Pub Date : 2022-04-11DOI: 10.1177/10949968221083096
Camille Lacan, Emmanuelle Le Nagard, Pierre Desmet
To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals.
{"title":"Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer","authors":"Camille Lacan, Emmanuelle Le Nagard, Pierre Desmet","doi":"10.1177/10949968221083096","DOIUrl":"https://doi.org/10.1177/10949968221083096","url":null,"abstract":"To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"343 - 355"},"PeriodicalIF":11.8,"publicationDate":"2022-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41832985","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-07DOI: 10.1177/10949968221080499
I. van Ooijen
Recent studies indicate that transparency about data collection practices for personalized advertising in the form of disclosures increases advertising effectiveness. This work, however, demonstrates that for advertising platforms with an untrustworthy reputation, personalization disclosures may backfire because the motives of placing such disclosures are perceived as insincere. Study 1 shows that a personalization disclosure framed as a warning that is placed alongside an advertisement by the untrustworthy platform itself decreases advertising effectiveness compared to when the personalization disclosure is placed by a more trusted third party. Notably, these effects of disclosure source decrease when the disclosure is merely framed as notification. Study 2 replicates this backfire effect for a different disclosure source and examines the underlying process. When a disclosure is placed by the untrustworthy platform itself, the effect of the disclosure backfires because the motives of placing the disclosure are perceived to be insincere, which decreases advertising effectiveness. When the disclosure source is external, the backfire effect reverses, decreasing the perceived insincerity of motives and increasing advertising effectiveness. Study 3 manipulates a fictive platform's trustworthiness and replicates the backfire effect, confirming the notion that especially for untrustworthy platforms placement of personalization disclosures by a company source decreases advertising effectiveness.
{"title":"When Disclosures Backfire: Aversive Source Effects for Personalization Disclosures on Less Trusted Platforms","authors":"I. van Ooijen","doi":"10.1177/10949968221080499","DOIUrl":"https://doi.org/10.1177/10949968221080499","url":null,"abstract":"Recent studies indicate that transparency about data collection practices for personalized advertising in the form of disclosures increases advertising effectiveness. This work, however, demonstrates that for advertising platforms with an untrustworthy reputation, personalization disclosures may backfire because the motives of placing such disclosures are perceived as insincere. Study 1 shows that a personalization disclosure framed as a warning that is placed alongside an advertisement by the untrustworthy platform itself decreases advertising effectiveness compared to when the personalization disclosure is placed by a more trusted third party. Notably, these effects of disclosure source decrease when the disclosure is merely framed as notification. Study 2 replicates this backfire effect for a different disclosure source and examines the underlying process. When a disclosure is placed by the untrustworthy platform itself, the effect of the disclosure backfires because the motives of placing the disclosure are perceived to be insincere, which decreases advertising effectiveness. When the disclosure source is external, the backfire effect reverses, decreasing the perceived insincerity of motives and increasing advertising effectiveness. Study 3 manipulates a fictive platform's trustworthiness and replicates the backfire effect, confirming the notion that especially for untrustworthy platforms placement of personalization disclosures by a company source decreases advertising effectiveness.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"178 - 197"},"PeriodicalIF":11.8,"publicationDate":"2022-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48856114","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075820
Lauren I. Labrecque, Ereni Markos, Mujde Yuksel, Tracy A. Khan
Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can post negative comments (unintended consequence #1) with the intention to cause harm (value-destruction). But could these value destruction attempts backfire, resulting in value-creation for the brand (unintended consequence #2)? Study 1 (qualitative online content analysis) uses 237 real consumer comments on brand posts to explore the initial unintended consequence—the phenomenon of consumers posting negative comments on innocuous brand posts and identifies four categorizations based on two distinct comment types (personal vs. brand) and tones (lecturing vs. mocking). Building on Study 1, Study 2a investigates how observing consumers view the four different comment categorizations identified in Study 1 and explores whether they vary in terms of their justification (i.e., justified vs. not). Study 2b identifies which categorizations impact observing consumers’ perceptions of a comment as “complaining” or “trolling”. Lastly, Study 3 utilizes an experiment to test unintended consequence #2—we find that “trolling” negative comments on innocuous brand posts can increase observing consumers’ likelihood to engage with the brand.
{"title":"Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts","authors":"Lauren I. Labrecque, Ereni Markos, Mujde Yuksel, Tracy A. Khan","doi":"10.1177/10949968221075820","DOIUrl":"https://doi.org/10.1177/10949968221075820","url":null,"abstract":"Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can post negative comments (unintended consequence #1) with the intention to cause harm (value-destruction). But could these value destruction attempts backfire, resulting in value-creation for the brand (unintended consequence #2)? Study 1 (qualitative online content analysis) uses 237 real consumer comments on brand posts to explore the initial unintended consequence—the phenomenon of consumers posting negative comments on innocuous brand posts and identifies four categorizations based on two distinct comment types (personal vs. brand) and tones (lecturing vs. mocking). Building on Study 1, Study 2a investigates how observing consumers view the four different comment categorizations identified in Study 1 and explores whether they vary in terms of their justification (i.e., justified vs. not). Study 2b identifies which categorizations impact observing consumers’ perceptions of a comment as “complaining” or “trolling”. Lastly, Study 3 utilizes an experiment to test unintended consequence #2—we find that “trolling” negative comments on innocuous brand posts can increase observing consumers’ likelihood to engage with the brand.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"115 - 140"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42691944","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075315
M. Golf-Papez, E. Veer
Trolling is a form of consumer misbehavior that involves deliberate, deceptive, and mischievous attempts to provoke reactions from other online users. This research draws on actor-network theory to explore the assemblages of human and non-human entities that allow and perpetuate online trolling behaviors. By taking a practice-focused multi-sited ethnographic research approach, the research shows that online trolling is often an unintended consequence of interactions between human and non-human entities that are joined in the performance of trolling behavior. These entities include: troll(s), target(s), a medium of exchange, audience(s), other trolls, trolling artifacts, regulators, revenue streams, and assistants. Some of these actors (i.e., troll, target, medium) are playing a role in initiating, and other actors are (un)intentionally sustaining trolling by celebrating it, boosting it, facilitating it, and normalizing it. The findings highlight the role of nontraditional actors in the performance of misbehaviors and suggest that effective management of online consumer misbehaviors such as trolling will include managing the socio-technical networks that allow and fuel these misbehaviors.
{"title":"Feeding the Trolling: Understanding and Mitigating Online Trolling Behavior as an Unintended Consequence","authors":"M. Golf-Papez, E. Veer","doi":"10.1177/10949968221075315","DOIUrl":"https://doi.org/10.1177/10949968221075315","url":null,"abstract":"Trolling is a form of consumer misbehavior that involves deliberate, deceptive, and mischievous attempts to provoke reactions from other online users. This research draws on actor-network theory to explore the assemblages of human and non-human entities that allow and perpetuate online trolling behaviors. By taking a practice-focused multi-sited ethnographic research approach, the research shows that online trolling is often an unintended consequence of interactions between human and non-human entities that are joined in the performance of trolling behavior. These entities include: troll(s), target(s), a medium of exchange, audience(s), other trolls, trolling artifacts, regulators, revenue streams, and assistants. Some of these actors (i.e., troll, target, medium) are playing a role in initiating, and other actors are (un)intentionally sustaining trolling by celebrating it, boosting it, facilitating it, and normalizing it. The findings highlight the role of nontraditional actors in the performance of misbehaviors and suggest that effective management of online consumer misbehaviors such as trolling will include managing the socio-technical networks that allow and fuel these misbehaviors.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"90 - 114"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42031675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075834
B. Harms, J. Hoekstra, Tammo H. A. Bijmolt
Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure, spoken disclosure, and both written and spoken disclosure, and a control condition—no disclosure. Variance-based partial least squares structural equation modeling in Smart-PLS 3.0 shows that policy makers’ and parental measures to safeguard young consumers from negative consequences of sponsored vlogs can lead to unanticipated effects. While the combination of written and spoken sponsorship disclosure information as well as an active parental mediation style increase cognitive advertising literacy, restrictive parental mediation negatively affects cognitive advertising literacy. In addition, cognitive advertising literacy negatively affects young viewers’ evaluation of the vlogger and positively affects the attitude toward the sponsored brand. Our findings provide important insights for parents, practitioners, and regulators and contribute to the discussion of how to make influencer marketing more effective and ethical.
{"title":"Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires","authors":"B. Harms, J. Hoekstra, Tammo H. A. Bijmolt","doi":"10.1177/10949968221075834","DOIUrl":"https://doi.org/10.1177/10949968221075834","url":null,"abstract":"Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure, spoken disclosure, and both written and spoken disclosure, and a control condition—no disclosure. Variance-based partial least squares structural equation modeling in Smart-PLS 3.0 shows that policy makers’ and parental measures to safeguard young consumers from negative consequences of sponsored vlogs can lead to unanticipated effects. While the combination of written and spoken sponsorship disclosure information as well as an active parental mediation style increase cognitive advertising literacy, restrictive parental mediation negatively affects cognitive advertising literacy. In addition, cognitive advertising literacy negatively affects young viewers’ evaluation of the vlogger and positively affects the attitude toward the sponsored brand. Our findings provide important insights for parents, practitioners, and regulators and contribute to the discussion of how to make influencer marketing more effective and ethical.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"35 - 53"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43868360","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075993
S. F. Bernritter, A. Loermans, Anniek W. Eigenraam, P. Verlegh
To what extent do consumers incorporate the identity of brands they endorse on social media into their self-concept? We argue that, contrary to popular belief, online brand endorsements may not necessarily lead to inclusion of the brand into the self and may, consequently, lead to contrast effects that negatively affect consumers’ self-evaluations. We test our hypotheses across five studies and find that consumers who endorse a brand on social media subsequently negatively adjust their self-evaluations on traits that reflect the brand's key personality traits. This effect occurs only if they endorse the brand (i.e., by “liking” or “following” it), but not when they just visit the brand's social media page. Moreover, the effect is moderated by brand symbolism, with stronger effects if the brand is perceived to have low brand symbolism. The downwards shift in consumers’ self-evaluations negatively affects brand outcomes. We also explore the role of incentives as counter mechanism. In conclusion, our findings reveal a dark side to promoting consumer endorsement of brands on social media, one with implications not only for consumers but also for brands.
{"title":"I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation","authors":"S. F. Bernritter, A. Loermans, Anniek W. Eigenraam, P. Verlegh","doi":"10.1177/10949968221075993","DOIUrl":"https://doi.org/10.1177/10949968221075993","url":null,"abstract":"To what extent do consumers incorporate the identity of brands they endorse on social media into their self-concept? We argue that, contrary to popular belief, online brand endorsements may not necessarily lead to inclusion of the brand into the self and may, consequently, lead to contrast effects that negatively affect consumers’ self-evaluations. We test our hypotheses across five studies and find that consumers who endorse a brand on social media subsequently negatively adjust their self-evaluations on traits that reflect the brand's key personality traits. This effect occurs only if they endorse the brand (i.e., by “liking” or “following” it), but not when they just visit the brand's social media page. Moreover, the effect is moderated by brand symbolism, with stronger effects if the brand is perceived to have low brand symbolism. The downwards shift in consumers’ self-evaluations negatively affects brand outcomes. We also explore the role of incentives as counter mechanism. In conclusion, our findings reveal a dark side to promoting consumer endorsement of brands on social media, one with implications not only for consumers but also for brands.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"159 - 175"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48765425","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221074726
Yashar Dehdashti, Aidin Namin, B. Ratchford, L. Chonko
Crowdfunding is an online method of fundraising from a large audience. Digital Word of Mouth (DWOM) via social media has become a popular promotion platform for crowdfunding campaigns due to its negligible nominal cost. While one may expect that promoting these campaigns on social media may steadily increase donations, the exact dynamics of such promotions have not been studied for donation-based crowdfunding. We collect panel data on several unique donation campaigns from a major donation-based crowdfunding website (gofundme.com) and analyze them employing a variety of econometric techniques. We specifically provide empirical evidence that promoting crowdfunded charitable campaigns using social media follows three phases throughout a campaign's lifecycle. Our results indicate that the general pattern of behavior is the same for charitable campaigns as it is for reward-based campaigns. This suggests that the psychological motives outlined in the literature are important for both types of campaigns. Because the economic motives are not present, this finding would not be clearly anticipated. We show that the contributing role of social media in a campaign's success varies over time and that it is most helpful in the first ten days of initiating a campaign. We also provide preliminary evidence that promoting charitable campaigns on social media can lead to slacktivism, an unexpected consequence of using social media as a promotion tool resulting in less donations and more social media flurry. We also find that if a campaign does not reach at least 70 percent of its goal after twenty days since launch, it is not likely to be successful. Fundraisers and charitable marketers can use our findings in gauging the effectiveness of raising awareness about their campaigns in the online world. They could also streamline the timing of social media promotions to enhance their impact on collecting donations for charitable causes.
{"title":"The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media","authors":"Yashar Dehdashti, Aidin Namin, B. Ratchford, L. Chonko","doi":"10.1177/10949968221074726","DOIUrl":"https://doi.org/10.1177/10949968221074726","url":null,"abstract":"Crowdfunding is an online method of fundraising from a large audience. Digital Word of Mouth (DWOM) via social media has become a popular promotion platform for crowdfunding campaigns due to its negligible nominal cost. While one may expect that promoting these campaigns on social media may steadily increase donations, the exact dynamics of such promotions have not been studied for donation-based crowdfunding. We collect panel data on several unique donation campaigns from a major donation-based crowdfunding website (gofundme.com) and analyze them employing a variety of econometric techniques. We specifically provide empirical evidence that promoting crowdfunded charitable campaigns using social media follows three phases throughout a campaign's lifecycle. Our results indicate that the general pattern of behavior is the same for charitable campaigns as it is for reward-based campaigns. This suggests that the psychological motives outlined in the literature are important for both types of campaigns. Because the economic motives are not present, this finding would not be clearly anticipated. We show that the contributing role of social media in a campaign's success varies over time and that it is most helpful in the first ten days of initiating a campaign. We also provide preliminary evidence that promoting charitable campaigns on social media can lead to slacktivism, an unexpected consequence of using social media as a promotion tool resulting in less donations and more social media flurry. We also find that if a campaign does not reach at least 70 percent of its goal after twenty days since launch, it is not likely to be successful. Fundraisers and charitable marketers can use our findings in gauging the effectiveness of raising awareness about their campaigns in the online world. They could also streamline the timing of social media promotions to enhance their impact on collecting donations for charitable causes.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"1 - 17"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49236320","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075686
Andrea Giuffredi-Kähr, A. Petrova, Lucia Malär
Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers often experience difficulty making accurate distinctions as to whether the influencer is offering a personal recommendation or doing a promotion. Given this issue, we examine to what extent sponsored posts of different influencer types affect consumers’ evaluations of the sponsoring brand and the influencer as well as what role the sponsorship disclosure plays therein. Across four experimental studies, we demonstrate that sponsored posts of mega influencers increase consumers’ persuasion knowledge relative to the posts of nano influencers, which decreases the trustworthiness of those posts and in turn negatively impact both brand and influencer evaluations. Interestingly, our results reveal that this indirect effect is only present when the sponsorship is not disclosed. Thus, more transparency by disclosing such sponsorship can eliminate the negative impacts of persuasion knowledge on the trustworthiness of posts and subsequent evaluations of the brand and the influencer. These findings have important implications for marketing practice and research.
{"title":"Sponsorship Disclosure of Influencers – A Curse or a Blessing?","authors":"Andrea Giuffredi-Kähr, A. Petrova, Lucia Malär","doi":"10.1177/10949968221075686","DOIUrl":"https://doi.org/10.1177/10949968221075686","url":null,"abstract":"Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers often experience difficulty making accurate distinctions as to whether the influencer is offering a personal recommendation or doing a promotion. Given this issue, we examine to what extent sponsored posts of different influencer types affect consumers’ evaluations of the sponsoring brand and the influencer as well as what role the sponsorship disclosure plays therein. Across four experimental studies, we demonstrate that sponsored posts of mega influencers increase consumers’ persuasion knowledge relative to the posts of nano influencers, which decreases the trustworthiness of those posts and in turn negatively impact both brand and influencer evaluations. Interestingly, our results reveal that this indirect effect is only present when the sponsorship is not disclosed. Thus, more transparency by disclosing such sponsorship can eliminate the negative impacts of persuasion knowledge on the trustworthiness of posts and subsequent evaluations of the brand and the influencer. These findings have important implications for marketing practice and research.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"18 - 34"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44732850","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075817
Juliana Moreira Batista, L. Barros, F. V. Peixoto, Delane Botelho
Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumers evaluate brands that reply using an assertive tone more favorably than those using a sarcastic tone, which can be partially explained by the perceived aggressiveness of sarcasm. Additionally, support for a brand's stance acts as a boundary condition on the effect the type of reply adopted by the brand has on consumer attitudes toward the brand. So, the more someone supports a brand's stance, the less their perception of aggressiveness will negatively influence their attitude to that brand. We discuss the implications of these findings for marketing theory and practice.
{"title":"Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?","authors":"Juliana Moreira Batista, L. Barros, F. V. Peixoto, Delane Botelho","doi":"10.1177/10949968221075817","DOIUrl":"https://doi.org/10.1177/10949968221075817","url":null,"abstract":"Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumers evaluate brands that reply using an assertive tone more favorably than those using a sarcastic tone, which can be partially explained by the perceived aggressiveness of sarcasm. Additionally, support for a brand's stance acts as a boundary condition on the effect the type of reply adopted by the brand has on consumer attitudes toward the brand. So, the more someone supports a brand's stance, the less their perception of aggressiveness will negatively influence their attitude to that brand. We discuss the implications of these findings for marketing theory and practice.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"77 9","pages":"141 - 158"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41259513","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-01DOI: 10.1177/10949968221075819
Ana Babić Rosario, C. Russell, D. Shanahan
From parenting to health and wellness, the number of virtual support communities (VSCs) keeps growing. The interactive marketing discipline has primarily documented the positive social dynamics of VSCs: communities provide informational and socio-emotional support that helps members achieve their goals. Yet evidence is mounting that VSCs also exhibit judgment and pressure that ultimately hurt community relationships and engagement. We adopted a mixed-methods approach: a qualitative phase, comprised of netnography and interviews, to explore members’ experiences of a VSC and its complex social dynamics, followed by a quantitative phase to test the emerging model with cross-sectional survey data collected from members of a large number of health- and wellness-related VSCs. The two studies provide empirical evidence of many paradoxical social dynamics of VSCs and their relational and engagement consequences. We find that positive group perceptions can generate the social empathy that ensures the group's informational value is helpful to members’ goals; however, we also find that negative group perceptions create social pressure that can be helpful to relational and engagement outcomes if it increases social empathy but can also be detrimental if it turns into angst. Our findings contribute to research on VSCs, inform interactive marketing practices, and suggest further research opportunities on the social dynamics of VSCs.
{"title":"Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups","authors":"Ana Babić Rosario, C. Russell, D. Shanahan","doi":"10.1177/10949968221075819","DOIUrl":"https://doi.org/10.1177/10949968221075819","url":null,"abstract":"From parenting to health and wellness, the number of virtual support communities (VSCs) keeps growing. The interactive marketing discipline has primarily documented the positive social dynamics of VSCs: communities provide informational and socio-emotional support that helps members achieve their goals. Yet evidence is mounting that VSCs also exhibit judgment and pressure that ultimately hurt community relationships and engagement. We adopted a mixed-methods approach: a qualitative phase, comprised of netnography and interviews, to explore members’ experiences of a VSC and its complex social dynamics, followed by a quantitative phase to test the emerging model with cross-sectional survey data collected from members of a large number of health- and wellness-related VSCs. The two studies provide empirical evidence of many paradoxical social dynamics of VSCs and their relational and engagement consequences. We find that positive group perceptions can generate the social empathy that ensures the group's informational value is helpful to members’ goals; however, we also find that negative group perceptions create social pressure that can be helpful to relational and engagement outcomes if it increases social empathy but can also be detrimental if it turns into angst. Our findings contribute to research on VSCs, inform interactive marketing practices, and suggest further research opportunities on the social dynamics of VSCs.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"54 - 89"},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41668388","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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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