Search results for "kuluttajat"
showing 10 items of 89 documents
Young Consumers’ Boycotting Profiles in the UK and Finland : A Comparative Analysis
2022
This study uses latent profile analysis to identify boycotting subgroups within Finland and the UK and to explore their potential differences across countries. These subgroups are based on how young British and Finnish consumers assess that reference groups and their personal experiences have influenced their boycotting decisions. This study is based on comparative data obtained from the UK (n = 1,236) and Finland (n = 1,219). We identified four boycotting profiles: unlikely to be influenced, influenced by personal things, likely to be influenced, and moderately likely to be influenced. Our findings are especially relevant to consumer researchers, brands, and companies. peerReviewed
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
2022
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…
Measuring consumer brand engagement on social media with annoyance as a moderator
2017
Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among practitioners who have started to experiment with new methods to engage consumers with their brands. Most of these marketing efforts have started to take place in social media, as the number of consumers who can be reached with services such as Facebook, Instagram or YouTube is increasing exponentially. While the corporate investments in social media are increasing, many marketing practitioners have trouble reaching the positive outcomes of consumer brand engagement suggested…
Digital participation in service environments among senior electricity consumers in Finland
2018
Research to date suggests that older adults engage with digital technologies less frequently than young adults. Studies typically focus on chronological age, ignoring the effects of life course factors on the adoption and use of digital technologies. By utilising multiple triangulation, the article investigates the role of age and life course stage in the usage of an electricity company's online services among senior consumers. The data are derived from an internet-based survey study (N = 1366) and six focus group discussions involving Finnish electricity consumers (N = 29). The results suggest that online consumers aged 50 and over utilise electricity company online services more frequentl…
Value co-creation in digital services : case study on weight training and coaching within it
2018
Tämä maisterin tutkielma käsittelee arvon yhteisluomista digitaalipalvelukontekstissa, jonka kohdealueena on painoharjoittelu ja painoharjoitteluvalmennuspalvelut. Teoreettisena viitekehyksenä tutkimuksessa käytetään arvon yhteisluontiin kuluttajatietojärjestelmissä (CIS) keskittyvää mallia, jonka kautta pyritään tapaustutkimusmenetelmin ymmärtämään painoharjoitteluharrastajille ja -valmentajille (n=20) tärkeitä ominaisuuksia ja arvoja, joita kyseiset ominaisuudet erinäisten seurausten kautta palvelevat. Tutkimuksen tavoitteena on tunnistaa arvon yhteisluomisen eri osa-alueet edellä kuvatussa kontekstissa. Tutkimuksen tuloksista huomataan henkilökohtaisen kehityksen ja terveyden olevan kesk…
Customer brand engagement : affection to brand usage intent and moderating effect of brand experience
2015
Customer engagement is a relatively new area in the marketing literature and academic research has only shortly studied the nature of customer engagement. Despite the slight research numerous work have recognized the growing attention of customer brand engagement and consequently Marketing Science Institute has listed it as one of its key research priorities. Another important research interest which highly affects to customers satisfaction and loyalty, is brand experience. The indirect effect of brand experience to the relationships between customer brand engagement and its consequences are insufficiently examined and therefore in this study brand experience is used as a moderator factor. …
Kuluttajaboikotit ja cancel-kulttuuri
2022
Organisaatiot, brändit ja yhteisöt ovat viime aikoina törmänneet yhä nopeampaan ja monikanavaisempaan kuluttajaboikotointiin ja sen aiheuttamiin viestinnällisiin haasteisiin. Tässä niin kutsutussa kansanomaisessa käänteessä, joka sosiaalisen median myötä on tuonut keskiöön tavallisten ihmisten vaikutusvallan ohi instituutioiden, piilee organisaatioilla aikaisempaa suurempi riski joutua boikotin kohteeksi. Boikotoinnin eri muodot: ostoboikotti, perinteinen boikotti ja epäsuora boikotti ovat kaikki vaikuttavia toimintatapoja tuotteiden ja palveluiden kysynnälle. Boikotoinnin uusina ilmentyminä ovat viime aikoina yleistyneet cancel- ja woke-aloitteet, jotka voidaan nähdä yksilöiden uudenlaisen…
Simultaneous Support for and Opposition to Brands : A Study on Brand Love and Hate - the Two Poles of Brand Polarisation
2023
This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily understudied among scholars. This study addresses the focal phenomenon by examining consumers and the role of social media within the research context. The key theoretical concepts introduced in this chapter include brand polarisation, brand attitude, brand relationships, brand love, brand hate, brand experience and social media brand communities. Using ten in-depth, semi-structured interviews, 36 loved and/or hated brands were discussed by the study participants. The findings de…
Would you mind your language, please? : Consumer Incivility on Social Media Platforms
2022
Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand communi…