The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Isha Sharma ◽  
Kokil Jain ◽  
Ritu Gupta
Keyword(s):  
Social Media ◽  
Perceived Control ◽  
Structural Equation ◽  
Equation Modeling ◽  
National Capital Region ◽  
Content Type ◽  
Control Factors ◽  
Relationship Factors ◽  
Media Power ◽  
Brand Hate

Purpose Consumer brand relationship literature has recently seen a surge of studies on brand hate, its antecedents and outcomes. Hate alone will not drive consumers to engage in negative electronic word-of-mouth (eWOM) and indicates the interplay of other social relationship factors that can strengthen the effect of brand hate on negative eWOM. The purpose of this study is to integrate the emerging concept of brand hate and perceived social media power with the theory of planned behavior (TPB) to expand the understanding of negative eWOM. Design/methodology/approach Data is collected through a survey conducted among university students based in the National Capital Region of Delhi in India. The research model is empirically tested using structural equation modeling in AMOSv23. Findings The three TPB dimensions, including brand attitude, subjective norms and individual’s propensity to anthropomorphize, are found to influence brand to hate significantly. The other perceived control factors included in the model, perceived homophily and social media self-efficacy, were found to affect perceived social media power, which, in turn, is crucial in predicting consumers’ engagement in negative eWOM behavior, both directly and through interaction with brand hate. Originality/value The study contributes to brand hate literature and offers a novel perspective by advocating the role of consumers’ propensity to anthropomorphize in augmenting feelings of brand hate.

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.

Research on the influencing factors of the switching behavior of Chinese social media users: QQ transfer to WeChat

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cong Yin ◽  
Yujing Zhou ◽  
Peiyu He ◽  
Meng Tu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Negative Relationship ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Important Relationship ◽  
Transfer Behavior ◽  
Behavior Function

PurposeThis research takes the transfer behavior of users from Tencent QQ to WeChat as an example to discuss the wider transfer behavior of social media users on the Internet.Design/methodology/approachThis paper collects data through a combination of offline interviews and online questionnaire surveys, and utilizes data analysis tools to construct structural equation modeling (SEM). Using Statistical Product and Service Solutions (SPSS) Statistics 22.0 and Analysis of Moment Structures (AMOS) 22.0 software with SEM, this study was carried out to provide reasonable statistical support for relevant proposed hypotheses based on 368 effective samples acquired through the questionnaire.FindingsThe findings of this study show that subjective norm, transfer experience, social communication, and knowledge acquisition all have significant associations with transfer intention and switching behavior. To be specific, transfer intention exerts a positive association on switching behavior; function setting, privacy protection and personal innovation have a favorable association with transfer intention; transfer cost has a significantly negative relationship with transfer intention and switching behavior; function setting has no important relationship on switching behavior.Originality/valueThe research results provide a reference for improving the viscosity and loyalty of social media users in the new era and resolving the problem of user churn.

“Actions speak louder than words”: an impact of service recovery antecedents on customer delight in quick-service restaurants

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Durgesh Agnihotri ◽  
Kushagra Kulshreshtha ◽  
Vikas Tripathi ◽  
Pallavi Chaturvedi
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Service Recovery ◽  
Equation Modeling ◽  
Role Clarity ◽  
Content Type ◽  
Customer Delight ◽  
Quick Service ◽  
The Impact

PurposeThe purpose of this study is to conceptualize and analyze a framework that provides greater understanding toward the impact of service recovery antecedents such as role clarity, customer service orientation, employee empowerment and employee relational behavior on customer satisfaction and customer delight in the context of quick-service restaurants (QSRs).Design/methodology/approachA self-administered questionnaire was distributed to 408 participants who had experienced service recovery efforts by leading QSRs on social media. The current paper draws upon the prevailing literature to test a series of research hypotheses through structural equation modeling.FindingsThe findings of the study have confirmed that antecedents of service recovery are good to describe customer satisfaction and customer delight in the setting of QSRs. Besides, the study provides an understanding on how monetary compensation moderates the relationship between customer delight and customer satisfaction.Practical implicationsThis study carries an understanding on how frontline employees must operate in a non-conventional and innovative way to resolve customers' issues and show commitment with truthfulness to provide excellent services to make customers feel delightful.Originality/valueThis is a unique study to understand the role of service recovery antecedents to describe customer satisfaction and customer delight in the social media environment. In addition, the results support the possibilities of implementing prompt service recovery efforts using social media.

Understanding social media advertising effect on consumers’ responses

2018 ◽  
Vol 31 (3) ◽  
pp. 426-445 ◽  
Author(s):  
Manel Hamouda
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Moderator Effect ◽  
Content Type ◽  
Advertising Effect ◽  
Social Media Advertising ◽  
Use Of Social Media

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

Investigating the adoption of social media in the construction industry: empirical evidence from project teams in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Guofeng Ma ◽  
Shan Jiang ◽  
Jianyao Jia
Keyword(s):  
Social Media ◽  
Project Management ◽  
Environmental Factors ◽  
Construction Industry ◽  
Structural Equation ◽  
Project Teams ◽  
Equation Modeling ◽  
Future Research ◽  
Time Interval ◽  
Content Type

PurposeA lack of reliable and effective communication tools poses major barriers impeding the performance of construction projects consisting of diverse participants. Although some construction project teams (CPTs) begin to apply social media (SM) as an available approach for project management the entire mechanism of SM adoption in this specific context remains understudied. Therefore, this study aims to adopt a CPT's lens to investigate the critical antecedents and associated effects underlying SM adoption in the construction industry.Design/methodology/approachBased on the technology–organization–environment (TOE) theory, a conceptual model was proposed and tested by empirical data collected from 159 CPTs in China. Structural equation modeling technique was employed for data analysis.FindingsThe results demonstrate that all the five extracted TOE-based antecedents including two technological factors (i.e. compatibility and expected cost), one organizational factor (i.e. top management support) and two environmental factors (i.e. project partner collaboration and project fit) are crucial to the adoption of SM in CPTs. Besides, SM acceptance is found to mediate the relationships between organizational and environmental factors and SM use. Moreover, SM use significantly predicts the communication effectiveness of CPTs.Research limitations/implicationsA questionnaire study based on cross-sectional data from China may only unveil the logic of SM adoption in the context of Chinese construction industry within a shorter time interval. It is recommended that future research could develop longitudinal studies among various construction practitioners in different countries to further specify and generalize the current findings.Originality/valueThis paper provides a comprehensive understanding of SM adoption in the construction industry by exploring the preadoption antecedents and postadoption effects from the perspective of project teams. The empirical findings advance the current web-based project management literature and afford new insights for construction practitioners into better managing SM application to reap its full capabilities in projects.

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.

Social media overload, gender differences and knowledge withholding

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongming Wu ◽  
Junjun Zheng
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Online Survey ◽  
Role Theory ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

PurposeDrawing on the stress and coping theory, conservation of resources (COR) theory and social role theory, this study aims to investigate the impact of social media overload on knowledge withholding behavior and examine the gender differences in social media overload, engendering knowledge withholding.Design/methodology/approachBy hiring a professional online survey company, this study collected valid responses from 325 general social media users. The structural equation modeling (SEM) technique, bootstrapping method and multi-group analysis were used to test the proposed theoretical model.FindingsThe empirical results reveal that three types of social media overload positively affect users' knowledge withholding behavior and that emotional exhaustion significantly mediates the above relationships. The multi-group analysis demonstrates that gender differences do exist in the decision-making process of knowledge withholding; for example, females are more likely than males to become emotionally exhausted from social media overload, while males are more likely than females to engage in knowledge withholding behavior in the case of emotional exhaustion.Originality/valueThis study contributes to the existing body of knowledge by examining the relationship between social media overload and knowledge withholding, verifying the mediating role of emotional exhaustion as the key mechanism linking them, and narrowing the research gap of lacking gender differences research in knowledge withholding literature.

Exploring the nexus of social media influencers and consumer brand engagement

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Man Lai Cheung ◽  
Wilson K.S. Leung ◽  
Morgan X. Yang ◽  
Kian Yeik Koay ◽  
Man Kit Chang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Information Seeking ◽  
Structural Equation ◽  
Motivational Factors ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Impact

PurposeGrounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs). Motivating factors, including entertainment, information seeking, reward and social interaction, are regarded as antecedents of consumers' OLT, as manifested by CIEB dimensions, including consumption, contribution and creation, and subsequently drive consumer engagement with the endorsed brands.Design/methodology/approachA self-administered questionnaire was distributed to Malaysian social media users. A total of 263 responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the impact of motivational factors on CIEBs.FindingsThe results show that the three dimensions of CIEBs can be predicted by different gratifications (information seeking, entertainment, reward and interaction). In addition, two of the CIEB dimensions, consumption and contribution, were found to have a significant positive influence on consumers' engagement with endorsed brands.Practical implicationsThis study provides insights into how social media influencers (SMIs) could lead to CIEBs by creating entertaining and rewarding content that facilitates social interaction between consumers. SMIs and marketers that encourage consumers to browse, comment and share SMI-created posts will enhance consumer engagement with the endorsed brands, as engagement is driven by the consumption and contribution to SMI-created content.Originality/valueSMI marketing is increasing, and many brands are beginning to rely more on SMIs to promote brands. Yet, there is a dearth of studies that have examined how SMIs play a role in affecting consumers' engagement with endorsed brands. This study contributes to the marketing literature by developing and empirically testing the research model. Results suggest that social interaction, reward and entertainment are key motivational factors that drive CIEBs, which, in turn, foster consumer engagement with endorsed brands.

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.

Recruitment methods, recruitment outcomes and information credibility and sufficiency

2020 ◽  
Vol 27 (4) ◽  
pp. 1615-1631 ◽  
Author(s):  
Ashutosh Muduli ◽  
Jeegnesh J. Trivedi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Service Sector ◽  
Theoretical Implication ◽  
Equation Modeling ◽  
Intention To Use ◽  
Validity And Reliability ◽  
Content Type ◽  
Recruitment Methods ◽  
Information Credibility

PurposeRecruiters’ decision to use recruitment methods (RMs) depends on several expected outcomes such as number applications, quality of applicants, speed of filling up vacancy, post joining job performance, absenteeism, commitment and satisfaction of the applicants. RMs may vary from each other in terms of its capability to communicate different type of information. The current research aims at exploring recruiter's intention to use RMs like job advertisement (JA), online recruitment (OLR) and social media in reference to several recruitment outcomes (ROs). Further, the role of information credibility and sufficiency (ICS) on recruiter's intention to use has been studied.Design/methodology/approachData were collected from 242 recruiters from the manufacturing and service sector of India. The survey instrument consists of RMs, recruitment outcome and credibility and satisfaction that are identified following the theory of planned behavior (TPB). Confirmatory factor analysis (CFA) was used for a simultaneous assessment of overall and specific elements of measurement validity and reliability. Structural equation modeling (SEM) is used to test the hypothesized model.FindingsThe result shows that RMs significantly relates with ROs. In detail, social media recruitment (SMR) significantly relates with pre ROs and post ROs; OLR significantly relates with pre ROs and post ROs and JA significantly relates post ROs. Only JA insignificantly relates with pre ROs. The result also supports the hypothesis that ICS acts as a mediator between the influences of RMs on ROs.Research limitations/implicationsThe result of the study has important theoretical and managerial implications. The theoretical implication is explained from the perspective of signaling theory (ST) and elaboration likelihood model (ELM) theory.Originality/valueThe study is unique as multiple RMs have been studied with reference to both pre and post ROs using the data collected from the recruiters.

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