Effectiveness of Sms Advertising in Bangladesh: Drawing on Hierarchy of Effects Model

The study explored the effectiveness of Short Message Service (SMS) advertising on customers’ purchase decision focusing awareness, knowledge, liking, preference, conviction, and purchase attributes of Hierarchy of Effects Model. A total of 180 mobile phone subscribers were surveyed adopting non-probability convenience and judgmental sampling techniques through a structured questionnaire. It is found that none of the attributes have positive impact on the subscribers’ behavior. Purchase is found to be the most ineffective attribute followed by Conviction and Liking. Awareness, Knowledge, and Preference are least ineffective ones. However, SMS ad which explicitly mentions the company name and offers in the title, somewhat gets subscribers’ attention. It is noted that the SMS ads do not provide enough information, accessibility, and convenience. Brand loyalty and brand image of the products advertised have weak positive impact on consumer preference. The respondents view SMS ads mostly unconvincing and ineffective; but call rate packages, internet purchases and product discount purchases fared not so poorly. However, there are situations where SMS can be utilized effectively. As SMS advertising do not really incur much additional cost for the telecom companies, it can provide an avenue for information dissemination, as well as, to generate revenue from offers they promote.

Impact of corporate reputation on rural consumer brand attitude and purchase intention markets

The main objective of this study is to determine the effects of the negative corporate CEO and corporate social responsibility reputations on the changes in rural consumers’ brand attitudes and purchase intentions. To accomplish this study determination,we anticipated the associations between brand awareness and perceived quality and initial brand attitude and purchase intention by relying on the hierarchy of effects model; then we assessed the changes in brand attitude and purchase intention after providing information on negative corporate reputation. Multiple regression analysis and paired samples T-tests were conducted to test the hypothesized relationships using a convenience sample of 670 respondents. The empirical results support significant effects of brand awareness, perceived quality and corporate reputation on brand attitude and purchase intention.

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

Communication has initiated a paradigm shift from the traditional to new the new social media. This study investigated the influence of Twitter messages and Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services in Enugu: an innovation adoption theory & hierarchy of effects model exposition. The specific objectives of the study were to ascertain the extent of the influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services. Also, to determine the extent of the influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services. This study contributed to the extant gap in marketing literature by using Twitter messages and Facebook messages to promote Nike Lake Resort services in Enugu. The population of the study includes guests of Nike Lake Resort selected through a convenient sampling technique. The survey method was adopted and the sample size of 384 was determined using Freud and William’s formula known as the Z-score method. Cronbach’s alpha was used to determine the reliability of the instrument of 0.870. The Pearson product-moment correlation coefficient was used to analyse data. Findings revealed a significant positive influence of Twitter messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.937, p < 0.05). Also, it was revealed that there is a significant positive influence of Facebook messages on consumer brand awareness and patronage of Nike Lake Resort services (r = 0.943, p < 0.05). Twitter messages and Facebook messages are effective marketing tools for communicating Nike Lake Resort services to consumers. There is need for Nike Lake Resort to continuously improve on the use of Twitter messages and Facebook messages channels to help boost consumer awareness and patronage in future.

Which social media posts generate the most buzz? Evidence from WeChat

PurposeFollowing the hierarchy-of-effects model, this study aims to propose a two-step process framework to investigate social media post efficacy via attraction and likes.Design/methodology/approachThe study analyzes 113,785 social media posts from 126 WeChat official accounts to explore how external (headline features and account type) and internal (content features and media type) features impact social media post attractions and likes, respectively.FindingsThe antecedents of post attraction differ from those of post likes. First, headline features (punctuation, length, sentiment and lexical density) and account type significantly influence social media post attraction. Second, content features (depth, tone, domain specificity, lexical density and readability) and media type affect social media post likes.Originality/valueFirst, this study considers online user engagement as a two-step process regarding social media posts and explores different influencing factors. Second, the study constructs new variables (account type and domain specificity) in each stage of the two-step process model.

Evolutionary framework of hierarchy of effects models: exploring relevance in the shifting of customer path

Purpose The hierarchies of effects models have been perpetually updated across different time period. Ever since the evolution of the primary customer path indicated through the Attention, Interest, Desire, Action model in the 1900s, the hierarchical frameworks have witnessed a significant transformation in context to the present age of Web connectivity. Therefore, the purpose of this study is to understand the transformation in the hierarchy of effects models in the age of connectivity. Design/methodology/approach This paper is conceptual in nature and an attempt to provide an overall view of the shifting dimension in the customer path as indicated in the various hierarchies of effects models since evolution up to the age of digitalisation. Findings It is observed that in the age of connectivity customer loyalty is expressed in terms of brand advocacy rather than repurchase, and that the customer path has been redefined. This seems pertinent because of the swift exchange of information that occurs among the online customer communities. Originality/value This paper identifies a need to provide a contemporary outlook to the customer path in the age of internet connectivity.

Effects of self-brand congruity and ad duration on online in-stream video advertising

Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes

Social media has an enormous influence on the manner in which people look for and distribute data, and select a tourist destination. Hence, research was undertaken to ascertain the role of social media as a communication and marketing tool for Cape Town tourist attractions (Cape Point, Groot Constantia Wine Estate, V&A Waterfront, Table Mountain Aerial Cable Way and Kirstenbosch Botanical Gardens) via the analysis of tourists’ cognitive, affective and behavioural attitudinal responses. The results revealed that tourists displayed positive cognitive/affective and affective/behavioural attitude associations towards social media usage by the Cape Town tourist attractions. Several demographic and usage characteristics resulted in significant positive attitudes regarding Cape Town tourist attraction social media sites, viz. South African and African tourists; mobile device access; new social media users; daily log-ons; Black, Indian and Coloured tourists; and tourists who used the local Rand currency. The findings could be used by Cape Town tourist attractions to improve their social media platforms, and thereby the effectiveness as a marketing tool. The study makes an original contribution since few tourism-related studies investigated the hierarchy of effects model in terms of social media and most previous research only considered usage and demographic characteristics as descriptive measures.

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

PurposeThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approachWe employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.FindingsMean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/valueThis study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.

ANALISIS PENGUKURAN SENSITIVITAS RESPON KONSUMEN TERHADAP LINI EXTENSION PRODUK ROKOK X DENGAN PENDEKATAN HOE DAN CSI

Rokok X merupakan hasil lini extension yang dilakukan PT. XYZ dari produk lamanya yaitu Rokok Y. Perluasan lini (lini extension) rokok Y ke rokok X tentu saja memberikan pengaruh terhadap respon konsumen. Konsumen atau bahkan pasar secara keseluruhan akan memberikan perhatian, minat, keinginan, keyakinan bahkan mungkin pembelian terhadap rokok X. Penelitian ini bertujuan untuk mengetahui seberapa besar tingkat sensitivitas respon konsumen terhadap produk lini rokok X. Variabel respon menurut Simamora dalam Ardelia (2016) yaitu Awarness, Knowledge, Liking, Preference, conviction, dan Purchase. Responden dalam penelitian ini adalah pengguna rokok Y dan X dengan minimal penggunaan satu kali. Penelitian ini menggunakan metode Hierarchhy Of Effects dan Costumer Satisfaction Index yang diolah menggunakan software SPSS. Dari hasil penelitian menunjukkan bahwa hasil pengukuran sensitivitas respon konsumen terhadap lini extension produk X dinyatakan sensitive dengan nilai 2,63 dengan nilai Costumer Satisfaction Index sebesar 0,76 yang berarti baik namun harus ditingkatkan agar memperoleh nilai yang maksimal. Kata Kunci : Sensitivitas, Respon Konsumen, Perluasan Lini Produk, Hierarchy Of Effects, Costumer Satisfaction Index.