Understanding peer recommendation in mobile social games: the role of needs–supplies fit and game identification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Le Wang
Keyword(s):  
Social Identity Theory ◽  
Game Design ◽  
Word Of Mouth ◽  
Underlying Mechanism ◽  
Ease Of Use ◽  
Content Type ◽  
Social Games ◽  
Empirical Survey ◽  
Antecedents And Consequences ◽  
Design Characteristics

PurposeThe purpose of this paper is to understand the antecedents of peer recommendations (generating positive word-of-mouth and recruiting others) in the context of mobile social games.Design/methodology/approachDrawing on the needs–supplies fit framework and social identity theory, this paper proposes that game design characteristics (challenge, fairness, innovativeness and ease of use) influence game identification, which further predicts word-of-mouth (WOM) generation and recruitment intention. This paper further suggests fits between gamer orientation (passing time and seeking achievements) and game design lead to enhanced game identification. The model was tested using data from an empirical survey with 767 mobile social gamers.FindingsGame challenge, game fairness, game innovativeness and ease of use are positively associated with game identification, whereas game identification positively predicts WOM generation and recruitment intention. Achievement-seeking use was found to enhance the effects of game challenge and game fairness on game identification, and passing time use was found to strengthen the effects of game innovativeness and ease of use on game identification.Research limitations/implicationsThe findings of this study provide operable implications to facilitate peer recommendations in a mobile gaming context. The model was only tested within the context of mobile social games, however, so caution is advised when generalizing the findings to other game subgenres.Originality/valueThis study distinguishes itself from other peer recommendation studies by taking recruitment, a more straightforward and salient form of peer recommendation, into account. This paper enriches theory by investigating the antecedents and consequences of game identification. This study clarifies the underlying mechanism of how game design influences peer recommendations and examines the interactions between game design and gamer orientation.

Expatriate demographic characteristics and host country national support: an empirical investigation in Central/South America

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Arup Varma ◽  
Young-Jae Yoon ◽  
Fabian Jintae Froese
Keyword(s):  
South America ◽  
Latin American ◽  
Host Country ◽  
Social Identity Theory ◽  
Underlying Mechanism ◽  
Content Type ◽  
South Central ◽  
The Usa ◽  
Cultural Similarity ◽  
Central South

PurposeThe support of host country nationals (HCNs) is critical for expatriate adjustment and performance. Drawing from social identity theory and self-categorization theory, this study investigates the antecedents of HCNs' support toward expatriates in Central/South America, focusing on cultural similarities and expatriate race.Design/methodology/approachWe conducted a quasi-experimental study to understand the antecedents that promote the willingness of HCNs to offer required support to expatriates. Data were gathered from 117 Latin American participants, who were asked to respond to questions about their perceptions of expatriates from the USA and their willingness to offer support to those expatriates.FindingsOverall, our findings suggest that HCNs are likely to provide support to expatriates when they perceive the expatriates as similar in terms of culture and race. Specifically, African Americans received more positive attitudes and support than White Americans in South/Central America. The effect of cultural similarity on HCN willingness to support expatriates was mediated by perceived trustworthiness.Originality/valueThe present study extends the research on HCN support to expatriates, to Central/South America, an important region that has been under-studied in the expatriate–HCN context. Another novel feature of our study is that we investigate the role of expatriate race and cultural similarity and illuminate the underlying mechanism of the relationship between expatriate race and HCN support.

Social responsibility and event-sponsor portfolio fit

2019 ◽  
Vol 53 (2) ◽  
pp. 138-163 ◽  
Author(s):  
Angeline Close Scheinbaum ◽  
Russell Lacey ◽  
Minnette Drumwright
Keyword(s):  
Social Responsibility ◽  
Field Study ◽  
Social Identity Theory ◽  
Large Scale ◽  
Word Of Mouth ◽  
Future Research ◽  
Content Type ◽  
Fan Identification ◽  
High Event ◽  
The Relationship

Purpose This study aims to examine the outcomes of consumer perceptions of event social responsibility (ESR) for a sponsored community event and its sponsor portfolio (i.e. group of sponsoring companies). It integrates a new antecedent and new moderators of ESR with extant findings to provide a comprehensive model that is theoretically grounded in social identity theory, congruency theory and image and affect transfer. Design/methodology/approach The authors test the theoretical framework via a field study of attendees (n = 879) at a sponsored, large-scale sporting event that provided ESR through health and wellness education and activities. A field study is especially appropriate because of the experiential nature of sponsored events and ESR. Findings Fan identification with the sport is an antecedent of ESR, and motivation to attend the event’s supporting activities moderates the relationship between fan identification and ESR. High event-sponsor fit strengthens the relationship between ESR and word-of-mouth and between ESR and sponsor patronage. Research limitations/implications This study illuminates the role of ESR as a key driver of outcomes for events and for their sponsor portfolio. Future research should investigate ESR in contexts other than sport and use longitudinal data that include actual purchases. It should further examine the construct of sponsor portfolio because so many events have multiple sponsors Practical implications Event sponsorship offers an attractive platform for brands to demonstrate good corporate citizenship; therefore, marketers should consider ESR as a key criterion when selecting events to sponsor. Marketers should sponsor events with high event-sponsor portfolio fit to enhance the outcomes related to ESR for both sponsors and events. This research generally underscores the importance of creating auxiliary, interactive experiences for event attendees. Social implications ESR entails that events should contribute or give back to the local communities and organizations in a charitable way to both help give back socially and to maximize success as measured by electronic word-of-mouth (eWOM) and sponsor patronage toward brands sponsoring the event. Originality/value This research identifies a new antecedent and new moderators of ESR and integrates them with extant findings to create a comprehensive, theoretically grounded model. It investigates outcomes for both the event and its sponsor portfolio, in contrast to the scholarship that tends to focus on the (title) sponsor.

Easy way to Facebook success

2014 ◽  
Vol 30 (11) ◽  
pp. 22-24
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Word Of Mouth ◽  
Ease Of Use ◽  
Brand Experience ◽  
Content Type ◽  
Pertinent Information ◽  
Facebook Pages ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Issues with ease of use and usefulness of Facebook pages might be addressed by attempting to reduce customer effort when accessing the pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and electronic word-of-mouth. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Understanding Consumer Fandom

2020 ◽  
pp. 18-37
Author(s):  
Andy Hao
Keyword(s):  
Social Identity ◽  
Social Integration ◽  
Conceptual Framework ◽  
Social Identity Theory ◽  
Word Of Mouth ◽  
Identity Theory ◽  
Subjective Norms ◽  
Self Discovery ◽  
Antecedents And Consequences ◽  
Insight Into

The interest in consumer fandom has been strong in the last two decades and different perspectives have been proposed to examine the issue. However, the current literature only offers limited insight into what consumer fandom means and what the main antecedents and consequences of consumer fandom are. To fill the gap, the aim of this chapter is to integrate various perspectives and theoretical bases on formulating consumer fandom and to present an integrated conceptual framework of the antecedents and consequences of consumer fandom. Grounded on social identity theory, the conceptual framework proposed in this chapter identifies two self-related antecedents: self-identify and self-discovery, and three social-related antecedents: social integration, social enhancement, and subjective norms. In addition, purchase and repurchase intention, loyalty, and word of mouth are highlighted as three consequences of consumer fandom. Level of engagement is identified as the moderator between consumer fandom and its consequences.

Antecedents and consequences of e-shopping: an integrated model

2015 ◽  
Vol 25 (2) ◽  
pp. 184-217 ◽  
Author(s):  
Weng Marc Lim
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Integrated Model ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Main Research ◽  
Antecedents And Consequences

Purpose – The purpose of this paper is to present an integrated information systems–consumer behavior (IS-CB) model for e-shopping to examine the antecedents and consequences of e-shopping and usage behavior. Design/methodology/approach – The study tests 320 usable responses collected from e-shoppers against the integrated model using structural equation modeling. Findings – The main research results support the use of antecedents of e-shopping acceptance and usage by drawing from unified knowledge of IS and CB underpinnings. The findings show the significance of perceived value, social factors, perceived ease of use, perceived usefulness, entertainment gratification (EG), web irritation (WI), emotional state, and web atmospherics (WA) in the process of e-shopping. Practical implications – The results suggest that e-retailers should establish positive perceived value in consumers’ minds and uphold trust to foster favorable attitudes and intentions toward e-shopping and actual e-shopping purchase. Proper and good construction of WA can lead to useful and easy-to-use e-shopping sites, EG, and minimization of WI. Capitalizing on online social influences also would be an advantage. Originality/value – This paper bridges a gap in the studies of IS and CB, contributing to a more comprehensive understanding of the influence of IS and CB antecedents on acceptance and usage of e-shopping.

Influencing VSN users’ purchase intentions

2014 ◽  
Vol 8 (2) ◽  
pp. 102-123 ◽  
Author(s):  
Marjan Mortazavi ◽  
Mohammad Rahim Esfidani ◽  
Ali Shaemi Barzoki
Keyword(s):  
Social Networking Sites ◽  
Information Disclosure ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sem Analysis ◽  
Purchase Intentions ◽  
Ease Of Use ◽  
Equation Modeling ◽  
Flow Experience ◽  
Content Type

Purpose – The purpose of this paper is to examine the characteristics of virtual social networks (VSNs) and to determine their salient attributes, including those that influence flow experience, trust and electronic word-of-mouth (eWOM) behaviors affecting users’ purchase intentions, and to provide important strategic implications contributing to the Internet marketing literature. Design/methodology/approach – Using a self-administered questionnaire, the data (n = 167) are collected from two Iranian Internet social networking sites, namely, facenama.com and cloob.com . Using LISREL 8.5, hypothesized relationships are examined through structural equation modeling (SEM) analysis. Findings – According to the results of the study, despite all assumptions and studies to the contrary, eWOM behaviors in VSNs are derived from neither users’ flow experience nor their trust in VSNs, but they are mostly caused by VSNs’ attributes, from which four are investigated in this study, namely, communication and social relationships, entertainment, information disclosure and ease of use. Nevertheless, according to the results, VSN attributes also influence trust and flow experience, trust in a VSN environment influences users’ flow experience and eWOM in VSNs has significant impact on users’ purchase intentions. The findings also revealed that the level of education of a user affects how much he trusts the VSN environment. Practical implications – The author examined flow experience, trust, eWOM behavior, purchase intentions and the VSNs’ attributes to verify their relationships, providing a better understanding of an effective indirect marketing in VSNs. The results also have important implications for researchers. Originality/value – While flow experience, trust, word-of-mouth (WOM) behaviors and purchase intentions have been separately studied in Web sites, e-shopping malls and blogs, little research has sought to identify the existence of these elements within VSNs, their correlations with one another and how they are affected by VSNs’ attributes.

Antecedents and consequences of experiential value in fashion retailing: a study on Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geetika Varshneya
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Word ◽  
Internal Factors ◽  
Content Type ◽  
Experiential Value ◽  
Fashion Retail ◽  
Antecedents And Consequences ◽  
Positive Word Of Mouth

PurposeCustomer's experiential value is influenced by external as well as internal factors. This study was an effort to explore the impacts of two relevant internal factors (lifestyle and involvement) and one important external factor (atmospherics) on experiential value. Further, it investigates the influence of experiential value on two pertinent outcomes (customer satisfaction and positive word of mouth).Design/methodology/approachA survey-based questionnaire was used to collect the data (n = 354) from fashion retail shoppers in NCR region in India and was analysed using structural equation modelling.FindingsThe results revealed that positive influence of atmospherics, involvement and lifestyle on experiential value dimensions. Subsequently, the study showed experiential value influences customer satisfaction, which further leads to positive word of mouth.Research limitations/implicationsThe study was carried out in fashion retail stores in National Capital Region in India. Therefore, further investigation is required for generalising the results. Theoretical and managerial contributions of the study are further discussed in the paper.Originality/valueArguably, this paper is an initial attempt to explore the antecedents and consequences of experiential value in the context of fashion retailing.

Diversity and consumer dispositions towards foreign countries in an emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aybegüm Güngördü Belbağ
Keyword(s):  
Social Identity Theory ◽  
Structural Equation ◽  
Emerging Market ◽  
Conflict Theory ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Foreign Companies ◽  
Foreign Products ◽  
Realistic Conflict Theory ◽  
Antecedents And Consequences

PurposeThe current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with differences – a factor of universal-diverse orientation (UDO) – and reluctance to purchase German (RELG) and French automobiles (RELF) in the Turkish automobile market which is dominated by foreign brands.Design/methodology/approachEmpirical data were collected via face-to-face surveys from 400 respondents in the emerging market Turkey. Structural equation modelling was employed to examine the direct and indirect effects between the variables.FindingsThe main predictors of the RELG are consumer ethnocentrism, discomfort with differences and economic animosity towards Germany, respectively. Furthermore, RELF in the Turkish market is positively affected by consumer ethnocentrism, war animosity towards France and discomfort with differences, respectively. Discomfort with differences mediates the relationship between consumer ethnocentrism and RELG and RELF.Practical implicationsInternational collaborations with local manufacturers have huge strategic impacts when establishing reliable relationships with Turkish consumers. Foreign companies can initiate socially responsible projects that will relay the message of similarities between cultures to decrease perceived cultural differences. Highlighting the similarities of Turkish consumers with a foreign company in promotional campaigns will be much beneficial.Originality/valueDespite there are many studies regarding antecedents and consequences of consumer ethnocentrism, extant research overlooks the effect of animosity on this concept. Additionally, studies examining UDO in the marketing literature are scarce. This paper integrates UDO, consumer ethnocentrism, animosity and reluctance to purchase foreign products in one study.

Does the crowdfunding platform matter? Risks of negative attitudes in two-sided markets

2017 ◽  
Vol 34 (6) ◽  
pp. 472-479 ◽  
Author(s):  
Camille Lacan ◽  
Pierre Desmet
Keyword(s):  
Online Survey ◽  
Word Of Mouth ◽  
Relative Effect ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Dark Side ◽  
Willingness To Participate ◽  
Negative Attitudes ◽  
Content Type ◽  
Internet Platform

Purpose Crowdfunding offers a popular means to raise donations online from many contributors. Open calls for contributions involve another actor too, namely, the internet platform that maintains the two-sided market. This paper aims to examine the effect of this intermediary on contributors’ willingness to participate in crowdfunding projects. Design/methodology/approach An online survey measures the relative effect of contributors’ attitudes towards the crowdfunding platform on two key behaviours: willingness to share word-of-mouth and willingness to participate in a project. Findings Using the theoretical framework of a two-sided market, the empirical study reveals that attitudes towards a crowdfunding platform moderate contributors’ willingness to participate due to several risk factors that affect the platform’s perceived usefulness and ease of use. These factors have negative influences on attitude towards the platform, which reduces support for the project. The effects are stronger for willingness to participate than for word-of-mouth intentions. Research limitations/implications Declarative measures and a focus on the utilitarian dimensions of contributor participation limit the external validity of the findings. Practical implications With the results of this study, internet platforms can find ways to improve the attitudes of potential contributors. Project creators can use the findings to adapt their communication campaigns and reduce inhibitions that keep contributors from using platforms. Originality/value This study advances marketing and crowdfunding literature by highlighting the potential dark side of a platform that functions as an intermediary in a two-sided market.

Antecedents and consequences of pharmacy loyalty behavior

2015 ◽  
Vol 9 (1) ◽  
pp. 36-55 ◽  
Author(s):  
Amod S. Athavale ◽  
Benjamin F. Banahan, III ◽  
John P. Bentley ◽  
Donna S. West-Strum
Keyword(s):  
Service Quality ◽  
Word Of Mouth ◽  
Regression Coefficient ◽  
Negative Word ◽  
Technical Competence ◽  
Cross Sectional ◽  
Content Type ◽  
General Satisfaction ◽  
Significant Relationships ◽  
Antecedents And Consequences

Purpose – This paper aims to identify antecedents and consequences of pharmacy loyalty behavior. Design/methodology/approach – A cross-sectional study was conducted. Constructs involved were measured using an online self-administered questionnaire. Data were analyzed using multivariate logistic and linear regression. Findings – In all, 400 usable responses were obtained. General satisfaction (odds ratio [OR] = 1.52; p < 0.01; 95 per cent confidence interval [CI] = 1.12 to 2.06) and trust (OR = 1.81; p < 0.01; 95 per cent CI = 1.32 to 2.50) were found to have statistically significant relationships with loyalty behavior. General satisfaction (regression coefficient = 0.20; p < 0.01; 95 per cent CI = 0.09 to 0.31), explanation component of satisfaction with service quality (regression coefficient = 0.13; p < 0.01; 95 per cent CI = 0.04 to 0.21), consideration and technical competence components of satisfaction with service quality (regression coefficient = 0.18; p = 0.02; 95 per cent CI = 0.03 to 0.33) and trust (regression coefficient = 0.33; p < 0.01; 95 per cent CI = 0.21 to 0.45) were statistically significantly related to positive word-of-mouth promotion. General satisfaction (regression coefficient = −0.29; p < 0.01; 95 per cent CI = −0.3 to −0.18), consideration and technical competence components of satisfaction with service quality (regression coefficient = −0.17; p = 0.02; 95 per cent CI = −0.31 to −0.03) and trust (regression coefficient = −0.21; p < 0.01; 95 per cent CI = −0.33 to −0.10) had statistically significant relationships with negative word-of-mouth promotion. Research limitations/implications – Pharmacists can utilize these results to develop better marketing strategies. These results can be used by researchers to forward this area of research. This study had some study design limitations that may affect its generalizability. Originality/value – Effect of satisfaction as a multidimensional construct on pharmacy loyalty behavior and word-of-mouth promotion, identification of drivers of negative word-of-mouth promotion and effect of pharmacy trust on pharmacy loyalty behavior and word-of-mouth promotion are some of the major contributions of this study.

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