scholarly journals The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

2019 ◽  
Vol 23 (3) ◽  
pp. 397-414 ◽  
Author(s):  
Carlos Orús ◽  
Raquel Gurrea ◽  
Sergio Ibáñez-Sánchez
Keyword(s):  
Experimental Studies ◽  
Physical Interaction ◽  
Content Type ◽  
Physical Channel ◽  
Shopping Experience ◽  
Mobile Channels ◽  
The Moment ◽  
The Impact ◽  
Friend Recommendations ◽  
Online Consumer Recommendations

Purpose This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings Webrooming improves the shopping experience. Online recommendations from anonymous customers increase confidence in the product’s adequacy, although this effect depends on the moment of receiving the recommendation and the level of confidence before interacting physically with the product. Friend recommendations reinforce preferences regardless of previous online experiences. Research limitations/implications This research examines the effects of different types of online recommendations on offline shopping experiences, choice and confidence. Confidence is stressed as a key variable in omnichannel behavior. Practical implications The findings offer practical value for electronic word-of-mouth marketing, omnichannel marketing, as well as online and physical channel management. Originality/value This is one of the first studies that examine the impact of online consumer recommendations on shopping experiences combining online, mobile and physical channels. The results reveal the importance of recommendations’ source and moment of reception for determining consumers’ preferences, choice and confidence.

Social capital in the theory and research of LIS professionals in the light of the literature on the subject. Review of current knowledge

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maja Dorota Wojciechowska
Keyword(s):  
Social Capital ◽  
Current Knowledge ◽  
Future Research ◽  
Content Type ◽  
Individual Social Capital ◽  
Rural Libraries ◽  
The Subject ◽  
The Moment ◽  
The Impact

Purpose The purpose of the paper is to present the latest scholarly trends in the field of social capital in libraries, to review research concepts published by LIS professionals and to suggest further research possibilities in this area. Design/methodology/approach This paper presents a review and critical analysis of literature associated with research on social capital in libraries to highlight its importance for the development of LIS and its impact on the functioning of environments linked with various types of libraries. The goal of literature analysis was to determine the current condition of research on social capital in libraries. The main trends were identified and the need for further qualitative analyses, which are missing at the moment, was confirmed. Findings It was determined that, so far, LIS professionals have focussed mainly on the role of municipal libraries in developing social capital, the problem of building trust, especially in immigrant circles and the impact of libraries on promoting a civil society. Academic libraries, rural libraries, organisational capital in libraries and individual social capital of librarians were a much less frequent subject of research. The role of libraries in developing social capital in educational (primary and secondary education) and professional (non-university professionals) circles is practically non-existent in research, and it will require in-depth studies and analyses in the coming years. Originality/value This paper constitutes a synthetic review of the latest research concepts concerning social capital in libraries. It identifies the most important research trends and areas that so far have not been explored and suggests research methods to help LIS professionals design future research in this area more effectively.

scholarly journals The Impact of Gamified Instruction on Students’ Learning Outcomes: Systematic Review of Experimental Studies

2021 ◽  
Vol 13 (4) ◽  
pp. 55
Author(s):  
Nevena Jaftha ◽  
Marouska Zahra-Micallef ◽  
Tatjana Chircop
Keyword(s):  
Systematic Review ◽  
Learning Outcomes ◽  
Digital Libraries ◽  
Experimental Studies ◽  
Intervention Design ◽  
Assessment Instruments ◽  
Learning Technology ◽  
Content Type ◽  
Replication Studies ◽  
The Impact

This systematic review critically explores the intervention design and findings of the experimental studies that were published between January 2012-December 2020 in a number of digital libraries and databases and had the effect of a gamified instruction on students’ learning outcomes in their focus, with the aim of identifying what constitutes success or the lack thereof in the given context. The found effect(s) of gamified instruction on students’ learning engagement and achievement are discussed in relation to the a) intervention design, its flaws and their potential impact on reported outcomes and b) prevalent practice in gamification research. The discussion is structured around data collection sources, sample size, and intervention duration, but also the characteristics of learning technology, learning approach, course content, type of games and game elements. This study proposes a list of categories to be included in the description of a study context so that it is possible to a) systematically organise research findings, b) filter the variety of findings via means of replication studies. c) recognise the variant effect on different sub-populations, and d) suggest the way forward when designing and implementing gamified instruction within specific conditions. Furthermore, the study highlights the necessity of approaching the topic through a mixed-method approach involving a more intensive tracking schedule with new assessment instruments and a larger number of participants that are longitudinal or at least of a longer duration in order to obtain more comprehensive findings.

Shopping online? The role of imagination and gender

2019 ◽  
Vol 53 (12) ◽  
pp. 2604-2628 ◽  
Author(s):  
Manveer K. Mann ◽  
Yuping Liu-Thompkins
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Experimental Studies ◽  
Product Evaluation ◽  
Brand Experience ◽  
Content Type ◽  
Female Consumers ◽  
Product Use ◽  
Negative Effect ◽  
The Impact

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

The role of implicit learning in logo substitution

2019 ◽  
Vol 36 (5) ◽  
pp. 610-619 ◽  
Author(s):  
Rafal Ohme ◽  
Christo Boshoff
Keyword(s):  
Implicit Learning ◽  
Experimental Studies ◽  
Target Market ◽  
Human Beings ◽  
Content Type ◽  
Quasi Experimental ◽  
Low Levels ◽  
The Impact ◽  
A Company

Purpose Some marketers have challenged psychologists’ contention that human beings can only learn by using conscious effort. They argue that advertising can be effective at low levels of (or even no) attention. Also, despite the absence of (or low levels of) consciousness, these subconscious responses can be linked to brands. The purpose of this study is to investigate the impact of implicit learning in the context of logo substitution – an image that may not look like the original logo, and may not even be consciously associated with the original brand or its logo. Design/methodology/approach Data were collected by means of two quasi-experimental studies. Findings The results suggest that, thanks to implicit learning, logo substitution can be effective. Research limitations/implications One limitation was that data were collected from two relatively small convenience samples. Practical implications Logo substitution can be of value when a company faces a situation when advertising is banned or restricted, when the target market is saturated with marketing stimuli (clutter) and when there is a risk that aggressive advertising can lead to psychological reactance. The purpose of logo substitution would then be to unobtrusively activate mental representations closely related to the original logo. Originality/value The central contribution of this study is that it demonstrates how the principles of implicit social cognition, implicit learning and logo substitution can be used by marketers to overcome the undesirable and even adverse advertising circumstances they sometimes face.

Factors affecting online repurchase intention

2014 ◽  
Vol 114 (4) ◽  
pp. 597-611 ◽  
Author(s):  
Chinho Lin ◽  
Watcharee Lekhawipat
Keyword(s):  
Customer Satisfaction ◽  
Online Shopping ◽  
Partial Least Square ◽  
Least Square ◽  
Self Report ◽  
Repurchase Intention ◽  
Content Type ◽  
Shopping Experience ◽  
Online Shoppers ◽  
The Impact

Purpose – The purpose of this paper is to investigate the effects of online shopping experience and habit in relation to adjusted expectations for enhancing online repurchase intention. Design/methodology/approach – The authors employed partial least square (PLS) as a technique used to analyze the measurement and structural models. Data for this research were collected from 240 Taiwanese online shoppers who had experienced online shopping at least four times. Findings – The result of this study indicates that online shopping habit acts as a moderator of both customer satisfaction and adjusted expectations, whereas online shopping experience can be considered a key driver for customer satisfaction. Furthermore, the research findings confirm that customer satisfaction is a vital driver of adjusted expectations and online repurchase intention. Adjusted expectations do mediate the impact of online repurchase intention. Research limitations/implications – This paper highlights the effect of online shopping experience and online shopping habit on enhancing repurchase intention. The result implies that the acquisition of usage experience and spontaneous purchases not only leads to higher customer satisfaction and customer expectations, but also strengthens online repurchase intention. The use of self-report scales suggests the possibility of a common method bias. Future studies may further test the robustness of this study in the interplay of experience and habit to shed more light on their relative importance in explaining online repurchase intention. Originality/value – This study extends expectancy-disconfirmation paradigm, especially in the context of online shopping, by emphasizing cognitive, affective, and behavioral change on the attitude-intention behavior of online shoppers.

Can advertising creativity affect product perceptions and retailer evaluations?

2014 ◽  
Vol 23 (6) ◽  
pp. 452-461 ◽  
Author(s):  
Erik Modig ◽  
Sara Rosengren
Keyword(s):  
Product Quality ◽  
Mineral Water ◽  
Experimental Studies ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Chewing Gum ◽  
Content Type ◽  
Positive Effects ◽  
Perceived Product Quality ◽  
The Impact

Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and detergent) and two known retailers. Findings – The results show that advertising creativity positively signals perceived product quality, which increases perceived value. These effects fully mediate a positive impact on retailer brand attitude and purchase intentions. The positive effect of advertising creativity on perceived product quality is mediated by perceived advertisement effort. Practical implications – This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions. Originality/value – The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.

I am ugly, but I am tender: the dominance of moral character and warmth

2018 ◽  
Vol 8 (2) ◽  
pp. 153-176
Author(s):  
Joseph W. Chang
Keyword(s):  
Experimental Studies ◽  
Moral Character ◽  
Negative Influence ◽  
Thinking Styles ◽  
Future Research ◽  
Moral Intuitions ◽  
Content Type ◽  
Brand Evaluations ◽  
Culture Characteristics ◽  
The Impact

Purpose The purpose of this paper is to investigate the dominance of athlete endorser characteristics (i.e. moral character vs warmth) on athlete endorser perception and the influence of tarnished athlete endorsers (i.e. immoral character vs coldness) on brand evaluations from the perspectives of perceiver characteristics, including dispositional tendency, innate moral intuitions, and self-location (SL). Design/methodology/approach This research consists of three experimental studies with 135, 72, and 91 participants, respectively. Study 1 compared the dominance of moral character and warmth on athlete endorser perception. Study 2 examined the impact of perceiver characteristics on the cause-and-effect relationship between tarnished athlete endorsers (i.e. immoral character vs coldness) and brand evaluations. Study 3 investigated the cross-cultural generalizability of the US-based research findings in Study 2 for Indians. Findings Moral character is more influential than warmth on athlete endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished athlete endorsers with coldness characteristic on brand evaluations. Except for dispositional tendency, innate moral intuitions and SL moderate brand evaluations. Endorser and perceiver characteristics yield asymmetric patterns of influence on Americans’ and Indians’ brand evaluations. Research limitations/implications Future research is needed to verify the causal effects of thinking styles on the relationship between tarnished athlete endorsers and brand evaluations. Practical implications The determination of endorsement continuity has to jointly consider the characteristics of endorsers, perceivers, and cultures. Originality/value This research contributes to the endorsement research by advancing the research scopes of athlete endorser, perceiver, and culture characteristics.

scholarly journals An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

2014 ◽  
Vol 4 (1) ◽  
pp. 6-25 ◽  
Author(s):  
Leah Donlan
Keyword(s):  
Brand Equity ◽  
Survey Methodology ◽  
Contextual Factors ◽  
Experimental Studies ◽  
Measurement Tool ◽  
Sporting Events ◽  
Content Type ◽  
Factors Affecting ◽  
Brand Building ◽  
The Impact

Purpose – The purpose of this study is to assess, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach – The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalized in line with Aaker's (1996) brand equity measurement tool. Findings – Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand-building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications – The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximize sponsorship success. Originality/value – This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success.

Brexit risks derailing record UK job market momentum

2019 ◽  
Keyword(s):  
Real Wages ◽  
Job Market ◽  
Content Type ◽  
Regulatory Changes ◽  
Eu Membership ◽  
Skill Gaps ◽  
The Moment ◽  
The Uk ◽  
The Impact ◽  
Better Than

Subject Brexit and the UK economy. Significance The share of the UK workforce in employment is the highest since records began almost 50 years ago, supporting rising real wages; but the contrast between this and the number of firms issuing profit warnings and considering relocation is deepening. Partly explaining the disconnect between a surging job market and plunging business investment is that, just as after 2008-09, firms are avoiding decisions on large investments that would be hard to reverse, while taking advantage of a flexible job market and spending more on workers, for the moment. Impacts There could be a Brexit ‘dividend’ if the final outcome's impact is economically better than many fear, led by a surging pound. Globally light UK regulation limits the scope for change, but Open Europe sees politically feasible regulatory changes adding 0.7 pp to GDP. Assessing the impact of uncertain job-market changes and potential tax cuts on revenues makes the budget outlook the trickiest to judge. A thorough OECD study suggests that EU membership has boosted UK FDI by 28% and sees leaving the EU cutting it by 22% in the next decade. Brexit could accelerate UK innovation -- a 2018 survey of 1,000 managers by Adecco shows that 33% may automate tasks to fill skill gaps.

scholarly journals Evaluation of the potential of commercial use of microalgae in the world and in Ukraine

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lesia Pavliukh ◽  
Sergii Shamanskyi ◽  
Sergii Boichenko ◽  
Artur Jaworski
Keyword(s):  
Experimental Study ◽  
Wastewater Treatment ◽  
Experimental Studies ◽  
Biofuel Production ◽  
Phosphorus Compounds ◽  
Commercial Application ◽  
Biogenic Elements ◽  
Content Type ◽  
Commercial Use ◽  
The Impact

Purpose This paper aims to evaluate of the microalgae potential for commercial application, in particular to conduct experimental study of biogenic compounds removal from sewage waters by microalgae, and to calculate economical benefits from biofertizers and biofuel production. Design/methodology/approach Experimental study in the concentration change of nitrogen and phosphorus compounds in the cultivation of Chlorella Vulgaris microalgae in various types of sewage water was carried out. Findings The efficiency wastewater treatment by microalgae was confirmed. The economic benefit from the biomass utilization as biofuel production was calculated. Practical implications Implementation of wastewater treatment technology with biomass recycling for biofuel and biofertilizers production will minimize the impact on the environment. Originality/value As a results of experimental studies, the ability of microalgae to reduce biogenic elements in wastewater was confirmed. Microalgae can be used both for wastewater treatment to biogenic elements removal, such as phosphorous and nitrogen compounds, and biofuel, biofertilizers production. Prospects of the commercial use of microalgae are obvious. They are specially adapted to an environment dominated by viscous forces.

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