scholarly journals Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media

2021 ◽  
Vol 13 (9) ◽  
pp. 4864
Author(s):  
Jungwoo Lee ◽  
Cheong Kim ◽  
Kun Chang Lee
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Negative Effects ◽  
Online Study ◽  
Sustainable Marketing ◽  
Managerial Implications ◽  
The Relationship ◽  
Empirical Investigations

Emojis are prevalent in modern social media advertising. Despite this fact, little research can be found on its effects on consumer purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, and how the added factor of emoji presence can further affect consumer perception in order to suggest a pathway for establishing sustainable marketing strategies. We investigated the effect of emojis on consumers and then the extent to which ad personalization can attenuate intrusiveness to the point of influencing purchase intentions. In the empirical investigations (an online study) conducted, the study revealed several interesting findings. First, the emoji presence in Sponsored Ads on the News Feed did not prompt the users’ perceived intrusiveness. Second, the emoji use led to decreased purchase intentions. Third, the perceived intrusiveness did not mediate the relationship between emoji presence (vs. absence) and purchase intentions. Lastly, the emoji presence decreased perceived intrusiveness and also increased purchase intentions when consumers perceived ads to be less personalized. The findings of this research provide both theoretical and managerial implications of the effects of emojis, and the reasons as to why their usage affects the desired ad goals when used in Sponsored Ads on Facebook from the perspective of sustainable marketing.

scholarly journals Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19

2021 ◽  
Vol 13 (12) ◽  
pp. 6735
Author(s):  
Ganesh Dash ◽  
Debarun Chakraborty
Keyword(s):  
Customer Satisfaction ◽  
Life Insurance ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Digital Transformation ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Five Dimensions ◽  
Customer Involvement ◽  
The Relationship

This study explores the relationship between digital marketing practices, customer satisfaction, customer involvement, and purchase intention. The focus is on the life insurance digital marketing strategies during a pandemic and the resultant lockdown and shutdown. This work sought to analyze the digital transformation of marketing practices and the customers’ resultant purchase intentions. COVID-19 was taken as the prevailing pandemic and its impact on the digital transformation of marketing strategies. Five dimensions of digital marketing strategies with eighteen items and three items each of customer satisfaction and purchase intention were considered for practical purposes. It used structural equation modeling to study 535 responses of life insurance customers. Findings indicate that SEM/SEO, display, and E-CRM practices significantly impacted customer satisfaction and purchase intention. Further, a mediation-cum-moderation approach was undertaken. Customer satisfaction significantly affected purchase intention and played a good mediator between digital marketing practices and purchase intention. Additionally, customer involvement moderated the relationship between content marketing and communication with purchase intention. This research work helps life insurance marketers in general. The digital channel managers expressly understand their key areas of strengths regarding the five dimensions of digital marketing strategies. Accordingly, they frame their plans for decision-making to improve customer satisfaction and resultant purchase intentions. It provides a direction for future adoption of specific marketing strategies during a pandemic and consequent shutdown and lockdowns.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals Emerging infectious outbreak inhibits pain empathy mediated prosocial behaviour

2020 ◽  
Author(s):  
Siqi Cao ◽  
Yanyan Qi ◽  
Qi Huang ◽  
Yuanchen Wang ◽  
Xinchen Han ◽  
...  
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Compassion Fatigue ◽  
Prosocial Behaviour ◽  
Negative Effects ◽  
Personal Traits ◽  
Health Events ◽  
Trait Empathy ◽  
The Relationship

In response to the coronavirus outbreak, people may experience anxiety, empathy, and prosocial willingness. However, the relationship between emotions, empathy, and prosocial behaviour is unknown. It is said that empathy is affected by moods and influences pro-sociality. Thus, how does an emergency change people’s empathy and prosocial willingness? We conducted a study with 1,190 participants before (N=520) and after (N=570) the coronavirus outbreak. We found that prosocial willingness decreased post-outbreak, maybe by the decreased empathy levels, in accordance with compassion fatigue theory. Trait empathy could affect prosocial willingness indirectly through the empathy level. News discriminability and distance from the outbreak epicentre played a role in the trait empathy change. Given how emergency health events influence emotion and the effects of personal traits on prosocial willingness, social media users and providers should understand the negative effects of information over-exposure on mental health during the outbreak.

The Relationship between Fast Fashion and Luxury Brands

2017 ◽  
pp. 910-931
Author(s):  
Cesare Amatulli ◽  
Antonio Mileti ◽  
Vincenzo Speciale ◽  
Gianluigi Guido
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Luxury Brands ◽  
Fast Fashion ◽  
Customer Perception ◽  
The Uk ◽  
The Relationship

This chapter explores how the luxury sector has been affected by the fast fashion brands in the UK market. In particular, this chapter examines the effects of fast fashion activity on luxury brands and more specifically on how the marketing strategies of luxury brands have been drawn to the fast fashion model. Moreover, it analyzes how co-branding collaborations between luxury and fast fashion brands have positively affected consumer' perception of the luxury brands. The chapter is based on a theoretical review and two studies. Results provide insights for the international fashion business, showing how luxury fashion brands lean towards the fast fashion model and how co-branding collaborations between luxury and fast fashion brands are positive for luxury brands in terms of customer perception.

Competition and the Winner's Curse in B2B Reverse Auctions

2011 ◽  
pp. 150-165
Author(s):  
Indranil K. Ghosh ◽  
John L. Fizel ◽  
Ido Millet ◽  
Diane H. Parente
Keyword(s):  
Theoretical Background ◽  
Procurement Auctions ◽  
Future Research ◽  
Winner's Curse ◽  
Negative Effects ◽  
Diverse Range ◽  
Winner’S Curse ◽  
Managerial Implications ◽  
The Given ◽  
The Relationship

The Winner’s Curse is a common phenomenon mostly in auctions, even though it has applications in a diverse range of fields. We define the idea of a Winner’s Curse and specify the types of auctions in which this could be prevalent. We look at the data provided by a major multinational corporation on online procurement auctions conducted by them. We specify the relationship that the prevalence of the Winner’s Curse would have on the success of such procurement auctions. Using this theoretical background, we analyze the given data and show that in some cases, the presence of the Winner’s Curse and the subsequent need for bidders to show caution in the presence of the Winner’s Curse could lead to lower auction success for the firm. We specify the particular cases where this is true. This leads to Managerial Implications for firms wishing to conduct procurement auctions online and we spell them out. We also provide some examples of how firms might try and lower the negative effects of the Winner’s Curse. Finally we provide some future research ideas that may be pursued and some additional readings for the curious reader.

scholarly journals Communicating with Voters on YouTube: Content Analysis of the Relationship Between Advertisement Message Characteristics and Viewers’ Responses

2019 ◽  
Vol 44 (1) ◽  
pp. 17-35
Author(s):  
Seerat Sohal ◽  
Harsandaldeep Kaur
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Developed Countries ◽  
Political Campaigns ◽  
Marketing Strategies ◽  
Political Marketing ◽  
Political Advertisements ◽  
Use Of Social Media ◽  
The Relationship

The present study is an endeavour to broaden the research on the use of social media websites in political campaigns beyond the ambit of developed countries. This article focuses on scrutinizing the role of YouTube during 2014 Indian Parliamentary elections—the first ‘social media’-based elections in India. The methodology of data collection incorporates the content analysis of 147 YouTube-based audio–visual political advertisements, associating the message characteristics (natures, types and appeals) with message reach (number of views) and viewer engagement (types of comments). The results reveal the failure of the viewers to recognize the association between message reach and viewers’ engagement with message characteristics, confirming the ‘marginal’ use of YouTube. However, the study recommends the incorporation of contemporary, Internet-based social media advertising tools along with the traditional tools in the future political marketing campaigns. This article is instrumental for political marketers and consultants in devising political marketing strategies.

Effects of enterprise social media usage on task performance through perceived task structure: the moderating role of perceived team diversity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Manting Deng ◽  
Hefu Liu ◽  
Qian Huang ◽  
Guanqi Ding
Keyword(s):  
Social Media ◽  
Task Performance ◽  
Task Structure ◽  
Negative Effects ◽  
Content Type ◽  
Team Diversity ◽  
Enterprise Social Media ◽  
The Relationship ◽  
And Task

PurposeOrganisations have widely adopted enterprise social media (ESM) to improve employees' task performance. This study aims to explore the mediating role of perceived task structure on the relationship between ESM usage and employee task performance. The authors investigate the moderating effects of perceived team diversity on the relationship between ESM usage and perceived task structure.Design/methodology/approachThe authors conducted a questionnaire survey in China on 251 working professionals who use social media in their respective organisations.FindingsResults showed that employees' perception of task structure considerably mediates the relationship between ESM usage and task performance. Findings also confirmed that perceived team diversity negatively affects the relationship between ESM usage and perceived task interdependence.Research limitations/implicationsPractitioners and/or managers should pay attention to the effect of ESM usage on employee's perceived task structure. Furthermore, they should focus on the level of team diversity when adopting ESM to enhance task performance.Originality/valueThis study contributes to the knowledge of perceived task structure in explaining the effect of ESM usage on task performance based on communication visibility theory. This work presents the relationship among ESM usage, perceived task structure, perceived team diversity and task performance. Moreover, this research enriches the literature on ESM usage by investigating the moderating roles of perceived team diversity whilst presenting the negative effects of perceived team diversity.

scholarly journals Social media marketing, functional branding strategy and intentional branding

2018 ◽  
Vol 16 (3) ◽  
pp. 102-116 ◽  
Author(s):  
Mohammad Fahmi Al-Zyoud
Keyword(s):  
Social Media ◽  
Quantitative Data ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Branding Strategy ◽  
The Relationship

It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.

scholarly journals Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

2021 ◽  
Vol 17 (4) ◽  
pp. 111-119
Author(s):  
Boitumelo Vincent Molelekeng ◽  
Hilda Bongazana Dondolo
Keyword(s):  
South Africa ◽  
Purchase Intention ◽  
Consumer Preference ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Celebrity Endorsements ◽  
Gauteng Province ◽  
South Africans ◽  
Celebrity Endorsers

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

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