0000000000292469
AUTHOR
Enrique Bigne-alcaniz
Does social climate influence positive eWOM? A study of heavy-users of online communities.
Abstract This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presenc…
Brand credibility in cause‐related marketing: the moderating role of consumer values
PurposeThe main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.Design/methodology/approachThis is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.FindingsFindings show that altruisti…
Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit
The traditional focus on the study of cause–brand fit in cause-related marketing (CrM) is that it is a mediator variable between consumer perceptions and subsequent responses. However, the literature is not conclusive on this point. This study adopts a new perspective, considering cause–brand fit as a moderator variable rather than a direct antecedent to consumer evaluations of CrM. Thus, the main objective of this research is to examine the moderator role of cause–brand fit in the influence of two corporate associations elicited in CrM (corporate social responsibility (CSR) and corporate ability (CA) associations) on brand attitude and two behavioural consumer responses (purchase intent an…
Business-to-Business e-commerce adoption and perceived benefits: evidence from small and medium Spanish enterprises
This paper focuses on the factors affecting Business-To-Business (B2B) e-commerce adoption and the perceived benefits for Small and Medium-sized Enterprises (SMEs). We propose and test a model that analyses the influence of firms' previous experience and environmental factors on e-B2B adoption and the effects of e-B2B adoption on the perceived benefits and the intention to continue adopting B2B. Our results show that the more e-B2B is used in SMEs, the higher the level of perceived benefits and this, in turn, has a positive influence on the intention to continue doing B2B e-commerce. Managerial implications of these findings are also discussed.
Influence of online shopping information dependency and innovativeness on internet shopping adoption
PurposeThe paper's purpose is to analyse the influence of online shopping information dependency and innovativeness on the acceptance of internet shopping.Design/methodology/approachThe impact of online shopping information dependency, domain‐specific innovativeness and technology acceptance model (TAM) variables on future shopping intention has been tested through structural equation modelling techniques. The sample consisted of 465 Spanish consumers who had never purchased online.FindingsData analysis shows that consumer innovativeness and online shopping information dependency have a direct and positive influence on future online shopping intention and that the basic TAM hypotheses are f…