Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement
ABSTRACT
The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships, self‐disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relation...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Siyoung Chung, Hichang Cho Tags: Research Article Source Type: research
Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness
ABSTRACT
This research shows that online display advertising is more effective in terms of attitudes toward the ad and brand when it appears on commercial Web sites such as Walmart or Amazon, compared to social Web sites such as LinkedIn or Facebook. Consistent with a fit‐fluency mechanism, this effect of Web site type on advertising effectiveness was found to be driven by higher feelings of processing fluency on commercial compared to social Web sites. Further consistent with a fit‐fluency framework, online display advertising was found to be more effective on brand compared to personal pages of social Web sites. Thes...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Sumitra Auschaitrakul, Ashesh Mukherjee Tags: Research Article Source Type: research
Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement?
This study examines the effects of creativity on consumer branded hashtag engagement in the context of TV advertising. Applying a qualitative design, two types of TV commercials were selected: humorous and warmth. This was followed by a quantitative study with 259 participants suggesting that novelty and relevance in TV advertisements together with brand familiarity are important drivers of consumer branded hashtag engagement. Consumer branded hashtag engagement, in turn, encourages consumers to share advertisements online through different social media platforms. In addition, brand familiarity and the type of TV advertise...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Anastasia Stathopoulou, Laurence Borel, George Christodoulides, Douglas West Tags: Research Article Source Type: research
Toward a Framework for Identifying Attitudes and Intentions to Music Acquisition from Legal and Illegal Channels
ABSTRACT
Technological developments have had a profound effect on modern music acquisition, allowing people to share music over the Internet for free. The research identifies the antecedents of consumers’ attitudes and intentions to acquire music from various channels. The paper reports findings of a structured questionnaire survey of university students in the United Kingdom and Greece (n = 511). Using structural equation modeling, the authors conclude that consumers’ intention to acquire music via a legal channel is influenced by idolatry (IDL), the perceived quality of music (PQM), the perceived likelihood of punish...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Athina Dilmperi, Tamira King, Charles Dennis Tags: Research Article Source Type: research
Pride in Technology ‐Based Health Interventions: A Double‐Edged Sword
ABSTRACT
We examine in this study the contrasting effects (positive and negative) of hubristic pride about one's weight, after exposure to a weight control Web site, on consumers’ attitudes and self‐regulatory behavior. Using an experiment embedded in a survey, we offer in this study insights into the multifaceted consequences generated by pride, when elicited by technology‐based social marketing interventions. Greater feelings of hubristic pride about one's weight translate into positive attitudes toward the Web site information but reduce the perceived relevance of the information to the self. This reduced perceive...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Danae Manika, Diana Gregory ‐Smith, Paolo Antonetti Tags: Research Article Source Type: research
How Does Serious M ‐Game Technology Encourage Low‐Income Households To Perform Socially Responsible Behaviors?
ABSTRACT
Despite the increasing use of technology, there is little research in the marketing literature that examines how games can encourage households to achieve socially responsible behaviors such as energy efficiency. Social marketing is a subdiscipline of marketing that applies technology such as serious games in the pursuit of socially responsible behaviors. We investigate in this study how a serious mobile game (m‐game) (Reduce Your Juice) can encourage households to perform energy‐efficient behaviors by conducting group interviews with six households (n = 17) in Brisbane, Australia. The findings reveal that hou...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Alpha Yam, Rebekah Russell ‐Bennett, Marcus Foth, Rory Mulcahy Tags: Research Article Source Type: research
Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers
This study investigates the psychological effects of social identity on both posters and lurkers in online brand communities (OBCs). The results reveal the intermediate mechanisms mediating and moderating members’ social identity effects on members’ brand commitment, leading to positive word‐of‐mouth and their resistance to negative information about the brand. This article treats social identity as a multidimensional construct. Differences between posters and lurkers on the relationships among the cognitive, affective, and evaluative components of social identity are investigated along with their positive effect o...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Sahar Mousavi, Stuart Roper, Kathleen A. Keeling Tags: Research Article Source Type: research
Examining Consumers ’ Motivations to Engage in Firm‐Hosted Virtual Communities
ABSTRACT
Consumer engagement is a complex phenomenon and understanding the underlying dynamics that facilitate its development, particularly in the virtual environment, is an important contemporary research priority due to its ability to influence value creation for customers and organizations, and because it introduces ongoing and multifaceted challenges for marketers. This research empirically tests hypotheses regarding the motivational drivers of consumer engagement with 308 members of two firm‐hosted virtual communities. The results suggest that marketers need a multidimensional lens to identify, understand, and mana...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Ethel Claffey, Mairead Brady Tags: Research Article Source Type: research
Technological Impacts on Market Attitudes and Behaviors
ABSTRACT
Technology has had a profound effect on twentieth‐century society and is increasingly changing the nature of the way we live our lives in the twenty‐first century, particularly, but not solely, through innovations in digital and social media marketing. As media and other technologies change, the question arising concerns how these changes impact on consumers’ attitudes and behaviors, and consequently on their lives. In this special edition, nine papers are presented, outlining cutting‐edge research exploring how changing technologies affect consumer attitudes, emotions, and behaviors in a variety of countr...
Source: Psychology and Marketing - March 8, 2017 Category: Psychiatry & Psychology Authors: Paul R. Baines Tags: Research Article Source Type: research
Issue Information
(Source: Psychology and Marketing)
Source: Psychology and Marketing - February 13, 2017 Category: Psychiatry & Psychology Tags: Issue Information Source Type: research
Effects of Matching and Mismatching Messages on Purchase Avoidance Behavior following Major Disasters
ABSTRACT
Following major disasters, purchase avoidance behavior toward products that are caused by stigma often results. For example, after the Tohoku Earthquake and Fukushima Daiichi Nuclear Disaster, consumers have avoided products from Fukushima. Attempts have been made to diminish this purchase avoidance behavior, but they have been found to be ineffective. The reasons for ineffectiveness of strategies within this context were empirically examined based on matching and mismatching effects of messages. In two studies (Study 1, N = 113; Study 2, N = 364), the effects of affective messages and cognitive messages were comp...
Source: Psychology and Marketing - February 12, 2017 Category: Psychiatry & Psychology Authors: Daisuke Kudo, Kazuhisa Nagaya Tags: Research Article Source Type: research
Illustrating the Power of fsQCA in Explaining Paradoxical Consumer Environmental Orientations
ABSTRACT
Prior research on proenvironmental and prosocial behavior focuses primarily on explaining consistent rather than paradoxical tendencies. Even though this field receives wide attention from different scientific disciplines, findings for many causal factors of such proenvironmental orientation are contradictory. Nevertheless, knowing who those individuals are who think and behave in a pro‐/antienvironmental way or show a paradoxical behavior in this regard becomes useful for many different parties in human societies including public policy makers, governmental and nongovernmental environmental protection organizat...
Source: Psychology and Marketing - February 12, 2017 Category: Psychiatry & Psychology Authors: Ann Kristin Schmitt, Andreas Grawe, Arch G. Woodside Tags: Research Article Source Type: research
Consumer Preference for Status Symbolism of Clothing: The Case of the Czech Republic
ABSTRACT
During the past three decades, consumer demand for luxury goods has been growing on a global scale. The luxury and status market base has expanded beyond the traditional affluent consumer segment to include an increasingly heterogeneous group of consumers. Despite the substantial size, greater reach, and significant growth of the luxury goods market, status consumption has been treated as an atypical and peripheral subject in consumer research. The authors develop a conceptual model of psychological determinants of status seeking through consumption. The model considers the effects of three general traits (namely,...
Source: Psychology and Marketing - February 12, 2017 Category: Psychiatry & Psychology Authors: Elena Millan, Banwari Mittal Tags: Research Article Source Type: research
Exploring the Role of Attitudinal Functions in Counterfeit Purchase Behavior via an Extended Conceptual Framework
ABSTRACT
Prior research on counterfeit purchase behavior focuses on two attitudinal functions (social‐adjustive and value‐expressive) and ignores the others (e.g., ego‐defensive, knowledge, and utilitarian), despite growing evidence that consumers’ attitudes toward a product category may serve multiple functions. We address this research gap with an extended conceptual framework that incorporates all the five attitudinal functions and explores their direct and indirect effects on counterfeit product evaluation and purchase intention. A field study with 890 shoppers in Hong Kong, a popular market for both genuine an...
Source: Psychology and Marketing - February 12, 2017 Category: Psychiatry & Psychology Authors: Piyush Sharma, Ricky Y. K. Chan Tags: Research Article Source Type: research
Antecedents of Retweeting in a (Political) Marketing Context
ABSTRACT
Word of mouth disseminates across Twitter by means of retweeting; however, the antecedents of retweeting have not received much attention. We used the chi‐square automatic interaction detection (CHAID) decision tree predictive method (Kass, ) with readily available Twitter data, and manually coded sentiment and content data, to identify why some tweets are more likely to be retweeted than others in a (political) marketing context. The analysis includes four CHAID models: (1) using message structure variables only, (2) source variables only, (3) message content and sentiment variables only, and (4) a combined mod...
Source: Psychology and Marketing - February 12, 2017 Category: Psychiatry & Psychology Authors: Lorna Walker, Paul R. Baines, Radu Dimitriu, Emma K. Macdonald Tags: Research Article Source Type: research
