scholarly journals An empirical study of purchase behaviour on social platforms

2019 ◽  
Vol 32 (4) ◽  
pp. 876-896 ◽  
Author(s):  
Vladlena Benson ◽  
Jean-Noel Ezingeard ◽  
Chris Hand
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Perceived Control ◽  
Purchase Intention ◽  
Cognitive Factors ◽  
Risk Propensity ◽  
Age And Gender ◽  
Content Type ◽  
Purchasing Behaviour ◽  
And Gender

Purpose Social media users’ purchasing behaviour is yet to be fully understood by research. The purpose of this paper is to investigate how purchase intention is affected by social media user traits, cognitive factors (such as perceived control and trust) and individual beliefs, such as risk propensity and trustworthiness. Design/methodology/approach The authors propose and empirically test a model of purchase intention on social platforms. The study of over 500 active social media users finds the links between risk propensity, trust, technical efficacy and perceived control and explores the moderating effect of age and gender. Findings Purchase intention on social platforms is influenced by demographic factors, cognitive factors and beliefs. Both age and gender moderate the effects of beliefs and cognitive factors: age is a determinant of purchase intention for men, while beliefs are significant for younger women and cognitive factors are significant for older women. Research limitations/implications This study involved a cross-sectional design via online survey of social networking users. Gender differences in purchase intentions are found which are, in turn, influenced by age. Further empirical testing of social purchase intention could include less experienced users or non-users. Practical implications The results of this study provide guidance for SNS providers and technology developers in social networking commerce in terms of the different drivers of purchase intention. Originality/value Social media users’ purchasing behaviour is yet to be fully understood. The study shows that purchase intention antecedents vary between genders and age groups of users. The identified connection between users’ perceptions of social networking sites (SNS) usage of personal information and purchase behaviour has an impact on the likelihood of user engagement in social transactions.

scholarly journals Market analytics of the rice wine market in Japan: an exploratory study

2019 ◽  
Vol 31 (3) ◽  
pp. 473-491
Author(s):  
Martin Kunc
Keyword(s):  
The Body ◽  
Alcoholic Beverages ◽  
Large Set ◽  
Rice Wine ◽  
Analytical Methodology ◽  
Age And Gender ◽  
Content Type ◽  
Anchoring And Adjustment ◽  
Purchasing Behaviour ◽  
And Gender

Purpose The purpose of this paper is to analyse consumer buying behaviour in the Japanese rice wine, also known as sake market. Design/methodology/approach The study applies a novel qualitative and quantitative analytical methodology to an off-license channel in Japan. The methodology involves the use of anchoring-and-adjustment theory and simulation to a large set of point of sale data. The selection of the brands used for the study are more than 230 brands and more than 150 sake breweries. Findings Age and gender are important factors determining recurrent patterns of purchasing behaviour. Small size packaging, e.g. one cup, has the highest volume in sales, for example, convenience shopping, but it depends on exogenous factors, e.g. summer season or festive events. Research limitations/implications Limitations are related with the lack of specific personal data from consumers that impedes to test behavioural attitudes driving loyalty to brands. Anchoring-and-adjustment theory can be a valid approach to evaluate large longitudinal data sets of purchasing behaviour. Practical implications Results indicate that fragmented markets tend to over-expand the assortment affecting volume stability. However, this dynamics is difficult to avoid when all participants are engaged in this behaviour and the market is strongly segmented by age and gender. Originality/value The paper contributes to the body of knowledge of buyer behaviour in relation to purchasing and consumption for other types of wine. It is the first application in alcoholic beverages of anchor-and-adjustment theory.

Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country

2019 ◽  
Vol 10 (3) ◽  
pp. 811-826 ◽  
Author(s):  
Muhammad Naeem
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Social Networking ◽  
Service Provider ◽  
Purchase Intention ◽  
Discussion Groups ◽  
Internet Service Provider ◽  
Level Of Service ◽  
Internet Service ◽  
Content Type

Purpose Customers are increasingly focused to find reviews, discussions and feedbacks on social media related to particular services in which they are interested. This paper aims to find which social networking platforms are more frequently used to provide reviews related to services, and based on these reviews, how service providing organizations can enhance the level of service quality and purchase intention of customers. Design/methodology/approach The research approach for this study is based on interpretivism assumptions and qualitative research design. The semi-structured and non-directive interviews were conducted to collect data from customers and marketing team of internet service provider and banking organization. These selected organizations have major shares in markets and a large number of customers. The participants were selected based on purposive sampling technique and their contribution in services-related discussion on social networking platforms. Findings Findings of this research highlighted that social networking platforms such as official Facebook page of selected service providing organizations, closed public discussion groups on Facebook, WhatsApp groups of family and friends and YouTube videos comment section are more frequently used to create service reviews and purchase intention of customers. Above all, results also reveal that customers are more frequently used Facebook discussion groups (public or private) for generating services reviews for selected bank and internet service provider. Research limitations/implications The effective and efficient use of these social networking platforms can enhance interactive communication, services reviews, feedbacks, intention to purchase, social influence, social trust and services quality. Furthermore, social media platforms required lower level of advertisement cost and offered huge amount of enquires, discussions, transactions, word of mouth, services stories and interactions of consumers. Originality/value There is rare research available on how and which social networking applications can enhance the level of service quality of services sector organizations especially in the context of Islamic countries. Most of the available literature has been investigated the link of social media and traditional marketing related constructs. This research is exploratory in nature because it investigates under-researched issue regarding the use of social networking applications to enhance the level of service quality and purchase intention of customers.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

Understanding the role of social networking platforms in addressing the challenges of Islamic banks

2019 ◽  
Vol 38 (8) ◽  
pp. 664-680 ◽  
Author(s):  
Muhammad Naeem
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Social Networking ◽  
Purchase Intention ◽  
Social Trust ◽  
Islamic Banks ◽  
Content Type ◽  
Banking Systems ◽  
Brand Engagement ◽  
Social Media Platforms

Purpose Customers are increasingly interested in reading discussions, experiences, recommendations and reviews on social media platforms related to services and products in which they are highly interested. The purpose of this paper is to find the availability of user-generated content (UGC) in the context of Islamic banks and how it can enhance the level of brand engagement and purchase intention of customers. Design/methodology/approach The methodology for this research is designed by following the features of qualitative research methods and a social constructivism approach. Furthermore, non-directive and semi-structured in-depth interviews are constructed to accumulate research data from marketing teams and customers of Islamic banks. The respondents have been carefully chosen on the basis of purposive sampling and their level of awareness related to Islamic banks. Findings Islamic banks are more frequently using traditional marketing tools that are unable to enhance levels of information among the targeted population and prove an expensive way of marketing. The findings reveal that Islamic banks lag behind in adopting the latest information exchanging technologies compared to conventional banking systems. A lack of skilled people, reputation and trust, lack of e-marketing strategy and lower levels of investment in social media platforms are major barriers to generate UGC, brand engagement and purchase intention among the targeted market of Islamic banks. Practical implications The effective and competent use of various social networking platforms can enhance UGC related to Islamic banking products and services. UGC can generate interactive communication, services reviews, feedbacks, intention to purchase, social influence, social trust and positive customer perception among the targeted population of Islamic banks. The study has summarized and offered practical recommendations to show how Islamic banks can address challenges and enjoy a high level of profitability compared to conventional banking systems. Originality/value The present study uncovered the steps that must be taken by the top management of Islamic banks to enhance levels of awareness, online product reviews and recommendations, e-word of mouth and purchase intentions of the targeted market. The study enhanced understanding regarding how a higher level of investment in social networking platforms, safe and secure banking systems and skilled IT professionals can address the challenges of Islamic banks. Furthermore, these factors can create positive UGC, social influence, social brand engagement and purchase intention of customers in Islamic banks. These primary factors must be considered by Islamic banks to compete with conventional banking products and services.

The influence of online customer reviews on customers’ purchase intentions: a cross-cultural study from India and the UK

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheshadri Chatterjee ◽  
Ranjan Chaudhuri ◽  
Demetris Vrontis ◽  
Alkis Thrassou
Keyword(s):  
Cultural Difference ◽  
Purchase Intention ◽  
Value Theory ◽  
Cross Cultural ◽  
Age And Gender ◽  
Content Type ◽  
Customer Reviews ◽  
Online Customer Reviews ◽  
And Gender ◽  
The Impact

Purpose The purpose of this study is to examine the influence of online customer reviews (OCRs) and electronic word-of-mouth (eWOM) on customers’ purchase intention (PUI). This study also investigates the cultural differences between the customers in India and UK as regards the influence of OCR and customers’ PUIs. Design/methodology/approach This study has used socialisation theory, theory of reasoned action, congruity theory and expectation value theory, along with the existing literature to develop the conceptual model. The theoretical model has been validated using the PLS-SEM technique on a survey involving 305 and 280 respondents for India and UK, respectively. Findings The findings highlight that gender has no effect on UK customers’ PUIs, whereas age and gender have considerable impacts on Indian customers’ PUIs. Research limitations/implications The study only examines the cross-cultural difference between a European country (UK) and an Asian country (India). Also, since the sample size is low, the findings did not represent a generic view. Practical implications The proposed model has provided important inputs to the organisations to understand consumer behaviour particularly the study would help marketing departments to formulate their marketing strategies regarding OCR and customers’ PUI. Originality/value This study is unique in understanding the implications of OCR and their influence on customer purchase decisions of UK customers and India’s customers. This study also helps to understand the impact of age and gender on OCR and PUIs.

Understanding consumer motivations in online social brand engagement participation

2019 ◽  
Vol 47 (5) ◽  
pp. 511-529 ◽  
Author(s):  
Kofi Osei-Frimpong
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Demographic Variables ◽  
Cognitive Effort ◽  
Consumer Participation ◽  
Cross Sectional Survey ◽  
Age And Gender ◽  
Content Type ◽  
Brand Engagement ◽  
And Gender

Purpose Through the lens of self-determination theory (SDT), the purpose of this paper is to examine the influence of autonomous and controlled motivational regulations in driving consumer participation in social brand engagement (SBE) practices. In addition, the moderating effects of cognitive effort and consumer demographic variables (age and gender) are examined. Design/methodology/approach The proposed model is tested by employing a quantitative survey design consisting of 832 consumers with prior experience in engaging with brands on social media. The respondents were conveniently interviewed using online questionnaire. The model estimation was done through structural equation modelling with AMOS 23.0. Findings The findings indicate that intrinsic, integrated, introjected and external motivational regulations significantly influence consumer participation in SBE activities, whereas identified regulation does not. Furthermore, while age and gender presented mixed interaction effects on the paths examined, cognitive effort does not moderate the influence of autonomous and controlled motivational regulations on SBE participation. Research limitations/implications This study employed a cross-sectional survey to explore consumer motivation and cognitive effort in SBE practices. As an exploratory study, the findings may be limited and not conclusive, which could limit the generalisation of the results reported. Practical implications This study demonstrates a need for retailing managers to understand customers’ varying intentions or needs in participating in online SBE activities As a result, retail managers need to adopt social media strategies that could elicit interest and curiosity on the part of the customer to excite them to participate in the brand social interactions. Originality/value This research contributes to the conceptual understanding of SBE through the application of SDT, and contends that cognitive effort does not moderate consumer participation in SBE practices. Also, the mixed findings resulting from the moderation test of age and gender sheds light on specific types of regulated motivations that are either moderated or not in relation to these demographic variables.

scholarly journals The Primacy of Beauty in Music, Visual Arts and Literature: Not Just a Replication Study in the Greek Language Exploring the Effects of Verbal Fluency, Age and Gender

2021 ◽  
pp. 003329412110268
Author(s):  
Vaitsa Giannouli ◽  
Juliana Yordanova ◽  
Vasil Kolev
Keyword(s):  
Visual Arts ◽  
Verbal Memory ◽  
Cognitive Factors ◽  
Semantic Field ◽  
Older Individuals ◽  
Greek Language ◽  
Age And Gender ◽  
Music And Literature ◽  
Young Females ◽  
And Gender

Research on aesthetic descriptors of art in different languages is scarce. The aim of the present study was to elucidate the conceptual structure of aesthetic experiences of three forms of art (music, visual arts and literature) in the Greek language, which has not been explored so far. It was further aimed to study if biological and cognitive factors such as age and gender might produce differences in art appreciation. A total of 467 younger and older individuals from Greece were asked to generate verbal descriptors (adjectives) in free word-listing conditions in order to collect terms reflecting the aesthetics-related semantic field of art. The capacity of verbal memory was controlled by using a battery of neuropsychological tests. Analysis of generated adjectives’ frequency and salience revealed that ‘beautiful’ was the most prominent descriptor that was selected with a distinctive primacy for all three forms of arts. The primacy of ‘beautiful’ was significantly more pronounced for visual arts relative to music and literature. Although the aging-related decline of verbal capacity was similar for males and females, the primacy of ‘beautiful’ depended on age and gender by being more emphasized for young females than males, and for old males than females. Analysis of secondary descriptors and pairs of adjectives revealed that affective and hedonic experiences are essentially fixed in the semantic field of art reflection. It is concluded that although the concept of the aesthetics seems to be diversified and rich, a clear primacy of beauty is found for the Greek cultural environment and across different forms of art. The results also highlight the presence of complex influences of biological and cognitive factors on aesthetic art experiences.

scholarly journals Defining user risk in social networking services

2015 ◽  
Vol 67 (1) ◽  
pp. 94-115 ◽  
Author(s):  
David Haynes ◽  
Lyn Robinson
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Personal Data ◽  
Sample Survey ◽  
Policy Makers ◽  
Social Networking Services ◽  
Content Type ◽  
The Uk ◽  
Purposive Sample ◽  
Risk Categories

Purpose – The purpose of this paper is to identify the risks faced by users of online social networking services (SNSs) in the UK and to develop a typology of risk that can be used to assess regulatory effectiveness. Design/methodology/approach – An initial investigation of the literature revealed no detailed taxonomies of risk in this area. Existing taxonomies were reviewed and merged with categories identified in a pilot survey and expanded in purposive sample survey directed at the library and information services (LIS) community in the UK. Findings – Analysis of the relationships between different risk categories yielded a grouping of risks by their consequences. This aligns with one of the objectives of regulation, which is to mitigate risks. Research limitations/implications – This research offers a tool for evaluation of different modes of regulation of social media. Practical implications – Awareness of the risks associated with use of online SNSs and wider social media contributes to the work of LIS professionals in their roles as: educators; intermediaries; and users of social media. An understanding of risk also informs the work of policy makers and legislators responsible for regulating access to personal data. Originality/value – A risk-based view of regulation of personal data on social media has not been attempted in such a comprehensive way before.

The importance of social media on holiday visitors’ choices – the case of Athens, Greece

2015 ◽  
Vol 10 (3) ◽  
pp. 360-374 ◽  
Author(s):  
Androniki Kavoura ◽  
Aikaterini Stavrianeas
Keyword(s):  
Social Media ◽  
Web Sites ◽  
Online Community ◽  
Age Groups ◽  
Exploratory Research ◽  
Sources Of Information ◽  
Geographical Differences ◽  
Content Type ◽  
Community Belonging ◽  
And Gender

Purpose – The purpose of this paper is to examine visitors’ perceptions and relevant importance of social media when choosing a Mediterranean destination and also to explore the extent in which they believe it is important for them to belong to an online community with shared characteristics among its members. Design/methodology/approach – A stratified, based on nationality and gender, sample of 301 respondents of foreign arrivals of visitors in the Athens airport, Greece was collected in June and July 2014 based on the official Athens Airport Authorities Arrival Research. This is a partially exploratory research. Findings – Differences between age groups as far as the importance attributed to social media as sources of information about a tourism destination were found. The respondents, when using the internet for gathering information about a tourism Mediterranean destination, consider different online channels. Facebook is among the most important sources of information for them associated with the tourism destinations. Official web sites/blogs of the destination are the first source and photo sharing sites are the second most preferred source; sharing aesthetics of photos was found to contribute to the feeling of belonging to an on line travel community. Research limitations/implications – Further research will contribute to the development of greater understanding of the strategic approaches to social media and their use to promote a destination. Greek diaspora would be interesting to examine and geographical differences among groups. Practical implications – The paper denotes the importance for destination management organizations and companies, to fully employ the social media in their marketing efforts. Originality/value – The present study increases our understanding of the adoption of online and traditional communications in the visitor’s process for Athens, Greece, shedding light to the literature existing on the significance attributed to the online travel community belonging from visitors through sharing aesthetics of photos and associations of ideas based on age differences.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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