Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits

Waqar, Amber; Jamil, Mahwish; AL-Hazmi, Nabil Mohemmed; Amir, Aleena

doi:10.1080/23311975.2023.2297448

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2024

Publication Types

Select...

Article2

Book1

Relationship

Self Cite0

Independent3

Authors

Journals

Cited by 3 publications

References 117 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Femvertising? From Brand Echoes to Echoes of Equality

Marrugo-Salas,

Pérez-Morón

2024

Reference Module in Social Sciences

View full text Add to dashboard Cite

Femvertising? From Brand Echoes to Echoes of Equality

Marrugo-Salas,

Pérez-Morón

2024

Reference Module in Social Sciences

View full text Add to dashboard Cite

Unveiling the power of video sentiment analysis for predicting advertising effectiveness: exploratory research on femvertising

Hamelin,

Rahimi,

Balaji

et al. 2024

J Market Anal

View full text Add to dashboard Cite

Value co-creation and positive online reviews: investigating the roles of customer gratitude and price fairness perception toward Egyptian hotels

Khashan,

Ghonim,

Aziz

et al. 2024

EMJB

View full text Add to dashboard Cite

PurposeThe current study used the Stimuli-Organism-Response (S-O-R) paradigm to analyze value co-creation and customer gratitude influence on hotel guests' online reviews. It also examines the price fairness perception moderating influence on value co-creation and consumer gratitude.Design/methodology/approachData were collected from 436 customers using an Internet-based questionnaire. PLS-SEM was utilized to assess hypotheses based on WarpPLS.7 software.FindingsThe findings demonstrated that value co-creation (co-production and value in use) significantly impacted customer gratitude and willingness to post positive online reviews. Gratitude positively influenced customers’ willingness to post online reviews. Gratitude mediated the relation between value co-creation and willingness to post positive online reviews. Price fairness perception moderated the relationship between value co-creation dimensions and customer gratitude.Originality/valueThe S-O-R framework underpins this study to measure the effects of co-production and value in use (stimuli) on consumer gratitude (organisms) and willingness to post positive online reviews (response). No prior studies examined this paradigm in an emerging market like Egypt. In addition, the study investigated the fair price fairness perception as a new moderating variable. Theoretical and managerial consequences are addressed.

show abstract

Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits

Cited by 3 publications

References 117 publications

Femvertising? From Brand Echoes to Echoes of Equality

Femvertising? From Brand Echoes to Echoes of Equality

Unveiling the power of video sentiment analysis for predicting advertising effectiveness: exploratory research on femvertising

Value co-creation and positive online reviews: investigating the roles of customer gratitude and price fairness perception toward Egyptian hotels

Contact Info

Product

Resources

About