Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts

2016 ◽  
Vol 33 (2) ◽  
pp. 111-123 ◽  
Author(s):  
Mujde Yuksel ◽  
George R Milne ◽  
Elizabeth G Miller
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Social Interactions ◽  
Empirical Studies ◽  
Experimental Studies ◽  
Real Life ◽  
Consumer Empowerment ◽  
Content Type ◽  
Consumer Responses ◽  
Complementary Role

Purpose – This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity. The study aims to contribute to the literature on social media by demonstrating its complementary role on offline activities through these fundamental elements. Design/methodology/approach – The paper reports three experimental designs that manipulate the empowering and the socializing elements of complementary activities to show their effects on both the complementary online and the complemented offline activities. Findings – The paper presents three empirical studies that reveal the effects of two fundamental social media elements (i.e. empowerment and socialization) on consumers’ responses toward consumption episodes that consist of complementary online and complemented offline activities. It reveals that that these elements increase positive consumer responses toward both the online and the offline activities through psychological empowerment. However, the interaction between the elements changes with respect to specific empowerment types. Research limitations/implications – The paper contributes to the literature on social media by demonstrating its complementary role on offline activities through its empowering and socializing elements. It bridges research on consumer empowerment and socialization in a way that reveals their interaction beyond the extant definitions of empowerment resulting from enhanced communication among consumers. The paper also demonstrates the complementary role of social media on offline consumer behaviors through the effects of these two fundamental elements.The participants of the experimental studies are presented with hypothetical scenarios and asked about their behavioral intentions. Thus, future studies should address the research questions in real-world settings. Practical implications – The paper includes implications for social media usage as a complementary activity to offline real-life consumer behavior through the effects of consumer empowerment and social interactions. Thus, it may benefit marketers seeking to optimize the empowering and socializing components of their social media strategies. Originality/value – This paper fulfils an identified need to study how social media may affect real-life consumer behavior. It also identifies the interaction between the empowering and the socializing elements of social media offerings in both experiential and informative settings.

Goal specificity or ambiguity? Effects of self-quantification on persistence intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haijiao Shi ◽  
Rong Chen
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Tracking System ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Conflict Theory ◽  
Content Type ◽  
Goal Specificity ◽  
Negative Effect ◽  
Personal Performance

PurposeThe current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context.Design/methodology/approachThe hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators.FindingsThe current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed.Practical implicationsThe present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit.Originality/valueThis study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.

Territorial consumer behaviors on social media: a dark side of psychological ownership

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Petru Dorin Micu ◽  
Christy Ashley
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Psychological Ownership ◽  
Dark Side ◽  
Future Research ◽  
Consumer Behaviors ◽  
Content Type ◽  
Consumer Responses ◽  
Media Firms ◽  
Consumer Interactions

Purpose The purpose of this paper is to investigate whether consumers experience territory infringements during interactions with other consumers on firm-managed social media pages and, if so, how consumers respond. In offline contexts, feelings of territoriality affect consumers’ responses to other people in ways that are detrimental to the firm. Less is known about the effects of territoriality in response to consumer-to-consumer interactions on social media. Firms need to understand the implications of these interactions as they encourage consumer engagement on firm-owned social media pages. Design/methodology/approach The current research examines whether territorial consumer behaviors occur in response to co-consumers on social media pages for a brand (Study 1) and a product (Study 2) using experimental studies. Findings The studies provide evidence that a perceived territory infringement by a co-consumer can provoke retaliation toward the co-consumer and reduce engagement on the firm-owned social media page. Psychological ownership toward the product or brand amplifies these effects. Research limitations/implications The findings were robust in the experimental scenarios that featured a brand and a product. However, future research should validate the results in a field study and include other brands and products. Practical implications The findings highlight conditions under which consumer-to-consumer interactions can decrease social media engagement on firm-owned social media pages. Originality/value The manuscript is the first to examine how territoriality and psychological ownership relate to negative consumer responses following consumer-to-consumer interactions on social media.

scholarly journals Social networks and unemployment exit in Great Britain

2018 ◽  
Vol 45 (8) ◽  
pp. 1205-1226
Author(s):  
Panos Sousounis ◽  
Gauthier Lanot
Keyword(s):  
Social Networks ◽  
Social Interactions ◽  
Empirical Studies ◽  
Unemployment Duration ◽  
Empirical Literature ◽  
Job Seekers ◽  
Content Type ◽  
Job Attainment ◽  
Discrete Time Hazard Model ◽  
Direct Measures

Purpose The purpose of this paper is to examine the effect employed friends have on the probability of exiting unemployment of an unemployed worker according to his/her educational (skill) level. Design/methodology/approach In common with studies on unemployment duration, this paper uses a discrete-time hazard model. Findings The paper finds that the conditional probability of finding work is between 24 and 34 per cent higher per period for each additional employed friend for job seekers with intermediate skills. Social implications These results are of interest since they suggest that the reach of national employment agencies could extend beyond individuals in direct contact with first-line employment support bureaus. Originality/value Because of the lack of appropriate longitudinal information, the majority of empirical studies in the area assess the influence of social networks on employment status using proxy measures of social interactions. The current study contributes to the very limited empirical literature of the influence of social networks on job attainment using direct measures of social structures.

scholarly journals Tourism and social media in the world: an empirical investigation

2019 ◽  
Vol 46 (7) ◽  
pp. 1319-1331 ◽  
Author(s):  
Simplice Asongu ◽  
Nicholas M. Odhiambo
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Positive Relationship ◽  
Negative Binomial ◽  
Empirical Studies ◽  
Ordinary Least Squares ◽  
Data Set ◽  
Content Type ◽  
Development Outcomes ◽  
The Relationship

Purpose The purpose of this paper is to examine the relationship between tourism and social media from a cross section of 138 countries with data for the year 2012. Design/methodology/approach The empirical evidence is based on Ordinary Least Squares, Negative Binomial and Quantile Regressions. Findings Two main findings are established. First, there is a positive relationship between Facebook penetration and the number of tourist arrivals. Second, Facebook penetration is more relevant in promoting tourist arrivals in countries where initial levels in tourist arrivals are the highest and low. The established positive relationship can be elucidated from four principal angles: the transformation of travel research, the rise in social sharing, improvements in customer service and the reshaping of travel agencies. Originality/value This study explores a new data set on social media. There are very few empirical studies on the relevance of social media in development outcomes.

Can vague brand slogans promote desirable consumer responses?

2014 ◽  
Vol 23 (4/5) ◽  
pp. 282-294 ◽  
Author(s):  
David Strutton ◽  
Widyarso Roswinanto
Keyword(s):  
Content Analysis ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Brand Attitude ◽  
Future Research ◽  
Word Count ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Recall ◽  
Definition Of

Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables. Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based. Research limitations/implications – First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions. Practical implications – This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers. Originality/value – The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

scholarly journals Reflective practice as a determinant of performance outcomes in services

2015 ◽  
Vol 7 (4) ◽  
pp. 392-403 ◽  
Author(s):  
Minna Saunila ◽  
Juhani Ukko
Keyword(s):  
Reflective Practice ◽  
Performance Management ◽  
Empirical Studies ◽  
Real Life ◽  
Performance Outcomes ◽  
Research Approach ◽  
Reflective Practices ◽  
Mixed Method Research ◽  
Content Type ◽  
Life Context

Purpose – The purpose of this paper is to examine the outcomes of reflective practices in services. The paper contributes to the current understanding of the relationship between reflective practice and outcomes by presenting a description of the internal (i.e. what kind of reflection is required to attain the desired outcomes) and external (i.e. under what kind of circumstances does reflection result in the desired outcomes) factors of reflective practices. Design/methodology/approach – The results of this investigation are based on a mixed-method research approach that utilises both quantitative and qualitative data collection methods. Findings – According to the results, reflective practices are indeed connected to outcomes. Reflective practices foster better outcomes when they are more explicit and targeted through different organisational levels. The role of performance management and measurement is important in connecting the reflective practices with performance. Performance management must be considered as a communication and social system that allows the employees to discuss the learning and development process as a part of the results. Practical implications – As a practical contribution, the results of the research may help professionals begin to understand that leveraging reflective practices may aid an organisation in achieving its desired outcomes. Originality/value – Hitherto, studies that discuss the interphase of reflective practices and outcomes have mainly been theoretical considerations or surveys that lack an in-depth understanding of how the different methods operate in a real-life context. When focusing on the previous research, it is clear that in-depth empirical studies are needed to achieve a deeper understanding of the mechanisms and arrangements that connect reflective practice and outcomes. This research addresses this research gap by examining the outcomes of reflective practices in services.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

The roles of message appeals and orientation on social media brand communication effectiveness

2018 ◽  
Vol 30 (4) ◽  
pp. 1135-1158 ◽  
Author(s):  
Sony Kusumasondjaja
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Media Marketing ◽  
Communication Effectiveness ◽  
Message Content ◽  
Brand Communication ◽  
Content Type ◽  
Consumer Responses ◽  
Social Media Platforms ◽  
Message Appeals

PurposeThe purpose of this paper is to explore the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses.Design/methodology/approachA content analysis of 10,752 social media posts was conducted from the official Facebook, Twitter, and Instagram accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016. The data collected from each individual social media post generated by those brands were coded and analysed in terms of their message appeal, orientation, and responses.FindingsInteractive brand posts were responded more frequently than informative message content. Twitter was more effective for informative appeal, Facebook worked better for interactive entertainment posts, and Instagram was more suitable for interactive content combining informative–entertainment appeals. Interactive brand post with mixed appeals received the most responses in Facebook and Instagram, while self-oriented message with informative appeal obtained the least.Research limitations/implicationsThe findings expand the marketing literature about new media for marketing communication and suggest marketing practitioners the importance of different creative brand communication strategies to enhance social media marketing effectiveness when using multiple platforms.Originality/valueThis is among the first studies to compare the effectiveness of creative message strategy on multiple social media platforms as well as to present insightful findings on social media marketing practices in Indonesia.

The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ruijuan Wu ◽  
Yan Li
Keyword(s):  
Eye Tracking ◽  
Mental Imagery ◽  
Design Methodology ◽  
Experimental Studies ◽  
Human Model ◽  
Comprehensive Understanding ◽  
Content Type ◽  
Consumer Responses ◽  
Model Image ◽  
The Relationship

PurposeThe objective of this study was to examine the effects of human model backgrounds (concrete backgrounds vs. solid backgrounds) on consumer responses (attention and attitude) and to determine the mechanism and boundary conditions behind such effects.Design/methodology/approachThe research consisted of one eye-tracking experiment and two experimental studies.FindingsThe results showed that consumers notice faster and pay more attention to the central figure against solid backgrounds. However, concrete backgrounds elicit more favorable attitudes toward products, and mental imagery mediates the effects of image backgrounds on consumers' attitudes. The authors also found that the situation moderates the relationship between image background and attitude.Originality/valueThe study also supplements the literature on the effects of image backgrounds on consumer responses and the literature on online presentation using human models. Last, the study combines questionnaires with an eye-tracking experiment to obtain a clearer and more comprehensive understanding of the results.

Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiao Huang ◽  
Mohammad Shahidul Kader ◽  
Seeun Kim
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Temporal Distance ◽  
Temporal Orientation ◽  
Construal Level ◽  
Distant Future ◽  
Content Type ◽  
Social Media Advertising ◽  
Near Future

PurposeThe authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising.Design/methodology/approachTwo experiments are used to test four hypotheses.FindingsThe results of two experimental studies show that present-oriented participants reveal greater purchase intentions when low (vs high) emotionally intense emojis are embedded in a social media ad; but future-oriented consumers showed no difference when viewing ads with the two different emojis. In Study 2, participants indicate greater purchase intentions when a social media ad includes a distant-future promocode and high (vs low) emotionally intense emojis and an ad with a near-future promocode and low (vs high) emotionally intense emojis.Originality/valueThe current study advances our understanding how emojis with different emotional intensities can be effectively used in social media ads. This study also provides theoretical implications to construal level theory (CLT) by examining how emojis interact with construal level, either as a chronic tendency or simulated by psychological distance, can influence consumer response.

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