Abstract:Informed by the social orientation of loyalty, the study extends the current body of knowledge by integrating multiple relationship layers (i.e., personal loyalty, relationship with online consumption communities and local network effects) as antecedents of various states of firm-customer interactions including habitual loyalty, fanaticism, and retaliation. Data collection was carried out in the mobile telecommunications market using a paper-based survey. A total of 600 completed survey responses were collecte… Show more
“…We adapted interaction, entertainment and customization as the reflective constructs of USM from the dimension of social media marketing (Fetais et al, 2023). The outcome variables of CAI and CRI were adapted from the studies of Shimul and Phau (2018) and Quach (2022). Consumer attitude was adapted from Bailey et al (2021).…”
PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.
“…We adapted interaction, entertainment and customization as the reflective constructs of USM from the dimension of social media marketing (Fetais et al, 2023). The outcome variables of CAI and CRI were adapted from the studies of Shimul and Phau (2018) and Quach (2022). Consumer attitude was adapted from Bailey et al (2021).…”
PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.
“…However, customer retention may perform at different layers, each dedicated to a specific loyal audience, from the micro to the macro level of social interactions (Connor, 2007). Quach (2021) explored the effects of three relationship layers including staff, online consumption community, and local network on loyalty. Therefore, the mobile app for the sharing economy communities is viewed as a potential condition to form customer loyalty.…”
In light of the increasing development of technological innovation and information and communication technologies, features of mobile apps functions are also increasingly developed to meet people's needs and wants. Amongst the variety, shared transportation apps (STA) have emerged to optimize people's daily transportation needs. This study modified the expectation‐confirmation theory and the post‐acceptance model of information system continuance to examine the effects of customers' perceived STA performance (service performance, content provision, and system performance) and benefits (function, money worthiness, pleasure, and social interaction) on customer satisfaction with the usage of STA, which is expected to have a positive effect on customer retention on STA in a new theoretical framework, called the performance‐benefit of the STA continuance model (PBCM). Moreover, brand awareness was expected to be an essential moderator on the effect of perceived performance and perceived benefits on customer satisfaction. 397 respondents were recruited online through a convenient sampling technique in the Vietnam market. Results show that service performance, money worthiness, pleasure, and social interaction are four important determinants of customer satisfaction with STA. Moreover, brand awareness significantly moderates the effects of service performance, system performance, money worthiness, and social interaction on customer satisfaction. Findings also contribute rational strategies for e‐commerce managers in general and STA managers in particular.
“…The findings could be used for developing innovative solutions for improved online customer experience and retention. Followed by Quach (2022) “ Customer retention: Exploring the effects of relationship layers and perceived indifference .” This research broadens the current body of knowledge by integrating multiple relationship layers (i.e., personal loyalty, relationship with online consumption communities, and local network effects) as antecedents of various states of firm‐customer interactions including habitual loyalty, fanaticism, and retaliation. Last but not least on this theme is a paper by Upadhyay et al (2022) “ Effect of online social media marketing efforts on customer response .” This research paper offers a holistic model that maps the effect of social media marketing on consumer response via building brand equity and brand trust.…”
Section: Articles: the Dark And Bright Side Of Online Consumer Behaviormentioning
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