishra","doi":"10.1108/mip-05-2023-0223","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0223","url":null,"abstract":"PurposeThe pandemic has severely affected sharing economy businesses specially ride-hailing services due to high levels of human-touch points. This research investigates the impact of COVID-19 infodemic, identification, and emotional support on intention to use ride-hailing. The authors further examine the moderating effects of internalization, compliance, social currency and informational support in the proposed conceptual model.Design/methodology/approachThe data were collected from 412 respondents from Delhi in India, and hypothesized relationships were tested using hierarchical regression.FindingsThe results indicate that COVID-19 infodemic has a negative association with intention to use ride-hailing. Identification and emotional support show a positive association with intention to use ride-hailing. The results also support internalization and compliance as moderators between infodemic, identification and intention to use ride-hailing. Further, social currency and information support moderate the relationship between emotional support and intention to use.Originality/valueThis is the first research, which adds to the expanding literature on ride-hailing, especially during the post-pandemic period of “new normal”.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"117 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133112176","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 : 2023-08-07DOI: 10.1108/mip-10-2022-0481
Bo Wang, Tingting Xie
PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.
{"title":"Effect of discount frame on consumer responses: moderation of psychological distance and product nature","authors":"Bo Wang, Tingting Xie","doi":"10.1108/mip-10-2022-0481","DOIUrl":"https://doi.org/10.1108/mip-10-2022-0481","url":null,"abstract":"PurposeAccording to construal level theory, close (versus far) psychological distance is associated with low (versus high) construal level. Despite the evidence for discount frame effect, it is unclear whether psychological distance and product nature play moderating roles. In addition, little has been known whether the effect of discount frame can extend to other dependent variables such as willingness to pay (WTP). Driven by construal level theory, five experiments were conducted to explore whether the effect of discount frame is dependent on psychological distance and product nature (i.e. utilitarian versus hedonic product).Design/methodology/approachThe experimental method was used, with discount frame, psychological distance and product type as the independent variables and purchase intention, attitude towards the advertisement, perceived value and WTP as the dependent variables. Participants were presented with promotion scenarios in which psychological distance and discount format were manipulated. In order to test the generalizability of results, promotional scenarios for both utilitarian (i.e. backpack bag and shampoo) and hedonic products (i.e. scenery ticket and perfume) were presented. Data were collected via the online experiment platform (i.e. www.Credamo.com).FindingsThe authors found an interaction between discount frame and spatial distance in that consumers had more positive attitude toward percent off than amount off under near-spatial distance. However, no interaction was observed between discount frame and temporal, social or hypothetical distance.Originality/valueTaken together, the current study for the first time reveals that the effect of discount frame is contingent on a specific dimension of psychological distance (i.e. spatial distance), regardless of whether the product is utilitarian or hedonic. Findings from this study for the first time pose a challenge to the notion that construal-level match necessarily leads to more favorable consumer responses, suggesting that there may be a unique mechanism underlying the joint effects of spatial distance and discount frame. The current findings can provide important implications for marketers and retailers in an effort to design effective promotional messages.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129935605","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}
PurposeThis review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.Design/methodology/approachThis study adopted an integrative literature review method to synthesize and assess the brand hate literature.FindingsThe synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.Research limitations/implicationsThe synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.Practical implicationsThe finding will help marketers, specially brand managers, craft strategies to handle brand hate.Originality/valueThe brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.
{"title":"Two decades of brand hate research: a review and research agenda","authors":"Ramesh Kumar, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Komal Dhanda, Raiswa Saha, Richa Dahiya","doi":"10.1108/mip-01-2023-0030","DOIUrl":"https://doi.org/10.1108/mip-01-2023-0030","url":null,"abstract":"PurposeThis review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.Design/methodology/approachThis study adopted an integrative literature review method to synthesize and assess the brand hate literature.FindingsThe synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.Research limitations/implicationsThe synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.Practical implicationsThe finding will help marketers, specially brand managers, craft strategies to handle brand hate.Originality/valueThe brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132232774","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 : 2023-08-01DOI: 10.1108/mip-06-2023-0246
K. Koay, Weng Marc Lim, Simran Kaur, Kimberly Soh, W. Poon
PurposeThis study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory.Design/methodology/approachThis study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM).FindingsContrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions.Originality/valueThis study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape.
{"title":"How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships","authors":"K. Koay, Weng Marc Lim, Simran Kaur, Kimberly Soh, W. Poon","doi":"10.1108/mip-06-2023-0246","DOIUrl":"https://doi.org/10.1108/mip-06-2023-0246","url":null,"abstract":"PurposeThis study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory.Design/methodology/approachThis study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM).FindingsContrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions.Originality/valueThis study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"172 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123195381","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 : 2023-07-31DOI: 10.1108/mip-07-2022-0289
Yufan Wang, Michael Song, Haili Zhang, Sansan Monest Sib
PurposeFirms aiming to enhance firm performance require specific investment and qualification of capability. However, the relationship between these factors and firm performance is influenced by boundary conditions. This study focuses on the role of shared values as a governance mechanism in moderating the relationship between specific investment, qualification of capability, and firm performance.Design/methodology/approachDrawing on transaction cost analysis, the authors develop a theoretical model to explore how shared values moderate the relationship between specific investment, qualification of capability, and firm performance. The authors collected data from 156 firms in Cote d’Ivoire, resulting in a sample of 216 observations. The authors employed hierarchical regression analysis and the “pick-a-point approach” to examine how specific investment and qualification of capability impact firm performance at different levels of shared values.FindingsThe results indicate that specific investment and qualification of capability have a partially positive impact on firm performance. Interestingly, shared values are an important moderating variable, acting as a boundary condition that affects the relationship between specific investment, qualification of capability, and firm performance. Specifically, specific investment leads to excellent firm performance only when shared values are not sufficiently high, whereas qualification of capability leads to superior firm performance only when shared values are sufficiently high.Research limitations/implicationsThis study has three research implications. First, this study enriches TCA literature by identifying shared values as a boundary condition and examining the moderating role of shared values. Second, the study findings discover new insights into how specific investment and qualification of capability enhance or inhabit organizational performance at different levels of shared values. Third, this study extends the existing research and reveals the specific conditions for positive or negative relationships between specific investment and organizational performance and qualification of capability and organizational performance.Practical implicationsFirst, compared to specific investment, qualification of capability has greater effect on organizational performance. Second, when considering whether to increase specific investment or/and improve qualification of capability, executives are encouraged to first evaluate their firm's level of shared values and then make appropriate strategic decision accordingly. Third, six tactics are recommended for enhancing shared values.Originality/valueThis study enriches the literature on transaction cost analysis and contributes to understanding the moderating role of shared values. The findings shed light on the specific investment, qualification of capability, and firm performance relationships. Additionally, this research highlights the importance of considering shared
{"title":"Do specific investment and qualification of capability foster or impede firm performance: the moderating role of shared values","authors":"Yufan Wang, Michael Song, Haili Zhang, Sansan Monest Sib","doi":"10.1108/mip-07-2022-0289","DOIUrl":"https://doi.org/10.1108/mip-07-2022-0289","url":null,"abstract":"PurposeFirms aiming to enhance firm performance require specific investment and qualification of capability. However, the relationship between these factors and firm performance is influenced by boundary conditions. This study focuses on the role of shared values as a governance mechanism in moderating the relationship between specific investment, qualification of capability, and firm performance.Design/methodology/approachDrawing on transaction cost analysis, the authors develop a theoretical model to explore how shared values moderate the relationship between specific investment, qualification of capability, and firm performance. The authors collected data from 156 firms in Cote d’Ivoire, resulting in a sample of 216 observations. The authors employed hierarchical regression analysis and the “pick-a-point approach” to examine how specific investment and qualification of capability impact firm performance at different levels of shared values.FindingsThe results indicate that specific investment and qualification of capability have a partially positive impact on firm performance. Interestingly, shared values are an important moderating variable, acting as a boundary condition that affects the relationship between specific investment, qualification of capability, and firm performance. Specifically, specific investment leads to excellent firm performance only when shared values are not sufficiently high, whereas qualification of capability leads to superior firm performance only when shared values are sufficiently high.Research limitations/implicationsThis study has three research implications. First, this study enriches TCA literature by identifying shared values as a boundary condition and examining the moderating role of shared values. Second, the study findings discover new insights into how specific investment and qualification of capability enhance or inhabit organizational performance at different levels of shared values. Third, this study extends the existing research and reveals the specific conditions for positive or negative relationships between specific investment and organizational performance and qualification of capability and organizational performance.Practical implicationsFirst, compared to specific investment, qualification of capability has greater effect on organizational performance. Second, when considering whether to increase specific investment or/and improve qualification of capability, executives are encouraged to first evaluate their firm's level of shared values and then make appropriate strategic decision accordingly. Third, six tactics are recommended for enhancing shared values.Originality/valueThis study enriches the literature on transaction cost analysis and contributes to understanding the moderating role of shared values. The findings shed light on the specific investment, qualification of capability, and firm performance relationships. Additionally, this research highlights the importance of considering shared","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"79 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133297176","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 : 2023-07-25DOI: 10.1108/mip-03-2023-0097
Rambabu Lavuri, Park Thaichon
PurposeThe study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets.Design/methodology/approachThe data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.FindingsThe study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents.Originality/valueThis research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.
{"title":"Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics","authors":"Rambabu Lavuri, Park Thaichon","doi":"10.1108/mip-03-2023-0097","DOIUrl":"https://doi.org/10.1108/mip-03-2023-0097","url":null,"abstract":"PurposeThe study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets.Design/methodology/approachThe data were collected from customers with recent compulsive shopping experiences at an online retail store. This study collected 469 original survey responses employing purposive sampling and data analyzed with covariance-based structural equation modeling and used segmentation analysis.FindingsThe study results indicated that extrinsic (stimulus) factors, such as shop environment, PA and stimulation factors positively impacted shoppers’ impulsive buying tendency (IBT), whereas product characteristics did not affect shoppers’ IBT. Similarly, IBT (organism) influenced compulsive purchase, as did a favorable mediating relationship between extrinsic factors (stimulus factors) and shoppers’ compulsive purchase (response factor). Moreover, segmentation results showed that female consumers had more IBT and compulsive buying behavior than male respondents.Originality/valueThis research adds to the corpus of information concerning impulsive and compulsive buying behavior. As this study incorporates the Stimulus-Organism-Response paradigm, new findings emerge; using this paradigm allows for the testing of new linkages to better understand consumers’ impulsive and compulsive behavior.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133972839","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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