scholarly journals The role of flow for mobile advergaming effectiveness

2019 ◽  
Vol 43 (7) ◽  
pp. 1228-1244
Author(s):  
Sara Catalán ◽  
Eva Martínez ◽  
Elaine Wallace
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Flow Theory ◽  
Purchase Intentions ◽  
Flow Experience ◽  
Research Model ◽  
Content Type ◽  
Game Features ◽  
Practical Implications

Purpose Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience. Design/methodology/approach Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model. Findings The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention. Practical implications The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.

scholarly journals Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

2019 ◽  
Vol 28 (4) ◽  
pp. 502-514
Author(s):  
Sara Catalán ◽  
Eva Martínez ◽  
Elaine Wallace
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Research Model ◽  
Content Type ◽  
Brand Familiarity ◽  
Dependent Variables ◽  
Flow Game

Purpose This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model. Findings The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions. Research limitations/implications The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

Celebrity transgression and consumers’ forgiveness: does religiosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anwar Sadat Shimul ◽  
Matthew Barber ◽  
Mohammad Ishmam Abedin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Equation Modelling ◽  
Before And After ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Zillur Rahman Siddique ◽  
Goutam Saha ◽  
Aminur Rahman Kasem
Keyword(s):  
Perceived Control ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Behavior Model ◽  
Research Model ◽  
Content Type ◽  
Green Behavior ◽  
Practical Implications

Purpose This paper aims to examine the exogenous effects of experiential attitude toward green (EAG), instrumental attitude toward green (IAG), injunctive norms on green (ING), descriptive norms about green (DNG), green perceived control (GPC) and green self-efficacy (GSE) on green purchase intention (GPI). Moreover, this paper also investigates the causal factors of green purchase behavior (GPB) considering green knowledge (GK), the salience of green behavior (SGB), environmental constraints (ECPG) and green habit (GH). Design/methodology/approach The research model was adopted to measure the green behavior of Bangladeshi consumers using an integrated behavior model (IBM). The data were randomly collected from 372 respondents and partial least squares structural equation modeling (PLS-SEM) approach was used to test the hypotheses. Findings PLS results imply that all independent variables (EAG; IAG; ING; DNG; GPC and GSE) impact GPI; and SGB, GH and GPI influence GPB. On the other hand, GK and ECPG have no significant effect on GPB. Research limitations/implications There may present a gap in the outcomes of the study to signify the generalizability because the survey was conducted in some cities of Bangladesh which may not represent the country as a whole. Practical implications This study anticipates the cause-effect relationship between GPI, GPB and their determinants. The results of the study can help marketers understand green consumer behavior and design appropriate strategies and tactics for new marketing challenges. Originality/value This research investigates green purchase behavior in a developing country. It empirically confirms the validity of IBM in assessing green behavior, especially for Bangladesh, a booming economy and suitable for investment. Although ample research explored green purchase behavior, green habit and saliency have not been considered in measuring green purchase behavior.

The role of the fit construct and sponsorship portfolio size for event sponsorship success

2015 ◽  
Vol 49 (5/6) ◽  
pp. 874-893 ◽  
Author(s):  
Manfred Bruhn ◽  
Matthias Holzer
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Attitudes ◽  
Sponsorship Effectiveness ◽  
Portfolio Size ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success. Design/methodology/approach – The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling. Findings – Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention. Practical implications – This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness. Originality/value – The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

Influencer marketing: purchase intention and its antecedents

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yi Li ◽  
Yangying Peng
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
Source Characteristics ◽  
Positive Attitudes

PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

2019 ◽  
Vol 20 (2) ◽  
pp. 333-352 ◽  
Author(s):  
Milica Maricic ◽  
Milica Kostic-Stankovic ◽  
Milica Bulajic ◽  
Veljko Jeremic
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Positive Role ◽  
Sport Event ◽  
Content Type ◽  
Equation Modelling ◽  
Two Factors ◽  
Practical Implications

PurposeThe purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors.Design/methodology/approachTo verify the proposed conceptual model on a particular sports competition, a questionnaire related to the UEFA Champions League sponsors in the season 2016/2017 was designed. The data were analysed using structural equation modelling.FindingsThe results provided support to the claim that higher involvement in a sport and higher exposure to a sponsored event lead to higher recall and recognition of embedded advertisements. Conversely, the same two factors alongside sponsor awareness do not affect the attitude towards sponsors. On the other hand, sponsor awareness and attitude towards sponsors have a direct positive role on the future purchase intention of sponsor products/services.Practical implicationsThe findings illustrate that to maximise the effectiveness of their embedded advertisements, sponsors should not merely concentrate on brand awareness, but should go beyond and attempt to improve the consumers’ positive perception of their products and services. Moreover, by sponsoring a sport event, the sponsors can be sure that their message will be effectively transmitted to the ones who are fans of the sport and the sponsored competition.Originality/valueThe present study empirically explores the factors which influence the recall and recognition of embedded advertisements and how the achieved level of sponsorship awareness impacts purchase intentions.

Early COVID-19 outbreak, individuals’ mask attitudes and purchase intentions: a cohesive care

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naimatullah Shah ◽  
Muhammad Shafique Kalwar ◽  
Bahadur Ali Soomro
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Strategy ◽  
Purchase Intentions ◽  
Cross Sectional ◽  
Content Type ◽  
Health Consciousness ◽  
The Government ◽  
Practical Implications ◽  
Study Offer

Purpose This study aims to explore individuals’ attitudes and intentions towards mask purchase in Pakistan at an initial outbreak of COVID-19. Design/methodology/approach The study is quantitatively based on the cross-sectional data. The data are collected through a survey questionnaire. Convenience sampling strategy is used to target the individuals of Pakistan. At the first, 650 questionnaires were distributed. In return, the authors received 321 raw samples with the response rate of 53.5%. Finally, 316 useful samples are proceeded to infer the final results. Findings The structural equation model’s results demonstrate a positive and significant effect of fear of complication of COVID-19, knowledge about COVID-19 and health consciousness on attitudes towards the mask. Further, attitudes towards mask are found to be the robust analyst of mask purchase intention. Research limitations/implications The study used cross-sectional data through a single source of data collection. The findings of the survey are on the sample size of 316. Practical implications The study would help policymakers to formulate the strategies to make aware individuals regarding their health and COVID-19 issues. The study would provide the guidelines to the government agents of Pakistan to combat with COVID-19 through the purchase of mask. The shopkeepers would be aware to observe the intentions and attitudes of consumers towards mask. Originality/value The outcomes of this study offer a shred of empirical evidence for attitudes and intentions regarding the purchase of mask, particularly for developing country settings.

Antecedents of consumer animosity and the role of product involvement on purchase intentions

2017 ◽  
Vol 32 (1) ◽  
pp. 42-57 ◽  
Author(s):  
Ji Eun Park ◽  
Sung-Joon Yoon
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Negative Impact ◽  
Negative Relationship ◽  
Equation Model ◽  
Purchase Intentions ◽  
Product Involvement ◽  
Content Type ◽  
Consumer Animosity

Purpose The purpose of this paper is to further our understanding of the sources of consumer animosity and the moderating role of product involvement on purchase intentions. Design/methodology/approach Animosity is examined in the context of South Korean consumers’ purchase intentions toward Japanese products. A structural equation model was estimated in Lisrel 8.80 to assess the proposed model. Findings The results offer evidence that consumer ethnocentrism and susceptibility to normative influence have a positive relationship with animosity while cosmopolitanism has a negative relationship with animosity. Furthermore, animosity negatively influences intentions to purchase for high-involvement products, but not for low-involvement products. Practical implications International marketing managers can better identify the risk that consumer animosity poses to their products and services based on level of product involvement and characteristics of the market segment. Originality/value This study offers clarity to the understanding of animosity by examining additional antecedents of animosity that reflect different world views. It also provides an exception to the previous findings that in general animosity has a negative impact on consumers’ willingness to buy products of countries for which consumers have animosity. In other words, the effect of animosity on purchase intention of products from a disliked country depends on the degree of involvement.

Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness

2014 ◽  
Vol 26 (1) ◽  
pp. 43-63 ◽  
Author(s):  
Seyed Shahin Sharifi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Equation Modeling ◽  
High Involvement ◽  
Content Type ◽  
Mediating Role ◽  
The Impact

Purpose – The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement. Design/methodology/approach – The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator. Findings – The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly. Practical implications – Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved. Originality/value – This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

2019 ◽  
Vol 21 (2) ◽  
pp. 255-272
Author(s):  
Yatish Joshi ◽  
Anugamini Priya Srivastava
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Harmful Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Young Consumers ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India. Design/methodology/approach A survey was performed on 460 young consumers. Structural equation modeling was applied to check the extent to which the considered variables predicted green purchase intention. Findings The results determined CE and social influence as key predictors of consumers’ purchase intention toward green apparel products. Study further confirms that CE mediates the association between brand experience (BE) and purchase intention toward green apparels. Research limitations/implications Data were collected from young consumers. Further the impact of only few determinants was studied. Practical implications The study offers deep insights into the role of CE on consumers’ GPI, which may enable managers to plan suitable marketing plans to encourage such intentions. Social implications The outcomes of this study can be used by managers to incorporate CE strategies in their environmental campaigns for promoting green purchasing practices. Such activities may limit the harmful effect of purchasing practices on the nature. Originality/value The current study is a pioneer in examining the role of CE and BE on GPI of consumers in India.

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