Research on the influencing factors of the switching behavior of Chinese social media users: QQ transfer to WeChat

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cong Yin ◽  
Yujing Zhou ◽  
Peiyu He ◽  
Meng Tu
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Negative Relationship ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Online Questionnaire ◽  
Content Type ◽  
Important Relationship ◽  
Transfer Behavior ◽  
Behavior Function

PurposeThis research takes the transfer behavior of users from Tencent QQ to WeChat as an example to discuss the wider transfer behavior of social media users on the Internet.Design/methodology/approachThis paper collects data through a combination of offline interviews and online questionnaire surveys, and utilizes data analysis tools to construct structural equation modeling (SEM). Using Statistical Product and Service Solutions (SPSS) Statistics 22.0 and Analysis of Moment Structures (AMOS) 22.0 software with SEM, this study was carried out to provide reasonable statistical support for relevant proposed hypotheses based on 368 effective samples acquired through the questionnaire.FindingsThe findings of this study show that subjective norm, transfer experience, social communication, and knowledge acquisition all have significant associations with transfer intention and switching behavior. To be specific, transfer intention exerts a positive association on switching behavior; function setting, privacy protection and personal innovation have a favorable association with transfer intention; transfer cost has a significantly negative relationship with transfer intention and switching behavior; function setting has no important relationship on switching behavior.Originality/valueThe research results provide a reference for improving the viscosity and loyalty of social media users in the new era and resolving the problem of user churn.

The era of consumer entitlement: investigating entitlement after a perceived brand failure

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joanna Phillips Melancon ◽  
Mary Jane Gardner ◽  
Vassilis Dalakas
Keyword(s):  
Customer Service ◽  
Structural Equation ◽  
Negative Relationship ◽  
Equation Modeling ◽  
Service Encounters ◽  
Online Questionnaire ◽  
Content Type ◽  
Fan Identification ◽  
The Relationship ◽  
Relational Behaviors

Purpose The purpose of this study is to explore the antecedents of consumer entitlement among loyal consumers in response to a perceived brand failure, as well as the effect of consumer entitlement on satisfaction and behavioral intentions. Design/methodology/approach An online questionnaire asked 226 Game of Thrones viewers about their reactions to the final season of the series. Partial least squares structural equation modeling was the analysis method for testing the hypotheses. Findings Investment, perceived justice and collective fairness are all predictors of entitlement. Fan identification increases feelings of investment. Entitlement has a negative relationship with satisfaction, and satisfaction is positively related to relational behaviors. Practical implications Loyal, highly entitled consumers can make life difficult for a brand in customer service encounters, on social media and financially. The manuscript offers managers an understanding of which consumers and situations may elicit entitlement and how to mitigate entitlement. Originality/value This is one of the first studies to attempt to model antecedents of consumer entitlement and to study entitlement among highly loyal consumers in response to a perceived brand failure. The study furthers existing research by pointing out the effect of entitlement on the relationship with the brand and consequences for the brand, as opposed to past studies, which have largely explored the effects of working with entitled consumers on front-line employees.

How does mobility affect social media advertising effectiveness? A study in WeChat

2020 ◽  
Vol 120 (11) ◽  
pp. 2081-2101
Author(s):  
Yanping Zhang ◽  
Xiaodong Li ◽  
Juho Hamari
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Advertising Effectiveness ◽  
Equation Modeling ◽  
Mobile Platforms ◽  
Online Questionnaire ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Social Media Advertising

PurposeThis study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.Design/methodology/approachData were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.FindingsConsumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.Research limitations/implicationsThe findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.Originality/valueThis paper fills the research gap on the role of mobility in social media advertising.

The relationship between preference for privacy and social media usage

2019 ◽  
Vol 37 (1) ◽  
pp. 43-54 ◽  
Author(s):  
Gary L. Hunter ◽  
Steven A. Taylor
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Relationship ◽  
Negative Relationship ◽  
General Concept ◽  
Equation Modeling ◽  
Content Type ◽  
Media Usage ◽  
Privacy Preferences ◽  
The Relationship

Purpose This paper aims to investigate whether preferences for certain types of privacy predict the frequency and duration of social media usage as well as the moderating role of gender on these relationships. Design/methodology/approach An e-mail-based survey among the faculty, staff and students of a medium-sized mid-western university is used to gather data regarding preferences for privacy and social media usage. Using 530 respondents, structural equation modeling explores the relationship between the various privacy types, gender and social media usage. Findings Evidence supports a relationship between four types of privacy preferences and social media usage. A positive relationship exists between frequency of social media usage and a preference for not neighboring. Duration of social media usage shows a negative relationship with preferences for seclusion and reserve, and surprisingly, a positive relationship with a preference for anonymity. Gender moderates the relationship between preference for privacy and social media usage, offering evidence that intimacy, seclusion and reserve predict social media usage for males, while not neighboring and anonymity predict usage for females. Originality/value The study extends the privacy literature through investigating differential impacts of privacy preferences. The marketing literature examines privacy as a general concept, without allowing for differences in consumers' preferences for types of privacy. Additionally, the study shows that gender moderates the relationship between preferences for privacy and social media usage. A second contribution is investigating the relevance of a scale, developed in an age without social media, to an era permeated in social media.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

“Actions speak louder than words”: an impact of service recovery antecedents on customer delight in quick-service restaurants

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Durgesh Agnihotri ◽  
Kushagra Kulshreshtha ◽  
Vikas Tripathi ◽  
Pallavi Chaturvedi
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Service Recovery ◽  
Equation Modeling ◽  
Role Clarity ◽  
Content Type ◽  
Customer Delight ◽  
Quick Service ◽  
The Impact

PurposeThe purpose of this study is to conceptualize and analyze a framework that provides greater understanding toward the impact of service recovery antecedents such as role clarity, customer service orientation, employee empowerment and employee relational behavior on customer satisfaction and customer delight in the context of quick-service restaurants (QSRs).Design/methodology/approachA self-administered questionnaire was distributed to 408 participants who had experienced service recovery efforts by leading QSRs on social media. The current paper draws upon the prevailing literature to test a series of research hypotheses through structural equation modeling.FindingsThe findings of the study have confirmed that antecedents of service recovery are good to describe customer satisfaction and customer delight in the setting of QSRs. Besides, the study provides an understanding on how monetary compensation moderates the relationship between customer delight and customer satisfaction.Practical implicationsThis study carries an understanding on how frontline employees must operate in a non-conventional and innovative way to resolve customers' issues and show commitment with truthfulness to provide excellent services to make customers feel delightful.Originality/valueThis is a unique study to understand the role of service recovery antecedents to describe customer satisfaction and customer delight in the social media environment. In addition, the results support the possibilities of implementing prompt service recovery efforts using social media.

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.

Investigating the adoption of social media in the construction industry: empirical evidence from project teams in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Guofeng Ma ◽  
Shan Jiang ◽  
Jianyao Jia
Keyword(s):  
Social Media ◽  
Project Management ◽  
Environmental Factors ◽  
Construction Industry ◽  
Structural Equation ◽  
Project Teams ◽  
Equation Modeling ◽  
Future Research ◽  
Time Interval ◽  
Content Type

PurposeA lack of reliable and effective communication tools poses major barriers impeding the performance of construction projects consisting of diverse participants. Although some construction project teams (CPTs) begin to apply social media (SM) as an available approach for project management the entire mechanism of SM adoption in this specific context remains understudied. Therefore, this study aims to adopt a CPT's lens to investigate the critical antecedents and associated effects underlying SM adoption in the construction industry.Design/methodology/approachBased on the technology–organization–environment (TOE) theory, a conceptual model was proposed and tested by empirical data collected from 159 CPTs in China. Structural equation modeling technique was employed for data analysis.FindingsThe results demonstrate that all the five extracted TOE-based antecedents including two technological factors (i.e. compatibility and expected cost), one organizational factor (i.e. top management support) and two environmental factors (i.e. project partner collaboration and project fit) are crucial to the adoption of SM in CPTs. Besides, SM acceptance is found to mediate the relationships between organizational and environmental factors and SM use. Moreover, SM use significantly predicts the communication effectiveness of CPTs.Research limitations/implicationsA questionnaire study based on cross-sectional data from China may only unveil the logic of SM adoption in the context of Chinese construction industry within a shorter time interval. It is recommended that future research could develop longitudinal studies among various construction practitioners in different countries to further specify and generalize the current findings.Originality/valueThis paper provides a comprehensive understanding of SM adoption in the construction industry by exploring the preadoption antecedents and postadoption effects from the perspective of project teams. The empirical findings advance the current web-based project management literature and afford new insights for construction practitioners into better managing SM application to reap its full capabilities in projects.

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.

Does managerial capability always drive performance? Empirical examinations of small and medium firms (SMEs) in a developing economy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ahmed Agyapong ◽  
Suzzie Owiredua Aidoo ◽  
Samuel Yaw Akomea
Keyword(s):  
Social Capital ◽  
Structural Equation ◽  
Equation Modeling ◽  
Competitive Intensity ◽  
Content Type ◽  
Important Relationship ◽  
Holistic Understanding ◽  
Sub Saharan ◽  
Indirect Relationship

PurposeThe paper sought to uncover the conditions under which managerial capability enhances performance while considering the role of social capital within the unique boundary conditions created by competitive intensity.Design/methodology/approachThe authors use multi-source data from 206 managers and owners of SMEs from a Sub-Saharan African nation – Ghana.FindingsUsing structural equation modeling (SEM) to analysis the data, the findings revealed that social capital serves as a mechanism through which managerial capability influences performance. Furthermore, the results indicate that competitive intensity does not significantly moderate this important indirect relationship. Implications: This study provides relevant knowledge for scholars, practitioners and policymakers on the role of managerial capability and how it may be harnessed in enhancing performance.Originality/valueThis paper provides a holistic understanding of the capability performance relationship in attempts at extending the literature by examining social capital as a mediator and competitive intensity as a contingent factor of this important relationship in a conditional indirect model.

Social media overload, gender differences and knowledge withholding

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongming Wu ◽  
Junjun Zheng
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Online Survey ◽  
Role Theory ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

PurposeDrawing on the stress and coping theory, conservation of resources (COR) theory and social role theory, this study aims to investigate the impact of social media overload on knowledge withholding behavior and examine the gender differences in social media overload, engendering knowledge withholding.Design/methodology/approachBy hiring a professional online survey company, this study collected valid responses from 325 general social media users. The structural equation modeling (SEM) technique, bootstrapping method and multi-group analysis were used to test the proposed theoretical model.FindingsThe empirical results reveal that three types of social media overload positively affect users' knowledge withholding behavior and that emotional exhaustion significantly mediates the above relationships. The multi-group analysis demonstrates that gender differences do exist in the decision-making process of knowledge withholding; for example, females are more likely than males to become emotionally exhausted from social media overload, while males are more likely than females to engage in knowledge withholding behavior in the case of emotional exhaustion.Originality/valueThis study contributes to the existing body of knowledge by examining the relationship between social media overload and knowledge withholding, verifying the mediating role of emotional exhaustion as the key mechanism linking them, and narrowing the research gap of lacking gender differences research in knowledge withholding literature.

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