Exploring effects of source similarity,message valence,and receiver regulatory focus on yelp review persuasiveness and purchase intentions

This study is among the first to investigate the impact of message, source, and receiver characteristics on user attitudes toward Yelp reviews, with the subsequent impact of these attitudinal evaluations on review persuasiveness. Specifically, it examines the roles of review valence (positive/negative) and sidedness (one-sided/two-sided), as well as perceived similarity with the reviewer, on user perceptions of helpfulness, trustworthiness, and credibility of the review. The study also tests moderating effects of perceived source similarity and user regulatory focus on the relationships among message characteristics, attitudinal variables, and purchase intentions. Our results disconfirm the negativity bias reported in previous studies and indicate that positive reviews are perceived as more trustworthy, credible, and helpful than negative or two-sided reviews. Review helpfulness and credibility, in turn, positively impacts its persuasiveness, with regulatory focus playing a complex nuanced role in the persuasiveness – behavioral intentions relationship. Based on the findings, future research avenues and managerial implications are proposed.     

AIDS and African Development

Because AIDS affects primarily the most productive age groupand is fatal and widespread, it will have a larger impact onAfrican development than other more common diseases. Infectionrates are higher in urban than in rural areas, and studies suggestthat they are highest among urban high-income, skilled men andtheir partners. Macroeconomic models show that the greater theinfection rate among educated workers and the greater the propensityto finance medical care out of savings, the more detrimentalis the impact of AIDS on the growth of per capita income. Regardlessof the macroeconomic effect, most households and businessesdirectly affected by AIDS will be economically worse off, atleast in the short run. It is not clear, however, what effectAIDS will have on poverty in Sub-Saharan Africa or on incomeinequality. Governments need to assess the potential economicimpact of AIDS, implement cost-effective programs to mitigatethe impact, and target prevention programs to the economic sectorsmost sensitive to HIV infection.      

Changes in accounting curricula: discussion and design

This paper illustrates a model accounting curriculum developed to meet the needs of future accounting professionals. In addition, it offers a process for encouraging change in accounting curricula and discussion concerning teaching, pedagogy, and curriculum development. Calls for change in accounting education from academics and professional accountants are reviewed and the conclusion is reached that accounting education, as a whole, is still in need of reform.     

An investigation of internal marketing and its effects on employees in the banking sector in Saudi Arabia

A survey of the impact of internal marketing on perceptions of organizational commitment to employees and employee identification with their employers was conducted among a convenience sample of Saudi Arabia banking employees. The results indicate that internal marketing impacts perceptions of organizational commitment to employees (PBCMT), and rewards, employee empowerment and PBCMT impact employee identification with the organization (EBID). In addition, PBCMT partially mediates the internal communications – EBID and employee empowerment–EBID relationships, and it fully mediates the training – EBID and rewards–EBID relationships. Research and managerial implications are discussed, as are limitations and suggestions for future research.     

Public Information and Consumer Skepticism Effects on Celebrity Endorsements: Studies among Young Consumers

This article reports on a survey and an experimental study that were conducted to determine the extent to which public information about celebrity endorsers influences consumers' attitudes and perceptions, and whether this was moderated by an individual difference factor, consumer skepticism. Participants in the survey were more likely to recall and discuss negative events involving male sports celebrities; thought that these negative events had little or no effect on their perceptions of brands or companies associated with embattled celebrities; and focused discussion on the case of Kobe Bryant, when they were asked to discuss a specific case of a controversy involving a celebrity endorser. The experimental study revealed significant main and interaction effects of nature of information about a celebrity and consumer skepticism. It revealed that consumer skepticism has its greatest impact when information is neutral. The experimental study established that advertisers have to take into account the level of consumer skepticism when they use celebrities in their advertisements to target different groups of consumers.     

Response to social media influencers: Consumer dispositions as drivers

Brand managers use social media influencers (SMIs) to influence consumers' attitudes and intentions. However, there is still ambiguity about the mechanisms by which SMIs influence their followers, as well as the metrics by which their performance can be evaluated. The existing literature has restricted itself to consumers' purchase intentions in order to evaluate SMIs influence and is silent on the role of the consumers' individual characteristics in SMIs influence mechanisms. Based on these research gaps and to provide a clearer picture of the SMI influence mechanism to practitioners, the present study assesses the role of consumer characteristics such as their social media attachment (SMA), parasocial relationships with social media influencer (PSR-SMIs), and susceptibility to SMIs influence (SSMII) in driving consumer response to SMIs influence through SMI compliance intentions. Study 1 found the sequential mediational role of PSR-SMIs and SSMII in the SMA-SMI compliance intentions relationship. Study 2 found the same sequential mediation and demonstrated how SMI skepticism negatively moderates the relationship between PSR-SMIs and SMI compliance intentions. To the best of the authors' knowledge, this is the first time that this skepticism variable is being explored in the SMI literature.     

Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context

The objective of the research reported in this paper was to develop and test a model of brand personality–celebrity endorser personality congruence and its impact on consumers’ attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consumers’ perceptions of endorser credibility and suitability, and the subsequent impact of these perceptions on consumers’ attitudes and intentions. The study was motivated by recent attention being paid to the importance of personality in choosing celebrities for product endorsements and the fact that the brand personality–celebrity endorser personality congruence has not been explored before. The model was tested based on data obtained from a sample of participants in India. Results from path analyses indicated a positive and significant impact of personality‐based congruence on endorser credibility and suitability, which, in turn, positively and significantly impacted ad believability. Ad believability in turn significantly impacted attitude toward the ad, which had a significant impact on brand attitude and purchase intentions. Research and managerial implications are discussed, as are directions for future research.