Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement

Davis, Scott W.; Horváth, Csilla; Gretry, Anaïs; Belei, Nina

doi:10.1016/j.jbusres.2019.01.071

Cited by 72 publications

(57 citation statements)

References 38 publications

(67 reference statements)

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“…As an expected consumption result, fun may be more related to the concept of customer experience, which emphasizes the pleasure and sensory phenomena in explaining customer behavior in the experience economy [23,37,45]. From the perspective of users and consumers, "fun" as a perception or experience may be especially helpful for products that are enjoyable, rather than having functional values [46]. According to Tasci and Ko [47], fun is defined as an integral part of an object's hedonic value, providing consumers with a desired sensory effect.…”

Section: Fun (O)mentioning

confidence: 99%

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

2020

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Due to the fact that Chinese tourists are becoming the main players in the international tourism market, with large growth potential, this research empirically identifies the psychological factors that affect Chinese outbound tourists’ memorable tourism experiences (MTEs), and investigates the relationships among MTEs, the “fun” emotion, and their recommendation and revisit intentions based on the stimulus–organism–response (S-O-R) model. In addition, the moderating role of perceived risk between the causal relationships among the “fun” emotion and recommendation and revisit intentions is identified. A total of 560 survey participants who had experienced overseas tourism in the last two years were selected as the target population, and the data from 413 valid surveys were empirically analyzed via structural equation modeling (SEM). Chinese outbound tourists’ MTEs, such as hedonism, novelty, meaningfulness, and social interaction, are found to positively influence their experience of the “fun” emotion, such as emotional spark and flow. Additionally, it is found that when Chinese outbound tourists have achieved a high level of the “fun” emotion, their intentions to recommend and revisit their destination will be stronger. In addition, perceived risk is found to have a negative moderating role in the causal relationships among emotional spark and recommendation and revisit intentions, and also has negative moderating effects on the causal relationship between flow and recommendation intentions. This study provides important practical insights for how international tourist destination marketers and managers provide Chinese tourists with MTEs, and how to elicit the “fun” emotion and loyalty behaviors from Chinese tourists via the investigation of the mechanism of MTEs, fun, and recommendation and revisit intentions. It is also found that it is beneficial for international tourist destination managers to lower the level of tourists’ perceived risk to improve tourists’ recommendation and revisit intentions. These findings can aid in the development of more effective strategies to increase the market share and the international competitiveness of destinations.

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Section: Fun (O)mentioning

confidence: 99%

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

2020

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“…However, it does not provide very rich detail on consumer's feelings and emotions. Therefore, recent works have analysed not only textual data but also use of punctuation and visual clues, such as emojis and emoticons (Davis et al, 2019;Pina et al, 2019) or Facebook 'reaction buttons' (Antoniadis et al, 2019).…”

Section: Evolution Of Research Topics and Methods Over Timementioning

confidence: 99%

“…In comparison to studies that take a single post as a unit of analysis, Tafesse (2016) operationalised the measure of 'experiential value' on a brand page level. Similarly, Davis et al (2019) analysed 'brand hedonism' on a brand page level which complements the analysis of 'message readability' on the level of single post. Focusing specifically on the Twitter context, Davis et al 2019takes into consideration not only textual information but also hashtags, emojis or at-mentions.…”

Section: Antecedents Of Cementioning

confidence: 99%

“…Similarly,Davis et al (2019) analysed 'brand hedonism' on a brand page level which complements the analysis of 'message readability' on the level of single post. Focusing specifically on the Twitter context,Davis et al (2019) takes into consideration not only textual information but also hashtags, emojis or at-mentions. Similarly,Antoniadis et al (2019) attempt to explore new ways of analysing the social interactions by including analysis of the Facebook 'reaction buttons'.…”

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confidence: 99%

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Mapping methods of research on consumer engagement with brands on social media: A literature review

Martínek

2021

Methodological Innovations

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Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods. The purpose of this article is to review the extant empirical research in the marketing literature that investigates consumer engagement with brands on social media, provide an overview of the research methods employed, and suggest implications for future research. Through systematic review of 66 published studies, this article aims to explore what methods are used to empirically investigate consumer engagement with brands on social media and asks how these methods have evolved over time. The study categorises the current research and demonstrates the evolution of research methods and themes from 2011 until 2019. This literature review revealed three observations: (a) low methods’ diversity, (b) dominant reliance on visible social media metrics and (c) negative aspects of consumer brand engagement as an emerging theme. The insights developed and the observed trends can be helpful in shaping future research and practice in the field of consumer brand engagement.

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“…The concept of engagement has been studied and defined by various marketing scholars, for a review see [9], [7]. Different concepts related to engagement like media engagement, brand engagement, and consumer engagement behavior have also been suggested and studied [26].…”

Section: Literature Review and Hypotheses Development 21 Course Effmentioning

confidence: 99%

When Engagement in Course-Related Social Media Leads to Better Course Self-Efficacy

Pelet¹,

Zamani²

2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Learners nowadays bring social media (SM) user's knowledge to the classrooms with them. Many teachers (researchers, professors, instructors, and people in charge of the learning organizations in general) have to deal with the fact that individuals 1) sometimes adopt a mute behavior in classroom and 2) duplicate their offline social networks in SM spaces. Engagement in course-related SM groups leads to engagement into the course subject, that improves self-efficacy of the learners. This paper seeks to find out why individuals engage in course-related SM groups and how the SM engagement of silent students can mediate their selfefficacy. Results show that experiencing eudaimonism as an emotion and state of flow, positively affects the engagement in course-related SM groups. SM engagement positively affects students' self-efficacy and mediates the negative effect of selective mutism. This research has implications for educational institutions as well as researchers in the e-learning fields.

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Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement

Cited by 72 publications

References 38 publications

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

Mapping methods of research on consumer engagement with brands on social media: A literature review

When Engagement in Course-Related Social Media Leads to Better Course Self-Efficacy

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