Social support, social capital and online community e-loyalty: an empirical study

Online communities, as an essential manifestation of online social relationships, sociality factors (including social support factors and social relationship factors, etc.) ought to facilitate the formation of community trust and community satisfaction. However, although the existing literature has explored the underlying mechanisms of online community trust and satisfaction formation, few studies implemented research from the integrated sociality perspectives. In this thesis, we integrate social capital theory and social support theory to consider social capital and social support as important antecedent social factors in forming community trust and community satisfaction, which influence users' trust and satisfaction in online communities. Community trust and satisfaction further promote community loyalty. Specifically, this thesis scrutinizes the influence of three levels of social support factors such as information support, emotional support, and human-computer network management support and three kinds of social capital such as structure, cognition, and relationship to online community trust and satisfaction. Based on the proposed research model, 430 online community users' survey data were collected through an empirical questionnaire and the research model was tested through the partial least squares structural equation model method. The results of the thesis suggest that social support factors, including information support, emotional support, and interpersonal network interaction support, and social capital factors including structural capital, relational capital, and cognitive capital significantly affect community users' loyalty not only directly but also indirectly through enhancing community users' trust and satisfaction. Thus, users' trust and satisfaction with the community are significant mediating variables.Nas comunidades online, como uma importante manifestação das relações sociais online, os fatores de socialidade (incluindo fatores de apoio social e fatores de relacionamento social) devem facilitar a formação de confiança e satisfação da comunidade. No entanto, embora a literatura existente tenha explorado os mecanismos subjacentes à formação da confiança e da satisfação da comunidade online, poucos estudos consideraram a perspectiva social de forma integrada. Nesta tese, integramos a teoria do capital social e a teoria do suporte social para considerar o capital social e o suporte social como importantes fatores sociais antecedentes na formação da confiança e satisfação da comunidade, que influenciam a confiança e a satisfação dos utilizadores em comunidades online. A confiança e a satisfação da comunidade promovem ainda mais a lealdade da comunidade. Especificamente, esta tese estuda a influência de três níveis de fatores de suporte social - suporte de informação, suporte emocional e suporte de gestão da relação homen-computador - e três tipos de capital social - estrutura, cognição e relacionamento - na confiança e satisfação da comunidade online. Com base no modelo de pesquisa proposto, 430 observações de utilizadores de comunidades online foram recolhidos através de um questionário. O modelo de pesquisa foi testado através de métodos de equação estruturais. Os resultados da tese relevam que fatores de suporte social, incluindo suporte de informação, suporte emocional e suporte de interação de rede interpessoal, e fatores de capital social, incluindo capital estrutural, capital relacional e capital cognitivo, afetam significativamente a lealdade dos utilizadores da comunidade, não apenas diretamente mas também indiretamente, aumentando a confiança e a satisfação dos utilizadores da comunidade; a confiança e a satisfação dos usuários com a comunidade são variáveis mediadoras importantes

A comparison of customer equity drivers between distributors and end-users : a case study of a high technology firm

In order to attract and satisfy customers, firms have switched their businesses from transactions to relationships models and the concept of product-oriented has been replaced by the customer-focused concept. This last concept considers customers as important assets for the firms and provides a basis to develop and implement effective strategies with a strong customer focus. Under this model, customer equity is seen as a valid measure established by the total customer lifetime value from the firm’s current and potential customers and base its concept on their relationship and the impact of three main equity drivers: value equity, brand equity and relationship equity. The objective of this thesis is to determine the similarities and differences of customer equity drivers between distributors and end-users. For this reason, this research was conducted using a qualitative content analysis on a case study, where distributors, end-users and company’s representatives from a high technology firm have been interviewed. The findings support the literature review that advocates the high importance of value equity drivers for distributors and end-users and the different level of importance of brand and relationship equity for distributors and end-users in the high technology sector. Therefore, this research provides theoretical and practical contributions to the field of international business by providing a clear differentiation of customer equity drivers in a distribution chain, that will facilitate a better allocation of a firm's resources, develop more effective marketing strategies and achieve a stronger customer advantage in the high technology sector

Social media usage, expectancy disconfirmation elements and university reputation

Malaysia is an educational hub and has an aim to attract 250,000 international students by 2025. However, increasing the enrolment of international students by itself is insufficient to compete with the international market. Universities also have to maintain their university reputation as this factor plays an important role to attract and retain students. To maintain university reputation, universities must provide good services and maintain a good relationship with the students. The advent of social media brings a drastic change in marketing strategies. This study has explored the usage of social media and application of expectancy disconfirmation elements on university reputation. Social media helps to create the expectations of students about foreign universities. Students make some perception about the selected foreign university and this perception may be positive or negative. If the students remain satisfied with the services provided by the university, there will be a chance of positive university reputation are created by the students. The population of the study was international postgraduate students of five public research universities of Malaysia. This research used the quantitative method with cross-sectional research design and have applied proportionate sampling technique to collect data from 320 international postgraduate students from public research universities of Malaysia. The Statistical Package for Social Science (SPSS) was utilized for data screening while the final analysis used Smart PLS for Structural Equation Modelling (SEM). The findings of the study indicated that there is a positive relationship between social media usage, student expectations, university performance, student satisfaction, student loyalty and university reputation. This study also proved that student loyalty mediates student satisfaction and university reputation. The current study contributed to the body of knowledge by enhancing literature of EDT and SOR by corroborating these theories with respect to the relationship between social media usage, expectancy disconfirmation elements and university reputation. Practically, this study helps policy makers of universities to promote international education by building student’s trust in their institutions. The results of this study suggest that university management should provide better services to students in order to maintain positive university reputation

Human-artificial intelligence engagement exploring the perspectives of users and tourism managers

The progress and sophistication of technological systems promise to accelerate the tourism sector, influencing business management at the commercial, human resources, and planning levels. The main objective of this thesis is to analyse the evolution of the literature on artificial intelligence and how it can be integrated with the constructs of engagement, intimate knowledge, authenticity, attachment, and psychological ownership. Several analyses were carried out to achieve the intended results. First, a comprehensive literature review was done, through the analysis of scientific articles, to understand the development of scientific research on artificial intelligence and user engagement. Secondly, a qualitative study was conducted to evaluate the impact of virtual assistants in the tourism industry, both at the organization and customer levels, using the thematic analysis method in structured interviews with top managers of the tourism sector. The results show that the benefits of using artificial intelligence outweigh the negative ones and will impact firm management. Finally, two quantitative studies were performed to analyse which factors influence customer engagement. The first study analyses the constructs of authenticity and attachment as motivators of engagement between tourists and virtual assistants, proving that these factors significantly influence the interaction between both. The second study investigates the communication between the virtual assistant and the user, emphasizing the importance of intimate knowledge, authenticity, and connection as psychological motivators. The results show that all three constructs significantly impact customer engagement with the virtual assistant

Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors

This thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to participate in the research, and structural equation modelling was conducted to test the proposed model. The results confirm that (1) activated persuasion knowledge negatively influences celebrity endorser’s perceived authenticity in covert social media marketing; (2) celebrity-brand congruity does not have a significant impact on the endorser’s perceived authenticity; (3) celebrity’s expertise positively influences the celebrity endorser’s perceived authenticity when endorsing products related to his or her area of expertise; (4) the celebrity’s perceived attractiveness has a positive impact on the celebrity’s perceived authenticity when endorsing attractiveness enhancing products covertly in social media; and (5) perceived authenticity of a celebrity endorser positively influences brand attitudes and, consequently, behavioural intentions. Both theoretical and managerial implications are drawn, suggesting directions for future studies

Factors influencing buying behavior of fashion clothing brands in Johor and Wilayah Persekutuan

This study has focused on the issues in buying behavior of consumers toward the fashion clothing brands, as in Malaysian society, the fashion clothing brands are facing very hard time. Many fashion clothing brands have ended up their business and closed their shops. Hence, this study has emphasized on determining the right information, issues, gap of knowledge by evaluating the influence of social advertising, individual factors and brand image on the buying behavior of consumers along with the mediating role of brand image towards the fashion clothing brands based on the theory of reasoned action and technology of acceptance model. The theory of reasoned action and TAM model were selected due to the suitability of theoretical consideration. This study has collected data through questionnaires based survey from the consumers of fashion clothing brands in the State Johor and the Wilayah Persekutuan in Malaysia. This study has selected a sample size of 129 respondents based on G-Power and applied convenience-sampling technique to collect data through mall intercepts approach. Initially, a pilot study was conducted to ensure the accuracy and reliability of questionnaire and then progressed towards main study. The collected data have analyzed using SPSS and structural equation modeling through smart partial least square. The findings have revealed a positive significant relationship of social advertising, individual factors, and brand image with the buying behavior of consumers toward the fashion clothing brands in the State Johor and Wilayah Persekutuan at Malaysia. The findings have also revealed a positive significant relationship of social advertising and individual factors with the brand image among consumers. In addition, the results have shown that brand image mediates the relationship between social advertising, individual factors and the buying behavior of consumers. The results of this study have interesting implications for marketing research. Firm can better understand the market trend and consumers buying behavior by developing two ways communication. Firm can also stabilize their consumers and build the brand image using social advertising, and can enhance their marketing intelligence by using these factors

Developing a Parasocial Relationship with Hotel Brands on Facebook: Will Millennials Differ from GenXers?

Facebook, particularly its brand page, is becoming one of the most powerful tool for relationship building and customer engagement for hospitality companies. As the social media marketing practices evolve in the hospitality industry, the industry starts to realize the importance of customer participation behaviors based on relationship quality rather than quantity of interactions and the rising significance of the Millennials generation. To respond to this trend, this study pursues an empirical investigation of the antecedents for consumer-hotel brand relationship on Facebook, and the potential differences between Millennials and non-Millennials, particularly the GenXers. It also examines the potential varying relational consequences on consumers\u27 online participation behaviors and brand loyalty between these two groups. More specifically, this study positions Facebook as an innovative communication medium, and applies the “parasocial relationship” framework in mediated communication literature as an overarching theoretical guide. Five social-media related factors are included to explain the psychological mechanisms of consumer’s parasocial relationship with brands: utilitarian benefits, hedonic benefits, perceived self-disclosure, perceived interactivity, and perceived information overload. This study also investigates the effects of parasocial relationship on Facebook users’ online participation behaviors with brands and their offline brand loyalty. The hypothesized model is tested with multi-group SEM modelling. Practical and theoretical implications are also discussed in the study

Antecedents of travellers' eWOM communication

Development of the internet and electronic media provide a convenient platform for travellers to instantly share their experiences. Known as electronic word-of-mouth (eWOM), it offers a powerful source of information and can also act as an effective marketing tool. Existing studies have focused on the conceptualisation and influences of eWOM communication, but limited attention has been given to the antecedents of it from the attitUdinal perspective within the tourism industry. This study aims to fulfil that gap. Data from international travellers having experience of eWOM communication was collected through online focus groups and survey questionnaire. Content analysis and structural equation modelling were employed for data analysis respectively. Based on the literature review and online focus group findings three key antecedents were identified, being: Adoption of Electronic Communication Technology, Motivation for eWOM Communication and Subjective Norm. Thereafter, a conceptual framework was proposed to bring these three antecedents together for the first time. This was empirically tested, particularly examining the influences of the overall attitude and behavioural intention of eWOM communication. Survey results showed that the overall attitude towards eWOM communication plays an important role in the understanding of the eWOM communication behaviour of travellers, serving as a mediator between antecedents and behavioural intention. From the theoretical perspective, this study fulfils the research gap through exploring the antecedents of eWOM communication from the attitudinal perspective. A new conceptual framework is therefore empirically validated providing the basis for replication within future studies. Through employing the Technology Acceptance Model, Functional Theory of Attitude, Subjective Norm and Consumer Attitude, this study contributes to extending those theories in the context of eWOM communication within the tourism industry. Regarding managerial implications, this research identifies the antecedents of eWOM communication behaviour of travellers, which could help practitioners stimu

Shut Up and Take My Money: Engaging Facebook Communities to Build the Brand Narrative

Social media is revolutionizing the way firms manage their brands. A broad variety of platforms provide businesses an opportunity to engage in bidirectional dialogue with their customers, the effect of which is to enhance the brand/consumer relationship. This paper contends that virtual brand communities of the type that form through social media have an important role to play in the development of a brand’s personality. Using a case study approach we demonstrate how one firm has adopted Facebook to provide their brand community with a voice which contributes to the development of the brand narrative. We find that by using well-crafted content the firm elicits the support of their community and that this interaction contributes to the development of the brand ethos