Pub Date : 2021-08-10DOI: 10.1080/15332861.2021.1955461
A. Zarei, Hamta Farjoo, Hooshmand Bagheri Garabollagh
Abstract Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.
{"title":"How Social Media Marketing Activities (SMMAs) and Brand Equity Affect the Customer's Response: Does Overall Flow Moderate It?","authors":"A. Zarei, Hamta Farjoo, Hooshmand Bagheri Garabollagh","doi":"10.1080/15332861.2021.1955461","DOIUrl":"https://doi.org/10.1080/15332861.2021.1955461","url":null,"abstract":"Abstract Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"160 - 182"},"PeriodicalIF":4.3,"publicationDate":"2021-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49485533","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 : 2021-08-09DOI: 10.1080/15332861.2021.1955324
Anubha, Samik Shome
Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.
{"title":"Customer Engagement and Advertising Effectiveness: A Moderated Mediating Analysis","authors":"Anubha, Samik Shome","doi":"10.1080/15332861.2021.1955324","DOIUrl":"https://doi.org/10.1080/15332861.2021.1955324","url":null,"abstract":"Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"1 1","pages":""},"PeriodicalIF":4.3,"publicationDate":"2021-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49555162","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 : 2021-07-22DOI: 10.1080/15332861.2021.1950328
Maria Martins Rebouças Nery, Larissa Alves Sincorá, T. Carneiro
Abstract Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it.
{"title":"Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites","authors":"Maria Martins Rebouças Nery, Larissa Alves Sincorá, T. Carneiro","doi":"10.1080/15332861.2021.1950328","DOIUrl":"https://doi.org/10.1080/15332861.2021.1950328","url":null,"abstract":"Abstract Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"479 - 507"},"PeriodicalIF":4.3,"publicationDate":"2021-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1950328","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47055170","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 : 2021-07-14DOI: 10.1080/15332861.2021.1947741
Sonia Arora, Anupam Bawa
Abstract This research tests the personalized marketing communication (PMC) model and examines the difference in response to PMC by users and non users of surrogate shoppers. Data was gathered through a PAN India online survey from users and non users of surrogate shoppers in the travel and finance sectors. Using the conceptual lens of stimulus organism response theory, and the analytical techniques of structural equation modeling and multi-group analysis, this study finds that even though many hypothesized relationships in the PMC model do not hold, usefulness emerges as an important construct even in the face of privacy concerns, and that users and non users of surrogate shoppers differ in their response to PMC with users of surrogate shoppers not showing the responses expected typically of consumers. While targeting non users of surrogate shoppers especially, marketing managers should infuse PMC with usefulness and address privacy concerns of the target market.
{"title":"Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers","authors":"Sonia Arora, Anupam Bawa","doi":"10.1080/15332861.2021.1947741","DOIUrl":"https://doi.org/10.1080/15332861.2021.1947741","url":null,"abstract":"Abstract This research tests the personalized marketing communication (PMC) model and examines the difference in response to PMC by users and non users of surrogate shoppers. Data was gathered through a PAN India online survey from users and non users of surrogate shoppers in the travel and finance sectors. Using the conceptual lens of stimulus organism response theory, and the analytical techniques of structural equation modeling and multi-group analysis, this study finds that even though many hypothesized relationships in the PMC model do not hold, usefulness emerges as an important construct even in the face of privacy concerns, and that users and non users of surrogate shoppers differ in their response to PMC with users of surrogate shoppers not showing the responses expected typically of consumers. While targeting non users of surrogate shoppers especially, marketing managers should infuse PMC with usefulness and address privacy concerns of the target market.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"246 - 269"},"PeriodicalIF":4.3,"publicationDate":"2021-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1947741","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46612589","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 : 2021-05-26DOI: 10.1080/15332861.2021.1927435
Ezgi Akar
Abstract Researchers have investigated the impact of various factors on customers’ online shopping behaviors. What is not yet clear is the influence of customers’ pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers’ pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers’ pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers’ online shopping manners.
{"title":"Customers’ Online Purchase Intentions and Customer Segmentation During the Period of COVID-19 Pandemic","authors":"Ezgi Akar","doi":"10.1080/15332861.2021.1927435","DOIUrl":"https://doi.org/10.1080/15332861.2021.1927435","url":null,"abstract":"Abstract Researchers have investigated the impact of various factors on customers’ online shopping behaviors. What is not yet clear is the influence of customers’ pandemic concerns on their purchase intentions and purchasing behaviors. This study, based on a survey of 520 online customers in Turkey, aimed to investigate pandemic-related concerns on customers' purchase intentions. We analyzed its role on customer segmentation. We extended the theory of planned behavior by introducing the impact customers’ pandemic concerns. Testing the hypotheses with partial least squares, the results indicated that customers’ pandemic concerns had an impact on their purchase intentions. We also discovered three customer segments by using psychographic variables obtained from hypotheses testing. Pandemic-related concerns were revealed a determinant in customer segmentation. We provided an exciting opportunity to advance our knowledge of customer segmentation and customers’ online shopping manners.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"371 - 401"},"PeriodicalIF":4.3,"publicationDate":"2021-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1927435","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44445644","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 : 2021-05-22DOI: 10.1080/15332861.2021.1927436
Irfan Butt, B. Mukerji, M. Shareef, J. Ahmed, S. Huda
Abstract This study investigates the applicability of the technology acceptance model (TAM) for understanding consumer adoption of e-shopping within a developing country. Online surveys with Pakistani college students were conducted. Multiple linear regression revealed that perceived ease of use, trust, perceived usefulness, and shopping experience influence consumers’ attitudes toward e-shopping, emphasizing the applicability of TAM. This study further expands the TAM by incorporating trust in terms of country image, showing that trust has the most significant impact on the intention to purchase from a particular country. Moreover, the levels of trust vary most significantly between these countries, whereby Pakistani consumers are most likely to trust websites originating in developed countries, compared to those from developing countries, and trust websites belonging to their own country the least.
{"title":"Effect of Trust on e-Shopping Adoption – An Emerging Market Context","authors":"Irfan Butt, B. Mukerji, M. Shareef, J. Ahmed, S. Huda","doi":"10.1080/15332861.2021.1927436","DOIUrl":"https://doi.org/10.1080/15332861.2021.1927436","url":null,"abstract":"Abstract This study investigates the applicability of the technology acceptance model (TAM) for understanding consumer adoption of e-shopping within a developing country. Online surveys with Pakistani college students were conducted. Multiple linear regression revealed that perceived ease of use, trust, perceived usefulness, and shopping experience influence consumers’ attitudes toward e-shopping, emphasizing the applicability of TAM. This study further expands the TAM by incorporating trust in terms of country image, showing that trust has the most significant impact on the intention to purchase from a particular country. Moreover, the levels of trust vary most significantly between these countries, whereby Pakistani consumers are most likely to trust websites originating in developed countries, compared to those from developing countries, and trust websites belonging to their own country the least.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"320 - 340"},"PeriodicalIF":4.3,"publicationDate":"2021-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1927436","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44132030","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 : 2021-05-22DOI: 10.1080/15332861.2021.1927437
Jinnatul Raihan Mumu, Paolo Saona, M. Mamun, M. Azad
Abstract Purpose The goal of this paper is to critically review studies on trust in e-commerce from the gender perspective. Methodology This paper is based on a systematic literature review (SLR) and applies the bibliometric technique. SLR reduces selection bias, which helps to produce more accurate scientific conclusions. We examine 148 published studies in the Scopus database using VOSviewer and the bibliometrix package in the R statistical software program. We summarize previous findings in the form of theories and methodologies in the literature. Findings The findings show that trust in e-commerce from the gender perspective is underexplored. Specific underexplored areas include gender differences, information systems, and consumer trust and consumption patterns on social-networking sites, among others. Also, there is considerable scope for developing theories and models of cross-country variations in trust, e-commerce, and gender. Originality The previous literature did not identify the methods and the structural research constructs. This study for the first time develops generates scientific insights that will contribute to future research.
{"title":"Is Trust Gender Biased? A Bibliometric Review of Trust in E-Commerce","authors":"Jinnatul Raihan Mumu, Paolo Saona, M. Mamun, M. Azad","doi":"10.1080/15332861.2021.1927437","DOIUrl":"https://doi.org/10.1080/15332861.2021.1927437","url":null,"abstract":"Abstract Purpose The goal of this paper is to critically review studies on trust in e-commerce from the gender perspective. Methodology This paper is based on a systematic literature review (SLR) and applies the bibliometric technique. SLR reduces selection bias, which helps to produce more accurate scientific conclusions. We examine 148 published studies in the Scopus database using VOSviewer and the bibliometrix package in the R statistical software program. We summarize previous findings in the form of theories and methodologies in the literature. Findings The findings show that trust in e-commerce from the gender perspective is underexplored. Specific underexplored areas include gender differences, information systems, and consumer trust and consumption patterns on social-networking sites, among others. Also, there is considerable scope for developing theories and models of cross-country variations in trust, e-commerce, and gender. Originality The previous literature did not identify the methods and the structural research constructs. This study for the first time develops generates scientific insights that will contribute to future research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"217 - 245"},"PeriodicalIF":4.3,"publicationDate":"2021-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1927437","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41836682","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 : 2021-04-13DOI: 10.1080/15332861.2021.1907274
Robert Cutshall, Chuleeporn Changchit, H. Pham, D. Pham
Abstract Social networking website usage has been rapidly expanding ever since their introduction in the early 2000s. This strategy of social commerce is paying off with increased revenues for many businesses. Despite the growth of social commerce websites, some consumers are still reluctant to use social commerce websites. This research intends to examine the antecedents of social commerce adoption in Vietnam. Four hundred and forty-seven (447) Vietnamese social networking website users participated in this study. The findings uncover the antecedents which are significant in influencing Vietnamese consumers’ intention to engage in social commerce. The results have both practical and research implications on understanding social commerce adoption in emerging economies.
{"title":"Determinants of Social Commerce Adoption: An Empirical Study of Vietnamese Consumers","authors":"Robert Cutshall, Chuleeporn Changchit, H. Pham, D. Pham","doi":"10.1080/15332861.2021.1907274","DOIUrl":"https://doi.org/10.1080/15332861.2021.1907274","url":null,"abstract":"Abstract Social networking website usage has been rapidly expanding ever since their introduction in the early 2000s. This strategy of social commerce is paying off with increased revenues for many businesses. Despite the growth of social commerce websites, some consumers are still reluctant to use social commerce websites. This research intends to examine the antecedents of social commerce adoption in Vietnam. Four hundred and forty-seven (447) Vietnamese social networking website users participated in this study. The findings uncover the antecedents which are significant in influencing Vietnamese consumers’ intention to engage in social commerce. The results have both practical and research implications on understanding social commerce adoption in emerging economies.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"133 - 159"},"PeriodicalIF":4.3,"publicationDate":"2021-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1907274","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45521276","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 : 2021-04-09DOI: 10.1080/15332861.2021.1905474
Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar
Abstract The study aims to provide the concept of “holistic digital engagement” (HDE) in marketing and establish its psychological antecedents through brand identity, brand personality, and brand affect from the lens of social identity theory. Guided by the cross-sectional research design, the study conducts PLS-SEM analysis of 303 responses collected through a survey questionnaire. The respondents were selected through judgmental sampling design. The findings of the study indicate that brand personality, brand identity, and brand affect are the critical factors to form HDE. The mediating role of brand affect between brand identity and HDE also emerged significant in path modeling. The study advances a scholarly debate about HDE, its psychological antecedents, and how HDE differs from social media engagement (CBE). This research contributes to the emerging literature of engagement in marketing by filling a vacuum of empirical investigations on HDE from the social identity perspective. It is the first study that has established the psychological antecedents of HDE.
{"title":"Beyond Social Media Engagement: Holistic Digital Engagement and a Social Identity Perspective","authors":"Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar","doi":"10.1080/15332861.2021.1905474","DOIUrl":"https://doi.org/10.1080/15332861.2021.1905474","url":null,"abstract":"Abstract The study aims to provide the concept of “holistic digital engagement” (HDE) in marketing and establish its psychological antecedents through brand identity, brand personality, and brand affect from the lens of social identity theory. Guided by the cross-sectional research design, the study conducts PLS-SEM analysis of 303 responses collected through a survey questionnaire. The respondents were selected through judgmental sampling design. The findings of the study indicate that brand personality, brand identity, and brand affect are the critical factors to form HDE. The mediating role of brand affect between brand identity and HDE also emerged significant in path modeling. The study advances a scholarly debate about HDE, its psychological antecedents, and how HDE differs from social media engagement (CBE). This research contributes to the emerging literature of engagement in marketing by filling a vacuum of empirical investigations on HDE from the social identity perspective. It is the first study that has established the psychological antecedents of HDE.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"319 - 354"},"PeriodicalIF":4.3,"publicationDate":"2021-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1905474","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47908160","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 : 2021-04-07DOI: 10.1080/15332861.2021.1907170
Lingshu Hu
Abstract Research about self-branding is mainly drawn from two areas: marketing research and cultural studies. Although they use the same terms—self-branding or personal branding—they sometimes refer to different phenomena, which can lead to confusion. Marketing studies usually regard self-branding as a strategy that individuals adopt to promote their professional careers, while cultural studies consider self-branding as immaterial labor that is associated with consumerism and implies hierarchy and inequality. Therefore, this essay aims to explicate the concept of self-branding in the digital economy by defining it as a strategy that individuals use to present self-images either through commodifying self-identities or embodying a cultural symbol to attract attention to gain social or economic benefits. This study proposes a 2x2 dimension conceptual model indicating that self-branding can function either as advertising or as a product itself and be realized through either “self as brand” or “brand as self.”
{"title":"Self as Brand and Brand as Self: A 2x2 Dimension Conceptual Model of Self-Branding in the Digital Economy","authors":"Lingshu Hu","doi":"10.1080/15332861.2021.1907170","DOIUrl":"https://doi.org/10.1080/15332861.2021.1907170","url":null,"abstract":"Abstract Research about self-branding is mainly drawn from two areas: marketing research and cultural studies. Although they use the same terms—self-branding or personal branding—they sometimes refer to different phenomena, which can lead to confusion. Marketing studies usually regard self-branding as a strategy that individuals adopt to promote their professional careers, while cultural studies consider self-branding as immaterial labor that is associated with consumerism and implies hierarchy and inequality. Therefore, this essay aims to explicate the concept of self-branding in the digital economy by defining it as a strategy that individuals use to present self-images either through commodifying self-identities or embodying a cultural symbol to attract attention to gain social or economic benefits. This study proposes a 2x2 dimension conceptual model indicating that self-branding can function either as advertising or as a product itself and be realized through either “self as brand” or “brand as self.”","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"20 1","pages":"355 - 370"},"PeriodicalIF":4.3,"publicationDate":"2021-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1907170","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41888017","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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