Spanish Journal of Marketing - ESIC最新文献

{"title":"The role of emotional experience and destination image on ecotourism satisfaction","authors":"N. Quynh, Nguyen Thanh Hoai, N. Loi","doi":"10.1108/sjme-04-2020-0055","DOIUrl":"https://doi.org/10.1108/sjme-04-2020-0055","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to analyze the influence of the emotional experience (EE) and the image of the tourist destination on the satisfaction of the domestic tourist and his behavioral intentions, represented through the word of mouth (WOM) and his revisit intention.\u0000\u0000\u0000Design/methodology/approach\u0000The information obtained through a personal survey to 382 local tourists was refined and subjected to structural equation analysis. Analyses conducted with SPSS 20.0 and AMOS 20 software confirmed the existence of interesting significant relationships.\u0000\u0000\u0000Findings\u0000The results show that positive destination image and different experiences are considered to be the main elements that promote positive emotions and satisfaction for tourists, leading to a higher eagerness to spread WOM recommendations and to revisit a destination. The results also verify that interactions with the difficult-replacement services and with residents create strong positive EEs for female visitors, so that they are more willing to revisit a destination than males.\u0000\u0000\u0000Research limitations/implications\u0000Eco-destination managers should provide more difficult-replacement services and create an enjoyable and unique experience for tourists to enhance their satisfaction and positive behavioral intentions.\u0000\u0000\u0000Originality/value\u0000The results provide some important implications and insights about the marketing theory groundwork of EE and satisfaction, such as how they are to be conceptualized and established and how interactive relationships are formed among them in the ecotourism context.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"53 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90663010","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 influence of banner position and user experience on recall. The mediating role of visual attention","authors":"Francisco Muñoz-Leiva, L. Faísca, C. Ramos, M. B. Correia, Carlos M. R. Sousa, Marouan Bouhachi","doi":"10.1108/SJME-04-2020-0050","DOIUrl":"https://doi.org/10.1108/SJME-04-2020-0050","url":null,"abstract":"\u0000Purpose\u0000This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience.\u0000\u0000\u0000Design/methodology/approach\u0000An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users.\u0000\u0000\u0000Findings\u0000The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention.\u0000\u0000\u0000Practical implications\u0000The paper draws several implications for the marketing literature, hospitality management and society in general.\u0000\u0000\u0000Originality/value\u0000The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"18 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90120487","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":"Consumption narratives: contributions, methods, findings and agenda for future research","authors":"Emad Rahmanian","doi":"10.1108/SJME-10-2020-0179","DOIUrl":"https://doi.org/10.1108/SJME-10-2020-0179","url":null,"abstract":"\u0000Purpose\u0000Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer behaviours have tried to study the subject. This pool of multi-disciplinary studies has yielded fragmented literature resulting in ambiguity. Therefore there is a need for an article, which studies the extant literature comprehensively. Hence, this paper aims to pursue two objectives, to summarize prominent research studies in consumption narratives and to suggest directions for future research.\u0000\u0000\u0000Design/methodology/approach\u0000The paper reviews 25 key studies on consumption narratives and highlights their most important contributions, methods and findings.\u0000\u0000\u0000Findings\u0000As in consumer narrative research, the concept almost always has been borrowed from different domains, the findings suggest a concise definition to fill this gap. Also, to enrich the findings, three-level of consumption narratives are discussed.\u0000\u0000\u0000Originality/value\u0000This paper serves as a basis to comprehend the essence of consumption narratives in the consumption context, to understand the research gaps and provides directions for future research.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"265 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77036003","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":"Viralization keys of messages in unofficial accounts during crisis periods: the case of Covid-19 on TwitterClaves de viralización de mensajes en cuentas no oficiales durante periodos de crisis. El caso de covid 19 en Twitter危机时期非官方账号信息成功传播的关键: 以新冠病毒信息在推特上的传播为例","authors":"Elena Cerdá-Mansilla, Natalia Rubio, S. Campo","doi":"10.1108/SJME-09-2020-0170","DOIUrl":"https://doi.org/10.1108/SJME-09-2020-0170","url":null,"abstract":"This study aims to analyze a backchannel account on news of the coronavirus at the beginning of the pandemic, with information not disseminated in official media due to the social alarm it might cause and the negative image of government management. Specifically, it examines acceptance and dissemination of this type of content in a period of lack of information, while reflecting on what would constitute proper management of this type of channel.,First, based on a literature review, this study classifies possible explanatory variables of online content dissemination into content richness and psychological content. Second, this study performs sentiment analysis of the Twitter backchannel account @COVID_19NEWS and use Qualitative Comparative Analysis to find causal configurations of variables that obtained a high rate of retweets.,The results reveal predominance of one combination of three factors in backchannel information diffusion: emotional, identifying and video content. Other interesting combinations of factors were shown to be attractive enough to contribute to success of the tweets.,Knowledge of the main configurations that attract information dissemination in backchannel accounts is useful for public management of a health crisis such as the Covid-19 outbreak. Rather than suppressing these channels, the authors discuss different solutions.,This study advances scholarship on backchannel communications in emergency situations, providing insights to understand and manage such channels.,Este estudio analiza una cuenta extraoficial sobre noticias del coronavirus al inicio de la pandemia, con informacion no difundida en los medios oficiales por su posible repercusion en la alarma social y la imagen negativa de la gestion gubernamental. Concretamente examina la aceptacion y difusion de este contenido en un periodo de desinformacion, asi como reflexiona sobre la gestion de este tipo de canales.,En primer lugar, en base a la revision de la literatura, clasificamos las variables explicativas segun la riqueza de contenido y el contenido psicologico. En segundo lugar, sobre la cuenta extraoficial de @COVID_19NEWS en Twitter, realizamos analisis de sentimiento y utilizamos Analisis Comparativo Cualitativo (QCA) para encontrar configuraciones causales de variables que obtuvieron una alta tasa de retweets.,Los resultados revelan la importancia de una combinacion de tres factores en la difusion de informacion del canal secundario: contenido emocional, identificativo y video. Otras combinaciones de factores tambien contribuyeron al exito del tweet.,Estas configuraciones podrian ser utiles para la gestion publica ante una crisis sanitaria como la Covid-19, prestando atencion a los factores cuya configuracion atrae la difusion de informacion en las RRSS. En lugar de suprimir estos canales, se presentan soluciones para garantizar una colaboracion eficaz.,Este estudio realiza una contribucion academica a las comunicaciones extraoficiales en situaciones de emerg","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87039696","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 brand-relationships matter? The role of brand attachment in salesperson performance in retailing","authors":"F. Chinelato, Cid Gonçalves Filho, Clodoaldo Lopes Nizza Júnior","doi":"10.1108/SJME-11-2020-0192","DOIUrl":"https://doi.org/10.1108/SJME-11-2020-0192","url":null,"abstract":"Purpose\u0000Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing.\u0000\u0000Design/methodology/approach\u0000A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3.\u0000\u0000Findings\u0000The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance.\u0000\u0000Practical implications\u0000Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance.\u0000\u0000Originality/value\u0000Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"7 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82637445","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":"Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB)","authors":"G. Abbasi, Janani Kumaravelu, Y. Goh, K. Singh","doi":"10.1108/SJME-12-2019-0109","DOIUrl":"https://doi.org/10.1108/SJME-12-2019-0109","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to unearth the factors that influence tourists’ revisit intention. The proposed model of the study is grounded on using the theory of planned behaviour (TPB) and extending it with additional variables, i.e. satisfaction, destination image, perceived risk, service quality and perceived value.\u0000\u0000\u0000Design/methodology/approach\u0000This study adopted a cross-sectional approach to collect data. The data were collected by conducting a field survey questionnaire on 330 respondents and were analysed using partial least squares version 3.2.9.\u0000\u0000\u0000Findings\u0000The results show that perceived behavioural control, perceived value, destination image and satisfaction significantly affect visitors’ revisit intention. The influence of perceived value, perceived service quality and destination image on satisfaction is also confirmed. On the other hand, satisfaction is found to be a significant mediator between perceived service quality, destination image and perceived value.\u0000\u0000\u0000Originality/value\u0000The extended TPB model that includes perceived service quality, perceived value, perceived risk and satisfaction provided a model with a theoretical basis to explain tourist revisit intentions to a tourist destination.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"12 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76335260","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":"Media and group influence on Generation Y consumers’ attitudes towards beauty products","authors":"R. Dalziel, N. D. Klerk","doi":"10.1108/SJME-12-2019-0104","DOIUrl":"https://doi.org/10.1108/SJME-12-2019-0104","url":null,"abstract":"The purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular, the impact of the media and groups is analysed through their influence on subjective norms.,Structural equation modelling analysis of moment structures was used to propose and test a research model by means of data from a substantial size of female Generation Y consumers.,The study’s results confirm that female Generation Y consumers have a favourable attitude towards beauty products and that this attitude is influenced by their subjective norms. Furthermore, the findings suggest that group influence, which includes the opinions of friends, family and peers and media influence both predict female Generation Y consumers’ favourable attitude towards beauty products via their influence on this segment’s subjective norms.,These results emphasise the strategic importance of incorporating subjective norms, together with media and group influence into beauty product marketing communication campaigns targeting female Generation Y consumers. Given that this generation is known to be prevalent users of social media and often consult online peer product reviews, such strategies should also be extended beyond traditional media platforms to include social media, particularly social media influencers and online product review platforms, thereby tapping into subjective norms and group influence.,This study contributes to understanding female Generation Y consumers’ attitudes towards beauty products, especially the combined influence of subjective norms and media and group influence on such attitudes.,El proposito de este trabajo es examinar la influencia de dos antecedentes potencialmente importantes de las actitudes de las consumidoras de la Generacion Y hacia los productos de belleza. En concreto, se estudia la influencia de los medios de comunicacion y de los grupos a traves de su influencia en las normas subjetivas.,Se empleo el analisis de modelos de ecuaciones estructurales de estructuras de momento para proponer y probar un modelo de investigacion mediante datos de un tamano considerable de consumidoras de la Generacion Y.,Los resultados del estudio confirman que las consumidoras de la Generacion Y tienen una actitud favorable hacia los productos de belleza y que esta actitud esta influenciada por sus normas subjetivas. Ademas, los resultados sugieren que la influencia del grupo, que incluye las opiniones de amigos, familiares y companeros, y la influencia de los medios de comunicacion predicen la actitud favorable de las consumidoras de la Generacion Y hacia los productos de belleza a traves de su influencia en las normas subjetivas de este segmento.,Estos resultados enfatizan la importancia estrategica de incorporar las normas subjetivas, junto con la influencia de los medios de comunicacion y del grupo, en las campanas de comunicacion de la comercializacion de productos de be","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"91 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87736663","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 impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences","authors":"Minh T. H. Le","doi":"10.1108/SJME-05-2020-0086","DOIUrl":"https://doi.org/10.1108/SJME-05-2020-0086","url":null,"abstract":"Purpose\u0000The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking.\u0000\u0000Design/methodology/approach\u0000Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model.\u0000\u0000Findings\u0000The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty.\u0000\u0000Research limitations/implications\u0000The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships.\u0000\u0000Practical implications\u0000Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE.\u0000\u0000Social implications\u0000The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships.\u0000\u0000Originality/value\u0000This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"418 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"79505398","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":"Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)","authors":"M. Camilleri, L. Falzon","doi":"10.1108/sjme-04-2020-0074","DOIUrl":"https://doi.org/10.1108/sjme-04-2020-0074","url":null,"abstract":"Purpose\u0000The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social distancing measures have led to a dramatic increase in subscriptions to paid streaming services. Online users are increasingly accessing live broadcasts, as well as recorded video content and digital music services through internet and mobile devices. In this context, this study aims to explore the individuals’ uses and gratifications from online streaming technologies during COVID-19.\u0000\u0000Design/methodology/approach\u0000This research has adapted key measures from the “technology acceptance model” (TAM) and from the “uses and gratifications theory” (UGT) to better understand the individuals’ intentions to use online streaming technologies. A structural equations partial least squares’ confirmatory composite approach was used to analyze the gathered data.\u0000\u0000Findings\u0000The individuals’ perceived usefulness and ease of use of online streaming services were significant antecedents of their intentions to use the mentioned technologies. Moreover, this study suggests that the research participants sought emotional gratifications from online streaming technologies, as they allowed them to distract themselves into a better mood and to relax in their leisure time. Evidently, they were using them to satisfy their needs for information and entertainment.\u0000\u0000Research limitations/implications\u0000This study contributes to the academic literature by generating new knowledge about the individuals’ perceptions, motivations and intentions to use online streaming technologies to watch recorded movies, series and live broadcasts.\u0000\u0000Practical implications\u0000The findings imply that there is scope for the providers of online streaming services to improve their customer-centric marketing by refining the quality and content of their recorded programs and through regular interactions with subscribers and personalized recommender systems.\u0000\u0000Originality/value\u0000This study integrates the TAM and UGT frameworks to better understand the effects of the users’ perceptions, ritualized and instrumental motivations on their intentions to continue watching movies, series and broadcasts through online streaming technologies, during COVID-19.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"3 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75023861","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":"Who says waiting is boring? How consumer narratives within online communities help reduce stress while waiting","authors":"Mahmud Hassan, R. Hassan","doi":"10.1108/sjme-01-2020-0010","DOIUrl":"https://doi.org/10.1108/sjme-01-2020-0010","url":null,"abstract":"\u0000Purpose\u0000Waiting is associated with pain and stress that leads to frustration. However, consumer narratives may help cope with the stress associated with such waiting. This study aims to understand consumer waiting behaviours within online communities.\u0000\u0000\u0000Design/methodology/approach\u0000Data was gathered following a netnographic approach from a Facebook brand community (FBC) by downloading and archiving the threads related to members’ waiting behaviours. This resulted in 91 pages of data, with 438 individual comments and 179 distinct threads.\u0000\u0000\u0000Findings\u0000The data revealed that members of the sampled FBC exercised waiting behaviour. The authors confirm that waiting for a product is associated with both negative outcomes (frustration, boredom, etc.), but positive ones (create stronger ties with the brand and fellow members, etc.). Members of the FBC exhibited reduced consumer anxiety and stress during the waiting period.\u0000\u0000\u0000Research limitations/implications\u0000This study found 13 waiting behaviours within the FBC and supports the idea that new value-creating behaviours are noticed within the context of FBCs.\u0000\u0000\u0000Originality/value\u0000This study focuses on waiting within a goods-based context (waiting to be served has been examined predominantly within the service sector). The study explored the behaviours of consumers who use social media to complain about extended waiting periods to receive the product along with other consumer reactions to these waiting crowds to reduce the emotional pain associated with such delays.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"129 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82918029","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}