Consumer Reactions Research Articles

An Explanatory Study On Consumers’ E-Complaınts About Dıscount Stores In Turkey

This paper aims to identify consumers' complaints and future reactions about discount stores, which is one of the growing sectors of recent years in Turkey that has one of the fastest developing economies in the world. Data were collected from the most popular online complaint forum in Turkey. A total of 921 complaints about three discount stores were examined through manual content analysis. Findings of the study showed that consumers mostly complain about the products, personnel and price & payment of discount stores, respectively. Findings also indicated that almost one out of every 4 complaints were in foods of discount stores. Moreover, the study demonstrated that the most likely reaction of consumers as a result of their negative experiences with discount stores is boycotting. In addition, approximately one in six consumers used photographs to provide evidence of their complaints. The products of discount stores are the category of complaints that consumers use photographs most frequently.

Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using Data Mining

Focusing on public-centered, social-mediated crisis communication, the current exploratory study drew on situational crisis communication theory to formulate a comprehensive view of consumer reactions to crisis. Data mining and automated content analysis techniques were utilized to analyze social media posts by the public during a crisis in the cereals industry. Two path analyses showed that: (a) crisis-related social media posts tended to skip over competitor brand products, followed by two major reaction paths—(1) a rational path based on guilt attribution that justifies implications for the company and (2) an emotional path associated with public distrust; and (b) public self-blame spilled over to other stakeholders such as the government and economic system. The results give voice to issues that concern the public during crises, both as individuals and as a community. They highlight the fact that sustainable crisis management should involve additional stakeholders. Conclusions and implications for society and practice are suggested.

Perakende Mağazacılık Sektöründe Mağaza Atmosferinin Önemi: SOR Modeli Temelinde Bir Uygulama(Importance of Store Atmosphere in Retail Merchandising Industry: An Application Based on SOR Model)

Purpose – In purchasing goods and services, the role of the store atmosphere in the purchasing decision is very important. Considering retail clothing stores, which have a very important place in today's consumption habits, it can be easily stated that customers are exposed to many environmental stimuli, however, it can be said that consumers are highly affected by emotional and cognitive factors as well as environmental stimuli during shopping. The Model, which was developed by Mehrabian and Russel in 1974 and made significant contributions to the literature in the field of environmental psychology, is considered to be a very important model that guides marketing researchers in terms of revealing the potential of the external environment to affect behaviors and the connection of human behavior with the environment. The purpose of this study is to investigate the effect of the store atmosphere on the positive emotional reactions of customers in the context of environment, design and social factors based on the S-O-R model and whether this effect affects impulsive purchasing decisions. In addition, it was aimed to determine the mediating role undertaken by the hedonic motivation, which is considered as a personal factor, in this interaction. Design/methodology/approach – In this quantitative study, first, a conceptual framework on the basis of relevant literature within the scope of research topic was created, and then a survey was conducted over 418 customers of a store serving in the retail clothing sector and has chain stores all around Turkey. Afterward, 418 survey data obtained were interpreted using SPSS AMOS 21 structural equation modeling software. Findings – As a result of the study; It was determined that there is a positive relationship between consumers' perceptions of the store atmosphere characteristics and their reactions towards the store atmosphere, and a similarly positive relationship between positive emotional reactions to the characteristics of the store atmosphere and impulsive purchasing behavior. Another finding is that hedonic motivation has a mediating role in the relationships between the characteristics of the store atmosphere (and the positive emotional reactions of consumers to these characteristics. Discussion – It can be said that the store atmosphere has a great influence on the behavior of customers in the store. The findings of the study contribute to the literature by emphasizing that the store atmosphere has a critical role in increasing the emotional and behavioral reactions of customers. Especially, by marketing managers, regulating the atmosphere in the store in a way that increases the time customers spend while shopping and in this sense, improving the emotional reactions of the customers in a positive way can be effective in impulsive purchasing decisions. In today's modern consumption approach, making purchasing decisions with hedonic motivation to take pleasure and the intermediary role of hedonic motivation in this relationship indicates the importance of the need to create consumer-based marketing strategies to be developed.

Передача стилістичних лексичних засобів англомовних слоганів українською мовою

This article presents an analysis of stylistic lexical devices in the process of creating advertising slogans and the ways of their translation into Ukrainian. There is no unified definition of the advertising slogan In the scientific literature, therefore the article defines the essence of advertising slogans in the context of marketing communication . The main functions of the advertising slogans are to influence customers and communicate with them. Advertisement and advertising slogans are such a way of this communication, so there is a need to translate commercials. In the article, we have studied the use of stylistic devices in advertising slogans and the ways of their translation. The purpose of the study is to describe stylistic devices in advertising slogans from the viewpoint of primary and connotative meanings and consider the peculiarities of conveying them in Ukrainian. Results of research . The notion of advertising slogan has become the subject of discussion in many fields of science such as psychology, linguistics, and marketing. It is one of the most important components of the structure of advertising text. Different scientists give different explanations for this phenomenon, so it is possible to define an advertisement slogan as a short, independently existing stand-alone advertising message that is used to attract customers’ attention to a product or service. To create an advertisement slogan diverse stylistic devices are used. They add the emotional component and help to attract the potential buyers’ attention. Connotative words are lexical units, characterized by the ability to evoke special stylistic impression. Metaphor, epithet, metonymy, repetition, zeugma, hyperbole and occasionalisms can be attributed to connotative words. The use of stylistic devices helps to liven up, animate the advertisement slogans, but their overuse can also lead to negative consequences, such as distorted advertising image, broken style, neutralization of stylistic effect. In addition to the relevance of applying the stylistic devices there is a problem of their translation. Translation of advertising slogans is complicated by the fact that connotative words contain both stylistic, and socio-cultural concepts that can exist mostly in the original language and are not easy to convey adequately or fully in translation . Advertisement slogans are characterized by the use of epithets, alliteration , anaphora, epistrophe and phonetic repetition, that do not cause great difficulties in translation into Ukrainian. The most difficult test for a translator in translating slogans is metaphor – one of the most frequent stylistic devices. For adequate translation the translator needs to make certain transformations and take into account the socio-cultural aspects of potential consumers. Conclusion. Stylistic devices are used to give expressiveness to advertising slogans, which can create problems when translated into Ukrainian. The translator can either save the reception of the original or create his/her own compensatory stylistic device with a similar emotional effect. The translator should know not only how to translate this or that stylistic device, but also to predict the reaction of consumers to the advertising slogan. Advertising slogans have a great psychological impact on people, so they should be understandable and comprehensive.

Consumer reactions to COVID‐19

Consumer reactions to <scp>COVID</scp>‐19

Priming effect of celebrities on consumer response toward endorsed brands: an experimental investigation

PurposeMoving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when participants are primed with a celebrity with a certain perceived lifestyle.Design/methodology/approachTwo independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming stimulus. Experiment 1 featured a 2 (perceived celebrity lifestyle) × 3 (celebrity persuasion style) between-subjects design, while a follow-up study featured a 2 (celebrity’s on-screen portrayal) × 3 (celebrity persuasion style) between-subjects factorial design.FindingsResults support the proposition that celebrities cause priming effects such that consumers’ attitude and willingness to spend (WTS) on the endorsed brand depends on their perception of the celebrity’s lifestyle. Participants exposed to a perceived high-flamboyant-lifestyle celebrity had a more positive attitude toward the endorsed brand and were more willing to spend money when the celebrity used a “spend money” persuasion style than when the celebrity used a “save money” persuasion style in endorsements. Findings of a follow-up study suggest that exposure to a celebrity playing a flamboyant character on-screen was seen to be associated with a positive attitude toward the brand and increased WTS, than exposure to a celebrity playing a less flamboyant character on-screen.Originality/valueAlthough effects of person primes are evidenced in the literature, previous studies are silent on the impact of presenting celebrities as priming stimulus. This study extends the idea of priming using a social category that has not been explored before, namely, celebrities and explores the effect that celebrity priming has on activating specific consumer response behavior.

Influence of the San Francisco, CA, Sugar-Sweetened Beverage Health Warning on Consumer Reactions: Implications for Equity from a Randomized Experiment

BackgroundIn 2020, San Francisco, CA, amended an ordinance requiring warning labels on advertisements for sugary drinks to update the warning message. No studies have evaluated consumer responses to the revised message. ObjectivesTo evaluate responses to the 2020 San Francisco sugary drink warning label and to assess whether these responses differ by demographic characteristics. DesignRandomized experiment. Participants and settingDuring 2020, a convenience sample of US parents of children aged 6 months to 5 years (N = 2,160 included in primary analyses) was recruited via an online panel to complete a survey. Oversampling was used to achieve a diverse sample (49% Hispanic/Latino[a], 34% non-Hispanic Black, and 9% non-Hispanic White). MethodsParticipants were randomly assigned to view a control label (“Always read the Nutrition Facts Panel”) or the 2020 San Francisco sugary drink warning label (“SAN FRANCISCO GOVERNMENT WARNING: Drinking beverages with added sugar(s) can cause weight gain, which increases the risk of obesity and type 2 diabetes.”). Messages were shown in white text on black rectangular labels. Main outcome measuresParticipants rated the labels on thinking about health harms of sugary drink consumption (primary outcome) and perceived discouragement from wanting to consume sugary drinks. The survey was available in English and Spanish. Statistical analyses performedOrdinary least squares regression. ResultsThe San Francisco warning label elicited more thinking about health harms (Cohen’s d = 0.24; P < 0.001) than the control label. The San Francisco warning label also led to more discouragement from wanting to consume sugary drinks than the control label (d = 0.31; P < 0.001). The warning label’s influence on thinking about harms did not differ by any participant characteristics, including age, gender, race/ethnicity, education, income, or language of survey administration (all P values for interactions > 0.12). ConclusionsSan Francisco’s 2020 sugary drink warning label may be a promising policy for informing consumers and encouraging healthier beverage choices across groups with diverse demographic characteristics.

Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR

Corporate Social Responsibility (CSR) has emerged globally as an important field of study as corporations increasingly recognize the positive consequences of ethical behavior in their business operations. However, despite a growing body of literature, results and definitions remain somewhat contradictory and fractured. Taking a marketing business ethics perspective, this article examines the influence of CSR in firms and its impact on consumer buying behavior through a systematic examination of state of the art literature over the past two decades (2000–2020). Our review identifies a theoretical connection between CSR initiatives and positive consumer reaction yet a lack of material relevance. Most publications have assumed linear and rational decision-making, and comparative studies addressing contextual factors e.g. culture are lacking. Following from this, our paper addresses the results and implications of CSR activities concerning these elements and creates a new framework through which consumer behavior can be analyzed.

Influence of human versus AI recommenders: The roles of product type and cognitive processes

Previous research suggests that consumers would listen more to product recommendations from other consumers (human recommenders) than from systems based on artificial intelligence (AI recommenders). We hypothesize that this might depend on the type of product being recommended, and propose an underlying process driving this effect. Three experiments show that, for hedonic products (but not for utilitarian products), human recommenders are more effective than AI recommenders in influencing consumer reactions toward the recommended product. This effect occurs because, when compared to AI recommenders, human recommenders elicit stronger mentalizing responses in consumers. This, in turn, helps consumers self-reference the product to their own needs. However, humanizing AI recommenders increases mentalizing and self-referencing responses, thus increasing the effectiveness of this type of recommenders for hedonic products. Together, these findings provide insight into when and why consumers might rely more on product recommendations from humans as compared to AI recommenders.

Personal Judgments and Emotional Reactions towards Online based Self-Service Technologies

Currently Self-Service Technologies (SSTs) become prominent in many service transactions. However, customer reactions towards SSTs may vary according to their personal evaluation of its suitability. Although tremendous growth is visible in practice, there has been a little exploration of consumer reactions towards SSTs in academic research. Thus, this study aims at identifying customers’ personal judgements and emotional reactions towards SSTs. Based on the inductive approach, qualitative inquiries with semi-structured interviews were carried out with 25 individuals. Data were analyzed using thematic analysis approach and found five emotional reactions and nine personal judgements which individuals differently bear for SSTs. These findings will provide insights for SST providers on understanding what customers feel about SSTs and how should these be changed to enhance customer acceptance of SSTs.

Ref-1 redox activity alters cancer cell metabolism in pancreatic cancer: exploiting this novel finding as a potential target

BackgroundPancreatic cancer is a complex disease with a desmoplastic stroma, extreme hypoxia, and inherent resistance to therapy. Understanding the signaling and adaptive response of such an aggressive cancer is key to making advances in therapeutic efficacy. Redox factor-1 (Ref-1), a redox signaling protein, regulates the conversion of several transcription factors (TFs), including HIF-1α, STAT3 and NFκB from an oxidized to reduced state leading to enhancement of their DNA binding. In our previously published work, knockdown of Ref-1 under normoxia resulted in altered gene expression patterns on pathways including EIF2, protein kinase A, and mTOR. In this study, single cell RNA sequencing (scRNA-seq) and proteomics were used to explore the effects of Ref-1 on metabolic pathways under hypoxia.MethodsscRNA-seq comparing pancreatic cancer cells expressing less than 20% of the Ref-1 protein was analyzed using left truncated mixture Gaussian model and validated using proteomics and qRT-PCR. The identified Ref-1’s role in mitochondrial function was confirmed using mitochondrial function assays, qRT-PCR, western blotting and NADP assay. Further, the effect of Ref-1 redox function inhibition against pancreatic cancer metabolism was assayed using 3D co-culture in vitro and xenograft studies in vivo.ResultsDistinct transcriptional variation in central metabolism, cell cycle, apoptosis, immune response, and genes downstream of a series of signaling pathways and transcriptional regulatory factors were identified in Ref-1 knockdown vs Scrambled control from the scRNA-seq data. Mitochondrial DEG subsets downregulated with Ref-1 knockdown were significantly reduced following Ref-1 redox inhibition and more dramatically in combination with Devimistat in vitro. Mitochondrial function assays demonstrated that Ref-1 knockdown and Ref-1 redox signaling inhibition decreased utilization of TCA cycle substrates and slowed the growth of pancreatic cancer co-culture spheroids. In Ref-1 knockdown cells, a higher flux rate of NADP + consuming reactions was observed suggesting the less availability of NADP + and a higher level of oxidative stress in these cells. In vivo xenograft studies demonstrated that tumor reduction was potent with Ref-1 redox inhibitor similar to Devimistat.ConclusionRef-1 redox signaling inhibition conclusively alters cancer cell metabolism by causing TCA cycle dysfunction while also reducing the pancreatic tumor growth in vitro as well as in vivo.

On the Effectiveness of Digital Marketing Tools with Allowance for the Impact of COVID-19

Aim. The presented study aims to determine the reaction of Russian consumers to the use of digital marketing tools during the coronavirus epidemic and to formulate practical recommendations for companies regarding the use of digital marketing tools in the post-pandemic period. Tasks. The authors assess the attitude of respondents as consumers (individuals) to digital marketing tools in the Russian Federation and the attitude of respondents as consumers (individuals) to digital marketing tools in commerce in the Russian Federation during the pandemic; formulate recommendations for improving the methodology of digital marketing in the Russian Federation for the post-pandemic period. Methods. This study uses statistical analysis to test a number of hypotheses. The hypotheses were tested in practice using a questionnaire survey of respondents (individuals) with a focus on the attitude of Russian citizens to the use of digital marketing tools. The respondents were asked questions with one answer, multiple answers, and Likert scale questions. The survey was conducted using Google Forms. Data was processed using IBM SPSS Statistics 24 software and statistical methods, such as frequency analysis, contrast of means, and a number of others. Results. Digital marketing tools are comparatively analyzed, the effectiveness of each tool and their modifications due to restrictive measures related to COVID-19 are assessed. An empirical study of a group of respondents aged 18–25 was conducted, examining their attitude to digital marketing tools and consumer behavior when faced with different life situations, as well as tools and mechanics of digital marketing. The analysis allows the authors to formulate recommendations on the use of digital marketing tools for an audience aged 18–25. Conclusions. The study indicates the following changes in consumer attitudes to digital marketing tools under the influence of COVID-19. 1. Email marketing: Email marketing during and after the quarantine has become more popular since there is more time to check mail and read emails. Consumers tend to provide feedback via social networks rather than email. Promotional emails often cause negative emotions or are ignored. SEO: SEO is becoming less relevant since users primarily search via social networks. Internet users are more likely to get to the official websites of companies via social networks rather than search queries. Choosing between an official website and a page in social networks, the user will prefer to get acquainted with the company and the product in social networks. SMM: SMM has become a more effective tool, as the number of hours spent on social networks has increased. Users are more willing to write reviews about the product on the company’s official accounts rather than to influencers advertising them. One of the main factors for increasing trust in the company is its active presence in social networks. Mobile marketing: Mobile marketing is becoming increasingly relevant. During and after the period of self-isolation, the time spent in front of a computer has increased. Influence marketing: The role of influence marketing is growing. Advertising by an influencer inspires more trust than advertising on the company’s official pages. Other: User preferences differ depending on the place of residence. Consumer preferences change depending on education. The analysis allows the authors to formulate recommendations on the use of digital marketing tools for an audience aged 18–25.

Impact of Celebrity Endorsement and Breaking News Effect on the Attention of Consumers

Abstract In the last decade, the new means of communication have determined substantial changes in human behavior and in the way individuals interact with each other. Besides the numerous benefits and opportunities that have arisen throughout the digitalization process, both for individuals as well as for private companies and state institutions, the widespread use of the Internet has generated vulnerabilities and threats. One of the most consistent concerns related to the new means of communication, especially social media platforms, refers to fake news. In recent years, major events including the 2016 presidential election in the US, Brexit, and the emergence of the COVID-19 pandemic have proven the negative effects of fake news on society. In this paper, we use an eye-tracking experiment to determine the unconscious reactions of consumers regarding the attraction potential of a fake news manner written article about a celebrity couple. The results of the experiment for this magazine’s article, with a fake title about the celebrity couple, show that the participants focus their attention on celebrities and fake titles mostly. The picture of the celebrities and the fake title of the article beats the other areas from the article and less on the information in the text. The research proves empirically that consumers are more attentive to celebrity pictures and fake breaking news titles and less to real information in the article. To sum up, testimonials and fake news play an important role in attracting publicity and influencing consumer behavior.

Taken for Suckers: Causal Attributions of the Consequences of Overcharging Sales Tax in Daily Deal Transactions

ABSTRACTIn an experimental setting, we examine consumer reactions in daily deal transactions when they are overcharged sales tax. Overcharges arise when the daily deal operators subsequently provide additional discounts to consumers unbeknownst to the merchants. Drawing on social status and attribution theories, we posit that consumers will ascribe causes for the overcharges to the merchants because of their lower status when compared to the higher status of the daily deal operators. We then examine the main and moderating effects of the overcharges on the behavioral intentions of consumers to repurchase from merchants. Merchants' ability to verify correct sales prices, descriptive social norms, and the trust placed in accountants explain variations in repurchase intentions. Overall, the results suggest that ethical norm violations by higher-status entities results in the transfer of negative consequences to lower-status entities. Forensic accountants can be instrumental in helping businesses to understand the effects of ethical norm violations.

Fake news: How emotions, involvement, need for cognition and rebuttal evidence (story vs. informational) influence consumer reactions toward a targeted organization

This study investigated the interplay of consumer involvement, NFC, and emotional reactions when exposed to fake news on social media, and subsequently to an organizational rebuttal. In doing so, a 2 (rebuttal evidence type: story vs. informational) x 2 (involvement: low vs. high) x 2 (need for cognition, NFC: low vs. high) experiment was conducted.Results showed that individuals high in involvement and NFC perceived favorably the rebuttal message as well as exhibited positive attitudes and higher donation intentions toward the affected organization when it responded to the rumors.A significant two-way interaction between rebuttal evidence type and involvement indicated that high-involved consumers reacted positively toward the informational evidence, whereas low-involved ones preferred storytelling evidence and this increased their donation intentions.Following an organizational refutation, it was demonstrated that the effects of negative emotions (e.g., anger, fear, sadness, disgust, anxiety) were mitigated while those of positive emotions (e.g., hope, happiness, empathy, contentment, interest) increased, leading to favorable attitudinal, donation, and social media engagement reactions. Also, individuals high in involvement and NFC displayed more positive affective reactions after receiving a rebuttal message than their low-involved and low-NFC counterparts.The mediation analyses revealed that positive emotions were significant mediators of the effects of the story-based refutation, high-involved, and high-NFC consumers on the latter’s evaluations of the targeted organization.

Trust me, I'm a bot – repercussions of chatbot disclosure in different service frontline settings

PurposeChatbots are increasingly prevalent in the service frontline. Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the question whether firms should disclose their chatbots' nonhuman identity or not, previous studies find negative consumer reactions to chatbot disclosure. By considering the role of trust and service-related context factors, this study explores how negative effects of chatbot disclosure for customer retention can be prevented.Design/methodology/approachThis paper presents two experimental studies that examine the effect of disclosing the nonhuman identity of chatbots on customer retention. While the first study examines the effect of chatbot disclosure for different levels of service criticality, the second study considers different service outcomes. The authors employ analysis of covariance and mediation analysis to test their hypotheses.FindingsChatbot disclosure has a negative indirect effect on customer retention through mitigated trust for services with high criticality. In cases where a chatbot fails to handle the customer's service issue, disclosing the chatbot identity not only lacks negative impact but even elicits a positive effect on retention.Originality/valueThe authors provide evidence that customers will react differently to chatbot disclosure depending on the service frontline setting. They show that chatbot disclosure does not only have undesirable consequences as previous studies suspect but can lead to positive reactions as well. By doing so, the authors draw a more balanced picture on the consequences of chatbot disclosure.

How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an experimental design, this study applies construal level theory to demonstrate the effect of a construal fit between the spatial distance of the cause and how the message is presented on consumer attitudes toward ads and ad believability. Results show that the effects of message strategy mattered only for the global CRM cause. Furthermore, the findings show a mediating role of ad believability between cause proximity and message strategy on attitude toward the ad. This study provides empirical evidence for the advantage of using abstract messages in maximizing consumer reactions such as attitudes and believability when addressing global causes in CRM ad campaigns. Specifically, it offers insights on the impact of a matched condition between the spatial distance of the cause and language abstractness in CRM advertising.

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework

Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

Sustainable value co-creation as a vector for valuation brand equity

La co-création de valeur durable a un rôle crucial dans les pratiques de développement durable des entreprises, la nécessité d’une meilleure compréhension des conséquences de cette collaboration entre l’entreprise et ses clients est toujours d’actualité et nous renvoie à l’étude de son intérêt et de ses conséquences. Cette recherche vise à examiner l’impact des actions de co-création durable sur la réputation et le capital marque de l’entreprise. C’est dans ce sens que nous entreprenons cette recherche pour montrer dans quelle mesure le développement durable peut contribuer à améliorer la notoriété et l’image de marque de l’entreprise ? Une étude quantitative a été menée auprès de 84 clients « co-créateurs de valeur durable » dans le cadre d’une action menée par une société de services. Les résultats de cette recherche ont révélé que la co-création de valeur durable est un antécédent de la réputation de l’entreprise et a une influence positive sur celle-ci. De son côté, la réputation influence le capital de la marque. La relation entre ces deux variables est positivement influencée par la crédibilité de la marque. C’est en ce sens, que d’un point de vue managérial, cette recherche aidera les professionnels à mieux comprendre et anticiper les réactions comportementales des consommateurs co-créateurs en les invitant à participer au développement durable. Par ailleurs, le consommateur recherche un lien social dans le processus de co-création, il est donc important, pour l’entreprise, de le placer au centre de l’activité de co-création de valeur pour qu’il soit plus satisfait. Impliqué dans l’action il peut, ainsi, mieux juger l’entreprise.

Message Interactivity and Source Credibility in Online Dental Practice Reviews: Responding to Reviews Triggers Positive Consumer Reactions Regardless of Review Valence

ABSTRACT Online health reviews are powerful since people use them to glean information about medical professionals. Nonetheless, less is known about what strategies can cultivate positive relationships with consumers when the latter are exposed to patient reviews. A 2 (review valence: negative vs. positive) x 3 (message interactivity: low vs medium vs high) x 2 (review responding source: customer service representative vs. dentist) between-subjects (N = 410) online experiment was conducted. The results showed that positive reviews (vs. negative reviews) and increased organizational responsiveness led to more favorable prospective patient reactions toward the reviewed dental practice. Most importantly, this study detected a significant two-way interaction between review valence and message interactivity. As found, even in the presence of negative reviews higher levels of message interactivity on online review sites can significantly improve the health organization-public relationship (e.g., trust, commitment, satisfaction, control mutuality) as well as enhance organizational reputation and patient behavioral intentions. Mediation tests revealed that source credibility mediated the effects of the review responding source on the relational outcomes, organizational reputation, and consumer behavioral intentions. More specifically, when a dentist replied to the reviews prospective patients perceived favorably the dental clinic and were more likely to visit it in the future than when a customer service representative responded. Theoretical and practical implications for effective online relationship management in the healthcare industry are discussed.