A consumer socialization approach to understanding advertising avoidance on social media

2020 ◽  
Vol 110 ◽  
pp. 474-483
Author(s):  
Sydney Chinchanachokchai ◽  
Federico de Gregorio
Keyword(s):  
Social Media ◽  
Consumer Socialization ◽  
Advertising Avoidance

Consumer Socialization Process for the Highly Connected Customers

2020 ◽  
pp. 1-19
Author(s):  
Ree C. Ho ◽  
Teck Choon Teo
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Shopping Behavior ◽  
Customer Engagement ◽  
Purchase Decision ◽  
Consumer Socialization ◽  
Socialization Process ◽  
Brand Engagement ◽  
Engagement Strategies ◽  
Media Applications

Over the past two decades, social media has developed exponentially and significantly changed the customers' shopping behavior. Social media apps enable customers to interact with retailers and other customers closely, and influences their purchase decision. Hence, it is small wonder that businesses are investing time and resources to promote their products and brand image on social media applications. Instagram is best known for its enriched visual features in both image and footage and suitable for developing strong brand engagement. It is a viable platform for businesses to promote their products to customers. This chapter proposes a framework of product learning process with the use of Instagram. It contributes in effective management of social media marketing and provides marketers with the guidelines in using Instagram creatively to roll out customer engagement strategies.

scholarly journals Advertising Avoidance: A Consumer Socialization Perspective

2017 ◽  
Vol 7 (3) ◽  
Author(s):  
Federico de Gregorio ◽  
Jong-Hyuok Jung ◽  
Yongjung Sung
Keyword(s):  
Consumer Socialization ◽  
Advertising Avoidance

Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahasweta Saha ◽  
Sangeeta Sahney
Keyword(s):  
Social Media ◽  
Information Search ◽  
Online Shopping ◽  
Consumer Socialization ◽  
Media Communication ◽  
Content Type ◽  
Shopping Experience ◽  
Socialization Agents ◽  
Social Media Communication

PurposeThe purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.Design/methodology/approachThis study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.FindingsThe findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.Originality/valueThe findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.

scholarly journals Socialization on Sustainable Networks: The Case of eBay Green’s Facebook

2020 ◽  
Vol 12 (8) ◽  
pp. 3476 ◽  
Author(s):  
HaeJung Maria Kim ◽  
Kyung Wha Oh ◽  
Hye Jung Jung
Keyword(s):  
Social Media ◽  
Social Network ◽  
Semantic Analysis ◽  
Consumer Attitudes ◽  
Consumer Socialization ◽  
Class Hierarchy ◽  
Social Agent ◽  
The Social ◽  
Relational Network

Given that novel merchandising informatics is seen as a better approach to studying eco-friendly markets, this study aimed to explore consumer socialization of sustainable networks based on the theory of consumer socialization. By employing social network analysis using the NodeXL program, we examined the social class hierarchy, investigated the structure of social agent–learner relationships, and explored the social learning properties of the eBay Green Team Facebook network. The results indicated that the network has been structured as a ‘tight-crowd network’ through 76,482 interactions among 1612 actors from 19 clusters. Specifically, the centrality measure revealed the top influentials and their interactions with other eBay Green participants. The semantic analysis discerned the salient words, which implies that consumers gain utility from this network. We concluded that sustainable networks in social media can provide an account of the socialization of consumer attitudes and the role of top influentials in sustaining the relational network.

scholarly journals Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

2021 ◽  
Vol 14 (1) ◽  
pp. 253
Author(s):  
Xiaolong Wei ◽  
Ilsang Ko ◽  
Alison Pearce
Keyword(s):  
Social Media ◽  
Moderated Mediation ◽  
Mediation Effect ◽  
Mediation Effects ◽  
Privacy Concerns ◽  
Endogenous Variables ◽  
Group A ◽  
Low Exposure ◽  
Advertising Avoidance ◽  
The Relationship

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found.

scholarly journals Antecedents of Social Media Advertising Avoidance: An Empirical Study in Pawnbroking Industry

2021 ◽  
Vol 36 (1) ◽  
pp. 733-745
Author(s):  
Van Tuan Pham ◽  
Thi Diep Anh Le Hoang ◽  
Tien Dat Du ◽  
Van Dung Do
Keyword(s):  
Social Media ◽  
Reliability And Validity ◽  
Personal Characteristics ◽  
Ethical Judgement ◽  
Potent Effect ◽  
Mediating Role ◽  
Marketing Activities ◽  
Media Platform ◽  
Advertising Avoidance ◽  
The Relationship

Purpose - This paper aims to explore antecedents of ad avoidance with the context in the Vietnam pawnbroking industry. Furthermore, the differences in ad avoidance under personal characteristics will firstly appear in this study. Methodology - A qualitative method from 412 social media users was used to test the proposed model. All data were assessed reliability and validity on SPSS version 26 before conducting into CFA and CB-SEM in AMOS software. Findings - The findings indicate that while ad skepticism and perceptions ad as controversial partially mediates the relationship between ad avoidance and its three determinants (Advertising invasiveness, Perceived Value value and Expectation of Negative), perceived space invasiveness has the most potent effect on pawn ad avoidance. Skeptical customers are more likely to avoid pawnbroking advertisements than those who perceive such ads as controversial. The results also show that ethical judgement moderates both the relationship of perceived controversial ads and ad avoidance and the relationship between ad skepticism and ad avoidance. Implications - Social media platform owners were suggested to reinforce their censoring system and advertising placements. Marketers in this study were convinced to generate advertisements with emotional and informative appeals. Besides, appropriate marketing activities, channels, and ad formats with campaigns should be considered strictly. Originality/value - The mediating role of attitude in the relationship between perception and ad avoidance has been firstly affirmed by qualitative data in this study. Interestingly, researchers explored a new variable - Negative eWOM with a medium impact of ad skepticism. Ethical judgement was demonstrated as a drastically important factor in pawnbroking research.

scholarly journals Measuring brand-related content in social media: a socialization theory perspective

2019 ◽  
Vol 33 (4) ◽  
pp. 1281-1302 ◽  
Author(s):  
Naghmeh Sabermajidi ◽  
Naser Valaei ◽  
M.S. Balaji ◽  
See Kwong Goh
Keyword(s):  
Social Media ◽  
Scale Development ◽  
Structural Equation ◽  
Development Process ◽  
Equation Modeling ◽  
Consumer Socialization ◽  
Content Type ◽  
Socialization Theory ◽  
Intercept Survey ◽  
Antecedents And Consequences

Purpose Building on consumer socialization theory, the purpose of this paper is to examine antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context. Design/methodology/approach A scale development process was undertaken to develop the scale for brand-related user-generated content (BRUGC). Then the authors tested the antecedents and consequences of BRUGC using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation modeling with AMOS. Findings Study findings revealed that age, time on Facebook, number of Facebook friends, Facebook usage intensity, and need for self-enhancement were key antecedents of both the generation and sharing of BRUGC. The results also indicated that gender, race and need for self-affirmation were not significantly related to generating and sharing BRUGC. Both generating and sharing BRUGC were positively associated with attitude and intentions toward the restaurants. Originality/value This study is the first to develop a BRUGC scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing BRUGC.

Sign in / Sign up

Export Citation Format

Share Document