Journal of Promotion Management最新文献_第8页

Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media 作为网络舆论领袖的超级影响力人物：在社交媒体上建立化妆品品牌参与度

Journal of Promotion Management Pub Date : 2022-11-16 DOI: 10.1080/10496491.2022.2143992

Rachma Fitriati, Inggit Sekar Madu Siwi

{"title":"Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media","authors":"Rachma Fitriati, Inggit Sekar Madu Siwi","doi":"10.1080/10496491.2022.2143992","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143992","url":null,"abstract":"Abstract The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"359 - 382"},"PeriodicalIF":0.0,"publicationDate":"2022-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49423443","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Marketing of Happiness: The Role of Customer Loyalty on Happiness 幸福营销：顾客忠诚对幸福的作用

Journal of Promotion Management Pub Date : 2022-11-14 DOI: 10.1080/10496491.2022.2143983

Gina Pipoli de Azambuja, Gustavo Rodriguez Pena, Enver Gerald Tarazona Vargas

引用次数: 3

A Netnography Study on Memorable Cultural Tourism Experiences: Insights from Asian Cultural Heritage Site Tourists 令人难忘的文化旅游体验的网络研究——来自亚洲文化遗产地游客的启示

Journal of Promotion Management Pub Date : 2022-11-13 DOI: 10.1080/10496491.2022.2143990

Salman Saleem, Rana Muhammad Umar

{"title":"A Netnography Study on Memorable Cultural Tourism Experiences: Insights from Asian Cultural Heritage Site Tourists","authors":"Salman Saleem, Rana Muhammad Umar","doi":"10.1080/10496491.2022.2143990","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143990","url":null,"abstract":"Abstract Cultural tourism is a rapidly growing industry across the globe. This study aims to contribute to the existing knowledge of tourist experiences at cultural destinations. To this end, the study explores the factors that contribute to memorable cultural tourism experiences at cultural heritage sites, specifically museums. Using WebHarvy, a total of 502 online reviews were collected from a popular tourism website, namely TripAdvisor. The collected reviews concern 14 heritage museums in 10 Asian countries. Netnography was employed as a content analysis technique. The results revealed five contributing factors of memorable cultural tourism experiences: authenticity, engagement, culinary attraction, atmospherics, and quality of service. Theoretically, this study adds to our understanding of memorable cultural tourism experiences by identifying a novel dimension, namely atmospherics. In other words, this research highlights the importance of ambiance and environment in tourism experiences at cultural heritage sites. Thus, the study provides insights for heritage site managers on how to make the tourism experience memorable.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"280 - 303"},"PeriodicalIF":0.0,"publicationDate":"2022-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47263144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Integrating the Commitment-Trust Theory to Gauge Customers Loyalty in Riding Services 整合承诺-信任理论评估骑行服务顾客忠诚度

Journal of Promotion Management Pub Date : 2022-11-13 DOI: 10.1080/10496491.2022.2143987

M. Abid, Junaid I. Siddique, Amir Gulzar, A. Shamim, I. Dar, Aimen Zafar

引用次数: 6

Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness 克罗地亚移动商务中的购买意愿:归因理论视角与消费者创新的作用

Journal of Promotion Management Pub Date : 2022-11-12 DOI: 10.1080/10496491.2022.2143986

Ivan-Damir Anić, I. Milaković, Mirela Mihić, Nicoletta Corrocher

{"title":"Purchase Intention in Mobile Commerce in Croatia: The Attribution Theory Perspective and the Role of Consumer Innovativeness","authors":"Ivan-Damir Anić, I. Milaković, Mirela Mihić, Nicoletta Corrocher","doi":"10.1080/10496491.2022.2143986","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143986","url":null,"abstract":"Abstract This study investigates the drivers of consumers’ intentions to purchase advertised products and services via mobile devices from a consumer perspective using attribution theory as a framework. It explores whether the cause of purchase intention is attributed internally or externally and how these attributions influence it. The data collected from mobile shoppers in Croatia were analyzed using structural equation modeling (SEM). The findings show that mobile purchase intention can be attributed to the internal attribution related to the perceived importance of websites’ characteristics, unlike attitudes toward mobile advertising (internal attribution) or security and privacy aspects (external attributions). Consumer innovativeness is a crucial internal attribution that moderates the effect of the attitude toward mobile advertising on purchase intention positively and negatively the impact of perceived importance of websites’ characteristics on the purchase intention. Marketers should encourage main internal and stable attributions as preconditions of consumers’ intentions.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"182 - 204"},"PeriodicalIF":0.0,"publicationDate":"2022-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47544046","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

An SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience 影响购买意愿的移动广告SEM-ANP多标准评估模型:情境感知和流量体验的价值视角

Journal of Promotion Management Pub Date : 2022-11-11 DOI: 10.1080/10496491.2022.2143984

T. Hsu, Jia-Wei Tang, Chun-Hsien Chen

{"title":"An SEM-ANP Multi-Criteria Evaluation Model for Mobile Advertising That Affect Purchase Intentions: Perspectives on the Values of Context Awareness and Flow Experience","authors":"T. Hsu, Jia-Wei Tang, Chun-Hsien Chen","doi":"10.1080/10496491.2022.2143984","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143984","url":null,"abstract":"Abstract Among the limited studies that have investigated flow experience in mobile advertising, the focus is cast on the value of advertising and the impact of flow experience. This study investigates the factors of mobile advertising that affect purchase intentions based on the value of context awareness and flow experience. First, a literature review of the corresponding studies and confirmatory factor analysis are combined to identify key factors that influence the purchase intentions of cell phones. Second, analytic network process (ANP) and structural equation modeling (SEM) are integrated into an SEM–ANP multi-criteria evaluation model. Results show that the weights for credibility, entertainment, focused immersion, and intrinsic interest are the highest. Furthermore, consumers believe that mobile advertising is a good informational reference for purchase decisions, and that the interaction of advertising value and the value of flow experience affect purchase intentions. Compared to informational advertisements, transformational advertisements are found to have a better effect on stimulating purchase intentions. Marketers are suggested to focus on transformational advertisements, supplemented by informational advertisements when designing mobile advertising campaigns.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"383 - 404"},"PeriodicalIF":0.0,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44422739","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market 新兴市场生态标签与绿色广告对绿色品牌资产的影响研究

Journal of Promotion Management Pub Date : 2022-11-08 DOI: 10.1080/10496491.2022.2143985

Bang Nguyen-Viet

引用次数: 2

Did You Say [Obscenity] Forget about It?: Examining the Joint Effect of Nostalgia Appeals and Product Types on Receivers’ Purchase Intention Based on Heuristic-Systematic Model (HSM) 你说过[淫秽]忘了它吧?基于启发式系统模型(HSM)考察怀旧诉求和产品类型对接受者购买意愿的共同影响

Journal of Promotion Management Pub Date : 2022-09-02 DOI: 10.1080/10496491.2022.2108187

H. Koh

{"title":"Did You Say [Obscenity] Forget about It?: Examining the Joint Effect of Nostalgia Appeals and Product Types on Receivers’ Purchase Intention Based on Heuristic-Systematic Model (HSM)","authors":"H. Koh","doi":"10.1080/10496491.2022.2108187","DOIUrl":"https://doi.org/10.1080/10496491.2022.2108187","url":null,"abstract":"Abstract This study tested the joint effect of nostalgia appeals and product types on receivers’ purchase intention. The current study also tested the roles of mixed thoughts and mixed emotions as mediators in explicating the processing of nostalgia-themed messages based on heuristic-systematic model (HSM). The results from an online experiment showed that when a public product was promoted, exposure to personal nostalgia-themed advertising led to a higher level of intention to purchase through increased mixed emotions and favorable attitude toward advertising relative to exposure to historical nostalgia-themed advertising. Theoretically, the findings in the currents study are valuable in that the current study empirically examined one of the untested propositions taking rest in the prior literature. That is, the current study opens up a new avenue to examine the effect of nostalgia appeals in the realm of prior literature on advertising message processing. Practically, the findings are contradictory to the stated but untested proposition, which alerts scholars in the academic world and advertisers and marketers in the real world to take into account age-segmented communication strategies for nostalgia-themed strategic messages.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"45 - 76"},"PeriodicalIF":0.0,"publicationDate":"2022-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43386871","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Brand Storytelling on Websites: The Role of Empathy on Repurchase Intentions for PCs and Smartphones 网站上的品牌故事：同理心在个人电脑和智能手机回购意向中的作用

Journal of Promotion Management Pub Date : 2022-08-30 DOI: 10.1080/10496491.2022.2108186

Takumi Kato

引用次数: 1

Under the Spell of Your Smartphone: How Dependence Evokes a Halo of Trust in Advertising 在智能手机的魔咒下：依赖如何在广告中引发信任光环

Journal of Promotion Management Pub Date : 2022-08-11 DOI: 10.1080/10496491.2022.2108188

Kristin Stewart, Rebeca Perren

引用次数: 1