Appearance and media popularity affecting experiential gift-giving
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 18 January 2023
Issue publication date: 13 November 2023
Abstract
Purpose
The purpose of this study is to explore the effect of popularity appeals (appearance popularity and media popularity) on online experiential gift purchase intention based on different types of givers (close or distant givers) and different gift attributes (conspicuous or inconspicuous gifts), a novel research consideration.
Design/methodology/approach
This study was conducted with two experiments and examined four hypotheses. These hypotheses were examined using a 2 × 2 between-subjects design, and a two-factorial variance analysis was conducted.
Findings
This study found that for close givers, appearance popularity appeals created a greater purchase intention than media popularity appeals. That is, gift-givers faced appearance popularity rather than media popularity, driving them to face a strong feeling of excitement for their idol worship. This finding implies that the human brand theory works.
Practical implications
The empirical results can shed light on brand or product managers in raising the ratio of appearance popularity appeals to marketing in online experiential gift-giving. Gift marketers should accurately understand the current trends and social preferences using a database and big data analysis tools.
Originality/value
This study is the first to investigate whether the two types of popularity appeals affect gift purchase intention in online experiential gifts.
Keywords
Acknowledgements
Funding details: There is no any funding source in this study.
Data availability statement: There is not data set associated with this paper.
Ethical approval: This article does not contain any studies with human participants or animals performed by any of the authors.
Patent consent statement: The authors agree with the patent consent statement to follow the policy of this Journal.
Permission to reproduce material from other sources: The authors agree the permission to reproduce material from other sources to follow the policy of this Journal.
Clinical trial registration: This article does not contain any clinical trial affairs to human or animal.
Conflict of interest disclosure statement: As for conflict of interest, the authors declare no conflict of interest.
Citation
Chen, T.Y., Wu, H.-L. and Tai, Z.-C. (2023), "Appearance and media popularity affecting experiential gift-giving", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 9, pp. 2198-2215. https://doi.org/10.1108/APJML-08-2022-0653
Publisher
:Emerald Publishing Limited
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