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The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.

This study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.

The results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.

This research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

The purpose of this paper is to analyse the role of emotions and social influences on loyalty formation towards online travel communities.

The individual (perceived risk) and social (subjective norm and social presence) antecedents of emotions as well as the impact of emotions on attitude and loyalty towards online travel communities are tested through structural equation modelling techniques. The sample consists of 385 active users of online travel communities in Spain.

Data analysis shows that perceived privacy and security risk elicit negative emotions such as stress, frustration and fear towards the online travel community. Normative influences (subjective norm) and feeling the presence of other community members (social presence) boost positive emotions towards the online travel community. Interpersonal influences have a positive effect on subjective norm but not external influences. Positive and negative emotions affect preferences towards the online travel community (attitudes) as proposed by social impact theory. Subjective norm and attitude have a direct influence on loyalty towards an online travel community, confirming previous research grounded on theory of reasoned action models.

Despite the crucial impact of consumers’ affective states on loyalty formation, research on social media is mainly focused on the technological nature of consumer information exchanges, neglecting other drivers of consumer behaviour beyond the technology employed. This paper develops a model that integrates the relationships between consumer emotions and their individual (perceived risk) and social (social presence and subjective norm) antecedents and outcome variables (attitude and loyalty). The role of social influences is analysed, assessing the conjoint impact of one-way communication (interpersonal influences and mass media) and Web 2.0 communications (social presence) on positive emotions and loyalty formation towards the online travel community.

This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.

The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.

The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.

CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.

The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).

Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.

Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.

La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.

Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.

Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente

Trabajo de investigación

The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture.

Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009).

Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism.

This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service.

This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared.

The purpose of this study is to examine the effect on the customer brand engagement (CBE) of followers of an eco-friendly restaurant of their perceptions of the originality of the firm-generated content posted online by the restaurant and the effect of CBE on brand advocacy and behavioural intentions to visit the restaurant, paying special attention to the moderating role of past visits to the restaurant.

The hypotheses were tested using structural equation modelling with a sample of 491 female Instagram users who follow the online account of a particular eco-friendly dining establishment. Two group comparisons were conducted to test the moderating effects in relationships between CBE and consumer–brand interactions (behavioural intentions to visit the restaurant and brand advocacy).

Followers’ perceptions of the originality of the material posted by the eco-friendly restaurant had a positive influence on CBE which, in turn, affected brand advocacy and behavioural intentions to visit the restaurant. Past visits moderated the relationship between CBE and consumer–brand interactions.

This study offers restaurants an understanding of how to develop marketing strategies targeted at females on visual-based social networks; it is shown that original posts encourage favourable responses, such as CBE, brand advocacy and behavioural intentions. Managers should organise events and invite their female followers to visit the restaurant.

This study adds to the knowledge about customer engagement by explaining how firm-generated content posted on Instagram drives CBE and provides specific suggestions as to how restauranteurs might engage online with their clients. This study goes beyond direct effects and analyses the moderating role of past visits to the restaurant on the relationships between CBE and consumer–brand interactions (visiting intentions and brand advocacy).

This paper analyses the interrelationships between emotions, the cognitive information cues of online reviews and intention to follow the advice obtained from digital platforms, paying special attention to the moderating effect of the sequencing of review valence.

The data were collected from 830 Spanish Tripadvisor users. In a two-step approach, a measurement model was estimated and a structural model analysed to test the proposed hypotheses. SmartPLS 3.0 software was used. The moderating effect of sequencing of reviews is tested.

The data analysis showed a bias effect of review sequence on the impact of online information cues and emotions on intention to follow advice obtained from Tripadvisor. When the online reviews of a restaurant begin with positive commentaries, their perceived persuasiveness is a stronger driver of the pleasure and arousal elicited by online reviews than when they begin with negative reviews. On the other hand, the perceived helpfulness of online reviews only triggers arousal when the user reads negative, followed by positive, comments. The impact of pleasure on intention to follow the advice provided in an online travel community is higher with positive-negative than with negative-positive sequences.

While researchers have demonstrated the benefits of customer reviews on company sales, a largely uninvestigated issue is the interplay between emotions and cognitive information cues in the processing of online reviews. This is one of the first studies to examine the moderating effect of conflicting reviews on the impact of emotions and cognitive information cues on consumer intention to follow the advice obtained from digital services.

With the rapid expansion of social networking sites, researchers and practitioners are challenged to understand drivers of customer loyalty in fan pages. The purpose of this paper is to identify the main drivers of Facebook fan page loyalty in order to promote the creation of affective links and long-term relationships with users.

The impact of trust, fan page content dependency, attitude and consumer beliefs on loyalty to fan pages was tested through structural equation modelling techniques. The sample consisted of 691 Spanish Facebook users.

Data analysis shows that attitude appears as a key variable in increasing loyalty to fan pages. The empirical study also found a significant positive influence of perceived usefulness, attitude, trust and dependency on loyalty in fan pages, and an indirect influence of perceived ease of use mediated by perceived usefulness and attitude.

This research enables managers to know what aspects to highlight in their communication strategies to increase fan page use and positive word-of-mouth. Research findings show managers that Facebook fan page content should provide valuable information, be fun and foster user interactions in order to improve user attitude and loyalty. Practical recommendations to reinforce consumer trust on Facebook fan pages are also provided.

There are still too few studies that analyse the effects of trust and fan page dependency on fan page users’ loyalty. This work aims to combine the influence of dependency on fan pages, trust, attitude and Technology Acceptance Model beliefs in order to construct an improved model for fan page loyalty formation.

To analyse key drivers of television dependency and its impact on teleshopping adoption.

The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, television exposure and television affinity on television dependency is analysed together with behavioural changes deriving from television dependency (willingness to teleshopping).

Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish televiewers show intermediate levels of television dependency. Dependent televiewers are mainly mature, feel high‐television affinity and have high levels of exposure as televiewers. Television dependency determines teleshopping adoption, with the most relevant factor being that of searching guides for decision taking and fun.

This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual dependency and message effectiveness. The significant influence that “decision taking and fun” exerts on willingness to teleshopping shows managers that program contents become a key tool to increase future television purchases.

Despite dramatic online differences were discovered between television dependent and non‐dependent consumers, very limited research has been conducted to examine them. There are still no enough studies that analyse the background and effects of television dependency on the non‐purchasing televiewers behaviour. This paper analyses the background of television dependency and its influence on future purchase intentions of non‐buyer Spanish televiewers.

The purpose of this paper is to analyse key drivers of teleshopping adoption.

The impact of demographics, televiewing behaviour, non‐store shopping previous experience and attitude to teleshopping in present and future teleshopping decisions is analysed in the paper.

Data analysis shows that attitude towards teleshopping and teleshopping genre exposure are the main predictors of teleshopping behaviour, while consumer attitude towards teleshopping and previous experience as user of non‐store shopping channels (catalogue and television) are the most relevant factors influencing future teleshopping intention.

This research enables companies to know the key drivers influencing teleshopping adoption and, therefore, what aspects to highlight in their marketing strategies. Companies that use television as a shopping channel must increase their presence on the television market and improve televiewers' opinion of the teleshopping system as it would allow televiewers to maintain a relation with the teleshopping genre and to increase their probability of purchase. The significant influence that non‐store previous experience exerts on willingness to teleshop shows managers that the complementary use of other non‐store shopping systems becomes a key tool to increase teleshopping in the future.

Despite dramatic differences being discovered between non‐store shoppers, very limited research has been conducted to examine them. There are still not enough studies that examine the demographic, behavioural and attitudinal differences among televiewers and teleshoppers. This paper analyses the background of teleshopping and key drivers of future teleshopping decisions among Spanish consumers.