Previous literature has found underlying differences in purchasing behaviors, consumption habits, and Internet and social media usage between Generation X and Millennials. The activities and how users engage with consumer advice made by popular social media personalities can differ according to their age. Recent studies have shown that trust in the message transmitted by influencers is a critical factor in explaining the impact of consumer recommendations on their followers. However, so far there is little evidence of the possible variation according to the generational cohort to which they belong. This paper attempts to fill this gap by reviewing theoretical contributions on the relationships between perceived trustworthiness, perceived risk, product involvement, and purchase intention. Next, we proposed an exploratory model that analyzes the differences through partial least squares structural equation modeling (PLS-SEM) with multigroup analysis. The resulting hypotheses were tested on a sample of 116 Millennial and 135 Generation X influencer followers. The results confirmed moderating effects of the generational cohort on message credibility and purchase intention, as well as on Millennials’ risk perception. Additionally, social norm and gender were analyzed, and heterogeneity was found according to the level of social norm of the followers.
The widespread use of digital technologies and the expansion of social networks has created new communication and meeting spaces where people and social and political actors connect with each other. This opens diverse spaces and possibilities for digital engagement in a more accessible, immediate, continuous, egalitarian, and personalized way. Digital technology facilitates learning, dissemination, and access to information, turning it into a means of communication and fueling the practice of critical thinking. In particular civic critical thinking practices improve the organization and effectiveness of civic networks and spaces for citizen participation, ultimately helping to produce responsible, conscious citizens. This study proposes a series of hypotheses based on the relationships between digital learning, critical thinking and civic participation, and tests them using the technique of structural equation modeling (SEM) with partial least squares (PLS) applied to a sample of 191 primary and secondary school students. The results indicate that digital tools have a positive impact on the development of critical thinking, and this influences citizen participation, transforming people into more engaged citizens of the world with participatory attitudes and values.
Context: The comprehension of patterns regarding the knowledge that grade schoolers of a certain city have, just like the facts which favor or alter this, been of great interest, as they allow one to conduct subsequent comparative analyses with groups affected by particular susceptibilities related to the place where they study in that city. Problem: The objective of the present work focuses on the knowledge of one of those patterns: The local heritage (cultural, natural, services and leisure), that a school-age population from a medium-sized city as Ciudad Real has, resolving the impact that factors such as school location, sociocultural background and age may have on the preference of that heritage. Methodology: To verify this, a sample of 200 people was taken, all of whom resided in Ciudad Real during the school year 2017/2018.Results and Conclusions: From the analysis of the results from this study, we can come to the conclusion that preference over city heritage cannot be predicted based on proximity of the participant’s school, as this is not a decisive element according to the analyzed sample. However, this study is of great interest to local authorities since it allows one to establish strategies that seek a better understanding of all the heritages of the city based on a source of ignorance.
Este trabajo ha obtenido el accésit del Premio Estudios Financieros 2021 en la modalidad de Recursos Humanos. Este trabajo analiza una serie de factores basados en la gestión del conocimiento organizativo (sistemas de memoria transactiva y liderazgo orientado al conocimiento) que contribuyen a reducir conflictos fundamentados en la gestión de tareas en el trabajo, con el fin de mejorar las capacidades de innovación de la empresa. Estos factores no han sido analizados hasta la fecha en el sector hotelero, cuya sostenibilidad, en un contexto como el actual, va a depender del desarrollo de nuevas iniciativas (muchas de ellas vinculadas a las nuevas tecnologías y a la sociedad del conocimiento), servicios y mejoras en los procesos. Este trabajo propone una serie de hipótesis basadas en el papel del liderazgo orientado al conocimiento y los sistemas de memoria transactiva (memoria colectiva de una organización) para la creación de un contexto propicio para reducir conflictos, lograr compromiso organizativo y mejorar la innovación en la empresa. El modelo de relaciones entre variables se ha contrastado a través de un modelo de ecuaciones estructurales. Los resultados y sus implicaciones son discutidas por los autores del trabajo.
The present study aims to examine the impact of involvement (measured through fashion conciousness), perceived authenticity of the message, and perceived risk on purchase recommendations made by influencers. Furthermore, the relationship between these variables is investigated as a risk mitigator in the purchase intention, being induced by influencers in their followers. The global rise of social media has created a new context in which the figure of influencers has become a strategic communication tool that makes the product more familiar, acceptable and desirable to the audience. However, the negative aspects that could influence the purchase intention, such as the risk perceived by the audience, have not yet been studied in depth. To fill this gap, we present a structural equation model using the SmartPLS tool on 948 influencer followers. The results obtained suggest the remarkable influence of involvement with the product, the authenticity of the message and the presence of risk derived from the recommendations; as well as a strong impact of the authenticity of the message as the main mitigating factor of the perceived risk.
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