The effect of CSR engagement on eWOM on social media

2020 ◽  
Vol 28 (4) ◽  
pp. 941-956 ◽  
Author(s):  
Mobin Fatma ◽  
Andrea Perez Ruiz ◽  
Imran Khan ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Service Industry ◽  
New Technology ◽  
Content Type ◽  
Mediating Role ◽  
Online Social Media ◽  
Indian Banks ◽  
Csr Engagement

Purpose The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C identification) in the relationship between CSR engagement and eWOM in online communications. Design/methodology/approach Indian banks have been taken as a study context. The data were collected online from July to August 2018, resulting in 239 valid surveys. Data were analysed using structural equation modelling via AMOS 22.0. Findings The findings in the present study suggest that CSR communication on social networking sites engages consumers and also helps them to identify with the companies and increase their eWOM intentions. Based on this finding, the authors suggest that managers should communicate about CSR engagement on social media to favourably influence identification and eWOM. Practical implications The result highlights the opportunities brought by new technology such as online social media to the service industry. Originality/value The present study contributes to the literature by enriching the understanding of how CSR engagement influences eWOM on social media. Of theoretical concern, this study connects the social identity perspective to CSR in the online context, something not previously explored.

Understanding destination evangelism: a social media viewpoint

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purvendu Sharma
Keyword(s):  
Social Media ◽  
Information Seeking ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Critical Role ◽  
Content Type ◽  
Mediating Role ◽  
Information Seeking Behaviors ◽  
Role Of Information

PurposeThe present research aims to introduce and understand the promising nature of destination evangelism in the context of social media-based tourism communities (SMTCs). Further, factors that influence evangelism and information-seeking behaviors on SMTCs are examined.Design/methodology/approachA conceptual model is developed that features an interplay of destination distinctiveness, destination evangelism, travel commitment and information-seeking engagement. Data were collected from 215 active users of SMTCs and analyzed using structural equation models.FindingsThe research findings indicate that destination distinctiveness and information-seeking positively lead to destination evangelism. Information-seeking is found to mediate the relationship between (1) destination evangelism and travel commitment and (2) destination evangelism and distinctiveness.Research limitations/implicationsThe research offers meaningful insights into exploring constituents of destination evangelism. The research also understands and highlights the critical role of information-seeking engagement about distinct destinations.Practical implicationsThis research highlights key areas to build, improve and inspire destination evangelism on SMTCs.Originality/valueThis study offers a fresh contribution to tourism literature by investigating destination evangelism and its drivers. This is explained by closely uniting vital research streams of evangelism, tourism and engagement. It further highlights the dual mediating role of information seeking, suggesting that these engagements are critical to evangelizing destinations.

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jie Sun ◽  
Xi Yu Leung ◽  
Billy Bai
Keyword(s):  
Social Media ◽  
Attitude Change ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Marketing Effectiveness ◽  
Marketing Tool

Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

Determining factors of participants' attitudes toward the ethics of social media data research

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Chen ◽  
Chuanfu Chen ◽  
Si Li
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Ethical Issues ◽  
Equation Modeling ◽  
Research Subjects ◽  
Social Media Data ◽  
Content Type ◽  
Mediating Role ◽  
Determining Factors ◽  
Media Data

PurposeThe purpose of this study was to investigate the participants' attitudes toward the ethical issues caused by collecting social media data (SMD) for research, as well as the effects of familiarity, trust and altruism on the participants' attitudes toward the ethics of SMD research. It is hoped that through this study, scholars will be reminded to respect participants and engage in ethical reflection when using SMD in research.Design/methodology/approachThis study adopted social media users as its research subjects and used Sina Microblog, the world's largest Chinese social media platform, as the example. Based on the 320 valid responses collected from a survey, structural equation modeling was employed to examine the research model.FindingsThe results indicated that altruism, familiarity and trust have significant influences on participants' attitudes toward the ethics of SMD research, and familiarity also influences attitudes through the mediating role of trust and altruism.Originality/valueThis study explored the mechanism underlying the relationship between the determining factors and participants' attitudes toward the ethics of SMD research, and the results demonstrated that the informed consent mechanism is an effective way to communicate with participants and that the guiding responsibility of the platform should be improved to standardize SMD research.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

Investigating brand community engagement and evangelistic tendencies on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purvendu Sharma ◽  
Ashish Sadh ◽  
Aditya Billore ◽  
Manoj Motiani
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Brand Evangelism

Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

Excessive social networking sites use and online compulsive buying in young adults: the mediating role of money attitude

2018 ◽  
Vol 19 (3) ◽  
pp. 310-327 ◽  
Author(s):  
Saeed Pahlevan Sharif ◽  
Ken Kyid Yeoh
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Compulsive Buying ◽  
Content Type ◽  
Mediating Role ◽  
Money Attitude ◽  
Use Of Social Media ◽  
Positive Effect

Purpose This paper aims to investigate the effect of excessive use of social networking sites on online compulsive buying, and whether this effect is mediated by the dimensions of money attitude (i.e. power-prestige, distrust and anxiety) in young Malaysian adults. Design/methodology/approach A correlational cross-sectional, questionnaire-based design was adopted. A total of 1,155 university students completed an online survey. A parallel multiple mediator model was then developed and tested using covariance-based structural equation modeling. Findings Excessive use of social media had a positive effect on money attitude dimensions and online compulsive buying. Also, power-prestige and anxiety dimensions of money attitude mediated the positive effect of excessive use of social networking sites on online compulsive buying. Practical implications Several implications for the parents of young adults, institutions of higher learning as well as banks that provide services to these youths have been suggested. Originality/value Little is known about the effect of excessive use of social media on compulsive online buying and the mechanisms behind it. This study contributes to the literature by testing the mediating role of money attitude in the effect of use of social networking sites on online compulsive buying.

Consumer – brand engagement on Facebook: liking and commenting behaviors

2014 ◽  
Vol 8 (3) ◽  
pp. 203-223 ◽  
Author(s):  
Sertan Kabadayi ◽  
Katherine Price
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Conceptual Model ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Affecting ◽  
Mediating Role ◽  
Modes Of Interaction

Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook. Research limitations/implications – This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model. Practical implications – The findings have several implications for brand managers with respect to their social media strategies and give them guidance in achieving better customer engagement on Facebook. This research is an important step in understanding the factors affecting consumers’ Facebook behavior and useful for practitioners intending to use Facebook as part of their marketing strategy. Originality/value – The study provides a comprehensive framework to understand consumer engagement on Facebook by including specific types of Facebook behavior, three personality traits and two modes of interaction that consumers have in social media.

scholarly journals Link between social distancing, cognitive dissonance, and social networking site usage intensity: a country-level study during the COVID-19 outbreak

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tanusree Chakraborty ◽  
Anup Kumar ◽  
Parijat Upadhyay ◽  
Yogesh K. Dwivedi
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Cognitive Appraisal ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Individual Response ◽  
Content Type ◽  
Social Distancing

PurposeSocial distancing is an important strategy to control the spread of the COVID-19 pandemic, so it is imperative to understand the behavioral impact of social distancing on individuals. This research studied social distancing from a cognitive appraisal of voluntary social distancing compliance (CAVSD) point of view and a non-medical perspective, specifically the psychological impact (PI) of social distancing on the usage intensity of social networking sites (SNS) during the COVID-19 outbreak in India.Design/methodology/approachThe study was conducted on 477 SNS users as a full sample and groups based on age, sex and work status. The model was empirically investigated using structural equation modeling.FindingsCAVSD was negatively associated with PI although it was not a significant predictor, while CAVSD and PI were significant predictors of SNS usage intensity; moreover, SNS usage intensity differed between groups of people.Practical implicationsThese findings are significant for organizations, corporations and educational institutions in both the public and private sectors. There is a need to identify subsections of individuals in need of social support and relief from isolation and loneliness. Individuals are relying on social media to handle social distancing and the pandemic, and this shows up in an increase in social networking activity.Originality/valueThis study contributes to the existing literature by positing social networking as a basic virtual need for socialization, and social media platform assists in that. Cognitive appraisal is an important determinant of individual response.

Fostering sustainable relationships in Pakistani cellular service industry through CSR and brand love

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ammar Javed ◽  
Zia Khan
Keyword(s):  
Structural Equation ◽  
Service Industry ◽  
Equation Modeling ◽  
Service Firms ◽  
Brand Love ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Ability ◽  
Corporate Social

PurposeThis study investigates the mediating role of brand love in two important relationships: first, corporate social responsibility (CSR)–word-of-mouth (WoM) intentions and second, corporate ability (CA)–WoM relationships.Design/methodology/approachData were collected with a sample of 359 respondents, and partial least squares-based structural equation modeling was utilized for data analysis.FindingsThe research reveals interesting findings as brand love fully mediates the CSR–WoM relationship, whilst it partially mediates the CA–WoM relationship.Practical implicationsThe results demonstrate that cellular service firms should strive to create brand love. This is because CSR investments can be diligently translated into WoM intentions through brand love.Originality/valueThe proposal and validation of brand love as a mediator in CSR–WoM and CA–WoM relationships in the cellular service context of a South Asian market is the key contribution of this research.

The impact of social and contractual enforcement on reseller performance: the mediating role of coordination and inequity during adoption of a new technology

2016 ◽  
Vol 31 (6) ◽  
pp. 808-818 ◽  
Author(s):  
Talai Osmonbekov ◽  
Brian Gregory ◽  
Christian Chelariu ◽  
Wesley J. Johnston
Keyword(s):  
Structural Equation ◽  
Survey Methodology ◽  
New Technology ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Relationship Performance ◽  
The Impact ◽  
Business To Business

Purpose The purpose of this paper is to examine the impact of social and contractual enforcement on the performance of business-to-business relationship. The research also tests the mediating role of perceived inequity and coordination. Design/methodology/approach A survey methodology was used to obtain responses from 224 decision-makers at reseller organizations. The data were analyzed using structural equation modeling. Findings It was found that both social and contractual enforcement impact relationship performance. Perceived inequity and coordination are important moderators of those relationships, as social enforcement increases coordination and reduces perceived inequity, while contractual enforcement increases perceived inequity. Originality/value While previous studies examined enforcement impact on coordination and conflict, this study links it to relationship performance. Importantly, enforcement’s relationship with perceived inequity is also examined in the context of B2B relationship.

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