Article

Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion

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Abstract

This research examines the effects of social media brand?consumer interactions on three types of customer value: customer lifetime value (CLV), customer influencer value (CIV) and customer knowledge value (CKV). By examining the differential effects of consumers' satisfaction and immersion with social-media brand interactions on CLV, CIV and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands. Results suggest that whereas interaction satisfaction positively influences both CLV and CIV, interaction immersion impacts both CIV and CKV. The authors identify social media strategies for brands related to interaction satisfaction and immersion that are based on the three types of customer value studied. The findings reported offer important managerial and theoretical implications with respect to the effects of discrete social media interactions on customer value creation.

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... The positive relationship between mobile shopping app coolness and values for customers is mediated by immersive experience. Hamilton et al. (2016) suggested that higher immersion will more likely generate customer influencer value for the brand. Furthermore, previous studies suggested that the online flow experience increases customers' motivation to participate in co-creation activities with the brand, such as sharing knowledge about preference information, feedback and improvements to the shopping experience on the app (Carlson et al., 2017). ...
... In the mobile shopping app context, customers must use a smartphone with a shopping app installed. The instrument included scales of research constructs adopted from previous well-established studies: coolness as a multi-dimensional construct, including subculture, originality, attractiveness, and utility, adopted from Sundar et al. (2014); the multi-dimensional construct of values for customers, consisting of perceived utilitarian value and perceived hedonic value, from Kim and Park (2019); the multi-dimensional construct of values from customers including customer lifetime value, customer knowledge value and customer influencer value from Hamilton et al. (2016) and Wu et al. (2018); and the uni-dimensional construct of immersive experience from Hamilton et al. (2016). ...
... In the mobile shopping app context, customers must use a smartphone with a shopping app installed. The instrument included scales of research constructs adopted from previous well-established studies: coolness as a multi-dimensional construct, including subculture, originality, attractiveness, and utility, adopted from Sundar et al. (2014); the multi-dimensional construct of values for customers, consisting of perceived utilitarian value and perceived hedonic value, from Kim and Park (2019); the multi-dimensional construct of values from customers including customer lifetime value, customer knowledge value and customer influencer value from Hamilton et al. (2016) and Wu et al. (2018); and the uni-dimensional construct of immersive experience from Hamilton et al. (2016). ...
Conference Paper
Amid the explosive development of technology, creating unique differentiators is difficult for businesses due to similarities in technology applications. The 'cool' concept has become a differentiator for new technology applications like mobile shopping apps. This study aims to investigate the effects of perceived coolness of mobile shopping apps on immersive experience, which in turn leads to customers' perceived values (values for customers) and their contributed values (values from customers). The study also looks into the contingent role of immersive experience in the relationship between perceived coolness and values for customers and values from customers. This study uses data from 351 Vietnamese mobile shopping app users to test hypotheses using PLS-SEM. The findings showed that mobile shopping app coolness facilitates values for and from customers. Besides, immersive experience mediates the relationship between app coolness and these values. The findings have managerial and theoretical implications for perceived coolness and customer value creation.
... Interactions between brands and consumers are often used to start the engagement process (Vivek et al., 2012). Consumers interact with brands searching for hedonic and/or utilitarian benefits (Hamilton, Kaltcheva, & Rohm, 2016;Rohm, Kaltcheva, & Milne, 2013). Participation, in turn, is a behavior, the consumer presence on the production process or the delivery of something (Vivek et al., 2012), whereas involvement is a personal interest regarding an object and its features (Zaichkowsky, 1985). ...
... Thus, satisfaction is for trust as trust is for commitment, and they are really important constructs to the CE, although not always is easy to identify if they precede or follow the engagement. Although trust and commitment are more accepted as engagement consequences (Carvalho & Fernandes, 2018;Chan & Li, 2010;Vivek et al., 2012), satisfaction may come before or after as a form of constant analysis of interactions (Bowden, Gabbott, & Naumann, 2015;Brodie et al., 2013;Carvalho & Fernandes, 2018;Hamilton et al., 2016;Sashi, 2012). That is why Maslowska et al. (2016) referred to satisfaction as the intrusive measure, advising against using it to measure customer engagement. ...
... According to Hollebeek and Macky (2019) and consistent with Hamilton et al. (2016), consumers interact with content for hedonic, functional, or authenticity reasons. All three motives produce different types of engagement. ...
Article
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O engajamento do cliente tem sido uma prioridade de pesquisa de marketing ao longo da década e vários frameworks tentaram conceituar o fenômeno. Nesse sentido, este artigo tem como objetivo resumir 10 anos de estudos teóricos e empíricos sobre engajamento do cliente e propor direções para estudos futuros sobre o assunto. Uma ampla revisão de artigos sobre engajamento do cliente, engajamento do consumidor e engajamento com a marca foi realizada e discutida, visando a convergência entre diferentes perspectivas existentes. Como uma de suas contribuições, este artigo defende uma visão mais social e dinâmica do conceito de engajamento, sugerindo o uso do termo “engajamento do consumidor”, compreendo que o valor do engajamento para a marca não vem apenas dos clientes, mas de qualquer pessoa que tenha contato com a marca, por exemplo, nas redes sociais.
... Customer influencer value gauges the profitability generated by a customer who enhances the brand appeal (Verma et al., 2023) by voluntarily praising their experiences with the brand amongst their close social networks on social media and beyond (mainly via eWOM), and by conversing with them, giving them assistance and recommending the brand (Hamilton et al., 2016). We hold that engagement facilitates customer influencer value insofar as engaged customers, due to their close connection with the e-retailer (Zhang et al., 2017), are more inclined to be involved in self-initiated contributions towards the brand (Hsieh and Chang, 2016), and also because, through collaborative communication in eWOM, they can express their uniqueness and demonstrate their acumen about the e-retailer to their social networks (Hinson et al., 2019). ...
... (Grewal et al., 2004)Table I. When I experience a problem with [online retailer/app], I let them know so they can improve(Hamilton et al., 2016) Note: *Values yielded by the analysis of individual item reliability and convergent validity with a linear approach are shown in brackets ...
Article
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Purpose There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies. Based on the service-dominant (S-D) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement. Design/methodology/approach The survey instrument is validated and the model is tested with data from active online customers using a novel methodology that blends artificial neural network (ANN) analysis with partial least squares (PLS) in both the measurement model and the path analysis. Findings The findings robustly support the model and yield evidence of the contribution of CPSs in effective value propositions, the interface between the S-D logic and customer engagement, and the direct effect of customer engagement on tangible forms of value for companies. Originality/value This study is the first scholarly effort to provide a comprehensive understanding of how and why CPSs can maximise customer value for the e-retailer, while simultaneously testing the customer value/engagement interface with a new blended ANN-PLS method.
... Overt social media marketing is also quite a researched area. Social media literature mostly focuses on a few categories: electronic word-of-mouth in social media (Coulter and Roggeveen, 2012;Balaji et al., 2016;Chu and Kim, 2011), advertising in social media (Carrillat et al., 2014;Duffet, 2015;Bannister et al., 2013;Taylor et al., 2011;Kodjamanis and Angelopoulos, 2013;Chandra et al., 2013), customer relationship management via social media (Moore et al., 2013;Gummerus et al., 2012;Gamboa and Goncalves, 2014), branding and social media (Smith and Gallicano, 2015;Nguyen et al., 2015;Kim and Ko, 2012;Hennig-Thurau et al., 2013), and consumer behaviour and brand attitudes (Hamilton et al., 2016;Zhu et al., 2016;Naylor et al., 2012). Various studies focus on the differences between social media marketing and traditional marketing, emphasizing the need to address various problems within these two types of marketing separately (Long et al., 2010;Bruhn et al. 2012;Stephen and Galak, 2012). ...
... equities. However, Hennig-Thurau et al. (2013) point out the possibility of harmful effects of social media on brands since consumers can share their negative brand experiences, their stories can reach large audiences within the network.Consumer behaviour and attitudes have also been widely investigated from the social media marketing perspective.Hamilton et al. (2016) andZhu et al. (2016) find that social media is a key source of information to which consumers can return while in the process of purchasing decision-making. Various studies supported the crucial impact of social media on purchase behaviour in different contexts, for example, when the promoted brand is unfamiliar(Naylor et al., 2012), wh ...
Thesis
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This thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to participate in the research, and structural equation modelling was conducted to test the proposed model. The results confirm that (1) activated persuasion knowledge negatively influences celebrity endorser’s perceived authenticity in covert social media marketing; (2) celebrity-brand congruity does not have a significant impact on the endorser’s perceived authenticity; (3) celebrity’s expertise positively influences the celebrity endorser’s perceived authenticity when endorsing products related to his or her area of expertise; (4) the celebrity’s perceived attractiveness has a positive impact on the celebrity’s perceived authenticity when endorsing attractiveness enhancing products covertly in social media; and (5) perceived authenticity of a celebrity endorser positively influences brand attitudes and, consequently, behavioural intentions. Both theoretical and managerial implications are drawn, suggesting directions for future studies.
... For some companies, creating their own content also gives the brand a new revenue model, from creating content, sharing content, and finally gaining profit through content [6]. Importantly, marketers are facing the challenging survival situation in which the rules of the game are highly in favor of the empowered customers when customers are presented with more opportunities and can take more control of the marketing communicating process [7][8][9]. Under such circumstance, engaging the social media and converting it as part of the strategy tools are essential to many companies' marketing teams [10]. ...
Article
As Red Bull domains in the market share and is well-known for its special social media marketing strategy, this article intend to explore how Red Bull’s approach to marketing, particularly through social media, has been instrumental in building its brand identity and connecting with consumers. Through an in-depth analysis of Red Bull’s strategies on various social media platforms, this study examines the company’s distinctive approach, particularly its use of Search Engine Optimization (SEO). The analysis highlights the most prominent features and advantages of each platform, revealing how Red Bull has successfully built a strong brand image and expanded its brand influence by leveraging the power of social media. Undeniably, this success stems from Red Bull’s strategic approach of tailoring its brand message to suit each platform, thereby maximizing the utility and impact of its social media presence. The study aslo provides further actionable recommendations for Red Bull to enhance its social media strategy. Key suggestions include increasing the use of User-Generated Content (UGC) to reduce production costs and enhance authenticity, optimizing resource allocation through data-driven analysis to focus on high-impact marketing activities, and forming strategic partnerships to share costs and resources, thereby expanding reach and boosting brand presence. These strategies not only address current challenges but also offer a blueprint for other companies aiming to refine their social media marketing efforts.
... In the context of beauty product purchases influenced by social media, these models have undergone significant revisions. Hamilton et al. (2016) proposed a non-linear decisionmaking model that accounts for the iterative nature of social media interactions. More recently, Ashman et al. (2018) developed a social media-specific consumer decision-making model that incorporates the role of user-generated content and influencer recommendations. ...
Article
This study investigates the complex dynamics of beauty influencer marketing and its impact on consumer purchase intentions. Employing a mixed-methods approach, we integrate Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine the relationships between perceived influencer credibility, content quality, parasocial interaction, perceived authenticity, brand trust, and attitude towards the product. Data collected from 412 consumers were analyzed using SmartPLS4. The results reveal significant direct and indirect effects of influencer characteristics and content factors on purchase intentions, mediated by brand trust and attitude towards the product. Notably, product-influencer fit emerges as a significant moderator, enhancing the impact of influencer credibility on purchase intentions. The fsQCA results complement these findings by identifying multiple configurations leading to high purchase intentions, highlighting the equifinality in influencer marketing effectiveness. This research contributes to the literature by providing a comprehensive model of influencer marketing effectiveness, demonstrating the interplay between various factors, and revealing multiple pathways to success. The findings offer valuable insights for marketers in developing effective influencer marketing strategies, emphasizing the importance of influencer selection, content quality, and fostering authentic connections with audiences.
... Therefore, so-cial media marketing on various platforms such as Instagram, Facebook, Twitter, Snapchat, Pinterest, LinkedIn, and Google+ is used to drive traffic, spread brand awareness, and generate leads (Chatterjee & Kumar Kar, 2020). This is because, on social networks, consumers have become participants in the marketing process by commenting, collaborating, and creating messages (Hamilton et al., 2016). For the organic food sector, social media provides marketers with inexpensive tools for exchanging information and supporting interpersonal relationships (Guha et al., 2018), stimulating consumer purchasing behaviour (Mozas-Moral et al., 2016), and increasing sales (Lu & Miller, 2019). ...
Article
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Overcoming the involved constraints, such as high prices, a lack of awareness, and a limited number of sales points, is one way to increase consumers' willingness to buy organic food. Social networks, with their massive number of active users, can be used to introduce, promote, and sell organic food. Not much research was found on social media nor its role in marketing organic food. Scant research has been conducted to understand the role of social media in increasing organic food sales. To bridge this academic gap, this paper explores the related literature to find whether marketing on social media can increase the sales of organic food. The findings refer to a common emphasis on the substantial role of social media in supporting buyer-seller relationships, advertisements, electronic word-of-mouth, and all phases of the organic food sales process, which in turn have an influence on escalating the sales volume of organic food.
... Brands are now substantially investing in social media to engage with their customers (Kao et al., 2016;Hamilton et al., 2016;Uncles and Ngo, 2017).By means of social media, firms can interact with customers easily as it offers two-way communication and help firms acquire absolute and rich customer perception at much better pace than the past (Hudson et al., 2016). Social media serves as important media that encourage customers' interactions, collaboration, knowledge and information sharing related to their preference to support the brand (Alexander and Jaakkola, 2016;Gruner et al., 2014). ...
Article
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With the advancement of technology and increased use of social media, brands become the part of the virtual world and trying to grab customers' attention. Brand pages enable customer to voluntarily participate in providing feedback, ideas and collaborate with others, this add value to the firm. This research explores which characteristics help the brands that influence consumers to generate responses in the form of feedback, collaboration and mobilization. For this, data was collected from 250 respondents who had purchased their favorite brand in last 4 months using five Point Likert-scale adopted questionnaires. PLS-SEM was used to analyze the model using smart PLS. The results indicate that content quality lead to brand learning values and hedonic values. Whereas, customer contact quality directs brand learning value only. Both, hedonic and brand learning value induce customer engagement behaviors.
... Through facial expressions and body language, streamers can convey comprehensive information, fostering a sense of identity and belonging in virtual space. Moreover, online interactions provide consumers with an immersive experience in a virtual world (Hamilton et al., 2016;Hudson et al., 2019), simulating face-to-face communication and meeting social needs, thereby facilitating effective communication and presence formation. ...
... On the one hand, firms are taking advantage of social media platforms to expand geographic reach to buyers (Gao et al., 2018), bolster brand evaluations (Naylor et al., 2012), and build closer connections with customers (Rapp et al., 2013). On the other hand, customers are increasingly empowered by social media and taking control of the marketing communication process, and they are becoming creators, collaborators, and commentators of messages (Hamilton et al., 2016). As the role of social media has gradually evolved from a single marketing tool to that of a marketing intelligence source (in which firms can observe, analyze, and predict customer behaviors), it has become increasingly imperative for marketers to strategically use and leverage social media to achieve competitive advantage and superior performance (Lamberton & Stephen, 2016). ...
Conference Paper
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Customer relationship management is a management strategy that increases the profits of businesses and helps them to establish ongoing relationships with customers and improve sales. On the other hand, many businesses use new technologies to gain more presence and market share, which is one of the necessities of economic activity in the present era. In this regard, digital marketing uses the latest technologies in order to achieve the latest ways of interacting with customers and provides the possibility of selling as many products and services as possible at the lowest cost. Therefore, the purpose of this study is to investigate the effect of digital marketing capabilities on customer relationship management. This study is one of the quantitative studies that has been examined using the data obtained from the questionnaire. In this study, structural equation modeling method is used and the data are analyzed by SPSS23 and Amos23 tools. The results show that digital marketing capabilities (content marketing, online advertisement, usage of social media) among businesses operating on Instagram have a positive effect on customer relationship management.
... The focus of earlier research on CI has been on areas like immersive learning (Mystakidis and Lympouridis, 2023), immersive virtual reality (Suk and Laine, 2023), CI processes (Blumenthal, 2020;Blumenthal and Jensen, 2019) and interaction immersion (Hamilton et al., 2016). For instance, the study on immersive learning by Mystakidis and Lympouridis (2023) highlighted how the metaverse, AR and VR might trigger episodic memory related to marketing activities. ...
Article
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Purpose This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA). Design/methodology/approach A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream. Findings This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation. Originality/value This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.
... Asimismo, [53] realizaron una crítica a la teoría de la utilidad esperada como método descriptivo de la toma de decisiones de bajo riesgo y desarrollaron la denominada teoría de las perspectivas de riesgo donde se presentan varios efectos generalizados incompatibles con los principios básicos de la teoría de la utilidad; determinando así, que el riesgo depende de muchas variables, como la incertidumbre, el capital, y la seguridad. Otro enfoque fue el otorgado por [54] donde demostraron la eficiencia de la interacción de los clientes con sus marcas de preferencia a través de los medios sociales teniendo en cuenta los tipos de valor del cliente para examinar los efectos de estas interacciones, determinando un nivel de satisfacción de los consumidores. ...
Article
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The combination of marketing and production integrates functions that generate profits in the business environment and provide organizational value toward a competitive advantage in the sector. Identifying opportunities in the design of new products corresponds to a task consistent with studying the factors involved in the strategies of participation and competitiveness in the different markets. The challenge is to determine the incidence factors in the productive processes and marketing activities, for which the objective of this study was to identify and analyze the most outstanding scientific publications between 2000 and 2021 in the Scopus database to establish the attributes of the most significant scientific relevance called research perspectives. Methodologically, a scientific mapping and network study was carried out to determine the documents and essential characteristics such as number of publications, most relevant authors, H index, institution of belonging, and countries of origin. Likewise, the tree metaphor and the R-studio software were applied to identify basic articles, structure, current articles, and research perspectives. The results suggest the existence of three lines of research that relate to the success of marketing and production: theories of production and marketing, optimal control of systems, and relationship models. Finally, an agenda of papers concerning future lines of research is presented.
... Digital media platforms can be used to increase the geographic reach of a business's product sales (Gao, Tate, Zhang et al. 2018), make it easier for consumers to evaluate a brand (Naylor, Lamberton and West 2012), and foster intimate relationships with clients (Rapp, Beitelspacher, Grewal et al. 2013). Contrarily, clients are given more authority over the marketing communication process via social media and are transformed into message makers, collaborators, and commentators (Hamilton, Kaltcheva and Rohm 2016). ...
Article
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Gender equality is an important aspect of building harmony in the family. Salafis, with their teachings of Islamic purity, is considered a religious organization that severely restricts women's activities. This reality makes the public think that Salafi women are domesticated, subordinated, and discriminated against in terms of gender. This study examines and explores the concept of gender equality in the Salafi family and how it is contextualized in reality and women's economic movements. This qualitative research uses observational data, periodic WhatsApp application interviews, and documentation studies. This study shows that, first, an understanding of gender equality has been developed in Salafi families in Lampung, although its implementation still requires negotiation by considering the rights and obligations of women in the family, as wives, mothers, and both. Second, while still paying attention to religious norms, Salafi women utilize social media, the internet, and digital technology to build businesses, partner, and connect with many parties. Third, the creativity of Salafi women in building homes as a place for entrepreneurship, no longer a domestic space, has been able to form alliances instead of causing conflict between home and workplace and clouding public perceptions that they are domesticated.
... Understanding interactivity in social media matters for at least three reasons (Hamilton et al., 2016). First, evidence shows that interacting with brands or customers through social media helps boost awareness and sales, as interaction increases the probability that customers will stay on a website longer and return to it in the future (Cheung et al., 2020a). ...
Article
Purpose This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators. Design/methodology/approach This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis. Findings This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks). Originality/value This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.
... On the one hand, enterprises take advantage of social media to continuously expand the scope of services to customers in space [3] and increase customer-based brand equity through social media communication and interactive marketing [4]. On the other hand, customers are increasingly empowered by social media and engage in marketing communication, and they are shaped by social media as creators, disseminators and reviewers of information [5]. Therefore, marketers can increase consumer-brand engagement by adding fashionable and popular content to social media to enhance the marketing effect on social media [6]. ...
Article
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Social media marketing plays a relevant role in the brand promotion of enterprises owing to its advantages of rapid and diversified communication with consumers. The Chinese Internet enterprise Alipay launched Ant Forest as a mobile application with gamified social functions, bringing consumer-brand engagement. Ant Forest provides a variety of gamification functions (e.g. point, leaderboard, badge, task and teamwork) to encourage users to participate in environmental protection and public welfare activities. These gamification mechanisms, combined with the spread of social media, have realised the co-creation of user brand value. In the current study, 305 Gen Z users of Ant Forest were surveyed through an online questionnaire, and the data analysis was conducted using the partial least squares structural equation modelling (PLS-SEM) method. This study indicates that the four elements of entertainment, trendiness, customisation and word-of-mouth in social media marketing have statistically significant direct effects on the consumer-brand engagement in Ant Forest. In addition, gamification shows a significant positive moderating effect on the relationship between customisation and consumer-brand engagement and a significant negative moderating effect on the relationship between trendiness and consumer-brand engagement in Ant Forest. This study adds gamification to the conceptual system of social media marketing and provides suggestions for the development of gamified social media marketing applications.
... Based on a US study, Lepkowska-White and Parsons (2019) also emphasized on the need of restaurants to utilise social media for business promotion and communication through customer engagement, while Kim, Yoo and Wang (2019) stated that restaurants should strategically manage customer engagement with social media marketing through a flow to gain competitive advantages. Hamilton Kaltcheva, and Rohm (2022) argued that social media interactions over the brands made positive impact on the creation of various customer values for those brands. ...
Article
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The paper aimed to examine the effect of the Nepalese tourist-based restaurants' brand coverage in their social media on customer value creation. A questionnaire survey was administered on 205 tourist customers (with usable response of 196) intercepted at ten tourist-based restaurants located at one of the popular tourist-restaurant hubs of the Kathmandu Valley, in the post-COVID months of March and April of 2023. It made use of the descriptive statistics and inferential ones like Levenes' test of equality of error variances, Wilks' Lambda test and MANCOVA test. The study found that the use of social media in marketing tourist-based restaurants helped create customer value, as social media marketing made a substantial and positive effect on the creation of social, functional, and economic values of tourist-based restaurants. The study specifically discusses the tourist-based restaurants' brand coverage in their social media and investigates its effect on customer value creation at a time when Nepalese tourism has started gradually recovering from the consequences of the COVID-19 pandemic. It is the first study of this kind at least in the Nepalese context.
... However, the most intriguing experience for users currently lies in having their interests and preferences adequately addressed and shared with a large number of people. Sharing involves interactions with others that stem from positive immersion (Hamilton et al., 2016;Neumann et al., 2018). This behavior can be achieved more effectively online (Shaykhzad and Alvandi, 2020). ...
... This result is not in line with the research of Li et al. (2021), who stated that vicarious expression is a representative expression of a streamer to show their consumption experience using a product that can make the audience feel the experience of consuming the product, which in turn increases engagement with the platform. Hamilton et al. (2016) assert that streamers can give customers a complete understanding and make it simpler for both parties to develop a sense of identity and belonging in virtual spaces through facial expressions and body language. ...
Article
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Live streaming has become a well-liked way for businesses to boost interaction and consumer engagement, ultimately leading to positive word-of-mouth promotion. Word of mouth is crucial in business since it serves as a reliable gauge for assessing a product's quality prior to purchase, hence reducing uncertainty in decision-making. Previous studies overlooked the benefits of live streaming for word-of-mouth. Hence, the objective of this study is to examine the emergence of word-of-mouth communication facilitated by live streaming, employing the socio-technical approach and attachment theory. This quantitative research has a total of 12 hypotheses. Data was collected through the distribution of online questionnaires using purposive sampling, by examined 319 TikTok Live Shopping users. The data was collected and analyzed using SmartPLS. Live streaming yields a favorable impact on user engagement and viral marketing. Streamers exert significant effect on audience engagement, fostering strong connections with the platform, user loyalty, and word-of-mouth promotion. Consequently, marketers can optimize the utilization of live streaming by collaborating with the most compatible streamers. Additionally, this study discovered that vicarious expression does not have a beneficial impact on platform attachment. This study suggests using live streaming as a strategy to improve customer retention and build stronger relationships with customers, which offers insightful information for business experts in Indonesia. It addresses the constraints of previous research, which focused mainly on loyalty to brands in terms of transactions, by providing theoretical support for exploring the relationship between user stickiness and word-of-mouth generation on live streaming platforms.
... A study on public participation in urban planning revealed that participation platforms lacking immersion often lacked practical utility, and immersive planning was a conceptual model to conceive the process of public participation that focuses on the depth and breadth of user experience (Gordon et al., 2011). In addition, a study on online consumers' shopping willingness demonstrated interaction satisfaction and creation value for brands, with a higher sense of experience encouraging consumers to actively share their user experience and improve online interaction (Hamilton et al., 2016). For example, losing one's awareness of time and being deeply involved can occur in online activities such as playing games or surfing information online. ...
Article
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Plain Language Summary The purpose of the study is to examine the influencing factors of digital participation, including digital skills, interpersonal communication, online immersion and mediating roles of online interpersonal communication and online immersion. The study selected 1,204 samples from the 2017 China General Social Survey. Amos 26.0 was used to test the theoretical model using the structural equation model (SEM). The conclusions are that this study revealed the key role of digital skills in improving digital participation and proposed strategies to strengthen digital skills training and education and optimize digital platform page operation. In addition, this study examined the positive effects of online interpersonal communication and online immersion on digital participation. The implications are that this study demonstrated that online interpersonal communication and immersion played an intermediary role in the process from digital skills to digital participation, which enriched the understanding of the changes of communication relationship and physical and mental perception produced by individuals through networks. Meanwhile, this study indicated that gender, education, and regional differences influenced the results, and it is necessary to further improve the measures of digital platforms in content guidance and target group selection. The limitations of the study are that this study was mainly aimed at adults, as data on the digital participation of adolescents is insufficient. Meanwhile, this study did not investigate a specific group, and future research could be targeted from the economic, education, and other aspects of classification research.
... Social media provide a cheaper and easier path for businesses to engage with their customer base, compared to traditional advertising (Anderson et al., 2011). Social media provide new ways for brands to create customer value, primarily throughout the possibility of interactions between the brand and the consumer and between the consumer and other consumers (Hamilton et al., 2016), thus gaining customer value in terms of exposure, increasing the brand loyalty and overall bringing consumers closer to the brand. This can be achieved with the increase of the frequency of information shared on social media, the enhancement of the relevance of the published information and the extended interaction between the company and the individual (Adjei et al., 2012). ...
Chapter
As the usage of social media becomes more and more infused in the daily life of billions of individuals, paid advertisement via them offers companies an enormous degree of visibility and exposure. This research investigates the perceptions, attitudes and behavioral responses of young Greek consumers regarding sponsored food products in order to determine the impact of this advertising method on their purchasing behavior. This study applies quantitative research methods to collect primary data besides the review of secondary sources from the existing literature. The collected data are analysed with the appropriate statistical tools and the research findings are discussed thoroughly. The results of the study reveal indicators and information about how food brands and sponsored food advertisement on social media are perceived by young social media users and how users respond and behave when in contact with sponsored advertisements while browsing on social media platforms. Finally, recommendations for future research are also presented.
... Trong trang thương hiệu, người sử dụng tương tác với một thương hiệu cụ thể trong khi tìm kiếm thông tin liên quan đến thuộc tính thương hiệu, lợi ích và liên kết có thể có tác động đến trải nghiệm của người sử dụng đối với thương hiệu 5 . Trải nghiệm của người sử dụng cá nhân về hiệu quả việc tìm kiếm thông tin hữu ích trên trang thương hiệu có thể cung cấp cơ hội để nâng cao kinh nghiệm của họ 6 , và tối đa hóa tiện ích của thương hiệu trong tiêu dùng 7 . Hơn nữa, phương tiện truyền thông xã hội cho phép thương hiệu tương tác với một cộng đồng lớn hơn bằng cách cho phép người tiêu dùng có thể tạo ra nội dung và tương tác với thương hiệu, cũng như với các khách hàng khác như là một giá trị tiêu khiển đối với họ 8 . ...
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The objective of this study is on the user's Facebook Fanpage engagement behavior. The study used a sample of 414 observations that were analyzed using a Structural Equation Modeling (SEM). The research results show that this model can explain the influence of the factors of content quality, brand interactivity, customer to customer interaction, and affective on hedonic value and utilitarian value of a university's Facebook Fanpage. These factors, in turn, affect the engagement behaviors of Facebook Fanpage users, which are recpresented here by the behaviors of feedback, collaboration and influencer. In order to improve the utilitarian value of the Facebook Fanpage, universities need to pay attention first to the quality of the page's content, followed by the relationship between the brand and its customers, and finally, the affective of the user when interacting. In order to improve the hedonic value of the Facebook Fanpage, universities need to pay attention first to the quality of the page's content, secondly to the user's affective when interacting, followed by the relationship relationship between users and finally the relationship between the brand and the users. With the collaborative behavior, the feedback behavior, research shows that the impact of utilitarian value is greater than that of hedonic value.
... Businesses have become better at managing customer relationships due to the proliferation of social media data, and firms are better able to interact with customers beyond geographic boundaries and build closer connections (Gnizy 2019). It has been known to empowers consumers to be more involved in the marketing process of brands, by being able to share and comment on content and also become creators of content themselves, hence improving overall engagement (Hamilton, Kaltcheva, & Rohm, 2016). Online engagement plays a significant role in building advocates of a brand, whereby they purchase the brand or refer the brand to peers on social media (Muller et al, 2019). ...
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... Social media create value for fashion brands among customers due to the expression of choice of customers about fashion brands. These consequences enhance customer loyalty; those are associated with social media communication and develop the assimilation of ideas about fashion brands through social media communication (Hamilton et al., 2016). In these consequences, it can be summarized that the expression of wishes and abilities is the basic component of the attitudes and perceptions of customers about fashion brands. ...
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Social media communication is an important way to visualize the observation of fashion brands in the context of cost and benefit analysis of the paradigm of the fashion market on social media sites. In the context of the definition of the 21st century is a synonym for globalization in the perspective of new liberal economics. In these consequences, social media communication sharpens the direction and dimension of fashion brands among customers because it creates the concept of digital economics and replaces the traditional approach of the fashion markets. In these consequences, the present paper examines the systematic review of the role of social media communication with respect to fashion brands with a study design of an analytical framework. The findings of the study show that India is an emerging market for fashion brands due to its new liberal economics in the aspect of social media communication, but there are lots of challenges emerged in the society of India regarding the adoption of fashion mode in lifestyle. Therefore, it may be managed through the positive role of social media communication in the traditional market of India.
... They are more likely to follow digital marketing communication tools. (Hamilton, 2016) A second view suggests that customers are increasingly influenced by their friends and colleagues in forming brand attitudes and purchasing decisions. (Yim, M.Y.C. et al., 2017) Through social platforms such as Facebook, Instagram and Youtube, businesses began to promote their interests and moved sales to the online sphere. ...
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The identification of differences in managers' approach to motivation, ways of motivation of employees and their application in selected family and nonfamily businesses is the issue that we address in this paper. The main goal of the contribution is to bring a proposal for improving the motivation of employees in these two companies, considering their nature. We will fill its essence with partial objectives, which include the analysis of the current state of motivation in both types of companies, the identification of differences in the approach of managers and their mutual comparison, and last but not least, the proposal of a solution. The methods used include: questionnaire survey, analysis, synthesis and comparison. The benefit of the contribution is the proposal of solutions that can improve motivation in family and non-family businesses and the proposal of the optimal selection of the motivation variant using multicriteria analysis.
... We contend that a sense of empowerment can be experienced when consumers can fully capture the empowering benefits given. The state is more likely to occur when consumers are deeply absorbed in mobile AR shopping apps (Hamilton et al., 2016). Ponsignon and Derbaix (2020) demonstrated that technology-empowered experience (e.g., a sense of freedom and choice) is formed when consumers are highly involved in an immersive technology-facilitated environment. ...
Article
Purpose The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer). Design/methodology/approach By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses. Findings A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender. Originality/value This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.
... Meanwhile, real-time interaction is a vital part of live streaming shopping activities, and it can effectively narrow the emotional distance between live streamers and online consumers (Li et al. 2022c). Interaction immersion refers to a psychological state where buyers are thoroughly engrossed in the online communication context and focus on the product interaction while at the same time experiencing high levels of engagement, pleasure, and enthusiasm (Hamilton et al. 2016). Customers may experience an immersive state when they are fully engrossed in the interaction with different objects. ...
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With the proliferation of live streaming commerce, there is growing evidence that impulse buying within a live shopping context is occurring. In consideration of the interactive nature of live streaming commerce, this paper proposes an interaction–immersion model to investigate factors affecting impulse buying behaviour. The proposed research model assesses the effects of different kinds of interaction (the person–environment interaction, the para-social interaction with streamers, the para-social interaction with other participants) on interaction immersion, and the subsequent response, i.e., impulse buying behaviour of customers. The proposed model is validated using survey data from 358 users of live shopping. The results show that the three dimensions of interaction have positive and significant effects on customers’ interaction immersion, which can affect impulse buying behaviour positively and significantly. Also, streamer attractiveness can positively moderate the effect of interaction immersion on impulse buying behaviour. These findings highlight the vital role of interaction and immersion in encouraging impulse buying behaviour, which can shed light on the design of a better live shopping platform and marketing strategies of sellers.
... Of the few studies about the tourism new media, most of them are from the perspective of marketing and communication, such as online marketing processes [22], marketing potential and effectiveness [23], and audience influence [24] of tourism enterprises, tourist attractions, and destinations. However, tourism new media is not only a marketing channel, but also a new carrier for tourism organizations and tourist attractions that serve tourists using mobile information technology [25,26], as well as a new force for shaping geographic space in the mobile Internet era. ...
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With the development of the information age, social media has become an important channel for students to communicate, interact and obtain information online. This research combines analyses of social media use and factors linked to intrinsic motivation to examine the influence of these factors on university students’ creativity through the Internet. The discussion presented here starts from the viewpoint that intrinsic motivation plays an important role in the correlation between social media and students’ creativity. This study randomly surveyed 416 students from Chinese universities majoring in art to investigate the impact of social media on their levels of creativity. The analysis focused on understanding these students’ intrinsic motivation to engage in Internet use. The conclusions show that social media has a considerable impact on their creativity. Under the influence of intrinsic motivation, students’ creativity can be considerably boosted. Furthermore, it also shows that different intrinsic motivations have different effects on creativity levels. Therefore, the study is suggested that the education sector in China still needs to pay more attention to the development of students’ creative approaches to achieve better educational outcomes.
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Purpose This study examines the role of the emotional experience of mobile food shopping in stimulating perceived values and continued intentions under the moderating role of consumer expertise. Design/methodology/approach We gathered data from 632 Saudi mobile food shoppers through a web survey and analysed it using structural equation modelling. Findings The results showed that emotions (i.e. pleasure, arousal and dominance) significantly affect immersion in the experience of shopping via mobile food applications, which generates significant functional and emotional values and ultimately influences continued intentions. However, they do not have a significant effect on social value. Consumer expertise significantly moderates only the relationships between functional and emotional values with immersion and between immersion and continued intention. Practical implications Formulating a marketing strategy based on the emotional dimension is a potentially powerful way to enhance the attractiveness of mobile food applications. Nevertheless, segmenting the market based on consumer expertise is crucial for customising offers. Originality/value This study contributes to the literature by integrating pleasure-arousal-dominance theory with the theory of customer value to examine the role of the emotional dimension in the development of perceived values and continued intention to use mobile food ordering applications. Additionally, this study adds to the literature by examining the moderating role of user expertise in these relationships.
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This study investigates the impact of social media-related microbreaks on the resource recovery of employees. Specifically, we examined whether or not the brief, hedonic use of social media through algorithmic videos could fully replenish resources, such as vigor and fatigue, that are depleted after performing clerical tasks. We also compared this form of recovery to other established microbreak activities. We used a pre-registered, mixed-method experimental design to collect data from 308 employees. A series of mixed-method ANOVA tests complemented by quadratic linear contrast terms and post-hoc analyses were performed to test hypotheses and address research questions. The findings indicate that although social media microbreaks offer a certain degree of resource replenishment, they do not provide full recovery, particularly regarding fatigue. Social media facilitate a reasonable psychological detachment but fall short in other recovery experiences. Notably, exposure to nature yielded more beneficial results. The study contributes novel insights to a field primarily focused on the negative impacts of excessive social media use and suggests that rational and brief usage can be advantageous for employee well-being.
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Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Despite differing scholarly perspectives on the concept and elements of digital transformation, a consensus exists that it significantly impacts consumer decisions and necessitates organizational adaptation. Recent challenges such as the COVID-19 pandemic have further accelerated the need for digital transformation and its effects on consumers. This necessitates an editorial perspective on this most important topic in order to establish future research agenda encompassing the various dimensions of digital transformation. The purpose of this editorial perspective is to review research on digital transformation from a multi-disciplinary viewpoint and provide insights into several key domains — Internet-of-Things, social media, mobile apps, artificial intelligence, augmented and virtual reality, the metaverse, and corporate digital responsibility — that are poised to fuel the pace of digital transformation. Each domain is analyzed through a lens of introduction, role, importance, multifaceted impact, and conclusions. Future research directions are suggested.
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This preliminary study sought to validate the experiential-sharing behavior measurement scale using two factor analyses: principal component analysis and common component analysis. The analysis found a relationship between items that were mutually independent, forming two dimensions of experiential-sharing behavior: altruistic and self-actualization. These dimensions meet the measurement criteria suggested by scholars and academicians. This study provides a way for authors to enrich and deepen our knowledge regarding the stream of social media marketing. Practical contributions can be useful for decision-makers involved in marketing communications. The value of originality in research is specifically demonstrated through the reinterpretation of existing concepts within a different context.
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Customer value is the foremost driver of competitive advantage in the Internet shopping mvironment. The authors of this study identify two types of online shopping wlues - utilitarian value (including price savings, service excellence, time savings, and selection dimensions) and experiential value (including entertainment, visual, escape, and interaction dimensions). Using structural equation modeling, the impact of these online shopping values upon consumers' satisfaction and loyalty is examined. The results of ths study indicate that Jntemet shopping does indeed invoke various types of shopping values. Both utilitarian and experiential values positively affected customer satisfaction, leading to heightened loyalty. Discussions of the results and managerral implications are offered.
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In this study we examine the effect of customers’ participation in a firm’s social media efforts on the intensity of the relationship between the firm and its customers as captured by customers’ visit frequency. We further hypothesize and test for the moderating roles of social media activity and customer characteristics on the link between social media participation and the intensity of customer-firm relationship. Importantly, we also quantify the impact of social media participation on customer profitability. We assemble a novel data set that combines customers’ social media participation data with individual customer level transaction data. To account for endogeneity that could arise because of customer self-selection, we utilize the propensity score matching technique in combination with difference in differences analysis. Our results suggest that customer participation in a firm’s social media efforts leads to an increase in the frequency of customer visits. We find that this participation effect is greater when there are high levels of activity in the social media site and for customers who exhibit a strong patronage with the firm, buy premium products, and exhibit lower levels of buying focus and deal sensitivity. We find that the above set of results holds for customer profitability as well. We discuss theoretical implications of our results and offer prescriptions for managers on how to engage customers via social media. Our study emphasizes the need for managers to integrate knowledge from customers’ transactional relationship with their social media participation to better serve customers and create sustainable business value.
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