How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nianqi Deng ◽  
Xinyu Jiang ◽  
Xiaojun Fan
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Perceived Fit ◽  
Content Type ◽  
Cause Related Marketing ◽  
Consumer Citizenship ◽  
Community Identification ◽  
Image Congruence

PurposeLimited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

Understanding community citizenship behavior in social networking sites

2015 ◽  
Vol 115 (9) ◽  
pp. 1752-1772 ◽  
Author(s):  
Li-Chun Hsu ◽  
Wen-Hai Chih ◽  
Dah-Kwei Liou
Keyword(s):  
Social Networking Sites ◽  
Structural Equation ◽  
Online Community ◽  
Virtual Communities ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Mediation Effects ◽  
Content Type ◽  
Community Identification ◽  
Dual Identification

Purpose – Social media platforms established social relationship between the consumer and the brand community. The purpose of this paper is to propose a model to understand how dual-identification impact on the community citizenship behavior (CCB). Specifically, the authors propose perceived community-brand similarity (PCBS) influence CCB via dual-identification and brand passion (BP). Design/methodology/approach – The research sample consists of 323 members who have used Apple product and used Apple fan page for more than one year, and structural equation modeling was used to test the research hypotheses. Findings – The results indicated that PCBS directly influenced brand identification (BI) and community identification (CI), respectively. BI directly influenced CI. CI directly influenced BP, but BI not directly influenced BP. In the mediation effects, both the dual-identification factors and BP play important mediating roles. Practical implications – From a managerial standpoint, this research provides implications for social network sites management. Originality/value – This research fills a void in the BI and CI are coexisting but distinct aspects of virtual communities. In addition, the mediating role of dual-identification factors and BP in the online community consumer-brand relationship has not been fully investigated.

Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fathima Z. Saleem ◽  
Matthew A. Hawkins
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Media Content ◽  
Control Mechanisms ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior

Purpose Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology/approach The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants. Findings The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM. Practical implications Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended. Originality/value This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

The impacts of fans’ sincerity perceptions and social media usage on attitude toward sponsor

2016 ◽  
Vol 6 (1) ◽  
pp. 36-54 ◽  
Author(s):  
Abdullah Demirel ◽  
Irem Erdogmus
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Emerging Market ◽  
Positive Influence ◽  
Equation Modeling ◽  
Survey Method ◽  
Media Consumption ◽  
Perceived Fit ◽  
Content Type ◽  
Sport Team

Purpose – The purpose of this paper is to contribute understanding of sponsorship by examining the impacts of team attachment, perceived fit, perceived sincerity and sport team focussed social media consumption on attitudes toward sponsor and intentions to purchase products of sponsor. Design/methodology/approach – Data were collected through survey method. The questionnaires were completed by 310 fans in the arena before the beginning of a professional football game in Istanbul, Turkey. The hypothesized model was tested by using structural equation modeling. Findings – The results reveal that sport consumers who see a fit between the sponsor and sport team are more likely to believe that the sponsor’s motives are sincere and sincerity perceptions, in turn, positively influence attitudes toward sponsor and intentions to purchase sponsor’s products. The research also provides empirical evidence for the direct impacts of perceived fit and fans’ usage of social media for receiving team-related information on purchase intentions. Practical implications – Findings of the current study suggest that sponsor firms should communicate their sincere motives, their fit with the sponsored sport team and be present and active on social media accounts of the sport team in order to leverage their sponsorship. Originality/value – This study showed that sport team focussed social media consumption has a positive influence on intentions to purchase products of sponsor in an emerging market setting, Turkey, which promises growth in sports market and sponsorship.

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.

Research on the influencing factors of the switching behavior of Chinese social media users: QQ transfer to WeChat

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cong Yin ◽  
Yujing Zhou ◽  
Peiyu He ◽  
Meng Tu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Negative Relationship ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Important Relationship ◽  
Transfer Behavior ◽  
Behavior Function

PurposeThis research takes the transfer behavior of users from Tencent QQ to WeChat as an example to discuss the wider transfer behavior of social media users on the Internet.Design/methodology/approachThis paper collects data through a combination of offline interviews and online questionnaire surveys, and utilizes data analysis tools to construct structural equation modeling (SEM). Using Statistical Product and Service Solutions (SPSS) Statistics 22.0 and Analysis of Moment Structures (AMOS) 22.0 software with SEM, this study was carried out to provide reasonable statistical support for relevant proposed hypotheses based on 368 effective samples acquired through the questionnaire.FindingsThe findings of this study show that subjective norm, transfer experience, social communication, and knowledge acquisition all have significant associations with transfer intention and switching behavior. To be specific, transfer intention exerts a positive association on switching behavior; function setting, privacy protection and personal innovation have a favorable association with transfer intention; transfer cost has a significantly negative relationship with transfer intention and switching behavior; function setting has no important relationship on switching behavior.Originality/valueThe research results provide a reference for improving the viscosity and loyalty of social media users in the new era and resolving the problem of user churn.

“Actions speak louder than words”: an impact of service recovery antecedents on customer delight in quick-service restaurants

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Durgesh Agnihotri ◽  
Kushagra Kulshreshtha ◽  
Vikas Tripathi ◽  
Pallavi Chaturvedi
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Service Recovery ◽  
Equation Modeling ◽  
Role Clarity ◽  
Content Type ◽  
Customer Delight ◽  
Quick Service ◽  
The Impact

PurposeThe purpose of this study is to conceptualize and analyze a framework that provides greater understanding toward the impact of service recovery antecedents such as role clarity, customer service orientation, employee empowerment and employee relational behavior on customer satisfaction and customer delight in the context of quick-service restaurants (QSRs).Design/methodology/approachA self-administered questionnaire was distributed to 408 participants who had experienced service recovery efforts by leading QSRs on social media. The current paper draws upon the prevailing literature to test a series of research hypotheses through structural equation modeling.FindingsThe findings of the study have confirmed that antecedents of service recovery are good to describe customer satisfaction and customer delight in the setting of QSRs. Besides, the study provides an understanding on how monetary compensation moderates the relationship between customer delight and customer satisfaction.Practical implicationsThis study carries an understanding on how frontline employees must operate in a non-conventional and innovative way to resolve customers' issues and show commitment with truthfulness to provide excellent services to make customers feel delightful.Originality/valueThis is a unique study to understand the role of service recovery antecedents to describe customer satisfaction and customer delight in the social media environment. In addition, the results support the possibilities of implementing prompt service recovery efforts using social media.

Understanding social media advertising effect on consumers’ responses

2018 ◽  
Vol 31 (3) ◽  
pp. 426-445 ◽  
Author(s):  
Manel Hamouda
Keyword(s):  
Social Media ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Communication Strategy ◽  
Equation Modeling ◽  
Moderator Effect ◽  
Content Type ◽  
Advertising Effect ◽  
Social Media Advertising ◽  
Use Of Social Media

Purpose This study aims to deepen the current understanding of social media advertising by using the Ducoffe’s advertising value model. The purpose of this paper is to examine the antecedents of advertising value and its consequences on consumers’ attitude and behavior in the specific context of tourism advertising on Facebook. Design/methodology/approach Survey was conducted on a quota sample of 352 Tunisian Facebook users. Web-based questionnaires were used to collect the data which was analyzed using exploratory factor analysis and structural equation modeling. Findings Findings indicate that there is a significant relationship between informativeness, entertainment, credibility and social media advertising value. This positive value will affect favorably consumers’ attitude toward social media advertising and their behavioral responses. The moderator effect of corporate reputation was also confirmed in this relationship. Practical implications Tourism marketers should focus not only on developing information-rich and entertaining social media advertisements but also a credible content of the ads. Furthermore, Facebook should be systematically integrated by tourism practitioners in their communication strategy as it affects the attitude and consequently the behavior of the consumers especially when the company using social media advertising has a good corporate reputation. Originality/value In the tourism context, the effectiveness of social media advertising remains little known to practitioners and scholars despite the frequent use of social media by tourism customers and companies in recent years. So, this research study contributes to a better understanding of the use of social media advertising on Facebook regarding tourism products and services.

Organizational citizenship behavior in relation to employees’ intention to stay in Indian organizations

2018 ◽  
Vol 24 (6) ◽  
pp. 1355-1366 ◽  
Author(s):  
Meera Shanker
Keyword(s):  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Structural Equation ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Original Research ◽  
Intention To Stay ◽  
Business World ◽  
Content Type ◽  
Indian Setting

Purpose The purpose of this paper is to find out dimensions of organizational citizenship behavior (OCB) in Indian setting and to further examine the role of OCB that impacts employees’ intention to stay, with a view to draw on the deeper influences it carries on the quality work of the organization. Design/methodology/approach Experimental research design was used to find out the causal relationship between these constructs, i.e., dimensions of OCB and intention to stay. Probability sampling method was used to obtain the sample. In total, 475 respondents were approached for data collection. Data were collected using questionnaire method. Findings Factor analysis result revealed five factors of OCB, namely: sportsmanship, altruism, courtesy, civic virtue and conscientiousness, having the reliability of 0.93, 0.89, 0.81, 0.82 and 0.69, respectively, single factor of intention to stay having the reliability 0.87. The findings of Pearson’s correlation, regression and structural equation modeling revealed unequivocal influence of OCB over employees’ intention to stay, suggesting a maneuvering capability of OCB with its influence over employees’ intention to stay in their present organizations. Research limitations/implications Since this study was conducted in India, to establish the external validity has to be judged carefully. The organizations approached for the study were of the MNC level. Practical implications This study is important to understand the citizenship behavior of employees in relation with intention to stay in Indians setting in particular and the world in general. When individual does work, without any expectation, stay with the organization for longer time inculcating, imbibing working culture of the organization which enriches his experiences, utilized in increasing productivity and prosperity of the organizations. Social implications Overall, organizations are facing increased competition day by day; employees are expected to stretch themselves to be in the competition. After certain point of time, employees stop extending themselves, resulting in deteriorating the quality, performance and product. Retaining employees along with maintaining the quality becomes an important concern and issue for organizations. Importance of OCB is considered extensively in Industries in this regard. Originality/value This is an original research in Indian Setting, much researches are not available finding the relationship between OCB and intention to stay in turn which improves the quality of organizations. This research is valuable for business world, are facing problems of retaining the employees which affects their efficiency, productivity and profitability.

Investigating the adoption of social media in the construction industry: empirical evidence from project teams in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Guofeng Ma ◽  
Shan Jiang ◽  
Jianyao Jia
Keyword(s):  
Social Media ◽  
Project Management ◽  
Environmental Factors ◽  
Construction Industry ◽  
Structural Equation ◽  
Project Teams ◽  
Equation Modeling ◽  
Future Research ◽  
Time Interval ◽  
Content Type

PurposeA lack of reliable and effective communication tools poses major barriers impeding the performance of construction projects consisting of diverse participants. Although some construction project teams (CPTs) begin to apply social media (SM) as an available approach for project management the entire mechanism of SM adoption in this specific context remains understudied. Therefore, this study aims to adopt a CPT's lens to investigate the critical antecedents and associated effects underlying SM adoption in the construction industry.Design/methodology/approachBased on the technology–organization–environment (TOE) theory, a conceptual model was proposed and tested by empirical data collected from 159 CPTs in China. Structural equation modeling technique was employed for data analysis.FindingsThe results demonstrate that all the five extracted TOE-based antecedents including two technological factors (i.e. compatibility and expected cost), one organizational factor (i.e. top management support) and two environmental factors (i.e. project partner collaboration and project fit) are crucial to the adoption of SM in CPTs. Besides, SM acceptance is found to mediate the relationships between organizational and environmental factors and SM use. Moreover, SM use significantly predicts the communication effectiveness of CPTs.Research limitations/implicationsA questionnaire study based on cross-sectional data from China may only unveil the logic of SM adoption in the context of Chinese construction industry within a shorter time interval. It is recommended that future research could develop longitudinal studies among various construction practitioners in different countries to further specify and generalize the current findings.Originality/valueThis paper provides a comprehensive understanding of SM adoption in the construction industry by exploring the preadoption antecedents and postadoption effects from the perspective of project teams. The empirical findings advance the current web-based project management literature and afford new insights for construction practitioners into better managing SM application to reap its full capabilities in projects.

Capture coproduction behavior in networking alumni communities: Progress from platform belongingness, knowledge sharing, and citizenship behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
My-Trinh Bui ◽  
Don Jyh-Fu Jeng
Keyword(s):  
Knowledge Sharing ◽  
Structural Equation ◽  
Knowledge Exchange ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Collaboration Network ◽  
Conservation Of Resources ◽  
Content Type ◽  
Community Platforms ◽  
Relational Mechanism

Purpose The purpose of this study is to investigate coproduction behavior in networking alumni communities via the progress from platform belongingness, knowledge sharing and citizenship behavior. Alumni networking communities have emerged as valuable assets for conserving institutional resources, supporting members and contributing new resources for alumni-institutional professional development. However, the previous literature has not yet captured the explicit processes by which these contributions are made. Design/methodology/approach Data from 711 respondents selected from an alumni collaboration network were subjected to structural equation modeling analysis. Findings The study explored resource conservation (belongingness) as the primary relational mechanism for alumni to share their instrumental resources (knowledge sharing), supporting resources (citizenship behavior) and competent resources (coproduction behavior). Knowledge sharing and citizenship behavior act as intermediate agents to trigger coproduction behavior. The authors show how subjective norm, group norm and trust is regarded as a tool to reduce bonding intrusiveness (i.e. the intrusive side-effects of a bond) and moderate the indirect effect of belongingness on coproduction and the direct effect of citizenship on coproduction. Research limitations/implications By applying attachment theory, conservation of resources theory and digital platform networking perspectives, this study describes major implications for designing inspiring and compatible community platforms. Practical implications Guidance is provided for improving sustainable alumni communities through citizenship-sharing and coproduction behavior. Social implications Online alumni communities are regarded as resource conservators, which can result in valuable coproduction, via the sharing of knowledge, expertise and skillsets to create profit for a range of institutions and industries. Originality/value Alumni networking platforms encourage alumni cohesiveness, stimulate knowledge exchange and improve professionalism.

Sign in / Sign up

Export Citation Format

Share Document