Bruno Schivinski

RMIT University | RMIT · School of Media and Communication

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using...

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to in...

The main purpose of this study is to develop a scale to measure consumer's engagement with social media brand-related content. The reported scale (CESBC) comprises three dimensions: consumption, contribution, and creation. Qualitative techniques were used to generate an initial pool of items that capture different levels of consumer engagement with...

This research examines whether perceptions of brand equity influence consumers’ propensity to engage with brand-related content on social media. By combining two frameworks: consumer-based brand equity (CBBE) and consumers’ online brand-related activities (COBRAs) we develop two conceptual models and empirically test their validity. Using survey da...

In response to our study, the commentary by Infanti et al. (2024) raised critical points regarding (i) the conceptualization and utility of the user-avatar bond in addressing gaming disorder (GD) risk, and (ii) the optimization of supervised machine learning techniques applied to assess GD risk. To advance the scientific dialogue and progress in th...

Les symptômes dépressifs ont été associés à la façon dont une personne est impliquée dans son activité en ligne, en particulier son expérience de l’équilibre entre ses compétences et les défis en ligne qu’elle peut rencontrer. Fait intéressant, la présence de différentes typologies dépressives a été corroborée, tandis que le concept de flux en lign...

This report discusses the findings from 125 consumer interviews conducted as part of the End Food Waste Australia Project 1.2.4, National Date Labelling and Storage Advice (Phase 1). Project 1.2.4 is part of the ’Reduce’ program at End Food Waste Australia and aims to explore how consumers use (or do not use) existing food date labelling and storag...

In recent years, there has been an increased focus on researching food waste in the hospitality industry, which is crucial for helping industry to meet the Sustainable Development Goal (SDG) 12.3, which aims to halve food waste by 2030. This study identifies circular practices as a potential pathway to mitigate food waste, as these have a regenerat...

Online game microcelebrities (streamers) attract a large audience of emerging adult gamers (age 18–25 years) and have become a target for food industry advertising. Extant research has identified links between gaming and negative impacts on diet. However, little is known about the influence of game-streaming communities on food consumption. This st...

This study explores the role of religion in engaging stakeholders in branding a place on social media and unmasks what implications this has for (re)constructing the three-dimensional meanings of a place brand. Using the content analysis method to examine the case of Saudi Arabia, it probes how the key stakeholder groups of the government and the r...

Purpose This paper aims to understand the opportunities and challenges to engage emerging adult gamers (aged 18–25) in adopting healthier diet behaviours through online games and related platforms such as esports and streaming. The study uses a socio-ecological approach to understand influences and suggests approaches to changing behaviours. Desig...

Food packaging is a significant environmental issue. Yet, the relationship between packaging and food waste, and the impacts that food waste can have on the environment, is underrepresented in sustainability campaigns for consumers. Packaging is often viewed as having a negative environmental impact because it is 'left over' once a product is consu...

Although previous literature has found significant effects of social media communication (SMC) on intention to vaccinate, the effect of the sources of SMC has not been explored. To fill this gap, this study investigates a) the effects of official sources and user-generated SMC on intention to vaccinate against COVID-19, and b) the mediating effects...

Consumers are vital stakeholders in creating and reducing food waste. However, limited research into consumers’ perceptions of food waste and food packaging is available to inform research, packaging design or policy so that sustainable consumption practices among consumers might be better encouraged and enabled. By applying multivariate linear mod...

This study aims to explore the moderator role of popular and iconic coolness dimensions on the relationship between hedonic versus utilitarian beauty product brands and high-status perceptions, using internet memes as stimuli. An experimental study was conducted to analyse whether two dimensions of brand coolness (popular and iconic) moderate the r...

This study explories the conversations that happen about food and drink by esports streamers during live streams and in their social media channels, and to gain insight into how these conversations may be used to engage emerging adult gamers in positive dietary behaviours.

Following mixed-methods sequential design and drawing on the message-audience congruence concept and homophily theory, across three studies in the UK, we examined the effect of gendered wording and endorser’s gender on the effectiveness of leaflets promoting walking. In Study 1, a mall-intercept study achieved 247 completed questionnaires. Results...

Companies face a considerable number of online complaints on social media, with some escalating into major virality (online firestorms). Given the risks associated with reputation and sales, companies implement crisis response communication strategies to refrain audiences from forwarding content to others. Despite the positive effects of such strat...

Gambling disorder behaviours, such as one’s preoccupation with gambling and/or mood modification due to gambling, have been proposed to differ in their diagnostic weight/importance, especially when informing diagnostic scales. Such potential differences are imperative to be considered to improve assessment accuracy. The latter is particularly impor...

This report is a top-line survey data set extraction from FFWCRC Project 1.2.2 Packaging Design and Information Research, which was conducted via one experimental design survey of households. This module of Project 1.2.2 assessed the acceptability of packaging design features in terms of intentions to purchase, willingness to pay and perceived user...

Understanding the perception and use of packaging by consumers and how this plays a role in household food waste generation is an important first step in this project – Fight Food Waste Cooperative Research Centre Project 1.2.2. With a greater understanding of how people appreciate and use packaging, along with the food waste they generate, we can...

The present study investigates the relationship between Gaming Disorder (GD) and how gaming motives might differ between three groups of gamers. The first group stated to be professional gamers (n = 129; 2,49%), the second group consisted of non-professional gamers, who intended to become professional gamers (n = 646; 12,45%), and the third group w...

Emerging adults (EAs), defined as adults aged 18 to 25, remain a difficult group to engage in healthy behaviours (including positive dieting and eating patterns). The environmental elements that influence the health behaviours of EAs have been studied. However, the literature is mixed on how online game environments, including eSports and game stre...

The aim of this study was to investigate if and how disordered gaming, loneliness, and family relations have changed throughout the COVID-19 pandemic (from 2019 to 2021), and if there were any changes in the association between these variables across three samples of gamers (for each respective year). Samples from 2019, 2020, and 2021 were matched...

Purpose This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media content and intention to purchase fashion products. Design/methodology/approach In this study, the authors carr...

The study used regularized partial correlation network analysis (EBICglasso) to examine the structure of DSM-5 internet gaming disorder (IGD) symptoms (network 1); and the associations of the IGD symptoms in the network with different types of motivation as defined in the self-determination theory i.e., intrinsic motivation (engaging in an activity...

Background ‘Gaming Disorder’ (GD) is now an officially recognized mental health disorder according to the World Health Organization (WHO) framework while ‘Internet Gaming Disorder (IGD) remains as a tentative disorder as per the American Psychiatric Association (APA) framework. Although both GD and IGD reflect disordered gaming tendencies marked by...

Disordered gaming has gained increased medical attention and was recently included in the eleventh International Classification of Diseases (ICD-11) by the World Health Organization (WHO) after its earlier inclusion in the Diagnostic and Statistical Manual of Mental Disorders (fifth revision) (DSM-5) as an emerging disorder by the American Psychiat...

The eleventh revision of the International Classification of Diseases (ICD-11), Gaming Disorder (GD) distinguished between disordered gaming occurring predominantly online, offline, and/or unspecified. Currently, no previous study has investigated whether such a distinction is meaningful in diagnosing disordered gaming. Therefore, a large group of...

The aim of the current study was to investigate how problematic online gaming, problematic online gambling, problematic online shopping, problematic online pornography use, and problematic online social networking are associated with each other in bivariate and multivariate, network analytic analyses in an international gamer population. The effect...

This study presents a machine learning approach using conditional inference tree (Ctree) to determine cognitive patterns that elicit consumer engagement into social media. Using the Ctree algorithm, a predictive model was computed using self-reported data on consumers' perceptions of brand equity and engagement into brand-related social media behav...

What explains why some consumers believe their individual consumption choices impact the natural environment, social issues, and employee well‐being and others do not? This study examines the moderating role of global and local social identities on the relations between cultural values of vertical and horizontal individualism and collectivism, and...

Online video games are a common pastime for emerging adults (EAs). EAs are an age group that is of interest in health communication because habits formed during this life stage can cause or prevent disease later in life. Guided by three research questions, this scoping review identifies the current state of research into socio-ecological influences...

Previous research on gaming disorder (GD) has highlighted key methodological and conceptual hindrances stemming from the heterogeneity of nomenclature and the use of non-standardized psychometric tools to assess this phenomenon. The recent recognition of GD as an official mental health disorder and behavioral addiction by the World Health Organizat...

Given recent advances in technology, connectivity, and the popularity of social media platforms, recent literature has devoted great attention to problematic Facebook use. However, exploring the potential predictors of problematic social media use beyond Facebook use has become paramount given the increasing popularity of multiple alternative platf...

This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb-a peer-to-peer online platf...

Gamers represent themselves in online gaming worlds through their avatars. The term “Proteus Effect” (PE) defines the potential influences of the gamers’ avatars on their demeanour, perception and conduct and has been linked with excessive gaming. There is a significant lack of knowledge regarding likely distinct PE profiles and whether these could...

This study examined the effects of individual‐level cultural values of individualism and collectivism on impulsive buying and money budgeting and the mediating role of acculturation to global consumer culture. By applying the person‐environment fit theory and acculturation theory, we argue that people who hold cultural values congruent with the cul...

Purpose: This paper focuses on the effects of positive and negative online reviews (eWOM) on the metrics of consumer-based brand equity (CBBE) in the context of the Polish restaurant sector. Methodology: The dedicated online survey was completed by 777 consumers, which we then analyzed with structural equation modeling. Each catering outlet was to...

The development of social media has a substantial impact on the surge of social engagement of Internet users. It is particularly prominent in the domain of content creation and content sharing. Such communication may contain various references to different products brands and companies. Internet users may refer to them explicitly or brands may be p...

Internet Gaming Disorder (IGD) has been recognized in May 2013 and can be evaluated using the criteria developed by American Psychiatric Association (APA). The present study investigated the role each IGD criteria plays in diagnosing disordered gaming. A total of 3,377 participants (mean age 20 years, SD = 4.3 years) participated in the study. The...

Background: 'Gaming Disorder' (GD) has received increased medical attention and official recognition from both the American Psychiatric Association (APA) and the World Health Organization (WHO). Although these two medical organizations have independently developed promising clinical diagnostic frameworks to assess disordered gaming, little is know...

This research advances knowledge that can foster understanding of how global consumer culture (GCC) and its elements relate to impulsive buying and sheds light on how advertising attitudes and beliefs interact with this main relationship. Specifically, this study examines the moderating effects of attitudes towards and beliefs about advertising on...

This study presents a machine learning approach using conditional inference tree (Ctree) to determine how brand equity can be used to factually engage consumers into social media brand-related activities. Using the Ctree algorithm (Hothorn, Hornik, & Zeileis, 2006), a predictive model was computed using self-reported data on consumers’ perceptions...

Scholars assert that even though globalisation receives significant attention, research on the effects of globalisation on consumers’ attitudes and behaviour is lacking (Cleveland et al., 2016) often due to the lack of appropriate theoretical basis (Taylor, 2010). In an attempt to fill this knowledge gap, scholars proposed a theory to describe the...

Internet Gaming Disorder (IGD) has been recognized by the American Psychiatric Association (APA) as a tentative disorder in the latest fifth revision of the Diagnostic and Statistical Manual of Mental Disorders (DSM-5). In order to advance research on IGD, the APA has suggested that further research on the nine IGD criteria to investigate its clini...

Background and Aims: Internet Gaming Disorder (IGD) has received increased scientific attention since May 2013, and its assessment can be conducted using the nine criteria suggested by American Psychiatric Association (APA). This study examined the role of each IGD criterion using a conditional inference tree model. Methods: A total of 3,377 gamers...

Given the indirect role of social media in value creation, the article “Social media: Influencing customer satisfaction in B2B sales” by Agnihotri, Dingus, Hu, and Krush (2016) is notable for highlighting the role of social media as an antecedent to value generation within the sales process. Considering the fast pace at which knowledge of the impac...

Social media communication was suggested to influence consumers on their decision process of participating in events. Despite the relevance of evaluating this proposition, the effects of social media brand-related communications on event attendance were not yet validated. In order to address this literature gap, it was evaluated whether firm-create...

Internet Gaming Disorder (IGD) has received increased scientific attention since May 2013, and its assessment can be conducted using the nine criteria suggested by American Psychiatric Association (APA). This study examined the role of each IGD criterion using a conditional inference tree model. Methods: A total of 3,377 gamers (82.7% male, mean ag...

The purpose of the current study is to develop a literature review on “online consumer engagement” (OCE). Articles from 2006 to 2016 published in the marketing journals and other related journals have been reviewed to summarise the OCE concept. Although there is not an agreed definition and conceptualisation of OCE, this study classified the concep...

The objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to t...

Rozwój Internetu oraz dostęp konsumentów do mediów społecznościowych wpływają na ich zaangażowanie on-line. Odzwierciedla to również sposób, w jaki konsumenci wyrażają opinie o markach i produktach w Sieci. Celem ankiety było zbadanie wpływu postrzeganego ryzyka i zaufania do marki na skłonność konsumentów do electronic word-of-mouth (eWOM). Ponadt...

The objective of this paper is to present a conceptual model of antecedents of store brand (SB) equity (SBBE) that aims to identify the effects of SB advertising spend, attitudes toward SB advertisements, SB price promotions, and SB non-price promotions on the metrics of SBBE (i.e. SB awareness, SB associations, SB perceived quality, and SB loyalty...

This paper advances the understanding of acculturation to global consumer culture (AGCC) and its relations with consumer behaviour. A conceptual model was developed to investigate the effects of AGCC on impulsive buying and on attitudes towards advertising in general. The relationship of AGCC and impulsive buying was later moderated by the consumer...

Celem opracowania jest zbadanie okoliczności sprzyjających wpływowi kapi- tału marki na zaangażowanie się konsumenta w treści dotyczące marek w mediach społecznościowych. Zastosowano technikę standaryzowanej ankiety internetowej, a następnie przeprowadzono analizę moderacji przy użyciu oprogramowania MPlus. Stwierdzono istnienie wpływu kapitału mar...

The development of Internet and the access of consumers to social media influence their online engagement. This also reflects on how consumers write online opinions about brands and products. This survey objective was to research the influence of the perceived risk and brand trust on the consumers’ engagement with electronic word-of-mouth. The auth...

The ways consumers communicate, collaborate and connect with others have been altered by social media. As a result, research- ers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. The authors aimed to understand more on the impact of the consumption, contribution, and creat...

Media społecznościowe zmieniły charakter komunikacji oraz współpracy między konsumentami. Menedżerowie są świadomi znacznego potencjału tych mediów w obszarze kontaktu z nabywcami, jednak badania na temat wpływu konsumentów na komunikację związaną z markami wciąż dopiero się rozwijają. Chociaż badacze dowodzą, że komunikacja z wykorzystaniem mediów...

Celem przeprowadzonego badania było zbadanie wpływu postrzeganego ryzyka funkcjonalnego oraz finansowego związanego z zakupem marek własnych, a także względnego poziomu cen marek własnych i postrzeganych korzyści związanych z markami własnymi na zamiar zakupu marek własnych wśród polskich konsumen- tów. Zastosowano technikę wywiadu realizowanego za...

The aim of this paper is to present the concept of store brand perceived risk and the most important studies on its measurement that were being conducted for 40 years. For this purpose, an extensive literature review is introduced. Some aspects of the risk constructs and major effects of store brand perceived risk are emphasized. This paper provide...

Purpose – This article examines the relation between knowledge management (KM) driven leadership, culture and innovation success of knowledge-intensive small and medium sized companies. By building on the previously reported research on leadership, culture, innovation, and knowledge management, we synergistically integrated KM-driven leadership and...

The purpose of this study is to fill the gap in the literature concerning to the measurement of consumer’s engagement with social media brand-related content (hereafter, CESBC). We introduce empirical evidence for the development and measurement of CESBC scale. The scale is based on the consumer's online brand-related framework and comprises three...

The development of new online trends, particularly the Web 2.0, has caused a social engagement growth of internet users and, as a result, further development of social networking channels and other different types of interactive platforms. The internet encourages consumers to interact with web sites, and through them with other users. It also enabl...

The development of new online trends, particularly the Web 2.0, has caused a social engagement growth of Internet users and, as a result, further development of social networking channels and other different types of interactive platforms. The Internet encourages consumers to interact with web sites, and through them with other users. It also enabl...

The aim of this paper is to present the concept of store brand equity (also known as private label brand equity), selected methods of its measurement, potential practical implications and directions for future research on this topic. There is a number of articles focused on brand equity referring to the manufacturer's brands, and yet there are not...

Artykuł nie posiada streszczenia w języku polskim.

The Web 2.0 provides unlimited means for consumers to interact, express, share, and create content about products and brands. Such consumers’ online brand-related activities (COBRAs) are of great value to companies. This article makes a first effort to fully classify such activities in three main categories (i.e., consumption, contribution, and cre...

Researchers and brand managers have limited knowledge of the effects that different types of user-generated content (UGC) have on consumers’ perception of brands and behavior. In this study we investigated 301 authors of a specific category of UGC, i.e., user-generated images (UGI) on a social networking site to confirm the relationships of four dr...

The concept and management of brand equity is of great importance to scholars and managers. In this article, brand equity is approached from the consumers’ point of view i.e., consumer-based brand equity (CBBE) in the context of two beer brands offered in Poland – Tyskie and Żywiec. The objective of this article is to demonstrate how managers can i...

Celem artykułu jest prezentacja koncepcji kapitału marki bazującego na konsumencie (CBBE) oraz dotychczasowego dorobku badawczego w zakresie jego pomiaru 5. Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat, która wyróżnia dwa oddzielne podejścia do pomiaru CBBE: podejście bezpośrednie oraz poś...

The aim of this study was to analyze the impact of store image, perceived risk, and the store brand price-image on store brand purchase intention. We replicated the conceptual model proposed by M.F. Diallo using CAWI technique. We analyzed the results using structural equation model (SEM) with AMOS software package. Our results show that the store...

Streszczenie: Celem artykułu jest analiza różnic w zachowaniach kobiet i mężczyzn w procesie zakupu marek własnych sieci handlowych. W oparciu o model koncepcyjny prezentujący sze- reg związków zachodzących pomiędzy jego konstruktami zamierzano wyodrębnić statystycznie istotne różnice w wielkości efektów w zależności od płci nabywców. Przeprowadzon...

Streszczenie: Celem artykułu jest analiza różnic w zachowaniach kobiet i mężczyzn w procesie zakupu marek własnych sieci handlowych. W oparciu o model koncepcyjny prezentujący szereg związków zachodzących pomiędzy jego konstruktami zamierzano wyodrębnić statystycznie istotne różnice w wielkości efektów w zależności od płci nabywców. Przeprowadzono...

Porter's five forces is a significant tool of analysis of industries. It helps evaluating variables of industry profitability and assessing firm performance. Using the framework, managers can take a decision as to which industries they can effectively compete in and position their companies to reduce the adverse effects of the mentioned forces. Acc...

The author studied the effect of two different social media communications on brand equity and brand purchase in- tention. 504 data sets were generated through a standardized online-survey and analysed with structural equation modelling. The results of the empirical study showed that both firm-created and user-generated social media communication i...

In the era of knowledge based economies every year the number of companies that starting their advertising campaigns increase. According to Social Enterprise Report, 38% of leading companies in Poland have its profile on social networking sites. In this paper, we are going to introduce two case studies. The first one is the advertising campaign of...

This paper aims to show how universities interact with internet users by webcasting selected courses. Paper has exploratory case-study character, presenting example of Berkeley Webcast initiative of University of California, Berkeley, webcasting undergraduate courses and on-campus events. On the base of short introduction to webcasting usage as an...

This paper aims to show how universities interact with internet users by webcasting selected courses. Paper has exploratory case-study character, presenting example of Berkeley Webcast initiative of University of California, Berkeley, webcasting undergraduate courses and on-campus events. On the base of short introduction to webcasting usage as an...

The application of Gemba kaizen philosophy at the social level can benefit not only individuals but society as well. The Japanese philosophy of improvement changes for better companies that are looking to increase their value through quality management. The same principles, when implemented in a society, also improve the quality of life of its inha...