Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wanqi Gong
Keyword(s):  
Product Category ◽  
Parasocial Interaction ◽  
Integral Model ◽  
Celebrity Endorsement ◽  
Product Involvement ◽  
Content Type ◽  
Positive Effects ◽  
Brand Credibility ◽  
The Social ◽  
Attitudes Toward Advertising

PurposeThis study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.Design/methodology/approachThis study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.FindingsBrand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.Research limitations/implicationsThe results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.Practical implicationsThe corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.Originality/valueThis study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.

Beyond reach: an extended model of global brand effects

2019 ◽  
Vol 36 (5) ◽  
pp. 647-674 ◽  
Author(s):  
Timo Mandler
Keyword(s):  
Product Category ◽  
Extended Model ◽  
Content Type ◽  
Global Brands ◽  
Brand Evaluations ◽  
Product Categories ◽  
Positive Effects ◽  
Global Brand ◽  
Negative Effect ◽  
Brand Effects

Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

Factors influencing product involvement among young consumers

2010 ◽  
Vol 27 (6) ◽  
pp. 499-506 ◽  
Author(s):  
Tali Te'eni‐Harari ◽  
Jacob Hornik
Keyword(s):  
Young People ◽  
Market Segmentation ◽  
Design Methodology ◽  
Age Groups ◽  
Product Category ◽  
Product Knowledge ◽  
Product Involvement ◽  
Content Type ◽  
Young Consumers

PurposeIn light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young people. This paper aims to explore five variables: age, subjective product knowledge, influence of parents, influence of peers, and product category.Design/methodology/approachThe research was founded on a quantitative field study, whose sample was comprised of 252 young people, ages 4‐15.FindingsThe findings among the entire sample imply that young people's product involvement is explained by all of the variables that were examined. Interesting findings came to light for each one of the age groups: Young children's product‐involvement level was influenced by parents and peers. The product‐involvement level for children was influenced by peers and product category. Adolescents' product‐involvement relies on subjective product knowledge and product category.Originality/valueThese findings expand the existing knowledge about young consumers' behavior patterns and show that the existing models provide a partial picture. In addition, the product‐involvement variable must be seen as a basis for market segmentation of the younger populations. The recommendation is to carefully create segments that examine the different product‐involvement levels among each age group.

How to strengthen the social media interactivity of e-government

2016 ◽  
Vol 40 (1) ◽  
pp. 79-96 ◽  
Author(s):  
xiaoling Hao ◽  
Daqing Zheng ◽  
Qingfeng Zeng ◽  
Weiguo Fan
Keyword(s):  
Social Media ◽  
Local Governments ◽  
Structural Features ◽  
Content Type ◽  
The Public ◽  
Positive Effects ◽  
Popular Government ◽  
The Social ◽  
Social Media Platforms ◽  
The Government

Purpose – The purpose of this paper is to explore how to use social media in e-government to strengthen interactivity between government and the general public. Design/methodology/approach – Categorizing the determinants to interactivity covering depth and breadth into two aspects that are the structural features and the content features, this study employs general linear model and ANOVA method to analyse 14,910 posts belonged to the top list of the 96 most popular government accounts of Sina, one of the largest social media platforms in China. Findings – The main findings of the research are that both variables of the ratio of multimedia elements, and the ratio of external links have positive effects on the breadth of interactivity, while the ratio of multimedia features, and the ratio of originality have significant effects on the depth of interactivity. Originality/value – The contributions are as follows. First, the authors analyse the properties and the topics of government posts to draw a rich picture of how local governments use the micro-blog as a communications channel to interact with the public. Second, the authors conceptualize the government online interactivity in terms of the breadth and depth. Third, the authors identify factors that will enhance the interactivity from two aspects: structural features and content features. Lastly, the authors offer suggestions to local governments on how to strengthen the e-government interactivity in social media.

Direct and indirect effect of brand experience on true brand loyalty: role of involvement

2018 ◽  
Vol 30 (3) ◽  
pp. 725-748 ◽  
Author(s):  
Veeva Mathew ◽  
Sam Thomas
Keyword(s):  
Brand Loyalty ◽  
Affective Commitment ◽  
Brand Experience ◽  
Product Involvement ◽  
Homogeneous Sample ◽  
Content Type ◽  
Brand Credibility ◽  
Product Approach ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.Design/methodology/approachThe variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.FindingsThe hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.Practical implicationsThe variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.Originality/valueThis study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

The moderating role of consumers' ad perception in athlete endorsement effectiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Soojin Kim ◽  
Yongjae Kim ◽  
Seungbum Lee ◽  
Younghan Lee ◽  
Eun Yeon Kang ◽  
...  
Keyword(s):  
Structural Equation ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Moderating Effects ◽  
Content Type ◽  
Attitudes Toward Advertising ◽  
Social Cause ◽  
Cause Involvement

PurposeThis paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.Design/methodology/approachBy using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.FindingsThis study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.Originality/valueThe current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.

Effects of country of origin and importers’ innovativeness in new product trials

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Giovanna Pegan ◽  
James Reardon ◽  
Donata Vianelli
Keyword(s):  
Online Survey ◽  
Country Of Origin ◽  
Product Category ◽  
Personal Characteristics ◽  
Linear Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Critical Issues ◽  
Managerial Implications ◽  
Industrial Purchasing

Purpose The purpose of this study is to seek to investigate whether and how country of origin (COO) cues – category-country image (CCI) and typicality – and importers’ domain-specific innovativeness (DSI) influence importers’ propensity to the trial new value and premium products. Moreover, it aims to understand whether and how the relationship between the COO effect and industrial purchase intentions is moderated by importers’ propensity to innovate (DSI). Design/methodology/approach International importers completed a quantitative online survey. Factor analysis was used to summarize the latent constructs into orthogonal scores. General linear modeling was applied to the scores to test the hypotheses. Findings The results indicate that importers’ propensity to trial value products is directly influenced by CCI and importers’ DSI. For premium products, typicality has a positive effect on their propensity to trial. Also, CCI and DSI have positive effects on the trial of value products, and the effect is more pronounced than for premium products. Importers’ DSI positively moderates CCI in premium product trials, while it negatively moderates typicality in value products. Practical implications This research provides important managerial implications for practitioners seeking to increase foreign sales, strengthening importers’ product perceived value through COO cues. Exporters should distinguish between value and premium products and, in the selection of international channel partners, they must be attentive to importers’ personal characteristics, such as their propensity to innovate. Exporters selling value products should communicate CCI more clearly and, when targeting innovative importers, opt for atypical products instead of traditional ones. For premium products, which require more complex decisions, exporters should especially underscore product typicality and, with innovative importers, emphasize positive CCI. Originality/value By focusing on the two critical issues of product selection and price levels, this study’s original contribution is to emphasize that, for the same product category, in industrial purchasing decisions of value versus premium products, the COO effect can be different. It also highlights the importance of investigating the COO effect by concentrating on industrial buyers’ personal characteristics, here the DSI of importers, as moderating variables.

scholarly journals Mobile word of mouth (m-WOM): analysing its negative impact on webrooming in omnichannel retailing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carlos Flavian ◽  
Raquel Gurrea ◽  
Carlos Orús
Keyword(s):  
Word Of Mouth ◽  
Negative Impact ◽  
Information Source ◽  
Product Category ◽  
Online Reviews ◽  
Content Type ◽  
The Social ◽  
Challenges And Opportunities ◽  
The Impact

PurposeThe purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which “challenges” the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined.Design/methodology/approachAn online experiment was carried out which manipulated the presence and type of challenging m-WOM, and product category, in a 3 × 2 between-subjects factorial design. The participants were 204 consumers recruited through a market research agency. Their perceptions about the helpfulness of the m-WOM, and their product preferences and choices, were analysed.FindingsReceiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise of the m-WOM source may explain the effects of m-WOM.Practical implicationsm-WOM entails challenges and opportunities for retailers in the omnichannel era. The findings suggest that allowing customers to access m-WOM may be beneficial; however, retailers must consider the type of m-WOM that may be most suitable for their businesses. Recommendations for referral and review sites are also offered.Originality/valueThis study examines the impact of challenging m-WOM on shopping experiences, combining online, mobile and physical channels. The results revealed the importance of the information source and product category in the determination of consumers' perceptions of helpfulness, preferences and choice.

Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context

2017 ◽  
Vol 45 (10) ◽  
pp. 1095-1113 ◽  
Author(s):  
Sandra Maria Correia Loureiro
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Brand Attitude ◽  
Grocery Store ◽  
Brand Attachment ◽  
Content Type ◽  
Face To Face ◽  
Brand Familiarity ◽  
Brand Credibility

Purpose The purposes of this paper are to explore the effects of brand credibility, brand familiarity and brand image on brand attachment and brand attitude; and to test how a grocery product category and the perception of quality of own-label brands vs manufacturer brands moderate the inter-relationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude. Design/methodology/approach A survey is administered to a quota sample of Portuguese supermarket shoppers via a face-to-face personal interviewing method. The survey was conducted in Lisbon, Amadora and Sintra. The three municipalities were chosen for being the most densely populated and for having the largest number of grocery retailers in Portugal. From a total of 800 questionnaires collected using a face-to-face personal interviewing method in low-, medium- and high-peak shopping days, 756 were usable for data analysis. The respondents’ profile is according to the last Censos in Portugal conducted by the National Statistical Institute of Portugal, representing a quota sample. Findings Credibility and familiarity seem to be more important to enhance attachment in the case of the manufacturer brands and image for retailer own-brands. Brand image is more effective in attach customer in the case of manufacturer brands. Grocery store (supermarket) brand managers should be more effective in communicating the extension of the store image to the image of the products; they should develop a consistent and differentiating brand image. Originality/value This paper provides an important contribution to supermarket retail service by shedding light about how consumers’ overall evaluation and attachment to a brand are affected by the grocery product category and the perception of the quality of an own-label brand vs a manufacturer brand.

Impacts of brand familiarity and brand responses on perceived brand credibility, similarity, and blog recommendation intention: a study of corporate blogs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiyoung Kim ◽  
Jihye Ellie Min ◽  
Linh Ha Le
Keyword(s):  
Online Survey ◽  
Schema Theory ◽  
Parasocial Interaction ◽  
Content Type ◽  
Brand Familiarity ◽  
Corporate Blogs ◽  
Brand Credibility ◽  
Study Results ◽  
Recommendation Intention ◽  
Brand Similarity

PurposeAdopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.Design/methodology/approachA 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized relationships. A total of 474 qualified data were collected using an online survey. ANOVA was utilized to test the research hypotheses.FindingsStudy results revealed that personalized messages lead to stronger perceived brand similarity, credibility and blog recommendation intention than those exposed to automated and no response. Brand familiarity also significantly influenced perceived brand similarity, brand credibility and blog recommendation intention. Further, the study analysis revealed an interesting interaction effect between brand awareness and brand response on recommendation intention.Originality/valueThe study provides meaningful implications and suggestions for the effective corporate blogging strategy to influence consumers’ attitudes and image toward brands and establish strong brand equity and relationships with customers.

Is it ok to be connected outside the office? The impact on well-being at work and the mediating role of the work and family relationship

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vânia Sofia Carvalho ◽  
Inês Correia ◽  
Maria José Chambel
Keyword(s):  
Family Relationship ◽  
Well Being ◽  
Work And Family ◽  
Conservation Of Resources ◽  
Content Type ◽  
Mediating Role ◽  
Positive Effects ◽  
The Social ◽  
The Impact ◽  
The Relationship

Purpose To analyze the relationship between technology-assisted supplemental work (TASW) and well-being in the workplace – burnout and engagement. Furthermore, this study aims to test the relationship between TASW and burnout, mediated by work-to-family conflict (WFC) and the relationship between TASW and engagement mediated by work-to-family enrichment (WFE). Design/methodology/approach The data was collected from a service company operating in Portugal. A total of 338 responses from a services company in Portugal were analyzed. Two statistical programs were used for the data analysis: IBM statistical package for the social sciences (SPSS 25.0) and SPSS analysis of moment structures (AMOS 25.0). Findings The results highlight the positive relationship between TASW and engagement and the relationship between TASW and burnout, which only exists when WFC is present. Moreover, the relationship between TASW and engagement is stronger through WFE. Originality/value Using the conservation of resources theory as a framework, the results contribute to the literature by shedding further light upon the positive effects of TASW on employees’ well-being and the work and family relationship.

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