Reliability and convergent validity for the first order constructs of credibility and enjoyment.

Reliability and convergent validity for the first order constructs of credibility and enjoyment.

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The present article studies the concept of advertising value in marketer-generated content (MGC) on social network sites (SNSs) fan pages. The study goes beyond investigations of vehicle effects on consumer perceptions of valuable advertising. By extending the advertising value framework towards the media, the role of perceived enjoyment and credib...

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Context 1
... Validation and Psychometric Properties Table 4 shows the results for measurement model reliability and convergent validity for the first order constructs (dimensions) of credibility and enjoyment. The results for convergent validity analysis demonstrate the significance of all the indicators related to their factors (p < .01). ...

Citations

... Any matter that is selected, prepared and distributed in written and graphical form constitutes publishing activity. Matter is available in the form of magazines, books and newspapers, although UGC content does not come under this purview (Martínez-Navarro & Bigné, 2017). Research has identified that UGC is bound within groups as well as in media, whereas published books are not. ...
Chapter
Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features that include openness, participation, and the facilitation of the creation and sharing of content. It revolutionized interactions amongst people, and users are now able to share and create personalized content on the internet instead of merely using the content available. The primary objective of this chapter is to evaluate the influence of UGC on consumer brand engagement and discuss its impact on customers and organizational marketing practices.
... The extant literature, to some extent, may incorporate some level of mediating effects (e.g., using eWOM or website visits) before analyzing the impact of social media messages on purchase intention or sales performance (Martínez-Navarro & Bigné, 2017). Our work explicitly identifies the mediating effect of consumer digital engagement, highlighting the nuances of such effects in the relationship between FGC and firm performance. ...
... Messages posted at a firm's official accounts or fan pages on social media platforms are referred to as firm-generated content (FGC). Firms continually and actively create and promote new content via trusted social media platforms to foster interactions with consumers, hoping that it can induce a variety of desirable consumer behaviors and positive outcomes (Kumar et al., 2016;Martínez-Navarro & Bigné, 2017;Scholz et al., 2018). As such, FGC promoted through social media platforms is also considered to be a "social advertising" technique (Colicev, Kumar, & O'Connor, 2019). ...
... In our context, consumers click the "like" button in response to either type of FGC reflecting their favorable attitude, which may further indicate their positive purchase intention (Ajzen, 1991;Lim & Dubinsky, 2005). Comments and shares represent higher levels of consumer engagement and therefore, may also affect consumer purchase decisions (e.g., Alhabash et al., 2015;Martínez-Navarro & Bigné, 2017). Depending upon the type of FGC, the level of consumer digital engagement could vary. ...
Article
Social media contains a massive amount of information, which provides researchers and practitioners with an invaluable source of data to conduct research from end-users' perspectives, in order to influence firm strategic choices. Although an extensive amount of research has been developed in B2C and B2B marketing context, few social media studies take a dive into potential linkages between external and internal marketing contexts in an industry specific paradigm. This study aims to bridge B2C and B2B social media marketing, by adopting the outside-in perspective as theoretical lens. Using a large-scale dataset, collected from a micro-blogging site, and consumer-oriented information assembled from multiple sources, we empirically examine the inter-relationship between firm-generated messages, consumer digital engagement, and firm sales performance in the movie industry. Theoretically, this study builds upon the outside-in perspective and extends the current knowledge of the outside-in perspective to the social media context. It also bridges the B2C and B2B marketing literature by demonstrating that the insight garnered from B2C social media interactions should be integrated into the B2B firm interactions, communications, and decision makings. Managerially, this study provides movie practitioners with important implications.
... Tourism companies consider social network sites, because of the advertising value of marketer-generated content, as essential elements in marketing decision-making (Hofacker and Belanche, 2016;Martïnez-Navarro and Bignë, 2017). These sites facilitate direct connections with potential consumers, establish awareness, build relationships with the SJME 23,1 different. ...
... From May 2016 to February 2017, followers of both of the museums' FFPs were invited to fill in an online survey in Spanish, as both museum FFPs are in this language. Participants were recruited through a non-probabilistic, convenience sampling method (Malhotra and Birks, 2007). Both online questionnaires, one for each museum FFP, were developed using the Google forms tool. ...
Article
Objectif – L'objectif de ce travail est d'examiner le rôle joué par les fan pages de Facebook (FPF) dans la génération d’intentions de visite aux musées. L'étude a des objectifs multiples : d’abord, examiner les effets du contenu généré par les musées (CGM) sur la qualité perçue de l'information et du service aux visiteurs, et deuxièmement, tester le modèle avec deux échantillons afin de faire des comparaisons qui fournissent des informations utiles. Conception/méthodologie/approche – Les données ont été recueillies par le biais d'un sondage en ligne qui a obtenu 308 réponses valables. Une analyse multi-groupes a été menée pour comparer les résultats issus des deux groupes : les utilisateurs des FPF du musée Frida Kahlo et ceux du musée Anahuacalli. Résultats – Les résultats révèlent des différences significatives entre les deux échantillons concernant les effets directs de la qualité perçue des informations sur les intentions de visite et ceux du service au visiteur perçu sur l'intention de visite. Les auteurs ont également noté une légère différence entre les FPF des deux musées en ce qui concerne la relation entre le CGM et la qualité perçue de l'information. Limites/implications de la recherche – Des recherches supplémentaires sont nécessaires pour examiner d'autres facteurs des FPF qui influencent l'intention de visite afin de préciser les résultats obtenus à partir des deux échantillons et d'analyser le modèle proposé dans d'autres contextes. Cette recherche contribue à la littérature concernant l'impact des plateformes en ligne sur les intentions de visite. Originalité/valeur – Les résultats fournissent des indications utiles aux gestionnaires des musées sur la manière d’augmenter l'intention de visite à leur établissement des membres de leurs fans page de Facebook.
... El eWOM consiste en todo tipo de declaraciones (positivas, negativas o neutrales) que realizan los consumidores en relación con productos y servicios en un contexto digital (Chung y Kim, 2015). Las investigaciones científicas que abordan este elemento como unidad central de análisis señalan la gran importancia que tiene para impulsar comportamientos de consumo, entre ellos la compra y la intención de compra (Rosario, Sotgiu, De Valck y Bijmolt, 2016;Martínez y Bigné, 2017;Osorio, Peláez y Rodríguez 2020). Por otra parte, se ha comprobado que el eWOM también puede actuar como un indicador fiable de lealtad y satisfacción electrónica en medios sociales (Yeh y Choi, 2011;Kuo et al., 2015). ...
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Se analizaron los efectos de las distintas estrategias de mensaje relacionadas con la COVID-19 en la generación de eWOM; es decir, si las publicaciones referentes a la pandemia reciben mayor participación por parte de usuarios de redes sociales en Colombia. Se revisaron 562 publicaciones de empresas en Facebook, de las cuales 382 fueron sometidas al modelo de regresión binomial negativa. Se encontró que ninguna estrategia de mensaje relacionada con la COVID-19 afecta la tasa de comentarios y se identificó la influencia de diferentes tipos de contenido sobre reacciones y contenido compartido. Se concluye que las redes sociales son es­cenarios de esparcimiento y entretención; por ello, el contenido informativo no genera impactos sobre el volumen de comentarios, reacciones o contenido compartido.
... Also, few if any metrics on business strategy (i.e., value propositions) embedded within social-media content have been explicitly documented in the extant literature. The second major assumption is that consumers (referred interchangeably as potential customers) through the technology medium and interaction with content, build trust with the brand (i.e., a co-created relationship and sentiment) and this has a significant effect (Hajli, 2014;Colliander et al., 2015) on purchase intention (Prendergast et al., 2010;Rishika et al., 2013;Goh et al., 2013;See-To & Ho, 2014;Martínez-Navarro & Bigné, 2017;Seifert & Kwon, 2019). While the purchase intention of users aren't usually available in the feedback the users provide, the response contains co-creation contenti.e., the customers' perceptions which can then be analysed for insights. ...
Thesis
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Social media presents one of the richest forums to investigate publicly explicit brand value propositions and its corresponding customer engagement. Seldom have researchers investigated the nature of value propositions available on social media and the insights that can be unearthed from available data. This work bridges this gap by studying the value propositions available on the Twitter platform. This thesis presents six different studies conducted to examine the nature of value propositions. The first study presents a value taxonomy comprising 15 value propositions that are identified in brand tweets. This taxonomy is tested for construct validity using a Delphi panel of 10 experts-5 from information science and 5 from marketing. The second study demonstrates the utility of the taxonomy developed by identifying the 15 value propositions from brand tweets (n b =658) of the top-10 coffee brands using content analysis. The third study investigates the feedback provided by customers (n c =12077) for values propositioned by the top-10 coffee brands (for the 658 brand tweets). Also, it investigates which value propositions embedded in brand tweets attract ‗shallow' vs. ‗deep' engagement from customers. The fourth study is a replication of studies 2 and 3 for a different time-period. The data considered for studies 2 and 3 was for a 3-month period in 2015. In the fourth study, Twitter data for the same brands was analysed for a different (n b =290, n c = 8811) 3-month period in 2018. This study thus examines the nature of change in value propositions across brands over time. The fifth study was on generalizability and replicates the investigation of brand and customer tweets (n b =635, n c =7035) in the market domain of the top-10 car brands in 2018. Lastly, study six conducted an evaluation of a software system called Value Analysis Toolkit (VAT) that was constructed based on the research findings in studies 1-5. This tool is targeted at researchers and practitioners who can use the tool to obtain value proposition-based insights from social media data (brand value propositions and the corresponding feedback from customers). The developed tool is evaluated for external validity using 35 students and 5 industry participants in three dimensions (tool's analytics features, usability and usefulness). Overall, the contributions of this thesis are: a) a taxonomy to identify value propositions in Twitter (study 1) b) an approach to extract value proposition-based insights in brand tweets and the corresponding feedback from customers in the process of value co-creation (studies 2-5) for the top-10 coffee and car brands, and c) an operational tool (study 6) that can be used to analyse value propositions of various brands (e.g., compare value propositions of different brands), and identify which value propositions attract positive electronic word of mouth (eWOM). These value proposition-based insights can be used by social media managers to devise social-media strategies that are likely to stimulate positive discussions about a brand in social media. 3
... This concept has gradually attracted academic attention due to the prevalence of social media platforms such as Facebook and Twitter and social networking services (SNSs). These platforms provide a community where sellers and marketers can communicate with consumers and then introduce and advertise their goods or services to them (Hassan and Casaló Ariño, 2016;Martínez-Navarro and Bigné, 2017). For example, sellers can regularly present updated information about their goods or answer questions that most consumers have (Choi and Lee, 2017). ...
Article
The effects of user-generated content (UGC) on consumers’ purchasing behaviors have been verified by previous studies. This study extends the context to peer-to-peer property rental platforms. The authors expect that the heterogeneity of properties and scant amount of UGC should highlight the importance of marketer-generated content (MGC) on such platforms. Using secondary data from Airbnb, the study sheds light on the methods hosts use to present descriptions related to their properties and themselves and how MGC influences guest booking and decisions about posting reviews. The results show that providing comprehensive and detailed descriptions related to both properties and hosts improves review volume. In addition, property quantity can moderate the effects of MGC on review volume and property performance. The findings contribute to both the literature and practice within the hotel and tourism industry.
... Consumers depend on the websites of travel organisations, on reviews and testimonials written by other consumers and social media content generated by the organisations. It is important for social media marketers to appreciate the fact that the behavioural responses of consumers are the result of the degree of interestingness and trustworthiness of the social media content and the most informative content ( Martínez-Navarro & Bigné, 2017) is perceived as the most credible information. If the source is considered as credible, consumer attitude is positively impacted. ...
Chapter
The tourism industry in India represents a booming sector. This is because of the advent of a large number of foreign tourists every year as well as the demographic dividend of India's population, which is increasingly adopting tourism as a lifestyle constituent. Additionally, the revenue generated by this sector makes it very important for India. Studies from the World Travel and Tourism Council show that tourism contributed 9.4% to India's GDP in 2017 and is expected to show a significant growth rate. This chapter traces the changing landscape of the tourism sector and the emergent role of social media, identifies the pillars of social media for the tourism industry and delineates the various social media platforms, tools, and communities relevant to the travel and tourism industry.
... Yilmaz et al. [23]; Martínez-Navarro & Bigné [35]; Uribe et al. [30] Emotional appeal ...
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The advertising is very essential component of a well-prepared social campaign. Thanks to the occurrence of the campaign in the media, it can reach the larger number of potential customers and initiate a number of positive changes. Effectiveness of the advertising, no matter if it is commercial or social, depends heavily on the message that is communicated. An effective message should engage the recipient’s mind and shape his consciousness, as it can significantly increase the impact of social campaign. Therefore, before deciding on the final form of advertising, it is a good practice to generate some alternative messages and pretest them to find the best one. Pretesting involves using various methods to exam messages and materials with the target audience members. The traditionally used methods in this scope are based on self-report questionnaires. But due to some disadvantages of this type of methods, cognitive neuroscience tools are more and more popular in scientific advertising research. However, such tools have also their limitations so some scholars advocate using cognitive neuroscience in combination with traditional survey methods to augment data collected, for a more informed interpretation. In this context, the question arises, what is the correlation between traditional measures of social advertising effectiveness and neurophysiological measures, and how research should be conducted to make the best use of the potential of both groups of methods. Therefore, the aim of the presented article is to show what traditional metrics are used in assessing the effectiveness of social campaigns advertising and which neurophysiological measures could complement them. Additionally, a framework for assessing the effectiveness of media messages in social campaigns using triangulation of cognitive neuroscience and diagnostic survey methods is proposed.
... Among Ceres social media marketer's strategy (Ceres holon), we need firstly to take into account and analyse those contents and interactions which suggest a value co-creation between the firm (in this case, marketing and communication office) and users, in order to strengthen our view of the relationship between the two agents. As already discussed, value co-creation occurs when there is a strong, bi-directional and equal context of communication (Martínez-Navarro and Bigné, 2017) between firm and individual/consumers. Here, both marketers and customers exchange the idea of 'culture', seen as new creative paths to reach consumption (and brand survival aims with it) on the one hand and to achieve their self-esteem and social survival on the other. Therefore, contents which express those values will be different (texts, emoticons, memes, pictures, videos) and recognised as necessary to evaluate the ongoing interaction. ...
Article
Full-text available
In this paper, the authors analysing Ceres case on Facebook aim to show that the brand has changed the role moving from static and unidirectional communication tool to a semantic space in which company and numerous agents (consumer and/or individual) exchange information to meet their needs. The active role that the digital marketing tools can play in a constant condition of bidirectional relationship becomes important: the firm is a complex adaptive system in which the boundaries are the cultural values that allow to maintain relationship with consumers; low level of boundaries shows a horizontal structure in which emerges the brand composed of both efforts of firm and consumer; consumer engagement reduces the product materiality reinforcing the service logic (service dominant logic). Therefore, authors will apply content analysis to study Ceres Facebook page, collecting users' feedback to the brand posts to evaluate the brand positioning and to plan different behaviours.
... Tourism companies consider social network sites, because of the advertising value of marketer-generated content, as essential elements in marketing decision-making (Hofacker and Belanche, 2016;Martïnez-Navarro and Bignë, 2017). These sites facilitate direct connections with potential consumers, establish awareness, build relationships with the target market and raise consumers' knowledge (Kang et al., 2014;Misopoulos et al., 2014;Pagani et al., 2013). ...
... From May 2016 to February 2017, followers of both of the museums' FFPs were invited to fill in an online survey in Spanish, as both museum FFPs are in this language. Participants were recruited through a non-probabilistic, convenience sampling method (Malhotra and Birks, 2007). Both online questionnaires, one for each museum FFP, were developed using the Google forms tool. ...
Article
Full-text available
Purpose The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum-generated content (MGC) on perceived information quality and perceived customer service and perceived information quality and perceived customer service on visit intention and, second, to test the model with two samples to make comparisons that provide useful insights. Design/methodology/approach Data were collected through an online survey that achieved 308 valid responses. A multi-group analysis was conducted to compare the results from two groups: users of the Frida Kahlo museum and Anahuacalli museum FFPs. Findings The results reveal that there are significant differences between the two samples regarding the direct effects of perceived information quality on visit intention and perceived customer service on visit intention. The authors also noted a slight difference between the two museums’ FFPs in the relationship between MGC and perceived information quality. Research limitations/implications Further research is needed to examine other FFP factors that influence visit intention to clarify the results obtained from the two samples and to analyse the proposed model in other settings. This research contributes to the literature concerning the impact of online platforms on visit intention. Originality/value The findings provide useful insights for managers as to how to increase their FFP followers’ intention to visit their establishments.