Applying psychological reactance theory (PRT) as a theoretical framework, this study investigates reactance-related factors to better understand why consumers avoid advertising on Facebook. An online ...survey was conducted to develop and empirically test a conceptual model that integrates the antecedents and outcomes of reactance against Facebook newsfeed ads. Specifically, the study employs Facebook users' perceptions of autonomy, freedom threat, and intrusiveness as antecedents of reactance and measures two sub-constructs of reactance: negative cognitions and anger. As the outcomes of reactance, two types of ad avoidance are examined: cognitive and behavioral. The major findings reveal that users’ perceived autonomy decreases their perceptions of ad intrusiveness. Subsequently, ad intrusiveness and freedom threat to use Facebook have a positive effect on reactance, which influences ad avoidance. Theoretical and managerial implications are also discussed.
•Using psychological reactance theory, we examine why Facebook users avoid ads.•We test a model that integrates antecedents and outcomes of reactance against ads.•Users' perception of autonomy to control ad exposure decreases ad intrusiveness.•Ad intrusiveness and freedom threat to use Facebook affect reactance positively.•Psychological reactance influences cognitive and behavioral ad avoidance on Facebook.
With Rogers' protection motivation theory as the theoretical framework, this study identified determinants of young adolescents' level of privacy concerns, which, in turn, affects their resultant ...coping behaviors to protect privacy. Survey data from 144 middle school students revealed that perceived risks of information disclosure increased privacy concerns, whereas perceived benefits offered by information exchange decreased privacy concerns. Subsequently, privacy concerns had an impact on risk-coping behaviors such as seeking out interpersonal advice or additional information (e.g., privacy statement) or refraining from using Web sites that ask for personal information. Counter to our expectation, privacy self-efficacy did not appear to be related to privacy concerns. Implications of privacy education to protect online privacy among young adolescents were discussed.
This study examined consumers’ motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational ...antecedents and consequences. Online survey data (n = 1,461) were collected from various company-sponsored MROCs, which were run by a leading online community service provider in the United States. The findings showed that several motivations underlying MROC participation had an influence on members’ sense of identification with MROCs. Furthermore, members’ identification with MROCs was found to contribute to enhancing their feeling heard by the sponsoring company, which in turn affected their intention to continually participate in communities and trust in the sponsoring company’s brand. Theoretical and managerial implications were discussed in relation to the value that listening to consumers has for market research.
This study explores how young millennials understand and respond to newsfeed native advertising on Facebook, rooting our focus on its covert nature of the ad format. Drawing insight from two ...persuasion-related theories, we conducted focus group interviews and in-depth interviews with Facebook users aged 19-29. The study revealed three major themes regarding their interactions with newsfeed ads: persuasion knowledge, positive and negative experiences and avoidant coping responses. Participants showed a high level of persuasion knowledge of how Facebook newsfeed ads work and ambivalent attitudes toward newsfeed native ads. Despite some benefits, newsfeed native ads presented strong negative responses, which were often accompanied by reactance and ad avoidance. Multiple themes regarding negative experiences emerged: ad intrusiveness, ad clutter, a lack of relevance, too personal, privacy concern, goal impediment and covertness. Participants also voiced less autonomy in controlling their exposure to newsfeed ads. Theoretical and managerial implications are discussed and a model for future research is provided.
In the context of the fast fashion industry, this study examined the efficacy of sustainable collections in achieving corporate legitimacy. We examine the ethical branding and organizational ...legitimacy relationship in the context of the fast fashion industry. We conducted an online experiment with the use of Amazon MTurk in the Unites States. The data were collected from female fast fashion users (N = 389). The data analysis revealed that fast fashion retailers' sustainable collections had a positive impact on corporate legitimacy, CSR perception, brand trust, and purchase intention. This study also uncovered that the company's sustainable collections increased consumers' attributions to altruistic motives and consumers' altruistic attributions had a positive influence on corporate legitimacy, CSR perception, brand trust, and purchase intention. Furthermore, this study found the mediating role of altruistic attributions in explaining the impact of sustainable collections on these four outcome variables. Regarding the sustainable collections' design and production, managerial implications are described as the need to communicate the ethical approach and efforts.
•This study investigated how U.S. teens respond to Facebook newsfeed advertising.•Benefit appraisal such as ad value and relevance enhanced ad engagement.•Risk appraisal led to an increase in privacy ...concerns, ad avoidance, and regulation.•Parental mediation increased privacy concerns and ad avoidance.•Peer communication encouraged ad engagement while negating ad avoidance.
This study examines how cognitive (benefit-risk appraisal) and social factors (parent and peer communication) are associated with teenagers’ privacy concerns as well as individual and social coping strategies in dealing with Facebook newsfeed advertising. A survey conducted with U.S. teen Facebook users demonstrates that benefit appraisal (ad value and relevance) induces greater ad engagement, while risk perceptions (goal impediment, ad intrusiveness, and sponsorship deceptiveness) result in reactive coping strategies such as privacy concerns, ad avoidance, and regulatory control. Parental mediation has a positive impact on teens’ privacy concerns and ad avoidance, whereas peer communication makes teens less critical about advertising practices. Teens’ privacy concerns lead to ad disengagement and support for government regulation. Theoretical and managerial implications are discussed.
Despite the hype surrounding Artificial Intelligence (AI), the potential of AI in customer relationship management (CRM) remains underexplored in academia. A between-subjects experiment examined the ...effects of the type of relationship (virtual assistantship versus virtual friendship) consumers build with AI-enabled chatbots on brand personality perception, parasocial interaction (PSI), and CRM. The main effects of the relationship type on brand personality perception appeared for competent brand personality, but not for sincere brand personality. The consumer-chatbot relationship type had effects on CRM-related outcomes (behavioral intention, satisfaction, and trust) through competent brand personality. Consumers who interacted with a friend chatbot experienced stronger PSI with the chatbot, and the relationship type had an influence on brand personality perception through PSI. This mediating effect of PSI was observed for both brand personalities - competence and sincerity. The moderating role of ideological views (technopians versus luddites) in explaining the effect of the relationship type on brand personality perception was detected for sincere brand personality. AI designers and marketers need to develop AI user interface (UI) and user experience (UX) along with marketing strategies that not only can appeal to technopians ready to adopt innovative AI customer representatives but also can ultimately help alleviate luddites’ AI anxiety in the emerging “feeling economy” envisioned by Rust and Huang.
•Chatbots can form virtual assistantship versus virtual friendship with customers.•Chatbots can represent a brand in customer relationship management (CRM).•Brand personality perception and parasocial interaction (PSI) affect CRM.•Virtual friend chatbots induce stronger PSI than virtual assistant chatbots.•Technopians and luddites respond differently to AI-manifested brand personality.
Integrating the theories of nostalgia and consumer‐brand relationships, this study developed and tested a theoretical model for understanding ad‐evoked nostalgia within the context of Facebook. ...Online survey data (n = 395) were collected using Amazon MTurk to disentangle the relationships between antecedents, ad‐evoked nostalgia, and outcomes. An analysis of the structural model revealed that the need to belong and nostalgia proneness had positive, direct effects on ad‐evoked nostalgia, which subsequently affected self‐brand connections and brand engagement behaviors on Facebook. Facebook use intensity was not found to influence ad‐evoked nostalgia. Theoretical and managerial implications, along with future research directions, were discussed.
Drawing from social learning theory and the mobile advertising literature on key performance indicators (KPIs), two experiments examined the influence of peer users' conversion in mobile social ...commerce. Experiment 1 (N = 211, between-subjects high vs. low number of “sold items”) tested the effects of peer users' conversion, operationalized as the number of “sold items” in the seller's profile, on the seller-and-profile-related outcomes. The main effect of peer users' conversion was found such that high conversion induced greater cognitive and affective appraisals, higher seller credibility, a more positive profile attitude, greater perceived entrepreneurial talent of the seller, and stronger social commerce conversion intentions. The mediating effect of social learning (mainly affective appraisal) was found. Experiment 2 (N = 348, 2 high vs. low number of “sold items” x 2 high vs. low “followers” between-subjects factorial design) showed the interaction effects of the number of “sold items” (seller's sales performance) and the number of “followers” (seller's relationship performance) on cognitive and affective appraisals, seller credibility, and profile attitude. Moderated mediation analyses revealed that peer users' conversion exerts a positive impact on the outcome variables through cognitive and affective appraisals when the number of followers is high but not when it is low.
•Two experiments test social learning theory and KPI literature in social commerce.•Study 1 tests effects of consumers' conversion (entrepreneurs' sales performance).•Study 2 tests sales performance x relationship performance-interaction effects.•The power of peer consumers' conversion is confirmed in mobile social commerce.•Entrepreneurial sellers' numbers of followers matter in mobile social commerce.
Electronic word of mouth (eWOM) Lee, Mira; Youn, Seounmi
International journal of advertising,
01/2009, Letnik:
28, Številka:
3
Journal Article
Recenzirano
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers' judgements of reviewed products. Additionally, ...this study examines the moderating role of the valence of eWOM on the platforms-consumer product judgement relationship. Our findings indicated that, other things being equal, participants exposed to the review posted on the personal blog were more likely to attribute the review to circumstances and less likely to recommend the product to friends than those who were exposed to the review either on the independent review website or the brand's website. The effect of the eWOM platforms on consumer willingness to recommend the product to friends was found only when the review was positive. When the review was negative, however, there were detrimental effects on consumer willingness to recommend the product to friends regardless of the eWOM platform. Practical and theoretical implications of the findings were discussed.
