Marketing Commons^™

Effects Of Online Consumer Ratings On Persuasion, Magdoleen Ierlan

AMTP Proceedings 2023

Online product review websites have become very important in the purchase decisions of consumers. Word-of-mouth communication was once limited to the passing of information using verbal means, however, it now extends into text messages and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails. The type of review will influence the consumer differently. Also, the need for cognition will impact the way the type of review the consumer requires to decide.

Engaging Gen Z Through Humor, Wendy Gillis, Fred Pozin

AMTP Proceedings 2023

ABSTRACT

The current generation of undergraduate students in the classroom (Gen Z) is the loneliest generation in the U.S. (Twenge, 2017), and they know it. What are they spending time on? Their phones. What are they not spending time on? Time with friends (Twenge, 2017). Gen Z has more of a life online versus offline, yet Gen Z yearns for in-person interaction, and the pandemic has only made it worse. The authors’ advice? Tell a joke. By combining theories from psychology, management, and marketing, this conceptual paper explores the relationship between humor, trust, and persuasion.

Are Generational Attitudes Toward Digital Marketing Technology Exhibited In Automobile Purchase Behaviors?, Scott Whitaker

Doctor of Business Administration Dissertations

This dissertation was focused on the current digital purchasing trend in the used automotive industry in order to understand which factors impacted the growth of this trend through the lens of generational cohort theory. The growth of consumer informedness in the automotive sector has created drastic changes in how consumers are able, and willing, to purchase vehicles. Used car dealerships who adopt successful internet marketing techniques can capture and engage potential customers and then convert that engagement into sales. Companies like Carvana, Vroom, and CarMax have seized this opportunity and created a digital marketing phenomenon with major impacts on consumer …

Buy-Online-Pickup-In-Store (Bopis) Business Strategy: A Multivarite Study Of Bopis Influencing Factors On Customer Satisfaction, Addison G. Smith

Honors Thesis

Purpose- The purpose of this study was to identify the attitudes consumers have towards buy-online-pickup-in-store (BOPIS) and its influence on customer satisfaction.

Design- Data were collected from 567 respondents and resulted in 476 usable responses. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs (i.e. perceived usefulness online, perceived ease of use online, trust online, hedonic values online, perceived usefulness pickup, perceived ease of use pickup, trust pickup and hedonic values pickup) on customer satisfaction within online ordering and physical pickup portions of BOPIS process.

Findings- The result of this …

Trust Propensity Across Cultures: The Role Of Collectivism, Stanford A. Westjohn, Peter Magnusson, George R. Franke, Yi Peng

Marketing Faculty Publications

Does collectivism influence an individual's willingness to trust others? Conflicting empirical results from past research and the role of trust in international marketing make this question important to resolve. We investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multi-level analysis of data from over 6,000 respondents in 36 different countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level …

The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine

AMTP Proceedings 2022

The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …

The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu

AMTP Proceedings 2022

A revolution is brewing in the healthcare marketplace. In the early nineties, the World Wide Web initiated a new era for the use of the Internet in the consumption of healthcare services. This eventually led to the Big Data movement (Erevelles et al. 2016), which initiated a non-linear transformation in healthcare analytics and developed into a dominant paradigm in the healthcare marketplace. However, the World Wide Web architecture was never designed to support a marketplace in healthcare or, for that matter, a marketplace of any other kind. It was primarily designed for the sharing of information and was even referred …

Transaction-Based Cause-Related Marketing: The Role Of Consumer Trust And Self-Congruity On Purchase Intention, Dawn D. Hart, Doug Johansen

AMTP Proceedings 2022

The link between corporations, their socially responsible activities, and business performance has become irrefutable (Marconi, 2002). Companies grapple with how to successfully implement their socially responsible marketing activities (Marconi, 2002). Corporate social responsibility has various initiatives including corporate philanthropy, corporate statesmanship, through-the-firm giving, and profit motivated giving (Varadarajan & Menon, 1988). Cause-related marketing includes a profit motive (Varadarajan & Menon, 1988). Several studies find cause-related marketing efforts have the potential to affect consumers’ purchase intentions (Webb & Mohr, 1998).

Analisis Pengaruh Cues Terhadap Trust, Attitude, Dan Online Shopping Intention Di Instagram, Larasati Chandra Githa Purnamaningrum, Yeshika Alversia

Jurnal Manajemen dan Usahawan Indonesia

The purpose of this research is to determine the cues (signals/clues) in Instagram posts which are attractiveness, popularity and argument quality that can affect trust which will affect attitudes towards shopping using Instagram, and thus affect purchase intentions of Indonesian local beauty products through Instagram. The sample used in this study are active Instagram users aged 17 years and over who follow one of Indonesia’s local beauty brands in Instagram, and have not made purchases from the local beauty brand that they are followed. There were 226 respondents in this study and used pur- posive sampling. The research questionnaire was …

Specialty Store And Multi-Brand Store Loyalty: An Indian Consumer Perspective, Sarabjot Singh, Piyush Kumar Sinha, Hari Govind Mishra

ASEAN Marketing Journal

In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference differ for these two formats.

The Impact Of Satisfaction And Trust On Loyalty Of E-Commerce Customers, Mochammad Auditya Brilliant, Adrian Achyar

ASEAN Marketing Journal

The number of Internet users in Indonesia and e-commerce sales is growing. However, Indonesia is less active in e-commerce research compared to other Asian countries, and existing studies cover limited area. The purpose of this study is identifying the impact of customer satisfaction and trust on loyalty in e-commerce and identifying the factors that influence satisfaction. The results are that information quality affects trust and that trust affects loyalty. E-commerce websites should focus on delivering trusted information on product quality, which will lead to greater customer trust, and greater trust will lead to greater loyalty to the websites

Internal Customer Satisfaction And Service Quality Toward Trust And Word Of Mouth, Sri Rahayu

ASEAN Marketing Journal

This study generally aims to analyze the influence of internal customer satisfaction and perceptions of service quality in creating trust and word of mouth in higher education service industry. In the process, this study aims to achieve a special purpose, which is to build constructs/ variables to measure internal customer satisfaction, so in the future it can be applied to universally in other institutions of higher education. The results of this study indicate that the internal customer satisfaction can be measured with three constructs, namely: service product, service delivery, and service environment. All of those variables have significant relationship with …

Extending The Theory Of Planned Behavior To Explain Intention To Use Online Food Delivery Services In The Context Of Covid -19 Pandemic, Ahmed C. Bouarar, Smail Mouloudj, Kamel Mouloudj

University of South Florida (USF) M3 Publishing

The increased fear of getting COVID-19 led to significant changes in foodservice delivery and shoppers' behaviors. This paper incorporated trust and fear of COVID-19 into the theory of planned behavior (TPB) model to explore shopper’s intention to use online food delivery (OFD) services in the context of the COVID-19 pandemic. A self-administered questionnaire was developed to collect data from 278 respondents intercepted at the three largest shopping centers located in Algiers city (Algeria). A multiple regression analysis was used to test the hypotheses of the model. This research found that intention to use OFD is significantly and positively affected by …

The Relationship Between Organizations' Response To Customer Complaints, Customer Trust, And Loyalty, Abimbola Ajibola

All Graduate Theses, Dissertations, and Other Capstone Projects

The purpose of this quantitative study was to examine the relationship between organizations’ responses to customer complaints and their effects on customer loyalty and trust. Four hypotheses were established for this study to help us gain a greater understanding of the dynamics of the responses to customer complaints and their relationship with trust and loyalty. Five independent variables (apology, timeliness, explanation, compensation, and dialogue/active listening) and two dependent variables (trust and brand loyalty) were used to test the hypotheses. An online survey was conducted through Qualtrics and data were collected from participants who were students at a Midwestern University. Facebook …

Apakah Social Influence Mempengaruhi Intensi Meminjam Melalui Peer To Peer Lending, Melia Agustina, Zuliani Dalimunthe

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyse the relationship between social influence and intention to borrow through peer to peer (P2P) lending platforms by including the factor of trust in platform as a moderating variable. P2P lending is a form of financial technology that facilitates transactions between borrowers (borrowers) and lenders (lenders) online. According to the technology acceptance model, one of the components that can influence a person to adopt new technology is social influence, how- ever, whether social influence is related to a person's intention to borrow through P2P lending platforms, especially in Indonesia, has not been widely discussed. This study …

Blockchain And The Transformation Of Branding, Sunil Erevelles, Brian Whelan, Padma Bulusu

AMTP Proceedings 2020

Blockchain and the Transformation of Branding

Sunil Erevelles

University of North Carolina at Charlotte

Brian Whelan

University of North Carolina at Charlotte

Padma Bulusu

University of North Carolina at Charlotte

ABSTRACT

Consumer trust in brands has reached critically low levels. While Big Data has allowed marketers to gain a rich and precise understanding of their consumers (Erevelles, Fukawa and Swayne 2016), the careless and sometimes improper use of Big Data in behavioral futures markets has resulted in a decline of trust in brands of organizations that have violated consumer trust. Driven by a trust crisis in consumer relationships with institutions …

An Examination Of Factors Influencing Repurchase Intention Towards A Fashion Brand In Thailand, Howard W. Combs

Atlantic Marketing Association Proceedings

No abstract provided.

The Social Media Machines: An Investigation Of The Effect Of Trust Moderated By Disinformation On Users’ Decision-Making Process, Zulma Valedon Westney

CCAC Theses and Dissertations

Social media networking sites (SMNS) have become a popular communications medium where users share information, knowledge, and persuasion. In less than two decades, social media's (SM) dominance as a communication medium can't be disputed, for good or evil. Combined with the newly found immediacy and pervasiveness, these SM applications' persuasive power are useful weapons for organizations, angry customers, employees, actors, and activists bent on attacking or hacking other individuals, institutions, or systems. Consequently, SM has become the preferred default mechanism of news sources; however, users are unsure if the information gathered is true or false. According to the literature, SMNS …

Assessing The Effects Of Service Variability On Consumer Confidence And Behavior, Clay M. Voorhees, Jonathan M. Beck, Praneet Randhawa, Kristen Bell Detienne, Sterling A. Bone

Faculty Publications

This research examines the effects of service variability on consumer confidence and behavior across multiple transactions in a service relationship. This article integrates discussions of service relationships and models of service variability. Leveraging a field study, the authors track over 12,000 experiences across 3,084 consumers for a 2-year period and model the impact of variability in these experiences on consumer relationships. The results reveal variability in a service relationship can significantly impact consumer confidence and that the nature of this relationship is nonlinear, revealing that small variations in quality will have strong effects on confidence and that these effects plateau …

Affective Commitment, Trust, And The Psychological Contract: Contributions Matter, Too!, Lisa Schurer Lambert, John B. Bingham, Anna Zabinski

Faculty Publications

Employees’ receipt of inducements is associated with trust and affective commitment, and employees pay for their inducements with their contributions (e.g., time, and physical and intellectual effort). Yet this relationship does not fully mirror events as they occur in an employment relationship where employees’ promises and delivery of inducements and contributions are ongoing, and relatively continuous. Our premise is that promising and delivering contributions may enhance or reduce employees’ trust in and commitment to the organization depending on how well they fulfill psychological needs. We tested a social exchange theory model and our alternative model. Survey results favoured our alternative …

Buyer-Seller Trust Relationships: What Makes Them Work?, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

Unrequited: Asymmetry In Interorganizational Trust, Melissa E. Graebner, Fabrice Lumineau, Darcy Fudge Kamal

Business Faculty Articles and Research

Many studies of interorganizational relationships assume that trust between organizations is symmetric. In this essay, we explore the origins of this assumption and examine relevant quantitative and qualitative evidence from the literatures on strategy, marketing, supply chain management, and information systems. We conclude that no systematic evidence currently exists to support the assumption that interorganizational trust is typically symmetric. We explore how the possibility of asymmetry complicates interpretation of previous research on the effects of interorganizational trust. We encourage further research to identify conditions under which symmetry is likely, and offer a variety of strategies that scholars may use to …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw

Honors Theses

Social media is bringing consumers and businesses together like never before. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. In an effort to expand upon growing research into the effects likes and shares may have on constructs such as attitude, intent to follow, trust, and adoption intention, this study designs an experiment which manipulates one small and one national business’s actual Facebook posts to measure the effects simply having higher or lower likes and shares can have on a consumer’s perception of that business. Using T-test and Regression Analysis, adoption …

Examining Decision-Making Of Participating In Open Innovation Platform, Insoo Son, Jong-Ho Lee, Dongwon Lee

Asia Marketing Journal

Open innovation is based on a different knowledge landscape, with a different logic about the sources and uses of technologies. It implies that firms increasingly rely on external sources of innovation by emphasizing these ideas and resources. Using datasets from the UK biotechnology industry, this paper explores firms’ willingness to participate in open innovation. The results indicate that the switching cost is identified as the direct predictor of the willingness to participate in open innovation. While high commitment based on the trust with partner increases switching costs, IT infrastructure within the firm decreases switching costs to open innovation. Taken together, …

A Theoretical Framework Of Sports Team’S Well-Being: An Integrative Perspective Of Emotional Intelligence And Equivocality On Trust And Happiness, Drew Sannes, Wooyang Kim

Atlantic Marketing Journal

Abstract – The purpose of this study is to develop and provide an integrative conceptual model of sports teams’ well-being to achieve a win-win situation of happiness for all stakeholders of sports teams, grounded in role theory and commitment-trust theory. We first conceptualized the well-being as an ultimate consequence by exploring sub-dimensions of happiness and provide relevant propositions linking with the respective antecedents. Second, we explored the effect of antecedents of sports team’s well-being in the spectrum of the anchor between positive and negative sides on the resultant outcomes – i.e., trust and happiness. Third, we examined the role of …

Role Of Trust And Involvement In The Effectiveness Of Digital Third-Party Organization Endorsement, Liming Guan, Vishal Lala

Atlantic Marketing Journal

In this research, an online experiment was conducted to investigate the effect of the mere presence of digital third-party organization (TPO) endorsement and the quality of information conveyed by a digital TPO, referred to as the endorsement information value effect. Involvement and institution-based trust were tested as moderators of the endorsement information value effect. The results confirm the intuitive belief of managers that the mere presence of a digital TPO endorsement benefits websites by reducing risk perceptions, improving attitudes and increasing choice likelihood. The findings from this research revealed that effectiveness of digital TPO endorsement information value was contingent upon …

A Social Commerce Investigation Of The Role Of Trust In A Social Networking Site On Purchase Intentions, Nick Hajli, Julian Sims, Arash H. Zadeh, Marie-Odile Richard

Marketing Faculty Publications

Trust is a crucial issue in online shopping environments, but it is more important in social commerce platforms due to the salient role of peer-generated contents. This article investigates the relationship between trust in social commerce and purchase intentions and describes a mechanism to explain this relationship. We propose a main and two alternative models by drawing on three concepts: social commerce information seeking, familiarity with the platform, and social presence. The models clarify the mechanisms through which trust, familiarity, social presence, and social commerce information seeking influence behavioral intentions on social commerce platforms. Findings from a survey of Facebook …

A Consumer-Based Brand Equity Model For The Luxury And Upscale Hotel Sector, Hairong Shan

Theses: Doctorates and Masters

Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector.

A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content …

Sns Effect Of The Negative Event On The Firm Performance, Sang Yong Kim, Da Eun Lee

Asia Marketing Journal

When the negative event is published, the company tends to go through the negative impact on the firm performance. Especially, with the SNS, the negative event is instantly spread on indefinite region so the impact seems bigger than the period before the SNS media appearance. It seems that everyone considers the SNS media impact on the firm performance quite big. However, there has been no empirical study on the impact comparison on the firm performance between pre and post SNS media occurrence periods. This study tries to empirically compare the impact of the negative event on the firm performance between …

Marketing Strategies To Alleviate Risk And Build Trust For Emerging Online Brands: Case Of An Asian Cosmetic Brand Entering Into The Usa, Sarah Song Southworth, Minjeong Kim

Faculty Publications - College of Business

Despite the growth of emerging brands launching their businesses online as their first retail channel, there is a lack of understanding regarding effective marketing strategies specific to them. The present research offers marketing strategies to alleviate risk and build trust, with a particular focus on emerging online fashion brands. The study examines how familiar cues such as store name and brand origin can be used to construct a perception of quality around an unfamiliar brand in order to alleviate risk and build trust. The researchers also observe how consumers’ online purchase experience with a particular product category influences how their …