How Does Social Media Advertising Persuade? An Investigation of the Moderation Effects of Corporate Reputation, Privacy Concerns and Intrusiveness

Rana, Meghna; Arora, Nilesh

doi:10.1080/08911762.2021.1980932

Cited by 17 publications

(4 citation statements)

References 100 publications

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“…For example, corporate social responsibility increases individual level green self-classification, green emotional commitment, and green self-esteem, thereby increasing environmental behavior [11]. The marketing of green products by enterprises can affect public purchasing behavior [12], and even different marketing methods (such as energysaving information exposure [13] and environmental advertising on social media [14,15]) can have opposite effects. However, when classifying EGB, scholars often analyze it from the perspective of enterprises, lacking integration and comparison based on consumer response perspectives.…”

Section: Correlation Mechanism Between Pgb and Egbmentioning

confidence: 99%

The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification

Li,

Wang

2023

Sustainability

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In the international context of pursuing green development, a good connection between the production and consumption ends is a necessary condition for forming a diversified governance interaction system. The academic community has conducted in-depth discussions on green behavior among enterprises and the public. However, few studies have focused on the docking process between the subjects. Therefore, this paper takes Chinese participants as an example to design a game experiment, considering the role of government regulation. From a dynamic, interactive perspective, it explores the motivation for green behavior between the public and enterprises, as well as the effectiveness of government subsidies. The research results indicate that: (i) The public is willing to burden a premium for the green behavior of enterprises, which has significant differences in substantive and symbolic green behavior. (ii) In green consumption scenarios, public purchasing information can be transmitted to enterprises, but the reverse path has not yet been verified. (iii) Government subsidies have a strong incentive effect on public green behavior. (iv) There are significant differences in the impact of public environmental awareness on public green behavior, but there is no significant difference in the green behavior of enterprises. The research conclusion provides theoretical support for the study of public and enterprise behavioral variables and provides a practical basis for enterprise management and government governance. This will facilitate the construction of a systematic and effective environmental governance framework, thereby promoting coordinated green development among entities.

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Section: Correlation Mechanism Between Pgb and Egbmentioning

confidence: 99%

The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification

Li,

Wang

2023

Sustainability

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“…In sum, although both marketing practitioners and scholars have shown concern about leveraging the role of SMA (Alalwan et al, 2017), it is still in a nascent stage and characterised by contradictory findings (Hamouda, 2018) and thus there are still many issues to be explored (Voorveld et al, 2018;Rana and Arora, 2022). This study seeks to fill this research gap by investigating the drivers of customer engagement with SMA from the advertising value perspective as well as customer response to SMA.…”

Section: Social Media Advertising 229mentioning

confidence: 99%

How customers respond to social media advertising

Yang

Ke-fang²,

Ji³

2022

MIP

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PurposeThe purpose of this study is to investigate the mediating effects of customer engagement on the relationships between customer's perceived values of social media advertising (SMA) and customer response, as well as the moderated mediating effect of media involvement.Design/methodology/approachThe sample was drawn from integrated resort tourists who use WeChat to browse advertisements of Macau integrated resorts. A total of 221 valid questionnaires were collected after three weeks of data collection.FindingsResults showed that the hedonic value and utilitarian value of SMA have a significant positive impact on customer response through customer engagement with SMA respectively and media involvement moderates the mediating effect of customer engagement on SMA.Originality/valueThis study reveals the influence mechanism of social media advertising value on consumer response and pioneering attempts to highlight the moderated mediating effect of media involvement.

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“…With the rise in internet usage around the world (Rana and Arora, 2021), customers now have a variety of platforms including social and digital media to express their opinions to a large number of shoppers (Arora et al, 2019). Researchers in past examined mediating effects of WOM on customer purchase behavior.…”

Section: Greenwashed Word Of Mouth and Green Behaviormentioning

confidence: 99%

Greenwashed word of mouth (GWWOM): a vibrant influence on customer green behaviour

Singh

Gupta

Kapur

2022

JGR

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Purpose The purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The outcomes of this study are expected to contribute in the domain of responsible green marketing. The significance of this study lies in its ability to provide useful recommendations to marketers, policymakers and customers toward accomplishment of sustainable development goals through usage and adoption of environment-friendly products. Design/methodology/approach This study is primarily descriptive in nature, as it attempted to investigate the implications of customers' reactions toward greenwashed practices prevailing in the fast-moving consumer goods (FMCG) market. The information gathered through a self-administered online questionnaire was analyzed using Smart PLS software package to verify the proposed hypotheses. The consistency and validity of the measurement and structural models proposed were tested using inferential statistical procedures. Findings The results significantly confirmed the mediating role of GWWOM in shaping the relationship between green skepticism and shift in green behavior. It was verified from the results that customers’ futuristic behavioral patterns toward green products are negatively influenced by misleading and false claims of marketers through GWWOM communications. Practical implications The primary implications of this study are for marketers in understanding the role of GWWOM on organizations’ reputation. The policymakers may contribute by implementing appropriate changes in regulations to control greenwashed practices. Finally, customers may become more aware about the unethical marketing practices and act responsibly in the market place. Originality/value This study revealed an intriguing finding in the sense that customers, who feel cheated by erroneous and mislead green claims of the marketers, are expected to communicate their experiences through variety of channels. Therefore, it is very likely that they may influence others to change their behaviors while going for environmentally safe products and may have significant consequences on the sustainable consumer behavior.

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How Does Social Media Advertising Persuade? An Investigation of the Moderation Effects of Corporate Reputation, Privacy Concerns and Intrusiveness

Cited by 17 publications

References 100 publications

The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification

The Docking Mechanism of Public and Enterprise Green Behavior in China: A Scenario Game Experiment Based on Green Product Classification

How customers respond to social media advertising

Greenwashed word of mouth (GWWOM): a vibrant influence on customer green behaviour

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