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Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality
Abstract
Social media has become one of the largest environments of human interaction, with more than 80% of Americans using social media and firm spending on social media marketing more than quadrupling in the past decade. Yet, little is known about the effects of ad personalization in the social media context. This research develops and tests a comprehensive model of personalized advertising in the development of consumer's brand perceptions using 242 responses collected from Amazon Mechanical Turk. Results suggest perceived personalization positively impacts consumer brand engagement and brand attachment, both enhance perceived quality and brand loyalty of brands advertised on Facebook.
... A growing body of research has since demonstrated the positive impact of customer personalization on various aspects of customer engagement, including increased website traffic, higher open rates for email campaigns, and increased social media engagement [23]. Personalization has also been shown to positively influence customer satisfaction and loyalty [29]. ...
... CPS wields significant influence on CEG. The findings of this investigation align with prior studies conducted by Shanahan et al. [29] and Wardaya [23]. Shanahan et al. [29] discovered that personalized advertising content on the Facebook platform significantly and positively contributes to fostering enhanced Customer Engagement, whether at the service or product level. ...
... The findings of this investigation align with prior studies conducted by Shanahan et al. [29] and Wardaya [23]. Shanahan et al. [29] discovered that personalized advertising content on the Facebook platform significantly and positively contributes to fostering enhanced Customer Engagement, whether at the service or product level. Ultimately, this CEG significantly impact on Customer Loyalty [29]. ...
In the rapidly evolving landscape of Indonesian e-commerce, this research explores the intricate dynamics between customer personalization and its impact on customer loyalty. Positioned within a burgeoning market projected to exceed USD 95 billion by 2025, the study addresses the competitive challenges faced by e-commerce enterprises in retaining customers. Leveraging personalized content and interactions, the research delves into the mediating roles of customer engagement and customer satisfaction in shaping customer loyalty. Employing a quantitative approach, the research collected data through an online survey from individuals who made multiple purchases on Indonesian e-commerce platforms. The study's structural equation modeling analysis confirmed the hypotheses, indicating a significant positive influence of customer personalization on customer engagement and satisfaction, which, in turn, positively and significantly affects customer loyalty. The findings underscore the strategic importance of customer personalization in enhancing customer engagement and satisfaction and ultimately fostering customer loyalty in the Indonesian e-commerce context. The research contributes valuable insights for businesses aiming to utilize personalization initiatives. The recommendations emphasize the need for e-commerce brands to prioritize customer personalization strategies in their marketing efforts, providing personalized content and tailored initiatives to strengthen customer loyalty. Future research is encouraged to explore additional variables, such as customer trust, to further illuminate the determinants of customer loyalty in the context of Indonesian e-commerce.
... Previous research confirmed this and demonstrated that Instagram pictures with people increase engagement (Jaakonmäki, Müller, & von Brocke, 2017). This could be explained within the context of the personalization and celebritisation of politicians, which impacts both user engagement and involvement (Shanahan, Tran, & Taylor, 2019). ...
... These results are in accord with recent studies demonstrating the positive effect on engagement of personalizing a picture (Bakhshi, Shamma, & Gilbert, 2014;Jaakonmäki, Müller, & von Brocke, 2017;Shanahan, Tran, & Taylor, 2019). Finally, the single most effective item on the list is pets: they have the strongest effect on likes and comments received. ...
... Thus, personalising a post has a strong positive impact on engagement. These results concur with recent studies demonstrating the positive effect of personalizing a picture on engagement (Bakhshi, Shamma and Gilbert, 2014;Jaakonmäki, Müller, & von Brocke, 2017;Shanahan, Tran, & Taylor, 2019). ...
For the past decade, informality seems to be playing an increasing role in the branding strategies of politicians around the world. Ongoing individualization and privatization have encouraged candidates to share personal pictures of themselves on social media platforms, highlighting the human side behind the leader. Although visuals are omnipresent in digital media, little is known about how people interact and engage with the presented content. Perception politics and impression management techniques can help to create a favourable public persona (Diedkova, De Landtsheer & De Vries, 2019) – in this case through an Instagram post. Drawing on the perception politics management framework, which postulates that a more serious and formal presentation of a political candidate leads to higher support and an elevated perception of political suitability for candidates, it is assumed that the presence of formal attributes on a post has a positive effect on engagement. In order to explore voter’s perception of political suitability, a comprehensive visual analysis was repeated within two different geographical contexts: 1) Belgian politicians and parties and 2) world leaders. Data was collected via a real-time object detection program called ‘You Only Look Once’ in the programming language Python. The results indicate that – though one might expect that political communication should adhere to the informal character of social media to garner more voter engagement – the image that resonates best with the voter is a formal one – similar to the pre-social media age.
... Consumer agency and participation on social media platforms enhance brand equity, which encompasses perceived quality, lending credence to the idea that these platforms play an important beneficial role in molding perceptions of quality. According to Shanahan et al. (2019), tailored social media ads can increase the perceived quality of a brand by strengthening the bond between consumers and the company. This exemplifies how tailored social media interactions may improve product quality perception. ...
... Social media allows consumers to access brand narratives, reviews, and promotional content, which can amplify their perceptions of a product's quality (Moedeen et al., 2024). Personalized advertising and brand engagement on social media platforms help create a positive brand image and increase consumers' perceptions of quality, leading to enhanced purchase intentions (Shanahan et al., 2019;Abbasi et al., 2024). This effect is particularly pronounced in the natural beauty care sector, where perceived quality is a critical determinant of consumer choice (Uzir et al., 2020). ...
The growing importance of natural beauty care products among consumers is increasingly driven by social media networks, which play a substantial role in promoting sustainable consumption. This study examines the influence of Celebrity Credibility, Celebrity Attractiveness, and Social Media Influence on Trustworthiness and how Trustworthiness and Social Media Influence affect Perceived Quality and Purchase Intention for natural beauty care products. Drawing from the Stimulus-Organism-Response (SOR) Model, Theory of Planned Behavior (TPB), Source Credibility Theory (SCT), and Elaboration Likelihood Model (ELM), this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the theoretical framework and model. Data were collected from a sample of consumers who engage with natural beauty care products on social media. The results indicate that Celebrity Credibility has the most significant effect on Trustworthiness, followed by Celebrity Attractiveness and Social Media Influence. Additionally, Social Media Influence significantly impacts Perceived Quality, which, in turn, drives Purchase Intention. Trustworthiness also plays a vital role in shaping both Perceived Quality and Purchase Intention. This study offers key insights into the psychological processes that drive consumer decisions in the context of social media marketing for natural beauty care products, emphasizing the importance of promoting sustainable consumption patterns.
... Extensive research has shown that social media marketing has a favorable impact on client retention (Hanaysha, 2018) and purchase intention in specialized sectors including hotels (Alansari et al., 2018), luxury fashion firms (Morra et al., 2018), and universities (Wong et al., 2018). Furthermore, digital and social media marketing can help shape a company's brand by incorporating II -International Conference on Economics "Regional Development -Digital Economy" elements such as brand meaning (Tarnovskaya and Biedenbach, 2018), brand equity (Stojanovic et al., 2018;Mishra, 2019), brand loyalty (Shanahan et al., 2019), and brand sustainability (Ahmed et al., 2019). ...
... In light of the increasing reliance on mobile devices for travel-related inquiries, it is imperative to prioritize mobile optimization in search advertising efforts. This means ensuring that landing pages and ad content load quickly and efficiently on mobile devices (Shanahan et al., 2019). ...
The article discusses the potential for tourism growth in Uzbekistan, as well as several kinds of digital
tourist promotion to lure visitors to Uzbekistan. The issue with the flow of visitors to Uzbekistan is examined, and there is a literature analysis on digital marketing. Analyzed static data, outlined different methods of digital advertising, and made key recommendations on how to use digital advertising to improve the number of visitors visiting Uzbekistan.
... Source. (Cuevas-Molano et al., 2021); (Gahlawat, 2022); (Benevenuto et al., 2009); (Shanahan et al., 2019); (Delbaere et al., 2021) Interactive Content: Interactive Content on social media is a way of driving interactive marketing which involves incorporating interactivity directly into the content itself (Cuevas-Molano et al., 2021). It has the potential to boost brand awareness, foster consumer engagement & loyalty, and encourage consumers to share their experiences with the brand (Ashley & Tuten, 2015). ...
... Personalized Content: Personalizing on social media make the features and opportunities offered by these platforms more relevant and engaging for the users (Eg et al., 2023). A study by (Shanahan et al., 2019) revealed that personalized content in social media leads to increased interactive marketing. ...
The advent of the digital era has transformed marketing practices and reshaped consumer behaviour. Social media is a type of communication media that allows interactive marketing and has gained popularity among marketers due to its advantages over traditional communication channels. Brands can utilize interactive marketing on social media to engage in marketing endeavours such as product launches, communicating with both existing & potential consumers, and expanding their business networks. Brands are doing interactive marketing on social media to captivate the consumer's interest and attention. Social media has sparked a movement of menstrual activism that aims to normalize and destigmatize menstruation, emphasizing that it is a natural bodily process that should not be hidden or avoided in discussions. While social media encourages open dialogue between menstrual brands & consumers, the stigma surrounding menstruation in many societies prevents people from freely discussing it. Hence, this paper aims to understand the key drivers of interactive marketing for menstrual brands on social media platforms, including factors such as interactive content, gratifications, interactive videos, personalized content, and social media influencers. Also, this paper analyzes the role of interactive marketing in consumer purchases of menstrual products and examines the consumer reactions towards the interactive marketing approaches adopted by menstrual brands on their social media channels. This study uses a quantitative approach and the data are collected through questionnaires from female social media users. The hypotheses of this study are analyzed using two-way ANOVA. The findings highlight the significance of interactive marketing on social media platforms for menstrual brands, shedding light on the factors that contribute to the success of interactive marketing approaches on social media channels. The results also show that interactive marketing methods on social media increase the sales of menstrual products among consumers. While numerous studies have explored the relationship between interactive marketing and social media, there is a noticeable gap in the existing literature when it comes to the specific intersection of interactive marketing on social media platforms and menstrual brands. In terms of managerial impact, this study emphasizes the potential for menstrual brands to employ interactive marketing strategies on social media platforms as a means to encourage increased consumer purchasing behaviour.
... customer loyalty was a key factor in determining business stability, affirming the value that the brand provided to customers, and serving as a measure of the quality of the brand experience. Brand loyalty was developed and reinforced through various factors such as brand quality (Boateng et al., 2020;chatzi et al., 2024;chuenban et al., 2021;shanahan et al., 2019), online brand communities (gupta et al., 2023), customer satisfaction (gupta et al., 2023;Jung et al., 2020;kataria & saini, 2020;lee & chung, 2020;taylor et al., 2020), brand engagement (adhikari & Panda, 2019;kaur et al., 2020;shanahan et al., 2019), and customer relationship quality (adhikari & Panda, 2019;gupta et al., 2023;ibrahim & aljarah, 2021). numerous studies in the tourism, hospitality, and accommodation sectors validated the positive impact of brand experience on brand loyalty (Masoud et al., 2019;Pourfaraj et al., 2020;ragb et al., 2020;rini et al., 2024). ...
... customer loyalty was a key factor in determining business stability, affirming the value that the brand provided to customers, and serving as a measure of the quality of the brand experience. Brand loyalty was developed and reinforced through various factors such as brand quality (Boateng et al., 2020;chatzi et al., 2024;chuenban et al., 2021;shanahan et al., 2019), online brand communities (gupta et al., 2023), customer satisfaction (gupta et al., 2023;Jung et al., 2020;kataria & saini, 2020;lee & chung, 2020;taylor et al., 2020), brand engagement (adhikari & Panda, 2019;kaur et al., 2020;shanahan et al., 2019), and customer relationship quality (adhikari & Panda, 2019;gupta et al., 2023;ibrahim & aljarah, 2021). numerous studies in the tourism, hospitality, and accommodation sectors validated the positive impact of brand experience on brand loyalty (Masoud et al., 2019;Pourfaraj et al., 2020;ragb et al., 2020;rini et al., 2024). ...
Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers’ perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam’s e-commerce sector. Primary data were collected from respondents with prior online shopping experience on e-commerce platforms. The research identifies four critical dimensions of brand experience in e-commerce services: sensory, affective, intellectual, and behavioral experiences. These components positively influence brand equity, particularly in terms of brand association, brand trust, and brand loyalty. Moreover, the study confirms the mediating roles of brand association and brand trust in the relationships between affective experience and brand loyalty, intellectual experience and brand loyalty, and behavioral experience and brand loyalty. This research offers a valuable contribution to the literature on brand experience and brand equity, especially within the e-commerce context. Managerial implications are also provided to guide businesses in enhancing customer brand experiences and strengthening brand equity.
... Social media customization is a tool for companies to communicate the uniqueness of their brands and improve preferences and loyalty for those brands (Godey et al., 2016). Customization is also the extent to which social media channels provide customized information seeking and services to their customers (Shanahan, Tran, & Taylor, 2019). Having a customized service experienced by consumers positively influenced word-of-mouth communication and repurchase intention (Arif, 2019). ...
... Customization, highly customizable content will stimulate e-WOM for the online community contributing to the personalization of social media content, create the perception and evaluation of the marketing and branding program. These findings are coincidence with Merrilees (2016), Seo and Park (2018), Godey et al. (2016), Liu et al. (2019), Shanahan et al. (2019) and Arif (2019). When creating customized content, brands need to provide interesting information, customized information, and customized information about the product, price, and uniqueness of content. ...
Purpose: This paper evaluates which characteristics of marketing communication content distributed on social networks impact electronic word-of-mouth (e-WOM). Research design, data, and methodology: Quantitative research was carried out on 637 Vietnamese people aged from 18, who were exposed to marketing communication programs of fashion brands. Preliminary data were analyzed by the reliability of the scale, multivariate regression analysis, and analysis of variance. Results: The research findings have identified the four characteristics of social media content that positively impact e-WOM, including entertainment, interaction, trendiness, and customization. Participants aged 30 and under have a higher appreciation for media content and e-WOM than those from 31 and over. Conclusion: To promote e-WOM, marketing communication content distributed on social networks should focus on the following characteristics: (1) The entertainment of marketing communication content should involve positive emotions, fun, and enjoyment; (2) With interactive content, focus should be placed on discussion and exchange content, content that encourages sharing, and two-way interactive content; (3) For trending marketing communication content, marketers consider communicating brand-related latest information, up-to-date information, and hot discussion topics; and (4) When creating customized content, brands should be interesting, customized (information, product, price), and unique.
... Building quality perceptions on the key brand elements and determining the aspects of quality that matter to consumers (target market groups) are two ways to create a positive perceived quality. (Shanahan et al., 2019). Customers' inclinations to buy are significantly influenced by the influencer's method of product sharing (Xiao et al., 2018). ...
... (Supiyandi et al., 2022) stated influencers are the main reason of consumers having to perceive quality of products. Mostly people believe the influencers they are familiar with (Shanahan et al., 2019). The results showed that people are suspicious about the AI generated models but still not inclined in buying products marketed by AI generated models. ...
Nowadays Influencer marketing is one of the most growing industry. Social media influencers are increasing with time and brands are moving towards endorsing themselves on digital platforms. AI is the new element for growing of influencer marketing and it will help influencers to improve their digital platforms. AI will be impacting positively with the help of the new ways to manage the campaigns of influencers or celebrities on social platforms. The new virtual social presence has made consumers interested in the virtual influencers which will also affect the perceived quality of products used by these influencers. The study is quantitative and data collected is on convenience sampling in non-probability. The instrument used to collect data was through questionnaire. The findings of the research showed positive impact of Artificial intelligence on Influencer marketing. All the independent variables celebrity endorsements, perceived quality and virtual social presence with the mediator Artificial intelligence showed positive relation with influencer marketing. The result was analyzed and processed through SPSS. This research will help influencers to use AI for effectiveness and to know about emerging AI influencers.
... Even more surprising, they represent 94.2% of all internet users. Additionally, social media allows companies to interact directly with consumers, create more personalized relationships, and build brand loyalty (Shanahan et al., 2019). ...
The Industry 5.0 era emphasizes the integration of humans with technology in business activities, including digital marketing. This article was created to present a systematic literature analysis on effective strategies in digital marketing in the Industry 5.0 era. This study uses the Systematic Literature Review (SLR) method with a qualitative approach to evaluate the latest trends, strategies, and impacts in digital marketing. Literature searches were conducted on articles from 2015 to 2024 from various academic databases. The results of this study reveal that content editing, social media utilization, and the use of big data are the main strategies that have an impact. In addition, this study also explains the shortcomings of the research and provides real examples of implementation for companies.
... AI developers should concentrate on enhancing the transparency of AI and ensuring transparency into the design process. This approach not only helps improve consumer acceptance of AI providers but also alleviates distrust about AI, thereby fostering the trust between consumers and providers (Shanahan et al., 2019). ...
Purpose-The purpose of this study is to examine tourists' acceptance of artificial intelligence (AI) in the customized travel industry, focusing on its role in travel planning and design. While AI offers advantages such as increased efficiency and cost reduction, its acceptance as a travel designer remains uncertain. The authors examine whether tourists are willing to accept AI as their customized travel designer and, more importantly, whether personalization mediates this process. Design/methodology/approach-Using an experimental approach to guide participants through scenarios, the authors manipulated the source of the designer (AI vs human) and measured tourists' acceptance of AI in comparison to human designers. This study consists of two experiments, supported by 398 valid questionnaires, which were used to examine the proposed hypotheses and model. Findings-The findings of this study indicate a notable reluctance to adopt AI as a customized travel designer. This resistance stems from the belief that AI is unable to address individuals' unique needs, leading to a reduced sense of personalization and lower acceptance. Furthermore, positioning AI as a supportive tool rather than the primary decision-maker in the customized travel design process can mitigate this resistance. Originality/value-This research offers early recognition of tourists' resistance to AI in customized travel services and expands understanding of AI's role in this context. From a practical perspective, this study provides feasible strategies to address this resistance, offering actionable recommendations for various stakeholders involved.
... Corresponding to the first objective, product quality was found insignificant on the homeowner's satisfaction (H1a); this relationship was significant to the tenant's satisfaction (H1b). This significant relationship from the tenants' perspective was supported by previous studies Shanahan et al. 2019) because the tenants directly use those appliances and a product's shape, model, color, functionality, and raw materials are very significant for these users. ...
The dual effects are noticeable between two groups of people in influencing each other's behavior. This study investigated brand satisfaction and loyalty of electronic home appliances bought by the house‐owners in tenancy tenure; and, similarly, the level of satisfaction and loyalty the house‐owners showed towards the tenants' preferred brands. Data was collected from 262 house owners and 252 tenants (local and foreigners) using a paper‐based questionnaire. These two samples were selected via the purposive (judgmental) sampling technique from Terengganu state, Malaysia. The hypotheses, underpinned by the social exchange theory (SET) and stimulus‐organism‐response (S‐O‐R) theory, were analyzed with the PLS‐SEM (SmartPLS‐v4.0) technique. The findings showed that after‐sales service, brand image, and personal relationships were significant for satisfaction, and satisfaction and social media usage were significant for loyalty in both samples. However, product quality and usage experience were found to be insignificant to the satisfaction of the house owners; contrarily, they were found to be significant to the tenants' satisfaction. In addition, social media usage moderated the relationship between satisfaction and loyalty in both samples. The integration of SET and S‐O‐R provided substantial insight into the dynamic process of brand loyalty in purchasing and repurchasing home appliances. This study offers meaningful insights for business managers, especially brand managers, in considering dual aspects for house owners and tenants.
... (11) On the other hand, empirical studies consistently show that consumers are more likely to engage with brands they perceive as high-quality on social media. (12,13,14) This positive correlation is rooted in the trust and credibility associated with high-quality brands. Consumers are more likely to pay attention to and engage with content from brands they believe offer superior products or services. ...
This study investigates the mediating role of social media engagement on the relationship between brand-related factors and brand loyalty among iPhone users in Saudi Arabia. Specifically, it examines how perceived brand quality, customer satisfaction, and brand trust influence brand loyalty, both directly and indirectly through social media engagement. Using a quantitative approach, data was collected from 344 iPhone users and analyzed using Smart PLS-SEM. The findings support all ten proposed hypotheses, demonstrating that perceived brand quality, customer satisfaction, and brand trust positively affect brand loyalty. Furthermore, these factors also positively influence social media engagement, which in turn strengthens their relationship with brand loyalty. The study confirms the significant mediating role of social media engagement, highlighting its importance in building and maintaining brand loyalty among iPhone users. These findings offer valuable insights for marketers seeking to leverage social media strategies to enhance brand loyalty in the Saudi Arabian market.
... Personalisation can be defined as a communication strategy that refers to each recipient and is based on the recipient's personal characteristics, such as name, gender, domicile and occupation (Li, 2016;Shanahan et al., 2019). Consumers prefer advertisements that are in accordance with their circumstances so that they are more familiar with personalised advertising (Karamchandani et al., 2021), so this is the goal of personalisation. ...
... Sin embargo, esta estrategia contrasta con la de Shanahan et al. (2019), quienes subrayan la importancia de la personalización y la respuesta oportuna para mejorar la interacción con la audiencia. Finalmente, al analizar la eficacia de estas estrategias de comunicación y la respuesta de la audiencia, se aprecia que existe una eficacia moderada en la comunicación, en línea con lo observado previamente por Muller y Peres (2019). ...
Este estudio analiza cómo las cadenas de comida rápida en Colombia utilizan las redes sociales en su marketing digital. Se investigan las estrategias y contenidos de las cadenas más activas, utilizando un enfoque metodológico mixto. Los resultados indican una prevalencia en el uso de Facebook, Instagram y Twitter, centrada en la promoción de productos, pero con escasa innovación tecnológica. La conclusión destaca la necesidad de mejorar la comunicación digital para aprovechar plenamente el potencial de las redes sociales en el sector.
... En cualquier caso, es de común aceptación, tanto social como académica, que la publicidad en redes sociales, cuando además exista una adecuación entre influenciador y producto, suele producir notables mejoras de actitud hacia dicho producto o de apego hacia la marca o empresa que lo promociona, intensificando, entre otros, los efectos de lealtad del cliente y de calidad percibida (Shanahan, Tran y Taylor, 2019;Kim y Kim, 2021). En el logro de dichos resultados influye en gran medida la calidad y el grado de diferenciación de la propia publicidad, así como el establecimiento de relaciones sólidas y duraderas a través de interacciones sostenidas entre consumidor y marca, garantizando, en todo caso, las expectativas de privacidad que tienen los consumidores (Akrout y Nagy, 2018; Kim y Moon, 2020;Raposo-Santos et al., 2022). ...
ABSTRACT.
Nowadays, social networks are part of the daily life of many people, who use them as a form of contact, entertainment or search for information of all kinds, including what they want to buy. The objective of this study is to know the way in which advertising on social networks affects the purchasing behavior of the Catalan population of young adults, as well as the way in which they perceive these advertising impacts and the effects they cause. Quantitative methodologies of univariate and bivariate statistics have been used, based on the study of data from a survey of people between 18 and 40 years old residing in Catalonia. It is concluded that the main sociodemographic factor that has a significant relationship with purchase decisions through advertisements on social networks is the employment situation, since employed users are the ones with the highest willingness to make this type of purchase. Other determining factor variables to promote purchases from network advertising are prior knowledge of the product and the personalization of ads.
RESUMEN.
En la actualidad, las redes sociales forman parte de la cotidianeidad en el desempeño diario de la vida de muchas personas, que las utilizan como forma de contacto, de entretenimiento o de búsqueda de información de todo tipo, incluyendo aquello que se desea comprar. El objetivo de este estudio es conocer el modo en que la publicidad en redes sociales afecta al comportamiento de compra de la población catalana de adultos jóvenes, así como la forma en que perciben dichos impactos publicitarios y los efectos que estos provocan. Se han empleado metodologías de tipo cuantitativo de estadística univariada y bivariada, a partir del estudio de los datos de una encuesta a personas entre los 18 y 40 años de edad residentes en Cataluña. Se concluye que el principal factor sociodemográfico que tiene una relación significativa con las decisiones de compra a través de anuncios en redes sociales es la situación laboral. Otras variables determinantes son el conocimiento previo del producto y la personalización de los anuncios.
... Social media impact businesses positively and offers an opportunity for your audience to find you on social media. It helps to reach to your targeted audience, stay engaged with them, and respond to their queries instantly (Shanahan, Tran, & Taylor, 2019). It is a great way to evaluate competition by monitoring their social media pages. ...
This paper offers views on some current and future trends in marketing. The content is based on recent literature and on what is happening in the business world. The study explains digital marketing communication and it impact on organizational growth. It is known in today's marketing world that, digital medium of communication has become new norm for most organizations. It is important to note that social media space has huge audience therefore it is right to target from the various social media platforms. The study examines digital communication medium like visual advertising, social media (Facebook, Instagram and WhatsApp), E-mail and also website. The target population was 200 clients of Kelondo, however the sample size of 200 was determined by using Muller and Brewer (2003) formula: n= P/1+P (δ)2. Therefore, the size was 193. The questionnaire used for this research consisted of only closed-ended questions. The survey was created using Google forms online platform and distributed randomly through social media platforms like WhatsApp, and personal contacts. The online survey contained multiple choices which allow respondents to express themselves by selecting the best possible answers to the questions asked. This enabled us to collect and analyze accurate information collected. The quantitative data collected through the questionnaire was coded in Statistical Package for Social Sciences (SPSS) a tool for data analysis. I then went forward to analyze the data and the answers were then available in tables and chart.
... The moderating effect on the relationship between perceived values and brand loyalty is stronger when the acquiring brand is from a higher luxury tier (Chung & Kim, 2019). Perceived quality is also significantly related to brand loyalty (Shanahan & Taylor, 2019;Simsek & Noyan, 2009). ...
... The effect of SMMAs on perceived quality has not yet been a focal point in previous studies. However, related research on advertising and perceived quality has been confirmed in numerous prior studies such as those by Villarejo-Ramos and Sanchez-Franco (2005), Shanahan et al. (2019), Tuấn (2021), and others. Furthermore, the effect of SMMAs on perceived quality can be fully explained both theoretically and practically. ...
This research employs the Hierarchy of effects (HOE) theory to analyze the profound effect of Social Media Marketing Activities (SMMAs) on social media users’ thinking, feeling, and doing in Vietnam. Specifically, the study delves into how SMMAs shape brand loyalty through brand awareness, perceived quality, commitment, and trust. Data was meticulously gathered from 540 social media users in Vietnam. The study utilized advanced techniques such as Partial Least Squares Algorithm, Bootstrapping, and PLSpredict/CVPAT analysis with the support of Smart-PLS 4 software. The compelling findings reveal that SMMAs significantly influence brand awareness, fostering positive perceptions of brand quality (perceived quality). This, in turn, leads to the development of trust in the brand, encourages long-term commitment, and ultimately positively impacts brand loyalty. This valuable insight can empower managers to leverage these mechanisms in formulating and executing strategies to fortify customer loyalty to their brand.
... The term "brand quality" is often used synonymously with "consumer perceived quality" (Tasci, 2020;Alolayyan et al., 2018;Al-Hawary, 2013b). Shanahan, et al. (2019) discussed the significance of perceived quality in establishing and sustaining brand equity. Perceived quality refers to the assessment of product excellence (Al-Hawary, 2013a;Sürücü, et al., 2019). ...
In the current research, the objective is to investigate the many aspects of brands that influence the purchasing decisions of consumers. A total of 470 questionnaires were delivered to participants who were in possession of cellular devices that were branded with the Samsung brand. The structural equation modeling approach was used in order to evaluate the study hypotheses. According to the findings of the research, there is a strong favorable influence of perceived brand name and perceived brand quality on consumer purchase choices. On the other hand, the study discovered that perceived brand price and perceived brand value have a negligible effect on a customer's decision to make a purchase. In addition to the fact that several study possibilities have been found that may be of assistance to other researchers, the suggestions were produced with the intention of enhancing the function of the brand dimensions in order to profit from it in the marketing of cellular devices for both firms and consumers.
... These findings were interpreted in the same way as in a previous study (Trifts & Aghakhani, 2019;Gibson, 1995). Moreover, according to a previous study, personalized ads on social networking sites affect consumers' brand recall, attachment, and engagement (Trifts & Aghakhani, 2019;Shanahan et al., 2019). Morstyn et al. (2019) also found that decentralization allows a distribution system indirectly affects personalization like obtaining flexibility, which in turn incentivizes prosumers. ...
Structural equation modeling examines the impact of distribution personalization and content decentralization on brand recall among Gen-Z consumers to analyze the causal relationship between these factors. The research used Covariance Based–Structural Equation Modeling (CB-SEM) and Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on review of related literature. The 385 samples were Gen Z (age 12 to 27 as of year 2024 randomly from Region III, Philippines, comprising the provinces of Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, and Tarlac. Questionnaires with rating scales were used as research tools. Confirmatory factor analysis was used to analyze model fit, reliability, and validity. A structural model and path analysis were used to examine the links. Causal relationships were analyzed using PLS-SEM. The findings indicated that the model had a reasonable fit with empirical data and exhibited acceptable reliability and validity. The results demonstrate that distribution personalization has a direct positive effect on Gen Z’s ability to recall a brand. In addition, content decentralization acted as a partial mediator or indirect effect on the relationship between distribution personalization and Gen Z brand recall. Based on these results, sellers of clothing brands reliant on short-form video ads may consider employing advanced data analytics technologies to acquire insights into the preferences, behavior, and demographics of the audience and personalize video content to specific audience segments like Gen Z. Furthermore, it is advisable to optimize distribution channels, incorporate user-generated content into distribution strategies, and emphasize usercentric storytelling to create favorable associations with the brand. Future research should be qualitative or mixed methods to obtain a richer qualitative interpretation, and cohort or longitudinal research should be conducted to study these effects eventually.
... According to Dessart (2017), social media marketing initiatives boost long-term engagement and trust, increasing loyalty. According to Shanahan et al. (2019), social media marketing activities act as environmental stimulants by raising brand awareness and fostering customer relationships, increasing brand loyalty. ...
The cosmetics industry in Indonesia has great potential, posing great challenges to maintain competitiveness. This research examines community engagement's role as a mediating factor between social media marketing activities and customer loyalty. 194 respondents completed questionnaires to provide study data, which was then analyzed using Smart PLS version 3.0. The findings showed the beneficial effects of social media marketing activities on community engagement and customer loyalty. Furthermore, it has been demonstrated that community engagement increases customer loyalty. However, the results show that community engagement does not mediate between social media marketing activities and customer loyalty. This research highlights the importance of integrating social media into marketing campaigns to foster customer relationships and boost loyalty.
... Delivering personalized messages is another strategy that has been used widely. Shanahan et al. (2019) indicated that perceived personalization is positively related to customers' brand engagement and attachment, enhancing their brand and increasing perceived quality. When customers receive personalized information that meets their product preferences on social media platforms, they pay more attention to the information and grow to trust the brands (Cheung et al., 2018). ...
This study aims to investigate how educational organizations utilize social media, specifically Twitter, to interact and communicate with their audiences. Using text mining techniques, the researchers analyzed messages from top Twitter accounts of educational organizations in the U.S. The study sheds light on which types of messages receive more engagement on Twitter, such as likes, comments, and retweets. Furthermore, the study examines the characteristics of the most popular tweets. The findings of this research provide insights to educational organizations on how to improve their social media strategy for effective communication and audience engagement.
... Rich media and visual elements, as well as incentives, can improve the overall quality of a campaign [35,42,52,61,69,80]. Furthermore, because the CF process is entirely virtual, SM has emerged as an essential dimension for determining quality [14,19,72,76]. The ELM theory is applied effectively to other areas of marketing or advertising beyond CF campaigns. ...
Crowdfunding (CF) has grown in popularity over the last decade, as has research in the field. The existing literature on CF has identified various elements of a CF campaign as factors influencing the funding outcome. However, the viewpoint of the funders about the campaign elements has not yet been investigated. Therefore, the objective of the study is to analyze the different factors based on campaign elements that affect funders' intentions to contribute. The study adopts a two-step research approach, which involves developing a scale based on the guidelines of Churchill (J Mark Res 16(1):64–73. https://doi.org/10.1177/002224377901600110, 1979) to conceptualize the different elements into well-structured factors and assess the impact of these factors on funding intentions. For assessing the influence of the conceptualized factors on the funding intentions, the study proposed a conceptual framework based on an elaboration likelihood model that reveals which factors effectively persuade the funders to fund a campaign. The research focuses on the Indian crowdfunders. The findings lead to clubbing different elements into five factors, out of which, visual cues, Social Media (SM), and rewards have a positive impact on funding intentions. The study has theoretical and strategic implications along with avenues for future research. The findings offer certain key points that can help the campaign creators as well as the CF platforms in developing an effective fundraising campaign.
... It also involves establishing long-term relationships with customers, creating lasting bonds (Zheng et al., 2022). As this relationship strengthens, consumer attachment develops, promoting loyalty and motivating return behaviours to repurchase the product or service (Shanahan et al., 2019). Therefore, loyalty becomes a central idea, derived from the close relationship with the user, where the more developed this association is, the more the brand will be remembered (Camilleri & Filieri, 2023). ...
This study investigates how customer satisfaction influences loyalty within the Peruvian footwear sector. A mixed-methods approach of the Dexplis type was employed, combining the collection of quantitative data through a questionnaire administered to 350 consumers, and qualitative data obtained from 25 interviews, to explore how satisfaction affects emotions, intentions, and behaviours of consumers in this specific context. The findings reveal a significant association between satisfaction and loyalty, supported by a Rho coefficient of 0.872, and a multiple regression model showing 80.1% of the variability in loyalty decisions. Additionally, other factors such as innovation, shopping experience, and after-sales service were identified as having a substantial impact on customer loyalty. In summary, this article not only contributes to the theoretical understanding of the association between customer satisfaction and loyalty, but also offers practical implications for improving customer retention strategies in the Peruvian footwear industry, providing key insights for professionals in the sector in strategic decision-making and in designing more satisfactory and engaging shopping experiences.
... Trendiness (TRE) was based on Ebrahim (2020). Customization (CUS) derived from Kim and Ko (2012) and Shanahan, Tran, and Taylor (2019). The measure for informativity (INF) utilized the item scale developed by Yadav and Rahman (2017). ...
... The brand's loyalty generally connotes a habit in purchasing behaviour expressed from time to time by the determinants of purchasing decisions by comparing several brand alternatives as part of the psychological process (Han et al., 2018). Brand loyalty is also seen as a positive response after a customer makes a purchase and feels happy and satisfied with the quality of a product and the benefits provided by the brand (Shanahan, Tran & Taylor, 2019). ...
Purpose; The study conducted a comprehensive analysis to determine the influence of customer engagement on customer retention at Guaranty Trust Bank Plc, centring on the Asaba region in Delta State, Nigeria. Method; This research employed a cross-sectional survey methodology and utilised a questionnaire as the primary data collection tool, drawing responses from a total of 417 participants, consisting of both bank staff and customers. The collected data was subjected to rigorous validation and reliability testing. The research utilised inferential statistics, including the Sampled Paired Test and Cronbach Alpha, with the aid of SPSS version 25, to evaluate the hypotheses. Result; The results uncovered significant positive impacts of various forms of customer engagement on different aspects of customer behaviour. Limitation; This study was limited to only Guaranty Trust Bank plc in Asaba, Delta State Nigeria, and also explored the content scope of customer engagement and retention. Contributions; The study has contributed to the wealth of knowledge in theory and practices, and it has also given insight into why commercial banks in Nigeria should hold firmly on the strategies of customer engagements.
The advent of social media has ushered in a new age of communication, information sharing and marketing. The recent phenomenon of influencers, both human and virtual, on social media has transformed our modern society. Human influencers have led the way in using their power of influence on social platforms, providing brands with a powerful way to reach their target audience in a precise, authentic and engaging way. Virtual influencers, created digitally, are also gaining prominence on online platforms, mainly on Instagram. Created for brands, these characters generated by Artificial Intelligence (AI) have the realistic characteristics, personalities, thoughts and feelings of real human beings. This chapter explores the similarities and differences between human influencers (HI) and virtual influencers (VI) in the context of influencer marketing, in order to understand the reasons for the success of these new imaginary characters. We will present the evolution and current context of marketing, including the appearance of human influencers and then that of virtual influencers
This study aims to map research development on customer engagement (CE) comprehensively. This qualitative research conducts historical and bibliometric analysis of quality-standard scholarly articles published in leading international journals. CE has experienced significant growth in the last decade, especially in 2021. Bibliometric analysis was used to analyze articles from Elsevier, Emerald, Springer, Taylor Francis, and IEE databases. A search using Publish or Perish from 2007 to 2025 resulted in 621 articles. Co-occurrence analysis found 1,352 keywords derived from titles and abstracts. The occurrence of keywords is limited to 5; from the limitation of the occurrence, 69 keywords are divided into 8 clusters. Through visualization of research trends and author collaboration networks, bibliometric analysis is essential for developing CE research. This analysis resulted in various suggestions for additional research projects. The analysis results also help map the scientific landscape and determine the direction of future research on customer engagement. This study also emphasizes the shift of CE research from traditional marketing methods to digital engagement strategies. Highly cited works and influential authors were also identified, demonstrating an essential role in developing theory. In addition, new topics such as disengagement and problems in implementing CE strategies still need to be researched. Visualizations of overlay and density reveal how research priorities have changed over time and how specific key keywords dominate the literature. This study provides practical insights for academics and practitioners and offers a reference to identify research gaps, recent subjects, and development opportunities in customer engagement.
Recently, mobile brand apps have served as useful marketing tools to help existing and potential customers and strongly encourage consumers to engage with brands. Retention of users is considered important for brand applications. In this research, it has been investigated how the Snap brand application achieves the intention of consumer continuity from the perspective of consumer-brand engagement (CBE). The current research is classified as a survey descriptive research in terms of its practical purpose and in terms of its research method. The sample size in this research was determined to be 200 people. The sampling method of this research is available.The data was prepared through a questionnaire taken from the research literature in the form of a Likert scale, the reliability of which was confirmed using the Cronbach's alpha criterion of α = 0.892. Data was collected from 200 users of Snap App who entered Isfahan as tourists. Statistical analyzes were performed using SPSS and Amos software, and the regression method was used in the path analysis test of the hypotheses. Excel and AVE- CR Calculator softwares were also used in this research. The findings of the research showed that the three dimensions of CBE (cognitive processing, affection and activation) have unique mutual and common relationships that promote continuance intention. Perceived informational usefulness acts as a utilitarian motive, while entertainment and social presence are perceived as hedonic motives, all of which contribute to CBE in different ways.
This study aimed to conduct a systematic literature review on personalized advertising, analyze the major themes in this field, and create a form of frame for future research. For this purpose, 46 articles covering the last 10 years (2014-June 2024) from the Web of Science database were examined. The data were analyzed using the MAXQDA 2024 program. As a result of descriptive analyses, the Journal of Business Research stands out as the Journal of Publication. While the number of publications increases in 2021, publications usually have more than one author. Examining the theoretical background of publications, it has been seen that it is generally based on several theories. Among these theories, it has been determined that the Persuasion Knowledge model and Privacy Calculus theory stand out. While studies generally use a quantitative methodological approach, the most frequently used keywords were “personalized advertising”, “personalization”, “social media” and “PLS-SEM”. After the Thematic Analysis, 19 sub-themes and 4 main themes were found. These are (1) ad effectiveness, (2) consumer response, (3) persuasion effect and (4) privacy. With this study will contribute to the field by making inferences from studies on personalized advertising in the literature. At the same time, a research agenda will be presented for future studies.
For several decades, the standard method of measuring personality has been through self-report questionnaires. In this work, we apply a model based on the analysis of the words used by people. Using Machine Learning (ML) and Natural Language Processing (NLP) techniques, we created a classifier that categorizes people into their Myers-Briggs Type Indicator (MBTI) personality type based on text samples extracted from their social media comments. Then, we applied this classifier to determine the MBTI personality types of YouTube users who comment on videos related to conspiracy theories, spirituality, and travel. The results highlight that a sufficient estimate can be made with only 100 words per user, as long as all 100 words are related to the same topic. The most common MBTI type among YouTubers who comment on these types of videos is INFP, followed by INTP, INFJ, and INTJ, indicating a predominance of Introverted and Intuitive individuals. While the predominant personality type in YouTuber comments on videos related to conspiracy theories is INTP, in spiritual and travel topics, the most common personality type is INFP.
A rising number of researchers have exhibited their efforts to analyse the effects of personalized advertisements on conventional media channels, web pages and mobile phones. Still, there exists a paucity of studies focusing on their influence on social networking sites. To navigate the crowded landscape of advertising, marketers employ personalized messaging tailored to individual consumers using their personal information. However, there remains a notable dearth of understanding regarding the impacts of personalized advertising within the realm of social networking sites. Filling this gap, the present study proposed and investigated a comprehensive model of personalized advertising, assessing its impact on eliciting favourable responses. Based on responses from 427 respondents, the findings reveal that perceived ad personalization positively influences perceived ad novelty, perceived relevance, advertising value and consumer brand engagement. However, the relationship between perceived personalization and perceived intrusiveness couldn’t be established. Furthermore, the role of privacy concern as moderating variable was noted to be significantly high on the relationship between perceived relevance and consumer attitude. The research provides significant contributions both in theoretical as well as practical aspects in social media marketing domain.
This study aims to measure the impact of privacy concerns and perceptions of personalization on purchase decisions on social media platforms. It focuses on the mediating role of attitudes toward advertising and the moderating role of Explainable Artificial Intelligence (XAI). The study investigates consumers who frequently shop on social media. The research model was implemented using an online questionnaire and direct interviews, yielding 515 valid responses. To assess the reliability of the measurement scales, SPSS 26 software was employed. The research hypotheses were tested, and the measurement and structural models were evaluated using AMOS 28. The proposed model is grounded in the Elaboration Likelihood Model (ELM), causal models, interpretability in human-AI interaction, computational privacy theory, and the Theory of Reasoned Action (TRA). The findings indicate that consumers' perceptions of personalized advertising content positively influence their attitudes toward advertisements. Privacy concerns negatively affect users' attitudes toward advertisements. Positive attitudes toward advertising, in turn, influence purchase decisions on social media. This study enriches the theoretical understanding of consumer behavior toward AI-enabled technological products and offers managerial implications for producers to enhance advertising quality and meet consumer demands in the context of social media shopping.
This study aims to see the emergence of brand love for English Premier League (EPL) football teams. It was conducted on EPL football fans in Malaysia. The data was collected using an online questionnaire sent via social media to reach 150 respondents. Brand love is a construct composed of six dimensions: emotional attachment, high quality, brand connection, intrinsic rewards, thinking, and passion. The results indicated that the consequences of brand love for football teams are loyalty, word-of-mouth, and willingness to invest time.
Purpose
Increasingly, brands are using social media to attract consumers. However, it is not clear how social media activities influence consumers. To address this, the study examines the role of social media marketing (SMM) activities on consumer-based brand equity and continued usage intentions. The study also examines the moderating role of education.
Design/methodology/approach
The study utilized consumer-based brand equity (CBBE) and stimulus organism response (SOR) theories to develop a conceptual model. SMM activities were used as stimulus, whereas continued usage intentions were used as response. Also, the study used elements of CBBE as organisms. A survey-based questionnaire approach was used to collect data from 326 consumers. The collected data were analysed using structural equation modelling.
Findings
Results indicate that SMM activities are associated with elements of CBBE. Also, elements of CBBE shape continued usage intentions of consumers. The results of the multigroup analysis suggest the differences among the three groups with respect to their education level. The study’s findings enable managers to understand CBBE and continued usage behaviour of their customers and provide guidelines to manage their SMM activities.
Originality/value
The study findings are first to empirically test the effects of SMM activities on CBBE and continued usage behaviour. The results show that the stimulus strongly shapes CBBE and their continued intention to purchase brands. The findings contribute to the literature on SMM activities, CBBE and offer novel managerial implications.
Competition with retailers has intensified, leading organisations to look for new strategies to defend their reasonable improvement in products and services. The quality of customer service is seen as a crucial role for companies due to its impact on the link with consumers, making it important to analyze the factors that influence and the results of customer service quality. Thus, this investigation pointed to the customization of customer service and the advertising of customer service as factors that precede the quality of customer service. Satisfaction, trust and loyalty were identified as outcomes of customer service quality. The research, with a sample of 176 consumers from online electronics shops, used the PLS-PM (structural equations modeling) methodology to test the hypotheses. It was found that the customer service quality helps online satisfaction and online trust, leading to consumer loyalty to the online shop. In addition, it is recommended that brands personalize the service enabling to buyer first choice and invest in advertising the service.
This research explores the effectiveness of destination awareness, destination image, perceived quality, and brand engagement on visit intention among TikTok users toward destinations in Yogyakarta. The sample in this research is TikTok users who have seen tourism video content in Yogyakarta. Data was obtained through an online survey constructed with Google Forms which 225 respondents filled out. The data used in this study were analyzed using the PLS-SEM method by SPSS and SmartPLS. According to the research findings, destination awareness and destination image positively impact the perceived quality of TikTok users. Furthermore, perceived quality positively affects the intention to visit and brand engagement for TikTok users. These findings provide implications and empirical studies related to encouraging marketing potential on social media TikTok for visiting the tourism industry in Yogyakarta.
Purpose
Drawing on self-determination theory (SDT), this study analyzes the impact of gamified and personalized coupons on the intention to redeem digital coupons in the presence of consumer engagement and technology anxiety.
Design/methodology/approach
A between-subjects factorial experimental design was used to examine the influence of three personalizations (no personalization, personalization and hyper-personalization) and two gamification levels (game and no game) on digital coupon redemption intention and consumer engagement.
Findings
The results found a significant interaction between the types of personalization and gamification, with personalized coupons having a greater impact on the intention to redeem digital coupons than hyper-personalized and non-personalized coupons. Consumer engagement was found to mediate the relationship between types of coupons and intention to redeem digital coupons. However, technology anxiety was not found to be significant as a moderator.
Originality/value
This study makes an important contribution in its application of SDT to examine the interaction impact of types of coupons and gamification conditions in the context of digital coupon redemption. This unique approach underscores the novelty of the research and its potential to provide valuable insights for the coupon industry.
The use of technology for marketing was lauded as a revolutionary method of promotion that provided organizations with new possibilities for carrying out business. Marketers were able to communicate directly with potential customers regardless of where they were by using digital media. The adoption of personalized consumer interaction strategies has significantly increased as a result of the speedy growth of digital marketing strategies. When clients are navigating the vast digital marketplace, personalized marketing strives to stand out from the crowd by offering highly relevant information and product recommendations that speak to each individual. By combining data from a variety of empirical investigations, this meta-analysis systematically assesses the overall consequence. Using a large dataset spanning various organizations and consumer categories, this study aims to demonstrate the multifaceted connection between personalized web-based advertising efforts and their impact on customer behavior. Our meta-analysis's findings provide strong proof of the beneficial impact, and personalized content continuously shows a substantial link between greater conversion rates and increased consumer satisfaction across a range of contexts, including e-commerce, social media, and email marketing. The results of this study could help practitioners and marketers create and deploy tailored digital marketing initiatives.
This study examines how container shipping companies Maersk and MSC as B2B service providers effectively manage influencer marketing and implement managerial influencer marketing strategies within their industry. After the elaboration of a conceptual framework on constructs and protocols for effective influencer marketing, the Interval Type 2 Fuzzy Analytical Hierarchical Process (IT2F-AHP) method is used in combination with structured interviews to identify crucial attributes for successfully managing influencer marketing strategy in a B2B context. The findings underscore a notable emphasis placed by container shipping companies on internal influencers sourced from their workforce, as opposed to external influencers from the global market. This signifies a strategic orientation toward managing interaction-based marketing strategies. Additionally, when applying the 4M Model to the essential protocols for influencer marketing (i.e., make, manage, monitor, and measure), we observed a preference for the “manage” protocol and a lesser emphasis on measurement tools for assessing influencer marketing success. Despite the importance of corporate user accounts in social media, Maersk and MSC generally do not prioritize a protocol “measure” through these channels. We also found that trust is the highest weighted criterion in managing influencer marketing. In conclusion, this research sheds light on the nuanced strategies employed by liner shipping companies in leveraging influencer marketing strategy and engagement in a B2B context. These insights offer managers practical guidance and benchmarking opportunities to navigate the complexities of influencer marketing and optimize influencer marketing strategies and engagement in B2B markets.
The advent and progression of AR (augmented reality) technology, coupled with the emergence of AR hearing aid glasses, offer a novel opportunity for people with hearing impairments (PHI). This study aims to explore the intention of this population to employ AR hearing aid glasses as their choice of hearing aid device and the specific factors influencing their preference. This study utilized the partial least squares SEM (PLS-SEM) analytical method to create structural equation model for intentions of PHI to use AR glasses as hearing aids. Data were gathered from on-site experiences across multiple locations; a total of 189 valid questionnaires from individuals with varying degrees of hearing disabilities were used for statistical analysis. According to the data analysis results, we discovered that functionality quality, perceived interaction speed, and perceived usability significantly influence communication effectiveness. Further, communication effectiveness positively influences confidence and societal perception, and the latter has a positive impact on information. Both of these factors positively influence behavioral intention. Based on these findings, this study offers design recommendations for AR hearing aid glasses to cater to the specific needs of PHI, aiming to enhance their quality of life. Furthermore, this study provides pivotal insights for the prospective growth of this emerging industry.
This study’s main objective is to explore the antecedents of consumer switching behaviour in the context of mobile industry. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction (CS), consumer brand identification and switching behaviour. Using a self-structured questionnaire, 381 usable responses were recorded for data analysis. Exploratory factor analysis (EFA), confirmatory factor analysis and structural equation modelling were employed to analyze the data. The EFA outcome reveals that excitement, competence and sophistication are the most significant qualities predicting BP in the mobile industry’s context. The result demonstrates that BP, indirectly through consumer brand identification and customer satisfaction, has a negative effect on consumer’s switching behaviour intention. Perceived product quality has a direct and indirect relationship with switching behaviour intention. Finally, it is revealed that BP has high impact on perceived product quality’s evaluation as well.
In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers.Journal of International Business Studies (2003) 34, 5365. doi:10.1057/palgrave.jibs.8400002
Web personalization can achieve two business goals: increased advertising revenue and increased sales revenue. The realization of the two goals is related to two kinds of user behavior: item sampling and item selection. Prior research does not provide a model of attitude formation toward a personalization agent nor of how attitudes relate to these two behaviors. This limits our understanding of how web personalization can be managed to increase advertising revenues and/or sales revenues. To fill this gap, the current research develops and tests a theoretical model of user attitudes and behaviors toward a personalization agent. The model is based on an integration of two theories: the elaboration likelihood model (ELM) and consumer search theory (CST). In the integrated model, a user's attitude toward a personalization agent is influenced by both the number of items he/she has sampled so far (from CST) and the degree to which he/she cognitively processes each one (from ELM). In turn, attitude is modeled to influence both behaviors-that is, item selection and any further item sampling. We conducted a lab study and a field study to test six hypotheses. This research extends the theory on web personalization by providing a more complete picture of how sampling and processing of personalized recommendations influence a user's attitude and behavior toward the personalization agent. For online merchants, this research highlights the trade-off between item sampling and item selection and provides practical guidance on how to steer users toward the attitudes and behaviors that will realize their business goals.
As Amazon’s Mechanical Turk (MTurk) has surged in popularity throughout political science, scholars have increasingly challenged the external validity of inferences made drawing upon MTurk samples. At workshops and conferences experimental and survey-based researchers hear questions about the demographic characteristics, political preferences, occupation, and geographic location of MTurk respondents. In this paper we answer these questions and present a number of novel results. By introducing a new benchmark comparison for MTurk surveys, the Cooperative Congressional Election Survey, we compare the joint distributions of age, gender, and race among MTurk respondents within the United States. In addition, we compare political, occupational, and geographical information about respondents from MTurk and CCES. Throughout the paper we show several ways that political scientists can use the strengths of MTurk to attract respondents with specific characteristics of interest to best answer their substantive research questions.
Purpose
The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.
Design/methodology/approach
An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample ( n =259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.
Findings
The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).
Research limitations/implications
In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.
Practical implications
If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.
Originality/value
This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.
The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a very promising direct marketing channel empowered by the Web's interactive and quick-response capabilities. Short Messaging Services, in particular, have been very successful. The present research investigates the factors that will affect consumer attitudes toward mobile advertising in China with particular emphasis on personalization. The results of a survey indicate that (1) there is a direct relationship between consumer attitudes and consumer intentions and (2) personalization is one of the most important factors in affecting consumers' attitude toward mobile advertising, particularly for female users. Thus the designers and marketers should effectively strategize their advertising designs by considering the personalization factor
Social networks have become an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. The change in the dynamics of the marketing interchange between companies and consumers as introduced by social networks has placed a focus on the non-transactional customer behavior. In this new marketing era, the terms engagement and participation became the central non-transactional constructs, used to describe the nature of participants’ specific interactions and/or interactive experiences. These changes imposed challenges to the traditional one-way marketing, resulting in companies experimenting with many different approaches, thus shaping a successful social media approach based on the trial-and-error experiences. To provide insights to practitioners willing to utilize social networks for marketing purposes, our study analyzes the influencing factors in terms of characteristics of the content communicated by the company, such as media type, content type, posting day and time, over the level of online customer engagement measured by number of likes, comments and shares, and interaction duration for the domain of a Facebook brand page. Our results show that there is a different effect of the analyzed factors over individual engagement measures. We discuss the implications of our findings for social media marketing.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
Customized communications have the potential to reduce information overload and aid customer decisions, and the highly relevant products that result from customization can form the cornerstone of enduring customer relationships. In spite of such potential benefits, few models exist in the marketing literature to exploit the Internet's unique ability to design communications or marketing programs at the individual level. The authors develop a statistical and optimization approach for customization of information on the Internet. The authors use clickstream data from users at one of the top ten most trafficked Web sites to estimate the model and optimize the design and content of such communications for each user. The authors apply the model to the context of permission-based e-mail marketing, in which the objective is to customize the design and content of the e-mail to increase Web site traffic. The analysis suggests that the content-targeting approach can potentially increase the expected number of click-throughs by 62%.
An emerging new strategic approach is termed “mass customization” or “personalization” whereby elements of the marketing mix are individualized for each customer. This paper describes an empirical study in which 608 adult US consumers were interviewed with regard to their experiences with and attitudes toward mass customized products. The principal findings were that attitudes toward mass customization were generally positive, nearly half reported buying a personalized product, these buyers were very satisfied with their purchase, and the most likely buyers of this type of product tend to be younger, more well educated consumers, with higher than average incomes. Managerial, theoretical, and methodological implications of these findings are discussed.
Extant research suggests that consumers can become emotionally attached to consumption ob- jects, including brands. However, a scale to measure the strength of consumers' emotional at- tachments to brands has yet to be devised. We develop such a scale in Studies 1 and 2. Study 3 validates the scale's internal consistency and dimensional structure. Study 4 examines its con- vergent validity with respect to four behavioral indicators of attachments. Study 5 demonstrates discriminant validity, showing that the scale is differentiated from measures of satisfaction, in- volvement, and brand attitudes. That study also examines the scale's predictive validity, show- ing that it is positively associated with indicators of both commitment and investment. The lim- itations of the scale and the boundary conditions of its applicability are also discussed.
Purpose
Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to investigate the effect of fan pages on the customer‐brand relationship and what motivates users to participate.
Design/methodology/approach
For this a framework was developed based on classical concepts of use and gratification theory, customer engagement, and involvement theory. The model is tested using a multi‐step approach of qualitative and quantitative methods.
Findings
The paper can show a significant influence from online service usage behavior on the fan page on the customer‐brand relationship. Furthermore, the paper identifies different values such as functional and hedonic content as drivers of fan‐page participation.
Research limitations/implications
The results are limited by the used data set, which is not representative for all industries and is cross‐sectional. Further research could build up a database over a longitudinal time frame in different industries. The results are interesting for theory and practice. They confirm the positive effect of integration and engagement in general and show that fan pages are more than just tools to connect brand fans. They are also instruments for gaining new fans.
Originality/value
The present study is the first study that not only shows the effect of fan pages on customer behavior, but also analyses the motives for participation and the crucial constructs to manage them successfully.
Purpose
The advent of the internet and in particular the interactive features of Web 2.0 in recent years have led to an explosion of interest in customer engagement. The opportunities presented by social media to help build close relationships with customers seem to have excited practitioners in a wide variety of industries worldwide. Academic scholarship on customer engagement, however, has lagged practice and its theoretical foundation is relatively underdeveloped and a better understanding of the concept is essential to develop strategies for customer engagement. This paper seeks to address some of these issues.
Design/methodology/approach
The paper attempts to enhance understanding of customer engagement by examining practitioner views of customer engagement, linking it to the marketing concept, market orientation, and relationship marketing, modeling the customer engagement cycle, and developing a customer engagement matrix.
Findings
The paper develops a model of the customer engagement cycle with connection, interaction, satisfaction, retention, loyalty, advocacy, and engagement as stages in the cycle. It arrays customers in a customer engagement matrix according to the degree of relational exchange and emotional bonds that characterize their relationship with sellers. Four types of relationships emerge: transactional customers, delighted customers, loyal customers, and fans.
Research limitations/implications
The paper is an initial attempt to develop a theoretical framework for customer engagement and further research is required to better understand several aspects of the framework. Future research can also investigate questions stemming from this research, for instance, how different Web 2.0 tools may be used to build customer engagement in consumer and business markets.
Practical implications
Customer engagement turns customers into fans. But for customers to become fans they have to progress through the stages of the customer engagement cycle. In addition to current fans, sellers need a mix of transactional, delighted, and loyal customers who can be turned into fans in the future. A mix of digital and nondigital technologies can be employed to facilitate customers' transition through the stages in the customer engagement cycle.
Originality/value
The paper develops a conceptual model of customer engagement that improves understanding of the concept and provides the foundation for strategies to better satisfy customers using Web 2.0 tools like social media.
Conducted a 2 * 2 * 2 * 3 factorial experiment, using 136 adult male beer drinkers and 4 test beers, to examine the effects of price, composition differences, and brand image cues on the perception of beer quality. Price was found to serve as an indicant of product quality when it was the only cue available but not when embedded in a multicue setting. Brand image had a stronger effect upon quality perception, particularly for brands with strong positive images. In addition, it was found that neither price nor brand name had significant effects on perceived quality except when product composition characteristics were allowed to vary between product samples. In contrast to earlier findings, data suggest that beer drinkers possess at least some ability to distinguish among different brands of beer on the basis of composition (i.e., taste and aroma) cues alone. (23 ref.) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Some of the shortcomings in interpretability and generalizability of the effect size statistics currently available to researchers can be overcome by a statistic that expresses how often a score sampled from one distribution will be greater than a score sampled from another distribution. The statistic, the
common language effect size indicator, is easily calculated from sample means and variances (or from proportions in the case of nominal-level data). It can be used for expressing the effect observed in both independent and related sample designs and in both 2-group and
n-group designs. Empirical tests show it to be robust to violations of the normality assumption, particularly when the variances in the 2 parent distributions are equal. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
As new technologies (e.g. online, mobile and interactive TV) develop worldwide, numerous types of personalized advertising, in which companies use an individual's name and/or other types of personal information, have become more popular in many countries. Using many types of information about specific individuals, personalized advertising is designed to convey a customized message at the right time to the right person using diverse media. However, despite its universally increased use, few academic studies have explored the effectiveness of personalized advertising and consumers' response to it. This exploratory study focused on consumers' perceptions of personalized advertising delivered online (e-mail) and offline (letter and telephone call). The results show that consumers generally have negative perceptions of personalized advertising, regardless of how it is delivered, with the strongest negative reaction to telephone calls.
This paper argues that social media metrics should be captured as customer investments in marketers’ social media efforts and that applications considered in concert with performance objectives drive the choice of metrics. Motivating this approach are the “four c’s” that drive consumer use of social media. These include the connections consumers make with each other, the user-generated content they create, their consumption of other users’ content and their control of their own online experiences. Social media metrics that are linked to three broad social media performance objectives are identified for eight general categories of social media applications and the paths managers have for improving social media effectiveness that rely on using these metrics are discussed.
Social commerce is an emerging trend in which sellers are connected in online social networks, and where sellers are individuals instead of firms. This paper examines the economic value implications of a social network between sellers in a large online social commerce marketplace. In this marketplace each seller creates his or her own shop, and network ties between sellers are directed hyperlinks between their shops. Three questions are addressed: (i) Does allowing sellers to connect to one another create value (i.e., increase sales), (ii) what are the mechanisms through which this value is created, (iii) how is this value distributed across sellers in the network and how does the position of a seller in the network (e.g., its centrality) influence how much it benefits or suffers from the network? We find that: (i) allowing sellers to connect generates considerable economic value, (ii) the network's value lies primarily in making shops more accessible to customers browsing the marketplace (the network creates a "virtual shopping mall"); and (iii) the sellers that benefit the most from the network are not necessarily those that are central to the network, but rather those whose accessibility is most enhanced by the network.
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).
We develop a brand choice model with learning based on the Kalman filter methodology. The model enables us to separate the effects of contemporaneous marketing promotions from the impact of the perceived quality valuation accrued through product usage over time. We also account for idiosyncratic consumer learning and preferences. The results point to the presence of heterogeneity in the valuation carryover coefficients across consumers and brands. In contrast to our expectations, a higher price is not important for most of the consumers in the sample. The model enables us to compare brands in terms of their memorability, which determines brand salience on the next purchase occasion. Our findings suggest that price promotions may be deficient as a tool to increase market share in the studied product category. The proposed model is applicable to other consumer goods contingent on consumers' being sufficiently motivated to learn their own preferences via personal experience. Brand managers can use the model for comparative diagnostics and market performance simulation under different price and promotion scenarios. This paper is instructive to the application of a relatively new methodology; we illustrate the analytical potential of the model by demonstrating its inferential power in a specific marketing context.
The benefit of sales promotions is that they induce choice. However, this benefit may be offset by undermining preference for the brand when it is no longer promoted. Despite the fact that sales promotions have long been employed in marketing practice and researched academically, a clear understanding of the impact of sales promotion on post-promotion brand preference continues to evade brand managers and marketing scholars alike. This manuscript attempts to provide insight on the effects of sales promotions on brand preference by integrating results from 51 studies on the subject. Our meta-analysis suggests that, on average, sales promotions do not affect post-promotion brand preference. However, depending upon characteristic of the sales promotion and the promoted product, promotions can either increase or decrease preference for a brand. The empirical results provide insights for crafting promotion strategy and for understanding the process by which promotions influence brand preference.
The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term “Social Media” exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.
In collaboration with three companies selling a diverse set of products, we conducted randomized field experiments in which experimentally tailored email ads were sent to millions of individuals. We found consistently that personalizing the emails by adding consumer-specific information (e.g., recipient’s name) benefited the advertisers. Importantly, such content is not likely to be informative about the advertised product or the company. In our main experiment, we found that adding the name of the message recipient to the email’s subject line increased the probability of the recipient opening it by 20% (from 9.05% to 10.80%), which translated to an increase in sales’ leads by 31% (from 0.39% to 0.51%) and a reduction in the number of individuals unsubscribing from the email campaign by 17% (from 1.2% to 1.0%). We present similar experiments conducted with other companies, which show that the effects we document extend from objectives ranging from acquiring new customers to retaining customers who have purchased from the company in the past. Our investigation of several possible mechanisms suggests that such content increases the effort consumers make in processing the other content in the rest of the advertising message. Our paper quantifies the benefits from personalization and sheds light on the role of noninformative advertising content by analyzing several detailed measures of recipient’s interaction with the message. It provides external validity to psychological mechanisms and has clear implications for the firms that are designing their advertising campaigns.
Data and the online appendix are available at https://doi.org/10.1287/mksc.2017.1066 .
A growing number of researchers have examined the effects of personalized advertising in traditional media, however, little has been known about personalized advertising on Facebook. The primary objectives of this research are threefold: (1) Develop a comprehensive model that captures the effects of perceived personalized ads on Facebook on customer attitudinal and behavioral reactions (ad credibility, ad avoidance, ad skepticism, ad attitude, and behavioral intention) to the ad; (2) Test hypothesized relationships using two data sets collected through an online survey; and (3) Develop appropriate customer segments based on personal views of personalized ads on Facebook. The paper reveals that eleven out of thirteen hypotheses are supported and that three market segments are identified including Ad Lovers, Ad Accommodators, and Ad Haters. The paper concludes with conclusion and discussions highlighting managerial and research implications.
Extant streams of literature on technology sourcing, website personalization and social media marketing are distinct from one another and hence are unable to explain the impact of technology sourcing for website personalization and social media marketing on sales. To address this gap, we use various concepts such as efficiency, adaptability, risks of dependency, lack of quality control, asset-specificity and tacit knowledge to hypothesize the direct effect of technology sourcing on sales as well as the indirect effect through social media performance. Using survey data from 105 U.S. e-retailers, we show that e-retailers using mixed technology sourcing for website personalization have greater sales than e-retailers that use either internally or externally developed technology. On the contrary, e-retailers selecting externally developed technology for social media marketing have greater sales than e-retailers that offer social media marketing that uses either internally developed technology or mixed technology sourcing.
Purpose
The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions.
Design/methodology/approach
Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image.
Findings
Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior.
Research limitations/implications
This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature.
The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizingmarketing-mix spending in a data-rich environment, (2) analytics for personalization, and (3) analytics in the context of customers' privacy and data security. They review the implications for organizations that intend to implement big data analytics. Finally, turning to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education.
Personalized communication is believed to be an effective persuasion strategy. However, few studies examined the underlying processes responsible for its effects. This study investigates the role of perceived personalization as a mediating process. Three personalization strategies are compared: raising expectation, identification and contextualization. The results confirm that perceived personalization mediates the effects of personalized advertising on attention, cognitive responses and attitude towards the message. The increased attention caused by perceived personalization stimulates both positive and negative thoughts about the message. The findings imply that personalized advertisements have stronger effects when receivers are aware of the personalization elements.
It is very important for customers to have brand experiences in marketing practice. These brand experiences affect consumer-brand relationship quality positively. Brand experience is composed of four dimensions: sensory, affective, behavioral, and intellectual. These are evoked by brand-related stimuli like brand design, communications and environments. In this research, we investigate which brand experiences affect brand relationship quality. Among four brand experience dimensions, we investigate affective and behavioral brand experiences, because affective and behavioral dimensions have a decisive effect on the brand attachment. According to this research, an affective brand experience affects brand trust and brand commitment positively. A behavioral brand experience does not affect brand trust meaningfully but positively affects brand commitment. Also we examine brand trust-brand commitment relationship and brand relationship quality-brand loyalty. Brand trust affects brand commitment positively and brand relationship quality (trust, commitment) influences brand loyalty positively. In this study, we suggest that not all brand experiences are effective to promote brand relationship quality. According to the goal of a company or a brand, marketing managers should implement brand experience strategies selectively. Also, it is important to choose a brand experience activity that is well matched with the pursuing brand relationships. Through this study, we suggest brand experiences are crucial for building a brand relationship and a brand loyalty.
Abstract A number of prior studies have suggested that personalization is more efficacious than non-personalization. However, the existing literature is somewhat ambiguous on whether the test of personalization effects should be based on a message sender's actual personalization process or a message recipient's perception of the message. It is argued in this article that an actual personalization process does not automatically yield more favorable effects because people's perceptions of personalized messages tend to be biased. Through three experiments, it is demonstrated that testing personalization effects based on a message sender's actual personalization process can be problematic and produce misleading results. Specifically, a personalized message can be perceived as non-personalized and a non-personalized message can be perceived as personalized. The key finding is that perceived personalization, instead of actual personalization, is the underlying psychological mechanism of message effectiveness. A message will show superior effects when it is perceived to be personalized by a message recipient, regardless of whether it is actually personalized or not.
Purpose
The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases.
Design/methodology/approach
The paper uses structural equation modeling to test the significance of the overall model and the specified paths.
Findings
It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand knowledge affects future purchases via a brand relationship path that includes brand satisfaction, brand trust, and attachment to the brand. Thus, brand knowledge alone is not sufficient for building strong brands in the long term; brand relationship factors must be considered as well.
Research implications/limitations
The present study did not examine feedback effects and included consumer categories only and no individual‐differences variables. It is recommended that future research examine feedback effects and include additional consumer categories, B2B categories and individual‐differences variables such as variety seeking and innovativeness.
Practical implications
Brand managers spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it.
Originality/value
The paper is a cross‐paradigm paper: it is the first that combines the two separate broad‐based perspectives on brands into a simple comprehensive model for researchers and brand managers.
In a quest for connecting with customers, the world's largest brands have gone online to develop communities to interact with consumers. Despite widespread adoption less is known about what motivates consumers to continually interact in these communities. Across six studies, we develop and test a typology of online brand community engagement (i.e., the compelling intrinsic motivations to continue interacting with an online brand community). We identify 11 independent motivations and test the scale's predictive power for participation in an online brand community. This study provides a much needed refinement to the disparate conceptualizations and operationalizations of engagement in the literature. As a result, academic researchers can now rely on a diverse set of motivational measures that best fit the context of their research, adding to the versatility of future research studies. The results provide managers with new insight in the motivations for and impact of interacting in online brand communities.
This paper presents a research model to explicate that the level of consumers’ participation on companies’ brand microblogs is influenced by their brand attachment process. That is, self-congruence and partner quality affect consumers’ trust and commitment toward companies’ brands, which in turn influence participation on brand microblogs. Further, we propose that gender has important moderating effects in our research model. We empirically test the research hypotheses through an online survey. The findings illustrate that self-congruence and partner quality have positive effects on trust and commitment. Trust affects commitment and participation, while participation is also influenced by commitment. More importantly, the effects of self-congruence on trust and commitment are found to be stronger for male consumers than females. In contrast, the effects of partner quality on trust and commitment are stronger for female consumers than males. Trust posits stronger effects on commitment and participation for males, while commitment has a stronger effect on participation for females. We believe that our findings contribute to the literature on consumer participation behavior and gender differences on brand microblogs. Companies can also apply our findings to strengthen their brand building and participation level of different consumers on their microblogs.
In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’ (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including ‘involvement.’ However, despite the growing scholarly interest regarding the undertaking of marketing research addressing ‘engagement,’ studies have been predominantly exploratory in nature, thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap. Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand ‘involvement’ acts as a CBE antecedent, consumer ‘self-brand connection’ and ‘brand usage intent’ represent key CBE consequences, thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.
This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad avoidance and its three determinants (perceived personalization, privacy concerns, and ad irritation), both privacy concerns and ad irritation have a direct positive effect on ad avoidance. However, increased perceived personalization leads directly to decreased ad avoidance.
This publication contains reprint articles for which IEEE does not hold copyright. Full text is not available on IEEE Xplore for these articles.
Purpose
Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes.
Design/methodology/approach
An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers.
Findings
Customer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits. The effect of CEB on loyalty is mediated through entertainment benefits.
Research limitations/implications
The findings are limited to one brand community. The findings have implications for further research on customer engagement.
Practical implications
The paper's findings give ideas about how firms can utilize Facebook communities to enhance satisfaction and loyalty by offering the right kinds of relationship benefits. Managers are encouraged to study customer engagement behaviors on, and perceptions of, all channels and to utilize this information for the development of their social media strategies.
Originality/value
Customer engagement is a newly introduced concept on which scarce empirical research exists, and there is very little evidence of its effect on customer relationships. This is the first paper to study customer engagement empirically on a Facebook brand community, and to relate customer engagement to relationship constructs.
Purpose
The purpose of this paper is to present the augment of the authors, who are IBM consultants, that companies need to meld social media programs with customer relationship management (CRM). This new paradigm – Social CRM – recognizes that instead of just managing customers, the role of the business is to facilitate collaborative social experiences and dialogue that customers value.
Design/methodology/approach
Social media holds enormous potential for companies to get closer to customers and, by doing so, increase revenue, cost reduction and efficiencies. However, using social media as a channel for customer engagement will fail if the traditional CRM approaches are not reinvented,
Findings
According to IBM research, there is a large perception gap between what the customers seek via social media and what companies offer. Consumers are far more interested in obtaining tangible value, suggesting businesses may be confusing their own desire for customer intimacy with consumers' motivations for engaging.
Practical implications
To reinvent the company's CRM strategy it is important to recognize social media is a game changer and the customer is in control; make the customer experience seamless – across social media and other channels; start thinking like a customer – if one isn't sure what customers value, they should be asked; and monetize social media, if that is what customers want.
Originality/value
Social CRM is a new approach that recognizes consumers have strong opinions about relationships as customers being managed in a social media context and that their willingness to engage with companies should not be assumed or taken for granted.
The trade off between customer privacy and Web site personalisation is currently moving to the forefront of academic and practical debate in marketing. The new Internet applications allow marketers to develop detailed customer databases where personal information is connected with buying patterns, providing a detailed behavioural profile. The collection and use of the data is regulated differently in the European Union and the USA. While Europe considers it important to implement formal legislation for the protection of customers’ privacy rights, the US authorities consider privacy policy to be determined through voluntary regulation by industry. Considering these different approaches, the present study explores and compares the privacy/personalisation dimensions of French, British and US Web sites.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Purpose
– The object of this paper is to help to understand what it is all about in question when talking about personalization.
Design/methodology/approach
– A conceptual framework of personalization is presented, based on the literature.
Findings
– Marketers are looking increasingly at personalization to help them improve the performance of their efforts. However, personalization seems to be hard to apply. Some of these problems are caused by the fact that personalization means something different to each business and to the different actors in the value chain. This lack of agreement regarding the meaning of personalization limits successful communication between the different actors who produce or buy services and products that are connection with personalized marketing. This hinders co‐operation between service providers and marketers who are willing to apply personalization.
Originality/value
– It is hoped that the framework is useful when discussing and developing the idea of personalization further.
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.
Customization and personalization services are a critical success factor for Internet stores and Web service providers. This paper studies personalized recommendation techniques that suggest products or services to the customers of Internet storefronts based on their demographics or past purchasing behavior. The underlining theories of recommendation techniques are statistics, data mining, artificial intelligence, and rule-based matching. In the rule-based approach to personalized recommendation, marketing rules for personalization are usually obtained from marketing experts and used to perform inferencing based on customer data. However, it is difficult to extract marketing rules from marketing experts, and to validate and maintain the constructed knowledge base. This paper proposes a marketing rule-extraction technique for personalized recommendation on Internet storefronts using machine learning techniques, and especially decision-tree induction techniques. Using tree induction techniques, data-mining tools can generate marketing rules that match customer demographics to product categories. The extracted rules provide personalized advertisement selection when a customer visits an Internet store. An experiment is performed to evaluate the effectiveness of the proposed approach with preference scoring and random selection.
While some retailers may discourage groups of teenagers from shopping in their stores, there is reason to believe that peer groups may affect teen behaviors and evaluations in ways that could benefit retailers. In this paper, we examine the phenomenon of teenagers’ shopping with friends, and, in particular, whether shopping with friends might enhance teens’ attitudes toward retailing and their tendency to spend more when shopping with friends. We also examine why teens shop with friends. Specifically, we relate friends’ knowledge and teens’ age to teenagers’ susceptibility to informational and normative influence from friends. Susceptibility to peer influence is then related to various aspects of teen shopping, such as frequency and enjoyment of shopping with pals, which, in turn, are related to sentiment toward retailing and spending tendencies. With the exception of susceptibility to normative influence, results based on data from a sample of high school students generally supported the model.
This paper investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context. We identify eight factors (the 8Cs—customization, contact interactivity, care, community, convenience, cultivation, choice, and character) that potentially impact e-loyalty and develop scales to measure these factors. Data collected from 1,211 online customers demonstrate that all these factors, except convenience, impact e-loyalty. The data also reveal that e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion and willingness to pay more.