Brand Actions on Social Media: Direct Effects on Electronic Word of Mouth (eWOM) and Moderating Effects of Brand Loyalty and Social Media Usage Intensity

Most existing social media research has been user focused. This study looks at social media from the brand's perspective by testing (1) theoretical links between brand-action antecedents and positive electronic word of mouth (eWOM); and (2) how brand loyalty and social media usage intensity moderate the relationships between the antecedents and eWOM. Using structural equational modelling from 290 Facebook users, we find empirical support for three brand action constructs (personalization, responsiveness, and transparency) to eWOM. We also find the moderating effects of social media usage intensity and brand loyalty on the relationship between responsiveness and eWOM. Theoretical and managerial implications for these findings are discussed.     

E-Mail and V-Mail Usage: Generalizing Across Technologies

Many researchers and practitioners describe electronic mail (e-mail) and voice mail (v-mail) together and assume that their usage and impacts are similar. However, empirical evidence on the issue is mixed. For example, whereas some research found similar relations to hold across both e-mail and v-mail, other research presents evidence suggesting that e-mail and v-mail are used differently and their impacts are distinct.

This research investigates whether theories derived and tested with respect to e-mail are generalizable to v-mail. Specifically, the research examines whether the antecedents of e-mail use are different than the antecedents of v-mail use. To do so, the research tests a theoretical model for both e-mail and v-mail usage in the same organization. This model expands the technology acceptance model (TAM) to incorporate antecedents of perceived usefulness (PU) and perceived ease of use (PEU). These antecedents, which are based on theories of communications media choice and use, include social influence about usage of the medium, social presence of the medium, physical and informational accessibility of the medium, media style, and availability of training and support on use of the medium.

Results indicate important differences between antecedents of e-mail and v-mail usage, in both the determinants of system use and in the determinants of PU and PEU. Specifically, the relations between use and beliefs appear to be more complex than originally proposed in TAM. The effect of social influence on use and its relation to beliefs differ across the two media, suggesting that strong social norms may have a moderating effect on the relation between beliefs and use.     

Global Social Media Usage: Insights Into Reaching Consumers Worldwide

This study documents global social media usage patterns based on a large‐scale survey of 4,630 social media users around the world. The study provides insights into how users in the European Union, United States, and BRIC (Brazil, Russia, India, and China) regions use social media for business and personal use. It analyzes variability in global social media platforms being used in these different world regions. The study also presents insights into usage of multilingual content for global social media consumption and the global user propensity to translate social media. Finally, the paper showcases an innovative technology solution to help companies leverage machine and human translation to enable users to translate social media content. © 2012 Wiley Periodicals, Inc.     

Private label usage and store loyalty: The moderating impact of shopping value

This study endeavours to develop and analyze a conceptual model that sheds light on the moderating impact of utilitarian and hedonic shopping values in determining the relationship between private label usage and store loyalty. In a test with data collected from 267 consumers, conceptual framework was analyzed by using structural equation modeling. The findings reveal that a negative relationship was observed between private label usage and store loyalty. However, utilitarian shopping value converts this existing negative relationship between private label usage and store loyalty into a strong positive association. This study offers such interesting implications for managers that developing marketing strategies oriented to create utilitarian shopping value during the shopping experience may enable retailers to enhance their store loyalty in a positive way in the long run. Prior research has not approached the private label product phenomenon from a shopping value perspective. Hence, this study attempts to measure the moderating impact of shopping value on the linkage between private label usage and store loyalty for the first time.     

Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness

The role of social media in promoting sustainable attitudes is currently understudied. Underpinned by social learning theory, this study unveils the effect of social media usage and browsing on sustainable purchasing attitude, the underlying mechanism, and the boundary condition. Drawing on a sample of 693 experienced respondents analyzed using structural equation modeling, this study reveals that social media usage and browsing have a significant positive association. Both constructs significantly impact sustainable purchasing attitudes with complementary partial mediation of the drive for environmental responsibility. Further, trust in social media and perceived environmental effectiveness significantly moderate the relationships belongs to the browsing and drive for environmental responsibility. Contrary to the theorization, moderating constructs cannot substantially impact the proposed associations of social media usage. In this manner, the present research is innovative and provides valued knowledge to comprehend social media's role in encouraging sustainable attitudes.     

Mobile Money and Financial Inclusion in Sub-Saharan Africa: the Moderating Role of Social Networks

ABSTRACT

The purpose of this article is to test the moderating effect of social networks in the relationship between mobile money usage and financial inclusion in rural Uganda. The results revealed that there is a significant and positive moderating effect of social networks in the relationship between mobile money usage and financial inclusion in rural Uganda. Besides, mobile money usage and social networks have direct and significant effects on financial inclusion in rural Uganda. Thus, the findings suggest that existence of social networks of strong and weak ties among mobile money users promote financial inclusion in rural Uganda. Previous studies have concentrated only on investigating the impact of mobile money in promoting financial inclusion in developing economies, especially in Sub-Saharan Africa. However, this particular study introduces the moderating effect of social networks in the relationship between mobile money usage and financial inclusion in rural Uganda, which seems to be sparse and lacking in literature.     

Exploring Perceived Channel Price,Quality, and Value as Antecedents of Channel Choice and Usage in Multichannel Shopping

This study investigates consumer perceptions of price-quality-value based on shopping channel attributes as antecedents of channel choice and usage in multichannel shopping environments. Findings indicate that channel usage intention is directly influenced by consumer perceptions of channel value and indirectly by consumer perceptions of channel quality and channel price. Consumer perceptions of channel attributes most important to channel usage intention include utilitarian and hedonic value, service and merchandise quality, and monetary and non-monetary price. Managerial implications for retailers suggest a need for strategic management and differentiation of channel attributes to enhance channel value perceptions and increase channel usage intention.     

Shopping motives as antecedents of e-satisfaction and e-loyalty

Abstract

Customer loyalty is fundamental to the profitability and survival of e-tailers. Yet research on antecedents of e-loyalty is relatively limited. This study contributes to the literature by investigating the effect of motives for online shopping on e-satisfaction and e-loyalty. A structural equations model is developed and tested through data from an online survey involving 797 customers of two UK-based e-tailers focussing on hedonic products. The results suggest that convenience, variety seeking, and social interaction help predict e-satisfaction, and that social interaction is the only shopping motive examined with a direct relationship to e-loyalty. Data also show that e-satisfaction is a strong determinant of e-loyalty. These findings are discussed in the light of previous research and avenues of future research are proposed.     

Web使用挖掘在B2C网站中的应用研究

Web使用挖掘是应用数据挖掘技术从Web数据中发现使用模式的过程,它的重要应用领域之一就是B2C网站(网上零售业)的客户行为分析。针对这一问题,来分析Web使用挖掘的过程模型,基于B2C网站的Web使用挖掘方法,详细了解B2C网站的客户访问行为和购买行为,从而明确Web使用挖掘在B2 C网站中的应用领域。     

Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention

Social media is shaping the way companies and brands engage and interact with consumers, particularly Millennials. In light of this growing trend, this study aims to understand the influence of content quality and brand interactivity within social media on consumers' brand awareness and purchase intentions by proposing an empirical model which is tested using structural equation modeling. The study also explores whether the relation between social media stimuli and offline purchase intention is mediated by hedonic motivation, consumer engagement and brand awareness. Results reveal that the quality of content provided by brands on social media and company-users' interactivity are of major importance to Millennials. They increase the hedonic motive derived by these users from social media, strengthen their online engagement and intensify their brand awareness. This heightened online consumer engagement coupled with an increased online consumer brand awareness leads to an increase in the purchase intention of these brands offline. Consequently, companies are encouraged to invest in producing high-quality content on their social media pages, deploy all possible strategies to enhance brand users’ interactivity given the important role these variables play in entertaining, engaging users online, building brand awareness and influencing their offline purchase intentions.     

The Influence of Hedonic Values on Consumer Behaviors

Summary

This study investigated the influence of hedonic values on the consumer behavior of young Chinese. The results show that hedonic values are negatively associated with utilitarian orientation and positively associated with novelty seeking, responsiveness to promotion stimuli, and preference for foreign brands. Personal income moderates the relationship between hedonic values and brand consciousness. Conceptual importance and managerial implications are discussed.     

Will enterprise social networking systems promote knowledge management and organizational learning? An empirical study

ABSTRACT

Nowadays, enterprise social media practitioners and researchers are keen to know how the enterprise usage of social media can be converted into the improved organizational performance. Meanwhile, organizational learning has long been considered as one of the measures of organizational performance. This article investigated the impact of enterprise social networking systems (ESNS) usage on knowledge management processes and organizational learning; in particular, we examined the mediating role of knowledge creation and knowledge sharing. Four theories from sociology and strategic management were used to build the hypotheses in the research model. An online survey was conducted to empirically test the model. Our study results showed that ESNS usage directly and indirectly influences organizational learning; and that knowledge management processes (knowledge creation and sharing) mediate the path between the two. This study contributes to the existing literature on enterprise social media for three reasons. First, it is among the first to connect the three independent concepts (social media, knowledge management, and organizational learning) and explore their relationships in one theoretical framework. Second, this work also specifically examines the influence of ESNS (Yammer in this case) on organizational processes and outcomes. Third, this is a pioneering study that employs multiple theories to address the research questions under the organizational social media context. Therefore, the research gives implications for both practitioners and scholars who are interested in understanding the effectiveness of ESNS usage in the modern organizations today.     

Exploring Factors Influencing the Use of Enterprise Social Networks in Multinational Professional Service Firms

ABSTRACT

Organizations are increasingly implementing enterprise social networks (ESNs) for improved communication and collaboration, as well as enhanced knowledge sharing and innovation among employees. However, the paradoxical relationship between ESN implementation and the promised benefits has been attributed to employees’ underutilization. Our research focuses on factors influencing employees’ decision to use ESN in their work role and draws on case studies of two multinational professional service firms (PSFs) based in Australia. Qualitative data were collected during ten semi-structured interviews with employees from both organizations, to determine their perceptions of ESN usage and capture the factors that influence their use behavior. The findings illustrate that the likelihood of ESN use is significantly influenced by technological, organizational, social and individual factors. A successful ESN use within an organization involves the nexus between these four factors and recommendations are made, as guidelines for organizational actors about how ESNs usage can be increased.     

How Package Sizes,Fill Amounts,and Unit Costs Influence Product Usage Amounts

ABSTRACT

This study examines the effect of package sizes, unit costs, and fill amounts on product usage amounts with 343 Thai undergraduates. Participants read scenarios and scooped/poured the products into containers. The results show that the effects of package sizes, unit costs, and fill amounts on usage vary by product types. H1 (consumers use a greater product amount when the package size is larger versus smaller) receives clear support in the case of cooking oil and partial support in the case of detergent, floor cleaner, and fish food. H2 (consumers use a greater product amount when the product unit cost is lower versus higher) receives full support in the case of detergent, no support in the case of cooking oil, and partial support in the case of floor cleaner and fish food. H3 (consumers use a greater product amount when the fill is visibly greater versus lesser) does not receive support.     

Understanding the Factors That Affect the Adoption of Innovative High-Technology Brands: The Case of Apple iPhone in Malaysia

ABSTRACT

The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis, and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed the importance of relative advantage, trialability, and social influence as key constructs in adoption intention. The study also showed that gender of the consumer has no moderating effect on the adoption intention. Practical guidelines are provided to marketing managers on how to use those factors to increase the adoption of new brands among customers.     

“Yes,we do. Why not use augmented reality?” customer responses to experiential presentations of AR-based applications

Augmented reality (AR) is regarded as a visually transformative technology that enables consumers to gain immersive and enjoyable information about experience products/services during the purchasing process. Based on the stimulus-organism-response (S–O-R) paradigm, this study investigates how experiential AR applications (apps) influence customers' experiential value, in turn enhancing continued usage intention. Furthermore, perceived customer support plays an even more important role in enhancing customers’ continued usage intention. This study obtained data through an online survey of 437 customers of the YouCam Makeup app in Taiwan. We used SmartPLS software to analyze the data and test the hypotheses. The findings suggest that the features of an experiential AR app have a greater positive impact on hedonic value than utilitarian value; in turn, only hedonic value has a positive impact on continued usage intention. The results further demonstrate that the effect of hedonic value on continued usage intention is positively moderated by perceived customer support.     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.     

Understanding Personal Web Usage in Organizations

Personal web usage, that is, non-work-related use of the Internet for personal purposes during work hours, is a pervasive behavior observed in the daily work environment. U.S. companies have implemented several countermeasures to cope with personal Web usage, but those measures have not successfully mitigated this behavior. Considering the significance of personal Web usage, we need to understand why personal Web usage is not alleviated in current organizations. The goal of this study is to present an empirical investigation of why employees continue personal Web usage based on an extended theory of planned behavior. We are particularly interested in how people's perceptions of moral dimensions contribute to personal Web usage, recognizing that our work environment becomes more Web-embedded. We conducted a field survey of 426 U.S. business professionals and analyzed the data by using partial least squares. As a result, we demonstrate that an individual's attitude, subjective norm, denial of responsibility, self-efficacy, personal computer availability, seclusion of office, and workload are significant factors affecting personal Web usage. Interestingly, current organizational preventive efforts (e.g., Web-based activity monitoring and filtering systems and policies) and moral obligation are not as significant as we originally expected. Key implications for theory and practice are discussed.     

The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites

Abstract

This experiment examines interactivity and vividness in commercial web sites. We expected increased levels of interactivity and vividness would lead to more positive attitudes toward web sites, stronger feelings of telepresence, and greater attitude—behavior consistency. In addition, we expected increased levels of vividness to lead to the development of more enduring attitudes toward the site. Participants explored four web sites. Increases in interactivity and vividness were associated with increased feelings of telepresence. In addition, increases in vividness were associated with more positive and more enduring attitudes toward the web site. Implications for new media researchers and practitioners are discussed.     

Leveraging social media-based determinants to build customer-based brand equity of a retailer

ABSTRACT

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Though tremendous opportunities via social media are alluring, businesses are still finding it hard to penetrate the clique of consumer interactions that are largely personal in nature. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in diverse fields, this study demonstrates how retailers can build customer-based brand equity using social media-based brand determinants. Using seemingly unrelated regression technique, this study examines how retailer brands can leverage consumer characteristics on social media to successfully integrate and capitalize on social media marketing activities. This research study has important implications for both marketing theory and practice.