Young Consumers Insight and Ideas for Responsible Marketers,
Год журнала:
2025,
Номер
unknown
Опубликована: Май 2, 2025
Purpose
Based
on
signaling
theory,
this
study
aims
to
examine
the
impact
of
three
influencer-related
attributes
(i.e.
credibility,
homophily
and
popularity)
consumers’
emotional
responses
pride
hope)
their
intention
buy
second-hand
luxury
(SHL)
goods.
Design/methodology/approach
With
data
obtained
from
409
young
YouTube
users
in
Taiwan,
proposed
hypotheses
were
examined
using
partial
least
squares-structural
equation
modeling
(PLS-SEM)
fuzzy-set
qualitative
comparative
analysis
(fsQCA).
Findings
The
PLS-SEM
results
showed
that
significantly
trigger
consumer
hope,
which
turn
stimulate
purchase
toward
SHL
products.
fsQCA
supplemented
findings,
indicating
four
configurations
boosting
intention.
Originality/value
Although
scholars
are
increasingly
interested
goods
due
eco-friendly
appeal,
there
remains
an
untapped
opportunity
harness
potential
social
media
influencers
driving
purchases
within
realm.
findings
enrich
literature
influencer
marketing
offer
practical
implications
for
brands
advertisers
creating
impactful
strategies
influence
behavior
foster
a
culture
sustainable
consumption.
Journal of Product & Brand Management,
Год журнала:
2025,
Номер
unknown
Опубликована: Март 24, 2025
Purpose
This
study
aims
to
adopt
the
perspective
of
yin-yang
thinking
determine
dual
mediating
effect
brand
heritage
and
innovation
on
extended
product
purchase
intentions
through
authenticity
customer
inspiration.
Given
that
extension
has
become
an
effective
way
for
corporate
brands
promote
new
products
rejuvenate
their
brands,
limited
research
influence
hindered
management
practices.
Design/methodology/approach
To
achieve
objectives
this
study,
Study
1
surveyed
375
consumers
using
a
real
brand.
In
2,
robustness
results
was
verified
via
fictitious
with
additional
sample
182
consumers.
AMOS
structural
equation
modeling
is
performed
test
set
hypotheses
regarding
relationships
among
these
variables.
Findings
The
show
path
authenticity,
positively
affects
intention;
conversely,
negatively
intention.
However,
inspiration
path,
intention,
Originality/value
not
only
examines
time-honored
by
creatively
combining
Chinese
yin–yang
theory
but
also
provides
practitioners
valuable
insights
into
developing
practices
extension,
especially
in
context.
Management Decision,
Год журнала:
2025,
Номер
63(13), С. 146 - 173
Опубликована: Март 25, 2025
Purpose
The
main
objective
of
this
study
is
to
lay
the
groundwork
for
a
systematic
approach
selecting
social
media
influencers
(SMI)
influencer
marketing
campaigns.
Design/methodology/approach
This
achieves
its
by
presenting
an
innovative
framework
that
combines
ordinal
priority
(OPA)
with
Delphi
method.
hybrid
applied
academic
event
promotion
case
study.
original
22
selection
criteria
SMIs
were
derived
from
evaluation.
These
subsequently
ranked
using
modified
OPA
select
in
and
hierarchical
fashion.
Findings
research
proves
effectiveness
applying
it
Three
top-level
critical
criteria,
13
intermediate-level
six
additional
are
revealed
prioritization
SMI
criteria.
methodical
procedure
allows
more
logical
educated
decision-making
process
best
also
feasibility
proposed
model.
Practical
implications
Better
campaigns
resource
allocation
possible
outcomes
suggested
framework,
which
marketers
businesses
can
use
as
organized
tool
SMIs.
Originality/value
contributes
field
developing
validating
novel
decision
framework.
work
not
only
fills
gap
existing
regarding
quantitative
models
but
expands
applications
method
address
service
supplier
problems.
Young Consumers Insight and Ideas for Responsible Marketers,
Год журнала:
2025,
Номер
unknown
Опубликована: Май 2, 2025
Purpose
Based
on
signaling
theory,
this
study
aims
to
examine
the
impact
of
three
influencer-related
attributes
(i.e.
credibility,
homophily
and
popularity)
consumers’
emotional
responses
pride
hope)
their
intention
buy
second-hand
luxury
(SHL)
goods.
Design/methodology/approach
With
data
obtained
from
409
young
YouTube
users
in
Taiwan,
proposed
hypotheses
were
examined
using
partial
least
squares-structural
equation
modeling
(PLS-SEM)
fuzzy-set
qualitative
comparative
analysis
(fsQCA).
Findings
The
PLS-SEM
results
showed
that
significantly
trigger
consumer
hope,
which
turn
stimulate
purchase
toward
SHL
products.
fsQCA
supplemented
findings,
indicating
four
configurations
boosting
intention.
Originality/value
Although
scholars
are
increasingly
interested
goods
due
eco-friendly
appeal,
there
remains
an
untapped
opportunity
harness
potential
social
media
influencers
driving
purchases
within
realm.
findings
enrich
literature
influencer
marketing
offer
practical
implications
for
brands
advertisers
creating
impactful
strategies
influence
behavior
foster
a
culture
sustainable
consumption.
