You absolutely (don’t) need this!examining differences on customer engagement components for (anti)haul youtubers’ videos

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nieves García-de-Frutos ◽  
Antonia Estrella-Ramón
Keyword(s):  
Social Media ◽  
Significant Role ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Emotional Content ◽  
Previous Literature ◽  
Theory And Practice ◽  
Customer Engagement ◽  
Purchase Decisions ◽  
Content Type

Purpose This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse whether anti-consumption-framed content (anti-hauls) generates more views, more dislikes (and less dislikes) and more comments, as customer engagement components, than pro-consumption-framed content (hauls). Design/methodology/approach Based on 160 videos published on YouTube by 80 influencers on their respective channels, this study mainly analyses whether there are differences between anti-consumption and pro-consumption content in the various elements that constitute customer engagement (i.e. number of views, likes, dislikes and comments). Findings Results indicate that there are differences between anti-consumption and pro-consumption content in terms of total number of views, likes, dislikes and comments. All these customer engagement components are higher for anti-consumption-framed videos, which offers interesting implications for both theory and practice. Originality/value This study extends previous literature by accounting content published by social media influencers on their social media accounts, instead of analysing the most traditionally studied content that is published by brands on their own social media; and classifying this content as anti/pro-consumption rather than using the traditional dichotomy between transactional/emotional content. Brands should pay special attention to the content generated by social media influencers because it is a powerful form of electronic word-of-mouth that currently plays a significant role in customers’ (non)purchase decisions.

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Manuela López ◽  
Maria Sicilia ◽  
Peeter W.J. Verlegh
Keyword(s):  
Social Media ◽  
Experimental Design ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Monetary Incentive ◽  
Opinion Leaders ◽  
Monetary Incentives ◽  
Content Type ◽  
Source Of Information

PurposeOpinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers. Thus, companies have an interest in engaging opinion leaders to post about products and brands, and the authors analyse different incentives for encouraging them to spread the word on social media (via electronic word-of-mouth [e-WoM]).Design/methodology/approachA 2 × 3 between-subjects experimental design was developed in which 359 technological opinion leaders (bloggers) participated. The authors manipulated the monetary incentive (money vs no money) and non-monetary incentives (information only vs return product vs keep product) offered in exchange for a brand post.FindingsVarious techniques for approaching opinion leaders are effective, but to differing degrees. Providing a product free of charge increases the likelihood that opinion leaders will post about it, and the highest intention to post is observed when they are allowed to keep the product. In contrast, giving money to opinion leaders could have an indirect negative impact on their intention to post through the expected negative reaction of followers.Originality/valueIt remains unclear how opinion leaders can best be encouraged to spread e-WoM, as incentives used for consumers may work differently for opinion leaders, who have followers that they want to maintain. The main contribution of this paper lies in its explanation of why opinion leaders react differently to monetary versus non-monetary incentives.

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clement Nangpiire ◽  
Joaquim Silva ◽  
Helena Alves
Keyword(s):  
Design Methodology ◽  
Hospitality Industry ◽  
Document Analysis ◽  
Tourism Industry ◽  
Theory And Practice ◽  
Customer Engagement ◽  
Analysis Framework ◽  
Content Type ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection between engagement and co-creation is little studied in the hotel/tourism literature. This paper proposes a connection between customer engagement (CE) and value co-creation frameworks to ascertain and depict the internal actors' activities and factors that foster or hinder guests' co-creation and destruction of value.Design/methodology/approachThe researchers used qualitative methods (35 in-depth interviews, document analysis and four observation sessions) in seven regions of Ghana to explore the customer's perspective. Data were analyzed with NVivo11 within a thematic analysis framework.FindingsThe findings suggest that positive and negative engagement fosters or hinders guests' interactions, which lead to value co-creation or destruction. The research also discovered that negative interactions occasioned by any factor or actor trigger value destruction at multiple stages of the experience journey.Practical implicationsIndustry players can use the framework developed to assess their businesses, explore and reflect on the proposed value they aim to generate, and thus be more aware of how they can better facilitate value co-creation with their consumers and avoid value destruction.Originality/valueThis research proposes a novel connection between customer interactions, engagement and value co-creation to ascertain and depict the internal actors' activities and factors that foster or hinder customers' experience in the hotel/tourism industry.

scholarly journals A typology of conspicuous donation on Facebook

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil
Keyword(s):  
Social Media ◽  
Impression Management ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Intrinsic Value ◽  
Personal Meaning ◽  
Content Type ◽  
Good Deed ◽  
The Usa ◽  
Donation Behavior

Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis. Findings Four segments were identified, common to both samples. Quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity. They follow a charity if it offers intrinsic meaning, and they quietly donate money. Facebook expressives mention charities on Facebook to impress others, but have low intention to donate. Following the charity on Facebook is a means to virtue signal, but it helps to spread word of mouth. Friendly donors are active on social media and engage with charities on Facebook when there is personal meaning, and they will donate. Following the charity offers them intrinsic value, and their Facebook mentions promote the charity online. Finally, dirty altruists are motivated by a desire to help, but also to impress others. They will donate, but they will ensure to highlight their good deed on Facebook, to virtue signal. Originality/value The study contributes to the literature investigating individuals’ motivations to connect with charities through social media and suggests value co-created by types of charity followers on Facebook.

The impact of PHTPS on trip quality, trip value, satisfaction and word of mouth

2019 ◽  
Vol 11 (6) ◽  
pp. 1517-1538
Author(s):  
Mohamed Battour ◽  
Muhammad Khalilur Rahman ◽  
Md. Sohel Rana
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Partial Least Square ◽  
Theory And Practice ◽  
Least Square ◽  
Tourism Destination ◽  
Content Type ◽  
Four Dimensions ◽  
The Impact

Purpose The study aims to determine the impact of non-Muslim tourists’ perception of halal tourism products and services (PHTPS) on trip quality, trip value, satisfaction and word of mouth (WOM) towards halal tourism destination. Design/methodology/approach A total of 375 non-Muslim tourists were surveyed in Malaysia using partial least square technique. Findings The findings showed that PHTPS has a significant impact on all four dimensions. The strongest relationship was found between PHTPS and trip quality, followed by PHTPS–WOM, PHTPS–satisfaction and PHTPS–trip value. Originality/value This study provides new insights into the theory and practice of non-Muslim tourists’ PHTPS and WOM towards halal tourism destination. The findings are valuable to tourism operators, managers and marketers with the understanding and responsibility to develop halal tourism products and services from non-Muslim tourists’ insights.

Praise or revenge: why do consumers post about organizations on social media

2019 ◽  
Vol 22 (2) ◽  
pp. 133-160 ◽  
Author(s):  
Anita Whiting ◽  
David L. Williams ◽  
Joe Hair
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Conceptual Framework ◽  
Critical Incident ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Critical Incident Technique ◽  
Comprehensive Model ◽  
Content Type ◽  
Managerial Implications

Purpose The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. This study explores motives for posting positive eWOM and motives for posting negative eWOM. It also investigates whether existing WOM frameworks adequately capture consumers’ motives for spreading eWOM within the context of social media. This study seeks to confirm established motives in literature while also identifying new motives specific to social media. Design/methodology/approach A qualitative study was conducted using the critical incident technique. In all, 64 positive incidents and 60 negative incidents were analyzed. Findings This study provides a typology for understanding consumers’ motivations for engaging in positive and negative WOM within the context of social media. Four new motives for sharing eWOM are identified; eight established WOM motives are re-confirmed; and new subcategories for eWOM motives are proposed. The study also finds that further refinement of WOM motives and scales within a social media context is needed. Research limitations/implications An integrated conceptual framework of both positive and negative motives is developed to illustrate a more comprehensive model of motives of eWOM within social media. Managerial implications for managing negative eWOM and amplifying positive eWOM are discussed. A limitation is that the study is exploratory in nature. Originality/value This study identifies new motives for sharing eWOM, re-labels existing WOM and eWOM motives with more descriptive and comprehensive titles and confirms established WOM and eWOM motives within the context of social media. This study is conducted across multiple firms and industries, leading to more generalizable results.

Facebook, Twitter and the future of HR

2017 ◽  
Vol 25 (1) ◽  
pp. 41-43
Author(s):  
Simon Linacre
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Reading Time ◽  
Customer Engagement ◽  
Bottom Line ◽  
Content Type ◽  
Productive Activities ◽  
Pertinent Information ◽  
Use Of Social Media ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Mention the use of social media to some human resource management professionals, and from many you will hear dark mutterings of “distractions” and “waste of time”. Many people believe that while social media – or Web 2.0 as some describe it – offers opportunities for free advertising, promotion and customer engagement, it also allows employees to enter into non-productive activities online that contribute little to nothing to the bottom line. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Capturing and analyzing e-WOM for travel products: a method based on sentiment analysis and stochastic dominance

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yong-Hai Li ◽  
Jin Zheng ◽  
Shan-Tao Yue ◽  
Zhi-Ping Fan
Keyword(s):  
Sentiment Analysis ◽  
Stochastic Dominance ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Service Providers ◽  
Research Problem ◽  
Online Review ◽  
Purchase Decisions ◽  
Content Type ◽  
The Matrix

PurposeIn recent years, electronic word-of-mouth (e-WOM) concerning travel products reflected in online review information has become an important reference for tourists to make their product purchase decisions, while for travel service providers (TSPs), monitoring and improving the e-WOM of their travel products is always an important task. Therefore, based on the online review information, how to capture e-WOM of travel products and find out specific ways to improve the e-WOM is a noteworthy research problem. The purpose of this paper is to develop a method for capturing and analyzing e-WOM toward travel products based on sentiment analysis and stochastic dominance.Design/methodology/approachSpecifically, online review information of travel products is first crawled and preprocessed. Second, sentiment strengths of online review information toward travel products concerning each feature are judged. Then, the matrix of structured online review information toward travel products is formed. Further, the matrix of e-WOM comparisons between any two travel products is constructed, and e-WOM ranking concerning each travel product is determined. Finally, trade-off chart models are constructed to conduct the e-WOM improvement analyses concerning the travel products.FindingsAn empirical study based on the online review information toward six travel products crawled from the Tuniu.com website is given to illustrate the use of the proposed method.Originality/valueThe proposed method can not only realize the real-time e-WOM monitoring to travel products but also be useful for TSPs to improve the e-WOM of their travel products.

Can organizations guide employees' social media behavior? The benefits of incentive rather than restrictive social media guidelines

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ellen Soens ◽  
An-Sofie Claeys
Keyword(s):  
Social Media ◽  
Perceived Control ◽  
Design Methodology ◽  
Theory And Practice ◽  
Content Type ◽  
Organizational Perspective ◽  
Employee Relationship ◽  
Causal Impact ◽  
Control Mutuality ◽  
Practical Implications

PurposeThe purpose of this paper is to examine the effectiveness of social media guidelines (SMGs), as well as their impact on control mutuality, a sub-dimension of the organization–employee relationship (OER). A total of two studies compare guidelines with a focus that is either predominantly incentive or restrictive. In addition, they investigate the moderating effect of guideline writing style and enforcement.Design/methodology/approachIn total, two online experiments were conducted among Belgian employees. Participants read a social media policy manipulated in terms of focus (restrictive vs incentive) and style (conversational vs corporate; Study 1) or enforcement (signature requested vs not requested; Study 2).FindingsIncentive guidelines increase employee branding behavior more than their restrictive counterparts, while also safeguarding employees' perceived control mutuality. However, solid SMGs will not compensate for an organization's bad reputation among employees. The guidelines' style and manner of enforcement did not seem to matter.Practical implicationsCommunication executives can use our findings to draft SMGs in a way that increases opportunities (e.g. ambassadorship) and reduces risks (e.g. criticism) associated with employee social media use.Originality/valuePrior research on SMGs is predominantly descriptive and focused on the organizational perspective. This research paper contributes to both theory and practice by studying the causal impact of these guidelines on employees.

Customer engagement and co-created value in social media

2019 ◽  
Vol 38 (6) ◽  
pp. 730-744 ◽  
Author(s):  
Sara Quach ◽  
Wei Shao ◽  
Mitchell Ross ◽  
Park Thaichon
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Extrinsic Motivation ◽  
Customer Participation ◽  
Customer Engagement ◽  
Privacy Concern ◽  
Content Type ◽  
External Reward ◽  
Customer Motivation ◽  
The Relationship

Purpose The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process. Design/methodology/approach Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years. Findings Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed. Originality/value The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

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