scholarly journals Factors affecting eWOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ahmad Daowd ◽  
Ruaa Hasan ◽  
Tillal Eldabi ◽  
Piyya Muhammad Rafi-ul-Shan ◽  
Dongmei Cao ◽  
...  
Keyword(s):  
Generation Y ◽  
Purchase Intention ◽  
Online Survey ◽  
Source Credibility ◽  
Point Of View ◽  
Consumer Decision Making ◽  
Content Type ◽  
Factors Affecting ◽  
Argument Quality ◽  
The Impact

PurposeWith the ever-expanding online shopping, electronic word-of-mouth (eWOM) has become a significant factor affecting the consumer decision-making behaviour. This is specially the case when considering Generation Y (Millennials), who are old enough to be independent buyers and young to be almost immersed in online living. This article aims to assess the impact of eWOM on purchase intention by developing a conceptual model of hypotheses encompassing a multitude of factors that may be associated with this relationship.Design/methodology/approachThe researcher investigates what factors impact eWOM credibility and make the consumer may adopt it when making a purchase. To examine our research model, a quantitative approach is employed for this purpose using a sample through online survey from Thailand – where there is a large number portion Generation Y consumer base.FindingsIt was found that source style as a visual attribute information is the most significant factor that may impact eWOM credibility in addition to source credibility, argument quality and source homophily, respectively.Practical implicationsFrom a practical point of view, it helps firms to understand what needs to be taken into consideration when building their marketing strategy.Originality/valueThis is believed to add significant insights into the eWOM literature by identifying its route of impact toward the purchase intention on Generation Y.

Psychological ownership in social media influencer marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mandy Pick
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Consumer Behaviour ◽  
Source Credibility ◽  
Psychological Ownership ◽  
Consumer Decision Making ◽  
Content Type ◽  
Positive Effects ◽  
The Impact ◽  
Attitude Towards Advertising

Purpose Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making. Studies have recently begun investigating how influencers affect consumer behaviour. Despite the increasing interest, the purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce. Design/methodology/approach An online study undertook research to gain further understanding. Specifically, the study examines the following: firstly, the impact of consumers’ perceived influencer credibility (IC), using the source credibility model in respect of purchase intention, attitude towards advertising and product; secondly, the impact of the organizational behaviour concept psychological ownership (PO) on consumer behaviour by showing that the concept has significant positive effects on attitude towards the product and purchase intention like in prior research; thirdly, the perceived connection and relationship between the influencer and consumer to understand the relations. Findings The results show that perceived IC serves as a significant criterion, determining purchase intention, attitude towards advertising and product, while contributing an instrument for transferring convincing messages, which increase the perceived connection to the influencer and the PO feeling for a product and, thus, influence consumer behaviour positively. Originality/value Theories on source credibility and a connection to the PO concept allowed to develop a framework to assess the importance of IC and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

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.

How fashion influencers contribute to consumers' purchase intention

2020 ◽  
Vol 24 (3) ◽  
pp. 361-380 ◽  
Author(s):  
Youssef Chetioui ◽  
Hikma Benlafqih ◽  
Hind Lebdaoui
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Brand Attitude ◽  
Perceived Behavioral Control ◽  
Fashion Industry ◽  
Content Type ◽  
Factors Affecting ◽  
Consumer Purchase Intention ◽  
The Impact

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.

Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Klaus-Peter Wiedmann ◽  
Walter von Mettenheim
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Source Credibility ◽  
Brand Image ◽  
Equation Modeling ◽  
Price Premium ◽  
Future Research ◽  
Brand Trust ◽  
Content Type ◽  
Brand Satisfaction

Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level luxury fashion brand is the focus of the experiment. Design/methodology/approach A total of 288 participants completed an online survey evaluating the profiles of influencers who varied in terms of the three abovementioned requirements. The impacts of these requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium were tested via structural equation modeling. Findings The results show that the most important requirement is trustworthiness, followed by attractiveness; surprisingly, the relevance of expertise is virtually nil. Research limitations/implications To date, practitioners are still struggling with the success requirements of influencer marketing. They have focused on traditional advertising models and numeric requirements such as the amount of followers. However, regarding merely these requirements can result in wrong decisions. Considering the two requirements, attractiveness and trustworthiness, in a stronger way can provide a remedy to this struggle. In future research, the relevance of the requirements in different involvement conditions and for non-attractiveness-related products might be investigated. Originality/value To the best of the authors’ knowledge, this study is one of the first to explore the success requirements that are directly related to influencers (e.g. attractiveness) rather than numeric requirements of their profiles (e.g. page rank) and the impacts of those requirements on brand image, brand satisfaction and brand trust as well as purchase intention and price premium. It adapts the Source-Credibility Model for influencers and shows that its requirements interact in a unique way that is counterintuitive and different from other endorser types such as celebrities or salespersons.

E-service quality on live streaming platforms: swift guanxi perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Min Zhang ◽  
Lin Sun ◽  
Fang Qin ◽  
G. Alan Wang
Keyword(s):  
Service Quality ◽  
Social Exchange ◽  
Purchase Intention ◽  
Social Exchange Theory ◽  
Online Survey ◽  
Information Quality ◽  
Live Streaming ◽  
Content Type ◽  
Interaction Quality ◽  
The Impact

Purpose In recent years, more and more e-retailers have adopted live streaming services to attract customers. Although the extant literature has mostly examined the motivations for live streaming usage, it remains unclear how to enhance customers’ purchase behaviour. Based on the social exchange theory, in the context of live streaming platforms (LSP), this study aims to investigate the impact of information quality and interaction quality on swift guanxi and customers’ purchase intention. Design/methodology/approach This study conducted an online survey to conduct two rounds of data collection and analyses the data using SPSS and SmartPLS softwares. Findings The results show that information quality (believability, usefulness and vividness) and interaction quality (responsiveness, real-time interaction and empathy) are positively related to swift guanxi, which may influence customers’ online purchase intention on LSP. Originality/value Prior service quality studies tend to focus on traditional physical stores and e-commerce websites context. This study offers the description of key dimensions of service quality on emerging LSP context. The study also confirms the importance of swift guanxi in an online marketplace.

The effect of online learning on communication between instructors and students during Covid-19 pandemic

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Alawamleh ◽  
Lana Mohannad Al-Twait ◽  
Gharam Raafat Al-Saht
Keyword(s):  
Online Learning ◽  
Quantitative Research ◽  
Online Survey ◽  
Online Communication ◽  
Point Of View ◽  
Online Classes ◽  
Online Chat ◽  
Content Type ◽  
Sample Technique ◽  
The Impact

PurposeThis study aims to explore whether online learning has an effect on communication between instructors and students in a negative way, whether online learning affects students' productivity levels and to evaluate and suggest ways of improving effective online communication between instructors and students.Design/methodology/approachThis study used is a quantitative research study which was conducted through a semi-structured online survey through a random sample technique.FindingsResults revealed that the vast majority agree with the questions of the study. Students still prefer classroom classes over online classes due to many problems they face when taking online classes, such as lack of motivation, understanding of the material, decrease in communication levels between the students and their instructors and their feeling of isolation caused by online classes.Research limitations/implicationsThis research studied the impact from students' perspective only as the sample was selected only from students.Originality/valueThis research reached the students’ point of view in a broader way which will help understanding the issues and provide effective solutions. This research suggested that instructors must communicate with their students and vice versa in more informal channels (instant messages online chat groups, audio calls, private video calls …) in parallel with the formal channels (online platforms, email …). Finally, instructors should encourage students to participate and study more by providing different kind of incentives.

scholarly journals Drivers of local food consumption: a comparative study

2015 ◽  
Vol 117 (9) ◽  
pp. 2282-2299 ◽  
Author(s):  
Constanza Bianchi ◽  
Gary Mortimer
Keyword(s):  
Food Consumption ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Local Food ◽  
Extended Model ◽  
Content Type ◽  
Factors Affecting ◽  
Food Purchase ◽  
Positive Attitudes

Purpose – The purpose of this paper is to empirically explore antecedents of local food purchase intention in two food producing countries with different cultural backgrounds. Design/methodology/approach – An online survey was employed to collect data from consumers located in Chile (n=283) and Australia (n=300). A proposed model is tested with structural equation modelling. Findings – Attitude towards consuming local food is a strong and direct driver of intentions to purchase local food in both countries. Attitude towards supporting local agri-businesses and consumer ethnocentrism are found to positively impact attitude towards consuming local food in both countries. Attitude towards local agri-businesses also has a direct effect on intentions to purchase local food in Australia, but not in Chile. Interestingly, subjective norms are not found to affect intentions to consume local food in either country. Research limitations/implications – The paper examines factors affecting the attitude towards and behavioural intention regarding local food consumption and develops an extended model of local food consumption. An outcome of this new model is the inclusion of personal variables, which influence local food purchasing behaviour. Practical implications – Producers and retailers need to develop campaigns explaining how consuming local food supports local businesses and farmers, which will reinforce personal values associated with local consumption. Originality/value – This is the first study to demonstrate that positive attitudes towards local foods are important drivers of local food purchase behaviour, independent of the cultural characteristics or level of economic development within a country.

Employer perspectives on workforce integration of self-initiated expatriates in Canada

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nita Chhinzer ◽  
Jinuk Oh
Keyword(s):  
Online Survey ◽  
Labour Force ◽  
Point Of View ◽  
Government Agencies ◽  
Content Type ◽  
Hiring Managers ◽  
Employer Perceptions ◽  
Foreign Education ◽  
Workforce Integration ◽  
The Impact

PurposeThis study explores employer perspectives regarding barriers to and responsibility for the workforce integration of skilled immigrants. Specifically, this study assesses employer perceptions of how influential various barriers are to the integration of self-initiated expatriates (SIEs) in the workplace, uncovers employer perceptions of SIEs competence levels, identifies employer perceptions regarding multiple stakeholders’ levels of responsibility for SIEs integration and explores impactful means to overcome these barriers.Design/methodology/approachGiven Canada’s dependence on SIEs for labour force growth, an online survey was conducted with hiring managers of 99 firms in a mid-sized city in Ontario, Canada.FindingsThe results demonstrate that employers shift the onus of responsibility for SIEs integration to other stakeholders (namely, the immigrant or government agencies), require documentation to evaluate human capital attainment of SIEs and may be systemically discriminating against SIEs.Research limitations/implicationsThe results indicate a need for documented evidence to validate foreign education and skills previously acquired by SIEs. They advance research by providing a comparative assessment of barriers from the employer’s point of view.Practical implicationsThe findings support the notion that employers should strategically partner with specialized private or government agencies to help with efforts to attract and evaluate SIEs.Originality/valueGiven that employers are key decision-makers regarding employment outcomes, this study investigates the underexplored role and perspective of employers in integrating SIEs. Additionally, this study provides both a holistic and a relative assessment of the barriers to and responsibility for SIEs integration, exploring the impact of each factor on employer decision-making.

Consumer perceptions of salesperson gender and credibility: an evolutionary explanation

2014 ◽  
Vol 31 (3) ◽  
pp. 200-211 ◽  
Author(s):  
Gerard Paul Prendergast ◽  
Sze Sze Li ◽  
Connie Li
Keyword(s):  
Purchase Intention ◽  
Phenomenological Study ◽  
Source Credibility ◽  
Internal Validity ◽  
Content Type ◽  
Female Attractiveness ◽  
Additional Support ◽  
Experimental Findings ◽  
The Impact

Purpose – The purpose of this study was to assess the utility of the homophily theory and the related concept of source similarity which predict that a male salesperson is more effective in serving male customers, and a female is more effective with females. For products designed to enhance female attractiveness, however, Darwinian theories of reproduction suggest that a male may be more effective than a female in dealing with female customers. This study of Hong Kong consumers examined the possibility and, in doing so, challenged the assumed utility of homophily in selling cosmetics. Design/methodology/approach – Two studies were conducted. The first was an experiment where female subjects were asked to report their responses to female and male salespersons selling cosmetics. The second study was a phenomenological study exploring the responses of female customers who had encountered male salespeople in cosmetics shops. Findings – The experiment found that a male salesperson tended to induce significantly stronger purchase intention than a female, and that salesperson credibility (specifically, trustworthiness and attractiveness) plays a significant role in mediating the impact of salesperson gender on purchase intention. The follow-up phenomenological study of female customers who had encountered male salespeople in cosmetics shops supported the experimental findings and offered additional support for their evolutionary basis. Research limitations/implications – Darwinian theories of reproduction and source credibility together offer a more complete explanation for the effectiveness of salespeople in the gender-sensitive cosmetics market. However, the experiment involved creating fictitious salespeople matched for trust, expertise and attractiveness. The artificiality of the treatments was necessary to construct a controlled scenario to uphold internal validity, but it may limit the generalizability of the results. Practical implications – To encourage a positive consumer response, retailers need to consider salesperson gender and training. In some specific contexts (such as the selling of products designed to enhance female attractiveness), male salespeople ought to be used ahead of female salespeople, and those male salespeople need to have high credibility to be effective. However, as such, salesmen may not be seen as more expert than saleswomen; expertise needs to be an area of focus in terms of salesperson training. Originality/value – The results of previous research testing homophily theory suggest that a salesperson of the same gender as the customer ought to induce stronger purchase intentions. This study has shown that for the selling of appearance-related products, gender heterophily may be more effective than homophily. Darwinian interpretations of intrasexual rivalry and courtship might help explain why males sell cosmetics more effectively.

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