Shiyun Tian, Su Yeon Cho, Xiaofeng Jia, Ruoyu Sun and Wanhsiu Sunny Tsai
This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape…
Abstract
Purpose
This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded posts. Specifically, this study investigates how perceived similarity and wishful identification lead to distinct social comparison mechanisms that affect Generation Z consumers’ self-improvement motives, which, in turn, drive their message engagement, brand attitudes and purchase intentions.
Design/methodology/approach
An online survey was conducted with 295 college students who are digital natives and whose purchase decisions are heavily influenced by social media influencers.
Findings
The study findings confirmed that perceived similarity positively influenced assimilative comparison emotions of optimism, admiration and aspiration while negatively influenced contrastive comparison emotions of envy, depression and resentment. Wishful identification positively affected both assimilative and contrastive comparison emotions. Both types of social comparison emotions further affected consumers’ motivations to follow the influencer for self-improvement, thereby enhancing their brand attitude, purchase intention and engagement behaviors.
Originality/value
This study is one of the earliest attempts to investigate the relationship dynamics between influencers and consumers from the lens of social comparison. The study examines the antecedents of perceived similarity and wishful identification, the mediators of upward comparison emotions and self-improvement motives and the brand evaluation outcomes of message engagement, brand attitude and purchase intention.
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Keywords
Bingjing Mao, Nicholas Carcioppolo, Shiyun Tian and Tyler R. Harrison
Guilt appeals are increasingly being used in road safety campaigns, despite recent research that has raised doubts about their effectiveness and the potential for triggering…
Abstract
Purpose
Guilt appeals are increasingly being used in road safety campaigns, despite recent research that has raised doubts about their effectiveness and the potential for triggering defensive responses. Building on the extended parallel process model, this study aims to add to this growing body of research by evaluating whether combining a hope message with guilt appeals can solve this problem.
Design/methodology/approach
An online experiment with a 2 (Appeal type: Guilt vs Guilt+hope) × 2 (Language intensity: Low vs High) between-subjects design was conducted. A total of 399 participants recruited from Amazon’s Mechanical Turk were randomized to view one of the four advertisements discouraging texting while driving (TWD). Their affective responses, perceptions about the advertisements and intentions to not TWD were measured.
Findings
The results showed that compared to guilt-only appeals, guilt+hope appeals directly reduced defensive responses (i.e. perceived manipulative intent and anger) across varying levels of language intensity. In addition, guilt+hope appeals mitigated the negative impacts of manipulative intent on intended emotions and intentions to not TWD.
Originality/value
Findings of this study mark the first to support the idea that communicating hope within guilt appeals is a promising social marketing strategy to discourage TWD.
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Ying Kei Tse, Shiyun Wang, Xiaohong Liu and Chun Ho Wu
Blockchain has been considered as a disruptive technology and every industry stands to benefit from it. According to Deloitte, increasing number of managers claim that their firms…
Abstract
Purpose
Blockchain has been considered as a disruptive technology and every industry stands to benefit from it. According to Deloitte, increasing number of managers claim that their firms will suffer loss in competitive advantage if they do not adopt blockchain. Despite this motivation, insufficient knowledge on how can blockchain add value inhibits the commitment to its adoption. To better understand the possible influence of blockchain, two dimensions (exploitation and exploration) of blockchain initiatives are distinguished. This research aims to examine the impact of ambidextrous blockchain initiatives on firms' operational efficiency, as well as the moderating role of unabsorbed slack and environmental munificence.
Design/methodology/approach
In this paper, secondary panel data were collected from multiple sources to test the proposed hypotheses. Content analysis was adopted to operationalise ambidextrous blockchain initiatives from firms' official announcements.
Findings
The authors find that firms' ambidexterity in blockchain initiatives have significantly positive impact on operational efficiency. Furthermore, when firms have lower unabsorbed slack or in more munificent environments, they may benefit from managing a balance between exploration and exploitation.
Originality/value
This research offers some insightful theoretical and managerial implications of ambidextrous blockchain initiatives. The findings of this study contribute to blockchain literature by providing theory-driven empirical research.