Influencing customer’s purchase intentions through firm participation in online consumer communities

Albert, Leslie Jordan; Aggarwal, Nitin; Hill, Tim

doi:10.1007/s12525-014-0169-3

Cited by 16 publications

(10 citation statements)

References 34 publications

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“…The research theme user behavior covers most articles (26 %) and has the highest maturity regarding the breadth of topics of all social commerce research themes (e.g., Albert et al 2014;Bateman et al 2010;Blasco-Arcas et al 2013;Chen et al 2014;Grange and Benbasat 2013;Huang et al 2011;Scholz et al 2013;Wang and Chang 2013;Yin et al 2014;Zhang et al 2012;Zhou et al 2014). Most of them either investigate social shopping websites (47 %), social networking websites (37 %), or social gaming websites (10 %).…”

Section: Research Theme: User Behaviormentioning

confidence: 99%

“…Besides users' participation behavior, another line of research within the area of users' behavior investigates factors directly influencing consumers' purchase intention on social commerce websites (e.g., Albert et al 2014;Bae and Lee 2011;Blasco-Arcas et al 2013;Guo and Barnes 2009;Khare et al 2011;Scholz et al 2013;Sotiriadis and Zyl 2013;Suntornpithug and Khamalah 2010;Wang and Chang 2013;Zhang et al 2012). Suntornpithug and Khamalah (2010), for example, found that person interactivity and machine interactivity positively influence online purchase intentions, with machine interactivity impacting attitudes, physical telepresence, perceived behavioral control and trust.…”

Section: Research Theme: User Behaviormentioning

confidence: 99%

“…BlascoArcas et al (2013) confirm the importance of customers' interactions and connections with other customers for customers' involvement and purchase behavior. In addition, Scholz et al (2013) and Wang and Chang (2013) emphasize the important role of user generated content with respect to the conversion rate and purchase intentions of users, while Albert et al (2014) investigate the value of firm engagement in online communities in affecting users' purchasing intention. Thus, all of these articles analyze different variables which they have found to influence customers' purchase decisions such as WoM volume and user generated content in general (e.g.…”

Section: Research Theme: User Behaviormentioning

confidence: 99%

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Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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In recent years, social commerce evolved into an emerging phenomenon of global interest for marketers, businesses, and researchers alike. In light of this development, it is not surprising that the number of publications focusing on this phenomenon at the interplay of electronic commerce and social media has been rising substantially. The goal of this paper is to provide a structured overview of social commerce research by means of a structured literature review. Based on our literature search between 2007 and 2014 resulting in 116 published papers, we carve out and assess the knowledge and the research areas that have been predominantly addressed by the Information Systems, Electronic Commerce, and Marketing research community so far. By providing a research agenda, we hope that our results will stimulate and guide future research in this exciting field.

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Section: Research Theme: User Behaviormentioning

confidence: 99%

Section: Research Theme: User Behaviormentioning

confidence: 99%

Section: Research Theme: User Behaviormentioning

confidence: 99%

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Social commerce—state-of-the-art and future research directions

Baethge

Klier

2016

Electron Markets

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“…Perceived exposure refers to an individual’s recall of the frequency of exposure to a certain stimulus and has already been used as well in the context of brand-generated social media messages (Gao and Feng, 2016). Perceptions of brand posting activity in online contexts, such as forums, give an approximate match of actual activity of the brand (Albert et al , 2014). Thus, perceived exposure is an alternative and low-cost measure, especially when compared to collection of data about actual exposure.…”

Section: Theoretical Background and Research Questionsmentioning

confidence: 99%

What makes fashion consumers “click”? Generation of eWoM engagement in social media

Ananda

Hernández-García

Acquila-Natale

et al. 2019

APJML

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Purpose -This study investigates the perceived exposure of fashion consumers to different types of fashion brands' social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.Design/methodology/approach -The empirical study uses a survey with a stratified random sample of 241 Indonesian members of fashion social media brand communities. The research design includes nineteen types of SMM actions and three types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.Findings -Generation of intention to engage in "pass-on" and "endorsement" eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer's perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research implications -This study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plugins. Practical implications -The study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers' intention to engage in eWoM. Originality/value -This study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion social media brand communities. Besides, it extends the applicability of the "mere exposure" effect to the SMM context. The research pioneers the study on fashion consumers' eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations. Abstract Purpose -This study investigates the perceived exposure of fashion consumers to different types of fashion brands' social media marketing (SMM) actions in social media, and its relationrelationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors. Design/methodology/approach -The empirical study uses a survey with a stratified random sample of 241 Indonesian members of fashion social media brand communities. The research design includes nineteen types of SMM actions and three types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.Findings -Generation of intention to engage in "pass-on" and "endorsement" intention to engage in eWoM has different drivers and serves different purposes. FindingsThe findings suggest that endorsement engagement is contingent on the consumer's perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research implications -This study extends current theory on SMM strategy and its relationrelationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plugins.Practical implications -The study offers ...

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“…probability of a user purchasing premium music software licensed in the US. Albert, L.J., et al [4] added in his research found that software purchase is influenced by two main factors, namely the frequency of use and the value obtained by users (perceived value) of the software.…”

Section: Introductionmentioning

confidence: 99%

Application of Digital Innovation with a Freemium Business Strategy to Increase Sales of Accounting Software in Indonesia

Zulma¹,

Erida²

2021

Proceedings of the 3rd Green Development International Conference (GDIC 2020)

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This study aims to provide empirical evidence about the strategy of freemium software which is a new business model in the digital era by applying the Dual Mediation Hypothesis (DMH Model) to investigate the effects of the freemium strategy as a promotional tool to increase user interest in purchasing premium licensed accounting software at Indonesia. This study uses 206 samples of respondents from various backgrounds, such as consultants, business owners, managers, and employees who use accounting software in business activities in Indonesia. Based on the discussion, the results of the research show that freemium software can be a good marketing strategy for software developers. Through the free version of the software provided to users, it can change user behavior to switch to a complete premium version, so it can effectively increase sales of accounting software in the current digital era.

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Influencing customer’s purchase intentions through firm participation in online consumer communities

Cited by 16 publications

References 34 publications

Social commerce—state-of-the-art and future research directions

Social commerce—state-of-the-art and future research directions

What makes fashion consumers “click”? Generation of eWoM engagement in social media

Application of Digital Innovation with a Freemium Business Strategy to Increase Sales of Accounting Software in Indonesia

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