Engagement platforms

2016 ◽  
Vol 26 (5) ◽  
pp. 559-589 ◽  
Author(s):  
Lorena Blasco-Arcas ◽  
Blanca Isabel Hernandez-Ortega ◽  
Julio Jimenez-Martinez
Keyword(s):  
Brand Image ◽  
Interactive Media ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Customer Participation ◽  
Purchase Behavior ◽  
Customer Engagement ◽  
Content Type ◽  
And Behavior

Purpose The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions. Design/methodology/approach Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image. Findings Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior. Research limitations/implications This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature. Originality/value In digital worlds, EPs emerge as touch points beyond purchase that allow individuals to integrate resources and co-create value between them and with the firm. Despite the interest of BCPs, few works have analyzed how interactions with these platforms and the elicited emotions contribute to developing customer engagement and brand image, key factors for understanding customer participation and behavior in interactive media.

The influence of personal motivation and environmental stimuli on customer participation and engagement behavior: the mediating role of experience evaluation

2020 ◽  
Vol 11 (4) ◽  
pp. 643-666
Author(s):  
Lingyun Guo ◽  
Xiayu Hu ◽  
Xuguang Wei ◽  
Xiaonan Cai
Keyword(s):  
Service Providers ◽  
Customer Participation ◽  
Customer Engagement ◽  
Personal Factors ◽  
Content Type ◽  
Environmental Stimuli ◽  
Mediating Role ◽  
Personal Motivation ◽  
Engagement Behavior

Purpose This paper aims to help hosts or service providers of sharing economy-based accommodation (SEA) to attract new customers and retain existing customers by exploring the antecedents and outcomes of customers’ participation intention. Design/methodology/approach A questionnaire-based empirical study was conducted to explore the proposed relationships in SEA. Partial least squares modeling with SmartPLS was used to estimate the model and interpret the results. Findings The study shows that personal factors (utilitarian and hedonic motivation) positively influence customers’ participation intention. The relationship between environmental stimuli (perceived information fit-to-task and perceived visual appeal) and participation intention is negatively moderated by hedonic motivation. Furthermore, the results suggest a positive effect of participation intention on customer engagement behavior and the partial mediating role of experience evaluation. Practical implications This paper provides industry practitioners of SEA with valuable insights on attracting new customers and retaining regular customers. First, they can distinguish customers in terms of motivation and provide information based on their requirements. Second, they can encourage customers to evaluate their experience and provide feedback, which would help in promoting the accommodation and service and building a long-term and harmonious relationship with the customers. Originality/value This study first investigates the interaction effect of personal motivation and environmental stimuli on participation intention in SEA. It further examines the influence of participation intention on customer engagement behavior and the mediating role of experience evaluation.

Exploring the role of green attributes transparency influencing green customer citizenship behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ying-Yi Deng ◽  
Yi-Chun Yang
Keyword(s):  
Brand Image ◽  
Empirical Support ◽  
Structural Equations ◽  
Citizenship Behavior ◽  
Content Type ◽  
Managerial Implications ◽  
Green Trust ◽  
Customer Citizenship Behavior ◽  
The Relationship

PurposeFew studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.Design/methodology/approachThis study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.FindingsThe findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.Originality/valueThis study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

The Role of Knowledge in Forming Attitudes and Behavior Toward Green Purchase

2018 ◽  
Vol 46 (12) ◽  
pp. 1937-1953
Author(s):  
Jong Ok Park ◽  
Sang-Hee Sohn
Keyword(s):  
Indirect Effect ◽  
Structural Equations ◽  
Purchase Behavior ◽  
Special Focus ◽  
Objective Knowledge ◽  
Subjective Knowledge ◽  
Powerful Factor ◽  
Perceived Consumer Effectiveness ◽  
And Behavior

We explored the factors affecting green purchase behavior among South Korean consumers, with a special focus on the role of knowledge. A structural equations model was tested with 533 respondents and the results indicated that knowledge was a powerful factor to facilitate Korean consumers' green purchase behavior and that the roles of objective and subjective knowledge were different in shaping green purchase behavior. Subjective knowledge had a direct effect on green purchase behavior and also an indirect effect via green attitude and perceived consumer effectiveness, whereas objective knowledge had only an indirect effect on green purchasing via green attitude and perceived consumer effectiveness. The results indicate that knowledge is a powerful factor in facilitating green purchase behavior, and that ongoing education and publicity should be designed to increase subjective knowledge as well as objective knowledge to be effective for promoting consumers' green attitude and behavior.

Customer engagement and eWOM in tourism

2020 ◽  
Vol 3 (3) ◽  
pp. 273-289 ◽  
Author(s):  
Patrokil Kanje ◽  
Goodluck Charles ◽  
Elly Tumsifu ◽  
Lena Mossberg ◽  
Tommy Andersson
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
And Behavior ◽  
Relationship Of ◽  
Different Content

PurposeThe purpose of this article is to examine the role of customer engagement (CE) on electronic word of mouth (eWOM) behavior among vacationers in Tanzania. The article disaggregates CE into cognitive process, affection and behavior and integrates eWOM passing into the eWOM concept.Design/methodology/approachA sample of 278 vacationers who had used social media before and/or during their trip in Tanzania was used. They were drawn at three major airports in Tanzania when exiting the destination. Structural equation modeling (SEM) was used to test the proposed relationships.FindingsIt is revealed that both the affective CE and behavioral CE positively relate to vacationers' eWOM seeking, giving and passing behaviors in tourism-related sites. On the other hand the cognitive CE relates positively only with eWOM passing behaviors.Research limitations/implicationsThe varied relationship of the three CE dimensions (cognitive, affective and behavioral) with eWOM behaviors further confirms the multi-dimensionality of CE and the enduring psychological connection of individuals beyond participation in activities.Practical implicationsCE is multifaceted and enduring and thus managers should take a long-term, enduring and multidimensional perspective in facilitating CE development. Different content appeals are needed in facilitating CE in online platforms as CE dimensions relate variedly with eWOM behaviorsOriginality/valueThe study links CE and eWOM in a novel way by disaggregating CE and integrating the eWOM passing component into the eWOM concept in tourism-related social media sites.

Individual Differences in the Name Similarity Effect

2014 ◽  
Vol 35 (2) ◽  
pp. 111-118
Author(s):  
Daniel J. Howard ◽  
Roger A. Kerin
Keyword(s):  
Individual Differences ◽  
Impression Management ◽  
Interactive Effect ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Self Monitoring ◽  
Similarity Effect ◽  
And Behavior ◽  
Usage Context

The name similarity effect is the tendency to like people, places, and things with names similar to our own. Although many researchers have examined name similarity effects on preferences and behavior, no research to date has examined whether individual differences exist in susceptibility to those effects. This research reports the results of two experiments that examine the role of self-monitoring in moderating name similarity effects. In the first experiment, name similarity effects on brand attitude and purchase intentions were found to be stronger for respondents high, rather than low, in self-monitoring. In the second experiment, the interactive effect observed in the first study was found to be especially true in a public (vs. private) usage context. These findings are consistent with theoretical expectations of name similarity effects as an expression of egotism manifested in the image and impression management concerns of high self-monitors.

Categorization flexibility and unconventional choices: is life an adventure?

2020 ◽  
Vol 54 (8) ◽  
pp. 1963-1986
Author(s):  
Tilottama G. Chowdhury ◽  
Feisal Murshed
Keyword(s):  
Interactive Effect ◽  
Interactive Effects ◽  
Cognitive Capacity ◽  
Purchase Behavior ◽  
Consumer Decision Making ◽  
Cross Sectional ◽  
Content Type ◽  
Cross Domain ◽  
Multiple Domains

Purpose This paper proposes that categorization flexibility, operationalized as the cognitive capacity that cross-categorizes products in multiple situational categories across multiple domains, might favorably influence a consumer’s evaluation of unconventional options. Design/methodology/approach Experimental research design is used to test the theory. An exploratory study first establishes the effect of categorization flexibility in a non-food domain. Study 1 documents the moderating role of decision domain, showing that the effect works only under low- (vs high-) consequence domain. Studies 2A and 2B further refine the notion by showing that individuals can be primed in a relatively higher categorization flexibility frame of mind. Study 3 demonstrates the interactive effect of categorization flexibility and adventure priming in a high-consequence domain. Study 4 integrates the interactive effects of decisions with low- vs high-consequence, adventure priming and categorization flexibility within a single decision domain of high consequence. Findings Consumers with higher- (vs lower-) categorization flexibility tend to opt for unconventional choices when the decision domain entails low consequences, whereas such a result does not hold under decision domain of high consequences. The categorization flexibility effects in case of low-consequence decision domain holds true even when consumers are primed to be categorization flexible. Furthermore, with additional adventure priming, consumers show an increased preference for unconventional options even under a decision domain with high consequence. Research limitations/implications This study could not examine real purchase behavior as results are based on cross-sectional, behavioral intention data. In addition, it did not examine the underlying reason for presence of cross-domain categorization flexibility index. Practical implications The results suggest that stimuli may be tailored to consumers in ways that increase the salience and the perceived attractiveness of unconventional choices. Further, data reinforce the notion of cross-categorical interrelations among different domains, which could be leveraged by marketers. Originality/value This study represents the first documentation of the potential ways by which unconventional product choice might be a function of individuals’ categorization flexibility level across different types of decision domains. The findings yield implications that are novel to both categorization and consumer decision-making literature.

It’s just not fair: exploring the effects of firm customization on unfairness perceptions, trust and loyalty

2014 ◽  
Vol 28 (6) ◽  
pp. 484-497 ◽  
Author(s):  
Bang Nguyen ◽  
Philipp “Phil” Klaus ◽  
Lyndon Simkin
Keyword(s):  
Conceptual Model ◽  
Customer Loyalty ◽  
Linear Regression Analysis ◽  
Perceived Fairness ◽  
Content Type ◽  
Negative Perceptions ◽  
Loyalty Intentions ◽  
And Behavior ◽  
Development And Validation

Purpose – The purpose of this study is to (a) develop a conceptual framework exploring the relationships between perceived negative firm customization, unfairness perceptions, and customer loyalty intentions, and (b) investigate the moderating effects of trust in these relationships. The study explores how customizing offers to match customers’ individual needs and how treating customers differentially provoke unfairness perceptions among those not being considered most important. While the literature discusses unfairness perceptions of pricing, promotion, and service, less is known about unfairness in customization practices. Design/methodology/approach – Using a survey approach, 443 completed questionnaires we collected. Following validation of our item measures, a hierarchical linear regression analysis was conducted to test the conceptual model and hypothesized linkages between our constructs. Findings – The results demonstrate that customers’ negative perceptions of customization increase their unfairness perceptions. Unfairness perceptions drastically reduce customer loyalty intentions with trust acting as a significant moderator. Trust increases loyalty intentions even when unfairness perceptions are present. Our findings provide a foundation for understanding how firms may improve their perceived fairness. This increase in perceived fairness creates positive attributions, reduces negative customer experience perceptions and increases loyalty intentions. Originality/value – Key contribution is the development and validation of a conceptual model explaining the linkages between firm customization and unfairness perceptions, firm customization and customer loyalty intentions and the moderating role of trust between these relationships. This study extends the understanding of how customization practices impact unfairness perceptions and, subsequently, influence consumers’ perceptions, intentions and behavior.

Managing multichannel coordination in retail banking: the influence of customer participation

2006 ◽  
Vol 24 (5) ◽  
pp. 327-345 ◽  
Author(s):  
Loïc Plé
Keyword(s):  
Organizational Design ◽  
Retail Banking ◽  
Customer Participation ◽  
Content Type ◽  
Quantitative Studies ◽  
Retail Banks ◽  
The Impact ◽  
Depth Interviews

PurposeThe purpose of this research is to explore the combining of marketing and organizational literature. This paper seeks to evaluate the relationships between multichannel coordination and customer participation, as seen through the lens of potential customer opportunism. It aims at showing the impact of this opportunism on the organizational design of multiple channels structures.Design/methodology/approachThe research reports on an exploratory case study in a French retail bank. A total of 25 in‐depth interviews were conducted, and the use of other sources enabled data triangulation.FindingsThe results show first that an increase in the number of distribution channels is liable to favor customer opportunistic behavior. To counter this, the bank mainly relies on impersonal coordination modes. An emerging result highlights the role of the customer as a “perceptual filter” between the different channels of employees.Research limitations/implicationsCustomer opportunism is studied via channels employees perceptions. An investigation using a customer survey may help to better understand this construct, e.g. to identify its antecedents, and to measure it precisely. Moreover, further qualitative and/or quantitative studies with larger sample sizes are needed to try and generalize these results.Practical implicationsIt is recommended not to forget that customers can facilitate or hinder multichannel coordination. Retail banks have the power to use them conveniently, provided that they are fully conscious of the scope of the “partial employee” role played by the customer.Originality/valueThis paper broadens understanding of how multichannel distribution structures are coordinated, and in a way belies traditional organizational design literature. The emerging result gives birth to the concept of “reversed interactive marketing”, which has interesting theoretical and practical repercussions.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

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