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Article
Publication date: 1 February 2022

Soyeon Kwon and Sejin Ha

This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement…

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Abstract

Purpose

This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs).

Design/methodology/approach

An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling.

Findings

Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs.

Originality/value

This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 5 May 2015

Courtney Cucchiara, Soyeon Kwon and Sejin Ha

The purpose of this paper is to examine the effects of different label-message formats (positively vs negatively framed messages) on consumers’ purchase intentions in an organic…

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Abstract

Purpose

The purpose of this paper is to examine the effects of different label-message formats (positively vs negatively framed messages) on consumers’ purchase intentions in an organic seafood shopping setting, along with the moderating effects of two individual characteristics (purchase-decision involvement and perceived consumer effectiveness (PCE)) on the message-framing performance.

Design/methodology/approach

Data were gathered from 1,698 consumers of a supermarket chain in the northeast region of the USA using a web-based experiment.

Findings

Results of this study support the superiority of a positively framed message over a negatively framed message in persuading consumers to buy organic food. In addition, this effect of framing on persuasion is contingent upon different levels of consumer purchase-decision involvement as well as PCE concerning organic products.

Practical implications

This study offers managerial implications for marketers and retailers, messages appealing the environmental and health benefits of organic seafood consumption (positively framed arguments) would be more persuasive to increase consumer purchase intention than negatively framed ones. In addition, individual characteristics of their target market should be taken into account in communication design and implementation.

Originality/value

This survey research offers insights into the organic food consumption literature by validating the applicability of message framing in the organic seafood labelling setting and identifying consumers’ individual characteristics (purchase-decision involvement regarding organic seafood and PCE) moderating the message framing effectiveness.

Details

British Food Journal, vol. 117 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 17 April 2024

MiRan Kim, Heijin Lee, Soyeon Kim and Laee Choi

Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are…

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Abstract

Purpose

Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.

Design/methodology/approach

Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.

Findings

The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.

Research limitations/implications

By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.

Practical implications

By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.

Originality/value

As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.

Details

Consumer Behavior in Tourism and Hospitality, vol. 19 no. 2
Type: Research Article
ISSN: 2752-6666

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