scholarly journals WHAT HAPPENS AFTER THEY LAUGH: HOW HUMOROUS ADVERTISEMENTS HAVE AN EFFECT ON CONSUMERS’ ATTITUDES, WORD OF MOUTH INTENTIONS, AND PURCHASE INTENTIONS, WITH THE NEED FOR HUMOR PLAYING A MODERATING ROLE

2019 ◽  
Vol 34 (2) ◽  
pp. 117
Author(s):  
Alfian Budi Primanto ◽  
Basu Swastha Dharmmesta
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Primary Data ◽  
Online Questionnaire ◽  
Campaign Strategy ◽  
Intent To Purchase ◽  
The Impact ◽  
The Relationship ◽  
Telecommunications Companies ◽  
Moderating Role

Introduction/Main Objectives: Even thought there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number of humorous advertisements arranged by telecommunications companies in Indonesia needs to be researched. Background Problems: This research aims to narrow the phenomenon by investigating the effect of humorous advertisements with the need for humor as a moderating role on consumers’ attitudes, consumers’ intent to purchase, and their word of mouth intention. Novelty: By adding the need for humor in a moderating role, and the word of mouth intention as an endogenous variable, this research aims to extend the existing models of humorous advertising’s effectiveness. Research Methods: The research was designed to focus on consumers who can be classified as young adults (18 to 34 years old) and are not users of the mobile SIM card brands that the ad they perceived as funny ones. The researcher conducted a survey with a five point Likert scale, an online questionnaire, and purposive sampling as the primary data collection methods. Finding/Results: The result shows that although a humorous advertisement has a significant impact on the attitude toward the advertisement and the word of mouth intention, the humorous advertisement has no significant impact on the attitude toward the brand and the consumers’ intent to purchase. The need for humor failed to moderate the relationship between the humorous advertisement and the attitude toward the advertisement in this study.  Conclusion: The researcher concludes that the impact of a humorous advertisement was limited to only entertaining the consumers, and to encourage their word of mouth intention, not their purchase intention.

scholarly journals Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

2022 ◽  
Vol 6 (1) ◽  
pp. 64-74
Author(s):  
Wilert Puriwat ◽  
Suchart Tripopsakul
Keyword(s):  
Social Media ◽  
Social Responsibility ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Questionnaire ◽  
Digital Platforms ◽  
The Impact ◽  
The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

scholarly journals What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

2021 ◽  
Vol 17 (1) ◽  
pp. 89-103
Author(s):  
Massoud Moslehpour ◽  
Taufiq Ismail ◽  
Bey Purba ◽  
Wing-Keung Wong
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Image ◽  
Two Dimensions ◽  
Social Media Marketing ◽  
Primary Data ◽  
Online Questionnaire ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

The impact of food traceability system on consumer perceived value and purchase intention in China

2020 ◽  
Vol 120 (4) ◽  
pp. 810-824
Author(s):  
Chunlin Yuan ◽  
Shuman Wang ◽  
Xiaolei Yu
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Value ◽  
Primary Data ◽  
Content Type ◽  
Food Traceability ◽  
Traceability System ◽  
Consumer Expertise ◽  
The Impact ◽  
The Relationship

PurposeBased on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of consumer expertise in the relationship between food traceability system and perceived value.Design/methodology/approachSurvey approach is the primary data collection tool, through which a total of 238 useable responses were obtained. Structural equation modelling is employed to examine the hypothesized relationships among all variables.FindingsThe findings show that the information quality, perceived reliability and product diagnosticity of food traceability system affect consumer perceived value, and the perceived value and purchase intention are positively associated, while consumer expertise acts as a moderator on the relationship between food traceability system and consumer perceived value.Originality/valueThis study sheds light on how consumer perceived value of food traceability system can enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are provided for traceable food producers and marketers to implement reasonable strategies to attract consumers to purchase and promote the sustainable development of food industry.

scholarly journals Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media

2017 ◽  
Vol 41 (7) ◽  
pp. 905-920 ◽  
Author(s):  
Freya De Keyzer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Social Networking Sites ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Content Type ◽  
Consumer Responses ◽  
Moderating Variables ◽  
Service Type ◽  
Tone Of Voice ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to shed light on the boundary conditions of the effect of the valence of word-of-mouth on social networking sites (sWOM) on consumer responses (attitude toward the service provider, purchase intention and positive word-of-mouth intention). Specifically, the authors examine two moderators: the tone of voice (factual vs emotional) of the sWOM and service type (utilitarian vs hedonic) of the service that the sWOM is about. Design/methodology/approach A 2 (message valence: positive vs negative) × 2 (tone of voice: factual vs emotional) × 2 (service type: utilitarian vs hedonic) full-factorial between-subjects online experiment with 400 respondents was conducted and the data were analyzed using Hayes’ PROCESS macro. Findings The results show that message valence exerts a greater impact on consumer responses with factual sWOM messages compared to emotional ones. Furthermore, the impact of message valence is stronger for hedonic services compared to utilitarian services. In contrast to the authors’ expectations, there is no significant impact of matching the tone of voice to the service type. Practical implications First, for sWOM senders, factual messages are found to be more influential: backing an sWOM up with arguments and specific details increases the chance of it affecting consumers’ responses. As a result, marketers, especially of predominantly hedonic services, should encourage their followers and customers to spread positive factual sWOM about their service. Originality/value The study tests two previously unstudied moderating variables that affect the relationship between message valence and consumer responses to sWOM messages. Moreover, this study provides interesting insights for marketers and bloggers or reviewers.

scholarly journals The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth

2020 ◽  
Vol 7 (2) ◽  
Author(s):  
Ho Trong Nghia ◽  
Bui Thi Thanh ◽  
Diep Quoc Bao
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Modeling Data ◽  
Dissonance Theory ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Underlying by Cognitive Dissonance Theory, this study aims to examine the moderating effect of word of mouth (WOM) on the relationship between consumers’ satisfaction and trust. The research also emphasizes on figuring out the differences in moderating effects of WOM between online and conventional shopping context. In addition, the impact of trust on repurchase intention is also investigated. Applying Structural Equation Modeling, data collected from 296 online consumers and 169 conventional shoppers have been analyzed to figure out the associations among these concepts in both shopping context. The results indicate that word of mouth significantly plays a moderating role in the relationship between satisfaction and trust. In addition, it is obviously evidenced that the moderating effect of WOM varies due to different shopping contexts and the interactions of satisfaction, trust and repurchase intention are also different. The findings provide a better understanding regarding consumer behavior in different shopping environments. Consequently, practical implications for marketers and theoretical implications for scholars are discussed.

scholarly journals SOCIAL MEDIA MARKETING AND PURCHASE INTENTION: EVIDENCE FROM KOSOVO

2021 ◽  
Vol 30 (2) ◽  
pp. 475-492
Author(s):  
Adelina Emini ◽  
◽  
Jusuf Zeqiri
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Transition Economy ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Survey Tool ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

The main objective of this study was to explore the relationship of social media marketing and purchase intention among consumers in Kosovo as a transition economy. The study used a structured questionnaire to collect the primary data and collected a sample of 334 responses from participants in Kosovo, using google forms as an online survey tool. In order to test the proposed research model, structural equation modelling was used. The hypotheses and the mediating effects of brand awareness and brand engagement were tested using the bootstrapping method. The findings revealed a positive indirect impact of social media marketing on purchase intention. They also showed that brand engagement fully mediates the relationship between social media marketing and purchase intention, whereas brand awareness does not mediate the relationship between social media marketing and purchase intention. This study contributes to the literature by providing insights of the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economy such as Kosovo. On a practical level, research results provide companies with customer insights relevant to designing effective social media marketing strategies for their potential prospects in transition economies.

scholarly journals Pengaruh Facility Support, Service Performance, dan Customer Satisfaction Terhadap Word of Mouth

2019 ◽  
Vol 7 (3) ◽  
pp. 313-318
Author(s):  
Markus Jowianto ◽  
Saefudin Zuhdi
Keyword(s):  
Customer Satisfaction ◽  
Word Of Mouth ◽  
Support Service ◽  
Service Performance ◽  
Primary Data ◽  
Online Questionnaire ◽  
Independent Variables ◽  
Data Source ◽  
The Relationship ◽  
Positive Effect

The purpose of this study was to determine how much influence the facility support, service performance and customer satisfaction have on the word of mouth R. S. Sentra Medika Cibinong. The method of analysis in this study uses multiple regression analysis and correlation to test the significance of the relationship between variables with a quantitative approach. The data source of this research is primary data obtained by interview using online questionnaire instruments to 100 respondents. The results of this study indicate that all independent variables have a positive effect on word of mouth. However, customer satisfaction variables that significantly influence word of mouth.Keywords: FACILITY SUPPORT, SERVICE PERFORMANCE, CUSTOMER SATISFACTION, AND WORD OF MOUTH.

scholarly journals Investigating online shopping behaviour on mobile and fixed devices: The impact of scarcity and popularity cues

2021 ◽  
Author(s):  
◽  
Tessa Hoffman
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Negative Effect ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

<p>Smartphones have become ubiquitous in consumers’ lives and have been identified as an important online channel. However, consumers have indicated a preference for purchasing products through their fixed devices, such as computers, and few studies have investigated situations where consumers might indicate greater purchase intentions on their mobile devices. This research examines the influence of scarcity messages and popularity cues on purchase intention in the context of online shopping. Two experiments were conducted to evaluate the differences between consumers using mobile and fixed devices.  Study one was a 3 (scarcity: limited quantity vs limited time vs no scarcity) x 2 (device: fixed vs smartphone) between-subjects design (N = 236). Study one found that in an online shopping context, limited-quantity scarcity messages (e.g. limited stock available) had a negative effect on purchase intention regardless of the consumer’s device. Furthermore, a consumer’s scepticism of advertising moderated the relationship. Perceived risk of online shopping was found to moderate the relationship between device and purchase intention.  Study two was a 2 (scarcity: limited quantity vs no scarcity) x 2 (popularity: ranking vs no ranking) x 2 (device: fixed vs smartphone) between-subjects design (N = 244). The study showed that a popularity cue had a positive effect on purchase intention. However, scarcity had no effect on purchase intention. Consumers in the smartphone conditions also had lower purchase intentions but this was not impacted by the inclusion of a scarcity message or popularity cue. Interestingly, credibility of the content did not moderate the relationships between scarcity and purchase intention, or popularity ranking and purchase intention.  These findings suggest that online scarcity messages do not increase purchase intention, in contrast to previous offline studies. The moderating role of scepticism on the scarcity message and purchase intention relationship indicates that consumers are suspicious of scarcity messages in an online context. However, it appears popularity cues enhance consumer purchase intentions online. Neither a scarcity message or a popularity cue increased purchase intention on a smartphone. The research demonstrates that scarcity messages are not as effective online as they have been shown to be in an offline context and that further research is required to understand how to increase consumer purchase intentions when shopping on a smartphone.</p>

scholarly journals Moderating Role of Access to Finance on Entrepreneurial Orientation, Market Orientation, Learning Orientation and SMEs Performance of Gem and Jewelry Industry in Thailand

2017 ◽  
Vol 3 (1) ◽  
pp. 109-120
Author(s):  
Mohd Noor Mohd Shariff ◽  
Nifaosan Raden Ahmad ◽  
Muhammad Haroon Hafeez
Keyword(s):  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Primary Data ◽  
Learning Orientation ◽  
Clear Understanding ◽  
Access To Finance ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose: This study aims to propose a model that depicts the moderating effect of access to finance on the relationship between entrepreneurial orientation, market orientation, learning orientation and SMEs performance. Design/Methodology/Approach: This study adopts a survey research design by collecting primary data from the respondents due to the study involves collecting data directly from SME owner-managers in order to determine the moderating role of access to finance on the relationship between entrepreneurial orientation, market orientation, learning orientation and SMEs Performance.  Findings: This study will provide a clear understanding of the impact of entrepreneurial orientation, market orientation, learning orientation on firm performance in the area of strategic management and entrepreneurship.    Implications/Originality/Value: The findings will be beneficial to owner-managers of SMEs to understand the key factors that should be encouraged and avoided in improving business performance.

scholarly journals The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image

2016 ◽  
Vol 11 (8) ◽  
pp. 162 ◽  
Author(s):  
Elham Fakhri Tomalieh
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Major Effect ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Intent ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are: brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent.<strong> </strong>The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

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