Journal of Consumer Marketing最新文献

{"title":"Delving into the behaviour of sharing economy consumers: a literature review","authors":"Cecilia Grieco, Chiara Palagonia","doi":"10.1108/jcm-01-2023-5799","DOIUrl":"https://doi.org/10.1108/jcm-01-2023-5799","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The impact of the sharing economy on traditional businesses has largely been analysed from both company and consumer perspectives. In the case of the latter, scholars have produced a rich field of research into different aspects of consumer behaviour and the way it is reshaped in these alternative consumption patterns. This study aims to provide a systematization of these studies and to develop a model for consumer behaviour in the sharing economy.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Following a three-step approach, a systematic literature review has been performed to analyse and classify 108 scientific papers about consumer behaviour in the sharing economy.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Four main research topics came up from the analysis: sharing approach, consumption pattern, post-purchase behaviour and sustainability. Basing on these clusters, the double-loop model of consumer behaviour in the sharing economy is presented and discussed.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The research allows to provide scholars and practitioners with the state of the art on consumer behaviour in sharing economy and to draft future research avenues to orient research and practice in the field.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"51 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139756497","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":"Does consumption values and ascribed responsibility predict attitudes towards sustainable luxury brands","authors":"Ekta Aggarwal, Anurupa B. Singh, Richa Misra","doi":"10.1108/jcm-05-2023-6058","DOIUrl":"https://doi.org/10.1108/jcm-05-2023-6058","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>As per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>As the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Previous studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"149 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2024-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139756376","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 effect of online company responses on app review quality","authors":"Qiuli Su, Aidin Namin, Seth Ketron","doi":"10.1108/jcm-06-2023-6098","DOIUrl":"https://doi.org/10.1108/jcm-06-2023-6098","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate textual characteristics of customer reviews that motivate companies to respond (sentiment negativity and sentiment deviation) and how aspects of these company responses (response intensity, length and tailoring) affect subsequent customer review quality (comprehensiveness and readability) over time.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Leveraging a large data set from a leading app website (Shopify), the authors combine text mining, natural language processing (NLP) and big data analysis to examine the antecedents and outcomes of online company responses to reviews.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study finds that companies are more likely to respond to reviews with more negative sentiment and higher sentiment deviation scores. Furthermore, while longer company responses improve review comprehensiveness over time, they do not have a significant influence on review readability; meanwhile, more tailored company responses improve readability but not comprehensiveness over time. In addition, the intensity (volume) of company responses does not affect subsequent review quality in either comprehensiveness or readability.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper expands on the understanding of online company responses within the digital marketplace – specifically, apps – and provides a new and broader perspective on the motivations and effects of online company responses to customer reviews. The study also extends beyond the short-term focus of prior works and adds to literature on long-term effects of online company responses to subsequent reviews. The findings provide valuable insights for companies (especially those with apps) to enhance their online communication strategies and customer engagement.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"86 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139677630","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":"Promoting access-based consumption practices through fashion renting: evidence from Italy","authors":"Elisabetta Savelli, Barbara Francioni, Ilaria Curina, Marco Cioppi","doi":"10.1108/jcm-02-2023-5843","DOIUrl":"https://doi.org/10.1108/jcm-02-2023-5843","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to extend the research on fashion renting (FR) by investigating how personal and social motives (i.e. “subjective norms”, “perceived behavioural control”, “sustainable orientation” and “FR benefits”) affect consumers’ attitudes and intentions towards it. In addition, personality traits are investigated as potential antecedents of FR, resulting in the proposal of an overall framework that combines the theory of planned behaviour with the trait theory approach.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected in Italy from a sample of 694 consumers, mainly females (88%), with an average age of 28.8 years and coming from all over the country. The collected data were then processed via structural equation modelling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicated that intention towards FR is influenced by attitude, which, in turn, is affected by social norms, perceived behavioural control, sustainable orientation and FR benefits. Furthermore, only fashion leadership acts as a direct antecedent of FR attitude, while the need for uniqueness and materialism plays critical roles as predictors of personal and social motives. Subjective norms and perceived behavioural control also serve as mediators of the significant relationships between personality traits and attitudes towards FR.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study provides useful implications for fashion rental companies in attracting consumers and offers a foundation for further research on transforming traditional consumption into a more sustainable one.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study presents new knowledge on the rental phenomenon in the fashion sector by responding to the call to deepen the analysis of factors that influence consumers’ adoption of FR from the perspectives of personal and social motives and personality traits.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"70 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2024-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139557654","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":"How best to advertise low-fit brand extensions: a construal level theory perspective","authors":"Muhammad Rashid Saeed, Richard Lee, Larry Lockshin, Steven Bellman, Song Yang, Justin Cohen","doi":"10.1108/jcm-02-2023-5839","DOIUrl":"https://doi.org/10.1108/jcm-02-2023-5839","url":null,"abstract":"\u0000Purpose\u0000Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective).\u0000\u0000\u0000Design/methodology/approach\u0000Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data.\u0000\u0000\u0000Findings\u0000Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency.\u0000\u0000\u0000Research limitations/implications\u0000Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings.\u0000\u0000\u0000Practical implications\u0000Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies.\u0000\u0000\u0000Originality/value\u0000This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"47 12","pages":""},"PeriodicalIF":2.8,"publicationDate":"2024-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139437438","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":"Reverse contagion: role of empathy, narrative appeal, and intensity of previous misbehavior","authors":"K.R. Jayasimha, Himanshu Shekhar Srivastava, K. Sivakumar, Manoharan Sivaraman","doi":"10.1108/jcm-10-2022-5647","DOIUrl":"https://doi.org/10.1108/jcm-10-2022-5647","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore consumer motivations to mitigate the contagion effect in access-based consumption after instances of prior customer misbehavior. Reverse contagion, demonstrated through customer citizenship behavior, entails using both firm-provided and personal resources to cocreate value, even in the presence of norm violations by others. The research delves into the influence of empathy, narrative appeal and past misbehavior severity on customer behavior, specifically in the context of reverse contagion.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two scenario-based studies and a field study were used within the context of scooter-sharing to assess the conceptual model. Study 1 (<em>n</em> = 156) and Study 2 (<em>n</em> = 97) were conducted through surveys. Study 3 (<em>n</em> = 54) was a field study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results emphasize the crucial role of empathy in breaking the cycle of misbehavior contagion. Specifically, the findings suggest that narrative appeals have the potential foster greater empathy, encouraging customers to counteract the contagion. However, the intensity of prior misbehavior lessens the efficacy of narrative appeals in triggering reverse contagion, thereby moderating the mediating effect of empathy.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study investigates reverse contagion stemming from customer misbehavior in accessed-based consumption. It delves into the impact of empathy, narrative appeal and previous misbehavior on the dynamics of value codestruction and cocreation. This comprehensive examination of these factors within a unified framework represents a new contribution to the literature. The results illuminate this intricate phenomenon, offering valuable insights for managers to address adverse customer behavior and harness the positive aspects of reverse contagion.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"52 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139374309","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":"Do female adolescents respond better to thin or plus-size ad characters?","authors":"Aysen Bakir, Jessica Castonguay, Jeffrey G. Blodgett","doi":"10.1108/jcm-02-2021-4465","DOIUrl":"https://doi.org/10.1108/jcm-02-2021-4465","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the effects of character body size, subject body size and product type on female adolescents’ attitudes toward the character. Given prior research showing that adolescents identify more strongly with those whom they view as similar to themselves, it is possible that heavy and obese adolescents will react more favorably to plus-size ad characters.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two studies were conducted, one with females aged 12–14 and a second with females aged 15–17. Based on their body mass index, subjects were classified as of small/average size or overweight/obese. Ads featured either a thin, average-size or plus-size character, and promoted either a healthful or an unhealthful snack item.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>In general, small/average size female adolescents responded more favorably toward thin characters, whereas their overweight/obese counterparts responded more favorably toward plus-size characters. Moreover, subjects’ responses were not moderated by the nutritional value (healthful vs unhealthful) of the product being advertised.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>To effectively promote healthy foods to overweight/obese adolescents, it may be advantageous to incorporate plus-size characters. Additional research is needed, however, to determine whether this approach can effectively influence brand attitudes and consumption behaviors.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>As obesity rates continue to rise, it has become vitally important to encourage healthier food choices among youth. To develop effective communication strategies, marketers need to better understand how young consumers respond to various advertising cues.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this is the first study to examine the effect of character size and subject size on female adolescents’ attitudes toward the character.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"20 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138690853","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":"Influence of self-esteem on regret for criticized normal versus abnormal consumer decisions","authors":"Jose Mauro da Costa Hernandez, Annaysa Salvador Muniz Kamiya, Murilo Costa Filho","doi":"10.1108/jcm-08-2022-5534","DOIUrl":"https://doi.org/10.1108/jcm-08-2022-5534","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine differences in regret between individuals with high vs low self-esteem that follows from negative appraisals for unsuccessful consumer decisions that are either congruent or not with perceived norms. This study also tested the mediating role of decision responsibility and the ability of psychological repair work in regulating regret.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Hypotheses were tested through four experimental studies using student and international panel samples across different consumer decision scenarios to generalize the findings of the study.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study shows that high self-esteem individuals regret less a bad decision when it is congruent (normal) than when it is incongruent (abnormal) with the prevalent norms, while lower self-esteem individuals tend to regret equally both normal and abnormal decisions. This study further shows that this effect is driven by internal responsibility attributions. Finally, the results also suggest that high self-esteem people are more efficient than low self-esteem people in regulating regret, but only when the decision is abnormal.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The present research has important contributions to both regret and self-esteem literature. First, this study explored the role of self-esteem on regret, an individual variable that has been studied relatively little in regret literature. Second, this study has shown, consistent with recent findings, that decision congruence with the norms is a more suitable predictor of regret than whether the decision involves action or inaction. Finally, this study showed that stimulating individuals to self-enhance by engaging in psychological repair work led individuals to regulate regret, consistent with regret regulation theory.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"84 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138532490","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 cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand","authors":"Elmira Shahriari, Hamid Abbassi, Ivonne M. Torres, Miguel Ángel Zúñiga, Nourah Alfayez","doi":"10.1108/jcm-07-2020-3951","DOIUrl":"https://doi.org/10.1108/jcm-07-2020-3951","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (A&lt;sub&gt;ad&lt;/sub&gt;) and attitude toward the brand (A&lt;sub&gt;brand&lt;/sub&gt;) formation.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their A&lt;sub&gt;ad&lt;/sub&gt;, A&lt;sub&gt;brand&lt;/sub&gt;, comprehension, uncertainty avoidance and demographics.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and A&lt;sub&gt;ad&lt;/sub&gt;. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable A&lt;sub&gt;ad&lt;/sub&gt; for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of A&lt;sub&gt;ad&lt;/sub&gt; in the relationship between comprehension and A&lt;sub&gt;brand&lt;/sub&gt;.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede’s cultural dimensions). In the case of single meaning slogans, advertiser","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"28 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138532479","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":"How electronic word of mouth (eWOM) shapes consumer social media shopping","authors":"Brittany Beck, Melanie Moore Koskie, William Locander","doi":"10.1108/jcm-01-2023-5817","DOIUrl":"https://doi.org/10.1108/jcm-01-2023-5817","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to contribute to the ongoing discussion of how consumers approach shopping directly via social media by explicating decisions related to trust on social media and how various types of electronic word of mouth (eWOM; ratings and reviews, recommendations and referrals and social media communities) contribute to these decisions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 198 respondents with experience shopping directly via social media were instructed to select the platform on which they had the most shopping experience (Facebook, Instagram, TikTok, Pinterest, etc.) to answer relevant survey questions. Structural equation modeling (SEM) was used for analyzing the results.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings reveal that eWOM provided by strong ties (recommendations and referrals; social media communities) is superior to weak ties (ratings and reviews). Surprisingly, ratings and reviews do not significantly relate to trust in the retailer, suggesting that this information may be necessary but not sufficient for trusting retailers on social media.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research distinguishes trust decisions related to shopping on social media and clarifies how each type of eWOM uniquely influences trust in the retailer by using tie strength theory.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"1 1","pages":""},"PeriodicalIF":2.8,"publicationDate":"2023-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138532480","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}