Measuring the Impact of a Single Negative Customer Review on Online Search and Purchase Decisions

2019 ◽  
Author(s):  
Marton Varga ◽  
Paulo Albuquerque
Keyword(s):  
Purchase Decisions ◽  
Online Search ◽  
Customer Review ◽  
The Impact

scholarly journals Farmers’ Perceptions of Commercial Insect-Based Feed for Sustainable Livestock Production in Kenya

2021 ◽  
Vol 13 (10) ◽  
pp. 5359
Author(s):  
Afrika Onguko Okello ◽  
Jonathan Makau Nzuma ◽  
David Jakinda Otieno ◽  
Michael Kidoido ◽  
Chrysantus Mbi Tanga
Keyword(s):  
Food Systems ◽  
Large Scale ◽  
Principal Component ◽  
Farm Income ◽  
Purchase Decisions ◽  
Wealth Status ◽  
Feed Formulation ◽  
Alternative Protein ◽  
Livestock Products ◽  
The Impact

The utilization of insect-based feeds (IBF) as an alternative protein source is increasingly gaining momentum worldwide owing to recent concerns over the impact of food systems on the environment. However, its large-scale adoption will depend on farmers’ acceptance of its key qualities. This study evaluates farmer’s perceptions of commercial IBF products and assesses the factors that would influence its adoption. It employs principal component analysis (PCA) to develop perception indices that are subsequently used in multiple regression analysis of survey data collected from a sample of 310 farmers. Over 90% of the farmers were ready and willing to use IBF. The PCA identified feed performance, social acceptability of the use of insects in feed formulation, feed versatility and marketability of livestock products reared on IBF as the key attributes that would inform farmers’ purchase decisions. Awareness of IBF attributes, group membership, off-farm income, wealth status and education significantly influenced farmers’ perceptions of IBF. Interventions such as experimental demonstrations that increase farmers’ technical knowledge on the productivity of livestock fed on IBF are crucial to reducing farmers’ uncertainties towards acceptability of IBF. Public partnerships with resource-endowed farmers and farmer groups are recommended to improve knowledge sharing on IBF.

scholarly journals Does It Pay to Be Real? Understanding Authenticity in TV Advertising

2018 ◽  
Vol 83 (1) ◽  
pp. 24-50 ◽  
Author(s):  
Maren Becker ◽  
Nico Wiegand ◽  
Werner J. Reinartz
Keyword(s):  
Consumer Behavior ◽  
Essential Element ◽  
Purchase Decisions ◽  
Four Dimensions ◽  
Advertising Context ◽  
Hedonic Products ◽  
Hedonic And Utilitarian Products ◽  
The Impact ◽  
Common Understanding ◽  
Positive Effect

Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimensions’ effects on the sales performance of advertised products. Because the impact of authenticity may depend on brand or product characteristics, the authors also analyze how these effects vary with brand size or across hedonic and utilitarian products. The results suggest that authenticity influences consumer behavior in a more nuanced manner than previously recognized. For instance, whereas an ad congruent with the brand’s essence has a positive effect on sales in most cases, an overly honest advertising message can actually hurt performance; the latter is true especially for hedonic products, for which consumers rely more on subjective information when making purchase decisions.

‘The Impact of Culture on Tourists' Online Information Search Behaviour

2016 ◽  
pp. 1-22 ◽  
Author(s):  
Eleni Michopoulou ◽  
Delia Gabriela Moisa
Keyword(s):  
Information Search ◽  
Qualitative Approach ◽  
Online Information ◽  
Online Search ◽  
Search Behaviour ◽  
Behavioural Patterns ◽  
Chinese Tourists ◽  
The Subject ◽  
The Impact ◽  
Chinese Travellers

This chapter looks into the concept of culture and its impacts on travellers' online information search behaviour. The study is focused on two culturally diametric countries: United Kingdom and China (Hofstede, 2001) and they have been selected as case studies, representing values from the Western and the Asian cultures. In order to examine the effects of culture on online search behaviours, the research adopted a qualitative approach, and data was collected through interviews in order to enhance and elaborate the understanding on the subject studied. The results of this study show that culture influences the travellers' behaviour in the online environment, up to a certain extent, and as a result of this influences, different behavioural patterns between the British and the Chinese travellers emerged. Moreover, these findings bring implications for the marketers aiming at the British and the Chinese tourists, and they highlight the need to adopt different strategies in designing and marketing their tourism products for these two particular markets.

The impact of monetary rewards for online reviews

2019 ◽  
Vol 31 (5) ◽  
pp. 1486-1515 ◽  
Author(s):  
Yongrui Duan ◽  
Chen Chen ◽  
Jiazhen Huo
Keyword(s):  
Analytical Framework ◽  
Online Reviews ◽  
Monetary Reward ◽  
Product Reviews ◽  
Purchase Decisions ◽  
Content Type ◽  
Second Stage ◽  
Monetary Rewards ◽  
Stage 1 ◽  
The Impact

Purpose To encourage buyers to contribute product reviews, some online sellers offer monetary rewards. The purpose of this paper is to investigate the impact of monetary rewards on buyers’ purchase decisions and review contributions, as well as the impact on the seller’s price decisions and profit. Design/methodology/approach The authors consider an online seller in a two-stage setting. Prior to Stage 1, the profit-maximizing seller sets the price and decides whether to offer a monetary reward secretly to motivate online reviews. Then, a continuum of buyers arrives and makes purchase decisions at the beginning of each stage. First-stage buyers may contribute reviews if they are satisfied, which will affect demand in the second stage. Using this analytical framework, the authors analyze the impact of monetary rewards. Findings If the monetary reward is small, it decreases the seller’s profit and fails to generate more reviews. It also increases price, leading to a decline in total demand. Thus, when the reward is lower than a certain threshold, all buyers are worse off. Only when the reward exceeds the threshold are buyers who contribute reviews better off. Profit and total demand both increase in review quality, while the price may either increase or decrease in it. Originality/value To the best of the authors’ knowledge, this paper is the first to analyze theoretically the impact of monetary rewards on buyers’ purchase decisions, review contributions and on online sellers’ decisions.

Corporate impact of carbon disclosures: a nonlinear empirical approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maria Mora Rodríguez ◽  
Francisco Flores Muñoz ◽  
Diego Valentinetti
Keyword(s):  
Insider Trading ◽  
Stock Prices ◽  
Performance Metrics ◽  
Value Relevance ◽  
Moving Average ◽  
Online Search ◽  
Estimation Model ◽  
Content Type ◽  
Corporate Reporting ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of recent developments in corporate reporting, specifically from the carbon disclosure project (CDP) environment, in the evolution of European post-crisis financial markets. Design/methodology/approach Theoretical and instrumental advancements from nonlinear dynamics have been applied to the analysis of market behaviour and the online presence or reputation of major European listed banks. Findings The application of a nonlinear statistical methodology (i.e. the autoregressive fractionally integrated moving average [ARFIMA] estimation model) demonstrates the presence of a long history of collected data, thus indicating a certain degree of predictability in the time series. Also, this study confirms the existence of structural breakpoints, specifically the impact of the CDP reporting in both stock prices and online search trends of the sampled companies for certain periods. Research limitations/implications This study introduces new methodological perspectives in corporate reporting studies, as the application of nonlinear techniques can be more effective in capturing corporate transparency issues. A limitation to overcome is to explore whether the impact of reporting is different due to the specific reporting behaviour each company adopts. Practical implications The “breakpoint” concept should enlighten the importance to firms of providing more information in specific moments, which can impact on both traditional (i.e. stock prices) and modern (i.e. online popularity) performance metrics. Additionally, it should be taken into account by stakeholders, when analysing the accountability of firms to improve their decision-making processes and policymakers, for monitoring and contrasting speculative and insider trading activities. Social implications Online search trends represent a new public attitude to how society “measures” the effectiveness of firms’ disclosure behaviours. Originality/value Combining ARFIMA with structural break techniques can be regarded as a relevant and complementary addition to classic “market reaction” or “value relevance” techniques.

scholarly journals Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers' purchase decisions

2020 ◽  
Vol 31 (3) ◽  
pp. 489-508
Author(s):  
Jan F. Klein ◽  
Yuchi Zhang ◽  
Tomas Falk ◽  
Jaakko Aspara ◽  
Xueming Luo
Keyword(s):  
Digital Media ◽  
Information Search ◽  
Information Sources ◽  
Media Exposure ◽  
Purchase Decisions ◽  
Information Structures ◽  
Customer Journey ◽  
Content Type ◽  
Cross Media ◽  
The Impact

PurposeIn the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this article introduces media entropy as a new metric for assessing cross-media exposure on the individual customer level and illustrates its effect on consumers' purchase decisions.Design/methodology/approachBuilding on information and signalling theory, this study proposes the entropy of company-controlled and peer-driven media sources as a measure of cross-media exposure. A probit model analyses individual-level customer journey data across more than 25,000 digital and traditional media touchpoints.FindingsCross-media exposure, measured as the entropy of information sources in a customer journey, drives purchase decisions. The positive effect is particularly pronounced for (1) digital (online) versus traditional (offline) media environments, (2) customers who currently do not own the brand and (3) brands that customers perceive as weak.Practical implicationsThe proposed metric of cross-media exposure can help managers understand customers' information structures in pre-purchase phases. Assessing the consequences of customers' cross-media exposure is especially relevant for service companies that seek to support customers' information search efforts. Marketing agencies, consultancies and platform providers also need actionable customer journey metrics, particularly in early stages of the journey.Originality/valueService managers and marketers can integrate the media entropy metric into their marketing dashboards and use it to steer their investments in different media types. Researchers can include the metric in empirical models to explore customers' omni-channel journeys.

scholarly journals Anticipated embarrassment due to social presence withholds consumers from purchasing products that feature a lucky charm

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1612-1630 ◽  
Author(s):  
Di Wang ◽  
Harmen Oppewal ◽  
Dominic Thomas
Keyword(s):  
Social Influence ◽  
Impression Management ◽  
Social Presence ◽  
Purchase Decisions ◽  
Product Selection ◽  
Content Type ◽  
The Social ◽  
The Impact ◽  
Superstitious Beliefs

Purpose Several studies have shown that superstitious beliefs, such as beliefs in “lucky” product attributes, influence consumer purchase behaviour. Still, little is known about how social influence, in particular mere social presence, impacts consumer superstition-related purchase decisions. Drawing on impression management theory, this paper aims to investigate the effect of social presence on consumer purchase decisions of products featuring lucky charms including the role of anticipated embarrassment as a mediator of the social presence effect. Design/methodology/approach In three studies, participants select products that feature or do not feature a lucky charm. They make these selections under varying conditions of social presence, as induced by the shopping setting in the scenario or through the use of confederates or fellow participants observing them make a real product selection. Participants are students from Australia and China. Findings The studies show that social presence makes consumers less likely to select products that feature a lucky charm. This suppressing effect is mediated by the consumers’ anticipated embarrassment. Research limitations/implications The study investigates the effect of social presence but does not investigate different parameters of social presence such as the number of people present and their familiarity. The study investigates effects for purchase settings but does not include effects of usage and neither does it look into differences across product types or lucky charm types. Practical implications Marketers should be careful to not make lucky charms too publicly salient. Online settings are more suitable than mortar-and-brick settings for selling products featuring a lucky charm. Originality/value The present research is the first to investigate consumer purchase behaviour for a product featuring a lucky charm. It is also the first to investigate the impact of social influence on superstition-based decision-making.

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