This study investigated the relationship between religious affiliation and level of religiosity and consumer product-and store-switching behavior among South Korean consumers. Comparisons in switching behavior are reported for three different denominational groups prevalent in South Korea (Buddhism, Catholicism, and Protestantism), non-religious affiliated respondents, and among persons exhibiting different levels of religiosity. Religious affiliation, including non-affiliation, was not found to be significantly related to switching behavior. However, consumers reporting high levels of religiosity were found to be significantly less likely to engage in product purchaseand store-switching behaviors than those reporting lower levels of religiosity. Consumers reporting high levels of religiosity are also less likely to engage in product purchase switching behavior than non-religious affiliated consumers (i.e., no religiosity consumers). This pattern held across denominations. Statistically significant differences in switching behavior were not obtained between consumers reporting low levels of religiosity and those respondents who expressed no religious affiliation.
In response to the lack of research on the impact of religion on consumer behaviour, this study investigates how consumers' use of various product information sources can differ depending on their levels of religiosity (high, low and none). Data were collected from Korean consumers in Korea. The findings from data analyses indicate that the usages of product information sources among Korean consumers generally vary based upon their levels of religiosity. Limitations and suggestions for future research to further understand the effects of religiosity on consumer behaviour were addressed.
Purpose – This paper aims to investigate what activities allow the firm to efficiently and effectively integrate social media into its strategic marketing activities. Design/methodology/approach – As the current research investigates a new area of focus in the literature, an exploratory study consistent with the adoption of new technology in a firm was used to identify salient activities. In-depth interviews with those who oversee their firm’s social media strategies were conducted to discover and assess organizational activities. Findings – Findings suggest that many firms did not adopt organizational activities important for effective social media execution, leading us to the view social media as the “step-child” of corporate functions, not receiving resources more traditional functions would receive; those responsible for the social media function, an exercise in external communications, may be hampered by poor internal communications; and few firms have defined and measured goals for social media where employees are held accountable for supporting an overall marketing strategy. Practical implications – The findings point the way for future confirmatory empirical research of organizational activities, top management team support and effective internal communication in the rapid-response environment of social media. Findings also provide implications for marketing practitioners for the use and measurement of social media to achieve marketing objectives. Originality/value – The current research is meaningful and unique in that it approaches social media from the organizational process perspective, which has received little attention in the social media literature.
Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.
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