19 research outputs found
Exploring Theoretical Concepts for Explaining Sharing in the Social Media Environment
No full textThe concept of sharing has been amplified with the development of various social media platforms that enable consumers to share knowledge with each other and subsequently influence their attitudes and purchase intentions. However, recent studies have tended to utilise social psychological theories to explore sharing on social media and have concentrated on the behaviour of those that share rather than the underlying individual motivations that lead them to share. This paper outlines some of the theories used within the current sharing literature and suggests that combining uses and gratifications theory and selfconstrual theory is better suited to examining the underlying motivations of sharing.</p
Sharing of Sponsored Advertisements on Social Media:A Uses and Gratifications Perspective
Full text linkOrganisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users’ social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends’ posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users’ intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users’ intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.</p
Social media in the marketing context: a state of the art analysis and future directions
No full textSocial media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline. Provides key areas for future research and recommendations for practitioners. Shows the importance for marketers of understanding individual behaviour on social media</p
Exploring Consumer Engagement through Extended Reality (XR) in Fashion: Analysing the Impact of Immersive Experience on Consumer Behaviour and Purchase Intent
Full text linkThis study offers comprehensive insights into the acceptance and impact of XR technologies on consumer behavior in the UK's young adult fashion market. Utilising a survey and PLS-SEM, the responses from 235 respondents aged between 18-35 were analysed, revealing that immersive experience has a positive influence on effort expectancy, facilitating conditions, hedonic motivation and social influence in the context of XR fashion industry. Surprisingly this study also revealed that performance expectancy and immersive experience have a negative relationship. This challenges existing assumptions, suggesting that consumer behaviour in XR may be governed by distinct factors compared to other technological contexts. Effort expectancy, facilitating conditions and hedonic motivation all positively influenced consumers purchase intent, however, performance expectancy and social influence did not. The study suggests that consumer behaviour in XR may be driven by unique factors. These insights can help fashion brands cater to the evolving preferences of a tech-savvy, trend-conscious demographic
Extended Reality and the Fashion Industry:Driving Engagement through Immersive Experience
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