The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising

2017 ◽  
Vol 117 (6) ◽  
pp. 1011-1036 ◽  
Author(s):  
Eui-Bang Lee ◽  
Sang-Gun Lee ◽  
Chang-Gyu Yang
Keyword(s):  
Context Awareness ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
New Technology ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Content Type ◽  
Contextual Advertising ◽  
Main Factors

Purpose The purpose of this paper is to examine the purchase intention in the case of smartphone advertising, which is unlike any other advertising media. Design/methodology/approach This study examines the characteristics of recent mobile advertisements such as brand attitude and context awareness value, which have not been considered in studies on non-mobile advertisements, to address purchase intention through smartphone advertisements using structural equation modeling. Findings The results are as follows. Together with entertainment, information, irritation, and personalization in non-mobile advertisements, timing and location in mobile advertisements are the main factors for establishing consumers’ purchase intention. Further, although mobile advertisements’ context awareness value strongly impacts consumers’ advertising attitude and brand attitude, purchase intention receives greater impact from brand attitude than from advertising attitude because the products/services lack feel and touch. Originality/value These results imply that contextual advertising and new technology enabling feel and touch for products/services can maximize the effect of mobile advertisements.

Social eWOM: does it affect the brand attitude and purchase intention of brands?

2017 ◽  
Vol 40 (3) ◽  
pp. 310-330 ◽  
Author(s):  
Chetna Kudeshia ◽  
Amresh Kumar
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Consumer Electronics ◽  
Theory And Practice ◽  
Equation Modeling ◽  
Future Research ◽  
Data Set ◽  
Content Type

Purpose The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. Design/methodology/approach A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook. Findings The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics. Research limitations/implications The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products. Originality/value This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.

scholarly journals Using PLS path modeling in new technology research: updated guidelines

2016 ◽  
Vol 116 (1) ◽  
pp. 2-20 ◽  
Author(s):  
Jörg Henseler ◽  
Geoffrey Hubona ◽  
Pauline Ash Ray
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
New Technology ◽  
Equation Modeling ◽  
Technology Research ◽  
Path Modeling ◽  
Statistical Tool ◽  
New Developments ◽  
Content Type ◽  
Pls Path Modeling

Purpose – Partial least squares (PLS) path modeling is a variance-based structural equation modeling (SEM) technique that is widely applied in business and social sciences. Its ability to model composites and factors makes it a formidable statistical tool for new technology research. Recent reviews, discussions, and developments have led to substantial changes in the understanding and use of PLS. The paper aims to discuss these issues. Design/methodology/approach – This paper aggregates new insights and offers a fresh look at PLS path modeling. It presents new developments, such as consistent PLS, confirmatory composite analysis, and the heterotrait-monotrait ratio of correlations. Findings – PLS path modeling is the method of choice if a SEM contains both factors and composites. Novel tests of exact fit make a confirmatory use of PLS path modeling possible. Originality/value – This paper provides updated guidelines of how to use PLS and how to report and interpret its results.

Variation matters

2019 ◽  
Vol 29 (6) ◽  
pp. 1469-1484 ◽  
Author(s):  
Guanxiong Huang
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Purchase Intent ◽  
Content Type ◽  
Content Creation ◽  
Content Strategy ◽  
Underlying Mechanisms

Purpose In-feed native ads have become a major social media advertising format. The purpose of this paper is to investigate strategies for leveraging native advertising in terms of content creation and platform selection on social media, proposing that variations in content and platform reduce the intrusiveness of native ads, thereby resulting in enhanced brand attitude and purchase intent. Design/methodology/approach Two experiments were conducted with online samples, employing a 2 (content strategy: repeated ads vs varied ads) × 2 (platform strategy: single platform vs multiple platforms) between-subject factorial design. ANCOVA and structural equation modeling were used to test the hypotheses. Findings When repeated ads were used, the use of multiple platforms reduced ad intrusiveness, resulting in more favorable brand attitude and greater purchase intent as opposed to the use of a single platform. In contrast, when varied ads were used, there were no significant differences in the outcome variables between a single platform and multiple platforms. The results were largely consistent across the two experiments. Originality/value This study contributes to theory advancement by unpacking the underlying mechanisms of processing native advertising and shedding light on which content and platform strategies are the most effective on social media.

Influencer marketing: purchase intention and its antecedents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Li ◽  
Yangying Peng
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Source Characteristics ◽  
Positive Attitudes

PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

Factors influencing attendance at stadiums and arenas

2019 ◽  
Vol 37 (1) ◽  
pp. 50-65 ◽  
Author(s):  
Marcelo Paciello Silveira ◽  
Marcos Vinicius Cardoso ◽  
Filipe Quevedo-Silva
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Team Identification ◽  
Content Type ◽  
Proposed Model ◽  
The Impact ◽  
Academic Implications

Purpose The purpose of this paper is to propose a model to evaluate the factors that influence soccer attendance at stadiums and arenas. Design/methodology/approach The quantitative method based on a structural equation modeling using partial least squares. Findings The results validated the proposed model. The results also showed that the greater the identification of the sports consumer with his team, the greater the impact on his satisfaction, increasing his loyalty to the team and his intention to buy tickets for a soccer match. It was also detected that the higher the risk perception, the lower the purchase intention of tickets. In addition, the study showed that the greater the involvement of sports consumers with soccer, the greater their intention to buy tickets. Originality/value One of the academic implications was to prove that team identification can be a predictor of satisfaction, and that the interrelationship between identification with the team, satisfaction at attending soccer matches at the stadium and loyalty to the team constructs has a high impact on the purchase decision of the sports consumer. In addition, the study tests a model that aggregates several constructs with empirical data for other researchers to better understand the phenomenon of attendance in stadiums and arenas.

India’s lonely and isolated consumers shopping for an in-store social experience

2018 ◽  
Vol 36 (7) ◽  
pp. 722-736 ◽  
Author(s):  
Brent Smith ◽  
Cindy B. Rippé ◽  
Alan J. Dubinsky
Keyword(s):  
Social Isolation ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Research Model ◽  
Content Type ◽  
Adaptive Selling ◽  
Emotional Loneliness ◽  
Indian Consumers

Purpose The purpose of this paper is to investigate how social loneliness, emotional loneliness and social isolation relate to Indian consumers’ enjoyment of social interaction with an in-store salesperson. Design/methodology/approach Over 300 Indian respondents are surveyed about personal disposition, shopping experiences and other factors. The research model and hypotheses are evaluated utilizing partial least squares structural equation modeling. Findings As posited, Indian consumers dealing with loneliness and social isolation tend to enjoy in-store shopping experiences involving personal interactions with salespersons. Further, salespersons’ adaptive selling relates positively to consumers’ predisposition to comply with salesperson input and three outcomes (i.e. trust in salesperson, purchase intention and retail patronage). Originality/value This study fills a void in current marketing and retailing literature, providing one of the first known empirical investigations of consumers’ experiences with loneliness and social isolation. Overall, the study shows that store-based retailers within culturally collectivistic emerging markets can capitalize on their unique ability to attract and retain shoppers through in-store salesperson interactions.

Symbolic consumption and Generation Y consumers: evidence from Thailand

2017 ◽  
Vol 29 (5) ◽  
pp. 917-932 ◽  
Author(s):  
Wanrudee Tangsupwattana ◽  
Xiaobing Liu
Keyword(s):  
Generation Y ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Future Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Global Brands

Purpose The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands. Design/methodology/approach A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses. Findings The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention. Research limitations/implications Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands. Practical implications The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer. Originality/value This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.

The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia

2020 ◽  
Vol 32 (7) ◽  
pp. 1519-1538
Author(s):  
Jian Wei Cheong ◽  
Siva Muthaly ◽  
Mudiarasan Kuppusamy ◽  
Cheng Han
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Simple Random Sampling ◽  
Online Reviews ◽  
Research Data ◽  
Equation Modeling ◽  
Electronic Products ◽  
Content Type ◽  
Online Purchase

PurposeThe purpose of this research is to examine the type of online reviews (review timeliness, review quantity, and review valence) and its relationship toward online purchase intention for electronic products among millennials in Malaysia.Design/methodology/approchThe quantitative approach and simple random sampling methodology were used in this research. Data were gathered through a survey instrument, and the partial least squares structural equation modeling (PLS-SEM) technique was subsequently applied to 215 responses. The model explained 36.3 percent variation of the major constructs in relation to online purchase intention of electronic products amongst Malaysian millennials.FindingsReview timeliness is the most influential online reviews element towards Malaysian millennials' online purchase intention for electronic products.Originality/valueThis research project has provided the researcher and marketers with more clarity into the area of online purchase intention for electronic products, which is a volatile and dynamic area with continuous uncertainty.

Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

2018 ◽  
Vol 43 (3) ◽  
pp. 245-269 ◽  
Author(s):  
Sambashiva Rao Kunja ◽  
Acharyulu GVRK
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Product Information ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Structured Questionnaire

Purpose The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling. Findings This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention. Research limitations/implications The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter. Originality/value The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

The effect of anti-consumption lifestyle on consumer’s attitude and purchase intention toward commercial sharing systems

2019 ◽  
Vol 31 (5) ◽  
pp. 1422-1441 ◽  
Author(s):  
HeeJung Lee
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Voluntary Simplicity ◽  
Variety Seeking ◽  
Content Type ◽  
Different Types

PurposeThis study describes anti-consumption lifestyles and the effects of such lifestyles on the acceptance of commercial sharing systems (CSS). The purpose of this paper is to investigate the different types of anti-consumption lifestyles and their influence on consumer’s attitudes and purchase intentions toward CSS, and to verify the moderating effect of the variety-seeking tendency.Design/methodology/approachStructural equation modeling is used with data collected from 537 consumers. The chosen types of CSS are the corporations of Socar (a car sharing service in Korea) and Airbnb (a global accommodation sharing service).FindingsThe results indicate that the anti-consumption lifestyles consist of frugality, voluntary simplicity, environmental protection, small luxury and tightwadism; anti-consumption lifestyles affect the acceptance of CSS; and the effects differed according to the variety-seeking tendency. These results suggest that anti-consumption lifestyles differently influence consumer’s behaviors toward using CSS, and there is a moderating effect partially depending upon the variety-seeking tendency.Originality/valueThe contribution of this study is that it verifies the different types of anti-consumption lifestyles and their effects on consumer’s attitudes and purchase intentions toward CSS, which is an area that has remained unexamined in the literature. Marketers will be able to use the knowledge obtained herein on the various types of anti-consumption lifestyles to motivate consumers to use sharing services, and will also be able to establish a consumer strategy in sharing business practice.

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