The role of visual presentation in cause-related marketing message processing in social network sites: a case for sports brands

Han, Jiyoon Karen; Lee, Seungae

doi:10.1080/02650487.2021.1892963

Cited by 12 publications

(5 citation statements)

References 56 publications

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“…Specifically, this study responds to the call by Shin et al (2021) for more research on the risk aspects of pandemic-related CSR by finding that instead of alarming Airbnb consumers about the public health risk, the PIOC message can be considered as an effective risk reduction tool when communicating Airbnb preventive measures. Additionally, this study extends Lee et al's (2021) research on participatory CSR by finding the positivity bias of the PIOC message when encoding Airbnb CSR information. Finally, this study contributes to the attitude-behavior gap literature by uncovering the moderating effect of message strategies in transforming Airbnb consumers' overall attitudes into IJCHM 35,4 behavioral intentions.…”

Section: Theoretical Implicationssupporting

confidence: 66%

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Do efforts to address safety pay off? Evidence from the sharing economy in the post–pandemic world

Chen

2022

IJCHM

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Purpose Applying the value creation of corporate social responsibility (CSR), this study aims to investigate the direct effect of preventive measures in the postpandemic world on Airbnb consumers’ attitudes toward the host, which may further impact their behavioral intentions. It also examined the mediating role of perceived risk and perceived motives, as well as the moderating role of message strategies and risk tolerance in this process. Design/methodology/approach A 2 (preventive measures: basic versus enhanced) × 2 (message strategies: promotional social cause message [PSC] versus partake-in-our-cause message [PIOC]) between-subjects factorial design was conducted with a sample of 476 US Airbnb consumers through an online survey. PROCESS macro was used for hypothesis testing. Findings Results demonstrated that enhanced preventive measures had more positive impact on Airbnb consumers’ attitudes toward the host, which was positively related to positive word of mouth and booking intention. Perceived risk and perceived motives mediated the relationship between preventive measures and attitude toward Airbnb hosts. Positive relationships between attitude toward the host and behavioral intentions were strengthened when PIOC was used than PSC. The negative relationship between preventive measures and perceived risk was enhanced when PIOC was used than PSC. Risk tolerance did not interact with messages strategy to impact the relationship between preventive measures and perceived risk. Originality/value The study uncovered the mechanisms by which consumers form their responses toward different safety information of Airbnb accommodations postpandemic and the role of message strategies in the process. It provided implications for the Airbnb platform and hosts in the postpandemic period.

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Section: Theoretical Implicationssupporting

confidence: 66%

“…Message strategy refers to how firms convey their messages to audiences in the field of CSR communication or health communication (Chang, 2011; Han and Lee, 2022). There are mainly two types of message strategies: PIOC message and PSC message.…”

Section: Literature Reviewmentioning

confidence: 99%

Do efforts to address safety pay off? Evidence from the sharing economy in the post–pandemic world

Chen

2022

IJCHM

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“…Concerning promotion, it is helpful to adopt a specific positive framing method of the message about the cause to strengthen customers' purchasing intentions (Bester & Jere, 2012;Han & Lee, 2022). Information about the campaign's goal is also appreciated (Das et al, 2008).…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer Attitudes Toward Cause-Related Products: A Study of Japanese Customers and Beneficiary-Made Items

Nghiêm-Phú

Komiya

2023

IJBS

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Much research has been done on cause-related marketing activities implemented by for-profit businesses. However, researchers seem to neglect that the beneficiaries make specific products used in cause-related campaigns, and for-beneficiaries organizations also run specific campaigns. Further research, thus, needs to be done to understand and support these self-help efforts. This study investigated customer attitudes toward products made by people with disabilities – the direct beneficiaries of the generated incomes. By interviewing fifteen female customers in Japan, this study found that the participants had a somewhat positive attitude. They wanted to buy or had bought these kinds of products. The customers’ perceptions of product quality were good. However, their perception of product types and production scale was not. The women’s perceptions and behaviours, or their attitudes, were affected by several personal and environmental factors. A recent factor, the COVID-19 pandemic, seemed to add some situational impacts. Implications for expanding cause-related marketing theory and improving cause-related marketing activities from the beneficiary perspective were discussed based on these findings.

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“…As visual cues are deemed a critical component of marketing communications (Armstrong et al. , 2021; Han and Lee, 2022), the influence of visual presentation on customers requires more examination. Besides, visual cues are also considered to impact consumers' behavioral intentions and decisions (Filieri et al.…”

Section: Introductionmentioning

confidence: 99%

“…This is supported by Pike et al (2012) who state that "far more of the primate brain is engaged in processing visual information than in processing information from any of the other senses" (p. 67). As visual cues are deemed a critical component of marketing communications (Armstrong et al, 2021;Han and Lee, 2022), the influence of visual presentation on customers requires more…”

Section: Introductionmentioning

confidence: 99%

The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning

Quach

Thaichon

2022

APJML

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PurposeUnderpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions.Design/methodology/approachTwo experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes.FindingsThe findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia.Originality/valueThis research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.

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The role of visual presentation in cause-related marketing message processing in social network sites: a case for sports brands

Cited by 12 publications

References 56 publications

Do efforts to address safety pay off? Evidence from the sharing economy in the post–pandemic world

Do efforts to address safety pay off? Evidence from the sharing economy in the post–pandemic world

Consumer Attitudes Toward Cause-Related Products: A Study of Japanese Customers and Beneficiary-Made Items

The divergent effects of neat food presentation on purchase likelihood: the moderating role of time-related positioning

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