Previous Issue
Volume 16, July

J. Theor. Appl. Electron. Commer. Res., Volume 16, Issue 5 (August 2021) – 5 articles

  • Issues are regarded as officially published after their release is announced to the table of contents alert mailing list.
  • You may sign up for e-mail alerts to receive table of contents of newly released issues.
  • PDF is the official format for papers published in both, html and pdf forms. To view the papers in pdf format, click on the "PDF Full-text" link, and use the free Adobe Readerexternal link to open them.
Order results
Result details
Select all
Export citation of selected articles as:
Open AccessArticle
The Use of Digital Social Networks and Engagement in Chilean Wine Industry
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1248-1265; https://doi.org/10.3390/jtaer16050070 (registering DOI) - 12 Apr 2021
Abstract
Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social [...] Read more.
Recently, companies and consumers of the wine industry have changed their manner of two-way communication, with the rise of technology that introduces social networks and urges the spread of content. In this study, we identified the use and importance of engagement in social networks such as Facebook (2008 to 2018), Instagram (2012 to 2018) and Twitter (2010 to 2018) since the creation of their official accounts for the main Chilean wineries. The methods used involve qualitative and quantitative approaches that integrate the opinion of a panel of experts to estimate a social media engagement indicator through a descriptive statistical analysis and network analysis, from data originated of 70,856 publications. The results show the upward evolution of engagement, calculated through the interactions seen from users of social networks of the wineries, with users of networks of these wineries leaning towards Facebook in the first place, then Instagram, and Twitter. The contribution of this research lies in the generation of empirical evidence that allows the wine industry in a developing country to enhance its competitive advantage through the correct use of its social networks, the management of its engagement, and the diffusion of new marketing strategies. Full article
(This article belongs to the Section Digital Marketing and the Connected Consumer)
Show Figures

Figure 1

Open AccessArticle
Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1231-1247; https://doi.org/10.3390/jtaer16050069 - 09 Apr 2021
Viewed by 307
Abstract
The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop [...] Read more.
The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop more and more a skeptical opinion regarding existing media information. In this paper we determine four clusters of consumers based on technology and artificial intelligence (AI) acceptance, skeptical opinion regarding media information, need for validation of received information and the influence of celebrity trend setters. For each of the clusters, we analyze the relationship between the skeptical opinion of consumers related to social media information and some present trends about the development of technologies and AI, the influence of celebrity trend setters and the need to check the received information. The results of the research show that the development of technologies and AI have an influence on the skeptical opinion related to media information for some consumer groups. The celebrity trend setter has a significant influence on the skeptical opinion only for one of the consumer groups. The need for information and news validation is related to the skeptical opinion regarding media information, but in different ways for the determined clusters. Full article
Show Figures

Figure 1

Open AccessArticle
The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1217-1230; https://doi.org/10.3390/jtaer16050068 - 07 Apr 2021
Viewed by 198
Abstract
With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is [...] Read more.
With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes. Full article
(This article belongs to the Special Issue The New Era of Digital Marketing)
Show Figures

Figure 1

Open AccessArticle
Business E-NeGotiAtion: A Method Using a Genetic Algorithm for Online Dispute Resolution in B2B Relationships
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1186-1216; https://doi.org/10.3390/jtaer16050067 - 31 Mar 2021
Viewed by 321
Abstract
An opportunity to resolve disputes as an out-of-court settlement through computer-mediated communication is usually easier, faster, and cheaper than filing an action in court. Artificial intelligence and law (AI & Law) research has gained importance in this area. The article presents a design [...] Read more.
An opportunity to resolve disputes as an out-of-court settlement through computer-mediated communication is usually easier, faster, and cheaper than filing an action in court. Artificial intelligence and law (AI & Law) research has gained importance in this area. The article presents a design of the E-NeGotiAtion method for assisted negotiation in business to business (B2B) relationships, which uses a genetic algorithm for selecting the most appropriate solution(s). The aim of the article is to present how the method is designed and contribute to knowledge on online dispute resolution (ODR) with a focus on B2B relationships. The evaluation of the method consisted of an embedded single-case study, where participants from two countries simulated the realities of negotiation between companies. For comparison, traditional negotiation via e-mail was also conducted. The evaluation confirms that the proposed E-NeGotiAtion method quickly achieves solution(s), approaching the optimal solution on which both sides can decide, and also very importantly, confirms that the method facilitates negotiation with the partner and creates a trusted result. The evaluation demonstrates that the proposed method is economically efficient for parties of the dispute compared to negotiation via e-mail. For a more complicated task with five or more products, the E-NeGotiAtion method is significantly more suitable than negotiation via e-mail for achieving a resolution that favors one side or the other as little as possible. In conclusion, it can be said that the proposed method fulfills the definition of the dual-task of ODR—it resolves disputes and builds confidence. Full article
Show Figures

Figure 1

Open AccessArticle
Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1165-1185; https://doi.org/10.3390/jtaer16050066 - 31 Mar 2021
Viewed by 304
Abstract
Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this [...] Read more.
Search engine marketing accounts for a high percentage of investment in platforms such as Google. Several studies have confirmed that users have a negative bias towards advertisements, so we apply social psychology theories via the elaboration probability model in this analysis. In this research, we modify the types of ads shown on Google’s results pages using the regulatory focus and fit and message framing theory to study attentional and behavioral responses with eye-tracking technology and cognitive responses from self-report measures. The results confirm a negative bias towards ads and a preference for organic results. Although promotion-framed ads seem to be more persuasive than neutral and prevention-framed ads, it was not possible to prove compliance with regulatory fit in this field through survey-based studies. Full article
Show Figures

Figure 1

Previous Issue
Back to TopTop