International Journal of Consumer Studies最新文献

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Forty Years of Microfinance Research and Its Impact on Consumers: A Review and Research Agenda Using the ADO-TCM Framework 小额信贷研究的四十年及其对消费者的影响:ADO-TCM框架下的回顾和研究议程
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-24 DOI: 10.1111/ijcs.70101
Morteza Akbari, Iman Nikijo, Bahman Khodapanah, Pantea Foroudi, Hamid Padash
{"title":"Forty Years of Microfinance Research and Its Impact on Consumers: A Review and Research Agenda Using the ADO-TCM Framework","authors":"Morteza Akbari,&nbsp;Iman Nikijo,&nbsp;Bahman Khodapanah,&nbsp;Pantea Foroudi,&nbsp;Hamid Padash","doi":"10.1111/ijcs.70101","DOIUrl":"https://doi.org/10.1111/ijcs.70101","url":null,"abstract":"<div>\u0000 \u0000 <p>Over the past 40 years, microfinance has been widely used to support self-employment, reduce poverty, and empower economically disadvantaged groups. As microfinance products target underserved individuals and households, this research critically explores their impact on consumers' economic behavior, access to services, and well-being. This paper systematically reviews the microfinance literature from 1982 to 2023, applying the ADO (antecedents, decisions, and outcomes) and TCM (theories, contexts, and methods) frameworks. This study employs bibliometric analysis as the primary method, complemented by systematic literature review (SLR) principles to ensure a structured and comprehensive examination. Findings synthesized through the ADO-TCM framework offer a comprehensive analysis of the trends and gaps in, and the impacts of microfinance studies. Key findings include the identification of three principal research areas: financial inclusion as a foundational antecedent, sustainability, and governance mechanisms driving institutional decisions, and poverty alleviation as a measurable outcome of microfinance programs. This dual approach offers a nuanced perspective on microfinance, examining the adaptability of financial solutions and the contextual limitations that affect their impact. The study contributes to the field by refining the ADO-TCM framework, bridging theoretical constructs and practical applications, and pinpointing critical research gaps, such as the need for gender-sensitive models and psychological studies of group lending. Our bibliometric analysis highlights trends, identifies research gaps, and organizes the literature into themes: financial inclusion, institutional sustainability, and poverty alleviation. Content analyses reveal core research streams and provide a conceptual framework for ADO, along with associated TCM. The review identifies significant issues, such as debt dependency, mixed sociocultural impacts, and sustainability concerns, offering a balanced assessment for scholars, policymakers, and practitioners. These insights advance our understanding of microfinance dynamics and propose actionable directions for future research. This comprehensive overview lays a foundation for future research, promoting an informed understanding of microfinance's potential and its limitations as a tool for financial inclusion and how these affect the consumption behavior, risk mitigation, and financial inclusion of low-income consumers.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144688189","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
Setting the Sustainability Agenda: The Impact of Luxury Brands' SDG-Related Tweets on Consumer Engagement 设定可持续发展议程:奢侈品牌可持续发展目标相关推文对消费者参与度的影响
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-22 DOI: 10.1111/ijcs.70098
Rodrigo Perez-Vega, Irene Garnelo-Gomez, Katherine Baxter, Wendy Histon, Ilaria Mazzoli, Miguel A. Sanchez-Razo
{"title":"Setting the Sustainability Agenda: The Impact of Luxury Brands' SDG-Related Tweets on Consumer Engagement","authors":"Rodrigo Perez-Vega,&nbsp;Irene Garnelo-Gomez,&nbsp;Katherine Baxter,&nbsp;Wendy Histon,&nbsp;Ilaria Mazzoli,&nbsp;Miguel A. Sanchez-Razo","doi":"10.1111/ijcs.70098","DOIUrl":"https://doi.org/10.1111/ijcs.70098","url":null,"abstract":"<p>This study examines luxury market brands' communications related to the sustainable development goals (SDGs) on the social media platform “X,” and their impact on online consumer engagement. Our longitudinal study analyses 57,000 social media posts by 19 luxury brands (7-year period), revealing that social and environmental sustainability communications are the most popular to elicit consumer engagement, while economic sustainability messaging lacks a similar effect. The personal luxury industry (which includes apparel, footwear, watches, jewelry, and accessories) was chosen for this study as this industry faces unique challenges and more scrutiny over its practices. The study highlights the importance of sustainability communication in branded owned media, while emphasizing the role of the brand in shaping the public agenda through the content consumers like and share. Conceptually, agenda-setting theory is extended in this paper to cover luxury brand communications on social media. In this context, the theory is proven for some of the 17 SDGs; however, for economic agendas, extra strategic marketing practices beyond online social media communications may be required. Recommendations include prioritizing the reframing of economic sustainability communications and the continuation of the social and environmental sustainability messaging for consumer resonance.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70098","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144673051","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Money in Couples: A Systematic Literature Review on Intrahousehold Financial Management 夫妻中的金钱:家庭内部财务管理的系统文献综述
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-22 DOI: 10.1111/ijcs.70100
Manpreet Kaur, Manjit Singh
{"title":"Money in Couples: A Systematic Literature Review on Intrahousehold Financial Management","authors":"Manpreet Kaur,&nbsp;Manjit Singh","doi":"10.1111/ijcs.70100","DOIUrl":"https://doi.org/10.1111/ijcs.70100","url":null,"abstract":"<div>\u0000 \u0000 <p>Research on intrahousehold financial management has continued to gain momentum. The purpose of the present research is to provide a panoramic view of this domain under one roof by comprehending the intrahousehold financial management (IFM) processes, which include income organization, money management systems, financial management role involvement, and control over finances within romantic relationships. This systematic literature review adopted the PRISMA protocol to identify 87 research papers published from 1987 to June 2024, acquired from the Scopus database. The bibliometric analysis is used to identify publication trends and major publication outlets. Further, the integrated theories, contexts, and methods—antecedents, decisions, and outcomes (TCM-ADO) framework is used to locate TCM in IFM research. This review reveals 47 different antecedents classified based on four broad categories: demographic and socio-economic characteristics, psychological characteristics, personality and relationship processes; decisions; and outcomes of IFM such as relationship processes (e.g., relationship satisfaction, sexual satisfaction, and marital intent) and individual well-being (e.g., satisfaction with finances, consumption share, equality, and autonomy). Notably, the research also highlights inconsistencies leading to non-consensus in findings, with possible explanations and areas overlooked. These limitations underscore the need for researchers to adopt multidimensional approaches to assimilate the nuances of IFM further. To overcome identified literature gaps, the review demonstrates future research directions corresponding to the dimensions of the TCM-ADO framework. Besides, the present research aligns with the United Nations Sustainable Development Goals (SDGs) 2030 and can help financial counselors, relationship therapists, and policymakers promote well-being (SDG-3) and gender equality (SDG-10).</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144673050","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
Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda 元宇宙与消费者行为:系统文献回顾与未来研究议程
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-18 DOI: 10.1111/ijcs.70097
Chin-Ching Yin, Ky-Minh Do
{"title":"Metaverse and Consumer Behavior: A Systematic Literature Review and Future Research Agenda","authors":"Chin-Ching Yin,&nbsp;Ky-Minh Do","doi":"10.1111/ijcs.70097","DOIUrl":"https://doi.org/10.1111/ijcs.70097","url":null,"abstract":"<div>\u0000 \u0000 <p>The rapid development of metaverse technologies is poised to transform consumer behavior and marketing strategies, yet empirical research on this topic remains limited. To fill this gap, the study aimed to systematically explore the existing academic research on the metaverse's influence on consumer behavior in the broader management context. Utilizing the SPAR-4-SLR protocol, 48 eligible articles were assessed and selected based on inclusion criteria focusing on studies examining the influence of the metaverse and providing empirical (quantitative or qualitative) evidence. Additionally, the Theory-Context-Characteristics-Methods (TCCM) framework was employed to comprehensively analyze existing studies. The review identified key trends, theories, and methodological approaches used in metaverse research. Our findings revealed a significant lack of empirical studies and highlighted the need to integrate metaverse technologies more effectively into consumer behavior research. The study also offers specific insights into the influence of immersive experiences, technological acceptance, and interaction patterns on consumer behavior. By highlighting these research gaps and proposing a future research agenda that includes diverse contexts and methodologies, this paper provides a comprehensive roadmap for advancing metaverse and consumer behavior research. This study contributes to both consumer behavior and metaverse literature by offering actionable directions for future research and enhancing understanding in this emerging field.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144647318","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 Information and Entertainment Compensate for Affection? A Cross-Sectoral Analysis of Social Media Influencers 信息和娱乐能弥补情感吗?社交媒体影响者的跨部门分析
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-08 DOI: 10.1111/ijcs.70085
Karina Sokolova, Saeedeh Rezaee Vessal, Charles Perez
{"title":"Can Information and Entertainment Compensate for Affection? A Cross-Sectoral Analysis of Social Media Influencers","authors":"Karina Sokolova,&nbsp;Saeedeh Rezaee Vessal,&nbsp;Charles Perez","doi":"10.1111/ijcs.70085","DOIUrl":"https://doi.org/10.1111/ijcs.70085","url":null,"abstract":"<div>\u0000 \u0000 <p>Drawing on persuasion theory and the affect transfer hypothesis, this study explores how affection for social media influencers mediates and moderates followers' content perception (entertainment and informational value) and purchase intent. Using a dataset of 6633 French female followers across fashion, beauty, sports, news, and personal development sectors, and analyzed via PLS-SEM, results show affection's dual role. Information quality enhances affection, whereas entertainment compensates for low affection, especially among younger followers in beauty and fashion. Information quality, entertainment, and affection explain purchase intent across sectors, with older users valuing information quality more and showing higher purchase intent.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144574144","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 Grateful Consumer: The Importance of Gratitude in Decision-Making 感恩的消费者:感恩在决策中的重要性
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-08 DOI: 10.1111/ijcs.70092
Tingting (Christina) Zhang, Blair Kidwell, Logan Pant
{"title":"The Grateful Consumer: The Importance of Gratitude in Decision-Making","authors":"Tingting (Christina) Zhang,&nbsp;Blair Kidwell,&nbsp;Logan Pant","doi":"10.1111/ijcs.70092","DOIUrl":"https://doi.org/10.1111/ijcs.70092","url":null,"abstract":"<div>\u0000 \u0000 <p>Gratitude—often identified as a feeling of thankfulness or appreciativeness—is important to individual happiness, well-being, and numerous other positive outcomes. Yet surprisingly little is known about the impact of gratitude on the consumer decision-making process, particularly its underlying mechanisms, relative to normative decision-making. Specifically, the current research examines the process by which grateful consumers make decisions and the quality of those decisions in relation to similar constructs, such as “happiness” and “best-possible-self.” Across five studies conducted in the United States, the authors examined the unique influence of gratitude on various consumer decisions, including financial decisions, prosocial giving, and healthy food choices. First, a week-long field study using a gratitude diary, rather than a happiness or best-selves diary, found that gratitude impacted higher-quality decisions, despite all three diaries enhancing feelings of positive emotions (study 1). Next, gratitude influenced health and consumption behaviors (study 2), mediated by specific positive emotions of determination and inspiration, while also reducing negative feelings of guilt and anxiety (study 3). These mediated emotions led to greater deliberation (i.e., careful consideration) towards a healthy eating food choice (study 4). Lastly, temporal focus enhanced (present focus) and mitigated (future focus) gratitude's impact on decision-making (study 5).</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144582051","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
Brand Social Sustainability and Consumer Behavior: A Systematic Literature Review and Future Research Agenda 品牌社会可持续性与消费者行为:系统文献回顾与未来研究议程
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-07 DOI: 10.1111/ijcs.70095
Heena Alwani, Ramulu Bhukya
{"title":"Brand Social Sustainability and Consumer Behavior: A Systematic Literature Review and Future Research Agenda","authors":"Heena Alwani,&nbsp;Ramulu Bhukya","doi":"10.1111/ijcs.70095","DOIUrl":"https://doi.org/10.1111/ijcs.70095","url":null,"abstract":"<div>\u0000 \u0000 <p>The United Nations' Sustainable Development Goals (SDGs) emphasize the integration of environmental, social, and economic sustainability into business operations to foster positive societal impact. While environmental sustainability has been widely studied, social sustainability in consumer behavior remains underexplored, with existing research scattered and fragmented. This gap makes it challenging to extract meaningful insights and develop a cohesive understanding of the field. To address this gap, the paper systematically synthesizes the available literature on the brand social sustainability domain and consumer behavior by reviewing 90 papers published between 2009 and 2024. This study employs the SPAR 4 protocol and TCCM framework to conduct the domain-based systematic literature review. Further, a bibliometric analysis is conducted using R Studio, Biblioshiny, and VOSviewer, along with a systematic thematic analysis. The systematic thematic analysis uncovers five key themes: brand outcomes of social sustainability, artificial intelligence and brand social sustainability, communicating and marketing socially sustainable brands, brand social sustainability in achieving sustainable development, and consumer behavior and perceptions of brand social sustainability. Additionally, content analysis is employed to examine theoretical perspectives, contextual factors, key variables, and methodological approaches, offering valuable insights into the knowledge dimensions of this field. By consolidating fragmented research, this study contributes to a deeper understanding of brand social sustainability and provides a roadmap for future research, ultimately promoting responsible, ethical, and inclusive business practices. The study also suggests theoretical and managerial implications to contribute meaningfully to the domain of brand social sustainability.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144573863","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
Correction to “Sustainable Consumption Behaviors of Different Generations: A Qualitative Research” 对“代际可持续消费行为的定性研究”的修正
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-05 DOI: 10.1111/ijcs.70094
{"title":"Correction to “Sustainable Consumption Behaviors of Different Generations: A Qualitative Research”","authors":"","doi":"10.1111/ijcs.70094","DOIUrl":"https://doi.org/10.1111/ijcs.70094","url":null,"abstract":"<p>Eryiğit, C., Ö. Ö. Tektaş, N. Tunçel, H. M. Güneş, and B. Kavak. 2025. “Sustainable Consumption Behaviors of Different Generations: A Qualitative Research.” <i>International Journal of Consumer Studies</i> 49: e70068. https://doi.org/10.1111/ijcs.70068.</p><p>An older version of the manuscript was used for publication. This has been replaced with the accepted version which includes, revisions to figures, tables, literature, methodology, findings, and discussion sections. The overall conclusions of the study remain unchanged.</p><p>We apologize for the error.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70094","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144558327","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Impact of Power States and Belonging on Masstige Luxury Consumption 权力状态与归属感对大众奢侈品消费的影响
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-02 DOI: 10.1111/ijcs.70078
Shayan Shaikh, Michaela Gummerum
{"title":"The Impact of Power States and Belonging on Masstige Luxury Consumption","authors":"Shayan Shaikh,&nbsp;Michaela Gummerum","doi":"10.1111/ijcs.70078","DOIUrl":"https://doi.org/10.1111/ijcs.70078","url":null,"abstract":"<p>Recent research has established that masstige marketing is neither a myth nor a buzz word but very much a phenomenon that can lead brand managers to achieve a competitive advantage. Drawing on three studies, the aim of this paper was to examine the impact of need for belonging on consumers' intention to purchase masstige luxury fashion goods and to assess whether state of (low vs. high) power moderates this relationship. Study 1 confirmed that there was a positive correlation between consumers' need for belonging and their evaluation of masstige luxury fashion goods. Study 2 established that individuals with a strong need for belonging have a greater affinity with masstige luxury fashion goods than those with a weak need for belonging. Further, using Hayes PROCESS Macro for SPSS, Study 3 demonstrated that consumers' state of power moderates the relationship between the need for belonging and masstige luxury fashion consumption. This paper concludes with implications for luxury brand managers which extend insights into the psycho-social disposition of individuals who comprise current and potential market segments of masstige luxury fashion brands.</p>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/ijcs.70078","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144537022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The More They Engage, the More They Consume: A Meta-Analysis of the Impact of Brand's Owned Social Media User Engagement on Sales 他们参与的越多,消费的就越多:品牌自有社交媒体用户参与对销售影响的元分析
IF 8.6 2区 管理学
International Journal of Consumer Studies Pub Date : 2025-07-02 DOI: 10.1111/ijcs.70090
Tao Yin, Andy Wei Hao, Tianshu Chu, Xiaorong Fu
{"title":"The More They Engage, the More They Consume: A Meta-Analysis of the Impact of Brand's Owned Social Media User Engagement on Sales","authors":"Tao Yin,&nbsp;Andy Wei Hao,&nbsp;Tianshu Chu,&nbsp;Xiaorong Fu","doi":"10.1111/ijcs.70090","DOIUrl":"https://doi.org/10.1111/ijcs.70090","url":null,"abstract":"<div>\u0000 \u0000 <p>Brand's owned social media (OSM) user engagement has become an influential concept in marketing. The phrase refers to user responses—such as likes, comments, shares, and favorites—to content on brand-controlled platforms, forums, or channels. However, as yet, there is no consensus among scholars about the impact of brand's OSM user engagement on sales. This study is a meta-analysis of 1240 effect size data from 40 publications with a sample size of 1,880,154. The findings show that OSM user engagement has a positive effect on sales. Moderation analysis indicates that this effect depends on factors such as the OSM content, firm-related characteristics (brand type: hedonic vs. utilitarian; product type: service vs. product; product life cycle: new vs. mature products), and social media-related characteristics (platform type: microblogs vs. social networks; platform advertising). Our results reveal that the impact of brand's OSM user engagement on sales is more pronounced and effective for hedonic brands (vs. utilitarian brands), in new products (vs. mature products), in microblogs (vs. social networks), and in the absence of platform advertising (vs. presence of platform advertising). These results provide novel insights into the relationships between brand's OSM user engagement, sales, and other key variables and offer avenues to assist marketers in effectively managing their social media marketing initiatives.</p>\u0000 </div>","PeriodicalId":48192,"journal":{"name":"International Journal of Consumer Studies","volume":"49 4","pages":""},"PeriodicalIF":8.6,"publicationDate":"2025-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144537021","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
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