0000000000194808
AUTHOR
Shobhit Kakaria
Perceived Usefulness of e-WOM Attributes on Buyer’s Choice
Online reviews are a prevalent practice in the digital space to disseminate and acquire information about products and services which has immense effects on consumers’ decision making. The study aims to measure the direct and the interaction effects of the two review attributes of online reviews: review content and review authenticity during the pre-purchase stage on subsequent purchase intention. We conduct a between-subject 2 × 2 experimental online study with 251 participants manipulating review authenticity (verified vs unverified) and review content (general vs specific). While consumers often use online reviews for choosing experiential as well as material products, the present study …
Influence of Ad Congruence and Social Cues on the Probability of Choosing a Restaurant
Abstract. Information processing of digital content includes conscious and un-conscious processes, memory, attitudes, and emotions and moods. Build up into the Heuristic‐Systematic Model, that states that persuasion can occur through a systematic or heuristic way, this research explores the effect of social media (SM) ratings and the ad content embedded in the SM website. Online ratings (part of the user-generated content (UGC) in SM platforms) are often heuristics cues. Subtle forms of congruence, such as the matching category between a restaurant advertiser and the third-party ad, as well as UGC, could have an impact on con-sumers’ attitudes towards the former. However, research on …
How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach
Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using ey…
Shopping with virtual hands
Retailers can use virtual reality as a new touchpoint for their customers: within an existent channel or as a new sales channel. Thus, it is crucial to understand the differences and similarities between the physical and the virtual shopping environment. Shopping simulations make it possible to test, observe, and collect data in a controlled, low-cost, and fast way compared to field experiments. However, past studies might have provided biased results due to the characteristics of the sample used. This study analyzes how consumers behave in two virtual shopping tasks. The exploratory, experimental research uses an immersive VR shopping environment and a sample of participants balanced acros…
Heart rate variability in marketing research: A systematic review and methodological perspectives
Abstract Heart rate variability is a promising physiological measurement that accesses psychophysiological variations in response to a marketing stimulus. While its application spans diverse fields, there is a limited understanding of the usability and interpretation of heart rate variability in marketing research. Therefore, this hybrid literature review provides an overview of the emerging use of heart rate variability in marketing research, along with essential methodological considerations. In this context, we blend marketing mix framework with stimulus-organism-response theory, segregating the use of heart rate variability in various marketing research contexts. We follow the preferred…
Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory
AbstractWe examine the interaction effects of linguistic style and verification of online reviews in terms of their valence on purchase intention for search and experiential products. We adopt the cue utilization framework to examine the interplay between the extrinsic cues of online reviews—content style (general versus specific), verified purchase (VP) badge (present versus absent), and valence (positive versus negative)—in two product categories—search product (tablet) and experiential product (trip package)—using an experimental design. The findings of the frequentist and Bayesian analyses show that valence supersedes other attributes’ impacts on purchase intention in both product categ…