ABSTRACT This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. 相似文献
Teamwork is widely adopted in organisations. Although much evidence indicates that using person‐organisation (P‐O) fit as a selection criterion benefits individual employees, little is known about how this practice influences team functioning. Drawing on the input‐mediator‐outcome model and the research on value congruence, this study built and tested a model that links P‐O fit in recruitment to work teams' performance. Based on data collected from team members, team leaders, human resources managers, and chief executive officers in 96 firms, we found that P‐O fit in recruitment had a positive relationship with team performance and that intrateam trust mediated the relationship between P‐O fit in recruitment and team performance. Further, this mediated relationship existed only when the organisation had a weak, rather than strong, respect‐for‐people culture. This study contributes to the P‐O fit and team literature and has practical implications for human resources practices and team management. 相似文献
Value co-creation has emerged as a critical challenge for fashion brands in the age of social media. Despite its importance, scholars have not adequately explored the role of social media marketing (SMM) in enhancing value co-creation (VCC) intentions among fashion brand consumers in mainland China. SMM encompasses five hierarchical elements: entertainment, customization, interaction, electronic word-of-mouth (EWOM), and trendiness. This study developed a theoretical framework based on attribution theory and employed the partial least squares–structural equation modeling (PLS-SEM) method to analyze the value co-creation process. The results indicate that SMM positively impacts brand loyalty (BL), brand trust (BT), and VCC. Furthermore, BT positively affects BL and VCC, while also serving as a positive mediator between SMM and BL and VCC. Finally, BL positively enhances the VCC intentions of fashion brand consumers. Our study's unique insights, derived from the attribution theory's advantage point, enrich the marketing literature. These findings also offer practical guidelines and tips for marketing managers seeking to optimize their SMM mix for VCC. 相似文献
Purpose: The main objective is to test and assess a research model through time and across contexts in which satisfaction is a mediator between quality constructs in manufacturer–supplier relationships. Satisfaction is positioned as a mediator between trust and commitment (i.e., causes) on the one hand, and cooperation, coordination and continuity expectancy (i.e., outcomes) on the other. The objective is also to provide a substantiation and contribution through time and across contexts, to business theory of supplier-manufacturer relationships
Methodology/approach: One out of eight samples selected for additional empirical substantiation for this study comprises a total of 600 small and medium-sized Spanish enterprises from various industrial sectors. A total of 259 usable questionnaires were returned, generating a response rate of 43.2%. The study is positioned (and compared) in relation to seven other samples that have been tested within the same research model in Canada, Finland, Norway (twice), South Africa, Sweden, and Taiwan. The total number of useable questionnaires is 1641, the average number of useable questionnaires per study is 205 and the average response rate is 37.4% in the studies assessed of this article.
Findings: The research model tested and assessed in the eight studies meets the requirements for satisfactory convergent, discriminant and nomological validity, as well as for construct reliability. The measurement and structural metrics support validity and reliability over time and across contexts, which is rare in marketing research.
Research implications: The theoretical framework contributes, through time and across contexts, to the business theory of supplier–manufacturer relationships. The tested research model demonstrates properties of validity and reliability across countries and company sizes. Implications and suggestions for further research are provided.
Practical implications: The empirical findings indicate key factors that contribute to satisfaction in manufacturer–supplier relationships in different countries and companies.
Originality/value: The article makes a contribution to theory relating to supplier–manufacturer relationships, providing evidence that the tested, hypothesized relationships are generally applicable. The validation or falsification of empirical findings in previous research is crucial in building valid and reliable theory over time and across contexts. Otherwise, theory becomes fragmented and undermines the credibility of marketing research. 相似文献
This study contributes to the growing body of literature investigating how and why consumers form connections to brands by applying an attachment theoretical framework. According to the attachment theory, children develop internal working models of the reliability of others in the interaction with the primary caregiver(s). It can be assumed that this attachment style, which is conceptualized along two dimensions (secure–anxious and dependent–independent), not only influences intimate relationships in the long run, but may also play an important role in customer relationships. The author investigates the influence of attachment style along the brand attachment – brand trust and brand loyalty chain. The sample consists of 216 adolescents. The results derived from structural equation modeling (SEM) by proposing a non-recursive model show that the dependent–independent dimension of parental attachment style positively influences the corresponding dimension of brand attachment predisposition and is important for all of the constructs along the brand attachment – brand trust and brand loyalty chain. However, this is not the case with the secure–anxious dimension of parental attachment style. The secure–anxious dimension of brand attachment predisposition does, on the other hand, have a significant impact at least on brand trust. The results are discussed from an attachment theoretical point of view and corroborate the suppositions of Rindfleisch, Burroughs, and Wong (2009Rindfleisch, Aric, James E. Burroughs, and Nancy Wong. 2009. The safety of objects: Materialism, existential insecurity, and brand connection. Journal of Consumer Research 36 (1): 1–16.[Crossref], [Web of Science ®], [Google Scholar]), who grounded their findings on terror management theory. Several possible implications of these results for the theory and practice of brand management and advertising, especially in the light of the gamification of advertising, are discussed. 相似文献
The opaque use of data collection methods on the WWW has given rise to privacy concerns among Internet users. Privacy policies
on websites may ease these concerns, if they communicate clearly and unequivocally when, how and for what purpose data are
collected, used or shared. This paper examines privacy policies from a linguistic angle to determine whether the language
of these documents is adequate for communicating data-handling practices in a manner that enables informed consent on the
part of the user. The findings highlight that corporate privacy policies obfuscate, enhance and mitigate unethical data handling
practices and use persuasive appeals to increase companies’ trustworthiness. The communicative strategies identified provide
starting points for redesigning existing privacy statements with a view to communicating data handling practices in a more
transparent and responsible manner, laying the groundwork for informed consent. 相似文献
This paper considers a recent U.K. legal dispute where a supplier sued a large organization, which had been a long-term customer, for breach of implied contract. It uses this case to discuss aspects of the nature of trust between organizations. The discussion encompasses a consideration of the distinction between trust and reliability; and, why the concept of blanket trust is not helpful. In conclusion, by contrasting business-to-business and personal relationships, the paper suggests that firms in their relationships with other institutions should never follow an unquestioning form of strong trust. 相似文献