When perceived ability to influence plays a role: brand co-creation in Web 2.0

2017 ◽  
Vol 26 (4) ◽  
pp. 342-350 ◽  
Author(s):  
Eric Kennedy ◽  
Francisco Guzmán
Keyword(s):  
Attribution Theory ◽  
Purchase Intention ◽  
Reasoned Action ◽  
Valuable Insight ◽  
Content Type ◽  
Perceived Ability ◽  
Online Social Media ◽  
Media Platform ◽  
The Impact ◽  
Insight Into

Purpose The purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to engage in co-creation. Additionally, the paper examines the effects of perceived influence on attitude toward the ad and purchase intention. Design/methodology/approach Two studies were developed. In the first study, Millennial consumers identify technology brands they feel they are able to influence and not able to influence. Using the results from Study 1, Study 2, a 2 × 2 between subjects factorial design, is used to test the impact that perceived brand influence has on co-creation, attitude toward the ad and purchase intention. Findings The results of this paper offer new insight into consumer co-creation. Instead of co-creation being a constant that a brand can rely on, managers must now consider the attributions that consumers have about the brand. If a brand is perceived as being unable to be influenced, then not only will consumers not engage in co-creation but attitude toward that ad and purchase intention will also decrease. Research limitations/implications This paper focuses exclusively on Millennial consumers. While this segment of the population is large and important, validating the results with a national generalizable sample could shed additional insight into the power of the ability to influence on co-creation. The survey was created to mimic an online social media platform that a consumer interacts with on a regular basis. To further verify the test results, additional platforms for co-creation, including company websites and retail settings, could be tested. Practical implications If a brand wishes to engage Millennial consumers with active co-creation, then the perception of the brand is important for success. Brand managers must create a perception of the brand that is open to engagement with consumers – which allows for consumers to give input and help to shape the brand. Consumers should become comfortable with the idea of the brand asking for, accepting and implementing feedback from customers. Originality/value This paper is the first of its kind to combine attribution theory, theory of reasoned action and co-creation to measure the perceptions that consumers have about a brand. The results of this paper provide valuable insight to the limits and conditions in which co-creation will occur.

I create, you create, we all create – for whom?

2017 ◽  
Vol 26 (1) ◽  
pp. 68-79 ◽  
Author(s):  
Eric Kennedy
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Attribution Theory ◽  
Purchase Intention ◽  
General Notion ◽  
Brand Commitment ◽  
Content Type ◽  
Online Social Media ◽  
Power Testing ◽  
Insight Into

Purpose This research aims to propose that prompted co-creation from a brand to a consumer will increase the value of the consumer to the brand through an increase in brand commitment and purchase intention. Additionally, the study compares the differences of a social media post made by a brand and a social media post made by a celebrity who is endorsing the brand. Design/methodology/approach Two studies were developed. First, a 2 × 2 between-subjects’ experimental design analyzes the effects of prompted and non-prompted co-creation posts by a fictitious brand and celebrity. Study 2 looks to confirm the results of Study 1 using a 2 × 2 between-subjects’ experimental design with a real brand and celebrity for the social media post. Co-creation, brand commitment and purchase intention are the dependent variables in both studies. Findings The studies reveal that a prompted co-creation post – which is a post explicitly asking for consumer feedback – from a brand can increase brand commitment and purchase intention from consumers. Also, the study reveals that, when compared to a celebrity-endorsed message, a branded message shows an increase in brand commitment and purchase intention. The results support the general notion of attribution theory. Research limitations/implications First, the study focused exclusively on millennial consumers. While this group has significant purchasing power, testing the effects of co-creation messages on a more generalizable sample is warranted. Next, the survey takes place in an online social media setting. With the power of social media and e-commerce, this channel is certainly important to study. Practical implications The results of this study bring the co-creation literature into a new area of research. Extending attachment theory and attribution theory into co-creation creates numerous opportunities to further grow the knowledge of the co-creation phenomena. The findings provide insight into the power that a prompted co-creation message can have on a consumer, either from a brand or celebrity endorser source. Practitioners can place a value on prompted and non-prompted co-creation messages originating with a brand. In addition, the research will give practitioners insight into how messages of co-creation are received by millennial consumers. Originality/value This research is the first of its kind for co-creation literature. No research to date examines the effect that a brand or celebrity-endorsed co-creation prompt has on the behavior of millennial consumers. Very little, if any, empirical research has been conducted on the co-creation of brand.

Drivers of intention to use Murabaha financing: religiosity as moderator

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naqeeb Ullah Atal ◽  
Mohammad Iranmanesh ◽  
Fathyah Hashim ◽  
Behzad Foroughi
Keyword(s):  
Social Influence ◽  
Reasoned Action ◽  
Intention To Use ◽  
Content Type ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role ◽  
Insight Into ◽  
Religious Obligation

Purpose The purpose of this paper is to investigate the determinants of Muslims’ attitude and intention towards Murabaha financing by considering religiosity as a moderator. Design/methodology/approach The data were collected through a survey of 373 Muslims in Afghanistan and were analysed using the partial least squares technique. Findings The results showed that social influence and religious obligation have a positive effect on attitude towards Murabaha financing. Furthermore, social influence and attitude have a positive effect on the intention to use Murabaha financing. Religiosity moderates negatively the impact of social influence on attitude towards Murabaha financing. Practical implications Managers and marketers of Islamic banks may benefit from the findings of this study, which provide insight into the factors that should be considered to promote Murabaha financing. Originality/value The findings contribute to the literature on Islamic financing products by demonstrating the drivers of attitude towards and intention to use Murabaha financing. The study also extends the literature by testing the moderating role of religiosity. Furthermore, the study extends the theory of reasoned action in the context of Islamic financing by introducing religious obligation as a potential driver of attitude and religiosity as a moderator.

Do review valence and review volume impact consumers’ purchase decisions as assumed?

2016 ◽  
Vol 7 (2) ◽  
pp. 231-257 ◽  
Author(s):  
Jing Yang ◽  
Rathindra Sarathy ◽  
Stephen M. Walsh
Keyword(s):  
Purchase Intention ◽  
Reasoned Action ◽  
Subjective Norm ◽  
Product Reviews ◽  
Consumer Reviews ◽  
Content Type ◽  
Behavioral Studies ◽  
Quasi Experimental ◽  
Clear Guideline ◽  
The Impact

Purpose To explore the psychological mechanism through which consumer reviews affect people’s purchasing decisions and behavior, this study aims to examine the impact of statistical evidence embedded in product reviews on consumers’ perceptions and purchasing intentions. Design/methodology/approach The effects review valence and review volume are tested using a 3 (valence: positive vs neutral vs negative) × 2 (volume: high vs low) quasi-experimental design and online questionnaires. Findings The study finds that review valence has a stronger impact on consumers’ perceptions than review volume does. Negative reviews induce higher risk perception and a less favorable attitude toward purchases compared to positive reviews. In addition, although both attitude toward purchase and subjective norm are good antecedents of purchase intention, the attitude statistically has a stronger impact than the subjective norm. Research limitations/implications This study contributes to extant literature from three perspectives. The authors have reexamined the findings of econometric models and advanced their implications by explaining the related psychological changes in people’s perceptions. Second, the authors have extended the application of the theory of reasoned action and found it to be a good fit in explaining consumers’ behavior related to consumer reviews. And finally, the authors have provided a clear guideline on the magnitude of the effects of review valence and volume on consumers’ perceptions. Originality/value This study provides a good complement to econometric studies from both theoretical and practical perspectives. It bridges the gap between exploratory studies and behavioral studies in the field of consumer reviews.

scholarly journals Purchase intention in an electronic commerce environment

2019 ◽  
Vol 32 (6) ◽  
pp. 1345-1375 ◽  
Author(s):  
Mahmud Akhter Shareef ◽  
Yogesh K. Dwivedi ◽  
Vinod Kumar ◽  
Gareth Davies ◽  
Nripendra Rana ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Identity Theft ◽  
Protection Measures ◽  
Student Sample ◽  
Content Type ◽  
Potential Impact ◽  
Controlling Measures ◽  
The Cost ◽  
The Impact ◽  
Insight Into

Purpose The purpose of this paper is to understand the integrated impact of the application of protection measures against identity theft on consumers’ synergistic perception of trust, the cost of products/services and operational performance (OP) – all of which in turn is postulated to contribute to purchase intention (PI) when shopping online. Design/methodology/approach In order to accomplish the specified aim, this study first conducted an experiment by involving the students from a university in Bangladesh. Then a survey was conducted to capture their opinion based on the previous experiment. Findings The study identified that in e-commerce, OP and trust have potential impact on pursuing consumers’ PI. Traditionally, price is always an issue in marketing; however, for e-commerce, this issue does not have direct impact on PI. Research limitations/implications The main limitation of this study is that a less established e-commerce example was utilized to conduct the experiment and survey for validating the model. Also, the study was conducted only in the context of Bangladesh and a student sample was utilized. Future studies can test the model in different contexts (particularly to verify the impact of privacy) by utilizing data from consumers. Practical implications This study has resolved a controversial issue by generating clear guidelines that the overall conjoint effect of OP, trust, and price on PI is neither negative nor neutral. Synergistically, the application of these controlling tools of identity theft can substantially enhance consumers’ trust, which is the single most predictor to pursue consumer PI. Originality/value This study has provided in-depth insight into the impact of different controlling measures in e-commerce PI. Practitioners have potential learning from this study that if consumers find the application of different controlling mechanisms against cybercrimes, particularly identity theft, enhancing the reliability, authenticity and security of transactions in this virtual medium, they do not mind paying a higher price. Such insights have not been provided by existing studies on this topic. Developing trust on e-commerce purchase is the driving force, not the price.

The impact of altruistic attribution and brand equity in food label campaigns

2018 ◽  
Vol 27 (6) ◽  
pp. 634-646 ◽  
Author(s):  
Stéphane Legendre ◽  
François Coderre
Keyword(s):  
Brand Equity ◽  
Attribution Theory ◽  
Purchase Intention ◽  
Structural Equation ◽  
Internal Validity ◽  
Food Label ◽  
Content Type ◽  
Consumer Panel ◽  
The Impact ◽  
Practical Implications

PurposeThe purpose of this study is to analyse the impact of two determinants of purchase intention in food label campaigns: altruistic attribution and brand equity.Design/methodology/approachA 2 × 2 between-group factorial experimental design was used, with 2 levels of altruistic attribution (high/low) and 2 levels of brand equity (high/low). The product used for the study was pork chops. A survey was conducted on 602 respondents representing the population of Quebec, Canada.FindingsStructural equation modelling was used to evaluate the fit of the data with the proposed mod el. The results demonstrate that altruistic attribution and brand equity have an indirect impact on purchase intention via perceptions of taste and food safety. Altruistic attribution, but not brand equity, also has a direct impact on purchase intention.Research limitations/implicationsThe experiment in this study was conducted via an online consumer panel to increase internal validity. As a result, one of the limitations of the study concerns its external validity.Practical implicationsThis research provides strategic guidelines for businesses or organisations that wish to develop food label campaigns. They must simultaneously consider both altruistic attribution and pre-existing brand equity.Originality/valueThis study contributes to the literature by demonstrating the impact of altruistic attribution and brand equity on purchase intention in the context of food label campaigns. The study mobilises attribution theory and the multidimensional consumer-based brand equity scale.

scholarly journals The good, the bad and the variable

2014 ◽  
Vol 48 (7/8) ◽  
pp. 1466-1486 ◽  
Author(s):  
Frederik B.I. Situmeang ◽  
Mark A.A.M. Leenders ◽  
Nachoem M. Wijnberg
Keyword(s):  
Video Game ◽  
Web Sites ◽  
Reasoned Action ◽  
Weighting Factor ◽  
Consumer Evaluations ◽  
Content Type ◽  
Carry Over ◽  
The Impact ◽  
The Relationship ◽  
Insight Into

Purpose – The purpose of this paper is to contribute to the marketing literature and practice by examining the relationship between evaluations of past editions in a series and the success of a sequel. Design/methodology/approach – A set of hypotheses was developed, guided by the theory of reasoned action, that state under what conditions past edition evaluations are more strongly related to sequel success. Data obtained from video game aggregator Web sites are used to test the hypotheses by means of a two-stage model estimation. Findings – Past evaluations of previous editions are related to sequel success. High variability among evaluations of past editions seems to be a negative weighting factor regarding the impact that past evaluations have on sequel buying. The relationship between consumer evaluations of past editions and sales of the sequel is more positive if there is a large community of users and if the product is consumed socially. Research limitations/implications – This study pertains to the strategic marketing of sequentially released products and provides new insight into whether and how past evaluations carry over from past editions in the series to the latest sequel. Practical implications – This study helps marketing managers to better manage sequels and use evaluations of earlier editions to assess the potential of a sequel. Originality/value – The paper explores the carry-over mechanism between earlier editions of a product and later sequels by studying evaluations of earlier editions in the series. It highlights the impact of variability of evaluations in the series as well as other factors, including whether the product is consumed individually or socially.

Exploring the role of intrinsic and extrinsic CSR attributes for customers’ positive behavioural intention in the hotel industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiseon Ahn ◽  
Joaquim Dias Soeiro
Keyword(s):  
Attribution Theory ◽  
Purchase Intention ◽  
Extrinsic Motivation ◽  
Hotel Industry ◽  
Tourism Industry ◽  
Behavioural Intention ◽  
Content Type ◽  
Brand Authenticity ◽  
The Impact ◽  
Hotel Customers

Purpose Although the characterisation of intrinsic and extrinsic attribution is pervasive and important, this concept is yet to be explored in the corporate social responsibility (CSR) context. Thus, this study aims to study these CSR attributes and examine its influences on hotel customers’ behaviour. Design/methodology/approach This study explores and attempts to distinguish the varying roles of intrinsic and extrinsic CSR attributes. Framed in context of CSR in the hotel industry, the characteristics of CSR practices (e.g. sympathy or rewarding) are hypothesised to lead customers’ motivation to engage in a specific behaviour based on the attribution theory. Findings The target population of 150 hotel customers was surveyed, and the results exhibited that the intrinsic and extrinsic attributes of hotel CSR activities increased customers’ purchase intention by improving their level of perceived authenticity. The impact of intrinsic motivation on brand authenticity was found to have a greater influence compared to extrinsic motivation. When customers perceive the authenticity of hotel brands, there is a tendency to exert a positive behavioural intention. However, it was identified that for the hotel industry, only extrinsic motivation had a direct influence on customers’ positive behavioural intention. Research limitations/implications The varying roles of the intrinsic and extrinsic attributes of CSR and its impact on customers’ brand authenticity and behavioural intention were identified. Hence, this study conceptually contributes to the existing CSR literature by determining and incorporating the variables that measure the intrinsic and extrinsic attributes of hotel CSR activities. Originality/value This study contributes advancements to the hospitality and tourism industry, by expanding the literature to include the identification of significant CSR attributes and strategies that are beneficial, and can be used by companies for their development.

The effects of review valence in organic versus sponsored blog sites on perceived credibility, brand attitude, and behavioural intentions

2015 ◽  
Vol 33 (4) ◽  
pp. 508-521 ◽  
Author(s):  
Paul W Ballantine ◽  
Cara Au Yeung
Keyword(s):  
Web Sites ◽  
Purchase Intention ◽  
Design Methodology ◽  
Brand Attitude ◽  
Content Type ◽  
Behavioural Intentions ◽  
Perceived Credibility ◽  
Naturally Occurring ◽  
The Impact ◽  
Insight Into

Purpose – The purpose of this paper is to understand the differences between organic (i.e. naturally occurring) and sponsored (i.e. marketer influenced) consumer-generated blog reviews, by examining how blog source and review valence can impact upon perceived credibility, brand attitude, and behavioural intentions. Design/methodology/approach – This study used an online experiment, where participants were randomly assigned to one of six conditions in a 2 (blog source) × 3 (review valence) between-subjects factorial design. Findings – The findings indicate that balanced reviews are perceived to be the most credible. Negative reviews led to the lowest ratings on brand attitude and purchase intention, while positive reviews led to the highest ratings on these two constructs. However, the effects of review valence were not found to differ based upon whether a blog was organic or sponsored. Originality/value – The findings of this study extend and contribute to the knowledge of the impact of source and valence in electronic word of mouth settings. Moreover, the findings of this study provide practical insight into how consumers react to the sponsorship of blog web sites on the internet.

scholarly journals Detecting Convergence Trends among EU Universities

Economies ◽  
2021 ◽  
Vol 9 (2) ◽  
pp. 42
Author(s):  
Maria Adamakou ◽  
Dimitris Kallioras ◽  
George Petrakos
Keyword(s):  
Methodological Approach ◽  
Basic Research ◽  
Valuable Insight ◽  
Traditional Role ◽  
University Ranking ◽  
Convergence Clubs ◽  
Development Processes ◽  
The Impact ◽  
The Empirical Analysis ◽  
Insight Into

Universities are emerging growth determinants. This is so as, in addition to the fulfillment of their traditional role in teaching and (basic) research, universities, as aptly described within the helix framework, are expected to engage in regional development processes. The paper aims to detect trends of convergence among EU universities in terms of performance. To the best of our knowledge, this topic has not hitherto been examined. The empirical analysis of the paper covers the period 2014–2021, utilizes data obtained from URAP (University Ranking by Academic Performance), and employs the methodological approach of convergence clubs. The findings of the paper provide valuable insight into both theory and policy-making. We conclude that despite the unification of EU educational space, trends of divergence among EU universities are still present, and notable divisions still remain. Consequently, this indicates that the impact of EU universities on the formation of spatial disparities across EU space is not neutral.

What makes court-referred mediation effective?

2014 ◽  
Vol 25 (1) ◽  
pp. 21-37 ◽  
Author(s):  
Amira Galin
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Process And Outcome ◽  
Refusal To Participate ◽  
The Impact ◽  
Practical Implications ◽  
Theoretical Insight ◽  
Insight Into ◽  
Low Rate

Purpose – The purpose of this paper is to obtain insight into court-referred mediation in the Israeli Labor Courts, by analyzing its processes and outcomes, as a function of tactics used by both the disputants and the mediator. Design/methodology/approach – Observation of 103 court-referred mediations, for each of which a detailed process and outcome were documented. Data on disputants' refusal to participate in the mediation was also collected. At the end of each mediation case, disputants were given a questionnaire in which they expressed their satisfaction with the outcome and their evaluation of the mediator's contribution. Findings – A low rate of refusal to participate in court-referred mediation was found. Also, the higher the ratio of soft tactics to pressure tactics employed (by all parties involved) during the process, the higher the rate of agreements. Mediators use significantly more soft tactics than disputants, and are more active in using tactics. The two significant variables that predict the mediation's agreement are the ratio between soft tactics to pressure tactics used by all parties, and mediator contribution to the process. Practical implications – The significant role of soft tactics in the process, outcome, and satisfaction of court-referred mediation may serve as a guideline for disputants and mediators. Originality/value – This unique research, which examines the impact of tactics on court-referred mediation, may provide added and significant theoretical insight into its process and outcome, as well as a better understanding of other “hybrid” (compulsory at the beginning, voluntary at the end) mediations.

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