Would you mind your language, please? Consumer incivility on social media platforms

Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand community participation and examined the relationships of these two factors with social media brand trust. Two hundred and forty social media consumers who had witnessed the effect of consumer incivility on social media community platforms completed the study questionnaires. SPSS 23 and SmartPLS-SEM (v. 3.3.7) were used to analyse the data obtained and to test the hypotheses. The results revealed that consumer incivility was significantly inversely associated with the causal constructs. The present study provided novel insights for high-tech social media industries, including digital marketers and community developers

How perceived value drives the use of mobile financial services apps

acceptedVersionPeer reviewe

Would you mind your language, please? : Consumer Incivility on Social Media Platforms

Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand community participation and examined the relationships of these two factors with social media brand trust. Two hundred and forty social media consumers who had witnessed the effect of consumer incivility on social media community platforms completed the study questionnaires. SPSS 23 and SmartPLS-SEM (v. 3.3.7) were used to analyse the data obtained and to test the hypotheses. The results revealed that consumer incivility was significantly inversely associated with the causal constructs. The present study provided novel insights for high-tech social media industries, including digital marketers and community developers.peerReviewe

Growing influencer credibility to drive endorsement effectiveness : A literature review

In contrast to the growth of influencer marketing during the pandemic (Ward, 2021), trust has declined globally, especially for social media (Edelman Trust Barometer, 2021). This has great implications for influencer marketing as social media is the key communication channel of most influencers. While audiences come to influencers for genuine content, brand sponsorship can generate distrust when they realize its covert marketing tactics and commercial orientation (Esteban-Santos et al., 2018; Martínez-López et al., 2020). Thus, enhancing consumers’ trust towards influencers is one of the key factors for successful digital relationships among consumers, influencers, and brands. Scholarly research on influencer marketing, specifically on credibility has started to flourish from 2016 onwards. Credibility in influencer marketing research is often based on previous celebrity endorsement literature (Martínez-López et al., 2020) which might overlook the unique characteristics of social media influencers and the digital environment. Therefore, a consolidated review is necessary to integrate and synthesize the current state of knowledge to provide the basis for and to encourage further research. This review serves this purpose by developing a conceptual framework that integrates the antecedents and outcomes of influencer credibility in the digital context. Moreover, it aims to uncover gaps in literature and guide future research directions.nonPeerReviewe

Customer value framework and recommendation intention:the moderating role of customer characteristics in an online travel community

Abstract The aim of this study was to develop and test a model that examined the interactions among the customer value framework, recommendation intention and customer characteristics in an online travel community (OTC). Data were obtained using Amazon Mechanical Turk from 251 members of an OTC as a sample. The partial least squares method was used to analyse the data. We found that all the variables of the customer value framework, including functional value, hedonic value and social value, were positively related to recommendation intention. In addition, using multi-group analyses, the study found differences between how different customer segments perceive each of the value dimensions and their effect on recommendation intention. Theoretical and managerial implications are offered