The Impact of Consumer-Company Micro Blog Interaction on Consumer Brand Loyalty

Micro blog has become an important platform of consumer-company interaction to enhance brand loyalty. A relational model is proposed to study the influence of company micro blog interaction on customer micro blog stickiness and brand loyally, based on use and gratification theory, organization support theory and union participation theory. Results show that company interaction tactics include two forms: relational interaction and commercial interaction. Relational interaction positively influences consumers ’ perceived socioemotional support and perceived informationsupport. Commercial interaction positively influence perceived information support. Perceived socioemotional support and information support are positively related to consumer micro blog stickiness, which is positively related to brand loyalty. In sum, relational interaction is more important in attracting sticky consumers and brand loyalty. Finally, some recommendations are presented for micro blog branding

Do You E-Care? Analyzing the Impact of Conversational Agreement in Online Customer Service

2sìopenTo assess online consumers’ service evaluations, many firms use automated sentiment analysis, yet this method does not capture dialogues dynamics between consumers and employees. Drawing on relational communication and text mining, we assess the nonlinear effect of the dialogue agreement, content positivity, feedback type, and their interaction, on conversational sentiment.openAccademicoVillarroel Ordenes, Francisco; Grewal, DhruvVillarroel Ordenes, Francisco; Grewal, Dhru

Mobile Decision Support vs. Interpersonal Sales Communication: Predictors of Buying Intentions for Price Bundles

Mobile recommendation agents (MRA) are a new class of decision support systems that provide consumers with product information during purchase situations in stores. They allow merging of local information with global information provided by online content sources. Currently design criteria for MRA are missing. Studies on purchase decision support systems indicate the importance of price, single product quality, and attitude on buying intentions. It is assumed that purchase decision tasks on price bundles increase utility effects of MRA. We present an empirical study that investigates the impact of cues on price, bundle quality, and discount provided by MRA on consumer’s buying intentions in comparison with interpersonal sales communication between consumer and sales personnel. Our results show that MRA can be used to inform consumers about bundle qualities under best-value strategy conditions, which will be used for future MRA designs

Attitudinal effects of combined sponsorship and sponsor's prominence on basketball in Europe

An experimental study conducted in Europe examined the effects of two types of sponsorship activities, on-site sponsorship and televised broadcast sponsorship announcements, undertaken by basketball sponsors. A series of videos provided a variety of treatment exposures to four groups of young subjects, the usual target audience of basketball. The study revealed that the synergy often assumed between on-site sponsorship and television broadcast sponsorship does not exist. Furthermore, the main effect of either method were found to differ for each of the two sponsors of contrasted market prominence involved in the study.Lardinoit, Thierry and Quester, Pascale G