How Consumers Respond to Editorial Communication Strategies

2020 ◽  
pp. 364-389
Author(s):  
Amélia Maria Pinto da Cunha Brandão ◽  
Sara Monteiro Machado
Keyword(s):  
Decision Making ◽  
Comparative Study ◽  
Web 2.0 ◽  
Purchase Intention ◽  
Communication Strategies ◽  
The Impact ◽  
Content Marketing

With the advent of Web 2.0 and the fact that brands can now communicate directly with consumers, it has been suggested that content marketing is replacing publicity. However, to the best of the authors' knowledge, no previous study has supported this relationship. The purpose of this chapter is to explore this theory, drawing a comparative study on how consumers respond to both approaches. The effects of content marketing and publicity on message credibility, attitude toward the brand and purchase intention are analyzed, as well as the impact of consumers' antecedents on these indicators. The findings indicate that publicity is still relevant and is not being replaced by content marketing. This chapter illustrates the power of content in influencing customer decision making and provides relevant insights into how content must be used to serve consumers' needs more effectively, allowing a 360º view.

scholarly journals THE IMPACT OF CONTENT MARKETING, INFLUENCERS, AND E-PROMOTION ON PURCHASE INTENTION

2021 ◽  
Vol 31 (2) ◽  
pp. 117
Author(s):  
Ida Ayu Iswari Pidada ◽  
Putu Gede Genta Taruna Suyasa
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
The Impact ◽  
Content Marketing

Introduction: This study aims to analyze the impact of content marketing, influencers, and e-promotion on purchase intention.Methods: This research is conducted on the Instagram Social Media of Biang Denpasar Gallery with population of 1,040 customers and sample of 91 customers.Results: The results of the study show that content marketing, influencers, and electronic promotions have positive and significant impact on purchase intention. E-Promotion or online promotion as an activity through internet media.Conclusion and suggestion: The type of promotional media used will affect purchases at an online shop. E-Promotion has the highest and significant value. E-promotion can be improved by paying attention to the searchability indicator.

scholarly journals The impact of positive valence and negative valence on social commerce purchase intention

2019 ◽  
Vol 33 (2) ◽  
pp. 774-791 ◽  
Author(s):  
Nick Hajli
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Purchase Decision ◽  
Least Squares Regression ◽  
Social Commerce ◽  
Data Set ◽  
Content Type ◽  
Consumer Feedback ◽  
The Impact

Purpose New research emphasizes the importance of social communications in e-commerce purchase decision-making processes but there are many technical and social challenges such as multi-faceted trust concerns. How consumers view and value referent’s online testimonials, ratings, rants and raves, and product usage experiences remain an important factor that needs to be better understood. Social commerce as a relatively new stream in e-commerce yet is growing fast and gaining the attention of scholars and practitioners, especially due to recent revenue developments. Consistent with e-commerce websites that do not enable consumer feedback, trust is a challenging matter for consumers to consider when they visit social commerce websites. Researching trust models and influences is increasingly important especially with the proliferation of online word of mouth (WOM) strongly effecting many consumers at many different phases of social commerce purchase decision making and transacting. The paper aims to discuss this issue. Design/methodology/approach This study examines the effects and importance of institution-based trust and WOM within a model of consumer behaviour on social commerce websites. This research examines how trust and consumer feedback may affect consumers’ purchase intentions. This study collects data from the little-understood market of urban Iran and develops a research model to examine consumers’ purchase intentions on social commerce websites. A robust data set from urban Iran (n=512) is analyzed using partial least squares regression to analyze the proposed model. Findings The results of the analysis show that institution-based trust influences social media communication, leading to elevated purchase intention on social commerce websites. This research adds to the prior literature that espouses on the importance of consumers developing strong beliefs of vendor trust in social commerce platforms. Originality/value Explaining how consumer purchase decision making is effected by using institution-based trust and electronic WOM in a little understood Middle Eastern context an important contribution of this research. Suggestions on practical and theoretical developments of this research in the sharing commerce research stream conclude this paper.

scholarly journals The Impact of Placing Electronic Word of Mouth on Instagram on Consumers’ Purchase Intention: Case Study of Food Products in the Kingdom of Saudi Arabia

2020 ◽  
Vol 7 (2) ◽  
pp. 51
Author(s):  
Nora Abdullah Al-Masoud
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Purchase Intention ◽  
Online Survey ◽  
Food Products ◽  
Survey Method ◽  
Purchase Decision ◽  
Marketing Practice ◽  
The Impact ◽  
Decision Making Tool

Social media networks like Instagram, Facebook, Twitter, and LinkedIn, present promising opportunities for facilitating usability of e-WOM as a rising purchase decision-making tool. In tandem, this study aimed at looking into the impact of placing the e-WOM on Instagram on consumers’ purchase intention to food products in the KSA with a focus on purchase intention and decision. A quantitative research strategy was adopted through the survey method, where questionnaires were distributed through online survey-monkey to Instagram subscribers and dwellers of the KSA. Descriptive and inferential statistical data analyses were applied to generate useful information, and a documentary review was performed to supplement the primary findings. This study established that characteristics of e-WOM, attributes of the e-WOM reviewer, characteristics of social media site for e-WOM, demographic aspects of consumer, and reputation of the brand, influence effectiveness of e-WOM and customer purchase intention and decision on products. Significantly, it was established that quality, quantity, recency, and consistency, of e-WOM impact customer purchase intention and purchase decision towards food products. Nevertheless, it was ascertained that most respondents trust e-WOM as an objective and effective purchase decision-making tool. However, this study was conducted in the KSA and majorly employed quantitative rather than mixed-methods methodology, thus limiting its generalizability.This study originates from the need to improve marketing strategies given the growth of social media marketing against traditional marketing. Likewise, it adds value to existing knowledge about marketing practice and recommends further research in comparing the impact of e-WOM on customer purchase intention, decision, experience, and loyalty, across various social media sites and different nations for the generalized understanding of e-WOM as a marketing tool.

Ethical decision making in counterfeit purchase situations: the influence of moral awareness and moral emotions on moral judgment and purchase intentions

2016 ◽  
Vol 33 (3) ◽  
pp. 213-223 ◽  
Author(s):  
Luis F. Martinez ◽  
Dorothea S. Jaeger
Keyword(s):  
Decision Making ◽  
Moral Judgment ◽  
Purchase Intention ◽  
Ethical Decision Making ◽  
Essential Element ◽  
Moral Emotions ◽  
Moral Awareness ◽  
Negative Consequences ◽  
Content Type ◽  
The Impact

Purpose Counterfeiting is an increasingly global phenomenon that threatens the economy as a whole and also presents a risk for the consumers. The purpose of this study is to explore moral emotions along with moral awareness and moral judgment with respect to their influence in the consumption of counterfeits. Design/methodology/approach An online questionnaire was distributed among participants (n = 225) who were asked to respond to a counterfeit purchase scenario. Findings Results highlight the importance of moral awareness as an essential element of moral decision-making. Also, moral emotions were found to influence moral judgment as well as purchase intention. Research limitations/implications A limitation refers to the fact that a scenario was used to evoke participants’ emotional responses. Although the situation was realistic and the majority of the people could very well imagine experiencing the reported scenario, results might change in an actual purchase situation. Practical Implications This study’s findings may be particularly relevant for authorities and educators who design campaigns to curtail counterfeit consumption, thus seeking to encourage consumers to recognize the several negative consequences that result from counterfeiting behavior. Originality/value This is one of the few studies that examine the impact of cognitive and emotional influences in a counterfeit purchase decision. Fighting this problem requires an in-depth understanding of consumers’ motivations and how they feel about engaging in this morally questionable behavior.

The impact research of online reviews’ sentiment polarity presentation on consumer purchase decision

2017 ◽  
Vol 30 (3) ◽  
pp. 522-541 ◽  
Author(s):  
Qi Wang ◽  
Lin Wang ◽  
Xiaohang Zhang ◽  
Yunxia Mao ◽  
Peng Wang
Keyword(s):  
Decision Making ◽  
Interaction Effect ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Online Reviews ◽  
Mediation Effect ◽  
Significant Interaction Effect ◽  
Content Type ◽  
Main Effect ◽  
The Impact

Purpose Because online shopping is risky, there is a strong need to develop better presentation of online reviews, which may reduce the perceived risk and create more pleasurable shopping experiences. To test the impact of online reviews’ sentiment polarity presentation, the purpose of this paper is to adopt a scenario experiment to study consumers’ decision-making process under the two scenarios of mixed presentation and classified presentation of online reviews collected from Jingdong.com in China: focusing on the comparative analysis on the differences of the consumers’ perceived risk, purchase intention and purchase delay, and further studying the interaction effect of involvement and online reviews’ sentiment polarity presentation. Design/methodology/approach This paper employed a 2×2 factorial experiment to test the hypothesis. The experimental design is divided into four groups: 2 (online reviews’ sentiment polarity presentation: mixed presentation vs classified presentation) × 2 (involvement: low vs high), each of which contains 90 samples. Through the data analysis, the main effect, mediation effect and moderating effect were examined. Findings The results show that compared with mixed presentation, classified presentation can reduce purchase intention and increase purchase delay due to the existence of loss aversion and availability heuristic. Furthermore, the paper also confirms that there is a significant interaction effect between involvement and online reviews’ sentiment polarity presentation. Originality/value The existing research pays less attention to the impact of online reviews presentation on consumers’ decision making, especially the lack of discussion on the interaction effect between involvement and online reviews presentation. For this reason, this paper proposes a problem, which concerns whether mixed presentation and classified presentation of online reviews will affect consumers’ decision making differently.

A comparative study of HR involvement in strategic decision-making in China and Australia

2019 ◽  
Vol 13 (2) ◽  
pp. 258-275
Author(s):  
Shuming Zhao ◽  
Cathy Sheehan ◽  
Helen De Cieri ◽  
Brian Cooper
Keyword(s):  
Decision Making ◽  
Comparative Study ◽  
Statistical Significance ◽  
Chief Executive ◽  
Strategic Decision ◽  
Strategic Decision Making ◽  
Upper Echelon ◽  
Content Type ◽  
Upper Echelon Theory ◽  
The Impact

Purpose The purpose of this paper is to address gaps in the knowledge about human resource (HR) professional involvement in strategic decision-making in China compared with that in Australia. Design/methodology/approach First, the authors compare the strategic involvement of Chinese and Australian HR professionals. Second, based on the upper echelon theory, the authors compare the impact of chief executive officer (CEO) and top management team (TMT) between both countries on HR involvement in strategic decision-making. Data were collected from matched pairs of HR and TMT executives in China (n = 168) and in Australia (n = 102). Findings Results indicate a difference, despite of no statistical significance, in HR involvement in strategic decision-making between Chinese and Australian samples. TMT behavioural integration was positively related to HR involvement in strategic decision-making in a collectivistic culture (i.e. in China), but not in an individualistic culture (i.e. in Australia). However, CEO support for HRM was positively related to HR involvement in strategic decision-making in Australia, whereas it is not related in China. Originality/value The paper conducts a comparative study and practical, and research implications are discussed at the end.

Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platforms

2021 ◽  
pp. 135676672110306
Author(s):  
Man Lai Cheung ◽  
Wilson Ka Shing Leung ◽  
Jun-Hwa Cheah ◽  
Hiram Ting
Keyword(s):  
Decision Making ◽  
Purchase Intention ◽  
Online Survey ◽  
User Generated Content ◽  
Impulse Buying ◽  
Value Assessment ◽  
Behavioural Responses ◽  
Tourism Marketing ◽  
Perceived Values ◽  
The Impact

User-generated content (UGC) is one of the most important notions that influences tourists’ decision-making. However, the nature of UGC is still underexplored in the literature. The present study aimed to examine the impact of two different forms of UGC (i.e., emotional and rational) on tourists’ perceived values and their subsequent behavioural responses. Using the stimulus-organism-response (SOR) model, the two forms of UGC were conceptualised as informational stimuli, while tourists’ overall value assessment (i.e., perceived values, including emotional, functional, relational, and entitativity values) of the utility of tourism activities in the tourism platform were conceptualised as organisms. Tourists’ behavioural responses were demonstrated by impulse buying and future purchase intention. Data from 538 respondents were collected using online survey and analysed using PLS-SEM. The results revealed that both emotional and rational UGC have a significant impact on tourists’ perceived values, which in turn strengthen impulse buying and future purchase intention. This study not only contributes to the tourism marketing literature by empirically examining the impacts of two forms of UGC on tourists’ organisms and responses, but also provides meaningful insights for tourism marketers to facilitate UGC to drive tourists’ perceived values and their subsequent behaviour.

Quota Women Are Threatening to Men

2017 ◽  
Vol 76 (3) ◽  
pp. 107-116 ◽  
Author(s):  
Klea Faniko ◽  
Till Burckhardt ◽  
Oriane Sarrasin ◽  
Fabio Lorenzi-Cioldi ◽  
Siri Øyslebø Sørensen ◽  
...  
Keyword(s):  
Decision Making ◽  
Organizational Performance ◽  
Gender Stereotypes ◽  
Perceived Threat ◽  
Preferential Treatment ◽  
Public Sector Employees ◽  
Different Types ◽  
Low Levels ◽  
Women In Decision Making ◽  
The Impact

Abstract. Two studies carried out among Albanian public-sector employees examined the impact of different types of affirmative action policies (AAPs) on (counter)stereotypical perceptions of women in decision-making positions. Study 1 (N = 178) revealed that participants – especially women – perceived women in decision-making positions as more masculine (i.e., agentic) than feminine (i.e., communal). Study 2 (N = 239) showed that different types of AA had different effects on the attribution of gender stereotypes to AAP beneficiaries: Women benefiting from a quota policy were perceived as being more communal than agentic, while those benefiting from weak preferential treatment were perceived as being more agentic than communal. Furthermore, we examined how the belief that AAPs threaten men’s access to decision-making positions influenced the attribution of these traits to AAP beneficiaries. The results showed that men who reported high levels of perceived threat, as compared to men who reported low levels of perceived threat, attributed more communal than agentic traits to the beneficiaries of quotas. These findings suggest that AAPs may have created a backlash against its beneficiaries by emphasizing gender-stereotypical or counterstereotypical traits. Thus, the framing of AAPs, for instance, as a matter of enhancing organizational performance, in the process of policy making and implementation, may be a crucial tool to countering potential backlash.

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