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Vol. 7, No. 1 |
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The role of wireless service provider (wsp) trust on consumer acceptance of sms advertising |
Authors |
Sertan Kabadayi, Luke Kachersky |
Abstract |
This paper aims to provide a better understanding of the factors that influence consumer intention to accept short message service (SMS) advertisements. Specifically, the authors investigate the role of consumer trust in Wireless Service Providers (WSP) on the acceptance of SMS advertisements. The authors suggest that consumer attitude toward SMS advertising is the main determinant of their intention to accept SMS advertising. Then, they investigate the moderating role of consumers’ trust in their WSP on attitude-intention relationship. The results of their first study support that higher trust in WSP strengthens that relationship. In their second study the authors look at the individual effects of consumers’ trusting beliefs, i.e. ability, integrity and benevolence beliefs, about a WSP on the same relationship. The results support that while high levels of benevolence and integrity beliefs results in a stronger attitude-intention relationship, ability beliefs do not have such an effect. |
Keywords |
SMS Advertising, Intention to Accept, Attitude toward SMS Advertising, Trust in Wireless Service Provider, Trusting Beliefs, Benevolence, Integrity, Ability |
Tentative schedule |
Vol. 7, No. 1 |
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eWOM: The effects of online consumer reviews on purchasing decisions |
Author |
Ali Yayli, Murat Bayram |
Abstract |
Internet has become the primary source of information for a large number of consumers and it has dramatically changed the consumer behaviour. One of the main changes in modern consumer behaviour has been the transition from a passive to an active and informed consumer. Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other consumers. Online consumer reviews are used by prospective buyers of related products who are interested in obtaining more information from people who have purchased and used a product of interest. The arrival and expansion of the Internet has extended consumers' options for gathering product information by including other consumers' comments, posted on the Internet, and has provided consumers opportunities to offer their own consumption-related advice by engaging in electronic word-of-mouth (eWOM). The aim of this study is to assess the impact of, one type of eWOM, the online consumer review, on purchasing decision. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to scholars in Turkey through internet. The data was analyzed using the SPSS package. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed. |
Keywords |
Internet Marketing, Consumer Behaviour, Electronic Word-of-Mouth, Online Consumer Review |
Tentative schedule |
Vol. 7, No. 1 |
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Adoption of social networks marketing by SMES: exploring the role of social influences and experience in technology acceptance |
Authors |
Iryna Pentina, Anthony Koh, Thuong Le |
Abstract |
As social media increasingly penetrate the business world, it is important to understand the underlying reasons for companies to adopt social networks marketing (SNM). This study extends the Technology Acceptance Model (TAM) to explore the role of social influences in the context of SNM technology adoption by small and medium companies, and considers how the temporal aspect of new technology adoption affects this relationship. Our findings show that adoption of SNM is strongly influenced by social influences from experts, competitors, and customers. These social influences affect intention to adopt this new technology both directly, and by affecting the perceptions of the technology usefulness. For SMEs already using SNM, social influence is the only strong determinant of the intention to continue employing this marketing technology, with the amount of experience with SNM strengthening this relationship. |
Keywords |
social networks marketing, social media, technology acceptance model |
Tentative schedule |
Vol. 7, No. 1 |
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