What type of purchase do you prefer to share on social networking sites: Experiential or material?

Zhang, Min; Li, Yunwei; Gu, Rongjie; Luo, Cheng

doi:10.1016/j.jretconser.2020.102342

Cited by 13 publications

(12 citation statements)

References 91 publications

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“…Apesar de eventualmente similares, elas jamais poderão ser uniformemente comparadas. Por outro lado, os bens estão relacionados à vaidade e à futilidade (Moore, 2014), o que prejudica, ao invés de reforçar, a manutenção dos laços sociais e a própria construção de um eu ideal (Zhang et al, 2020).…”

Section: Apresentação E Discussão Dos Resultadosunclassified

“…A predileção por experiências, entretanto, não isenta os respondentes de apresentarem inclinações materialistas (Zhang et al, 2020). De modo reiterado, são comentadas não apenas situações que envolvam propriamente o ato de consumir, como restaurantes, festas e viagens, mas contextos no qual o indivíduo estava inserido, como um veleiro ou fotos em shopping centers.…”

Section: Apresentação E Discussão Dos Resultadosunclassified

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Felicidade e Consumo em Tempos de Redes Sociais: uma Análise do Compartilhamento de Postagens de Experiências

Pinheiro

Freitas

Gerhard

2020

TPA

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Objetivo: Este trabalho tem como objetivo investigar a influência, para o reconsumo, da felicidade proporcionada pelo retorno (curtidas, comentários e compartilhamentos) nas fotos ou nos vídeos de experiências publicadas nas redes sociais. Metodologia: Uma pesquisa qualitativa foi conduzida através de entrevistas semiestruturadas com 17 usuários ativos do Facebook convidados a dialogar enquanto navegavam em suas contas pessoais. Resultados: Os discursos mostraram que, de fato, elogios e retorno positivo nas fotos aumentam a felicidade e são grandes propulsores motivacionais ao reconsumo, assim como revelam que essa ação está imersa em questões sociopsicológicas, como a busca pelo reconhecimento e prestígio. Evidencia-se, assim, que o uso das redes sociais está diretamente atrelado às relações interpessoais, à felicidade e ao consumo. Contribuições: O artigo visa contribuir teórica e empiricamente com o conhecimento produzidos sobre o comportamento do consumidor nas redes sociais e a psicologia do consumidor, além de fornecer tacitamente diretrizes às marcas que desejam entender melhor o público para desenvolver seu gerenciamento de marketing, de produto, de serviço e/ou de campanhas publicitárias.

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Section: Apresentação E Discussão Dos Resultadosunclassified

Felicidade e Consumo em Tempos de Redes Sociais: uma Análise do Compartilhamento de Postagens de Experiências

Pinheiro

Freitas

Gerhard

2020

TPA

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“…Prior experience related to a product or service is fundamental to positive word-of-mouth (Yoon and Park, 2018;Zhang et al, 2021). In other words, consumers who purchase and use a product regularly (continuous usage) may evaluate and promote it more positively.…”

Section: Actual Purchasementioning

confidence: 99%

“…As previously mentioned, the e-WOM intention generally occurs after consumption activities (Yoon, 2012;Yoo et al, 2013;Zhang et al, 2021). Before providing any online feedback, consumers must have first-hand experience with a product or service (San-Mart ın et al, 2015; Yoon and Park, 2018).…”

Section: Actual Purchasementioning

confidence: 99%

The e-WOM intention of artificial intelligence (AI) color cosmetics among Chinese social media influencers

Simay

Wei

Gyulavári

et al. 2022

APJML

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PurposeThe recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China is a lucrative market for various foreign beauty products and technological innovations. This research aims to investigate the adoption of AI color cosmetics applications and their electronic word-of-mouth (e-WOM) intention among Chinese social media influencers. Several key concepts have been proposed in this research, namely body esteem, price sensitivity, social media addiction and actual purchase.Design/methodology/approachAn online questionnaire design was used in this research. A combination of purposive sampling and snowball sampling of AI color cosmetics users who are also social media influencers in China yields 221 respondents. To analyze the data, this research employs Structural Equation Modelling (SEM) method via SPSS and AMOS software. A 2-step approach, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), is implemented to prove the hypotheses and generate the results.Findings1) Social media addiction is a positive predictor of AI color cosmetics usage, (2) AI color cosmetics usage is a positive predictor of actual purchase, (3) actual purchase is a positive predictor of e-WOM intention and lastly, (4) there is a full mediation effect of actual purchase.Originality/valueThis research draws on the uses and gratification (U&G) theory to investigate how specific user characteristics affect Chinese social media influencers' adoption of AI color cosmetics, as well as how this may affect their decision to purchase branded color cosmetics and their e-WOM.

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“…For example, people derive more pleasure or happiness from freely chosen experiential purchases than from freely chosen material purchases ( Kumar and Gilovich, 2015 ; Weingarten and Goodman, 2021 ). Furthermore, people tend to be more willing to share socially about experience-based consumption than material-based consumption, a difference that stems from users’ perceived social approval of the purchase ( Zhang et al, 2021 ). Current research has extended to a new area primarily relevant to business, namely consumer effort, suggesting that consumers are more willing to make an effort to obtain experience-based consumption rather than material-based consumption.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Liu

Wang

et al. 2021

Front. Psychol.

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Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

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What type of purchase do you prefer to share on social networking sites: Experiential or material?

Cited by 13 publications

References 91 publications

Felicidade e Consumo em Tempos de Redes Sociais: uma Análise do Compartilhamento de Postagens de Experiências

Felicidade e Consumo em Tempos de Redes Sociais: uma Análise do Compartilhamento de Postagens de Experiências

The e-WOM intention of artificial intelligence (AI) color cosmetics among Chinese social media influencers

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

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