sustainability-logo

Journal Browser

Journal Browser

Special Issue "Social Media Influence on Consumer Behaviour"

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Geography and Sustainability".

Deadline for manuscript submissions: closed (31 December 2020).

Special Issue Editors

Dr. Ana Isabel Jiménez Zarco
E-Mail Website
Guest Editor
1. Faculty of Economics and Business, Open University of Catalunya, 08018 Barcelona, Spain
2. ICADE Business School, Pontifical Comillas University, 28015 Madrid, Spain
Interests: enterpreneurship; innovation; cooperation; performance; brand equity
Special Issues, Collections and Topics in MDPI journals
Dr. Inés González-González
E-Mail Website
Guest Editor
International University of La Rioja, 137, 26006 Logroño, La Rioja, Spain
Interests: teaching and learning; business management; critical thinking; cooperative Learning; SMEs; business administration; service innovation; social learning; virtual learning environments

Special Issue Information

Dear Colleagues,

Since the end of the last decade, companies have shown great interest in knowing how consumers make social media; however, there are few works that analyze how they can influence consumer behavior (Voramontri and Klieb, 2018).

The few works carried out in this field of modeling consumer behavior follow the EBM model (Teo and Yeong et al., 1990). In this way, interest has focused on how the use of social networks influences the way in which the consumer develops each of the five stages into which his behavior is divided: need recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation.

However, the use of social networks has opened a new scenario in terms of the relationships that different agents can establish in the market. Moreover, social networks offer a world beyond globalization, immediacy, and interconnection; thanks to the use of the internet as a platform, social networks create an environment in which new actors, roles, behaviors, and relationship models appear (Rapps et al., 2013).

Thus, social media becomes the consumer—the undisputed protagonist in all the stages that make up the consumer’s "journey" (Carlson et al., 2018). Social media empowers him by allowing him to generate content capable of not only influencing the behavior of other agents, but also affecting the reputation of companies. Social media promotes and encourages new behaviors that are based on sharing and "recycling"—seeking sustainability of the system or participating actively in business processes through co-creation activities in an omnichannel context.

The main aim of this Special Issue is to deepen our understanding of the changes that the use of social media has brought about both with respect to the consumer and to organizations and companies. We welcome scientific papers that cover (but are not limited to) the following topics:

  • Social media as a relationship and sales channel: brand communities, social selling, etc.;
  • The empowerment of the client through social networks;
  • Social media and responsible consumption;
  • Social media marketing strategies;
  • Economic impact of social media on results, financing, etc.

References

Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviours in social media: capturing innovation opportunities. Journal of Services Marketing, 32(1), 83-94.

Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.

Teo, T. S., & Yeong, Y. D. (2003). Assessing the consumer decision process in the digital marketplace. Omega, 31(5), 349-363.

Voramontri, D., & Klieb, L. (2018). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 462, 1-24.

Dr. Ana Isabel Jiménez Zarco
Dr. Inés González-González
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2000 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • social media
  • company–consumer relationship
  • customer journey
  • responsible consumption
  • sharing economy
  • social selling
  • brand communities

Published Papers (19 papers)

Order results
Result details
Select all
Export citation of selected articles as:

Research

Article
Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism
Sustainability 2021, 13(4), 2277; https://doi.org/10.3390/su13042277 - 19 Feb 2021
Cited by 7 | Viewed by 3277
Abstract
Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, [...] Read more.
Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic
Sustainability 2021, 13(4), 1710; https://doi.org/10.3390/su13041710 - 05 Feb 2021
Cited by 8 | Viewed by 3581
Abstract
The coronavirus crisis hit the world and affected all aspects of our lives, including consumers’ habits, preferences, and shopping behaviors. The survey, which involved 937 respondents from two countries, examined how the pandemic affected shopping behavior and consumer preferences in Italy and Slovakia. [...] Read more.
The coronavirus crisis hit the world and affected all aspects of our lives, including consumers’ habits, preferences, and shopping behaviors. The survey, which involved 937 respondents from two countries, examined how the pandemic affected shopping behavior and consumer preferences in Italy and Slovakia. This paper aims to explore the impact of social media on consumer behavior, more specifically, it examines the influence of social media on the preference of specific e-shops during the first wave of the COVID-19 pandemic. Spearman’s rank correlation coefficient was used to determine a statistically significant relationship between the variables and the Mann–Whitney U test and the Kruskal–Wallis H test to assess the significance of differences between respondents in terms of demographic characteristics (residence, age, and gender). The results revealed the existence of statistically significant differences in the use of social media during the first wave of the COVID-19 pandemic in terms of various demographic factors as well as a relatively weak relationship between the social media used and the purchase in the e-shop promoted on the social media. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Article
Characteristics of Social Media Content and Their Effects on Restaurant Patrons
Sustainability 2021, 13(2), 907; https://doi.org/10.3390/su13020907 - 18 Jan 2021
Viewed by 1071
Abstract
The purpose of this study is to examine four characteristics of social media content and their effects on restaurant patrons. The characteristics we examine in our study are authenticity, consensus, usefulness, and aesthetics. More specifically, the study investigates how content characteristics influence consumers’ [...] Read more.
The purpose of this study is to examine four characteristics of social media content and their effects on restaurant patrons. The characteristics we examine in our study are authenticity, consensus, usefulness, and aesthetics. More specifically, the study investigates how content characteristics influence consumers’ cognition-based and affect-based attitudes toward the message, which, in turn, influence brand attitude and behavioral intentions. Data were collected from 376 respondents who had frequented restaurants on a regular basis and used social media networks for at least one year. Structural equation modeling with AMOS 22.0 was used to analyze the data. The most important content characteristic that influences both cognition-based attitude and affect-based attitude is usefulness. All three other content characteristics (authenticity, consensus, and aesthetics) are also found to have a significant impact on either cognition-based or affect-based attitudes. While both cognition-based and affect-based attitudes have a significant effect on brand attitude, the effect of affect-based attitude is fully mediated by brand attitude in influencing behavioral intentions. The mediating role of brand attitude is also examined. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Consumer Perception of Modern and Traditional Forms of Advertising
Sustainability 2020, 12(23), 9996; https://doi.org/10.3390/su12239996 - 30 Nov 2020
Cited by 3 | Viewed by 2327
Abstract
If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey [...] Read more.
If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Article
Online Recommendation Systems: Factors Influencing Use in E-Commerce
Sustainability 2020, 12(21), 8888; https://doi.org/10.3390/su12218888 - 26 Oct 2020
Cited by 2 | Viewed by 1316
Abstract
The increasing use of artificial intelligence (AI) to understand purchasing behavior has led to the development of recommendation systems in e-commerce platforms used as an influential element in the purchase decision process. This paper intends to ascertain what factors affect consumers’ adoption and [...] Read more.
The increasing use of artificial intelligence (AI) to understand purchasing behavior has led to the development of recommendation systems in e-commerce platforms used as an influential element in the purchase decision process. This paper intends to ascertain what factors affect consumers’ adoption and use of online purchases recommendation systems. In order to achieve this objective, the Unified Theory of Adoption and Use of Technology (UTAUT 2) is extended with two variables that act as an inhibiting or positive influence on intention to use: technology fear and trust. The structural model was assessed using partial least squares (PLS) with an adequate global adjustment on a sample of 448 users of online recommendation systems. Among the results, it’s highlighted the importance of the inhibiting role of technology fear and the importance that users attach to the level of perceived trust in the recommendation system are highlighted. The performance expectancy and hedonic motivations have the greatest influence on intention to use these systems. Based on the results, this work provides a relevant recommendation to companies for the design of their e-commerce platforms and the implementation of online purchase recommendation systems. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior
Sustainability 2020, 12(19), 7962; https://doi.org/10.3390/su12197962 - 25 Sep 2020
Cited by 3 | Viewed by 992
Abstract
Social media platforms insist on the so-called “number of visits, clicking, and subscription” as a measurement of social media performance. However, this method of measurement does not take into account dormant user accounts and unintentional clicks or visits. To fully understand social media [...] Read more.
Social media platforms insist on the so-called “number of visits, clicking, and subscription” as a measurement of social media performance. However, this method of measurement does not take into account dormant user accounts and unintentional clicks or visits. To fully understand social media performance, this study aims to examine the process of users’ discontinuance behavior from the view of technostress creators and socialstress creators through social media fatigue. Also, this study investigates the influence of involvement between social media fatigue and discontinuance behaviors. To understand the impact of technostress and social stress creators on users’ discontinuance behavior, this study conducted an off- and online survey in Korea. Using Confirmatory factory analysis (CFA), this study has a strong academic contribution because it identifies the existing methods measuring social media performance through numbers of accounts or joining in as inaccurate. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Social Media Use and Job Performance in the Workplace: The Effects of Facebook and KakaoTalk Use on Job Performance in South Korea
Sustainability 2020, 12(10), 4052; https://doi.org/10.3390/su12104052 - 15 May 2020
Cited by 4 | Viewed by 2319
Abstract
The use of social media, such as social networking sites and instant messaging, in everyday life continues to spread, along with social media use in the workplace. This study examined how using social media like Facebook (social networking sites) and KakaoTalk (instant messaging) [...] Read more.
The use of social media, such as social networking sites and instant messaging, in everyday life continues to spread, along with social media use in the workplace. This study examined how using social media like Facebook (social networking sites) and KakaoTalk (instant messaging) at work affects individual job performance. It also analyzed whether social media use has different effects on individual job performance depending on the characteristics of the given task. The results demonstrated that both Facebook and KakaoTalk had linearly positive effects on individual job performance. Moreover, task equivocality had a positive moderating effect on the relationship between KakaoTalk use and job performance. The results may have significant implications for firms reviewing their policies on employees’ social media use. Since using social media such as Facebook and KakaoTalk in the workplace improves job performance, firms may consider encouraging employees toward this practice. In particular, they may consider supporting those employees who perform tasks with high task equivocality in making use of instant messaging platforms. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership
Sustainability 2020, 12(6), 2406; https://doi.org/10.3390/su12062406 - 19 Mar 2020
Cited by 9 | Viewed by 1809
Abstract
The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently [...] Read more.
The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers’ self-efficacy. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Linking FOMO and Smartphone Use to Social Media Brand Communities
Sustainability 2020, 12(6), 2166; https://doi.org/10.3390/su12062166 - 11 Mar 2020
Cited by 4 | Viewed by 1764
Abstract
Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect [...] Read more.
Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Factors Affecting the Popularity of Video Content on Live-Streaming Services: Focusing on V Live, the South Korean Live-Streaming Service
Sustainability 2020, 12(5), 1784; https://doi.org/10.3390/su12051784 - 27 Feb 2020
Cited by 7 | Viewed by 2336
Abstract
Naver V Live, a South Korean live-streaming service, showcases video contents specific to the entertainment industry, such as K-pop and music. On V Live, K-pop stars and their fans can interact directly in a natural way, and V Live provides high-quality video content [...] Read more.
Naver V Live, a South Korean live-streaming service, showcases video contents specific to the entertainment industry, such as K-pop and music. On V Live, K-pop stars and their fans can interact directly in a natural way, and V Live provides high-quality video content with novel topics. This study has identified key characteristics of video content that affect its popularity. A total of 620 video contents of five leading Star channels were classified on the basis of production company, type of video content, and whether it was live-streamed or not. The popularity of video content was measured by the number of comments, hearts, and views. To control potential bias, additional variables were set as control variables—such as the number of channel subscribers, mini-album sales, if the video content was previewed, and cumulative number of days since the video content was uploaded. For analysis, a hierarchical linear regression was conducted. The findings suggest future directions in video content planning. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Tourism Information Diffusion through SNSs: A Theoretical Investigation
Sustainability 2020, 12(5), 1731; https://doi.org/10.3390/su12051731 - 26 Feb 2020
Cited by 3 | Viewed by 1285
Abstract
Social networking sites (SNSs) are known to have a role in promoting tourism and influencing how it is marketed to consumers, but there seems to be few deep analyses of SNS’s efficacy in tourists’ decision making and destination promotion. To address this, we [...] Read more.
Social networking sites (SNSs) are known to have a role in promoting tourism and influencing how it is marketed to consumers, but there seems to be few deep analyses of SNS’s efficacy in tourists’ decision making and destination promotion. To address this, we present Tourism Information Diffusion Ecosystem (TIDE), a novel theoretical framework to help understand this system of tourism SNS information diffusion. TIDE defines who participates in the system, what roles participants play in distributing tourist information contained within user-generated content, how content within a network is distributed, and if this user-generated information, once diffused, has been transferred into tourists’ visiting actions, and the reasons why these actions have been generated. We discovered user typologies and the powerful characteristics of this network structure to be important factors affecting visiting actions in choosing particular tourist destinations. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies
Sustainability 2020, 12(4), 1640; https://doi.org/10.3390/su12041640 - 21 Feb 2020
Cited by 3 | Viewed by 1446
Abstract
From a corporate-side perspective, the communication of reputational actions and news of companies becomes critical for success. However, in communication, business, and management studies, heuristics can be understood as simple cognitive processes that allow assessments, predictions, and decisions to be made quickly and [...] Read more.
From a corporate-side perspective, the communication of reputational actions and news of companies becomes critical for success. However, in communication, business, and management studies, heuristics can be understood as simple cognitive processes that allow assessments, predictions, and decisions to be made quickly and efficiently by consumers and economic agents. This aspect can sometimes lead to cognitive biases, especially when little information is available or in situations of high uncertainty. The aim of this research is to investigate the influence of heuristic judgments in social media on corporate reputation ratings obtained in Spanish leader companies. Using data collected in Spain, this paper analyzes the influence of heuristics concerning news items on corporate reputation, measured by the Monitor Empresarial de Reputación Corporativa (MERCO) Index. The main finding of this paper is that the total number of news items has a positive effect on corporate reputation, particularly in the categories of culture-values, results/image, expansion, and sponsorship/donations. Additionally, this work serves as a repository of knowledge applicable to similar situations considering the specificities of each particular case. The importance to intervene on certain variables at different levels of managerial performance is described and implications for companies are discussed in these pages. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Article
Social Media Influence on Consumer Behavior: The Case of Mobile Telephony Manufacturers
Sustainability 2020, 12(4), 1506; https://doi.org/10.3390/su12041506 - 18 Feb 2020
Cited by 12 | Viewed by 4729
Abstract
Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of [...] Read more.
Both broadband society and cloud journalism strengthen the use of social networks in order to achieve engagement between the brand and the end user. The various productive sectors try to optimize their online marketing strategies in networks in order to reach most of their potential audience. Such is the case of telecommunications sector, which is inherently linked with communication. With the aim of discovering social media influence on consumer behavior, in this quantitative research we analyze the use of social networks Facebook, YouTube, Twitter and Instagram by Samsung, Apple, Xiaomi and BQ as the axis of promotion of their products, increase of web traffic, improvement of the image of the company or the brand and obtaining brand notoriety. Bearing in mind that the mobile telephony sector is particularly competitive in Spain, it is concluded that the activity of mobile phone manufacturers in social media is positive, and, regarding consumer behavior, that no significant difference is detected between the average of ratings of the advertising of mobile telephony in the social networks, neither in the influence of the same by gender nor by age ranges. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Are Social Networks Sufficiently Used in Companies? Case Study in the Czech Republic
Sustainability 2020, 12(3), 1160; https://doi.org/10.3390/su12031160 - 06 Feb 2020
Cited by 2 | Viewed by 882
Abstract
Social media use is currently on the rise and companies find it useful for communicating with their customers or business associates. This paper aims to analyze perceived benefits and the use of social networks in Czech companies in relation to certain specifics of [...] Read more.
Social media use is currently on the rise and companies find it useful for communicating with their customers or business associates. This paper aims to analyze perceived benefits and the use of social networks in Czech companies in relation to certain specifics of the company. A questionnaire survey was done in cooperation with the Regional Economic Chamber of Hradec Kralove region and a return rate of 2% was achieved. The Chi-square test and the Mann-Whitney test was used to understand the strength of the intensity of dependence of the basis of model coefficients. It was discovered that 55% of the companies surveyed use social networks, while 80% of companies regard them as an important part of business. Significant differences in the use of social networks were found based on the industries in which firms do their business. Industrial companies do not use social networks, compared to 72% of companies doing business in services who use social networks. It was also found that companies with more than 200 customers use social networks the most. Overall, the use of social networks in the Czech companies is low. The fact that only 52% of respondents analyze their efforts on social networks is especially startling. This results in unfulfilled organizational potential, which is more significant especially when compared with the results of foreign studies where the social networks are used by up to 96%. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
The Use of Big Data and Its Effects in a Diffusion Forecasting Model for Korean Reverse Mortgage Subscribers
Sustainability 2020, 12(3), 979; https://doi.org/10.3390/su12030979 - 29 Jan 2020
Viewed by 1094
Abstract
In recent years, big data has been widely used to understand consumers’ behavior and opinions. With this paper, we consider the use of big data and its effects in the problem of projecting the number of reverse mortgage subscribers in Korea. We analyzed [...] Read more.
In recent years, big data has been widely used to understand consumers’ behavior and opinions. With this paper, we consider the use of big data and its effects in the problem of projecting the number of reverse mortgage subscribers in Korea. We analyzed web-news, blog post, and search traffic volumes associated with Korean reverse mortgages and integrated them into a Generalized Bass Model (GBM) as a part of the exogenous variables representing marketing effort. We particularly consider web-news volume as a proxy for marketer-generated content (MGC) and blog post and search traffic volumes as proxies for user-generated content (UGC). Empirical analysis provides some interesting findings: First, the GBM by incorporating big data is helpful for forecasting the sales of Korean reverse mortgages, and second, the UGC as an exogenous variable is more useful for predicting sales volume than the MGC. The UGC can explain consumers’ interest relatively well. Additional sensitivity analysis supports that the UGC is important for increasing sales volume. Finally, prediction performance is different between blog posts and search traffic volumes. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Analyzing the Employees’ New Media Use in the Energy Industry:The Role of Creative Self-Efficacy, Perceived Usefulness and Leaders’ Use
Sustainability 2020, 12(3), 967; https://doi.org/10.3390/su12030967 - 29 Jan 2020
Viewed by 846
Abstract
Good management of companies in the energy industry is critical to the world’s sustainable development as they are the guarantor of social lives and the cornerstone of economic development. This study tries to figure out how to improve the management of energy companies [...] Read more.
Good management of companies in the energy industry is critical to the world’s sustainable development as they are the guarantor of social lives and the cornerstone of economic development. This study tries to figure out how to improve the management of energy companies from the angle of new media use. It is widely known that the emergence of new media has provided more opportunities for the development of various entities in society, especially in improving the interaction mode of “enterprise–employee” and “enterprise–consumer”, and boosting the efficiency of information transmission. However, the technical and cutting-edge features of those new media have also resulted in some obstacles in their promotion among employees. To address this problem, this paper took the perspective of the social influence theory and the technological acceptance model (TAM), and sampled 20,161 employees from the energy industry in China to explore the effects of creative self-efficacy, perceived usefulness in information acquisition and perceived usefulness in communication on employees’ use of new media. Results have shown that both creative self-efficacy and perceived usefulness have positive effects on new media use of employees, and perceived usefulness mediates the relationship between creative self-efficacy and new media use. Leaders’ use moderates the mediation relationship, while it weakens the relationship between perceived usefulness and new media use. Our study enriches the knowledge regarding new media promotion and thereby offers insightful and practical implications for corporate managers. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Social Media Use and Paranoia: Factors That Matter in Online Shopping
Sustainability 2020, 12(3), 904; https://doi.org/10.3390/su12030904 - 26 Jan 2020
Cited by 7 | Viewed by 2311
Abstract
The paper aims to explore the ways social media use is linked with paranoia, and how they influence buyers’ attitudes and intentions in online shopping, thus shaping overall consumer behaviour. The theoretical analysis suggests that paranoia, being influenced by social media use, plays [...] Read more.
The paper aims to explore the ways social media use is linked with paranoia, and how they influence buyers’ attitudes and intentions in online shopping, thus shaping overall consumer behaviour. The theoretical analysis suggests that paranoia, being influenced by social media use, plays a noticeable role in the process of online shopping. The main assumption is that paranoia is an antecedent of the attitude towards online purchasing and mediates effects of other factors towards it. This is confirmed with SEM modelling on the basis of empirical data: the analysis provides evidence that paranoia is an important antecedent of the attitude towards purchasing online and mediates relationships between computer competence, cyber-fear, social media use and the attitude towards online shopping. Additionally, a contradictory relation between paranoia and online purchasing intention is observed. Overall, these findings disclose a new important factor in online shopping and outline several new directions for future research. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Analyzing the Intention of Consumer Purchasing Behaviors in Relation to Internet Memes Using VAB Model
Sustainability 2019, 11(20), 5549; https://doi.org/10.3390/su11205549 - 09 Oct 2019
Cited by 3 | Viewed by 1906
Abstract
The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly [...] Read more.
The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly improve their Internet exposure. We thus verify whether consumers generate purchase intention after being attracted to an Internet meme, as no such research prevails. We employ the value–attitude–behavior model as its theoretical core and discuss how the values formed by consumers under the impact of an Internet meme influence their purchasing behaviors through their attitudes. The participants of the study are Internet users who are habitual to checking Facebook. We adopted convenience sampling and developed 380 valid questionnaires. Structural equation modeling is applied to verify the study’s hypotheses. The research results reveal that utilitarian and hedonic values influence the Purchase Intention through utilitarian and hedonic attitudes. In light of the aforementioned findings, it is suggested that marketers and relevant participants focus on the hedonic value brought by an Internet meme and design fun and witty Internet memes to attract consumers. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Figure 1

Article
Fashion Promotion on Instagram with Eye Tracking: Curvy Girl Influencers Versus Fashion Brands in Spain and Portugal
Sustainability 2019, 11(14), 3977; https://doi.org/10.3390/su11143977 - 23 Jul 2019
Cited by 11 | Viewed by 4047
Abstract
The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A [...] Read more.
The rise of Instagram, as the fastest growing social network in Spain and Portugal, and its incorporation into the communication strategies of beauty and fashion brands have posed some risks for younger followers in relation to the development of identity and self-esteem. A physical appearance acceptance movement has also begun, based on interaction with images, on which the social network is also based. The purpose of this research was to determine how attention is paid to fashion promotion and to the awareness of physical appearance acceptance by curvy influencers in comparison with communications by fashion brands on Instagram. The quantitative and qualitative methodology is based on the use of a biometric eye tracking technique applied to a sample of 120 participants from Spain and Portugal, matching the profile of the main users of Instagram: urban university women under 25 years old with an interest in fashion, and a self-perception as a curvy woman. The results point to more attention focused on the imperfections for which curvy influencers are raising awareness than on the fashion they promote when these awareness factors are more visible, as well as more attention focused on the fashion accessories worn by curvy brand models than those worn by the influencers, with specific and significant differences between Spanish and Portuguese audiences. Full article
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
Show Figures

Graphical abstract

Back to TopTop