How Do Observers React to Companies’ Humorous Responses to Online Public Complaints?

2021 ◽  
pp. 109467052198944
Author(s):  
Mathieu Béal ◽  
Yany Grégoire
Keyword(s):  
Social Media ◽  
Field Study ◽  
Brand Personality ◽  
Purchase Intentions ◽  
Favorable Effect ◽  
Reversal Effect ◽  
Humor Appreciation ◽  
Unfavorable Effect ◽  
Aggressive Humor ◽  
The Way

The current research examines the way that observing consumers react when companies use humor to address online public complaints on social media. Drawing on, first, a field study using companies’ humorous responses on social media and, second, on two main scenario-based experiments, we use benign violation theory to capture simultaneously the unfavorable effect (i.e., inferred negative motives) and the favorable effect (i.e., humor appreciation) of employing humor in a public complaining context. The results reveal that online observers respond more favorably (in terms of likes, retweets, and purchase intentions) when firms use affiliative humor (e.g., laughing with the complainer) rather than aggressive humor (e.g., laughing at the complainer). Also, affiliative humor and an accommodative recovery (e.g., apologies and compensation) provide equal results in terms of observers’ purchase intentions. Because observers infer more negative motives of companies, affiliative humor compensates over an accommodative recovery by being funnier. Finally, our last study presents a reversal effect depending on brand personality; while sincere brands should always favor affiliative humor, aggressive humor elicits higher purchase intentions when performed by exciting brands. This research gives managerial insights about observers’ reactions to humorous responses to online complaints and the importance for humor to fit with brand personality.

scholarly journals Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

2019 ◽  
Vol 8 (3) ◽  
pp. 3208-3213
Keyword(s):  
Brand Personality ◽  
Purchase Intentions ◽  
Brand Identity ◽  
Brand Positioning ◽  
Advertising Strategy ◽  
Account System ◽  
History Survey ◽  
The Impact ◽  
Commercial Center ◽  
The Way

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

MOBILE SOCIAL MEDIA

2018 ◽  
Vol 8 (3) ◽  
pp. 8
Author(s):  
PHILIP ADEBO
Keyword(s):  
Social Media ◽  
Mobile Apps ◽  
Social Revolution ◽  
Social Media Platforms ◽  
The Way

The emergence of mobile connectivity is revolutionizing the way people live, work, interact, and socialize. Mobile social media is the heart of this social revolution. It is becoming a global phenomenon as it enables IP-connectivity for people on the move. Popular social media platforms such as Facebook, Twitter, and MySpace have made mobile apps for their users to have instant access from anywhere at any time. This paper provides a brief introduction into mobile social media, their benefits, and challenges.

AN EXPLORATION OF GENDER DIFFERENCES IN TEENAGERS’ USE, CONSUMPTION AND DIGITAL PRODUCTION

2020 ◽  
Author(s):  
Corina-Maricica Seserman ◽  
Daniela Cojocaru
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Data Collection ◽  
Gender Identity ◽  
Online Survey ◽  
Peer Group ◽  
Methodological Approach ◽  
Digital Content ◽  
Media Consumption ◽  
The Way

Today’s teenagers have a very close relationship with ICTs and the digital space related to them, as they have impacted the way the youth constructs their sense of self and the tools they use to perform their carefully constructed identity. One key element which influences the way one constructs their views by themselves is within the boundaries set by their biological sex and therefore through the behaviors associated with their asigned gender. Through the symbolic interactionist lense, or more specifically through Goffman's dramaturgical theory on the manner in which one presents him/herself in society, this paper looks at the manner in which teenagers use social media platforms and at the way they consume and create digital content in order to present their gender identity. The way teenagers consume and produce digital content differs and depends on how they interpret their ideals of femininity and masculinity, which are afterwards reproduced in the content they post on their social media pages. Therefore this research is an attempt to understand what are the factors teenagers take in account when consuming and producing content. What gender differences can be observed in regards to new media consumption? What difference can be observed in online activity behaviors between males and females? How do they feel about their gender identity concerning fitting in with their peer group? A mix-methodological approach was engaged in the data collection process. In the first stage of the research highschool students (n=324) from the city of Suceava (Romania) participated in taking an online survey. The initial intent was to meet with the young respondents in person, but due to the COVID-19 pandemic this was deemed impossible. For the second stage of data collection, six of the participants who took the online survey were invited to participate in a focus group designed to grasp a better understanding of the results from the previous stage. The discovered findings uncover engaging gender similarities and differences in social media consumption and the type, subject, matter and style in which they posted their content, but also in regards to the performance of the self between the online and offline space.

Authority by Allusion

2017 ◽  
Author(s):  
Rebecca Skreslet Hernandez
Keyword(s):  
Social Media ◽  
Fifteenth Century ◽  
Islamic Law ◽  
Religious Institutions ◽  
Political Arena ◽  
Modern Era ◽  
The Way

The final chapter brings the discussion of al-Suyūṭī’s legal persona squarely into the modern era. The discussion explores how contemporary jurists in Egypt use the legacy of the great fifteenth-century scholar in their efforts to frame their identity and to assert authority as interpreters and spokesmen for the Sharīʿa in a political arena that is fraught with tension. In the midst of Mursī’s embattled presidency, leading scholars at Egypt’s state religious institutions rushed to news and social media outlets to affirm their status as representatives of “orthodoxy” and to distance themselves from more extreme salafī trends that threaten to change the way Islamic law is practiced in the modern Egyptian state. It is striking how closely the image of the moderate Sunni, Sufi-minded, theologically sound scholar grounded in the juristic tradition (according to the accepted legal schools) fits with the persona that al-Suyūṭī strove so tenaciously to construct.

Do Augmented and Virtual Reality Technologies Increase Consumers’ Purchase Intentions? The Role of Cognitive Elaboration and Shopping Goals

2021 ◽  
pp. 0887302X2199428
Author(s):  
Hyejune Park ◽  
Seeun Kim
Keyword(s):  
Virtual Reality ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Cognitive Elaboration ◽  
Mediating Role ◽  
Virtual Store ◽  
Shopping Goals ◽  
The Way

The purpose of this study is to examine the effects of the “virtual try-on” technology (AR) and the “3D virtual store” (VR) incorporated in an apparel retail website on purchase intentions. This study highlights the mediating role of cognitive elaboration in the process through which these technologies influence purchase intentions, and examines the way consumers’ shopping goals (searching vs. browsing) interact with the website technology and influence their responses. The two experiments demonstrated that, for browsers, the website with VR was more effective in increasing purchase intentions than were the website with AR or a regular website with no technology, while for searchers, both the website with AR and the website with VR were more effective than was a regular website. In addition, cognitive elaboration mediated the interaction between a technology and a shopping goal on purchase intentions for browsers, while such a mediating effect was not found in searchers.

scholarly journals Framing of visual content shown on popular social media may affect viewers’ attitudes to threatened species

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Fernando Ballejo ◽  
Pablo Ignacio Plaza ◽  
Sergio Agustín Lambertucci
Keyword(s):  
Social Media ◽  
Threatened Species ◽  
Social Medium ◽  
Visual Content ◽  
Wildlife Species ◽  
Mammalian Predators ◽  
Negative Comments ◽  
Over Time ◽  
The Way

AbstractContent published on social media may affect user’s attitudes toward wildlife species. We evaluated viewers’ responses to videos published on a popular social medium, focusing particularly on how the content was framed (i.e., the way an issue is conveyed to transmit a certain meaning). We analyzed videos posted on YouTube that showed vultures interacting with livestock. The videos were negatively or positively framed, and we evaluated viewers’ opinions of these birds through the comments posted. We also analyzed negatively framed videos of mammalian predators interacting with livestock, to evaluate whether comments on this content were similar to those on vultures. We found that the framing of the information influenced the tone of the comments. Videos showing farmers talking about their livestock losses were more likely to provoke negative comments than videos not including farmer testimonies. The probability of negative comments being posted on videos about vultures was higher than for mammalian predators. Finally, negatively framed videos on vultures had more views over time than positive ones. Our results call for caution in the presentation of wildlife species online, and highlight the need for regulations to prevent the spread of misinformed videos that could magnify existing human-wildlife conflicts.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

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