Journal of Research in Interactive Marketing最新文献

From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram 从像素到参与：研究图片分辨率对 Instagram 上公益营销的影响

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-01-09 DOI: 10.1108/jrim-08-2023-0262

Sann Ryu

{"title":"From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram","authors":"Sann Ryu","doi":"10.1108/jrim-08-2023-0262","DOIUrl":"https://doi.org/10.1108/jrim-08-2023-0262","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies were conducted through an experimental design. Study 1 (<em>N</em> = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (<em>N</em> = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (<em>N</em> = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.</p>\u0000<h3>Findings</h3>\u0000<p>The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.</p>\u0000<h3>Originality/value</h3>\u0000<p>To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.</p>\u0000<h3>Research implications</h3>\u0000<p>Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"15 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139410429","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The role of gender-identity congruity in cross-gender endorsement in the context of live streaming 直播背景下性别认同一致性在跨性别认可中的作用

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-01-03 DOI: 10.1108/jrim-05-2023-0167

Xiang Chen, Shuojia Guo, Shuhua Han

{"title":"The role of gender-identity congruity in cross-gender endorsement in the context of live streaming","authors":"Xiang Chen, Shuojia Guo, Shuhua Han","doi":"10.1108/jrim-05-2023-0167","DOIUrl":"https://doi.org/10.1108/jrim-05-2023-0167","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.</p>\u0000<h3>Findings</h3>\u0000<p>The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.</p>\u0000<h3>Originality/value</h3>\u0000<p>This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"8 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139410389","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

From screen to cart: how influencers drive impulsive buying in livestreaming commerce? 从屏幕到购物车：影响者如何推动直播商务中的冲动性购买？

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-19 DOI: 10.1108/jrim-05-2023-0142

Xinyu Ma, Eugene Cheng-Xi Aw, Raffaele Filieri

{"title":"From screen to cart: how influencers drive impulsive buying in livestreaming commerce?","authors":"Xinyu Ma, Eugene Cheng-Xi Aw, Raffaele Filieri","doi":"10.1108/jrim-05-2023-0142","DOIUrl":"https://doi.org/10.1108/jrim-05-2023-0142","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A survey with 368 livestreaming commerce users was analyzed using the symmetric-thinking approach – partial least squares structural equation modeling (PLS-SEM) and asymmetric thinking approach – fuzzy set qualitative comparative analysis (fsQCA).</p>\u0000<h3>Findings</h3>\u0000<p>The results of PLS-SEM indicate that influencer trustworthiness, influencer interactivity and self-disclosure determine parasocial relationships, which in turn influence impulsive buying. The fsQCA finding returned three configurations with various combinations of the causal conditions (i.e. influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty) explaining the formation of impulsive buying.</p>\u0000<h3>Originality/value</h3>\u0000<p>These findings provide unique linear and nonlinear insights to explain the combinatory effects of influencer attributes, interaction strategies, parasocial relationships, perceived fit uncertainty and perceived quality uncertainty on impulsive buying in livestreaming commerce.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"235 2 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138745628","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment 社交媒体影响者和直播内容的特征如何影响消费者在直播商业中的冲动性购买？一致性和依恋的作用

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-18 DOI: 10.1108/jrim-08-2023-0277

Zhucheng Shao

{"title":"How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment","authors":"Zhucheng Shao","doi":"10.1108/jrim-08-2023-0277","DOIUrl":"https://doi.org/10.1108/jrim-08-2023-0277","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB).</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Through collecting cross-sectional data from 608 valid replies, this study adopts an integrated method that combines partial least squares structural equation modeling (PLS-SEM), artificial neural network (ANN) and fuzzy-set qualitative comparative analysis (fsQCA) to analyse.</p>\u0000<h3>Findings</h3>\u0000<p>The results reveal that the credibility and relevance of live content, the empathy and professionalism of SMIs, and their congruence are critical antecedents of consumers' attachments to live content and SMIs, thus triggering their attachment to endorsement and IB.</p>\u0000<h3>Originality/value</h3>\u0000<p>In knowledge, this study benefits the scope of the elaboration likelihood model and attachment theory and enriches live streaming commerce literature. In method, an integrated analytical method is used to cope with complex structural relationships in non-linear patterns and predictions, as well as examine the complex causal configurations. In practice, this study facilitates practitioners to further ascertain what attributes in live content and SMIs can foster customer's emotional attachments in choosing endorsers and developing endorsement strategies, thus driving their IB.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"30 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138715060","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Does the verified badge of social media matter? The perspective of trust transfer theory 社交媒体的验证徽章重要吗？信任转移理论的视角

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-12 DOI: 10.1108/jrim-10-2023-0339

Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant Kumar

{"title":"Does the verified badge of social media matter? The perspective of trust transfer theory","authors":"Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant Kumar","doi":"10.1108/jrim-10-2023-0339","DOIUrl":"https://doi.org/10.1108/jrim-10-2023-0339","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge or are influenced by the influencer's large following. This research aims to investigate the impact of verified badges on followers' trust and behavioral intentions.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research conducts three experiments to investigate the impact of the verified badge on consumer attitudes and behavioral intentions, recruiting participants from freelance recruiting website in all three experiments.</p>\u0000<h3>Findings</h3>\u0000<p>The results show that a verified badge can sequentially influence consumer trust, attitude and sharing intentions. Furthermore, the impact of the verified badge on trust is more pronounced among micro-influencers as opposed to macro-influencers, and it can mitigate the negative attitude toward commercial postings.</p>\u0000<h3>Originality/value</h3>\u0000<p>Based on trust transfer theory, this research is a pioneer in investigating the effectiveness of verified badges on social media. These findings contribute to the field of influencer marketing by considering influencers' characteristics and the commercial intent of postings as moderators. Additionally, the results offer managerial insights for developing influencer marketing strategies.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"83 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138627737","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

“I can't look at you while talking!” – fear of missing out and smartphone addiction as predictors of consumer's phubbing behavior "我不能一边看你一边说话！"- 害怕错过和智能手机上瘾是预测消费者玩手机行为的因素

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-08 DOI: 10.1108/jrim-06-2023-0177

Justin Paul, Parul Manchanda, Nupur Arora, Aanchal Aggarwal

{"title":"“I can't look at you while talking!” – fear of missing out and smartphone addiction as predictors of consumer's phubbing behavior","authors":"Justin Paul, Parul Manchanda, Nupur Arora, Aanchal Aggarwal","doi":"10.1108/jrim-06-2023-0177","DOIUrl":"https://doi.org/10.1108/jrim-06-2023-0177","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Smartphones have become a vital element of daily life and because of this ongoing reliance, consumer' attention is drawn to online platforms, which may harm societal communications. Therefore, this paper investigates a behavioral addiction known as “fear of missing out” (FoMO), which causes anxiety and leads to more problematic smartphone usage and phubbing behavior (PB). In addition, this paper examines the multidimensional perspective of smartphone addiction (SMA) and the moderating role of Big 5 personality types in the aforesaid relationship.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online questionnaire was administered, to collect data from 468 smartphone users from universities across India. Partial least squares structural equation modeling and Hayes' PROCESS macros were employed as statistical tools for analysis.</p>\u0000<h3>Findings</h3>\u0000<p>Results highlight that there is a significant association between FoMO and PB with SMA as a significant mediator with partial mediation effect.</p>\u0000<h3>Originality/value</h3>\u0000<p>Conscientiousness, neuroticism and extroversion were found to be significant moderators in the model. Further, the findings raise awareness regarding smartphone etiquette and additional technology literacy required in this field.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"79 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138569766","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory 再看消费者触摸需求对刷屏意向的影响:心态最大化理论的视角

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-06 DOI: 10.1108/jrim-02-2023-0056

Jung-Kuei Hsieh, Sushant Kumar

{"title":"Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory","authors":"Jung-Kuei Hsieh, Sushant Kumar","doi":"10.1108/jrim-02-2023-0056","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0056","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper addresses the issue of inconsistent findings regarding the impact of consumers' need for touch (NFT) on webrooming behavior. It investigates the moderator of maximization by drawing on maximizing mindset theory.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies were carried out to test the hypothesized relationships. The first study investigated the impact of autotelic NFT on webrooming intention. The second study examined the impact of instrumental NFT on webrooming intention. The third study tested all hypotheses by the structural equation modeling approach.</p>\u0000<h3>Findings</h3>\u0000<p>The results confirm moderation by consumers' maximizing mindset. The moderated mediation analyses show that the interaction effect of autotelic NFT and maximization influences webrooming intention indirectly via anticipated sensory pleasure. Likewise, the interaction effect of instrumental NFT and maximization influences webrooming intention indirectly via product fit uncertainty.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study draws on maximizing mindset theory to show that consumers' autotelic NFT and instrumental NFT drive their webrooming intentions depending on the activation of their maximizing mindset. The nonsignificant relationship between autotelic NFT and webrooming intention in the context of satisficers explains the conflicting findings reported in the literature. Consumers' affective and cognitive responses were also studied to uncover the underlying mechanisms of their webrooming intention. This research contributes to the literature by enhancing the understanding of webrooming behavior.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"61 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536282","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Can the humanisation of smart home speakers improve user's attitude towards covert information collection? 智能家居音箱的人性化能否改善用户对隐蔽信息采集的态度?

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-02 DOI: 10.1108/jrim-05-2023-0140

Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-López

{"title":"Can the humanisation of smart home speakers improve user's attitude towards covert information collection?","authors":"Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-López","doi":"10.1108/jrim-05-2023-0140","DOIUrl":"https://doi.org/10.1108/jrim-05-2023-0140","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper analyses whether the humanisation of smart home speakers can improve users' attitudes towards covert information collection. Additionally, it examines the direct and indirect impact of trust, social presence and user's perceived surveillance on attitude towards covert information collection.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 679 American users of smart home speakers are surveyed, and their responses are analysed using structural equation modelling. Mediating effects are also examined.</p>\u0000<h3>Findings</h3>\u0000<p>Humanisation increases social presence, improves users' attitude towards covert information collection and has a U-shaped effect on trust. A negative effect of humanisation on perceived surveillance is demonstrated. Social presence reduces perceived surveillance levels and improves users' attitude towards covert information collection.</p>\u0000<h3>Originality/value</h3>\u0000<p>We examine attitude towards covert information collection as a new outcome variable. This study contributes to the growing body of research on humanisation by providing new evidence of how humanisation helps improve users' attitude towards covert information collection and generates trust in the service provider. This research indicates the important role of social presence.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"1 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536283","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming CEO 与名人：流媒体类型对消费者参与品牌自建直播的影响

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-11-21 DOI: 10.1108/jrim-02-2023-0045

Keshan (Sara) Wei, Wanyu Xi

{"title":"CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming","authors":"Keshan (Sara) Wei, Wanyu Xi","doi":"10.1108/jrim-02-2023-0045","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0045","url":null,"abstract":"PurposeWith the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.Design/methodology/approachThis research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.FindingsResults showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.Originality/valueCompared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"81 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139250969","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Voice-activated personal assistants and privacy concerns: a Twitter analysis 声控个人助理和隐私问题:一项Twitter分析

2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-11-08 DOI: 10.1108/jrim-02-2023-0050

Miriam Alzate, Marta Arce Urriza, Monica Cortiñas

{"title":"Voice-activated personal assistants and privacy concerns: a Twitter analysis","authors":"Miriam Alzate, Marta Arce Urriza, Monica Cortiñas","doi":"10.1108/jrim-02-2023-0050","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0050","url":null,"abstract":"Purpose This study aims to understand the extent of privacy concerns regarding voice-activated personal assistants (VAPAs) on Twitter. It investigates three key areas: (1) the effect of privacy-related press coverage on public sentiment and discussion volume; (2) the comparative negativity of privacy-focused conversations versus general conversations; and (3) the specific privacy-related topics that arise most frequently and their impact on sentiment and discussion volume. Design/methodology/approach A dataset of 441,427 tweets mentioning Amazon Alexa, Google Assistant, and Apple Siri from July 1, 2019 to June 30, 2021 were collected. Privacy-related press coverage has also been monitored. Sentiment analysis was conducted using the dictionary-based software LIWC and VADER, whereas text mining packages in R were used to identify privacy-related issues. Findings Negative privacy-related news significantly increases both negativity and volume in Twitter conversations, whereas positive news only boosts volume. Privacy-related tweets were notably more negative than general tweets. Specific keywords were found to either increase or decrease the sentiment and discussion volume. Additionally, a temporal evolution in sentiment, with general attitudes toward VAPAs becoming more positive, but privacy-specific discussions becoming more negative was observed. Originality/value This research augments the existing online privacy literature by employing text mining methodologies to gauge consumer sentiments regarding privacy concerns linked to VAPAs, a topic currently underexplored. Furthermore, this research uniquely integrates established theories from privacy calculus and social contract theory to deepen our analysis.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"147 1‐5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135392891","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0