How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susanna S. Lee ◽  
Huan Chen ◽  
Yu-Hao Lee
Keyword(s):  
Source Credibility ◽  
Critical Factor ◽  
Total Sample ◽  
Product Type ◽  
Amazon Mechanical Turk ◽  
Advertising Effectiveness ◽  
Content Type ◽  
The Usa ◽  
Product Image ◽  
Advertising Skepticism

Purpose The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity. Design/methodology/approach This study was administered online using a 2 (product type: high self-expressive vs low self-expressive) × 2 (micro-celebrity and product congruity: congruent vs incongruent) between-subjects factorial design to test the hypotheses. A total of 186 participants, all Instagram users living in the USA, were recruited using an Amazon Mechanical Turk (MTurk). After screening out 14 respondents who were not Instagram users or did not fully answer the questions, a total sample of 172 valid and complete responses were included for hypotheses testing. Findings The results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility and higher electronic word-of-mouth intention. In addition, advertising skepticism was found to moderate the effect of micro-celebrity-product fit on source credibility. Originality/value This study is the first to examine the effect of micro-celebrity and product congruence on native advertising effectiveness. Moreover, the study provides a better understanding of the advertising skepticism and its influence on source credibility. It discusses why a micro-celebrity’s image is a critical factor in shaping attitudes toward native advertising. This study contributes to both the native adverting and influencer marketing literature.

Informal learning behaviors and the role of workplace support: preliminary findings from an India-USA workforce

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nidheesh Joseph ◽  
E. Sownthara Rajan
Keyword(s):  
Informal Learning ◽  
Organizational Support ◽  
Amazon Mechanical Turk ◽  
Learning Behaviors ◽  
Content Type ◽  
Workplace Support ◽  
Job Support ◽  
The Usa ◽  
Job Role

Purpose (mandatory) The purpose of this paper is to study engagement of employees in informal learning behaviors (ILBs) and to understand the role of workplace support (organizational support, supervisor support and job support) in facilitating such behaviors. Design/methodology/approach (mandatory) The study uses descriptive design with data collected through voluntary non-probability sampling method of 58 employees from India and the USA through Amazon Mechanical Turk. Findings (mandatory) Preliminary findings suggest that 81% of the employees are likely to engage in ILBs and 65.5% agreed to have received workplace support. Employees from India rate their workplace support as higher and are more likely to engage in ILBs than those from the USA. Originality/value (mandatory) This study contributes to workplace informal learning literature and highlights the need for more studies on workforce ILBs across multiple countries and job role variations.

Modeling guests’ intentions to use mobile apps in hotels

2016 ◽  
Vol 28 (9) ◽  
pp. 1968-1991 ◽  
Author(s):  
Cristian Morosan ◽  
Agnes DeFranco
Keyword(s):  
Information Systems ◽  
Structural Model ◽  
Personal Information ◽  
Mobile Apps ◽  
Theoretical Perspective ◽  
Critical Factor ◽  
Structural Equations ◽  
Content Type ◽  
Privacy Concerns ◽  
The Usa

Purpose The unprecedented development of hotel-branded mobile applications (apps) has been instrumental in facilitating the rich guest–hotel interactions, thus contributing to a high personalization of services. For true personalization, guests need to provide personal information via apps. Yet, no study to date has addressed how guests develop intentions to use such apps given the current personalization and privacy challenges. Therefore, this study aims to investigate hotel guests’ intentions to use hotel apps to access personalized services. Design/methodology/approach Drawing from personalization-privacy theory, this study conceptualized perceived personalization and privacy concerns as distinct constructs while recognizing two different privacy concerns constructs: general and app-specific privacy concerns. To build a comprehensive structural model that is appropriate for explicating intentions to use hotel apps, this study incorporates consumer psychology and information systems theoretical streams that provide constructs that unequivocally capture the unique set of consumer–app interactions in highly experiential settings such as hotels (e.g. innovativeness and involvement). Using a nation-wide sample of hotel guests from the USA, the model was validated using confirmatory factor analysis and structural equations modeling. Findings The predictors explained 79 per cent of the variability in the intentions to use hotel apps to personalize hotel services. The strongest predictor of intentions was involvement, followed by app-related privacy concerns and perceived personalization. Research limitations/implications First, this study’s extended theoretical framework was well supported, as it captures relevant elements of the mobile commerce ecosystem (e.g. personalization and privacy), thus extending the classic paradigmatic approach to information systems adoption beyond system beliefs. Second, this study clarifies the distinct roles of personalization and privacy in the context of hotel apps, which has not been examined in the context of m-commerce in hospitality. Third, the study clarifies the role of involvement as the most critical factor that can influence guests’ intentions to use hotel apps when personalization options and privacy concerns exist. Practical implications This study offers hotel decision-makers a mapping of the factors, leading to use of hotel apps for purchasing personalized hotel services. Originality/value This study provides a first theoretical perspective on the hotel app utilization behaviors that have not been studied so far, but carry a strong strategic and financial significance for the hotel industry (direct distribution, brand consolidation and extensive contact with guests).

New luxury: defining and evaluating emerging luxury trends through the lenses of consumption and personal values

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stephanie D. Atkinson ◽  
Jiyun Kang
Keyword(s):  
Online Survey ◽  
Personal Values ◽  
Amazon Mechanical Turk ◽  
Luxury Consumption ◽  
Content Type ◽  
Luxury Brand ◽  
Consumption Values ◽  
The Usa ◽  
Experiential Value ◽  
Personal Fulfillment

Purpose Given the unclear lines between traditional and newly emerged luxury, this research aims to explore which luxury consumption values are important to young consumers (aged 18–44) in the USA and how such new luxury consumption is driven by their personal values. This research thus has two aims. The first is to define new luxury by examining the consumption values that distinguish it from traditional luxury. The second is to examine the personal values that drive these new luxury consumption values, which affect consumers’ intentions to engage with a new luxury brand. Design/methodology/approach Two studies were conducted. In Study 1, a conceptual framework was developed to define new luxury from the consumption value perspective, based on a comprehensive review of the traditional luxury and emerging or new luxury literature. In Study 2, the framework was further extended to include the driving sources (personal values) and the consequences (intentions to engage with a new luxury brand), which were subsequently examined with empirical model testing. The data were collected via an online survey with consumers recruited through Amazon Mechanical Turk (n = 318) and examined with exploratory factor analyses and path analyses. Findings The results suggest five major new luxury consumption values that help empirically define new luxury, revealing a trend shift in luxury consumption: inconspicuous consumption, self-directed pleasure, intrinsic experiential value, personal fulfillment and sustainability. Among these five values, three (intrinsic experiential value, personal fulfillment and sustainability) were the most significant factors in directly affecting customer intention to engage with a new luxury brand. The results also found five notable personal values driving new luxury consumption: achievement, benevolence, self-direction, self-esteem and ecocentrism. Originality/value While new luxury concepts have been explored conceptually and qualitatively in previous studies, there is a lack of empirical research that clearly defines what new luxury is and that offers testable constructs. This study’s empirical framework for new luxury expands the line of investigation into new luxury consumers, brands and products.

Predicting Indian consumers' purchase intention from Western apparel brands

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Swagata Chakraborty ◽  
Amrut Sadachar
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Negative Influence ◽  
Amazon Mechanical Turk ◽  
Equation Modeling ◽  
Content Type ◽  
Indian Consumers ◽  
Brick And Mortar ◽  
The Usa

PurposeThe present study compared Indian consumers' attitude (AT) toward and purchase intention (PI) from Western apparel brands, as a function of their Western acculturation (WA), consumer ethnocentrism (CE) in apparel consumption, consumer cosmopolitanism (CC) and country of residence (India vs the USA).Design/methodology/approachThe sample included Indians residing in India and the USA, who were 19 years or older, and visited online or brick-and-mortar apparel stores. An online survey was administered through Amazon Mechanical Turk to collect the data. The data was analyzed through multi-group structural equation modeling.FindingsWA engenders CE among Indian consumers, especially among Indians residing in India. WA and CC positively influence AT. CE did not have a significant negative influence on AT. Although a high CE lowers the PI, a high WA, CC and positive AT can translate into high PI.Research limitations/implicationsThe study did not use an experimental design. Therefore, causal relationships between the research variables could not be explained. Majority of the respondents were male. This might have confounded the findings with potential gendered effects.Practical implicationsWestern apparel brands targeting Indian consumers in India and the USA should focus on projecting their cosmopolitan and pro-Indian image to target this population's cosmopolitan and ethnocentric outlook, thereby enhancing PI.Originality/valueThe study proposed and empirically tested a conceptual model indicating the relationship between some of the important predictors of Indian consumers' PI in the context of Indians residing in the USA and India.

Analyzing the purchase intention of Peruvian maca

2019 ◽  
Vol 14 (1) ◽  
pp. 91-112
Author(s):  
Gina María Maria Pipoli de Azambuja ◽  
Iñaki García-Arrizabalaga ◽  
Gustavo Rodríguez-Peña
Keyword(s):  
Purchase Intention ◽  
International Marketing ◽  
Positive Association ◽  
Marketing Strategies ◽  
Content Type ◽  
Promotion Policies ◽  
Consumer Purchase Intention ◽  
The Usa ◽  
Product Image ◽  
Product Familiarity

Purpose This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity. Design/methodology/approach To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA. Findings There is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru. Research limitations/implications The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level. Practical implications This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca. Social implications The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru. Originality/value The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.

scholarly journals Should retail trade companies avoid recruiting maximisers?

2015 ◽  
Vol 53 (3) ◽  
pp. 730-750 ◽  
Author(s):  
Yu-Lun Liu ◽  
Kathleen A. Keeling ◽  
K. Nadia Papamichail
Keyword(s):  
Decision Making ◽  
Information Sources ◽  
Information Source ◽  
Retail Trade ◽  
Amazon Mechanical Turk ◽  
Discussion Forums ◽  
Content Type ◽  
Related Information ◽  
Job Information ◽  
The Usa

Purpose – The purpose of this paper is to investigate differences in characteristics, job outcome experiences and attitudes of maximiser and satisficer decision-making style groups working in the retail trade. Design/methodology/approach – A survey of 140 participants who have accepted a job offer in the retail trade in the past six months in the USA was conducted on Amazon Mechanical Turk. The survey examined participants’ opinions and attitudes towards their present job and established which job information source(s) they had used to search for retail trade job-related information. Findings – The results show that compared to satisficers, maximisers exert more effort when searching job information, have higher uncertainty avoidance and need for cognition, and experience more post-decisional regret. In this sample, any significant differences between maximisers and satisficers in relation to job satisfaction, company commitment, and intention to quit their present job are restricted to certain groups. For recruitment information sources, while satisficers rely on their families and friends for information, maximisers are more likely to obtain job-related information from other sources such as online discussion forums. Practical implications – Even though some studies suggest that maximisers are unhappy with their choices, this research recommends that retail trade companies should not exclude maximisers from their recruitment pools. Retailers should enhance their candidate pools with both maximisers and satisficers by managing different recruitment information sources. Originality/value – Research of decision-making style in recruitment is relatively limited. This research illustrates the differences of attitudes between maximisers and satisficers towards their present retail job, and also demonstrates the preferences of maximisers and satisficers in recruitment information sources.

Identity matters

2019 ◽  
Vol 24 (1) ◽  
pp. 115-127
Author(s):  
Simone Mariconda ◽  
Alessandra Zamparini ◽  
Francesco Lurati
Keyword(s):  
Organizational Identity ◽  
Significant Interaction ◽  
Design Methodology ◽  
Mechanical Turk ◽  
Amazon Mechanical Turk ◽  
Future Research ◽  
Organizational Crisis ◽  
Content Type ◽  
The Usa ◽  
Practical Implications

Purpose The purpose of this paper is to conceptually develop and empirically test a model according to which a crisis leads to a greater reputational damage when it is highly relevant to the firm’s organizational identity or highly relevant to stakeholders’ identity. Design/methodology/approach A total of 299 participants based in the USA were recruited online using the Amazon Mechanical Turk platform. The study uses a 2 (relevance of crisis to organizational identity: low vs high) × 2 (relevance of crisis to stakeholders’ identity: low vs high) between-subjects experimental design. Findings The results confirm the hypotheses that an organizational crisis leads to greater reputational damage when it is highly relevant to the firm’s organizational identity or when it is highly relevant to stakeholders’ identity. No significant interaction between the two variables was found. Research limitations/implications Future research could focus on further elaborating on how the two identity-related variables tested in this paper interact with other variables that have already been studied for moderating the effects of crises on reputation damage. Practical implications The paper reaffirms the deep interconnection between identity, stakeholders and reputation. Concretely, the results of the study suggest an informative way of mapping the degree to which risks or issues could potentially damage organizational reputation. Originality/value The paper contributes to the literature by providing a more situational understanding of how the same exact crisis can damage the reputation of organizations differently. By doing so, the paper opens several new avenues for future research.

scholarly journals Factors influencing outbound medical travel from the USA

2019 ◽  
Vol 74 (3) ◽  
pp. 463-479 ◽  
Author(s):  
Ayse Collins ◽  
Anita Medhekar ◽  
Ho Yin Wong ◽  
Cihan Cobanoglu
Keyword(s):  
American Medical ◽  
Online Survey ◽  
Medical Tourism ◽  
Measurement Model ◽  
Amazon Mechanical Turk ◽  
Exploratory Research ◽  
Tourism Destination ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
The Usa

Purpose The purpose of this paper is to explore how Americans choose a country and medical facility to travel abroad for medical treatment based on the following factors country environment, tourism destination, medical tourism costs and medical facilities and services. Design/methodology/approach Online survey with the help of Amazon Mechanical Turk website was used for data collection, and 541 valid cases were used of American residents who had travelled abroad for medical tourism. Exploratory and confirmatory factor analyses were undertaken to validate the scales. Findings Findings indicated four major factors that can influence American medical tourists’ choices of medical tourism destinations. These factors are overseas’ country factors, attractiveness of tourism destination, medical tourism costs and facilities and services. Both the convergent and discriminant validities for the constructs were established. The results of the measurement-model-fit based on various measures were within the suggested cut-off values. Research limitations/implications Out of the 541 responses of post-travel experienced medical tourists, it is hard to tell how similar/dissimilar the participants are in terms of ranking the four factors. To be competitive to attract global medical tourists, research suggests that the five popular countries of treatment, India, China, Thailand, Mexico and Turkey, identified in this study should provide high quality of medical and tourism facilities to patients. Originality/value This study contributes to the understanding of the underlying factors, which influence American medical tourists’ choice of destinations, with validated scales. For this exploratory research, 25 new items together with 34 items from other studies were adapted.

scholarly journals Migration policy uncertainty and stock market investor sentiment

2018 ◽  
Vol 2 (2) ◽  
pp. 136-147
Author(s):  
Beyza Mina Ordu-Akkaya
Keyword(s):  
Stock Markets ◽  
Investor Sentiment ◽  
Critical Factor ◽  
Migration Policy ◽  
Policy Uncertainty ◽  
Content Type ◽  
Volatility Transmission ◽  
The Usa ◽  
Uncertainty Indices ◽  
The Uk

Purpose The purpose of this paper is to examine the volatility transmission between migration policy uncertainty indices (MI) of France, Germany, UK and the USA, and respective stock markets of these countries. Therefore, the author’s major intention is to understand whether MI is a critical factor affecting company valuations and investor sentiment. Design/methodology/approach The author proxies volatility via EGARCH (1,1) for all series and employs Diebold–Yilmaz (2012) methodology to test the spillover, which is a simple yet very intuitive procedure. This method allows one to analyze the numerical amount of spillover, as well as the direction. Findings Findings propose that volatility transmission is from migration index to stock markets for the UK and US markets, but similar findings are not applicable for France and Germany. However, when cross-market transmissions are analyzed, it is observed that migration policy uncertainty of US spills significant volatility to all European stock markets. Hence, the findings underline the central role of US markets. Originality/value Given the increasing worries about migration across the USA and Europe, the author tries to cast light on whether investor sentiment alters by migration policies. The literature is recently building and best of the author’s knowledge; the paper is the first to investigate the cross-country spillover between MIs, which has not been performed before.

Factors correlated with the perceived usefulness of online reviews for consumers: a meta-analysis of the moderating effects of product type

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zhangxiang Zhu ◽  
Jiapei Liu ◽  
Wei Dong
Keyword(s):  
Purchase Intention ◽  
Source Credibility ◽  
Meta Analysis ◽  
Online Reviews ◽  
Product Type ◽  
Perceived Usefulness ◽  
Moderating Effects ◽  
Review Time ◽  
Content Type ◽  
Research Perspectives

PurposeThe conclusions of studies on the factors correlated with the perceived usefulness of online reviews are inconsistent due to differences in research perspectives, research objects, research methods and data types. This study conducted a meta-analysis to verify a proposed model of perceived usefulness to obtain general conclusions.Design/methodology/approachA meta-analysis was conducted to study the factors correlated with the perceived usefulness of online reviews based on 51 studies.FindingsThe results indicate that, with the exception of negative reviews, the order of relevance for the perceived usefulness of online reviews is as follows: the trust tendency of review readers, review replies, review depth, review pictures, reviewer trustworthiness, positive reviews, reviewer expertise, review time and reviewer information disclosure. Perceived usefulness was significantly positively correlated with purchase intention. Review time, positive reviews and negative reviews were also more significantly correlated with perceived usefulness for search products than for experiential products. Review depth, reviewer trustworthiness, reviewer expertise and purchase intention had greater positive correlations with perceived usefulness for experiential products than for search products.Originality/valueThis study proposes an extended information adoption model based on argument quality and source credibility. The model includes personal factors such as the trust tendency of review readers, constructs a theoretical model of the factors correlated with the perceived usefulness of online reviews and considers the moderating effects of product type.

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