Electronic Commerce Research, Год журнала: 2024, Номер unknown
Опубликована: Дек. 18, 2024
Язык: Английский
Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 79, С. 103831 - 103831
Опубликована: Март 26, 2024
The surge in social media's popularity has catalyzed the emergence and growth of media influencers (SMIs) their pivotal role marketing strategy. This study examines impact SMI over-endorsement on consumer purchase intentions, mediating this relationship through influencer authenticity credibility, moderating it with product interest. Employing a moderated-mediation model using partial least squares structural equation modeling (PLS-SEM), analyzes survey data collected from 303 users. Contrary to intuitive expectations, does not directly affect intentions; instead, its negative influence is significantly mediated by reduced perceptions credibility among SMIs, interest serving as mitigating mechanism. revelation challenges conventional beliefs revealing that repercussions excessive endorsements are erosion, overshadowing any concerns regarding authenticity. Importantly, adverse effect can be mitigated fostering strategic buffer. suggests rather than curtailing endorsement frequencies, brands SMIs should focus amplifying (e.g., enhancing engagement relevance) thus sustain or even increase activities without compromising perceived influencers, thereby maintaining effectiveness campaigns. therefore contributes novel insights into dynamics marketing, particularly effects behavior conditions under which these may neutralized.
Язык: Английский
Процитировано
26
Journal of Retailing and Consumer Services, Год журнала: 2024, Номер 79, С. 103807 - 103807
Опубликована: Март 19, 2024
Язык: Английский
Процитировано
9
Journal of Brand Management, Год журнала: 2024, Номер 31(6), С. 593 - 615
Опубликована: Май 4, 2024
Язык: Английский
Процитировано
6
British Journal of Management, Год журнала: 2024, Номер 36(1), С. 202 - 222
Опубликована: Май 30, 2024
Abstract Although virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, study: (a) explores individuals’ acceptance of influences induced by influencers (b) investigates how influence translates into Drawing Social Influence Theory, first conducted comprehensive literature review to extract the key attributes (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness credibility) as enablers engagement can determine acceptance. Then, based 601 survey responses using fuzzy‐set qualitative comparative analysis, analysed associations between engagement, processes compliance, identification internalization) behavioural (purchase intention behaviour adoption). Our findings highlight various sets influencer lead high degrees internalization, responses. We contribute explaining causes persuasiveness effectiveness stimulating study also offers practical insights brand managers leverage online marketing strategies.
Язык: Английский
Процитировано
6
Journal of Research in Interactive Marketing, Год журнала: 2024, Номер unknown
Опубликована: Июль 13, 2024
Purpose The rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence human–computer interactivity and artificial intelligence. However, achieving its broader adoption necessitates a comprehensive understanding consumers' intention to switch from conventional human streamer services as alternatives. To bridge this knowledge gap, study endeavours introduce substantiate an asymmetric model incorporating innovation barriers, shopping motivations personalities, shedding light on switch. Design/methodology/approach An online survey was conducted United Kingdom analysed using approach that integrates Necessary Conditions Analysis (NCA), Artificial Neural Networks (ANNs) fuzzy-set Qualitative Comparative (fsQCA). Findings results unveiled six configurations arrangements, each them characterised unique combination causation. Originality/value In knowledge, presents significant contribution revealing both determinants stimulate or hamper desire based consumer-centric perspectives. practice, is critical for helping practitioners overcome difficulties related make educated judgements when promoting developing marketing strategies commerce.
Язык: Английский
Процитировано
6
Journal of Consumer Behaviour, Год журнала: 2024, Номер 23(5), С. 2472 - 2485
Опубликована: Май 13, 2024
Abstract Metaverse is an emergent technology that facilitates consumer interaction and participation in various activities within integrated virtual environment. Considering the Metaverse's swift growth, comprehension of perspectives inclinations its prospective users critical. configuration complexity theories, this article examines causal patterns factors fragmented concerning using applications (M‐apps). It does so by examining how functional (ease use, privacy), social (interactivity, presence), personality (locus control, openness to experience) combine as configurations describe adoption (MTA). Hence, fuzzy‐set qualitative comparative analysis employed empirically examine proposed configurational model analyzing a sample 372 Chinese consumers different M‐Apps. The notable MTA was determined be explained under four distinct solutions with varying function, social, combinations. findings paper's constitute scholarly practical contribution acceptance M‐apps, allowing for customization functionality meet every consumer's needs.
Язык: Английский
Процитировано
4
Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104224 - 104224
Опубликована: Янв. 7, 2025
Язык: Английский
Процитировано
0
Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104241 - 104241
Опубликована: Янв. 31, 2025
Язык: Английский
Процитировано
0
Industrial Management & Data Systems, Год журнала: 2025, Номер unknown
Опубликована: Март 29, 2025
Purpose Smart manufacturing (SM), a key dimension of the Industry 4.0 paradigm, envisions transformation traditional production systems into autonomous, interconnected and data-driven networks. By leveraging advanced technologies, SM promises to enhance firms’ competitiveness operational efficiency. Despite its strategic relevance, many companies still struggle achieve high levels advancement. While operations management literature has identified several technical social factors crucial for advancement, there is little empirical evidence regarding relevance each factor in path. Building on socio-technical theory, this study aims understand specific sequence which firms need deploy advance whether combinations enable higher Design/methodology/approach This combines necessary condition analysis (NCA) fuzzy-set qualitative comparative (fsQCA) using survey data from 234 automotive component industry. Findings The results NCA suggest that must be deployed SM. Initial stages adoption require limited set baseline factors, while necessitate broader array factors. Additionally, findings show advancing does not maximize magnitude every but rather ensure minimum presence critical indicating existence saturation effects. outcomes fsQCA further reveal certain strictly their own, play role within configurations, illustrating how interplay sequencing tailored drives successful Research limitations/implications Our advances theory by reframing alignment as dynamic evolving process adapts varying priorities at different uncovering stage, we provide deeper understanding can navigate complexities progress. Moreover, enrich research demonstrating enablers interact emphasizing importance tailoring strategies context-specific requirements, moving beyond static frameworks highlight stage-specific pathways drive sustainable Practical implications offer practical guidance executives, detailing allocate resources strategically adapt configurations align with unique requirements transformation, thereby facilitating more streamlined effective progression toward capabilities. Originality/value first quantitative both reach maturity
Язык: Английский
Процитировано
0
Environment Development and Sustainability, Год журнала: 2025, Номер unknown
Опубликована: Май 1, 2025
Язык: Английский
Процитировано
0