Insights For Marketers Research Articles

Qatar's FIFA World Cup odyssey: A quest for legacy transforming a small nation into a global destination

This study delves into the profound impact of mega-events on a destination's perception, focusing notably on Qatar's hosting experience during the FIFA World Cup 2022. Employing a qualitative longitudinal research approach, data is drawn from a variety of sources including Scopus articles, international studies, tourism records, newspapers, and interviews with diverse stakeholders such as visitors, tourism experts, executives, and government officials. Through an inductive content analysis of this extensive dataset, the authors identify key influencing factors. They meticulously examine a decade-long evolution using assessments from independent travel and tourism rating organizations alongside various metrics. The findings reveal a significant uptick in Qatar's allure and inbound tourism. Factors contributing to this surge are systematically categorized, with transportation and events infrastructure, hospitality and accommodation facilities, and media exposure emerging as consistent themes across host nations. Additionally, contextual factors like security/safety, culture/heritage, and diversity are highlighted for their pivotal role in shaping a destination's image. This research underscores how mega-events act as catalysts for reshaping Qatar's destination identity and attracting inbound tourism, as evidenced by a range of indicators contingent upon maintaining both universal and contextual factors. It emphasizes the importance of a strategic vision that nurtures these factors over time, aligning with the destination's life cycle to forge a lasting legacy. Furthermore, the study illuminates how mega-events can bolster soft power for small countries lacking significant natural or historical attractions, providing valuable insights for policymakers and marketers to devise effective strategies.

Predicting customer intention to adopt mobile commerce in Jordan

BACKGROUND: The progress made in wireless communications has led to a higher adoption of mobile devices among users and has spurred the development of mobile commerce technology. OBJECTIVE: This research examines the factors influencing the intention to adopt mobile commerce in Jordan. These factors include perceived usefulness, perceived ease of use, trust, social influence, personal innovation, and mobility. METHODS: The study relied on Technology Acceptance Model (TAM), incorporating additional variables to suit the Jordanian context. The researchers gathered data from 540 users, and the research hypotheses were evaluated using smartPLS analysis. The study utilized a convenience sample due to the absence of a comprehensive list of names of mobile commerce users. RESULTS: The results reveal that perceived usefulness, trust, social influence, personal innovation, and mobility play a significant role in influencing adoption intentions of mobile commerce. Furthermore, the study finds that mobility significantly affects the perceived usefulness of mobile commerce. In contrast, perceived ease of use does not show a statistically significant relationship on the intention to adopt mobile commerce. CONCLUSIONS: The outcomes of this research provide valuable insights for companies, service developers, and mobile marketers, enabling them to enhance the adoption rate of this service among individuals.

Consumer Perceptions of the Canadian Salmon Sector and Their Associations with Behaviors: A Perspective from Indigenous Rights.

Previous studies on consumer perceptions and behaviors of salmon have often neglected Indigenous rights within the Canadian salmon sector. This study innovatively addresses this gap by integrating Indigenous rights into the current analysis, alongside considerations of sustainability practices, socio-economic impacts, and consumer motivations. Our research objectives aim to fit three consumer perceptions-environmental sustainability, economic considerations, and Indigenous rights-and to evaluate their associations, alongside perception of a price increase, socio-demographics, and consumer motivation factors, with purchasing behaviors related to Canadian salmon products. Data for this study was collected from a nationwide online survey. Responses to Question 2 and Question 35 are encoded with numerical values ranging from 1 to 5, where larger numbers indicate stronger agreement with the statement. The inclusion of methodologies such as the Graded Response Model (GRM) and Cumulative Link Models (CLM) adds another innovative dimension to this study. Our findings demonstrate how consumer profiles are associated with these four perceptions and their underlying determinants. Furthermore, the study quantifies the influence of these four perceptions on each consumer purchase behavior. The implications of these findings extend to the realm of mathematical modeling in consumer decision-making processes, offering practical insights for businesses and marketers, and emphasizing the importance of implementing regulatory frameworks and initiatives that promote sustainability, safeguard Indigenous rights, and address socio-economic disparities.

TikTok and B2B Branding: A Creative Approach to Video Marketing Insights from a Digital Agency Study

The rapid development of technology and severe contention among businesses urge business-to-business (B2B) organizations to address this by presenting company values through short video marketing on innovative social media platforms. This research aims to discover how B2B companies—in this case, a TikTok Indonesia Partner Award for a creative digital marketing agency—build brand awareness through video marketing strategies on TikTok. This study employed a qualitative descriptive method and approach by collecting interview data with the managers responsible for content creation, optimal strategy creation handling, and social media activation of the TikTok account (“@doxadigital”). From the point of view of the video marketing concept, the study shows that the company used video marketing in a planned and appropriate way at all stages, including planning, production, and activation. This was based on the idea of a video marketing strategy. The study also shows that B2B companies that use video marketing do best when they get paid views. However, more research is needed to determine how B2B companies define themselves by optimizing different parts of their content and changing how they connect with stakeholders in the digital communication generation. Abstrak Dalam konteks persaingan bisnis yang semakin intensif dan kemajuan teknologi yang cepat, organisasi bisnis-ke-bisnis (B2B) dituntut untuk proaktif dalam mempromosikan nilai-nilai perusahaan melalui strategi pemasaran video singkat di platform media sosial inovatif. Penelitian ini bertujuan untuk mengungkap bagaimana perusahaan B2B—khususnya, penerima Penghargaan Mitra TikTok Indonesia dari sektor agensi pemasaran digital kreatif—mengembangkan kesadaran merek melalui strategi pemasaran video di TikTok. Dengan menerapkan pendekatan deskriptif kualitatif, penelitian ini mengumpulkan data melalui wawancara dengan manajer yang memiliki tanggung jawab dalam kreasi konten, pengelolaan strategi optimal, dan aktivasi media sosial pada akun TikTok “@doxadigital”. Melalui lensa kerangka kerja pemasaran video, hasil studi menunjukkan bahwa perusahaan telah menerapkan pemasaran video secara terencana dan tepat pada setiap tahapan, mulai dari perencanaan, produksi, hingga aktivasi, sesuai dengan prinsip strategi pemasaran video. Studi ini juga menemukan bahwa perusahaan B2B yang memanfaatkan pemasaran video mendapatkan hasil terbaik ketika mengimplementasikan tayangan berbayar. Namun, penelitian lebih lanjut diperlukan untuk mengeksplorasi bagaimana perusahaan B2B mendefinisikan identitas mereka dengan mengoptimalkan berbagai aspek konten dan mengubah cara interaksi dengan pemangku kepentingan di era komunikasi digital saat ini.

SMEs in Indonesia: How do market and entrepreneurial approaches shape dynamic capabilities and performance?

This study delves into the impact of market orientation and entrepreneurship on dynamic capabilities and SME performance within the Culinary SME sector of West Java Province, Indonesia. The study utilized a quantitative-causal research methodology to gather data from a sample of 420 Culinary (SMEs) that had been operating for a minimum of 5 years. The acquired data was then subjected to analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate significant potential for market orientation and entrepreneurship to bolster dynamic capabilities and subsequently enhance SME performance. Furthermore, the study found that dynamic capabilities positively influence SME performance. Importantly, the study identifies an indirect pathway through which market orientation and entrepreneurship can augment SME performance by leveraging dynamic capabilities as a mediator. Practical implications emphasize the critical importance for Culinary SMEs to cultivate robust market orientation, harness entrepreneurial potential for strategic risk-taking and innovation, and fortify dynamic capabilities. Strengthening these facets enables SMEs to effectively translate market insights into actionable strategies, thereby fostering sustainable growth in a competitive business landscape. In essence, this research provides valuable insights into the interplay of market orientation, entrepreneurship, dynamic capabilities, and SME performance, offering actionable guidance for Culinary SMEs in West Java Province and beyond to navigate challenges and capitalize on opportunities for sustainable development and competitiveness.

Effects of app icon familiarity and authority on app icon image fit and usage intention: focusing on the moderating effects of app icon features and app type

PurposeThis research delves into the dynamic realm of app design by examining the impact of app icon familiarity and authority on image fit, influencing users' app usage intention. Focusing on the distinctive circumstances of Chinese and Korean customers, the study aims to provide insightful information about how application user behavior changes.Design/methodology/approachUtilizing structural equation modeling, the study employs data from 293 Korean and Chinese consumers. The research design incorporates a thoughtful approach, including parallel translation methods, focus group interviews, and pre-experimental testing to ensure survey accuracy and validity. The study strategically selects stimuli from the Apple App Store rankings, emphasizing icon features and type considerations.FindingsThe results provide important new information about the connections between usage intention, image fit, authority, and familiarity with app icons. Notably, app icon familiarity and authority positively influence image fit. Furthermore, app icon image fit emerges as a positive predictor of usage intention, mediating the complex interplay between familiarity, authority, and intention. The study also identifies moderating effects, shedding light on the nuanced role of app icon features and types.Originality/valueOriginating from a comprehensive exploration of icons, this study significantly contributes to the field by exploring icon differences and uncovering the intricate mechanisms guiding users' decisions. The findings offer valuable insights for app designers, marketers, and researchers seeking a deeper understanding of user behavior in diverse cultural contexts, thereby enhancing the theoretical and practical foundations in app usability and consumer behavior.

Influence Social Media Marketing and Electronic Word-of-Mouth to Purchase Intention on Products Erigo Official Shop on Shopee Mediated by Brand Trust to Students Active in Malang City

The digital era has revolutionized marketing dynamics and consumer behavior, offering marketers immense opportunities to leverage social media platforms and electronic word-of-mouth (E-WOM) for enhancing marketing strategies. This research investigates the impact of social media marketing and E-WOM on purchase intention, emphasizing the mediating role of brand trust. Targeting active student consumers in Malang City, particularly those transacting at the Erigo Official Shop on Shopee, the study employs a quantitative approach with 385 respondents. Through descriptive analysis and Structural Equation Modeling (SEM-PLS), the research reveals the positive influence of social media marketing and E-WOM on brand trust, subsequently affecting purchase intention. Additionally, mediation testing underscores the indirect effects of social media marketing and E-WOM on purchase intention mediated through brand trust. These findings shed light on the intricate mechanisms shaping consumer decision-making processes in the digital landscape, offering valuable insights for marketers navigating this dynamic terrain.

Triggering place brand loyalty: the nexus between place brand credibility, fascination and attachment

ABSTRACT The study aims to develop a comprehensive model that examines the effect of place brand credibility (PBC) and destination fascination (DF) on place attachment (PA) and place brand loyalty (PBL). A structured questionnaire was used to collect the data from tourists. The purposive sampling procedure was used to collect the responses from 340 tourists who have visited popular tourist places in India. The results indicate that PBC and DF have positive and statistically significant effects on PA and PBL. Additionally, the study confirms the significant impact of PA on PBL. The study not only contributes to the academic understanding of these intricate relationships but also provides practical insights for destination marketers, policymakers and industry practitioners.

Applying advanced sentiment analysis for strategic marketing insights: A case study of BBVA using machine learning techniques

In the digital era, understanding public sentiment toward brands on social media is essential for crafting effective marketing strategies. This study applies sentiment analysis on Banco Bilbao Vizcaya Argentaria (BBVA) tweets using advanced machine learning techniques, particularly the eXtreme Gradient Boosting (XGBoost) algorithm, which showed remarkable precision (91.2%) in sentiment classification. This process involved a systematic approach to data collection, cleaning, and preprocessing. The precision of XGBoost highlights its effectiveness in analyzing social media conversations about banking. Additionally, this paper achieved improvements in neutral tweet classification, with accuracy rates at 87-88% and a reduced misclassification rate, enhancing the analysis reliability. The findings not only uncover general sentiments toward BBVA but also provide insight into how these sentiments shift in response to marketing activities and global events. This gives marketers a valuable tool for real-time assessment of campaign effectiveness and brand perception. Ultimately, employing the XGBoost algorithm for sentiment analysis offers BBVA a strategic advantage in understanding and engaging its online audience, demonstrating the significant benefits of using sophisticated machine learning in banking. The study emphasizes the crucial role of data-driven sentiment analysis in developing informed business strategies and improving customer relationships in the banking industry’s competitive landscape.

Acceptance Factors Affecting the Intention to Use Mobile Payments: QR Code Applications

This study explores the intentional use of QR code applications in Malaysia through the lens of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2), focusing on five key constructs: which is performance expectancy (PE), effort expectancy (EE), hedonic motivation (HM), habit (H), and trust (TR). An online survey was constructed and disseminated to a random sample of 215 respondents located in the Southeast region. The primary objective of this survey was to collect data regarding their intentions to utilize QR code applications. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS), aiming to understand the relationship between the UTAUT 2 factors and behavioral intention towards QR code usage. The analysis revealed that all the UTAUT 2 factors which are performance expectancy, effort expectancy, hedonic motivation, habit, and trust have a positive significant relationship with the behavioral intention to use QR codes application. Among these, trust emerged as the most influential factor, underscoring its critical role in the adoption of QR code technology. This finding highlights the importance of addressing security and privacy concerns to foster trust among users, which is pivotal for the wider acceptance and use of QR codes in Malaysia. The study provides valuable insights for developers, marketers, and policymakers looking to enhance the adoption of QR code technology, emphasizing the need to build a trustworthy and user-friendly QR code ecosystem.

INVESTIGATING INTO CUSTOMER PREFERENCE AND SATISFACTION REGARDING FROZEN AND INSTANT FOOD PRODUCTS

This study aims to explore consumer preferences and satisfaction levels regarding frozen and instant food products. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather comprehensive data. The survey will assess factors influencing purchase decisions, such as taste, convenience, price, and perceived healthiness. Additionally, interviews will delve deeper into consumer perceptions, attitudes, and experiences with frozen and instant food items. Findings from this research will provide valuable insights for food manufacturers, retailers, and marketers to better understand customer needs and enhance product offerings to meet evolving consumer demands in the frozen and instant food market segment. KEYWORDS: Customer preference, Satisfaction, Frozen food, Instant food, Consumer behaviour, Purchase decision, Taste, Convenience, Price, Market research, Food industry.

A Study On Consumer Purchase Behavior Towards Green Products

This research aims to investigate and analyze consumer purchase behavior towards green products, with a specific focus on understanding the factors influencing the adoption of sustainable and environmentally friendly choices. In the context of increasing environmental consciousness, consumers play a pivotal role in driving demand for products with reduced ecological impact. Employing a mixed-methods research design, including surveys and in-depth interviews, this study seeks to explore the intricacies of consumer decision-making processes and behaviors related to green products. Key objectives include assessing the level of awareness and understanding of green products, identifying the factors influencing consumer preferences, and examining the role of factors such as product labeling, brand trust, and perceived environmental impact. The study also aims to uncover any challenges or barriers that may hinder the widespread adoption of green products. The findings of this research are expected to contribute valuable insights for businesses, policymakers, and marketers, helping them better understand and cater to the preferences and motivations of consumers in the growing market for sustainable and eco-friendly products.

A Study On Consumer Purchase Behavior Towards Green Products

This research aims to investigate and analyze consumer purchase behavior towards green products, with a specific focus on understanding the factors influencing the adoption of sustainable and environmentally friendly choices. In the context of increasing environmental consciousness, consumers play a pivotal role in driving demand for products with reduced ecological impact. Employing a mixed-methods research design, including surveys and in-depth interviews, this study seeks to explore the intricacies of consumer decision-making processes and behaviors related to green products. Key objectives include assessing the level of awareness and understanding of green products, identifying the factors influencing consumer preferences, and examining the role of factors such as product labeling, brand trust, and perceived environmental impact. The study also aims to uncover any challenges or barriers that may hinder the widespread adoption of green products. The findings of this research are expected to contribute valuable insights for businesses, policymakers, and marketers, helping them better understand and cater to the preferences and motivations of consumers in the growing market for sustainable and eco-friendly products.

Green Consumerism Unveiled: A Study on Consumer Purchase Behavior Towards Green Products

This research abstract provides a glimpse into a study focused on understanding consumer purchase behavior in the context of green products. Employing a mixed-methods approach, this study combines qualitative insights and quantitative analyses to explore the factors influencing consumers' choices, preferences, and motivations when it comes to environmentally friendly or "green" products. The qualitative component of the study involves interviews, surveys, and consumer behavior analysis to capture nuanced perspectives on the drivers behind consumers' decisions to choose green products. Simultaneously, quantitative data analysis will be utilized to identify trends, correlations, and statistical patterns associated with consumer preferences for eco-friendly options. Various dimensions of consumer purchase behavior will be investigated, including the impact of environmental consciousness, perceived product attributes, marketing strategies, and external factors on the decision-making process. The study aims to provide insights into how businesses and marketers can tailor their approaches to meet the demands of environmentally conscious consumers. The findings from this research are anticipated to offer valuable insights for businesses, marketers, and policymakers interested in sustainable consumption. By understanding the intricacies of consumer purchase behavior towards green products, stakeholders can develop targeted strategies, improve product offerings, and contribute to the broader goals of environmental sustainability. This study serves as a foundation for informed decision-making and future research within the realm of green consumerism.

Tradition Meets Trend: Exploring Consumer Behaviour toward Branded Apparel in Varanasi

The study aims to investigate the association between festivals and choices regarding branded apparel, the influence of traditional values and cultural symbolism on consumer decision-making, and the role of social networks and peer influence in shaping preferences. A mixed-methods approach, integrating qualitative and quantitative methodologies, is employed to capture the complexity of cultural and social dynamics. The study adopts a concurrent triangulation design, ensuring comprehensive data collection and analysis. A sample size of 250 participants is utilized to balance statistical robustness and qualitative depth. Findings reveal significant associations between festivals, traditional values, and consumer preferences, underscoring the importance of understanding cultural nuances in marketing strategies. Recommendations include incorporating qualitative methods and further exploring the impact of social networks on consumer behavior. Overall, the study provides valuable insights for businesses and marketers seeking to navigate the dynamic landscape of consumer preferences in Varanasi's cultural context. Key words: Consumer Behavior, Branded Apparel, Cultural Influences, Traditional Values, Marketing Strategies

Social media commerce: an empirical study of platform, people and information from the trust transfer perspective

PurposeThis study aims to examine the mechanisms underlying social media commerce by investigating the interplay between platforms, people and information. Drawing upon trust transfer theory, the research model proposes that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing, ultimately influencing purchase intention.Design/methodology/approachThe research design used in this study was a quantitative approach using a cross-sectional survey method. The study developed a research model based on trust transfer theory and hypothesized relationships between the platform’s information provision, information source credibility, information-related responses and purchase intention. Structural equation modeling was used to analyze the collected data and test the research hypotheses.FindingsThe findings supported most of the hypotheses and provided valuable insights into the role of information credibility in shaping consumers’ purchase intentions. Specifically, the study revealed that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing. Furthermore, information usefulness and adoption mediate the relationship between information source credibility and purchase intention.Research limitations/implicationsThe limitations of this research include the use of convenience sampling, which may not represent the broader population, and the cross-sectional design, which does not provide an in-depth understanding of the adoption process. The reliance on self-reported data and the limited scope of investigation with only six constructs are additional limitations. Future studies should consider national random sampling, longitudinal designs, multiple data sources and explore negative effects and other potential mediating variables. Despite these limitations, this research contributes to the understanding of social media commerce mechanisms and provides valuable insights for practitioners in the field.Practical implicationsThe findings of this study provide valuable insights for platform providers and marketers in the social media commerce environment. First, the study emphasizes the importance of effective messaging in improving information credibility. Platform providers should focus on delivering accurate and trustworthy information to enhance consumers’ perceptions of product quality and increase purchase intentions. Second, marketers can leverage the information-related factors identified in this study, such as information usefulness and adoption, to optimize their marketing efforts. By understanding how consumers perceive and interact with information on social media platforms, marketers can tailor their strategies to effectively engage and influence potential customers. Overall, these practical implications can enhance success in the competitive social media commerce landscape.Social implicationsThe social implications of this study are significant for social media commerce practitioners. The findings highlight the importance of effective messaging and information provision on social media platforms in improving information credibility, thereby enhancing purchase intention. By understanding the mechanisms that drive consumer behavior in the context of social media commerce, platform providers and marketers can optimize their marketing efforts. This includes focusing on delivering trustworthy and useful information, fostering information adoption and sharing among users and ultimately increasing the likelihood of successful transactions. These insights provide valuable guidance for practitioners to navigate the competitive landscape of social media commerce and enhance their chances of success.Originality/valueThe originality of this research lies in its application of trust transfer theory to investigate the mechanisms driving social media commerce. By examining the interplay between platform, people and information, the study specifically focuses on the role of the platform’s information provision in enhancing information credibility and its impact on information-related responses and purchase intentions. This study extends the understanding of the trust transfer mechanism between customers and sellers/brands in customer-to-customer social commerce by emphasizing the importance of effective messaging and information credibility in shaping consumer behavior. The empirical findings contribute to the understanding of information trust transfer and provide a unique perspective on the underlying mechanisms that drive social media commerce.

Consumer preference for sustainability labels in the context of China

Sustainability Label (SL) have emerged as an important product attribute in recent decades, and have evolved into various types as products with social, environmental, and economic benefits have become more prevalent in the marketplace. With the information of SL in products, consumers are encouraged to embrace environmental sustainability principles and to make environmentally sustainable choices and actions. SL helps alignment between consumers and the industry by enhancing consumers’ nderstanding of company’s act, and serve as an effective marketing message. However, there is limited research on consumer preferences for different types of sustainable labels or benefits. This study addresses this knowledge gap by applying choice experiment method to assess consumers’ choice behavior for products associated with various SL. Choice experiment designs are separately developed for two most relevant sustainable products (i.e. soymilk and EV) in China. A stated preference method (SPM) consumer survey was conducted in 2022 across six major cities in China, namely Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Xi’an, and a total of 840 valid responses were collected for assessing multinomial logit (MNL) model. Findings show that Chinese consumers prefer SL with environmental benefits, foreign COO/Brand in consuming soymilk, and prefer SL with employee friendliness, domestic COO/Brand for Electric Vehicle (EV). These findings provide insights for marketers and researchers Chinese consumers’ preference for specific SL and brand for two selected product categories.

The Influence of Islamic Branding and Brand Ambassadors on Purchase Intention at Tokopedia

This study aimed to investigate three main objectives related to purchase intention at Tokopedia. Firstly, it examined the impact of brand ambassadors. Secondly, it analyzed the effect of Islamic branding. Lastly, it explored the combined effect of Islamic branding and brand ambassadors on purchase intention. Employing a quantitative descriptive research design, the study utilized surveys for data collection, with 91 respondents selected through purposive sampling. Analysis was conducted using IBM SPSS 20. The findings revealed several significant results: Islamic branding and brand ambassadors individually positively influenced purchase intention. Additionally, their combined effect further enhanced purchase intention at Tokopedia. These results underscore the effectiveness of Tokopedia Salam, incorporating Islamic branding, and utilizing popular brand ambassadors like BTS and BLACKPINK. Aligning branding strategies with consumer values and preferences, and leveraging influential personalities, proves pivotal in driving consumer engagement and purchase behavior on e-commerce platforms like Tokopedia. This research provides valuable insights for marketers seeking to optimize branding strategies and enhance purchase intention in online marketplaces

The effects of motivation and prior knowledge on wine consumers’ decision-making process: using an extended model of goal-directed behavior

PurposeThis study aims to use the extended model of goal-directed behavior (EMGB) to examine the interaction between wine purchasing motivations and prior knowledge and their impact on consumers’ wine purchase intentions and decisions.Design/methodology/approachThe survey was conducted in large discount retail stores in South Korea, and structural equation modeling analysis reveals EMGB’s strong predictive ability to understand wine buying behavior.FindingsNotably, the findings reveal that social life and enjoyment motivations play a significant role in shaping consumers' attitudes. In addition, positive emotions, attitudes, prior knowledge, subjective norms and negative anticipated emotions all have a positive effect on desire, while desire, prior knowledge and frequency of past behavior have a significant impact on behavioral intention. Contrary to previous studies, celebration motivation has no significant effect on attitude and perceived behavioral control has no significant effect on desire and behavioral intention.Research limitations/implicationsThe findings provide practical insights for marketers to conduct targeted wine marketing campaigns and increase consumers' intention to purchase wine.Originality/valueThis study furthers the understanding of the complex mechanisms involved in shaping the intention to purchase wine using the EMGB framework.

Unveiling the intricate dynamics of user engagement in social media: the triad co-evolution through affordances and emotional attachment

ABSTRACT This study empirically examines the complex dynamics between social media entities, brands, and users, advancing user engagement and emotional attachment. It introduces a novel affordance perspective to dissect the symbiotic relationships that shape marketing and communication management. Analysing data from 424 U.S. social media users, this research explores the interplay between platform-user and brand-user affordances and their impact on reflective engagement and emotional attachment in digital environments. Findings affirm a substantial impact of affordances on emotional attachment to platforms, while also redefining the role of social influence, which contrasts with its conventional moderating role in user engagement literature. By moving beyond a functionalist affordance view to a relational one, this paper brings to the fore the triad of platform-user, brand-user, and user-reflection affordances, providing strategic insights for marketers and setting the stage for future research on user interaction dynamics.