From F.O.M.O. to Changxin: A Cross-cultural Exploration of Consumer Response to Newness in the Fast-moving Consumer Goods Industry

The fast-moving consumer goods (FMCG) industry is subject to quick and impulsive decision making by consumers. As a result, new products on the market have an opportunity to be purchased but do struggle to remain on the shelves. New products in EU markets are failing, whilst in emerging countries FMCG brand growth and new product success continues to increase. This paper extends the current literature on new product development, product design and line extensions to explore why newness is more attractive in emerging markets compared to EU markets. Data collected from focus groups in the UK, Brazil and China are analysed to develop four main themes for discussion. Hedonic consumption, utilitarian consumption, touchpoints and self-regulation are involved in the consumer purchasing of new FMCG products. An interesting hedonic consideration is the idea of F.O.M.O, (fear of missing out) or Changxin in China, when not purchasing a product would mean missing out on what others are using and a potentially better alternative to the present product. Finally, the identified themes demonstrate cultural differences between the subject countries and recognise why new products are more likely to be purchased in Brazil and China

Look Who’s Talking: Exploring Older Adults’ Organic Electronic Word-of-Mouth (eWOM)

An increasing number of older adults are using the Internet. As a result, online communities have become a popular and beneficial outlet for older adults to share stories and connect with each other. This generates copious eWOM relating to products and services, however, there is no research on older adults and their organic creation of and exposure to eWOM. This paper therefore analyses 622 threads and 42,318 replies from a social online community for older adults. This is with the intention to re-conceptualise existing eWOM frameworks to account for this under-researched consumer group and provide marketers with a holistic understanding

Look Who’s Talking: Exploring Older Adults’ Organic Electronic Word-of-Mouth (eWOM)

An increasing number of older adults are using the Internet. As a result, online communities have become a popular and beneficial outlet for older adults to share stories and connect with each other. This generates copious eWOM relating to products and services, however, there is no research on older adults and their organic creation of and exposure to eWOM. This paper therefore analyses 622 threads and 42,318 replies from a social online community for older adults. This is with the intention to re-conceptualise existing eWOM frameworks to account for this under-researched consumer group and provide marketers with a holistic understanding

Introducing the socialbot: a novel touchpoint along the young adult customer journey

Purpose The purpose of this paper is to contribute to the special issue theme by exploring customer response to automated relationship management tactics on social media channels. Design/methodology/approach A total of 17 in-depth interviews of young adults, ranging from the age of 19 to 26, were conducted. From this, customer journey maps were compiled incorporating socialbots as a valuable touch point along the service delivery cycle. Findings The research frames the socialbot as a valued customer service agent to young adults with some favouring this over telephone and email communication methods. Younger consumers respond positively to the quick resolution offered by the socialbot mechanism with most acknowledging that the bot is only able to manage simplified requests. Human-to-human customer relationship management is preferential when the query reaches critical mass. Research limitations/implications Socialbots on Facebook Messenger provided the research context for this study; therefore, other platforms and owned website bots should be considered in future studies. Practical implications This research identifies the younger generation as a key target market for the development of customer service-related bots. Originality/value To the best of the authors’ knowledge, this is the first study to examine the socialbot as an automated touch point in the customer journey and contributes knowledge to the growing body of literature focussed on artificial intelligence in customer service. Moreover, it provides valuable qualitative insights into how socialbots influence the customer experience and related outcome measures

How older people are mastering technology to stay connected after lockdown

First paragraph: It’s a well-worn stereotype: the image of an elderly person fiddling with technology that leaves them completely bamboozled. The media often depict older people struggling to use or manage digital technology. While this is often designed to be humorous, it can undermine them as users of technology. And that’s a problem if it turns older people off from trying to engage with digital devices, as it can affect their wellbeing

Technology is alienating people – and it’s not just those who are older

First paragraph: We take it for granted that technology brings people closer together and improves our access to essential products and services. If you can’t imagine life without your smartphone, it’s easy to forget that people who can’t or don’t want to engage with the latest technology are being left behind.https://theconversation.com/technology-is-alienating-people-and-its-not-just-those-who-are-older-18409

Nostalgia and negotiation: The electronic word-of-mouth and social well-being of older consumers

As older people turn to the internet for consumption and social connection, it is imperative to understand how online consumption behaviors, such as generating and absorbing electronic word-of-mouth (eWOM), influence feelings of belonging. This study therefore explores how organic conversations around brands, products, and services influence older consumers' social well-being. A 6-month netnography was conducted in a social media platform geared toward older consumers where eWOM activity was created relating to books, household items, technology, furniture, financial services, clothing, and leisure activities. The findings reveal four types of eWOM-nostalgic, seeking reassurance/advice, providing reassurance/advice, and negotiation, which create experiences of social well-being. This research contributes to the marketing literature by (1) exploring the implications of eWOM on consumer well-being (2) investigating how the social value of eWOM interacts with social well-being, and (3) developing pioneering knowledge of older consumers generating and absorbing eWOM

How older people are mastering technology to stay connected after lockdown

First paragraph: It’s a well-worn stereotype: the image of an elderly person fiddling with technology that leaves them completely bamboozled. The media often depict older people struggling to use or manage digital technology. While this is often designed to be humorous, it can undermine them as users of technology. And that’s a problem if it turns older people off from trying to engage with digital devices, as it can affect their wellbeing.https://theconversation.com/how-older-people-are-mastering-technology-to-stay-connected-after-lockdown-16556

Technology is alienating people – and it’s not just those who are older

First paragraph: We take it for granted that technology brings people closer together and improves our access to essential products and services. If you can’t imagine life without your smartphone, it’s easy to forget that people who can’t or don’t want to engage with the latest technology are being left behind

'I am the master of my fate': Digital technology paradoxes and the coping strategies of older consumers

The UK Government and charity-based initiatives encourage the use of digital devices to improve connectivity and address health care challenges across an escalating, ageing population. However, research on the lived experiences of older adults using technology is limited. The aim of this study is to build on technology paradox theory to provide a greater understanding of older adults’ use of digital devices and the associated coping strategies that are adopted. A qualitative approach, employing event-based diaries, reveals functional, social and psychological paradoxes as well as influences on self-worth. The findings also identify how older adults adapt to the challenges of such technology paradoxes by developing novel coping strategies such as, adjusting and acceptance. Furthermore, implications for policy and practice are established