Search

Purpose The purpose of this study is to examine the effect on the customer brand engagement (CBE) of followers of an eco-friendly restaurant of their perceptions of the originality of the firm-generated content posted online by the restaurant and the effect of CBE on brand advocacy and behavioural intentions to visit the restaurant, paying special attention to the moderating role of past visits to the restaurant. Design/methodology/approach The hypotheses were tested using structural equation modelling with a sample of 491 female Instagram users who follow the online account of a particular eco-friendly dining establishment. Two group comparisons were conducted to test the moderating effects in relationships between CBE and consumer–brand interactions (behavioural intentions to visit the restaurant and brand advocacy). Findings Followers’ perceptions of the originality of the material posted by the eco-friendly restaurant had a positive influence on CBE which, in turn, affected brand advocacy and behavioural intentions to visit the restaurant. Past visits moderated the relationship between CBE and consumer–brand interactions. Practical implications This study offers restaurants an understanding of how to develop marketing strategies targeted at females on visual-based social networks; it is shown that original posts encourage favourable responses, such as CBE, brand advocacy and behavioural intentions. Managers should organise events and invite their female followers to visit the restaurant. Originality/value This study adds to the knowledge about customer engagement by explaining how firm-generated content posted on Instagram drives CBE and provides specific suggestions as to how restauranteurs might engage online with their clients. This study goes beyond direct effects and analyses the moderating role of past visits to the restaurant on the relationships between CBE and consumer–brand interactions (visiting intentions and brand advocacy).

This paper provides a deeper understanding of the role of social influences on positive eWOM behaviour (PeWOM) of heavy-users of online communities. Drawing on Social Interaction Utility Framework, Group Marketing and Social Learning Theories, we develop and test a research model integrating the interactions between the social climate of a website and Interpersonal Influences in PeWOM. 262 Spanish heavy-users of online communities were selected and the data analysed using partial least squares equation modelling. Overall, the model explains 59% of the variance of PeWOM on online communities. Findings reveal that interaction with other members of the online community (Social Presence) is the main predictor of PeWOM. Social Identity is a mediator between Social Presence and PeWOM. Interpersonal Influence has an important role as a moderator variable; the greater the impact of Interpersonal Influence, the stronger the relationship between Social Presence and PeWOM.

El objetivo de este trabajo es analizar la interacción del individuo con la tecnología como antecedente de los usos y gratificaciones de Facebook. El modelo de esta investigación presenta dos variables de influencia social (identidad social, presencia social) que vinculan la interacción individuo-tecnología 2.0 con las dimensiones de los usos y gratificaciones. La recogida de información se hizo mediante un cuestionario online, con una muestra de 190 participantes ecuatorianos residentes en Europa. Los resultados de este estudio indican que el impacto de la identidad social y la presencia social es mayor en la gratificación de búsqueda de formación de relaciones en grupos de Facebook. The aim of this paper is to analyze the interaction of the users with technology as antecedent of the uses and gratifications of Facebook. The model of this research presents two variables of social influence (social identity, social presence) linking individual-technology interaction 2.0 with the dimensions of the uses and gratifications. The collection of information was carried out through using a sample of 190 participants Ecuatorians living in Europe. Results show that the impact of social identity and social presence is higher in the gratification of relationships on Facebook.

El objetivo de este estudio es analizar los factores determinantes de la lealtad hacia los proveedores de servicios turísticos online a través de un modelo integrador de la influencia de la confianza en las webs turísticas con el marco conceptual de la teoría del comportamiento planificado (Theory of Planned Behaviour, TPB). El contraste de hipótesis se ha realizado a partir de una muestra de 305 compradores de billetes de avión en sitios online; para ello se utilizaron modelos de ecuaciones estructurales. Los resultados del estudio empírico indican que los constructos de dicha teoría (control percibido, norma subjetiva y actitud) ejercen una influencia significativa sobre la lealtad hacia el uso de Internet para la compra de billetes de avión. A su vez, cabe destacar la influencia positiva de la confianza en las variables del TPB. Finalmente, se plantean un conjunto de implicaciones relevantes para la gestión de empresas.

In recent years, the application of game design elements in non-game contexts such as education has been used to motivate and increase students' learning and retention. From a managerial perspective course satisfaction but also recommendation (word of mouth) are important indicators of quality education. Moreover, Master Degree programs awarded with Quality Accreditations by national organisations (i.e. ANECA, AVAP, etc) must achieve higher levels of satisfaction among students every year. Because gamification can increase students' satisfaction with their learning process, Master Degree managers can use gamification to increase students' satisfaction with the programme. Despite these managerial and academic relevance, little is known about individual beliefs that can lead students to increase their satisfaction and positive word of mouth of new learning methodologies such as gamification. This research aims to fill this gap in the academic literature by focusing on how the use of gamification methodologies can improve Master Degree student's satisfaction and recommendation intentions (positive word of mouth). Of the students of the Official Master Degree in Marketing and Market Research at the University of Valencia, it was the Communication students who participated in this research. A gamified activity was developed in March 2016 using online interactive quiz Kahoot, which has been used by more than 30 millions of teachers since was created in 2011. Students worked in teams. After the Kahoot, all participants filled a questionnaire. Correlation analysis was run in order to assess the impact of perceived usefulness, perceived ease of use and perceived enjoyment on students' satisfaction with Kahoot along with peer recommendation to take part in Kahoot activities in the future. UV-SFPIE_RMD15-312658 No data (2017) UEV

Conocer cómo se comporta el consumidor en los entornos virtuales es fundamental para potenciar el desarrollo e implantación de decisiones estratégicas de marketing que sean eficaces en la comercialización de bienes y servicios en Internet. El presente trabajo tiene como objetivo conocer la importancia de la cultura en el comportamiento de compra online del individuo, analizando para ello dos países latinos: México y España. De este modo, partiendo de la Teoría de Comportamiento Planificado, se estudia el efecto de la actitud, de la norma subjetiva y del control percibido, sobre el comportamiento de reserva/compra online de alojamiento turístico, comparando la importancia adquirida en cada país. El contraste de hipótesis se ha realizado a partir de una muestra de 230 internautas compradores en México y 258 internautas compradores en España. Los resultados obtenidos ponen de manifiesto que en ambos países son la norma subjetiva y el control percibido las variables que ejercen una influencia significativa en la intención de reserva/compra de alojamiento turístico. Mientras que el efecto de la norma sobre la intención es más fuerte en el caso de México, país caracterizado por su masculinidad, colectivismo y mayor distancia al poder, el efecto del control sobre la intención es más intenso en el caso de España, país más individualista, con menor distancia al poder y mayor feminidad. It is fundamentally important to understand the ways in which consumers behave in virtual environments in order to encourage the development and implementation of marketing strategies that are effective in marketing goods and services on the internet. The object of this study is to understand the significance of culture in individual online purchase behavior in two Latin countries: Mexico and spain. the article employs the Theory of Planned Behavior to study the effects of attitude, the subjective norm, and perceived control on reservation/purchase behavior of people seeking tourist accommodation online. At the same time, the article compares the significance acquired by each of these aspects in the two countries. the hypothesis was tested on a sample of 230 internet purchasers in Ivlexico and 258 in spain. the results demonstrate that in both countries the subjective norm and perceived control exert significant influence on the intention of users to reserve or purchase tourist accommodation. the effect of the subjective norm is stronger for Mexico - a country characterized by its masculinity, collectivism and high power distance - while control has a greater effect in spain, a more individualistic country, with lower power distance and more femininity. Il est fondamental de connaitre la manière dont se comporte le consommateur dans les contextes virtuels pour favoriser le développement et la prise de decisions stratégiques de marketing efficaces dans la commercialisation de biens et de services sur Internet. L'objectif de ce travail consiste à évaluer l'importance de la culture dans le comportement d'achat online de l'individu, par une analyse dans deux pays latins ; le Mexique et l'Espagne. De cette manière, en partant de la Théorie du Comportement Planifié, sont étudiés l'effet de l'attitude, de la norme subjective et du controle perçu, sur le comportement de réservation/achat online d'hé-bergement touristique, en comparant l'importance acquise dans chaque pays. La comparaison d'hypothèses s'est effectuée sur un échantillonnage d'acheteurs internautes, 230 pour le Mexique et 258 pour l'Espagne. Les résultats obtenus montrent que dans les deux pays ce sont les variables de la norme subjective et du controle perçu qui exercent une influence significative sur l'intention de réservation/achat d'hébergement touristique. Alors que l'effet de la norme sur l'intention est plus fort au Mexique, pays caractérisé par sa masculinité, son collectivisme et un plus grand éloignement du pouvoir, l'effet du controle sur l'intention est plus fort en Espagne, pays individualiste, moins éloigné du pouvoir et davantage féminisé. Saber como se comporta o consumidor nos ambientes virtuais é fundamental para potenciar o desenvolvimento e implantação de decisões estratégicas de marketing que sejam eficazes na comercialização de bens e serviços na Internet. Este trabalho tem a finalidade de conhecer a importância da cultura no comportamento de compra on line do indivíduo, analisando para isso dois países latinos: México e Espanha. Desta maneira, partindo da teoria de comportamento planejado, é estudado o efeito da atitude, da norma subjetiva e do controle percebido, sobre o comportamento de reserva/compra on line de alojamento turístico, comparando a importância adquirida em cada país. O contraste de hipótese foi realizado a partir de uma amostra de 230 internautas compradores no México e 258 internautas compradores na Espanha. Os resultados obtidos indicam que em ambos os países as variáveis que exercem influência significativa na intenção de reserva/compra de alojamento turístico são a norma subjetiva e o controle percebido. Enquanto o efeito da norma sobre a intenção é mais forte no caso do México, país caracterizado por sua masculinidade, coletivismo e maior distância ao poder, o efeito do controle sobre a intenção é mais intenso no caso da Espanha, país mais individualista, com menor distância ao poder e maior feminilidade.

Para las empresas del sector turístico que operan en los nuevos entornos virtuales 2.0, conocer los factores que contribuyen al incremento del valor percibido de sus sitios web es un elemento clave para incrementar su competitividad. El objetivo del presente trabajo es identificar los antecedentes del valor percibido de los sitios web 2.0 que ofertan alojamiento turístico y sus consecuencias en las intenciones de comportamiento del consumidor. Asimismo, se ofrece un conjunto de implicaciones relevantes para los gestores de empresas turísticas.

Sin financiación No data (2014) UEV

Para las empresas del sector turismo que operan en los nuevos entornos virtuales 2.0, conocer los factores que contribuyen al incremento del valor percibido de sus sitios web es un elemento clave para incrementar su competitividad. El objetivo del presente trabajo es analizar la influencia de las motivaciones hedónicas de aventura, autoridad, búsqueda de ofertas y detección de tendencias en el valor hedónico de los sitios Web 2.0 que ofertan alojamiento turístico. El contraste de hipótesis se ha realizado a partir de una muestra de 372 individuos con experiencia como compradores de productos turísticos, utilizando modelos de ecuaciones estructurales. Los resultados del estudio empírico muestran una influencia directa y significativa de las motivaciones de aventura, autoridad y detección de tendencias en el valor hedónico de las web 2.0 de alojamientos turísticos y ofrecen un conjunto de implicaciones relevantes para los gestores de las empresas turísticas.

There is a scarcity of academic literature on key drivers leading to users’ acceptance towards Skype-based application as an instructional tool. Most of previous research on e-learning is focused on system characteristics or utilitarian drivers of student behaviour neglecting the hedonic aspects of e-learning. The aim of this research is to analyze the role of consumer personality drivers (playfulness and attitude) and emotions (irritation) on hedonic perceived value of a Skype-based e-learning system. The impact of perceived hedonic value on future usage intentions is also analyzed. We test our proposed model using the regression analysis of data collected from an experiment where undergraduate students from USA and Spain worked in pairs using Skype to improve their language and intercultural communication skills. The application of these factors in the USA and Spanish markets allows comparisons to be made with studies done in other countries with different e-learning adoption rates. No data (2013) UEV