Consumer – brand engagement on Facebook: liking and commenting behaviors

2014 ◽  
Vol 8 (3) ◽  
pp. 203-223 ◽  
Author(s):  
Sertan Kabadayi ◽  
Katherine Price
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Conceptual Model ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Affecting ◽  
Mediating Role ◽  
Modes Of Interaction

Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook. Research limitations/implications – This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model. Practical implications – The findings have several implications for brand managers with respect to their social media strategies and give them guidance in achieving better customer engagement on Facebook. This research is an important step in understanding the factors affecting consumers’ Facebook behavior and useful for practitioners intending to use Facebook as part of their marketing strategy. Originality/value – The study provides a comprehensive framework to understand consumer engagement on Facebook by including specific types of Facebook behavior, three personality traits and two modes of interaction that consumers have in social media.

Does employee willingness to take risks affect customer loyalty? A moderated mediation examination of innovative behaviors and decentralization

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohd Ahmad Al-Hawari ◽  
Shaker Bani-Melhem ◽  
Faridahwati Mohd. Shamsudin
Keyword(s):  
Personality Traits ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Frontline Employees ◽  
Content Type ◽  
Mediating Role ◽  
Hotel Managers ◽  
Innovative Behaviors

Purpose This study aims to build on the trait activation and interactionist perspective theories to investigate the effect of frontline employees’ (FLEs) willingness to take risks on hotel guest loyalty by assessing the mediating role of their innovative behaviors. It also examines whether decentralization strengthens the positive impact of willingness to take risks on innovative behavior and, subsequently, customer loyalty. Design/methodology/approach The authors collected multilevel data from various sources – hotel FLEs (n = 183), hotel operation managers (n = 46) and hotel guests/customers (n = 266) – from five-star hotels operating in Dubai. Structural equation modeling and PROCESS macro (version 3.5) were used to analyze the data. Findings The findings showed that willingness to take risks indirectly (via innovative behaviors) affects guest/customer loyalty positively. This effect is strengthened when the hotel is decentralized. Practical implications This study provides insight into how hotel managers can foster customer loyalty. More specifically, they can do so by establishing employees’ innovative behaviors triggered by employees’ positive personality traits and by giving employees more autonomy. Originality/value The present study addresses recent calls to investigate the positive impact of FLEs’ personality traits, attitudes and behaviors on customer loyalty.

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jie Sun ◽  
Xi Yu Leung ◽  
Billy Bai
Keyword(s):  
Social Media ◽  
Attitude Change ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Marketing Effectiveness ◽  
Marketing Tool

Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

Determining factors of participants' attitudes toward the ethics of social media data research

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Chen ◽  
Chuanfu Chen ◽  
Si Li
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Ethical Issues ◽  
Equation Modeling ◽  
Research Subjects ◽  
Social Media Data ◽  
Content Type ◽  
Mediating Role ◽  
Determining Factors ◽  
Media Data

PurposeThe purpose of this study was to investigate the participants' attitudes toward the ethical issues caused by collecting social media data (SMD) for research, as well as the effects of familiarity, trust and altruism on the participants' attitudes toward the ethics of SMD research. It is hoped that through this study, scholars will be reminded to respect participants and engage in ethical reflection when using SMD in research.Design/methodology/approachThis study adopted social media users as its research subjects and used Sina Microblog, the world's largest Chinese social media platform, as the example. Based on the 320 valid responses collected from a survey, structural equation modeling was employed to examine the research model.FindingsThe results indicated that altruism, familiarity and trust have significant influences on participants' attitudes toward the ethics of SMD research, and familiarity also influences attitudes through the mediating role of trust and altruism.Originality/valueThis study explored the mechanism underlying the relationship between the determining factors and participants' attitudes toward the ethics of SMD research, and the results demonstrated that the informed consent mechanism is an effective way to communicate with participants and that the guiding responsibility of the platform should be improved to standardize SMD research.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

Pathways toward entrepreneurial intention among Malaysian universities’ students

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hanieh Alipour Bazkiaei ◽  
Noor Ullah Khan ◽  
Ateeq-ur-Rehman Irshad ◽  
Adeel Ahmed
Keyword(s):  
University Students ◽  
Personality Traits ◽  
Psychological Factors ◽  
Structural Equation ◽  
Entrepreneurial Intention ◽  
Primary Data ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

PurposeEntrepreneurship is a vital source of job creation and a key driver in promoting economic growth. The Malaysian government encourages higher educational institutions (HEIs) to develop more competitive and innovative graduates for the economy so that Malaysia achieves high-income nation status by 2025. This study aims to investigate the mediating role of attitude toward entrepreneurship (ATE) in the relationship between key psychological factors, that is, subjective norm (SN), perceived behavior control (PBC), big-five (BF) personality traits, entrepreneurial motivation (EM) and educational factors (EFs) with entrepreneurial intention (EI) among Malaysian university students.Design/methodology/approachThis study used a quantitative design based on a positivist approach. The adopted questionnaire was used as the survey instrument. The primary data were collected from a sample of 251 final-year students in the management field who were enrolled in research-intensive Malaysian universities. Data were analyzed through the structural equation modeling (SEM) technique using AMOS 24 software.FindingsFindings confirmed that the BF personality traits, EM, PBC, SN, ATE and EFs were positively related to EI. Furthermore, ATE mediated the relationship between BF personality traits, EM, PBC, SN, EF, and EI among Malaysian university students.Research limitations/implicationsThis research provides critical insights into the key antecedents, for example, psychological and EFs, in explaining the EI of university students and future graduates. However, results can only be generalized to research-intensive Malaysian universities.Originality/valueThis study investigated the relationship between psychological factors, that is, BF personality traits, EM, PBC, SN and EFs in predicting EI of Malaysian university students. ATE mediated the relationship between BF personality traits, EM, PBC, SN, EF and EI among these students.

Understanding drivers of brand love - the role of personalized ads on social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Trang P. Tran ◽  
Adrienne Muldrow ◽  
Khanh Ngoc Bich Ho
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Factors Affecting ◽  
Brand Engagement ◽  
Digital World ◽  
The Impact

Purpose This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media. Design/methodology/approach The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process. Findings Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not. Research limitations/implications The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world. Practical implications Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love. Originality/value This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

Effects of socialization interactions on customer engagement in online travel communities

2019 ◽  
Vol 29 (6) ◽  
pp. 1509-1525 ◽  
Author(s):  
Nuan Luo ◽  
Yu Wang ◽  
Chunhua Jin ◽  
Yuan Ni ◽  
Mingli Zhang
Keyword(s):  
Conceptual Model ◽  
Social Exchange ◽  
Online Communities ◽  
Structural Equation ◽  
Theoretical Perspective ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Online Travel

Purpose Travel companies are increasingly hosting online communities to extend their initiatives of customer relationship management and gain additional insight into their business. While the benefits to companies from hosting online communities are clear, another closely related issue has not been given comparative attention: Why do customers engage voluntarily in online travel communities? The purpose of this paper is to answer the question by developing and testing a conceptual model that exploring the influence of socialization interactions on customer engagement with the community. Design/methodology/approach Hypotheses were tested by applying structural equation modeling based on survey data collected from an online travel community (n=665). Findings The results supported the research hypotheses and demonstrated that socialization interactions (i.e. information and social exchange) in the online travel community are important catalysts for customer engagement. Originality/value The contribution of this study is twofold. First, from a theoretical perspective, it offers new insights into the conceptualization of customer engagement and its antecedents in the context of the online travel community. Second, from a pragmatic perspective, the conceptual model derived from this research aids practitioners in stimulating customer engagement from the perspective of socialization interactions.

Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation

2020 ◽  
Vol 14 (4) ◽  
pp. 431-459
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Cultural Orientation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Psychological Mechanisms ◽  
Categorical Response

Purpose Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content inspires consumers across cultures. This paper aims to take on this agenda through a vignette experimental study. Design/methodology/approach This paper devised a vignette study involving subjects (n = 370) recruited from Nigeria and South Africa. The structural equation modeling procedure, analysis of variance (ANOVA) and regression analysis aided the examination of the scale psychometrics and hypotheses testing. Findings Among other findings, this study shows that: inspirational content (utilitarian vs hedonic) exerts a positive differential effect on customer inspiration (CI) such that the effect of hedonic content is more pronounced than utilitarian content; collectivistic consumers are inspired more than individualists; CI triggers customer engagement behaviors (CEBs) and purchase intention, and an inspired-to component of CI mediates the effect of inspired-by on CEBs and purchase intention. Research limitations/implications While this study makes significant contributions to knowledge on CI, the focus on firm-generated content limits the scope of this study. Future research should examine the effect of consumer-generated content on CI. Additionally, the likely contextual influence of product type on CI and its triggers in the context of the foote, cone and belding grid creates the room to further interrogate the research model under conditions of high/low involvement products. Originality/value By showing how social-media inspirational content and cultural orientation separately influence and interact to influence CI which consequently triggers CEBs and purchase intention, the findings highlight the psychological mechanisms through which CEBs and purchase intention can be simultaneously triggered.

Hotel servicescape and customer citizenship behaviors: mediating role of customer engagement and moderating role of gender

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shuhao Li ◽  
Min Wei
Keyword(s):  
Structural Equation ◽  
Current Knowledge ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Mediating Role ◽  
And Gender ◽  
Moderating Role

Purpose This study aims to investigate the effect of hotel servicescape on customer citizenship behaviors “CCBs” by addressing customer engagement as a mediator and gender as a moderator. Design/methodology/approach A total of 619 questionnaires were collected from hotel customers. Structural equation modeling was applied for data analysis. Findings Customer engagement mediates the effects of physical and social servicescapes on CCBs of providing feedback to an organization, making recommendations and helping other customers. Moreover, the indirect effects of physical servicescape on the three types of CCBs through customer engagement are stronger for male than for female customers, whereas no significant gender difference is observed in those effects of social servicescape on these types of CCBs through customer engagement. Research limitations/implications This study can help hotels promote the three types of CCBs and customer engagement by creating wonderful physical and social servicescape elements. The major limitation is that this study collected survey data outside the hotel environment. Originality/value This study enriches current knowledge on the servicescape-driven responses by exploring how hotel servicescape elements affect the three types of CCBs through customer engagement. Additionally, the different moderating roles of gender in the indirect influences of servicescape elements on these types of CCBs are presented.

Improving knowledge transfer through enterprise social media: the mediating role of transactive memory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yuan Sun ◽  
Rong-An Shang ◽  
Haiyang Cao ◽  
Hongyu Jiang ◽  
Klaus Boehnke ◽  
...  
Keyword(s):  
Social Media ◽  
Knowledge Transfer ◽  
Structural Equation ◽  
Critical Mass ◽  
Transactive Memory ◽  
Equation Modeling ◽  
Mediation Model ◽  
Content Type ◽  
Enterprise Social Media ◽  
Mediating Role

PurposeEnterprise social media can be the organizational transactive memory in which the knowledge dialogue provides users with the metaknowledge to support knowledge transfer. The purpose of this study is to examine a mediation model to show how perceived critical mass, openness and affiliation climate affect organizational knowledge transfer through the mediation of improving the metaknowledge of who knows what and whom.Design/methodology/approachTo test the mediation model and corresponding hypotheses, this study employs structural equation modeling analysis using 264 valid questionnaires.FindingsThe study found the two mediators fully explained the effects of the three preconditions on knowledge transfer.Originality/valueThese results help us to better understand the benefits of enterprise social media and the functions of transactive memory in organizations.

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