Template-Type: ReDIF-Article 1.0
Author-Name: Ioannis Antoniadis
Author-X-Name-First: Ioannis
Author-X-Name-Last: Antoniadis
Author-Name: Costas Assimakopoulos
Author-X-Name-First: Costas
Author-X-Name-Last: Assimakopoulos
Author-Name: Symeon Paltsoglou
Author-X-Name-First: Symeon
Author-X-Name-Last: Paltsoglou
Title: Engagement and reactions of brand posts on brand fan pages in Facebook: an investigation of brand posts' characteristics
Abstract:
Social networking sites (SNSs) are considered to be an essential channel of marketing communication with consumers and stakeholders alike. In this paper, the factors that increase the engagement of brands' posts in SNSs are investigated, by examining the most popular 83 Greek brand pages on Facebook analysing a total number of 8,727 posts, using an OLS regression model. The novelty of this research lies in the inclusion of the recently at the time introduced reaction to Facebook. Our findings imply that richness of content (images, videos), message length and positive reactions increase the engagement and the popularity of posts. On the other hand, posting time does not seem to have a statistically significant impact on the engagement of a post. Our results expand the existing literature in understanding the ways consumers interact with brand posts on Facebook including reactions, and finally offer suggestions for further research.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 352-367
Issue: 4
Volume: 15
Year: 2021
Keywords: social networking sites; SNS; consumer engagement; popularity; Facebook reactions; Facebook brand page.
File-URL: http://www.inderscience.com/link.php?id=117529
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:4:p:352-367

Template-Type: ReDIF-Article 1.0
Author-Name: Maria C. Voutsa
Author-X-Name-First: Maria C.
Author-X-Name-Last: Voutsa
Author-Name: Eirini Tsichla
Author-X-Name-First: Eirini
Author-X-Name-Last: Tsichla
Author-Name: Leonidas Hatzithomas
Author-X-Name-First: Leonidas
Author-X-Name-Last: Hatzithomas
Author-Name: Kostoula Margariti
Author-X-Name-First: Kostoula
Author-X-Name-Last: Margariti
Title: Examining consumer responses to YouTube ads through facial expressions and self-reports: the role of gender identity and emotional appeals
Abstract:
The study focuses on the value of gender identity as a moderator in the relationship between consumers' experienced and self-reported joy towards a YouTube video advertisement. In a laboratory experiment, participants were exposed to an emotional advertising appeal (aggressive versus warm) and their self-reports were compared with their facial expression analysis. The results show that in the warm advertising scenario, high masculine individuals who experienced joy tends to mask their emotions and under-report their level of joy. A similar reaction was recorded for low masculine individuals exposed to the aggressive advertising scenario. Self-reported joy acts, also, as a mediator of the impact of experienced joy on consumers' attitudes and purchase intentions. The findings raise significant concerns regarding the appropriateness of relying solely on self-report measures when examining constructs susceptible to social desirability issues, yielding important implications for both academics and practitioners.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 368-393
Issue: 4
Volume: 15
Year: 2021
Keywords: gender identity; emotional appeals; advertising; facial expression analysis.
File-URL: http://www.inderscience.com/link.php?id=117531
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:4:p:368-393

Template-Type: ReDIF-Article 1.0
Author-Name: Ioannis Rizomyliotis
Author-X-Name-First: Ioannis
Author-X-Name-Last: Rizomyliotis
Author-Name: Dimitrios Zafeiriadis
Author-X-Name-First: Dimitrios
Author-X-Name-Last: Zafeiriadis
Author-Name: Kleopatra Konstantoulaki
Author-X-Name-First: Kleopatra
Author-X-Name-Last: Konstantoulaki
Author-Name: Apostolos Giovanis
Author-X-Name-First: Apostolos
Author-X-Name-Last: Giovanis
Title: Optimal Instagram advertising design features. A study on brand image and millennials' purchase intention
Abstract:
Social media advertising and especially text-based online platforms have been studied for decades. Still, the investigation of the most effective mix of key design elements in Instagram ads in relation to consumer purchase intention and brand image is still underexplored. This study aims to examine the impact of three key advertisement design elements (colour, font size and layout) on brand image and consumer purchase intention. Three hundred twenty participants were randomly assigned to the conditions of the experiment. The findings provided insights into the way the design elements alter the intention of the consumers to buy and their perceptions of the brand image respectively.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 394-411
Issue: 4
Volume: 15
Year: 2021
Keywords: Instagram advertising; brand image; purchase intention; visual elements; colour; font; layout.
File-URL: http://www.inderscience.com/link.php?id=117539
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:4:p:394-411

Template-Type: ReDIF-Article 1.0
Author-Name: Myron Guftométros
Author-X-Name-First: Myron
Author-X-Name-Last: Guftométros
Author-Name: João Guerreiro
Author-X-Name-First: João
Author-X-Name-Last: Guerreiro
Title: The effects of cultural differences on social media behaviour
Abstract:
This paper studies the relationship between culture and social media marketing using Hofstede's cultural dimensions. The data were organically gathered from 6,750 posts from 225 different Facebook brand pages and 15 different countries. The gathered data included the engagement metrics such as the amount of likes, shares and comments and the various versions of likes such as love, wow and funny. Interesting differences were found that could be explained by Hofstede's dimensions. Countries low in individualism and/or high in power distance, share posts more than comments. Also the use of the funny and wow emoticon responses are related to higher scores on individualism. Findings from this paper show that the use of Hofstede's dimensions to group countries into different cultures predicts some online consumer behaviour patterns, particularly on Facebook.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 412-428
Issue: 4
Volume: 15
Year: 2021
Keywords: cross-cultural; Hofstede; social media marketing; eWOM; consumer behaviour; engagement.
File-URL: http://www.inderscience.com/link.php?id=117561
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:4:p:412-428

Template-Type: ReDIF-Article 1.0
Author-Name: João Ferreira Do Rosário
Author-X-Name-First: João Ferreira Do
Author-X-Name-Last: Rosário
Author-Name: Sandra Maria Correia Loureiro
Author-X-Name-First: Sandra Maria Correia
Author-X-Name-Last: Loureiro
Title: The effectiveness of e-word-of-mouth communication about smartphones purchase intention: digital influencer
Abstract:
This study aims to compare the effectiveness of eWOM on Facebook, Instagram and YouTube for smartphone buying decision, provided by digital influencers. For such, a quantitative methodology was adopted using three online questionnaires (one for each social media platform), to be answered by Portuguese adults who use them. This comparison has foundation on the IACM, a model introduced by Erkan and Evans to explore the influence of eWOM on consumer's buying intentions. The results show that, while the eWOM information from digital influencers about smartphones has a global consumer receptivity in the three social media platforms considered, that is not happening in a very assertive way for some items [average not greater than 3 (Likert scale 1-5)], in a significant statistically way. The research also demonstrate that YouTube or Instagram are more effective than Facebook in the IACM variables 'information quality', 'information credibility', 'information usefulness', 'positive buying intention with digital influencer positive information' and 'negative buying intention with digital influencer negative information'.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 429-449
Issue: 4
Volume: 15
Year: 2021
Keywords: electronic word-of-mouth; digital influencers; IACM model; social media platforms; information quality; information credibility; information needs; attitude towards information; information usefulness; information adoption; buying intention.
File-URL: http://www.inderscience.com/link.php?id=117567
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:4:p:429-449

Template-Type: ReDIF-Article 1.0
Author-Name: Dan Duku Dankwa
Author-X-Name-First: Dan Duku
Author-X-Name-Last: Dankwa
Title: Social media advertising and consumer decision-making: the mediating role of consumer engagement
Abstract:
This paper investigated the effectiveness of social media advertising on consumer decision-making and the mediating role of consumer engagement. Three constructs including emotional appeal, informativeness and advertising creativity were employed to assess the effectiveness of firms' social media advertising on customer decision-making. Exploratory and confirmatory factor analyses with structural equation modelling were employed to evaluate a proposed model on the relationships among the dependent and independent constructs. Tabachnick and Fidell (2007) formula was used to sample 310 active social media users. Only active followers of fashion brands were considered for this study. The study showed that consumer engagements influenced the relationship between informativeness (full mediation) and advertising creativity (partial mediation) in social media advertising and consumer decision-making. The study recommends that firms that advertise fashions brands on social media must focus on crafting advertisements that are creative and informative in order to influence decisions that consumers make on social media platforms. The study contributes to practice by indicating that emotional appeals of social media adverts no longer influence consumers decision-making on fashion brands, but rather the extent of information and newness of the adverts to satisfy their needs played a major role in consumers' decision-making.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 29-53
Issue: 1
Volume: 15
Year: 2021
Keywords: advertisement; consumer engagement; purchase decision; fashion; social media.
File-URL: http://www.inderscience.com/link.php?id=112786
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:1:p:29-53

Template-Type: ReDIF-Article 1.0
Author-Name: Meghan Pierce
Author-X-Name-First: Meghan
Author-X-Name-Last: Pierce
Author-Name: Pingjun Jiang
Author-X-Name-First: Pingjun
Author-X-Name-Last: Jiang
Title: Exploring cultural influences on mobile marketing acceptance
Abstract:
Mobile platforms are increasingly important outlets for marketing communications. Previous work has examined the impact of individual-level characteristics such as attachment, privacy concern, permission and risk avoidance on mobile marketing acceptance in cross-cultural settings. Recent work calls for research to identify the cultural influences that account for market differences. The current work explores the influence of cultural values, measured at the individual level, on two dominant markets, the US and China. Findings indicate uncertainty avoidance and long-term orientation are important antecedents to mobile marketing acceptance. We further clarify the role of individual-level characteristics and find risk avoidance and permission to significantly impact attitudes toward mobile marketing in both markets.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 1-28
Issue: 1
Volume: 15
Year: 2021
Keywords: mobile marketing acceptance; attitudes towards mobile marketing; cultural values; uncertainty avoidance; long-term orientation; LTO; US and China comparative study; international marketing; risk avoidance; permission; digital marketing.
File-URL: http://www.inderscience.com/link.php?id=112787
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Template-Type: ReDIF-Article 1.0
Author-Name: Judy Ma
Author-X-Name-First: Judy
Author-X-Name-Last: Ma
Author-Name: Dongling Huang
Author-X-Name-First: Dongling
Author-X-Name-Last: Huang
Author-Name: Yu Wang
Author-X-Name-First: Yu
Author-X-Name-Last: Wang
Title: The congruent and comparative impacts of weather on consumer reviews: evidence from an online forum and experiment
Abstract:
This research examines the impact of weather on consumer reviews of products and services. Although anecdotal and empirical evidence indicate that weather influences consumers' choices and shopping behaviour, little is known about how weather impacts consumers' evaluations of products and services. We propose that consumer reviews are influenced by incidental weather conditions both during product experience and during retrospective product evaluation. Using both online consumer review data and an experiment, we find consistent evidence that: 1) weather during experience and during retrospection have directionally congruent impacts on the positivity of product reviews; 2) changes in weather from experience to retrospection result in a comparative effect, by which negative (positive) changes in weather from the time of experience to the time of review are associated with more positive (negative) reviews. This research offers strategic implications for the timing of direct marketing messages, such as mobile advertising and product review solicitation.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 54-83
Issue: 1
Volume: 15
Year: 2021
Keywords: online consumer reviews; weather; mood-as-information; memory; direct marketing; empirical research; experimental research.
File-URL: http://www.inderscience.com/link.php?id=112788
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:1:p:54-83

Template-Type: ReDIF-Article 1.0
Author-Name: Reza Ashari Nasution
Author-X-Name-First: Reza Ashari
Author-X-Name-Last: Nasution
Author-Name: Devi Arnita
Author-X-Name-First: Devi
Author-X-Name-Last: Arnita
Author-Name:  Aghniadi
Author-X-Name-First: 
Author-X-Name-Last: Aghniadi
Title: The acceptance of mobile advertising: a social or personal matter?
Abstract:
This paper contributes to the extant literature on mobile advertising acceptance by extending the current TRA-based model to include the personal relevance of this form of advertising. The aim of this research was to investigate how social influence, represented by the subjective norms in the TRA model, and personal relevance play respective roles in influencing an individual's decision to embrace mobile advertising. The study involved male and female college students in Bandung aged between 18 and 25 years old (young millennials), which were reported by the Association of Advertising Companies in Indonesia to be the most attractive segment for mobile advertising. The findings indicate that millennials are attracted by the social trends of mobile advertising, but demonstrate independence in arriving at their final assessment of mobile advertising based on the personal relevance of this form of publicity.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 84-103
Issue: 1
Volume: 15
Year: 2021
Keywords: mobile advertising; social influence; social trend; theory of reasoned action; TRA; personal relevance; millennials.
File-URL: http://www.inderscience.com/link.php?id=112789
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:1:p:84-103

Template-Type: ReDIF-Article 1.0
Author-Name: Kyoo-Hoon Han
Author-X-Name-First: Kyoo-Hoon
Author-X-Name-Last: Han
Author-Name: Eunmi Lee
Author-X-Name-First: Eunmi
Author-X-Name-Last: Lee
Title: Viewer responses to product messages using one-person media influencers
Abstract:
This study investigated the effect of product messages through one-person media, the growing media with great marketing potential, by conducting an experiment in which the perceived expertise of the influencer and the perceived commerciality of the message were manipulated. The results showed that when the perceived expertise of the influencer is high, the product message through one-person media generates a positive behavioural intention and attitude toward the message. The perceived commerciality, in contrast, was found to have an insignificant influence on persuasion effect. The interaction effect between the two independent variables was found to be significant. Based on the results of analysis, this study derives theoretical and practical implications for one-person media communication contexts, and suggests a direction for follow-up research.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 104-122
Issue: 1
Volume: 15
Year: 2021
Keywords: one-person media; social media; influencer marketing; product endorsement; mobile video; perceived expertise; perceived commerciality; MCN.
File-URL: http://www.inderscience.com/link.php?id=112790
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:1:p:104-122

Template-Type: ReDIF-Article 1.0
Author-Name: Fulya Acikgoz
Author-X-Name-First: Fulya
Author-X-Name-Last: Acikgoz
Author-Name: Sebnem Burnaz
Author-X-Name-First: Sebnem
Author-X-Name-Last: Burnaz
Title: The influence of 'influencer marketing' on YouTube influencers
Abstract:
In recent years, the YouTube platform evolved into a primary marketing instrument for brands promotion. Marketers apply YouTube influencers to promote their brands, so the influencers share sponsored content with their followers. Although most of the brands prefer to work with YouTube influencers, the factors that affect sponsored content value has not been sufficiently known. Also, the influence of sponsored content on followers' attitudes towards YouTube influencers has not been clearly understood. This paper, therefore, aims to fulfil this gap in the literature and determines three factors which may affect the sponsored content value as well as attitudes towards YouTube influencers. For this purpose, a conceptual model was developed based on the advertising value model (Ducoffe, 1996). The revised model was tested using structural equation modelling by collecting data from 411 university students who frequently use YouTube. The findings reveal that entertainment and informativeness are the key factors of sponsored content value that affects attitudes towards YouTube influencers. Theoretical and managerial implications are debated for future research.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 201-219
Issue: 2
Volume: 15
Year: 2021
Keywords: YouTube; YouTube influencers; influencer marketing; advertising value model; AVM; sponsored content.
File-URL: http://www.inderscience.com/link.php?id=114331
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:201-219

Template-Type: ReDIF-Article 1.0
Author-Name: Catarina Vasconcelos
Author-X-Name-First: Catarina
Author-X-Name-Last: Vasconcelos
Author-Name: Renato Lopes Da Costa
Author-X-Name-First: Renato Lopes Da
Author-X-Name-Last: Costa
Author-Name: Álvaro Lopes Dias
Author-X-Name-First: Álvaro Lopes
Author-X-Name-Last: Dias
Author-Name: Leandro Pereira
Author-X-Name-First: Leandro
Author-X-Name-Last: Pereira
Author-Name: José Pedro Santos
Author-X-Name-First: José Pedro
Author-X-Name-Last: Santos
Title: Online influencers: healthy food or fake news
Abstract:
Today we live in a globalised world, with no boundaries and where we can be updated of any information by the minute. This globalisation phenomenon has a lot of advantages as well as disadvantages. It is wonderful to know the news by the minute, however the easiness and swiftness real news spreads, and same goes to the fake news. Tools, such as search engines like <i>Google</i>, <i>Bing</i>, <i>Yandex</i>, etc. and social media (i.e., <i>Facebook</i>, <i>Instagram</i> and <i>Twitter</i>) or blogs, are turning information sharing easier, but uncontrolled. Since it is very difficult to assess the reliability of online news or information, this study seeks to understand the reliability of these new diet trends, who are these people that shared the information, and the impact of it on the society. Findings show that even though the society is being influenced by the brands, this increasing awareness for a 'healthy diet' could be something positive for the society, however the conclusions are that it is not.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 149-175
Issue: 2
Volume: 15
Year: 2021
Keywords: online advertising; marketing; international knowledge transfer; sponsorship.
File-URL: http://www.inderscience.com/link.php?id=114334
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:149-175

Template-Type: ReDIF-Article 1.0
Author-Name: S. Venus Jin
Author-X-Name-First: S. Venus
Author-X-Name-Last: Jin
Author-Name: Aziz Muqaddam
Author-X-Name-First: Aziz
Author-X-Name-Last: Muqaddam
Title: 'Fame and Envy 2.0' in luxury fashion influencer marketing on Instagram: comparison between mega-celebrities and micro-celebrities
Abstract:
This study addresses contemporary issues of online celebrities and the dynamics of fame and envy in Instagram influencer-based luxury fashion marketing from a consumer psychology perspective. A randomised between-subjects experiment (<i>N</i> = 108) examined the influence of mainstream mega-celebrities versus Instagram micro-celebrities on various dimensions of consumer behaviour. The results indicate stronger main effects of Instagram micro-celebrities (versus mainstream mega-celebrities) on buying intention. Mediation analyses confirm the mediating effects of parasocial interaction and social presence on the relationship between celebrity types and buying intention. Results show moderating effects of materialism and envy in accounting for the effects of celebrity types on fashion marketing outcomes. This study provides marketing scholars with relevant theoretical explanations about consumer psychology of luxury and envy in social media marketing. With regards to managerial implications, current findings provide brand managers and advertising practitioners with empirical data about the efficacy of micro-celebrity practices in Instagram influencer marketing.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 176-200
Issue: 2
Volume: 15
Year: 2021
Keywords: Instagram micro-celebrity; social media influencer marketing; parasocial interaction; PSI; luxury fashion brand endorsement; social media envy; materialism; social identity theory.
File-URL: http://www.inderscience.com/link.php?id=114335
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:176-200

Template-Type: ReDIF-Article 1.0
Author-Name: Rahul Chander Jaitly
Author-X-Name-First: Rahul Chander
Author-X-Name-Last: Jaitly
Author-Name: Omvir Gautam
Author-X-Name-First: Omvir
Author-X-Name-Last: Gautam
Title: Impact of social media influencers on customer engagement and brand perception
Abstract:
The availability and widespread use of social media has made it the preferred medium for companies wanting to spread product information, create public opinion and gain followers. To this end, social media influencers act as a dynamic third-party endorser to spread a brand's message to vast audience across the world. Consumers who exhibit a positive attitude towards the social media credibility are attracted through social media advertisements. The present study examines the perceptions of agencies for opting social media influencers and their role in customer engagement and brand awareness. For this purpose, the study also assesses different methods adopted by these influencers for influencing customers using a systematic review. The findings of the study indicate customer's perception and attitude are much influenced via these influencers since they are more capable of communicating to a niche segment. As compared to traditional advertising strategies, this new technological means of influencers pave way to new competitive strength to the agencies in engaging customers and creating brand awareness.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 220-242
Issue: 2
Volume: 15
Year: 2021
Keywords: social media influencers; customer engagement; brand awareness; advertising strategies; social media advertising.
File-URL: http://www.inderscience.com/link.php?id=114336
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:220-242

Template-Type: ReDIF-Article 1.0
Author-Name: Elmira Djafarova
Author-X-Name-First: Elmira
Author-X-Name-Last: Djafarova
Author-Name: Natasha Matson
Author-X-Name-First: Natasha
Author-X-Name-Last: Matson
Title: Credibility of digital influencers on YouTube and Instagram
Abstract:
This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18-21 and less powerful for older target group, suggesting beauty reference group influence decreases as the age increases. An exploration into credibility of beauty gurus revealed trustworthiness as the most important factor determining credibility. Quality of images and professionalism of profiles is also crucial in reliability of profiles on these platforms.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 131-148
Issue: 2
Volume: 15
Year: 2021
Keywords: micro-celebrity; Instagram; YouTube; credibility; trustworthiness; beauty.
File-URL: http://www.inderscience.com/link.php?id=114338
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:131-148

Template-Type: ReDIF-Article 1.0
Author-Name: Manpreet Kaur
Author-X-Name-First: Manpreet
Author-X-Name-Last: Kaur
Author-Name: Rajesh Verma
Author-X-Name-First: Rajesh
Author-X-Name-Last: Verma
Title: Political party's fan page posts and online engagement on Facebook
Abstract:
The substantial growth in the social media user base has transformed the way of information dissemination from traditional mass media to new media especially for political purpose. The present study aimed to analyse the impact of political party's fan page posts on their online engagement. A descriptive research design is used on extracted 1,555 posts from official Facebook pages of two major national parties of India using access token in R software, analysed through ANOVA. The results revealed the significant impact of media type, post valence, content type, posting day on political engagement in terms of likes, comments and shares whereas, posting time has an insignificant impact on getting likes and comments. The results of the study are relevant to the theory of information dissemination and will contextually contribute to the literature. The findings will provide valuable and directly applicable implications for social media marketing along with assistance to political actors and practitioners while making new media strategies.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 243-259
Issue: 3
Volume: 15
Year: 2021
Keywords: media type; post valence; content type; posting day and time; online engagement.
File-URL: http://www.inderscience.com/link.php?id=115421
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:3:p:243-259

Template-Type: ReDIF-Article 1.0
Author-Name: Ricardo F. Ramos
Author-X-Name-First: Ricardo F.
Author-X-Name-Last: Ramos
Author-Name: Paulo Rita
Author-X-Name-First: Paulo
Author-X-Name-Last: Rita
Author-Name: Sérgio Moro
Author-X-Name-First: Sérgio
Author-X-Name-Last: Moro
Title: Is this the beginning of the end for retail websites? A professional perspective
Abstract:
This paper expects to understand professionals' opinion concerning the impact of the increasing use of social media (SM) and commercial mobile applications (MA) instead of retail websites in their online strategy. Unstructured interviews with internet professionals were applied on the LinkedIn professional SM platform, and 127 professionals provided their perspective. Data were analysed using a text mining approach and the outcome revealed professionals' resistance to set SM in the centre of the online strategy and highlighted the preference of users to use search engines that, in turn, will lead them to a retail website.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 260-280
Issue: 3
Volume: 15
Year: 2021
Keywords: retail website; social media; commercial mobile application; consumer behaviour; text mining.
File-URL: http://www.inderscience.com/link.php?id=115422
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:3:p:260-280

Template-Type: ReDIF-Article 1.0
Author-Name: Ana Maria Boa Morte Costa
Author-X-Name-First: Ana Maria Boa Morte
Author-X-Name-Last: Costa
Author-Name: Irene Raguenet Troccoli
Author-X-Name-First: Irene Raguenet
Author-X-Name-Last: Troccoli
Author-Name: Márcio Moutinho Abdalla
Author-X-Name-First: Márcio Moutinho
Author-X-Name-Last: Abdalla
Title: Why follow beauty bloggers? An investigation with Brazilian consumers
Abstract:
This qualitative article adds to the theory regarding technology acceptance by consumers upon addressing the characteristics of bloggers that arouse interest in internet users to the point where these become loyal followers. By means of individual interviews and a focus group with followers of a blogger hired by a beauty hair products company in Brazil, factors of an already tested behavioural model applied to blog users (the influence of the perceived usefulness of blogger recommendations, the blog reader's confidence in them, and the reputation of bloggers on consumers' purchasing attitudes and intentions) were confirmed when in the case of followers of bloggers hired by this company. Evidence not only confirmed the model, but also contributed academically with two novelties: 1) followers feel motivated in their relationship with a blogger when these contacts entertain them, not infrequently involving aspects extraneous to seeking guidance on the company's products; 2) there is a new element that motivates customers to follow the blogger: a personal identification with this professional. Limitations of this research are listed and future studies are suggested.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 281-301
Issue: 3
Volume: 15
Year: 2021
Keywords: bloggers; digital influencers; reputation; trust; perceived usefulness; attitude; interview; focus group; qualitative; behavioural model.
File-URL: http://www.inderscience.com/link.php?id=115423
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:3:p:281-301

Template-Type: ReDIF-Article 1.0
Author-Name: José L. González-Porras
Author-X-Name-First: José L.
Author-X-Name-Last: González-Porras
Author-Name: José L. Ruiz-Alba
Author-X-Name-First: José L.
Author-X-Name-Last: Ruiz-Alba
Author-Name: Javier Morales-Mediano
Author-X-Name-First: Javier
Author-X-Name-Last: Morales-Mediano
Title: Customer orientation and e-WOM in the hotel sector
Abstract:
Customers frequently engage in electronic word of mouth (e-WOM) to share their service experience. This is particularly important in hospitality where the role of front-line employees and their level of customer orientation are critical. However, it has not yet been studied how the customer orientation of service employees (COSE) influences e-WOM. This study addresses this gap. Qualitative data were collected from family-run hotels through three independent studies with 25 different participants: focus group, in-depth interviews and an online focus group. This research provides novel findings that contribute to a deeper understanding of how the COSE dimensions play different roles in the three types of customers' e-WOM (positive, neutral and negative). This investigation also contributes to the literature by identifying new factors that could be incorporated in the COSE model, such as attitude, customisation and extra role performance. Some managerial contributions regarding COSE and a future research agenda are proposed.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 302-326
Issue: 3
Volume: 15
Year: 2021
Keywords: customer orientation; service employees; front-line employees; electronic word of mouth; e-WOM; hotel sector; highly relational services; HRS; attitude; extra-role performance; customisation; family business.
File-URL: http://www.inderscience.com/link.php?id=115428
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:3:p:302-326

Template-Type: ReDIF-Article 1.0
Author-Name: Helen Inseng Duh
Author-X-Name-First: Helen Inseng
Author-X-Name-Last: Duh
Title: Cosmetics interest and behaviour generated from social media advertising and e-WOM among female millennials
Abstract:
Cosmetics demand is growing among female millennials, who are high users of social media and electronic word-of-mouth (e-WOM) for purchase decision-making. However, the social media platforms and other information sources generating cosmetics interest and desired marketing outcomes from millennials, reported to be fickle and notoriously disloyal are unknown. Marketers spend to advertise on various social media platforms amidst e-WOM that consumers share, but do not know the advertising effectiveness of each social media platform or whether purchase behaviour is driven by e-WOM. This study was aimed at modifying the attention, interest, desire, action (AIDA) model to examine the impact of YouTube, Instagram and Facebook adverts on female South African millennials' cosmetics interest, purchase intention and willingness to pass-along information. It also compared the impact with how e-WOM influence cosmetics interest and purchase intention. Users (N = 259) of all three social media platforms were surveyed. Structural equation modelling results revealed that cosmetics interest was ignited by attention drawn from YouTube and Instagram adverts. This interest influenced purchase intention and willingness to pass-along information. Information received from e-WOM influenced cosmetics interest, but not purchase intention. This study contributes by modifying and testing the AIDA model in the context of social media advertising.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 453-476
Issue: 5/6
Volume: 15
Year: 2021
Keywords: social media; YouTube; Facebook; Instagram; cosmetics interest; e-WOM; information pass-along; female millennials; purchase intention; AIDA model.
File-URL: http://www.inderscience.com/link.php?id=118250
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:453-476

Template-Type: ReDIF-Article 1.0
Author-Name: Doddahulugappa Goutam
Author-X-Name-First: Doddahulugappa
Author-X-Name-Last: Goutam
Author-Name: B.V. Gopalakrishna
Author-X-Name-First: B.V.
Author-X-Name-Last: Gopalakrishna
Author-Name: Shirshendu Ganguli
Author-X-Name-First: Shirshendu
Author-X-Name-Last: Ganguli
Title: Determinants of customer satisfaction and loyalty in e-commerce settings: an emerging economy perspective
Abstract:
E-commerce is one of the rapidly mushrooming industries in the world. The rapid development of information technology has granted numerous opportunities for e-commerce players as well as online shoppers. In this era of digital-marketing, satisfying customers becomes one of the fundamental goals of the e-retailers. Specifically, earning the satisfaction and loyalty of consumers and sustaining in the business is an arduous challenge for e-retailers in this competitive market. Additionally, the influencing factors that drive the customers' purchase decisions in the e-commerce platform are also an essential consideration. This study explores the determinants of consumer satisfaction and loyalty in an e-commerce environment. The researchers propose website service quality, privacy, product quality, price, and timely delivery as predominant determinants of e-satisfaction and e-loyalty. The final sample size was a total of 230 online buyers. Hypotheses were tested using structural equation modelling (SEM). The findings indicate that the price, product quality and timely delivery have a positive effect on e-satisfaction as well as e-loyalty. However, website service quality does not affect e-satisfaction and e-loyalty. The study infers that privacy affect only e-satisfaction. Correspondingly, the study reveals that there is a direct and significant impact of e-satisfaction on e-loyalty.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 327-348
Issue: 3
Volume: 15
Year: 2021
Keywords: e-commerce; e-satisfaction; e-loyalty; structural equation modelling; SEM.
File-URL: http://www.inderscience.com/link.php?id=115437
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:3:p:327-348

Template-Type: ReDIF-Article 1.0
Author-Name: Nilsah Cavdar Aksoy
Author-X-Name-First: Nilsah Cavdar
Author-X-Name-Last: Aksoy
Author-Name: Alev Kocak Alan
Author-X-Name-First: Alev Kocak
Author-X-Name-Last: Alan
Author-Name: Ebru Tumer Kabadayi
Author-X-Name-First: Ebru Tumer
Author-X-Name-Last: Kabadayi
Author-Name: Hayri Sinan Dagistanli
Author-X-Name-First: Hayri Sinan
Author-X-Name-Last: Dagistanli
Title: How do people adopt information on social media? The role of e-WOM in revealing travel itineraries
Abstract:
Social media represents a source of information exchange for individuals day by day. The information released in this environment has become an element of word-of-mouth communication. This type of information indicates an area that should be managed for all sectors, including the tourism sector. The purpose of this study is to explain the adoption behaviours of individuals towards tourism information in social media, within the framework of information-related factors and source-related factors. Four hundred seventy-nine participants aged from 18 to 55 were surveyed, and the data obtained were tested with covariance-based structural equation modelling by using AMOS 23. The results of the study showed the following: 1) source homophily positively relates to both source expertise and source trustworthiness; 2) effective factors on information credibility are source credibility, source expertise, and argument quality; 3) information credibility and former three positively relates to information usefulness; 4) information usefulness exerts a positive influence on information adoption.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 550-569
Issue: 5/6
Volume: 15
Year: 2021
Keywords: social media; electronic word-of-mouth; e-WOM; information adoption; information usefulness; information credibility; argument quality; source expertise; source trustworthiness; source homophily.
File-URL: http://www.inderscience.com/link.php?id=118258
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:550-569

Template-Type: ReDIF-Article 1.0
Author-Name: Fatih Pınarbaşı
Author-X-Name-First: Fatih
Author-X-Name-Last: Pınarbaşı
Title: A brand-centric framework for ephemeral media: conceptual approach to Instagram stories
Abstract:
Social media is one of the most widely investigated areas for consumer research and time-constrained, disappearing media content (namely ephemeral media) is one of the recent trends in the field with the popularity of Snapchat and Instagram stories. Previous studies mostly investigated individual/consumer side of ephemeral media with empirical approaches and there has been no detailed conceptual framework for the ephemeral media concept. This study aims to contribute social media literature by developing a comprehensive framework for ephemeral media concept with three sections namely typology, conceptual structure and theoretical background. Three groups of attributes (meta, visual and interaction) are included in typology part, while antecedents, consequences and control variables are included in conceptual structure part. Last part, theoretical background section investigates theories which can be used for ephemeral media researches. The study utilises a grounded theory approach for developing the conceptual framework and has interpretive nature for future research directions.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 570-592
Issue: 5/6
Volume: 15
Year: 2021
Keywords: liquid consumption; ephemeral media; brand communication; Instagram.
File-URL: http://www.inderscience.com/link.php?id=118259
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:570-592

Template-Type: ReDIF-Article 1.0
Author-Name: Helen Inseng Duh
Author-X-Name-First: Helen Inseng
Author-X-Name-Last: Duh
Author-Name: Thabile Thabethe
Author-X-Name-First: Thabile
Author-X-Name-Last: Thabethe
Title: Attributes of Instagram influencers impacting consumer brand engagement
Abstract:
Social media influencers are described as people having the power to influence consumers' brand opinions, reactions and behaviour. The attributes giving influencers this power, especially on Instagram, where a single post can cost up to $1.2 million, need examination. Three models have been proposed for the understanding of attributes accountable for brand communicators' persuasiveness/effectiveness. These models required integration and testing in the context of Instagram influencers, brand engagement and millennials. Considering that South-Africa's large number of millennials are significantly drawn to famous influencers on social media, this study extended Ohanian's (1990) integrated source credibility model to examine Instagram influencers' attributes impacting millennials' brand engagement. Data was quantitatively collected from 330 millennials in a socio-economically and culturally diverse university. Structural equation modelling results revealed that influencers' trustworthiness, familiarity, similarity and likability were significant drivers of brand engagement. Likability's impact was surprisingly negative. Expertise and attractiveness did not impact brand engagement significantly.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 477-497
Issue: 5/6
Volume: 15
Year: 2021
Keywords: influencer marketing; social media; influencers' attributes; Ohanian model; brand engagement; millennials; trustworthiness; expertise; familiarity; attractiveness; likability; similarity; South Africa.
File-URL: http://www.inderscience.com/link.php?id=118261
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:477-497

Template-Type: ReDIF-Article 1.0
Author-Name: Rajat Subhra Chatterjee
Author-X-Name-First: Rajat Subhra
Author-X-Name-Last: Chatterjee
Author-Name: Linda Seduram
Author-X-Name-First: Linda
Author-X-Name-Last: Seduram
Author-Name: Tan Sin Kwang
Author-X-Name-First: Tan Sin
Author-X-Name-Last: Kwang
Author-Name: Chay Yau Choon
Author-X-Name-First: Chay Yau
Author-X-Name-Last: Choon
Author-Name: Abdullah Al Mamun
Author-X-Name-First: Abdullah Al
Author-X-Name-Last: Mamun
Title: The influence of brand image for the online direct selling of a Malaysian micro-enterprise cosmetic brand: the mediating role of brand awareness
Abstract:
In the backdrop of the augmented growth of micro-enterprises in Malaysia, this study examined the effects of credibility opinion, electronic word-of-mouth (e-WOM), and social interaction on brand awareness and brand image. This study adopted a cross-sectional design by collecting quantitative data from 223 conveniently selected female online users of Susenji, which is a cosmetic brand and they live in Kuala Lumpur, Malaysia. The findings revealed that e-WOM and social interaction have a significant positive effect on brand awareness. Besides that, e-WOM, credibility opinion, and brand awareness have a significant positive effect on brand image. The findings also revealed that brand awareness mediates the relationship between social influence and e-WOM. The study contributed primarily to the current literature of the online direct selling micro-enterprises and the mediating relationship between brand awareness and the cosmetic brand industry.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 593-614
Issue: 5/6
Volume: 15
Year: 2021
Keywords: credibility opinion; electronic word-of-mouth; e-WOM; social interaction; brand awareness; brand image.
File-URL: http://www.inderscience.com/link.php?id=118262
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:593-614

Template-Type: ReDIF-Article 1.0
Author-Name: Weeraporn Supotthamjaree
Author-X-Name-First: Weeraporn
Author-X-Name-Last: Supotthamjaree
Author-Name: Preeda Srinaruewan
Author-X-Name-First: Preeda
Author-X-Name-Last: Srinaruewan
Title: The impact of social media advertising on purchase intention: the mediation role of consumer brand engagement
Abstract:
This study aims to investigate the impact of social media advertising on purchase intention by analysing the mediating role of consumer brand engagement (CBE). From the literature review, there are two issues that gain more attention from current marketing researchers. First, different factors are used as advertising elements in the context of social media. Second, CBE uses different concepts, definitions, and measurement dimensions. The study deployed an exploratory sequential mixed-methods design. Data collected from a sample of 560 Thai people engaged with social media advertising, were analysed using structural equation modelling (SEM). The findings suggest that social media advertising consisting of credibility, informativeness, entertainment, and information access affects CBE (measured as a second-order construct) and purchase intention. Additionally, CBE affects brand loyalty and purchase intention. In addition, it is found that CBE fully mediates the relationship between social media advertising and purchase intention.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 498-526
Issue: 5/6
Volume: 15
Year: 2021
Keywords: social media advertising; brand loyalty; purchase intention; advertising; consumer brand engagement; CBE.
File-URL: http://www.inderscience.com/link.php?id=118264
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:498-526

Template-Type: ReDIF-Article 1.0
Author-Name: Zuraini Harun
Author-X-Name-First: Zuraini
Author-X-Name-Last: Harun
Author-Name: Farzana Parveen Tajudeen
Author-X-Name-First: Farzana Parveen
Author-X-Name-Last: Tajudeen
Title: Instagram marketing: understanding the adoption factors for small and medium enterprises
Abstract:
The emergence of social media has changed traditional marketing approaches which need to be reviewed to accommodate today's world. This includes small and medium enterprises (SMEs) which tend to have limited marketing and advertising budgets. In line with this, Instagram is a perfect alternative marketing channel because it is effective and low costing. Taking into account the immense potential of Instagram for businesses, this study examines the factors that influence the SMEs intention to adopt Instagram as a marketing channel. A survey of 154 SME companies in Malaysia was conducted. The theoretical framework used was based on the technology, organisation and environment (TOE) framework. The outcome of this study helps marketing managers and organisations' top management to better understand the potential of Instagram as a marketing channel, and the factors that need to be considered for its adoption.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 527-549
Issue: 5/6
Volume: 15
Year: 2021
Keywords: Instagram; social media; small and medium enterprises; SMEs; marketing; business; advertising; low cost; Malaysia; technology, organisation and environment; TOE; benefits.
File-URL: http://www.inderscience.com/link.php?id=118266
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Handle: RePEc:ids:ijimad:v:15:y:2021:i:5/6:p:527-549