Measuring the effect of immediacy on consumer engagement behaviours in social media settings

This thesis presents evidence of how immediacy affects consumer engagement behaviour in a social media setting. It answers the research question: Does immediacy influence consumer engagement behaviours with brands on Facebook? This research context is important and timely because of the rapidly increasing usage of social media by consumers and the resultant unexplored marketing challenges faced by brand managers. This thesis is informed by Social Impact Theory (SIT) (Latané, 1981), which proposes that immediacy is a determinant of influence in off-line environments. This study focuses upon three forms of immediacy, physical, social and temporal, that are identified within prior literature. This thesis measures the effect and develops SIT to account for immediacy as a social influence determinant of social media behaviour. The thesis follows a mixed method approach using focus groups and experimental design to measure the impact of each form of immediacy on four types of engagement behaviour: page liking, content liking, content sharing and content commenting. A series of three focus groups and three experimental studies were conducted with a total of 312 student participants who were presented with Facebook pages (created specifically for this study). Each Facebook page treatment was modified so that it contained either a high, low or neutral levels of each of the three types of immediacy identified in the literature and the subsequent change in participant engagement behaviour was measured. The results show that social immediacy significantly affects brand engagement intentions in terms of page liking, content liking and content sharing, whereas physical immediacy significantly affected page liking and content liking intentions. Temporal immediacy did not show any effects on the engagement intentions being measured in this thesis. This thesis presents three original contributions to knowledge. First, it makes a theoretical contribution by measuring the effects of three types of immediacy as social impact factors on engagement behaviours in social media. Second, it makes a contextual contribution by exploring how immediacy is perceived in the context of Fan pages, and by identifying other factors that can moderate the social impact of immediacy on consumer behaviour. Finally, this thesis measures the effects of product involvement, Facebook intensity usage and gender as moderators of social impact in social media settings

Time Banks in the United Kingdom: An Examination of the Evolution

Time banks allow people to exchange and trade their skills; an hour for an hour. Today the United Kingdom (UK) has built a diverse ecosystem around times and skills sharing of both generic (e.g., TimeBanking UK, Communities Together) and specialist skills (e.g., Frontline19). This chapter defines the main characteristics and benefits of time banks. It also provides a typology of platforms that can be found in the UK based on the types of transactions and the types of assets being exchanged. The chapter analyses the evolution of time banks in the UK and how the COVID-19 pandemic has fostered the development of new initiatives. Finally, the chapter also includes a discussion of the attempts to measure the economic and social impact of time banks

It’s not All Shiny and Glamorous: Loneliness and Fear of Missing Out among Digital Nomads

The term ‘digital nomad’ has gained popularity to describe professionals who work remotely from different locations facilitated by using information and communication technology. This study explores the interaction between digital nomadism and loneliness, digital nomads’ coping mechanisms to fight loneliness (with a special focus on social media use), as well as the phenomenon of fear of missing out (FoMO). Digital nomads who often experience isolation may turn to the use of Facebook, WhatsApp, and Instagram to keep in contact with family and friends and other social media like Facebook groups, Slack, and MeetUp to meet new people. However, intensive use of social media can generate FoMO. By using 15 in-depth interviews, this paper aims to explore loneliness and FoMO as issues that might negatively intersect with digital nomads’ wellbeing, thus spotlighting some of the hidden dark sides of digital nomadism that go too often unnoticed

AI in Marketing, Consumer Research & Psychology: A Systematic Literature Review and Research Agenda

This study is the first to provide an integrated view on the body of knowledge on artificial intelligence (AI) published in the marketing, consumer research, and psychology literature. By leveraging a systematic literature review (SLR) using a data-driven approach and quantitative methodology (including bibliographic coupling), this study provides an overview of the emerging intellectual structure of AI research in the three bodies of literature examined. We identified eight topical clusters: (1) memory and computational logic; (2) decision making and cognitive processes; (3) neural networks; (4) machine learning and linguistic analysis; (5) social media and text mining; (6) social media content analytics; (7) technology acceptance and adoption; and (8) big data and robots. Furthermore, we identified a total of 412 theoretical lenses used in these studies with the most frequently used being: (1) the unified theory of acceptance and use of technology; (2) game theory; (3) theory of mind; (4) theory of planned behavior; (5) computational theories; (6) behavioral reasoning theory; (7) decision theories; and (8) evolutionary theory. Finally, we propose a research agenda to advance the scholarly debate on AI in the three literatures studied

Social impact theory: An examination of how immediacy operates as an influence upon social media interaction in Facebook fan pages

This paper proposes that Social Influence Theory is an appropriate approach for understanding social media interaction. More and more, organisations are looking for ways to develop an effective presence in social media to increase awareness, customer satisfaction, sales, and consumer engagement with the brand. The influence of interpersonal interaction upon attitude, beliefs and behaviour has been studied within social psychology. Different forms of immediacy - physical, temporal and social - are theorised as exerting distinct influences upon individual behaviours. This paper reviews the concept of social influence, and introduces social impact theory (SIT) as a conceptual framework to guide research enquiry and inform practice within social media marketing. It examines in detail the concept of immediacy, and indicates how an understanding of immediacy might explain Facebook behaviours

From CRM to social CRM: A bibliometric review and research agenda for consumer research

Contemporary perspectives on customer relationship management and the parent concept of customer management gathered momentum in the mid-1980 s and early 1990s. The advent of digital technologies, especially social media, have prompted a further evolution of the concept. As a result, today’s CRM systems must consider new measures, such as customer engagement and advocacy. Consequently, organisations’ social CRM activities and investments have consistently increased in part underpinned by the increased usage of these technologies by consumers. Through a systematic literature review and bibliometric analysis, we identify three main themes in which research in this area has focused on: (1) CRM and impact on performance, (2) social media capabilities and CRM, and (3) CRM processes and strategic use. We also identify future research avenues in the field derived from our analysis of the literature, emphasising the implications for consumer research

The perceived impacts of short-term rental platforms: comparing the United States and United Kingdom

Short-term rental platforms such as Airbnb have enjoyed considerable success in recent years. However, critics accuse the platforms of having negative impacts, leading to gentrification, disruption, and increased rent and house prices. While research has investigated actual impacts of short-term rental platforms, we lack systematic, generalizable, and comparative evidence on the perceived impacts of such platforms, especially from a social exchange perspective and on a country level. To address these shortcomings, we conducted a representative survey in the US and UK with a holistic set of perceived impacts. Using social exchange theory (SET) and applying a range of multi-variate statistical analyses, such as exploratory factor analysis, cluster analysis and discriminant analysis, we systematically compare these two contexts. The findings indicate that US residents assess short-term rental platforms more positively than UK residents, especially for recreational, amenities-oriented and economic impacts. Among respondents who have used short-term rental platforms as guests, the perceptions are more alike between the two countries, suggesting a homogenization effect. We discuss the theoretical and practical implications of the results

Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework

As new applications of artificial intelligence continue to emerge, there is an increasing interest to explore how this type of technology can improve automated service interactions between the firm and its customers. This paper aims to develop a conceptual framework that details how firms and customers can enhance the outcomes of firm-solicited and firm-unsolicited online customer engagement behaviors through the use of information processing systems enabled by artificial intelligence. By building on the metaphor of artificial intelligence systems as organisms and taking a Stimulus-Organism-Response theory perspective, this paper identifies different types of firm-solicited and firm-unsolicited online customer engagement behaviors that act as stimuli for artificial intelligence organisms to process customer-related information resulting in both artificial intelligence and human responses which, in turn, shape the contexts of future online customer engagement behaviors