Anjala S. Krishen, Sheen Kachen, Michael Kraussman and Zeenath Haniff
This study aims to explore consumers’ motivations in the adoption of either print or digital forms of media, given the fluctuation of trends and attitudes in magazine consumption…
Abstract
Purpose
This study aims to explore consumers’ motivations in the adoption of either print or digital forms of media, given the fluctuation of trends and attitudes in magazine consumption in the USA. This paper utilizes cognitive lock-in and the power law of practice to further the understanding of digital adoption through an interdisciplinary lens.
Design/methodology/approach
In this study, initially, five focus group sessions, including 53 qualifying non-student participants randomly placed into groups of 10 or 11, were held. Next, a 2 × 2 between-subjects quasi-experiment, using 163 undergraduate students at a large public university, was conducted.
Findings
The findings show that although the digital medium is considered less expensive, more convenient and more environmentally friendly, the print medium is regarded as more familiar, personal and visual. Further, whether the media type is a book or a magazine, consumers report higher perceived value, hedonic value and attitude toward print versus digital media.
Practical implications
The potential to digitally attract and lock-in consumers in the media industry has immense implications. Individuals consume media because of fashion marketing, personal space and advertisements, among other reasons.
Originality/value
This paper contributes to existing research by uncovering qualitative and quantitative insights into media consumption through a multilayered analysis of focus group participants and a quantitative experiment. The findings indicate that both the power law of practice theory and cognitive lock-in are plausible explanations for the choice of print over digital media format.
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Wenjia Han, Wen Jiang, Jason Tang, Carola Raab and Anjala Krishen
This study aims to examine whether indirect customer-to-customer interactions (CCI) affect consumers’ behavioral intentions and how that effect is generated. It also explores the…
Abstract
Purpose
This study aims to examine whether indirect customer-to-customer interactions (CCI) affect consumers’ behavioral intentions and how that effect is generated. It also explores the effect of dining experience on customer behavioral intentions and how that effect varies by party type.
Design/methodology/approach
The research consists of an experimental survey-based study of n = 491 real-world consumers from a marketing research panel. Structural equation models are analyzed to examine hypothesized relationships.
Findings
Indirect CCIs significantly affect all five dimensions of experiential value. Food and beverage (F&B) excellence, aesthetics and service excellence positively affect customer revisit intentions and word-of-mouth intentions via restaurant image. Furthermore, party type moderates the effect of aesthetics on behavioral intentions so that the effect is significant for the social diner group only. Customer return on investment and playfulness show non-significant impacts on behavioral intentions.
Practical implications
Managers should be aware that indirect CCIs influence all aspects of the restaurant experience. Since F&B excellence, aesthetics and service excellence affect restaurant image and behavioral intentions, management can operationalize these elements of service. The impact of aesthetics differs by consumers’ party type, enabling management to create unique servicescapes based on their target customer segment.
Originality/value
The study pioneers an investigation of how indirect CCI is associated with behavioral intentions through the mediating effects of experiential value and restaurant image. It contributes to the literature by examining how the impact of diners’ experiences differs by party type.
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Anjala S. Krishen, Orie Berezan, Shaurya Agarwal and Brian Robison
This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend.
Abstract
Purpose
This study aims to explore the anticipated emotions of consumers and their anticipated perceived quality (PQ) of an exhibit, event or service that they are waiting to attend.
Design/methodology/approach
The study consists of a quantitative survey-based descriptive study of n = 470 real-world consumers from a waiting line at the Shark Reef exhibit in Mandalay Bay Resort and Casino, Las Vegas. Data is analyzed with fuzzy-set qualitative comparative analysis (fsQCA) to extrapolate causal conditions or recipes, for word of mouth (WOM) generation regarding the exhibit.
Findings
Recipes that influence positive WOM for an upcoming exhibit include: affect evaluation and affect expectations (AEXs) and affect evaluation, affect expectation, event entertainment and PQ.
Practical implications
By recognizing the need to optimize the customer waiting experience, services marketing managers can more successfully engage customers and influence their subsequent intentions.
Originality/value
Emotions regarding the anticipation of an upcoming event are critical to cultivating the intent to spread positive WOM.
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Maria Petrescu, Anjala Krishen and My Bui
The purpose of this paper is to evaluate the impact of internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its…
Abstract
Purpose
The purpose of this paper is to evaluate the impact of internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework.
Design/methodology/approach
Qualitative research methods are used across privacy statements and consumer social media data to determine factors of concern for business and consumers.
Findings
The qualitative analysis of privacy statements and consumer social media data unveils factors of concern that are common for businesses and consumers, such as user consent and data security, as well as problems specific to the IoE, including the use of mobile devices and various service providers. The study also shows a differentiation in the levels of information privacy concerns for marketing practice, the use of personal information, sharing information with third parties and consumer consent and agreement to critical terms.
Practical implications
Recommendations for policymakers, practitioners and researchers, especially concerning the need for more studies related to the issues of data security, information privacy and personal information are addressed.
Originality/value
There is a need to assess the potential implications that the use of marketing analytics in the IoE can have for marketing policy, governmental regulations and industry self-regulation. The purpose of this research is to perform an exploratory evaluation of the impact of IoE on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework.
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My Bui, Anjala Krishen and Elyria Kemp
The purpose of this paper is to build upon reward-learning theory and examine the role of indulgent food consumption and habitual eating behaviors as a means of emotional coping.
Abstract
Purpose
The purpose of this paper is to build upon reward-learning theory and examine the role of indulgent food consumption and habitual eating behaviors as a means of emotional coping.
Design/methodology/approach
Both qualitative and quantitative methods were enlisted to explore emotional eating and indulgent tendencies. In Phase 1 of this research, participants responded to open-ended questions regarding the drivers of emotional eating. In Phase 2, a theoretically driven model was developed from Phase 1 findings and quantitative data was collected to test it.
Findings
Phase 1 findings indicate that negative terms such as “stressed” and “distract” were more prevalent in the high emotional coping group as opposed to the low emotional coping group. Building from Phase 1, findings from Phase 2 demonstrate a link between emotional eating and indulgent food consumption, underscoring the impact of habitual behaviors. Specifically, emotional coping frequency fully explains the relationship between emotional eating habits and indulgent eating frequency, while intentions to eat indulgent foods partially mediates the relationship between attitude toward indulgent foods and indulgent food consumption frequency. In addition, intentions to eat indulgent foods partially mediates the relationship between emotional coping frequency and indulgent food consumption frequency.
Practical implications
Social marketing efforts can be enlisted to de-market fatty foods to individuals prone to engaging in emotional eating. Individuals might also be encouraged to use emotion regulation techniques to help manage negative emotions.
Originality/value
This research contributes to the existing marketing and consumer well-being literature by exploring the role of habit formation in the development of emotional eating and indulgent food consumption.
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Anjala S. Krishen, Mark A.A.M. Leenders, Siva Muthaly, Marta Ziółkowska and Michael S. LaTour
Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in…
Abstract
Purpose
Using social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA.
Design/methodology/approach
This paper uses a partial least squares approach with a cross-cultural sample. The complete sample consists of 556 participants for this study across the USA (n = 258) and Poland (n = 298).
Findings
Results indicate that social media success is lower in Poland and that this result is related to lower social networking capital in Polish society. However, the proposed model shows that social media functionality can overcome some of the barriers.
Research limitations/implications
Limitations include a very specific set of countries rather than a larger set of countries and sample, survey methodology which could be augmented with a mixed methods approach and convenience sampling which ensured homogeneity and matching.
Practical implications
Based on this research, media designers should attempt to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms.
Social implications
Because of Poland’s history of more than 40 years of communism, the newer generations may eventually become more adaptive to social networking tools and such acceptance could lead to greater social capital, which is important for Polish society from a business perspective as well.
Originality/value
The most important contribution of this research is that it theoretically and empirically establishes the importance of SCT in relation to social networking across two different countries.
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Elyria Kemp, My Bui, Anjala Krishen, Pamela Miles Homer and Michael S. LaTour
The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in…
Abstract
Purpose
The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising.
Design/methodology/approach
Two consumer panel experiments investigate the role of hope and empathy appeals in fostering positive evaluations toward healthcare providers (medical centers for serious illnesses).
Findings
Study 1 shows that two types of emotion-based healthcare appeals are more effective than non-emotional appeals. Study 2 compares the relative effectiveness of hope versus empathy appeals with medical expert or typical person (patient) testimonials.
Research limitations/implications
Findings demonstrate that in a healthcare context, an expert testimonial enhanced the persuasiveness of a hope-based appeal, whereas testimonials from unknown patients were not effective.
Originality/value
Understanding the role of emotions in healthcare advertising is increasingly important as healthcare providers compete on care and quality outcomes and advertising agencies vie for the attention of consumers.
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Orie Berezan, Anjala Selena Krishen, Sarah Tanford and Carola Raab
Because communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that…
Abstract
Purpose
Because communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that firms provide might not have the intended effect, which is to increase program loyalty. The purpose of the current study is to present a marketing communication model that focuses on promoting program loyalty via self-congruity with the communication style of information channels.
Design/methodology/approach
The study introduces a self-congruity theory-based structural equation model, which is validated through an online sample of 575 respondents. The model begins with communication style and investigates its impact on satisfaction and loyalty in relation to hotel loyalty program members.
Findings
The model confirms that different forms of communication have varying levels of relevance to program loyalty. Communication style, information quality, self-congruity and satisfaction are all significant predictors of program loyalty.
Practical implications
Management can cultivate a community of loyal program members through the recognition of self-image congruence and its relationship with communication style, along with a solid understanding of target markets.
Originality/value
Despite the apparent influence that communication has on loyalty, very little research evaluates the typologies (firm-created and customer-created), dimensions (electronic and in-person) and attributes of information in terms of their effects on program loyalty.
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Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu and Shaheena Janjuha-Jivraj
This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness…
Abstract
Purpose
This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service.
Design/methodology/approach
A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify best practices for their social media teams operating within a service-based business model. First, the significant themes were identified using an unguided machine learning approach of three types of firms: services, goods and mixed. Next, the full set of tweets with linguistic sentiment analysis was analyzed followed by a deeper view of the services-based organizations based on their strategic focus (business-to-business [B2B] versus mixed).
Findings
The findings indicate that tweets that appear to create the highest customer engagement are characterized as having high levels of analytical language, high clout (i.e. are socially relevant), a positive tone, a high number of words and a high number of words per sentence. On the other hand, having complex language in terms of six-letter words does not seem to associate with customer engagement. The last level of analysis shows that B2B services-based corporations with positive tone and higher word count exhibit higher levels of retweets. Implications include providing rational and informational tweets to increase engagement and highlight societal relevance.
Originality/value
Climate change has negative consequences on human and physical capital, and ecosystems across the globe. This study provides specific recommendations for how services corporations can increase their sustainable communications and actions.
Practical implications
The key implication of our research is that corporations must strategically design social media narratives about climate change as part of their online branding and communications process.
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Anjala S. Krishen, Shaurya Agarwal and Pushkin Kachroo
The purpose of this research is to increase consumer safety by providing insights about the linkage between consumer knowledge, price perception and safety intentions. Drawing…
Abstract
Purpose
The purpose of this research is to increase consumer safety by providing insights about the linkage between consumer knowledge, price perception and safety intentions. Drawing from the expanded societal view of marketing, this model aims to further understanding of the connection between consumer education and safety from a folk theories-of-mind perspective.
Design/methodology/approach
This paper utilizes a phased, mixed-methods and interdisciplinary approach which blends transportation research and marketing. First, a qualitative inquiry of 151 comments regarding child safety seats was conducted. Next, using the key themes and concepts, a quantitative model was derived and a proposed structural equation model on a sample of 217 respondents was tested.
Findings
Although consumers understand the importance of child safety seats and the ample potential harms associated with their misuse, this paper contributes to existing literature by showing that a high perceived price can offset potential experience with them, attitude toward them and future use of them.
Practical implications
Integrated marketing campaigns to increase safety practices regarding child safety can be framed from a “cost of a life” rather than a “cost of a seat” perspective.
Originality/value
This research contributes by highlighting the importance of perceived price as it weighs against safety in a quantitative model, showing that consumer education can increase usage intentions for critical products and offering a mixed-methods, interdisciplinary approach to reduce framing biases and address a topic of significant societal concern.