scholarly journals When does personalization work on social media? a posteriori segmentation of consumers

Author(s):  
Jorge Serrano-Malebrán ◽  
Jorge Arenas-Gaitán

AbstractThe aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers' internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services.

2019 ◽  
Vol 15 (2) ◽  
pp. 287-301 ◽  
Author(s):  
Morteza Hendijani Fard ◽  
Reza Marvi

Purpose In the preceding decades, due to the advancement of social media, traditional marketing has become less significant. Managers and entrepreneurs are seeking novel, effective and efficient ways both for new and technological products/services. Drawing on the theory of reasoned action, information adoption model and technology acceptance model, the purpose of this paper is to examine the effect of viral marketing on purchase intentions of mobile applications users in Iran. Design/methodology/approach Statistical population includes those Iranian users who have used two social networks (Facebook, Instagram, Line, LinkedIn, Pinterest, Telegram, Twitter, Viber, WeChat and WhatsApp) at least. Invalid questionnaires are excluded and 624 are used for the data analysis. Structural equations modelling is used to test the proposed model. Findings The findings show that the most effective factor on apps perceived usefulness is argument quality of information, followed by source credibility and quantity of information. Perceived usefulness is also predicted by perceived ease of use through the indirect effect of argument quality. Furthermore, it is also found that purchase intention is affected by perceived ease of use, followed by perceived usefulness through attitude towards the purchase. Research limitations/implications This research is limited to the Iranian mobile apps market. Future studies on viral marketing in app markets should collect data from multiple industries and multiple countries in order to achieve a more comprehensive perspective on the effects and consequences of viral advertising. Furthermore, rather than social networks, similar research can be conducted on different communication channels of the internet such as blogs, e-mails, chat rooms, online communities, discussion boards, corporate websites, e-commerce and social commerce websites (e.g. Amazon). It is also suggested that the conceptual model of the research can be extended considering other useful factors on purchase intentions than attitude (e.g. subjective norms and perceived behavioural control). Furthermore, future research should consider the role of mobile apps features in forming purchase intentions. Practical implications For the firms that develop mobile applications (particularly in Iran’s app market), increasing sales requires exploiting social media viral marketing to effectively change potential customers’ perceptions about usefulness and ease of use of their products. The findings suggest that a viral marketing strategy should be developed with high argument quality, followed by high source credibility and a large amount of information on social media. Originality/value This is one of the earliest studies investigating the viral effects of social networks on purchase intention in the mobile applications context. Although very few papers practically recognised the impact of viral marketing on purchase intention, the effect of this concept on mobile applications purchase intention had remained unknown.


2018 ◽  
pp. 696-713
Author(s):  
Chih-Chin Liang

Social media use pervades daily life, leading to a dramatic transformation in communication styles. Three factors affecting purchase intentions through SM modified from technology acceptance model include experience (experience on purchasing through social media, perceived usefulness on purchasing through social media, perceived ease of use on purchasing through social media), company (corporate credibility, product/service information), and social (social influence on purchasing through social media, electronic word of mouth on purchasing through social media). Three hundred and thirty-two respondents (male: 171, female: 161) from Taiwan were surveyed using a structure questionnaire. Analysis results indicate that significantly influence shopping intention with respect to social media. Additionally, males and females differ in purchasing intention. Social influence affects purchase intention for females, but not for males. Product/service information affects social influence for females, but not for males.


2020 ◽  
Vol 23 (1) ◽  
pp. 1-25
Author(s):  
Li Shen

This paper develops a conceptual connection between the Revised Technology Acceptance Model and Hofstede’s Cultural Dimensions in explicating the adoption by customers of a social media platform in the fashion industry in the context of the US and China. This study shows that the trustworthiness of Facebook is positively related to US customers’ intention to purchase fashion items and the trustworthiness of WeChat is positively related to Chinese customers’ intention to purchase fashion items. Also, US customers’ perceived usefulness is not positively related to the intention of using Facebook to buy fashion items. However, their Chinese counterparts had the opposite result. The findings enhance our understanding of the factors that influence customers’ adoption of social media platforms for purchasing fashion items and provides suggestions for marketing managers as to how they can utilize social media platforms to market fashion items. The paper concludes with a discussion of possible future research in this field.


Author(s):  
Bala Sundara Ganapathy N ◽  
Mohana Prasad K

It has been recently assessed that the quantity of social media clients are generally around two billion; in addition, it is foreseen that this number would altogether ascend in an incentive because of the expanding utilization of PDAs, which thus brings about the expanding utilization of mobile social networks. Developed nations have their own guideline for posting and getting to the substance from/to the social media. Numerous nations didn’t outline any guideline for posting internet based social media substance. This paper dismembers about the peril components of social media and the proposed guideline of the government of India for Social Media posting. The purpose of this investigation is to make the attention about the social media issues and the need of immediate and effective regulation against the publication and proliferation of sexually abusive web content like kid erotic entertainment, assault and assault recordings and frightful material through Internet.


Author(s):  
Muhammad Asyraf Hasim ◽  
Mohd Fikri Ishak ◽  
Nurul Nadia Abdul Halim ◽  
Arman Hj Ahmad ◽  
Putu Ngurah Suyatna

Social media has become a widely-adopted technology since it being introduced to the world, affecting businesses in myriad ways. Majority of companies nowadays started to invest on social media marketing in regards to the ability of this marketing initiative lead to better profitability. However, only few studies have looked at the empirical link between media richness from social media i.e. Instagram and purchase intention among consumers. This paper discusses the influences of media richness on Instagram towards consumers’ intention to purchase mediated by brand equity. This study was conducted utilising survey research method, aiming to create better understanding of consumer intention to purchase as being influenced by social media richness. A total of 537 undergraduate students in Kuala Lumpur, Malaysia age 19 to 24 years old took part in this study as respondents. The respondents are exposed to Instagram postings on similar products for sale. Partial least square structural equation modelling (PLS-SEM) applied to fit the data in the hypothesised model. The outcome of study is useful to both researchers and business practitioners to understand the importance of social media richness specifically utilising Instagram as business platform. Future study should consider on discovering different perspective of media richness involving other types of social media.


Author(s):  
Van Tuan Pham, Ph.D ◽  
Nguyen Ha Minh Anh ◽  
Kieu Vu Linh Chi ◽  
Le Minh Ngoc ◽  
Ho Thi Phuong Thao ◽  
...  

The fundamental purpose of this study is to identify and evaluate factors influencing Hanoi consumers' intention to purchase vegan fashion products based on the framework of the Theory of Planned Behaviour (TPB). The ultimate result indicates that there is an outstanding factor significantly impacting the intention of Hanoi residents towards vegan fashion products: Ethical obligation (β=0.236). In addition, Environmental concern indirectly has an influence on the intention via attitudes. This study has important and practical consequences for governmental agencies and public organizations in terms of encouraging vegan fashion consumption. Based on the study’s findings, some feasible solutions are proposed to help authorities, businesses in Hanoi in particular, and Vietnam in general as well as motivating their customer intention.


Author(s):  
Yeow Jian Ai ◽  
Cheah Chew Sze ◽  
Yeo Sook Fern ◽  
Cheang Yu Wan

The year 2020 was undoubtedly going down in history as one of the worst years ever due to the Covid-19 pandemic. Many countries around the world were forced to impose a total lockdown, and this situation occurred again in early June 2021 in Malaysia. Many countries were in their 2nd wave or 3rd wave of lockdown, which caused several restrictions such as movement control, the limit of travel or inter-states. Many businesses were affected. Some big corporations were forced to shut down their productions, lay off, and causing huge numbers of unemployment in the country. There were several news reported that Malaysia’s retails faced bad financial losses and even wave a ‘white flag’ campaign to strike for help from the public. However, instead of begging for help, retailers or businesses should adapt to a new channel and accepting to a more sophisticated computerized operation and diversify into electronic (e-retails) or mobile retails (m-retails) via social media. This study aims to study the causes of young consumer purchase intention using social media during the global pandemic. There are five main variables being studied. The five factors, such as perceived ease of use, perceived usefulness, performance expectancy, interactivity, and intention to express empathy, were selected and analyzed using SPSS Software. This study concluded that perceived ease of use, perceived usefulness, and interactivity have a significant relationship with young consumer purchase intention using social media, while performance expectancy and intention to express empathy have not significant relationship with young consumer purchase intention. This study benefits newly operate SMEs or existing SMEs as they can provide better marketing through social media in order to sustain their businesses.


Author(s):  
Ili Hawa Ahmad ◽  
Norshidah Mohamed ◽  
Ab Razak Che Hussain

Mobile application industry has boomed tremendously since it was first introduced in 2007 which has gain practitioners' and researchers' attention. There are substantial numbers of researches on mobile applications that have contributed to business development. This research is aimed at investigating the factors influencing individuals' purchase of mobile application. An exploratory study has been conducted to gain understanding of Malaysian's perspective on mobile application purchase intention. Unstructured interviews were conducted among 19 research participants randomly selected from different background. The results show that perceived usefulness, facilitating condition, perceived value, perceived enjoyment, perceived fee, electronic word-of-mouth (eWOM), application design in terms of features and visual, trust, security, privacy, device compatibility and device consumption in terms of power and memory relate to individual's intention to purchase mobile application.


Author(s):  
Falak Bhardwaj ◽  
Pulkit Arora ◽  
Gaurav Agrawal

The microblogging social networking service Twitter has been abuzz around the globe in the last decade. A number of allegations as well as exculpation of different types are being held against it. The list of pros and cons of social networks is huge. India on one hand had an abundance of internet access in last half of the decade. The growth of social media and its influence on people have affected the society in both good as well as in bad way. The following research was done in the month of September and October. The research was carried out on 13 lakh tweets approximately, collected over the course of a month from September to October providing insights about the different attributes of general tweets available on Twitter API for analysis. Insights include the hashtags, account mentions, sentiment, polarity, subject, and object of a tweet. The topics like Rhea Chakraborty and Sushant Singh Rajput, PM Narendra Modi's Birthday, IPL 2020 overshadowed the topics like COVID-19 and women's security.


Author(s):  
Chih-Chin Liang

Social media use pervades daily life, leading to a dramatic transformation in communication styles. Three factors affecting purchase intentions through SM modified from technology acceptance model include experience (experience on purchasing through social media, perceived usefulness on purchasing through social media, perceived ease of use on purchasing through social media), company (corporate credibility, product/service information), and social (social influence on purchasing through social media, electronic word of mouth on purchasing through social media). Three hundred and thirty-two respondents (male: 171, female: 161) from Taiwan were surveyed using a structure questionnaire. Analysis results indicate that significantly influence shopping intention with respect to social media. Additionally, males and females differ in purchasing intention. Social influence affects purchase intention for females, but not for males. Product/service information affects social influence for females, but not for males.


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