Abstract The current study sought to fill a gap in the literature by examining how advertising’s affective and cognitive values influence compulsive purchasing on Instagram. To do so, we considered the roles of hedonic and utilitarian browsing and customer anxiety. To achieve the stated purpose of this study, an applied research method was utilized, and the data were collected through an online survey. To analyze the data, the structural equation modeling using partial least squares was applied. The results showed that advertising’s affective and cognitive values have an effect on hedonic and utilitarian browsing and, consequently, the urge to buy impulsively and compulsively. The findings also revealed that the customer anxiety was an influential variable for compulsive buying and an impressible variable for the urge to buy impulsively. This study may benefit entrepreneurs in the realm of transitional economies to attract customers by controlling environmental stimuli that influence customers’ Instagram searches and, ultimately, their buying behavior.
{"title":"The Impact of Advertising Values on Impulsive and Compulsive Buying","authors":"Neda Sharifi Asadi Malafe, Shahrbano Gholipour Fereydoni, Seyed Ali Nabavi Chashmi","doi":"10.1080/15332861.2022.2057122","DOIUrl":"https://doi.org/10.1080/15332861.2022.2057122","url":null,"abstract":"Abstract The current study sought to fill a gap in the literature by examining how advertising’s affective and cognitive values influence compulsive purchasing on Instagram. To do so, we considered the roles of hedonic and utilitarian browsing and customer anxiety. To achieve the stated purpose of this study, an applied research method was utilized, and the data were collected through an online survey. To analyze the data, the structural equation modeling using partial least squares was applied. The results showed that advertising’s affective and cognitive values have an effect on hedonic and utilitarian browsing and, consequently, the urge to buy impulsively and compulsively. The findings also revealed that the customer anxiety was an influential variable for compulsive buying and an impressible variable for the urge to buy impulsively. This study may benefit entrepreneurs in the realm of transitional economies to attract customers by controlling environmental stimuli that influence customers’ Instagram searches and, ultimately, their buying behavior.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"349 - 394"},"PeriodicalIF":4.3,"publicationDate":"2022-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45651291","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-18DOI: 10.1080/15332861.2022.2049112
Arijit Bhattacharya
Abstract Social media influencer-based marketing has caught the attention of brands as a new communication channel to influence target customers. During the interaction between influencer and followers, the latter display parasocial interaction (PSI)—a one-sided emotional attachment style of the followers to the influencer which may influence profitable marketing outcomes. In this context, this study aims to hypothesize and empirically test a conceptual model of PSI with antecedents, outcomes, and the moderating role of gender using a structural modeling approach. Findings of the study, in general, support the extant literature; however, the role of gender produces a contrary result. The research contributes to knowledge creation in PSI in the social media domain. Research implications for both academicians and managers along with limitations and future directions are discussed.
{"title":"Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach","authors":"Arijit Bhattacharya","doi":"10.1080/15332861.2022.2049112","DOIUrl":"https://doi.org/10.1080/15332861.2022.2049112","url":null,"abstract":"Abstract Social media influencer-based marketing has caught the attention of brands as a new communication channel to influence target customers. During the interaction between influencer and followers, the latter display parasocial interaction (PSI)—a one-sided emotional attachment style of the followers to the influencer which may influence profitable marketing outcomes. In this context, this study aims to hypothesize and empirically test a conceptual model of PSI with antecedents, outcomes, and the moderating role of gender using a structural modeling approach. Findings of the study, in general, support the extant literature; however, the role of gender produces a contrary result. The research contributes to knowledge creation in PSI in the social media domain. Research implications for both academicians and managers along with limitations and future directions are discussed.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"272 - 292"},"PeriodicalIF":4.3,"publicationDate":"2022-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42696533","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-16DOI: 10.1080/15332861.2022.2049113
Lina Xu, A. Roy, Mihai Niculescu
Abstract Whereas much research has looked at how recommendation systems influence online purchase intentions, this article illustrates the dual process model by which they occur. Using two studies, we fill the research void in interactive marketing by demonstrating how the dual processes of social proof and risk avoidance mediate the impact of recommendation labels on consumer decision-making contingent upon their level of involvement. Study 1 (n = 73), used a mixed-subjects design with a college student sample to demonstrate that both types of recommendation labels will lead to higher purchase intentions in an online setting. Most importantly, it provides evidence for the main effect of our theoretical model across different product categories. Study 2 (n = 160) provides support for our remaining four hypotheses by demonstrating the underlying process through which recommendation labels have a two-fold effect on purchase intentions. Specifically, the recommendation label increased the risk avoidance effect for high-involvement consumers and enhanced the social proof effect for low-involvement consumers. In both cases, the recommendation labels increased purchase intentions. Implications of our findings for theoretical and practical contributions and future directions are also explored.
{"title":"A Dual Process Model of the Influence of Recommender Systems on Purchase Intentions in Online Shopping Environments","authors":"Lina Xu, A. Roy, Mihai Niculescu","doi":"10.1080/15332861.2022.2049113","DOIUrl":"https://doi.org/10.1080/15332861.2022.2049113","url":null,"abstract":"Abstract Whereas much research has looked at how recommendation systems influence online purchase intentions, this article illustrates the dual process model by which they occur. Using two studies, we fill the research void in interactive marketing by demonstrating how the dual processes of social proof and risk avoidance mediate the impact of recommendation labels on consumer decision-making contingent upon their level of involvement. Study 1 (n = 73), used a mixed-subjects design with a college student sample to demonstrate that both types of recommendation labels will lead to higher purchase intentions in an online setting. Most importantly, it provides evidence for the main effect of our theoretical model across different product categories. Study 2 (n = 160) provides support for our remaining four hypotheses by demonstrating the underlying process through which recommendation labels have a two-fold effect on purchase intentions. Specifically, the recommendation label increased the risk avoidance effect for high-involvement consumers and enhanced the social proof effect for low-involvement consumers. In both cases, the recommendation labels increased purchase intentions. Implications of our findings for theoretical and practical contributions and future directions are also explored.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"432 - 453"},"PeriodicalIF":4.3,"publicationDate":"2022-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47174387","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-14DOI: 10.1080/15332861.2022.2045767
Swapan Kumar Saha, Paulo Duarte, S. Silva, Guijun Zhuang
Abstract This article investigates the effects of online convenience and shopping experience on consumer satisfaction and future purchase decisions by applying a different view to explain the customers’ increasing experience with online shopping in the Chinese growing market. Data from 226 Chinese consumers used to buy online are used to analyze the proposed research model through Partial Least Squares Structural Path Modeling. The findings show that the intention to purchase is enhanced by customer satisfaction and shopping experiences and that satisfaction plays a mediating role in these relationships. Additionally, the results show that search and post-possession dimensions have the most influence on online shopping convenience. In contrast, access (ACC), transaction (TRA), and possession (POS) convenience have an indirect negative impact on future purchase intention. The findings offer actionable guidance to online retailers wanting to enhance customer satisfaction and promote future purchase intentions by helping retailers who are doing business or planning to do business online in China. Offering additional suggestions on how to foster online satisfaction, the study’s conclusions help improve the effectiveness of e-commerce strategy. The current study also extends previous work on service convenience by validating the impact of online shopping convenience (SCV) on customer satisfaction and repurchase intention.
{"title":"The Role of Online Experience in the Relationship Between Service Convenience and Future Purchase Intentions","authors":"Swapan Kumar Saha, Paulo Duarte, S. Silva, Guijun Zhuang","doi":"10.1080/15332861.2022.2045767","DOIUrl":"https://doi.org/10.1080/15332861.2022.2045767","url":null,"abstract":"Abstract This article investigates the effects of online convenience and shopping experience on consumer satisfaction and future purchase decisions by applying a different view to explain the customers’ increasing experience with online shopping in the Chinese growing market. Data from 226 Chinese consumers used to buy online are used to analyze the proposed research model through Partial Least Squares Structural Path Modeling. The findings show that the intention to purchase is enhanced by customer satisfaction and shopping experiences and that satisfaction plays a mediating role in these relationships. Additionally, the results show that search and post-possession dimensions have the most influence on online shopping convenience. In contrast, access (ACC), transaction (TRA), and possession (POS) convenience have an indirect negative impact on future purchase intention. The findings offer actionable guidance to online retailers wanting to enhance customer satisfaction and promote future purchase intentions by helping retailers who are doing business or planning to do business online in China. Offering additional suggestions on how to foster online satisfaction, the study’s conclusions help improve the effectiveness of e-commerce strategy. The current study also extends previous work on service convenience by validating the impact of online shopping convenience (SCV) on customer satisfaction and repurchase intention.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"244 - 271"},"PeriodicalIF":4.3,"publicationDate":"2022-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47722954","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-28DOI: 10.1080/15332861.2022.2042968
M. Hafez
Abstract In the era of Marketing 5.0, crafting a favorable brand attitude and engaging consumers with a banking brand has become the most critical and challenging task for bank marketers to enhance overall brand equity. Previous research did not suggest how effectively social media marketing efforts enhance overall brand equity in the financial service sector. In response to this gap, this study aims to examine how social media marketing efforts (SMME) influence overall brand equity (OBE) through consumer brand engagement (CBE) and brand attitude (BAtt) in the banking sector in Bangladesh. Furthermore, brand trust (BT) is tested as a moderator of SMME and CBE. The data were obtained by a self-administered questionnaire from a total of 263 banking consumers in Bangladesh using a systematic sampling method. Structural equation modeling (SEM) was used to investigate hypothesized relationships. The results indicated that SMM efforts directly influence CBE and BAtt. CBE and BAtt partially mediate the relationship between SMME and OBE. Moreover, the results confirmed the moderating role of brand trust on the link between SMME and CBE. The findings of this research offer significant implications for building overall brand equity in the social media marketing perspective, particularly for the banking sector.
{"title":"The Nexus Between Social Media Marketing Efforts and Overall Brand Equity in the Banking Sector in Bangladesh: Testing a Moderated Mediation Model","authors":"M. Hafez","doi":"10.1080/15332861.2022.2042968","DOIUrl":"https://doi.org/10.1080/15332861.2022.2042968","url":null,"abstract":"Abstract In the era of Marketing 5.0, crafting a favorable brand attitude and engaging consumers with a banking brand has become the most critical and challenging task for bank marketers to enhance overall brand equity. Previous research did not suggest how effectively social media marketing efforts enhance overall brand equity in the financial service sector. In response to this gap, this study aims to examine how social media marketing efforts (SMME) influence overall brand equity (OBE) through consumer brand engagement (CBE) and brand attitude (BAtt) in the banking sector in Bangladesh. Furthermore, brand trust (BT) is tested as a moderator of SMME and CBE. The data were obtained by a self-administered questionnaire from a total of 263 banking consumers in Bangladesh using a systematic sampling method. Structural equation modeling (SEM) was used to investigate hypothesized relationships. The results indicated that SMM efforts directly influence CBE and BAtt. CBE and BAtt partially mediate the relationship between SMME and OBE. Moreover, the results confirmed the moderating role of brand trust on the link between SMME and CBE. The findings of this research offer significant implications for building overall brand equity in the social media marketing perspective, particularly for the banking sector.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"293 - 320"},"PeriodicalIF":4.3,"publicationDate":"2022-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46811703","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-22DOI: 10.1080/15332861.2022.2042116
Wojciech Trzebiński, Beata Marciniak
Abstract Gaining and responding to consumer interest in offered products is critical in e-commerce communication. When exposed to product-attribute information, e-commerce consumers may be interested in the meaning or importance of the presented attributes. Two online experiments with Polish young adults demonstrate that consumer interest in those types of information is related to product self-relevance (i.e., whether consumers consider buying a product for themselves vs. they are merely evaluating the product). Namely, in the high (vs. low) self-relevance condition, consumers are less interested in importance-type information (i.e., they seek it less from consultants and retrieve it less from their knowledge while sharing their opinions online). Moreover, in the high (vs. low) self-relevance condition, consumers retrieve more meaning-type information while sharing opinions online. Additionally, consumers sharing online opinions retrieve more importance-type information when processing more analytically. The above findings extend the existing literature by linking product self-relevance and information processing with e-commerce consumer interest in product information. The results may be helpful for e-commerce marketers and managers who aim to gain and respond to consumer interest in specific types of product information.
{"title":"Meaning or Importance? E-commerce Consumers Interest in Product Features Presented in Online Offerings: The Role of Self-Relevance and Information Processing","authors":"Wojciech Trzebiński, Beata Marciniak","doi":"10.1080/15332861.2022.2042116","DOIUrl":"https://doi.org/10.1080/15332861.2022.2042116","url":null,"abstract":"Abstract Gaining and responding to consumer interest in offered products is critical in e-commerce communication. When exposed to product-attribute information, e-commerce consumers may be interested in the meaning or importance of the presented attributes. Two online experiments with Polish young adults demonstrate that consumer interest in those types of information is related to product self-relevance (i.e., whether consumers consider buying a product for themselves vs. they are merely evaluating the product). Namely, in the high (vs. low) self-relevance condition, consumers are less interested in importance-type information (i.e., they seek it less from consultants and retrieve it less from their knowledge while sharing their opinions online). Moreover, in the high (vs. low) self-relevance condition, consumers retrieve more meaning-type information while sharing opinions online. Additionally, consumers sharing online opinions retrieve more importance-type information when processing more analytically. The above findings extend the existing literature by linking product self-relevance and information processing with e-commerce consumer interest in product information. The results may be helpful for e-commerce marketers and managers who aim to gain and respond to consumer interest in specific types of product information.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"224 - 243"},"PeriodicalIF":4.3,"publicationDate":"2022-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49138728","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 : 2021-12-31DOI: 10.1080/15332861.2021.2021582
I. Mir
Abstract Online shopping is a well-recognized business and user activity. Moved by utilitarian and hedonic motives, millions of users visit online stores daily. Literature indicates users’ self-escapism as a crucial hedonic motivation of online shopping engagement. Yet, its influence has rarely been studied on users’ online shopping cart use and buying behavior. The current study assesses the dimensionality of users’ self-escapism motivation of online shopping engagement and its direct and mediated influence on their online shopping cart use and buying behavior. The data were gathered from 308 users of daraz.com and aliexpress.com in Pakistan using an offline survey. The findings indicate users’ self-escapism motivation of online shopping engagement as a two-dimensional construct consisting of self-suppression and self-expansion factors. Users’ self-escapism motivation of online shopping engagement directly but partially influences their online shopping cart use. The flow state and affective attitude toward online shopping play a significant mediating role during users’ online shopping engagement. In addition, users’ self-escapism motivated online shopping cart use influences their online buying behavior. The current study provides important insights about those users who engage in online shopping to regulate the self. Retailers can apply these insights to make the online stores desired spaces for such users and influence them to buy online.
{"title":"Self-Escapism Motivated Online Shopping Engagement: A Determinant of Users’ Online Shopping Cart Use and Buying Behavior","authors":"I. Mir","doi":"10.1080/15332861.2021.2021582","DOIUrl":"https://doi.org/10.1080/15332861.2021.2021582","url":null,"abstract":"Abstract Online shopping is a well-recognized business and user activity. Moved by utilitarian and hedonic motives, millions of users visit online stores daily. Literature indicates users’ self-escapism as a crucial hedonic motivation of online shopping engagement. Yet, its influence has rarely been studied on users’ online shopping cart use and buying behavior. The current study assesses the dimensionality of users’ self-escapism motivation of online shopping engagement and its direct and mediated influence on their online shopping cart use and buying behavior. The data were gathered from 308 users of daraz.com and aliexpress.com in Pakistan using an offline survey. The findings indicate users’ self-escapism motivation of online shopping engagement as a two-dimensional construct consisting of self-suppression and self-expansion factors. Users’ self-escapism motivation of online shopping engagement directly but partially influences their online shopping cart use. The flow state and affective attitude toward online shopping play a significant mediating role during users’ online shopping engagement. In addition, users’ self-escapism motivated online shopping cart use influences their online buying behavior. The current study provides important insights about those users who engage in online shopping to regulate the self. Retailers can apply these insights to make the online stores desired spaces for such users and influence them to buy online.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"40 - 73"},"PeriodicalIF":4.3,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43600102","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 : 2021-12-17DOI: 10.1080/15332861.2021.2011598
Soma Amol Dhaigude, B. Mohan
Abstract This paper outlines the main areas and latest developments of logistics service quality (LSQ) in the context of business to consumer (B2C) online shopping and proposes future research directions. More specifically, this paper has three objectives: What is the status of research of LSQ in B2C e-tailing? Which themes involving the field are the most popular among scholars? What are the possibilities for future research? This study examined a sample of 177 papers from the Scopus and ISI Web of Science databases to find research activity on LSQ in B2C online shopping between 2001 and early 2021 using bibliometric analysis. The methodology involves selecting, analyzing, and classifying 177 papers into authors, journals, time, focus areas, keywords, country, citation, co-citation, and thematic distribution analysis. Four major themes have emerged, LSQ for integrating traditional retail with omnichannel retail; LSQ and inventory management; LSQ and supply chain collaboration and LSQ transformation to E-LSQ. It gives researchers and scholars information to help them work on new developments of LSQ in B2C e-tailing and create strategies, models, and structures for increasing firm performance and customer satisfaction.
摘要本文概述了B2C网络购物背景下物流服务质量(LSQ)研究的主要领域和最新进展，并提出了未来的研究方向。更具体地说，本文的研究目标有三个:B2C电子商务中LSQ的研究现状如何?哪些涉及该领域的主题在学者中最受欢迎?未来研究的可能性是什么?本研究从Scopus和ISI Web of Science数据库中选取177篇论文作为样本，利用文献计量学分析方法找出2001年至2021年初B2C在线购物中LSQ的研究活动。该方法包括选择、分析177篇论文，并将其分类为作者、期刊、时间、重点领域、关键词、国家、引文、共引和专题分布分析。四大主题已经出现:LSQ整合传统零售与全渠道零售;LSQ和库存管理;LSQ与供应链协作及LSQ向E-LSQ的转变。它为研究人员和学者提供了信息，帮助他们研究B2C电子零售中LSQ的新发展，并为提高企业绩效和客户满意度创建策略、模型和结构。
{"title":"Logistics Service Quality in Online Shopping: A Bibliometric Analysis","authors":"Soma Amol Dhaigude, B. Mohan","doi":"10.1080/15332861.2021.2011598","DOIUrl":"https://doi.org/10.1080/15332861.2021.2011598","url":null,"abstract":"Abstract This paper outlines the main areas and latest developments of logistics service quality (LSQ) in the context of business to consumer (B2C) online shopping and proposes future research directions. More specifically, this paper has three objectives: What is the status of research of LSQ in B2C e-tailing? Which themes involving the field are the most popular among scholars? What are the possibilities for future research? This study examined a sample of 177 papers from the Scopus and ISI Web of Science databases to find research activity on LSQ in B2C online shopping between 2001 and early 2021 using bibliometric analysis. The methodology involves selecting, analyzing, and classifying 177 papers into authors, journals, time, focus areas, keywords, country, citation, co-citation, and thematic distribution analysis. Four major themes have emerged, LSQ for integrating traditional retail with omnichannel retail; LSQ and inventory management; LSQ and supply chain collaboration and LSQ transformation to E-LSQ. It gives researchers and scholars information to help them work on new developments of LSQ in B2C e-tailing and create strategies, models, and structures for increasing firm performance and customer satisfaction.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"157 - 188"},"PeriodicalIF":4.3,"publicationDate":"2021-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59886603","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 : 2021-12-13DOI: 10.1080/15332861.2021.2011597
C. Valmohammadi, Roghayeh Taraz, Rasoul Mehdikhani
Abstract Today, companies must create brand community identification on social media in order to transition from traditional marketing to online marketing. This transition can increase advertising in online platforms, the customers’ trust in the brand and, ultimately, their refusal to buy and use rival brands in competitive online environments. This study investigates the effects of brand community identification on consumer behavior of online brand communities which consists of social media community users. The sample size includes 245 observations (Facebook, Instagram, and other social networks users) in Iran. After an in-depth review of the relevant literature, a conceptual model was developed and the proposed hypotheses were tested using Structural Equation Modeling technique. Results indicate that brand community identification in online brand communities has important and different effects on customer behavior, so companies could use it to support their online marketing strategies. Ultimately, companies would be able to create a unique sense in customers who avoid buying and using competitor brands.
{"title":"The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities","authors":"C. Valmohammadi, Roghayeh Taraz, Rasoul Mehdikhani","doi":"10.1080/15332861.2021.2011597","DOIUrl":"https://doi.org/10.1080/15332861.2021.2011597","url":null,"abstract":"Abstract Today, companies must create brand community identification on social media in order to transition from traditional marketing to online marketing. This transition can increase advertising in online platforms, the customers’ trust in the brand and, ultimately, their refusal to buy and use rival brands in competitive online environments. This study investigates the effects of brand community identification on consumer behavior of online brand communities which consists of social media community users. The sample size includes 245 observations (Facebook, Instagram, and other social networks users) in Iran. After an in-depth review of the relevant literature, a conceptual model was developed and the proposed hypotheses were tested using Structural Equation Modeling technique. Results indicate that brand community identification in online brand communities has important and different effects on customer behavior, so companies could use it to support their online marketing strategies. Ultimately, companies would be able to create a unique sense in customers who avoid buying and using competitor brands.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"74 - 96"},"PeriodicalIF":4.3,"publicationDate":"2021-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44572110","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 : 2021-12-08DOI: 10.1080/15332861.2021.2011600
L. Copeland, Jewon Lyu, Jin K. Han
Abstract The effectiveness of celebrity influencers on consumers’ responses in social media ads is under-explored yet critical for marketers to practice better communication strategies to young Instagram users. Therefore, the purpose of this study is to examine how young Instagram users (e.g., generation Z and millennials) establish consumer-brand relationships (i.e., parasocial interaction, related closeness) through perceived values toward an Instagram ad (i.e., similarity/likability, perceived interactivity, exposure/openness), especially between familiar versus unfamiliar models. Through the lens of Parasocial Interaction Theory, relationship strength is differentiated depending on types of content, thus this study scrutinizes the effects of the relationship between consumers and familiarity of models on positive relationship building and the variables associated with and influence that relationship. An online survey of 274 Instagram users was conducted via Amazon Mturk. Data analyses were conducted, using SPSS 25.0 and a multigroup structural equation modeling was utilized, using AMOS 22.0, to test the suggested relationships. The study findings provide insights to marketers on how to practice better social media marketing strategies by collaborating with influencers/celebrities and exhibit effective and relevant marketing campaigns to targeted audiences. Our study results confirmed likeability as one of the strongest predictors for parasocial interaction which is in line with the findings from previous studies regarding Parasocial Interaction Theory. Though openness was addressed and confirmed as one of critical factors that lead consumers’ PSI, our finding demonstrates that importance of openness matters for only familiar models. Future research is explored.
{"title":"Does Familiarity Matter? Examining Model Familiarity in Instagram Advertisements","authors":"L. Copeland, Jewon Lyu, Jin K. Han","doi":"10.1080/15332861.2021.2011600","DOIUrl":"https://doi.org/10.1080/15332861.2021.2011600","url":null,"abstract":"Abstract The effectiveness of celebrity influencers on consumers’ responses in social media ads is under-explored yet critical for marketers to practice better communication strategies to young Instagram users. Therefore, the purpose of this study is to examine how young Instagram users (e.g., generation Z and millennials) establish consumer-brand relationships (i.e., parasocial interaction, related closeness) through perceived values toward an Instagram ad (i.e., similarity/likability, perceived interactivity, exposure/openness), especially between familiar versus unfamiliar models. Through the lens of Parasocial Interaction Theory, relationship strength is differentiated depending on types of content, thus this study scrutinizes the effects of the relationship between consumers and familiarity of models on positive relationship building and the variables associated with and influence that relationship. An online survey of 274 Instagram users was conducted via Amazon Mturk. Data analyses were conducted, using SPSS 25.0 and a multigroup structural equation modeling was utilized, using AMOS 22.0, to test the suggested relationships. The study findings provide insights to marketers on how to practice better social media marketing strategies by collaborating with influencers/celebrities and exhibit effective and relevant marketing campaigns to targeted audiences. Our study results confirmed likeability as one of the strongest predictors for parasocial interaction which is in line with the findings from previous studies regarding Parasocial Interaction Theory. Though openness was addressed and confirmed as one of critical factors that lead consumers’ PSI, our finding demonstrates that importance of openness matters for only familiar models. Future research is explored.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"97 - 121"},"PeriodicalIF":4.3,"publicationDate":"2021-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45993926","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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