Aytac Gokce, Saleh Bazi, Bijan Safavi, Elena Georgiadou and Nick Hajli
Customers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to…
Abstract
Purpose
Customers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.
Design/methodology/approach
This research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).
Findings
The findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.
Originality/value
This research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.
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Saleh Bazi, Razaz Waheeb Attar, Nawal Abdalla Adam and Nick Hajli
This study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage…
Abstract
Purpose
This study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products.
Design/methodology/approach
This study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey.
Findings
Contrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model.
Originality/value
The findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.
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Saleh Bazi, Alireza Hajli, Nick Hajli, Mohana Shanmugam and Xiaolin Lin
Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To…
Abstract
Purpose
Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation.
Design/methodology/approach
This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model.
Findings
The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention.
Originality/value
The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.
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Khoi Minh Nguyen, Ngan Thanh Nguyen, Thao Thi Xuan Pham, Nhi Huynh Man Tran, Ngoc Chung Bao Cap and Vy Khanh Nguyen
This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand…
Abstract
Purpose
This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand connection and advertising value.
Design/methodology/approach
This research was conducted using a quantitative method through an online questionnaire with a sample of 728 in Vietnam, analyzing data by using the partial least squares structural equation modeling model.
Findings
This study evaluates ephemeral content marketing through six dimensions: entertainment, trendiness, informativeness, interactivity, aesthetic quality and perceived relevance. The findings indicate positive mediating roles of advertising value, self-brand connection and brand authenticity on the impact of ephemeral content marketing on brand love and customer engagement.
Research limitations/implications
This study provides a comprehensive model of factors affecting consumer perceptions of ephemeral content marketing, which can help businesses to proactively formulate strategic responses for consumers on social media platforms with ephemeral content features. This also allows them to precisely target their audience, avoiding ineffective and costly advertising efforts on social media when content quality is lacking.
Originality/value
This research sheds light on the six essential dimensions of effective ephemeral content that adds value to customers, ultimately leading to their love and active engagement. This substantial addition to the field of social media marketing opens up possibilities for further investigation of the dynamics across different forms of social media marketing, such as short-form videos or in various contexts such as tourism, fashion, food products and education, particularly in the context of ephemeral content in emerging markets such as Vietnam.
Details
Keywords
- Social media content marketing
- Ephemeral content
- Brand love
- Brand authenticity
- Self-brand connection
- Advertising values
- Customer engagement
- Marketing de contenidos en redes sociales
- Contenido efímero
- Amor a la marca
- Autenticidad de la marca
- Conexión marca-consumidor
- Valores publicitarios
- Compromiso del cliente
- 社交媒体内容营销
- 、短暂内容
- 、品牌喜爱
- 、品牌真实性
- 、自我品牌连接
- 、广告价值
- 、客户互动
Ataul Karim Patwary, Mirza Mohammad Didarul Alam, Noor Azimin Zainol, Muhammad Umair Ashraf, Mohammad Nurul Alam, Naeem Hayat and Sawsan Haider Abdullah khreis
This study examined the revisit intention of tourists in Muslim-friendly hotels in nexus with Halal-friendly hotel attributes (social environment, facilities, food and beverage…
Abstract
Purpose
This study examined the revisit intention of tourists in Muslim-friendly hotels in nexus with Halal-friendly hotel attributes (social environment, facilities, food and beverage, locals and staff, and services), corporate image, customer engagement, perceived value, and service encounter evaluation. It further examined the mediating role of corporate image, customer engagement and perceived value between Halal-friendly hotel attributes and service encounter evaluation.
Design/methodology/approach
Using a structured survey instrument, 390 valid responses were gathered from international tourists who visited Malaysia. The collected data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) to test the assumed relationships.
Findings
The research shows that corporate image (CI), customer engagement (CE), and perceived value (PV) are directly influenced by Halal-friendly hotel attributes (HFHA) and exert influence on service encounter evaluation (SEE). Findings also suggest the mediating effect of CI, CE, and PV between HFHA and SEE. SEE further positively and significantly enhances the revisit intention and positive word-of-mouth.
Practical implications
The findings of this study stipulate that hotel owners should ensure the presence of HFHA in their offers to retain their existing guests and ensure their positive communication towards potential visitors through developing a fascinating image, engagement, and lucrative value.
Originality/value
Grounded on the attribution theory, this study contributes to the Halal tourism literature by exploring the role of Halal-friendly hotel attributes in enhancing the hotel’s image, customer engagement, and perceived value to enhance positive service encounter evaluation and revisiting intention for the hotel.
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Chukwuka Christian Ohueri, Md. Asrul Nasid Masrom, Hadina Habil and Mohamud Saeed Ambashe
The Internet of Things-based digital twin (IoT-DT) technologies offer a transformative approach to building retrofitting for reducing operational carbon (ROC) emissions. However…
Abstract
Purpose
The Internet of Things-based digital twin (IoT-DT) technologies offer a transformative approach to building retrofitting for reducing operational carbon (ROC) emissions. However, a notable gap exists between the potential and adoption of the two emerging technologies, further exacerbated by the nascent state of research in this domain. This research aims to establish the best practices that innovatively strengthen the identified enablers to decisively tackle challenges, ensuring the efficient implementation of IoT-DT for ROC emissions in buildings.
Design/methodology/approach
This study adopted a mixed-method approach. Questionnaire data from 220 multidiscipline professionals were analysed via structural equation modelling analysis, while interview data obtained from 18 stakeholders were analysed using thematic content analysis. The findings were triangulated for cohesive interpretation.
Findings
After the analysis of questionnaire data, a structural model was established, depicting the critical challenges (inadequate data security, limited technical expertise and scalability issues) and key enablers (robust data security measures, skill development and government incentives) of implementing IoT-DT for ROC. Sequentially, analysis of in-depth interview data revealed the IoT-based DT best practices (safeguarding data, upskilling and incentivization). Upon triangulating the questionnaire and interview findings, this study explicitly highlights the potential of the established best practices to strategically strengthen enablers, thereby mitigating challenges and ensuring the successful implementation of IoT-based DT for ROC emissions in buildings.
Originality/value
This study provides practical guidance for stakeholders to effectively implement IoT-DT in ROC in buildings and contributes significantly to climate change mitigation.
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Ana Rita Gonçalves, Diego Costa Pinto, Saleh Shuqair, Anna Mattila and Anel Imanbay
This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence…
Abstract
Purpose
This paper aims to bridge the extended reality framework and the luxury hospitality literature by providing insights into how immersive technologies using artificial intelligence (AI) can shape luxury value and consumer differentiation.
Design/methodology/approach
The authors conducted three experimental studies comparing immersive AI versus traditional hospitality across luxury contexts (hotels, restaurants and spas). Study 1 investigates the effect of immersive AI (vs traditional hospitality) on customers’ behavioral intentions and the need for differentiation using virtual-assisted reality. Study 2 tests the underlying mechanism of the need for differentiation and luxury value in an augmented reality context. Study 3 provides additional support for the proposed underlying mechanism using virtual-assisted reality in luxury hospitality.
Findings
The findings reveal that immersive AI (vs traditional) luxury hospitality reduces customers’ behavioral intentions of using such services and perceived luxury value. Moreover, the findings indicate that the intention to use immersive AI (vs traditional) luxury hospitality services is contingent upon customers’ need for differentiation.
Originality/value
The findings have important theoretical and managerial implications for immersive technologies in luxury hospitality. They shed light on the dynamics between integrating immersive AI into luxury hospitality and its impact on customers’ differentiation motives and perceived luxury value. The findings reveal the detrimental effect of using immersive AI (vs traditional hospitality) within this context.
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Hong Zhang and Lu Yu
Prefabricated construction concerns off-site production, multi-mode transportation and on-site installation of the prefabricated components, which are interdependent and…
Abstract
Purpose
Prefabricated construction concerns off-site production, multi-mode transportation and on-site installation of the prefabricated components, which are interdependent and dynamically interactive, so coordination among the multiple stages along the prefabricated component supply chain (PCSC) is indispensable. This study aims to solve the dynamic transportation planning problem for the PCSC by addressing the interdependency, dynamic interaction and coordination among the multiple stages and different objectives of the stakeholders.
Design/methodology/approach
The PCSC is analyzed and then the formulation for the dynamic transportation planning problem is developed based on the just-in-time (JIT) strategy. The particle swarm optimization (PSO) algorithm is applied to solve the dynamic optimization problem.
Findings
The proposed dynamic transportation planning method for the PCSC regarding component supplier selection, transportation planning for means, routes and schedule, site layout planning and transportation plan adjustment is able to facilitate coordination among the multiple stages by addressing their interdependencies and dynamic interactions, as well as different economic objectives of the stakeholders such as suppliers or the contractor.
Originality/value
The study helps to achieve the advantages of prefabricated construction by prompting coordination among multiple stages of the PCSC by realizing different benefits of the stakeholders. In addition, it provides the stakeholders with the competitive bidding prices and the evaluation data for the bids quote. Meanwhile, it contributes to the domain knowledge of the PCSC management with regard to the viewpoint of coordination and integration of multiple stages rather than only one stage as well as the dynamic optimization model based on the JIT strategy and the PSO algorithm.
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Xuebing Dong, Hong Liu, Nannan Xi, Junyun Liao and Zhi Yang
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer…
Abstract
Purpose
This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.
Design/methodology/approach
This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.
Findings
Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.
Practical implications
The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.
Originality/value
From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.