New frontiers and future directions in interactive marketing: Inaugural Editorial

Wang, Cheng Lu

doi:10.1108/jrim-03-2021-270

Cited by 357 publications

(451 citation statements)

References 20 publications

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“…The content can either be disseminated on a sponsored or voluntary basis. A sponsored UGC involves the marketer directly paying influencers or key opinion leaders to promote and recommend the brand via social media (Wang, 2021). It accommodates shoppable content for impulse purchases and allows followers to recommend posts with a quick “ like ” – also termed as the “word-of-click” (Wang, 2021).…”

Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

“…Social e-commerce – reflected through UGC made by ordinary and passionate prosumers, establishes a strong emotional bond and trust between them and the consumers. Coupled with built-in “ call-to-action ” tools, these broadcasters are able to monetize the content by instantly selling products through impromptu interactions that could be considered as a seamless and convenient shopping experience (Wang, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Hence, Internet marketing researchers have concluded that consumers tend to support brands that support their social identities (Arenas-Gaitán et al , 2018; Todd and Melancon, 2018). The enfranchisement of content production previously controlled by firms has allowed end-users to broadcast themselves through UGC (Wang, 2021). Regardless of whether amateurs, professionals or enthusiasts, their social identities are considered authentic by the consumers since the broadcasters live and experience the products themselves (Barger et al , 2016).…”

Section: Introductionmentioning

confidence: 99%

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Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Muda

Hamzah

2021

JRIM

100

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PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

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Section: Literature Review and Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Muda

Hamzah

2021

JRIM

100

View full text Add to dashboard Cite

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“…Research suggests that creators of UGC are important brand advocates who share opinions about products and services with others (Luetjens and Stanforth, 2007). Further, the process of value creation is vigorously shifting from a firm-centric view to a personalized and interactive customer experience (Wang, 2021). UGC has important implications for marketers.…”

Section: Discussionmentioning

confidence: 99%

“…This has led to a shift from marketing empowered technology to one that is primarily a consumer-empowered interactive channel (Barreto and Ramalho, 2019). Further, the process of value creation is shifting from a firm-centric view to a personalized and interactive customer experience (Wang, 2021). Viable customer-driven orientation and customer loyalty have become indispensable for businesses to drive future income (Sezgen et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

Reading between the lines: untwining online user-generated content using sentiment analysis

Rasool

Pathania

2021

JRIM

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PurposeOne of the major challenges within the airline industry is to keep pace with the changing customer perception toward their service quality. This paper aims to demonstrate how sentiment analysis of user-generated big data can be used to research airline service quality as a more comprehensive alternative to other survey-based models by investigating real-time passenger insights.Design/methodology/approachThe present research uses the case of Indigo airlines by studying passenger's trip advisor reviews regarding the low-cost commercial airline service. The authors analyzed 1,777 passenger reviews, which were classified, to uncover sentiments for five dimensions of airline service quality (AIRQUAL).FindingsThe findings of the study demonstrate the need for harnessing the brand-related user-generated content shared on online platforms to identify the critical attributes for airline service quality. Further, through the application of sentiment analysis, the paper provides much-needed clarity in the processing of user-generated content. It illustrates the investigation of passenger interactions as a reflection of their satisfaction, expectation, intention and overall opinion toward the airline service quality.Practical implicationsThe analytical framework adopted in the study for examining user-generated content (UGC) can be functional for the marketing managers and equip them for handling large-scale data readily available in action-oriented interactive marketing research.Originality/valueThis paper demonstrates how sentiment analysis of user-generated data can be used to research airline service quality as a more comprehensive alternative to other survey-based models. The study supplements the methodological advances in the field of UGC analysis and adds to the existing knowledge domain.

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A cross‐cultural study on online reviews and decision making: An eye‐tracking approach

Moriuchi

Moriyoshi

2023

J of Consumer Behaviour

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Every information on an online review has a different impact on individual's decision‐making process. This difference is attributed to the individual's attribution of responsibility, which influences their cognition. In this study, a survey and eye‐tracker were used to conduct a study on restaurant reviews between two groups of participants (U.S. and Japan). Result suggests that the presentation of food in an image has a stronger impact on the Japanese respondents than it is for Americans. Between the two groups of participants, Americans focused more on the positive ratings, whereas Japanese focus on the extreme end of the ratings (1‐star vs. 5‐star). The distribution of the star ratings, which forms a particular letter shape (e.g., E) also has an impact on respondents' decision‐making process. Results show that Americans fixate on the shape of the distribution 7–8 times longer than the Japanese respondents. The result in this study suggests that the cultural cognition and attribution of responsibility, which is reflected in respondents' cultural dimensions (e.g., monumentalism vs. flexhumility), need to be considered. These considerations will affect how a company presents their information on a review site so that the content resonates and aids in their consumers' decision‐making process.

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New frontiers and future directions in interactive marketing: Inaugural Editorial

Cited by 357 publications

References 20 publications

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Reading between the lines: untwining online user-generated content using sentiment analysis

A cross‐cultural study on online reviews and decision making: An eye‐tracking approach

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