María Sicilia

EFFECTS OF INTERACTIVITY IN A WEB SITE: The Moderating Effect of Need for Cognition

This paper examines how consumers process the information available, and what their experiences are, when exposed to an interactive Web site as compared with a noninteractive Web site. The experiment developed analyzes two versions of a Web site in which the capacity to interact with the message has been manipulated. The results show that the interactive Web site leads to more information processing, higher favorability toward the product and the Web site, and greater flow state intensity. In addition, the findings confirm the hypothesized moderating effect of need for cognition on information processing. Implications for new media researchers and practitioners are discussed.

The impact of cognitive and/or affective processing styles on consumer response to advertising appeals

Abstract As advertisers increasingly seek greater communication effectiveness and new forms of media emerge, psychological differences amongst individuals are becoming essential criteria in the design of advertising appeals. The present study considers whether individuals differ in their propensity to rely on affective, cognitive or both systems to process information. This research suggests that persuasive appeals tend to be more effective when the nature of the appeal matches, rather than mismatches, the individual personality-type preferences for processing information. Results show that informational and informational-emotional advertising appeals, which match consumers processing style (thinking and thinking-feeling processors, respectively), can generate more positive attitudes toward the brand, purchase intention (PI) and brand choice.

Revitalising brands through communication messages: the role of brand familiarity

Purpose – From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand familiarity moderates this influence.Design/methodology/approach – A sample of 194 subjects participated in a between subjects experiment. An integrated communication campaign composed of two different tools (advertising and nonmonetary promotion) was assessed by individuals. Brand familiarity (familiar brand vs unfamiliar brand) and consistency among messages (high vs moderate) were manipulated to test a set of hypotheses.Findings – Results show that the effectiveness of consistency among messages depends on brand familiarity. For familiar brands moderately consistent messages improve their awareness (recall), enrich their network of associations, and generate more favourable responses and brand attitudes. However, for u...

The Role of Flow in Web Site Effectiveness

ABSTRACT Web sites are based on information and communication technologies that enable easy, rapid interactions between consumers and advertisers and thus represent more durable and common communication activity. In this context, the flow experience can provide a better explanation of consumer behavior in the context of Web sites as company communication activities. By adding the flow state to traditional advertising models, this study demonstrates the impact of flow state on Web site effectiveness. The results show that the flow state influences attitude toward the Web site, both directly and indirectly through Web site cognitions.

eWOM as Source of Influence: The Impact of Participation in eWOM and Perceived Source Trustworthiness on Decision Making

Word of mouth (WOM) is an important information source for consumers. Previous researchers have shown it is more credible and persuasive than commercial information. The development of new electronic media has increased the importance of this interpersonal influence (referred to as eWOM). The degree of participation in eWOM varies among individuals. Participation in eWOM is composed of two behaviors: opinion-seeking behavior and opinion-giving behavior. Several antecedents of participation in eWOM have been previously studied, but the consequences of participating are mostly unknown. This article proposes and tests a theoretical model that analyzes the extent to which participation in eWOM can be considered a determinant of eWOM influence on decision making at an individual level, and it includes perceived source trustworthiness as a mediator. Both opinion-seeking and opinion-giving behaviors seem to predict eWOM influence on decision making. Results also indicate that perceived source trustworthiness partially mediates the relationship between opinion-seeking behavior and eWOM influence on decision making. In contrast, perceived source trustworthiness totally mediates the relationship between opinion-giving behavior and eWOM influence on decision making. Therefore, perceived source trustworthiness arises as a key factor of eWOM influence on decision making for those who usually give opinions.

Creating identification with brand communities on Twitter: The balance between need for affiliation and need for uniqueness

Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community. Design/methodology/approach A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling. Findings The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands. Originality/value Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.

Integrated marketing communications

Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign.Design/methodology/approach – The study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign).Findings – The results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy.Research limitations/implications – This paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consi...

The influence of “Facebook friends” on the intention to join brand pages

Purpose – This paper aims to examine the role of Facebook friends on the intention to join brand pages in this social network site (SNS). SNSs have grown in both popularity and use. They allow individuals to articulate their social networks by developing a list of other members on the site with whom they share a connection. These platforms also allow companies to create profiles to promote their brands. However, many firms have jumped into SNSs by creating a “brand page” without fully understanding how to spread it successfully. Design/methodology/approach – Two experiments were developed. In the first one, the authors manipulated how the individual comes to know about brand pages. Participants discovered a brand page through a friend with whom they have either a strong tie or a weak tie. In the second experiment (2 × 2), the authors manipulated tie strength (strong vs weak) and the type of recommendation (active vs passive). Findings – Results of the first study show that as the individual has more exper...

BOCA A BOCA TRADICIONAL vs. ELECTRÓNICO. LA PARTICIPACIÓN COMO FACTOR EXPLICATIVO DE LA INFLUENCIA DEL BOCA A BOCA ELECTRÓNICO

RESUMEN El boca a boca constituye una importante fuente de informacion para los consumidores. Estudios previos han demostrado que es mas creible e influyente que la informacion comercial que genera la empresa. El desarrollo de las nuevas tecnologias ha provocado cambios importantes en este proceso de influencia interpersonal. Sin embargo, los estudios que analizan el funcionamiento del boca a boca en el contexto electronico son aun escasos y poco concluyentes. En este articulo se han desarrollado dos estudios en los que se compara la credibilidad e influencia del boca a boca electronico y tradicional en la toma de decision. Asimismo, se examina el rol que tiene el grado de participacion activa y pasiva del individuo en este proceso de comunicacion. Los resultados muestran la gran importancia que esta adquiriendo el boca a boca electronico, llegando incluso a tener una influencia y credibilidad mayor que el boca a boca tradicional. El estudio tambien constata que la participacion activa y pasiva del individuo en el boca a boca electronico determinan su credibilidad e influencia.

The Impact of e-WOM: Determinants of Influence

Marketing literature have shown personal influences have a great importance on consumer behavior. Opinions by other consumers have been found to exert a significant impact on consumers’ buying decisions (Arndt, 1967; Chatterjee, 2001; Katz and Lazarfeld, 1955), as well as on post-purchase product perceptions (Bone, 1995). This communication process is called word of mouth (WOM) and it is considered more effective than traditional marketing tools such as personal selling and advertising (Engel et al., 1969; Goldsmith and Horowitz, 2006; Katz and Lazarfeld, 1955).