How to inspire customers via social media

Sheng, Hong; Yang, Pianpian; Feng, Yuanyue

doi:10.1108/imds-10-2019-0548

Cited by 34 publications

(37 citation statements)

References 47 publications

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“…The findings of this study add to the existing digital advertising literature that SMM has a significant direct effect on PI: the effect of SMM is transferred to PI through CBBE and INS. Further, the results confirm that CBBE and INS lead to PI and are similar to the findings of previous studies (Izogo and Mpinganjira, 2020; Majeed et al , 2021; Sheng et al , 2020; Tang and Tsang, 2020). This study also attempted to assess the indirect effect of SMM on PI through CBBE and INS, which were proposed in H6 and H7 .…”

Section: Discussionsupporting

confidence: 91%

“…Literature suggests that source characteristics and individual customer characteristics are the two most significant determinants of INS (Bottger et al , 2017). Sheng et al (2020) have felt a stronger need to empirically examine the viability of such determinants, particularly in the context of emerging SMM communications. The reason is that social media enables customers to create content, share it in various formats and react to the various social communication stimuli simultaneously (Sigurdsson et al , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The SOR framework stresses that the dimensions of SMM generate the stimuli, which create CBBE and INS (organism) and finally leads to PI (response). This study proposes that CBBE and INS are influenced by SMM campaigns (Koay et al , 2020; Sheng et al , 2020), which leads to PI. This study progresses with three major stages.…”

Section: Introductionmentioning

confidence: 99%

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A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Sharma

Fadahunsi

Abbas³

et al. 2022

JIBR

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Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to investigate the effect of social media marketing (SMM) activities on consumers’ purchase intention (PI), as well as to test the mediation effect of consumer-based brand equity (CBBE) and consumer inspiration (INS) between the relationship of SMM and PI. Further, this study has also proposed and validated SMM as a reflective–formative higher-order construct (R-F-HOC) with its five first-order dimensions: customization, entertainment, interaction, trendiness and word of mouth (WoM). Design/methodology/approach Using a non-probability purposive sampling method, a structured questionnaire survey using Google forms was used to collect data from a sample of 236 UAE consumers. Subsequently, the data was analyzed with a hybrid method that combined partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) analysis. Findings The findings suggest that SMM has a direct effect on CBBE, INS and PI. Both proposed mediation effects are statistically significant, and there is a partial complementary mediation effect of CBBE and INS between SMM and PI. This study validated the operationalization of SMM as R-F-HOC. Further, the results of the ANN analysis validate the results of the PLS-SEM, suggesting that SMM is the strongest predictor of PI followed by CBBE and INS. Research limitations/implications In terms of theoretical significance, this study has advanced our understanding of the process by which the influence of SMM is transferred to PI via CBBE and INS. This study has also made a significant contribution by validating SMM as a R-F-HOC. In terms of practical implications, this study suggests that SMM should be best assessed as a R-F-HOC construct with five dimensions: customization, entertainment, interaction, trendiness and WoM. This study has also demonstrated the importance of CBBE and INS in transmitting the effect of SMM on PI to marketers. Originality/value This study contributes to the digital advertising literature by filling a knowledge gap about the mediation effect of CBBE and INS between SMM and PI via the SOR framework. SMM’s multidimensionality as a R-F-HOC has also been established.

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Section: Discussionsupporting

confidence: 91%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Sharma

Fadahunsi

Abbas³

et al. 2022

JIBR

View full text Add to dashboard Cite

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“…After filtering out respondents who had never participated in an online brand community, the final sample contained 523 valid questionnaires for further analysis. A survey approach was appropriate, considering that all of the constructs involved in the research model are latent variables (Sheng et al , 2020). As observed in Table 1, all of the constructs are defined.…”

Section: Methodsmentioning

confidence: 99%

Effect of achievement-related gamification on brand attachment

Yang

Feng

2021

IMDS

Self Cite

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PurposeThis research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities.Design/methodology/approachSurvey data (N = 523) were collected from customers of typical gamified online brand communities. The research model was examined with structural equation modeling using SmartPLS 3.2.FindingsAchievement-related gamification features positively affect customers' brand attachment via the intrinsic motives of autonomy, competence and relatedness, but not extrinsic motives. Relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, interdependent self-construal positively moderates the effects of achievement-related gamification features on intrinsic (autonomy, competence and relatedness) and extrinsic motives.Originality/valueTheoretically, this study contributes to the brand marketing literature by identifying gamification as a new antecedent for brand attachment. It also contributes to the gamification literature by demonstrating that achievement-related gamification features strengthen brand attachment via intrinsic motives but not extrinsic motives in the specific context of the online brand community. Meanwhile, the relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, this research provides the first empirical evidence that interdependent self-construal moderates the effects of achievement-related gamification features on intrinsic and extrinsic motives. Practically, managers can learn from the results that achievement-related gamification features should be designed to foster customers' intrinsic motives and brand attachment, especially those high in interdependent self-construal levels.

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“…Clearly, inspiration not only encourages the active participation of the consumer in short video ads and voluntary search of inspirational content, but also motivates purchases of products and services within their targets. According to some recent studies, social media, as a new marketing channel, has become an important source of inspiration ( Dale et al, 2017 ; Sheng et al, 2020 ). Creative short videos should have unique advantages in triggering the inspiration of customers, but no study has been reported to specifically explore the source of the inspiration of customers and its psychological processes.…”

Section: Introductionmentioning

confidence: 99%

The Triggering Mechanism of Short Video Customer Inspiration – Qualitative Analysis Based on the Repertory Grid Technique

et al. 2021

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It is believed that stimulating the inspiration of short video consumers might be an effective way to attract and maintain the attention of consumers so that they are willing to respond positively to short video ads. Therefore, in order to explore the source of customer inspiration in short video and its cognitive psychological process, the text and grid data collected from an interview among 25 short video users have been qualitatively analyzed by Kelly Grid Technology in order to construct the formation path model of short video customer inspiration, and find out its source, triggering mechanism, and influencing factors. It is found that the inspiring informational content characteristics include richness, reliability, vividness, and fluency of emotional content characteristics, fun, novelty, and narrative. However, the characteristics of commercial content in short video ads hinder the inspiration of consumers. The study also reveals that an internal mechanism of inspiration stimulation is built on some cognitive processes (i.e., presence, processing fluency, perceived innovation, perceived convenience) generated by informational content, and emotional responses by emotional content (i.e., curiosity, surprise, enjoyment, etc.). In addition, it is shown that personal involvement enhances the relationship between the inspiring content characteristics and consumer inspiration. As a result, customer inspiration and engagement in short video ads are highly enriched. Findings provide implications for short video platforms and online marketers.

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How to inspire customers via social media

Cited by 34 publications

References 47 publications

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

Effect of achievement-related gamification on brand attachment

The Triggering Mechanism of Short Video Customer Inspiration – Qualitative Analysis Based on the Repertory Grid Technique

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