Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological components–personal, tension release, and social–that are derived from the Uses and Gratifications theoretical perspective. Data were collected through stratified probability sampling of 428 social media users using a web-based questionnaire. They were selected because they spend a significant amount of time on social media sites, at least on Facebook, Twitter, YouTube, LinkedIn, and Instagram. Based on hierarchical multiblock PLS analysis, the results confirmed that social media utilization is affected by three key component psychological factors. All of these factors play a significant part in influencing user attitude toward utilizing social media. The findings are believed to increase understanding, especially for user-experience designers (UXD) concerning venues that can be used for direct targeting in designing social media marketing. The implications and recommendations for future research are discussed

Aceptacion de la publicidad a través de altavoces inteligentes

Purpose: The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers. Design/methodology/approach: A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results. Findings: The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness. Originality/value: This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.info:eu-repo/semantics/publishedVersio

Cultural and religiosity drivers and satisfaction outcomes of consumer perceived deception in online shopping

Purpose – The purpose of this paper is to develop and test a model that focuses on the cultural and religiosity drivers and satisfaction outcomes of consumer perceptions about online retailers’ deceptive practices. It specifically investigates: the role of cultural orientation and religiosity in forming consumer ethical ideology; the link between the consumer’s ethical ideology and his/her perceptions regarding the deceptive practices of online retailers; and the effect of perceived deception on consumer satisfaction. Design/methodology/approach – The paper is based on a quantitative survey conducted among 468 Egyptian consumers aged 18 and above. These were measured on a five-point Likert scale. To test the hypothesized relationships among the constructs of the model, structural equation modelling was employed. Findings – The study confirmed that power distance, uncertainty avoidance, and religiosity are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with consumer perceived deception, while egoism was found to negatively affect consumer perceived deception. Finally, it was revealed that the perceptions of consumer about the deceptive practices of online retailing decrease consumer satisfaction. Originality/value – This research puts together in a single model both antecedents and outcomes of the perceptions of consumer about the deceptive practices of online retailing; concurrently examines the role of cultural orientation, religiosity, and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whole; and provides useful examination of the effects of perceived deception on consumer satisfaction

Antecedents and consequences of female consumer's attitude and lifestyle in facial care market

Evaluation of ethical marketing practices of businesses from a consumer perspective has often been prescribed as an international research direction, more particularly for the developing economies. In accordance with the above, this consumer study based in Malaysia investigated the antecedents and consequences of consumer attitude towards ethical marketing practices of firms depicted by product fairness, price fairness, and fairness aspects of marketing communications and channels of distribution in the facial care sector. Moderating influences of consumer lifestyle and demography were also taken into consideration in order to describe the scenario with enhanced precision and possibilities. The model under study was developed using the proven predictive power of the theory of planned behavior supported with the consumer decision process model. Relying on a survey research design, and following a rigorous multi stage sampling method, 483 female consumers falling within 15 years and above age range were surveyed from different parts of Malaysia. Descriptive analysis was done using SPSS, and inferential analysis using SmartPLS software, a variance based structural equations modeling tool. The findings revealed that product fairness, marketing communications, price fairness, and channels of distribution possess significant positive relationship with consumer attitude which further significantly predicts behavioral intention. Social factors and perceived behavioral control too were seen to predict behavioral intention which was further seen to influence the actual behavior of consumers. Consumer lifestyle as a whole, reflected through self-confidence, health consciousness, family orientation, religiosity, and women role and perception was found to have no moderation effect on the consumer attitude and behavioral intention relationship. The results of multi group analysis revealed that income of consumers exerts no moderation effect whereas education moderates the relationship of marketing communications, price fairness, and channels of distribution taken with consumer attitude. As Malaysian consumers exhibit serious concern towards ethical marketing practices of firms, it is recommended to the managers that they ensure fairness in their offerings, pricing, marketing communications and the way they make the products available to the consumers. Also, the policy makers are suggested to focus on creating awareness regarding the growing significance of ethical aspects, in addition to instituting desirable regulation