In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics and personality traits to brands, as the brand's personality has a significant influence on consumers’ behavior and their brand relationships. However, despite a growth in research interest over the past two decades, the literature on consumers’ digital brand personality perceptions remains fragmented and dispersed across digital contexts. Thus, now is an opportune time to take stock of the field and build a knowledge foundation for future research to establish the domain of digital brand personality. To this end, this systematic literature review, based on the TCCM framework, identifies dominant theories, contexts, characteristics, and methodologies used to study consumers’ digital brand personality perceptions by systematically reviewing 107 peer‐reviewed journal articles published between 2005 and 2021. Using an in‐depth content analysis of the articles, this review integrates research findings from different digital contexts and provides a new conceptual framework of digital brand personality. The review concludes with a comprehensive research agenda that highlights the need to broaden the theoretical groundings of the field (theory); identifies numerous digital touchpoints and new technologies that remain underexplored (context); reveals inconsistencies and knowledge gaps regarding dimensions, antecedents, and consequences of digital brand personality (characteristics); and suggests diverse, digital‐based research approaches (methodology) to further advance the study of consumers’ digital brand personality perceptions.
Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey (N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.
Research on diverging device conditions remains scarce, particularly in relation to how they affect online shoppers' product assessments. This research investigates the effects of online shoppers' device type on the accuracy of their product size evaluations and reveals, for the first time, the complex mechanisms behind these effects by examining the role of confidence about product size, product familiarity, and shopping motivations. The findings from four experimental studies show that using a PC (vs. a smartphone) to view products results in greater size‐estimation errors than do smartphones. Moderated‐mediation analyses suggest that viewing products on a PC (vs. a smartphone) leads to overconfidence about product sizes, which then results in greater size‐estimation errors, and this mediation effect is stronger for unfamiliar products. However, the mediation effect is reversed with utilitarian motivations—PC users become more accurate in estimating product sizes. Overall, the findings encourage online retailers to consider their customers' device type as one of the factors influencing size‐related returns; thus, optimizing their product showcases by carefully monitoring customers' device information, which is easily identifiable through websites, is important in improving the accuracy of product assessment.
There is a re-positioning of entrepreneurship towards the sustaining, the frugal, the local, and the everyday. This poses challenges for peripheral policy work, especially around growth, at sectoral and regional levels. Through collaborative workshops with engaged craft brewing stakeholders, this study generated deep new insights into how diverse forms of value can come to be created, shared, stewarded, invested in, grown, given away, and held as a collective resource, in order to both sustain community, and build sectoral growth. As such, we highlight novel entrepreneurial practices and capitals which, taken together, can respond both to critical chorus demands for an urgent repositioning towards frugal sustaining folk enterprise, and yet also retain a strong sense of peripheral socio-economic progress implied by the growth agenda, and its policies.
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