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Place of emotions in marketing and its importance in ELM model

Kita, Jaroslav - In: International Journal of Technology for Business (IJTB) 1 (2019) 2, pp. 1-8

Until recently, emotions were not one of the most precious elements of marketing. There are theoretical and empirical models that show that emotions affect perception, decision, motivation, and consumer behaviour of the Elaboration Likelihood Model (ELM). ELM can be defined as a model of...

Persistent link: https://www.econbiz.de/10013266195

Does Covid scare wine travelers? Evidence from France and Italy

Gastaldello, Giulia; Livat, Florine; Rossetto, Luca - In: Wine Economics and Policy 11 (2022) 1, pp. 89-106

Tourism is sensitive to shocks, and the Covid pandemic has profoundly changed sector dynamics. Although wine tourism is primarily a form of proximity tourism, the pandemic may have affected wine travellers behaviour and intention to go on a wine holiday. This exploratory study proposes a...

Persistent link: https://www.econbiz.de/10014485099

The effect of e-commerce livestreaming services on customer loyalty: A test of the chain mediation model

Ye, XinMei; Batool, Hira; Huang, Shi-Zheng - In: Journal of Innovation and Entrepreneurship 12 (2023) 1, pp. 1-21

The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test, and the online e-commerce livestreaming model, as a new marketing model, has been rapidly developed. Based on the SOR model, this paper clarifies the interaction between e-commerce livestreaming and consumer...

Persistent link: https://www.econbiz.de/10014519590

Analysis of the impact of Airbnb brand personality on consumer involvement and institutional trust

Cardoso, Antonio; Paulauskaitçe, Augustçe; Hachki, Hajar - In: Journal of Open Innovation: Technology, Market, and … 8 (2022) 3, pp. 1-16

In this study, Airbnb's brand personality is explored in relation to its effects on consumer involvement and institutional trust. The objective of this paper is to fill a gap in marketing research by building up a solid understanding of the relationship between those constructs in the context of...

Persistent link: https://www.econbiz.de/10014329604

Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness

Vera, Jorge; Espinosa, Marco - In: Journal of Business Economics and Management (JBEM) 20 (2019) 2, pp. 208-224

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition....

Persistent link: https://www.econbiz.de/10015401220

A comparative study of generations X, Y, Z in food purchasing behavior: the relationships among customer value, satisfaction, and Ewom

Nasution, Hanny; Yeni, Yulia Hendri; Roostika, Ratna - In: Cogent Business & Management 9 (2022) 1, pp. 1-20

study examines the relationships among customer value, customer satisfaction, and eWOM across three generations. It is found … the highest concern on information value, (3) customer value has significant impact on satisfaction and eWOM for Gen-X and … Gen-Z, however for Gen-Y, customer value impacts satisfaction significantly, surprisingly, it has no impact on eWOM …

Persistent link: https://www.econbiz.de/10014505797

Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination

Stojanovic, Igor; Andreu, Luisa; Curras-Perez, Rafael - In: European Journal of Management and Business Economics … 27 (2018) 1, pp. 83-100

Persistent link: https://www.econbiz.de/10011946147

Consumer eWOM communication: The missing link between relational capital and sustainable bioeconomy in health care services

Gheorghe, Iuliana Raluca; Purcărea, Victor Lorin; … - In: Amfiteatru Economic Journal 20 (2018) 49, pp. 684-699

a new form of communication called electronic word-of-mouth (eWOM). In the health care field, this type of communication … consumers' motives to post eWOM messages in a Romanian Social Media support group, which concentrates on In Vitro Fertilization … self-efficacy), which may explain the consumers' intentions to post eWOM messages, as integrated in an empirical model …

Persistent link: https://www.econbiz.de/10012004581

"Fake Reviews" im Zeitalter der digitalen Weiterempfehlung: Herausforderungen von gefälschten Online-Bewertungen für Unternehmen und potenzielle Lösungsansätze

Peuser, Martina - In: PraxisWISSEN Marketing 3 (2018) 01/2018, pp. 70-79

Empfehlungen von Freunden und Bekannten spielen im Marketing seit jeher eine große Rolle. Durch die zunehmende Digitalisierung und das Web 2.0 hat das sogenannte Word of Mouth jedoch eine neue Dimension bekommen. Bewertungen im Internet sind für jeden schnell zugänglich und werden für oder...

Persistent link: https://www.econbiz.de/10013270967

Configuring the evolving role of ewom on the consumers information adoption

Khwaja, Muddasar Ghani; Zaman, Umer - In: Journal of Open Innovation: Technology, Market, and … 6 (2020) 4, pp. 1-13

Electronic word-of-mouth (eWOM) is reckoned to be one of the underlying factors that augments online retailing. The … of the leading eWOM platforms, as emphasized in prior literature. The current study, however, focuses on eWOM on the … first phase. The study examines the effects of the antecedents of eWOM and multiple mediators (i.e. perceived risk, argument …

Persistent link: https://www.econbiz.de/10012620434