New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens

Vander Schee B.A., Peltier J., Dahl A.J.

Purpose The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment. Design/methodology/approach The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes. Findings Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion. Practical implications This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement. Originality/value Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.

Nyadzayo M.W., Leckie C., Johnson L.W.

This study investigates the effects of customers’ trust and satisfaction with the focal brand and brand identification (self-expressive brand) on customer brand engagement (CBE) dimensions (cognitive processing, affection and activation), which can promote brand outcomes (brand evangelism and repurchase intention). The model was tested using survey data from 466 Australian consumers of mobile phone brands. The results suggest that brand trust enhances affection, followed by cognitive processing, but not activation. Brand satisfaction has a stronger impact on activation than affection while it is not related to cognitive processing. Self-expressive brand has the largest impact on cognitive processing, followed by affection and then activation. CBE dimensions are found to influence brand outcomes (brand evangelism and repurchase intention). For marketing theorists, to our knowledge, this is the first study to empirically examine the differential impact of relational drivers on brand evangelism and repurchase intention via the CBE dimensions. For managers, given that brand trust and brand satisfaction are customer-based metrics often tracked by organisations, our findings help organisations to redirect their efforts to the specific relational drivers that influence either psychological and/or behavioural components of CBE as well as brand evangelism and repurchase intention.

Ismail A.R., Nguyen B., Chen J., Melewar T.C., Mohamad B.

Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

Miquel-Romero M., Frasquet M., Molla-Descals A.

This paper focuses on postpurchase complaint behavior to understand under which conditions omnichannel shoppers choose to complain at the physical store instead of doing it through online channels. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), we find that four different combinations of situational, channel-related, and individual variables lead to complaining at the store. The motivation of seeking redress together with assertiveness and high dissatisfaction, play an essential role in the choice of complaint channel. The channel of purchase is not determinant for the choice of the store to complain. These findings have implications in terms of redefining the role of the store in the current omnichannel era.

Kucharska W.

Purpose There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach Data were collected from a convenience sample of 712 cases gathered among young European Facebook users via an electronic survey and analyzed using the structural equation modeling method. Findings Customer–other customers’ identification is a pivotal factor in influencing brand community identification. Practical implications If companies want to implement online brand communities into business models effectively and co-create brand value, they need deliver brand content useful for customer self-expression and social interaction to enhance consumer-brand identification and customer–customer social bonds which enable to transform the audience into a community. Focusing on the constant reinforcement of online brand community by supporting customer–customer relationships is critical for voluntary value co-creation. Originality/value The main contribution of this study to the literature on online brand communities is the presentation and empirical verification of pivotal social mechanisms of online brand community identification considered as a starting point to potential co-creation and capturing value based on the social presence theory.

Rossolatos G.

Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co‐creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread‐specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co‐creation.

Aydın G.

Social commerce has become a hot topic since the beginning of Web 2.0 era; however, relevant research is scarce in emerging economies. This study aims to fill this research gap and answer the main ...

Kiani I., Laroche M.

Claffey E., Brady M.

Emergent perspectives in marketing highlight new opportunities for leveraging social media as a means to build customer–firm relationships through consumer engagement. Drawing from cognitive apprai...

Johnson O., Chattaraman V.

Darley W., Lim J.

Purpose Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of physical market maven to online channel. A conceptual model capturing the links among information seeking tendency, physical market maven, e-shopping attitude and e-satisfaction as determinants of e-maven propensity is developed and tested. Design/methodology/approach Survey data from 199 adult consumers were collected and analyzed using structural equation modeling with multi-group analysis. Findings The results show the direct and indirect effects of physical market maven on e-maven propensity. Additionally, the relationship between physical market maven and e-maven propensity is moderated by e-shopping intensity such that the relationship is stronger for the high e-shopping intensity group than for the low e-shopping intensity group. Practical implications In a multi-channel environment, being able to share marketplace information across different channels takes on greater significance. Developing a customized strategy in managing e-word-of-mouth and e-maven behaviors within the context of the level of consumers’ e-shopping intensity is needed. E-mavens could be invited not only to serve as co-creators but also as significant influencers for a company’s products and services. Originality/value The study draws an interesting parallel between physical mavens and their online characteristics, as well as captures the conditions under which transferability of physical maven behavior to online channel occurs. Two distinct patterns are exhibited depending on the level of e-shopping intensity.

Carvalho A., Fernandes T.

Social media has established a new dynamic in marketing, enabling customers to engage with brands in a variety of ways. This article aims to develop a comprehensive model of drivers, outcomes, and ...

Priporas C., Stylos N., Fotiadis A.K.

Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers' current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university students-consumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers' experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided. Exploration of Generation Z consumers' expectations of interactions in the smart retailing setting.The introduction of more new devices and processes is expected.Training consumers about new smart retailing applications is essential.There is scepticism about further advances in smart retailing in relation to job market.

Smith K.T.

Digital advertising is the fastest growing form of marketing. Within digital, mobile is the fastest growing medium. Mobile advertising occurs on any mobile device, such as smartphones and tablets. ...

Phua J., Jin S.V., Kim J.(.

Applying uses and gratifications theory (UGT) and social capital theory, our study examined users of four social networking sites (SNSs) (Facebook, Twitter, Instagram, and Snapchat), and their influence on online bridging and bonding social capital. Results (N=297) found that Twitter users had the highest bridging social capital, followed by Instagram, Facebook, and Snapchat, while Snapchat users had the highest bonding social capital, followed by Facebook, Instagram, and Twitter. SNS intensity, trust, tie strength, homophily, privacy concerns, introversion, and attention to social comparison were also found to moderate the relationship between SNS use and online bridging and bonding social capital. Uses and gratification theory (UGT) was applied to explain social networking site usage.Facebook, Twitter, Instagram, and Snapchat influence bridging/bonding social capital.SNS intensity, tie strength, privacy, introversion, and social comparison are moderators.

Lam H., Arli D., Nguyen T.H., Nguyen T.Q.

Gupta P., Prashar A.

Mandal S., Singh R., Kotni V.D., Chintaluri M.G., Raman R.

Purpose This paper aims to explore the antecedents of service robots’ adoption at restaurants in India, specifically focusing on Gen Z customers. This study sheds light on customer preferences in getting served by service robots with the moderating role of human service preference and the perceived job lose orientation of dine-in customers. Design/methodology/approach Primary data was collected from Gen Z customers using purposive sampling from prime cities in South (n = 363) and North India (n = 303). The perceptions of respondents towards service robots were analysed in SmartPLS 3.3.9. Findings The findings suggest that performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivations and price value significantly determine service robots’ acceptance by Gen Z consumers. However, such direct associations are significantly moderated by Gen Z’s human service preference and perceived job loss. Furthermore, demographic factors like respondents’ location, i.e. north and south, affect their preferences. Originality/value This research provides more insights into human preferences in dining in terms of moderating variables like human service preference and job-saving orientation of customers based on which the managers can design people, processes and physical evidence strategies of restaurant service mix.

Porsan P.W., Surja S., Kurniawati H.

Anastasiei B., Dospinescu N., Dospinescu O.

PurposeThis research investigates the antecedents of positive and negative electronic word-of-mouth (eWOM) propensity, as well as the impact of eWOM propensity on the intention to repurchase the product.Design/methodology/approachTwo types of eWOM predictors were considered: product related variables and personal factors. The data were collected through an online survey conducted on a sample of 335 Romanian subjects, and the analysis method was Structural Equation Modelling.FindingsOur findings show that personal factors – social media usage behaviour, marketing mavenism and need to evaluate – are the most important antecedents of the intention to write product reviews and comments online, either positive or negative. From the product related factors, only brand trust influences the propensity to provide eWOM. Furthermore, both positive and negative eWOM intentions are associated with the repurchase intention.Originality/valueThe major theoretical contribution of this study consists of revealing that personal traits are stronger eWOM propensity predictors than product related variables. In light of our results, most people will likely not share their positive or negative opinions about products and brands, no matter how good or bad their experience was, no matter how satisfied or dissatisfied they are. The high eWOM intention levels are associated with the presence of some inner characteristics that push customers to voice their feelings and thoughts in the social networks.

Kim J.

Aziz A.N., Gunawan A.A., Azhari M.

The utilization of robotic technology in the service sector, particularly in restaurants and cafes, is an emerging technology that has not been widely implemented in Indonesia. Although Indonesia ranked third in technology capital, it is contrasting with the adaptive attitude (ranked 59th). Furthermore, studies that focus on factors influencing service robot utilization, especially from the Indonesian consumers’ perspectives, remain understudied. This exploratory study aims to delving into both, the driving factors and barriers, to utilize service robots in restaurant and cafes by employing behavioral reasoning theory model. Data were collected through semi-structured interviews with 24 informants who have (not) used service robots in restaurant or cafes. The study found (1) robot appearance, (2) unique services, (3) service reliability, (4) emotional satisfaction, and (5) hygiene to be the reasons for utilizing service robots. While the inhibiting factors, including (1) need for social presence, (2) privacy concerns, (3) lack of customer control, and (4) technological anxiety, are perceived as risks when being served by service robots. This study enhances understanding of consumers’ perspectives toward service robots and expands the reasoning theory literature as the study found noteworthy insights. The findings of this study are relevant for business practitioners who are willing to incorporate service robots into their services as it provides specific empirical data from customers’ points of view to optimize service robot utilization and improve their intention to visit the restaurant and cafes.

Duan Y., Zhu Q.

Tan P.L., Tjiptono F., Tan S.Z.

PurposeFear of Missing Out (FOMO) is characterized by anxiety over potentially missed experiences, while Joy of Missing Out (JOMO) embraces contentment in opting out of social engagements. Drawing on cognitive appraisal theory, this study aims to investigate how FOMO and JOMO appeals influence pride, gratitude and purchase intention while considering the impacts of age and social comparison orientation.Design/methodology/approachThree experiments examined the impact of FOMO (Study 1), JOMO (Study 2), and comparison between FOMO and JOMO (Study 3) on pride, gratitude and purchase intention. Moderated-moderated mediation models were also tested to assess the roles of age and social comparison orientation (SCO).FindingsFOMO appeals tend to boost feelings of pride, while JOMO appeals promote gratitude, both of which result in a higher likelihood of making a purchase. The effect of FOMO appeal on purchase intention via pride is stronger among younger consumers with high SCO. In contrast, the impact of JOMO appeal on purchase intention via gratitude is higher among older consumers with low SCO.Practical implicationsUnderstanding the nuances of different advertising appeals and their effect on consumer emotions (e.g. pride and gratitude) and purchase intention can inform marketers and advertising agencies in crafting more targeted and effective advertising campaigns that resonate with diverse consumer segments.Originality/valueThis study adds to the consumer emotion literature and generational research by emphasizing the role of emotions and age in shaping consumer responses to advertisements.

Lim W., Soesilo P.K.

This study analyses the impact of perceived usefulness, perceived ease of use, risk perception, attitudes, subjective norm, and behavioral control on the intention of Generation X individuals in Greater Jakarta, Indonesia, to utilize digital banking services. This study examines key factors that effects intention to use digital banking services among Generation X in Indonesia. A quantitative survey was conducted using Google Forms with a convenience sampling method. The data collected was processed using SmartPLS to implement the SEM-PLS approach. The findings reveal that Generation X’s intention to use digital banking services is strongly influenced by their perceived usefulness, attitude, subjective norm, and behavioral control. Furthermore, the study concludes factors such as perceived ease of use and risk perception statistically have no significant impact towards Generation X’s intention to use digital banking services. This study highlights the essential concerns that need to be prioritized in promoting digital banking services to Generation X specifically in Greater Jakarta, Indonesia.

Macías Urrego J.A., García Pineda V., Montoya Restrepo L.A.

Akhtar M., Salman A., Abdul Ghafoor K., Kamran M.

Minetti F., Quercia S.

PurposeThe paper investigates the choice preferences of Gen Z individuals between products labelled as “organic” versus products labelled as “natural”. While the former category guarantees production standards set by EU legislation, no codified standard exists for natural products. Understanding whether consumers value the difference is important for policy and marketing reasons.Design/methodology/approachThe paper uses a between-subject laboratory experiment. Participants are undergraduate students from a medium-sized university, randomized into two conditions. In both conditions, individuals choose between a conventional product and a sustainable one. In the first condition, we frame the organic product as “organic”. In the second condition, we frame the same organic product as “natural”. We always refer to the conventional product as “conventional”. This methodology is applied to a choice regarding wine and a choice regarding food. Choices are incentive-compatible, as one participant is randomly selected in each session to receive the chosen product.FindingsWe find no significant difference between the frequency of choices of the product framed as organic and the one framed as natural, neither for wine nor for food.Originality/valueThe paper tests in a controlled and incentivized laboratory experiment the choice differences regarding products framed as organic versus products framed as natural. The results provide policymakers and marketers with a better understanding of the effects of sustainability labelling on consumer behaviour. The policy implications of our results, which we discuss in the paper, are relevant and multifaceted.

Babu E., Joseph N.M., Aboobaker N.

This study investigates the impact of social media influencer attributes, namely source credibility, social presence and influencer inspiration on the purchase intention of Gen Z consumers, considering the moderating effect of parasocial interaction. The conceptual model was created by combining the social learning theory, the social presence theory and the parasocial theory to examine and comprehend the key characteristics of social media influencers and the role they play in attracting Gen Z consumers. The study adopted a quantitative approach. A structured questionnaire was used to collect data from 303 Generation Z consumers in India. The hypothesized model was tested using SMART PLS-4 through the use of structural equation modelling analysis. Source credibility and influencer inspiration were found to influence the Gen Z cohort’s purchase intention favourably. However, it was found that social presence did not significantly influence Gen Z consumers’ purchase intention. The results of the moderation analysis indicate that parasocial interaction positively moderated the relationship between source credibility and purchase intention and did not have a significant moderating effect on the relationship between influencers’ social presence, inspiration and purchase intention of Gen Z consumers. Implications for theory and practice are also discussed, thus adding to the emergent literature on influencer marketing.

Bunea O., Corboș R., Mișu S.I., Triculescu M., Trifu A.

This study explores the impact of artificial intelligence (AI) tools on the purchase intentions of members of Generation Z (Gen Z) in online shopping, using an adapted technology acceptance model (TAM). It incorporates exposure to AI, usage of AI, and knowledge about AI, alongside the existing TAM parameters of perceived usefulness of AI (PUAI) and perceived ease-of-use of AI (PEUAI). A 38-item questionnaire was distributed, yielding data from 1128 Gen Z respondents. Partial least squares structural equation modeling (PLS-SEM) and importance–performance analysis (IPA) were applied to examine the hypothesized relationships. The study identified significant direct effects of exposure, use, and knowledge on PUAI and PEUAI, and that these effects affected consumers’ purchase intentions. Indirect effects analysis revealed that PUAI and PEUAI mediate between AI exposure, use, knowledge, and purchase intentions, suggesting that greater understanding of and familiarity with AI enhance the propensity to engage in AI-powered online transactions. The ease of integrating AI into daily life and perceived AI utility enhance purchase intentions. The study offers insights for online retailers leveraging AI technologies in an effort to enhance consumer purchase experiences, emphasizing the potential of AI to positively influence choices while enhancing trust, familiarity, and the overall user experience.