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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Wan-Hsiu Sunny Tsai, Yu Liu and Ching-Hua Chuan
This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer…
Abstract
Purpose
This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction and perceived dialogue.
Design/methodology/approach
This study employs a 2 (high vs. low social presence communication) by 2 (anthropomorphic vs. non-anthropomorphic bot profile) between-subject experimental design to evaluate how chatbots' high social presence communication and anthropomorphic profile design may enhance perceptions of parasocial interactions and dialogue with the chatbot, which in turn drive user engagement, interaction satisfaction and attitude toward the represented brand.
Findings
The influences of chatbots' high social presence communication on consumer engagement outcomes are mediated by perceived parasocial interaction and dialogue. Additionally, chatbots' anthropomorphic profile design can boost the positive effects of social presence communication via the psychological mediators.
Originality/value
This study advances the interactive marketing literature by focusing on an emerging interactive technology, chatbots. Additionally, distinct from prior chatbot studies that focused on the utilitarian use of chatbots for online customer support, this study not only examines which factors of chatbot communication and profile design may drive chatbot effectiveness but also examines the mechanism underlying the messaging and design effects on consumer engagement. The findings highlight the mediating role of interpersonal factors of parasocial interaction and perceived dialogue.
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Gauze Pitipon Kitirattarkarn, Weiting Tao and Wan-Hsiu Sunny Tsai
This study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus…
Abstract
Purpose
This study aims to systematically evaluate the psychological factors of independent versus interdependent self-construal, self-evaluation motives of enhancement versus verification, and the mediating role of bridging and bonding social capital on consumers' positive and negative brand-related electronic word-of-mouth (eWOM) sharing with in-group and out-group audiences.
Design/methodology/approach
The online survey was conducted with young adult consumers in the Netherlands (N = 322). Multiple regression analysis with PROCESS was used to test the hypotheses.
Findings
Consumers with independent self-construal are more likely to share negative eWOM, particularly via social messengers with in-group members. These consumers, however, tend to share positive eWOM on companies' social media accounts that reach out-group audiences including online strangers. Additionally, self-evaluation was the key motivation driving positive eWOM sharing with in-groups, while bridging social capital mediated the effects of self-construal on sharing negative eWOM.
Originality/value
The paper provides a more holistic understanding of the factors impacting the valence and intended audience for eWOM sharing. The findings advance eWOM research by differentiating positive and negative eWOM sharing in the context of intergroup communication.
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Wan‐Hsiu (Sunny) Tsai and Linjuan Rita Men
Social network sites (SNSs) have been recognized as an important marketing communication tool for marketers to connect with today's internet‐savvy consumers. At the same time, the…
Abstract
Purpose
Social network sites (SNSs) have been recognized as an important marketing communication tool for marketers to connect with today's internet‐savvy consumers. At the same time, the popularity of SNSs has become a worldwide phenomenon with the rise of many local SNSs. The purpose of this paper is to examine cultural differences in the use of communication appeals on corporate pages of leading SNSs in two culturally distinct countries, China and the USA.
Design/methodology/approach
The study employs a content analysis to identify cultural orientations observed in communication appeals of the corporate pages on leading SNSs in China (Renren) and the USA (Facebook).
Findings
Appeals to interdependence, popularity, high social status, luxury, emotions, and symbolic association are more frequently used in societies with a more collectivistic, greater power distance, and high‐context culture such as in China; whereas appeals to individuality and hedonism are more frequently used in an individualistic society like the USA. Overall, findings indicate that communication appeals on SNSs reflect the dominant cultural values in each country.
Originality/value
Despite the numerous hypes and speculations regarding the effectiveness of SNSs as a marketing tool, few studies have explored how marketers use SNSs to interact with consumers. Findings based on this study advance our understanding of marketing communications on social media from a cross‐cultural perspective. The paper provides new evidence indicating that global marketers should adapt their communication strategies and styles when communicating with consumers in different societies on SNSs. The authors also provide guidelines for the localization attempts.