The Relationship among Experience Factors of Trytoursumer, Relational Benefits, and Long-term Relationship Orientation : Moderating Effect of Social Media Channel

2019 ◽  
Vol 31 (4) ◽  
pp. 161-178
Author(s):  
Young-Ha Kim
Keyword(s):  
Social Media ◽  
Moderating Effect ◽  
Relationship Orientation ◽  
Relational Benefits ◽  
The Relationship ◽  
Media Channel

An Evaluation of the Effects of Social Media on Client

2017 ◽  
Vol 7 (2) ◽  
pp. 23-41 ◽  
Author(s):  
Kristina Krasimirova Dimitrova ◽  
Steve MacKay
Keyword(s):  
Social Media ◽  
Future Research ◽  
Personal Network ◽  
Agency Relationships ◽  
Work Relationship ◽  
High Level ◽  
The Relationship ◽  
Informal Communications ◽  
Positive Work

High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.

Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ai-Zhong He ◽  
Yi Cai ◽  
Ling Cai ◽  
Yu Zhang
Keyword(s):  
Social Media ◽  
Brand Personality ◽  
Moderating Effect ◽  
Media Content ◽  
Brand Attitudes ◽  
Content Type ◽  
Narrow Scope ◽  
The Impact ◽  
The Relationship ◽  
Content Marketing

PurposeThis paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM). The moderating effect of the brand content relevancy was also assessed.Design/methodology/approachA conceptual model was established and examined using two experiments with a total of 363 participants. Hierarchical regression analysis and an analysis of variance were performed to test seven research hypotheses.FindingsResults show that the three forms of brand-owned SMCM, namely: conversation, storytelling and customer interaction and participation, are positively correlated with consumers’ brand personality perceptions and brand attitudes. Also, consumers’ perceptions of brand personality can partially mediate the relationship between brand-owned content marketing and consumers’ brand attitudes. Furthermore, the brand content relevancy does not show a moderating effect on the relationship between content marketing and consumers’ brand personality perceptions or brand attitudes.Originality/valueFirst, a framework was established to delineate those paths by which owned social media content marketing (OSMCM) influences consumers’ attitudes towards a brand. Second, the study demonstrates the importance of conversation as a powerful method of OSMCM. Third, with respect to content in marketing strategies, firms do not need to confine themselves to a narrow scope of content or information that is closely related to the brands alone.

Antecedents of Medical Crowdfunding Information Sharing Behaviors on Social Media: an empirical study (Preprint)

2021 ◽  
Author(s):  
Xuejie Yang ◽  
Bin Ding ◽  
Xiaoyu Wang ◽  
Dongxiao Gu ◽  
Changyong Liang ◽  
...  
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Critical Issue ◽  
Interpersonal Behavior ◽  
Warm Glow ◽  
Relationship Orientation ◽  
Use Of Social Media ◽  
Facilitating Conditions ◽  
The Relationship ◽  
Sharing Behavior

BACKGROUND The extensive use of social media enables crowdfunding information to spread to a wider extent. Therefore, understanding people’s psychological motivation to help others becomes a critical issue. OBJECTIVE We focus on the sharing behaviors of medical crowdfunding initiations on social media and aims to investigate the psychological motivational factors contribute to people’s sharing behaviors. METHODS Based on the theory of interpersonal behavior, a model was developed to examine the factors that influence people’s intention and actual sharing behaviors of medical crowdfunding on social media. The model was tested empirically using lagged data from 363 Chinese participants. RESULTS The results show that altruism (β = 0.11, p < .05), warm glow (β = 0.45, p < .001), relationship orientation (β = 0.12, p < .05), and perceived information credibility (β = 0.21, p < .001) are antecedents of intention to share of medical crowdfunding information. Inter-dependency between altruism and warm glow such that altruism is positively related to warm glow (β = 0.59, p < .001). Intention to share information (β = 0.59, p < .001), habit (β = 0.29, p < .001), and facilitating conditions (β = 0.15, p < .01) positively impact actual sharing behaviors of medical crowdfunding information. Our results also reveal no moderating effects of facilitating conditions (β = 0.08, p > .05) and habits (β = -0.03, p > .05) in the relationship between crowdfunding information sharing intention and actual sharing behavior. CONCLUSIONS This study develops a theoretical model that explains people's intention to share crowdfunding information. Findings have theoretical values for researchers as well as practical values for medical crowdfunding initiator and the platform designer.

The contrasting moderating effect of exploration on the relationship between stock options/stock ownership and a firm’s long-term performance

2018 ◽  
Vol 56 (9) ◽  
pp. 1956-1968 ◽  
Author(s):  
Gun Jea Yu ◽  
Joonkyum Lee
Keyword(s):  
Stock Options ◽  
Chief Executive ◽  
Moderating Effect ◽  
Stock Ownership ◽  
Content Type ◽  
And Performance ◽  
Long Term Performance ◽  
Term Performance ◽  
The Relationship

Purpose The purpose of this paper is to investigate the contrasting moderating effect of a firm’s exploration on the relationship between the two types of long-term incentives (stock options/stock ownership) for the chief executive officers and a firm’s long-term performance. Even though the two types of incentives are designed to improve long-term performance, the degrees of impact on long-term performance differ. Based on behavioral agency theory, this study theoretically and empirically examines the role of a firm’s exploration on the above relationship. Design/methodology/approach This study used three archival sources to obtain data on stock options, stock ownership, patents and exploration, financial measures, and others. Based on a sample of 1,963 firms in various industries from 1995 to 2006, this study tested the moderating effect of a firm’s exploration on the relationship between stock options/ownership and a firm’s performance. Findings This study reveals the contrasting moderating effect of a firm’s exploration on the relationship between stock options/ownership and a firm’s long-term performance: a positive moderating effect on the relationship between stock options and performance and a negative moderating effect on the relationship between stock ownership and performance. In addition, empirical evidence was added on the inverted U-shaped relationship between stock ownership and a firm’s long-term performance. Originality/value There is little research on a firm’s internal characteristics that strengthen or weaken the effects of stock options and stock ownership on firm performance. This study demonstrates the differential moderating effects of exploration on the relationship between stock options/stock ownership and long-term performance. Such effects of exploration come from the different risk features of stock options and stock ownership. The key implication is that stock options could be more effective than stock ownership to enhance a firm’s long-term performance when a firm has a strong exploration orientation.

scholarly journals PENGARUH CELEBRITY ENDORSEMENT VS. INFLUENCER ENDORSEMENT VS. ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE

2021 ◽  
Vol 8 (2) ◽  
Author(s):  
Josephine Jesslyne Helbert ◽  
I Gde Surya Putra Ariawan
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Sampling Method ◽  
Marketing Strategies ◽  
Moderating Effect ◽  
Different Types ◽  
Marketing Activities ◽  
The Difference ◽  
The Relationship ◽  
Share Information

Social media which initially only functioned as a medium to expand friendships and share one's daily activities, is now starting to turn into a platform used by many companies to share information and carry out marketing activities. One of the marketing strategies carried out by the company through social media is to use the services of an endorser to promote its products through the endorser's personal social media account. There are three types of endorsers studied in this study, namely celebrity endorsers, influencer endorsers, and online customer reviewers, each of which has its own advantages. Therefore, the purpose of this study is to analyze the difference or comparison of the influence of the credibility of the three types of endorsers above on consumer buying interest in the same product. The products used in this study are skincare products. This research was conducted using purposive sampling method by distributing questionnaires to 100 respondents for each type of questionnaire based on different types of endorsers so that a total of 300 respondents were obtained. The collected data was then processed using PLS-SEM as a whole and PLS-MGA to test the effect of moderation. The results obtained in this study are that an influencer endorser has the highest moderating effect among other types of endorsers on the relationship between endorser's credibility towards attitude toward the ad and attitude toward the brand. Meanwhile, the differences between these three types of endorsers do not have a moderating effect on the relationship between endorser's credibility, attitude toward the ad, and attitude toward the brand towards purchase intention.

scholarly journals Impact of Personal Values on Political Consumption: The moderating role of interpersonal influence in social media

2021 ◽  
Vol 5 (3) ◽  
pp. 400
Author(s):  
Juliano Domingues Da Silva ◽  
Ana Tereza Delapedra ◽  
Ana Maria Campos Manoel ◽  
Isis Helena Martins Cassiolato
Keyword(s):  
Social Media ◽  
Personal Values ◽  
Linear Regression Analysis ◽  
Moderating Effect ◽  
Interpersonal Influence ◽  
Self Transcendence ◽  
Political Consumption ◽  
The Relationship ◽  
Moderating Role

This study aims to analyze the moderating effect of interpersonal influence in social media on the relationship between personal values and political consumption. Through a survey of 206 respondents, the results of linear regression analysis showed that the values of self-transcendence and openness to change are positively related to political consumption, whereas self-promotion has a negative relation. The results also showed that interpersonal influence in social media has a critical moderating effect since (i) amplifies political consumption of people with self-transcendence values and (ii) increases the political consumption of people with self-promotion values. This research expands the literature on consumer behavior by showing that personal values on political consumption depend on the individual's susceptibility to being influenced by social media.

Examining the Value, Satisfaction, and Loyalty Relationship Under Online Framework Using PLS-ANN

2021 ◽  
pp. 2224-2250
Author(s):  
Himanshu Sharma ◽  
Anu G. Aggarwal ◽  
Abhishek Tandon
Keyword(s):  
Neural Network ◽  
Social Media ◽  
Artificial Neural Network ◽  
Customer Value ◽  
Moderating Effect ◽  
Competitive Advantages ◽  
Effect Relationship ◽  
Second Stage ◽  
Artificial Neural Network Ann ◽  
The Relationship

Electronic commerce has gained popularity over the years and forced the businesses to go online in order to achieve competitive advantages. Digitalization has led to the dynamicity of markets and this poses a question on the loyalty of customers towards these e-commerce websites.This chapter attempts to examine the relationship between website service quality (WSQ), social media reviews (SMR), customer value (CV), customer satisfaction (CS), and website loyalty (LOY); with the moderating effect of switching cost. Also, the most influential predictor in each cause-effect relationship is determined. The hypothesized conceptual framework is validated using a two-stage approach. In the first stage, the hypotheses are tested and path loadings are generated using PLS-SEM approach. Also, the moderating effect is studied using PLS. Second stage utilizes the advantages of artificial neural network (ANN) to obtain the best explanatory variable in each independent-dependent association.

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