Search results

This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding – wordmarks or combination marks – and their subsequent recall.

The study examines the main areas of visual representation of the brand (VRB) on the Instagram network and the user’s corresponding areas of interest on a mobile-device screen. Attention and recall of the VRB are assessed in light of different classification variables (users’ gender, age and level of experience in s-commerce tools) to better understand how VRB may be leveraged by fashion retailers to encourage purchasing behavior. To achieve this objective, a mixed experiment design based on the eye-tracking methodology and a self-administered questionnaire is carried out.

The results indicate that visual attention, gender, age and s-commerce experience all contribute to determining users’ recall of the brand logo to which they are exposed on-screen. By considering the different s-commerce user profiles that exhibit different visualization behaviors, fashion retailers will be better placed to improve their online advertising campaigns and, ultimately, increase brand sales. The findings also point to promising future research directions on the effectiveness of branding strategies.

This highly innovative study provides in-depth insights into advertising effectiveness in terms of attention and recall, according to the main types of VRB for two specific s-commerce tools used by a high-street fashion brand, namely, its profile on Instagram Shop and its profile on Instagram Stories.

This paper aims to analyze advertising effectiveness in terms of self-reported memory (recall) by measuring customers’ visual attention, including consumer engagement with e-tourism 2.0 tools and the banner type used as moderating variables.

Data were collected through a within-subject, between-groups experimental design based on eye-tracking methodology, followed by a self-administered questionnaire. Participants were instructed to visit three e-tourism tools, namely, a hotel’s blog, a social network (i.e. Facebook) page and a virtual community (i.e. TripAdvisor) page.

This research uncovers the main determinants of consumers’ self-reported recall of banner ads. The study offers empirical insight regarding the positive impact of fixation counts and visit duration on consumer recall. The findings also reveal that the impact of these measurements on consumer recall is moderated by the level of animation of the advertisement, while the number of fixations is moderated by the level of consumer engagement. Overall, the results suggest the usefulness of eye-tracking methodology in assessing the advertising effectiveness of e-tourism tools.

The practical implications identified in this research, along with its limitations and future research opportunities, are of interest both for further theoretical development and practical applications. Scholars are therefore encouraged to further test the research propositions, including in longitudinal or mobile/smartphone-based research.

The authors offer a pioneering attempt in the application of eye-tracking methodology to online, e-tourism-based service innovations and examine the possible impact of visual marketing stimuli and their effects on user social network-related behavior.

This study aims to discern emerging trends and provide a longitudinal perspective on merchandising research by identifying relationships between merchandising-related subdomains/themes.

This study sourced 657 merchandising-related articles published since 1960, from the Scopus database and 425 from Web of Science. After processing and normalizing the data, this study performed co-word and thematic network analyses. Taking a text mining approach, this study used topic modeling to identify a set of coherent topics characterized by the keywords of the articles.

This study identified the following merchandising-related themes: branding, retail, consumer, behavior, modeling, textile and clothing industry and visual merchandising. Although visual merchandising was the first type of merchandising to be used in-store, only recently has it become an emerging topic in the academic literature. There has been a further trend over the past decade to understand the adoption of simulation technology, such as computer-aided design, particularly in supply chain management in the clothing industry. These and other findings contribute to the discussion of the merchandising concept, approached from an evolutionary perspective.

The conclusions of this study hold implications at the intersection of merchandising, sectors, new technologies, research methodologies and merchandising-practitioner education. Research trends suggest that, in the future, virtual reality and augmented reality using neuroscientific methods will be applied to the e-merchandising context.

The different dimensions of merchandising can be used to leverage store managers’ decision-making process toward an integrated store-management strategy. In particular, by adopting loyalty merchandising tactics, the store can generate emotional attachment among consumers, who will perceive its value and services as unique, thanks to merchandising items designed specifically with that aim in mind. The stimulation of unplanned purchases, the strategic location of products and duration of each merchandising activity in the store, the digitalization of merchandising and the application of findings from neuroscience studies are some of the most relevant practical applications.

This study provides the first-ever longitudinal review of the state of the art in merchandising research, taking a holistic perspective of this field of knowledge spanning a 60-year period. The work makes a valuable contribution to the development of the marketing discipline.

This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this impact depends on the user’s degree of internet experience.

An experiment was conducted using the eye-tracking methodology, in addition to a self-administered questionnaire. Through eye-tracking technology, eye movements were recorded whilst participants explored a generic hotel website. The factors used in the analyses were the position of the banner on the website and participants’ experience as internet users.

The findings showed that positioning a banner at certain locations on the webpage may lead to a better recall, which, in part, seems to result from the visual attention that such locations attract. The mediation analysis showed that the bottom-right and bottom-left positions have a negative effect on banner recall due, in part, to the shorter attention times and the smaller number of fixations those positions induce. Although the visitor’s level of internet experience affected his/her visual attention towards the banner, its impact on banner recall was non-significant. Results are discussed considering which variables produce greater effectiveness in capturing the user’s attention.

The paper draws several implications for the marketing literature, hospitality management and society in general.

The study is the first to analyse the impact of the position of a static ad on users’ visual attention and memory, considering the user’s degree of internet experience.

Este estudio analiza la eficacia de un banner promocional estático ubicado en un sitio web de reservas de un hotel en términos de captación de la atención visual del visitante examinando cómo este efecto depende del grado de experiencia del usuario en Internet.

Se llevó a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los análisis fueron la posición del banner en el sitio web y la experiencia de los participantes como usuarios de Internet.

Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la página web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atención visual que atraen tales posiciones. El análisis de mediación mostró que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atención más cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afectó su atención visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atención del usuario.

El artículo presenta una serie de implicaciones para la literatura de marketing, la gestión hotelera y la sociedad en general.

Nuestro estudio es el primero en analizar el impacto de la posición de un anuncio estático en la atención visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

本研究分析了位于酒店预订网站上的静态促销横幅在吸引访问者视觉注意力方面的效果, 并探索了这种效果如何受到用户的互联网体验程度的影响。

本文除了采用自填问卷的方式, 还使用眼动追踪方法进行了实验。通过眼动追踪技术, 记录了参与者在浏览一般酒店网站时的眼动情况。分析中使用的因素是网站上横幅的位置和参与者作为互联网用户的体验。

调查结果显示, 将横幅定位在网页上的某些位置可能会导致更佳的记忆, 这种效果在一定程度上是由于横幅的位置吸引了视觉注意力。调解分析表明, 横幅在右下角和左下角的位置对的回忆有负面影响, 部分原因是这些位置引起的注意时间较短、固定次数较少。虽然访问者的互联网体验水平影响了他/她对横幅的视觉注意力, 但其对横幅记忆的影响并不显著。讨论结果时考虑到了某些变量在吸引用户的注意力方面具有更明显的效果。

本文对市场营销文献、酒店管理和社会都具有一定的借鉴意义。

本次研究是第一个分析静态广告的位置对用户视觉注意力和记忆的影响的研究, 考虑到用户的互联网体验程度。

The purpose of this paper is to determine the significant antecedents of peer-to-peer (P2P) m-payment acceptance and explore the moderating effects of gender on the influence of these predictors with regards to intention of using the system.

The research was conducted on a sample comprised of 701 Spanish smartphone users. A multi-group structural equation modeling analysis was used to test the moderating effect of gender with a particular focus on the relationships between the latent variables of the research model.

The study identified significant differences between the two observed groups – the results show that men are more likely to use mobile payments than women and are therefore less influenced by the potential risks involved. In addition, men are more easily influenced by their social environment, whereas women are more influenced by their personal innovativeness.

The study proposes a three-level model, based on an extended TAM model. It is a pioneering study, exploring the effects of gender on P2P m-payment acceptance. Due to its novel value and the potential involved, the results of the study may be of great importance for m-payment providers, particularly in marketing strategy planning and customer segmentation.

The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE).

In this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM).

Consumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty.

The research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper.

Some of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.

The present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).

The purpose of this paper is to analyze the factors that affect consumer adoption of new ways of sharing accommodation services. Moreover, the authors study the influence of culture, more specifically the uncertainty avoidance (UA) dimension, on relationships between variables in a proposed adoption model.

The structural equation analysis method is used to verify the proposed model. The data were collected from a panel of Spanish and Vietnamese internet users. The survey yielded a total of 418 responses for the data analysis.

The findings indicate that subjective norms and ease of use exert an effect on perceived usefulness and that intention to use affects actual use in all the groups analyzed. Furthermore, UA has a moderating effect on the adoption of homesharing platforms (HSPs).

A larger sample and a random sampling would facilitate a more accurate generalization of the results obtained for each country. The practical implications identified in this research, along with its limitations and future research opportunities, are interesting both for scholars, service providers and designers of HSPs.

This study bridges a gap in the current research by increasing understanding of the role of the cultural dimensions in a technological innovation adoption model for an HSP. It also takes into account the effect of perceived risk, a dimension that has not been included in previous studies.

Understanding the antecedents of biomass heating adoption by domestic users is important for both public authorities and businesses because of the impact of this technology on energy consumption. The purpose of this study offers an overview of the predictors of biomass adoption based on the most relevant theories, gleaned from pro-environmental decision-making research.

The proposed model was tested using the partial least squares technique. The study was conducted with a sample of 528 owners of detached houses who did not use biomass technology.

The results showed that intention to adopt this type of heating system is determined by individual values, environmental concerns, attitudes, perceived control, personal and social norms, perceptions of the technology’s attributes, of the benefits of biomass and access to economic aid.

Companies in the biomass heating sector (manufacturers, installers, biomass producers and distributors) and public bodies should take a proactive approach toward the economic and environmental situations they currently face.

Economic aid or subsidies should be made available to influence the adoption intention of potential owners; and the availability of the aid and the requirements that must be met to access, it should be publicized through advertisement campaigns.

This study includes comprehensive academic and managerial implications crucial for the introduction of domestic biomass heating systems.

Throughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world adopting and using commerce platforms on social media and other websites to buy desired products and services quickly and easily. Instagram Commerce is a new, cutting-edge social commerce platform. This research aims to explore the positive influence of the measures adopted during summer 2020 on Spanish s-commerce users' urge to buy impulsively.

Drawing on the stimulus–organism–response (S–O–R) theoretical framework, this study postulates and tests a model to help understand the behaviour of Spanish users towards social commerce, specifically Instagram Commerce. To accomplish this purpose, an SEM analysis is performed using a sample of 251 respondents.

Generally speaking, the findings obtained in the present study serve to expand and enhance the scientific literature on one of the latest determinants affecting social networks and online commerce.

This research is innovative due to the research background study that is carried out to analyse the urge to buy impulsively.

The purpose of this paper is to empirically examine the factors that influence the acceptance and use of mobile casual games.

A theoretical model is proposed based on the theory of reasonable action, the uses and gratifications theory, the network externalities (NEs) paradigm and the human–computer interaction literature. An empirical study was conducted through an online survey of mobile casual gamers in Spain, using a convenience sample. The proposed model was tested by an analysis of the collected data through a structural equation model using the partial least squares method.

The results indicate that human–mobile game interaction and NEs have a significant indirect impact on intention to play (IP), through utilitarian, hedonic and relational motivations. In addition, the full mediation effect of attitude was found between these constructs and IP, which is a very important determinant of actual use.

This study is among the few that focuses on users’ acceptance of mobile games apps, the features of which differ significantly from personal computer and console games. It highlights the effects of human–game interaction and NEs on the adoption of mobile casual games. Hence, the study contributes to the theoretical and practical understanding of the factors that lead users to adopt an entertainment mobile application.