Consumer Behavior in the Mobile Environment

2016 ◽  
pp. 1168-1182
Author(s):  
Jean-Eric Pelet ◽  
Panagiota Papadopoulou
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Qualitative Study ◽  
Ease Of Use ◽  
Mobile Environment ◽  
Privacy And Security ◽  
Business Opportunities ◽  
Negative Effect ◽  
Mobile Context ◽  
And Behavior

Consumer behavior in the omnipresent mobile environment constitutes a challenge for m-commerce vendors, as they seek to understand factors that affect it, positively and negatively, and to integrate social media in their mobile strategy. This paper presents an exploratory qualitative study about the use of smartphones and social media, in the context of m-commerce. The authors' objective is to facilitate the understanding of consumers' perceptions and behavior in m-commerce and social media and explore the potential of social media for m-commerce purposes. The results of their qualitative analysis show that reputation, design aspects, such as ease of use, as well as privacy and security are important factors for m-commerce and social media adoption and use. Their qualitative results also reveal factors having a negative effect to m-commerce. Business opportunities enabled by social media for m-commerce and how these can be leveraged in this promising mobile context are also discussed.

Consumer Behavior in the Mobile Environment

2014 ◽  
Vol 10 (4) ◽  
pp. 36-48 ◽  
Author(s):  
Jean-Eric Pelet ◽  
Panagiota Papadopoulou
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Qualitative Study ◽  
Ease Of Use ◽  
Mobile Environment ◽  
Privacy And Security ◽  
Business Opportunities ◽  
Negative Effect ◽  
Mobile Context ◽  
And Behavior

Consumer behavior in the omnipresent mobile environment constitutes a challenge for m-commerce vendors, as they seek to understand factors that affect it, positively and negatively, and to integrate social media in their mobile strategy. This paper presents an exploratory qualitative study about the use of smartphones and social media, in the context of m-commerce. The authors' objective is to facilitate the understanding of consumers' perceptions and behavior in m-commerce and social media and explore the potential of social media for m-commerce purposes. The results of their qualitative analysis show that reputation, design aspects, such as ease of use, as well as privacy and security are important factors for m-commerce and social media adoption and use. Their qualitative results also reveal factors having a negative effect to m-commerce. Business opportunities enabled by social media for m-commerce and how these can be leveraged in this promising mobile context are also discussed.

Exploring M-Commerce and Social Media

2017 ◽  
pp. 1-21 ◽  
Author(s):  
Panagiota Papadopoulou
Keyword(s):  
Social Media ◽  
Mobile Devices ◽  
Mobile Phones ◽  
Mobile Environment ◽  
Commercial Activity ◽  
Business Opportunities ◽  
Negative Effect ◽  
Similarities And Differences ◽  
Use Of Social Media ◽  
Mobile Context

The proliferation of mobile phones and tablets shape a new arena for online commercial activity with unprecedented opportunities and challenges. In this omnipresent mobile environment, understanding consumer behavior constitutes a challenge for m-commerce vendors, as they seek to understand factors that affect it, positively and negatively, and to integrate social media in their mobile strategy and across mobile devices. This paper presents an exploratory qualitative research examining separately mobile phones and tablets and the use of social media, in the context of m-commerce. The results of our qualitative analysis show important factors for m-commerce and social media adoption and use, highlighting the similarities and differences between mobile phones and tablets. Our qualitative results also reveal factors having a negative effect to m-commerce, for both mobile devices. Business opportunities enabled by social media for m-commerce and how these can be leveraged in this promising multiple-device mobile context are also discussed.

Exploring M-Commerce and Social Media

2018 ◽  
pp. 849-869
Author(s):  
Panagiota Papadopoulou
Keyword(s):  
Social Media ◽  
Mobile Devices ◽  
Mobile Phones ◽  
Mobile Environment ◽  
Commercial Activity ◽  
Business Opportunities ◽  
Negative Effect ◽  
Similarities And Differences ◽  
Use Of Social Media ◽  
Mobile Context

The proliferation of mobile phones and tablets shape a new arena for online commercial activity with unprecedented opportunities and challenges. In this omnipresent mobile environment, understanding consumer behavior constitutes a challenge for m-commerce vendors, as they seek to understand factors that affect it, positively and negatively, and to integrate social media in their mobile strategy and across mobile devices. This paper presents an exploratory qualitative research examining separately mobile phones and tablets and the use of social media, in the context of m-commerce. The results of our qualitative analysis show important factors for m-commerce and social media adoption and use, highlighting the similarities and differences between mobile phones and tablets. Our qualitative results also reveal factors having a negative effect to m-commerce, for both mobile devices. Business opportunities enabled by social media for m-commerce and how these can be leveraged in this promising multiple-device mobile context are also discussed.

Personality Traits and Consumer Behavior in the Mobile Context

2013 ◽  
pp. 1-21
Author(s):  
Kaan Varnali
Keyword(s):  
Consumer Behavior ◽  
Personality Traits ◽  
Value Creation ◽  
State Of The Art ◽  
Mobile Services ◽  
The State ◽  
Future Research ◽  
Mobile Context ◽  
And Behavior

Research focusing on consumer behavior in the mobile context is rapidly accumulating. However, the role of personality traits in explaining and predicting users’ perceptions regarding mobile services and behavior within the mobile context is conspicuously under-researched. If consumers are considered as dispositional entities, this lack of researcher interest on the role of personality traits on the value creation processes of mobile consumers should be scrutinized. Striving to provide guidance as to why and how to incorporate personality-based variables within prospective research models attempting to explain and predict consumer behavior in the mobile context, this research critically assesses the-state-of-the-art and presents a conceptual discussion regarding related future research avenues.

Goal specificity or ambiguity? Effects of self-quantification on persistence intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haijiao Shi ◽  
Rong Chen
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Tracking System ◽  
Experimental Studies ◽  
Underlying Mechanism ◽  
Conflict Theory ◽  
Content Type ◽  
Goal Specificity ◽  
Negative Effect ◽  
Personal Performance

PurposeThe current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context.Design/methodology/approachThe hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators.FindingsThe current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed.Practical implicationsThe present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit.Originality/valueThis study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.

The Behaviour Of Connected Consumer Following Communication By Social Media: Exploratory Study On Moroccan Ready-To-Wear Brands

2021 ◽  
Vol 38 (4) ◽  
Author(s):  
Sabrine Aboudou ◽  
Hammou Ichraq ◽  
Makloul Youssef
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Qualitative Study ◽  
Exploratory Study ◽  
Textual Analysis ◽  
Complex Relationship ◽  
Causal Relationships ◽  
Corporate Brand ◽  
Social Grouping ◽  
Dynamic Form

Understanding consumer behavior allows companies to act better when faced with an individual whose choices are becoming more and more changeable due to numerous stimuli. Moreover, the corporate brand understood that it was necessary to actively participate in exchanges with consumers to have some control over their behavior and since social media is a dynamic form of social grouping where groups are already formed by affinities, tastes and trends, it is the best means of communication to promote brands. The objective of this article is to identify the complex relationship, the different articulation and the causal relationships that exist between communication by social media and consumer behavior in a Moroccan context through an exploratory qualitative study conducted with 14 managers in the Moroccan ready-to-wear sector. The textual analysis of speeches allowed us to identify a set of variables that characterize consumer behavior following communication by social media.

The perceptions of SME retailers towards the usage of social media marketing amid COVID-19 crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Talha Salam ◽  
Hamza Imtiaz ◽  
Muhammad Burhan
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Technology Acceptance ◽  
Quantitative Study ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type

Purpose During the COVID-19 crisis, diversified attitudes and behaviors of structural equation modeling (SME) retailers were observed in using social media marketing that could have helped mitigate the adverse effects of this crisis on businesses. This paper aims to present a thorough investigation of these perceptions and limited acceptance of social media marketing among SME retailers in a developing country during a crisis. Design/methodology/approach The investigation was designed using a mixed-method design. A qualitative investigation, as the first part, explored SME retailers’ perceptions of the use of social media marketing when they were faced with mandatory lockdown that stifled their business activity. The insights from qualitative study and literature helped devise the second part of the study, a quantitative study using the technology acceptance model (TAM). Analysis of responses from a sample of SME retailers (n = 149) was done using SEM in this study. Findings In the qualitative study, SME retailers were found to have a varying outlook toward social media marketing. Some ventured into social media marketing while others were impeded by their limited understanding. The second (quantitative) study showed the general applicability of TAM such that perceived ease of use through perceived usefulness influenced SME retailers’ attitudes toward the usage of social media marketing during the COVID-19 crisis. An important finding in both studies was that business owners’ education level influenced their perceptions of social media marketing. Research limitations/implications The investigation, albeit a comprehensive one, was conducted in a particular market and for SME retailers. This opens avenues for conducting similar studies in other segments of entrepreneurs to generate insights based on comparative analysis across segments and scenarios. Originality/value Limited or no marketing in the physical marketplace amid lockdown meant almost an existential crisis for entrepreneurs, especially SME retailers, in developing countries during the COVID-19 crisis. While technology acceptance by SME retailers has been discussed in the literature, there are limited discourses on technology acceptance among entrepreneurs and SME retailers during a crisis. These findings from the COVID-19 crisis explicate the possibilities and limitations of technology usage as a means to mitigate challenges faced by entrepreneurs during a crisis.

scholarly journals The relationship between social media use, anxiety and burden caused by coronavirus (COVID-19) in Spain

2021 ◽  
Author(s):  
Julia Brailovskaia ◽  
Marta Miragall ◽  
Jürgen Margraf ◽  
Rocío Herrero ◽  
Rosa M. Baños
Keyword(s):  
Social Media ◽  
Media Use ◽  
Information Source ◽  
Social Media Use ◽  
Online Newspaper ◽  
Other Information ◽  
Negative Effect ◽  
Potential Negative Effect ◽  
And Behavior ◽  
The Relationship

AbstractThe outbreak of COVID-19 and national restrictions to slow down its spread have significantly changed people’s everyday lives. Many people engage in intensive social media use (SMU) to stay up-to-date about the pandemic. The present study investigated the extent of SMU as source of COVID-19 information, and its relationship with anxiety and the experienced burden caused by the pandemic in Spain. Of the 221 participants, 52.5% reported to frequently use SM as information source. The use of other information sources such as print and online newspaper reports, television reports, and official governmental online sites was not associated with anxiety and burden caused by the current COVID-19 situation. However, SMU was significantly positively linked to both variables. Moreover, anxiety significantly mediated the relationship between SMU and the experienced burden. The findings show the potential negative effect of SMU on individual emotional state and behavior during the pandemic. They emphasize the significance of an accurate and conscious use of SM specifically during extraordinary circumstances such as the COVID-19 outbreak.

Direct-to-Consumer Prescription Medication Advertisements and Use of Different Types of Media

2020 ◽  
Vol 18 (4) ◽  
pp. 51-72
Author(s):  
Joshua Fogel ◽  
Rivka Herzog
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Digital Media ◽  
Cable Television ◽  
Prescription Medication ◽  
The Internet ◽  
Additional Information ◽  
Direct To Consumer ◽  
Different Types ◽  
And Behavior

The authors are not aware of any research for Internet social media direct-to-consumer prescription medication advertisements (DTCA) related to consumer behavior. The authors study (n=635) the association of traditional and digital media DTCA including Internet social media with the intentions to seek and behavior of obtaining additional information about a prescription medication after seeing a DTCA. This research found that advertisements seen on traditional/cable television were associated with decreased behavior. Advertisements seen on Internet television were associated with increased behavior. Seeking additional information of reading print content on the Internet was associated with increased behavior. No social media advertisements were associated with either intentions or behavior. Companies designing Internet and social media advertising platforms, pharmaceutical brand managers, and pharmaceutical marketers should consider these findings when tailoring their DTCA campaigns.

Why do millennials use Facebook? Enduring insights

2020 ◽  
Vol 23 (1) ◽  
pp. 171-197
Author(s):  
Grace J. Ambrose ◽  
Juan (Gloria) Meng ◽  
Paul J. Ambrose
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Technology Acceptance ◽  
Social Acceptance ◽  
Research Field ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Sustainable Marketing

Purpose This study aims to address the following questions: What is enduring about consumer behavior on social media given that digital and social media (DSM) technologies change rapidly? Why do millennials use social media to the extent they do? The authors’ review revealed that a prevailing theoretical approach that may help answer these questions is inadequate. The technology acceptance model (TAM) from information systems was grafted into marketing to explain consumer technology adoption. TAM predicts Facebook adoption effectively, as demonstrated in the authors’ first study, but does not go beyond that in explaining the why’s behind its use. In a second study, the authors used the means-end approach (MEC) complementarily to unearth the why’s of millennials’ use of Facebook. Design/methodology/approach The authors used a mixed-methods design combining the structural modeling of TAM with the probing one-on-one interviews and laddering of MEC. Findings The authors found that the laddering process both widened and deepened TAM’s scope. It not only confirmed the importance of the TAM attributes, perceived ease of use and perceived usefulness, but it also revealed others, in determining adoption. It was also able to dig deeper from these to uncover a mesh of fundamental values that millennials used Facebook to satisfy, such as belongingness, pleasure, social acceptance and inner harmony, in their quest for inner and relational contentment. The authors also found negative aspects that kept consumers away, such as its lack of privacy and the overwhelming nature of unwanted video in its feed, tying these back to important values. Research limitations/implications The authors build on prior exploratory work relating to DSM use and uncover psychological drivers of consumer behavior on social media, by blending TAM in a consumer context, and the MEC approach. The TAM-MEC framework used here offers a technology-independent template for other DSM research, by focusing on how and why consumers use media socially. Practical implications Managerially, the authors discuss the building of sustainable marketing strategy on enduring consumer values rather than on transient attributes or technologies. The authors also discuss potential areas of vulnerability for Facebook, such as its increasing use of video and live content, which creates negative consumer sentiment and which may drive consumers to competitors. Originality/value By blending the quantitative TAM and the qualitative MEC, something that has not been done before in marketing, this research provides trustworthy answers to the research questions. In so doing, this study also contributes some cohesion to the fragmented DSM research field, as called for recently in prominent journals, by anchoring DSM study in well-established theories in marketing.

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