Consumer Participation
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Loren Brener ◽  
Robyn Horwitz ◽  
Jake Rance ◽  
Rebecca Gray ◽  
Fiona Poeder ◽  

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Zheng Shen

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

2021 ◽  
Vol 13 (8) ◽  
pp. 4365
Yunjeong Ahn ◽  
Jieun Lee

This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Although companies’ interests in participatory CSR are increasing, academic interests in this area are still insufficient. Existing studies have not provided clear results on the effective level of participation effort and its effect on consumers’ perception of CSR activities. In this context, we conducted a study that investigated the effect of participation effort, focusing on the facial expression of an anthropomorphic messenger. The study shows that participation effort has a positive relationship with the intention to participate in CSR because consumers perceive messengers with a sad facial expression as victims. However, they perceive messengers with a happy facial expression as marketing agents. Hence, participation effort decreases participation intention. Finally, we discuss the meaning of the study and propose suggestions for future research.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Younghan Lee ◽  
Dae-eun Kim

PurposeThe current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy and collective intelligence.Design/methodology/approachSubjects were individuals who have a mobile smart device and experience of accessing sport-related community websites (n = 513). A face-to-face self-administered survey was employed based on the convenience sampling method. A structural equation modeling test was conducted to examine the relationships between the variables.FindingsTechnological interactivity and media sociability based on mobile smart devices improve sport consumers' collective efficacy, and media sociability positively affects collective intelligence. Also, perceived collective efficacy and collective intelligence in virtual communities induce consumers to engage in the value co-creation process more actively (i.e. consumer participation behavior and citizenship behavior). One of the key findings includes the significant role of media sociability in the process of value co-creation between consumers and sport organizations. Media sociability is more likely to contribute to improving sport consumers' collective efficacy and the development of intelligence than the properties of technological interactivity.Originality/valueResearch findings contribute to extending the body of knowledge in interactivity studies related to sport consumers' value co-creation behaviors in the virtual environment context.

Impact ◽  
2021 ◽  
Vol 2021 (2) ◽  
pp. 82-84
Kei Aoki

The advent of the internet has increased the means by which consumers can make positive contributions to enhance brand value. There are many significant benefits associated with building sustainable relationships with customers, especially if it becomes possible to forge connections with individuals to build acommunity or ecosystem through which customers interact with each other. Associate Professor Kei Aoki, based within the Hirao School of Management at Konan University in Japan, is carrying out research to understand customer engagement with brands, with a specific focus on customer-to-customer relationships and how they have an effect on participants' wellbeing.

2021 ◽  
Vol 96 ◽  
pp. 04009
Ming Tian

As an emerging new consumption model, the ODM e-commerce model accurately locates consumers and uses consumers' shopping needs as the marketing strategy of the e-commerce platform. This is a huge impact on traditional physical sales and existing e-commerce models. In order to explore the relationship between ODM model products and consumer decision-making, this article takes the NetEase selected represented by ODM e-commerce model as the research object. The results found that there is a significant positive correlation between the types of commodities and ODM model and consumer decision-making. Consumer participation has a positive regulatory effect on the relationship between ODM model and consumer decision-making. The research conclusions provide theoretical support for the ODM e-commerce model to increase user stickiness, increase consumer decision-making weight, and expand marketing models.

Lipi Chhaya ◽  
Paawan Sharma ◽  
Adesh Kumar ◽  
Govind Bhagwatikar

Smart grid technology is a radical approach for improvisation in existing power grid. Some of the significant features of smart grid technology are bidirectional communication, AMI, SCADA, renewable integration, active consumer participation, distribution automation, and complete management of entire grid through wireless communication standards and technologies. Management of complex, hierarchical, and heterogeneous smart grid infrastructure requires data collection, storage, processing, analysis, retrieval, and communication for self-healing and complete automation. Data mining techniques can be an effective solution for smart grid operation and management. Data mining is a computational process for data analysis. Data scrutiny is unavoidable for unambiguous knowledge discovery as well as decision making practices. Data mining is inevitable for analysis of various statistics associated with power generation, distribution automation, data communications, billing, consumer participation, and fault diagnosis in smart power grid.

Remziye Ekici ◽  
Derya Toksoz

Event marketing has become an increasingly important role as a marketing tool for marketers. Nowadays, the ability of event marketing to provide deeper consumer participation with new, creative, unique, tailored, interactive, and compelling events attracts great interest among marketers. The enormous impact of digital development on our daily lives is now more important than ever. Digital technology, from a facial recognition app for easy recording to creating an event app or using virtual reality for realistic demonstrations, can help deliver a superior experience to participants. As key technological practices matured, a number of important trends and developments in event marketing emerged. The event industry enriches the experiences of the participants by using technological applications and creates new applications. All these activities that are vital to a successful event are an important part of the marketing function because event marketing strategy and planning is a whole with general event planning.

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