Atefeh Yazdanparast

An investigation of Facebook boredom phenomenon among college students

Purpose – The purpose of the paper is to provide an initial understanding of the factors influencing and emanating from Facebook boredom. Specifically, the study addresses important issues such as reasons for liking and disliking Facebook, Facebook users’ boredom states with this social networking site, factors associated with Facebook boredom and impact of boredom on the success and effectiveness of social marketing activities. Design/methodology/approach – A paper and pencil questionnaire was administered to undergraduate students at two local universities in exchange for course credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of our study. Bootstrapping technique, Sobel test, ANOVA and regression techniques were used to test the hypotheses and address research questions. Findings – The results indicate that both genders are experiencing Facebook boredom...

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

The dark side of consumer life in the age of virtual and mobile technology

ABSTRACT This study extends the nascent stream of research that investigates the contributions of mobile and virtual technology to consumer misbehaviour and dark side of consumer life. Using a qualitative approach, the present research explores the nature of consumer–technology relationship, specifically virtual and mobile technology, at the level of lived experience. The findings reflect eight important facets of technology-related dark-side consumer behaviour that, in one way or another, cause harm to the individual user, other consumers or society at large. These themes showcase human entrapment in mobile and virtual technology. The findings have significant implications for marketing managers as well as consumer well-being.

Creating a distinctive business career outcome programme

Abstract This article describes how a small private business school, accredited by the Association to Advance Collegiate Schools of Business, reengineered its career services programme to become a premier programme in the United States. Drawing on theory of involvement, the research gives business schools a strategy to improve business career placement through capital support, student engagement, corporate engagement, alumni engagement, faculty engagement and continuous improvement initiatives. Further, two major outcome categories (i.e. supportive outcomes and end outcomes) are identified and various measures are discussed. Supportive outcomes indicate growth in the number of on-campus business recruiting career events, high internship evaluations by internship supervisors and significant increase in students’ satisfaction with career services. End outcomes provide strong evidence for placement rate success with a 98% career placement rate for the past four years, significant increase on mean starting salaries of graduates across the years following the implementation of the strategic changes, improved quality of positions attained by graduates, and professional success of alumni in their positions. The impact of strategic changes on school ranking, enrolment and donor support are also discussed. The research proposes a model of student career success and identifies various elements influencing the success of such programmes.

Advertising and Pseudo-Culture: An Analysis of the Changing Portrayal of Women in Print Advertisements

This study investigates the use of mass media, specifically advertising, in cultural transformation projects to weaken cultures and replace them with a crafted pseudo-culture. We rely on Adorno’s theory of pseudo-culture to examine how political ideologies shape cultural transformation using mass-mediated ad images. Following a content analysis and a semiotic analysis of print advertisements over a period of 48 years, we identify five major themes underlying pseudo-culture formation and the advertising strategies implemented to support these themes. This work also identifies four major tools used in pseudo-culture formation and demonstrates how pseudo-cultures may be formed, promoted, and abolished.

The new me or the me I’m proud of?: Impact of objective self-awareness and standards on acceptance of cosmetic procedures

Purpose This study aims to investigate how comparing physical aspects of the self to fashion models in mass-mediated images result in body dissatisfaction and what mechanisms could be used to interrupt the potentially harmful emotional and motivational outcomes of such evaluations. Design/methodology/approach Two experimental design studies are conducted in which objective self-awareness (OSA; self-focus) is manipulated. In the first study, participants are assigned to control vs relevant vs irrelevant standards of appearance, and in the second study, all participants receive relevant standards of appearance and are randomly primed to experience pride or shame. Findings Focusing on the physical aspect of the self (i.e. state of OSA) and having access to relevant standards of appearance such as viewing images of beautiful fashion models (vs irrelevant standards of appearance such as images of plants) initiate the process of self-standard evaluation that may lead to body image state dissatisfaction (BISDS). Negative emotions mediate the relationship between BISDS and motivations to pursue cosmetic procedures. Pride and shame are two important self-conscious emotions that differently influence these relationships. Originality/value The present research identifies how pride could act as a self-affirming factor to intervene the undesirable outcomes of body image dissatisfaction and discourage unnecessary cosmetic procedures. Pride diminishes the motivation to undergo cosmetic procedures by shifting the focus from pursuing unachievable standards of appearance to pride-inducing achievements and self-affirming positive qualities. Shame, however, keeps individuals focused on discrepancies and lowers their ability to think of substitute goals, resulting in enhanced motivations for cosmetic procedures.

An Examination of the Role of Objective Self-Awareness on Cosmetic Surgery Motivations

Sociopsychological research over the past four decades provides robust evidence for the existence of a pervasive physical attractiveness stereotype, illustrated by the phrase what is beautiful is good (Dion, Bersceid, and Walster 1972). Accordingly, individuals place particular importance on their personal appearance and try to improve their self-representations (Foustanos et al. 2007). Cosmetic surgery, considered to effectively contribute to the improvement of physical attractiveness, is one of the fastest-growing medical practices in the world (Pentina et al. 2009). However, consumer research literature on this topic is extremely sparse (Slevec and Tiggemann 2010). The present research aims to address the question of what motivates individuals to pursue cosmetic procedures. Objective self-awareness (OSA) is the theoretical basis for this research, as it provides a better understanding of the reasons why people conform their beliefs and behaviors to those of the larger society.

Mobile Phone Satisfaction: An Examination of Antecedents and Consequences

As individuals are increasingly upgrading to smartphones to use both software applications and the Internet, it is important to study factors that impact their satisfaction with these devices. Various smartphone options are currently available to consumers, making these devices a commodity just like many other consumer products. As smartphones become commoditized, mobile phone applications (MPAs) play an integral role for their diffusion and successful competition in today’s highly competitive market (Yoo et al. 2010). With the ubiquity of MPAs, questions such as how apps may affect consumers’ experiences and satisfaction with mobile phones (MPs) and consequently, influence consumers’ purchase decisions regarding MPs and mobile phone service providers (MPSPs) become increasingly important. Consumers’ overall experience with their mobile phone (as a result of MP, MPSP, and MPA) can create enjoyment that leads to MP satisfaction. This is consistent with the uses and gratification theory (Lin 1996) arguing that if product/service consumption experience is positive and pleasant, it would lead to increased customer satisfaction. We extend existing research on MP satisfaction and purchase behavior by developing a framework to investigate relationships between MP, MPSP, and MPA experiences, MP satisfaction, and WOM behaviors.

Consumer Imagination: An Empirical Examination of the Impact of Need for Haptic Information

The human imagination has long fascinated scholars and practitioners. Some researchers argue that imagination enables consumers to construct stories in which they are the main characters in a future consumption situation. Schau (2000 p. 50) defined imagination as the “site of knowledge creation” and suggested that the imagination has two key functions: (1) imagination unites incoming or newly presented information with what is already known to create knowledge; and (2) imagination provides an avenue for identity construction as the consumer situates him/herself relative to the product or service. In fact, in the imagination, incoming sensory knowledge is combined with what is already known through thought structures and processes to create knowledge that links identity and consumption.