Role of Culture in Engaging Consumers in Organizational Social media Posts

Argyris, Young Anna; Ya-qian, Wang; Muqaddam, Aziz

doi:10.1080/10919392.2020.1823177

Cited by 5 publications

(4 citation statements)

References 65 publications

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“…(2) By expanding our field of research to French and Chinese followers of luxury brands, we highlight the variables impacting the perceptions of VI credibility. Indeed, Asian or Western countries react differently to social robots (De Graaf and Allouch, 2013) or to social media content (Argyris et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

“…(2021) prior research regarding the ambivalence of the perception of social robots by consumers and introduces the variability of perception of social robots compared to human-like influencers.By expanding our field of research to French and Chinese followers of luxury brands, we highlight the variables impacting the perceptions of VI credibility. Indeed, Asian or Western countries react differently to social robots (De Graaf and Allouch, 2013) or to social media content (Argyris et al ., 2020). Our study expands our understanding of Gen-Z and millennials' expectations of digital advertising using social media influencers (Munsch, 2021) to the realm of VI.…”

Section: Implications Limitations and Future Researchmentioning

confidence: 99%

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The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context

Boissieu

Baudier

2023

JOCM

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PurposeSocial robots are invading our daily lives. Recently, thanks to artificial intelligence, humanoid social robots have been developed and influence individuals on social media. This paper aims to understand the perception of luxury consumers regarding human-like virtual influencers (VI) in a multicultural context.Design/methodology/approachConducting a qualitative method, the authors interviewed 32 Chinese and French consumers of luxury products from the Gen-Z and millennial generation about their perception of human influencers and human-like VI after following them on social media specific platforms.FindingsUsing source credibility theory, this research unveils the different ways in which consumers perceive human-like VI according to their physical or content attractiveness, expertise, similarities and trustworthiness. The results suggest that the perception of human-like VI by millennials and Gen-Z is closely related to their cultural setting and their familiarity of the technology in a luxury context.Originality/valueConsidering Gen-Z and millennials' willing for para-social interactions and given the importance to the credibility of the source or the emotions displayed by VI, the intercultural empirical setting of this study introduces the ambivalence of the perception of social robots versus human-like influencers in a luxury digital context.

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Section: Discussionmentioning

confidence: 99%

Section: Implications Limitations and Future Researchmentioning

confidence: 99%

The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context

Boissieu

Baudier

2023

JOCM

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“…Culture has been found to affect the way people interact with online systems (Argyris et al, 2020) and influences attitudes towards acceptance of online consumer reviews (Lai et al, 2013). Culture is the collective programming of minds that distinguishes members of one group from that of another group, or people of one country from another (Hofstede, 1984).…”

Section: Consumer Reviews In Vietnammentioning

confidence: 99%

Factors Influencing Intention to Use Online Consumer Reviews

Pham

Klaus

Changchit

2023

Journal of Global Information Management

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Online consumer reviews have been shown to play an important role that can influence consumers' attitudes, behaviors, and purchasing decisions. This study seeks to understand factors that affect user intention to use online consumer reviews. To examine this area, this paper theorizes multiple constructs that may influence intention to use. The subjects in this study were 466 online Vietnamese consumers. The data were analyzed using structural equation modeling, and five of the seven hypotheses were found to be significant. This study found several results not found in prior studies. The construct perceived online review importance is found to be important in influencing intention to use online reviews. Both perceived usefulness and perceived credibility influenced consumers' perceptions on the importance of online reviews. The study findings contribute to the research field of online consumer reviews and provide new insights into intention to use online consumer reviews for a developing country, different from prior studies that have focused on developed countries.

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“…Research on the use of social media in business has been studied by several other researchers, such as Lehtisaari et al (2018), Lima et al (2019), Horst et al (2019, Omotosho (2020), Li et al (2020), Argyris et al (2020), Sigué &Biboum (2020), andFang et al (2022). The results of their research revealed that the role of social media improves the performance of SMEs and fosters innovations for business people.…”

Section: Introductionmentioning

confidence: 99%

The effect of income prospects, social media, and environment through motivation on student entrepreneurial interests during the COVID-19 pandemic

Herawaty

Tiswiyanti²,

Yustien³

2023

JES

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This study aims to determine and analyze the effect of income prospects, social media, and environment on university students’ entrepreneurship interest during the Covid-19 pandemic directly and indirectly through motivation. This study uses primary data by distributing questionnaires to respondents. The population of this study is active students of the Faculty of Economics and Business, Universitas Jambi, Indonesia, in the even semester of 2020/2021. The sampling size in this study is determined using Slovin’s formula. The number of samples acquired is 191 students. The data is analyzed using path analysis. The results show that income prospects and social media directly affect motivation, while the environment does not directly affect motivation. The prospects of income, social media, and environment do not directly affect the interest in entrepreneurship, while motivation directly affects the interest in entrepreneurship. The motivation variable can mediate the income prospects and social media variable on the interest in entrepreneurship but cannot mediate the environmental variable in the interest in entrepreneurship.

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Role of Culture in Engaging Consumers in Organizational Social media Posts

Cited by 5 publications

References 65 publications

The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context

The perceived credibility of human-like social robots: virtual influencers in a luxury and multicultural context

Factors Influencing Intention to Use Online Consumer Reviews

The effect of income prospects, social media, and environment through motivation on student entrepreneurial interests during the COVID-19 pandemic

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