scholarly journals Does electronic discussion lead to self-organization of opinions?: experimental study of attitude change based on dynamic social impact theory

2007 ◽  
Vol 47 (1) ◽  
pp. 1-12
Author(s):  
Hiroaki Morio
Keyword(s):  
Experimental Study ◽  
Attitude Change ◽  
Social Impact ◽  
Self Organization ◽  
Impact Theory

scholarly journals Is online education more welcomed during COVID-19? An empirical study of social impact theory on online tutoring platforms

2021 ◽  
pp. 002072092098400
Author(s):  
Jijuan Cao ◽  
Ting Yang ◽  
Ivan Ka Wai Lai ◽  
Jun Wu
Keyword(s):  
College Students ◽  
Online Education ◽  
Attitude Change ◽  
Social Impact ◽  
Mainland China ◽  
Behavioural Intention ◽  
Three Dimensions ◽  
Online Tutoring ◽  
Use Of Technology ◽  
Impact Theory

During the COVID-19 pandemic, Online Tutoring Platforms (OTPs) have been applied extensively in education in China. The aim of this study is to investigate the determinants that influence college students’ behavioural intention of using OTPs to acquire knowledge. This study also explores how students’ attitude change in using OTPs five months after the outbreak of the COVID-19 pandemic based on a hierarchical component model which is combined by the Social Impact Theory (SIT) and Unified Theory of Acceptance and Use of Technology (UTAUT). Partial least squares (PLS) analysis is employed to analyse the data collected from 1133 students in Mainland China. The results of the analysis indicate that social impact consists of three dimensions (compliance, identification, internalization) significantly influences college students’ attitude toward OTPs and further affects college students’ behavioural intention toward OTPs usage. Furthermore, performance expectancy and effort expectancy also positively affect students’ behavioural intention toward using OTPs to acquire knowledge. This study makes several suggestions for universities to encourage students using OTPs to cope with the situation of Covid-19 pandemic and for educators to promote online tutoring for reforming universities in the future.

Impact of Salesperson Behaviour on Customers Equity in Super Market

2021 ◽  
Vol 14 (1) ◽  
pp. 113-122
Author(s):  
Raju Bhai Manandhar
Keyword(s):  
Social Impact ◽  
Sampling Technique ◽  
Service Experience ◽  
Customer Perception ◽  
Need For Uniqueness ◽  
Revisit Intention ◽  
Impact Theory ◽  
Quasi Experimental ◽  
Management Students ◽  
The Impact

Service marketing focuses on service encounter stimuli, such as the servicescape, employee interactions, the core service, and other customers. The studies that have focused on other customers’ role as a social component of the service environment have led to the development of a comprehensive measure of other customer perception. Thus, based on the social impact theory, attraction theory and the theory of uniqueness, the study analysed the effect of Other Customer Perception (OCP), Need for Uniqueness (NFU and their interaction on service experience and revisit intention by employing a scenario-based quasi-experimental research design with a sample of 127 job holder postgraduate management students using convenient sampling technique. The study employed MANOVA GLM model and concludes that while the impact of consumers’ perceptions of other customers’ similarity does influence service experience of the customers, demonstrating that not only the restaurant itself, but also the entities in the surrounding network such as other customers have an impact on service experience and their revisit intention. Therefore, other customer effect, which works as a basis for service experience and revisit intention, should not be neglected when designing the surroundings in restaurant settings.

Dynamic Social Impact Theory

2018 ◽  
pp. 113-139
Author(s):  
Binod Sundararajan ◽  
Elizabeth Tetzlaff
Keyword(s):  
Social Media ◽  
Social Impact ◽  
Impact Theory ◽  
The Creation

Following the sociocultural traditions of communication, the authors explore the commonalities between Latané's dynamic social impact theory (DSIT), and the concepts of homophily and heterophily, and find that the markers of DSIT appear quite strikingly similar to the concepts similarity espoused by homophily (i.e., clustering, correlation, and consolidation), while the continuing diversity in DSIT is very similar to heterophily, which exists in groups and cultures. The authors test these concepts by analyzing two different blog conversations and find support to the above propositions. In the process, the authors suggest that social media should be retitled sociocultural media as this media aids in the creation and maintenance of cultures that coexist with those of differing viewpoints.

User-Generated Content and Consumer Purchase Intentions in the Cosmetic Industry

2021 ◽  
pp. 1084-1106
Author(s):  
Jemi Patel
Keyword(s):  
Social Networking ◽  
Social Impact ◽  
Marketing Strategies ◽  
User Generated Content ◽  
Digital Marketing ◽  
Computer Mediated ◽  
Online Retailers ◽  
Impact Theory ◽  
Cosmetic Industry ◽  
Luxury Cosmetics

Online retailers within the luxury cosmetics industry have grown in popularity due to a wider and more diverse catalogue of products. Beauty e-commerce has also seen an uplift due to the increase in blogs/vlogs and online YouTube tutorials which motivate customers to click through to brands and retailer sites through links and affiliate marketing. Given the importance of computer-mediated marketing environments, particularly the burgeoning Internet tapestry along with its various social networking platforms, it is fundamental for management to foster and understand how these emerging technologies impact on their marketing strategies. Drawing on social impact theory (SIT), this paper contends that user-generated content can provide the basis for brand managers in the cosmetic industry to re-evaluate their digital marketing strategies. The paper concludes with discussions about the value of social impact theory in the development of digital marketing strategies.

Social Impact Theory

2012 ◽  
Author(s):  
Scott J. Moeller ◽  
Brad J. Bushman
Keyword(s):  
Social Impact ◽  
Impact Theory

Livestreaming vs pre-recorded

2018 ◽  
Vol 52 (9/10) ◽  
pp. 2075-2104 ◽  
Author(s):  
Tyson Ang ◽  
Shuqin Wei ◽  
Nwamaka A. Anaza
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Social Impact ◽  
Product Launch ◽  
Equation Modeling ◽  
Content Type ◽  
Purchasing Intention ◽  
Impact Theory ◽  
Consumer Purchase Intention

Purpose Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded) influence consumer viewing experiences and consequential behavioral intentions. Design/methodology/approach A scenario-based experiment was conducted with 462 participants. The study involved social viewing strategies in a new product launch context. Data were analyzed using structural equation modeling. Findings This study demonstrates that social influence cues (social presence and synchronicity) inherent in a livestreaming strategy induce a more authentic consumer viewing experience than a pre-recorded strategy, which in turn increases consumers’ searching and subscribing intention. However, a company’s social viewing strategy does not moderate the effect of search and subscribe intention on purchase intention. Research limitations/implications This study extends the application of social impact theory by showing that social presence and synchronicity impact authentic consumer viewing experiences, which influence consumers’ searching, subscribing and purchasing intention. Practical implications This study validates the importance of using social viewing as a viable digital marketing strategy for practitioners. The paper provides marketers ways to increase consumer purchase intention via livestreaming marketing content, particularly for new products. Originality/value This study extends the traditional research on social viewing into the realm of digital social viewing. It is among the first to delineate the advantages of both livestreaming and pre-recorded social viewing approaches.

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