Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings

2012 ◽  
Vol 76 (6) ◽  
pp. 105-120 ◽  
Author(s):  
Rebecca Walker Naylor ◽  
Cait Poynor Lamberton ◽  
Patricia M. West
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Brand Evaluations ◽  
Virtual Presence ◽  
The Impact

What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions

2020 ◽  
Vol 29 (5) ◽  
pp. 675-688
Author(s):  
Parker J. Woodroof ◽  
Katharine M. Howie ◽  
Holly A. Syrdal ◽  
Rebecca VanMeter
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Persuasion Knowledge ◽  
Performance Expectations ◽  
Consumer Evaluations ◽  
Content Type ◽  
Light Effects ◽  
Marketing Tool ◽  
Financial Relationship ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions. Design/methodology/approach An experiment was conducted with 321 participants recruited from MTurk to test a moderated serial-mediation model. Findings The results indicate that when consumers become cognizant that an influencer’s branded promotional post may have been motivated by an underlying financial relationship, they evaluate the influencer as significantly less transparent if a more ambiguous disclosure is used relative to a clearer disclosure. Transparency perceptions of the influencer impact consumers’ perceptions of product efficacy as well as purchase intentions. Originality/value Social media influencers are rapidly emerging as a popular marketing tool for brand managers, but consumer response to this form of promotion is not well understood. To the best of the authors’ knowledge, this is the first study to investigate how the type of endorsement disclosure used by a social media influencer impacts consumer perception of influencer transparency, product efficacy and purchase intentions. Further, this research demonstrates the applicability of the persuasion knowledge model in the domain of influencer marketing.

The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

2021 ◽  
Vol 2 (3) ◽  
pp. 163-171
Author(s):  
Feby Eka Vivi Setio Putri ◽  
Monika Tiarawati
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Purchase Intentions ◽  
Partial Least Square ◽  
Least Square ◽  
Purchasing Power ◽  
Online Purchase ◽  
Online Consumer ◽  
The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use  social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

Reducing Resistance: The Impact of Nonfollowers’ and Followers’ Parasocial Relationships with Social Media Influencers on Persuasive Resistance and Advertising Effectiveness

2021 ◽  
Author(s):  
Priska Breves ◽  
Nicole Liebers ◽  
Bernadette Motschenbacher ◽  
Leonie Reus
Keyword(s):  
Social Media ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Parasocial Relationships ◽  
Brand Evaluations ◽  
New Form ◽  
The Impact ◽  
Consumer Advocates ◽  
Practical Implications

Abstract Although social media influencers have become popular brand endorsers, previous research on this new form of advertising has neglected to analyze how the followers of these influencers are persuaded. Based on a key mechanism proposed by the entertainment overcoming resistance model, long-term parasocial relationships (PSRs) should reduce the amount of persuasive resistance in the forms of reactance and counterarguing. Consequently, the persuasive effects should be enhanced. To empirically test these assumptions, two online studies were conducted. The first experimental study (N = 151) confirmed that followers experienced stronger PSRs than did nonfollowers, which resulted in higher perceived source trustworthiness and reduced levels of both perceived freedom threat and counterarguing after exposure to a sponsored Instagram post. The second study (N = 225) further confirmed the enhanced persuasive impact of PSRs in terms of brand evaluations and behavioral intentions. The theoretical and practical implications for advertisers, consumer advocates, and future research are discussed.

scholarly journals The Impact of human vs. non-human causes on brand evaluations and purchase intentions

2020 ◽  
Vol 17 (1) ◽  
pp. 188-213
Author(s):  
Flor Esthela Morton-Rodríguez ◽  
Teresa Berenice Treviño-Benavidez ◽  
Osmar Ernesto Arandia-Pérez
Keyword(s):  
Direct Effect ◽  
Purchase Intentions ◽  
The Self ◽  
Brand Evaluations ◽  
Cause Related Marketing ◽  
Categorization Theory ◽  
Positive Direct ◽  
The Impact ◽  
Significant Direct Effect

Introduction. Do consumers prefer to support certain types of causes more than others? Today, many brands use cause-related marketing (CRM) in their strategies as a way to connect with consumers. However, little is known if consumers prefer to support certain types of causes more than others. Extant literature on CRM has long studied the role of brand/cause fit in the effectiveness of CRM campaigns. Somewhat surprisingly, almost no research has addressed the issue of whether certain types of causes (e.g., human-related causes) are more important to the consumer than other types of causes (e.g. non-human-related campaigns). Objective. Based on the self-categorization theory this study aims to understand the role of cause category (human vs. non-human) and willingness to support, on consumers’ perceptions and behavioral intentions. Materials and methods. The methodology used in this research is experimental. Results. Cause category has a significant direct effect on people’s willingness to support. Additionally, results showed that willingness to support has a positive direct effect on both brand evaluations and purchase intentions. Conclusions. Advance in the discussion on what type of causes should companies promote, by highlighting the importance of consumer’s willingness to support as a requisite to improve brand as well as purchase intentions.

scholarly journals The Influence of Recommendations in Social Media on Purchase Intentions of Generations Y and Z

2019 ◽  
Vol 10 (2) ◽  
pp. 227-256
Author(s):  
Rasa Pauliene ◽  
Karina Sedneva
Keyword(s):  
Social Media ◽  
Online Reviews ◽  
Purchase Intentions ◽  
Theoretical Research ◽  
Quantitative And Qualitative Research ◽  
Intention To Purchase ◽  
Research Findings ◽  
Media Habits ◽  
The Impact ◽  
Source Of Information

The aim of this study is to explore how the impact of recommendations in social media on intention to purchase varies between generations Y and Z. The research focuses on two types of online recommendations, namely online reviews and opinion leaders’ recommendations, and e-WOM, which refers to recommendations made by followers. It also aims to examine which of the two types predominates among generations. Based on various studies, a theoretical research model was developed as well as quantitative and qualitative research was employed. The research findings supported the idea that social media recommendations have an influence on purchasing intentions of consumers, however, the main managerial applications of this study are connected with the differences among consumers. Online reviews had been an influential source of information for Generation Y; however, it is losing its influential power towards shaping purchasing intentions. E-WOM is still important, thus brands and retailers are advised to develop and maintain branded communities in social media, encourage their consumers to share feedback not only in social media, but also in rating websites, apps and services. Retailers are advised to segment their target audience very carefully, as differences in generations’ social media habits and information adoption exist.

scholarly journals Negative Word-of-Mouth: Exploring the Impact of Adverse Messages on Consumers’ Reactions on Facebook

2017 ◽  
Vol 10 (2) ◽  
pp. 157-173 ◽  
Author(s):  
Ana Raluca Chiosa ◽  
Bogdan Anastasiei
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Negative Word ◽  
Negative Events ◽  
Brand Perception ◽  
Negative Messages ◽  
The Impact ◽  
Brand Hate

AbstractNowadays, with the major role that social media is playing in our life, people have found an easy way to utter negative word-of-mouth (NWOM). A self-administrated questionnaire with a visual stimulus was used to collect data from 108 Romanian Facebook users, between the ages of 18 and 26 years. This research aimed to determine the impact of adverse messages on brand attitude and a series of others consumer reactions.The results indicate that negative messages may change brand perception and generate negative word-of-mouth, with significant impact on future purchase intentions. They also indicate that identity avoidance is a more relevant electronic word-of-mouth (eWOM) antecedent than negative emotions, strongly and positively influencing brand hate. The findings show that negative events or actions can seriously affect consumer behavior, triggering brand rejection that eventually may translate into brand image deterioration and sales decline.

Consumer responses to covert advertising in social media

2017 ◽  
Vol 35 (5) ◽  
pp. 578-593 ◽  
Author(s):  
Fabian Göbel ◽  
Anton Meyer ◽  
B. Ramaseshan ◽  
Silke Bartsch
Keyword(s):  
Social Media ◽  
Unique Contribution ◽  
Persuasion Knowledge ◽  
Knowledge Model ◽  
Content Type ◽  
Consumer Responses ◽  
Brand Evaluations ◽  
The Impact ◽  
Factorial Design Experiment ◽  
Practical Implications

Purpose The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. Design/methodology/approach The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A factorial design experiment was conducted in a social media context (YouTube). Findings The results of the study show that triggering knowledge about CA changes the way consumers respond to unfamiliar brands that use such tactics. This implies that for unfamiliar brands, with future development of persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand. Research limitations/implications An important contribution of this study lies in the application of the persuasion knowledge model to social media context. Practical implications The results indicate that firms should desist from covert product and brand communications in social media contexts, and instead employ disclosed brand communications. Originality/value Given that the effects of CA have not been investigated in an online context, this study makes a unique contribution to brand communications research by providing valuable insights and better understanding of the effects of CA in social media, specifically YouTube.

scholarly journals SOCIAL MEDIA AND GREEN CONSUMPTION BEHAVIOR OF MILLENNIALS

2020 ◽  
Vol 11 (10) ◽  
pp. 221-230
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Green Consumption ◽  
Media Usage ◽  
Reliable Source ◽  
Consumption Practices ◽  
Social Media Platforms ◽  
The Impact

Globalization and economic growth have brought substantial shifts in consumption practices, production and technology revolution in the wake of sudden spurt of social media usage among young consumers. The social media platforms have become a reliable source of communication with consumers and are shaping consumers' purchase intentions. Therefore, a framework was developed to explain and empirically verify the factors shaping green purchase intentions. Three factors Social media usage, Interpersonal Influence and E-WOM have been taken as exogenous variables. The model was tested and validated statistically with the help of structural equation modelling. Total of 500 respondents was sampled to collect the data. All four hypotheses were found to be statistically significant. The impact of social media usage was found to be most influential on purchase intention. The findings of the study will aid marketers to better understand how social media plays an important role in shaping consumers' purchase intentions and how social media can be leveraged in a better way to encourage green consumption among millennials.

scholarly journals How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements

2021 ◽  
Vol 2 (1) ◽  
pp. 44-55
Author(s):  
Muhammad Bilal ◽  
Zeng Jianqu ◽  
Junlan Ming
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Brand Engagement ◽  
Purchasing Intention ◽  
The Impact

This paper examines the effect on consumer-purchase intentions of social media marketing components, including entertainment, engagement, eWOM, and trendiness. The study was conducted among Chinese consumers who have social media account and are aware of the effects of social media marketing on consumer purchase intentions. Data collected data from 260 experienced social media users in Beijing and Shanghai. We used structural equation modeling (SEM) to evaluate the connections with SMM components, customer brand engagement, and purchasing intention. The findings demonstrate that interaction, entertainment, eWOM, and trendiness are core factors that specifically affect customer brand interest and purchasing intention. Social Media is a marketing medium in sharing brand intention. However, it remains to be seen how appropriate these components are for these purposes -related knowledge and its function to enhance customer brand engagement and purchasing. This research contributes to the development of a model that will aid practitioners and researchers in evaluating and explaining the impact of SMM on Consumer Purchase Intention in China.

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