The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Giada Mainolfi ◽  
Donata Tania Vergura
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Adoption Process ◽  
Content Type ◽  
Fashion Products ◽  
Binational Study ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
Practical Implications

PurposeThe study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily on intentions to buy fashion products recommended by the blogger.Design/methodology/approachThe empirical research builds on an online survey with a sample of 402 consumers (189 Italian and 213 Taiwanese). The proposed model was tested through structural equation modeling.FindingsResults showed that homophily and the fashion blogger credibility positively influenced the engagement within the blog. Moreover, perceived similarity with the other blog's followers (homophily) and a higher engagement with the blog both translated in a stronger intention to buy the sponsored products and to spread a positive word-of-mouth about the fashion blogger.Practical implicationsThe study has practical implications since it identifies strategic suggestions for both companies that create partnerships with famous fashion bloggers and bloggers who have turned their diary-style websites into a business.Originality/valueThe study contributes to a better understanding of the influence exerted by blog engagement on intentions to follow blogger's recommendations. The study also examines credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to blogs.

Technopreneurship intention among nonbusiness students: a quantitative assessment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bahadur Ali Soomro ◽  
Naimatullah Shah
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Quantitative Assessment ◽  
Predictive Power ◽  
New Venture ◽  
Equation Modeling ◽  
Survey Questionnaire ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeThe present study attempts to identify the predictive power of technopreneurial-related activities (TRAs), technopreneurial self-efficacy (TSE) and technopreneurial motivation (TM) on technopreneurial intention (TE) among the nonbusiness students.Design/methodology/approachA conceptual framework is developed for investigation. A quantitative approach is adopted for this research, and the data are collected from the 282 students of the different public sector universities with a survey questionnaire. The application of structural equation modeling (SEM) is applied to investigate the impact of TRAs, TSE and TM on TE.FindingsThe results of SEM found a positive and significant impact of TRAs, TSE and TM on TE among the nonbusiness students of Pakistan.Practical implicationsThe study would be beneficial for the planners and policymakers of universities to improve modes of technopreneurship. The findings may encourage the students to develop strong beliefs, abilities and skills to start a new venture. The literature of entrepreneurship and technopreneurship may further enrich with empirical evidence of the present study.Originality/valueThe study would make technopreneurs able to deal with society's challenges.

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.

Impacts of consumers’ perceived risks in eco-design packaging on food wastage behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tian Zeng
Keyword(s):  
Perceived Risk ◽  
Structural Equation ◽  
Equation Modeling ◽  
Knowledge Gap ◽  
Content Type ◽  
Perceived Risks ◽  
Health Consciousness ◽  
The Impact ◽  
Practical Implications ◽  
Food Wastage

PurposePackaging links products to consumers by delivering messages to promote healthy food consumption and reduce wastage. However, studies point to a knowledge gap and skepticism among consumers regarding the impact of eco-design packaging on food wastage reduction. To demystify this skepticism and fill the knowledge gap, this study aims to examine consumers’ perceived risks in eco-design packaging and their impact on consumer food wastage.Design/methodology/approachA survey was conducted to identify consumer-perceived risks in eco-design packaging and explain whether, and why, some dimensions of perceived risk are more influential on consumer food wastage decisions.FindingsConsumers are prevented by financial, physical, functional, temporal and social factors from adopting eco-design packaging. Through structural equation modeling, we find consumer perceived risks in eco-design packaging influence their food wastage decisions through health consciousness and environmental awareness.Practical implicationsThis study provides practical suggestions for packaging manufacturers, the food industry and policymakers.Originality/valueDrawing on the perceived risk theory, this research highlights that the impacts of consumer-perceived risks differ, depending on the dimensions considered in their food wastage decision.

The moderating effect of e-bank structure on French consumers’ trust

2019 ◽  
Vol 38 (2) ◽  
pp. 501-528 ◽  
Author(s):  
Souheila Kaabachi ◽  
Selima Ben Mrad ◽  
Anne Fiedler
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Online Trust ◽  
Bank Structure ◽  
Website Features ◽  
The Impact

Purpose The purpose of this paper is to demonstrate how an e-bank’s structure (click-and-mortar bank vs internet-only bank) influences the consumer’s evaluation of website quality, and to identify the most significant website features that influence online trust and lead to consumer loyalty. Design/methodology/approach A non-probability convenience sample of 476 online bank users (248 click-and-mortar and 230 internet-only bank users) was used in this study. An online survey was conducted. Structural equation modeling and multi-group analysis were used to analyze the data. Findings Findings suggest that e-trust and e-loyalty levels depend on the e-banking structure. Click-and-mortar-based online users were found to have more trust and loyalty in their online banks than internet-only bank users. Findings demonstrate that website features are evaluated differently according to the e-bank structure. Information design and interactivity are very important for internet-only banks, and their effect on online trust seems to be higher. On the other hand, website personalization was evaluated as more important for click-and-mortar banks and had a stronger impact on online trust. Practical implications To promote the trustworthiness of their websites and retain customers, internet-only banks should make the experience more tangible for users by developing a pleasant online experience. Personalization is an important variable that can enhance the consumer’s engagement with the brand. Click-and-mortar banks should enhance their interactivity by providing a continuous and consistent experience across different channels of distribution whether online or in-person and provide more interactive tools on their websites. Originality/value This study contributes significantly to the marketing research literature related to consumer trust as well as to the electronic banking literature. It is the first study to compare customers of click-and-mortar banks with customers of internet-only banks when evaluating website features. It also explores the impact of the e-bank model on the relationship between website features and online trust and customer loyalty.

E-commerce brand

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Weisheng Chiu ◽  
Heetae Cho
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Content Type ◽  
Proposed Model ◽  
Gender And Age ◽  
Brand Leadership ◽  
The Impact ◽  
Over 40 Years

PurposeThe purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the different roles of gender and age were explored in the proposed model.Design/methodology/approachAn online survey was administered to Chinese consumers (n=476) who have purchased products on e-commerce websites. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results showed that all factors of perceived brand leadership (i.e. quality, value, innovativeness and popularity) have positive influences on satisfaction, and in turn satisfaction significantly affects repurchase intention. Also, value and popularity have positive influences on repurchase intention. In addition, gender differences were found in the proposed model. More specifically, the influence of quality on satisfaction was stronger for male consumers, while the impact of popularity on satisfaction was stronger for female. In terms of age differences, the influence of quality on satisfaction was stronger for the consumers over 40 years old as compared to the younger consumers (i.e. the 20s). Moreover, the influence of innovativeness on satisfaction and repurchase intention was stronger for the 20s consumers as compared to the consumers who are over 40 years old.Originality/valueThis study attempts to apply the concept of brand leadership to the e-commerce setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.

Learning nuggets, personalized eLearning (PeL) and product training for professionals with niche skills: a case study from India

2018 ◽  
Vol 32 (4) ◽  
pp. 18-21
Author(s):  
Shirshendu Roy ◽  
Samar Bhattacharya ◽  
Prasun Das
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Doctoral Program ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Competency Development ◽  
Positive Role ◽  
Content Type ◽  
Indian Context ◽  
The Impact

Purpose This paper aims to describe the impact of personalized eLearning (PeL) using small videos and simulations. It sets out the results of a research project carried out across four Indian organizations. Design/methodology/approach This is an empirical study. The respondents completed product training using small videos and simulations as training content. The courses were assigned to learners using PeL concept. An online survey was conducted to capture feedback on learning content and process, followed by structural equation modeling (SEM) to explain the acceptance. Findings The research concluded that flexibility and engagement play an important role in competency development using eLearning. It also revealed the positive role of small videos, simulations, and PeL to improve product knowledge. The research findings are consistent with earlier studies. Research limitations/implications The pilot study was a part of a thesis topic for a doctoral program. The study is limited to four domains, namely, aerospace engineering, biological science, thermodynamics, and nuclear research. More studies are required to generalize results. Data were collected through self-responses and focus group discussion. Hence, the “perception” of respondents has some influence on the overall outcome. Practical implications The foundation’s result will help learning & development (L&D) professionals and courseware designers to identify important factors for small video and simulation-based learning in an Indian context. The recommendations will help practitioners design effective PeL content for product training. Originality/value This research increases the knowledge base related to competency development using eLearning for product training in an Indian context.

The role of the fit construct and sponsorship portfolio size for event sponsorship success

2015 ◽  
Vol 49 (5/6) ◽  
pp. 874-893 ◽  
Author(s):  
Manfred Bruhn ◽  
Matthias Holzer
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Attitudes ◽  
Sponsorship Effectiveness ◽  
Portfolio Size ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success. Design/methodology/approach – The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling. Findings – Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention. Practical implications – This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness. Originality/value – The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

scholarly journals Brand love and positive word of mouth: the moderating effects of experience and price

2016 ◽  
Vol 25 (6) ◽  
pp. 527-537 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Juha Munnukka ◽  
Katrine Kiuru
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Extended Model ◽  
Moderating Effects ◽  
Brand Love ◽  
Content Type ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

Consequences of consumers’ emotional responses to government’s green initiatives

2019 ◽  
Vol 30 (1) ◽  
pp. 243-259 ◽  
Author(s):  
Ila Mehrotra Anand ◽  
Sanjaya Singh Gaur
Keyword(s):  
Structural Equation ◽  
Positive Emotions ◽  
Emotional Responses ◽  
Measurement Model ◽  
Equation Modeling ◽  
Content Type ◽  
The Government ◽  
The Right ◽  
Positive Word Of Mouth ◽  
The Impact

PurposeA government’s green initiatives are meant to prevent or reduce harm to society. Such initiatives can elicit positive emotions that may lead to generating a supportive public response to the government. The purpose of this paper is to understand the consumers’ emotional response to government’s actions toward making the society sustainable.Design/methodology/approachThe scenario-based experimental design is used in this study where one between-subjects manipulation is created for the government’s green actions, and one between-subjects control condition is created. A total of 140 respondents were assigned to experimental and 121 respondents were assigned to control groups using judgmental sampling. Partial least squares based structural equation modeling and confirmatory factor analysis was used for the testing of both structural and measurement model.FindingsPositive emotions (i.e. gratitude, pride and happiness) that are evoked by the manipulated scenario are found to have a direct impact on the consumers’ outcome behavior (i.e. positive word of mouth, identification with the government, interest in green initiatives of the government and interest in the government’s actions to grow the nation).Originality/valueThe research contributes to the literature on the social sustainability by examining the impact of emotional responses to the government’s green initiatives. This study shows that positive emotions can be evoked in the context of environmental quality by sending the right message to the consumers (i.e. the general public in this case).

The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

2017 ◽  
Vol 18 (2) ◽  
pp. 180-195 ◽  
Author(s):  
Marilyn Giroux ◽  
Frank Pons ◽  
Lionel Maltese
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Brand Personality ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Sports Industry ◽  
The Impact

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design/methodology/approach Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling. Findings The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities. Practical implications Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity. Originality/value The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

Sign in / Sign up

Export Citation Format

Share Document