Pub Date : 2023-11-29DOI: 10.1108/mip-05-2023-0222
Anubhav A. Mishra, Megha Verma
Purpose
This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively.
Design/methodology/approach
The study gathered data from 470 respondents using mall intercept and snowball sampling. Data analysis employed partial least squares (PLS) modeling.
Findings
The results indicate that all the dimensions do not have the same effect on CX. Answering calls for future research, the results establish CX's nomological validity by showing its positive influence on retail reputation, retail quality and satisfaction. However, it does not directly affect patronage but has an indirect influence through retail quality and satisfaction. Also, the authors conclude that retail quality and satisfaction are consequences of CX and not previously conceptualized proxies for it.
Research limitations/implications
Conducting primary research with low-literate customers (LLCs) has its own set of limitations that give rise to further research directions. While acknowledging limitations, the study suggests avenues for future research by surveying LLCs with an objective questionnaire, contributing to limited empirical research in this segment.
Practical implications
The findings highlight the multidimensional nature of CX. In summary, this research paper provides insights into CX dimensions and outcomes for LLCs in organized retail. It contributes to marketing literature, assisting retailers in improving CX and driving patronage across customer segments.
Originality/value
The paper contributes to marketing literature by studying LLCs, testing a comprehensive CX model, confirming antecedents in retail patronage and exploring reciprocal relationships in retailing.
{"title":"Low-literate customer experience: an empirical exploration","authors":"Anubhav A. Mishra, Megha Verma","doi":"10.1108/mip-05-2023-0222","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0222","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This research paper explores customer experience (CX) among low-literate customers in organized retail environments. It integrates theories from customer literacy, CX and patronage literature to understand CX comprehensively.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study gathered data from 470 respondents using mall intercept and snowball sampling. Data analysis employed partial least squares (PLS) modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that all the dimensions do not have the same effect on CX. Answering calls for future research, the results establish CX's nomological validity by showing its positive influence on retail reputation, retail quality and satisfaction. However, it does not directly affect patronage but has an indirect influence through retail quality and satisfaction. Also, the authors conclude that retail quality and satisfaction are consequences of CX and not previously conceptualized proxies for it.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Conducting primary research with low-literate customers (LLCs) has its own set of limitations that give rise to further research directions. While acknowledging limitations, the study suggests avenues for future research by surveying LLCs with an objective questionnaire, contributing to limited empirical research in this segment.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings highlight the multidimensional nature of CX. In summary, this research paper provides insights into CX dimensions and outcomes for LLCs in organized retail. It contributes to marketing literature, assisting retailers in improving CX and driving patronage across customer segments.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper contributes to marketing literature by studying LLCs, testing a comprehensive CX model, confirming antecedents in retail patronage and exploring reciprocal relationships in retailing.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"10 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138541800","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-17DOI: 10.1108/mip-12-2022-0548
Nuria Sánchez-Iglesias, Jesús García-Madariaga, Miguel Jerez
Purpose
When customers make their purchase decisions, they use all the available information from all the initiatives and behaviors that companies carry out with their stakeholders. This research aims to identify whether a company's financial performance and reputation determine the customer's perception of the company, which affects their engagement. This study is based on the theories of engagement, stakeholder and signalling. Are customers engaged solely based on their feeling of satisfaction, or do employees and brand value play a role in this engagement?
Design/methodology/approach
Secondary data was collected from 14 automotive companies and empirically tested through a longitudinal study over the period 2010–2018. For panel data analysis this study used weighted least squares.
Findings
The variables proposed in this research, firm value and corporate reputation, were significant for the analysed panel sample. Furthermore, employee satisfaction influences customer engagement as an independent and moderating variable, just like brand value.
Originality/value
This research contributes to the emerging stream of customer engagement research by combining insight as a company-initiated resource, with the sheer transaction, integrating data obtained from employees and customers in an international context.
{"title":"The impact of financial performance and corporate reputation on customer purchases: the role of stakeholders and brand value in the automotive sector","authors":"Nuria Sánchez-Iglesias, Jesús García-Madariaga, Miguel Jerez","doi":"10.1108/mip-12-2022-0548","DOIUrl":"https://doi.org/10.1108/mip-12-2022-0548","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>When customers make their purchase decisions, they use all the available information from all the initiatives and behaviors that companies carry out with their stakeholders. This research aims to identify whether a company's financial performance and reputation determine the customer's perception of the company, which affects their engagement. This study is based on the theories of engagement, stakeholder and signalling. Are customers engaged solely based on their feeling of satisfaction, or do employees and brand value play a role in this engagement?</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Secondary data was collected from 14 automotive companies and empirically tested through a longitudinal study over the period 2010–2018. For panel data analysis this study used weighted least squares.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The variables proposed in this research, firm value and corporate reputation, were significant for the analysed panel sample. Furthermore, employee satisfaction influences customer engagement as an independent and moderating variable, just like brand value.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research contributes to the emerging stream of customer engagement research by combining insight as a company-initiated resource, with the sheer transaction, integrating data obtained from employees and customers in an international context.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"237 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138541778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-17DOI: 10.1108/mip-05-2023-0195
Kaushik Mukerjee
Purpose
The purpose of this study is to examine the transformation expectations and well-being of lenders as a consequence of participation in peer-to-peer (p2p) lending in India. The study tested the influence of transformation expectations on well-being, social connectedness on transformation expectations and the influence of customer participation on financial empowerment of borrowers.
Design/methodology/approach
A cross-sectional survey research design was adopted to collect data from 434 customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships.
Findings
The findings show that relational transformation expectations leads to well-being, while social connectedness influences self and relational transformation expectations. Further, customer participation has a positive influence on financial empowerment of borrowers.
Practical implications
Managers may use these findings to create suitable marketing strategies for increasing customer participation in p2p lending.
Originality/value
Previous studies on transformative services have shown that well-being can be achieved through participation in services that are transformative by design, while this study has established that lender participation in peer-to-peer lending can result in relational transformation expectations and lead to well-being. Also, the current study has shown that social connectedness is an antecedent of transformation expectations.
{"title":"A study on lender participation in peer to peer lending","authors":"Kaushik Mukerjee","doi":"10.1108/mip-05-2023-0195","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0195","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to examine the transformation expectations and well-being of lenders as a consequence of participation in peer-to-peer (p2p) lending in India. The study tested the influence of transformation expectations on well-being, social connectedness on transformation expectations and the influence of customer participation on financial empowerment of borrowers.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A cross-sectional survey research design was adopted to collect data from 434 customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings show that relational transformation expectations leads to well-being, while social connectedness influences self and relational transformation expectations. Further, customer participation has a positive influence on financial empowerment of borrowers.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Managers may use these findings to create suitable marketing strategies for increasing customer participation in p2p lending.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Previous studies on transformative services have shown that well-being can be achieved through participation in services that are transformative by design, while this study has established that lender participation in peer-to-peer lending can result in relational transformation expectations and lead to well-being. Also, the current study has shown that social connectedness is an antecedent of transformation expectations.</p><!--/ Abstract__block -->","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"9 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138541809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1108/mip-03-2023-0103
Cheng Yanxia, Zhu Shijia, Xiao Yuyang
Purpose Chatbots are increasingly engaged in service marketing. Some academics and managers think using anthropomorphism chatbots will improve positive attitudes and behaviors in the customer journey, but at a high degree of anthropomorphism, consumers may experience negative emotions such as fear and disgust due to the feeling that the robots resemble humans too much, which is known as the uncanny valley effect. Therefore, the authors aim to explore whether chatbot anthropomorphism will promote or limit the development of the customer journey and explore the moderating factors and the antecedent factors affecting consumers' perceptions of chatbot anthropomorphism. Design/methodology/approach The authors collected 72,782 unique data points from 42 articles and 82 samples using a meta-analysis. Based on the stimuli-organism-response (SOR) model, the impact of anthropomorphic chatbots on the consumer journey was discussed. Findings The authors’ findings show that chatbot anthropomorphism positively impacts the customer journey but not their negative attitudes. Further moderator analysis reveals that the impact depends on service result, chatbot gender and sample source. The chatbot anthropomorphism is significantly influenced by social presence cues, emotional message cues and mixed cues. Originality/value This research contributes to the chatbot anthropomorphism literature and offers guidance for managers on whether and how to enhance chatbot anthropomorphism to facilitate the customer journey and improve service sustainability.
{"title":"A meta-analysis of the effect of chatbot anthropomorphism on the customer journey","authors":"Cheng Yanxia, Zhu Shijia, Xiao Yuyang","doi":"10.1108/mip-03-2023-0103","DOIUrl":"https://doi.org/10.1108/mip-03-2023-0103","url":null,"abstract":"Purpose Chatbots are increasingly engaged in service marketing. Some academics and managers think using anthropomorphism chatbots will improve positive attitudes and behaviors in the customer journey, but at a high degree of anthropomorphism, consumers may experience negative emotions such as fear and disgust due to the feeling that the robots resemble humans too much, which is known as the uncanny valley effect. Therefore, the authors aim to explore whether chatbot anthropomorphism will promote or limit the development of the customer journey and explore the moderating factors and the antecedent factors affecting consumers' perceptions of chatbot anthropomorphism. Design/methodology/approach The authors collected 72,782 unique data points from 42 articles and 82 samples using a meta-analysis. Based on the stimuli-organism-response (SOR) model, the impact of anthropomorphic chatbots on the consumer journey was discussed. Findings The authors’ findings show that chatbot anthropomorphism positively impacts the customer journey but not their negative attitudes. Further moderator analysis reveals that the impact depends on service result, chatbot gender and sample source. The chatbot anthropomorphism is significantly influenced by social presence cues, emotional message cues and mixed cues. Originality/value This research contributes to the chatbot anthropomorphism literature and offers guidance for managers on whether and how to enhance chatbot anthropomorphism to facilitate the customer journey and improve service sustainability.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"6 9","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136229445","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-10DOI: 10.1108/mip-02-2023-0074
Siyuan Xu, Yupeng Mou, Zhihua Ding
Purpose The continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers and improving user stickiness are the top priorities of tourism platform companies. This study explores the impact of ethical concerns raised by new issues under the multi-governance environment on user stickiness. Based on the trust theory, the authors provide solutions for tourism platforms. Design/methodology/approach This study adopted a quantitative approach, gathering survey data via an online platform. A total of 400 participants were investigated, and 356 valid questionnaires were returned, with a recovery rate of 89%. Questionnaires that did not meet the inclusion criteria were excluded, leaving 298 valid responses. Findings Studies have found that consumers' ethical concerns about platform companies are key factors affecting user stickiness, and among these, consumer trust plays a mediating role. They have found that corporate social responsibility (CSR) behaviours help alleviate ethical concerns and improve trust in enterprises. At the same time, enterprises should properly control the number of platform collaborators, and excessive platform cooperation negatively moderates the impact of consumer ethical concerns on competence-based trust. Originality/value This study complements the deficiency of previous research with regard to ethical concerns in a multi-governance environment. These findings indicate that subject diversity exacerbates the negative impact of ethical concerns on consumer trust; however, CSR alleviates the impact of ethical concerns on consumer trust.
{"title":"The more open, the better? Research on the influence of subject diversity on trust of tourism platforms","authors":"Siyuan Xu, Yupeng Mou, Zhihua Ding","doi":"10.1108/mip-02-2023-0074","DOIUrl":"https://doi.org/10.1108/mip-02-2023-0074","url":null,"abstract":"Purpose The continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers and improving user stickiness are the top priorities of tourism platform companies. This study explores the impact of ethical concerns raised by new issues under the multi-governance environment on user stickiness. Based on the trust theory, the authors provide solutions for tourism platforms. Design/methodology/approach This study adopted a quantitative approach, gathering survey data via an online platform. A total of 400 participants were investigated, and 356 valid questionnaires were returned, with a recovery rate of 89%. Questionnaires that did not meet the inclusion criteria were excluded, leaving 298 valid responses. Findings Studies have found that consumers' ethical concerns about platform companies are key factors affecting user stickiness, and among these, consumer trust plays a mediating role. They have found that corporate social responsibility (CSR) behaviours help alleviate ethical concerns and improve trust in enterprises. At the same time, enterprises should properly control the number of platform collaborators, and excessive platform cooperation negatively moderates the impact of consumer ethical concerns on competence-based trust. Originality/value This study complements the deficiency of previous research with regard to ethical concerns in a multi-governance environment. These findings indicate that subject diversity exacerbates the negative impact of ethical concerns on consumer trust; however, CSR alleviates the impact of ethical concerns on consumer trust.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"118 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136254769","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-09DOI: 10.1108/mip-04-2023-0173
Xiaoguang Wang, Yue Cheng, Tao Lv, Rongjiang Cai
Purpose The authors hope to filter valuable information from online reviews, obtain objective and accurate information about the demands of auto consumers and help auto companies develop more reasonable production and marketing strategies for healthy and sustainable development. This paper aims to discuss the aforementioned objectives. Design/methodology/approach The authors collected review data from online automotive forums and generated a corpus after pre-processing. Then, the authors extracted consumer demands and topics using the LDA model. Finally, the authors used a trained Word2vec tool to extend the consumer demand topics. Findings Different types of vehicle consumers have the same demands, such as “Space,” “Power Performance,” and “Brand Comparison,” and distinct demands, such as “Appearance,” “Safety,” “Service,” and “New Energy Features”; consumers who buy new energy vehicles are still accustomed to comparing with the brands or models of fuel vehicles; new energy vehicles consumers pay more attention to services and service quality during the purchasing and using process. Research limitations/implications The development time of new energy vehicles is relatively short, with some models being available for only one year or even six months. The smaller amount of available data may impact the applicability of topic models. The sample size, especially for new energy vehicles, needs to be increased to improve the general applicability of topic models further. Practical implications First, this measure helps online review websites improve their existing review publication mechanisms, enhance the overall quality of online review content, increase user traffic and promote the healthy development of online review websites. Second, this allows for timely adjustments in future product production and sales plans and further enhances automotive companies' ability to leverage online reviews for Internet marketing. Originality/value The authors have improved the accuracy and stability of the fused topic model, providing a scientific and efficient research tool for multi-dimensional topic mining of online reviews. With the help of research results, consumers can more easily understand the discussion topics and thus filter out valuable reference information. As a result, automotive companies may gain information about consumer demands and product quality feedback and thus quickly adjust production and marketing strategies to increase sales and market share.
{"title":"Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews","authors":"Xiaoguang Wang, Yue Cheng, Tao Lv, Rongjiang Cai","doi":"10.1108/mip-04-2023-0173","DOIUrl":"https://doi.org/10.1108/mip-04-2023-0173","url":null,"abstract":"Purpose The authors hope to filter valuable information from online reviews, obtain objective and accurate information about the demands of auto consumers and help auto companies develop more reasonable production and marketing strategies for healthy and sustainable development. This paper aims to discuss the aforementioned objectives. Design/methodology/approach The authors collected review data from online automotive forums and generated a corpus after pre-processing. Then, the authors extracted consumer demands and topics using the LDA model. Finally, the authors used a trained Word2vec tool to extend the consumer demand topics. Findings Different types of vehicle consumers have the same demands, such as “Space,” “Power Performance,” and “Brand Comparison,” and distinct demands, such as “Appearance,” “Safety,” “Service,” and “New Energy Features”; consumers who buy new energy vehicles are still accustomed to comparing with the brands or models of fuel vehicles; new energy vehicles consumers pay more attention to services and service quality during the purchasing and using process. Research limitations/implications The development time of new energy vehicles is relatively short, with some models being available for only one year or even six months. The smaller amount of available data may impact the applicability of topic models. The sample size, especially for new energy vehicles, needs to be increased to improve the general applicability of topic models further. Practical implications First, this measure helps online review websites improve their existing review publication mechanisms, enhance the overall quality of online review content, increase user traffic and promote the healthy development of online review websites. Second, this allows for timely adjustments in future product production and sales plans and further enhances automotive companies' ability to leverage online reviews for Internet marketing. Originality/value The authors have improved the accuracy and stability of the fused topic model, providing a scientific and efficient research tool for multi-dimensional topic mining of online reviews. With the help of research results, consumers can more easily understand the discussion topics and thus filter out valuable reference information. As a result, automotive companies may gain information about consumer demands and product quality feedback and thus quickly adjust production and marketing strategies to increase sales and market share.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"93 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135043703","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-02DOI: 10.1108/mip-04-2023-0149
Abhishek Kumar Jha, Sanjog Ray
Purpose The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must be addressed. One significant challenge involves identifying, assessing and recommending social media influencers (SMIs). This study proposes a semantic network model capable of measuring an influencer's performance on specific topics or subjects to address this issue. This study can assist managers in identifying suitable SMIs based on their estimated reach. Design/methodology/approach Data from popular YouTube influencers and publicly available performance measures (views and likes) are extracted. Second, the titles of the past videos made by the influencer are used to develop a semantic network connecting all the videos to other videos based on similarity measures. Third, the nearest neighbor approach extracts the neighbors of the target title video. Finally, based on the set of neighbors, a range prediction is made for the views and likes of the target video with the influencer. Findings The results show that the model can predict an accurate range of views and likes based on the suggested video titles and the content creator, with 69–78% accuracy across different influencers on YouTube. Research limitations/implications The current study introduces a novel and innovative approach that exploits the textual association between a SMI's previous content to forecast the outcome of their future content. Although the findings are encouraging, this research recognizes various constraints that upcoming researchers may tackle. Forecasting views of posts concerning novel subjects and precisely adjusting video view counts based on their age constitute two primary limitations of this study. Practical implications Managers interested in hiring influencers can employ the suggested approach to evaluate an influencer's potential performance on a specific topic. This research aids managers in making informed decisions regarding influencer selection, utilizing data-based metrics that are simple to comprehend and explain. Originality/value The study contributes to outreach evaluation and better estimating the impact of SMIs using a novel semantic network approach.
{"title":"Influencer recommendation system: choosing the right influencer using a network analysis approach","authors":"Abhishek Kumar Jha, Sanjog Ray","doi":"10.1108/mip-04-2023-0149","DOIUrl":"https://doi.org/10.1108/mip-04-2023-0149","url":null,"abstract":"Purpose The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must be addressed. One significant challenge involves identifying, assessing and recommending social media influencers (SMIs). This study proposes a semantic network model capable of measuring an influencer's performance on specific topics or subjects to address this issue. This study can assist managers in identifying suitable SMIs based on their estimated reach. Design/methodology/approach Data from popular YouTube influencers and publicly available performance measures (views and likes) are extracted. Second, the titles of the past videos made by the influencer are used to develop a semantic network connecting all the videos to other videos based on similarity measures. Third, the nearest neighbor approach extracts the neighbors of the target title video. Finally, based on the set of neighbors, a range prediction is made for the views and likes of the target video with the influencer. Findings The results show that the model can predict an accurate range of views and likes based on the suggested video titles and the content creator, with 69–78% accuracy across different influencers on YouTube. Research limitations/implications The current study introduces a novel and innovative approach that exploits the textual association between a SMI's previous content to forecast the outcome of their future content. Although the findings are encouraging, this research recognizes various constraints that upcoming researchers may tackle. Forecasting views of posts concerning novel subjects and precisely adjusting video view counts based on their age constitute two primary limitations of this study. Practical implications Managers interested in hiring influencers can employ the suggested approach to evaluate an influencer's potential performance on a specific topic. This research aids managers in making informed decisions regarding influencer selection, utilizing data-based metrics that are simple to comprehend and explain. Originality/value The study contributes to outreach evaluation and better estimating the impact of SMIs using a novel semantic network approach.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135790363","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-29DOI: 10.1108/mip-05-2023-0191
Mojtaba Barari
PurposeThe purpose of this research is to investigate the negative impact of social media influencers (SMIs) (human vs virtual) on customer well-being. Additionally, it aims to explore how the fear of missing out (FOMO) mediates and regulatory focus moderates this relationship from the social comparison theory lens.Design/methodology/approachIn the first study, text mining and machine learning were employed to measure the level of followers' well-being in response to 40 SMIs (human vs virtual) posts on Instagram. In the second study, a randomized between-subjects experiment was conducted with three groups (human vs virtual vs control) and a sample size of 412 participants to confirm the results of the first study and investigate how FOMO mediates and regulatory focus moderates the relationship between SMI beauty product endorsement and consumer well-being.FindingsThe findings from text mining indicate that SMIs have a greater impact on consumers well-being, which is higher for virtual than human influencer. Additionally, the result of the experimental study shows the mediating role of FOMO in their relationship between SMIs and well-being. The moderator analysis reveals that there is a moderating effect of regulatory focus in the model.Practical implicationsThe findings inform marketing managers about the differences between virtual than human influencer in their impact on customer well-being in endorsing beauty product, especially among the younger generation.Originality/valueThis paper is among the first research studies that examine the dark side of SMIs, which diminishes their follower's well-being through social comparison theory lenses.
本研究的目的是调查社交媒体影响者(SMIs)(真人vs虚拟)对客户幸福感的负面影响。此外，本研究旨在从社会比较理论的角度探讨错失恐惧(fear of missing out, FOMO)是如何调节和调节这种关系的。设计/方法/方法在第一项研究中，使用文本挖掘和机器学习来衡量粉丝对Instagram上40个smi(真人与虚拟)帖子的幸福感水平。在第二项研究中，我们采用三组(真人、虚拟、对照)的随机被试实验，412名被试验证了第一项研究的结果，并探讨了FOMO在SMI美容产品认可与消费者幸福感之间的中介作用和监管焦点的调节作用。文本挖掘的结果表明，smi对消费者幸福感的影响更大，虚拟影响者比真人影响者的影响更大。此外，实验研究结果表明FOMO在他们的SMIs和幸福感之间的关系中起中介作用。调节分析表明，监管焦点在模型中具有调节作用。研究结果让营销经理了解了虚拟网红与真人网红在为美容产品代言时对顾客幸福感的影响，尤其是在年轻一代中。原创性/价值这篇论文是第一批通过社会比较理论来研究smi黑暗面的研究之一，这种黑暗面会削弱其追随者的幸福感。
{"title":"Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being","authors":"Mojtaba Barari","doi":"10.1108/mip-05-2023-0191","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0191","url":null,"abstract":"PurposeThe purpose of this research is to investigate the negative impact of social media influencers (SMIs) (human vs virtual) on customer well-being. Additionally, it aims to explore how the fear of missing out (FOMO) mediates and regulatory focus moderates this relationship from the social comparison theory lens.Design/methodology/approachIn the first study, text mining and machine learning were employed to measure the level of followers' well-being in response to 40 SMIs (human vs virtual) posts on Instagram. In the second study, a randomized between-subjects experiment was conducted with three groups (human vs virtual vs control) and a sample size of 412 participants to confirm the results of the first study and investigate how FOMO mediates and regulatory focus moderates the relationship between SMI beauty product endorsement and consumer well-being.FindingsThe findings from text mining indicate that SMIs have a greater impact on consumers well-being, which is higher for virtual than human influencer. Additionally, the result of the experimental study shows the mediating role of FOMO in their relationship between SMIs and well-being. The moderator analysis reveals that there is a moderating effect of regulatory focus in the model.Practical implicationsThe findings inform marketing managers about the differences between virtual than human influencer in their impact on customer well-being in endorsing beauty product, especially among the younger generation.Originality/valueThis paper is among the first research studies that examine the dark side of SMIs, which diminishes their follower's well-being through social comparison theory lenses.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-29DOI: 10.1108/mip-05-2023-0193
Vikas Kumar, Vikrant Kaushal
Purpose Ethical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to advance the current application of ethics in branding, this study substantiates literature by investigating consumer-perceived brand ethicality's (CPBE) role in affecting psychological, affective and behavioral responses of consumers (i.e. psychological brand ownership (PBO), brand commitment and willingness to pay a price premium (WPPP). Further, the authors test self-congruence as the boundary condition for CPBE. Design/methodology/approach Online survey method resulted in 408 responses, and the data were analyzed using structural equation modeling (SEM). Findings CPBE emerged as a predictor for PBO, brand commitment and WPPP. However, counterintuitively, self-congruence failed to reflect any moderating effect on the relationships between CPBE and PBO and CPBE and brand commitment. Practical implications Brands are encouraged to indulge in and reflect ethical practices to generate favorable consumer responses, i.e. PBO, brand commitment and WPPP. Originality/value Based on the ethical and psychological ownership theories, the investigation adds to the scholarship on CPBE and its outcomes. Arguably, it remains the first study to document the linkage between CPBE and PBO.
{"title":"Brand ethicality as a driver of psychological, affective and behavioral response to a brand","authors":"Vikas Kumar, Vikrant Kaushal","doi":"10.1108/mip-05-2023-0193","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0193","url":null,"abstract":"Purpose Ethical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to advance the current application of ethics in branding, this study substantiates literature by investigating consumer-perceived brand ethicality's (CPBE) role in affecting psychological, affective and behavioral responses of consumers (i.e. psychological brand ownership (PBO), brand commitment and willingness to pay a price premium (WPPP). Further, the authors test self-congruence as the boundary condition for CPBE. Design/methodology/approach Online survey method resulted in 408 responses, and the data were analyzed using structural equation modeling (SEM). Findings CPBE emerged as a predictor for PBO, brand commitment and WPPP. However, counterintuitively, self-congruence failed to reflect any moderating effect on the relationships between CPBE and PBO and CPBE and brand commitment. Practical implications Brands are encouraged to indulge in and reflect ethical practices to generate favorable consumer responses, i.e. PBO, brand commitment and WPPP. Originality/value Based on the ethical and psychological ownership theories, the investigation adds to the scholarship on CPBE and its outcomes. Arguably, it remains the first study to document the linkage between CPBE and PBO.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135132651","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-19DOI: 10.1108/mip-05-2023-0192
Tao Zha, Eugene Cheng-Xi Aw, Omkar Dastane, Angeline Gautami Fernando
Purpose This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty. Design/methodology/approach A large online consumer panel was used to conduct an online survey of 381 consumers. Partial least squares structural equation modeling was adopted for hypothesis testing. Findings The study's outcomes indicated that (1) perceived interactivity and perceived openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4) parasocial interactions (but not consumer empowerment) positively influence brand loyalty. Research limitations/implications The study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature. More specifically, the study reveals the process of how social media brand communication and engagement reinforce luxury brand outcomes through parasocial interactions and consumer empowerment. In addition, the study provides empirical evidence to delineate the role of interactivity and openness in enhancing social media brand communication. Moreover, the study extends past research that emphasized initial adoption outcomes such as attitude and purchase intention by probing luxury brand loyalty and willingness to pay a premium. Practical implications By effectively strategizing social media marketing, luxury brand marketers can promote brand loyalty and willingness to pay a premium. Luxury brand marketers should concentrate on establishing parasocial interaction with consumers by designing optimal social media brand communication and engagement. To this end, luxury brand marketers should consider integrating the elements of interactivity and openness in their communication with consumers. Originality/value The study offers valuable insights for luxury brand marketers aiming to capitalize on the potential of social media marketing to enhance their revenue generation and customer retention. The study advances past luxury branding research by validating the role of consumer empowerment and parasocial interactions in luxury brands' social media marketing.
{"title":"Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium","authors":"Tao Zha, Eugene Cheng-Xi Aw, Omkar Dastane, Angeline Gautami Fernando","doi":"10.1108/mip-05-2023-0192","DOIUrl":"https://doi.org/10.1108/mip-05-2023-0192","url":null,"abstract":"Purpose This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on consumers' willingness to pay a premium and brand loyalty. Design/methodology/approach A large online consumer panel was used to conduct an online survey of 381 consumers. Partial least squares structural equation modeling was adopted for hypothesis testing. Findings The study's outcomes indicated that (1) perceived interactivity and perceived openness positively influence social media brand communication, (2) social media brand communication and engagement are positive determinants for consumer empowerment and parasocial interactions, (3) consumer empowerment and parasocial interactions positively influence willingness to pay a premium and (4) parasocial interactions (but not consumer empowerment) positively influence brand loyalty. Research limitations/implications The study offers significant theoretical implications by unraveling the mechanism of social media marketing for luxury brands, which is under-researched in the current literature. More specifically, the study reveals the process of how social media brand communication and engagement reinforce luxury brand outcomes through parasocial interactions and consumer empowerment. In addition, the study provides empirical evidence to delineate the role of interactivity and openness in enhancing social media brand communication. Moreover, the study extends past research that emphasized initial adoption outcomes such as attitude and purchase intention by probing luxury brand loyalty and willingness to pay a premium. Practical implications By effectively strategizing social media marketing, luxury brand marketers can promote brand loyalty and willingness to pay a premium. Luxury brand marketers should concentrate on establishing parasocial interaction with consumers by designing optimal social media brand communication and engagement. To this end, luxury brand marketers should consider integrating the elements of interactivity and openness in their communication with consumers. Originality/value The study offers valuable insights for luxury brand marketers aiming to capitalize on the potential of social media marketing to enhance their revenue generation and customer retention. The study advances past luxury branding research by validating the role of consumer empowerment and parasocial interactions in luxury brands' social media marketing.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135016262","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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