Exploratory study on the perceptions of event gamification on positive behavioral outcomes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Annamarie D. Sisson ◽  
Elizabeth A. Whalen
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Behavioral Outcomes ◽  
Equation Modeling ◽  
Willingness To Participate ◽  
Content Type ◽  
Value Perceptions ◽  
Research Company ◽  
Emotional Commitment ◽  
Using Data

PurposeThe value of the events industry is increasing worldwide. An essential component for successful events is creating a unique experience by offering gamification. A conceptual model is proposed, exploring pre-event game communication and its effect on attendees' value perceptions, willingness to participate, word of mouth intentions and emotional commitment during gameplay at conference events.Design/methodology/approachAnalysis of variance and structural equation modeling were employed to test the model using data collected from 177 attendees recruited from hospitality and tourism association network listservs and online research company.FindingsResults reveal that perceptions of event gamification increase word of mouth intentions, willingness to participate and emotional commitment.Practical implicationsThe study contributes to the knowledge of conference events with recommendations for incorporation of game elements for meeting planners to enhance attendee behaviors at the event.Originality/valueThis study is among the first to examine positive behavioral outcomes of using games at conference events.

Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

2017 ◽  
Vol 55 (7) ◽  
pp. 1558-1577 ◽  
Author(s):  
María Fuentes-Blasco ◽  
Beatriz Moliner-Velázquez ◽  
Irene Gil-Saura
Keyword(s):  
Customer Satisfaction ◽  
Customer Value ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Unobserved Heterogeneity ◽  
Behavioral Outcomes ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Dynamic Markets

Purpose The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer satisfaction and loyalty. The purpose of this paper is to analyze unobserved heterogeneity on customer value dimensions perceptions in retail establishments, and their potential effects on positive forms of behavioral outcomes considering customer satisfaction as a mediating variable. Design/methodology/approach On a sample of 820 retail customers, the authors apply a finite mixture structural equation modeling that analyzes unobserved heterogeneity simultaneously. In this model, the authors study the influence of heterogeneous perceptions of excellence, efficiency, entertainment and aesthetics on customer satisfaction and of satisfaction on word-of-mouth (WOM) referral and WOM activity. Findings The results show two latent segments where the intensity of causal relations varies, which means that the effect of value dimensions and satisfaction are over or underestimated when heterogeneity is ignored. Originality/value The main value of the paper has been to analyze the potential heterogeneity of value dimensions (intravariable approach), and their links with satisfaction and some dimensions of loyalty (intervariable approach). Customer heterogeneity must be studied to understand the satisfaction process and WOM responses in order to design more efficient and effective relationship marketing strategies.

Investigating the customers’ drivers of Islamic credit card loyalty and word of mouth

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dariyoush Jamshidi ◽  
Laura Kuanova
Keyword(s):  
Credit Card ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Diffusion Theory ◽  
Relative Advantage ◽  
Equation Modeling ◽  
Related Factors ◽  
Content Type ◽  
Innovation Diffusion Theory ◽  
Using Data

Purpose Because of the huge advantages of Islamic credit cards for both banks and customers, the purpose of this study is to examine the main factors that influence consumers to use an Islamic credit card (ICC). Design/methodology/approach Accordingly, the innovation diffusion theory, customer awareness and loyalty concept are considered because of their ability to predict behavior and also to provide valuable information. The proposed research model of the study was empirically validated using data collected from 397 bank customers in Kish Island, Iran. Partial least squares-structural equation modeling was used to analyze the collected data from respondents. Findings The results indicated that relative advantage and compatibility have a significant direct effect on ICC loyalty. The significant connection between ICC loyalty by bank customers and their decision to have positive word of mouth was also confirmed. Originality/value This study represents a basis for further refinement of individual ICC acceptance and loyalty models for researchers. For practitioners, organizations and banks would be able to redesign and manage-related factors, which, in turn, would increase the probability of ICC acceptance and usage success by bank customers.

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.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

Electronic word-of-mouth generation and regulatory focus

2019 ◽  
Vol 32 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Muhammad Sohaib ◽  
Umair Akram ◽  
Peng Hui ◽  
Hassan Rasool ◽  
Zohaib Razzaq ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ordinary Least Squares ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences. Design/methodology/approach An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study. Findings Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships. Practical implications This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM. Originality/value This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.

How perceptions of firm environmental and social values influence frontline employee outcomes

2020 ◽  
Vol 34 (7) ◽  
pp. 999-1011
Author(s):  
Colin B. Gabler ◽  
V. Myles Landers ◽  
Adam Rapp
Keyword(s):  
Natural Environment ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Frontline Employees ◽  
Employee Outcomes ◽  
Firm Level ◽  
Environmental Orientation ◽  
Content Type ◽  
Social Good

Purpose More than ever, consideration of the natural environment and social welfare are values that firms must signal to their stakeholders. One way to do this is by adopting an environmental orientation (EO) and pro-social organizational identity (PSOI). The purpose of this paper is to examine how frontline employees (FLEs) respond to these firm-level values through four outcomes. Design/methodology/approach Polynomial structural equation modeling with response surface analysis was implemented on FLEs survey data to uncover how different levels of EO and PSOI impact sales performance, word-of-mouth, turnover intent and job satisfaction. Findings Both firm-level values have a positive and direct effect on all four outcomes. However, each imposes a boundary condition as well. Specifically, salespeople perform better when their firm has a stronger EO, but they are happier in their work, less likely to quit and more likely to spread positive word-of-mouth when PSOI is stronger. Practical implications The results suggest that perceptions of a firm-level EO or PSOI enhance employee-level outcomes. Signaling to employees that your firm cares about the natural environment and the greater social good positively influences employee outcomes, but optimization of each outcome depends on the strength of those values. Originality/value This research answers two specific research calls. First, it applies signaling theory to the workplace context, positioning FLEs as the receivers and feedback mechanisms of firm-level signals. Second, using too-much-of-a-good-thing logic, it uncovers boundary conditions imposed by social and environmental constructs on frontline outcomes.

Motivations of guests contributing sWOM on social media: a case in Vietnam

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Le Thi Thanh Ha ◽  
Vo Thanh Thu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Opinion Leadership ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Positive Effects ◽  
Marketing Managers ◽  
Restaurant Managers

PurposeThis paper examines whether guests contribute sWOM (social word of mouth) on different SNSs (social networking sites) regarding various personal motivations. SNSs have changed the way guests eat and experience their food and dishes. Marketing managers have effectively targeted SNSs as a marketing tool, yet have little research about drivers of guests' sWOM contribution on SNSs has been done. A model including the significant motives: (1) experiences, (2) opinion leadership, (3) reflection of self and (4) need for unique is tested to investigate their positive effects on contribution behavior of social media guests.Design/methodology/approachThe data collected from 411 guests by using the snowball method was used for analysis. The structural equation modeling was applied to examine the relationships among the constructs and test the eight proposed hypotheses.FindingsResults reveal that experiences, opinion leadership, reflection of self and need for unique were positively associated with contributing sWOM of restaurants. Furthermore, those who have positive experiences tend to be opinion leadership and reflection of self. And guests who show reflection of self, they are more likely to have opinion leaders and show need for uniqueness. Our study expands the existing frameworks of sWOM contribution by identifying various motivations and labeling sWOM. Findings provide restaurant managers with managerial implications for online marketing strategies on SNSs to attract sWOM contribution among guests.Research limitations/implicationsIt has some limitations while discovering the motivations of positive sWOM contribution. First, we only focused on the motivation of contributing positive sWOM, while negative sWOM received many arguments in changing attitudes toward buying products or services. Second, we collected data in Vietnam only without comparing with different countries. Future research could explore further cross-cultural perspectives to fill the gap. Third, this study explored sWOM contribution in service environment, sWOM contribution from service context may be slightly different from those of product brands.Practical implicationsThese findings highlight the motivations of sWOM contribution that restaurant managers must recognize and make use of it. SNSs have given power to consumers to post everything at anytime and anywhere they like, therefore restaurant managers need to deeply understand why their consumers contribute sWOM. In digital era, customers and guests have become the ultimate tools for promoting product or service brands. The marketing managers should create an online platform in order to facilitate their consumers to discuss their brand frequently (Charu et al., 2018). Restaurants should have policies to push positive eWOM maximally and also reduce advertising costs.Originality/valueThis is one of the first studies on sWOM contribution of what motivate guests to contribute their sWOM on SNSs. Theoretically, this study offers deep insights into the links between various motivations and sWOM in foodservice context. Managerially, understanding these motivations allow marketing managers create effective policies that motivate guests to contribute positive word of mouth.

How functional and emotional ads drive smartwatch adoption

2019 ◽  
Vol 29 (3) ◽  
pp. 578-602 ◽  
Author(s):  
Nina Krey ◽  
Stephanie Hui-Wen Chuah ◽  
T. Ramayah ◽  
Philipp A. Rauschnabel
Keyword(s):  
Structural Equation ◽  
Ease Of Use ◽  
Equation Modeling ◽  
Value Assessment ◽  
Content Type ◽  
Personal Innovativeness ◽  
Functional Value ◽  
Value Perceptions ◽  
Likelihood Model ◽  
Symbolic Value

Purpose The purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested. Design/methodology/approach The model was assessed using partial least squares-structural equation modeling with a sample of 999 non-smartwatch users. Findings Results show that functional ads elicit higher levels of hedonic than functional (usefulness) and ergonomic values (ease of use), whereas emotional ads produce higher levels of functional (usefulness) in comparison to hedonic value (enjoyment). Collectively, functional, ergonomic, hedonic and symbolic values shape consumers’ attitude and their subsequent behavior. In addition, findings demonstrate that extraversion positively moderates the symbolic value–attitude relationship, whereas personal innovativeness negatively moderates the functional value–attitude relationship. Originality/value Smartwatch sales have floundered despite substantial investments in ad campaigns. This study provides novel insights into managing non-users’ value perceptions of smartwatches with the optimal use of ad strategies. Furthermore, it is also one of the first studies to validate the moderating role of extraversion on the symbolic value–attitude link, thus contributing to the emerging literature on wearable technology.

Understanding customer-customer rapport in a senior group package context

2019 ◽  
Vol 31 (5) ◽  
pp. 2187-2204 ◽  
Author(s):  
Jinsoo Hwang ◽  
JungHoon (Jay) Lee
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Service Marketing ◽  
The Elderly ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Service Facility ◽  
Content Type ◽  
Customer Perceptions ◽  
Package Travel

Purpose As the elderly population in Korea grows, sales of travel packages for elderly people are also increasing. Senior tourists should spend much time with other tourists because of the nature of package travel. Thus, the purpose of this paper is to investigate the significance of rapport with other tourists in the elderly tourist context. Specifically, the current study examined the relationship between other customer perceptions and rapport with other tourists. In addition, this study investigated the influences of rapport with other tourists on tour quality, tour satisfaction and word-of-mouth. Design/methodology/approach This paper collected data from 411 elderly tourists in Korea and conducted a structural equation modeling analysis to test nine hypotheses. Findings Physical appearance and suitable behavior positively affect rapport with other tourists and thus aid in increasing tour quality, tour satisfaction and word-of-mouth. Originality/value In service marketing, there is a general consensus that customers are influenced by other customers who use the same service facility because they recognize other customers as the environment of the service facility. The concept of other customer perceptions was applied to tourism marketing in this study in combination with another understudied concept, rapport. This study is one of the first, as per the authors’ knowledge, to apply those important concepts to the tourism industry in particular, although there has been a considerable body of research in the service marketing field. Consequently, the findings of this paper would be meaningful and useful for travel agencies when developing a marketing strategy to enhance rapport between tourists.

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