Journal of Consumer Marketing最新文献

{"title":"Transformative advertising: well-being Instagram messaging","authors":"Sarah Dodds, Nitha Palakshappa, Sandy Bulmer, Sarah Harper","doi":"10.1108/jcm-04-2023-5991","DOIUrl":"https://doi.org/10.1108/jcm-04-2023-5991","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to examine well-being messaging on Instagram to understand what constitutes transformative social media advertising with potential to enhance consumer lives and create change at a community and societal level.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A novel-phased approach using transformative advertising research and positive psychology is adopted for an in-depth examination of Lululemon, a well-being brand advocate. The study combines secondary case data, analysis of brand messaging on Instagram, interviews with brand followers, and six months of Instagram posts consumer responses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Four themes – inspiring personal journeys and potential, encouraging mindfulness and gratitude, supporting connection and community and advancing diversity and equity – are used to develop a typology of well-being advertising message elements on Instagram.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the call for research on transformative advertising by establishing that Instagram is a powerful platform for well-being messages, particularly from brands committed to social issues. Practical implications for brands and avenues for future research are provided.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140812773","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}

{"title":"A product’s connection to self-threat domain determines self-control impairment consequences of within-domain compensatory consumption","authors":"Nimish Rustagi, L.J. Shrum","doi":"10.1108/jcm-02-2022-5187","DOIUrl":"https://doi.org/10.1108/jcm-02-2022-5187","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Studies have shown that within-domain compensatory consumption can successfully repair the damaged self, but other research indicates that it can undermine self-control because such consumption causes self-threat rumination that impairs self-regulatory resources. This paper aims to identify a boundary condition that reconciles and explains these contradictory findings.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conducted three experiments to show that within-domain compensatory consumption undermines self-control, but only in some situations. They test a boundary condition (i.e. type of connections between within-domain products and self-threat domain) for the effects of such consumption on self-threat rumination and self-control.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This paper demonstrates that within-domain (but not across-domain) compensatory consumption induces rumination and reduces subsequent self-control, but only when the product’s connection to the self-threat domain is made explicit through brand names or slogans. When the connection is merely implicit, rumination and self-control deficits are not observed.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Consumers may seek certain products to bolster threatened aspects of their self-concept. Marketing tactics that explicitly highlight connections to such self-aspects can lower a consumer’s self-control resulting in stronger purchase intent, while at the same time hindering the possibility of self-concept repair. Managers need to be wary of ethical concerns.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research qualifies the existing findings by presenting “type of product connection” as a key determinant of within-domain compensatory consumption’s impact on self-control. Researchers need to be conscious of the type of products (explicitly vs implicitly connected to the self-threat domain) they use in compensatory consumption studies, because this may influence their findings.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140812650","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}

{"title":"Fifty shades of Braille: motivations, challenges and cultural significance in visual impairment","authors":"Anthony Beudaert","doi":"10.1108/jcm-12-2023-6477","DOIUrl":"https://doi.org/10.1108/jcm-12-2023-6477","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine Braille usage among consumers with visual impairments, investigating motivations and addressing inherent challenges.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Drawing insights from 16 semistructured interviews with individuals experiencing blindness, this study reveals nuanced aspects of Braille utilization.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Three key motivations for Braille usage are identified: as a coping mechanism for functional needs and to combat stigma; as an embodied experience contributing to pleasure; and as a heritage embodying a culture of visual impairment. Obstacles include cultural and financial barriers to learning, incomplete retail transcriptions limiting practicality and spatial congestion issues.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study underscores Braille’s dual function as both coping mechanism and cultural heritage. By highlighting obstacles, it sheds light on challenges faced by consumers with visual impairments, facilitating advocacy and promoting inclusive retail practices. Originality lies in recognizing diverse motivations and experiences among Braille users, offering insights for enhancing tactile engagement in the marketplace.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140560127","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}

{"title":"Revealing consumer review attitude through online review and website cues","authors":"Manoraj Natarajan, Sridevi Periaiya","doi":"10.1108/jcm-07-2020-3938","DOIUrl":"https://doi.org/10.1108/jcm-07-2020-3938","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140560138","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}

{"title":"Investigating consumers’ adoption of AI chatbots for apparel shopping","authors":"Mon Thu Myin, Kittichai Watchravesringkan","doi":"10.1108/jcm-03-2022-5234","DOIUrl":"https://doi.org/10.1108/jcm-03-2022-5234","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI) chatbots for apparel shopping.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data from 353 eligible US respondents was collected through a self-administered questionnaire distributed on Amazon Mechanical Turk, an online panel. Confirmatory factor analysis and path analysis were used to test all hypothesized relationships using the structural equation model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that optimism and relative advantage of “reasons for” dimensions have a positive and significant influence on perceived ease of use (PEU), while innovativeness and relative advantage have a positive and significant influence on perceived usefulness (PUF). Discomfort and insecurity have no significant impact on PEU and PUF. However, complexity has a negative and significant impact on PEU but not on PUF. Additionally, PEU has a positive influence on PUF. Both PEU and PUF have a positive and significant influence on consumers’ attitudes toward using AI chatbots, which, in turn, affects the intention to use AI chatbots for apparel shopping. Overall, this study identifies that optimism, innovativeness and relative advantage are enablers and good reasons to adopt AI chatbots. Complexity is a prohibitor, making it the only reason against adopting AI chatbots for apparel shopping.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the literature by integrating TAM and BRT to develop a research model to understand what “reasons for” and “reasons against” factors are enablers or prohibitors that significantly impact consumers’ attitude and intention to use AI chatbots for apparel shopping through PEU and PUF.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140323051","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}

{"title":"The role of individualism, collectivism, and promotional reward type on consumer response to amplified word-of-mouth strategies","authors":"Monika Rawal, Jose Luis Saavedra Torres, Ramin Bagherzadeh, Suchitra Rani, Joanna Melancon","doi":"10.1108/jcm-05-2022-5369","DOIUrl":"https://doi.org/10.1108/jcm-05-2022-5369","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to engage in electronic word-of-mouth (eWOM), further impacting their repurchase intentions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1, a 2 (culture: individualism vs collectivism) × 2 (promotional rewards: social vs economic) between-subjects design was used. Structural equation modeling was used to test the hypotheses. In Study 2, culture was measured instead of just being manipulated. The authors used regression analysis in this study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Owing to the characteristics of collectivistic individuals, consumers in collectivistic cultures were more likely to respond to social rewards as an incentive to engage in eWOM. However, consumers in individualistic cultures were more motivated to engage in eWOM when economic rewards were offered.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Despite the global nature of eWOM, little research has explored the effects of cultural traits on consumer response to amplified eWOM strategy. Additionally, though many organizations now offer various promotional incentives to reviewers, little research has explored the effects of promotional offers on a reviewer’s subsequent behavior, and no research has explored the relationship between cultural dimensions and current and future response to promotional eWOM rewards.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140205544","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}

{"title":"Geographical indications as a labelling strategy: an empirical investigation of negative bias and its managing conditions","authors":"Sreejesh S., Minas Kastanakis, Justin Paul","doi":"10.1108/jcm-09-2022-5598","DOIUrl":"https://doi.org/10.1108/jcm-09-2022-5598","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the influence of two significant product labelling strategies (geographical indication [GI] vs country-of-origin [COO]) on shaping customer product attitude and purchase likelihood, considering consumers’ ethnocentric and cosmopolitan tendencies. The authors also investigate the boundary conditions and intervening mechanisms to manage the adverse consumer product evaluations and present mitigating procedures which reinstate favourable product evaluations and purchase likelihood.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The collected data from these all these studies were analysed using ANOVA and mediation anlaysis. The study tests the proposed hypotheses using three follow-up experimental investigations.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study found that GI (vs COO) labels have a more significant impact on customers’ product evaluation and likelihood of purchase and supported the dispositional effect of ethnocentric and cosmopolitan inclinations. Further, the results indicated that self-product congruence can efficiently regulate consumer dispositions. Also, the results confirmed the significant impact of product identification on influencing consumer attitudes.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The above-said insights add practical insights, particularly concerning product labelling. Also, the insights on product attitudes and purchase likelihood intricacies in the context of product labelling enable companies to comprehend better the significance of GI labels, COO labels and self-product congruence.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this is the first time a study has compared the role of two significant product labelling strategies (GI vs COO) in shaping customer product evaluations, confirmed its boundary conditions and shown how to transform them into helpful customer product outcomes.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140199416","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}

{"title":"Antecedents and consequences of conceptualizing online hyperconnected brand selection","authors":"Salman Majeed, Woo Gon Kim","doi":"10.1108/jcm-08-2023-6193","DOIUrl":"https://doi.org/10.1108/jcm-08-2023-6193","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper is conceptual and presents a discussion based on extant literature from various international publishers.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140152840","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}

{"title":"Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations","authors":"Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi, Miguel Ángel Zúñiga","doi":"10.1108/jcm-08-2022-5547","DOIUrl":"https://doi.org/10.1108/jcm-08-2022-5547","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140035290","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}

{"title":"Word on the street: apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers","authors":"Amy Dorie, David Loranger","doi":"10.1108/jcm-02-2022-5213","DOIUrl":"https://doi.org/10.1108/jcm-02-2022-5213","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The current research used an exploratory mixed-methods approach.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140006286","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}