Building brand engagement in social media by means of humor

Karpińska-Krakowiak, Małgorzata

doi:10.18276/sip.2016.43/2-09

Cited by 2 publications

(5 citation statements)

References 11 publications

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“…AI scale: This scale comprises six items for AI assessment (Heath, 2000; Karpińska-Krakowiak, 2014; Li et al. , 2022; Zaichkowsky, 1994).…”

Section: Methodsmentioning

confidence: 99%

“…Consumer involvement, which is modulated by various stimuli that help consumers overcome specific situations or achieve certain goals (Beharrell and Denison, 1995; Espejel et al. , 2009a, b; Juhl and Poulsen, 2000; Zaichkowsky, 1985), can be divided into three categories: PI, AI and SI (Karpińska-Krakowiak, 2014).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

“…, 2014; Espejel et al. , 2009a, b; Juhl and Poulsen, 2000; Karpińska-Krakowiak, 2014; Petty and Cacioppo, 1981; Petty et al. , 1983; Rahman, 2018; Zaichkowsky, 1985).…”

Section: Introductionmentioning

confidence: 99%

“…, 1983; Rahman, 2018; Zaichkowsky, 1985). Consumer involvement can be categorised into product involvement (PI), advertising involvement (AI) and situational involvement (SI) (Karpińska-Krakowiak, 2014), thus developing a framework for understanding health-related purchasing behaviour (Espejel et al. , 2009a, b; Kamrath et al.…”

Section: Introductionmentioning

confidence: 99%

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Effects of misleading online advertisements on the purchase intention of mature Chinese consumers for dietary supplements

Sun

2023

BFJ

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PurposeAdvertisements for dietary supplements (DS) often include misleading claims regarding their health benefits. In this study, the authors designed an online advertisement for plant-based DS featuring misleading claims and investigated its effects on mature Chinese consumers before and after revealing the false claims. A consumer involvement framework was developed to evaluate the mediating effect of advertising involvement (AI) on the correlation between product involvement (PI), situational involvement (SI) and purchase intention (PI).Design/methodology/approachA total of 467 mature adults aged over 40 years who resided in China's Yangtze River Delta region and had experience in purchasing DS online were recruited. Relevant data were collected through an online survey and analysed through structural equation modelling.FindingsCognitive PI was positively correlated with both SI and PI and SI was positively correlated with PI. AI negatively moderated the correlation between affective PI and SI. Both cognitive PI and AI were positively correlated with PI and the correlation was mediated through SI.Originality/valueDS consumption is a rational decision-making process driven by utilitarian motives. Consumers who are aware of the misleading claims adopt a cautious evaluation approach and place themselves in specific purchase situations before making a purchase decision. This study advances the literature by incorporating the consideration of misleading advertisements into the consumer involvement model within the context of online DS consumption. The study's findings provide insights to intensify monitoring of false advertisements in the DS industry and design effective consumer education programmes.

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“…AI scale: This scale comprises six items for AI assessment (Heath, 2000; Karpińska-Krakowiak, 2014; Li et al. , 2022; Zaichkowsky, 1994).…”

Section: Methodsmentioning

confidence: 99%

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

“…, 2014; Espejel et al. , 2009a, b; Juhl and Poulsen, 2000; Karpińska-Krakowiak, 2014; Petty and Cacioppo, 1981; Petty et al. , 1983; Rahman, 2018; Zaichkowsky, 1985).…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Effects of misleading online advertisements on the purchase intention of mature Chinese consumers for dietary supplements

Sun

2023

BFJ

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show abstract

“…This theory is particularly relevant in healthcare, linked to personal values and needs, impacting purchase intentions and behaviors [13]. Involvement theory classifies involvement into product, advertising, and situational involvement, each shaping consumer attitudes and actions [43]. Involvement theory distinguishes between enduring and situational involvement.…”

Section: Theoretical Frameworkmentioning

confidence: 99%