The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors

2022 ◽  
pp. 300-329
Author(s):  
Hayat Ayar Senturk ◽  
Ece Ozer Cizer ◽  
Tugce Sezer
Keyword(s):  
Consumer Behavior ◽  
Real Time ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Negative Consequences ◽  
Online Questionnaire ◽  
Consumer Emotions ◽  
Marketing Activities ◽  
Mediator Variable ◽  
Content Marketing

This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.

scholarly journals A Study of Spectator Emotions at the Tour de France

2019 ◽  
Vol 23 (6) ◽  
pp. 753-771
Author(s):  
Graham Berridge ◽  
Daryl May ◽  
Eliza Kitchen ◽  
Gavin Sullivan
Keyword(s):  
Hot Spots ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Online Questionnaire ◽  
Tour De France ◽  
Negative Feelings ◽  
Live Action

This article contributes to the canon of literature on spectator emotions by examining spectator emotions at a major hallmark event. Spectator experience emotions were surveyed via an online questionnaire resulting in 188 valid responses. This resulted in three groups of spectators being surveyed: 1) those who watched live from the roadside, 2) those watching via a spectator viewing hub, and 3) those watching on television. Variables tested were via PANAS scale emotions. They included the positive emotions of interested, excited, strong, enthusiastic, proud, alert, inspired, determined, attentive, and active. The negative emotions were distressed, upset, hostile, irritable, scared, nervous, afraid, guilty, ashamed, and jittery. There are also nine categories within the model, which are (1) attentive, (2) excited, (3) proud, (4) strong, (5) distressed, (6) angry, (7) fearful, (8) guilty, and (9) nervous. The highest positive value feelings of "interested, excited, and enthusiastic" occurred during the live action by those watching on the roadside. Negative feelings were more variable but a highest rating for "afraid" increased during the event, suggesting feelings of not wanting to miss anything (action). Further exploration of the emotions experienced before, during, and after an event is required in order to more fully understand the complexity of the factors. For those planning and staging cycling and similar multistage or multisite events the mapping (route) and layout of the active spectator and participant arena can be carefully constructed to provide potential emotional hot spots. Emotions vary across time and this appears to be related to mode and location of spectating. It implies that event organizers can utilize different "experiential components" within an event setting to create conditions that would be conducive to an optimal viewing environment.

scholarly journals OWN EXPERIENCES OF ABORTION IN DESCRIPTIONS OF PEOPLE ASSOCIATED IN PRO-CHOICE GROUPS ON FACEBOOK IN POLAND

2020 ◽  
Vol 4 (1) ◽  
pp. 85-100
Author(s):  
KLEMENTYNA KULETA
Keyword(s):  
Public Discourse ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Termination Of Pregnancy ◽  
Legal Issues ◽  
Online Questionnaire ◽  
Abortion Law ◽  
Experience Difficulty ◽  
Pro Choice

A restrictive anti-abortion law is in force in Poland. However, many people terminate pregnancy in cases other than those specified in the Act. Public discourse on this subject is dominated by philosophical and legal issues, and it lacks the voices of those who terminated the pregnancy. Abortion is often presented as a sad necessity, as always difficult or traumatic. I conducted research on describing own abortion experiences by people from Facebook pro-choice groups. 99 respondents who had 102 abortions completed an anonymous online questionnaire. From the material of answers, I selected categories that were used to analyze the results of the study: positive emotions, negative emotions, pregnancy as a burden, good experience, difficulty experience, stigmatization, support. It turned out that the experiences of termination of pregnancy were diverse. Respondents, describing their experiences, discussed topics rarely present in the discourse, such as the fact that abortion can be a good experience.

scholarly journals Green Stimuli Characteristics and Green Self-Identity Towards Ethically Minded Consumption Behavior with Special Reference to Mediating Effect of Positive and Negative Emotions

2019 ◽  
Vol 15 (7) ◽  
pp. 77
Author(s):  
Poornima K Gayathree ◽  
Dinesh Samarasinghe
Keyword(s):  
Consumer Behavior ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Mediating Effect ◽  
Household Appliances ◽  
Self Identity ◽  
Consumption Behavior ◽  
Environmental Friendly ◽  
Positive And Negative Emotions ◽  
Research Studies

Research studies related to ethical consumerism has been gaining increasing attention in the last decade due to growing importance with environmental pollution. Research studies pointed out a gap between ethical consumers’ behavior and intention which is common in Sri Lanka as well. Hence the study used emotions and self-identity as two key drivers which assist in exploring the intention-behavior gap that has not been researched so far. Therefore the research problem addressed is “whether the positive and negative emotions aroused as a result of consumer subjective evaluation to stimuli, impact on the ethically minded consumption behavior?”. The study focused only on environmental friendly electrical household appliances and the population is the academics and professionals who reside Gampaha and Colombo suburbs and who bought environmental friendly electrical household appliances within the last one year of duration. The unit of analysis is individual consumers and the convenience sampling method used. 200 individual respondents contributed to the study and the data collection was done through a self-administered questionnaire. The study has used Smart PLS 3.2 software and the results showed that the green stimuli characteristics and green self-identity significantly influence ethically minded consumer behavior and only positive emotions act as a significant mediator. Most importantly if the consumer’s perceived effectiveness is high, despite the presence of emotions ethically minded consumer behavior will be triggered more. In conclusion, marketers have to use positive emotions when creating the stimuli and should give more priority for assuring the individuals small step for protecting the environment.

What makes consumers believe: the impacts of priming and sequential service experiences on consumer emotions and willingness to pay

2016 ◽  
Vol 30 (1) ◽  
pp. 115-127 ◽  
Author(s):  
Ting-Jui Chou ◽  
En-Chung Chang ◽  
Yanan Zheng ◽  
Xiaofei Tang
Keyword(s):  
Willingness To Pay ◽  
Positive Emotions ◽  
Service Providers ◽  
Service Failure ◽  
Negative Emotions ◽  
Content Type ◽  
Consumer Emotions ◽  
Sequential Service ◽  
Subject Experiment ◽  
Service Experiences

Purpose The purpose of this study is to explore the effects of priming on consumer emotions and willingness to pay as consumers experience two services with two opposite valences. Design/methodology/approach A 2 (service experience sequence: failure–success, success–failure) × 3(priming: positive, negative, no priming) between-subject experiment was conducted with 230 college students in China. Findings Results indicate that when priming information is included, people give greater decision weight to the second service. Specifically, in the failure–success scenario, priming information between two services increases positive emotions and decreases negative emotions, raising willingness to pay. In the success–failure scenario, priming information decreases positive emotions and increases negative emotions, thus lowering willingness to pay. Practical implications First, if businesses discover the possibility of a service failure, then disclosing negative information is better than whitewashing the truth. Second, services following a campaign of positively framed messages should be carefully rendered. The damage of pre-failure positive priming is most certainly irreparable. Finally, in terms of communication, businesses and service providers should cater to consumers exposed to different levels of information accordingly. Originality/value Previous investigations focusing on a single purchase have argued that priming effects should cause consumers of varying tastes to react in a more unified manner to a service. This study extends the research scope to more realistic situations ”sequential service experiences with opposite valences” and asserts that differences in service experiences alter the influence of priming information.

scholarly journals Features of Marketing Activities of Companies in the Condition of the Coronavirus Pandemic

2020 ◽  
pp. 109-116
Author(s):  
Natalia BABKO ◽  
Tetiana KVIATKO ◽  
Viktoriia DUZKRIATCHENKO ◽  
Akradii MYKYTAS
Keyword(s):  
Consumer Behavior ◽  
Information Transfer ◽  
Business Processes ◽  
Sales Promotion ◽  
Online Marketing ◽  
Negative Consequences ◽  
Goods And Services ◽  
Market Participants ◽  
Strategic Approach ◽  
Marketing Activities

The article identifies the features of marketing in a coronavirus pandemic. The negative consequences of the coronary crisis for enterprises of different spheres of activity have been studied. The main indicators of the efficiency of companies, which showed their growth in the COVID-19 pandemic, as well as changes in marketing activities, which they had to make in order to adapt to the conditions of quarantine, were analyzed. Examples of practical marketing activities of the world's leading companies are given. The main results of activities in terms of sales of goods and services are presented. The tendencies of development of the leading companies for the period of pandemic are defined, the basic factors of influence on demand and adjustment of the offer in the corresponding markets are formed. Features and practical mechanisms of transition to online business are given, the basic components of tools of transition to online marketing are grouped. The influence of crisis phenomena on market activity of consumers is proved. Marketing tools and methods of influencing consumer behavior, which has undergone significant changes in quarantine are identified. Theoretical features of formation of marketing activity in the conditions of pandemic and directions of marketing transformations in business are worked out. Comparison of the existing theoretical principles and practices of leading companies, resulting in the need to move away from the classical theory of marketing to the introduction of a strategic approach, taking into account the conditions of uncertainty is conducted. The necessity of finding new systems and means of communication and sales promotion through changing the model of consumer behavior and customer demand, in general, is proved. It is determined that under the conditions of the pandemic, e-commerce received a significant development and increase in demand, which also affected the marketing model in terms of business processes between individual market participants. The directions of development of the marketing component in the field of media are outlined, the means of information transfer more popular in the conditions of a pandemic are presented. Examples of leading companies on the reorganization of their marketing activities with emphasis on certain streaming tools, which during this period were in greater demand among consumers are given. The structure of consumption in the field of media is analyzed and the results in the field of marketing policy of communications and advertising are formalized. Recommendations for marketing activities of companies in the conditions of forced transformation of their activities with a focus on total digital are developed.

Don’t Put Me in This Group

2019 ◽  
Vol 50 (2) ◽  
pp. 80-93
Author(s):  
Jort de Vreeze ◽  
Christina Matschke
Keyword(s):  
Positive Emotions ◽  
Negative Emotions ◽  
Negative Information ◽  
The Self ◽  
The Other ◽  
Other Hand ◽  
Group Memberships

Abstract. Not all group memberships are self-chosen. The current research examines whether assignments to non-preferred groups influence our relationship with the group and our preference for information about the ingroup. It was expected and found that, when people are assigned to non-preferred groups, they perceive the group as different to the self, experience negative emotions about the assignment and in turn disidentify with the group. On the other hand, when people are assigned to preferred groups, they perceive the group as similar to the self, experience positive emotions about the assignment and in turn identify with the group. Finally, disidentification increases a preference for negative information about the ingroup.

Positive Emotion in Borderline Personality Disorder

2019 ◽  
pp. 332-352
Author(s):  
Jill M. Hooley ◽  
Sara R. Masland
Keyword(s):  
Borderline Personality Disorder ◽  
Personality Disorder ◽  
Positive Emotions ◽  
Negative Emotions ◽  
Negative Mood ◽  
Severe Form ◽  
Borderline Personality ◽  
Negative Emotionality ◽  
Personality Pathology ◽  
Emotional Experiences

Borderline personality disorder (BPD) is a severe form of personality pathology characterized by high levels of negative emotionality. Because negative emotions are so central to the clinical presentation of BPD, the issue of how people with this disorder process and experience positive emotional experiences is relatively unexplored. This chapter provides an overview of what is currently known about positive emotions and BPD. Although the literature is characterized by many inconsistencies, our review suggests that people with BPD do indeed experience positive emotions. However, their recall of positive emotional experiences appears to be reduced, perhaps because such experiences are more transient, less stable, and more likely to be quickly replaced by negative emotions. Problems with the identification and accurate differentiation of positive emotions may also play a role. Such difficulties may conspire to create a psychological world for people with BPD that is characterized by a focus on negative mood and negative emotional experiences. In addition to focusing on negative affect, we suggest that it might also be clinically beneficial to make problems with positive affect a specific clinical target.

scholarly journals Comparison of disclosure/concealment of medical information given to conversational agents or to physicians

2021 ◽  
Vol 27 (1) ◽  
pp. 146045822199486
Author(s):  
Nicholas RJ Frick ◽  
Felix Brünker ◽  
Björn Ross ◽  
Stefan Stieglitz
Keyword(s):  
Natural Language ◽  
Medical Information ◽  
Frame Of Reference ◽  
Future Research ◽  
Negative Consequences ◽  
Conversational Agents ◽  
Online Questionnaire ◽  
Computer Based

Within the anamnesis, medical information is frequently withheld, incomplete, or incorrect, potentially causing negative consequences for the patient. The use of conversational agents (CAs), computer-based systems using natural language to interact with humans, may mitigate this problem. The present research examines whether CAs differ from physicians in their ability to elicit truthful disclosure and discourage concealment of medical information. We conducted an online questionnaire with German participants ( N = 148) to assess their willingness to reveal medical information. The results indicate that patients would rather disclose medical information to a physician than to a CA; there was no difference in the tendency to conceal information. This research offers a frame of reference for future research on applying CAs during the anamnesis to support physicians. From a practical view, physicians might gain better understanding of how the use of CAs can facilitate the anamnesis.

scholarly journals The #orthorexia community on Instagram

2021 ◽  
Author(s):  
Martina Valente ◽  
Sophie Renckens ◽  
Joske Bunders-Aelen ◽  
Elena V. Syurina
Keyword(s):  
Content Analysis ◽  
Sense Of Belonging ◽  
Mixed Methods Study ◽  
Therapeutic Interventions ◽  
Negative Consequences ◽  
Online Questionnaire ◽  
Level Of Evidence ◽  
Helping Others ◽  
The Relationship ◽  
Share Information

Abstract Purpose This mixed-methods study delved into the relationship between orthorexia nervosa (ON) and Instagram. Methods Two quantitative data sources were used: content analysis of pictures using #orthorexia (n = 3027), and an online questionnaire investigating the experience of ON and the use of Instagram of people sharing ON-related content on Instagram (n = 185). Following, interviews (n = 9) were conducted with people posting ON-related content on Instagram and self-identifying as having (had) ON. Results People who share ON-related content on Instagram were found to be primarily young women (questionnaire = 95.2% females, mean age 26.2 years; interviews = 100% females, mean age 28.4 years), who were found to be heavy social media users and favor Instagram over other platforms. Questionnaire respondents agreed in defining ON as an obsession with a diet considered healthy, with bio-psycho-social negative consequences, though those who self-identified as having (had) ON were more likely to point out the negative impairments of ON. Interviewees deemed Instagram partially responsible for the development of ON. Instead, they agreed that Instagram encourages problem realization. Content analysis showed that ON is encoded in pictures of ‘food’, ‘people’, ‘text’ and ‘other.’ Interviewees revealed that they started posting to recover, share information, help others, and they felt inspired to post by other accounts. A sense of belonging to the #orthorexia community emerged, where people share values and ideals, and seek validation from others. Conclusion Conversations around #orthorexia on Instagram generate supportive communities aiding recovery. Individuals use Instagram for helping others and themselves recovering from ON. Understanding how people help each other, manage their health, cope with symptoms, and undertake recovery can inform the implementation of therapeutic interventions for ON. Level of evidence Level III, evidence obtained from well-designed cohort or case–control analytic studies.

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