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Social Media Usage in Consumer Behavior Evaluation

A special issue of Sustainability (ISSN 2071-1050).

Deadline for manuscript submissions: closed (1 July 2021) | Viewed by 45770

Special Issue Editors


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Guest Editor
Department of Marketing, University of Valencia, 46022 Valencia, Spain
Interests: mobile technologies; marketing; tourism; social media; innovation
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

As we all know, social media platforms have transformed the way we relate throughout the world, and their growth has been unstoppable in recent years. Nowadays, Facebook, Twitter, Instagram, or WhatsApp have become indispensable tools for millions of people who devote several hours a day using social media to communicate and relate with one another.

Previous research has shown that the use of social media can improve human interaction and psychological wellbeing (Baumer, 2013), users’ civic engagement (Obar et al., 2012), and learning processes (Garrett and Cutting, 2012). However, is the use of social media always positive? And is user behavior in social media sustainable, responsible, and ethical?

The literature demonstrates that use of social media sometimes becomes abusive, generating excessive dependence. Its inappropriate use can produce psychological discomfort and symptomatology comparable to an addiction (Barbera et al., 2009; Renau et al., 2015), in addition to being accompanied by a diminished sense of volitional control and the induction of persistent activity (Thomée et al., 2011).

Unsustainable use of social media can also cause serious personal problems and lead to the loss of social involvement, social engagement, or social activities (Caplan and High, 2006; Sriwilai and Charoensukmongkol, 2016; Tokunaga, 2011), causing negative upheavals within affected persons (Rosen et al, 2013; Sriwilai and Charoensukmongkol, 2016), reduced social self-esteem (Valkenburg et al. 2006), in addition to producing high levels of stress that are derived, in large part, from the need to be up-to-date not only in the level of knowledge but also in the use of these social media platforms (Lee et al., 2014; Qin et al., 2011).

In addition to the foregoing, irresponsible, or unethical behavior resulting from non-compliance with the rules and principles governing virtual communities, we can also include certain other actions as negative outcomes, such as, for example, the creation and use of anonymous profiles for disqualifying and sometimes criminal purposes, spam, inappropriate content, and the use of inappropriate vocabulary, among others (Duncan-Daston et al., 2013).

This Special Issue welcomes a wide variety of academic disciplines encompassing different methodological approaches that will allow for an expanded view of unsustainable, irresponsible, or unethical behavior in relation to the use of social media.

Prof. Javier Sánchez-García
Prof. Silvia Sanz-Blas
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • excessive social media use
  • social media addiction
  • social media dependency
  • social media stress
  • responsible behavior on social media
  • ethical behavior in social media
  • civic use of social media

Published Papers (7 papers)

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Research

19 pages, 846 KiB  
Article
How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing
by Akawut Jansom and Siwarit Pongsakornrungsilp
Sustainability 2021, 13(15), 8572; https://0-doi-org.brum.beds.ac.uk/10.3390/su13158572 - 31 Jul 2021
Cited by 16 | Viewed by 16023
Abstract
Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI [...] Read more.
Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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28 pages, 31471 KiB  
Article
Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process
by Guangming Xie, Wenbo Du, Hongping Yuan and Yushi Jiang
Sustainability 2021, 13(2), 441; https://0-doi-org.brum.beds.ac.uk/10.3390/su13020441 - 06 Jan 2021
Cited by 2 | Viewed by 1893
Abstract
Using metacognition and dual process theories, this paper studied the role of types of presentation of mixed opinions in mitigating negative impacts of online word of mouth (WOM) dispersion on consumer’s purchasing decisions. Two studies were implemented, respectively. By employing an eye-tracking approach, [...] Read more.
Using metacognition and dual process theories, this paper studied the role of types of presentation of mixed opinions in mitigating negative impacts of online word of mouth (WOM) dispersion on consumer’s purchasing decisions. Two studies were implemented, respectively. By employing an eye-tracking approach, study 1 recorded consumer’s attention to WOM dispersion. The results show that the activation of the analytic system can improve reviewer-related attribution options. In study 2, three kinds of presentation of mixed opinions originating from China’s leading online platform were compared. The results demonstrated that mixed opinions expressed in moderately complex form, integrating average ratings and reviewers’ impressions of products, was effective in promoting reviewer-related attribution choices. However, too-complicated presentation types of WOM dispersion can impose excessively on consumers’ cognitive load and eventually fail to activate the analytic system for promoting reviewer-related attribution choices. The main contribution of this paper lies in that consumer attribution-related choices are supplemented, which provides new insights into information consistency in consumer research. The managerial and theoretical significance of this paper are discussed in order to better understand the purchasing decisions of consumers. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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17 pages, 1349 KiB  
Article
Using a Text Mining Approach to Hear Voices of Customers from Social Media toward the Fast-Food Restaurant Industry
by Wen-Kuo Chen, Dalianus Riantama and Long-Sheng Chen
Sustainability 2021, 13(1), 268; https://0-doi-org.brum.beds.ac.uk/10.3390/su13010268 - 30 Dec 2020
Cited by 35 | Viewed by 9711
Abstract
Due to the COVID-19 pandemic, the sales of fast-food businesses have dropped sharply. Customer satisfaction has always been one of the key factors for the sustainable development of enterprises. However, in the fast-food restaurant business, gaining the knowledge of customer satisfaction is one [...] Read more.
Due to the COVID-19 pandemic, the sales of fast-food businesses have dropped sharply. Customer satisfaction has always been one of the key factors for the sustainable development of enterprises. However, in the fast-food restaurant business, gaining the knowledge of customer satisfaction is one of the critical tasks. Moreover, text reviews in social media have become one of important reference sources for customers’ decisions in buying services and products. Therefore, the main purpose of this study is to explore whether customer voices from social media reviews are different during the COVID-19 outbreak and to propose a new method to reduce interpersonal contact when collecting data. A text mining scheme which includes least absolute shrinkage and selection operator (LASSO) and decision trees (DT) are presented to discover the essential factors for customers to increase their satisfaction from unstructured online customer reviews. Finally, three real world review sets were employed to validate the effectiveness of the presented text mining scheme. Experimental results can help companies to properly adapt to similar epidemic situations in the future and facilitate their sustainable development. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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25 pages, 2157 KiB  
Article
Research of Attitudes toward Online Violence—Significance of Online Media and Social Marketing in the Function of Violence Prevention and Behavior Evaluation
by Boban Melović, Anđela Jakšić Stojanović, Tamara Backović, Branislav Dudić and Zuzana Kovačičová
Sustainability 2020, 12(24), 10609; https://0-doi-org.brum.beds.ac.uk/10.3390/su122410609 - 18 Dec 2020
Cited by 4 | Viewed by 3798
Abstract
The main aim of this paper is to analyze attitudes toward online violence in order to identify the current state of this problem through psychosocial analysis, as well as the possibility of preventing this kind of violence through the prism of online media [...] Read more.
The main aim of this paper is to analyze attitudes toward online violence in order to identify the current state of this problem through psychosocial analysis, as well as the possibility of preventing this kind of violence through the prism of online media and social marketing. The authors developed a conceptual model and conducted an online quantitative research study. The survey was conducted among 277 respondents in Montenegro, which is a developing country and as such is experiencing transitions in many segments. The data were analyzed using standard statistical tests, an analysis of variance (ANOVA) test, logistic regression and the Relative Importance Index. The results of the research showed that specific vulnerable groups such as women are more exposed to online violence. The results of the logistic regression revealed that female respondents aged 18 to 24 were 76.3% more exposed to online violence than respondents over 55. Regarding the aspect of marital status, the results showed that divorced women were most exposed to online violence, 74% more than widows, while single respondents had a 54.2% greater chance of being a victim of online violence compared to widows. In terms of education, the results of the research highlighted that female respondents with a higher level of education were significantly less likely to be victims of online violence than those with a lower level of education. Respondents who had completed doctoral studies had a 48.6% lower chance of being victims of online violence compared to the respondents who had only completed high school. In terms of online media being used as a tool for spreading online violence, 36.89% of respondents identified Facebook, while 21.61% identified Instagram as the main medium of this type of violence. Thus, the research identified the necessity of continuous work focused on informing the population about online violence, as well as raising awareness about measures that should be carried out in order to reduce online violence, because of the significant influence of online media on forming attitudes toward online violence, which was confirmed by 85.19% of respondents. Furthermore, the results showed that online media—in particular, social marketing—may have a key role in the prevention of online violence, as its preventive role was confirmed by 96.76% of respondents. The findings of the research may be extremely useful for different policymakers in order to help them to better understand and identify cases of online violence, especially against women, as well as to create adequate strategies for its prevention through the prism of online media and social marketing. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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16 pages, 444 KiB  
Article
Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty
by Patricia Núñez-Gómez, Joaquín Sánchez-Herrera and Teresa Pintado-Blanco
Sustainability 2020, 12(22), 9337; https://0-doi-org.brum.beds.ac.uk/10.3390/su12229337 - 10 Nov 2020
Cited by 16 | Viewed by 4356
Abstract
Digital content consumption provides a new scenario for children’s relationships with brands. The objective of this research is to study the process by which children interact with social media networks and the effect on brand preference and loyalty generated by this interaction. Specifically, [...] Read more.
Digital content consumption provides a new scenario for children’s relationships with brands. The objective of this research is to study the process by which children interact with social media networks and the effect on brand preference and loyalty generated by this interaction. Specifically, the objectives of this research are focused on empirically verifying the process of consumption, contribution, and creation of children in social networks, and confirm the effect they can have on the relationship between children and brands. A great amount of research has focused on adult consumers and has projected the methodology onto children. This paper will take into account the particularities of children who are one of the most important groups in the purchase decision process of many categories (travel, food, toys, technology, fashion, etc.). For this reason, a theoretical model was built and validated with a sample of boys and girls between the ages of 8 and 14. The results show that the interaction of children with digital media (social networks) has a very important effect on increasing and generating brand preferences and loyalty. Although the effect is general and is not dependent on the age of the child, a more intense effect was observed in children between the ages of 12 and 14. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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20 pages, 489 KiB  
Article
The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps
by Miluska Murillo-Zegarra, Carla Ruiz-Mafe and Silvia Sanz-Blas
Sustainability 2020, 12(17), 6753; https://0-doi-org.brum.beds.ac.uk/10.3390/su12176753 - 20 Aug 2020
Cited by 22 | Viewed by 6224
Abstract
This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile [...] Read more.
This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Ease of use increases perceived usefulness, while perceived control decreases irritation. Managerial implications are provided. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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20 pages, 5135 KiB  
Article
Research on Relationship Strength under Personalized Recommendation Service
by Wanqiong Tao, Chunhua Ju and Chonghuan Xu
Sustainability 2020, 12(4), 1459; https://0-doi-org.brum.beds.ac.uk/10.3390/su12041459 - 15 Feb 2020
Cited by 2 | Viewed by 2483
Abstract
Relationship of users in an online social network can be applied to promote personalized recommendation services. The measurement of relationship strength between user pairs is crucial to analyze the user relationship, which has been developed by many methods. An issue that has not [...] Read more.
Relationship of users in an online social network can be applied to promote personalized recommendation services. The measurement of relationship strength between user pairs is crucial to analyze the user relationship, which has been developed by many methods. An issue that has not been fully addressed is that the interaction behavior of individuals subjected to the activity field preference and interactive habits will affect interactive behavior. In this paper, the three-way representation of the activity field is given firstly, the contribution weight of the activity filed preferences is measured based on the interactions in the positive and boundary regions. Then, the interaction strength is calculated, integrating the contribution weight of the activity field preference and interactive habit. Finally, user relationship strength is calculated by fusing the interaction strength, common friend rate and similarity of feature attribute. The experimental results show that the proposed method can effectively improve the accuracy of relationship strength calculation. Full article
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
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