Rebeca San José

Social and attitudinal determinants of viral marketing dynamics

0747-5632/

Dual effect of perceived risk on cross‐national e‐commerce

see front matter 2011 Elsevier Ltd. A doi:10.1016/j.chb.2011.07.008 ⇑ Corresponding author. Tel.: +34 983 42 33 32; fax E-mail addresses: camarero@eco.uva.es (C. Cam (R. San José). 1 Tel.: +34 983 42 39 51; fax: +34 983 42 38 99. At this time of uncertainty, viral marketing is emerging as one of the most intriguing communication strategies, due to low cost and the results it obtains. However, the success of this kind of practice depends on a range of factors including what we explore and refer to in the present research as the individual’s ‘‘viral dynamics’’. We thus propose a causal model in which viral dynamics is determined by the individual’s social capital and prior attitudes. Based on a survey of young adults, the authors test the effects of structural and relational capital as well as attitudes on viral dynamics. The results evidence that the individual’s connectedness in the email network does not impact viral dynamics, whereas the individual’s integration and relationship with the network and the attitudes towards viral messages prove critical to the individual involved in the receiving-forwarding process. 2011 Elsevier Ltd. All rights reserved.

Customers' Perception of Value in Financial Services Relationships

Purpose – This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model. Design/methodology/approach – Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed. Findings – Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan. Practical implications – Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individuals to repeat purchase. Originality/value – It is one of the few studies that analyse the relations between dimensions of online risk and their differential impact on repeat purchase intention. A dual impact of risk is proposed: negative and positive effects of the risk in the channel on repeat purchase intention. Moreover, this is a cross-national study, following the postulates of ELM.Purpose – This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model.Design/methodology/approach – Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed.Findings – Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan.Practical implications – Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individu...

An exploratory study of online forums as a collaborative learning tool

Abstract The present paper summarizes the results of an investigation whose aim was to examine the type of value consumers achieve as a result of their loyalty to a provider of financial services. The study proposes a relation between the different forms of consumer loyalty (cognitive, affective, inertial or conative loyalty) and the value a client obtains (functional, affective or saving value). We have tested the proposed hypotheses for the relationships between consumers and the financial firm they frequent. The empirical study suggests that functional and saving value is mainly related to cognitive loyalty, whereas other types of loyalty generate affective value and, only indirectly, functional and saving value.

The impact of e-procurement on the structure of the buying centre

Purpose – New information and communication technologies provide tools that help users to progress from traditional teaching methods towards new and more participative approaches consistent with collaborative learning. This study aims to assess the application of online discussion forums as a support tool for lecturing in marketing.Design/methodology/approach – The authors seek to pinpoint which factors determine student use of online forums on the basis of the Technology Acceptance Model and to provide empirical evidence concerning their impact on learning performance.Findings – The findings indicate that it is not ease of use but perceived usefulness that determines a positive attitude towards forums, an attitude which in turn influences forum use and perceived learning. Adopting a new learning system may be seen as a gradual process in which students become involved as they develop a positive attitude towards the system.Practical implications – Lecturers and web developers should pay particular care no...

What Works in Facebook Content Versus Relational Communication: A Study of their Effectiveness in the Context of Museums

The purpose of this research is to analyse empirically how the use of the internet in procurement affects the organisational structure of the buying centre in terms of size, participation, number of hierarchical levels and functional areas. The survey was performed using a questionnaire sent to a selection of Spanish industrial firms from different sectors. The final sample group consisted of 103 firms. Results show that internet use leads to an increase in the number of individuals involved in the buying centre and the functional areas (purchase, engineering, production and marketing) that intervene in the buying centre.

Does involvement matter in online shopping satisfaction and trust

ABSTRACT This study aims to evaluate the effectiveness of museums’ communication strategy in Facebook. This research conducts two empirical studies: in the first, we analyze the communication strategies of 240 museum Facebook pages and their effect on engagement at a fan page level; in the second, we explore the communication strategy in each post in greater depth in order to gauge how the different content and relational elements contribute to increasing the number of likes, comments, and shares. The findings highlight that achieving user engagement entails developing a strategy based on content as well as the museum’s relationship and dialog with its audience, to the point where it becomes involved in conversations. This study proposes that if a museum is seeking an audience’s active participation in its communications, then the organization itself should also get involved in users’ conversations. Put differently, engagement should be reciprocal if more effective communication is to be achieved.