Anne-Françoise Audrain-Pontevia

Analysis of commercial rumors from the perspective of marketing managers: Rumor prevalence, effects, and control tactics

This study examines commercial rumors from the perspective of marketing managers. American and French respondents (N = 133) completed a rumor questionnaire intended to assess the prevalence and types of commercial rumors that reach their ear, the severity of rumor effects, the effectiveness of rumor control tactics, and the psychological and situational variables associated with rumor onset and spread. Based on a variation of the critical incidents technique involving recalled commercial rumors, the results conform to rumor theory in terms of the psychological and situational factors (i.e. anxiety, importance, credulity, and uncertainty) underlying rumor transmission, and offer support for our proposed rumor model. The findings also highlight the prevalence and potentially negative impact of rumors in marketing sectors. As an initial attempt to discern cross-cultural differences in commercial rumor activity, preliminary findings suggest differences in effectiveness of marketing communication tactics for rumor control across the two country samples studied. Overall, the provision of requested information and attempts to increase trust emerged as the most effective rumor control tactics.

Where do customer loyalties really lie, and why? Gender differences in store loyalty

Purpose n n n n nThe purpose of this paper is to examine gender differences in store loyalty and how those differences evolve with age. n n n n nDesign/methodology/approach n n n n nData for the study were collected in a survey of 32,054 shoppers in more than 50 grocery stores belonging to the same chain. In total, 20 satisfaction items were factor-analysed, resulting in four satisfaction factors. A logistic regression with store exclusivity as the dependent variable was then run to test the research hypotheses. n n n n nFindings n n n n nThis study finds that men are more loyal than women to the store chain, while women are more loyal than men to individual stores. Women’s loyalty is more influenced by their satisfaction with interaction with store employees, while for men loyalty is more influenced by satisfaction with impersonal dimensions. Store loyalty increases with age, an effect that cannot be explained solely by declining mobility and cognitive impairment. n n n n nResearch limitations/implications n n n n nThis research examines declared behavioural practices rather than actual behaviour. However, in view of the high frequency of purchases in the retail category examined, and also because of the large sample of over 50 different stores, declared practices should be highly correlated with actual behaviour. n n n n nPractical implications n n n n nResults from satisfaction surveys should be interpreted differently for men and women. Loyalty programmes may want to adapt their approach, to incorporate gender differences into their loyalty reinforcing measures. n n n n nSocial implications n n n n nThis paper should also help to a better understanding of loyalty programs for both men and women, younger and older people. n n n n nOriginality/value n n n n nThis is the first demonstration from an in store customer survey that the shopping experience drives store loyalty differently for men and women.

Do online health communities enhance patient–physician relationship? An assessment of the impact of social support and patient empowerment:

The diffusion of the Web 2.0 has made it possible for patients to exchange on online health communities, defined as computer-mediated communities dedicated to health topics, wherein members can build relationships with other members. It is now acknowledged that online health communities provide users not only with medical information but also with social support with no time or geographical boundaries. However, in spite of their considerable interest, there is still a paucity of research as to how online health communities alter the patient–physician relationship. This research aims at filling this gap and examines how online health communities, while providing users with computer-mediated social support and empowerment, impact the patient–physician relationship. Six hypotheses are proposed and tested. A survey was developed and 328 responses were collected from online patient groups in Canada in 2016. The data were analysed using structural equation modelling. All but one hypothesis are validated. The results show that user computer-mediated social support positively influences user empowerment and participation during the consultation, which in turn determines user commitment to the relationship with the physician. Importantly and contrary to our expectations, user empowerment is found to be significantly but negatively related to user commitment with the physician.

Patient Communities: A New Paradigm for Medicine

This preliminary research investigates the effects of health-care information delivered and shared on Internet through online health communities on patient–physician relationships and patients’ attitude toward their physician. To do so, we carried out a survey on e-health communities’ members. Our results highlight that members who frequently visit online health communities have shown a higher trust toward their physician than other members. Additionally, our data enhance that the members suffering from a chronic disease perceive they have a better relationship with their physician and a higher trust toward their physician than the others.