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The Impact of Credibility Attributes on Consumer Intention to Adopt Information on Social Networking Sites: Application to Tourism Services 可信度属性对社交网站信息使用意愿的影响:以旅游服务为例
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299393
Yasmeen Elsantil, Riyad Eid, K. Bedair
{"title":"The Impact of Credibility Attributes on Consumer Intention to Adopt Information on Social Networking Sites: Application to Tourism Services","authors":"Yasmeen Elsantil, Riyad Eid, K. Bedair","doi":"10.4018/ijom.299393","DOIUrl":"https://doi.org/10.4018/ijom.299393","url":null,"abstract":"This study examines the effect of consumers’ perceived credibility of information on SNS on their attitude and intention to adopt this information in the Arab world. The study adopted a quantitative research approach using a survey questionnaire conducted among 317 individuals. Structural equation modelling was conducted. The results highlighted that there are positive direct effects of authority cues, expertise, trustworthiness, social identity and argument strength on perceived credibility. Although both authority cues and transparency have non-significant direct effects on perceived credibility, they have positive direct effects on attitude and indirect effects on intention via attitude. Finally, the positive impact of credibility on intention is mediated by attitude. This study contributes to the literature on the credibility of information on SNS and its effect on consumers’ intention to adopt it.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129837223","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
Social Media Influencer Endorsement: How Attitude Towards Endorsement Affects Brand Attitude 社交媒体网红代言:对代言的态度如何影响品牌态度
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299403
Lakshmi Satya Rayasam, Varsha Khattri
{"title":"Social Media Influencer Endorsement: How Attitude Towards Endorsement Affects Brand Attitude","authors":"Lakshmi Satya Rayasam, Varsha Khattri","doi":"10.4018/ijom.299403","DOIUrl":"https://doi.org/10.4018/ijom.299403","url":null,"abstract":"This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous studies of endorsements, factors, which affect the brand attitude, were chosen. The factors are trust and expertise from the source credibility model, follower ratio, brand congruency with the influencer personality, and sponsorship disclosure. Primary data was collected using a structured survey of 220 respondents. The analysis was performed using Preacher and Hayes Mediation model 4 and multiple linear regression. From the results of the path and mediation analysis, it is concluded that there is a mediation effect on brand attitude by expertise, brand congruency, and follower ratio. The research helps digital marketers to choose collaborations with social media influencers more effectively to create a positive brand attitude.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"114 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126708577","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
The Effect of Self-Service Technologies on Customer Experiences in Banking: The Case of Ghana 自助服务技术对银行客户体验的影响:以加纳为例
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299404
J. Marfo, M. Owusu-Bio, Pasty Asamoah
{"title":"The Effect of Self-Service Technologies on Customer Experiences in Banking: The Case of Ghana","authors":"J. Marfo, M. Owusu-Bio, Pasty Asamoah","doi":"10.4018/ijom.299404","DOIUrl":"https://doi.org/10.4018/ijom.299404","url":null,"abstract":"The surge in self-service technologies (SSTs) adoption in the banking industries across the globe has changed customers' banking experiences. Customers have developed a passion for SSTs which has affects their intentions to save with a bank. The positive effects of employing SSTs in the banking industries are evident in literature however, little is known on how SSTs affect customer experiences in the banking industries of developing countries like Ghana. The study involved a sample of 384 banking customers in Ghana. The study confirms the positive effects of SSTs adoption on customer experiences. The study establishes that customers' adoption of SSTs is influenced by their perception of SSTs usefulness and ease of use which increases their satisfaction level. The study finds out that when SSTs are deployed individually, they have no effect on customer experiences in the banking sector. However, when the individual SSTs are combined in usage, they collectively produce a positive effect on customer banking experience.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"289 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115906136","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
Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators 对在线广告的怀疑:原因、后果和补救调节
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.288426
Raja Ahmed Jamil, Abdul Qayyum, Mohammad Saeed Lodhi
{"title":"Skepticism Toward Online Advertising: Causes, Consequences, and Remedial Moderators","authors":"Raja Ahmed Jamil, Abdul Qayyum, Mohammad Saeed Lodhi","doi":"10.4018/ijom.288426","DOIUrl":"https://doi.org/10.4018/ijom.288426","url":null,"abstract":"Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated advertising value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes and consequences. Product knowledge and perceived ethics of online seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied on the time-lagged data of 411 consumers. For study 2, a between-subject experiment (n = 179) compared the effects of skepticism across video and picture ads. The results indicate that ETH and product knowledge moderated the relationships between stimulus-organism and organism-response states, respectively. Moreover, consumers showed favorable attitudes toward video ads. This study made novel contributions to research on STA by filling multiple voids (a) integration of advertising value and SOR (b) infotainment and puffery as predictors (c) product knowledge and perceived ethics of online seller as moderators (d), and comparison across advertisement type (video vs. picture).","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131581125","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: 4
Investigating Marketing Communication Mix on Brand Performance Indicators: Evidence From the Financial Services Sector in Ghana 调查营销传播组合对品牌绩效指标的影响:来自加纳金融服务业的证据
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299400
Francis Kofi Sobre Frimpong, Eric M. Hope, Linda Anane-Donkor
{"title":"Investigating Marketing Communication Mix on Brand Performance Indicators: Evidence From the Financial Services Sector in Ghana","authors":"Francis Kofi Sobre Frimpong, Eric M. Hope, Linda Anane-Donkor","doi":"10.4018/ijom.299400","DOIUrl":"https://doi.org/10.4018/ijom.299400","url":null,"abstract":"In today’s world of business, an increased number of brands are competing in order to gain market share. As a result, companies’ promotion has become more significant in order to reach out to target customers. Effective financial service (FS) delivery is driven by the strategic application of each element of the marketing communication mix (MCM) in the organization. The population of this study was employees in Ghanaian organizations where the MCM tools are known to be frequently used and their customers. Confirmatory Factor Analysis (CFA) Fit Statistics for the Measurement and Structural Models were used. The first four models were the measurement models of MCM, brand quality, brand loyalty, and brand performance respectively. The fifth model is the structural model through which all relationships and hypotheses were tested simultaneously. The study finds that, the first four models did not produce a good fit because they failed to meet the following criteria: p-value > 0.05; RMSEA < .08; TLI > .90; GFI > .80; and AGFI > .90.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"355 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126719657","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
Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers 影响者可信度和平台可信度的决定因素，以了解印度时尚影响者的有效性
Int. J. Online Mark. Pub Date : 2022-01-01 DOI: 10.4018/ijom.299399
A. Rani, Arijit Roy, Maria Boaler, Itam Urmila Jagadeeswari
{"title":"Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers","authors":"A. Rani, Arijit Roy, Maria Boaler, Itam Urmila Jagadeeswari","doi":"10.4018/ijom.299399","DOIUrl":"https://doi.org/10.4018/ijom.299399","url":null,"abstract":"The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser. However, some influencers are proven to be more successful in doing so. Therefore, this paper aims to understand the factors pertaining to source credibility & platform credibility in determining influencer’s effectiveness on social media. A huge number of variables have been identified during the literature review for this study. The research design of the present study has been ‘quantitative’ and attempts to bring empirical findings. A structured questionnaire has been used to collect data from 367 respondents through a purposive sampling method and analyzed using SEM. This research study presents the findings and elaborative results in the context of India. Implications and recommendations of research are further discussed in the context of emerging markets.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129918703","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
E-Mail Marketing: Research and Challenges 电子邮件营销:研究与挑战
Int. J. Online Mark. Pub Date : 2021-10-01 DOI: 10.4018/IJOM.2021100104
A. Rosário
{"title":"E-Mail Marketing: Research and Challenges","authors":"A. Rosário","doi":"10.4018/IJOM.2021100104","DOIUrl":"https://doi.org/10.4018/IJOM.2021100104","url":null,"abstract":"","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131062340","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
Decomposing Customer Engagement Effect Between Marketer- and User-Generated Content and Repurchase Intention in the Online Airline Service Community 在线航空服务社区中营销人员和用户生成内容与再购买意愿之间的客户参与效应分解
Int. J. Online Mark. Pub Date : 2021-10-01 DOI: 10.4018/IJOM.2021100101
Ali Ahmed Abdelkader, Reham Shawky Ebrahim
{"title":"Decomposing Customer Engagement Effect Between Marketer- and User-Generated Content and Repurchase Intention in the Online Airline Service Community","authors":"Ali Ahmed Abdelkader, Reham Shawky Ebrahim","doi":"10.4018/IJOM.2021100101","DOIUrl":"https://doi.org/10.4018/IJOM.2021100101","url":null,"abstract":"","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128617917","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
Examining the Trust-Based Consumer Decision-Making Model for Online Purchases in Pakistan 基于信任的巴基斯坦在线购物消费者决策模型研究
Int. J. Online Mark. Pub Date : 2021-10-01 DOI: 10.4018/IJOM.2021100103
Syed Afzal Moshadi Shah, Muhammad Shujjah-Ul-Islam Jadoon, Muhammad Tahir, J. Anwar
{"title":"Examining the Trust-Based Consumer Decision-Making Model for Online Purchases in Pakistan","authors":"Syed Afzal Moshadi Shah, Muhammad Shujjah-Ul-Islam Jadoon, Muhammad Tahir, J. Anwar","doi":"10.4018/IJOM.2021100103","DOIUrl":"https://doi.org/10.4018/IJOM.2021100103","url":null,"abstract":"","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121807047","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 Islamic Bank's Customers' Approach to Gamify Mobile Banking: UTAUT2 Model Extended 伊斯兰银行的客户游戏化移动银行:UTAUT2模式的扩展
Int. J. Online Mark. Pub Date : 2021-10-01 DOI: 10.4018/IJOM.2021100102
A. Güngör, Y. Kurt
{"title":"An Islamic Bank's Customers' Approach to Gamify Mobile Banking: UTAUT2 Model Extended","authors":"A. Güngör, Y. Kurt","doi":"10.4018/IJOM.2021100102","DOIUrl":"https://doi.org/10.4018/IJOM.2021100102","url":null,"abstract":"","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115803121","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
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