Search

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. [ABSTRACT FROM AUTHOR]

Background and Purpose: Managers need evidence-based methods to evaluate their management skills. To further test the appreciative management scale (AMS 1.0) to create a practical instrument to be used in evaluating appreciative management. Methods: For further testing, a new survey was conducted among social and healthcare managers (n = 734) in Finland. Confirmatory factor analysis (CFA) was used to assess the scale validity and Cronbach's alpha coefficients the internal consistency. Results: The validated AMS 2.0 scale includes 24 items. The values measuring validity and reliability were good, with an Rool Mean Square Error of Approximation (RMSEA) of 0.072, Average Variance Extracted (AVE) values between 0.532 and 0.634, and Composite Reliability (CR) values ranging between 0.850 and 0.914. The Cronbach's alpha of the whole scale was 0.944. Conclusions: AMS 2.0 is a reliable and valid means to measure appreciative management as proved by confirmatory factor analysis. [ABSTRACT FROM AUTHOR]

This study investigates the influence of the customer-value hierarchy model and social network on the perceived economic value of high-tech consumer products. This quantitative empirical study was conducted among Finnish households in early 2008 using the form interview method. The non-probability quota sampling method was applied. The data consisted of 453 completed questionnaires. Hypothesis testing was conducted by linear multiple regression analysis. Goal-, consequence-, and attribute-level value perceptions were found to have a positive effect on the perceived economic value of high-tech consumer products. Attribute-level value had the strongest effect on the formation of perceived economic value. Although the network effect was found to contribute positively to perceived economic value, the opinions of others in the consumer's social network had a negative effect. Consumers seem to rationalise the buying decision with personal factors, while social factors have a background effect on value perceptions. [ABSTRACT FROM AUTHOR]

Byline: Mari Suoranta, Minna Mattila, Juha Munnukka The paradigm shift from traditional branch banking to electronic banking, the newly emerged service delivery channels and rapidly increasing penetration rates of mobile phones are the motivators of this study. Technology has become an increasingly vital element in the competitive landscape of the financial services industry. Innovations in telecommunications have led to usage of mobile devices in banking. This paper reviews recent technological advances in banking and forces that will drive or inhibit mobile banking services adoption. Drawing on the relevant literature and empirical implications of the study, the paper proposes a model that conceptualises different affecting factors in electronic banking environment, and particularly in mobile banking. A quantitative survey sheds more light on this researched issue. The data was collected in Finland during MayJuly 2002 and includes 1,253 survey responses.