The relationship between centrality and opinion leadership/consumer susceptibility to interpersonal influence

2009 ◽  
Author(s):  
Seung Hwan (Mark) Lee ◽  
June Cotte
Keyword(s):  
Opinion Leadership ◽  
Interpersonal Influence ◽  
Susceptibility To Interpersonal Influence ◽  
The Relationship

scholarly journals Young Adults’ Susceptibility to Interpersonal Influence: A Case of Apparel Purchases

2010 ◽  
Author(s):  
Weng Marc Lim ◽  
Ding Hooi Ting
Keyword(s):  
Young Adults ◽  
Sampling Technique ◽  
Primary Data ◽  
Purchase Decision ◽  
Interpersonal Influence ◽  
Multi Stage ◽  
Susceptibility Factors ◽  
Susceptibility To Interpersonal Influence ◽  
And Gender ◽  
The Relationship

Purpose: This paper focuses on consumers’ susceptibility to interpersonal influence of young adults in the clothing apparels’ market in Malaysia. The researchers sought to clarify the relationship between interpersonal influences and young adults’ purchase decision, and the moderating impact of gender towards the relationship.   Design/methodology/approach: This study is exploratory in nature and adopts a quantitative approach. Primary data were obtained from young adults in Klang Valley (Malaysia) using mall intercept, by using 300 questionnaires were administrated using a multi-stage probability sampling technique to young adults between 19 to 30 years old.   Findings: Findings showed that value expressive, utilitarian, information, and brand consciousness influences were positively related to purchase decision. There are differences between genders toward the strength of interpersonal influence resulting in variation in their purchase decision.   Research limitations/implications: Different strategies should be designed to cater to both informational and brand consciousness influences between genders.   Originality/value: Marketers will be able to understand the importance of identifying the different susceptibility factors and gender attribute in their attempt to design different marketing strategies to attract customers.  

scholarly journals Brand Embarrassment: Antecedents and Outcomes Variables

2020 ◽  
Author(s):  
Paterne Micha MBELANGANI MBAN ◽  
Sevtap ÜNAL
Keyword(s):  
Brand Image ◽  
The Other ◽  
Interpersonal Influence ◽  
Social Approval ◽  
Mediating Role ◽  
Negative Feelings ◽  
The Relationship ◽  
Brand Hate

The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.

Mindset predicts consumer variety seeking through learning goal orientation: The role of susceptibility to interpersonal influence

2021 ◽  
Vol 49 (6) ◽  
pp. 1-11
Author(s):  
Jiqiang Li ◽  
Lining Sun
Keyword(s):  
Goal Orientation ◽  
Learning Goals ◽  
Interpersonal Influence ◽  
Variety Seeking ◽  
Learning Goal ◽  
Learning Goal Orientation ◽  
The Us ◽  
Susceptibility To Interpersonal Influence ◽  
New Evidence

We examined how people's belief that human traits are either malleable or fixed—that is, mindset—can shape consumers' variety seeking through learning goal orientation. We also tested the moderating effect of susceptibility to interpersonal influence in the mindset–variety seeking relationship. Participants were 364 adults in the US, who completed a survey on mindset, variety seeking, learning goals, and susceptibility to interpersonal influence. Results show that consumers with a growth (vs. fixed) mindset were more likely to engage in variety seeking as they were more motivated by learning goals. This relationship was more evident when they cared less (vs. more) about others' approval. These findings offer new evidence for how mindset is related to consumption tendencies, provide insight into the conditions under which these relationships are stronger or weaker, and suggest that practitioners should pay more attention to mindset when they are developing marketing strategies.

Girl power and word‐of‐mouth behavior in the flourishing sports market

2005 ◽  
Vol 22 (5) ◽  
pp. 257-264 ◽  
Author(s):  
Victoria D. Bush ◽  
Alan J. Bush ◽  
Paul Clark ◽  
Robert P. Bush
Keyword(s):  
Word Of Mouth ◽  
Self Esteem ◽  
Small Sample ◽  
Interpersonal Influence ◽  
Market Segment ◽  
Conceptual Foundation ◽  
Content Type ◽  
Susceptibility To Interpersonal Influence ◽  
The Usa ◽  
Media Habits

PurposeTo investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market.Design/methodology/approachA sample of 118 teenaged girls, aged 13‐18, participated in the study. The theory of consumer socialization and interpersonal influence was used as the conceptual foundation to generate hypotheses concerning female teens' susceptibility to interpersonal influence, self‐esteem, and WOM behavior. Female teens' ethnicity and media habits were also investigated.FindingsAll hypotheses were either supported or partially supported, suggesting that female teens' susceptibility to interpersonal influence and self‐esteem are related to athlete WOM behavior. Additionally, African‐American teenaged girls had significantly higher media habits than Caucasian teenaged girls.Research limitations/implicationsThe research is based on a small sample of teenaged girls from one region of the USA. However, the sample is from a diverse socioeconomic group of teenagers, and represents a relatively unexplored, yet extremely important, consumer market segment.Practical implicationsThe study provides insights for managers who want to learn more about the WOM behavior of one of the largest and most powerful market segments in the USA. Implications and applications are given to consumer marketers to help better serve this segment.Originality/valueThis paper fills a gap in the literature on female teens and what influences their WOM behavior in the enormous and growing sports market. Additionally, the paper looks at ethnicity and media habits and how these variables may impact on WOM behavior.

Measurement of Consumer Susceptibility to Interpersonal Influence

1989 ◽  
Vol 15 (4) ◽  
pp. 473 ◽  
Author(s):  
William O. Bearden ◽  
Richard G. Netemeyer ◽  
Jesse E. Teel
Keyword(s):  
Interpersonal Influence ◽  
Susceptibility To Interpersonal Influence
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