The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products

2021 ◽  
Vol 5 (4) ◽  
pp. 691-702
Author(s):  
Hala O. Al-Rawabdeh ◽  
Hamad Ghadir ◽  
Ghaith Al-Abdallah
Keyword(s):  
Purchase Intentions ◽  
User Generated Content ◽  
Future Research ◽  
Strong Impact ◽  
Reference Groups ◽  
Electronic Products ◽  
Young Consumers ◽  
Survey Strategy ◽  
Post Purchase ◽  
The Impact

This paper investigates the impact of post-purchase user generated content (UGC) and traditional reference groups on the purchase intentions for electronic products (e-products) among young consumers in Jordan. To achieve this, a descriptive methodology was adapted, with a quantitative approach and survey strategy utilizing a five-point Likert scale questionnaire distributed to 450 university and college students in Jordan. 400 filtered and screened copies underwent statistical analyses. SPSS version 21 was utilized to describe and analyze the data. The results revealed a strong impact of post-purchase UGC on purchase intentions of e-products among young consumers. The results also revealed that traditional reference groups have a lower significant impact on the purchase intentions of young consumers, indicating that young consumers rely on online communities more than they rely on family, friends, colleagues, and other social organizations. The findings are discussed with a view to their implications, with recommendations for future research.

The Persuasive Effect of Product Placements

2021 ◽  
Author(s):  
Ravineet Kaur ◽  
Rakesh Kumar Sharma ◽  
Apurva Bakshi
Keyword(s):  
Attitude Change ◽  
Emerging Market ◽  
Behavioral Responses ◽  
Purchase Intentions ◽  
Future Research ◽  
Mediating Role ◽  
Product Placements ◽  
The Impact ◽  
The Relationship

Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.

The impact of representation media on customer engagement in tourism marketing among millennials

2019 ◽  
Vol 53 (9) ◽  
pp. 1988-2017 ◽  
Author(s):  
Kim Willems ◽  
Malaika Brengman ◽  
Helena Van Kerrebroeck
Keyword(s):  
New York ◽  
Purchase Intentions ◽  
Customer Engagement ◽  
Future Research ◽  
Target Market ◽  
Content Type ◽  
Tourism Marketing ◽  
Tourism Information ◽  
Travel Industry ◽  
The Impact

Purpose As online travel marketing is evermore gaining importance, in particular regarding the pre-purchase presentation of travel destinations, it is imperative to examine how various media can engage consumers. The purpose of this paper is to identify how three prominent virtual representation media in tourism marketing differ regarding their potential in engaging customers. In particular, the authors examine whether they differ in the levels of interactivity, vividness and telepresence they elicit; and the impact of these dimensions on flow, enjoyment and online purchase intentions. The authors hereby focus specifically on millennials, who represent an important target market for the travel industry and are hard to reach via traditional media. Design/methodology/approach This study presents a between-subjects experimental design comparing three virtual representation media portraying New York City, namely, photographs, 360° video and virtual reality (VR). The findings are analysed with ANCOVA analysis and PLS path modelling. Findings The findings reveal that various media indeed generate different levels of customer engagement. In particular, VR scores the highest on all dimensions, with interactivity having the largest effect on consumers’ perception of telepresence. Such higher levels of telepresence in turn positively affect purchase intentions via mediation through flow and enjoyment. Research limitations/implications Future research should examine whether these findings are impacted by moderators, like consumer characteristics (e.g. socio-demographics, personality traits) and destination types. Practical implications This study provides guidelines for tourism providers seeking to promote their sites in innovative and effective ways, in the anticipatory stage of the customer journey. Originality/value This study identifies interactivity as the most important driver for consumers’ perception of telepresence in the context of pre-travel tourism information. Moreover, the findings also reveal the mechanisms behind enhanced customer engagement via various media.

scholarly journals Colour temperature in advertising and its impact on consumer purchase intentions

2017 ◽  
Vol 8 (4) ◽  
pp. 657-669 ◽  
Author(s):  
Lina Pilelienė ◽  
Viktorija Grigaliūnaitė
Keyword(s):  
Value Added ◽  
Purchase Intentions ◽  
Consumer Perception ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Retail Sector ◽  
Purchase Decisions ◽  
Colour Temperature ◽  
Analysis And Synthesis ◽  
The Impact

Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of advertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce. Purpose of the article: Considering the intensifying competition in the retail sector, creating attractive and stimulating advertisements becomes an important task for many organizations. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions. Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature. Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour. The colour temperature related to insights for the enhancement of advertising effectiveness and guidelines for future research are provided.

EXPLORING MICRO ENTERPRISES’ BUSINESS PERFORMANCE THROUGH ENTREPRENEURIAL ORIENTATION, KNOWLEDGE SHARING AND INNOVATION

2018 ◽  
Vol 17 (2) ◽  
pp. 93
Author(s):  
Rohana Ngah ◽  
Zarina Salleh ◽  
Zanariah Zainal Abidin
Keyword(s):  
Knowledge Sharing ◽  
Entrepreneurial Orientation ◽  
Business Performance ◽  
Partial Least Square ◽  
Least Square ◽  
Future Research ◽  
Strong Impact ◽  
Innovation Practices ◽  
The Impact ◽  
Micro Enterprises

Micro Enterprises form the majority of business establishments in Malaysia. They represent more than 90 percent of such establishments in the country. Interestingly, most studies have shown that entrepreneurial orientation (EO) is an important element of entrepreneurship for micro enterprises. Hence, in the era of robustness of technology and explosion of knowledge, the role of knowledge sharing and innovation should be incorporated in investigating the performance of micro enterprises. This paper aims to explore the business performance of selected micro enterprises in Malaysia. One hundred and six micro enterprises owners took part in the survey. Partial Least Square was used to analyze the data. The results show that while entrepreneurial orientation on its own has no direct impact on business performance, the practice of knowledge sharing and innovation practices does. Entrepreneurial orientation and knowledge sharing have shown a strong impact on innovation where innovation reflects the impact of all variables on business performance. The study has also shown that knowledge sharing and innovation are being practiced actively in micro enterprises, thus providing a good platform for future research.  Keywords: Entrepreneurial orientation, knowledge sharing, innovation, business performance, micro enterprises

Benchmarking the barriers of sustainable consumer behaviour

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Monika Sheoran ◽  
Divesh Kumar
Keyword(s):  
Literature Review ◽  
Consumer Behaviour ◽  
Fuzzy Ahp ◽  
Relative Weight ◽  
High Price ◽  
Future Research ◽  
Extensive Literature ◽  
Electronic Products ◽  
Content Type ◽  
The Impact

Purpose The earth is under massive stress due to current level of consumption which has crossed the sustaining capacity of our planet. Thus, the need of the hour is to promote sustainable production and consumption. The purpose of this study is to identify the basic barriers of sustainable consumer behaviour which are hindering the adoption of sustainable consumption. Design/methodology/approach This article is divided into two parts. The first part consists of a literature review based on 128 articles (1995 to 2020), which are spread over a period of 25 years. Based on the literature review, nine barriers of sustainable consumer behaviour were identified and put into three categories. In the second part, fuzzy analytical hierarchy process has been used to know about the relative weight of each barrier so that benchmarking/prioritising of basic barriers of sustainable consumer behaviour can be done. Findings This article identifies critical barriers affecting the acceptance of sustainable electronic products. High price, a perception of no environmental impact, no benefit in personal image, lesser use by family and friends, lack of awareness about the products etc. emerged as the potential barriers which need prime attention. The relative weight of each of these barriers has also been arrived at in this article which is expected to be beneficial for policymakers to focus upon important barriers. Impact of many of these barriers can be reduced through innovative approaches and solutions. Research limitations/implications This article will be helpful in future research in the field of sustainable consumer behaviour. Through the understanding of the barriers of sustainable consumer behaviour, companies, governments and industries can take suitable initiatives by modifying the policies and practices to reduce the impact of these barriers so that consumer behaviour can be made more sustainable. Originality/value The current article tries to identify the critical barriers to adoption of sustainable electronic products by the consumers. An extensive literature review, expert suggestions and consumer survey have been adopted to identify nine barriers. Although, multiple researches have been done in the field of sustainable consumer behaviour and adoption of sustainable electronic products, there is no research article which solely focuses on implementing Fuzzy analytical hierarchical process (AHP) approach to rank the barriers faced by consumers for adoption of sustainable electronic products. It has been concluded that high price of sustainable electronic products is the most critical barrier in adoption of sustainable consumer behaviour. Moreover, the relative ranking obtained with the help of Fuzzy AHP can be used by policymakers and organisations to promote and implement sustainability in consumer behaviour.

scholarly journals Revisiting personalization through customer experience journey

2020 ◽  
Vol 19 (4) ◽  
pp. 430-460
Author(s):  
Megi M. Gogua ◽  
◽  
Maria M. Smirnova ◽  
Keyword(s):  
Customer Experience ◽  
Strong Impact ◽  
Negative Consequences ◽  
Research Directions ◽  
Information Transparency ◽  
Common Path ◽  
The Common ◽  
Customer Trust ◽  
Post Purchase ◽  
The Impact

Firms use personalization in order to influence the customer experience through numerous touch points. This influence has positive and negative consequences, which have further strong impact on the customer responses and overall success of the firm’s communication with the customer. Personalization and customer experience have the common path of their development and share the fields of applications; however, scientific literature is currently fragmented and analyzes the narrow aspects of either personalization or customer experience. This conceptual article investigates personalization with the focus on the overall customer experience journey and its use for the estimation of customer responses and touch points’ utilization. The need for this focus is based on the necessity of the firm to understand customer responses to personalization as well as the factors appearing at pre-purchase, purchase and post-purchase stages of customer decision making. The theoretical novelty of the paper embraces positive and negative consequences of personalization for identification of future empirical research directions. These conclusions include the impact of anthropomorphization through embedded automated interactive messaging, history-based and group-based recommendation systems as well as the impact of increased touch points and influence of informational vulnerability on customer trust, click-through intentions and reactance. Managerial contributions relate to the suggestions on possible actions required to either enforce particular effects with positive outcomes for customer experience or diminish negative ones in terms of technological facilitation, measurement possibilities and enhancement of information transparency.

scholarly journals The role of background music in the experience of watching YouTube videos about death and dying

2020 ◽  
Vol 6 (2) ◽  
pp. 305-319
Author(s):  
Panagiotis Pentaris ◽  
Maria Yerosimou
Keyword(s):  
Death And Dying ◽  
User Generated Content ◽  
Background Music ◽  
Future Research ◽  
Video Sharing ◽  
Youtube Videos ◽  
Preliminary Study ◽  
The Moment ◽  
The Impact

YouTube is the largest video sharing site live at the moment. It has been used to communicate a vast array of information, while it allows for user-generated content. This paper will focus on YouTube videos that communicate death, and in particular will present findings from a preliminary study undertaken by the authors considering the role that background music plays in these videos. Specifically, this study explores the experiences of the viewers of death-related YouTube videos with and without background music while it makes comparisons in relation to the impact that music has on the viewers’ emotional experiences. We conclude that background music elicits emotions and enhances feelings of sadness and sympathy in relation to the visual content of videos while recommendations for future research are made.

scholarly journals Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Market Forces ◽  
2020 ◽  
Vol 15 (2) ◽  
pp. 22
Author(s):  
Safeena Yaseen ◽  
Syed Amir Saeed ◽  
Muhammad Ibtesam Mazahir ◽  
Sara Chinnasamy
Keyword(s):  
Digital Media ◽  
Adult Female ◽  
Online Survey ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Survey Method ◽  
Future Research ◽  
Hedonic Value ◽  
The Impact ◽  
The Relationship

The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.

scholarly journals The Impact of Shopee's Youtube Ads Shopee Version 4.4 Mega Elektronik Sale on Purchase Intention

2021 ◽  
Vol 3 (1) ◽  
pp. 49-62
Author(s):  
Zuhdan Ady Fataron
Keyword(s):  
Market Share ◽  
Strong Correlation ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Survey Method ◽  
Electronic Products ◽  
Consumer Interest ◽  
Advertising Intensity ◽  
Generation Z ◽  
The Impact

Shopee's e-commerce in recent years has dominated the Indonesian online market because it offers a variety of attractive features. The support for Youtube Ads makes it easier for businesses to offer their products online. Shopee ads are packaged in Youtube Ads with a tagline that can spark consumer interest. One of the Shopee Ad taglines is Shopee 4.4 Mega Elektronik Sale. This tagline is quite booming considering that electronics is a part of modernization which is the basic need of generation Z. This study aims to measure how far the exposure of Shopee's 4.4 version of Shopee's advertisement is. Mega Elektronik Sale: New Refrigerator, Price Slams 50% on student buying interest. The novelty in this study refers to Youtube's capacity as an advertising medium to influence student purchase intentions as the largest market share of electronic products. The research is structured with a quantitative approach with a survey method. The results showed that 44% of students' buying interest was influenced by the Shopee advertisement version of the Shopee 4.4 Mega Elektronik Sale. The Shopee ad version of Shopee 4.4 Mega Elektronik Sale has a positive and significant effect on buying interest with a fairly strong correlation value, namely 0.663 which indicates that the stronger the advertising intensity can directly increase student buying interest.

Does collectivism necessarily negate the spirit of entrepreneurship?

2014 ◽  
Vol 20 (3) ◽  
pp. 278-296 ◽  
Author(s):  
Rachid Zeffane
Keyword(s):  
Middle East ◽  
United Arab Emirates ◽  
Explanatory Power ◽  
National Level ◽  
Future Research ◽  
Strong Impact ◽  
Gulf Region ◽  
Personal Traits ◽  
Content Type ◽  
The Impact

Purpose – The purpose of this paper is to explore the relationships between individualism/collectivism (as personal traits) and individuals’ potential to become an entrepreneur. Design/methodology/approach – The study draws on a sample of 503 students enrolled in business courses at a university in the United Arab Emirates (UAE). It focusses on the concept of Entrepreneurial Potential (EP) as a measure of “desirability and inclination” to start a business. The paper tests the hypothesis that the concepts of individualism and collectivism are not necessarily polar ends of the same continuum and examine their impacts on EP, controlling for age and gender as main demographic characteristics. Four main hypotheses are explored. Findings – Statistical analysis confirms the two main hypotheses. They reveal that: first, concomitant with the dominant collectivist values at national level, potential future entrepreneurs evolving in the Middle East/Gulf region endorse personal traits of a predominantly collectivist nature; second, contrary to popular assumptions individualism does not have a strong impact on youth EP. In the context of this study, the impact of collectivism on EP is most significant. The paper also found that gender had no significant impact on EP Research limitations/implications – The use of personality traits alone, as a basis for understanding predictors of EP may not be sufficient. A number of contextual variables (such the socio-cultural and economic context) may also have a strong influence. Unfortunately, it is not possible to test for these effects with the data available in this study. Future research may consider these. Practical implications – Despite its limited scope (limited sample-size and target population), the findings of this study are useful to both practitioners and policy makers. Management practitioners interested in entrepreneurial behaviors need to take stock of the fact that future entrepreneurs can (and perhaps should be able to) blend their competitive entrepreneurial drive with the spirit of collectivism. This is particularly relevant in selection processes using personality tests for the purpose of extracting the most likely candidates for entrepreneurial ventures involving youth. Originality/value – The findings of this study do not support the general assumption that individualism and entrepreneurship ties necessarily go hand in hand. They clearly indicate that collectivism has more explanatory power in this regard, though this may be contextual. These findings may be explained by the context of the study (UAE/Middle East). The overwhelming majority of the respondents are from the Middle East and gulf region, where collectivist aspirations are predominant. Yet, the economies of countries in those regions are fuelled by an increasing number of advanced and quite daring entrepreneurial projects, as exemplified by the modernist business ventures in Dubai, Qatar, and Abu Dhabi.

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