Purpose – Microblogging platforms are generating an infinite volume of content on various topics. Therefore, traditional marketing methods can hardly be employed for its effective research, but ...sentiment analysis has recently emerged to cope with this challenge. While considerable academic effort has been devoted to investigating consumer behavior towards green brands, studies explicitly addressing consumer sentiments regarding such brands are still rare. Hence, we apply the sentiment analysis approach to investigate consumer sentiments towards 26 global green brands.Design/Methodology/Approach – First, we collected a random set of user-generated tweets in English that were posted in a six-month period and included at least one of the selected global green brands. When classifying the posts, we extracted polarity information from a passage, resulting in values ranging from positive to negative.Findings and implications – Based on a relative frequency word count, we found that consumers often express their sentiments about products, their characteristics and personal consequences of using them. Next, we analyzed average positive and negative consumer sentiments. As previously demonstrated, most tweets are either not strongly affective or they are ambiguous. Based on such empirical insights, companies can better manage their brand perception on Twitter and other social media, as an integral part of their proactive marketing strategy.Limitation – The study also has some limitations. It has a limited ability to reveal consumer motivations. The lexicon-based method we used may sometimes fail to recognize subtle forms of linguistic expression.Originality – This research builds onto prior studies on green brands by applying sentiment analysis. It adds to the existing knowledge by investigating consumer sentiments towards 26 global green brands.
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This research examines the ethically minded consumer behavior (EMCB) and its antecedents and consequences in the context of ethical clothes. Its objective is to test the relationships among the ...reasons for and against buying, subjective knowledge, EMCB and intention to purchase ethical clothes. The authors use survey data from 280 consumers to test the conceptual model. Support is provided for the majority of the hypothesized relationships: reasons for buying and subjective knowledge positively and reasons against buying negatively affect EMCB, and EMCB in turn positively influences the intention to purchase. Additionally, reasons against buying decrease the intention. The study also discusses implications for companies.
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Drawing on complementary theoretical perspectives, in this study we empirically investigate the drivers and deterrents underlying the formation of attitudes to leisure counterfeits and purchase ...intentions, and examine rationalization as a moderator of the attitude-intention relationship. The research model is examined via mail survey data of adult consumers using structural equations modelling. The findings indicate that perceived benefits and moral intensity significantly influence attitudes, while the impact of performance risk is negligible. The attitude and moral intensity significantly predict the purchase intention. Our analyses confirm rationalization as a salient factor moderating the relationship between attitude and behavioral intention. Based on this pattern of results, we discuss study implications in three areas: the perception of positive consequences for oneself, the perception of consequences for others, and the use of previously rarely examined consumer justifications. The finding that performance risk is not significant in affecting consumer attitude calls into question various appeals featuring adverse effects of buying counterfeits for an individual.
Digital piracy as a continuing problem significantly impacts various stakeholders, including consumers, enterprises, and countries. This study develops a three-level mechanism of determinants of ...consumer digital piracy behavior, with personal risk as an individual factor, susceptibility to interpersonal influence as an inter-personal factor, and moral intensity as a broad societal factor. Further, it explores the role of rationalization and future piracy intent as outcomes of past piracy behaviors. The authors use survey data from four countries in the European Union to test the system of structural relationships. With an exception of the effect of consumers' susceptibility to interpersonal influence on piracy behavior, the conceptual model receives remarkably consistent support across the four countries. Specifically, perception of personal risk and moral intensity negatively affected the reported piracy behavior in all four countries. The results further support the negative influence of moral intensity and the positive influence of past digital piracy behavior on consumers' use of rationalization. Lastly, personal risk, rationalization, and past digital piracy behavior directly influenced consumers' intention to engage in digital piracy in the future. The study also discusses implications of the findings and identifies areas of future research.
In this study, we focus on two sets of expected negative consequences of engaging in digital piracy among the seldom studied adult computer users rather than student population. We delve into the ...role of perceived risk and moral intensity as drivers of consumers' attitudes and behavioural intentions, and explore the rarely examined moderating effect of issue involvement on the relationship between the attitude and intention to pirate. The dominant attitude-behaviour theory is extended with an ethical decision-making theoretical perspective. The hypotheses are tested via mail survey data from a random sample of adult consumers using structural equations modelling. The results of this cross-sectional study show unfailing support for the relationships proposed in our model. Our findings suggest that, in addition to perceived risk, moral intensity (i.e. the expected consequences for others), has a particularly strong total effect on the intention to pirate, and that consumer involvement in illegally downloading files is a salient factor moderating the relationship between attitudes and behavioural intentions. Based on this pattern of results, we offer theoretical and practical implications.
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BFBNIB, DOBA, GIS, IJS, IZUM, KILJ, KISLJ, NUK, PILJ, PNG, SAZU, UILJ, UKNU, UL, UM, UPUK
Abstract The peer‐to‐peer (P2P) sharing economy, as an attractive alternative to permanent ownership, creates a triadic relationship among three groups of participants: service enablers, providers, ...and consumers. One of its main features is the expansion of the user's role to the roles of consumer and provider, or “prosumer.” However, in their role as prosumers, individuals may have an aversion to participating in the P2P sharing economy market due to their sense of powerlessness and lack of control, suggesting that their vulnerability needs to be considered. Despite their importance, prosumers have not received commensurate attention in the sharing economy literature. To address this gap, we examined prosumer vulnerability's impact on risk perceptions in the role of prosumer and illuminated these risks' impact on intentions to participate. The results from a U.S. survey indicate that vulnerability is a significant driver of all risk types, for both consumers and providers. Furthermore, psychological risk and security risk are found to significantly decrease intention to participate. Unexpectedly, social risk increases intention to participate among consumers and providers, while privacy and health risks are insignificant.
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In this study, we aim to address the phenomenon of digital piracy by utilizing the Theory of Interpersonal Behavior (TIB), and testing the model on a sample of adult Internet users. Following the ...basic premise of the TIB, we suggest an individual's piracy intention is influenced by perceived consequences (benefits and risk), affect, and norm susceptibility. Further, we hypothesize that piracy intention together with subjective knowledge leads to actual piracy behavior. Based on survey data from Slovenia, we show that piracy intention and subjective knowledge influence digital piracy behavior, while perceived positive consequences, affect, and norm susceptibility significantly shape an individual's piracy intention.//Namen studije je nasloviti pojav digitalnega piratstva s pomocjo uporabe teorije medosebnega vedenja (TIB) in preveriti model na vzorcu odraslih uporabnikov interneta. Izhajajoc iz osnovne predpostavke TIB, predlagamo, da na posameznikovo namero po piratstvu vplivajo zaznane posledice (koristi in tveganje), custva in dovzetnost za norme. Nadalje predpostavljamo, da namera po piratstvu skupaj s subjektivnim znanjem vpliva na dejansko piratsko vedenje. Na podlagi anketnih podatkov, zbranih v Sloveniji, pokazemo, da namera po piratstvu in subjektivno znanje vplivata napiratsko vedenje, medtem ko zaznanepozitivneposledice, custva in dovzetnost za norme znacilno oblikujejo posameznikovo namero po piratstvu.
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Predicting consumer digital piracy behavior Vida, Irena; Kos Koklič, Mateja; Kukar‐Kinney, Monika ...
Journal of research in interactive marketing,
01/2012, Volume:
6, Issue:
4
Journal Article
Peer reviewed
Purpose
The purpose of this paper is to investigate consumer perceptions of personal risk and benefits of digital piracy behavior as determinants of one's justification for such behavior and the ...consequent future piracy intention. Temporal effects of rationalization in shaping future piracy intent are also addressed.
Design/methodology/approach
A conceptual model was developed using counterfeiting and piracy literature. Data were gathered via mail and online survey of adults in five European Union countries. The model was tested on pooled sample using confirmatory factor analysis and structural equation modeling.
Findings
Rationalization mediates the relationship between perceived benefits and piracy intention, but not between perceived risk and intention. Both perceived risk and benefits affect piracy intent, with risk reducing it and benefits increasing it. Rationalization of past behavior increases future digital piracy intent.
Research limitations/implications
Risk measure was limited to technical problems, thus future studies should examine a wider scope of risk dimensions. The cross‐sectional design of the study also creates some limitations. A longitudinal methodology could provide a better insight into sequencing of rationalization.
Social implications
Marketing communications should increase public awareness of risks and reduce perceived piracy benefits to reduce future piracy intent. Public persuasion activities should counter the arguments consumers use to rationalize their piracy behavior.
Originality/value
This research fills in a void in knowledge on how expected consequences drive rationalization techniques, particularly with respect to future piracy intent. A realistic data set drawn from adult population in five countries is used, enhancing external validity.
Evropski nacionalni muzeji, ustanovljeni po letu 1750, so imeli poleg kulturne tudi narodotvorno in celo državotvorno vlogo. Po ustanovitvi je opremljanje muzejev z zbirkami povsod postalo znak ...prestiža. Z zbirkami so jih opremili bolj, pa tudi manj premožni, ki so razumeli, da mora tak muzej v svojih zbirkah imeti najdragocenejše umetnine in artefakte. Vloga muzejev in njihovih zbirk ni bila samo v prikazovanju najboljšega s področja umetnosti, znanja in narave, ampak je bila tesno povezana z idejo naroda in narodovo zgodovino. Večina avstrijskih muzejev (z izjemo cesarskih zbirk) je bila ustanovljena kot regionalnih, vendar se v nekaterih ustanovitvenih aktih pojavlja tudi termin nacionalni oziroma narodni.
Tak primer je Deželni muzej za Kranjsko, sedanji Narodni muzej Slovenije, ki bo leta 2021 praznoval 200-letnico. To se kaže tudi v pismu Jožefa Kamila Schmidburga, guvernerja in predsednika deželnih stanov, v katerem navaja načrt zbiranja gradiva za muzej: »Naš domovinski muzej naj bi zajel prvenstveno vse s področja nacionalnega slovstva (National-Literatur) in narodne ustvarjalnosti (National-Produktion). Prav tako naj združi vse, kar je v domovini ustvarila narava ali človeška pridnost. Shrani naj vse spomine na usodo dežele in na zasluge njenih prebivalcev.« Zbiralna politika muzeja je takrat odražala status muzeja. Precej se je spremenila po razpadu Avstro-Ogrske, ko muzej ni bil več edini muzej na ozemlju sedanje Slovenije, še bolj pa v sodobnosti, ko so slovenski nacionalni muzeji izgubili narodotvorno in državotvorno vlogo.
Evropski nacionalni muzeji, ustanovljeni po letu 1750, so imeli poleg kulturne tudi narodotvorno in celo državotvorno vlogo. Po ustanovitvi je opremljanje muzejev z zbirkami povsod postalo znak ...prestiža. Z zbirkami so jih opremili bolj, pa tudi manj premožni, ki so razumeli, da mora tak muzej v svojih zbirkah imeti najdragocenejše umetnine in artefakte. Vloga muzejev in njihovih zbirk ni bila samo v prikazovanju najboljšega s področja umetnosti, znanja in narave, ampak je bila tesno povezana z idejo naroda in narodovo zgodovino. Večina avstrijskih muzejev (z izjemo cesarskih zbirk) je bila ustanovljena kot regionalnih, vendar se v nekaterih ustanovitvenih aktih pojavlja tudi termin nacionalni oziroma narodni. Tak primer je Deželni muzej za Kranjsko, sedanji Narodni muzej Slovenije, ki bo leta 2021 praznoval 200-letnico. To se kaže tudi v pismu Jožefa Kamila Schmidburga, guvernerja in predsednika deželnih stanov, v katerem navaja načrt zbiranja gradiva za muzej: »Naš domovinski muzej naj bi zajel prvenstveno vse s področja nacionalnega slovstva (National-Literatur) in narodne ustvarjalnosti (National-Produktion). Prav tako naj združi vse, kar je v domovini ustvarila narava ali človeška pridnost. Shrani naj vse spomine na usodo dežele in na zasluge njenih prebivalcev.« Zbiralna politika muzeja je takrat odražala status muzeja. Precej se je spremenila po razpadu Avstro-Ogrske, ko muzej ni bil več edini muzej na ozemlju sedanje Slovenije, še bolj pa v sodobnosti, ko so slovenski nacionalni muzeji izgubili narodotvorno in državotvorno vlogo.
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