Understanding value creation and word-of-mouth behaviour at cultural events

Dowell, David; Garrod, Brian; Turner, Jennifer

doi:10.1080/02642069.2019.1568997

Cited by 31 publications

(27 citation statements)

References 104 publications

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“…WOM is considered as the most influential factor that affects consumer attitudes and behaviour (Kotler and Armstrong, 2018). Several factors are associated with WOM including consumer trust (Brown et al, 2007), products and services (Lee and Youn, 2009), interpersonal closeness (Dubois et al, 2016), brand experience (Klein et al, 2016), brand image (G omez-Su arez et al, 2017), price (Matzler et al, 2019), value creation (Dowell et al, 2019) and consumer emotion (Kang et al, 2020). WOM is an important issue in the current electronic commerce and virtual environment (Moore and Lafreniere, 2020).…”

Section: Word Of Mouthmentioning

confidence: 99%

Consumers' perceptions and responses towards online retailers' CSR

Dang

Nguyen

Wang

2020

IJRDM

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PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.

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Section: Word Of Mouthmentioning

confidence: 99%

Consumers' perceptions and responses towards online retailers' CSR

Dang

Nguyen

Wang

2020

IJRDM

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“…The marketing literature has acknowledged the significant relationship between customer value co-creation and WOM (Xie et al, 2018). In addition, co-created value has also positively influenced e-WOM (Dowell et al, 2019;Frasquet-Deltoro et al, 2019). However, there is inadequate literature support to understand the relationship between co-created experience and WOM.…”

Section: Word-of-mouth (R)mentioning

confidence: 99%

The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

Roy

Singh

Hope

et al. 2019

Journal of Marketing Management

100

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Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers' service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.

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“…Researchers identify an association (causal or otherwise) between dependent and independent segmentation variables to establish how these correlate in the context of a specific customer or market segment. For instance, Dowell et al (2019) important role in interpreting and analysing the data. But as Tonks (2009) notes, content validity may be problematic even in more traditional segmentation studies where the relevance of measured constructs is judged by managers/experts and evaluated in light of the literature.…”

Section: Evaluation Of the Practice-based Approach To Segmentationmentioning

confidence: 99%

“…They use level of participation in co-creation as a basis for identifying four distinct segments, profile these in terms of demographics, attitudes and behaviours, and evaluate the relationship between the segments and positive service outcomes. Dowell et al (2019) present a taxonomy of segments based on cultural value co-created of attendees at Welsh cultural festivals. The authors highlight the co-creation of value as a crucial development in the context of segmentation, but do not go beyond identifying various dimensions of cultural value as alternative segmentation bases.…”

Section: C2c Co-creation Practice Segmentsmentioning

confidence: 99%

Practice-based segmentation: taxonomy of C2C co-creation practice segments

Rihova

Moital

Buhalis

et al. 2019

IJCHM

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PurposeThis paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators.Design/methodology/approachData comprising various aspects of customer-to-customer (C2C) co-creation practices of festival visitors were collected across five UK-based festivals, using participant observation and semi-structured interviews with naturally occurring social units (individuals, couples and groups). Data were analysed using a qualitative thematic analysis procedure within QSR NVivo 10.FindingsPrivate, sociable, tribal and communing practice segments are identified and profiled, using the interplay of specific subject- and situation-specific practice elements to highlight the “minimum” conditions for each C2C co-creation practice. Unlike traditional segments, practice segment membership is shown to be fluid and overlapping, with fragmented consumers moving across different practice segments throughout their festival experience according to what makes most sense at a given time.Research limitations/implicationsAlthough practice-based segmentation is studied in the relatively limited context of C2C co-creation practices at festivals, the paper illustrates how this approach could be operationalised in the initial qualitative stages of segmentation research. By identifying how the interplay of subject- and situation-specific practice elements affects performance of practices, managers can facilitate relevant practice-based segments, leading to more sustainable business.Originality/valueThe paper contributes to segmentation literature by empirically demonstrating the feasibility of practice-based segments and by evaluating the use of practice-based segmentation on a strategic, procedural and operational level. Possible methodological solutions for future research are offered.

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Understanding value creation and word-of-mouth behaviour at cultural events

Cited by 31 publications

References 104 publications

Consumers' perceptions and responses towards online retailers' CSR

Consumers' perceptions and responses towards online retailers' CSR

The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

Practice-based segmentation: taxonomy of C2C co-creation practice segments

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