Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook

Mazzucchelli, Alice; Chierici, R.; Ceruti, Francesca; Chiacchierini, Claudio; Godey, Bruno; Pederzoli, Daniele

doi:10.1080/20932685.2018.1461022

Cited by 25 publications

(12 citation statements)

References 59 publications

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“…Consumer's attitudes, evaluations, and purchase decisions can be based on functional and emotional experiences (Chiu et al, 2014). As OCRs with informational and emotional support have positive effects on consumers' trust and brand loyalty (Mazzucchelli et al, 2018), marketers attempt to use communication messages that contain functional and/or emotional factors (Haddock, Maio, Arnold, & Huskinson, 2008).…”

Section: Ocr Information Processing Frameworkmentioning

confidence: 99%

The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market

Jang

Chung

Rao

2021

Journal of Business Research

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Prior research on online consumer reviews (OCRs) has focused more on the volume and valence of all OCRs as a whole and less on their individual contents. This paper investigates the importance of multidimensional OCR contents, in terms of functional and emotional dimensions, in online marketing. Utilizing a rich dataset of four million online postings and weekly sales for 342 mobile games, this study identifies subcategories of functional OCRsproduct quality, product innovativeness, price acceptability, and product ease-of-use -and emotional OCRs -anger, fear, shame, love, contentment, and happiness. The results show that the volume of product quality and ease-of-use OCRs drives more sales than the valence, while the valence of product innovativeness and price OCRs outperforms the volume. Furthermore, both negative and positive emotion-related OCRs moderate the relationship between functional OCRs and product sales. This study offers guidance to firms in managing specific OCR content for superior marketing outcomes.

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Section: Ocr Information Processing Frameworkmentioning

confidence: 99%

The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market

Jang

Chung

Rao

2021

Journal of Business Research

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“…Besides, Martensen et al (2018) articulated that source expertise, trustworthiness, likeability, similarity and familiarity contributed to the persuasion power of influencer created UGC. Mazzucchelli et al (2018) studied millennials and found that peer recommendations and social support positively impacted customer trust, which in turn contributed to brand loyalty. Esteban-Santos et al…”

Section: Identification Of Key Themesmentioning

confidence: 99%

“…Furthermore, Morra et al (2018) contended that UGC acts as a primary source of information trusted by the customers for their purchase-related decisions. The research by Mazzucchelli et al (2018) established that UGC in itself leads to the development of trust in the brand, which in turn induces loyalty and inspires purchases. On similar lines, Esteban-Santos et al (2018) found that among other factors, trustworthiness added to the credibility of fashion blogs which in turn had a positive impact both on purchase intention and on customers' attitude towards the brand.…”

Section: Identification Of Key Themesmentioning

confidence: 99%

“…On the other hand, there is a non-textual part of UGC in the form of images and smileys (Goh et al, 2013). Researchers have called for the analysis of imagery and smileys to understand the sentiment in UGC (Smith et al, 2012;Liu et al, 2017;Arrigo, 2018;Mazzucchelli et al, 2018;Pantano et al, 2019). Also, visual communication by users is a vital aspect of UGC, and thus future research should include it while trying to understand UGC sentiment (Mazzoli et al, 2019).…”

Section: Improving Upon the Sentiment Analysismentioning

confidence: 99%

“…While Morra et al (2018) studied OBE as one of the outcomes of UGC; they suggested further exploration of the relationship between OBE and purchase intention with constructs like brand awareness and its antecedents, perceived quality and brand loyalty in the model. Additionally, Mazzucchelli et al (2018) articulated how UGC led to the development of trust. Research has shown that brand equity is an antecedent of brand loyalty, which further impacts trust (Bilgihan, 2016).…”

Section: Understanding the Role Of Influencersmentioning

confidence: 99%

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Defining the relationship between consumers and retailers through user-generated content: insights from the research literature

Singh

Chakrabarti

2020

IJRDM

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PurposeThe purpose ofthis study is to synthesise the findings of existing research on brand-related user-generated content (UGC) in the context of fashion retail and to come up with future research directions.Design/methodology/approachA systematic literature review of 33 research papers, selected using well-defined criteria, was done. Further, the thematic analysis identified underlying themes and their inter-linkages.FindingsThe inter-linkages of 12 emergent themes were showcased in the form of a causal-chain conceptual framework, highlighting antecedents, mediators, moderators and consequences.Research limitations/implicationsFuture research involves six directions, and researchers should empirically test out the proposed conceptual framework and take the given research directions forward.Practical implicationsRetailers should understand UGC motivators to launch targeted campaigns to amplify UGC with firm-generated content and increase overall engagement and sales of a brand.Originality/valueFirst, this study fills the gap of missing synthesis of existing studies on UGC about fashion retail by analysing the publication distribution, paper types, data collection tools and techniques and data analysis methods. Second, the authors have proposed a causal-chain conceptual framework based upon thematic analysis of the research literature. The emergent themes touch upon three crucial aspects of marketing on enabling technology, consumer behaviour and marketing tactics. Finally, the academic contribution of this study lies in coming up with six vital research agenda for future research.

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Impact of Social Media on Real Estate Sales

Shi

Chong

et al. 2019

The Ecosystem of E-Business: Technologies, Stakeholders, and Connections

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Affecting brand loyalty intention: The effects of UGC and shopping searches via Facebook

Cited by 25 publications

References 59 publications

The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market

The importance of functional and emotional content in online consumer reviews for product sales: Evidence from the mobile gaming market

Defining the relationship between consumers and retailers through user-generated content: insights from the research literature

Impact of Social Media on Real Estate Sales

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