Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

Online low‐key conspicuous behavior of fashion luxury goods: The antecedents and its impact on consumer happiness

Nowadays, people tend to show off in a more conservative rather than ostentatious way, that is, “low‐key style.” This paper focuses on consumers' low‐key conspicuous behavior on social media after they purchase fashion luxury goods, so as to explore the antecedents of this behavior, as well as its impact, on consumer happiness. Our results show that motivations for self‐representation and avoidance of negative comments from others trigger the low‐key conspicuous behavior. Afterward, this behavior will positively affect consumers' short‐term happiness through both perceived self‐image and perceived interpersonal relationship, while enhancing long‐term happiness only through perceived interpersonal relationship. The reason may be that the temporary pleasure brought by the improvement of perceived self‐image is not enough to raise the quality of life, but an improvement in one's interpersonal relationship is a lifelong benefit.     

Consumer misbehaviour: an exploratory study of shopliftin

Although customer theft is traditionally researched from a criminological or psychological perspective, this paper investigates shoplifting as consumer behaviour, demonstrating that well‐defined models of normal consumer behaviour can be applied to aberrant behaviour such as shop theft. Empirical research is used to show how adults and teenagers form belief systems that amount to rational intentions in the decision to shoplift. The theory of planned behaviour (Ajzen, 1991) was used as the basis for two self‐report surveys which investigated the interaction between consumers' attitudes and beliefs about shoplifting and their perceptions of retail security. The first survey utilised a sample of shoppers from the South East Midlands; the second a sample of school students from the same area (861 respondents in total, 109 respondents admitting to shoplifting in the previous year). Both studies indicate that the decision to shoplift is influenced by pro‐shoplifting attitudes, social factors, opportunities for shoplifting and perceptions of low risks of apprehension. This implies that the deterrent messages we use must be reassessed. Copyright © 2002 Henry Stewart Publications.     

Destigmatising the stigma: Understanding the impact of message framing on Chinese consumers' guilt and attitude associated with overspending behaviour

Overspending has been a largely stigmatised consumer behaviour in traditional Chinese culture. However, social and economic development in recent decades has induced the rise of Chinese consumerism and changes in public attitudes towards overspending. Focusing on overspending stigmas Gouwukuang (GWK) and Duoshoudang (DSD) and stigma‐relevant attitudes, the present study investigates the effect of perceived stigma on consumers' attitude towards overspending through the mediating effect of anticipated consumer guilt. The moderating role of message framing in this relationship is also examined. Results of two analyses indicate that (a) between the two stigmas, DSD is less stigmatising and preferred in comparison to GWK in social interaction and self‐identification; (b) participants' perception of the stigma associated with overspending predicts their anticipation of guilt associated with this behaviour, which in turn predicts negative attitude towards overspending; (c) message framing moderates the relationship between perceived stigma and anticipated guilt, and hence facilitates destigmatisation of the traditionally stigmatised behaviour of overspending. Theoretical and practical implications of these findings are discussed.     

Attitude towards technology,social media usage and grade‐point average as predictors of global citizenship identification in Filipino University Students

We examine the influence of a positive attitude towards technology, number of social media network memberships and grade‐point average (GPA) on global citizenship identification antecedents and outcomes. Students (N = 3628) at a university in the Philippines completed a survey assessing the above constructs. The results showed that attitude towards technology, number of social network site memberships and GPA‐predicted global citizenship identification, and subsequent prosocial outcomes (e.g. intergroup helping, responsibility to act for the betterment of the world), through the perception that valued others prescribe a global citizen identity (normative environment) and perceived knowledge of the world and felt interconnectedness with others (global awareness). The results highlight the associations between technology and academic performance with a global identity and associated values.     

When “who we are” and “who I desire to be” appear disconnected: Introducing collective/personal self‐discrepancies and investigating their relations with minority students' psychological health

According to Self‐Discrepancy Theory research, perceiving mismatches between personal aspects of the self‐concept is associated with negative psychological consequences, including depression and anxiety. However, the impact of perceiving mismatches between collective and personal self‐aspects is still unknown. In a first step to address this gap, we introduce collective/personal self‐discrepancies—perceived mismatches between a desired self‐aspect and a collective identity. For cultural minority group members (n = 147), collective/personal self‐discrepancies were associated with more severe anxiety and depression symptoms. Bootstrapping analyses suggest that these relations are mediated by self‐discrepancies experienced at the personal level, but only for group members presenting average or high levels of ethnic identification. This study reaffirms the importance of collective identities, especially as potential antecedents of personal aspects of the self‐concept. The findings are further discussed in terms of their significance for cultural minority group members, who often highly identify with their minority groups.     

Effects of consumer perceptions of brand experience on the web: brand familiarity,satisfaction and brand trust

Creating a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e‐performance. E‐tailors are just as likely to try to influence consumers' shopping behaviour, through atmospherics and service, as brick‐and‐mortar stores. This study investigates several questions that have been left unanswered in recent studies of consumer behaviour in the context of internet‐based marketing. Its focus lies in addressing the issue of whether there is a direct relationship between brand experience and brand trust or whether there is an indirect relationship via satisfaction or brand familiarity. The results of an empirical study of e‐consumer behaviour show that brand trust is achieved through the following dimensions operating and interrelating as antecedent constructs: first, various brand experiences and the search for information, secondly, a high level of brand familiarity, and thirdly, customer satisfaction based on cognitive and emotional factors. These findings should assist marketers and academics in their understanding of the development of brand trust in an internet‐based environment. Copyright © 2005 John Wiley & Sons, Ltd.     

Consumer complaints and recovery through guaranteeing self‐service technology

Self‐service technologies are shaping the future of consumer behaviour, yet consumers often experience service failure in this context. This conceptual paper focuses on self‐service technology failure and recovery. A consumer perspective is taken. Recovering from self‐service technology failure is fraught with difficulty, mainly because of the absence of service personnel. The aim of this paper is to present a theoretical framework and associated research propositions in respect to the positive role that service guarantees can play in the context of self‐service technology failure and recovery. It contributes to the consumer behaviour domain by unifying the theory pertaining to consumer complaint behaviour, service recovery, specifically consumers' perceptions of justice, and service guarantees, which are set in a distinctive self‐service technology context. It is advanced that service guarantees, specifically multiple attribute‐specific guarantees, are associated with consumer voice complaints following self‐service technology failure, which is contingent on the attribution of blame in the light of consumers' production role. Service guarantees are argued to be associated with consumers' perceptions of just recovery in the self‐service technology context when they promise to fix the problem, compensate only when the problem cannot be remedied, offer a choice of compensation that is contingent on failure severity, afford ease of invocation and collection, and provide a personalised response to failures. Previous classifications of SSTs are used to highlight the applicability of guarantees for different types of SSTs. Managerial implications based on the theoretical framework are presented, along with future research directions. Copyright © 2011 John Wiley & Sons, Ltd.     

Social Identity, Self-categorization, and Work Motivation: Rethinking the Contribution of the Group to Positive and Sustainable Organisational Outcomes

Traditional needs theories centre around hierarchies ranging from 'lower-level' needs for security, existence, or hygiene through to 'higher-level' needs for self-actualisation, achievement, and growth. As applied to the organisational domain, such theories tend to assume that an employee's personal need for challenge and development is the best source of work motivation. Based on social identity and self-categorisation theories, this paper interprets needs hierarchies as reflections of the variable definition of self. It suggests that the motivational impact of different needs changes as a function of the salience of norms and goals associated with self-categories defined at varying levels of abstraction (personal, social, human). As a result, no one level of need is inherently more relevant to employee motivation than any other. This analysis also suggests that group-based needs will play an especially important motivational role in situations where an individual's social identity is salient. Following work by Tyler, data that support this argument are provided by a study in which employees' willingness to engage in citizenship behaviour increased following manipulations of group-based pride and respect. Results point to the productive and sustainable potential of self-actualisation at a collective rather than just a personal level.     

Does Image Matter to Different Job Applicants? The influences of corporate image and applicant individual differences on organizational attractiveness

This research examined both the effects of various corporate image dimensions on organizational attractiveness and the moderating effects of applicant individual difference variables on the aforementioned relationships. Two studies were conducted for this research, which involved 40 bank samples and 360 student participants ( Study 1 ) and 538 employee–student mixed samples ( Study 2 ). By implementing different research designs, samples, and industry targets in the two studies, we found that corporate product image, corporate citizenship image, and corporate credibility image were important antecedents to organizational attractiveness. One of the proposed applicant individual difference variables, environmental sensitivity, was found to moderate the relationship between corporate citizenship image and organizational attractiveness.     

Antecedents of consumer relative preference for interpersonal information sources in pre‐purchase search

Past research has demonstrated clearly the importance of pre‐purchase information search within the buying process. Scholars have identified several sources used by consumers in order to obtain information relevant to their purchase situation. Among the various information sources, interpersonal non‐commercial sources seem to play an important role in consumers' choice decisions. The present study examines potential antecedents of consumer relative preference for interpersonal information search. The proposed antecedents include personality traits such as individuals' susceptibility to interpersonal influence, their need for cognition and their self‐confidence, as well as individual differences in product knowledge and perceived risk associated with the purchase of a specific product. Using structural equation modelling on survey data (419 respondents), seven hypotheses — describing relationships between the diverse variables of the model — were tested. The results indicate that consumer relative preference for interpersonal information search was significantly influenced by consumers' susceptibility to interpersonal influence, their need for cognition, their self‐confidence and their product knowledge. Consumers' product knowledge also influenced their perceived risk, which did not affect their preference for interpersonal search significantly. Copyright © 2005 John Wiley & Sons, Ltd.     

How does green advertising skepticism on social media affect consumer intention to purchase green products?

Underpinned by the stimulus–organism–response model, this study explores the underlying mechanism through which green advertising skepticism on social media affects consumer green purchase intention. It also investigates the boundary factors that moderate this indirect relationship. Performing structural equation modeling on data collected from an online survey on Sina Weibo, this study finds that green advertising skepticism on social media negatively affects green purchase intention through the mediation of perceived information utility. Moreover, interdependent self‐construal positively moderates, and independent self‐construal negatively moderates this indirect relationship. These findings suggest that truthful and consumer‐tailored green advertising is crucial to green product marketing.     

A model of global citizenship: Antecedents and outcomes

As the world becomes increasingly interconnected, exposure to global cultures affords individuals opportunities to develop global identities. In two studies, we examine the antecedents and outcomes of identifying with a superordinate identity—global citizen. Global citizenship is defined as awareness, caring, and embracing cultural diversity while promoting social justice and sustainability, coupled with a sense of responsibility to act. Prior theory and research suggest that being aware of one's connection with others in the world (global awareness) and embedded in settings that value global citizenship (normative environment) lead to greater identification with global citizens. Furthermore, theory and research suggest that when global citizen identity is salient, greater identification is related to adherence to the group's content (i.e., prosocial values and behaviors). Results of the present set of studies showed that global awareness (knowledge and interconnectedness with others) and one's normative environment (friends and family support global citizenship) predicted identification with global citizens, and global citizenship predicted prosocial values of intergroup empathy, valuing diversity, social justice, environmental sustainability, intergroup helping, and a felt responsibility to act for the betterment of the world. The relationship between antecedents (normative environment and global awareness) and outcomes (prosocial values) was mediated by identification with global citizens. We discuss the relationship between the present results and other research findings in psychology, the implications of global citizenship for other academic domains, and future avenues of research. Global citizenship highlights the unique effect of taking a global perspective on a multitude of topics relevant to the psychology of everyday actions, environments, and identity.     

“Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing,content creation,and reviews”

Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer‐driven content creation (e.g., Coca‐Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users' values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self‐enhancement, openness to change and self‐transcendence) are significant drivers of valuable brand‐related social media activities. Companies should address conservation‐driven users in order to elicit brand sharing and creation activities. Companies should target conservation‐driven users for sharing promotions, self‐enhancement‐driven users for sharing informational content and writing of product reviews, and openness to change‐driven users for user‐generated content. Bussinesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users' self‐transcendence values and brand activities. Recommendations are provided on how brandscan address users' values in their social media marketing to motivate sharing of branded content and content creation.     

Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)‐based inventory

• The Schwartz's Portrait Value Questionnaire (PVQ) has extensively been used in personal values research. The present survey validates and tests in a value‐based segmentation task a 17‐item PVQ‐based inventory that includes consumer values related to organic food purchasing, using a nationally representative sample of 1043 Greek consumers. The main assumption of the survey is that consumer segments that place more emphasis on specific organic food‐related values would present different magnitude of beliefs and purchasing behaviour towards organic products. Two 2nd‐order value factors (named ‘individualistic’ and ‘societal’, respectively) emerged from exploratory and confirmatory factor analyses comprising 14 out of the initial 17 PVQ values. In the next phase of the analysis, hierarchical clustering was implemented based on those factors. Through the clusters emerged, a clear relation between consumers' ‘societal’ (universalism and benevolence) value similarity, higher frequency of organic purchasing and higher likelihood of organic‐related beliefs was clearly identified. This fact supports the applicability of the PVQ typology in predicting consumer behaviour in various product contexts.

Copyright © 2008 John Wiley & Sons, Ltd.     

The influence of social identity on value perceptions and intention

Despite much research on consumers' brand identification, researchers remain divided regarding the conceptualization of the dimensions underlying social identity and how these dimensions impact marketing outcome variables. Further, previous studies have failed to examine the underlying psychological process driving this effect. The current research is the first to assess the importance of affective social identity as the mediator through which cognitive social identity impacts consumers' purchase intentions by ways of emotional and social value. Results show that affective social identity mediates the relationship between cognitive social identity and emotional value, where affect is the main driver in the formation of purchase intention. This study highlights the need to model cognitive and affective social identity separately and provides insight into how consumers' social identification influences their perceptions of identity‐linked products. Copyright © 2016 John Wiley & Sons, Ltd.     

Self‐confidence,anxiety, and post‐purchase dissonance: a panel study

This study proposes an integrated conceptual model of the antecedents of post‐purchase dissonance. Data were gathered via a two‐stage panel study among consumers who made purchase of technology items. Study results demonstrate that consumer chronic characteristics (i.e., trait anxiety and generalized self‐confidence) not only directly influence post‐purchase dissonance positively and negatively but also are mediated by consumers' temporary feelings (i.e., state anxiety and specific self‐confidence) toward a purchase situation, and then indirectly influence post‐purchase dissonance positively and negatively. Trait anxiety positively influences state anxiety and that generalized self‐confidence and specific self‐confidence negatively influence state anxiety. Furthermore, trait anxiety appears to negatively influence specific self‐confidence, and generalized self‐confidence appears to negatively influence trait anxiety and positively influence specific self‐confidence.     

Linking self‐determined needs and word of mouth to consumer e‐waste disposal behaviour: A test of basic psychological needs theory

E‐waste is recognized as the fastest growing waste stream in the world. It contains toxic substances such as heavy metals and flame retardants that are hazardous to human and ecological health. Despite these environmental and health hazards, the vast majority of consumers are reluctant to dispose of e‐waste and prefer to store obsolete products at home instead of returning them to manufacturers for recycling. To address this alarming problem, we use the basic psychological needs theory (BPNT) and word of mouth (WOM) to profile consumer behaviour changes and explain self‐reported consumer e‐waste disposal behaviours. Based on longitudinal survey data collected over two rounds from Pakistan, the findings support the role of BPNT. Particularly, the results show that positive WOM messages about e‐waste disposal significantly improve consumers' self‐determined needs that, in turn, fuel consumers' integrated motivation for e‐waste and subsequent e‐waste disposal behaviours. The implications of these findings for practitioners regarding consumer behavioural changes are discussed in‐depth.     

How do consumers infer corporate social responsibility? The role of organisation size

Consumers are generally supportive of firms that engage in corporate social responsibility (CSR) activities. However, consumers are also largely unaware of CSR activities of firms and often use available information to infer CSR. The current study utilises in‐depth consumer interviews to explore the influence of firm size on consumer perceptions of both CSR and corporate socially irresponsible behaviour through the lens of attribution theory. We identify two key emerging antecedents – consumer trust and expectations for CSR engagement – that are influenced by organisation size and ultimately distinguish the types of attributions consumers hold towards CSR and corporate socially irresponsible behaviour. Specifically, consumers have greater levels of trust and significantly lower expectations for CSR engagement for small firms. Conversely, a lack of trust exists amongst consumers towards large firms along with greater expectations for CSR engagement. Although the interview findings generally suggest that small firms benefit from CSR engagement because of positive attributions that consumers hold, we also identify opportunities for large firms to develop positive attributions amongst consumers. Further, we find that consumers are often willing to accept socially irresponsible behaviour by small firms whereas showing very little tolerance for similar transgressions by large firms. Copyright © 2014 John Wiley & Sons, Ltd.     

From Equality‐Based Respect to Environmental Activism: Antecedents and Consequences of Global Identity

Global identity reflects social identification with the world and the largest, most inclusive human ingroup and is generally associated with behavior that serves the world and all humans, such as transnational cooperation or proenvironmental engagement. While the outcomes of being globally identified are well‐established, the antecedents of global identity are only partially explored. Drawing from research suggesting that respect fosters identification in small groups, we argue that the general experience of being respected as an equal by others increases global identification. In an online study with 469 Germans (students and nonstudents), we tested the relation between equality‐based respect and global identification in a structural equation model, with proenvironmental intentions and donation behavior as outcome variables. As expected, equality‐based respect, but not other forms of social recognition (need‐based care and achievement‐based social esteem), predicted global identity while higher global identity, in turn, predicted proenvironmental activism. These effects were substantial beyond known predictors of proenvironmental behavior and thus suggest that equality‐based respect represents an important facet of responses to global challenges.