Effect of Perceived Quality by Product Involvement and Age Group on Purchase Intention in Online Environments: A Moderating Role of Information Sources and Social Media Platform

2021 ◽  
Vol 44 (3) ◽  
pp. 262-275
Author(s):  
Dasol Lee ◽  
◽  
Minjeong Oh
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Information Sources ◽  
Age Group ◽  
Product Involvement ◽  
Social Media Platform ◽  
Media Platform ◽  
Moderating Role ◽  
Role Of Information

The role of perceived firm social media interactivity in facilitating customer engagement behaviors

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
SIDDIK BOZKURT ◽  
David Marius Gligor ◽  
Barry J. Babin
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Customer Engagement ◽  
Online Surveys ◽  
Content Type ◽  
Social Media Platform ◽  
Media Platform ◽  
Customer Purchases ◽  
Moderating Role

Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test the moderating roles of brand type and platform. Further, the pick-a-point approach (i.e. spotlight analysis) was used to probe the interaction terms. Findings The results indicate that when customers perceive a brand to be highly interactive on social media (vs inactive), they are more willing to buy brand offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence and knowledge varies across brand and social media platform types. Research limitations/implications Online surveys using convenience samples were conducted to assess the constructs of interest. Archival data may provide an avenue for further insight. Future research may be able to track actual online customer behavior using such data. Further, researchers are encouraged to corroborate the results found here over time as the winds of social media shift to new platforms. Practical implications The results suggest that interacting on social media encourages customers to contribute to brand value directly (through purchasing) and/or indirectly (through referring, influencing and suggesting). While all brands may leverage social media activity for success, the positive impact of perceived social media interactivity on CEBs is particularly impactful for non-global 500 brands. The results also indicate that customers are more willing to add value to the brand through purchases and suggestions when they perceive the brand to be highly interactive on both social media networking sites and the brand’s website. However, they are more willing to promote this brand and influence their social networks about it only when they perceive the brand to be highly (vs less) interactive on its own website. Originality/value This study examines the novel issue of the impact of perceived social media interactivity on different CEBs while accounting for the moderating role of the brand and platform used by customers. The results provide value in better understanding the levers through which social media affects performance.

scholarly journals Digital Genealogies: Understanding Social Mobile Media LINE in the Role of Japanese Families

2017 ◽  
Vol 3 (2) ◽  
pp. 205630511770381 ◽  
Author(s):  
Kana Ohashi ◽  
Fumitoshi Kato ◽  
Larissa Hjorth
Keyword(s):  
Social Media ◽  
Mobile Media ◽  
Social Media Platform ◽  
Media Platform

This article explores the emergence of the dominant mobile social media platform in Japan, LINE. In particular, the article focuses upon its usage to maintain familial ties, especially between matriarchal connections. Drawing upon ethnographic work with 12 families over 3 years, this article seeks to provide a detailed and nuanced sense of how social mobile media is deployed intergenerationally.

scholarly journals Instagram as a Co-Creation Space for Tourist Destination Image-Building: Algarve and Costa del Sol Case Studies

2020 ◽  
Vol 12 (7) ◽  
pp. 2793 ◽  
Author(s):  
Patricia P. Iglesias-Sánchez ◽  
Marisol B. Correia ◽  
Carmen Jambrino-Maldonado ◽  
Carlos de las Heras-Pedrosa
Keyword(s):  
Social Media ◽  
Destination Image ◽  
Communication Tool ◽  
Destination Branding ◽  
Social Media Platform ◽  
Key Factor ◽  
Image Building ◽  
Media Platform ◽  
Destination Management Organizations

Instagram is a popular social media platform. Its ability to convey feelings through photographs has become a valuable communication tool for tourism destination branding. The cases of two destinations in Southern Europe provide an understanding of how Instagram can be used to promote a destination’s image by Destination Management Organizations (DMOs). For this purpose, a content analysis is carried out, first of the official Instagram accounts of Algarve (Portugal) and Costa del Sol (Spain), and then of the most popular hashtags related to them, showing User-Generated Content (UGC) from the points of view of both destination managers and tourists. The results show that Instagram is a strategic social media platform for enhancing the brand image by engaging customers. Destinations seize content generated by tourists; therefore, the hermeneutic circle of representation is inverted, as photos taken by tourists aim to reproduce the perceived image of a destination and motivate tourists to capture their experiences with the best picture. Additionally, it is worth highlighting, as a main finding, the role of sustainability as a key factor in UGC for DMOs and for Instagram users. This research provides valuable information about designing promotion strategies for DMOs, in order to understand the potential of Instagram in building a destination’s image and inspiring tourism through images.

Conceptualisation of Role of Social Media Engagement in Influencing Purchase Behaviour of Gen Y: Role of Trust and Risk

2017 ◽  
Vol 3 (04) ◽  
Author(s):  
Anu Rani
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Gen Y ◽  
Social Media Engagement ◽  
Antecedents And Consequences ◽  
The Relationship ◽  
Moderating Role

Purpose: The present study seeks to conceptualise the role of social media engagement in purchasing intentions of gen Y and moderating role of trust and perceived risk. Design/methodology/approach: The paper draws upon the extant literature to present a series of research propositions relating to social media engagement. Findings: The study proposes a conceptual model based on the antecedents and consequences of social media engagement, and the moderating role of perceived risk and trust in the relationship between brand equity and purchase intentions. Research limitations: Being conceptual in nature, the paper needs to be empirically tested. Originality/value: The paper is among the first attempt to examine the moderating role of perceived risk and trust in the relationship between brand equity and purchase intention.

Children’s cancer narratives on YouTube: Agency and entrepreneurship in Brazilian CarecaTV

2020 ◽  
pp. 204361062096701
Author(s):  
Lidia Marôpo ◽  
Raiana de Carvalho ◽  
Ana Jorge
Keyword(s):  
Social Media ◽  
Brain Cancer ◽  
The Other ◽  
Constructivist Approach ◽  
Cultural Contexts ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The One

This article looks at the social and cultural contexts of children’s experiences of illness, through a particular focus on the context of the Global South and the role of the social media platform YouTube in children’s culture. It takes a socio-constructivist approach to discuss the case of CarecaTV (BaldTV), a Brazilian YouTube channel with more than one million followers created by Lorena Reginato at the age of 12 when she was recovering from brain cancer. In CarecaTV, cancer subjectivity co-exists with and is expressed through digital commercialization. On the one hand, through this process, Lorena Reginato gains agency as she offers an inspirational and credible first-person testimony about cancer during childhood and becomes an emerging cancer activist. On the other, she uses entrepreneurship strategies associated with the digital influencer model of YouTube to promote herself as a (cancer) micro-celebrity, taking the lead in a youthful and playful culture.

The influencing role of social media in the consumer’s hotel decision-making process

2019 ◽  
Vol 11 (4) ◽  
pp. 378-391 ◽  
Author(s):  
Vikas Gupta
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Search ◽  
Decision Making Process ◽  
Content Type ◽  
Social Media Platform ◽  
The Social ◽  
Media Platform ◽  
The Impact

Purpose This study aims to evaluate the role of social media on the hotel decision-making process of consumers during the evaluation stage of searching, identifying the alternatives and selecting a hotel in India. It will help the stakeholders in the hotel industry of India to make the social media platform more efficient for consumers by providing inputs on the factors consumers consider while making online hotel purchase. Design/methodology/approach This study involves an exploratory qualitative approach which includes 32 face-to-face, semi-structured, in-depth individual interviews with the social media platform users. The selection of interviewees for this study has been done on the basis of a non-random purposive sampling approach. Findings The findings reveal that social media plays an important role in affecting the way consumers search, decide and book hotels. It also suggests that social media helps consumers in collecting information about products and services, assessing alternatives and making their choices. It confirms that while negative facets exist, the positive benefits outweigh the negative aspects of using social media when selecting a hotel. The results also reveal the impact of circumstantial influence related to social media on hotel selection, on the basis of content source and the level of trust and accuracy in the content. Practical implications This study has some strategic implications for hospitality marketing and management related to a better understanding of the influence of social media on the hotel customer decision-making process. The study shows that a variety of social media with associated content sources and levels add to the complexity of hotel-related information search and decision behaviour. Originality/value The study makes a contribution by addressing the existing gaps and bridging the arena of consumer behaviour and social media literature in a hotel context and sheds light on how consumer decisions while selecting a hotel are influenced through social media. The core contribution is the generation of factors through in-depth interviews which are based on real-life scenarios relating to the influence of social media on hotel decision-making.

scholarly journals Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers

Syntax Idea ◽  
2021 ◽  
Vol 3 (8) ◽  
pp. 1824
Author(s):  
Dewi Tamara ◽  
Rudy Rafly ◽  
Arimbi Mersi
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Direct Influence ◽  
Independent Variables ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

This study examines the influence of influencers' credibility on purchase intention on Instagram. The framework in this study includes attractiveness and trustworthiness as an indicator of influencer credibility and independent variables, number of followers as moderator, and purchase intention as dependent variable. Respondents in this study were 200 Instagram users in Indonesia who had done via Instagram. The results show that attractiveness and trust have a positive effect on purchase intention. And, the number of followers moderates the relationship between attractiveness to purchase intention and trustworthiness to purchase intention. In addition, the results of this study also prove that the number of followers has a direct influence on purchase intention. This study contributes to the product endorsement literature, how an influencer can increase the purchase intention of a consumer on Instagram social media.

scholarly journals Exploring cancel culture and the distrust of YouTube influencers

2021 ◽  
Author(s):  
◽  
Tiffany Nguyen
Keyword(s):  
Social Media ◽  
Focus Groups ◽  
Qualitative Approach ◽  
Age Group ◽  
Social Media Platform ◽  
The Third ◽  
Internet Users ◽  
The World ◽  
Media Platform

YouTube is the third most visited website in the world after Google and Facebook, and the second most visited social media platform after Facebook (Khan, 2017). As over 90 percent of 18- to 24-year-old U.S. American internet users use YouTube (Chen, 2020), this study tackles how individuals between in this age group view their role within cancel culture, specifically on the YouTube platform. A qualitative approach, collecting data from 5 focus groups, allowed for points on cancel culture and the James Charles and Tati Westbrook case to surface. Findings showed that many participants don't believe that cancel culture is a beneficial aspect of the culture on the platform but believe that it can be necessary in some cases. Participants elaborated on their own experiences on YouTube, explaining their thoughts and beliefs as it came to cancel culture on the platform. This study attempts to fulfill a literature gap due to no clear prior research on cancel culture. The research focuses on the audience role and their effe on cancel culture in the YouTube space.

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