Based on a meta-analysis, this study aims to clarify the influence of online review valence (i.e., whether reviews in a review set are predominantly positive or negative) on various dependent ...variables, in particular on perceived usefulness of the reviews and on attitudes toward the product. The findings suggest that review valence affects perceived usefulness in a different way than it affects attitudes. We find an optimum impact level for perceived usefulness and a ceiling effect for attitudes. Primarily negative review sets that include few positive reviews show the strongest effect on perceived usefulness, while positive review sets that include few or no negative reviews are most successful in influencing attitudes. Additionally, review valence has a stronger influence on perceived usefulness when the reviews refer to experience (rather than search) products, and it has a stronger influence on attitudes for unfamiliar (rather than familiar) brands. Finally, the strongest influence of review valence refers to recommendation intentions. These findings provide several implications for researchers and practitioners.
•The positivity degree in online reviews affects perceived usefulness differently than attitudes.•Positivity shows an optimum impact level for perceived usefulness and a ceiling effect for attitudes.•Valence effects on usefulness depend on product experience.•Valence effects on attitudes depend on brand familiarity.•The strongest influence of review valence refers to recommendation intentions.
AbstractThe present paper is a systematic review that brings together and systematizes the articles on luxury marketing based on the target segment’s religion. Religion is believed to guide ...consumers’ judgments and decisions toward luxury. The mainstream marketing literature has not focused properly on Muslims who make a growing potential market niche that is agreed to require a customized approach. To the best of our knowledge, it is the first attempt undertaken to systematize existing research in this field. A review protocol is designed and implemented. A total of 46 articles on consumer behavior toward luxury sourced from 2011 in peer-reviewed academic journal studies are analyzed. A novel model has been developed which identifies four luxury purchase predictors and offers comprehensive dimensions of each. Based on the identified literature gaps, the study offers suggestions for future researchers as well as luxury marketing practitioners to advance their marketing strategies. This paper theoretically contributes to the existing literature on luxury marketing by proposing a novel framework that can be tested in different marketplaces and used for comparative purposes. The review adds structure and integrates the different findings to enable wider dissemination of the results to audiences interested in marketing luxury considering consumers’ personal, social, cultural, religious, and global factors.
This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers’ media usage. MAM allows to derive optimal media mixes that ...can be different for different types of media users. The authors provide a proof of concept by analyzing 46,852 responses to 92 beauty care advertising campaigns from 10,972 respondents from the Netherlands, Belgium, Finland, and Hungary and demonstrating the impact of consumers’ combined magazine, television, and Internet usage (i.e., how intensively they use media overall and the relative proportion of each individual medium) on their campaign-evoked brand interest, perceived brand equity, and purchase intention for advertised brands. The results suggest that different patterns of consumer media usage result in different responses to advertising campaigns.
Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and ...creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that “traditional” U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives—two U&G specifically relevant for social media use—are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. We argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content.
•The traditional uses and gratifications set hardly explain social media COBRAs.•Empowerment and remuneration represent the most critical drivers of COBRAs for different social media types.•Also, U&G and COBRAs relation differs when comparing diverse social media types.•Findings urge for a specific design of brand-related activities across social media.
The advertising field has witnessed a dramatic transformation over the past decade. This contribution to the IJA 40th anniversary special issue deals with (digital) branded content; any output ...fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner's brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information, and/or education value. We sketch the rise and growth of native advertising and content marketing as two major branded content types in the digital era and describe how the topic has been covered in academic advertising research in the past decade. We conclude with a future outlook for advertising research and practice in hope of encouraging further academic research on the topic and providing insights to practitioners to further develop their digital branded content.
This article examines the influence of a job recruitment advertisement personalized with a recipient's name and photograph on the visual attention to the advertisement, the attitudes toward the ...advertisement and, ultimately, job-pursuit intentions. Perceived ad intrusiveness and attitudinal persuasion knowledge may function as parallel mediators of visual attention and attitude toward the advertisement, with personal privacy concerns as a moderator of this relationship. In a between-subjects eye-tracking experiment, 72 participants view an advertisement on LinkedIn that is either personalized or not personalized. Although the participants fixate on the personalized advertisement more frequently and view it longer, they do not notice it faster or return to it more frequently. Furthermore, enhanced visual attention augments perceived intrusiveness, regardless of participants' levels of privacy concern, and decreases attitudinal persuasion knowledge for those who are less concerned about privacy.
We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived ...personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 (N = 264) extends the processing mechanism of personalized advertising by additionally including the mediating effects of self-brand connection and reactance toward the ad. Perceived personalization has a positive indirect effect on self-brand connection via perceived personal relevance, but not via perceived intrusiveness. Self-brand connection, in turn, has a positive effect on consumers' responses. Contrary to expectations, reactance does not significantly affect brand responses. Study 2 also examines the moderating role of perceived privacy protection by the SNS. Higher levels of perceived privacy protection by the SNS do not strengthen the indirect effects of perceived personalization.
Each year, 2.8 million people die because of comorbidities associated with being overweight. Snacking substantially contributes to people's calorie intake. One way to nudge consumers towards ...healthier alternatives is the implementation of nutritional labeling. This study reports on a controlled field experiment that evaluates the effect of two nutritional labels on free snack choices (n = 739). Participants at a conference could choose between nuts, cookies, and candy bars as a snack, presented at the bar at six different locations across 2 bar counters. The labels were set up in front of each snack in three conditions: no labeling (control), a calorie label, or a traffic light label (i.e., the Nutri-Score). The location of the snacks on the counter (Either side of the counter; Center, Right, Left) and the time-of-day (Morning (=reference) vs Afternoon) were statistically controlled for. The results show that calorie labels could not successfully nudge consumers toward healthier snack choices (nuts instead of candy bars or cookies). In contrast, the Nutri-Score label significantly increased the probability of choosing nuts over candy bars. The Nutri-Score also increased the chance of choosing nuts over cookies, but the difference was not significant. No prior studies to our knowledge have directly compared calorie labels to the Nutri-Score. This study suggests that the Nutri-Score label can be a more successful intervention than calorie labels to nudge consumers towards healthier choices in situations were free snacks are offered, like many modern workplaces. Changing snacking behavior is challenging and naturalistic field experiments like this one are needed to translate the theory from previous laboratory studies to real-life settings.
Purpose
This study aims to understand the impact of religiosity and acculturation to the global consumer culture (AGCC) on Muslims’ perception of luxury values. Prior results on the effect of ...religion/religiosity on luxury consumption and purchase intentions are inconsistent. Then, while AGCC is argued to affect consumers’ perceptions of luxury values, research in this area is scarce.
Design/methodology/approach
Based on an online questionnaire with 300 Kuwaiti respondents recruited from a paid consumer panel, the authors explore the relations between religiosity and AGGC on the one hand and luxury values on the other through linear regressions.
Findings
Religiosity enhances the perceived extended self, perfectionism, materialistic and sustainable value of luxury. AGCC enhances Muslims’ perception of all luxury values under study. Globalized Muslims mainly perceive luxury as means of self-identification.
Originality/value
The study is the first, to the knowledge, to investigate the impact of religiosity and AGCC on Muslims’ perception of luxury values. The authors propose an integrative set of luxury values that reflect both the social and personal value of luxury. The study focuses on Muslims in Kuwait; a potential luxury market that is under-investigated.
This paper is the first study that investigates the impact of balance (the ratio of positive and negative reviews) and sequence (the order in which the reviews are presented) of a set of online ...reviews on the perceived usefulness of these reviews (objective 1). As a second objective, our study attempts to provide more understanding in the gatekeeping role of the perceived usefulness. The results do not only evidence that review balance matters, but also reveal that review sequence has an important effect on the perceived usefulness of a set of reviews. The crucial role of perceived usefulness is demonstrated in that only when reviews are perceived as relatively useful, recall of positive and negative review information affects attitude and intention formation through the impression it creates about the object.
► Positive or negative balance review sets are found more useful than neutral balance. ► “Wrapping” can enhance the reviews' perceived usefulness. ► For useful reviews, impression mediates the effect of positive recall on attitude/intention.
PDF
