Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiao Huang ◽  
Mohammad Shahidul Kader ◽  
Seeun Kim
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Temporal Distance ◽  
Temporal Orientation ◽  
Construal Level ◽  
Distant Future ◽  
Content Type ◽  
Social Media Advertising ◽  
Near Future

PurposeThe authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising.Design/methodology/approachTwo experiments are used to test four hypotheses.FindingsThe results of two experimental studies show that present-oriented participants reveal greater purchase intentions when low (vs high) emotionally intense emojis are embedded in a social media ad; but future-oriented consumers showed no difference when viewing ads with the two different emojis. In Study 2, participants indicate greater purchase intentions when a social media ad includes a distant-future promocode and high (vs low) emotionally intense emojis and an ad with a near-future promocode and low (vs high) emotionally intense emojis.Originality/valueThe current study advances our understanding how emojis with different emotional intensities can be effectively used in social media ads. This study also provides theoretical implications to construal level theory (CLT) by examining how emojis interact with construal level, either as a chronic tendency or simulated by psychological distance, can influence consumer response.

The Effect of Temporal Distance on Chinese Undergraduates' Entrepreneurial Decision Making

2013 ◽  
Vol 41 (7) ◽  
pp. 1125-1132
Author(s):  
YingHua Ye
Keyword(s):  
Decision Making ◽  
Entrepreneurial Intentions ◽  
Temporal Distance ◽  
Construal Level ◽  
Decision Making Process ◽  
Distant Future ◽  
Entrepreneurial Decision ◽  
Near Future ◽  
The Relationship ◽  
Chinese Undergraduates

Previous researchers have shown that the entrepreneurial intentions and choices of freshmen and sophomores are higher than those of juniors and seniors in China. In order to explore the reasons for this phenomenon, I conducted an experiment with 126 undergraduates from 3 universities in Zhejiang Province in China to study the relationship between temporal distance and undergraduates' entrepreneurial decision-making process. The results showed that: 1) temporal distance significantly influences undergraduates' entrepreneurial decision making, and 2) entrepreneurial decision tasks in the distant future motivate the undergraduates' cognition of desire for results (high construal level), resulting in a more positive decision, while the tasks in the near future motivate the cognition of feasibility for process (low construal level), resulting in a more negative decision.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Divergent theories, converging evidence: The constructional semantics of competing future constructions

2018 ◽  
Vol 6 (1) ◽  
pp. 91-114
Author(s):  
Stefan Hartmann
Keyword(s):  
Experimental Study ◽  
The Other ◽  
Temporal Distance ◽  
Corpus Study ◽  
Distant Future ◽  
Other Hand ◽  
Future Events ◽  
The One ◽  
Near Future ◽  
Lines Of Evidence

Abstract This paper investigates the alternation between two competing German future constructions, the werden + Infinitive construction and the futurate present, from a usage-based perspective. Two lines of evidence are combined: On the one hand, a pilot corpus study indicates that werden + Infinitive is more likely to be used for referring to distant-future events than to near-future events. However, syntactic factors seem to be at least as decisive as semantic ones for speakers’ choice between the two constructions. On the other hand, an experimental study taps into language users’ interpretation of sentences framed in one of the two constructions. It can be shown that the grammatical framing does not significantly affect participants’ estimates of the temporal distance of the events to which the stimuli sentences refer. This suggests that the meaning differences between the two constructions be more nuanced, e.g. pertaining to discourse-pragmatic functions.

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.

The influence of attitude functions on Muslim consumer attitude towards social media advertising: a case of bubble tea

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaizatulaqma Kamalul Ariffin ◽  
Nur Qistina Ihsannuddin ◽  
Ainul Mohsin Abdul Mohsin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Consumer Attitude ◽  
Content Type ◽  
Social Media Advertising ◽  
The Relationship ◽  
Significant Positive Influence

Purpose The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention. Design/methodology/approach The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling. Findings The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention. Practical implications Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs. Originality/value This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

Distant time, distant gesture: speech and gesture correlate to express temporal distance

Semiotica ◽  
2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Daniel Alcaraz Carrión ◽  
Javier Valenzuela
Keyword(s):  
Television News ◽  
Space Time ◽  
The Body ◽  
Temporal Distance ◽  
Distant Future ◽  
Axis Direction ◽  
Spatial Properties ◽  
Multimodal Corpus ◽  
Future Data ◽  
Near Future

Abstract This study investigates whether there is a relation between the semantics of linguistic expressions that indicate temporal distance and the spatial properties of their co-speech gestures. To this date, research on time gestures has focused on features such as gesture axis, direction, and shape. Here we focus on a gesture property that has been overlooked so far: the distance of the gesture in relation to the body. To achieve this, we investigate two types of temporal linguistic expressions are addressed: proximal (e.g., near future, near past) and distal (e.g., distant past, distant future). Data was obtained through the NewsScape library, a multimodal corpus of television news. A total of 121 co-speech gestures were collected and divided into the two categories. The gestures were later annotated in terms of gesture space and classified in three categories: (i) center, (ii) periphery, and (iii) extreme periphery. Our results suggest that gesture and language are coherent in the expression of temporal distance: when speakers locate an event far from them, they tend to gesture further from their body; similarly, when locating an event close to them, they gesture closer to their body. These results thus reveal how co-speech gestures also reflect a space-time mapping in the dimension of distance.

Understanding consumers’ intentions to purchase green products in the social media marketing context

2019 ◽  
Vol 32 (4) ◽  
pp. 860-878 ◽  
Author(s):  
Ying Sun ◽  
Shanyong Wang
Keyword(s):  
Social Media ◽  
Behavioral Control ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Perceived Behavioral Control ◽  
Product Knowledge ◽  
Green Products ◽  
Content Type ◽  
Price Consciousness

Purpose The purpose of this paper is to observe consumers’ attitudes toward and intentions to purchase green products on social media and to explore the relationships among social media marketing, perceived consumer effectiveness (PCE), product knowledge, subjective norms, perceived behavioral control, price consciousness and attitudes toward and intentions to purchase green products. In addition, this research attempts to further understand these relationships in different consumer groups. Design/methodology/approach A questionnaire survey method was used to collect data from consumers in China. The Amos 22.0 software package was used to conduct the data analysis. Findings The empirical results suggest that attitude, subjective norms and perceived behavioral control positively affect purchase intentions, while price consciousness negatively affects purchase intentions. Product knowledge positively affects consumers’ attitudes and purchase intentions, and PCE positively affects consumers’ attitudes. As expected, social media marketing positively affects subjective norms, product knowledge and PCE and negatively affects price consciousness. However, there is no significant relationship between PCE and purchase intentions. According to the results of multigroup structural equation modeling analysis, the effects differ significantly among different consumer groups. Originality/value This study enriches the research about the factors that influence consumers’ purchases of green products in emerging countries in the social media marketing context.

This thing of social media! Going business or socialisation? Solving the great dilemma

foresight ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 331-350
Author(s):  
Akwesi Assensoh-Kodua
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Continuance Intention ◽  
Content Type ◽  
Social Media Platform ◽  
Actual Usage ◽  
The Future ◽  
Social Media Platforms ◽  
Media Platform ◽  
Near Future

Purpose Social media has become a “thing” not just for its historical purpose of socialisation, but a multi-faceted platform of unpredictable possibilities. With the current high levels of actual usage, business on the platform has assumed different styles and has become one of the competing activities on this platform, creating a dilemma for the future. However, as social beings, we can manage such capricious adventure by means of research, to predict the possible destination before we are taken by surprise. One of such medium of studies is through the philosophies of the continuance intention theories. To this end, the purpose of this paper was to investigated some antecedents of social media that are capable of predicting the direction of this platform to test this theory of continuance intention, and the results from the predictive Smart PLS3 shows that the continuance intention for business on this platform will overtake socialisation to offer the biggest market among the elitist class in the near future, and not China, Nigeria or the NYSE. Design/methodology/approach This paper uses Predictive Smart PLS3 to analyse the continuance intention of social media platforms. Findings Predictive Smart PLS3 shows that the continuance intention for business on social media platform will overtake socialisation to offer the biggest market. Research limitations/implications The questions asked in this study focussed on buyers and not platform managers. As the continuance intention depends on the latter as well, it would have been better if their opinions were also sought to determine what will make them continue to provide social media. Originality/value This paper is among the first to do such a study.

Can advertising creativity affect product perceptions and retailer evaluations?

2014 ◽  
Vol 23 (6) ◽  
pp. 452-461 ◽  
Author(s):  
Erik Modig ◽  
Sara Rosengren
Keyword(s):  
Product Quality ◽  
Mineral Water ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Chewing Gum ◽  
Content Type ◽  
Positive Effects ◽  
Perceived Product Quality ◽  
The Impact

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers. Findings – The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort. Practical implications – This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions. Originality/value – The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

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