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Impacts of Product Involvement and Technology Fluidity on Newsfeed Advertising Effectiveness--A Flow Perspective
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This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe’s web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers’ cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the
scope of sponsored advertising value research and its effect on consumers’ purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals.
By looking at specific motivations for social media use as general action or inaction goals, this research provides a cognitive account of their effects on perceptions of paid advertising on smartphones. Results across two studies show that specific motivations with an overarching action goal (i.e. seeking information, seeking excitement, and seeking emotional support) relate positively to perceptions of advertising entertainment, while those with an overarching inaction goal (i.e. seeking relaxation) relate negatively to perceptions of advertising entertainment. In addition, the motivation to seek information from social media relates positively to perceptions of advertising informativeness. Perceptions of both advertising informativeness and advertising entertainment relate negatively to perceptions of advertising intrusiveness, leading to indirect effects of specific motivations on intrusiveness. Direct effects of specific motivations on intrusiveness are minimal.
The amount of literature on the effects of disclosing sponsored content has increased greatly in recent years. Although the literature provides valuable insights into the effects of disclosing sponsored content, several research gaps remain, such as inconclusive findings, boundary conditions, and the mechanisms that explain how disclosures work. This article offers a meta-analysis of 61 papers that use 57 distinct data sets to address these research gaps. The results showed that disclosing sponsored content reduced brand attitudes, credibility, and source evaluation but increased recognition, persuasion knowledge, and resistance. Disclosure content, timing, and awareness, as well as product and sample characteristics, provide boundary conditions for the positive and negative effects of disclosures. A path model that tested the mechanism of disclosing sponsored content showed that, as suggested by memory priming effect, recognition of sponsored content increased memory but did not influence evaluation. Moreover, the understanding of sponsored content influenced evaluation, but memory remained unaffected, which corresponds to the flexible correction approach (i.e., consumers try to correct their answer to limit persuasive effects).
With the growth of consumer skepticism toward advertising, marketers have begun implementing native advertising. Drawing on the Persuasion Knowledge Model (PKM), this study examines how content type interacts with product type to influence consumer responses toward native advertising (persuasion knowledge, brand attitude, and intention to click ‘like’) on Facebook. A 2(content type: informative versus entertaining)×2(product type: utilitarian versus hedonic) between-subjects experimental study was conducted with a total of 155 college-attending Facebook users in South Korea. The results show that, for utilitarian products, informative content elicits more favorable consumer responses than entertaining content does. However, consumer responses are similar between informative and entertaining content for hedonic products. Furthermore, this study demonstrates that consumer persuasion knowledge mediates the interaction effects of content type and product type on consumer responses. Theoretical and practical implications are also discussed.
Social media enjoy a phenomenal success in terms of adoption and usage levels. They cause paradigm shifts on how people connect and communicate with each other, on how they express and share ideas, and even on how they engage with products, brands, and organizations. Moreover, social media became significant networks of consumer knowledge. In travel and tourism, the impacts of social media have already been described as tremendous, primarily due to the experiential nature of tourism products, and especially of holiday trips: purchases are considered risky and therefore decision making processes are information intensive.
An adequate number of studies attempt to reveal the role and impact of social media on aspects of consumer behaviour during the travel process that is before, during, and after the trip. However, almost all employ a micro approach, focusing either on a specific type of social medium (e.g. consumer review and rating websites), or on a specific application (e.g.TripAdvisor), or on a specific stage of the decision making process (e.g. information search), or on a specific stage of the travel process (e.g. before travel). Despite the advantages of such micro approaches, still the overall picture on how consumers use social media and their impact as a whole, during all phases of the travel process and throughout all stages of the decision making process remains unclear.
To address this gap, this study aims to explore use and impacts of social media on consumer behaviour with particular focus on holiday travel. To meet this aim, a qualitative methodology was designed to provide an insider’s perspective on how consumers use social media throughout the holiday travel process and the impacts of such use on consumer behaviour. Seven focus groups were carried out with fifty-one active social media users who have been on a holiday trip during the last twelve months. It was revealed that social media are used during all stages of the travel process, and also during all stages of holiday related decision making processes. Through thematic analysis six themes have been constructed that provide a range of insights on how
social media are used and their impacts.
This study makes four contributions to knowledge. First, to consumer behaviour theory by
proposing information exchange as an enlarged consumer behaviour construct consisting of nine components. Second, to the theory of technology fluidity. Fluidity, from being a characteristic of a specific technology, is now proposed as a characteristic of the sets of behaviours and cognitive functions associated with the use of the specific technology or medium. Third, to social media related research in the context of holiday travel by identifying six functional spaces that enclose active users’ specific behaviours and cognitive functions: inspiration, collaboration, decision making, self-expression, communication, and entertainment. Fourth, by proposing the social media enabled travel process model as a framework for understanding use and impact of social media throughout the holiday travel process. A number of implications for practice, as
well as emerging areas for future research are drawn.
Brands’ investments in influencer marketing have been escalating over the past few years. This study proposes and explicates how two similar and comparable sets of advertisements, namely influencer- vs. brand-promoted ads (i.e., influencer-generated ads and brands’ reposting/featuring of influencer ads), can affect consumer engagement, consumer sentiment, and topics of comments differently. Results of text analysis show that influencer-promoted ads enjoy significantly higher engagement in terms of consumer liking and commenting than that of brand-promoted ads among apparel brands on Instagram. Consumers express a significantly higher percentage of negative sentiment and a lower percentage of positive sentiment in their comments on brand-promoted ads than on influencer-promoted ads. Consumers demonstrate cult-like appreciation for influencers’ product sharing and show high involvement in the advertised products in influencer-promoted ads. Nonetheless, brand-promoted ads also positively affect consumers’ interests in the online stores and/or the advertised products.
The widely publicized impact of user-generated review (UGR) sites on sales has spawned a large number of studies on user behaviors on UGR sites. These existing studies center on conversions of visitors into paying customers, and the creation and dissemination of online reviews. UGR site visitors will consider emotional cues in reviews more seriously if the product offered is more enjoyment-based, hedonic, than utilitarian. This study examines the impact of user enjoyment, when reading reviews on hedonic products, on dissemination of those reviews with their personal social circles. Specifically, to examine user enjoyment on UGR sites, we apply the concept of flow – enjoyable experiences that are intense and enticing enough to convert visitors to endorsers. We conducted two online surveys to contrast our suggested flow-based explanation on dissemination against alternative rationality-based one. The findings from our surveys show that the flow state increases their intentions to recommend the establishments, while the objectivity of reviews and expertise of reviewers are limited in explaining such.
Present research builds upon native advertising research by examining the roles of advertising message relevance, consumer-brand relationship strength, and authorship. Two national experiments were conducted among active Twitter users ages 18–34. In Study 1 (N = 147), a 2 (disclosure: tweet/promoted tweet) X 2 (high-/low-ad message relevance) experiment showed that while disclosure had no effect on advertising outcomes, strong message relevance effects were present. Study 2 (N = 363), a 2 (weaker/stronger brand relationship strength) X 2 (disclosure: tweet/promoted tweet) X 3 (authorship: brand/influencer/peer) design, found that consumer–brand relationship strength also directly and positively influences attitude towards the brand, purchase intention and sharing intention; while significantly enhancing the positive message relevance impact on sharing intention, relevance’s impact on purchase intention was lessened. Greater consumer–brand relationship strength influence on attitude towards the brand and purchase intention was present when native ads were authored by peers rather than brands or influencers.
Regulation prescribes that sponsored social media posts should clearly disclose their material connection with brands. However, research on the impact of such disclosures is limited. This study used an experimental 4 × 2 between-subjects design (N = 414), reflecting different types of material connections between the influencer and the brand and two kinds of message sidedness, to investigate how the sponsorship disclosure affects consumers' responses to sponsored Instagram posts. Findings show that including a sponsorship disclosure (compared to no disclosure) negatively affects brand attitude through enhanced ad recognition, which activates ad skepticism, which, in turn, negatively affects the influencer's credibility. Further, results show a significant moderated mediation effect in that source's credibility and, consequently, brand attitude was only negatively affected when the influencer used a one-sided message and not when the message was two-sided. Also, influencers who post genuine product recommendations and thus have no commercial relationship with the brand, do well by explicitly mentioning this. Iincluding a statement that a post is not sponsored, rather than leaving thisit unclear whether their post is sponsored, may generate more positive brand responses through lowered ad recognition and skepticism.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicability of the hierarchy of effects model to the banner advertising environment through an online experiment. The results provide support for the notion that animated banner ads prompt better advertising effects than do static ads. Animated banner advertising has better attention-grabbing capabilities, and generates higher recall, more favorable Aad, and higher click-through intention than static ads. Furthermore, an individual’s product involvement moderates the effects of animated banner advertising on recall, Aad, and click-through intention. However, the study does not provide solid evidence of the feasibility of the traditional hierarchical model (Cognition -> Affect -> Behavior) in the online banner advertising environment. Several implications and limitations of these results are discussed, and future research is suggested.
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.
Copyright © 1986 Academic Press Inc. Published by Elsevier Inc. All rights reserved.
The concept of flow has become increasingly relevant in the field of online navigation and specifically in explaining consumer behaviour in electronic markets. Not only can it be used to characterize the user’s interactive relationship with virtual environments, but it can also have a positive and desirable impact on the individuals’ consumption experiences and also on the performance of the companies’ websites which induce flow state in their customers. The purpose of this conceptual article is to analyse in-depth the concept of flow and elucidate its relevance to the context of online consumer behaviour. It contains a comprehensive and critical analysis of the literature and highlights the potential for businesses to generate flow experiences in their online environments. It also identifies the ambiguities and inconsistencies regarding the conceptualisation and operationalisation of flow in online commercial websites. Finally, we stress the importance of conducting further research in this area, with particular focus on the role of flow within the prevailing social web context.
The conceptualization of the Personal Involvement Inventory was a context-free measure applicable to involvement with products, with advertisements, and with purchase situations. The empirical work to develop this measure was mainly validated with respect to product categories. This paper extends the construct validation of the PII to involvement with advertisements and also demonstrates that the PII may be reliably reduced from twenty items to ten items. There is some indication the revised PII may then be broken into two subscales representing a cognitive and affective grouping.
Even though a tremendous adoption growth-triggered by the increased broadband connections to Internet user homes- has occurred since 2001 , little is known regarding who the early adopters may be, the reasons why they adopt webcasting and what types of content will be most viable for adoption. This study examined the potential factors that could help predict webcasting adoption. In particular, it utilized several theoretical elements to explore audience interest in adopting broadcast video streaming via webcasting. It also assessed user interests in accessing' local webcast programming. A national sample of 454 Internet users was interviewed in a telephone survey. Study results provided strong support for the proposed theoretical framework that integrated the theories of technology fluidity, adopter innovativeness, and media substitution.
This article builds on job characteristics and optimal flow theory to describe the experience of individuals using computers in the workplace. A model was developed and tested with linear structural relationship modeling (LISREL) with data from 149 professionals employed in a variety of organizations. Flow, which is characterized by intense concentration and enjoyment, was found to be significantly linked with exploratory use behavior, which in turn was linked to extent of computer use. Flow was itself determined by the individual's sense of being in control and the level of challenge perceived in using computers. Perceived control was more important for individuals with high task-scope jobs, that is, jobs with high variety, identity, autonomy, and feedback. Challenge played a greater role for low task-scope individuals. Practical and theoretical implications of the model are discussed, and suggestions for further research are offered.
In Exp I, 183 undergraduates read a persuasive message from a likable or unlikable communicator who presented 6 or 2 arguments on 1 of 2 topics. High involvement (HI) Ss anticipated discussing the message topic at a future experimental session, whereas low-involvement (LI) Ss anticipated discussing a different topic. For HI Ss, opinion change was significantly greater given 6 arguments but was unaffected by communicator likability. For LI Ss, opinion change was significantly greater given a likable communicator but was unaffected by the argument's manipulation. In Exp II with 80 similar Ss, HI Ss showed slightly greater opinion change when exposed to 5 arguments from an unlikable (vs 1 argument from a likable) communicator, whereas LI Ss exhibited significantly greater persuasion in response to 1 argument from a likable (vs 5 arguments from an unlikable) communicator. Findings support the idea that HI leads message recipients to employ a systematic information processing strategy in which message-based cognitions mediate persuasion, whereas LI leads recipients to use a heuristic processing strategy in which simple decision rules mediate persuasion. Support was also obtained for the hypothesis that content- vs source-mediated opinion change would result in greater persistence. (37 ref) (PsycINFO Database Record (c) 2004 APA, all rights reserved)
In the evolving research arena of mediated communication technology adoption and uses, one of the most valuable developments involves the increased integration of distinct communication research traditions. This emerging fusion presents an unprecedented opportunity for communication researchers to share, confer, and challenge the “native” tradition that each has followed. This article proposes an integrated research model and explains how it can serve as the basis for mediated communication technology adoption research. In particular, this proposed model is intended to provide a research framework for studying the factors that help shape adoption decisions of various communication technologies and the potential impact of technology adoption on the social system, audiences, and use patterns.
Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.
Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.
Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.
In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.
Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.
Several authors have suggested that the concept of flow is useful for understanding consumer behaviour in computer-mediated environments. Previous Internet flow research has used self-completion questionnaires. This research uses focus groups to facilitate the identification and discussion of respondents’ Internet experience. Explores respondents’ awareness and experience of flow. Finds that half of the respondents recognised Internet flow experience and that Internet flow seems to prolong Internet and Web site usage. Identifies several factors that promote or inhibit Internet flow. These factors may help practitioners design Web sites that stimulate flow and encourage users to stay on the site.
Advances in information technologies today have created rich forms of reality to engage consumers. This study examines the effects of augmented realism and technology fluidity of augmented reality (AR) applications on consumer decision-making. A posttest-only between-group experiment was conducted in a laboratory setting to enable the completion of a simulated product-evaluation task via a web-based AR system, a mobile-app based AR system and a non-AR marketing device. Findings demonstrated that augmented realism and technology fluidity strongly influenced consumers’ flow experience, which led to cognitive and affective responses toward the brand and/or the AR-interface medium, in addition to increased purchase intention. The four sub-dimensions of flow also helped explicate the relationships between immersive shopping experience and cognitive, affective and behavioral outcomes. The study contributes to theory building in AR-based immersive and online marketing research.
Purpose
This study aims to identify key motivation factors for consumers’ social search and examine the role of flow in the process. This study assessed how content quality (i.e. visual aesthetics, textual information and timeliness) and system quality (i.e., intuitiveness and interactivity) influence flow experience. Additionally, this study tested how mental simulation and ease of task mediate this process and examined how the flow experience leads to purchase intention.
Design/methodology/approach
An online survey via Amazon MTurk was performed using the general consumer population in the USA. Structural equation modeling (SEM) was conducted to test proposed hypotheses.
Findings
Visual aesthetics, text information, intuitiveness and interactivity were found to increase consumers’ flow experience in social search on Instagram. The timeliness of information was not a significant predictor of flow experience. Additional analyses demonstrated the mediating role of mental simulation and perceived ease of task mediate in flow experience, ultimately leading to increased purchase intention.
Practical implications
The concept of flow should be taken into consideration in a setting of social media marketing. To create holistic consumption experiences, social media strategy should promote seamless information search by increasing both the content (i.e. visual aesthetics and text information) and system (i.e. intuitiveness and interactivity) quality.
Originality/value
This study expands the theory of flow by applying it to the social search process in social media. Mental simulation and perceived ease of task are distinctively recognized as essential factors for flow experience on Instagram.
Purpose
An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using social media in general influence their potential brand–consumer interactions and the following branding outcomes. To examine this, this study selected Facebook as the social media platform and Nike as the brand to conduct an online survey experiment to examine the effects of social media usage motives on consumers’ interactions with the brand in social media.
Design/methodology/approach
An online survey experiment using Nike’s Facebook page as the stimuli was conducted to analyze the interactions between consumers and a specific brand’s social media page in a natural setting. Data were collected in the USA via Amazon’s Mechanical Turk (MTurk).
Findings
This study demonstrated that brand–consumer interactions, both content-consumption and content-contribution intentions, can be fostered by certain motives of using social media: information-seeking and self-identity. This study also suggested that content-consumption behavior has significant associations with consumers’ positive attitudes toward the brand’s social media pages, while content-contribution behavior does not show significant effects.
Originality/value
This study provides new insights about how consumers’ general motives of social media usage influence their intentions to interact with the brand in social media from two levels (i.e. content-consumption and content-contribution).
Purpose
Sponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate information on social media ads affects how consumers perceive them. It also investigates whether an ad's evaluation metrics on Twitter (e.g. number of likes/comments) influence its persuasiveness and consumers' behavioral intentions towards the sponsoring company. Underlying cognitive and affective mechanisms through which sponsored content operates are also investigated.
Design/methodology/approach
A 2 (corporate credibility: low vs high) by 2 (bandwagon cues: low vs high) between-subjects experiment was conducted.
Findings
The findings showed that corporate credibility and bandwagon cues can influence social media ad effectiveness. Sponsored content from high-credibility companies – evoked more favorable attitudes and behavioral intentions – is perceived as less intrusive, and elicits less anger than equivalent posts from low-credibility companies. Furthermore, it was found that bandwagon cues work via different pathways. For high-credibility corporations, a high number of bandwagon cues improved ad persuasiveness by mitigating consumers' anger towards intrusive sponsored content. Conversely, for low-credibility corporations high bandwagon cues enhanced ad persuasiveness, and this triggered more positive attitudes towards it.
Originality/value
This paper is the first to test corporate credibility and bandwagon effects in social media ads, while also exploring consumers' cognitive and affective responses to sponsored content. Implications for how companies with varying popularity levels should promote products on social media are discussed.
Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer response towards the advertisement(ad). In this setting, the study analyzes the role of media interactivity and the effects it has on the reaction of customers towards the social media ad. Further, the study also introduces the conditional role of message relevant aspects, such as message vividness and anthropomorphism, and examines the intervening role of flow experience. Results from a between-subjects study indicate that interactivity hurts the consumer ad reactions. It also suggests that the right use of message relevant aspects can mitigate these adverse effects. Thus, the study makes a significant contribution to the literature and practice regarding the effects of social media interactivity which is relatively recent and has been overlooked by past researchers.
This research examines customer engagement in social media (CESM) using a meta-analytic model of 814 effect sizes across 97 studies involving 161,059 respondents. Findings reveal that customer engagement is driven by satisfaction, positive emotions, and trust, but not by commitment. Satisfaction is a stronger predictor of customer engagement in high (vs. low) convenience, B2B (vs. B2C), and Twitter (vs. Facebook and Blogs). Twitter appears twice as likely as other social media platforms to improve customer engagement via satisfaction and positive emotions. Customer engagement is also found to have substantial value for companies, directly impacting firm performance, behavioral intention, and word-of-mouth. Moreover, hedonic consumption yields nearly three times stronger customer engagement to firm performance effects vis-à-vis utilitarian consumption. However, contrary to conventional managerial wisdom, word-of-mouth does not improve firm performance nor does it mediate customer engagement effects on firm performance. Contributions to customer engagement theory, including an embellishment of the customer engagement mechanics definition, and practical implications for managers are discussed.
Integrating the persuasion knowledge model (PKM) and privacy calculus model (PCM), this study examines how adolescents’ persuasion knowledge and benefit-risk assessment of social media newsfeed advertising (SMNA) influences their coping responses. An online survey of 305 Facebook users aged 13 or older in the U.S. shows that adolescents’ persuasion knowledge of SMNA has a positive impact on their benefit assessment (message relevance), but not on risk assessment (privacy risk). Furthermore, adolescents’ benefit-risk assessment has an effect on their scepticism toward SMNA, which in turn leads to information disclosure on Facebook. Theoretical and managerial implications of the findings and directions for future research are discussed.
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This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.
Design/methodology/approach
Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.
Findings
The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.
Research limitations/implications
The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.
This study explored how product type and featured spokesperson affected (a) perceived congruence between a native ad and a social media platform and (b) level of acceptance of the native ad and, in turn, how congruence and acceptance influenced advertising outcomes. The findings revealed that congruence and acceptance positively influence attitude toward the ad, attitude toward the brand, purchase intention, and intention to engage in social media activity. Furthermore, the results showed that the native ad for a self-expressive product that featured a layperson generated the highest levels of congruency. This study also found that perceived congruence between product type and spokesperson moderated the effect of product type on advertising acceptance.
Although atmospherics and flow experience are widely studied, the relationship between online store atmospheric cues and flow experience has received a little attention. Furthermore, there is a lack of published results about the role of atmospheric color in creating flow. Using the Stimulus – Organism – Response model and the theory of optimal experience of flow, this study investigated the impact of online store background color on the achievement of flow and its effects on online consumer behavior. In this study, an online experiment was conducted to investigate the effects of a warm hue – yellow versus a cool hue – blue of the background and used a self-administered online survey for data collection. The results underscore the important role online store color plays in creating the flow experience and revealed that blue hue induces more flow than yellow. The two dimensions of flow (perceived enjoyment and concentration) have direct and mediating effects on purchase intention and revisit intention. Concentration, but not enjoyment, has direct and mediating effects on the number of viewed pages and time spent per visit. This research enhances our understanding of the relationship between online store atmospheric color and flow and highlights the role of flow as an extension of SOR model applied online. Other theoretical and managerial implications of the results are discussed. Finally, suggestions regarding future research are presented.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Purpose
The purpose of this paper is to examine the effects of interactive and social features on users' online experiences and their purchase intention of virtual goods from a social network site.
Design/methodology/approach
A banner with a hyperlink that connected to the author's web survey was posted on the homepage of Facebook. Of the 258 responses returned, 176 were fully completed. Measurement items were adapted from previous literature. Structural equation modeling (SEM) was used to evaluate the research model and hypotheses testing.
Findings
The results of an empirical study supported the use of the stimuli‐organism‐response (S‐O‐R) model in a social networking site and showed how environmental features should be incorporated to enhance users' online experiences and purchase intentions. Specifically, social identity showed the strongest influence on involvement and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement.
Practical implications
The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences should not be ignored. The author suggests online games or apps. Additionally, platform providers should advance social identity features that show a strong positive impact on users' online experiences.
Originality/value
With the proliferation of online social gaming, there is growing evidence for virtual goods consumption; however, relatively few studies have discussed this phenomenon. This paper draws on hypotheses from environmental psychology; specifically, users' intentions to purchase are modeled on user responses to the online stimuli of a Web platform and the online experience that such an environment elicits.
Heightened interactivity and excitement characterize much of our online browsing, especially when it involves shopping on e-commerce websites. Interactivity is said to affect users' engagement with the website by expanding their perceptual bandwidth (Sundar, 2007), much like the effect of optimal physiological arousal on cognitive functioning (Kahneman, 1973). We examine the direct and combinatory effects of interactivity and arousal on consumers' engagement, attitudes, and behavioral intentions in an e-commerce website through a 3 (interactivity: low, medium, high) x 3 (arousal: control, low, high) between-participants experiment (N = 186). Higher levels of interactivity were found to generate more favorable attitudes and behavioral intentions toward both the website and the product. Interactivity and arousal differed in their effects on various aspects of website engagement. The study also identified several mediators explicating the theoretical mechanism underlying the influence of interactivity on purchase likelihood.
Currently, lots of enterprises widely use social network site for marketing campaigns, however, there are still limited literature in the related fields. This study investigated the determinant factors for the successful implementation of Facebook marketing by enterprises. Using the marketing communication model developed by Hoffman & Novak [20] as well as source credibility, social ties, consumer value and the involvement theory, this study tested the impact transferring messages through media on the message receiver's decision-making behavior. A total of 256 smart phone Facebookers were selected as research samples, and the hypotheses was tested using regression analysis. The research findings suggested that advertising messages provided by close friends only affect consumer brand attitudes, but advertising messages provided by commercial sources affect both consumer brand attitudes and purchasing intentions. Utilitarian and recreational advertising messages affect consumer advertising attitude, brand attitudes, purchasing intentions and involvement. Lastly, consumer involvement partially mediates the effects of utilitarian advertising and recreational advertising on advertising attitude, brand attitudes and purchasing intentions.
Outlines how measures of the basic dimensions of the Foote, Cone, and Belding (FCB) grid were developed and the statistical reliability and validity of specific measures. The FCB is a planning model for advertising in which purchase decisions can be classified. High involvement/thinking, high involvement/feeling, low involvement/thinking, and low involvement/feeling are quadrants in the grid. The authors present data on 6 studies testing the FCB with major changes in the measures using different methods of data collection. It is suggested that comprehensive profiles of involvement, thinking, and the components of feeling for a number of purchase decisions are needed and there is a need to validate the grid against actual behavior. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Flow is a state of peak enjoyment, energetic focus, and creative concentration experienced by people engaged in adult play, which has become the basis of a highly creative approach to living. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This article examines the adequacy of the “rules of thumb” conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice. Using a 2‐index presentation strategy, which includes using the maximum likelihood (ML)‐based standardized root mean squared residual (SRMR) and supplementing it with either Tucker‐Lewis Index (TLI), Bollen's (1989) Fit Index (BL89), Relative Noncentrality Index (RNI), Comparative Fit Index (CFI), Gamma Hat, McDonald's Centrality Index (Mc), or root mean squared error of approximation (RMSEA), various combinations of cutoff values from selected ranges of cutoff criteria for the ML‐based SRMR and a given supplemental fit index were used to calculate rejection rates for various types of true‐population and misspecified models; that is, models with misspecified factor covariance(s) and models with misspecified factor loading(s). The results suggest that, for the ML method, a cutoff value close to .95 for TLI, BL89, CFI, RNI, and Gamma Hat; a cutoff value close to .90 for Mc; a cutoff value close to .08 for SRMR; and a cutoff value close to .06 for RMSEA are needed before we can conclude that there is a relatively good fit between the hypothesized model and the observed data. Furthermore, the 2‐index presentation strategy is required to reject reasonable proportions of various types of true‐population and misspecified models. Finally, using the proposed cutoff criteria, the ML‐based TLI, Mc, and RMSEA tend to overreject true‐population models at small sample size and thus are less preferable when sample size is small.
To shed further light on the correlation between consumer product involvement and consumer product knowledge, the authors examined such correlation by treating product type and product knowledge type as moderating variables. The results show that the correlation between a consumer's product involvement and objective product knowledge is higher in a utilitarian product than in a hedonic product. On the contrary, the correlation between a consumer's product involvement and subjective product knowledge is higher in a hedonic product than in a utilitarian product. The implications of these results are discussed. © 2003 Wiley Periodicals, Inc.
Can websites be designed to be both utilitarian and hedonic? This article approaches this question by identifying Web attributes, their direct impacts on experiential flow, and their direct and indirect impacts on the utilitarian and hedonic aspects of Web performance. The results presented here support the proposal that, as an information-laden medium, a successful website must be able to use its attributes to satisfy both the information and entertainment needs of users.
Past research on playfulness in human—computer interactions has demonstrated that computers can encourage playfulness and that playfulness can have positive and negative work-related consequences. Thus, playfulness in human—computer interactions represents a potentially important topic for information systems research. This article first defines playfulness in human-computer interactions in terms of Csikszentmihalyi's (1975) flow theory and explores the dimensionality of the flow construct. Second, it reports the results of two studies conducted to investigate the factor structure and correlates of flow in human-computer interactions. Finally, implications are discussed.
This research was the first attempt to empirically evaluate visitors’ experience while browsing a Web site. A flow model was proposed and tested with the structural equation modeling method. It was found that in the context of human–computer interactions while browsing a Web site, flow experience was characterized by time distortion, enjoyment, and telepresence. There was adequate evidence to conclude that the interrelationships among elements of a Web site were closely related to people's flow experience. This research also found that flow experience while browsing a Web site influenced a number of important outcomes that are typically expected by Web site developers. First, when people are in a state of flow they tend to learn more about the content presented in the Web site. Second, the increased learning leads to changes of attitude and behavior, including taking positive actions.
The correlations between positive affects and flow symptoms on the Web are analyzed in an attempt to increase our understanding of the positive aspects of Web users’ on-line behaviors. The digital version of the experience sampling method was employed to collect situated data from 233 Web users with a pop-up questionnaire on subjects’ Web browsers. This study concludes: (1) Web users are more likely to experience positive moods on the Web; (2) positivity of affects and enjoyable feelings are consequences of flow; (3) three factors underlying Web users’ flow experiences labeled as antecedents, experiences, and consequences represent the process that an individual could experience during his/her engagement on the Web. Findings in this study provide insights into Web users’ internal behaviors and the process of approaching optimal flow experience. In addition, the on-line experience sampling method was proven to be a useful and practical data collection tool.
This paper investigates a structure of commercial Web sites, and then attempts to analyse various patterns that emerge which may be of future use as a guideline to businesses that intend establishing a Web presence. Key to the understanding of these patterns is a clearer grasp of the implications of human interaction with the new medium. The focus is on an experiential construct, namely flow, and how this might vary by Web site, and on using this to begin to unravel the secrets of good commercial Web site design and its implications for business.
In this study, we consider the online consumer as both a shopper and a computer user. We test constructs from information systems (Technology Acceptance Model), marketing (Consumer Behavior), and psychology (Flow and Environmental Psychology) in an integrated theoretical framework of online consumer behavior. Specifically, we examine how emotional and cognitive responses to visiting a Web-based store for the first time can influence online consumers' intention to return and their likelihood to make unplanned purchases. The instrumentation shows reasonably good measurement properties and the constructs are validated as a nomological network.
A questionnaire-based empirical study is used to test this nomological network. Results confirm the double identity of the online consumer as a shopper and a computer user because both shopping enjoyment and perceived usefulness of the site strongly predict intention to return. Our results on unplanned purchases are not conclusive. We also test some individual and Web site factors that can affect the consumer's emotional and cognitive responses. Product involvement, Web skills, challenges, and use of value-added search mechanisms all have a significant impact on the Web consumer. The study provides a more rounded, albeit partial, view of the online consumer and is a significant steptowards a better understanding of consumer behavior on the Web. The validated metrics should be of use to researchers and practitioners alike.
