International Journal of Internet Marketing and Advertising (11 papers in press)
by Kardi Somerfield, Kathleen Mortimer, Geraint Evans
Abstract: This paper develops unique new insight for business practitioners and academic researchers into the interaction between Consumers and Brands on Social Media platforms, principally where brands choose to interact with, and amplify, user generated content (UGC) by retweeting it on their own brand channels. Despite increasing research into Social Media in general, there is a relative lack of available academic research on major brands engaging with consumer content, which may, be in part due to the pace of change and exponential growth in this emerging area. This mixed method study develops insight conducted over an 18-month period with leading social media practitioners, concluding that primarily a brand's social media team opportunistically seek out and retweet organic image-led UGC to convey specific messages across multiple platforms. Content containing imagery lends authenticity to brand storytelling; brands with tangible products are more likely to receive organic UGC which contains images than intangible brands.
Keywords: Social Media'; Branded Content'; Community Management'; User Generated Content'; UGC'; Images'; Engagement'; retweet'; platform'; Twitter'; Facebook'; Instagram'.
Does freight insurance really work? Effect of freight insurance on consumers attitude in online shopping
by Tong Chen, Ke Ma, Chundong Zheng
Abstract: This research aims to find whether the free freight insurance provided by online retailers plays its role or not. It examines the effects of free freight insurance on consumers product purchase intention and product return intention and also examines the mediation role of perceived benefit and perceived risk and the moderation role of product category and product price. Through an empirical study (study 1), the research results show that free freight insurance provided by online retailers will have a positive impact on consumers product purchase intention, but it is also demonstrated that free freight insurance may lead to higher product return intention. Specifically, consumers react more perceived benefits and less perceived risks toward free freight insurance during online shopping. Furthermore, product category and product price have an interaction moderation effect on the effect of free freight insurance on consumers purchase intention. For experience product with higher price, free freight insurance was demonstrated that it does not functions well, and the results in study 2 (an actual experiment) also verify on this point. The results of this study have important and meaningful implications for online retailers. On the one hand, online retailers need to make product classification and carefully decide to implement free freight insurance activity toward different kinds of product. On the other hand, it is also worthy for online retailer to decide whether to provide free freight insurance for all consumers.
Keywords: freight insurance; perceived risk and benefit; product category; product price; purchase intention; return intention.
Impact of perceived social media marketing activities on brand- and value consciousness: Roles of usage, materialism and conspicuous consumption
by Ahmed Rageh Ismail, Bang Nguyen, T.C. Melewar
Abstract: This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining materialism-centric behavior is becoming important in a consumption-based economy. A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students. Two different research models are tested and confirmed. The findings of this research indicated that perceived social media marketing activities have a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between perceived social media marketing activities and brand loyalty. Moreover, evidence supports the idea that the greater the use of social media, the greater the tendency towards materialism and conspicuous consumption. This study confirms the growing importance of perceived social media marketing activities in envisioning brand loyalty and provides insights on impact of social media on materialism and conspicuous consumption.
Keywords: Perceived Social Media Marketing Activities; Brand Loyalty; Brand Consciousness; Value Consciousness; Materialism; Conspicuous Consumption.
Investigating the segment specific preferences for hedonic and utilitarian online-shop characteristics: the case of German online wine shops
by Frank Habann, Christopher Zerres, Lukas Zaworski
Abstract: Recently the market for grocery online-shopping is expanding .Therefore, this study analyze the influencing factors of online shoppers preferences for online wine shops with an adaptive choice-based conjoint analysis (ACBC). As these factors in general differ for hedonic and utilitarian goods, we investigated what characteristics presented in the online-shop are most important to customers of a primarily hedonic product like wine. Surprisingly, respondents in general favored utilitarian over hedonic characteristic levels. In addition, we identified two distinct customer groups by applying a preference-based market segmentation (CCEA). The price/efficiency-seeking group favored utilitarian characteristics. The quality-seeking group favored hedonic over utilitarian characteristics, but with a strong importance of some utilitarian website characteristics. Finally management implications are presented.
Keywords: Online shopping behavior; adaptive conjoint analysis; hedonic and utilitarian goods; preference-based market segmentation.
An exploratory study on information retention in social media platforms among Generation Y
by Abhijith Unnikrishnan, Rejikumar G
Abstract: This study was designed to critically analyze the effect of certain antecedents which contribute to higher degrees of information retention and sharing intention across various social media platforms with the intervention of information overload. A cross sectional study, in which perceptions of 256 Y gen respondents was collected using a structured questionnaire which was circulated online across India. Constructs used in the study were conceptualized as reflective and variance-based structural equation modeling (SEM) analysis has been done to test the theory. The study could find that social media trust perceived by a user lead to higher extent of retention of the various contents generated by firms across platforms but the intervention of information overload degrades the retention level and sharing intention. The study concluded that information overload existing in social media is not controllable therefore the indicators which lead to social media trust has to be identified and improved by the marketers and content generators to increase the rate of retention and sharing intentions across platforms.
Keywords: Information Retention; Information Overload; Y Gen Social Media Behaviour; Social Media Trust; SEM Analysis.
The Moderating Role of Technology Anxiety on Brand Service Quality, Brand Image, and Their Relation to Brand Loyalty
by Syahida Abd Aziz, Muhammad Shahar Jusoh, Mohammad Harith Amlus
Abstract: The increasing importance of technology in our daily lives has led companies to implement the latest technology on their products before marketing them to customers. Since advanced technology cars have attracted a great deal attention, marketers use this as a means of increasing customers level of loyalty which is due to the anxiety about the system installed in their cars. This study aims to investigate the indirect effects of brand service quality and brand image towards brand loyalty moderated by technology anxiety. This study analyzed 206 sample in Malaysia. Since moderator variables are rarely tested in the context of Partial Least Square (PLS) model, the authors analyzed the data by PLS in measuring the moderating effect of technology anxiety in brand loyalty relationships. The results illustrate that technology anxiety, one of the factors of Car Technology Acceptance Model (CTAM), moderates the relationship between brand image and brand loyalty.
Keywords: Brand Service Quality; Brand Image; Technology Anxiety; Brand Loyalty; CTAM.
Social Bonds and Millennial Consumers Activity in Social Networks
by Maria Petrescu, Costinel Dobre, Anca Milovan-Ciuta
Abstract: This study uses the Relational Bonds Theory in order to analyze the importance placed on activities in online social networks in relation to variables such relational bonds, openness to new contacts and number of friends. We also take into consideration the differences that age can bring in consumers social media participation behavior and analyze intra-generational differences within the Millennial group. We use a cross-cultural sample and assess the differences between consumer groups based on cultural characteristics of the country of origin. We showed that consumers who are satisfied with the social value brought to them by their contacts have higher activity rates in social media and confirmed differences in social media usage and in desire to add new contacts based solely on the level of collectivism of the culture. For the Millennial generation, the data showed significant differences between the younger group regarding the willingness to add new contacts, with teens and young adults more likely to add friends at the recommendations of their offline circle, as expected.
Keywords: Relational Bonds Theory; social network activity; network openness; Millennials; collectivism.
INNOVATIONS IN COMMUNICATION AND ADVERTISING: A PERSPECTIVE FROM SMALL FIRMS IN SOUTHERN BRAZIL
by Leonel Rodrigues, Valéria Riscarolli, Fabrícia Zucco, Christian Falaster
Abstract: Market penetration, especially for small firms, requires effective ways of communication, for investments optimization. For small firms communicating effectively, means also being selective on communications objectives. In this study we investigate the adoption of communication and advertising innovations in small firms, when using virtual social networks. We search a sample of 227 small firms in the Brazilian countryside, regarding this question. We also look at the role of paid advertising in virtual social networks. Main results confirm the premise of selective communication objectives, narrowing to brand communication and brand recalling. We also learn that small firms, divert in objectives. Most of them pursue brand information, strengthening image and faster brand recall, when using virtual social communication. Some of them, however, remain on the traditional sales expansion and increasing revenues. The later use traditional advertising. The formers tend not to use traditional (paid) advertising and try to innovate engaging in virtual social networks when their communication objectives target at brand image, brand recall and deeper links with their audience.
Keywords: internet; marketing; advertising; innovation; innovation in advertising; small firms; virtual social networks; communication objectives; adopting innovation; diffusion of innovation;.
Measuring the Effects of Visual Scan Codes in Advertising
by David R. Fortin, Kate Surovaya
Abstract: With smart phone technology becoming increasingly widespread in the consumption space, the use of Visual Scan Codes (VSC) such as QR (Quick Response) or Shazam codes are becoming prominent interactive tools transforming traditional advertising into more engaging and responsive communication platforms. To examine the effects of the presence of these codes, this study uses a (2x2) between-subjects experimental design with treatment groups for code type (QR code active vs. QR code static) and code salience (black and white vs. coloured) with a fifth control group. Findings suggest that such codes have significant effects on hedonic attitudes towards the ad, perceived vividness and brand recall. Participants who noticed the code in the stimulus ad showed higher brand recall and involvement levels. In addition, the mere presence of a static code was found to be perhaps even more effective than an activated code.
Keywords: Visual Scan Codes (VSC); QR codes; Shazam; advertising; vividness; involvement; attitudes.
Special Issue on: ICCMI 2017 New Approaches for Innovative Business in the Era of Internet Marketing and Advertising
Understanding the Role of Personality Traits on Facebook Intensity
by Leonidas Hatzithomas, Nikolaos Misirlis, Christina Boutsouki, Maria Vlachopoulou
Abstract: The present study aims to examine the influence of the five personality traits (extraversion, neuroticism, agreeableness, openness and conscientiousness) on both Facebook usage and users’ preferences for specific Facebook features. Hierarchical regression analysis was used for hypothesis testing. Survey data from 367 university students in Greece indicate that, agreeable individuals use Facebook to express their orientation to other people rather than to themselves. Extroverts use Facebook as a relationship building mechanism, whereas neurotics strive to bring out the best of themselves. Openness and conscientiousness do not seem to affect significantly Facebook use.
Keywords: Personality traits; Extraversion; Neuroticism; Agreeableness; Facebook Intensity
The role of Cloud Computing and Citizens Relationship Management in Digital Government Transformation
by Ioannis Nanos, Eugenia Papaioannou, Efthymia Androutsou
Abstract: Cloud Computing is expected to be a fundamental part of e-government strategy in the upcoming years, contributing to the digital government transformation at national, regional and local-municipal levels. Citizens Relationship Management (CiRM) represents a combination of methods and ICT applications used by governments to manage their relationship with citizens. Provided through appropriate cloud computing deployment and services models, CiRM can support governments to adopt a new paradigm shift by viewing and managing citizens as customers, in order to respond quickly and accurately to citizen requests or inquiries and to provide access to e-government services, thus fostering more open, innovative, participatory and trustworthy communities. The paper analyzes the role of cloud computing and citizens relationship management and proposes a theoretical model for the exploration of digital government transformation. Furthermore, it explores the advantages, barriers and challenges that are associated with cloud computing and CiRM in the public sector and suggests appropriate cloud computing models for CiRM deployment.
Keywords: cloud computing; citizens relationship management; e-government; digital transformation.