Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment

The Impact of COVID-19 on Purchase Behavior Changes in Smart Regions

The COVID-19 pandemic has changed consumer behavior due to various restrictions and increased degrees of ICT use. By establishing and verifying the validity of the hypotheses, we aim to compare intensities of mutual correlations that indicate changes in consumer behavior depending on the degree and nature of changes in selected socio-demographic or socio-economic factors. The statistical evaluation of the answers obtained in surveys of representative samples of 987 respondents from the Slovak Republic (implemented in 2021 about the dual quality of goods sold in the EU) and also the answers of 347 respondents (in 2022 aimed at changes in Slovak consumer behavior) will be carried out with multivariate analyses using the SPSS program. The outputs indicated that during self-isolation periods, Slovak consumers bought more or the same amount as before the pandemic; shopping habits were mainly changed by women and groups with lower household income. Test subjects preferred the quality products and products posing the least amount of risk to health. All consumers intend to continue to shop through e-commerce platforms where they prefer a more personal experience (through social media or YouTube). Low-income people’s budgets are threatened by cheap products and poor distribution of spending, especially among young people. We recommend simplifying personalized visualized sales and education content and e-methods of information sharing also in order to make them accessible to digitally disadvantaged groups (according to income, age, education, etc.). The use of blockchains increases transparency of production and sales value chains, reducing the occurrence of unfair practices, and promoting participatory public dialogue.

Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands’ social marketing actions.

Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics

Video game streaming (VGS) has attracted millions of users and shown unprecedented growth globally. With technological development, these appealing media have largely influenced the sustainable development of society and the economy. VGS creates a pleasant atmosphere and provides various novel features to please the viewers, induce positive emotions, and facilitate users’ engagement. Integrating several personal characteristics as moderators, this study applied cognitive emotion theory to explore the antecedent of viewers’ engagement in VGS. Using 308 empirical data, the research results reveal that broadcaster attractiveness and the para-social relationship are positively associated with the viewers’ positive emotion, which eventually leads to engagement. In addition, personal characteristics play significant roles as moderators between VGS features and the viewers’ positive emotions. The results provide theoretical implications for VGS research and useful insights for VGS platform managers and policymakers to enable a sustainable profit model and the growth of VGS.

Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted to examine the proposed hypotheses, revealing that fan needs fulfillments—information, entertainment, social interaction, and monetary ones—had positive effects on BRQ. Further, BRQ was found to have positive effects on fans’ engagement behavioral intentions toward brands, including willingness to buy, member continuance intention, and electronic word of mouth intention. This study contributes to existing research that indicates a new mechanism of BRQ improvement via the social media-based brand community. Implications corresponding to the research findings as well as study limitations and future directions are also addressed.