scholarly journals Cultivating the brand-customer relationship in Facebook fan pages

2017 ◽  
Vol 45 (3) ◽  
pp. 253-270 ◽  
Author(s):  
Shing-Wan Chang ◽  
Shih-Heng Fan
Keyword(s):  
Social Networking Sites ◽  
Structural Equation ◽  
Quantitative Research ◽  
Affective Commitment ◽  
Asian Country ◽  
Customer Relationship ◽  
Continuance Intention ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand

Purpose The purpose of this paper is to examine the determinants of continuous brand-customer relationship via company-hosted social networking sites (SNSs). Factors that influence fans to continue using fast-fashion brands’ Facebook fan pages and to maintain the brand-customer relationship are discussed first. Subsequently, the predictors of fans’ engagement and affective commitment to a fast-fashion brand are examined with the aim to explore the key elements that nurture the brand-customer relationship via brands’ SNSs. Design/methodology/approach A quantitative research was conducted and the structural equation modelling was used to test the hypotheses on a sample of 202 fast-fashion Facebook fan page users in Taiwan. Findings The results demonstrate that engagement, affective commitment and continued intention to use are predominantly influenced by, in turn, social interaction tie, content value and affective commitment. Research limitations/implications The study is limited because it investigated the fast-fashion fan page users in an Asian country, so the findings cannot be generalised to other contexts. Practical implications The findings suggest that fan page managers’ initiation and involvement in conversations, frequent responses, listening to fans’ opinions and improving fans’ experiential value may facilitate them to engage in the brand’s activities at a higher level. Originality/value The findings of this integrated model suggest managerial guidelines for brand managers in this industry regarding how to maintain the brand-customer relationship through social media strategy and how they contribute to theory building in continuance intention of SNSs.

scholarly journals Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

2018 ◽  
Vol 22 (3) ◽  
pp. 319-337 ◽  
Author(s):  
Raouf Ahmad Rather ◽  
Shehnaz Tehseen ◽  
Shakir Hussain Parrey
Keyword(s):  
Customer Relationship Management ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Affective Commitment ◽  
Relationship Management ◽  
Customer Relationship ◽  
Brand Identification ◽  
Content Type ◽  
Brand Engagement ◽  
Value Congruity

Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands. Design/methodology/approach The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India. Findings The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands. Research limitations/implications The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings. Practical implications The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty. Originality/value Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.

Predicting social networking sites continuance intention through alternative services

2017 ◽  
Vol 117 (6) ◽  
pp. 1127-1144 ◽  
Author(s):  
Christopher Sibona ◽  
Jeff Cummings ◽  
Judy Scott
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Negative Impact ◽  
Continuance Intention ◽  
Content Type ◽  
Alternative Attractiveness ◽  
Post Hoc ◽  
The Impact

Purpose Social networking sites (SNSs) continue to grow in popularity with competition in the market growing as well. The purpose of this paper is to examine three research questions to determine how competition within the SNS area may affect the continuance intention on the incumbent SNS, Facebook. The first question examines the relationship between having an account on one of the four different SNSs and the impact on continuance intention. The second question examines attitudes toward specific alternatives and continuance intention on the incumbent SNS. The third question takes a broader examination of general attitudes about alternative attractiveness and attitude toward switching to predict continuance intention. A post hoc analysis was conducted to further understand the impact of specific SNS alternative attitudes on general attitudes. Design/methodology/approach Based on a survey of 918 users, this research examines the three questions using various methods including ANCOVA to examine question 1 and multiple structural equation models to examine questions 2, 3 and the post hoc analysis. Findings The analysis of the models suggests that both alternative attractiveness and attitude toward switching have the greatest impact on the continuance intention of the incumbent site. Specific sites were found to be complements or substitutes for the incumbent. The viewing of the specific alternative site as an alternative to Facebook had a negative impact on continuance intention. The general model of alternative attractiveness and attitude toward switching explained a moderate to substantial amount of continuance intention. Originality/value Although use and abandonment of SNSs have been examined extensively, minimal attention has been given to the impact that alternative SNSs have on continuance intentions of a user’s primary SNS.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyong Wei ◽  
Sojin Jung
Keyword(s):  
Online Survey ◽  
Interactive Effect ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Chinese Consumers ◽  
Significant Interaction Effect ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand ◽  
Corporate Social

Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands. Design/methodology/approach This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey. Findings It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions. Originality/value This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

Leadership credibility and change success: mediating role of commitment to change

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Noufou Ouedraogo ◽  
Michel Zaitouni ◽  
Mohammed Laid Ouakouak
Keyword(s):  
Structural Equation ◽  
Affective Commitment ◽  
Employee Commitment ◽  
Organisational Change ◽  
Normative Commitment ◽  
Commitment To Change ◽  
Continuance Commitment ◽  
Content Type ◽  
Negative Effect

PurposeThe purpose of this study is to investigate the effects of leadership credibility on employees' behaviours and attitudes towards organisational change through the lens of employee commitment to change.Design/methodology/approachThe authors conducted a quantitative study in which 239 participants from diverse organisations participated.FindingsUsing structural equation modelling techniques, the results reveal that leadership credibility has a positive effect on both affective and normative commitment to change but a negative effect on continuance commitment to change. The authors also report that change success is positively impacted by affective commitment to change and negatively impacted by continuance commitment to change but is not significantly affected by normative commitment to change.Research limitations/implicationsThus, the authors contribute to closing a knowledge gap in change management theory while making practical recommendations for leading people during times of organisational transition.Originality/valueThis study sheds light on the role of leadership credibility and employee commitment during organisational change.

Find me here: share store information through check-in

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chin-Ching Yin ◽  
Yun-Chia Tang ◽  
Yi-Ching Hsieh ◽  
Hung-Chang Chiu ◽  
Shu-Jie Jhu
Keyword(s):  
Structural Equation ◽  
Sales Promotion ◽  
Equation Modeling ◽  
Continuance Intention ◽  
Self Disclosure ◽  
Content Type ◽  
Utilitarian Value ◽  
Perceived Values ◽  
Patronage Intention ◽  
Location Based Social Networks

PurposeThis paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses.Design/methodology/approachFrom the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users.FindingsThe results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values.Originality/valueThis study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.

Consumer behaviour towards willingness to pay for Halal products

2019 ◽  
Vol 121 (2) ◽  
pp. 492-504 ◽  
Author(s):  
Waqar Ahmed ◽  
Arsalan Najmi ◽  
Hafiz Muhammad Faizan ◽  
Shaharyar Ahmed
Keyword(s):  
Willingness To Pay ◽  
Structural Equation ◽  
Quantitative Research ◽  
Reasoned Action ◽  
Raw Material ◽  
Equation Modeling ◽  
Muslim Country ◽  
Policy Makers ◽  
Content Type ◽  
Factors Affecting

PurposeThe purpose of this paper is to empirically analyze the factors affecting Muslim consumers’ willingness to pay (WTP) for Halal food, products and operations by employing theory of reasoned action.Design/methodology/approachThis study has used quantitative research methodology and collected data from 350 questionnaires from a densely populated city of Pakistan. Partial least squares-structural equation modeling was used to analyze the data.FindingsThe results show that the concerns about Halal, religiosity, perception of usefulness of Halal and product ingredients have a significant impact on WTP for Halal foods, while attitude has an insignificant impact on WTP. Moreover, the extent of demand for Halal certification is significantly affected by WTP.Originality/valueThe study highlighted the concerns of the Muslim consumers with respect to Halalness of the products and operations despite living in a Muslim country. It is recommended that the policy makers, food authorities and health institutions should conduct regular inspections of foods, products and producers’/manufacturers’ operations to ensure that all the procedures from manufacturing of the raw material till the finished goods follow Islamic principles to make them completely Halal.

What influence users’ e-finance continuance intention? The moderating role of trust

2018 ◽  
Vol 118 (8) ◽  
pp. 1647-1670 ◽  
Author(s):  
Wangyue Zhou ◽  
Zayyad Tsiga ◽  
Boying Li ◽  
Shuning Zheng ◽  
Shuli Jiang
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Continuance Intention ◽  
Website Quality ◽  
Content Type ◽  
Positive Effects

Purpose The purpose of this paper is to identify antecedents of e-finance continuance intention with Alibaba’s Yu’E Bao as an example. Design/methodology/approach An online questionnaire was used to collect the data (n=293), and partial least squares structural equation modeling was employed for data analysis. Four e-finance features (perceived reputation, website quality, e-finance familiarity and situational normality) are introduced with trust acting as a moderator between the users’ satisfaction and continuance intention to use an e-finance platform. Findings The results find that website quality, familiarity and situational normality can influence perceived ease of use (PEOU) and perceived usefulness (PU). PEOU and PU, together with reputation, are positively associated with confirmation which further leads to satisfaction. The positive effects that satisfaction and trust have on e-finance continuance intention are confirmed, and trust is found to be a significant moderator on the relationship between satisfaction and continuance intention. Practical implications The findings can be used to guide e-finance providers to improve their platform design and services to retain users. Originality/value This study combines the theory of trust, Technology Acceptance Model and Expectations Confirmation Theory to investigate the factors that influence the continuance intention in the context of e-finance in China.

An empirical investigation of the continuance intention using the bullet curtain

2019 ◽  
Vol 13 (1) ◽  
pp. 235-254 ◽  
Author(s):  
Mengdi Wang ◽  
Dong Li
Keyword(s):  
Social Network ◽  
Structural Equation ◽  
Information Overload ◽  
Self Regulation ◽  
Final Analysis ◽  
Equation Modeling ◽  
Online Video ◽  
Continuance Intention ◽  
Content Type ◽  
Negative Effect

PurposeIn accordance with Bagozzi’s self-regulation theory, the aim of this paper is to explore the enablers and inhibitors of continuance intention from the perspective of bullet curtain, a new form of commentary on online video websites.Design/methodology/approachA total of 350 questionnaires were collected for the final analysis (covering 101 questionnaires for the pilot test) from China’s bullet curtain website. To analyze the model, the authors adopted SmartPLS 3.2, a structural equation modeling software.FindingsAs the results suggest, there is a positive correlation between satisfaction and continuance intention and a negative association between social network fatigue and continuance intention. In addition, synchronicity between the comments and video content, a dimension of synchronicity proposed in this study, improves the satisfaction. Furthermore, information overload significantly intensify social network fatigue.Practical implicationsThe results help bullet curtain providers offer better interactive environment and improve websites’ functions to stimulate users.Originality/valueBy combining positive effect and negative effect of commentary, this study investigates Bagozzi’s theory in a context of bullet curtain. Besides, combinations of these factors help to gain insights in how the bullet curtain works in online video websites. These offer useful guidelines for managers to optimize a better system.

scholarly journals Perceived value of social networking sites (SNS) in students' expressive participation in social movements

2014 ◽  
Vol 8 (1) ◽  
pp. 56-78 ◽  
Author(s):  
Juan D. Borrero ◽  
Shumaila Y. Yousafzai ◽  
Uzma Javed ◽  
Kelly L. Page
Keyword(s):  
Social Movements ◽  
University Students ◽  
Social Networking ◽  
Technology Acceptance ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Content Type

Purpose – The purpose of this study is to determine the beliefs that influence university students to use social networking sites (SNS) for expressive participation in social movements. Design/methodology/approach – The original technology acceptance model (TAM), a quantitative methodological approach, and a survey were used to collect responses from 214 university students in Spain. Structural equation modelling was used to test the proposed relationships. Findings – Results confirm that the perceived ease of use (PEU) and perceived usefulness (PU) of SNS significantly affect a student's intention to use SNS for expressive social participation in social movements, with use intention significantly affecting actual participation. There was no significant moderating effect of students' gender on these relationships. Originality/value – Although there is much discussion in the popular press about how people use SNS, there is no published empirical research on the determinants that contribute to a person's intention to use and actual use of SNS in the context of social movements. This paper is one of the first studies to investigate young people's perception of the SNS usefulness and ease of the use for participation in social movements.

The model of HRM-trust-commitment relationships

2015 ◽  
Vol 115 (8) ◽  
pp. 1457-1480 ◽  
Author(s):  
Dagmara Lewicka ◽  
Katarzyna Krot
Keyword(s):  
Structural Equation ◽  
Affective Commitment ◽  
Content Type ◽  
Calculative Commitment ◽  
Starting Point ◽  
Research Findings ◽  
Organisational Trust ◽  
The Impact ◽  
The Relationship

Purpose – It is worth focusing on the examination of factors influencing the quality of the work environment. The purpose of this paper is to verify the influence of the HRM system and organisational trust on employee commitment. Design/methodology/approach – The survey was conducted in Poland among 370 employees in organisations from two sectors of the economy: services and industry. The verification of the theoretical model was performed based on structural equation modelling. Findings – Research findings made it possible to successfully verify the model of the relationship between the HRM system (practices, process), organisational trust and commitment. The starting point for trust in an organisation followed by commitment is the HRM system. It seems that the impact of the HRM process on creating organisational trust is higher. Research findings have also confirmed a relationship between each type of organisational trust and calculative commitment based on benefits, which is a strong determinant of affective commitment. Organisational trust is, therefore, an intermediary factor because the organisation must build trust in employees first before they become affectively committed. Originality/value – Current studies have not examined the issue of a mutual relationship between three constructs: perceived HRM practices and process, organisational trust and commitment. What is more, previous research was confined to the constructs analysed holistically without considering their complexity (different types of trust and commitment). In addition, the authors attempted to enrich Allen and Mayer’s (1991) model with a new aspect of the commitment – calculative, which is linked to the benefits received by employees. The authors also identified the mediating influence of the trust and calculative commitment onto the affective commitment.

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