Followers’ reactions to influencers’ Instagram posts

Purpose The purpose of this study is to analyze how positive behaviors toward influencers (customer interaction) and promoted products (looking for product information) can be achieved, taking into account influencer–product fit, in a fashion marketing campaign. In addition, account following and product involvement are examined as possible moderators in these relationships. Design/methodology/approach The data were gathered from online participants. The participants were Instagram users who already knew a popular influencer on the platform. The experimental design manipulated the types of picture posted by the influencer to observe customers’ reactions in terms of intention to interact with the influencer’s account and to look for further information about promoted products. Findings The authors’ findings suggested that influencer–product matches in posts on Instagram encourage users to search for information about promoted products but do not affect their intention to interact with influencers’ accounts. Nevertheless, customers’ reactions toward an influencer’s posts differ based on whether they are followers of the influencer and whether they are highly or lowly involved with the promoted product. Practical implications Both brands and influencers should properly manage influencer marketing actions. Brands should control influencers’ audiences and their involvement with featured products so that they are seen to promote them in a natural way. Influencers should endorse branded products that fit their own style; this will increase the interaction on their accounts. Originality/value This research contributes to a better understanding of how users can be encouraged to undertake positive online actions as regards influencers (interaction with their accounts) and promoted products (information search) in influencer marketing campaigns.

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In quest of goldilocks ranges in searching for information on the web

Journal of Documentation ◽

10.1108/jd-01-2021-0019 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Anna Matysek ◽

Jacek Tomaszczyk

Keyword(s):

Information Search ◽

Design Methodology ◽

Search Task ◽

Web Searching ◽

Content Type ◽

Scientific Disciplines ◽

Preliminary Study ◽

The Right ◽

User Experiment ◽

Practical Implications

PurposeThe quest to discover optimal conditions or amounts has been carried out in many scientific disciplines and practical fields. In astrophysics, biology, medicine, psychology and education, the quest has resulted in finding the right amount of something, a desirable middle between extremes, a balance between conditions or the optimal state of a system. The results are referred to as the Goldilocks principle, which is based on the idea of being “just right”. The aim of our study was to find out if there are any measures in information search that could be identified as Goldilocks ranges.Design/methodology/approachWe conducted a user experiment in which 68 participants carried out a time-unlimited, topical search task involving finding relevant websites on the basis of which the participants were supposed to prepare a presentation on a given topic. We examined aspects of their search behavior.FindingsWe found that information search Goldilocks ranges can be identified for a length of a search session, number of relevant results, number of queries submitted and number of search engine results pages (SERPs) visited. This preliminary study has resulted in indicating the following dominant ranges: Number of relevant documents found: 5–8; Time spent searching: 21–35 min; Number of queries submitted: 3–7; Number of SERPs viewed: 1–3.Originality/valueTill now, no one has studied Goldilocks ranges in information retrieval. The Goldilocks ranges have some practical implications for improving the effectiveness of web searching.

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Drivers, types and value outcomes of customer-to-customer interaction

Journal of Service Theory and Practice ◽

10.1108/jstp-01-2017-0010 ◽

2018 ◽

Vol 28 (6) ◽

pp. 710-732 ◽

Cited By ~ 10

Author(s):

Kristina Heinonen ◽

Elina Jaakkola ◽

Irina Neganova

Keyword(s):

Customer Value ◽

Empirical Studies ◽

Service Research ◽

Future Research ◽

Content Type ◽

Integrative Framework ◽

Customer Interaction ◽

Interaction Research ◽

Practical Implications

PurposeCustomer-to-customer (C2C) interaction plays a significant role in service. The purpose of this paper is to identify the drivers that motivate customers to interact with other customers, the interactions through which customers affect other customers and the value outcomes of C2C interactions for the participants.Design/methodology/approachThe paper is based on a systematic literature review of C2C interactions. The authors analyzed 142 peer-reviewed articles to synthesize existing knowledge about C2C interactions. A generic value framework is used to categorize earlier research and reveal areas for further research.FindingsThe main outcome of this study is an integrative framework of C2C interaction that bridges C2C interactions and customer value. The findings indicate customer-, firm- and situation-induced drivers of C2C interactions. Outcome- and process-focused C2C interactions are identified to result in functional, emotional and social value outcomes. Avenues for additional research to explore issues related to current technology-saturated service settings are proposed.Research limitations/implicationsThe paper proposes an agenda for future research to extend the C2C interaction research domain and explore how such interactions create value for the customer. The role of the service provider is not explicitly addressed but is an important area for further research.Practical implicationsCompanies can use the framework to understand how they can become involved in and support beneficial C2C interaction.Originality/valueThis paper reviews empirical studies on C2C interaction, offering a systematic review of C2C interaction and producing an integrative framework of C2C interaction. It identifies a research agenda based on the framework and on topical issues within service research and practice.

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Self-concept, product involvement and consumption occasions

British Food Journal ◽

10.1108/bfj-10-2016-0476 ◽

2017 ◽

Vol 119 (6) ◽

pp. 1362-1377 ◽

Cited By ~ 13

Author(s):

David Roe ◽

Johan Bruwer

Keyword(s):

Positive Association ◽

Self Esteem ◽

Self Concept ◽

Purchase Decision ◽

Product Choice ◽

Product Involvement ◽

Content Type ◽

Store Environment ◽

Practical Implications ◽

Sydney Australia

Purpose The purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored. Design/methodology/approach Data collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement. Findings Wine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products. Practical implications For self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous. Originality/value This study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion.

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The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product

Sport Business and Management An International Journal ◽

10.1108/sbm-03-2021-0030 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Aaron von Felbert ◽

Christoph Breuer

Keyword(s):

Positive Influence ◽

Purchase Intentions ◽

Moderating Effects ◽

Product Involvement ◽

Marketing Practice ◽

Content Type ◽

Research Perspective ◽

Mediation Analyses ◽

Brazil’s image and Brazilian personality: a systematic review from the viewpoint of cordiality

Revista de Gestão ◽

10.1108/rege-01-2018-0007 ◽

2019 ◽

Vol 26 (3) ◽

pp. 274-292

Author(s):

Marina Toledo de Arruda Lourenção ◽

Maria Gabriela Montanari ◽

Janaina de Moura Engracia Giraldi ◽

André Lucirton Costa

Keyword(s):

Systematic Review ◽

Personality Traits ◽

Public Diplomacy ◽

Content Type ◽

Future Studies ◽

Theoretical Contribution ◽

New Associations ◽

Brazilian Government ◽

Marketing Actions ◽

Practical Implications

Purpose The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality. Design/methodology/approach A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil. Findings The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil. Research limitations/implications Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy. Practical implications This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil. Originality/value The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.

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Slogans, brands and purchase behaviour of students

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-07-2019-1020 ◽

2020 ◽

Vol 21 (3) ◽

pp. 305-317

Author(s):

Maria Rybaczewska ◽

Siriphat Jirapathomsakul ◽

Yiduo Liu ◽

Wai Tsing Chow ◽

Mai Thanh Nguyen ◽

...

Keyword(s):

Information Search ◽

Process Model ◽

Brand Awareness ◽

Content Type ◽

High Expectations ◽

Face To Face ◽

Willingness To Buy ◽

Young Consumers ◽

Post Purchase ◽

Practical Implications

Purpose The purpose of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students. Design/methodology/approach Data were collected thorough 34 in-depth face-to-face interviews with university students, using the customer decision process model as an approach. Findings The authors’ research confirmed that conciseness, rhythm and jingle are key features strengthening customers’ recall and recognition, both being moderators of slogans’ power. The role and influence of slogans depend on the stage of the customer decision-making process. Key influencers remain product quality, popularity and price, but appropriate and memorable slogans enhance products’ differentiation and sale. Practical implications The authors’ findings deliver a particular justification for marketers not to promise young consumers too much through slogans, as this leads to too high expectations adversely influencing their post-purchase feelings. During the information search, slogans can create or strengthen or weaken the willingness to buy the advertised product, depending on the slogan, thus emphasising the need for care over slogan design and use. Originality/value This research expands the understanding of slogans and brand awareness from the perspective of their impact on purchase behaviour. The results revealed that the model approach to shopping behaviour does not confirm the belief that slogans influence consumers the most during the phase of Evaluation of Alternatives. Slogans provide a reference point for young consumers to decide whether they are satisfied or dissatisfied with their purchase during the post-purchase phase and provide information during the information search phase. The authors’ results add to the literature in terms of the criteria determining consumers’ recognition and recall of slogans.

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Pre-purchase information search: too many sources to choose

Journal of Research in Interactive Marketing ◽

10.1108/jrim-07-2015-0048 ◽

2016 ◽

Vol 10 (3) ◽

pp. 193-211 ◽

Cited By ~ 11

Author(s):

Patricia Liebesny Broilo ◽

Lélis Balestrin Espartel ◽

Kenny Basso

Keyword(s):

Information Search ◽

Information Sources ◽

Evaluation Criteria ◽

Sources Of Information ◽

Theoretical Understanding ◽

Content Type ◽

Consumer Confusion ◽

Many Sources ◽

Aid Decision ◽

Practical Implications

Purpose Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy but also which sources to consult when searching for information that may aid decision-making. This study aims to understand how consumers choose their sources of information in pre-purchase external searches, given the information overproduction scenario. Design/methodology/approach Using a qualitative approach, data collected through interviews with consumers were analyzed under the technique of content analysis, and the results were synthesized into a framework. Findings Consumers tend to consider few sources of information, based on a previously built perception of which sources are more or less appropriate for consultation. Choice tends to be based on pre-established evaluation criteria involving the use of heuristics in the form of socialized images regarding those sources. Research limitations/implications Despite the study’s exploratory nature, the proposed framework sheds light into how consumers respond to information overproduction when choosing their sources, providing interesting venues for future investigations. Practical implications The study identified the possible occurrence of consumer confusion associated with information sources, extending the theoretical understanding of such a concept. Moreover, it revealed the need for managers to consider specific aspects related to the sources to be included in marketing communications. Originality/value This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario.

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Media channels and consumer purchasing decisions

Industrial Management & Data Systems ◽

10.1108/imds-02-2015-0036 ◽

2015 ◽

Vol 115 (8) ◽

pp. 1510-1528 ◽

Cited By ~ 8

Author(s):

JongRoul Woo ◽

Joongha Ahn ◽

Jongsu Lee ◽

Yoonmo Koo

Keyword(s):

Credit Card ◽

Product Information ◽

Personal Characteristics ◽

Consumer Information ◽

Media Planning ◽

Specific Product ◽

Content Type ◽

Product Categories ◽

Media Channels ◽

Practical Implications

Purpose – The purpose of this paper is to explore the factors determining which communication mediums influence a given consumer deciding to purchase a specific product. Design/methodology/approach – Using a consumer survey and a multivariate probit (MVP) model, the authors explore consumer information searches related to purchases in nine categories: milk, instant noodles, shampoo, mobile phones, televisions, cars, mobile communication services, credit card services, and life insurance. Findings – The media channels that motivate a given consumer to make a given purchase vary depending on both socio-demographic variables and product categories. Practical implications – As consumers can now obtain product information through different and multiple media channels according to their personal characteristics and the category of the product they seek to purchase, these findings will help companies develop media planning strategies that will effectively target specific market segments. Originality/value – Unlike previous studies, the authors consider which media channels actually affect a consumer’s product purchase decisions, and the authors do so across product categories and media types to provide practical implications for media planning. Furthermore, this is the first application of the MVP model in this context.

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Cosmetics purchase behavior of educated millennial Muslim females

Journal of Islamic Marketing ◽

10.1108/jima-01-2019-0014 ◽

2019 ◽

Vol 11 (5) ◽

pp. 1055-1071 ◽

Cited By ~ 2

Author(s):

Suraiya Ishak ◽

Ahmad Raflis Che Omar ◽

Kartini Khalid ◽

Intan Safiena Ab. Ghafar ◽

Mohd Yusof Hussain

Keyword(s):

Information Search ◽

World View ◽

Purchase Behavior ◽

Cosmetic Products ◽

Content Type ◽

Female Consumers ◽

High Concern ◽

Purchase Behaviors ◽

Self Administered Questionnaire ◽

Practical Implications

Purpose The purpose of this study is to describe cosmetics purchase behavior of young, educated Muslim females in Malaysia and to explore its relationship with certain potential antecedents. Design/methodology/approach This study uses a survey on a sample of female consumers from four higher education institutions in the urban area of Bangi Selangor, Malaysia. From their respective institutions, 150 respondents were selected through the purposive sampling method. Self-administered questionnaire has been used to gather information from the respondents. The survey data were analyzed using descriptive, t-test and correlation analyses to accomplish the study objectives. Findings The study indicates that millennial Muslim cosmetic purchase behavior falls under the “Limited Decision Making” classification. The classification is due to the pattern of pro-active behaviors exhibit through the information search for details about ingredients, halal clue, countries of origin, health safety guarantee and the benefits of the cosmetic products. Young, educated female consumers adore branded cosmetic items and show willingness to accept higher prices for the branded items. Despite brand consciousness, they demonstrate a relatively high concern on the halalness of the product. Based on the correlation analysis, all variables were found to be significant and the most significant of them was brand. Research limitations/implications Millennial consumers are information technology savvy and have access to vast information about products. As a result, the findings reiterate that millennial consumers demonstrate different purchase behavior, which is worth exploring by future researchers. In addition, other latent antecedents such as religiosity and world view are worth including in future studies. Practical implications Cosmetic manufacturers and marketers must ensure that their products signal positive images to fit the expectations of young and educated Muslim consumers. Although brand conscious, such consumers demonstrate prudent behavior in terms of searching for halalan and toyyiban products. Originality/value This study adds value in the area of halal product marketing because of two unique focuses. First, it examines the purchase of cosmetic products, which are relatively understudied compared to halal food. Second, it considers the perspectives of educated Muslim millennials, who are expected to demonstrate more specific purchase behaviors than a generalized millennial group. Therefore, the originality of this study revolves around the consideration of these two aspects, which are relevant to contemporary business marketing discussions.

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Women wine consumers: information search and retailing implications

International Journal of Wine Business Research ◽

10.1108/17511060710837454 ◽

2007 ◽

Vol 19 (4) ◽

pp. 327-339 ◽

Cited By ~ 62

Author(s):

Thomas Atkin ◽

Linda Nowak ◽

Rosanna Garcia

Keyword(s):

Information Search ◽

Financial Risk ◽

Design Methodology ◽

Purchase Decisions ◽

Online Questionnaire ◽

Content Type ◽

The Usa ◽

Purchase Situation ◽

Communication Methods ◽

Practical Implications

PurposeThe purpose of this research is to examine gender differences in information search procedures and selection criteria relative to purchase situation and social and financial risk aversion.Design/methodology/approachAn online questionnaire was completed by 497 males and 877 females in the USA. A total of 88 percent of the respondents stated that they drank wine at least once per week. Participants were obtained by sending e‐mails to customer lists provided by wine‐related organizations.FindingsFindings suggest that, if a consumer is unsure about making a wine selection, women are more apt than men to seek information from store personnel, a server, sommelier, or winery personnel. Labels and shelf tags are also significantly more important for women. While winery region is very important to both men and women, women rely on medals and awards more than men.Research limitations/implicationsConsumers who are not necessarily comfortable with using the internet would not have had an opportunity to participate in this study.Practical implicationsThe differences by gender in the importance of and the usage of various information sources could help retailers prioritize their communication methods in US stores. Store personnel, servers, sommeliers, and winery personnel should be well‐prepared to answer questions and make recommendations.Originality/valueWomen buy 80 percent of the wine sold in the USA. This study helps retailers understand their preferences and how to assist them more effectively in their purchase decisions.

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