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Article
Publication date: 21 January 2019

Marc Pfitzer and Markus Scholz

112

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Competitiveness Review: An International Business Journal , vol. 29 no. 1
Type: Research Article
ISSN: 1059-5422

Available. Content available
Article
Publication date: 21 January 2019

Gastón de los Reyes and Markus Scholz

580

Abstract

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Competitiveness Review: An International Business Journal, vol. 29 no. 1
Type: Research Article
ISSN: 1059-5422

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Article
Publication date: 5 April 2022

Khaled El-Shamandi Ahmed, Anupama Ambika and Russell Belk

This paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.

2702

Abstract

Purpose

This paper examines what the use of an augmented reality (AR) makeup mirror means to consumers, focusing on experiential consumption and the extended self.

Design/methodology/approach

The authors employed a multimethod approach involving netnography and semi-structured interviews with participants in India and the UK (n = 30).

Findings

Two main themes emerged from the data: (1) the importance of imagination and fantasy and (2) the (in)authenticity of the self and the surrounding “reality.”

Research limitations/implications

This research focuses on AR magic makeup mirror. The authors call for further research on different AR contexts.

Practical implications

The authors provide service managers with insights on addressing gaps between the perceived service (i.e. AR contexts and the makeup consumption journey) and the conceived service (i.e. fantasies and the extended self).

Originality/value

The authors examine the lived fantasy experiences of AR experiential consumption. In addition, the authors reveal a novel understanding of the extended self as temporarily re-envisioned through the AR mirror.

Details

Journal of Service Management, vol. 34 no. 1
Type: Research Article
ISSN: 1757-5818

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Expert briefing
Publication date: 14 February 2023

The disappointing result for the parties reflects national polling trends: all parties suffered a decline in support throughout 2022. Economic challenges and important upcoming…

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Expert briefing
Publication date: 6 December 2021

It comes after Austria became the first European country to announce it would make vaccinations mandatory for the adult population. Both countries have among the lowest…

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DOI: 10.1108/OXAN-DB265937

ISSN: 2633-304X

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Article
Publication date: 10 January 2024

Sai Ma, Qinghong Xie, Jiaxin Wang and Jingjing Dong

Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral…

112

Abstract

Purpose

Customer referral programs (CRPs) are popular; however, they often generate low referral rates. The authors propose that certain CRP referral tasks may hinder consumers’ referral likelihood. This study aims to explore the effects of referral tasks (communication content and approach) on customers’ referral likelihood on social platforms and the role of self-construal.

Design/methodology/approach

This study establishes a theoretical model based on online social platforms and conducts three scenario-based experiments. The authors obtain data from consumers on Sojump platform and test the hypotheses using analysis of variance (ANOVA) analysis and mediation analysis in SPSS. The valid sample sizes for these three experiments are 288, 203 and 214, respectively.

Findings

Three experimental studies indicate that communication content and approach have a significant effect on referral likelihood. Furthermore, the effect of communication content on referral likelihood depends on the communication approach. Self-construal plays a moderating role in the effect of communication content and approach on perceived social costs.

Originality/value

CRPs typically involve tasks and rewards; consumers are asked to complete a referral task and then receive a reward. Both tasks and rewards can affect an individual’s willingness to participate; however, existing studies on CRP focus primarily on the reward component. To the best of the authors’ knowledge, this is the first study to systematically investigate the role of referral tasks (communication content and approach) in CRPs. The authors extend the related research by examining the impact of referral tasks on consumers’ willingness to recommend. In addition, this study introduces self-construal into CRPs research.

Details

Nankai Business Review International, vol. 15 no. 4
Type: Research Article
ISSN: 2040-8749

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Article
Publication date: 12 February 2018

Yongbing Jiao, Myriam Ertz, Myung-Soo Jo and Emine Sarigollu

The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media…

5284

Abstract

Purpose

The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.

Design/methodology/approach

Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis.

Findings

Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers.

Research limitations/implications

Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA.

Practical implications

Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture.

Originality/value

First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers.

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Article
Publication date: 4 November 2019

Jörn Henning Matthies, Manuel Hopp-Hirschler, Sarah Uebele, Thomas Schiestel, Markus Osenberg, Ingo Manke and Ulrich Nieken

Efficient numerical assessment of performance is particularly important in digital material design of porous materials. This study aims to present an up-scaled approach to…

118

Abstract

Purpose

Efficient numerical assessment of performance is particularly important in digital material design of porous materials. This study aims to present an up-scaled approach to virtually investigate permeation of fluids through a real porous filter membrane with a heterogeneous micro-structure.

Design/methodology/approach

The method of asymptotic homogenization is applied. The structural parameters of the micro-structure are directly obtained from structural equation modeling image analysis of a commercial filter membrane without fitting procedures. The simulation results are compared to permeation experiments of gaseous nitrogen and liquid water.

Findings

The authors found that variations in the pressure gradients across the membrane, resulting from the heterogeneity of pore structure, need to be considered. Remarkable agreement between simulations and experiments is observed.

Originality/value

Despite some research in the field of filtration, no studies on filter membranes have been published yet, although they represent a large segment of filtration technology.

Details

International Journal of Numerical Methods for Heat & Fluid Flow, vol. 30 no. 1
Type: Research Article
ISSN: 0961-5539

Keywords

Available. Open Access. Open Access
Article
Publication date: 7 April 2023

Virginie Lavoye, Jenni Sipilä, Joel Mero and Anssi Tarkiainen

Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it…

6239

Abstract

Purpose

Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known about the antecedent and outcomes of the personalized self-explorative experience central to VTOs. This paper aims to fill this knowledge gap.

Design/methodology/approach

An online quasi-experiment (N = 500) was conducted in the context of fashion and beauty VTOs. Participants were asked to virtually try on sunglasses or lipsticks and subsequently answer a questionnaire measuring the key constructs: self-presence (i.e. physical similarity and identification), self-explorative engagement (i.e. exploration of styles in VTO context), brand cognitive processing and brand attitude. The authors analyze the data with structural equation modeling via maximum likelihood estimation in LISREL.

Findings

The experience of self-presence during consumers’ use of VTOs in augmented reality environments has a positive effect on self-explorative engagement. Furthermore, a mediation analysis reveals that self-explorative engagement improves brand attitude via brand cognitive processing. The results are confirmed for two popular fashion and beauty brands.

Originality/value

Grounded in extended self theory, to the best of the authors’ knowledge, this is the first study to show that a realistic VTO experience encourages self-extension via a process starting from the exploration of styles and results in increased brand cognitive processing and more positive brand attitudes. The exploration of styles is enabled by self-presence.

Details

Journal of Services Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 25 March 2021

Yining Wang, Eunju Ko and Huanzhang Wang

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the…

13409

Abstract

Purpose

Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).

Design/methodology/approach

This study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.

Findings

The results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.

Research limitations/implications

First, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.

Practical implications

This study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.

Social implications

By using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.

Originality/value

This research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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