Reactance and turbulence: examining the cognitive and affective antecedents of ad blocking

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nancy H. Brinson ◽  
Brian C. Britt
Keyword(s):  
Online Survey ◽  
Quality Data ◽  
Negative Outcomes ◽  
Path Modeling ◽  
Interactive Marketing ◽  
Content Type ◽  
Affective Factors ◽  
Attitudes Toward Advertising ◽  
Boundary Turbulence ◽  
Personalized Advertising

Purpose One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s products and services. Yet, recent studies show many consumers are installing ad blockers to avoid personalized ads. This study aims to examine how ad skepticism, ad relevance and ad irritation predict ad avoidance directly, as well as indirectly through consumers’ attitudes toward personalized advertising. Also, considered were how these antecedents’ study in tandem to trigger consumers’ desire to avoid ads by installing ad-blocking software. Design/methodology/approach An online survey was administered to a pool of 1,313 paid panelists who were familiar with ad blocking and reported that they either currently used an ad blocker, previously used an ad blocker, were considering using an ad blocker or did neither use nor were they considering using an ad blocker. All hypotheses were addressed via path modeling using PROC CALIS in SAS 9.4. Findings Results indicate that attitudes toward personalized advertising are more complex than attitudes toward advertising in general and mediate the effect of ad relevance on ad avoidance. Likewise, trust in interactive marketers moderates attitude toward personalized advertising and the negative outcomes of ad avoidance and ad blocker usage among skeptical consumers. Also, the reported differences in ad avoidance based on participants’ current vs previous ad blocker usage suggest that former users are using a more sophisticated evaluation of the costs and benefits of using ad blockers. Practical implications Consumers’ trust in an interactive marketer to properly collect and use their information plays an important role in moderating negative outcomes associated with personalized advertising. Also, the key is the use of high-quality data (best obtained through a permission-based relationship with the consumer) to deliver relevant ads without stimulating reactance or (privacy-related) boundary turbulence. Findings suggest that bolstering trust by engaging in a transparent, permission-based relationship with consumers may mitigate the tendency to adopt ad blockers and enhance the effectiveness of interactive marketing efforts. Originality/value Ad blocking presents a significant threat to the effectiveness of interactive marketing efforts like personalized advertising. Previous research on the antecedents of ad blocking is limited, considers a broad range of factors and offers mixed findings. The present study examines an informed set of cognitive and affective factors suggested by previous ad blocking studies to predict consumers’ desire to avoid personalized ads by installing ad-blocking software. Given the continued threat to the interactive marketing industry posed by ad blocking, a greater understanding of consumers’ motivations to adopt and use ad blockers is critical.

scholarly journals Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jialin Snow Wu ◽  
Shun Ye ◽  
Chen Jerry Zheng ◽  
Rob Law
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Switching Costs ◽  
Mobile App ◽  
Integrative Model ◽  
Equation Modeling ◽  
Content Type ◽  
Affective Factors ◽  
Positive Effects ◽  
The Impact

Purpose To better understand how to retain hospitality customers in the fierce competition among mobile applications, this study aims to propose and empirically validates an integrative framework, which elaborates how conscious and subconscious factors, together with affective factors, may induce app loyalty and how brand viscosity moderates such effects. Design/methodology/approach The authors conducted an online survey to collect data and received a total of 268 valid responses. This study splits the data into two groups (brand viscosity vs non-viscosity). Then, the authors performed a multi-group structural equation modeling with Chi-square difference tests to compare the model between the two groups. Findings The findings support the integrative model and reveal that the influence of app satisfaction on loyalty is stronger for app users who do not stick to one brand across the website and mobile app channels. Moreover, for those with brand viscosity, habit and switching cost are two significant determinants that exert positive effects in inducing app loyalty. Research limitations/implications Brand viscosity across different channels matters for the effects of habit and switching costs in shaping app loyalty. E-commerce managers should elaborate on brand management among various booking channels and establish effective digital marketing strategies to facilitate the formation of usage habits and switching costs and to enhance brand viscosity across channels. Originality/value This research advances the knowledge of app loyalty in hospitality by providing a comprehensive explanatory framework from affective, conscious and subconscious lenses. This research is among the first to unveil the impact of brand viscosity on the links between loyalty and its determinants.

Globalization of workforce

2018 ◽  
Vol 9 (3) ◽  
pp. 314-337 ◽  
Author(s):  
Manuel Antonio Rivera ◽  
Kevin S. Murphy ◽  
Jalayer Khalilzadeh
Keyword(s):  
Study Abroad ◽  
International Education ◽  
Online Survey ◽  
Perceived Value ◽  
Path Modeling ◽  
Content Type ◽  
Hospitality Students ◽  
Proposed Model ◽  
The Relationship ◽  
Students Satisfaction

Purpose This paper aims to investigate hospitality study abroad experiences as an educational service in which the experience encompasses services that combine tangible and intangible actions that require students to move from the classroom to a practical setting. It empirically investigates the relationship between students’ study abroad, perceived value and perceived sacrifice (monetary and non-monetary) with their overall satisfaction and internationalization intentions. Design/methodology/approach A total of 57 students who had completed an international externship experience were contacted and invited to complete an online survey. The online survey gauged the student’s perception of their externship experience, the overall satisfaction and the internationalization intentions. The instrument also gathered demographic information about the participants. The proposed model was estimated by using partial least squares (PLS) path modeling. Findings The results indicate that PLS can be used to assess the theory of consumption value for study abroad experiential learning. The results of the hypotheses testing indicate that the value students get and give is a suitable and significant predictor of satisfaction and internationalization. However, students’ satisfaction with their study abroad internship does not predict future internationalization intentions. Originality/value This study sheds light on hospitality students’ perceived value, satisfaction and internationalization intentions when they complete a study abroad internship program. The results indicate that the value students get and give is an appropriate and important predictor of satisfaction and attitude toward international education.

The impacts of unique service resources and habit on e-service loyalty in a highly competitive market

2015 ◽  
Vol 17 (4) ◽  
pp. 336-350 ◽  
Author(s):  
Yong Liu ◽  
Shengli Deng ◽  
Feng Hu ◽  
Xiaoyu Chen
Keyword(s):  
Consumer Satisfaction ◽  
Online Survey ◽  
Service Providers ◽  
Switching Cost ◽  
Competitive Market ◽  
Service Satisfaction ◽  
Path Modeling ◽  
Resource Based View ◽  
Content Type ◽  
Service Loyalty

Purpose – The purpose of this study is to seek to quantify how unique service resources and consumer habit affect e-service loyalty (e-loyalty) in a highly competitive market. This study is grounded on Chinese social networking service (SNS) industry. A resource-based view is introduced as an alternative perspective to understand building consumer loyalty in e-service contexts. Design/methodology/approach – A research framework is developed by reviewing prior literature. An online survey is conducted to collect research data. Based on 221 valid responses, the research model is tested by using partial least squares path modeling technique. Findings – The features of market environments affects the loyalty of consumers to e-service providers. Consumers become mercenary in highly competitive and low differentiation e-service markets like Chinese SNS industry. The interaction of satisfaction and switching cost affects loyalty. Satisfied consumers can be either loyal or not loyal to a service provider depending on their level of switching cost, but unsatisfied consumers will have no loyalty. In addition, users are loyal to a SNS partly because it is their habit to use the service. Our study suggests that relying on consumer satisfaction to build e-loyalty may be problematic and risky. Originality/value – The study represents an attempt to introduce the resource-based view to e-loyalty research. The research highlights the importance of habit in building consumers’ e-service satisfaction and loyalty and contributes to new insights on the importance of industry environment in determining e-service satisfaction–loyalty relationship based on studying consumers in a highly competitive market.

Investigating the uptake of educational systems by academics using the technology to performance chain model

2017 ◽  
Vol 35 (4) ◽  
pp. 629-648 ◽  
Author(s):  
Nouzha Harrati ◽  
Imed Bouchrika ◽  
Zohra Mahfouf
Keyword(s):  
Online Survey ◽  
Evaluation Process ◽  
Ease Of Use ◽  
Influential Factor ◽  
Educational Systems ◽  
Chain Model ◽  
Path Modeling ◽  
Content Type ◽  
Academic Context ◽  
System Usability Scale

Purpose The purpose of this paper is to explore the relationship between the perceived performance, software usability, and attitude of academics to use online technology to perform their tasks in the academic context. Design/methodology/approach The paper assesses the acceptance and utilization of university lecturers for an online educational system using the technology-to-performance chain model. The evaluation process is conducted via an online survey which is administered to 180 university staff meanwhile objective measurements describing the actual utilization are considered during the analysis. Partial least squares path modeling is used in this study in tandem with other statistical methods to test the significance and influence of different constructs and factors related to the user. Findings The usability of information systems plays a crucial role compared to the attitude and social norms for lecturers to actually utilize technological products. Meanwhile, the TTF is observed to have more influence than the actual utilization for the perceived impact on performance. For the individual’s characteristics, the study indicates that the age is an influential factor on the utilization and performance in contrast to the gender which has a marginal impact. Originality/value The study describes a model to assess the acceptance of technology by academics based on combining self-reported data and objective quantitative measures which describe the actual utilization of the user. Further, the usability estimated using the well-known System Usability Scale is integrated within the developed model to reflect the ease of use for technology. Further, covariate analysis is conducted to explore how different types of users interact and react to educational systems for different factors including age, gender, academic qualifications and experience.

The dynamics of cause-related marketing platform and interactivity on college sport fans' donations

2020 ◽  
Vol 10 (2) ◽  
pp. 227-241
Author(s):  
Geumchan Hwang ◽  
Kyu-soo Chung
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Interactive Marketing ◽  
College Sport ◽  
Content Type ◽  
Sport Fans ◽  
Cause Related Marketing ◽  
Social Cause ◽  
Donation Intention ◽  
The Impact

PurposeThis study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.FindingsResults show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.Originality/valueThe study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

Consumer location and ad type preferences as predictors of attitude toward femvertising

2020 ◽  
Vol 10 (2) ◽  
pp. 179-195
Author(s):  
Alan Abitbol ◽  
Miglena M. Sternadori
Keyword(s):  
Gender Equality ◽  
Positive Attitude ◽  
Online Survey ◽  
Future Research ◽  
Convenience Sample ◽  
Content Type ◽  
Cause Related Marketing ◽  
Final Sample ◽  
Attitudes Toward Advertising

Purpose This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising). Design/methodology/approach An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents. Findings The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising. Research limitations/implications The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings. Practical implications Marketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages. Social implications The relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households. Originality/value As the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.

Understanding the influence of perceived susceptibility to addressable TV advertising targeting children on parents’ purchase intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nancy H. Brinson ◽  
Steven Holiday
Keyword(s):  
Online Survey ◽  
Survey Design ◽  
Purchase Intentions ◽  
Persuasion Knowledge ◽  
Knowledge Model ◽  
Online Data ◽  
Content Type ◽  
Tv Advertising ◽  
Personalized Advertising ◽  
Published Research

Purpose Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI), this paper aims to examine parents’ beliefs about the nature and persuasive intent of addressable TV advertising targeting their children, and the intervening influence those beliefs have on the parents’ intentions to purchase the advertised products. Design/methodology/approach The study used an online survey design to examine the influence that addressable TV ads targeting children have on parents’ consumer behaviors. In total, 196 parents of children aged 3 to 12 completed the study. The majority of respondents had one (23%) or two (40.3%) children were primarily in two-parent (73.5%) or one-parent households (21.9%), and 79.6% indicated that they were mothers. Respondents were 23 to 41 years old (M = 37, SD = 8.03); dominantly Caucasian (77.5%; 16.8% African American); had an education of less than a college degree (65.3%); and a median household income of $50,000–$75,000 (73.5%). Findings Findings from this study indicate beliefs that a TV ad personally addressing their children positively influence parents’ purchase intentions, and this influence is partially mediated by perceptions of children’s susceptibility to the ad and perceptions of the likelihood of children’s purchase requests. Beliefs in children’s susceptibility to an ad’s addressability alternatively negatively mediates parents’ purchase intentions when not sequentially mediated by beliefs in the likelihood of children’s purchase requests. Originality/value Currently, there is little published research related to parents’ perceptions about the effects of personalized advertising targeting their children in general, and none that consider addressable TV advertising or the indirect influence this targeted advertising has on parents. Thus, this study provides important insights for scholars interested in theoretical implications related to addressable TV advertising, as well as practitioners seeking to enhance addressable TV advertising outcomes.

Inertia in services: causes and consequences for switching

2017 ◽  
Vol 31 (6) ◽  
pp. 485-498 ◽  
Author(s):  
David M. Gray ◽  
Steven D’Alessandro ◽  
Lester W. Johnson ◽  
Leanne Carter
Keyword(s):  
Service Provider ◽  
Online Survey ◽  
Structural Model ◽  
Switching Costs ◽  
Service Providers ◽  
Switching Behavior ◽  
Service Firms ◽  
Actual Behavior ◽  
Path Modeling ◽  
Content Type

Purpose This paper aims to examine the antecedents of customer inertia (i.e. knowledge, confusion, perceptions of competitor similarity and switching costs) and their relationship to customer satisfaction, service providers’ switching intentions and actual switching behavior. Customer inertia is said to reduce the incidence of service provider switching; however, little is known about the antecedent drivers of inertia. Design/methodology/approach The conceptual model was tested by a longitudinal/discontinuous panel design using an online survey research of 1055 adult (i.e. +18 years old) subscribers to cell phone services. Partial least squares (PLS) path modeling was used to simultaneously estimate both the measurement and structural components of the model to determine the nature of the relationships between the variables. Findings Findings of the PLS structural model provide support for the direct relationship between customer inertia and its antecedents (i.e. knowledge, confusion, perceptions of competitor similarity and switching costs). The results show that customer inertia has a moderate negative effect on the intention to change service providers but had no measurable effect on the actual behavior of changing service providers, other than indirectly, by influencing the perception of difficulty in switching some 11 months later. Further results from an analysis of indirect pathways of the antecedents to inertia show that switching costs are the only variable which indirectly reduce intentions to change service providers. The results also show that the effect of satisfaction on switching service providers is partially moderated by inertia. Importantly, these relationships are reasonably robust given past switching behavior and contract status of consumers. Research limitations/implications The authors find evidence which explains some of the causes of inertia, and show that it has both direct and moderating effects on service provider switching intentions, though not necessarily the behavior of changing service providers. However, support was found for its indirect role through intent as an influence on switching behavior. Importantly, the authors find that inertia has lingering effects, in that it influences the perception of switching difficulties and, hence, behavior up to 11 months in the future. Practical implications Managerial implications are that service firms can profit from customer inertia through a reduction in churn. However, high levels of customer inertia over the longer term may increase the level of customer vulnerability to competitor offers and marketing activities, as satisfaction with the provider does not in itself explain switching intentions or behavior. Originality/value This study is the first study to contribute to an understanding of the antecedent drivers of customer inertia with respect to service provider switching and to empirically evaluate a variety of antecedent factors that potentially affect switching intentions. Importantly, the long lasting latent effect of inertia in indirectly influencing service switching behavior was found to persist some 11 months later.

The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tser Yieth Chen ◽  
Tsai Lien Yeh ◽  
Fang Yu Lee
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Mediation Effect ◽  
Purchase Behavior ◽  
Parasocial Interaction ◽  
Interactive Marketing ◽  
Content Type ◽  
Empirical Results ◽  
Impulse Purchase ◽  
The Impact

PurposeThis study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial interaction are mediating variables concerning the impact of Internet celebrity characteristics on followers' impulse purchase behavior.Design/methodology/approachThis study conducted an online survey of YouTube users in Taiwan and utilized quota sampling with 500 samples to examine the influence of two types of Internet celebrities on impulse purchase behavior.FindingsAs to the empirical results, the main path indicated that the self-disclosure Internet celebrity positively affected the attachment, which mainly positively affected the impulse purchase behavior. The second path showed that the expertise-knowledge Internet celebrity positively affected the attachment, which positively affected the impulse purchase behavior.Practical implicationsYouTube marketers should proceed prudently with the market segmentation and choose the appropriate type of Internet celebrities who are suitable for the product image to differentiate marketing. Empirical results can aid marketers in selecting a product-endorser, and enhance consumers' purchasing effect on product advertisements in interactive marketing.Originality/valueThe novelty of this study is to explore the mediation effect of the impact of Internet celebrity characteristics on followers' impulse purchase behavior in interactive marketing. The explaining mechanism of attachment and parasocial interaction is promised to be highlighted as the contribution of this study to the extant literature. This study constructs a theoretical mechanism between attachment theory and parasocial interaction theory and then can be used as a theoretical lens for designing successful social media strategies and explaining social media brand relationships.

Reliability of MTurk Data From Masters and Workers

2020 ◽  
Vol 41 (1) ◽  
pp. 30-36
Author(s):  
Steven V. Rouse
Keyword(s):  
Cognitive Abilities ◽  
Online Survey ◽  
Quality Data ◽  
Standard Samples ◽  
Online Data ◽  
Approval Ratings ◽  
Cognitive Abilities Test ◽  
Elite Status ◽  
Master Status ◽  
Amazon's Mechanical Turk

Abstract. Previous research has supported the use of Amazon’s Mechanical Turk (MTurk) for online data collection in individual differences research. Although MTurk Masters have reached an elite status because of strong approval ratings on previous tasks (and therefore gain higher payment for their work) no research has empirically examined whether researchers actually obtain higher quality data when they require that their MTurk Workers have Master status. In two different online survey studies (one using a personality test and one using a cognitive abilities test), the psychometric reliability of MTurk data was compared between a sample that required a Master qualification type and a sample that placed no status-level qualification requirement. In both studies, the Master samples failed to outperform the standard samples.

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