Culture and Social Media

博士(文学)神戸市外国語大

Cognitive and Affective Consequences of Two Types of Incongruent Advertising

In this study, Heckler & Childers' (1992) two-dimensional conceptualization of incongruity is employed and related to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for the product concerned from the ad schema or to brand-related expectations from the brand schema. If an ad is incongruent with the brand schema, consumer responses to incongruity do not only reflect expectancy of the ad, but also involve determining relevancy to the brand, consistent with the two-dimensional conceptualization of incongruity. However, if an ad is incongruent with the ad schema consumers will only react to the expectancy dimension of incongruity. Therefore, these two types of incongruity have different consequences in terms of consumer evaluation, processing and categorization. We find that incongruity with the ad schema mainly has affective consequences. Ads that are incongruent with the ad schema lead to more arousal and consequently more favorable ad evaluations than ads that are congruent with the ad schema. Incongruity with the brand schema has predominantly cognitive consequences. Ads that are incongruent with the brand schema lead to more extensive processing than ads that are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising information

Shake Your Stakeholder: Firms Leading Engagement to Cocreate Sustainable Value

© The Author(s) 2017. While most extant scholarship has focused on how stakeholders influence firms, we propose that firms play a critical role in “shaking” stakeholders. Shaking stakeholders means to proactively initiate cooperation with those affected by a firm to alter awareness, behavior, and networks so as to catalyze change in society and the marketplace to reward cocreated innovations in core operations of the firm that improve social and environmental impacts. Two previously underappreciated aspects of stakeholder relations are highlighted. First, the firm can be the entity that leads engagement that shakes stakeholders out of complacency. Second, firms can catalyze collaborative relationships to cocreate sustainable value that is shared with stakeholders. We offer several cases to illustrate this strategy. While stakeholder shaking may be useful in any business environment, global ecological crises, societal problems, and governance failures heighten the need for firms to take action to bring about profound and systemic changes

Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM

Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the consumer motivations to use digital voice assistants and their effect on the purchase intentions of online fashion shoppers are unexplored. To bridge this literature gap, this study presents a unique theoretical model grounded in the consumer innovativeness concept, broaden-and-built theory, and stimulus-organism-response model to explore the effect of motivated consumer innovativeness to use digital voice assistants on purchase intention and awe experience of online shoppers. The study used data collected from 538 users of digital voice assistants for online shopping of fashion products. Structural equation modeling analysis revealed that the functional, hedonic, social, and cognitive motivated consumer innovativeness for using voice assistants affects purchase intention and awe experience. Further, the awe experience mediates the relationship between motivated consumer innovativeness and purchase intention; and electronic word-of-mouth mediates the relationship between awe experience and purchase intention. The study theoretically contributes to the extant literature on consumer innovativeness, AI-based voice assistants, and fashion shopping. The findings offer insights to fashion retailers for improved use of voice assistants by online shoppers

Emerging Adults' Views on Masspersonal Self-Disclosure and their Bridging Social Capital on Facebook

Masspersonal self-disclosure on social network sites entails new risks and benefits for bridging social capital, defined as social resources such as a connection to and investment in large and heterogeneous collectives, which are important to develop during the transition to adulthood in democratic societies. To better understand motivations and social capital consequences of masspersonal self-disclosure among emerging adults, this mixed-method study examined how U.S. college students view various topics of masspersonal self-disclosure and whether values embedded in their views contributed to their perceived bridging social capital, after accounting for their Facebook use and the diversity of their networks. A total of 208 (110 women, 95 men, 3 non-binary, Mage = 20.28) students completed online questionnaires while referring to their Facebook profiles. Qualitative analyses showed how valuing self-expression, alongside other-focused values, informed participants’ decision-making about masspersonal self-disclosure. Quantitative results showed that valuing self-expression more frequently across topics of self-disclosure predicted bridging social capital; however, the use of Facebook privacy controls and indicators of ethnic and political diversity in students’ networks did not. We discuss the importance of values in understanding emerging adults’ behaviors on social network sites, their generation of bridging social capital, and civic identity development

Measuring the Influence and Intensity of Customer’s Sentiments in Facebook and Twitter

Organisations these days are actively using social media platforms to engage with potential and existing customers and monitor what they say about the organisation’s product or service. The most important area within social media monitoring lies in how to gain insight for sentiment analysis. Sentiment analysis helps in effective evaluation of customer’s sentiments in real time and takes on a special meaning in the context of online social networks like Twitter and Facebook, which collectively represent the largest online forum available for public opinion. Sentiment Analysis is not about retrieving and analyzing the analytics purely on the basis of positive, negative or neutral sentiment. It is imperative to assess the influencers of the sentiments in terms of Retweet and Share option used by them on Twitter and Facebook platform respectively. Measuring the intensity is other important aspect of sentiment analysis process. What kind of nouns, adjectives, verbs and adverbs are used in the opinion across the Twitter and Facebook platform matters as well since it exhibits the intensity of the underlying emotion in the text written. This study was conducted to propose a framework to identify and analyse the positive and negative sentiments present in Twitter and Facebook platforms and an algorithm was prepared to measure the intensity and influence of the positive, negative sentiment in particular using the document and sentence level analysis technique

The impact of supplier corporate social irresponsibility on MNEs sales performances: a consumer approach

In the early 1990s, MNEs came under public scrutiny for their irresponsible sourcing practices, after revelations that their supplier’s workers in developing countries were working under exploitative conditions. Nevertheless, irresponsible behaviour and poor working conditions in global supply chains remain contemporary issues in developing countries. Managing corporate social responsibility issues in global supply chain is an important area of research. However, research has mainly focused on the business case for CSR: determining the positive impact CSR initiatives may have on corporate performances. Contrary to the business case for CSR, this master’s thesis assumes that there is a negative relationship between supplier CSI and MNEs sales performances. The literature review of this thesis is mainly built around the corporate social responsibility literature and the attribution theory literature. The research model and related hypothesis are derived from previous research in those fields. The empirical data was collected in spring 2017 through an online self-administered vignette-based experiment survey. Walloon consumers were set as the studied population. The data collection resulted in 202 observations for each vignette. The empirical data was analysed with descriptive statistics and factor analysis and the examination of the relationships derived from the research model is done by means of structural equation modeling. In studying how consumers react to supply chain incidents and how supply chain incidents impact sales of MNEs, I find that consumers negatively react to supply chain incidents caused by irresponsible suppliers and consumers negative reactions deteriorate sales of MNEs through boycott. Those findings contribute to existing international business research by demonstrating that contrary to the business case for CSR there is a negative relationship between supplier CSI and MNEs sales performances because understanding what factors impact sales performances of MNEs and whether consumers can affect MNEs sales is key to incite MNEs to address their suppliers’ irresponsible behaviour and to eliminate CSI behaviour from supply chains. This would therefore resolve supply chain social issues and improve working conditions in supply chains. Additionally, those findings have managerial implications. Indeed, supplier CSI negative impact on MNEs sales suggest a fundamental revision of offshoring advantages and disadvantages. This paper suggest that captive offshoring is most fitted to address consumer negative reaction to supply chain incidents and related sales decrease while maintaining most of the advantages derived from offshorin