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Fostering charity sport event runners' identification to drive social media interaction and willingness to donate 培养慈善体育赛事选手的认同感,推动社交媒体互动和捐赠意愿
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-05-06 DOI: 10.1108/jrim-07-2023-0237
Supawat Meeprom

Purpose

This study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.

Design/methodology/approach

Online survey data from 319 charity sport event participants are used in this study. Partial least squares structural equation modelling was used to the hypothesis.

Findings

The results suggest that runners' self-identification drives their happiness when participating in CSEs via co-creation and satisfaction. Importantly, runners' happiness positively influences their social media sharing of their positive experiences related to participating in CSEs as well as their willingness to donate the money to non-profit organisations.

Originality/value

This study advances the knowledge about how runners perceive their self-identification when participating in CSEs, which influences their happiness and behavioural responses.

目的 本研究旨在探讨活动角色的自我认同对跑步者社交媒体互动和捐赠意愿的影响。研究结果研究结果表明,跑步者的自我认同通过共同创造和满意度来驱动他们参与慈善体育赛事时的幸福感。重要的是,跑步者的幸福感会积极影响他们在社交媒体上分享与参加 CSE 有关的积极体验,以及他们将钱捐给非营利组织的意愿。
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引用次数: 0
AI-driven technology and privacy: the value of social media responsibility 人工智能驱动的技术与隐私:社交媒体责任的价值
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-04-18 DOI: 10.1108/jrim-02-2024-0072
Kristen L. Walker, George R. Milne

Purpose

The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely as social media responsibility (SMR). A conceptual framework is proposed that delineates the privacy issues companies should pay attention to in artificial intelligence (AI)-fueled social media environments.

Design/methodology/approach

The authors review literature on privacy issues in social media and AI in the academic and practitioner literatures. Based on the review, arguments focus on the need for an SMR framework, proposing responsible use of consumer data that is attentive to consumers' privacy concerns.

Findings

Implications from the framework are a path forward for social media companies to treat consumer data more fairly in this new environment. The framework has implications for companies to reduce potential harms to consumers and consider addressing their power and responsibility. With social media and AI transforming consumer behavior so profoundly, there are a variety of short- and long-term social implications.

Originality

Since AI tools are becoming integral to social media company activities, this research addresses the changing responsibilities social media companies have in securing consumers' data and enabling consumers the agency to protect their privacy effectively. The authors propose an SMR framework based on CSR research and AI tools employed by social media companies.

目的作者认为,隐私与消费者的福祉密不可分,不仅是企业社会责任(CSR)的重要组成部分,也是他们所称的社会媒体责任(SMR)的重要组成部分。作者提出了一个概念框架,描述了公司在人工智能(AI)推动的社交媒体环境中应注意的隐私问题。研究结果该框架为社交媒体公司在这一新环境中更公平地对待消费者数据提供了前进的道路。该框架对公司减少对消费者的潜在伤害并考虑解决其权力和责任问题具有重要意义。随着社交媒体和人工智能如此深刻地改变着消费者的行为,会产生各种短期和长期的社会影响。原创性由于人工智能工具正成为社交媒体公司活动中不可或缺的一部分,本研究探讨了社交媒体公司在确保消费者数据安全方面不断变化的责任,并使消费者能够有效地保护自己的隐私。作者根据企业社会责任研究和社交媒体公司使用的人工智能工具,提出了一个 SMR 框架。
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引用次数: 0
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach 客户间电子互动的前因后果:PLS-SEM 和 fsQCA 方法
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-04-17 DOI: 10.1108/jrim-11-2023-0397
Ying Zhou, Yuqiang Zhang, Fumitaka Furuoka, Sameer Kumar

Purpose

Social commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange, advice-seeking and expressing their opinions on mutual interests. However, existing studies have not fully comprehended the drivers of electronic customer-to-customer interaction (eCCI) and how such behavior contributes to the customer “stick” on s-commerce sites. This study develops the Motivation–Opportunity–Ability (MOA) theory and investigates the impact of MOA factors on eCCI, which in turn affects customer stickiness.

Design/methodology/approach

A survey was used to acquire data from 455 valid respondents, and the research employed a combination of fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modeling.

Findings

The results revealed associations between perceived self-efficacy, intrinsic motivation, tie strength with other customers, eCCI and customer stickiness.

Originality/value

Considering the limited availability of complete eCCI frameworks in existing scholarly works, the authors present valuable perspectives on the role of consumer characteristics as both antecedents and consequences of eCCI. Additionally, this study proposes a research agenda for the field of eCCI on s-commerce sites.

目的社交商务(s-commerce)作为一个社交平台已广为流行,在这个平台上,客户可以进行资源共享活动,如信息交流、寻求建议和表达对共同利益的看法。然而,现有研究尚未充分理解电子顾客间互动(eCCI)的驱动因素,以及这种行为如何促成顾客在社交电子商务网站上的 "粘性"。本研究提出了动机-机会-能力(MOA)理论,并探讨了MOA因素对eCCI的影响,而eCCI又反过来影响了顾客粘性。研究采用了模糊集定性比较分析(fsQCA)和结构方程模型相结合的方法。研究结果研究结果表明,感知自我效能、内在动机、与其他客户的联系强度、eCCI 和客户粘性之间存在关联。原创性/价值考虑到现有学术著作中完整的 eCCI 框架有限,作者就消费者特征作为 eCCI 前因后果的作用提出了有价值的观点。此外,本研究还为电子商务网站的 eCCI 领域提出了研究议程。
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引用次数: 0
The influence of spokesperson choice and product newness on consumer purchase intention 代言人选择和产品新颖性对消费者购买意向的影响
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-04-09 DOI: 10.1108/jrim-03-2023-0098
Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) Chen

Purpose

This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.

Design/methodology/approach

This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.

Findings

The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.

Originality/value

This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.

目的 本研究旨在探讨虚拟代言人类型对消费者新产品偏好的影响。为满足 Z 世代的消费需求,虚拟代言人已成为品牌营销的新助手。设计/方法/途径本研究通过三个实验来探讨虚拟代言人类型对消费者新产品偏好的影响。研究结果研究结果表明,对于激进型新产品,有能力的虚拟代言人会提高消费者的自我效能感,从而提高消费者的偏好;对于渐进型新产品,热情的虚拟代言人会提高消费者的社会联系感,从而提高消费者的购买意愿。本研究还丰富和扩展了有关品牌代言人考虑新产品类型的研究。
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引用次数: 0
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity 了解企业在社交媒体上不回应客户反馈对客户参与度的影响:种族的影响
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-03-14 DOI: 10.1108/jrim-09-2023-0317
Sıddık Bozkurt, David Gligor, Linda D. Hollebeek, Cameron Sumlin

Purpose

This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.

Design/methodology/approach

Two experimental studies (Study 1(N1) = 254) and Study 1(N2) = 484) are conducted to test the modeled relationships. The data are analyzed using ANOVA, PROCESS Model 4 and PROCESS Model 7.

Findings

The findings suggest that though perceived discrimination remains modest in all conditions, Black (vs. White) respondents report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case of the firm's unresponsiveness to a Black customer's negative and neutral (but not positive) brand-related feedback regardless of the manager's race.

Originality/value

Prior research on intercultural service encounters and ethnic differences in consumer engagement on social media are combined to examine the relationship between customer race and perceived discrimination based on the firm's unresponsiveness to customers' social media posts.

Research limitations/implications

Manipulations were created based on a fictitious e-tailer. Thus, it is recommend that future researchers examine the extent to which the findings hold for existing (r)etailers. In addition, future studies using secondary data could provide additional evidence for the findings.

Practical implications

Managerial attention is accentuated among customer feedback responsiveness, engagement and perceived firm discrimination. Managers are encouraged to adopt communication strategies that complement the firm's strategy and social media presence.

目的本文探讨了企业对黑人顾客反馈的不回应如何影响黑人(与白人)顾客感知到的企业歧视和品牌参与度。设计/方法/途径进行了两项实验研究(研究 1(N1) = 254)和研究 1(N2) = 484)来检验模型关系。研究结果研究结果表明,虽然在所有条件下感知到的歧视程度都不高,但当公司未能对黑人客户在社交媒体上提出的负面或中性(而非正面)品牌相关反馈做出回应时,黑人(相对于白人)受访者会报告出更高的感知歧视程度。研究结果还表明,当公司不回应黑人客户的负面和中性(但非正面)品牌相关反馈时,黑人(与白人)客户会因感知到的歧视而表现出较低的参与度,与经理的种族无关。原创性/价值通过对跨文化服务遭遇和消费者在社交媒体上参与度的种族差异的研究,研究了基于公司对客户社交媒体帖子的不回应,客户种族与感知歧视之间的关系。因此,建议未来的研究人员研究这些发现在多大程度上适用于现有的(网络)零售商。此外,未来使用二手数据进行的研究可为研究结果提供更多证据。实践意义管理者应重点关注客户反馈响应度、参与度和感知到的公司歧视。鼓励管理者采取与公司战略和社交媒体存在相辅相成的沟通策略。
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引用次数: 0
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection 利用便利性和个性化战略提升网络零售的客户价值:参与联系分析
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-03-14 DOI: 10.1108/jrim-03-2023-0083
Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Doaa Herzallah, Qian Fu

Purpose

There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies. Based on the service-dominant (S-D) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement.

Design/methodology/approach

The survey instrument is validated and the model is tested with data from active online customers using a novel methodology that blends artificial neural network (ANN) analysis with partial least squares (PLS) in both the measurement model and the path analysis.

Findings

The findings robustly support the model and yield evidence of the contribution of CPSs in effective value propositions, the interface between the S-D logic and customer engagement, and the direct effect of customer engagement on tangible forms of value for companies.

Originality/value

This study is the first scholarly effort to provide a comprehensive understanding of how and why CPSs can maximise customer value for the e-retailer, while simultaneously testing the customer value/engagement interface with a new blended ANN-PLS method.

目的在为网络顾客创造价值共创机会和为公司创造顾客价值方面,网络零售战略的功效一直是一个挑战。基于服务主导(S-D)逻辑,本文提供了一个综合模型,通过提供共创机会和客户参与,将便利性和个性化战略(CPS)对网络零售商业绩的影响联系起来。设计/方法/途径在测量模型和路径分析中,采用了一种将人工神经网络(ANN)分析与偏最小二乘法(PLS)相结合的新方法,对调查工具进行了验证,并利用活跃网络客户的数据对模型进行了测试。研究结果研究结果有力地支持了这一模型,并证明了 CPS 对有效价值主张的贡献、S-D 逻辑与客户参与之间的衔接,以及客户参与对公司有形价值形式的直接影响。原创性/价值这项研究是学术界首次全面了解 CPS 如何以及为何能为网络零售商实现客户价值最大化,同时采用新的混合 ANN-PLS 方法测试客户价值/参与衔接。
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引用次数: 0
Tweeting for change: social media narratives for sustainable service 推特促进变革:可持续服务的社交媒体叙事
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-02-15 DOI: 10.1108/jrim-04-2023-0118
Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu, Shaheena Janjuha-Jivraj

Purpose

This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service.

Design/methodology/approach

A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify best practices for their social media teams operating within a service-based business model. First, the significant themes were identified using an unguided machine learning approach of three types of firms: services, goods and mixed. Next, the full set of tweets with linguistic sentiment analysis was analyzed followed by a deeper view of the services-based organizations based on their strategic focus (business-to-business [B2B] versus mixed).

Findings

The findings indicate that tweets that appear to create the highest customer engagement are characterized as having high levels of analytical language, high clout (i.e. are socially relevant), a positive tone, a high number of words and a high number of words per sentence. On the other hand, having complex language in terms of six-letter words does not seem to associate with customer engagement. The last level of analysis shows that B2B services-based corporations with positive tone and higher word count exhibit higher levels of retweets. Implications include providing rational and informational tweets to increase engagement and highlight societal relevance.

Originality/value

Climate change has negative consequences on human and physical capital, and ecosystems across the globe. This study provides specific recommendations for how services corporations can increase their sustainable communications and actions.

Practical implications

The key implication of our research is that corporations must strategically design social media narratives about climate change as part of their online branding and communications process.

目的这项跨学科研究旨在分析服务机构如何在其社交媒体叙述中传达可持续信念,并利用这些信念产生品牌意识、客户认可和对可持续服务的持续需求。设计/方法/途径可持续全球企业对2019-2020年的10342条推文进行了两个阶段的探索性分析,以确定其社交媒体团队在服务型商业模式下运营的最佳实践。首先,采用无指导的机器学习方法确定了服务、商品和混合三类企业的重要主题。研究结果研究结果表明,客户参与度最高的推文具有以下特点:分析性语言水平高、影响力大(即与社会相关)、语气积极、字数多、每句字数多。另一方面,用六个字母的单词表示的复杂语言似乎与客户参与度无关。最后一个层面的分析表明,语气积极、字数较多的 B2B 服务型企业的转发量较高。启示包括提供理性和信息性的推文,以提高参与度并突出社会相关性。原创性/价值气候变化对全球的人力资本、物质资本和生态系统造成了负面影响。本研究为服务企业如何加强可持续传播和行动提供了具体建议。实践意义我们研究的主要意义在于,企业必须战略性地设计有关气候变化的社交媒体叙事,作为其在线品牌和传播过程的一部分。
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引用次数: 0
The impact of brand connectedness on consumer engagement behavior in the social media brand community 品牌关联性对社交媒体品牌社区中消费者参与行为的影响
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-02-08 DOI: 10.1108/jrim-05-2023-0146
Gongli Luo, Junying Hao, He Ma

Purpose

Triggered by the extensive use of social media brand communities (SMBCs) in interactive marketing, this article aims to explore how brand connectedness (BC) affects consumer engagement behavior (CEB) in SMBCs.

Design/methodology/approach

The research model was verified with the partial least squares structural equation modeling applied to the actual data collected from the web crawling largest microblogging platform in China (Sina Weibo).

Findings

Results indicate that BC may positively influence consumer emotions (CEs), eventually leading to engagement behavior in SMBCs. In addition, gender and duration of membership act as vital moderators in the model. One of the most interesting findings is the differences between posting and commenting, although both are CEBs. BC has a more significant effect on commenting than posting, and the mediating effect of CEs between BC and posting behavior is not significant.

Originality

This research contributes to the literature on interactive marketing by examining BC in the context of SMBCs, which is under-researched in the literature but is highly pertinent to social media contexts. Moreover, we measure BC through social network analysis for the first time, which not only supports the empirical work but also expands the social network theory and social capital theory. This research also extends the body of knowledge on consumer engagement by investigating the differences between posting and commenting behaviors.

本文旨在探讨品牌关联度(BC)如何影响消费者在社交媒体品牌社区中的参与行为(CEB)。结果研究结果表明,品牌关联度可能对消费者情绪(CE)产生积极影响,并最终导致消费者在社交媒体品牌社区中的参与行为。此外,性别和会员持续时间在模型中起到了重要的调节作用。最有趣的发现之一是发帖和评论之间的差异,尽管两者都是 CEB。BC对评论的影响比发帖更显著,而CE在BC和发帖行为之间的中介效应并不显著。 本研究通过研究SMBC背景下的BC为互动营销文献做出了贡献。此外,我们还首次通过社交网络分析来衡量业行为,这不仅支持了实证工作,还扩展了社交网络理论和社会资本理论。这项研究还通过调查发帖和评论行为之间的差异,扩展了消费者参与的知识体系。
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引用次数: 0
The pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model 网络名人品牌资产增加与粉丝酒店预订意向的路径:序列多重中介模型
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-02-05 DOI: 10.1108/jrim-08-2023-0265
Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran

Purpose

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Design/methodology/approach

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

Findings

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

Originality/value

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

Research limitations/implications

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

目的从消费者-品牌关系(CBR)的角度出发,本研究提出了一个序列多重中介模型,以探索提高网络名人品牌资产(OCBE)和关注者酒店预订意向(FBI)的途径(如认知、情感和混合途径).设计/方法/手段通过纸质和在线调查收集了443名受访者的数据,这些受访者一直在使用TikTok,并在TikTok上关注了至少一位网络名人,同时该网络名人对一种或多种类型的住宿进行了点评。通过基于协方差的结构方程建模,对序列多重中介模型进行了评估。研究结果结果证实,OCBE 和 FBI 的前因和组成部分之间存在认知-情感混合途径和认知-情感-联想途径。原创性/价值从 CBR 的角度来看,本研究提供了一个序列多重中介模型,通过认知-情感混合途径增加 OCBE,通过认知-情感-联想途径推动 FBI。这些序列关系定义了网络名人如何有效吸引追随者的机制,从而推动网络名人的品牌忠诚度和酒店预订意向,为人类品牌文献做出了贡献。研究局限/意义研究结果应在其他文化背景下进行验证,以推广研究结果,并扩大目标受访者的范围,以包括国际追随者和其他国家的追随者。
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引用次数: 0
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love 消费者授权会增强品牌页面粘性吗?品牌页面体验和品牌热爱的作用
IF 8.2 2区 管理学 Q1 BUSINESS Pub Date : 2024-02-05 DOI: 10.1108/jrim-06-2023-0192
Rania B. Mostafa, Mohamed Temerak

Purpose

This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.

Design/methodology/approach

Data from 283 FBBP users were analyzed using structural equation modeling with partial least squares.

Findings

The findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.

Originality/value

This paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.

Practical implications

This paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.

目的 本文旨在确定通过Facebook品牌页面(FBBP)产生的消费者授权转化为品牌页面粘性的机制。具体来说,本文提出并检验了一个研究 FBBP 体验的中介作用和品牌热爱的调节作用的模型。研究结果研究结果表明,消费者授权和品牌页面体验对品牌页面粘性有积极影响。在消费者赋权--品牌页面粘性的联系中,品牌页面体验的中介作用和品牌热爱的调节作用十分突出。 原创性/价值本文新颖地开创了消费者赋权与 FBBP 粘性之间的联系,这种联系以品牌体验为中介,以品牌热爱为调节。本文丰富了人们对如何在社交媒体环境中增强品牌页面粘性的理解。实用意义本文指导管理者以最佳方式利用 FBBP 创造愉快的体验并产生粘性。
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引用次数: 0
期刊
Journal of Research in Interactive Marketing
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