客户创造客户!-评估感知个性化、在线广告参与和在线用户模式在产生积极的电子口碑方面的作用

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2022-10-19 DOI:10.1108/apjba-11-2021-0569

Uzma Noor, Mahnaz Mansoor, A. Shamim

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引用次数: 3

摘要

目的本研究考察了感知个性化与正面电子口碑之间的关系，以及在线广告参与的中介作用和在线用户模式对这种关系的调节作用。存在论是变量之间关系的基础。设计/方法/方法采用准实验研究设计进行调查。对来自治疗组和对照组的865个有效应答进行分析。结果：对照组无调解，治疗组部分调解。治疗组的调节调解关系被发现是显著的，但对照组的关系是不显著的。研究结果还支持了这样一种假设，即有趣的在线用户的感知个性化与在线广告参与之间存在显著关联，而严肃的在线用户则存在较弱的关联。在感知个性化与正面电子口碑之间的网络广告参与中介环节上，具体研究了“网络用户模式”的条件间接影响。原创性/价值本研究首次通过存在论的视角来考察在线广告，并提供了一个关于在线用户模式和在线广告参与的适度中介模型，这是对营销知识体系的宝贵补充。

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Customers create customers!–Assessing the role of perceived personalization, online advertising engagement and online users' modes in generating positive e-WOM

PurposeThis study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.Design/methodology/approachA quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.FindingsResults showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.Originality/valueThis study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

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来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.