Effect of Team Identification, Message Valence and Social Media on Sport Consumer Information Processing

2013 ◽  
Vol 15 (2) ◽  
pp. 148-159 ◽  
Author(s):  
Yi-Hsiu Lin
Keyword(s):  
Social Media ◽  
Information Processing ◽  
Consumer Information ◽  
Team Identification

scholarly journals Social media marketing in Croatian consumerism

St open ◽  
2021 ◽  
Vol 2 ◽  
pp. 1-12
Author(s):  
Ivona Brtan
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Information Processing ◽  
Mass Media ◽  
Consumer Information ◽  
Social Media Marketing ◽  
Vast Number ◽  
Social Media Platforms ◽  
Decision Making Processes ◽  
The Impact

Aim: To investigate the impact of social media on consumer information processing and decision making processes related to purchasing via social media platforms. To examine how consumers differ in decision making and how they perceive credibility of social media and mass media marketing. Methods: The study included a total of 161 adults (64 male and 97 female) whose participation was voluntary and anonymous. We used a questionnaire with 25 Likert scale questions in Croatian that addressed the decision making processes and the information processing theory. The questionnaire was accessible via Google Drive link. All submissions were complete. Results: Facebook (41.0%) and Instagram (42.9%) were the most popular social media platforms among Croatian consumers in our sample. They spent several hours per week exposed to various contents available on these platforms. Consumers’ response to that content was affected by numerous factors, from word of mouth in their social circle (34.2%) and other online information (34.7%) available to their personal level of motivation and interest in what was being offered. With respect to the general attitude towards social media marketing, consumers belonged to one of the two streams. One stream found it useful mostly for allowing communication between consumers and companies (28.6%) and the direct accessibility to other users’ experience (30.4%), a major factor in their attitude formation. In the other stream, the consumers were often irritated by the vast number of ads which appear on social media that do not match their interests or needs (52.1%). Overall, the time Croatian users in our sample spent on social media decreased with age. Conclusion: Regardless of their gender, Croatian consumers consider social media very accessible, yet sometimes unprofessional, whereas mass media appears to be less demanding and often imprecise in targeting consumer interests and needs.

Future developments in IMC: why e-mail with video trumps text-only e-mails for brands

2017 ◽  
Vol 51 (3) ◽  
pp. 627-645 ◽  
Author(s):  
Angeline Close Scheinbaum ◽  
Stefan Hampel ◽  
Mihyun Kang
Keyword(s):  
Social Media ◽  
Information Processing ◽  
Coding Theory ◽  
Marketing Communications ◽  
Dual Coding ◽  
Verbal System ◽  
Dual Coding Theory ◽  
Content Type ◽  
Short Video ◽  
E Mail

Purpose Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications. Design/methodology/approach Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand. Findings The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile. Research limitations/implications An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text. Practical implications Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors. Originality/value Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

An ethnographic analysis of consumer information processing and decision-making at farmers’ markets

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Benjamin Garner
Keyword(s):  
Information Processing ◽  
Local Food ◽  
Survey Methods ◽  
Consumer Information ◽  
Farmers Markets ◽  
Ethnographic Methods ◽  
Process Information ◽  
Farmers Market ◽  
Content Type ◽  
Marketing Messages

Purpose Farmers’ markets have grown rapidly in recent years and at the same time consumers increasingly desire to eat healthfully and sustainably. This research aims to analyze the way consumers process information regarding local food claims such as sustainability and organics when shopping for local foods at farmers’ markets. Design/methodology/approach This research uses ethnographic methods that included interviews with 36 participants, more than 100 hours of participant observation and prolonged engagement over a two and half-year period. Findings The findings indicate that there are two dominant types of consumers at the farmers’ market, hedonistic and utilitarian consumers. Hedonistic consumers rely on heuristic cues such as aesthetics, their relationship with the farmer and other peripheral sources of information when making purchase decisions. Utilitarian consumers, by contrast, carefully analyze marketing messages using central route cues and tend to be more conscious of their purchase choices. Practical implications This study will help farmers more effectively position their marketing messages and help consumers be aware how they process information in this space. Originality/value Unlike previous studies of consumer behavior at farmers’ markets that primarily use survey methods, this study uses observational and ethnographic methods to capture in situ interactions in this complex buying context. Further, while much work has been done on broad concepts of local food and organic preferences, this study provides a more in-depth look at consumer information processing in the farmers’ market space that reflects a mixture of organic and non-organic food.

Online brand communication and building brand trust: social information processing theory perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geeta Marmat
Keyword(s):  
Social Media ◽  
Information Processing ◽  
Social Information Processing ◽  
Social Information ◽  
Trust Building ◽  
Brand Trust ◽  
Brand Communication ◽  
Content Type ◽  
Processing Theory ◽  
Online Social Media

Purpose The purpose of this paper is to present the mechanism of online customer brand trust building through the lens of Walther’s Computer Mediated Communication (CMC) – Social Information Processing Theory (SIPT). Design/methodology/approach This paper integrates a range of theoretical and empirical works across branding and marketing, including concept of brand trust, use of online social media in brand communication and customer brand relations and CMC-SIPT theory and relational marketing literature other relevant information which were found useful in the given context were reviewed. The aim was to collect a broad spectrum of ideas, based on their relevance to the research purpose to propose effective online brand trust building framework. Findings This paper proposes three different developmental stages in brand trust building on online social media networks. Each stage is guided by the components of CMC-SIPT. Stage I is interaction and compliance of the brand communication clues which suggest that the aggregated level of interaction and compliance in online brand communication on social media determine the movement of the customer to the next level. Stage II suggests information processing at three successive layers by the customer as identification, internalization brand information and bonding, which eventually prompt the customer to the next level of brand trust building. Stage III is related to trust building which is the critical stage as customer internal states of arousal are experienced, which reduces the emotional risk of decision-making and increases confidence and trust of the customers in brands. Research limitations/implications The proposed framework of brand trust building has not been tested empirically. Future research could test and validate the proposed model tracking intrinsic changes in the customer in different brand trust development stages. This research is important for marketers or brands who wish to move beyond the notion of merely satisfying customers, to establishing more powerful emotional bonds between their brands and customers. It fills a gap in brand-trust literature and provides marketers and researchers a means to understand and draw strategies for consumers’ attraction toward brands (Patwardhan and Balasubramanian, 2011). The proposed framework has the capacity to revolutionize the way business and brands engage with society by enhancing and establishing trusting relationship. Originality/value To date, this research has not been done specifically from the SIPT perspective. This research is the first to examine brand communication strategies in an effort of building brand trust in the context of online social media network from the CMC-Social information theory perspective. It highlights the peculiarities of online brand communication on social media networks and customer information processing in presenting three stages of customer brand trust development to explain the development and flow of events.

scholarly journals Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

2020 ◽  
Vol 10 (1) ◽  
pp. 201
Author(s):  
Liping Liu ◽  
Chih-Cheng Fang
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Relationship Quality ◽  
Information Acquisition ◽  
Word Of Mouth ◽  
Rapid Development ◽  
Consumer Information ◽  
Research Fields ◽  
Word Of Mouth Communication ◽  
The Impact

With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

Sexual Consumption in the Time of AIDS: A Study of Prostitute Patronage in Thailand

1998 ◽  
Vol 17 (2) ◽  
pp. 197-214 ◽  
Author(s):  
Russell W. Belk ◽  
Per Østergaard ◽  
Ronald Groves
Keyword(s):  
Public Policy ◽  
Information Processing ◽  
Cultural Values ◽  
Risk Taking ◽  
Sex Roles ◽  
Hiv And Aids ◽  
Consumer Information ◽  
Short Term ◽  
Limited Effectiveness ◽  
Risk Taking Behaviors

On the basis of short-term, qualitative fieldwork, the authors provide a culturally embedded portrait of AIDS knowledge, attitudes, and risk-taking behaviors in prostitute patronage by students and tourists in the most heavily HIV-infected region of Thailand. The authors find that the mix of cultural values, rituals, sex roles, and emotions in this Thai context challenge the underlying assumptions of belief-based Western models of behavior. This may help explain the limited effectiveness of prior research and prevention efforts in stopping the spread of HIV and AIDS. Although the findings are preliminary, they pose provocative challenges to consumer information processing models and existing public policy efforts in this milieu of sex and death.

Engaging fans through social media: implications for team identification

2015 ◽  
Vol 5 (3) ◽  
pp. 199-217 ◽  
Author(s):  
Matthew D. Meng ◽  
Constantino Stavros ◽  
Kate Westberg
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Team Identification ◽  
Sport Organizations ◽  
Content Type ◽  
Online Comments ◽  
Different Types ◽  
Use Of Social Media ◽  
Direct Use ◽  
Practical Implications

Purpose – The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations by examining the platforms adopted over a three-year period by National Basketball Association (NBA) teams and the way in which social media is used to communicate and engage with fans. Design/methodology/approach – A content analysis was used to examine online comments posted by all 30 teams in the NBA on Facebook and Twitter during the off-season. Findings – The results demonstrate that NBA teams have embraced social media, primarily using four different types of communication to engage fans: Informing, Marketing, Personalizing and Activating. Practical implications – The authors establish that social media is an effective vehicle for sport organizations to engage with fans and to enhance team identification. The data suggests that teams should make a concerted effort in their communications, where possible, to personalize communications, genuinely inform and involve fans and provide relevant marketing communications, all of which can be effectively implemented within existing marketing efforts. Originality/value – This is the first study to examine the direct use of social media by sport organizations and its potential for enhancing team identification.

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