R.V. ShabbirHusain, Atul Arun Pathak, Shabana Chandrasekaran and Balamurugan Annamalai
This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
Abstract
Purpose
This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.
Design/methodology/approach
A total of 3,286 tweets (registering nearly 1.35 million impressions) published by 10 leading Fintech unicorns in India were extracted using the Twitter API. The Linguistic Inquiry and Word Count (LIWC) dictionary was used to analyse the linguistic characteristics of the shared tweets. Negative Binomial Regression (NBR) was used for testing the hypotheses.
Findings
This study finds that using drive words and cognitive language increases consumer engagement with Fintech messages via the central route of information processing. Further, affective words and conversational language drive consumer engagement through the peripheral route of information processing.
Research limitations/implications
The study extends the literature on brand engagement by unveiling the effect of linguistic features used to design social media messages.
Practical implications
The study provides guidance to social media marketers of Fintech brands regarding what content strategies best enhance consumer engagement. The linguistic style to improve online consumer engagement (OCE) is detailed.
Originality/value
The study’s findings contribute to the growing stream of Fintech literature by exploring the role of linguistic style on consumer engagement in social media communication. The study’s findings indicate the relevance of the dual processing mechanism of elaboration likelihood model (ELM) as an explanatory theory for evaluating consumer engagement with messages posted by Fintech brands.
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ShabbirHusain R.V. and Sanjeev Varshney
The purpose of this study was to investigate consumer preference formation in presence of reviews coming from traditional and electronic word of mouth (eWOM) under different…
Abstract
Purpose
The purpose of this study was to investigate consumer preference formation in presence of reviews coming from traditional and electronic word of mouth (eWOM) under different conditions of review valence.
Design/methodology/approach
Scenario-based experimental design was used for this study. A total of 172 respondents were randomly assigned across four experimental scenarios and a control group. Across-groups comparisons were conducted using post hoc Dunnett’s test for checking the hypothesis.
Findings
The study revealed that negativity bias impacted consumer judgement formation to such an extent that positive valence from higher credibility source (WOM) is over-powered by negative reviews from lesser trusted source (eWOM). Further, a negative valence review from higher credibility source (WOM) may not be countered even in presence of consensus of positive valence review coming from a higher number of positive eWOM.
Originality/value
This study contributes to existing literature by examining consumer preference behaviour in presence of reviews coming from traditional and eWOM under different conditions of review valence. While earlier studies have examined individual role of WOM and eWOM under differing valence conditions, this paper extends literature by studying combined effect of WOM and eWOM under different review valence.
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Fuzhen Liu, Chaocheng He and Kee-Hung Lai
Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the…
Abstract
Purpose
Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the literature lacks an understanding of conversational self-presentation, which offers more informal and personal communication.
Design/methodology/approach
Drawing upon social interaction theory and uncertainty reduction theory, this study explores the impact of conversational self-presentation and its interplay with space sharing and review ratings on customer purchases.
Findings
Utilizing the fixed effects model on a panel dataset comprising 498,817 observations from Airbnb, we discover a positive association between conversational self-presentation and customer purchases. Furthermore, our analysis reveals that space sharing reinforces this positive effect, while review ratings tend to diminish it. A deeper mechanism analysis indicates that perceived authenticity plays a mediating role in the relationship between conversational self-presentation and customer purchases.
Research limitations/implications
This study highlights the importance of conversational communication in enhancing host–guest relationships under information asymmetry. However, the proposed model can be extended to other accommodation-sharing platforms in various regions, identifying whether cultural differences exist in explaining the importance of conversational self-presentation.
Practical implications
Marketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication.
Originality/value
This study adds valuable insights to the literature about self-presentation, social interaction and customer behavior by revealing the significance of conversational self-presentation in driving the growth of P2P accommodation businesses.
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R.V. Shabbirhusain, Balamurugan Annamalai and Shabana Chandrasekaran
This study aims to understand the impact of content orientation, media type, and information richness on fan engagement in multi-sport global events.
Abstract
Purpose
This study aims to understand the impact of content orientation, media type, and information richness on fan engagement in multi-sport global events.
Design/methodology/approach
The authors conducted a content analysis on Twitter posts recording over two million user impressions from the official account managed by the International Olympic Committee for India during the Tokyo Olympic Games 2020. A multivariate Poisson model using the Bayesian approach was used for analyzing data.
Findings
This study found that fan engagement is likely to be higher for player-oriented content as opposed to team-oriented content. Also, the usage of photos to enhance engagement worked better than any other media type. Finally, the results revealed that the inclusion of hashtags has a positive effect on fan engagement for tweet comments but not for like count and retweet count.
Originality/value
The study highlights the differences in player versus team-oriented posts in global multi-sport competitions. The findings have significant implications for practicing sport managers by informing them about key elements that drive fans to engage in online communication.
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ShabbirHusain R.V., Balamurugan Annamalai and Shabana Chandrasekaran
This study aims to conduct a systematic literature review on consumer behavior (CB) in Islamic banking (IB), encompassing an overview of researched contexts and topics…
Abstract
Purpose
This study aims to conduct a systematic literature review on consumer behavior (CB) in Islamic banking (IB), encompassing an overview of researched contexts and topics, identifying literature gaps and proposing a comprehensive future research agenda.
Design/methodology/approach
By using bibliometric citation and content analysis, this study investigates 135 documents sourced from Scopus indexed publications.
Findings
This study delves into the growing field of CB in IB, offering a comprehensive understanding that encompasses influential journals, theories, research context, characteristics and methods used in IB research.
Originality/value
To the best of the authors’ knowledge, this study is the first to provide a comprehensive review of CB studies in the IB domain detailing research topics, prevailing theories, research settings, important variables and research methods.
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Joydeep Biswas and R. V. Shabbirhusain
Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with…
Abstract
Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with destination image. A quantitative survey-based methodology was employed for gathering data. Study used a convenience sample of 225 students and faculty members from a leading university in India. Regression analysis was carried out for testing the main effect and moderation impact. The results revealed that cognitive destination image and self-congruity had a direct impact on destination image. However, the results did not establish a moderating effect of self-congruity on relationship between destination image and return intention. The study findings have direct implication for destination marketing managers for drafting a positioning strategy for their destinations.
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Eric Van Steenburg and Nancy Spears
The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes…
Abstract
Purpose
The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations.
Design/methodology/approach
The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments.
Findings
Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement.
Research limitations/implications
Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients.
Practical implications
The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate.
Originality/value
This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.
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Alex Akuffo Otopah, Courage Simon Kofi Dogbe, Ofosu Amofah and Bright Ahlijah
The study examined the mediating and moderating roles of engagement and trust in the relationship between digital marketing and purchase intentions in the banking industry.
Abstract
Purpose
The study examined the mediating and moderating roles of engagement and trust in the relationship between digital marketing and purchase intentions in the banking industry.
Design/methodology/approach
The study was quantitative and cross-sectional and used a sample of 462 respondents drawn through a combination of purposive and convenience sampling techniques. The main method of data analysis was the covariance-based structural equation modeling used to assess the paths relationships, using the Amos v.23 software. Prior to that, a confirmatory factor analysis was done to assess the reliability and validity of the instrument.
Findings
The empirical findings support the hypothesized relationship between digital marketing and purchase intention of banks’ services. Consumer engagement partially was found to mediate the association between digital marketing and purchase intentions. Finally, consumer trust moderates the relationship between digital marketing and consumer engagement.
Research limitations/implications
Given digital marketing is evolving with new tools and channels coming up by the day, we recommend that future studies should explore others such as search engine marketing, affiliate marketing, content marketing, display advertisement etc. These will help give a broader perspective to the digital marketing strategy and its effect on consumers’ purchase intentions of banks’ services.
Practical implications
The study makes a strong case for the use of multi-channel and/or integrative approach, improving digital infrastructure and systems, adopting new and emerging digital tools/channels such as artificial intelligence, chatbots among others to facilitate digital marketing strategy implementation while ensuring active consumer engagement. It further underscores the need for managers to build trust and regularly engage consumers through their digital marketing channels.
Originality/value
The integration of the variables in the study provides new empirical understanding and extends knowledge in digital marketing theory. It also serves as a foundation for future studies to explore other areas in the digital marketing, especially from a developing digital economies perspective.
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Andrzej Szymkowiak, Urszula Garczarek-Bąk and Mikołaj Bączyk
Influencers in physical activity and sports have gained significant prominence in promoting health and well-being via digital social networks. This research investigates the…
Abstract
Purpose
Influencers in physical activity and sports have gained significant prominence in promoting health and well-being via digital social networks. This research investigates the impact of athlete influencers on sports perceptions, with a focus on korfball. Using korfball as a representative sport minimizes biases, allowing a nuanced exploration of athlete-generated content’s direct influence on viewer attitudes.
Design/methodology/approach
A questionnaire survey with 319 respondents explores variables like athlete attitude, attractive appearance, social media profile attitude, emotional engagement toward korfball, korfball perception, korfball interest and general sports attitude. Structural equation modeling analysis examines relationships among these variables.
Findings
The study delves into the complex interplay among athlete attitude, social media attitude and emotional engagement toward sports, emphasizing the pivotal role of authenticity in fostering deeper connections. Contrary to expectations, athlete attractiveness did not significantly influence viewer priorities, signaling a notable shift towards valuing authenticity and performance. Furthermore, the research explores how general sports attitudes moderate relationships between sports perceptions and interest, offering critical insights for sports sociology and marketing.
Originality/value
This study innovates by focusing on korfball, emphasizing authenticity over attractiveness and providing insights into the evolving dynamics of sports marketing and consumer behavior in the digital age. This research evidences the profound impact of the digital age on sports engagement, laying a foundation for future studies and practical applications in sports sociology, marketing and consumer behavior.