Triplex modeling of the political messages consumer behavior in social networks

Abstract

Purpose This paper explores a triplex model of the political messages consumer behavior in social networks, combining the use of Delphi method, exploratory factor analysis (EFA), and an artificial neural network (ANN). Design/methodology/approach The study has 3 phases. In the first phase, the Delphi method is employed, and 24 motivations for the forwarding a political message with a social media are identified; these motivations are used to develop the model in the second phase. Finally, in the last phase, an ANN is used to rank the motivations to determine their priority. Findings The EFA model explored includes 5 factors that have a positive effect on the level of political messages forwarding with a social network. These are Public view, Performance of Party, Disclosure, Interests and Destruction. Results from the use of an ANN indicate that the main variables in political messages forwarding are showing the relative candidate commitment to ethics (Commitment to ethics) and showing the appropriate scientific level of the relative candidate (Appropriate scientific level). From the results of the EFA model, it is clear these 2 variables are components of the factor of the Public view. Practical implications Political marketer, politicians, and political analyst can use our findings and model to satisfy their political messages consumer' needs and enhance their vote market and electoral success. The public view in the political message gets a very important role in its forwarding. They should show in their political messages that the relative candidate has commitment to ethics and has appropriate scientific level. They must create more message with this studies priorities and avoid produce the low priority characteristics of message of this study. Originality/value For the first time, the main contribution of this study is to shed light on how political messages in social network is forwarded and how political messages consumers think about political messages in the social network?

Developing UGC social brand engagement model: Insights from diverse consumers

“…Some consumers use social media platforms to share their personal experiences and that product users exert more influence than other SMUs (Naeem, 2019a, 2019b; Sobhanifard & Sadatfarizani, 2018). Previous studies have mentioned that disheartening customer experiences are the starting point of UGC on social media and they lead to the further generation of UGC (Çınar, 2018; Gavilanes, Flatten, & Brettel, 2018; Grosser, Hase, & Wintterlin, 2019; Kim & Lee, 2017; Micu, Chowdhury, Micu, & Chaudhuri, 2017; Zhao, Wang, Wang, & Song, 2017).…”

“…Research was conducted to investigate firm‐generated content on social media and consumer behaviour (Pan, Torres, & Zúñiga, 2019; Poulis, Rizomyliotis, & Konstantoulaki, 2019; Sobhanifard & Sadatfarizani, 2018; Zhang, Kang, Jiang, & Pei, 2018). These studies, however, did not focus on the social context of SMUs to generate, share, respond, ignore, and consume UGC.…”

“…Recent literature uncovered social media influence from various marketing perspectives: small retailers (Devereux, Grimmer, & Grimmer, 2020), content strategies (Kordzadeh & Young, 2020), brand promotions (Nikolinakou & Phua, 2020), consumer value co‐creation (Alalwan et al, 2019), WOM and purchase intention (Alalwan, 2018; Chu & Chen, 2019), communication and social marketing strategies (Appel, Grewal, Hadi, & Stephen, 2020; Li, Larimo, & Leonidou, 2020), consumer empowerment (Tajurahim, Abu Bakar, Md Jusoh, Ahmad, & Muhammad Arif, 2020), user‐generated images (Bakri, Krisjanous, & Richard, 2020), consumer behaviour (Sobhanifard & Sadatfarizani, 2018), and brand engagement and brand equity (Algharabat, Rana, Alalwan, Baabdullah, & Gupta, 2020). However, there is inadequate understanding regarding the social motivational causes and social influencers that can play a role in generating and exchanging user‐generated fashion brand‐related content.…”

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

“…However, studies on CBE within the social media context are still limited (Islam and Rahman, 2016;Halaszovich and Nel, 2017;Hollebeek et al, 2014;Jin and Huang, 2017;Page and Pitt, 2011;Sobhanifard et al, 2018). Closer reviewing the prior studies in the social media area leads to notice that it has never been tested the impact of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB) on CBE dimensions: cognitive processing (COP), affection (AF), and activation (AC).…”

Mixed modeling of the social network mechanisms for the sustainable development of tourism: The case of Iranian Kurdistan

“…Users can use Telegram on all their devices at the same time. Their messages sync seamlessly across any number of their phones, tablets, or computers (Sobhanifard & Sadatfarizani, 2018). (Amrollahi & Nazari Deghani, 2013).…”