The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention

This study examined the influence of consumer's brand familiarity and the information quality of social media content on their involvement with a brand on the brand's social media pages. Also studied were the influence of involvement on consumer's attitude towards the brand's social media page and the effect of their attitude on future purchase intention from the brand. The results indicated that both brand familiarity and information quality had significant effects on a consumer's involvement with a brand on its social media page, yet the brand's social media content had a greater influence on a consumer's involvement with the social media page. Further, involvement with a brand's social media led to a positive attitude towards the brand's social media page, which in turn influences future purchase intention from the brand. However, the involvement did not directly influence future purchase intention from the brand. The results suggest the significant importance of quality of social media content.     

Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain

This paper examines the antecedents of millennials' organic food purchasing. A conceptual framework, based on product characteristics, and consumers' concerns and consciousness, is proposed. Data collection was conducted through a survey in two culturally and socioeconomically distinct countries (Brazil vs. Spain) to increase the robustness and generalizability of the results. The results show that product characteristics and consumer concerns improve millennials’ health consciousness and increase their social consciousness, which, in turn, increase their willingness to pay a price premium and their purchase frequency of organic foods. The findings show that the proposed model has high validity, with only one significant difference between the two countries. Theoretical contributions and managerial implications are discussed.     

The effects of possession- and social inclusion-defined materialism on consumer behavior toward economical versus luxury product categories,goods versus services product types,and individual versus group marketplace scenarios

The paper builds on and extends the current understanding of materialism by investigating the effects of two forms of materialism (i.e., possession- and social inclusion-defined) on consumer behavior (i.e., purchase and patronage) toward products of different categories (i.e., economical versus luxury) and types (i.e., goods versus services) in different marketplace scenarios (i.e., individual versus group). Using data partitioning on a random sample of 323 consumers to generate usable cases for three interrelated studies, the paper reports that the effects of possession- and social inclusion-defined materialism are consistently accentuated in the purchase of luxury goods rather than economical goods, whereby consumers with high levels of possession- and social inclusion-defined materialism are more likely to purchase luxury goods than consumers with low levels of possession- and social inclusion-defined materialism. However, the paper finds that possession- and social inclusion-defined materialism have no significant effects on the individual and group patronage of economical and luxury services. The paper concludes with the implications of these findings for theory, practice, and future research.     

Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China

This study proposes a unique framework that aids to enrich online shopping experience (psychological and monetary gains) and accelerates fast food mobile commerce (m-commerce). The extended technology acceptance model (TAM) is applied while the stimulus–organism–response (S–O–R) paradigm served as the predominant framework combined with the acquisition-transaction utility theory. This study investigates the mobile website quality, website brand equity (stimulus) influence on (PEOU) and (PU) (organism) to predict Chinese consumer intention to use fast food mobile commerce (response). A total of 936 respondents were participated while data were collected using a convenience sampling technique in China. Results reveal that all dimensions of mobile WQ (i.e., service quality, system quality, and information quality) and Website BE (i.e., brand image, perceived quality, brand association, and brand loyalty) (stimulus) significantly substantially influence PEOU and PU (organism) toward the acceptance of online fast food shopping (response). Digital Coupon Proneness (an accelerator) substantially moderates the relationship between PEOU, PU, and intention to use fast food m-commerce. Based on the assumptions of acquisition-transaction utility theory, category-specific (fast food) digital coupon proneness increase m-commerce for online fast food buying– a novel contribution of the study. Furthermore, research provides unique managerial insights for the industry to utilize the maximum potential of m-commerce in the fast-food industry.     

Editorial introduction: Advances in theory and practice of digital marketing

This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction.     

Exploring the determinants of usage continuance willingness for location-based apps: A case study of bicycle-based exercise apps

This paper investigates how mobile app design and social media can be used to influence the intention for continued use of location-based mobile apps. Uses and gratification theory and information systems success model are used to explore the key factors of continued usage intention. Three hundred and fifty-six valid questionnaires were collected to test the research model. The results showed that perceived usefulness, enjoyment, sense of belonging would significantly influence the usage habit and satisfaction of bicycle-based exercise app. In particular, the habit and satisfaction had strong impact on the intention for continued use. This study extended the findings of exercises with mobile apps and provided implications for the developers and operators of fitness and leisure-oriented apps.     

On the direct and indirect effects of the Great East Japan earthquake on self rated health through social connections: Mediation analysis

The Great East Japan Earthquake created health hazards for many people. Using Panel Data gathered in Iwanuma city, Japan, at two points in time (in 2010 before the quake, and in 2013 after the quake), we found that the high degree of housing damage negatively affected victims’ self rated health (SRH) (direct effect), and decreased the levels of their social connections, which in turn also had a harmful effect on their SRH (indirect effect). We also found that although the direct impacts of earthquakes disappear relatively quickly, the harmful indirect effects associated with a decrease in social connections are slower to dissipate. We conducted a first-difference two-step GMM estimation to consider the possible problem of endogeneity. The results support the above conclusion, and show that in the short-term, the indirect impacts of the earthquake accounted for 55 % of all the impacts experienced.     

Banking sector reactions to COVID-19: The role of bank-specific factors and government policy responses

This paper examines the impact of bank-specific factors and variations in the context of stringency of government policy responses on bank stock returns because of the COVID-19 pandemic. A sample of 1,927 publicly listed banks from 110 countries is used for the period of the first major wave of COVID-19, that is, January to May 2020. Our findings indicate that stock returns of banks with higher capitalization and deposits, more diversification, lower non-performing loans, and larger size are more resilient to the pandemic. While banks’ environment and governance scores do not have a significant impact, higher social and corporate social responsibility strategy scores intensify the negative stock price reaction to COVID-19. We further observe that the pandemic-induced reduction in bank stock prices is mitigated as the strictness of government policy responses increases, mainly through economic responses such as income support, debt and contract relief, and fiscal measures from governments.     

Assessing the reversal of investor sentiment

Assessing the reversal of sentiment in stock markets is needed because, according to the social mood cycle, the change of social mood over time is an antecedent of price movements. The purpose of this study is to empirically assess reversal of investor sentiment, to show the phases of social mood cycle from increasing mood to decreasing mood, and to explain the dynamic change in market inefficiency from increasing to decreasing. Growth modeling, developed particularly for dealing with the change over time, is used in this study for assessing the reversal of investor sentiment. The autocovariance structure of errors and the variances/covariances of the random coefficients are all taken into account in the model. The results have indicated that the change in investor sentiment over time is inverted U-shaped for the entire market. Moreover, arbitrage constraint and stock characteristics exert a joint moderating effect on sentiment reversal. Less arbitrage constraint can strengthen sentiment reversal only when the market for individual stocks is dominated by noise traders. Based on the results obtained, we discuss asset pricing, liquidity management, and market intervention.