scholarly journals Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohamed H. Elsharnouby ◽  
Jasmine Mohsen ◽  
Omnia T. Saeed ◽  
Abeer A. Mahrous
Keyword(s):  
Online Communities ◽  
Information Quality ◽  
Negative Information ◽  
Validity And Reliability ◽  
Content Type ◽  
Brand Knowledge ◽  
Mediating Role ◽  
Social Media Platforms ◽  
Brand Involvement ◽  
Facebook Pages

Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

Fostering brand love in Facebook brand pages

2019 ◽  
Vol 43 (5) ◽  
pp. 710-727 ◽  
Author(s):  
Mariola Palazon ◽  
Elena Delgado-Ballester ◽  
Maria Sicilia
Keyword(s):  
Brand Equity ◽  
Product Category ◽  
Brand Community ◽  
Online Questionnaire ◽  
Brand Love ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
The Relationship

Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Findings Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity. Research limitations/implications A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences. Practical implications The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love. Originality/value The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

Few glitters are original gold

2019 ◽  
Vol 32 (3) ◽  
pp. 747-767 ◽  
Author(s):  
Aisha Rehman Ansari ◽  
Muhammad Kashif
Keyword(s):  
Structural Equation ◽  
Psychological Ownership ◽  
Unique Contribution ◽  
Content Type ◽  
Brand Knowledge ◽  
Mediating Role ◽  
Delegation Of Authority ◽  
Speak Up ◽  
Brand Pride

Purpose The purpose of this paper is to investigate the role of brand identification (BI), brand knowledge (BK) and brand psychological ownership (BPO) to predict brand citizenship behaviours (BCB) in a mediating role of brand pride. Design/methodology/approach Using survey data collected from 372 front line employees (FLEs), employed in different banks in Pakistan, the path analysis through structural equation modelling procedures is used to perform data analysis. Findings The results show that BI, BK and BPO strongly predict BCB in a mediating role of brand pride. Practical implications The results have pragmatic value to guide managers and marketing policymakers to develop a brand culture where the company as a brand is internally owned by its employees. The supervisors should offer FLEs with opportunities to speak up and must socialize with them so that communication touch points can be established and strengthened. Furthermore, delegation of authority and positive enforcement are important tools to trigger psychological ownership among FLEs. Originality/value Three antecedents (i.e. BI, BK and BPO) to advocate and channelize brand-oriented citizenship behaviours are unique to this study. Furthermore, the mediating role of brand pride is yet another unique contribution.

“We are all in this together:” police use of social media during the COVID-19 pandemic

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaochen Hu ◽  
Beidi Dong ◽  
Nicholas Lovrich
Keyword(s):  
Social Media ◽  
Policy Implications ◽  
Community Relations ◽  
Content Type ◽  
The Public ◽  
Police Agencies ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Police Community Relations ◽  
Facebook Pages

PurposePrevious studies consistently indicate that police agencies tend to use social media to assist in criminal investigations, to improve police-community relations and to broadcast both crime- and non-crime-related tips promotive of public safety. To date, little research has examined what content the police tended to post on their social media sites during the COVID-19 pandemic.Design/methodology/approachBy selecting the 14 most widely attended police agencies' Facebook accounts, the current study collects and analyzes a sample of 2,477 police Facebook postings between February 1 and May 31, 2020. By using a mix-method approach, the study addresses three research questions: 1) What kinds of messages did the police tend to post on their Facebook pages before and during this pandemic? 2) What types of COVID-related police Facebook postings were made? 3) How did the public react to COVID-19-related police Facebook postings?FindingsThe findings suggest that the police have come to believe that social media can be used as an effective police−public communicative tool in stressful times. The findings also suggest that social media platforms have become a routinized tool of police−public communications which can, to some appreciable extent, substitute for the in-person contacts traditionally relied upon in community policing.Originality/valueThis study of police use of social media explores the question of whether the use of these media can serve as an effective tool to connect the police with the public under circumstances where in-person contacts are greatly constrained. Some public policy implications emerging from the findings reported are discussed, along with implications for further research along these lines.

Bilingual brand communities? Strategies for targeting Hispanics on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dino A. Villegas ◽  
Alejandra Marin Marin
Keyword(s):  
Social Media ◽  
Cultural Identity ◽  
Customer Engagement ◽  
Content Type ◽  
Online Spaces ◽  
The Usa ◽  
Social Media Platforms ◽  
Four Levels ◽  
Facebook Pages ◽  
The Impact

Purpose This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like the USA. Design/methodology/approach This study uses a netnographic approach by drawing information from a study of the Facebook pages of 11 brands belonging to different industries. Findings Companies engage in four levels of cultural identity adaptation using different strategies based on ethnicity: language adaptation, identity elements, identity matching and Latino persona. The study also shows that merely translating Facebook pages do not generate high levels of communitarian interaction. Practical implications This study examines different strategies used by brands in the USA to target the Hispanic audience on social media to provide insights for brand managers to develop online engagement. Originality/value With the increase in cultural diversity in different countries and the rise of social media platforms, brand researchers need to better understand how cultural identity permeates marketing strategies in online spaces. Social media platforms such as Facebook offer flexible environments where strategies beyond product- and brand-related aspects can be used. This study extends the literature by showing the heterogeneity of cultural identity-based strategies used by companies to ensure customer engagement and brand loyalty and the impact of such strategies on users.

The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Process Model ◽  
Positive Impact ◽  
Mediating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Brand Involvement ◽  
Customer Purchases ◽  
The Impact ◽  
Moderating Role

Purpose This study aims to investigate the effect of perceived brand interactivity on customer purchases along with the mediating effect of perceived brand fairness. To increase the explanatory power of the model, this study also examines the moderating role of brand involvement. Design/methodology/approach An online survey was conducted to measure the constructs of interest. The direct, indirect (mediation) and conditional (moderation) effects were evaluated using linear regression, PROCESS Model 4 and PROCESS Model 59, respectively. Further, the Johnson Neyman (also called floodlight analysis) technique was used to probe the interaction terms. Findings The study results indicate that perceived brand interactivity directly and indirectly (via perceived brand fairness) impact customer purchases. The results also reveal that the positive impact of perceived brand interactivity on perceived brand fairness is greater when brand involvement is lower. In the same vein, the positive impact of perceived brand fairness on customer purchases is greater when brand involvement is lower. However, brand involvement does not moderate the impact of perceived brand involvement on customer purchases. Originality/value This study examines the effect of perceived brand interactivity on customer purchases (as a customer engagement behavior) while accounting for the mediating role of perceived brand fairness and the moderating role of brand involvement. The results provide noteworthy theoretical and managerial implications.

Electronic service quality (e-SQ) measurement: a cross-functional review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunil Nandankar ◽  
Amit Sachan ◽  
Arindam Mukherjee ◽  
Arnab Adhikari
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Information Quality ◽  
Ease Of Use ◽  
Security And Privacy ◽  
Future Research ◽  
Functional Domains ◽  
Validity And Reliability ◽  
Content Type ◽  
Electronic Service

PurposeAlthough comprehensive work has been conducted in several scholarly journals in electronic service quality (e-SQ) measurement, there has been no cross-functional review of these studies. The majority of the review studies focus on e-SQ assessment in the field of electronic retail. This paper explores and synthesizes e-SQ evaluation work across the various functional domains in the last two decades and maps critical methodological challenges. It further classifies the dimensions used by researchers in six broad categories for better comprehension.Design/methodology/approachTo analyze and appreciate past e-SQ measurement research, a content assessment of the 50 most relevant research papers from various functional domains drawn from prestigious repositories was undertaken.FindingsThe results indicate shortcomings noticed in methodological issues in the e-SQ measurement research like research approaches, data analysis procedures, sampling methods, generation and purification of items, validity and reliability assessment, and dimensionality analysis. It further reveals that though e-SQ is multi-dimensional and context-specific, dimensions like content/information quality, website design, ease of use/usability, efficiency, security/and privacy, responsiveness, reliability, customer service, trust and fulfillment have been consistently cited in the reviewed studies across the various functional domains.Originality/valueAn assessment of 50 publications over the past 2 decades identifies key areas of concern in the existing research on e-SQ measurement in various functional domains for scholars and professionals. This study also provides a unique categorization of e-SQ dimensions used in various functional domains and has the potential to guide future research.

How children use social media for brand interactions

2019 ◽  
Vol 20 (2) ◽  
Author(s):  
Katharine Jones ◽  
Mark Glynn
Keyword(s):  
Social Media ◽  
Opinion Formation ◽  
Media Communication ◽  
Content Type ◽  
Brand Knowledge ◽  
Codes Of Practice ◽  
Young Consumers ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Brand Information

Purpose This paper aims to investigate how social media usage by children determines their interactions with consumer brands. The paper also examines the nature of the processes evident. Design/methodology/approach A qualitative approach was implemented using both paired and single in-depth interviews of New Zealand children (both boys and girls) in the age group of 11-14 years. The data were analysed by thematic analysis of the interview transcripts. Findings The study demonstrates that children use three main processes – discerning, reacting and forming – when interacting with brands on social media. Each of these processes has different levels of interaction episodes depending on the amount of social media activity by each child. Discerning has noticing, a lower level of interaction and identifying which uses already internalised brand knowledge. Reacting consists of describing and evaluation which involves more active interaction resulting in opinion formation. Forming can involve a distant “watching” interaction or a more active relating behaviour when children are using multiple social media platforms. Research limitations/implications The study identifies three key modes of brand interaction behaviour when young consumers use social media, which each have two interactions. The implication for marketers, parents and policymakers is that there is a range of behaviours, both passive and active, that children show when interacting with consumer brands when using social media. Practical implications The current study offers a way to deepen the understanding of how children approach online communications with brands in the social media context. The research finds that the children’s use of social media is more active and dynamic than previously thought, giving rise to connections with brands that are meaningful to the children. Specific codes of practice for online brand marketers may be necessary so that children are helped to understand the commercial intent of brand practices on social media. Social implications The findings shed light on the range of interaction behaviour of young consumers, and such information provides insights into how children acquire brand knowledge, react to social media communication and decide the value of such communication for themselves. Brand marketers have a role to play in ensuring their brand communications practices avoid deception and clearly indicate commercial intent. Originality/value Investigating how children individually process brand information in a social media context provides insights into their interaction behaviour. These findings show differing levels of interest in both brand and social media activity amongst children.

Intentions to use travel eWOM: mediating role of Indian urban millennials’ attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anubha ◽  
Samik Shome
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Mediation Effect ◽  
Validity And Reliability ◽  
Content Type ◽  
Behavioural Intentions ◽  
Four Dimensions ◽  
Mediating Role ◽  
Perceived Credibility ◽  
The Impact

Purpose This study aims to examine the impact of electronic word of mouth (eWOM) on behavioural intentions of Indian urban millennials to use it when they book travel. The eWOM has been measured on the basis of four dimensions, namely, perceived credibility, quality, quantity and completeness. eWOM attitude is studied as a mediator. Design/methodology/approach The study first applies a confirmatory factor analysis to gauge validity and reliability. Then structural equation modelling was applied to test the research hypotheses after collecting responses from 288 Indian millennials from six North Indian cities. Mediation has also been examined using the bootstrapping method. The quality of the data was assured by Harman’s single-factor test. Findings The study reveals that millennials’ eWOM attitude fully mediates its perceived quality and its usage intentions at the time of booking travel. However, this mediation effect is partial with respect to other components of eWOM, namely, perceived credibility, perceived quantity and perceived completeness. Practical implications India has the largest millennial population (440 million) in the world out of which 33% live in urban cities. Hence, it becomes imperative for travel marketers to understand the attitude of millennials’ towards eWOM, shared on social media. They should understand that millennials prefer eWOM in social media over traditional advertising for fulfilling their informational needs. Therefore, by apprehending the impact of recipients’ perception towards various components of eWOM on their behavioural intentions to use it, market practitioners can design superior marketing campaigns that will help them to gain maximum in the changing business landscape. Originality/value The study is unique in the sense that to date no study to the limited knowledge of the researchers has investigated the attitude of Indian millennials towards eWOM on social media as a mediator to comprehend their behavioural intentions to use travel reviews when they book travel.

Meaningful work and organizational outcomes

2019 ◽  
Vol 42 (7) ◽  
pp. 859-878 ◽  
Author(s):  
Dia Zeglat ◽  
Suzi Janbeik
Keyword(s):  
Work Performance ◽  
Descriptive Analysis ◽  
Meaningful Work ◽  
Organizational Outcomes ◽  
Validity And Reliability ◽  
Content Type ◽  
Mediating Role ◽  
Individual Work ◽  
Work Meaning ◽  
Purification Stage

PurposeThis study aims to explore how employees’ meaningful work is associated with organizational outcomes at public Jordanian universities with the existence of individual work performance as a mediating variable.Design/methodology/approachThe population of the study was 7,746 administrative staff working at four public Jordanian universities. Questionnaires were distributed to 576 participants. However, only 442 questionnaires were acceptable for further investigation, and these questionnaires were analyzed using SPSS version 22. Several statistical data analysis techniques were used including exploratory factor analysis, Cronbach’s alpha, descriptive analysis and multiple regression. Moreover, Baron and Kenny’s approach was applied to test the hypotheses developed.FindingsA new dimensionality of variables under investigation emerged at the purification stage using validity and reliability techniques. The findings of the study show that meaningful work has a positive relationship with organizational outcomes. The findings also indicate that individual work performance shows a partial mediating role in the link between meaningful work and organizational outcomes. In addition, the findings imply that any effort to improve individual work performance at public Jordanian universities can help in offering a better understanding of organizational outcomes.Practical implicationsThis study recommends that universities focus more on meaningful work and individual work performance programs and practices.Originality/valueThis study provides a framework and understanding of how work meaning and individual work performance relates to organizational outcomes in one model.

Understanding mobile users' information adoption behaviour: an extension of the information adoption model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdulaziz Elwalda ◽  
İsmail Erkan ◽  
Mushfiqur Rahman ◽  
Deniz Zeren
Keyword(s):  
Social Support ◽  
Mobile Communications ◽  
Structural Equation ◽  
Information Quality ◽  
Research Model ◽  
Content Type ◽  
Social Media Platforms ◽  
Adoption Model ◽  
Practical Implications ◽  
Information Adoption

PurposeMobile messaging applications (MMAs) have surpassed top social media platforms. Recent and rapid use of MMAs has made it extremely difficult to ignore the existence of customer-to-customer (C2C) mobile information. This study, therefore, aims to expand the knowledge of customers' adoption behaviour of such information.Design/methodology/approachThrough applying and utilizing social support theory (SST) and the information adoption model (IAM), this study introduces a holistic theoretical model, explaining customers' adoption of information derived from MMAs and exploring the antecedents of IAM. Based on the data collected from 305 UK MMA users, this study empirically tests the research model using structural equation modelling estimation.FindingsThe results of this study reveal that social support is a key antecedent of information quality and credibility and support IAM in terms of its ability to explain MMAs' information adoption.Practical implicationsThe insights are valuable for businesses and marketers to understand customers' mobile communications and be socially support-oriented while developing marketing communication strategies.Originality/valueThe study integrates SST and IAM to improve the understanding of customers' information adoption behaviour. It is the first attempt that establishes that social support is a key antecedent of IAM.

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