How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination

Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free gifts on social media contributes to building heritage brand equity. To pursue this research aim, a quasi-experimental study was designed and carried out among online users, based on two promotional stimuli (discount vs. free gift). The findings suggest that gifts perform better in terms of increasing brand equity, except where the user presents a high level of sales promotion-proneness, in which case promotional discounts are more effective.Campus of International Excellence BioTic Granada 20F12/43Spanish National Research Programme (R+D+i Research Project) ECO201788458-

Comparación cross-cultural de las relaciones entre el riesgo percibido online, la usabilidad percibida y la satisfacción hacia un destino turístico

The purpose of this paper is to empirically analyze the influence of culture on the relationships among perceived risk, perceived usability and satisfaction online, in two cultures: Spain (high uncertainty avoidance and low individualism) and the United Kingdom (low uncertainty avoidance and high individualism). The sample comprised 314 Internet users, 119 of whom were Spanish and 195 British. They were asked to browse the experimental website of a fictitious tourist destination. The findings indicated that there are significant differences between the direct influence of perceived risk on perceived usability and also the indirect relationship between perceived risk and satisfaction online during browsing of the tourist website, and that these differences are moderated by the uncertainty avoidance dimension.El propósito de este trabajo es analizar empíricamente la influencia de la cultura sobre la relación entre el riesgo percibido, la usabilidad y la satisfacción percibida online, entre dos culturas: España (Alto control de incertidumbre y bajo el individualismo) y del Reino Unido (Bajo control de incertidumbre y alto individualismo). La muestra estaba compuesta por 314 usuarios de Internet. De ellos, 119 eran españoles y 195 británicos. Se les pidió que navegar por un sitio web de un destino turístico ficticio. Los resultados indicaron que existen diferencias significativas entre la influencia directa del riesgo percibido en la usabilidad percibida y también la relación indirecta entre el riesgo percibido y la satisfacción en línea durante la navegación por la página web de turismo, y que estas diferencias estaban moderadas por la dimensión control de incertidumbre.The authors appreciate the financial help provided via a research project of group ADEMAR (University of Granada) under the auspices of the Andalusian Program for R&D, number P06-SEJ02170, and Research Program from the Faculty of Education and Humanities of Ceuta

¿Qué tipo de promoción de ventas online prefiere el usuario de aerolíneas? Análisis del efecto moderador del nivel de experiencia online

The aim of the present research is to assess which type of online promotional incentive (monetary or non-monetary) is the most effective at achieving purchase intention for airline tickets, depending on the user’s level of Internet experience (characterized as novice, moderate, or expert user). A Univariate General Linear Model is conducted, using data obtained from an experimental design with two levels: monetary online sales promotion and non-monetary online sales promotion. The findings indicate that in the case of acquiring an airline ticket online, monetary incentives are more appealing to novice Web users, while non-monetary incentives are preferred by expert users. The present study breaks new ground in that it examines, in the travel sector, the effectiveness of online sales promotions at prompting the individual to purchase online, in a comparative analysis based on online sales incentive type (monetary vs. non-monetary). The work contributes to the literature on the online travel sector by analyzing how the user’s level of Web experience affects the effectiveness of each type of online sales promotion.El objetivo de esta investigación es conocer qué tipo de incentivo promocional online (monetario o no monetario) es el más eficaz para incrementar la intención de compra de billetes aéreos, dependiendo del nivel de experiencia con Internet que presente el usuario (novel, moderado o experto). A través de un Modelo Lineal General Univariante se analizan los datos obtenidos en un diseño experimental de dos niveles: Promoción de ventas online monetaria y no monetaria. Los hallazgos indican que en el caso de compra de billetes aéreos online, las promociones monetarias son más eficaces para los usuarios noveles, mientras que las no monetarias son preferidas por los usuarios expertos. El presente estudio profundiza en el conocimiento del efecto de las promociones de ventas online en el sector viajes analizando comparativamente su eficacia en función del tipo de incentivo ofrecido (monetario vs no monetario). A su vez, contribuye a la literatura sobre sector de los viajes online investigando como el nivel de experiencia de uso web afecta a la eficacia de cada tipo de promoción ofrecida

Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure

The COVID-19 pandemic has been a chance and a boost for those retailers that develop their online profile. This new context can raise privacy issues on the consumer side. For this reason, here we explore the determinants of online self-disclosure, and its relationship with customer care. We collected the data through an online survey (n = 426) and tested a variance-based structural equations model. The findings unriddle the role of perceived customer care as an antecedent of both perceived control and trust, the latter emerging as a key mediator of the impact of both perceived customer care and privacy concern on self-disclosure. Moreover, in line with previous studies, perceived control was found to be positively related with trust, and negatively with privacy concerns. According to the findings, we draw several managerial implications and suggest future research pathsThis work was supported by the Spanish Ministry of Sciences and Innovation under the grant PID 2021-125155NB-10

Building heritage brand equity through social media sales promotion: The role of Power Distance

This paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi-experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.Andalusian Program for R&D, Grant/AwardNumber: P20-0102

El papel de la promoción de ventas y la distancia de poder en la creación de valor de marca en redes sociales

En la actualidad, la mayoría de los internautas son seguidores de sus marcas en redes sociales, principalmente buscando recompensas y una mejora en la atención al cliente. Ante esta situación las empresas han incrementado el uso de promociones de ventas y gratificaciones que atraigan y mantengan a sus seguidores en redes sociales. Sin embargo, ambas variables son susceptibles de afectar al valor de marca por lo que cabe preguntarse cuál será su efecto sobre valor de la marca y si lo hará de igual forma independientemente de las características del usuario. Según la literatura, la cultura y en concreto la Distancia de Poder, puede moderar la relación entre los estímulos de marketing y la creación de valor de marca. Bajo estas premisas, el presente trabajo pretende llegar a conocer si la cultura y en concreto la Distancia de Poder del sujeto afecta a la influencia que los descuentos y los regalos en redes sociales tienen sobre el valor de marca.Nowadays, most internet users follow their brands through social networks, the main motivations being the achievement of rewards and a better customer service experience. To address this situation, many companies are increasingly using sales promotions and rewards to attract and retain consumers as followers of their social networks pages/profiles. Nevertheless, both variables are expected to affect brand equity, thus two issues need to be addressed: understanding how such variables influence brand equity and analysing whether the effect exerted is somehow influenced by user’s characteristics. The extant literature suggests that culture and, more specifically, power distance might moderate the relationship between marketing stimuli and brand equity building. With these premises in mind, this paper aims to look into the impact of users’ power distance on the influence exerted on brand equity by discounts delivered via social networks

Análisis cross-cultural de la aceptación de los sitios web

Internet se ha convertido en un medio global con lo que el diseño del sitio Web debería realizarse teniendo en cuenta las diferentes culturas que pueden acceder a ella. Aunque un sitio Web esté alojado en España, usuarios de todo el mundo puede navegar por él. La cultura podría tener una gran influencia en la efectividad de los esfuerzos de marketing en este nuevo medio. La usabilidad está relacionada con el diseño del sitio Web pero ¿percibirán diferentes culturas el mismo gr ado de usabilidad? La estructura de un sitio Web debería moderar las actitudes hacia éste y las intenciones de uso. Dos culturas diferentes, la española y la británica, han sido comparadas en este estudio, encontrando diferencias significativas en las dime nsiones culturales de Hofstede.Internet has become a global medium, so the Web site design should express the content for all cultures. Although a website can be hosted in Spain, users worldwide can surf on it. Culture could have a great influence on the effectiveness of marketing efforts in this new medium. The usability is related with the Web design but do different cultures perceived the same level of it? The Web site structure could moderate attitudes towards it and intentions to use it. Two different cultures, Spain and United Kingdom, are compared in this research, finding differences in Hofstede’s dimensions between Internet users and no-users in both countries. Control and risk perceived act in a different ways that another investigators found. And there isn’t significant differences in perceived usability, so it could be said that there is merging a virtual culture values that have to be studied

Factores culturales en el diseño de sitios Web

Internet has become a global medium, so the Web site design should express the content for all cultures. Although a website can be hosted in Spain, users worldwide can surf on it. Culture could have a great influence on the effectiveness of marketing efforts in this new medium. The usability is related with the Web design but do different cultures perceived the same level of it? The Web site structure could moderate attitudes towards it and intentions to use it. Two different cultures, Spain and United Kingdom, are compared in this research, finding differences in Hofstede’s dimensions between Internet users and no-users in both countries. Control and risk perceived act in a different ways that another investigators found. And there isn’t significant differences in perceived usability, so it could be said that there is merging a virtual culture values that have to be studied

Conversion of Residential Heating Systems from Fossil Fuels to Biofuels: A Cross-Cultural Analysis

This paper aims to analyse: (a) how the attitude towards renewable energy-based heating systems, pro-environmental behaviour and the perceived attributes of technology influence intention to convert residential heating systems from fossil fuels to biofuels, and (b) the moderating role of culture based on Hofstede’s individualism dimension. A total of 425 responses were collected from a panel of internet users from representative countries in three continents (the United States, the United Kingdom and South Africa); the data analysis was carried out using structural equation models in a multigroup analysis. The results showed that attitude towards renewable energy-based heating systems is influenced by environmental variables in the United States and the United Kingdom, and by the perceived attributes of clean residential heating systems in the United States and South Africa. Attitude, in turn, impacts on the intention to convert from fossil fuels to biofuels. In addition, individualism has a moderating effect between these variables and there are intercultural differences in the degree of importance attributed to them. The study concludes the use of these energy systems as drivers of environmentally-sustainable development.Spanish Ministry of Economy and Competitiveness ECO2012-3957

Predictores del interés hacia la información sobre promociones de ventas en internet

La experiencia de uso con la marca puede constituirse como una variable que influye en el comportamiento del individuo. En Internet, dicha influencia parece revelarse en términos de reducción de incertidumbre y a través de la simplificación de la toma de decisiones. Para ayudar a facilitar esa toma de decisiones las empresas han comenzado a utilizar la promoción de ventas como herramienta capaz de incitar al individuo a la adquisición de un producto en la Red al aportarle un motivo de compra. En el presente trabajo se ha pretendido analizar si la experiencia de uso con la marca es capaz de moderar la respuesta del individuo a los diferentes estímulos de marketing presentados online y, en concreto, si modera el impacto de las e-promociones en el internauta.The experience of use with the brand can be constituted like a variable that influences in the consumer behavior. In Internet, this influence appears in terms of reduction of uncertainty and through the simplification of the decision making. In order to help to facilitate this decision making the companies have begun to use the sales promotion as tool able to urge the consumer to the acquisition of a product in the Net because it giving to him/her a reason for purchase. In the present study we have been tried to analyze if the experience of use with the brand is able to moderate the consumer response to the different displayed stimuli of on-line marketing and, in particular, if it moderates the impact of the e-promotions in the internau