Social Sciences › Sociology and Political Science

Digital Marketing and Social Media

Works Count: 122956

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Description

This cluster of papers explores the impact of social media on consumer behavior, focusing on electronic word-of-mouth, consumer engagement, online reviews, brand communities, influencer marketing, customer relationship management, online branding, user-generated content, and marketing analytics. It delves into the motivations and consequences of consumer interactions in virtual communities and the role of social media in shaping brand perceptions and purchase intentions.

Keywords

Social Media; Electronic Word-of-Mouth; Consumer Engagement; Online Reviews; Brand Communities; Influencer Marketing; Customer Relationship Management; Online Branding; User-Generated Content; Marketing Analytics

Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage

2000-12-01

Ritu Agarwal , Elena Karahanna

Extant explanations of why users behave in particular ways toward information technologies have tended to focus predominantly on instrumental beliefs as drivers of individual usage intentions. Prior work in individual … Extant explanations of why users behave in particular ways toward information technologies have tended to focus predominantly on instrumental beliefs as drivers of individual usage intentions. Prior work in individual psychology, however, suggests that holistic experiences with technology as captured in constructs such as enjoyment and flow are potentially important explanatory variables in technology acceptance theories. In this paper, we describe a multi-dimensional construct labeled cognitive absorption and defined as a state of deep involvement with software. Cognitive absorption, theorized as being exhibited through the five dimensions of temporal dissociation, focused immersion, heightened enjoyment, control, and curiosity, is posited to be a proximal antecedent of two important beliefs about technology use: perceived usefulness and perceived ease of use. In addition, we propose that the individual traits of playfulness and personal innovativeness are important determinants of cognitive absorption. Based on the conceptual definition of this construct, operational measures for each dimension are developed. Using the World Wide Web as the target technology, scale validation indicates that the operational measures have acceptable psychometric properties and confirmatory factor analysis supports the proposed multi-dimensional structure. Structural equation analysis provides evidence for the theorized nomological net of cognitive absorption. Theoretical and practical implications are offered

The new new product development game

1986-09-01

Hirotaka Takeuchi , Ikujiro Nonaka

Internet forums as influential sources of consumer information

2001-08-01

Barbara Bickart , Robert M. Schindler

The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

2002-02-01

Robert V. Kozinets

The author develops “netnography” as an online marketing research technique for providing consumer insight. Netnography is ethnography adapted to the study of online communities. As a method, netnography is faster, … The author develops “netnography” as an online marketing research technique for providing consumer insight. Netnography is ethnography adapted to the study of online communities. As a method, netnography is faster, simpler, and less expensive than traditional ethnography and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups. The author provides guidelines that acknowledge the online environment, respect the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research. As an illustrative example, the author provides a netnography of an online coffee newsgroup and discusses its marketing implications.

Consumer Trust in an Internet Store: A Cross-Cultural Validation

2006-06-23

Sirkka L. Järvenpää , Noam Tractinsky , Lauri Saarinen

Many have speculated that trust plays a critical role in stimulating consumer purchases over the Internet. Most of the speculations have rallied around U.S. consumers purchasing from U.S.–based online merchants. … Many have speculated that trust plays a critical role in stimulating consumer purchases over the Internet. Most of the speculations have rallied around U.S. consumers purchasing from U.S.–based online merchants. The global nature of the Internet raises questions about the robustness of trust effects across cultures. Culture may also affect the antecedents of consumer trust; that is, consumers in different cultures might have differing expectations of what makes a web merchant trustworthy. Here we report on a cross-cultural validation of an Internet consumer trust model. The model examined both antecedents and consequences of consumer trust in a Web merchant. The results provide tentative support for the generalizability of the model.

Role of social media in online travel information search

2009-04-08

Zheng Xiang , Ulrike Gretzel

Electronic word-of-mouth in hospitality and tourism management

2007-06-30

Stephen W. Litvin , Ronald E. Goldsmith , Bing Pan

Net gain: Expanding markets through virtual communities

1999-01-01

John Hagel

The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement

2007-07-01

Do-Hyung Park , Jumin Lee , Ingoo Han

On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their … On-line consumer reviews, functioning both as informants and as recommenders, are important in making purchase decisions and for product sales. Their persuasive impact depends on both their quality and their quantity. This paper uses the elaboration likelihood model to explain how level of involvement with a product moderates these relationships. The study produces three major findings: (1) the quality of on-line reviews has a positive effect on consumers' purchasing intention, (2) purchasing intention increases as the number of reviews increases, and (3) low-involvement consumers are affected by the quantity rather than the quality of reviews, but high-involvement consumers are affected by review quantity mainly when the review quality is high. These findings have implications for on-line sellers in terms of how to manage on-line consumer reviews.

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

2011-10-31

Angella J. Kim , Eunju Ko

Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites

2011-01-01

Shu‐Chuan Chu , Yoojung Kim

As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers' engagement in eWOM via social networks … As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers' engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors relate to eWOM transmitted via online social websites. Specifically, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behaviour in SNSs was developed and tested. The results confirm that tie strength, trust, normative and informational influence are positively associated with users' overall eWOM behaviour, whereas a negative relationship was found with regard to homophily. This study suggests that product-focused eWOM in SNSs is a unique phenomenon with important social implications. The implications for researchers, practitioners and policy makers of social media regulation are discussed.

Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research

2008-03-07

Dimitrios Buhalis , Rob Law

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Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

2014-04-29

Linda D. Hollebeek , Mark S. Glynn , Roderick J. Brodie

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Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

2012-04-01

Lisette de Vries , Sonja Gensler , Peter S. H. Leeflang

Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services

2004-04-19

David Gefen , Detmar W. Straub

Consumer engagement in a virtual brand community: An exploratory analysis

2011-08-25

Roderick J. Brodie , Ana Ilić , Biljana Jurić +1 more

We’re all connected: The power of the social media ecosystem

2011-02-17

Richard C. Hanna , Andrew J. Rohm , Victoria L. Crittenden

Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective

1991-03-01

Paul M. Herr , Frank R. Kardes , John Kim

The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a … The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated when a prior impression of the target brand was available from memory or when extremely negative attribute information was presented (experiment 2). The results suggest that diverse, seemingly unrelated judgmental phenomena—such as the vividness effect, the perseverance effect, and the negativity effect—can be explained through the accessibility-diagnosticity model.

Why people use social networking sites: An empirical study integrating network externalities and motivation theory

2011-01-23

Kuan‐Yu Lin , Hsi‐Peng Lu

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

1996-07-01

Donna L. Hoffman , Thomas P. Novak

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World … The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.

Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

2009-08-05

Michael Trusov , Randolph E. Bucklin , Koen Pauwels

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record … The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations from existing members, outbound WOM can be precisely tracked. Along with traditional marketing, WOM can then be linked to the number of new members subsequently joining the site (sign-ups). Because of the endogeneity among WOM, new sign-ups, and traditional marketing activity, the authors employ a vector autoregressive (VAR) modeling approach. Estimates from the VAR model show that WOM referrals have substantially longer carryover effects than traditional marketing actions and produce substantially higher response elasticities. Based on revenue from advertising impressions served to a new member, the monetary value of a WOM referral can be calculated; this yields an upper-bound estimate for the financial incentives the firm might offer to stimulate WOM.

Using Online Conversations to Study Word-of-Mouth Communication

2004-11-01

David Godes , Dina Mayzlin

Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three … Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one gather the data? Because the information is exchanged in private conversations, direct observation traditionally has been difficult. Second, what aspect of these conversations should one measure? The third challenge comes from the fact that word of mouth is not exogenous. While the mapping from word of mouth to future sales is of great interest to the firm, we must also recognize that word of mouth is an outcome of past sales. Our primary objective is to address these challenges. As a context for our study, we have chosen new television (TV) shows during the 1999–2000 seasons. Our source of word-of-mouth conversations is Usenet, a collection of thousands of newsgroups with diverse topics. We find that online conversations may offer an easy and cost-effective opportunity to measure word of mouth. We show that a measure of the dispersion of conversations across communities has explanatory power in a dynamic model of TV ratings.

The influence of online product recommendations on consumers’ online choices

2004-01-01

Sylvain Sénécal , Jacques Nantel

User Acceptance of Hedonic Information Systems

2004-01-01

Hans van der Heijden

This paper studies the differences in user acceptance models for productivity-oriented (or utilitarian) and pleasure-oriented (or hedonic) information systems. Hedonic information systems aim to provide self-fulfilling rather than instrumental value … This paper studies the differences in user acceptance models for productivity-oriented (or utilitarian) and pleasure-oriented (or hedonic) information systems. Hedonic information systems aim to provide self-fulfilling rather than instrumental value to the user, are strongly connected to home and leisure activities, focus on the fun-aspect of using information systems, and encourage prolonged rather than productive use. The paper reports a cross-sectional survey on the usage intentions for one hedonic information system. Analysis of this sample supports the hypotheses that perceived enjoyment and perceived ease of use are stronger determinants of intentions to use than perceived usefulness. The paper concludes that the hedonic nature of an information system is an important boundary condition to the validity of the technology acceptance model. Specifically, perceived usefulness loses its dominant predictive value in favor of ease of use and enjoyment.

Users of the world, unite! The challenges and opportunities of Social Media

2009-10-14

Andreas Kaplan , Michael Haenlein

Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective

2007-01-01

Pavlou , Huigang Liang , Xue

Despite a decade since the inception of B2C e-commerce, the uncertainty of the online environment still makes many consumers reluctant to engage in online exchange relationships. Even if uncertainty has … Despite a decade since the inception of B2C e-commerce, the uncertainty of the online environment still makes many consumers reluctant to engage in online exchange relationships. Even if uncertainty has been widely touted as the primary barrier to online transactions, the literature has viewed uncertainty as a background mediator with insufficient conceptualization and measurement. To better understand the nature of uncertainty and mitigate its potentially harmful effects on B2C e-commerce adoption (especially for important purchases), this study draws upon and extends the principal-agent perspective to identify and propose a set of four antecedents of perceived uncertainty in online buyer seller relationship superceived information asymmetry, fears of seller opportunism, information privacy concerns, and information security concerns which are drawn from the agency problems of adverse selection (hidden information) and moral hazard (hidden action). To mitigate uncertainty in online exchange relationships, this study builds upon the principal agent perspective to propose a set of four uncertainty mitigating factor-trust, website informativeness, product diagnosticity, and social presence-that facilitate online exchange relationships by overcoming the agency problems of hidden information and hidden action through the logic of signals and incentives. The proposed structural model is empirically tested with longitudinal data from 521 consumers for two products (prescription drugs and books) that differ on their level of purchase involvement. The results support our model, delineating the process by which buyers engage in online exchange relationships by mitigating uncertainty. Interestingly, the proposed model is validated for two distinct targets, a specific website and a class of websites. Implications for understanding and facilitating online exchange relationships for different types of purchases, mitigating uncertainty perceptions, and extending the principal-agent perspective are discussed.

Social media: The new hybrid element of the promotion mix

2009-04-11

W. Glynn Mangold , David J. Faulds

Word of mouth communication within online communities: Conceptualizing the online social network

2007-08-01

Jo Brown , Amanda J. Broderick , Nick Lee

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

1983-09-01

Richard E. Petty , John T. Cacioppo , David W. Schumann

Journal Article Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement Get access Richard E. Petty, Richard E. Petty Search for other works by this author on: … Journal Article Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement Get access Richard E. Petty, Richard E. Petty Search for other works by this author on: Oxford Academic PubMed Google Scholar John T. Cacioppo, John T. Cacioppo Search for other works by this author on: Oxford Academic PubMed Google Scholar David Schumann David Schumann Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 10, Issue 2, September 1983, Pages 135–146, https://doi.org/10.1086/208954 Published: 01 September 1983 Article history Received: 01 March 1982 Revision received: 01 April 1983 Published: 01 September 1983

The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence

2004-02-01

Chanthika Pornpitakpan

This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for … This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to when to use a high‐ or a low‐credibility source and secondarily to identify areas for future research. The main effect studies of source credibility on persuasion seem to indicate the superiority of a high‐credibility source over a low‐credibility one. Interaction effect studies, however, show source credibility to be a liability under certain conditions. The variables found to interact with source credibility are categorized into 5 categories: source, message, channel, receiver, and destination variables. The most heavily researched variables have been the message and receiver variables. Implications for marketers/advertisers and suggestions for future research are discussed.

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Identity construction on Facebook: Digital empowerment in anchored relationships

2008-03-19

Shanyang Zhao , Sherri Grasmuck , Jason Martin

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

2010-02-05

Feng Zhu , Xiaoquan Zhang

This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online … This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The article shows differential impact of consumer reviews across products in the same product category and suggests that firms' online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light of the increased share of niche products in recent years.

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Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

2004-02-01

Thorsten Hennig‐Thurau , Kevin P. Gwinner , Gianfranco Walsh +1 more

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

2017-07-14

Marijke De Veirman , Veroline Cauberghe , Liselot Hudders

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, … Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers' likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.

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Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

2018-10-30

Chen Lou , Shupei Yuan

In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social … In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media. It proposes an integrated model—the social media influencer value model—to account for the roles of advertising value and source credibility. To test this model, we administered an online survey among social media users who followed at least one influencer. Partial least squares (PLS) path modeling results show that the informative value of influencer-generated content, influencer's trustworthiness, attractiveness, and similarity to the followers positively affect followers' trust in influencers' branded posts, which subsequently influence brand awareness and purchase intentions. Theoretical and practical implications are discussed.

Setting the future of digital and social media marketing research: Perspectives and research propositions

2020-07-10

Yogesh K. Dwivedi , Elvira Ismagilova , David L. Hughes +7 more

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations … The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.

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What Makes Online Content Viral?

2011-11-22

Jonah Berger , Katherine L. Milkman

Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique data set … Why are certain pieces of online content (e.g., advertisements, videos, news articles) more viral than others? This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality. The results indicate that positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone. Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral. These results hold even when the authors control for how surprising, interesting, or practically useful content is (all of which are positively linked to virality), as well as external drivers of attention (e.g., how prominently content was featured). Experimental results further demonstrate the causal impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced. Taken together, these findings shed light on why people share content and how to design more effective viral marketing campaigns.

A social influence model of consumer participation in network- and small-group-based virtual communities

2004-08-05

Utpal M. Dholakia , Richard P. Bagozzi , Lisa Klein Pearo

Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix

2008-03-01

Yubo Chen , Jinhong Xie

As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper argues … As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper argues that online consumer review, a type of product information created by users based on personal usage experience, can serve as a new element in the marketing communications mix and work as free “sales assistants” to help consumers identify the products that best match their idiosyncratic usage conditions. This paper develops a normative model to address several important strategic issues related to consumer reviews. First, we show when and how the seller should adjust its own marketing communication strategy in response to consumer reviews. Our results reveal that if the review information is sufficiently informative, the two types of product information, i.e., the seller-created product attribute information and buyer-created review information, will interact with each other. For example, when the product cost is low and/or there are sufficient expert (more sophisticated) product users, the two types of information are complements, and the seller's best response is to increase the amount of product attribute information conveyed via its marketing communications after the reviews become available. However, when the product cost is high and there are sufficient novice (less sophisticated) product users, the two types of information are substitutes, and the seller's best response is to reduce the amount of product attribute information it offers, even if it is cost-free to provide such information. We also derive precise conditions under which the seller can increase its profit by adopting a proactive strategy, i.e., adjusting its marketing strategies even before consumer reviews become available. Second, we identify product/market conditions under which the seller benefits from facilitating such buyer-created information (e.g., by allowing consumers to post user-based product reviews on the seller's website). Finally, we illustrate the importance of the timing of the introduction of consumer reviews available as a strategic variable and show that delaying the availability of consumer reviews for a given product can be beneficial if the number of expert (more sophisticated) product users is relatively large and cost of the product is low.

Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets

2008-09-01

Chris Forman , Anindya Ghose , Batia M. Wiesenfeld

Consumer-generated product reviews have proliferated online, driven by the notion that consumers' decision to purchase or not purchase a product is based on the positive or negative information about that … Consumer-generated product reviews have proliferated online, driven by the notion that consumers' decision to purchase or not purchase a product is based on the positive or negative information about that product they obtain from fellow consumers. Using research on information processing as a foundation, we suggest that in the context of an online community, reviewer disclosure of identity-descriptive information is used by consumers to supplement or replace product information when making purchase decisions and evaluating the helpfulness of online reviews. Using a unique data set based on both chronologically compiled ratings as well as reviewer characteristics for a given set of products and geographical location-based purchasing behavior from Amazon, we provide evidence that community norms are an antecedent to reviewer disclosure of identity-descriptive information. Online community members rate reviews containing identity-descriptive information more positively, and the prevalence of reviewer disclosure of identity information is associated with increases in subsequent online product sales. In addition, we show that shared geographical location increases the relationship between disclosure and product sales, thus highlighting the important role of geography in electronic commerce. Taken together, our results suggest that identity-relevant information about reviewers shapes community members' judgment of products and reviews. Implications for research on the relationship between online word-of-mouth (WOM) and sales, peer recognition and reputation systems, and conformity to online community norms are discussed.

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The Effect of Word of Mouth on Sales: Online Book Reviews

2006-07-11

Judith A. Chevalier , Dina Mayzlin

The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com . The authors find that (1) reviews are overwhelmingly positive at both sites, … The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com . The authors find that (1) reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon.com ; (2) an improvement in a book's reviews leads to an increase in relative sales at that site; (3) for most samples in the study, the impact of one-star reviews is greater than the impact of five-star reviews; and (4) evidence from review-length data suggests that customers read review text rather than relying only on summary statistics.

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Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue

2006-06-13

Yong Liu

This article uses actual word-of-mouth (WOM) information to examine the dynamic patterns of WOM and how it helps explain box office revenue. The WOM data were collected from the Yahoo … This article uses actual word-of-mouth (WOM) information to examine the dynamic patterns of WOM and how it helps explain box office revenue. The WOM data were collected from the Yahoo Movies Web site. The results show that WOM activities are the most active during a movie's prerelease and opening week and that movie audiences tend to hold relatively high expectations before release but become more critical in the opening week. More important, WOM information offers significant explanatory power for both aggregate and weekly box office revenue, especially in the early weeks after a movie opens. However, most of this explanatory power comes from the volume of WOM and not from its valence, as measured by the percentages of positive and negative messages.

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

2010-02-05

Robert V. Kozinets , Kristine De Valck , Andrea C. Wojnicki +1 more

Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a … Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article shows how marketers employing social media marketing methods face a situation of networked coproduction of narratives. It then presents a study of a marketing campaign in which mobile phones were seeded with prominent bloggers. Eighty-three blogs were followed for six months. The findings indicate that this network of communications offers four social media communication strategies—evaluation, embracing, endorsement, and explanation. Each is influenced by character narrative, communications forum, communal norms, and the nature of the marketing promotion. This new narrative model shows that communal WOM does not simply increase or amplify marketing messages; rather, marketing messages and meanings are systematically altered in the process of embedding them. The theory has definite, pragmatic implications for how marketers should plan, target, and leverage WOM and how scholars should understand WOM in a networked world.

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Research Note: What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com

2010-01-01

Mudambi , Schuff

Twitter power: Tweets as electronic word of mouth

2009-07-06

Bernard J. Jansen , Mimi Zhang , Kate Sobel +1 more

Abstract In this paper we report research results investigating microblogging as a form of electronic word‐of‐mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing … Abstract In this paper we report research results investigating microblogging as a form of electronic word‐of‐mouth for sharing consumer opinions concerning brands. We analyzed more than 150,000 microblog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these microblog postings, the types of expressions, and the movement in positive or negative sentiment. We compared automated methods of classifying sentiment in these microblogs with manual coding. Using a case study approach, we analyzed the range, frequency, timing, and content of tweets in a corporate account. Our research findings show that 19% of microblogs contain mention of a brand. Of the branding microblogs, nearly 20% contained some expression of brand sentiments. Of these, more than 50% were positive and 33% were critical of the company or product. Our comparison of automated and manual coding showed no significant differences between the two approaches. In analyzing microblogs for structure and composition, the linguistic structure of tweets approximate the linguistic patterns of natural language expressions. We find that microblogging is an online tool for customer word of mouth communications and discuss the implications for corporations using microblogging as part of their overall marketing strategy.

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

1996-07-01

Donna L. Hoffman , Thomas P. Novak

Smart tourism: foundations and developments

2015-07-31

Ulrike Gretzel , Μαριάννα Σιγάλα , Zheng Xiang +1 more

Abstract Smart tourism is a new buzzword applied to describe the increasing reliance of tourism destinations, their industries and their tourists on emerging forms of ICT that allow for massive … Abstract Smart tourism is a new buzzword applied to describe the increasing reliance of tourism destinations, their industries and their tourists on emerging forms of ICT that allow for massive amounts of data to be transformed into value propositions. However, it remains ill-defined as a concept, which hinders its theoretical development. The paper defines smart tourism, sheds light on current smart tourism trends, and then lays out its technological and business foundations. This is followed by a brief discussion on the prospects and drawbacks of smart tourism. The paper further draws attention to the great need for research to inform smart tourism development and management.

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New frontiers in digital content adoption: a study based on the cognition-motivation-emotion framework

2025-06-25

Davood Ghorbanzadeh , Atena Rahehagh , Mohsen Sharbatiyan | Journal of Systems and Information Technology

Purpose This study aims to understand how users decide to adopt artificial intelligence-generated content (AIGC), considering the dynamic nature of the content generation and adoption process, which is understudied and … Purpose This study aims to understand how users decide to adopt artificial intelligence-generated content (AIGC), considering the dynamic nature of the content generation and adoption process, which is understudied and significantly different from that of ready-made digital content (i.e. professionally generated content [PGC] and user-generated content [UGC]). This study proposes an AIGC adoption model that incorporates both content and interactive cues, grounded in the cognition-motivation-emotion framework. Design/methodology/approach Data from 384 valid respondents was analyzed using the partial least squares-structural equation modeling method. Findings The result suggests that the three content cues (i.e. perceived intelligence, perceived quality and perceived anthropomorphism) significantly influence the two interactive cues (i.e. performance and effort expectations), which further positively affect users’ emotions and satisfaction, subsequently leading to favorable impacts on AIGC adoption. In addition, this study finds that performance expectancy positively influences AIGC adoption, whereas effort expectancy has a nonsignificant impact. Originality/value This study offers a new examination of the adoption of AIGC, a subject that has received less attention in comparison to PGC and UGC. This approach presents a novel viewpoint by emphasizing the dynamic and interactive characteristics of AIGC, rooted in the cognition-motivation-emotion framework. This study identifies perceived intelligence, perceived quality and anthropomorphism as significant factors influencing user perceptions and expectations, emphasizing their effect on performance and effort expectancy. The research expands the theoretical framework surrounding AIGC adoption while offering actionable insights for developers aiming to improve user engagement via optimized content and interactive cues.

Case Studies in Technology-Driven Marketing Campaigns

2025-06-25

| Advances in computational intelligence and robotics book series

These evolving technologies have systematically transformed the advertising landscape, enabling brands to deliver hyper-personalized, dynamic, and interactive marketing experiences. This chapter examines how AI is reshaping advertising through three core … These evolving technologies have systematically transformed the advertising landscape, enabling brands to deliver hyper-personalized, dynamic, and interactive marketing experiences. This chapter examines how AI is reshaping advertising through three core lenses: AI-powered personalization and community engagement, AI-driven creative storytelling, and the public's reaction to AI-generated content. Brands like Cadbury and Virgin Voyages have successfully harnessed the technology to craft bespoke campaigns—ranging from customized video messages to localized interactions—fostering deeper audience connections. Meanwhile, Heinz, Mint Mobile, and Toys ‘R' Us have leveraged it as a creative force, exploring generative capabilities for branding, scriptwriting, and full-scale commercial production. Not all efforts have been seamless: Coca-Cola's AI-generated Christmas ad drew criticism for its perceived lack of emotional depth, prompting some, such as Zevia, to lampoon such shortcomings in playful, self-aware parodies.

The Role of Generative Technology in the Marketing Revolution

2025-06-25

| Advances in computational intelligence and robotics book series

Generative artificial intelligence (GAI) has revolutionized digital marketing by redefining creative development and automating content production across multiple media. This chapter examines GAI's capacity to generate text, images, video, and … Generative artificial intelligence (GAI) has revolutionized digital marketing by redefining creative development and automating content production across multiple media. This chapter examines GAI's capacity to generate text, images, video, and interactive content at scale, thereby transforming traditional workflows while enabling hyper-personalized consumer experiences. The discussion highlights both the efficiency gains and the challenges inherent in adopting GAI, including concerns regarding authenticity, creative integrity, and consumer trust. The analysis advocates for a collaborative framework that integrates human oversight with AI capabilities, ensuring that technological advancements complement rather than replace creative expertise. Positioned within the context of broader industry trends—such as escalating demands for personalization and evolving consumer expectations—the chapter underscores the competitive imperative for brands to adopt emerging technologies responsibly.

Strategic Adoption of Emerging Marketing Technologies

2025-06-25

| Advances in computational intelligence and robotics book series

This chapter examines the strategic integration of artificial intelligence in marketing by urging practitioners to balance enthusiasm with analytical rigor and to approach technology adoption through clearly defined objectives and … This chapter examines the strategic integration of artificial intelligence in marketing by urging practitioners to balance enthusiasm with analytical rigor and to approach technology adoption through clearly defined objectives and evidence-based decision-making. Marketers are encouraged to avoid the pervasive AI hype by carefully identifying tools and use cases that deliver tangible value, rather than succumbing to trends that promise transformation without substantive returns. This chapter stresses the importance of answering the “for what end” question by establishing specific, measurable goals that align AI capabilities with broader marketing strategies, ensuring that digital initiatives are purpose-driven rather than technology-driven. Drawing parallels to the 1990s website boom, it illustrates how early adopters who failed to develop coherent strategies ultimately encountered market saturation and diminished returns, while those who aligned digital innovation with clear business objectives achieved sustainable growth.

Tapping into Viral Audience Engagement

2025-06-25

| Advances in computational intelligence and robotics book series

This chapter examines how generative AI reshapes audience engagement by blending user interactivity with machine-driven creativity, often generating viral interest but facing the challenge of sustaining momentum. It begins by … This chapter examines how generative AI reshapes audience engagement by blending user interactivity with machine-driven creativity, often generating viral interest but facing the challenge of sustaining momentum. It begins by exploring AI-powered live streams—most notably on Twitch—and how they harness novelty to draw large viewership before confronting issues like unpredictable outputs and content moderation. The chapter then shifts to satirical experiments that thrive on political or comedic themes, illustrating both the allure and pitfalls of novelty-driven concepts that can rapidly gain and lose popularity. Finally, the discussion turns to historical parallels in audience-generated content, highlighting how earlier viral campaigns presaged the collaborative models that modern tools now enable. Throughout these case studies, the chapter underscores that while generative systems excel at sparking curiosity, human oversight remains essential for guiding content, maintaining ethical standards, and ensuring long-term relevance.

Understanding user needs and seeking behavior in the age of information revolution

2025-06-25

Md. Atikuzzaman , Sk. Mamun Mostofa , Mashiat Tabassum | Record and Library Journal

Background of the study: Information has become a powerful element that shapes our thoughts, decisions, opinions and holistic approach towards life. The requirement for information ranges from personal and professional … Background of the study: Information has become a powerful element that shapes our thoughts, decisions, opinions and holistic approach towards life. The requirement for information ranges from personal and professional development to social survival Purpose: The main purpose of this study is to assess the information needs and information-seeking behavior of the users of a southern public university library in Bangladesh. Method: A quantitative approach was used to explain the information-seeking behavior of the student-users of the target library. A structured questionnaire was used to collect data from the users/students. A simple random sampling technique was used to reach the target population. The link to the questionnaire was sent to almost 350 students and finally, 205 responses were retrieved with a response rate of 58.5%. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 25. Findings: The study discovered that students of Noakhali Science and Technology University (NSTU) mostly use the library for studying and internet access. Library books are the most popular resource. Obstacles to information access, including a scarcity of book copies, inexperience with the library catalog, and a perception of insufficient resources, were major barriers to seeking information. The present study revealed that gender did not have a major impact on the purposes of visiting the library. Significant differences were found between age groups, demonstrating that preferences change as students progress through their academic lives. Conclusion: The achieved findings are a new discovery for the students of the southern part of Bangladesh, as no previous studies have been published in this part of Bangladesh.

Exploring Factors Impacting User Satisfaction with Electronic Payment Services in Taiwan: A Text-Mining Analysis of User Reviews

2025-06-25

Shu-Fen Tu , Ching-Sheng Hsu | Big Data and Cognitive Computing

Electronic payments are becoming increasingly popular in Taiwan; however, there is a lack of studies examining the factors affecting user satisfaction with electronic payments in Taiwan. This study focuses on … Electronic payments are becoming increasingly popular in Taiwan; however, there is a lack of studies examining the factors affecting user satisfaction with electronic payments in Taiwan. This study focuses on Android phone users to identify key factors influencing their experiences based on user reviews of electronic payment mobile applications. It analyzes which factors contribute to positive satisfaction and which lead to negative experiences. The study employed BERTopic for topic modeling, which flexibly accommodates multiple languages, enabling effective examination of reviews written in Chinese. Additionally, we utilized the semantic understanding capabilities of large-scale language models to preliminarily name the generated topics with the help of ChatGPT Plus. These preliminary names were then manually refined to determine the final topic titles. The findings reveal that for Android phone users, electronic payment services that enhance user convenience and offer discounts tend to foster positive satisfaction. Conversely, the instability of electronic payment applications results in many user complaints. These research results can provide valuable insights for specialized electronic payment institutions in Taiwan to enhance their services.

Application of Digital Marketing in Building Brand Awareness in Tourism Destinations

2025-06-25

Nova Erlyasari , Supriono Supriono , Muhammad Ikhsan | KnE Social Sciences

The marketing field continues to evolve due to increasing global competition and advancements in technology. The technological revolution, combined with changing consumer habits among newer generations, has introduced new ways … The marketing field continues to evolve due to increasing global competition and advancements in technology. The technological revolution, combined with changing consumer habits among newer generations, has introduced new ways to communicate with consumers, especially in the tourism sector. Today, digital marketing plays a crucial role in success of tourism businesses, significantly shaping their strategies to attract and engage consumers. In addition to digital marketing, brand awareness is also a key factor in the effectiveness of tourism promotion. Indonesia’s rich natural resources present a strong foundation for tourism, and it is expected that tourism managers in Madiun Regency will utilize the internet as a main marketing tool. This study aims to explore how digital marketing is used to build brand awareness in tourist villages in Madiun Regency. Using a qualitative research approach, the study examines three tourism sites: Pundensari Market Tourism, Watu Rumpuk Tourism, and Brumbun Tubing Adventure Tourism. The findings reveal that while digital marketing efforts to build brand awareness have been in place since the early stages of tourism village promotion, their implementation has faced challenges that have limited their effectiveness.

Data analysis capabilities and technology compromise lead to innovation and market performance for tourism businesses

2025-06-25

Edward C.S. Ku , Chun-Der Chen | Internet Research

Purpose This study explores how data analysis and technology compromise influence innovation and market performance via customer service and organizational agility. Design/methodology/approach An innovation model was developed using a knowledge-based … Purpose This study explores how data analysis and technology compromise influence innovation and market performance via customer service and organizational agility. Design/methodology/approach An innovation model was developed using a knowledge-based view and organizational information processing theory. Data from 236 valid samples of Taiwan travel agency executives’ samples were analyzed using the partial least squares approach. Findings The study’s findings indicate that the data analytical capabilities of inter-organizational systems (IOSs) and technology compromise can coordinate multifaceted activities related to successful tourism supply chain innovation. Practical implications Tourism businesses should integrate data analytics and IOSs to enhance innovation and market performance. Managers must leverage digital capabilities for customer insights, service personalization, and operational agility. Collaborative technology adoption fosters supply chain efficiency, while strategic knowledge spillover utilization accelerates technological adaptation, ensuring competitiveness in an evolving digital tourism landscape. Originality/value This study adopts a comprehensive perspective on innovation. The findings illustrate how data analysis and technology propel innovation in the tourism supply chain, emphasizing practical themes, particularly the application of IOS in tourism businesses.

Динамика психологических характеристик личности педагогов, участвующих в инновационной деятельности

2025-06-24

Н.А. Буравлева | Психолого-педагогический поиск

Развитие системы образования в стране во многом определяется внедрением инновационных методов и технологий работы в образовательных учреждениях. Инновационная деятельность значима для развития образовательной системы, а также развития педагога как личности. … Развитие системы образования в стране во многом определяется внедрением инновационных методов и технологий работы в образовательных учреждениях. Инновационная деятельность значима для развития образовательной системы, а также развития педагога как личности. Исходя из этого становится актуальной проблема изучения изменений психологических характеристик личности педагогов, использующих в своей деятельности инновационные методы работы. В соответствии с этим целью исследования стало изучение динамики психологических характеристик личности педагогов — участников инновационных проектов. В исследовании были использованы методики: карта педагогической оценки и самооценки способностей учителя к инновационной деятельности (В. А. Сластенин, Л. С. Подымова), опросник когнитивной флексибильности (С. С. Кургинян, Е. Ю. Осаволюк), методика диагностики личностной креативности (Е. Е. Туник). Результаты исследования показывают, что у педагогов, которые участвовали в инновационной деятельности, улучшились такие психологические характеристики, как креативность, операционный и личностный компоненты, показатели когнитивной флексибильности. У педагогов, которые не принимали участие в работе инновационных проектов, подобных изменений не произошло. Результаты исследования свидетельствуют, что инновационная деятельность действительно способствует развитию психологических характеристик личности педагогических работников. Исследование имеет практическую значимость, так как его результаты могут содействовать оптимизации психолого-педагогического сопровождения образовательного процесса, более активному внедрению инновационной деятельности в образовательных учреждениях. В качестве перспектив исследований мы считаем важным расширить диапазон изучаемых психологических характеристик личности педагогов, участвующих в инновационной деятельности, а также предполагаем увеличить количество участников. The development of the education system in the country is largely due to innovative methods and technologies of work in educational institutions. Innovative activity is significant for the development of an educational system, as well as for personal development of a teacher. Based on this, it is important to investigate changes in the psychological characteristics of a teacher’s personality, especially if they use innovative methods of work. Therefore, the purpose of the study was to investigate the dynamics of psychological characteristics of the personality of and innovated teacher. The study used the following methods: a map of pedagogical assessment and self-assessment of a teacher’s ability to innovative activity (V. A. Slastenin, L. S. Podymova), a questionnaire of cognitive flexibilization (S. S. Kurginyan, E. Y. Osavoluk), and diagnostics of personal creativity (E. E. Tunik). The results of the study show that teachers involved in innovation activities improved such psychological characteristics as creativity, operational and personality components, and indicators of cognitive flexibilization. Teachers who did not participate in innovative projects did not show such changes. The results of the study indicate that innovation activity really contributes to the development of psychological characteristics of a personality of educators. The study has practical significance, as its results can contribute to optimization of psychological and pedagogical support in educational and more active implementation of innovative activities in educational institutions. As research prospects, we consider it important to expand the range of studied psychological characteristics of the personality of teachers involved in innovation activities, and we also intend to increase the number of participants.

Analyzing the Role of Influencer Marketing on Brand Perception

2025-06-24

Manish Singh | International Journal for Research in Applied Science and Engineering Technology

Influencer marketing has emerged as a pivotal strategy in modern digital advertising, leveraging the popularity and authority of individuals with large followings on social media platforms to promote products and … Influencer marketing has emerged as a pivotal strategy in modern digital advertising, leveraging the popularity and authority of individuals with large followings on social media platforms to promote products and services. Unlike traditional celebrity endorsements, influencer marketing thrives on the authenticity and relatability of influencers, who often specialize in niche areas such as fashion, beauty, fitness, travel, or technology. This approach taps into the innate human tendency to trust recommendations from peers or individuals perceived as experts, transforming how brands connect with consumers in a crowded online landscape. The genesis of influencer marketing can be traced back to the rise of social media platforms like Instagram, YouTube, and TikTok, where ordinary individuals amassed substantial followings by creating engaging content and cultivating communities around shared interests. These influencers, ranging from mega-celebrities with millions of followers to micro-influencers with smaller, yet highly engaged audiences, wield significant influence over consumer purchasing decisions through their ability to authentically endorse products. This authenticity is key to the effectiveness of influencer marketing, as followers perceive recommendations from influencers as genuine endorsements rather than overt advertisements. However, the credibility of an influencer can be compromised by fake followers, making tools like the Instagram fake followers’ checker essential for verifying the authenticity of an influencer’s audience. Moreover, influencer marketing offers brands unparalleled access to highly targeted audiences. By collaborating with influencers whose followers match their target demographics, brands can enhance the relevance and impact of their marketing efforts. This precision targeting not only increases the likelihood of conversion but also strengthens brand affinity among consumers who align with the influencer’s personal brand and values.

Elektronik Ticarette Müşteri İlişkileri Yönetim Performansının Müşteri Memnuniyetine ve Tekrar Satın Alma Niyetine Etkisinde Elektronik Ağızdan Ağıza Pazarlamanın Aracılık Rolü: Trendyol Örneği

2025-06-24

Nilgün TUZCU | Karadeniz Sosyal Bilimler Dergisi

E-ticaret siteleri, dijital alışveriş platformları günümüz tüketicileri ve işletmeleri için günden güne önemi artan bir mecra haline gelmiştir. Giderek gelişme gösteren e-ticaret işletmelerinde tüketici şikayetlerinin önlenebilmesi, müşteri kaybı yaşanmaması, yeni … E-ticaret siteleri, dijital alışveriş platformları günümüz tüketicileri ve işletmeleri için günden güne önemi artan bir mecra haline gelmiştir. Giderek gelişme gösteren e-ticaret işletmelerinde tüketici şikayetlerinin önlenebilmesi, müşteri kaybı yaşanmaması, yeni müşteriler kazanılabilmesi ve tekrar ziyaret etme niyetinin artırılabilmesi adına müşteri ilişkileri yönetim performansının maksimum düzeye çıkarılması gerekmektedir. Özellikle bu anlamda, sosyal ağlar ve çevrimiçi topluluklarda yapılan yorum ve deneyim paylaşımını ifade eden, tüketici kararlarında giderek etkin hale gelen e-ağızdan ağıza pazarlamanın dolaylı etkisi de kaçınılmaz görünmektedir. Buradan hareketle araştırmada, Trendyol sitesi müşteri ilişkileri yönetim performansının müşteri memnuniyetine ve tekrar satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlamanın aracılık rolünün incelenmesi amaçlanmaktadır. Bahsi geçen amaç doğrultusunda, Antalya ilinde Trendyol sitesini kullanan gönüllü yaklaşık 561 kişi ile yüz yüze anket çalışması yapılmıştır. Araştırmada önerilen aracılık modeli testi SPSS yazılımı ve PROCESS makro programı kullanılarak gerçekleştirilmiştir. Araştırma sonucunda, Trendyol’un elektronik ticarette müşteri ilişkileri yönetim performansının müşteri memnuniyetine ve tekrar satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlamanın aracılık rolünü test eden model doğrulanmıştır. Bununla birlikte elektronik ticarette müşteri ilişkileri yönetim performansının müşteri memnuniyetine ve tekrar satın alma niyetine, müşteri memnuniyetinin de tekrar satın alma niyetine etkisinin olduğu sonucuna ulaşılmıştır.

SOCIAL MEDIA ENGAGEMENT AND BRAND LOYALTY: AGE AS A MODERATOR IN THE DIGITAL BEHAVIOR OF INDIAN CONSUMERS

2025-06-24

C Charupriya , Santhosh Kumar M | EPRA International Journal of Research & Development (IJRD)

In this research, the role of social media engagement in causing brand loyalty among Indian consumers was studied, focusing on how age might change this impact. To build relationships with … In this research, the role of social media engagement in causing brand loyalty among Indian consumers was studied, focusing on how age might change this impact. To build relationships with their brands today, marketers rely heavily on affecting people’s emotions, thoughts and actions. Drawing on answers from 247 active users of social media, this research determines which kinds of online interactions help develop trust, satisfaction and loyalty intentions. Especially, participants' age was an important factor that influenced the findings. The study found that younger consumers connect and feel more strongly towards the brand. The results suggest that marketers should design and deliver marketing messages in ways that fit particular age groups to make customers more loyal to the brand. Keywords: Social Media Engagement, Brand loyalty, Age Moderation, Digital Marketing, Consumer Behavior.

Social Media Marketing Tricks and Measuring Impact

2025-06-24

Tameem Ahmad | INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT

Increasing media clutter and changing media habits makes it important to continuously study the advertising effectiveness of each medium. The objective of this study is to analyse and compare the … Increasing media clutter and changing media habits makes it important to continuously study the advertising effectiveness of each medium. The objective of this study is to analyse and compare the impact of various media i.e. Television (TV), Radio, Print and Internet on Advertising Effectiveness in terms of its objectives like cognition, affection and conation and to understand if media context (editorial environment or program context) has any impact on advertising effectiveness. The use of the Return on Marketing Investment (ROMI), is now widespread, and usually considered while evaluating media impact on Advertising Effectiveness. Two types of responses are gathered for this study, namely responses from general respondents and those from the corporate respondents. The corporate responses are mainly gathered from respondents working as senior managers in companies of FMCG products, Durable products and financial services. A simple random sampling technique was used in this study. Sample size was 50. Managers also surveyed from various companies Percentages are used for comparison. Further Arithmetic mean is used to consolidate the numeric information in to a single number. Mean scores of variables are obtained using responses given to sub questions of corresponding variables. Standard deviation is used to understand variation in responses given by respondents. Friedman Test is used for non-parametric data as well. Paired t-tests is applied to compare same variable Under two groups. The study revealed that significant difference in effectiveness according to media types whilst there is no significant difference in Media context. Also, there is difference in effectiveness media type and also in Cognitive, Affective and Conative responses according product category (FMCG, Durable, and Financial services). For purchase decision, social media found to be effective. Impact of advertising on revenue of company and significant difference in revenue according to media type was confirmed. This study addresses some of the key concerns of advertisers, advertising agencies, media planners and media. The findings will provide insight to advertisers and media planners for developing effective media mix, Keywords: Media Type, Media Context. Advertising Effectiveness, ROMI.

Marketing Strategies, Tools, and Entrepreneurship

2025-06-24

Tahmina Akhter , Harmandeep Kaur , Adnan ul Haque | Routledge eBooks

Exploring the impact of travel vlog attributes on silver tourists’ behavioural intentions: the role of cognitive and emotional resonance

2025-06-24

Jason Li Chen , Rahmat Hashim , Erose Sthapit +2 more | Current Issues in Tourism

The impact of IRT and IDT on metaverse adoption in tourism: The moderating role of personal innovativeness among China’s generation Z

2025-06-24

Wentao Zhan , Yaru Shi , C.C. Lin | PLoS ONE

This study examines the Metaverse—a virtual world that merges entertainment, work, and social interactions—in terms of leisure tourism, using the frameworks of innovation resistance and diffusion theories. It explores the … This study examines the Metaverse—a virtual world that merges entertainment, work, and social interactions—in terms of leisure tourism, using the frameworks of innovation resistance and diffusion theories. It explores the factors that drive and hinder Chinese Gen Z tourists’ resistance to Metaverse technology, including the moderating role of personal innovativeness. An analysis of data from 400 Chinese Gen Z tourists revealed that, in addition to risk barriers, factors such as value, usage, image, and traditional barriers significantly impact innovation resistance. Conversely, this resistance is mitigated by compatibility, trialability, and relative advantage, as outlined in the Innovation Diffusion Theory (IDT). Additionally, Innovation resistance significantly and negatively affects usage intentions, while personal innovativeness influences innovation barriers and diffusion within the Metaverse. This study not only fills gaps in existing studies but also provides valuable insights for providers and developers of Metaverse tourism services.

Pazarlamanın Dönüşümü: Pazarlama 1.0’dan 6.0’a Kuramsal Bir Değerlendirme

2025-06-24

Mehmet Nurettin Alabay | Özgür Yayınları eBooks

Bu çalışma, pazarlama disiplininin Sanayi Devrimi sonrası ürün odaklı üretim anlayışından başlayarak, günümüzde yapay zekâ, otonom sistemler ve sürdürülebilirlik ekseninde şekillenen bütüncül pazarlama vizyonuna kadar uzanan evrimsel sürecini kuramsal bir … Bu çalışma, pazarlama disiplininin Sanayi Devrimi sonrası ürün odaklı üretim anlayışından başlayarak, günümüzde yapay zekâ, otonom sistemler ve sürdürülebilirlik ekseninde şekillenen bütüncül pazarlama vizyonuna kadar uzanan evrimsel sürecini kuramsal bir çerçevede ele almaktadır. Pazarlama 1.0’dan 6.0’a kadar her aşama, teknolojik, ekonomik ve toplumsal dinamiklerin etkisiyle farklılaşmış; üretim merkezli anlayıştan müşteri odaklılığa, değer temelli pazarlamaya, dijitalleşmeye, insan-teknoloji işbirliğine ve sonunda etik dijitalleşme ve küresel refaha yönelmiştir. Literatürde vurgulanan teknolojik gelişmeler, internetin yaygınlaşması, küreselleşme ve iletişim imkânlarının artışı gibi faktörler, bu dönüşümün temel tetikleyicileri olarak belirlenmiştir. Çalışmada, pazarlamanın tarihsel ilerleyişi; tüketici davranışlarındaki değişim, ekonomik etkiler, yönetim yapıları, toplumsal dönüşümler ve teknoloji-insan etkileşimleri ekseninde sistematik olarak analiz edilmiştir. Sonuç olarak pazarlama, yalnızca ekonomik bir faaliyet değil; bireylerin değerleri, toplumsal sorumluluklar ve küresel sürdürülebilirlik hedefleriyle bütünleşen çok boyutlu bir disiplin haline gelmiştir.

Pazarlama 5.0: İnsan ve Teknolojinin Stratejik İşbirliği

2025-06-24

Mehmet Nurettin Alabay , Cennet Büşra Murat , Zeki Akkuş +7 more | Özgür Yayınları eBooks

Dijitalleşmenin hız kazandığı çağımızda pazarlama disiplini, yalnızca ekonomik bir araç olmanın ötesine geçerek, toplumsal sorumluluk, etik ilkeler ve teknolojik inovasyon ekseninde yeniden tanımlanmaktadır. Pazarlama literatüründe Kotler ve arkadaşlarının tanımladığı “Pazarlama … Dijitalleşmenin hız kazandığı çağımızda pazarlama disiplini, yalnızca ekonomik bir araç olmanın ötesine geçerek, toplumsal sorumluluk, etik ilkeler ve teknolojik inovasyon ekseninde yeniden tanımlanmaktadır. Pazarlama literatüründe Kotler ve arkadaşlarının tanımladığı “Pazarlama 1.0’dan 5.0’a” geçiş süreci, yalnızca araçsal bir değişimi değil, aynı zamanda paradigmalar arası bir zihniyet dönüşümünü de yansıtmaktadır. Bu bağlamda, pazarlama anlayışı; ürün odaklılıktan müşteri merkezliliğe, dijitalleşmeden hiper-kişiselleştirmeye ve nihayetinde teknoloji-insan etkileşimini temel alan etik pazarlamaya evrilmiştir. Bu kitapta, bu evrimin kuramsal temelleri ile birlikte dijitalleşen dünyanın güncel pratiklerine de odaklanılmıştır. Kitabın ilk bölümleri, pazarlamanın tarihsel gelişimini ve Pazarlama 6.0’a uzanan teorik kırılma noktalarını sunarken; takip eden bölümler, Pazarlama 5.0’ın bileşenlerinden olan Metaverse, Blockchain, yapay zekâ, nöropazarlama, hiper-kişiselleştirme, bağlamsal pazarlama ve zeki ürünler gibi güncel konuları çok boyutlu bir yaklaşımla ele almaktadır. Ayrıca dijital sponsorluk, turizmde dijital dönüşüm ve sürdürülebilirlik odaklı pazarlama gibi sektör temelli örnekler, kuramsal bilgiyi saha uygulamalarıyla buluşturarak özgün bir içerik sunmaktadır. Özellikle Toplum 5.0 vizyonu çerçevesinde, pazarlamanın yalnızca tüketici davranışlarını yönlendirme amacıyla değil, aynı zamanda toplumsal refaha katkı sunan, çevresel duyarlılık taşıyan ve etik ilkelere dayanan bir disiplin olarak yeniden tanımlanması gerektiği vurgulanmaktadır. Bu yaklaşım, yalnızca akademik bir tartışma zemini değil; aynı zamanda karar vericiler, uygulayıcılar ve strateji geliştiriciler için yol gösterici bir çerçeve niteliği taşımaktadır. Bu kitapta yer alan her bir bölüm, alanında uzman akademisyenler tarafından titizlikle kaleme alınmış; kuramsal derinlik ile güncel uygulamalar arasında köprü kurmayı hedeflemiştir. Böylece kitap, yalnızca lisansüstü düzeydeki araştırmacılara değil, aynı zamanda dijital çağın dinamiklerini anlamaya çalışan sektör profesyonellerine de hitap etmektedir. Pazarlama disiplininin geleceğine ışık tutacak, teknolojiyle şekillenen ama insan merkezli kalmayı sürdüren bir anlayışı yansıtmak ve bu alandaki literatüre katkı sunmak amacıyla hazırlanan bu kitap, umarım hem akademik dünyada hem de iş yaşamında değerli tartışmalara vesile olur. Bu kitabın ortaya çıkmasında katkı sunan tüm değerli bölüm yazarlarına teşekkürlerimi sunarım. Her biri kendi uzmanlık alanında gösterdiği akademik titizlik, içerik zenginliği ve özverili çalışmalarıyla bu kitabın bilimsel bütünlüğünü mümkün kılmıştır. Pazarlama disiplinine anlamlı bir katkı sunmayı amaçlayan bu ortak çalışmanın, onların emeği ve birikimi sayesinde değer kazandığını içtenlikle belirtmek isterim. Saygılarımla, Dr. Bekir Tuncer

Toplum 5.0 ve Sürdürülebilirlik Odaklı Pazarlama Yaklaşımları

2025-06-24

Gülçin Bilgin Turna , Cihan Karabel | Özgür Yayınları eBooks

Bu bölüm, Toplum 5.0 vizyonunun pazarlama disiplinine etkilerini ve sürdürülebilirlik odaklı pazarlama yaklaşımlarını incelemektedir. Toplum 5.0, ileri teknolojileri insan refahı ve toplumsal sorunların çözümü için kullanan, etik ve kapsayıcı bir … Bu bölüm, Toplum 5.0 vizyonunun pazarlama disiplinine etkilerini ve sürdürülebilirlik odaklı pazarlama yaklaşımlarını incelemektedir. Toplum 5.0, ileri teknolojileri insan refahı ve toplumsal sorunların çözümü için kullanan, etik ve kapsayıcı bir toplumsal yapıyı temsil etmektedir. Bu bağlamda pazarlama, sadece ticarî bir araç olmaktan çıkarak sürdürülebilir kalkınma hedeflerine katkı sağlayan stratejik bir araca dönüşmektedir. Yeşil pazarlamadan sürdürülebilir pazarlamaya geçiş süreci açıklanmakta, yapay zekâ, IoT, büyük veri ve blok zincir gibi teknolojilerin pazarlamaya entegrasyonu değerlendirilmektedir. Ayrıca dijital etik, tüketici katılımı, döngüsel ekonomi ve kapsayıcılık gibi temel bileşenler ele alınmakta; Unilever, Patagonia ve Too Good To Go gibi örnekler üzerinden gerçek yaşam uygulamaları sunulmaktadır. Çalışma, pazarlamanın gelecekte etik, teknolojik ve toplumsal sorumluluklarla birlikte yeniden şekillenmesi gerektiğini vurgulamaktadır.

How Cultural and Creative Products Influence Tourism Marketing: Z Generation's Psychological Needs and We-Media Behaviour as Mediators

2025-06-24

Li Zhong , Yuan Liao | PaperAsia

Cultural and creative products are the key carriers for the transformation of tourism attractions’ value, and the innovation of their marketing models is important to the high-quality development of the … Cultural and creative products are the key carriers for the transformation of tourism attractions’ value, and the innovation of their marketing models is important to the high-quality development of the tourism industry. Based on the theories of perceived value and uses and gratifications, this study focuses on the "Z generation" and explores how cultural and creative products can stimulate their sharing behavior by meeting their psychological needs, thereby empowering tourism marketing. The partial least squares structural equation modeling (PLS-SEM) is adopted for data analysis. The research results show that: (1) The perceived value of cultural and creative products has a positive impact on the social affiliation need and self-expression need of the "Z generation", specifically, the perceived culture and innovation attribute of products, combined with word-of-mouth, can better meet consumers' psychological needs. (2) Consumers' psychological needs further significantly enhance the marketing effect of tourism through the mediating role of self-media sharing behavior. Compared with these two types of psychological needs, self-expression needs contribute more substantially to the improvement of marketing effects. Theoretically, this study verifies the chain mediating mechanism of "perceived product attribute → psychological needs →we-media behaviours→ marketing effect", deconstructing the linkage logic between cultural and creative products and tourism marketing. Practically, the research offers the industry with youth-oriented marketing strategies for cultural and creative products to precisely target the "Z generation" consumer group.

Metaverse governance in international business: a systematic literature review (1990-2025)

2025-06-24

Vishal Sharma , Melodena Stephens Balakrishnan , Sadaf Khurshid +1 more | Review of International Business and Strategy

Purpose The metaverse is an evolving concept that will seamlessly merge the physical and virtual worlds together. For international businesses (IB), the opportunity is huge, but so are the governance … Purpose The metaverse is an evolving concept that will seamlessly merge the physical and virtual worlds together. For international businesses (IB), the opportunity is huge, but so are the governance challenges. The purpose of this paper is to map the current domain of research in metaverse governance, identify common research themes and provide directions for future IB scholarship and practice. Design/methodology/approach A systematic literature review was conducted of all papers published on metaverse governance between 1st January 1990 to 16th February 2023 using the SCOPUS database. This review was extended to IB from January 1990–March 2025. A final set of 101 papers were then analyzed. Findings The study identifies 14 themes and 104 governance challenges associated with metaverse. The review finds that most articles focused on data (45%), security (32%) and identity-related issues (27%). A majority of studies were not country specific (73%) with very few industries represented (most of which were single studies). This finding suggests an opportunity for deeper research into the identified governance streams, expanding empirical settings and national contexts while also exploring additional industry sectors. Originality/value This is one of the first systematic literature reviews on metaverse governance. The study identifies research trends and offers potential research avenues through the lens of IB knowledge domains and theoretical frameworks. Additionally, the study introduces a novel multi-level metaverse governance framework developed to help IBses navigate the complex interplay of stakeholders, values and regulatory environments across jurisdictions to achieve long-term sustainability in the metaverse.

You said they were trustworthy: when elite status on sharing platforms backfires

2025-06-24

Laura Schrier Rifkin , Canan Corus , Aleksandra Kovacheva +1 more | Journal of Consumer Marketing

Purpose It has become common practice for sharing economy platforms such as Airbnb and Uber to endow certain providers (e.g. hosts, drivers) with elite status (e.g. Premier Partner, Superhost) to … Purpose It has become common practice for sharing economy platforms such as Airbnb and Uber to endow certain providers (e.g. hosts, drivers) with elite status (e.g. Premier Partner, Superhost) to signal trustworthiness. Drawing from sharing economy research, this paper aims to examine whether consumers are more likely to generate more negative word of mouth (NWOM) about the platform after receiving a negative review from an elite provider (vs. one with no elite status). The authors argue that this effect is driven by perceived betrayal by the platform, stemming from beliefs that the platform has breached promises in their psychological contract. Design/methodology/approach Two between-subjects experiments tested the effect of provider's elite status (i.e. endowed vs not endowed with elite status by the platform) on NWOM about the platform when consumers receive a negative (vs. a positive) review from the provider. Findings The authors find that elite status intensifies NWOM about the platform when consumers receive a negative review from a provider. This effect is explained by perceived betrayal by the platform resulting from a psychological contract breach. Practical implications This study illustrates that designating providers with elite status can have unforeseen consequences when providers’ reviews of consumers are considered. Originality/value To the best of the authors’ knowledge, this study is the first empirical examination of consumer behaviors within sharing economy elite programs. Furthermore, it represents the first empirical investigation of breaches of psychological contracts and their impact on feelings of betrayal and NWOM in marketing exchanges, thereby contributing to the emerging work on psychological contracts in buyer–seller relationships.

Unforgettable Destinations: How Perceived Sustainability Impacts Image, Memory and the Intention to Revisit Through Mediating Role of Destination Brand Personality

2025-06-24

William Quezado Figueiredo Cavalcante , Arnaldo Coelho , Cristela Maia Bairrada | International Journal of Hospitality & Tourism Administration

Tek Boyutlu Reklamdan Uzaklaşma Ölçeği Geliştirme Çalışması

2025-06-23

Semra Akıncı | Türkiye İletişim Araştırmaları Dergisi

Reklamdan uzaklaşma, bir kişinin reklama maruz kalmasına rağmen dikkatini vermemesi veya reklama ilgi göstermemesini yani reklam ile bağlantısını kesmesini ifade etmektedir. Bu durum, reklam etkinliği bağlamında hedef kitlenin ilgisini çekememe … Reklamdan uzaklaşma, bir kişinin reklama maruz kalmasına rağmen dikkatini vermemesi veya reklama ilgi göstermemesini yani reklam ile bağlantısını kesmesini ifade etmektedir. Bu durum, reklam etkinliği bağlamında hedef kitlenin ilgisini çekememe veya mesajın etkin işlenememesi, reklam kampanyalarının etkinliğini azaltma ve reklam yatırımı getirisini düşürme gibi çeşitli olumsuz sonuçlara yol açmaktadır. Bu nedenlerle reklamdan uzaklaşmanın sistematik bir tanımını yapmak ve güvenilir ölçüm araçları geliştirmek önemlidir. Reklamdan uzaklaşmayı kapsamlı bir şekilde tanımlamaya ve ölçmeye odaklanmış akademik araştırmaların sayısı oldukça azdır. Bu nedenle, reklamdan uzaklaşmayı sistematik olarak tanımlayan ve operasyonel hale getiren araştırmalar, alan için gerekli görülmektedir. Bu çalışma, reklamdan uzaklaşmayı ölçmek için bir ölçek geliştirerek bu boşluğu gidermeyi amaçlamıştır. Reklamdan uzaklaşmaya ilişkin mevcut literatür temel alınarak 30 maddelik bir ölçek oluşturulmuş, Kasım 2022 ve Nisan 2023 tarihleri arasında 320 katılımcıdan veri toplanmıştır. Ölçeğin geçerliliğini değerlendirmek için açımlayıcı ve doğrulayıcı faktör analizleri uygulanmıştır. Düşük performans gösteren maddeler elendikten sonra, 12 maddelik bir ölçekle veri toplama 270 katılımcıyla tekrarlanmıştır. Daha sonra yapılan geçerlilik ve güvenilirlik analizleri ile Tek Boyutlu Reklamdan Uzaklaşma Ölçeği’nin (TBRU) geçerli ve güvenilir (Cronbach Alfa Değeri 0,86) olduğu tespit edilmiştir.

Tüketici Sinizminin Sosyal Medya Reklamlarına Yönelik Tutuma Etkisi: Reklama Karşı Şüpheciliğin Aracı Rolü

2025-06-23

İbrahim Kiçir | Türkiye İletişim Araştırmaları Dergisi

Günümüzde sosyal medya reklamları, markalar için önemli bir pazarlama aracıdır. Mevcut literatür, tüketicilerin sahip olduğu şüpheci tutumların sosyal medya reklamlarına yaklaşımlarını etkileyebileceğini göstermektedir. Bu çalışma, tüketici sinizminin sosyal medya reklamlarına … Günümüzde sosyal medya reklamları, markalar için önemli bir pazarlama aracıdır. Mevcut literatür, tüketicilerin sahip olduğu şüpheci tutumların sosyal medya reklamlarına yaklaşımlarını etkileyebileceğini göstermektedir. Bu çalışma, tüketici sinizminin sosyal medya reklamlarına yönelik tutum üzerindeki etkisini ve bu etkide reklama karşı şüpheciliğin aracılık rolünü incelemeyi amaçlamaktadır. İlişkisel tarama modelinde betimsel bir araştırma olarak tasarlanan çalışmada değişkenler arası ilişkilerin belirlenmesi amacıyla yapısal eşitlik modellemesi kullanılmıştır. 408 katılımcıdan elde edilen veriler SPSS ve AMOS programları kullanılarak analiz edilmiştir. Analiz sonuçları araştırmada kullanılan ölçeklerin yapı geçerliliğine ve güvenilirliğe sahip olduğunu göstermektedir. Araştırma sonuçlarına göre tüketici sinizmi sosyal medya reklamlarına yönelik tutum üzerinde anlamlı ve pozitif bir etkiye sahiptir ve bu etkide reklama karşı şüphecilik aracı bir rol sergilemektedir. Ayrıca tüketici sinizmi reklama karşı şüpheciliği anlamlı ve pozitif yönde etkilemekte, reklama karşı şüpheciliğin ise sosyal medya reklamlarına yönelik tutum üzerinde anlamlı ve negatif bir etkisi bulunmaktadır. Çalışma, akademik anlamda güncelliğini koruyan sosyal medya reklamlarına yönelik tutum konusunda elde ettiği bulgular açısından değerli görülmektedir. Bu kapsamda araştırma sonuçlarının hem reklamcılık sektörü profesyonellerine hem de konu ile ilgili akademik çalışmalara faydalı olacağı düşünülmektedir.

Warm me online if you can? The effect of warmth perception in multimodal communication on peer-to-peer booking demand

2025-06-23

Hui Li , Peng Wang , Chunxiao Li | International Journal of Contemporary Hospitality Management

Purpose This study aims to investigate how multimodal expressions of warmth (pictorial and textual) by hosts in the service and hospitality industry influence listing sales. Specifically, it aims to develop … Purpose This study aims to investigate how multimodal expressions of warmth (pictorial and textual) by hosts in the service and hospitality industry influence listing sales. Specifically, it aims to develop a theory of media warmth by examining the distinct and combined effects of pictorial and textual warmth on consumer behavior. To the authors’ knowledge, this is the first study to integrate both image-based and text-based warmth cues into a unified theoretical framework, uncovering nonlinear and synergistic effects that have not been previously documented. Design/methodology/approach The study uses an empirical analysis coupled with two experiments to assess the impact of pictorial and textual warmth on listing sales. The experiments explore the linear and nonlinear relationships between these modalities and their combined synergistic effects. Findings The study reveals that pictorial warmth has a linear positive effect on listing sales, whereas textual warmth follows an inverted-U pattern. When combined, pictorial and textual warmth demonstrate a positive synergistic effect. Furthermore, slight inconsistencies between warmth expressed through these two media enhance their combined impact, although such inconsistency can diminish the individual effects of each modality. Practical implications Hosts can boost booking demand by strategically balancing pictorial warmth (using warm color palettes) and textual warmth (moderating emotional language), while ensuring general consistency across modalities. Integrating automated warmth-analytics tools and Artifical Intelligence-driven feedback into host dashboards can streamline optimization, reduce cognitive load and enhance platform competitiveness. Originality/value This research contributes to the limited literature on multimodal expressions of warmth in online platforms, particularly within the service and hospitality industry. By pioneering a comprehensive media warmth theory that formally models how pictorial and textual warmth interact and when they conflict or reinforce one another, the study fills a critical gap in understanding emotional communication in peer-to-peer platforms. Hosts and platform designers can leverage these insights to strategically craft and evaluate multimodal content, optimizing listing performance and user engagement.

Impact of Hybrid Marketing on Chinese Students' Purchase Intentions

2025-06-23

Y. Jin , Xinran Wang , Angela Y Zhang +1 more | Advances in Economics Management and Political Sciences

In recent years, with the rapid development of the Internet, multi-channel retail has become the most common form of retail. Consumers are no longer satisfied with shopping in a single … In recent years, with the rapid development of the Internet, multi-channel retail has become the most common form of retail. Consumers are no longer satisfied with shopping in a single channel but look forward to alternating online, offline and online channels through seamless links for a more convenient shopping experience. This research discusses the relationship between online and offline marketing tools and customerspurchase intention. The survey collected data from 135 participants through an online questionnaire and found that most participants chose integrating online and offline channels as a shopping method, and that price and quality were the main reasons influencing consumers' shopping behaviour. Online and offline "dual-line channels" are a significant feature of new retail. Consumers' shopping channels are not limited to a single channel; they also have higher demands for the shopping experience. This survey makes sense for businesses making decisions about online and offline marketing, as well as directions for future research.

The Influence of Social Media Marketing Features on Purchase Decisions Riverside Forest Football Club Football Club's Jersey: Brand Trust As A Mediator

2025-06-23

Fahmi Idris , Dedi Iskamto | Eduvest - Journal Of Universal Studies

In analyzing the factors of consumer purchasing decisions through social media marketing, companies need to pay attention to the features in social media marketing that influence consumer purchasing decisions. This … In analyzing the factors of consumer purchasing decisions through social media marketing, companies need to pay attention to the features in social media marketing that influence consumer purchasing decisions. This study aims to analyze the effect of features in social media marketing, namely: interactivity, informativeness, entertainment, and perceived relevance on purchasing decisions for Riverside Forest Football Club Jersey through brand trust as a mediator variable. This research uses quantitative methods. Data collection techniques are conducted through questionnaires distributed to supporters who have bought Riverside Forest Football Club Jerseys and follow their social media. This study uses a non-probability sampling method of purposive sampling with the Cochran formula for sample selection. Hypothesis testing is then conducted using the PLS-SEM (Partial Least Squares Structural Equation Modeling) approach. The data analysis techniques used are descriptive analysis and Partial Least Square (PLS) analysis. Theoretically, this study advances the current literature by exploring the mediating effect of brand trust among the four features of social media marketing and purchase decisions.

Enhancing Brand Equity Through Sublime Experience: The Mediating Role of Consumers' Branded Content Engagement

2025-06-23

Muhammad Waqas , Nauman Wajid , Muhammad Ali Khan +2 more | Journal of Consumer Behaviour

ABSTRACT This study explores how consumers' sublime experiences with branded social media content influence their engagement behaviours and, in turn, enhance consumer‐based brand equity. In Study 1 ( n = … ABSTRACT This study explores how consumers' sublime experiences with branded social media content influence their engagement behaviours and, in turn, enhance consumer‐based brand equity. In Study 1 ( n = 281), exploratory factor analysis was performed to determine the factor structure, revealing a two‐factor, 12‐item sublime experience construct. Study 2 ( n = 269) employed confirmatory factor analysis, confirming sublime experience as a higher‐order construct encompassing aesthetic‐ and awe‐inspiring experiences. Study 3 ( n = 279) was conducted to validate the sublime experience scale and test the proposed hypotheses. Data were collected through an online survey of Facebook users. The findings indicate that sublime experience enhances consumer engagement behaviours, including content consumption, contribution, and creation. Moreover, consumer engagement was found to mediate the relationship between sublime experience and brand equity.

Beyond sentiment analysis of online customer reviews: an approach to automated measurement of technology acceptance from online customer reviews

2025-06-23

Andreas Karasenko , Daniel Baier | Journal of Business Economics

Budaya Meme sebagai Ekspresi Budaya Populer Generasi Z

2025-06-23

Ismi Melati Irmadini , Eko Purwanto , Fitri Fitri +2 more | Jurnal Desain Komunikasi Visual.

Budaya meme telah menjadi saluran utama bagi Generasi Z dalam menegosiasikan nilai, identitas, dan kritik sosial di era digital. Karakteristik meme yang mudah di replikasi, dimodifikasi, dan disebarkan secara partisipatif … Budaya meme telah menjadi saluran utama bagi Generasi Z dalam menegosiasikan nilai, identitas, dan kritik sosial di era digital. Karakteristik meme yang mudah di replikasi, dimodifikasi, dan disebarkan secara partisipatif menjadikannya alat yang efektif untuk menyampaikan pesan. Penelitian ini bertujuan mengungkap struktur konten, nilai budaya, dan mekanisme distribusi meme sebagai manifestasi budaya populer Generasi Z. Metode kualitatif dengan studi literatur naratif diterapkan, menggunakan purposive sampling pada tiga puluh dokumen akademik terbitan 2010–2024, yang dianalisis secara tematik dengan enam tahap Braun & Clarke dan perangkat lunak NVivo 12. Hasil analisis mengidentifikasi lima tema sentral: identitas kolektif, kritik sosial, humor dan hiburan, nilai budaya populer, serta dinamika distribusi digital. Temuan ini menunjukkan bahwa meme berfungsi sebagai teks multimodal yang bermakna multilapis, dipengaruhi oleh logika partisipatif dan framing algoritmik. Secara terapan, penelitian ini merekomendasikan pemanfaatan meme dalam desain materi pembelajaran interaktif dan strategi pemasaran digital yang responsif terhadap karakteristik kultur Generasi Z, sehingga dapat meningkatkan relevansi dan efektivitas komunikasi dalam konteks pendidikan dan pemasaran.

Developing a Deep Learning-Based Sentiment Analysis System of Hotel Customer Reviews for Sustainable Tourism

2025-06-23

Dilşad Erdoğan , Mehmet Kayakuş , Pınar Çelik +4 more | Sustainability

This study highlights the importance of managing and analyzing customer reviews to gain a competitive advantage and improve customer experience in the hospitality industry. In this context, a deep learning-based … This study highlights the importance of managing and analyzing customer reviews to gain a competitive advantage and improve customer experience in the hospitality industry. In this context, a deep learning-based sentiment analysis system of hotel customer reviews is developed to evaluate service quality within the scope of sustainable tourism. The study analyzed 15,522 customer reviews of five-star hotels in Antalya using text mining, topic modelling, and deep learning-based sentiment analysis. The reviews were classified as positive, negative, or neutral. The findings show that Hotel HB2 has the highest performance, with an F1 score of 97.9%. Overall customer satisfaction is 91%, while emotional satisfaction stands at 77%. Key factors, such as cleanliness, food quality, and staff professionalism, were found to play a critical role in customer loyalty. Additionally, this study integrates sustainability-orientated themes by identifying customer feedback related to environmentally friendly practices and sustainable hotel operations. The results provide evidence that customer satisfaction is not only influenced by service quality but also by the perceived environmental and social responsibility of the hotel. Machine learning techniques have emerged as effective tools for analyzing large-scale customer reviews, offering valuable insights to rapidly and accurately capture customers’ emotions, expectations, and perceptions. As a comprehensive application of sentiment analysis and text mining, this research offers hotel managers a practical framework to enhance service quality, foster customer loyalty, and develop sustainability-orientated strategies. This study contributes to the literature by linking AI-driven sentiment analysis with sustainability practices in the tourism sector.

To Split or to Merge? How Partitioning Affects Consumption and Engagement with Digital Content

2025-06-23

Heeseung Andrew Lee , Angela Aerry Choi , Wonseok Oh +1 more | Information Systems Research

This study reveals how partitioning serialized e-books into many short episodes (small partitioning (SP)) or fewer but lengthier segments (large partitioning (LP)) shapes reading behavior and economic outcomes. Using actual … This study reveals how partitioning serialized e-books into many short episodes (small partitioning (SP)) or fewer but lengthier segments (large partitioning (LP)) shapes reading behavior and economic outcomes. Using actual consumption data, we find that SP fosters higher total word consumption but can reduce overall progression through a title. Conversely, LP boosts completion rates, encourages deeper engagement through annotations and reviews, and spurs subsequent purchases. These positive effects are stronger when a book is popular or high in quality. Our results challenge the conventional view that shorter episodes automatically increase user attention, highlighting the need for a tailored approach. Stakeholders can implement LP for well-regarded or lengthy titles to maximize reader satisfaction and stimulate both reviews and further sales. Smaller partitions, however, might be beneficial for shorter works under a pay-per-word scheme or for certain audience preferences. By aligning partitioning strategies with content characteristics, publishers and platform owners can maintain robust consumer engagement, manage possible drawbacks of segmentation, and support sustainable growth. This research provides clear, actionable insights for digital publishing professionals seeking to optimize user experiences and drive profitability. These findings also encourage further inquiry into how partitioning strategies interact with rapidly evolving consumer preferences and reading technologies.

Brand Experience as a Catalyst: Enhancing Brand Love from Brand Image and Perceived Quality

2025-06-23

Tianxiang Jiang , Hasnizam Hasan , Azanin Ahmad | International Review of Management and Marketing

Senior tourism plays an important role in China’s total economy development. This study explores the influence of perceived quality and Brand image on senior tourists’ Brand love through the mediating … Senior tourism plays an important role in China’s total economy development. This study explores the influence of perceived quality and Brand image on senior tourists’ Brand love through the mediating role of Brand experience. Stimulus‒ organism‒response (S-O-R) model is used to develop a theoretical framework. A questionnaire of 384 respondents collected data on demographics and constructs. This study utilized partial least squares structural equation modeling (PLS-SEM) to assess the hypotheses and mediation effect. The findings reveal that both perceived quality and brand image positively influence brand love, with brand experience acting as a significant mediator. This study contributes to the literature by highlighting the importance of brand experience in enhancing brand love among senior tourists, a demographic that is increasingly significant in the tourism industry. The findings have practical implications for tourism businesses and policymakers, suggesting the need for specialized marketing strategies and services based on senior tourists' preferences.

Destination Service Quality and Co-Creation: Key Drivers of Tourist Repatronizing Intention in Indonesia Tourism

2025-06-23

Maulidina Maulidina , Paham Ginting , Endang Sulistya Rini +1 more | International Review of Management and Marketing

This study investigates the impact of Destination Service Quality (DSQ) on Satisfaction with Co-Creation Experience (SCE), Value Co-Creation Brand Resonance (VCBR), and Destination Repatronizing Intention (DRI) within Indonesia's North Sumatera … This study investigates the impact of Destination Service Quality (DSQ) on Satisfaction with Co-Creation Experience (SCE), Value Co-Creation Brand Resonance (VCBR), and Destination Repatronizing Intention (DRI) within Indonesia's North Sumatera tourism sector. Grounded in the Service-Dominant Logic (SDL) framework, the research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data from 260 tourists. The findings reveal that DSQ significantly influences SCE, VCBR, and DRI, highlighting the critical role of service quality in shaping co-creation satisfaction, emotional connections, and tourist loyalty. Additionally, SCE and VCBR mediate the DSQ-DRI relationship, underscoring the importance of participatory experiences and brand resonance in fostering revisitation. This study contributes to the tourism literature by integrating service quality and co-creation perspectives in an emerging market context, offering practical insights for destination managers in Indonesia and beyond to enhance service delivery and competitive positioning.

Marketing in Social Networks: Key Trends and Development Forecasts

2025-06-23

Hassan Ali Al-Ababneh , Akef Yousef Alzyadat , Ahmad Mohammad Al-Husban +4 more | International Review of Management and Marketing

The article studies key trends and develops a methodology for forecasting the prospects for the development of social media marketing (SMM), which is relevant in the context of accelerated digitalization … The article studies key trends and develops a methodology for forecasting the prospects for the development of social media marketing (SMM), which is relevant in the context of accelerated digitalization and globalization of world markets. The purpose of the study was to create tools that allow modern companies to adapt their marketing strategies to the changing conditions of the digital environment and effectively manage brand promotion in social networks. As a result of the work, the main trends in SMM were identified, such as the growing influence of video content, the use of augmented reality and chatbots to increase user engagement, as well as the use of artificial intelligence technologies to personalize interaction with the audience. Particular attention is paid to the impact of social networks on retail sales and e-commerce, which actualizes the task of forecasting future changes in consumer preferences. The developed short-term forecasting methodology is based on the analysis of the identified trends and helps businesses assess the impact of social media on marketing and sales volumes. The results of the study can become the basis for further development of strategies for promoting and maintaining the competitive positions of brands in a dynamically changing digital environment.

The Path to Brand Love: How Omnichannel Integration Shapes Gen Z Consumer Engagement

2025-06-23

Pipit Buana Sari , Paham Ginting , Arlina Nurbaity Lubis +1 more | International Review of Management and Marketing

Omnichannel retail is the new retail norm, combining seamless interactions between online and offline for both retailers and consumers. While the impact of omnichannel retail on business is increasingly recognized, … Omnichannel retail is the new retail norm, combining seamless interactions between online and offline for both retailers and consumers. While the impact of omnichannel retail on business is increasingly recognized, there remains a significant gap between customer expectations and what retailers offer in terms of omnichannel capabilities. Based on the Stimulus-Organism-Response (S-O-R) model, this study explores the brand love behavior of Generation Z in quality and integrated omnichannel retail. A quantitative approach was adopted through a self-administered questionnaire. A total of 301 consumers were sampled, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that omnichannel integrated quality, including elements such as integrated interaction quality, fulfillment, efficiency, and responsiveness, positively influences customer engagement, while customer engagement (CE) positively affects brand love (BL) among Generation Z. This study thus confirms the mediating effect of CE (O) between OIQ (S) and BL (R). This underscores the importance of quality omnichannel integration in engaging consumers, which in turn enhances brand love among Generation Z.

Host profile photos and listing performance: The role of visual cue complexity in peer-to-peer accommodation

2025-06-23

Jian-Wu Bi , Zi‐Han Wei , Tian-Yu Han | Tourism Management

Instagram as an avenue for social window-shopping: How do Reels create views and online engagement for hedonic and utilitarian products

2025-06-23

Daneshwar Sharma | Journal of Marketing Communications

Mining online reviews by deep learning-based UIE-ERNIE for AI-empowered live streaming product selection

2025-06-23

Yanfang Ma , Jialei Li , Zongmin Li +3 more | Journal of Retailing and Consumer Services

Assessing the Influence of Social Media Advertising on Purchase Intentions among Restaurant Consumers in Kathmandu

2025-06-23

Shubhanjan Paudel , Prem Raj Adhikari | Journal of Business and Social Sciences Research

Social media have been a boon and an X-factor way of promotion among today’s generation. It has been able to not only connect the current generation (Gen Z) to the … Social media have been a boon and an X-factor way of promotion among today’s generation. It has been able to not only connect the current generation (Gen Z) to the world but has also created those linkages between the past and the present. With more Nepalese having internet access in their hands, the knowledge base has increased along with access to information and has hence impacted the decision-making phenomenon of individuals. The study used five independent variables that make up the social media advertisements: aesthetics, content, price incentive, emotional drive and celebrity presence in front of Consumer Purchase Intention (dependent variable). The relationship between these two entities were further put to the test with three moderating variables to the relationsin the form of social media usage rate, income level and gender to check the impact.

Investigation of Online Branding Strategies in the Presentation of New Products to Markets through Social Network Analysis

2025-06-23

Cevat Sercan Özer , Nahit Erdem Köker | Oxford University Press eBooks

Abstract The aim of this study is to reveal the branding strategies of TOGG’s (Türkiye’s Automobile Initiative Group) brand posts on online platforms in the context of diffusion of innovations … Abstract The aim of this study is to reveal the branding strategies of TOGG’s (Türkiye’s Automobile Initiative Group) brand posts on online platforms in the context of diffusion of innovations using social network analysis. The new communication opportunities offered by the digital age have led to new marketing strategies and new opportunities for brands to interact with their target audiences. In particular, new media environments play an important role in targeting audiences by, for example, introducing new ideas, presenting new products, and launching new brands. Therefore, in this study branding strategies, user-created content, community analysis, and dominant themes in the network on the X platform related to the relatively new automobile brand TOGG were explored through social network analysis. In X, which is the focus of the study, the analysis tool NodeXL Pro was used to visualize large datasets and map user interactions and the network. The interactions, communication patterns, and feedbacks of social media users toward the TOGG brand were also analyzed. In addition, by analyzing and exploring the structure of the network, it is examined in which centers the digital strategies of the TOGG brand are predominant, which users play a more active role and accelerate the diffusion of innovations, and the massive interactions in large datasets and new media environments.

PICK Me

2025-06-23

Aggrey Willis Otieno | Oxford University Press eBooks

Abstract Experiential marketers are increasingly leveraging social media; however, the impact of these strategies on online customer engagement and brand activation remains underexplored. This study investigates the phases and tactics … Abstract Experiential marketers are increasingly leveraging social media; however, the impact of these strategies on online customer engagement and brand activation remains underexplored. This study investigates the phases and tactics employed by experiential marketers on social media and their effects on customer engagement and memorable brand experiences. Utilizing Meta Content Library Access for data collection, the study examines 4,996 social media posts using quantitative content analysis and linear regression. It identifies key social media experiential marketing strategies: pre-event engagement (17.5%), integration of multiple digital platforms (50.7%), capturing brand activation moments (19.4%), and keeping post-launch momentum (12.4%) that are crucial for fostering intense engagements and memorable experiences among online consumers. The study’s findings indicate a positive relationship between social media experiential marketing strategies and customer engagement, as well as between customer engagement and the memorable experiences created during brand activations. This research enhances theoretical customer engagement models and introduces the PICK Me framework for integrating social media into experiential marketing. It offers practical insights for marketers aiming to create more engaging and memorable brand experiences. However, the study’s focus on a specific social media platform limits exploring the full spectrum of digital engagement strategies. Future research should embrace diverse cultural contexts and mixed-methods approaches to revolutionize global audience engagement and experiential marketing. By exploring technologies like augmented reality and virtual reality, we can craft immersive experiences that captivate consumers and elevate engagement to unprecedented levels.

Fostering Audience Engagement on Social Media

2025-06-23

M. Laeeq Khan , Ghanem Ayed Elhersh | Oxford University Press eBooks

Abstract This study explores audience engagement on Facebook brand pages through the lens of self-determination theory (SDT), focusing on the roles of autonomy, competence, and relatedness in driving user behavior. … Abstract This study explores audience engagement on Facebook brand pages through the lens of self-determination theory (SDT), focusing on the roles of autonomy, competence, and relatedness in driving user behavior. Using survey data from 1,127 active social media users, the findings highlight that relatedness—both with the brand and the community—is the strongest predictor of symbolic audience engagement behaviors, including liking, commenting, and sharing. Competence-related factors show mixed results: social media self-efficacy positively predicts sharing, while social skills and social media experience exert varying effects on engagement. Surprisingly, autonomy-related factors, such as privacy concerns and self-censorship, were not significant predictors of engagement, challenging traditional assumptions about their inhibitory role in online interactions. The study underscores the importance of building strong relational ties with audiences, as fostering a sense of connection and belonging is crucial for encouraging active participation. These insights provide actionable guidance for organizations seeking to enhance their engagement strategies by focusing on relationship-building efforts. Future research should test these findings across different social media platforms and explore additional contextual factors that may shape engagement, such as cultural influences, user motivations, and evolving social norms. This research contributes to the growing body of knowledge on social media engagement and offers practical implications for leveraging audience interactions to achieve organizational goals.

AI’s influence on young consumer behavior: fostering sustainable consumption

2025-06-23

Suman Lata , Krishma Rana | Young Consumers Insight and Ideas for Responsible Marketers

Purpose Artificial intelligence (AI) is increasingly shaping the lifestyles of young consumers, influencing their choices and behaviors in various aspects of life. AI’s ability to personalize experiences and recommendations has … Purpose Artificial intelligence (AI) is increasingly shaping the lifestyles of young consumers, influencing their choices and behaviors in various aspects of life. AI’s ability to personalize experiences and recommendations has transformed how young consumers interact with products, services and information. It has enabled more informed decision-making and promoted sustainable practices through tailored recommendations for eco-friendly products and services. The purpose of this study is to analyze how AI-driven technologies influence young consumers’ purchasing decisions toward sustainable products and services. Design/methodology/approach An exploratory and descriptive approach has been applied in this research by using qualitative techniques. The respondents taken for this study are young adults who use AI and believe it influences their purchasing decisions. Data has been collected from 32 respondents through semi-structured interviews. And further thematic analysis was applied by using NVivo (12). Findings The findings of this study unveiled themes namely personalization and customization, social influence, promotion of sustainable practices and community engagement, which influence the young consumers’ lifestyle and influence them to adopt sustainable practices. Research limitations/implications This study has used a qualitative technique only rather than a mixed approach. The respondents of this study are Indians so the findings cannot be generalized in the geographical part of other countries. Practical implications This paper has provided implications for young consumers, entrepreneurs. The findings describe that young consumers should adopt ethical and sustainable practices in their day-to-day routines. Young consumers who are businessmen should also apply sustainable practices in their supply chain system, waste reduction and carbon footprints. Originality/value Since the inception of artificial intelligence, there has been a growing emphasis on how AI is influencing young consumers’ lifestyle. This study has focused on how their lifestyle is influenced by AI and more tilted toward sustainability factors. To the best of the author’s knowledge, the study is the first to examine the influence of AI on young consumer behavior and the adoption of their sustainable practices.

Revealing Topics in Health & Fitness Mobile App Category User Reviews: A Topic Modeling Approach

2025-06-23

Fatih Pınarbaşı | Yönetim ve Ekonomi Dergisi

Mobile devices and platforms, as an essential part of today’s marketing, lead to significant opportunities for marketing decision-makers. Understanding the consumer through online reviews regarding social interactions, e-commerce, and daily … Mobile devices and platforms, as an essential part of today’s marketing, lead to significant opportunities for marketing decision-makers. Understanding the consumer through online reviews regarding social interactions, e-commerce, and daily activities becomes fundamental in digital marketing. The mobile app market consists of several categories with different characteristics, which require examination in different contexts. The study focuses on health & fitness category in the context of Türkiye market and mobile apps. The research aims to evaluate health & fitness mobile application market through Google Play Store user reviews and research questions are related to discovering topics and sub-topics in the user reviews. Consistent to research aims, the study adopts a topic modeling approach utilizing BERTopic model on 17.921 online reviews for 20 mobile apps. The study concludes 80 individual topics grouped into 10 topic groups namely: activities & fitness, advertisement overload & presence, dissatisfaction, experience sharing, features, feedback & question, functionality, privacy, recommended & not recommended, satisfaction. Theoretical contributions through four theories and practical implications of the study can shed light on future researches and industrial applications. Key Words: Health, Fitness, Mobile Application, User Reviews, Word Of Mouth JEL Classification: M31