Organizational Communication eJournal最新文献

Does Authenticity of Influencers Matter? Examining the Impact on Purchase Decisions 影响者的真实性重要吗?检查对购买决策的影响

Organizational Communication eJournal Pub Date : 2021-05-31 DOI: 10.2139/ssrn.3858887

A. Choi, Jui Ramaprasad, Hyunji So

{"title":"Does Authenticity of Influencers Matter? Examining the Impact on Purchase Decisions","authors":"A. Choi, Jui Ramaprasad, Hyunji So","doi":"10.2139/ssrn.3858887","DOIUrl":"https://doi.org/10.2139/ssrn.3858887","url":null,"abstract":"Social media has brought to light the role of authenticity in influencing decision-making, but little work has examined specific authenticity cues that might impact purchase. In other words, does authenticity influence consumer actions? In this paper, we examine an e-commerce platform that leverages influencers to sell beauty products, and examine how two authenticity cues – explicit transparency (#ad) and implicit authenticity (photo originality) – impact purchase decisions. We draw from expectation-confirmation theory and suggest that the impact that perceived authenticity has on purchase decisions and post-purchase satisfaction depends on the type of authenticity cue and is shaped by the expectation of the consumer. We further argue that expectations vary depending on the consumer experience with an influencer and therefore explore the moderation effect of customer loyalty. Our findings suggest that consumers have different reactions depending on the authenticity cues – their purchase probability decreases with transparency but increases with photo originality. We see that with greater loyalty, consumers are more negatively impacted by the #ad tag and are less positively influenced by the originality of the photo. On the other hand, purchase depth—loyalty to one influencer—mitigates the negative effect of the #ad tag and heightens the positive impact of photo originality. We suggest that experience with the influencer provides evidence that the higher the expectation for authenticity (depth) the higher the negative impact of in-authenticity. We also discuss limitations and implications of our work.","PeriodicalId":202820,"journal":{"name":"Organizational Communication eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130894438","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

Talking in a Language That Everyone Can Understand? Transparency of Speeches by the ECB Executive Board 用一种人人都能理解的语言交谈?欧洲央行执委会发言的透明度

Organizational Communication eJournal Pub Date : 2021-02-21 DOI: 10.2139/ssrn.3790506

A. Glas, Lena Sophia Müller

引用次数: 4

Social Media Marketing: A Literature Review on Consumer Products 社会化媒体营销:消费品的文献综述

Organizational Communication eJournal Pub Date : 2020-11-19 DOI: 10.2139/ssrn.3862924

A. Siriwardana

{"title":"Social Media Marketing: A Literature Review on Consumer Products","authors":"A. Siriwardana","doi":"10.2139/ssrn.3862924","DOIUrl":"https://doi.org/10.2139/ssrn.3862924","url":null,"abstract":"Social media is used by billions of people around the world and has fast become one of the defining technologies of our time. Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communication channel has presented many challenges for marketers. It is considered to be different to traditional marketing channels. Many organizations are investing in their social media presence because they appreciate the need to engage in existing social media conversations in order to build their consumer brand. Social Medias are increasingly replacing traditional media, and more consumers are using them as a source of information about products, services and brands. The purpose of this paper is to focus on where to believe the future of social media lie when considering consumer products. The Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period in promoting and branding consumer products. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing scene.","PeriodicalId":202820,"journal":{"name":"Organizational Communication eJournal","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128386270","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

Relationship as Product: Transacting in the Age of Loneliness 关系即产品:孤独时代的交易

Organizational Communication eJournal Pub Date : 2020-05-01 DOI: 10.2139/ssrn.3590786

Shmuel I. Becher, Sarah Dadush

{"title":"Relationship as Product: Transacting in the Age of Loneliness","authors":"Shmuel I. Becher, Sarah Dadush","doi":"10.2139/ssrn.3590786","DOIUrl":"https://doi.org/10.2139/ssrn.3590786","url":null,"abstract":"Humans have different types of relationships. Behavioral economists and social psychologists distinguish between two main types. The first type is the “exchange relationship,” based on mutual economic benefit and efficiency principles. The second is the “communal relationship,” based on caring, kindness, support, and affection. \u0000 \u0000The law has been slow to incorporate this distinction. This is particularly true in the consumer marketplace, where businesses increasingly employ communal tactics to achieve exchange outcomes. Today’s firms are in the business of selling not only products or services, but also “communal” or “social” relationships. We dub this phenomenon “relationship as product.” \u0000 \u0000Our conjecture is that the practice of selling relationship as product can generate various negative outcomes. By encouraging consumers to behave emotionally, relationship as product lowers consumers’ defenses. It encourages consumers to overlook their self-interest and invest more money, attention, and time in buying products and services and interacting with firms. At a societal level, relationship as product can damage trust and decrease well-being. It can also contribute to unhealthy perceptions and practices regarding human-to-human relationships. Furthermore, by selling relationship as product, firms may be undermining the solidarity ties that bind communities. \u0000 \u0000This Article marks a first attempt to explore the problematic aspects of relationship as product from a legal and policy perspective. Part I illustrates how firms make relationship a product through the use of “love promises” and illusions of intimacy and affection. Part II explores the forces that may account for the rise of relationship as product, particularly the deepening loneliness epidemic, which facilitates the exploitation of consumers’ trust and cognitive biases. Part III explains how relationship as product can be viewed as a defective product that harms individual consumers and society at large. Part IV recommends avenues for expanding consumer law and policy to address these challenges.","PeriodicalId":202820,"journal":{"name":"Organizational Communication eJournal","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132115755","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: 2

Instrumentalizing Historical Epochs to Leverage Competitive Brand Advantage: The Case of Russian Heritage-Based Brands 利用历史时代来利用竞争品牌优势:以俄罗斯传统品牌为例

Organizational Communication eJournal Pub Date : 2020-03-30 DOI: 10.2139/ssrn.3564349

Tatiana Anisimova

{"title":"Instrumentalizing Historical Epochs to Leverage Competitive Brand Advantage: The Case of Russian Heritage-Based Brands","authors":"Tatiana Anisimova","doi":"10.2139/ssrn.3564349","DOIUrl":"https://doi.org/10.2139/ssrn.3564349","url":null,"abstract":"The purpose of this study is to examine how Russian heritage brands instrumentalize historical epochs to leverage their competitive brand advantage. To address this research purpose, this study develops a strategic framework that blends brand nostalgia and historical authenticity research with Balmer’s (2013) institution trait constancy typology. Narrative sequence method in a case study research design setting was applied to analyze the secondary data. The study findings suggest that managing brand heritage successfully requires consistency in organizational adaptability and resilience along with a strong focus on history and societal traditions. Furthermore, consistency in terms of a product, process, quality focus, design, and sensory utilization along with consistency in terms of location, group associations and corporate advertising were found to be key attributes of the brands’ heritage-based strategy. The study’s principal contribution is that it demonstrates that by nurturing institution trait constancy over time, a competitive brand edge can be crafted, which further reinforces the importance of heritage-based branding.","PeriodicalId":202820,"journal":{"name":"Organizational Communication eJournal","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116404263","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

#BuyNothingDay: Investigating Consumer Restraint Using Hybrid Content Analysis of Twitter Data #不买东西日:使用Twitter数据的混合内容分析调查消费者约束

Organizational Communication eJournal Pub Date : 2020-01-24 DOI: 10.1108/ejm-01-2019-0063

Jeannette Paschen, Matthew Wilson, Karen Robson

{"title":"#BuyNothingDay: Investigating Consumer Restraint Using Hybrid Content Analysis of Twitter Data","authors":"Jeannette Paschen, Matthew Wilson, Karen Robson","doi":"10.1108/ejm-01-2019-0063","DOIUrl":"https://doi.org/10.1108/ejm-01-2019-0063","url":null,"abstract":"This study aims to investigate motivations and human values of everyday consumers who participate in the annual day of consumption restraint known as Buy Nothing Day (BND). In addition, this study demonstrates a hybrid content analysis method in which artificial intelligence and human contributions are used in the data analysis.,This research uses a hybrid method of content analysis of a large Twitter data set spanning three years.,Consumer motivations are categorized as relating to consumerism, personal welfare, wastefulness, environment, inequality, anti-capitalism, financial responsibility, financial necessity, health, ethics and resistance to American culture. Of these, consumerism and personal welfare are the most common. Moreover, human values related to “openness to change” and “self-transcendence” were prominent in the BND tweets.,This research demonstrates the effectiveness of a hybrid content analysis methodology and uncovers the motivations and human values that average consumers (as opposed to consumer activists) have to restrain their consumption. This research also provides insight for firms wishing to better understand and respond to consumption restraint.,This research provides insight for firms wishing to better understand and respond to consumption restraint.,The question of why everyday consumers engage in consumption restraint has received little attention in the scholarly discourse; this research provides insight into “everyday” consumer motivations for engaging in restraint using a hybrid content analysis of a large data set spanning over three years.","PeriodicalId":202820,"journal":{"name":"Organizational Communication eJournal","volume":"224 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115192567","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: 19

Artificial Intelligence Chatbots are New Recruiters 人工智能聊天机器人是新的招聘人员

Organizational Communication eJournal Pub Date : 2020-01-18 DOI: 10.2139/ssrn.3521915

N. Nawaz, A. Gomes

引用次数: 43

Central Banks Communication and the State of the Economy 中央银行的沟通与经济状况

Organizational Communication eJournal Pub Date : 2020-01-15 DOI: 10.2139/ssrn.3519846

Dmitrii Filatov

引用次数: 0

Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform 在付费模式下，更大的受众群体能带来更高的收益吗?来自直播平台的证据

Organizational Communication eJournal Pub Date : 2020-01-05 DOI: 10.2139/ssrn.3516777

Shijie Lu, Dai Yao, Xingyu Chen, Rajdeep Grewal

引用次数: 57

Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand 电视广告中全球消费文化定位与本土消费文化定位对消费者品牌评价与品牌态度的影响

Organizational Communication eJournal Pub Date : 2019-12-15 DOI: 10.35611/jkt.2019.23.8.89

Chol Lee, Gyoung-Gyu Choi

{"title":"Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand","authors":"Chol Lee, Gyoung-Gyu Choi","doi":"10.35611/jkt.2019.23.8.89","DOIUrl":"https://doi.org/10.35611/jkt.2019.23.8.89","url":null,"abstract":"Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer’s brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer characteristics (ethnocentrism and level of product knowledge) in those effects. Design/methodology – This research is based on a survey of 210 randomly-selected university students in Seoul, Korea. The participants in the survey were shown a total of 8 TV advertisements of consumer goods of nondurable goods (fast food and carbonated drinks), and durable goods (sports shoes and digital camera), which included two advertisements for each product where one uses GCCP strategy while another uses LCCP strategy. We estimate the structural model using the AMOS 18.0 computer program. Findings – We find that GCCP has more positive effects on consumers’ brand evaluations and attitude toward brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand in consumers with weak ethnocentrism and in those with a low level of product knowledge. Practical implications - Using GCCP in an advertisement is an effective way of improving consumer’s evaluation of the brand and attitude toward the brand mainly when cosmopolitan consumers and consumers with low knowledge levels are segmented as targets. Originality/value – The study contributes to identify how and for what consumer groups’ global brand positioning strategies in TV advertisements affect consumers’ brand evaluations and their attitudes toward brands.","PeriodicalId":202820,"journal":{"name":"Organizational Communication eJournal","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124372710","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